Georgia Kelly
BTEC National Extended Diploma Level 3 Business
Helen Brown
Unit 17: Digital Marketing
and social networks to market a
D
IGITAL ARKETING M company’s products and services.
By Georgia Kelly Social media marketing provides
In this article, I will be talking about companies with a way to reach new
digital marketing, and I will be customers, engage with existing
backing this up with examples from customers and promote its desired
digital marketing campaigns. culture, mission or tone. Also known
WHAT IS DIGITAL MARKETING? as "digital marketing" and "e-
Digital marketing is the usage of marketing," social media marketing
digital technologies to create has purpose-built data analytics tools
integrated, targeted and measurable that allow marketers to track how
communications that help to acquire successful their efforts are.
and retain customers while building
deeper relationships with them; it is Digital Marketing helps businesses
also the achievement of marketing develop relationships with their
objectives through the usage of customers and retain their
digital media and technology. relationship with their customers.
Integrated Marketing This is because businesses are now
Communications is a simple concept; able to communicate more efficiently
with their customers; the
introduction of social media
marketing means customers can
contact the business and get
information reasonably quick. This
means the usage of phoning or
writing a letter to the customer is
slowly dying out; especially with
young people, they will direct
it ensures that all forms of
message the customer instead of
communications and messages are
writing a letter.
carefully linked together.
There are different types of digital WHAT ARE THE DIFFERENT WAYS
marketing; pay-per-click advertising, WHICH DIGITAL COMMUNICATION
banner advertising, search engine CAN BE DELIVERED TO
optimisation and email marketing.
CONSUMERS ?
Banner advertisement is used by
Compared to 20 years ago, the use
businesses to push brand awareness
of digital marketing has increased,
around the product or the service.
the usage of internet has increased
Pay-per-click advertising is where you
and the introduction of social media.
pay Google (or any search engine)
Facebook was introduced and
with a defined budget for a particular
launched in 2004. Twitter launched
set of keywords to advertise your
in 2006 with Instagram coming about
advert, product or content on the
in 2010. The introduction of these
search results of Google. Search
social media has increased
Engine Optimisation (SEO) is an
organisations ways that have helped
approach that businesses take to
them. Organisations can
improve their visibility on the search
communicate to their consumers in
engine. Email marketing is where a
real-time, and they can have their
company directly communicates an
campaigns reach a global scale.
advertisement or informational
With the use of digital marketing and
message to a group of people using
traditional marketing; it is known
email. Social media marketing (SMM)
that digital marketing is cheaper for
is the use of social media websites
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, Georgia Kelly
BTEC National Extended Diploma Level 3 Business
Helen Brown
Unit 17: Digital Marketing
organisations, and it easier to get a offering. The benefit of target
global reach. marketing that choosing the specific
USING TRADITIONAL MARKETING group of consumers makes the
promotion, pricing and distribution of
AND DIGITAL MARKETING
your product and service more
Digital marketing is still a relatively
straightforward and it is more cost
new concept, but it is becoming the
effective and provides a focus for
more popular concept compared to
your marketing activities.
the conventional methods. Currently,
many companies are mixing the
One of the benefits of using digital
usage of digital marketing with
marketing is the fact you can target
traditional marketing. Digital
it towards your target audience, but
marketing methods are email
you can reach further than when you
marketing, search engine
use traditional marketing as it is not
optimisation, banner advertisement
as expensive.
and social media advertisement.
Traditional methods are post
The other benefit of digital marketing
advertisement, television
is the fact that it is measurable you
advertisement, radio advertisement
can see how much of a reach you
and paper advertisement.
got, how many people clicked on the
HOW ARE DIGITAL advertisement and went to your
ADVERTISEMENTS DISPLAYED ? website and you can see the
There is a variety of digital reactions. Whereas with traditional
advertisement, and they are all marketing, you would only pray that
displayed differently. The pay-per- your customers came back, and
click ad is highlighted to show they whether you gained any new ones
are a pay-per-click advertisement. but because it is not measurable, it is
You will see a banner advertisement hard to keep track of this.
at the top or side of the website or SEGMENTING THE MARKET
an app; it is generally alongside the There are three different ways you
main content and the purpose of that can segment your market;
page or app that the user is using. demographic, geographic and
Email advertisement, go to your psychographic. Demographic
email, and they can have various segmentation is the most critical
ways of being displayed; it can just measure for identifying target
be simple text with a picture, only markets; this means that the
text or pictures and videos. Email knowledge of demographic
advertisement is very similar to the information is crucial for many
business layout and will have a link organisations. Geographic
on there. Social media marketing segmentation is segmenting the
also has various ways of looking at; it market based on location; using the
depends on what social media it is home location is one example, but
on. depending on the scope of the
TARGETED AND MEASURABLE business you can also apply;
MARKETING postcode, neighbourhood, city,
Target marketing involves breaking region and if your business is
the market into segments and then international the country.
concentrating your marketing efforts Psychographic segmentation divides
on one or a few essential parts the target market by basing it on a
consisting of the consumers whose socioeconomic class or lifestyle
needs and desires most closely preference. The socioeconomic scale
match the product or service you are ranges from the affluent and highly
educated at the top to the
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