Unit 17: Digital Marketing
Examine the role of digital marketing within the broader marketing mix and
investigate the effectiveness of existing digital marketing campaigns
Content
Digital marketing definition and its role as an extension for the traditional marketing.…….….…….…..2
Explain the different delivery methods and analysing their effectiveness……………...………………………..3
Current trends in digital marketing & how advertisers target mobile device users …………….…….……..7
Justification of extent to which the digital environment is influencing consumer choices.……..………..8
Analyses of the digital strategies that Coca Cola and McDonalds use to meet their objectives...…….10
Analyses of the compensation models used to create brand recognition and brand loyalty …………..12
Benefits and concerns about digital marketing from the perspective of customers and marketers…13
Evaluate the effectiveness of digital marketing campaigns from Coca Cola and McDonalds and
suggest ways to overcome concerns raised about digital marketing………………………………………..……..15
References……………………...……………………...……………………...……………………...…………...………………..……..16
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, Learning aim A
P1 Explain the role of digital marketing as an extension of traditional marketing
Digital marketing definition
Digital marketing refers to the promotion of
services, brands or products using one or
more digital channels to reach potential
customers. The most common digital channels
used are, search engines, social media,
websites, emails, mobile apps and digital
billboards. Unlike traditional marketing, digital
marketing uses channels and tools that enable
the organisations to track, typically in real
time, the results of the marketing campaign.
Organisations can monitor what is being
viewed, by how many people, for how long, if it leads to purchase or not. All this information is
available in graphs and charts as well as accurate statistics. This can help to understand better their
target market and find out what is working and what – not. Digital marketing also gives businesses
the power to customise content to the customer’s needs and therefore building deeper connection
with them. It is a great tool to be used with conjunction with traditional marketing to help in
marketing campaigns, and meeting its objectives.
Role of digital marketing as an extension for the traditional marketing and promotional
mix
Unfortunately, a lot of marketers focus too
much on digital marketing and forget that it
didn’t even existed 10-15 years ago,
overlooking the traditional marketing tactics,
which are still crucial for business success.
Due to the fact that digital marketing is
cheaper and easily accessible everyone uses
it, making the digital marketplace
overcrowded with advertisements,
bombarding the user with hundreds of products and services. The question is not “traditional
marketing versus digital marketing, which is better?”, but instead marketers have to focus on how
the two types of marketing work together and how to get the best from both worlds. In fact the
most effective marketing campaigns are the one that combine both digital and traditional marketing
elements. There are three main ways that those two methods work together to maximise results
and help reach marketing targets:
P1 Explain the ways the messages can be delivered & (M1) Analyse, using
examples, the effectiveness of different digital delivery methods
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, Emails advertising – This is one of the most commonly used digital communication cannel. It refers
to the act of writing and sending, via email,
commercial messages. Most of the time those emails
will be send to a big list of consumer’s emails, which
the company has gathered with the help of their
marketing campaigns or have purchased form another
company. It is a form of broadcasting marketing
messages to all the people subscribed to it. This emails
usually are aimed to get new customers or to
encourage current customers to buy again.
Campaign 1- Share a Coke digital marketing campaign
Throughout the campaign which lasted a bit less than
a year, the company regularly send, their subscribers
emails about the latest offers and special discounts. It
is proven that people buy way more when they are thinking that they are getting a special offer. This
was also a great way to build customer loyalty as to content send was highly relatable to the
consumers. The email marketing fitted really well with the broader marketing mix, as it was a great
way to refute people to communicate with the company.
Campaign 2 - McDonald's Monopoly
An important part of the campaign was to get more subscribers to MacDonald email list so in the
future the company will be able to connect with the customers with new exciting offers and news.
When the consumer checks to see if their code is winning any price, the website is asking for their
email and that is how the company expands their email list. Email marketing of this sort have been
shown to dramatically increase customer loyalty. The company encouraged through their traditional
marketing channels, like TV and Billboards, to people to share their emails to get the benefit of
keeping in touch with the company.
Email marketing is great for building trust, loyalty and brand awareness but it is not recommended
as a brand building tool, there are some better options out there, like social media and web
advertisements. Nowadays the majority of the people have emails, which makes this digital
communication channel well established and a great way to reach to new and existing customers. To
access email, consumers need compatible device like computer or smartphone and internet
connection, which makes the email marketing relevant in the rapidly developing mobile
communication world. This marketing channel have been proved to show great results at low cost,
and that is why every significant business uses it.
Advantages Disadvantages
Emails allow marketers to track Not all emails get delivered to the
customer’s behaviour in real time, recipients. In Britain 2017, the email
which helps them to better target and delivery rate was 89% with 4% of the
improve their marketing messages. emails being filtered as spam and 7%
It allows accurate tracking on the failed to receive or missing.
return on investment and has been Businesses who use this
proven to be one of the most effective communication method have to make
online marketing strategies. sure they are not violating the spam
Businesses can reach a huge number of lows such as the European Privacy and
email subscribers who have chosen to
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