Exam (elaborations)
Exam (elaborations) Unit 17 - Digital Marketing
- Module
- Unit 17 - Digital Marketing
- Institution
- PEARSON (PEARSON)
Exam of 2 pages for the course Unit 17 - Digital Marketing at PEARSON (D1)
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Jack CollinsD1 – Justify the extent to which the digital environment is
influencing consumer choices.
I personally believe that the digital environment is a huge influence for consumers on what products
they buy (especially for the younger generation). For example, Tesco’s is a prime example of how
digital marketing influence the consumers choice when it comes to buying products/ services
through the Tesco’s club cards. For example, Tesco’s club cards keep track of their customers buying
habits through storing it on the company’s database system, so the company will know the different
trends that the different generations are buying. Through this the company will be able to offer on
products/services, so that they will come to the store more often, which proves to be a success as
the Tesco’s has over 17 million users that uses Tesco’s club cards showing the company’s form of
digital marketing does have an influence on customers.
For search engine optimization it has affected how consumer find real estate agents, doctors and
other goods and services. This is because search engine optimization increases the visibility of
websites for businesses, so for example businesses might pay to be on the first page of a google
search result if someone is looking for an estate agent to sell/buy a house. This is very important for
businesses and it affects how customers find websites, because from a marketing guide of SEO it
tells us that it’s ‘’ proven that people rarely go to the second or even third page’’, on a google search.
Showing that the first page on a google search is what attracts most of their audiences, when it
comes to finding some businesses to buy goods/ services as customers are not bothered scrolling
through different pages to look for similar companies that offers goods/services. Showing that SEO
does have a massive affect for customers when they are looking through goods and services.
Although, customers don’t always depend on the internet when it comes to finding reliable
businesses, as the internet doesn’t always give the most reliable companies. Some people (especially
the older generation), relies on word of mouth of different business, as some people would like to
know what kind of experience they had previously with the business, whether it was good or not and
if it was good the older generation would tend to go to that business.
Consumers in today’s society are more likely to buy goods/services overall as it is so easy for
consumers to find goods/services that they are interested in with deals due to the internet, due to
the convivence. For example statistics show that 62 percent of US consumers with internet access at
least shop once a month, due to the internet being easy for consumers to find products that they are
interested in instead of going all the way to the shop to get it.Also, 83 percent of the people are
satisfied with their shopping experience online meaning it’ll be more likely for the consumers to buy
more products/ services online as they’ve had a good experience. Meaning that more consumers are
buying more goods overall through the internet as it is very easy for consumers to use, showing the
effectiveness of the digital environment.
Social media also has impacted on certain consumers of how consumers decide to spend their
money. This is because the popularity of social media has increased dramatically since 2007, as it is
becoming a necessity is a lot of people’s lives. In today’s society social media is working extremely
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