Digital Marketing
Contents
Pages Topic covers
2 Explain the role of digital marketing as an extension of traditional
marketing and the ways the messages can be delivered. P1
3 Investigate the ways in which advertisers are targeting mobile device users.
P2
3-6 Discuss the digital strategies that a selected business uses to meet two
different objectives. P3
6-7 Outline different compensation models used in digital marketing. P4
7 - 11 Explain the benefits of, and concerns about, digital marketing from the
perspective of both the customer and the marketer. P5
11 - 13 Analyse, using examples, the effectiveness of different digital delivery
methods. M1
13 - 16 Analyse the different digital strategies and compensation models used to
create brand recognition and brand loyalty. M2
16 - 19 Justify the extent to which the digital environment is influencing consumer
choices. D1
19 - 21 Evaluate the effectiveness of digital marketing campaigns from different
businesses, and suggest ways to overcome concerns raised about digital
marketing. D2
1
,P1: Ways to reach customer faster than ever.
Digital marketing is way of promoting product or Business uses several ways to deliver their brand
service of a business through online multichannel awareness/marketing. Whenever people order
such as social media (You tube, Tik Tok, Instagram), products from online, most of the audiences are
official business websites, search engines (Google, committed to register their email and business
Safari) and this is done to reach business stakeholders saves it to their database. Business also influences
such as customers. customers by offering discounts when they
On the other hand, traditional marketing was more register online, and this leads to gaining more
based on physical or face to face promoting. Such as database which is then used for email marketing.
promoting through leaflet, catalogue, door selling, Email is sent to the external stakeholders
posters on the front door of a shop, sales display on whenever there is sales or new product on the
the business interior and so on. market. Using social media platform, the
This promotional message reaches the target marketing message can be delivered. Such as
audiences in many ways. In current time people are posting on Instagram about a new clothing
more connected to internet than ever before. This products or fashion. The customer engagement
largely influences digital marketing to take advantage through likes and comments determines whether
and gain wider audiences and this leads to a the product has demand or not needed by the
generating good turnover thanks to the sales. targeted audiences. Online influences can also
According to Statista.com there are more than 64 deliver the message through their post and
million internet users in the UK and over 5.3 billion videos. This adds value to a products and gains
worldwide which is more than 59.6% of the total popularity which leads to generating more sales.
World population. Business could use their official online website to
This influences digital marketing to enhance their deliver the campaign, and by encouraging
motives and utilise the multichannel and reach wider customers to leave feedback and reviews would
customer segments. Although both traditional and also benefit the business to attract more
current digital marketing methods has pros and cons. customers. Having honest feedback and good
Such as a mobility business (Millercare) who review rates on products influences customers to
specialises in wheelchairs, mobility scooters relay on acknowledge that the product or service is
traditional marketing or advertisement strategy as reliable, suitable, trustable, and worth spending
their large customers are elderly and they do not use money for it.
internet or uncomfortable using online platforms. Digital marketing is an extension of traditional
This prevents them from reaching more customers marketing and adapting to the new trend of
simply because there are only using limited marketing marketing which will create wider audience
methods. Whereas business like JD sports relay on besides the previous and loyal audiences among
mass advertisement or marketing through online whom some numbers of audiences may rely on
platform simply because their target audiences are traditional marketing. This builds a great business
children, young people and adults. These target image, good reputation, creates a great
audiences are highly addicted to internet and use of relationship between customers and business and
mobile phones. Therefore, it influences business to loyal customers which benefits the business to be
marketing their product through online platform so more profitable.
that young people and adults can come across sale
adverts, promotions, new product launch and so on.
This increases number of cyber fraud cases as
customer details can be stolen, or someone who have
stolen a bank or credit card can easily order goods 2
online.
, P2 Investigating ways mobile users are targeted by the advertisement companies or business.
Businesses uses different methods and digital ways to establish effective communication with its customer
segments.
Businesses aims for different devices to reach its customer target for digital marketing purposes, and this
could be to achieve its business objectives such as increasing brand awareness, increasing sales, increasing
brand recognition. Businesses targets technology users such as Mobile phone, Tablet, Computer, Laptop,
Gaming consoles to communicate and achieve digital marketing objectives. Among these devices gaming
consoles are least targeted device by the businesses and this is possibly because of limited target
audiences, or a niche audience uses the device which is young generation mostly (all though the number of
audiences are in billion).
According to the Statista.com there are over 7.1 billion of world population uses a mobile phone for every
day uses such as call for communication, email, online shopping, video gaming and so on. UK has 71.8
million phone users, and this is according to uswitch.com. The incredible number of users are 3 million
greater than the UK total population which is 68.8 million as of 2023 according to worldmeter.info.
Businesses aims to target mobile users to market their advertisement because this user has similar using
intentions of using a tablet, computer, or a gaming consol. All though an individual will not be able to carry
a big tablet, computer, or a gaming console all though some does carry them as a working purpose but
that’s a very small group of audiences. A mobile phone can be carried anywhere, whenever, and they use
internet on daily basis which influences marketers to target them within just a click.
Pop-Up: This is a digital marketing method where marketers display their promotion or marketing through
a pop-up screen which can be seen on the centre of the display and it grabs stakeholder attention due to
their AIDA, sales, interesting offers and so on. As the pop-up method includes information, direction, first
purchase discount it influences stakeholders to explore the business through the link.
Floating ads: On this type of ads the stakeholder would see floating elements to their screen when they
first open a website. The ads may contain subscription information, direction. The ads can be displayed or
appear for up to 30 seconds and attracts customers attention and this benefits businesses to deliver their
intention or the purpose of the advertisement.
Banner: This is like an outdoor billboard advertisement but on a digital platform the banner ads will show
an informative banner mostly bottom of a page or on the right top hand corner. The banner advertisement
includes information, direction possible, text, images, animated and this attract customers to explore the
business which can lead to benefiting the business if the stakeholder subscribes or orders thanks to that
banner ads. These advertisements can be named as display advertisement, and this is simply because all
the adverts are shown on the display.
Email marketing: This is also a way by which businesses promotes their marketing campaign and mobile
phone users are also targeted. As email can be accessible from anywhere and having many audiences using
internet daily basis influences business to use this method too. Whenever customer registers for email
marketing or just accepting to receive marketing emails they are committed to receive email from
businesses and this includes promotional emails, sales, new launch or retaining customer message such as
offering renewal option for a customer who has monthly phone contract.
P3 Digital marketing strategies that are used by a business to achieve their business objectives.
Business must apply strategies digitally to achieve their business goals. This should initially start with an
objective that is SMART. Specific, Measurable, achievable, relevant and time based. Businesses sets
objectives to achieve their main aims of the business and to deliver that business strategies are must to be
applied. A business objective would be increasing market share up to 1% in the next 1 year and 6 months.
Apple uses variers digital strategies to achieve their aims and objectives and by maintaining a high
standard customer satisfaction. They have set few objectives for next 3 years. 1) To increase market
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