Learning Aim B: Investigate the
existing digital marketing c
,Social Media Marketing..................................................................................................
Mobile Application (Apps)...............................................................................................
Email Marketing.............................................................................................................
Video marketing (You Tube)...........................................................................................
Social media marketing..................................................................................................
P4 Outline different compensation modals used in digital marketing............................
B3 Return on investment compensation models............................................................
Introduction....................................................................................................................
Cost per mile..................................................................................................................
Cost per click..................................................................................................................
Cost per engagement.....................................................................................................
Cost per view.................................................................................................................
Fixed Cost......................................................................................................................
P5 Explain the benefits of, and concerns about, digital marketing from the perspectiv
Introduction....................................................................................................................
B4 Benefits and concerns of online advertising.............................................................
Benefits..........................................................................................................................
Cost................................................................................................................................
Marketers.......................................................................................................................
Measurability..................................................................................................................
Coverage........................................................................................................................
Speed.............................................................................................................................
Concerns........................................................................................................................
Marketers.......................................................................................................................
Display Variation............................................................................................................
Privacy/data...................................................................................................................
Ad blocking....................................................................................................................
M2 Analyse the different digital strategies and compensation models used to create b
Introduction....................................................................................................................
Apple..............................................................................................................................
Social Media...................................................................................................................
Influencer Marketing......................................................................................................
YouTube.........................................................................................................................
Paid search.....................................................................................................................
Nike................................................................................................................................
Social Meida...................................................................................................................
, B1 Digital marketing objectives
Apple digital marketing first specific marketing objective is to incr
market share by 1%. This is important to Apple as it needs to inc
their rival Samsung is growing in market share. Apple can achieve
by 1% for the next 2 years his can be done by Apple leading the m
www.counterpointresearch.com report that “ Apple led the globa
with a 23% share, while Samsung took the second spot with a 16%
increase its market share by being dominant in the smartphone m
smartphones every year and their stock prices rises and their hyp
lastly, brand awareness this is since Apple improve their technolo
minderest.com explore on why Apple is market leader which they
innovation and manages to set trends with each product it launch
proven time and time again, revolutionising the technological wor
increase its market share by 1% by launching a new product whic
release every year. This can be done by Apple creating a digital m
use social media. This could be done through YouTube which App
Furthermore, another measurable marketing objective for Apple i
media engagement. To achieve these two digital marketing objec
different digital strategies to meet their objectives and goal if App
it will have an increase in reputation and increase competition to
B2 Digital strategies to meet target objectives
Content Marketing
Apple use content marketing this is as they have a significant pre
uses social media platforms such as Facebook, Instagram, Instagr
customers of their latest products and services. The benefit of con
connects customers. 4 For example, Apple uniqueness of its produ
illustrated through slickraven.com which report that “ The iPhone
wide camera, a massive leap from the 12MP version on the iPhon
this upgrade means capturing more detailed and vibrant photos a
brand.” 5 Therefore, through Apple using content marketing for its
iPhone 16 Pro is that it can encourage customers to purchase its
by Apple receiving positive media attention people can spread aw
example, on Instagram a customer can post on Instagram that th
and it has uniqueness in camera quality this can persuade custom
existing digital marketing c
,Social Media Marketing..................................................................................................
Mobile Application (Apps)...............................................................................................
Email Marketing.............................................................................................................
Video marketing (You Tube)...........................................................................................
Social media marketing..................................................................................................
P4 Outline different compensation modals used in digital marketing............................
B3 Return on investment compensation models............................................................
Introduction....................................................................................................................
Cost per mile..................................................................................................................
Cost per click..................................................................................................................
Cost per engagement.....................................................................................................
Cost per view.................................................................................................................
Fixed Cost......................................................................................................................
P5 Explain the benefits of, and concerns about, digital marketing from the perspectiv
Introduction....................................................................................................................
B4 Benefits and concerns of online advertising.............................................................
Benefits..........................................................................................................................
Cost................................................................................................................................
Marketers.......................................................................................................................
Measurability..................................................................................................................
Coverage........................................................................................................................
Speed.............................................................................................................................
Concerns........................................................................................................................
Marketers.......................................................................................................................
Display Variation............................................................................................................
Privacy/data...................................................................................................................
Ad blocking....................................................................................................................
M2 Analyse the different digital strategies and compensation models used to create b
Introduction....................................................................................................................
Apple..............................................................................................................................
Social Media...................................................................................................................
Influencer Marketing......................................................................................................
YouTube.........................................................................................................................
Paid search.....................................................................................................................
Nike................................................................................................................................
Social Meida...................................................................................................................
, B1 Digital marketing objectives
Apple digital marketing first specific marketing objective is to incr
market share by 1%. This is important to Apple as it needs to inc
their rival Samsung is growing in market share. Apple can achieve
by 1% for the next 2 years his can be done by Apple leading the m
www.counterpointresearch.com report that “ Apple led the globa
with a 23% share, while Samsung took the second spot with a 16%
increase its market share by being dominant in the smartphone m
smartphones every year and their stock prices rises and their hyp
lastly, brand awareness this is since Apple improve their technolo
minderest.com explore on why Apple is market leader which they
innovation and manages to set trends with each product it launch
proven time and time again, revolutionising the technological wor
increase its market share by 1% by launching a new product whic
release every year. This can be done by Apple creating a digital m
use social media. This could be done through YouTube which App
Furthermore, another measurable marketing objective for Apple i
media engagement. To achieve these two digital marketing objec
different digital strategies to meet their objectives and goal if App
it will have an increase in reputation and increase competition to
B2 Digital strategies to meet target objectives
Content Marketing
Apple use content marketing this is as they have a significant pre
uses social media platforms such as Facebook, Instagram, Instagr
customers of their latest products and services. The benefit of con
connects customers. 4 For example, Apple uniqueness of its produ
illustrated through slickraven.com which report that “ The iPhone
wide camera, a massive leap from the 12MP version on the iPhon
this upgrade means capturing more detailed and vibrant photos a
brand.” 5 Therefore, through Apple using content marketing for its
iPhone 16 Pro is that it can encourage customers to purchase its
by Apple receiving positive media attention people can spread aw
example, on Instagram a customer can post on Instagram that th
and it has uniqueness in camera quality this can persuade custom
