BTEC Assignment
Unit 17: Digital Marketing
Assignment Title: What is Digital Marketing and how is it used?
Learning Aim, A: Examine the role of digital marketing within the broader marketing mix.
Learning Aim, B: Investigate the effectiveness of existing digital marketing campaigns.
Introduct...
Assignment Title: What is Digital Marketing and how is it used?
Learning Aim, A: Examine the role of digital marketing within the broader marketing mix.
Learning Aim, B: Investigate the effectiveness of existing digital marketing campaigns.
Introduction:
In this report I will be exploring the role of digital marketing. I will also be exploring and analyzing the
different ways in which digital communications can be delivered to consumers, the devices that are
currently being used and the trend towards the use of mobile devices and free digital content. I will
also be discussing the advantages and disadvantages for different marketing methods. The two
campaigns which I will investigate are Coca Cola’s ‘Open to Better’ and Apples ‘Working-from-home-
thing’ campaign. This article is aimed at new customers with very limited prior knowledge of digital
marketing.
P1. Explain the role of digital marketing as an extension of
traditional marketing and the ways the messages can be delivered.
Role of Digital Marketing.
Digital marketing refers to the promotion of services, brands or products using one or more online
platforms and the internet to reach potential customers. It allows the business to gather new traffic,
leads and sales for the business by reaching people for the product or service.
The most common digital marketing methods used include social media, websites, emails, mobile apps
and search engines. Unlike traditional marketing methods, digital marketing methods are able to
organizer and track results of the marketing campaign more efficiently. Digital marketing gives the
business the power to customize content and generate advertisement to their target market. This in
turn allows for a deeper connection to be built between the business and the customers, this helps to
build brand loyalty.
Digital marketing should be seen as an extension method of marketing rather than to replace
traditional marketing. Traditional marketing refers to marketing any type of marketing that isn’t online.
This could include outdoor advertising such as billboards, posters and leaflets, newspaper articles etc.
It is harder to get an immediate respond through traditional marketing due to the lack of technology.
This is one reason why business believe that the best type of marketing is when they use both
traditional and digital alongside each other. By doing this the business is able to target a larger market
and in turn spread more awareness of the business and generate more customers.
Current Trends of Digital Marketing.
One clear trend with digital marketing is with the rising popularity to use mobile communications. With
the current environment most people have access to a smartphone or currently own one. According to
https://www.finder.com/uk/mobile- internet-statistics, in 2020 84% of UK adults (+16) owned a
smartphone. This figure is well over half which make it clear to see why digital marketing through
smartphones would bring a business many great benefits. it also states that “on average, Brits spend 2
hours and 34 minutes online on their smartphones everyday”. This allows businesses to take
, advantage of 84% of the UK population and enables them to directly market their products or services
through the use of their own smartphones. By doing this the business is able to have quick and direct
contact with potential customers.
The table has also been taken from:
https://www.finder.com/uk/mobile-internet-statistics. In the
table it shows the ages of people in the UK and how has
access to the internet via their mobile phones. It is clear to
see that people ages between 16-24 have a substantial
amount of people who have a phone and have access to the
internet. I think this is a clear trend to see, especially with
the changes in technology and the environment; the new
generations are having more technology in their lives from
earlier ages. When looking at the 65+ category, it’s obvious
to see that only 47% of those people who have a mobile
phone also have access to the internet. This could be done to
many reasons, I believe that one key reason is due to the older generation not understanding how to
use new technology hence why they do not purchase the new iPhone for example, as they do not know
how to use it and therefore wouldn’t consider it necessary to have.
Alongside the rising of mobile communications as a method of digital marketing video marketing is
also becoming very popular. According to https://www.singlegrain.com/digital-marketing/digital-
marketing-trends-2021/ 52% of customers say that they are more confident about making a product
purchase after watching product videos and reviews. This clearly shows how it is becoming more and
more important for business to take part in video marketing to not only build their brand awareness
but also to gain more sales which in turn will further boost the awareness if people are happy with their
products which they receive.
The use of Digital Marketing in targeting specific market segments
Marketing often draws upon the ideas of segmentation, targeting and positioning (STP) in order to
understand and direct marketing activities. However, the classic ‘triple-threat’ is useful, it is important
for businesses to remember with digital marketing segmentation is far most the important form of
marketing. Marketers are always trying to communicate a message appropriately to the right group of
people however, with digital marketing it is more difficult to understand buyers’ behaviors and their
journey; consequently, this makes it harder to segment an audience.
Market segmentation is the process of driving the businesses database into specific groups based on a
single or multiple criteria’s. By businesses using segmentation it allows then to focus on a specific
group of people who all have similar characteristics whom to which to market the product at.
One way to segment is to separate previous customers from the new or potential customers. This is
because the business will engage with them differently based on either the pervious relationship built
or to try to build a relationship with the potential customers and in turn gain their loyalty.
Another way to target different segments is via social channels. The business needs to understand how
and where people are seeing their marketing content. If the business is able to find this out, then they
will be far more successful in keeping loyal customers and gaining new ones. For example, notifications
from the business’s app may influence customers and make them engage with the app to see new
deals and offers, or this same thing can be done via email.
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