Essay
Unit 17 Assignment 1
- Module
- Unit 17 - Digital Marketing
- Institution
- PEARSON (PEARSON)
Unit 17 assignment 1 the different trends in digital marketing.
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Unit 17 Assignment 1Digital marketing
“Digital marketing is the marketing of goods and services via digital technologies. The Internet, for
example, is a type of digital technology. However, it is not the only one. Digital marketing also
includes marketing services and products using display advertising, mobile phones, and other digital
media”
https://marketbusinessnews.com/financial-glossary/digital-marketing/
Digital marketing can be defined as the use of digital technologies to create an integrate,target and
measurable communication so that firms can not only acquire customers but retain them,specifically
to build deeper relationships with them.Usually digital marketing is practised by focusing on
managing different forms of an online company presence,this can include websites,mobile
application,online advertising and social media pages,these techniques help businesses to retain
their customers especially through customer relationship management.CRM uses digital
communication technologies to maximise sales to existing customers and encourage continued
usage of online services.
There are many objectives in business and to achieve these objectives that is target to be
accomplished by all businesses,marketing of products or services using digital technology like
internet,mobile phone,display and advertising and many more other technology methods.Majority
of businesses objectives are achieved through digital marketing strategies many businesses goals are
solely based on increasing sales,brand awareness and branding this is done through the help of
digital marketing tools.By businesses achieving their digital marketing goals they are also helping
reach their overall business objectives setting strategic goals is a great way for businesses to be
motivated to achieve their objectives which will help grow the business further.Marketing objectives
refers to actionable goals that provide overall direction to a specific business digital communication
and technology has made communication,customer service and marketing easier and more
transparent,digital and social media has helped businesses to achieve their objectives.As the digital
tech industry is continuing to grow businesses are constantly finding new ways to help meet their
businesses objectives.
Traditional marketing is promoting a product or service through tv billboards,newspapers whereas
digital marketing is promoting a product or service using digital channels such as phones,emails and
other digital channels such as social media platforms like facebook,twitter or instagram.Traditional
marketing only increases brand awareness and sales however it cannot keep track of the potential
customer which businesses may have or who has seen the promotion therefore making it less
reliable but on the other hand digital marketing allows the business to monitor customers and
allows the business to make a calculated measure to react to customer feedback.Also compared to
traditional marketing where you must pay a large amount of money for a tv advert or to hire a
billboard,digital marketing is partially free saving business a large amount of money in comparison to
paying for tv advert etc.similarly traditional marketing consists of promotional methods and offline
advertising,the ads from this market are what people com across on a regular basis.Businesses which
are successful use the 4 ps marketing mix which is Product,Promotion,Place and Price.Looking at the
product of of your businesses and being able to understand it and also be able to fill the demand
from the target market.The price of the product should also be considered this is important when
looking at the supply and demand of the products should be considered.Promotion is also a big part
of the business this how business catch the attention of consumers when promoting their
products.Place is another factor to consider,the marketing has an aim of bringing the product to the
consumer at the correct time and place.Having products in the right location is crucial in traditional
, marketing.Digital marketing cant exclusively be used because some people cant access technology
like the elderley or people who are blind,hence why it is important to have a mixture.However
digital marketing helps businesses connect with people that are interested in the business.However
traditional methods makes it challenging for businesses to advertise their products to the right
people.Digital marketing, however allows businesses to focus on the people that are interested and
target their market. Traditional marketing is generally considered to be more compliant, While
digital marketing actively involves target audience. This really allows the 2 marketing methods to
work together to achieve the company's intended objectives. Because of this digital marketing does
not replace traditional marketing but instead enhances it to ensure that their marketing is more
comprehensive and effective .However the problem of this is that it could cost the business more
money as they are doing different types of marketing and they might require specialist skills and
training to do both.
Digital marketing is more focused on promoting the product or business.The traditional marketing is
concerned about the other factors involved.Although digital marketing is more focused gaining
exposure its main aim is to grow the online market and having more connection with the consumers
online rather than only advertising.However as digital marketing is effective and has bought
customers closer to the business and also traditional marketing is effective to a certain extent.
Currently there are many new trends in the digital marketown of the main one is the move to mobile
communications mobile communication is the use of technology that allows us to communicate with
others in different locations without the use of any physical connection such as wires and
cables.Mobile communications makes people lives easier and it saves time and effort and get
information across quicker and easier.Another trend in the market is the use of emails which many
business have adapted although it has been out for many years only recently businesses are using
emails as a way to stay in contact and promote their products.Email marketing is another successful
way of attracting people to the business by sending out emails to those who have subscribed and
purchase frequently from business it will help the business to grow a connection with loyal
customers,this is an effective way of getting customers to repurchase products.One of the latest
digital market trends is visual search marketing although it has been out for a few years,the
technology is just starting to become more well known this allows a better experience for the
consumers this benefits the retail industry as visual search has the power to make shopping
experience much quicker and easier for customers.
There are many different market segmentation strategies for digital marketing such as geographic
segmentation. This refers to the physical space and environment where the target audience lives
such as country,size of country,city,region and also climate.Another one is Demographic
segmentation these are things that include age,profession,religion and nationality etc alos
behavioural segmentation this includes consumption patterns which is what customer look for when
choosing product or service.
Database marketing is a form of direct marketing,this involves collecting customer data like
names,addresses,emails,phone numbers,transaction histories,this information is then analysed and
used to create a personalised experience for each customer to attract potential customers.Trading
direct marketing involves creating direct mail pieces like brochures and catalogues and mailing them
to to a list or current customer in the hopes it evokes a positive response.Database marketing takes
a strategy a step further by seeking to understand how customers want to be marketed.The benefits
it can help identify customer group from your most loyal,high value customers to first time
customers and occasional purchasers.and also create detailed customer segments based on
demographic,behaviour or even personal interests and this improve your marketing efficiency by not
wasting time and money sending campaigns to those who are unlikely to respond.
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