Unit 17 Assignment 1
INTRODUCTION:
Digital marketing is the activity of a business marketing their product/service online using digital
platforms. Due to increasing technological advancements, the digital environment is expanding
across developed and developing economies. As a result businesses have heightened their
digital marketing capitalizing on consumer growing interest in digital interactions. This
assignment will examine the role of digital marketing in the broader marketing mix as well as
analyzing the effectiveness of digital marketing campaigns for both Disney and Tesco. The
assignment identifies the digital marketing activities of Tesco and Disney explaining how their
digital marketing has contributed to success in meeting their digital marketing objectives. The
assignment uses marketing models such as the AIDA model to highlight the psychological
impacts of Tesco and Disney’s digital marketing on consumers.
Firstly Tesco have primarily operated using traditional marketing. This is because they have
been operating during the 20th century an era where digital marketing was impossible (due to
their being insufficient technology) thus they were reliant upon traditional ways to market their
products and get across their message. However in the present day, Tesco have the ability to
market digitally market and this has massively assisted them in creating better marketing
campaigns.
Likewise Disney an organization that was founded in 1923, previously did not use digital
marketing and stuck to basic traditional techniques like Newspapers and Posters. However in
today's technological era, the executives of Disney understand the importance of Digital
marketing and their digital marketing has effectively delivered their marketing messages of their
marketing campaigns. Disney operate in the secondary sector, as their products/services are
distributed to retailers such as their Films which are launched in Cinemas and their merchandise
which is distributed to retailers such as Toy stores and
P1:Explain the role of digital marketing as an extension of traditional marketing and the
ways the messages can be delivered
This criteria explains how Disney and Tesco have enhanced their marketing from Traditional to
Digital. In the 1900’s when Disney and Tesco first begun operating they primarily used
,billboards and posters to promote their product/services, however in the modern era both
businesses utilize digital methods of communication to communicate their marketing messages.
This criteria explains digital marketing in the broader marketing mix for both Disney and Tesco.
Organizations can achieve their marketing objectives using digital media and technology. When
taken into consideration that we are living in a digital era, businesses are fixated on marketing
via digital platforms. This criteria explains how both Disney and Tesco have enhanced their
digital marketing from traditional to digital.
DIGITAL MARKETING AS AN EXTENSION TO TRADITIONAL:
Promotion:
Promotion refers to the act of a product in order to encourage consumers to buy it.
In the 1900’s Tesco commonly promoted their products using billboards, newspapers and
banners(traditional ways) these methods were effective in promoting and they did raise
awareness and interest of customers, however Tesco now ultises digital marketing to promote
their products .In reference to the marketing mix customers can view Tesco’s promotions online,
Tesco launch online advertisements on big digital platforms such as YouTube. This means that
customers can view promotions of Tesco virtually as opposed to viewing a promotion in real life
(e.g a banner of Tesco).Now, Tesco have two streams of promoting thus digital marketing is an
extension and wider access for consumers to view the marketing message of Tesco.
Previously Disney promoted their promotions for movies simply using traditional methods such
as billboards, and TV adverts. Disney promote heavily with digital promotions , with the
introduction of Disney plus (a digital streaming platform) Disney advertise their new upcoming
TV shows on big social media platforms such as Instagram and Facebook, when taken into
consideration that Disney plus is a digital platform, advertising digitally is useful as the target
audience is are digital literate individuals who possess digital devices.
Product:
Previously customers could only assess and view the quality of products in real life. With the
introduction of the internet customers now have the ability to view what the product looks like
online and look at reviews to assess the quality of a product. Many customers of Tesco are
interested in looking at the features and quality of their products, they look at reviews online
such as Youtube/Google reviews on products, and that aids in their decision making of whether
or not to buy.
Likewise new and existing customers of Disney plus are able to view the range of shows that
are available on the streaming service. Customers can now decide whether they are interested
in purchasing a membership for Disney plus as they can digitally view the shows .Prior to digital
marketing customers did not have the access to view Disney’s movies to the extent that they
can currently can, in this way digital marketing is an extension to traditional marketing.
, People :
“People” refers to the internal stakeholders such as employees who are involved in designing
the product or service.
In the past Tesco employed marketing assistants and had marketing directors who executed
marketing in a traditional manner, they produced banners, billboards and TV ads for
customers .However, Tesco have now employed specialist digital marketers who have
adequate training on digital marketing who assist in creating good digital marketing campaigns,
these campaigns have the ability to reach wider audiences thus they are an extension of
traditional marketing and the marketing message is portrayed more effectively, targeting
primarily digital platforms.
Physical evidence:
Physical evidence refers to the experience and feel of when a customer enters a store. In a
digital context this refers to the website design.
Before Tesco implemented digital marketing, customers could only feel the physical
environment by physically being present in the store. With digital marketing Tesco’s customers
can feel and experience the environment via the website, Tesco’s website is well designed and
is integrated with a plethora of options for a customer to delve into, a customer can visit the
Tesco mobile selection or visit the Tesco F&F page in this way it is as if the digital environment
provides the same experience as the real life environment.
Price:
Price is simply the cost that is needed to pay for a product or service.
With the rise of digital marketing, consumers can view the price of a product
they are demanding and assess the prices from the range of sellers providing
the product. Tesco sell Food commodities in a competitive market of
supermarkets as a result there is multitude of competitors offering lower prices for food
products. Consumers assess the prices of products using the internet in order see which
supermarket is the most price beneficial.
Similarly, in the case of Disney, customers can view the prices of the range of streaming
services available. A customer may be incentivized to purchase Disney plus if there's a discount
and if it is cheaper than competitors such as Netflix. When Disney plus conduct discounts on
their service, they commonly promote the lower selling price that they are offering in their online
advertisements. This means that digital consumers become well aware of the price of Disney
plus.
Place:
Place is simply the distribution channel for a buyer to buy a business’s products.
Disney are a secondary and tertiary sector business, this is because they sell products via
retailers (such as merchandise) and sell directly to consumers with their services(e.g theme
parks and Disney stores).Previously when Disney operated solely with traditional marketing,
