Assignment 1 - Digital Marketing - What is Digital Marketing and How is
it Used?
What is Digital Marketing? An Overview
Digital marketing is advertising delivered through digital technology such as social media,
mobile apps, email, websites and search engines. It was previously used to target a younger
audience, however, as technology continues to develop and gain popularity, people of all
ages are using the internet and seeing adverts that were targeted specifically for them,
sometimes without noticing.
Traditional marketing is the type of marketing we think of when we first hear the word.
Billboards, television, magazines and the radio are just a few examples. Although traditional
marketing is just as popular as digital, there is a decreasing level of engagement with the
traditional techniques. This is where digital marketing can be used as an extension of a
traditional campaign to increase interest, engagement, product selling and brand awareness.
If a business wants to attract, engage and generate sales from their online audience, having
a website is not enough alone. An effective message with advertisement is crucial to be
successful in the upcoming online world. Digital marketing can work really well for portraying
messages to potential customers by using information known as “cookies”.
If you have ever gone on any website typically they have a little message talking vaguely
about “cookies” and you exit out of it because you just want to get on with your day. Then
you go into Facebook and see an add about a holiday you were just searching for online?
Digital marketers know that if they want to hit their right target audience they need to know
everything about them, what interests them, how often they search for what the business is
selling and most importantly, what message to give them to convince them to buy. The
people with all of this information are typically sites like Facebook, Twitter, Instagram and
snapchat. This is why companies pay social media sites to display their adverts to people in
their target audience.
When choosing how to advertise online, marketers have many options to choose from.
Mobile phone advertising can occur as text-based ads, banner advertisements, videos,
online posters or even as games. As humans, we are drawn to things that move and pretty
colours which is why the more interactive adverts such as videos and games interest us
more than a poster or standard text. Marketers know this already; which is why many
companies are pushing towards creating interesting videos about their product to grab our
attention while scrolling.
Benefits and Cons of Digital Marketing from Both Perspectives
Benefits to the consumer:
, Targeted adverts make it easier for the customer to find a product that they are likely to have
been looking for.
With an ever-growing product range on the market, digital marketing keeps customers in the
know about what products are out there and upcoming.
It offers convenience to the customer. If a customer sees an advert of something they like,
they can order it within five minutes. Therefore saving time by offering a quick service.
Benefits to the business:
Customer engagement rates are higher and can be measured.
More cost-effective to create and show to more people
Can create personalised consumer relationships
Can be targeted at a more specific target audience, generating more sales.
Cons to the customer:
Many people are already fed up with an advert in the middle of their videos they want to
watch on Facebook or YouTube.
Some customers believe it is unfair for marketers to study their online life to make them
more likely to buy a product.
Cons to the business:
Shoppers can see prices from hundreds, maybe thousands of retailers in one place,
therefore increased price competition.
With customers getting bored of adverts interrupting their browsing and scrolling, it can be
harder for marketers to grab their attention online.
An Analysis of Different Digital Delivery Methods
Social media “sponsored” - These posts typically appear when scrolling through your
newsfeed, they can be images or videos and Facebook are paid to show them to us who
they think will buy the product or service. They are typically more effective than unsponsored
ads because they are proven to only be shown to people who are likely to be interested in
the advert. Such as someone who’s been searching flights a lot reviving an advert for sky
it Used?
What is Digital Marketing? An Overview
Digital marketing is advertising delivered through digital technology such as social media,
mobile apps, email, websites and search engines. It was previously used to target a younger
audience, however, as technology continues to develop and gain popularity, people of all
ages are using the internet and seeing adverts that were targeted specifically for them,
sometimes without noticing.
Traditional marketing is the type of marketing we think of when we first hear the word.
Billboards, television, magazines and the radio are just a few examples. Although traditional
marketing is just as popular as digital, there is a decreasing level of engagement with the
traditional techniques. This is where digital marketing can be used as an extension of a
traditional campaign to increase interest, engagement, product selling and brand awareness.
If a business wants to attract, engage and generate sales from their online audience, having
a website is not enough alone. An effective message with advertisement is crucial to be
successful in the upcoming online world. Digital marketing can work really well for portraying
messages to potential customers by using information known as “cookies”.
If you have ever gone on any website typically they have a little message talking vaguely
about “cookies” and you exit out of it because you just want to get on with your day. Then
you go into Facebook and see an add about a holiday you were just searching for online?
Digital marketers know that if they want to hit their right target audience they need to know
everything about them, what interests them, how often they search for what the business is
selling and most importantly, what message to give them to convince them to buy. The
people with all of this information are typically sites like Facebook, Twitter, Instagram and
snapchat. This is why companies pay social media sites to display their adverts to people in
their target audience.
When choosing how to advertise online, marketers have many options to choose from.
Mobile phone advertising can occur as text-based ads, banner advertisements, videos,
online posters or even as games. As humans, we are drawn to things that move and pretty
colours which is why the more interactive adverts such as videos and games interest us
more than a poster or standard text. Marketers know this already; which is why many
companies are pushing towards creating interesting videos about their product to grab our
attention while scrolling.
Benefits and Cons of Digital Marketing from Both Perspectives
Benefits to the consumer:
, Targeted adverts make it easier for the customer to find a product that they are likely to have
been looking for.
With an ever-growing product range on the market, digital marketing keeps customers in the
know about what products are out there and upcoming.
It offers convenience to the customer. If a customer sees an advert of something they like,
they can order it within five minutes. Therefore saving time by offering a quick service.
Benefits to the business:
Customer engagement rates are higher and can be measured.
More cost-effective to create and show to more people
Can create personalised consumer relationships
Can be targeted at a more specific target audience, generating more sales.
Cons to the customer:
Many people are already fed up with an advert in the middle of their videos they want to
watch on Facebook or YouTube.
Some customers believe it is unfair for marketers to study their online life to make them
more likely to buy a product.
Cons to the business:
Shoppers can see prices from hundreds, maybe thousands of retailers in one place,
therefore increased price competition.
With customers getting bored of adverts interrupting their browsing and scrolling, it can be
harder for marketers to grab their attention online.
An Analysis of Different Digital Delivery Methods
Social media “sponsored” - These posts typically appear when scrolling through your
newsfeed, they can be images or videos and Facebook are paid to show them to us who
they think will buy the product or service. They are typically more effective than unsponsored
ads because they are proven to only be shown to people who are likely to be interested in
the advert. Such as someone who’s been searching flights a lot reviving an advert for sky
