,Digital Marketing: Unit 17 Joy Wafula Learning Aim A & B
Digital Marketing
Table of Contents
Introduction 2
Learning aim A: Examine the role of digital marketing within the broader marketing mix
2
P1. Explain the role of digital marketing as an extension of traditional marketing and the
ways the messages can be delivered. 2
P2. Investigate the ways in which advertisers are targeting mobile device users. 4
M1. Analyse, using examples, the effectiveness of different digital delivery methods.
5
D1. Justify the extent to which the digital environment is influencing consumer choices. 6
Learning aim B: Investigate the effectiveness of existing digital marketing campaigns….…. 8
P3. Discuss the digital strategies that a selected business uses to meet two different
objectives……………………………………………………………………………………………………………………………. 8
P4. Outline different compensation models used in digital
marketing…………………………………………………………………………………………………….……………….…….. 9
P5. Explain the benefits of, and concerns about, digital marketing from the perspective
of both the customer and the marketer…………………..……………………………………………………….. 10
M2. Analyse the different digital strategies and compensation models used to create
brand recognition and brand loyalty...................................................................................... 11
D2. Evaluate the effectiveness of digital marketing campaigns from different businesses,
and suggest ways to overcome concerns raised about digital marketing…………………………….13
References……………………………………………………………………………………………………………………. 15
P a g e 1 | 17
, Digital Marketing: Unit 17 Joy Wafula Learning Aim A & B
Introduction
I am a part digital assistant for a digital marketing business. Firstly, within this report I will
be explaining the meaning of digital marketing and the role it plays in modern society. This
will involve comparing it to traditional forms of marketing and investigating the usefulness of
digital marketing as an extension of traditional marketing. I will be looking into the various
ways that advertisers target mobile device users and why they do this, analysing the
effectiveness of digital delivery methods like; the effectiveness of mobile advertising when
attempting to reach a range of consumers. Secondly, I will be investigating the effectiveness
of existing digital marketing campaigns – discussing the digital strategies used by businesses,
identifying the different compensation models used in digital marketing and eventually
identifying the benefits and concerns of digital marketing and how these concerns can be
overcome.
Learning aim A: Examine the role of digital marketing within the
broader marketing mix
P1. Explain the role of digital marketing as an extension of traditional
marketing and the ways the messages can be delivered.
Digital marketing is the process of using online methods like: websites, apps, mobile
devices, social media, search engines and other digital communication; to promote brands
and connect with potential customers with the aim of selling products and services. The rise
of digital marketing resulted from the increased internet usage- more people have access to
the internet and electronic devices like: mobile phones. Due to this marketing moved from
being traditional to digital. The traditional marketing is any form of marketing that is uses
offline media to reach their audience. These are: print ads, newspaper ads, billboards,
advertisements through the mail, television and radio advertisements. Therefore, digital
marketing can be seen as an extension of traditional marketing.
Traditional marketing targets audiences using offline strategies, it is a promotional
strategy that was commonly used. Due to traditional marketing being offline, they had to be
aim to reach people by placing the marketing in places where they were easily seen or
noticeable. This involved putting them in physical locations, this was done to increase the
likelihood of audience interaction. They wanted people to see, hear and interact with the
marketing. This was important because it provides outreach to people who are connected to
the digital world, for example, potential target audiences who do not have access to the
internet. It is also important because it can stick out reach a wide audience of people, this
applies to traditional marketing that is put in public places like: billboards and adverts on
common means of transport; buses.
P a g e 2 | 17
Digital Marketing
Table of Contents
Introduction 2
Learning aim A: Examine the role of digital marketing within the broader marketing mix
2
P1. Explain the role of digital marketing as an extension of traditional marketing and the
ways the messages can be delivered. 2
P2. Investigate the ways in which advertisers are targeting mobile device users. 4
M1. Analyse, using examples, the effectiveness of different digital delivery methods.
5
D1. Justify the extent to which the digital environment is influencing consumer choices. 6
Learning aim B: Investigate the effectiveness of existing digital marketing campaigns….…. 8
P3. Discuss the digital strategies that a selected business uses to meet two different
objectives……………………………………………………………………………………………………………………………. 8
P4. Outline different compensation models used in digital
marketing…………………………………………………………………………………………………….……………….…….. 9
P5. Explain the benefits of, and concerns about, digital marketing from the perspective
of both the customer and the marketer…………………..……………………………………………………….. 10
M2. Analyse the different digital strategies and compensation models used to create
brand recognition and brand loyalty...................................................................................... 11
D2. Evaluate the effectiveness of digital marketing campaigns from different businesses,
and suggest ways to overcome concerns raised about digital marketing…………………………….13
References……………………………………………………………………………………………………………………. 15
P a g e 1 | 17
, Digital Marketing: Unit 17 Joy Wafula Learning Aim A & B
Introduction
I am a part digital assistant for a digital marketing business. Firstly, within this report I will
be explaining the meaning of digital marketing and the role it plays in modern society. This
will involve comparing it to traditional forms of marketing and investigating the usefulness of
digital marketing as an extension of traditional marketing. I will be looking into the various
ways that advertisers target mobile device users and why they do this, analysing the
effectiveness of digital delivery methods like; the effectiveness of mobile advertising when
attempting to reach a range of consumers. Secondly, I will be investigating the effectiveness
of existing digital marketing campaigns – discussing the digital strategies used by businesses,
identifying the different compensation models used in digital marketing and eventually
identifying the benefits and concerns of digital marketing and how these concerns can be
overcome.
Learning aim A: Examine the role of digital marketing within the
broader marketing mix
P1. Explain the role of digital marketing as an extension of traditional
marketing and the ways the messages can be delivered.
Digital marketing is the process of using online methods like: websites, apps, mobile
devices, social media, search engines and other digital communication; to promote brands
and connect with potential customers with the aim of selling products and services. The rise
of digital marketing resulted from the increased internet usage- more people have access to
the internet and electronic devices like: mobile phones. Due to this marketing moved from
being traditional to digital. The traditional marketing is any form of marketing that is uses
offline media to reach their audience. These are: print ads, newspaper ads, billboards,
advertisements through the mail, television and radio advertisements. Therefore, digital
marketing can be seen as an extension of traditional marketing.
Traditional marketing targets audiences using offline strategies, it is a promotional
strategy that was commonly used. Due to traditional marketing being offline, they had to be
aim to reach people by placing the marketing in places where they were easily seen or
noticeable. This involved putting them in physical locations, this was done to increase the
likelihood of audience interaction. They wanted people to see, hear and interact with the
marketing. This was important because it provides outreach to people who are connected to
the digital world, for example, potential target audiences who do not have access to the
internet. It is also important because it can stick out reach a wide audience of people, this
applies to traditional marketing that is put in public places like: billboards and adverts on
common means of transport; buses.
P a g e 2 | 17
