Unit 17 Assignment 1
Issue Date:04.05.22
Hand In Date:08.06.22
Introduction:
In this report, I will examine the role of digital marketing, as well as the various methods by
which digital communications can be given to customers. The current devices in use, as well
as the trend toward using mobile devices and free digital content. I'd also talk about the
benefits and disadvantages of various marketing strategies. The two campaigns which I
would be investigating are Coca Cola’s ‘Love What You Love’ and Apple ‘Relax, It’s iPhone’
campaigns. These marketing campaigns are aimed at new customers who have little
experience with digital marketing.
Examine the role of digital marketing within the broader marketing mix
P1. Explain the role of digital marketing as an extension of traditional marketing and
the ways the messages can be delivered
The marketing of goods and services through digital platforms on the internet, most
commonly social media platforms, is known as digital marketing. Digital marketing, often
known as online marketing, is the use of the internet and other kinds of digital
communication to promote brands and interact with potential customers. Digital marketing
aims to raise brand recognition in order to retain existing customers and attract new ones.
This information is created on a variety of platforms, including social media, YouTube, online
blogs and even emails. This covers text and multimedia messages as well as email, social
media and web-based advertising as marketing channels. Digital marketing is typically used
as an addition to the traditional marketing and promotional mix rather than as a replacement.
As more young people join social media platforms, more firms targeting the younger
demographic are beginning to employ digital marketing to sell their products.
Digital marketing approaches, as opposed to traditional marketing methods, are better at
organising and tracking marketing campaign results. The ability to customise content and
generate advertisements for their target demographic is provided by digital marketing. As a
result, a stronger bond between the company and its customers can be established,
resulting in increased brand loyalty.
Digital marketing should be viewed as an addition to traditional marketing rather than a
replacement. Traditional marketing is any sort of marketing that is not done online. For
example, billboards, posters, buses and businesses vehicles, as well as newspaper articles,
are examples of outdoor advertising. Due to a lack of technology, traditional marketing
makes it more difficult to gain an immediate response. This is one of the main reasons why
companies believe that combining traditional and digital marketing is the ideal strategy. As a
result, the company can target a bigger market, increasing brand awareness and attracting
more customers.
Social media trends in 2022 are one of the current digital marketing trends. Brands must
take TikTok seriously as it continues to grow. TikTok is a site to consider if they are not
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,Unit 17 Assignment 1
Issue Date:04.05.22
Hand In Date:08.06.22
already utilising it when it comes to social media. TikTok's quick growth has seen it exceed 1
billion users and counting. TikTok has a huge following. Users in the United Kingdom spend
up to 850 hours per month on the network, with 8.9 million active users in January. (1) It
allows individuals and businesses to have their films go viral, which is no small feat in the
social media world.
It's easy to see how digital marketing by smartphones, as well as social media through
TikTok, might provide a company with numerous advantages. On average, people in the
United Kingdom spend 4 to 8 hours online on their smartphones every day. This allows firms
to reach out to 96 percent of the UK population and promote their products or services
straight to them using their own smartphones. (2) This allows the company to communicate
with potential customers quickly and directly.
Individuals who used a mobile
phone to access the internet in
the UK from 2010 to 2019, by
age. (3)
The table represents the ages of
individuals in the United
Kingdom who use their mobile
phones to access the internet. It
is apparent that people between
the ages of 16 and 24 have a
significant number of phone and
internet users.
I quite believe this is a definite
tendency to notice, especially as technology and the environment evolve; younger
generations have more technology in their lives than previous generations. When looking at
the 65+ age group, it's clear that only 26% of those with a mobile phone also have internet
services. This might be for a variety of reasons, one of which being that the older generation
does not comprehend how to use new technology, which is why they do not buy the latest
iPhone or Samsung as they are the most selling new mobile phone brands everyone
purchases. For example, because they do not know how to use it and hence do not feel it
necessary.
Consumer demand for more video content has prompted businesses to respond. Video has
become an important aspect in defining content marketing. Consumer demand for more
video content has prompted businesses to respond. Video has become an important aspect
in defining content marketing. Businesses have tripled revenue for our weekly blog service
since the pandemic, in part to meet the requirement to get some of their clients' best video
material published and ranked. According to research, 84 percent of consumers are more
inclined to buy a product after seeing a video (4) and they are twice as likely to share videos
than other types of online material. According to Cisco, video will account for 82 percent of
all online traffic by 2022.
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, Unit 17 Assignment 1
Issue Date:04.05.22
Hand In Date:08.06.22
To analyse and direct marketing activities, marketers frequently use segmentation, targeting
and positioning which is short for STP concepts. While the old triple-threat strategy is useful,
organisations must remember that segmentation has been the most essential type of
marketing in digital marketing. Marketers are constantly attempting to send a message to the
proper audience; unfortunately, with digital marketing, it is more difficult to understand
customers' behaviours and experiences, making audience segmentation more challenging.
Market segmentation is the process of categorising a company's database into distinct
categories based on one or more factors. Businesses can focus on a specific set of people
with similar traits to whom they can promote their product by using segmentation. Separating
former consumers from new or potential clients is one technique to segment. This is
because the company will interact with them differently depending on whether they have a
previous relationship with them or if they are attempting to create a relationship with new
customers in order to gain their loyalty.
Social media is another tool to target diverse demographics. The company must know how
and where their marketing content is being viewed. If the company can figure this out, they
will have a much easier time keeping existing consumers and obtaining new customers may
be influenced by notifications from the business's app to engage with the app to view new
bargains and offers and it can be accomplished with ease through email, text messages and
reminders pop-ups through social media apps.
P2. Investigate the ways in which advertisers are targeting mobile device users.
M1. Analyse, using example, the effectiveness of different digital delivery methods
Pop-up adverts on a computer or laptop are one type of device that can be utilised for digital
communications. Pop-up adverts have been increasingly prevalent in recent years when
using any type of search engine, whether on the internet or on social media. Many
businesses are turning to this type of marketing since it is less expensive and
time-consuming than a full-fledged social media campaign. Pop-up advertising may bother
and irritate some people, but they are incredibly effective for others. This is because if a
customer is looking for a specific product, a pop-up ad that connects to that product may
appear and direct them to where they want to go.
This is one of Nike’s Pop-up advertisements. (5)
Nike is a company that employs this strategy. They have pop-ups
on the edges of their site that transport viewers to different portions
of their site. This has made it easier for customers to navigate the
site, resulting in greater sales. However, there are some drawbacks
to this type of digital marketing, one of which is that some
individuals will just click the exit button on an ad if there are too
many of them since they may see them as spam,
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