Essay

Unit 17 Assignment 1 - Pearson Level 3 Business BTEC

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Unit 17 - Digital Marketing

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PEARSON (PEARSON)

This assignment was awarded the distinction grade for the Level 3 BTEC Business course by Pearson. This assignment focuses on ASOS and McDonald's in part 1, and Aldi and Weetabix in part 2. This assignment contains an introduction, conclusion, and reference section, and fully discusses, explain...

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Business 2016 NQF
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Unit 17 - Digital Marketing

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Unit 17 Assignment 1 Rachel
Timmis

Introduction
This article will begin by explaining the main roles of digital marketing as an
extension of traditional marketing, and it will explain the numerous different
ways in which the messages of marketing can be delivered. It will also provide
some examples of digital marketing. The article will then investigate how
advertisers are now targeting mobile device users as well as users of other
electronic devices and will investigate the different methods of marketing that
are used to target these people.
This article will then discuss the digital marketing strategies used by ASOS and
McDonald’s to meet their digital marketing objectives and will then outline the
different compensation models that are used in digital marketing. The benefits
and concerns that are associated with digital marketing from the perspective of
both the customer and the marketer to give a fair view from both sides of the
digital marketing circle will then be discussed.
After this, this article will analyse the effectiveness of the different digital
delivery methods which are available to companies to use on consumers and
following that, the effectiveness of different digital strategies and compensation
models (which will all be discussed individually) will be analysed with examples
on how they can be used to create brand recognition and loyalty. This article will
then justify the extent to which the digital environment is having an impact on
consumers and their choices made when purchasing products online. Finally, it
will finish by evaluating the effectiveness of digital marketing campaigns from
businesses like Aldi and Weetabix, and will then suggest ways to overcome any
concerns that are raised about digital marketing.

, PART ONE

P1 – The role of digital marketing as an extension of traditional
marketing and the ways the messages can be delivered.

The main roles of digital marketing are to:
 Increase brand awareness within the selected target market.
 To drive sales of the product at a much higher rate than traditional
marketing.
 To increase a product’s customer engagement through digital marketing.
 To reach an overall much larger audience than traditional marketing.
Traditional marketing targets people through media such as television, radio,
and newspaper marketing, whereas digital marketing targets potential
customers through the use of cookies, mobile phones, and other online methods.
Digital marketing can be used as an extension of traditional marketing.
Alongside increasing customer engagement by allowing increased interaction
with their products, companies who advertise digitally can also increase brand
awareness within a selected target market. This is something in which digital
marketing excels. For example, digital marketing can be specifically targeted at
a certain demographic of people. This means that the company that is
advertising can significantly increase the brand awareness of its product, as
digital marketing is easy to make mainstream. Digital marketing offers more
advertising options, such as targeted social media advertisements, email
marketing, and banner
advertising on websites,
compared to traditional
marketing which could be
described as more ‘static’
as it relies heavily on the
consumers to even see
the advertisements, and
there is no way of
narrowing and refining
who sees the
advertisement.
As an extension of
traditional marketing, digital marketing can drive the sales of a product at a
much higher rate than traditional marketing. This is because digital marketing
can instantly engage the customer then and there (rather than waiting for them
to watch an advert on a specific TV show for example) and provides instant links
to be able to purchase the product or find out more about it (rather than having
to visit a particular store to have to buy it). By providing more interactive
customer experiences like this, not only can the customer increase their
engagement with the product and the brand, but they could interact by finding
out more about the product and looking at variations of the product. Therefore,

,digital marketing targets certain people and makes purchasing easier by
providing links, which leads to increased sales.
Overall, digital marketing can reach a much wider audience and is therefore a
useful extension of traditional marketing methods. It does this by using global
and easily accessible platforms that people remain consistently connected to,
such as social media or the internet. With traditional marketing, companies are
reliant on consumers being in a certain place at a certain time to receive the
marketing message, but digital marketing can access people at work, from
home, on public transport, and even in other countries, with its far-reaching
capabilities.
Some of the ways in which messages can be delivered to the target audience
include:
 Pop-up adverts – adverts that pop up (usually on the side) on websites.
 Interactive adverts – these are usually seen on mobile games or apps and
allow the consumer to interact with them by clicking (usually a demo of a
mobile game).
 Social media adverts – these adverts pop up on consumers’ social media
feeds based on certain attributes such as the consumers’ age, gender, or
what they have clicked on previously.
 Video content – these are video advertisements which are most commonly
seen on websites such as YouTube. They are a video which advertises a
company’s product and can usually be skipped after watching 5 seconds
of the video.
 Emails – emails are essentially digital letters that get sent out to
consumers advertising features such as new products, promotions, or
deals. However, these may become annoying to the consumers, or may
not even get opened at all.
 Website banner adverts – these are adverts that appear at the top of
websites and are usually prone to “banner blindness”, where consumers
subconsciously don’t look at the banner advertisements on websites.

P2 – How advertisers are targeting mobile device users.

, Mobile devices, including smartphones, are widely used across the world with 6.6
billion users in 2022 (https://www.statista.com/statistics/330695/number-of-
smartphone-users-worldwide/). Therefore, they are an ideal opportunity for
advertisers to target users to sell their
products.
There are several ways in which
businesses can do this. These include:
 App-based marketing
 In-game marketing for mobile
games
 Location-based marketing
 Mobile search ads
 Email marketing

App-based marketing
There are two ways in which can use apps for digital marketing purposes. Firstly,
it can involve using a business’ own app as a marketing tool. This would include
features such as loyalty programmes (Morrison’s and M&S are an example of this
with their My Morrisons and Sparks loyalty programmes) or creating product
suggestions based on previous shopping behaviour. The Amazon app is an
example of this, as it suggests purchases based on your previous shopping
behaviour. By setting up personalised user accounts, it is very quick and easy for
the customers to engage with marketing material and purchase products quickly
with minimal effort. Apps also tend to have a notification functionality which can
alert users to special offers, new products, etc., without the consumer even
opening the app.
Secondly, if a business does not have its own app, it can still make use of app-
based marketing through advertising in third-party apps. These often contain
links to the business’s website and can be accessed easily with a click.
In-game marketing for mobile games
Gaming is a huge market within mobile devices, as it is estimated that 45% of all
smartphone use is dedicated to game playing
(https://www.business.com/articles/4-mobile-device-marketing-strategies-for-
your-small-business/). Advertisers will place their adverts within a mobile game
to attract users’ attention and encourage them to interact with the brand. This
could be in the form of banner advertising in the gameplay itself, or video
advertising (usually seen in between levels) and game rewards (such as in-game
currency or extra points) are often given for watching a video. Gamers are
therefore motivated to watch the videos to get the rewards, making this a very
effective method for targeting users.
Location-based marketing
This is a way of targeting mobile device
users through their past or present location
and sending them marketing information

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Unit 17 Assignment 1 - Pearson Level 3 Business BTEC

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