Unit 17- Digital Marketing
I will start with P1- Explain the role of digital marketing as an extension of traditional marketing and
the ways the messages can be delivered and include M1- Analyse using the examples, the
effectiveness of different digital delivery methods.
Definition of digital marketing
In order to reach potential customers, digital marketing refers to promoting services, brands or
products using one or more digital channels. Search engines, social media, websites, emails mobile
apps and digital billboards are the most common digital channels that are used. Digital marketing,
unlike traditional marketing, uses channels and tools to track organisation, typically in real time, the
results of marketing campaign. Organisations can monitor what is being viewed, by how many
individuals, for how long, whether it leads to purchasing or not. In graphs and maps, as well as
reliable statistics, all this information is available. This will help them understand their target market
better and figure out what works and what doesn’t. Digital marketing also offers companies the
ability to tailor content to the preferences of the consumer and thereby create a deeper bond with
them. It is a perfect way that is used to assist with marketing campaigns to achieve their targets in
combination with conventional marketing.
The role of digital marketing as an extension of traditional marketing and the ways the messages
can be delivered.
Sometimes a lot of marketers tend to focus too much on the digital marketing and forget that it did
not exist about 10-15 years ago and because digital marketing is cheaper and easily accessible,
everyone uses it, making the digital marketplace crowded with advertising, attacking the customers
with hundreds of products and services. Marketers need to pay attention to both types of marketing
and figure out how they work together (both traditional and digital marketing) and how they can
benefit the most out of both. The most effective marketing campaign are the ones that combine can
combine both the digital and traditional elements of marketing. There are three main ways in which
both those methods can work together to help reach marketing targets and maximise their results:
1-Email advertising – Email advertising is one of the most commonly used digital communication
cannel. This refers to the action of writing and sending, commercial messages via email. Most of the
time, these emails are sent to a wide list of emails from customers that the company has received or
bought from another company with the aid of its marketing campaigns. It is a method of sending
advertising messages to all the people who subscribe to it. Usually these emails are targeted at
getting new customers or inspiring existing customers to make another purchase again.
I will now be giving examples of when this method has been used by two businesses including
McDonalds and Coca Cola and their marketing campaigns throughout this assignment as part of:
(M1)
1- Share a Coke digital marketing campaign (Coca Cola)
The business frequently sends emails to its subscribers about the new deals and exclusive
promotions during the campaign, which lasted a little less than a year. It is proven that when people
believe that they are having a special deal, they buy even more. This was also a perfect way to create
client loyalty as the distribution of content was clearly linked to its customers. The email marketing
,fitted very well with the wider marketing mix, as it was a perfect way to refute peoples contacts with
the company.
2- McDonald’s monopoly
A Significant part of the marketing campaign was to gain more McDonalds email list subscribers, so
the company would be able top communicate with new exciting deals and news with consumers in
the future. When the user checks to see if their code had won any prize, the website which they go
will ask for their email and that’s how the company will expand their email list.
Email marketing is a very great way for building trust with customers as well as loyalty and increase
brand awareness but it is not recommended as a brand building tool. There are other alternatives
such as social media and web advertisements. It is certain that many people nowadays have an
email, this makes the digital communication channel well established and is a good way to reach
more new customers and existing ones too. To have access to an email all that is needed is access to
a mobile phone or laptop/computer with an internet connection, This makes email marketing very
relevant in the rapidly developing mobile communication world. Email marketing has proved to
show great results at a very low cost and this is the reason why every well established business uses
it.
Advantages Disadvantages
Businesses have the ability to reach a The competition is very strong. Anyone
great number of email subscribers who who has an email receives about 121
have chosen to option in and send emails per day, this means that it is
them marketing messages on a daily very hard for businesses to try and
basis. stand out and make a good impression.
Emails allow the marketers to track
customers in real time, This helps them Not all emails get delivered sometimes
improve their marketing messages and to the recipients, email delivery rate is
better target their customers. 83% with the rest being sent to spam,
Email marketing allows accurate failed to receive, or missing.
tracking on the return of investment
and also has been proven to be one of
the most effective online marketing Businesses who use this marketing
strategies. method must make sure that they
Emails is one of the best ways to reach follow the Privacy and electronic
marketing objectives such as customer Communication Regulations 2000
retention, this is simply because it
keeps the consumer up to date with all
the new promotions and products.
2-Social media Marketing- With the constant Rise of networking websites across the internet and
social media platforms such as Facebook, Twitter, and Instagram, the use of marketing products and
services across these platforms has become extremely popular and now is a requirement of any
serious business. Facebook on its own has now more than 2.5 Billion active users, this creates a great
opportunity for marketers to reach a great percentage of the human population on Facebook. Aside
from this businesses will use these platforms to reach the current general public, potential
customers, bloggers, employees and journalists. The Devices that are currently used to deliver this
method are laptops, smart watches, computers, tablets and smartphones. However statistics show
, that more and more people are using their smartphone not just for social media but also accessing
the web more often.
I will now be giving examples of when this method has been used: (M1)
1- Share a Coke digital marketing campaign (Coca Cola)
Coca cola had made a marketing campaign that was mainly aimed at social media users as it was
used to encourage them to take a picture of them drinking a bottle of coke and using the company s
hashtag in their social media stories/posts. This enabled customers to reach out to each other and
connect as one online social media community, the campaign achieved great mass sharing not only
on Facebook but also on Instagram. This was very relevant as the marketing campaign was aimed at
youngsters as they are the group that use and make the most out of this marketing channel. Coca
Cola also used the traditional marketing channel such as TV commercials and billboards that were
designed to drive traffic and encourage people towards the digital part of the campaign. If Coca Coal
didn’t mix traditional and digital marketing, then the campaign may not have been as successful if
they didn’t apply both.
This led to a huge amount of content being created across social media platforms and that had a
domino effect which made more people/consumers want to participate. It was established to target
specifically the users on social media platforms that posted content on a daily basis and also for
users that were relatively active on these platforms. This led to a great success as thousands of
people participated over Facebook, twitter and Instagram.
2- McDonald’s Monopoly
McDonald’s also used social media marketing as part of their campaign ‘McDonald’s Monopoly’
which comes across about every year and lasts about 41 days, McDonald’s used traditional
marketing such as adverts and billboards and promotional packaging to drive traffic in. The use of
promotional packaging that is used encouraged people to share their ‘Monopoly Mo selfies’ and
their ‘Instant Wins’ via Instagram, Twitter and Vine. McDonald’s created a cross-platform hashtag
that users on social media were able to use when posting their selfies. This led to huge engagement
on social media which brand a lot of content. This had a positive impact on the brands recognition
on the public.
I will now be looking at the advantages and disadvantages below.
Advantages Disadvantages
Increases the reach of your brand to Some Consumers may not be able to
more potential customers and helps see advertisements if they have an ad-
strengthen and grow the brand loyalty, blocker enabled on their device.
people who follow their favourite
brands on social media are more likely There could be a mistake being made
to remain loyal to the same brand more when publishing advertisements,
often. making a mistake will not go unnoticed
Its free to Start a business account and as the business is exposed to a large
start marketing on social media audience so it is crucial that the
websites/platforms. business makes sure what is being
Majority of Social media platforms have posted has been checked properly. This
an up-to-date analytics tool that is could have a very negative effect as it
accessible by any business to look at can make the company look
their engagement and look at real time unprofessional.
I will start with P1- Explain the role of digital marketing as an extension of traditional marketing and
the ways the messages can be delivered and include M1- Analyse using the examples, the
effectiveness of different digital delivery methods.
Definition of digital marketing
In order to reach potential customers, digital marketing refers to promoting services, brands or
products using one or more digital channels. Search engines, social media, websites, emails mobile
apps and digital billboards are the most common digital channels that are used. Digital marketing,
unlike traditional marketing, uses channels and tools to track organisation, typically in real time, the
results of marketing campaign. Organisations can monitor what is being viewed, by how many
individuals, for how long, whether it leads to purchasing or not. In graphs and maps, as well as
reliable statistics, all this information is available. This will help them understand their target market
better and figure out what works and what doesn’t. Digital marketing also offers companies the
ability to tailor content to the preferences of the consumer and thereby create a deeper bond with
them. It is a perfect way that is used to assist with marketing campaigns to achieve their targets in
combination with conventional marketing.
The role of digital marketing as an extension of traditional marketing and the ways the messages
can be delivered.
Sometimes a lot of marketers tend to focus too much on the digital marketing and forget that it did
not exist about 10-15 years ago and because digital marketing is cheaper and easily accessible,
everyone uses it, making the digital marketplace crowded with advertising, attacking the customers
with hundreds of products and services. Marketers need to pay attention to both types of marketing
and figure out how they work together (both traditional and digital marketing) and how they can
benefit the most out of both. The most effective marketing campaign are the ones that combine can
combine both the digital and traditional elements of marketing. There are three main ways in which
both those methods can work together to help reach marketing targets and maximise their results:
1-Email advertising – Email advertising is one of the most commonly used digital communication
cannel. This refers to the action of writing and sending, commercial messages via email. Most of the
time, these emails are sent to a wide list of emails from customers that the company has received or
bought from another company with the aid of its marketing campaigns. It is a method of sending
advertising messages to all the people who subscribe to it. Usually these emails are targeted at
getting new customers or inspiring existing customers to make another purchase again.
I will now be giving examples of when this method has been used by two businesses including
McDonalds and Coca Cola and their marketing campaigns throughout this assignment as part of:
(M1)
1- Share a Coke digital marketing campaign (Coca Cola)
The business frequently sends emails to its subscribers about the new deals and exclusive
promotions during the campaign, which lasted a little less than a year. It is proven that when people
believe that they are having a special deal, they buy even more. This was also a perfect way to create
client loyalty as the distribution of content was clearly linked to its customers. The email marketing
,fitted very well with the wider marketing mix, as it was a perfect way to refute peoples contacts with
the company.
2- McDonald’s monopoly
A Significant part of the marketing campaign was to gain more McDonalds email list subscribers, so
the company would be able top communicate with new exciting deals and news with consumers in
the future. When the user checks to see if their code had won any prize, the website which they go
will ask for their email and that’s how the company will expand their email list.
Email marketing is a very great way for building trust with customers as well as loyalty and increase
brand awareness but it is not recommended as a brand building tool. There are other alternatives
such as social media and web advertisements. It is certain that many people nowadays have an
email, this makes the digital communication channel well established and is a good way to reach
more new customers and existing ones too. To have access to an email all that is needed is access to
a mobile phone or laptop/computer with an internet connection, This makes email marketing very
relevant in the rapidly developing mobile communication world. Email marketing has proved to
show great results at a very low cost and this is the reason why every well established business uses
it.
Advantages Disadvantages
Businesses have the ability to reach a The competition is very strong. Anyone
great number of email subscribers who who has an email receives about 121
have chosen to option in and send emails per day, this means that it is
them marketing messages on a daily very hard for businesses to try and
basis. stand out and make a good impression.
Emails allow the marketers to track
customers in real time, This helps them Not all emails get delivered sometimes
improve their marketing messages and to the recipients, email delivery rate is
better target their customers. 83% with the rest being sent to spam,
Email marketing allows accurate failed to receive, or missing.
tracking on the return of investment
and also has been proven to be one of
the most effective online marketing Businesses who use this marketing
strategies. method must make sure that they
Emails is one of the best ways to reach follow the Privacy and electronic
marketing objectives such as customer Communication Regulations 2000
retention, this is simply because it
keeps the consumer up to date with all
the new promotions and products.
2-Social media Marketing- With the constant Rise of networking websites across the internet and
social media platforms such as Facebook, Twitter, and Instagram, the use of marketing products and
services across these platforms has become extremely popular and now is a requirement of any
serious business. Facebook on its own has now more than 2.5 Billion active users, this creates a great
opportunity for marketers to reach a great percentage of the human population on Facebook. Aside
from this businesses will use these platforms to reach the current general public, potential
customers, bloggers, employees and journalists. The Devices that are currently used to deliver this
method are laptops, smart watches, computers, tablets and smartphones. However statistics show
, that more and more people are using their smartphone not just for social media but also accessing
the web more often.
I will now be giving examples of when this method has been used: (M1)
1- Share a Coke digital marketing campaign (Coca Cola)
Coca cola had made a marketing campaign that was mainly aimed at social media users as it was
used to encourage them to take a picture of them drinking a bottle of coke and using the company s
hashtag in their social media stories/posts. This enabled customers to reach out to each other and
connect as one online social media community, the campaign achieved great mass sharing not only
on Facebook but also on Instagram. This was very relevant as the marketing campaign was aimed at
youngsters as they are the group that use and make the most out of this marketing channel. Coca
Cola also used the traditional marketing channel such as TV commercials and billboards that were
designed to drive traffic and encourage people towards the digital part of the campaign. If Coca Coal
didn’t mix traditional and digital marketing, then the campaign may not have been as successful if
they didn’t apply both.
This led to a huge amount of content being created across social media platforms and that had a
domino effect which made more people/consumers want to participate. It was established to target
specifically the users on social media platforms that posted content on a daily basis and also for
users that were relatively active on these platforms. This led to a great success as thousands of
people participated over Facebook, twitter and Instagram.
2- McDonald’s Monopoly
McDonald’s also used social media marketing as part of their campaign ‘McDonald’s Monopoly’
which comes across about every year and lasts about 41 days, McDonald’s used traditional
marketing such as adverts and billboards and promotional packaging to drive traffic in. The use of
promotional packaging that is used encouraged people to share their ‘Monopoly Mo selfies’ and
their ‘Instant Wins’ via Instagram, Twitter and Vine. McDonald’s created a cross-platform hashtag
that users on social media were able to use when posting their selfies. This led to huge engagement
on social media which brand a lot of content. This had a positive impact on the brands recognition
on the public.
I will now be looking at the advantages and disadvantages below.
Advantages Disadvantages
Increases the reach of your brand to Some Consumers may not be able to
more potential customers and helps see advertisements if they have an ad-
strengthen and grow the brand loyalty, blocker enabled on their device.
people who follow their favourite
brands on social media are more likely There could be a mistake being made
to remain loyal to the same brand more when publishing advertisements,
often. making a mistake will not go unnoticed
Its free to Start a business account and as the business is exposed to a large
start marketing on social media audience so it is crucial that the
websites/platforms. business makes sure what is being
Majority of Social media platforms have posted has been checked properly. This
an up-to-date analytics tool that is could have a very negative effect as it
accessible by any business to look at can make the company look
their engagement and look at real time unprofessional.
