P1
What is digital marketing
P2
Investigate consumer usage and behaviour on the following digital media channels;
M1
Explain the advantages and disadvantages of each method
D1
How is the digital environment influencing consumer choices and affecting customer behaviour
Unit 17: Digital Marketing Assignment 1
P1
What is digital marketing
Digital marketing is a part of marketing that utilizes the internet and technology like desktops,
phones and other digital media and platforms to promote either a whole business, a product or a
service.
What is traditional marketing
It is the base of marketing as traditional marketing are the basics of marketing, this means marketing
by any way which is not online as that is digital marketing. A lot of businesses will market their
business in a traditional way depending on what the customers target customer base is for example
if you target older generations that might care less about technology.
What are the techniques of digital marketing.
The different techniques of digital marketing include:
Social media marketing which is a marketing technique which in a business uses a social media
profile to make themselves seen and a place where they can post posts of whatever they want to
match their businesses personality and to promote new products or already existing ones.
Email marketing is another way business advertise. They are most likely to do this when you are
signing up for their website or creating an account as they normally ask for your email which then by
giving It to them you agree for them to use your information therefore email you with their latest
updates and newest campaigns. If you want to take email marketing to another level, you can also
specify what ads go to who so for example giving children and teens different ads than adults.
Instant messaging marketing is like email marketing as they get your phone number the same way
the get your email. This is more likely to be affective than email marketing as people are more likely
to check their messages as no matter who you are you always check messages but not everyone
checks their email.
Pay per click advertising is a type of a sponsorship for other websites and even influencers this idea
is quite simple if you give someone your link they can either present it as a pop up ad on the side of
their website or in their description on their Instagram post or YouTube video. Then the influencer or
business get paid the amount that was agreed on per click meaning their pay depends on how many
people click and check out the link.
What are the techniques of traditional marketing.
Different techniques of traditional marketing are:
Direct email marketing is a form of advertising used by businesses where they send you advertising
through your mailbox directly to your doorstep this information is gained the same way as any other
personal information about you like phone number or email. A lot of people would consider direct
mail as annoying and trashing their house. I do not think that direct mail is the best way to advertise
as it uses up a lot of paper making the business less eco-friendly. This also includes other forms of
traditional marketing like postcards, brochures, letters and fliers.
Referral marketing also known as word to mouth is the type of marketing where depending on the
previous customer experience or the previous product they got will depend on what they will say
about the business to their family and friends seeing if they recommend the business or warn others
of the business.
, Wiktoria Sobel
Print advertising includes things like magazines, newspapers, coupon books and billboards this
would help the business to expand their target market and get new people involved within their
company depending on where they decide to advertise.
Radio and TV marketing is also considered traditional marketing as it has been around for some time
now. The cost of this type of advertising tends to be more expensive than the different types of
marketing as you have to make a whole advert or for radio get a script and have someone record it
which sounds easier than it is considering the 30 sec or 1 min time limit which you have to use to the
fullest. This type of advertising is less popular now as now people have other things to watch like
Netflix or Disney plus or HBO which are all film platforms that do not have any forms of ads. The
same goes with radios which have been replaced with Spotify or SoundCloud.
What are the advantages and disadvantages of digital marketing
The first advantage of digital marketing would be global research as it allows you to find new
markets and trade globally for only a small investment. This will allow for your business to have
more data about their own target market making it easier for businesses to manipulate consumers
into buying whatever they have as it will be easier for the business to predict their customers
behaviour making it easier to sell the product.
The second advantage is the fact that digital marketing if done correctly can be more successful and
cheaper than forms of traditional marketing as things like social media profiles and guerrilla
marketing are free to do and if they are again done correctly will lead to success.
Finally, the last advantage of digital marketing is the amount of personalisation your business can go
into, if your customer database is linked to your website, then whoever visits the website can be
greeted with targeted offers. After the first time of them coming back on your website and buying
anything the more you can refine your customer profile and market effectively to them.
One of the disadvantages for digital marketing would be the fact that you would have to ensure that
your staff have the right knowledge and experience to carry out digital marketing with success. This
could be tricky to do as things like tools, platforms and trends change rapidly and for a business it is
important that you stay up to date with everything that’s going on if you want the marketing
strategy to work.
There is also a lot of competition on social media as everyone is reaching out to the same global
audience. This can make it hard for your business to stand out from the other competitors and to
grab attention among the many messages aimed at consumers online.
Finally, the last disadvantage is the fact that there are several legal considerations around collecting
and using customer data for digital marketing purposes. Businesses must take care to comply with
the rules regarding privacy and data protection. This is a controversial topic as a lot of people don’t
agree with the fact that corporations have access to our personal information and data as it can be
used to manipulate people for your own profits which is not very ethical.
What are the advantages and disadvantages of traditional marketing
One of the main benefits of traditional marketing is that it helps to reach the local audience as
traditional marketing would make it more convenient for the locals to see the marketing around
town in the form of outside advertising like posters billboards and advertising on buses as they
would be the ones that are the most likely to see the advertising and actually take action.
Traditional marketing is also familiar to most people meaning that people would find it easier to
trust. Traditional marketing does not need any explanation about the promotional material as well
as them being able to read the flier whenever they are not busy without needing an internet
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