Bethanie Colwell
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 analysing 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 organiser and track results of the marketing
campaign more efficiently. Digital marketing gives the business the power to
customise 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
Bethanie Colwell
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’ behaviours
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.
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