Unit 17 Digital Marketing P1/P2

Learning Aim A: Examine the rol
marketing within the broader ma
Unit 17 Digital Marketin

, Introduction.................................................................................................................
A1 Digital marketing in the marketing function..........................................................
The Role of Digital Marketing as an extension of Traditional Marketing.....................
Global Reach...............................................................................................................
Cost-Effectiveness.......................................................................................................
Targeted Marketing.....................................................................................................
Why has Digital marketing become so important for business?....................................
What is Digital Marketing?.............................................................................................
Ways Digital Marketing Messages Can Be Delivered.....................................................
Digital marketing vs Traditional marketing....................................................................
The use of digital marketing to target specific market segments..................................
Demographic targeting..................................................................................................
Geographical targeting..................................................................................................
Behavioural Targeting....................................................................................................
Psychographic Targeting................................................................................................
Current trends in digital marketing................................................................................
Digital Marketing and Gen Z..........................................................................................
P2 Investigate the ways in which advertisers are targeting mobile device users..........
Introduction....................................................................................................................
A2 How the digital communication is delivered.............................................................
Display advertising.........................................................................................................
Banners..........................................................................................................................
Pop-ups..........................................................................................................................
Interstitial ads................................................................................................................
Search Engine Optimisation...........................................................................................
Sponsored Searches.......................................................................................................
Social Media Marketing..................................................................................................
Email Ads.......................................................................................................................
A3 Devices for displaying digital communications.........................................................
Smartphones..................................................................................................................
Tablets...........................................................................................................................
Game Consoles..............................................................................................................
Personal Computers.......................................................................................................
M1 Analyse, using examples, the effectiveness of different digital delivery methods...
Email marketing.............................................................................................................
Search Engine Marketing...............................................................................................

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