Qualification: Pearson BTEC Level 3 National Extended Diploma in Business
Unit Number and Title: Unit 17: Digital Marketing
Learning Aim:
A: Examine the role of Digital Marketing within the broader marketing mix.
B: Investigate the effectiveness of existing Digital Marketing campaigns.
Assignment Title: What is Digital Marketing and how it is used?
Part A
17/A. P1 – Explain the role of Digital Marketing as an extension of traditional marketing
and the ways the messages can be delivered
The main role of digital marketing is to generate more sales by reaching out more to
potential customers and also widen the brand from adverts.
When you think of traditional marketing, it is mostly advertising through radio, newspaper,
TV, posters, flyers etc. The downside of this sort of advertising is that it can be only able to
reach certain amount of people. Therefore, it is also difficult to analyse the effectiveness of
the advertisement as there is no data or analytics provided with each method.
The role of digital marketing focuses on following up the traditional marketing platforms
but, it makes sures that the customers are led to website or even shops and actually are
able to purchase. Therefore, you will also be able to get various statistics from digital
marketing which will show what sort of campaign and ad copies worked and what did not.
Digital marketing and Traditional marketing both focus on using the 7 P’s In order to create
an effective marketing strategy and be more efficient in marketing.
,Traditional marketing focuses on setting the prices on what the business can use to get that
price. This can be such as cost-plus pricing, price skimming etc. Digital marketing means that
businesses can be able to send out online vouchers and also discount codes which will be
leading to gaining attention from the customers which can lead to customers purchasing
from the website or the actual store. One of the business which I have chosen is Spotify and
one of the strategies they use is giving out discounts for students and families. These
attracts demographics in as they want to be given a discount. Digital marketing can also be
able to support the price as it can easily show comparison of prices to the customers in
order for them to get the most value for their money.
Digital marketing will let the customers see the product or service through online and also
someone presenting with an unboxing or review on social media and YouTube. This will let
the customer see the product and also the reviews of the product which can really help
them get recommendations and feedback if the product is right for them or not.
A great example of this is one of the business I have selected which is Greggs. One of their
products is a vegan sausage rolls and there have been a lot of review videos and blogs on
the vegan sausage rolls all across the social media platforms. This attracts customers as they
are watching this particular influencer providing them full feedback on every detail of the
product.
The distribution of the product and also where it can be seen is the place of the product.
Before digital marketing, people had to go inside the shops and see it. Nowadays, thanks to
online shopping, business can be able to make sure that the product is placed in the right
place. This will mean that the people are able to buy the specific product when they are out
or even at home.
Greggs aim to sell their own products from their own stores. Just recently, they have now
been selling it on Just Eat and Uber eats which are delivery apps. This leads to consumers
ordering it from home without specifically going to a Greggs store and buying it.
When it comes to traditional marketing, the “people” part of the marketing mix is all about
the staff who work for the business. Digital marketing makes the “people” part of the
marketing mix be the people who are in charge of organising the marketing of the business.
This can be such as the chat bots such as those messenger bots and also the people who are
,in charge of the social media business account. Greggs does have a great influence and
following on social media where they focus on replying to people’s tweets in a joking way
which gets them a lot of views and follows.
Having digital marketing as aid will led businesses promote their business is various ways.
They just need to be able to make sure they are able to reach the right and vase audience in
order to succeed. A great example can be Spotify as it is a music service which allows the
users to access millions of songs and also the ability for the businesses to advertise on it.
This allow the business to promote their brand and spread awareness in a huge platform
and so does Spotify.
Marketing mix also contains a “process” part to it where it is all about the customer
experience and how to make the best experience for them. Online shopping is increasing
rapidly in terms of popularity with the help of digital marketing which is also improving
rapidly. Website speed and a great user interface is very important to online shops or they
will lose conversion rates and lose customers. SEO is also very important for business as it is
the foundation when it comes to reach.
Greggs used to let the people select whichever item they like and allow them to eat at the
outlet or take it away. People now can order the item from Greggs through the Just Eat app
which the delivery driver will pick it up from Greggs and deliver it to the door of the
customer’s house safely.
“physical evidence” is one of the parts of the marketing mix. This is when the customer is
able to touch and get the feel of the product before buying in terms of traditional
marketing. For digital marketing, physical evidence are the reviews of the product such as
places on social media, Trustpilot etc. There are a lot of people who go online and search for
the reviews and pros and cons of the product before buying. They would do this rather than
going to the shops and physically seeing it and touching it.
Greggs has a lot of reviews based in social media as it does play a big part when it comes to
building brand awareness for the business. When Greggs took the step of releasing vegan
sausage rolls, a lot of people went on social media and put their own reviews and opinions
of the product. This led to thousands of social media posts and also videos on YouTube
being made about them trying out the vegan sausage roll from Greggs. The release of this
, vegan sausage roll was in 2019 and people are still leaving their reviews on it till this day.
This goes on vlogs on YouTube, Tok-tok etc. Veganism is very trendy, and many people want
to find out the reviews hence the reason why the vegan sausage roll was very trendy.
A.M1 - Analyse, using examples, the effectiveness of different digital delivery methods
Businesses are able to use various methods in order deliver a particular message towards
the customer through digital marketing. In order to do this, business would be needing to
analyse and evaluate all the various methods which can be used to ensure that they are
using the correct method.
Method 1 – Using Social Media
Greggs: Twitter is Greggs biggest digital marketing weapon. They love to reply in a chatty
friendly way when replying to tweets. This leads to conversations being engaged within
Twitter. This also leads to a happier positive brand image and awareness and users are able
to observe how there is good engagement between the customers and Greggs. Therefore,
Greggs is also able to bring together the millennials and also the Gen Z generations as they
want to be able to communicate with both generations which leads to increase in brand
awareness.
Greggs also focuses on posting regularly on other social media such as Instagram too. This is
where they launch their campaigns towards and keep up to date with everyone what the
business is up to. Overall, their social media presence is fully about capturing user’s
engagement through funny captions and tweet which leads to a positive side from the
brand.
Spotify: Spotify aims to market to both the millennials and the Gen Z generations by
creating hashtags and memes. Spotify created Spotify wrapped which was a campaign in
2018. This campaign let all the users of Spotify get a recap on the all the songs and artists
they listened to. This led to people sharing their results on their other social media pages
which led to people joining Spotify.
Spotify within their own platform uses social media. It works within all different social media
platforms by having the users the ability to link the social media accounts to their Spotify
accounts.
Unit Number and Title: Unit 17: Digital Marketing
Learning Aim:
A: Examine the role of Digital Marketing within the broader marketing mix.
B: Investigate the effectiveness of existing Digital Marketing campaigns.
Assignment Title: What is Digital Marketing and how it is used?
Part A
17/A. P1 – Explain the role of Digital Marketing as an extension of traditional marketing
and the ways the messages can be delivered
The main role of digital marketing is to generate more sales by reaching out more to
potential customers and also widen the brand from adverts.
When you think of traditional marketing, it is mostly advertising through radio, newspaper,
TV, posters, flyers etc. The downside of this sort of advertising is that it can be only able to
reach certain amount of people. Therefore, it is also difficult to analyse the effectiveness of
the advertisement as there is no data or analytics provided with each method.
The role of digital marketing focuses on following up the traditional marketing platforms
but, it makes sures that the customers are led to website or even shops and actually are
able to purchase. Therefore, you will also be able to get various statistics from digital
marketing which will show what sort of campaign and ad copies worked and what did not.
Digital marketing and Traditional marketing both focus on using the 7 P’s In order to create
an effective marketing strategy and be more efficient in marketing.
,Traditional marketing focuses on setting the prices on what the business can use to get that
price. This can be such as cost-plus pricing, price skimming etc. Digital marketing means that
businesses can be able to send out online vouchers and also discount codes which will be
leading to gaining attention from the customers which can lead to customers purchasing
from the website or the actual store. One of the business which I have chosen is Spotify and
one of the strategies they use is giving out discounts for students and families. These
attracts demographics in as they want to be given a discount. Digital marketing can also be
able to support the price as it can easily show comparison of prices to the customers in
order for them to get the most value for their money.
Digital marketing will let the customers see the product or service through online and also
someone presenting with an unboxing or review on social media and YouTube. This will let
the customer see the product and also the reviews of the product which can really help
them get recommendations and feedback if the product is right for them or not.
A great example of this is one of the business I have selected which is Greggs. One of their
products is a vegan sausage rolls and there have been a lot of review videos and blogs on
the vegan sausage rolls all across the social media platforms. This attracts customers as they
are watching this particular influencer providing them full feedback on every detail of the
product.
The distribution of the product and also where it can be seen is the place of the product.
Before digital marketing, people had to go inside the shops and see it. Nowadays, thanks to
online shopping, business can be able to make sure that the product is placed in the right
place. This will mean that the people are able to buy the specific product when they are out
or even at home.
Greggs aim to sell their own products from their own stores. Just recently, they have now
been selling it on Just Eat and Uber eats which are delivery apps. This leads to consumers
ordering it from home without specifically going to a Greggs store and buying it.
When it comes to traditional marketing, the “people” part of the marketing mix is all about
the staff who work for the business. Digital marketing makes the “people” part of the
marketing mix be the people who are in charge of organising the marketing of the business.
This can be such as the chat bots such as those messenger bots and also the people who are
,in charge of the social media business account. Greggs does have a great influence and
following on social media where they focus on replying to people’s tweets in a joking way
which gets them a lot of views and follows.
Having digital marketing as aid will led businesses promote their business is various ways.
They just need to be able to make sure they are able to reach the right and vase audience in
order to succeed. A great example can be Spotify as it is a music service which allows the
users to access millions of songs and also the ability for the businesses to advertise on it.
This allow the business to promote their brand and spread awareness in a huge platform
and so does Spotify.
Marketing mix also contains a “process” part to it where it is all about the customer
experience and how to make the best experience for them. Online shopping is increasing
rapidly in terms of popularity with the help of digital marketing which is also improving
rapidly. Website speed and a great user interface is very important to online shops or they
will lose conversion rates and lose customers. SEO is also very important for business as it is
the foundation when it comes to reach.
Greggs used to let the people select whichever item they like and allow them to eat at the
outlet or take it away. People now can order the item from Greggs through the Just Eat app
which the delivery driver will pick it up from Greggs and deliver it to the door of the
customer’s house safely.
“physical evidence” is one of the parts of the marketing mix. This is when the customer is
able to touch and get the feel of the product before buying in terms of traditional
marketing. For digital marketing, physical evidence are the reviews of the product such as
places on social media, Trustpilot etc. There are a lot of people who go online and search for
the reviews and pros and cons of the product before buying. They would do this rather than
going to the shops and physically seeing it and touching it.
Greggs has a lot of reviews based in social media as it does play a big part when it comes to
building brand awareness for the business. When Greggs took the step of releasing vegan
sausage rolls, a lot of people went on social media and put their own reviews and opinions
of the product. This led to thousands of social media posts and also videos on YouTube
being made about them trying out the vegan sausage roll from Greggs. The release of this
, vegan sausage roll was in 2019 and people are still leaving their reviews on it till this day.
This goes on vlogs on YouTube, Tok-tok etc. Veganism is very trendy, and many people want
to find out the reviews hence the reason why the vegan sausage roll was very trendy.
A.M1 - Analyse, using examples, the effectiveness of different digital delivery methods
Businesses are able to use various methods in order deliver a particular message towards
the customer through digital marketing. In order to do this, business would be needing to
analyse and evaluate all the various methods which can be used to ensure that they are
using the correct method.
Method 1 – Using Social Media
Greggs: Twitter is Greggs biggest digital marketing weapon. They love to reply in a chatty
friendly way when replying to tweets. This leads to conversations being engaged within
Twitter. This also leads to a happier positive brand image and awareness and users are able
to observe how there is good engagement between the customers and Greggs. Therefore,
Greggs is also able to bring together the millennials and also the Gen Z generations as they
want to be able to communicate with both generations which leads to increase in brand
awareness.
Greggs also focuses on posting regularly on other social media such as Instagram too. This is
where they launch their campaigns towards and keep up to date with everyone what the
business is up to. Overall, their social media presence is fully about capturing user’s
engagement through funny captions and tweet which leads to a positive side from the
brand.
Spotify: Spotify aims to market to both the millennials and the Gen Z generations by
creating hashtags and memes. Spotify created Spotify wrapped which was a campaign in
2018. This campaign let all the users of Spotify get a recap on the all the songs and artists
they listened to. This led to people sharing their results on their other social media pages
which led to people joining Spotify.
Spotify within their own platform uses social media. It works within all different social media
platforms by having the users the ability to link the social media accounts to their Spotify
accounts.
