What is digital marketing and how is it
used?
Introduction:
For this assignment, I have explained the role of digital marketing within
the broader marketing mix, I have looked at the effectiveness of multiple
digital marketing campaigns, analysing compensation models, and
exploring how businesses look for mobile device users. I have looked at
the drawbacks and benefits of digital marketing from both a customer and
the markets perspective. This assignment has showed the importance of
digital marketing in shaping customers behaviour and influencing
business success.
Part 1:
Explain: Digital marketing serves as an important aspect of traditional
marketing by capitalising on online platforms, so they can reach
consumers where they spend most of their time, which is the internet.
While traditional marketing methods like TV, radio and newspapers have
been working for multiple decades, the rise of digital technology has
changed how companies have been able to communicate with their
consumers. Digital marketing surrounds different strategies that use
digital channels to promote their products and services.
One major side of digital marketing is its ability to deliver customized
messages to distinct consumer sections. For instance, augmented reality
(AR) is now a powerful digital marketing campaign strategy. IKEA is one
such company that has utilized AR technology through its mobile app,
which allows customers to visualize how the furniture would look in their
homes before making a purchase. Apart from this engaging process,
which boosts customer involvement, it also aids in making decisions,
hence bridging the gap between offline and online purchasing
experiences.
Examples of current trends in Digital Marketing:
Influencer Collaborations: Influencer marketing has erupted in recent
years, making it a core component of many company’s ways of digital
marketing. By partnering with different influencers, companies can create
more genuine, relatable and unique campaigns. Influencers can directly
affect the decision that are made by their followers which makes this type
of collaboration very effective.
Example:
, - Nike collaborate with different athletes, celebrities and social media
influencers who can represent its products in a way that feels
important and ambitious. For example, the partnerships of Nike with
famous celebrities like Cristiano Ronaldo and serena Williams have
also emphasized their brand reputation and triggered loyalty among
customers.
How Digital messages are delivered:
Social media advertising: Social media platforms like Instagram,
Facebook and TikTok are essential for digital marketers. With advanced
targeting capabilities, such a site allows the company the opportunity of
targeting a certain audience with demographic traits, preferences and
behaviour. Interactive social media ads typically include image interactive
and has the image, video or stories format that immediately interacts with
the audience at once.
Example:
- Coca-Cola uses the narratives of Instagram to present campaigns
that reveal the limited-release flavours or the launching of a brand-
new product. The campaigns utilize demographic targeting and
incorporate interactive and welcome users closer with the brand.
Programmatic Advertising: Programmatic advertisement employs
computer programs and automation technology in the online
advertisement space purchase. This advertisement ensures the highest
real-time ad delivery so that the brand reaches the correct message at the
correct individual at the correct time. The programmatic advertisement
typically employs usage in the web site usage and application usage and
video-streaming services.
Example:
- Amazon uses programmatic ad targeting users with the relevant and
customized suggestions of the last browsed products. Site users get
exposed to the visited products, or the products they might be
inclined toward based on the last behaviour. Real-time targeting
yields higher engagement rates and of conversion rates.
In conclusion, internet marketing has been integrated into standard
marketing strategies. Using technologies such as AR and influencer
marketing, business organizations send more interactive, immersive and
relevant communications that appeal to the modern shopper. Through the
application of internet tools and standard methods, business organizations
used?
Introduction:
For this assignment, I have explained the role of digital marketing within
the broader marketing mix, I have looked at the effectiveness of multiple
digital marketing campaigns, analysing compensation models, and
exploring how businesses look for mobile device users. I have looked at
the drawbacks and benefits of digital marketing from both a customer and
the markets perspective. This assignment has showed the importance of
digital marketing in shaping customers behaviour and influencing
business success.
Part 1:
Explain: Digital marketing serves as an important aspect of traditional
marketing by capitalising on online platforms, so they can reach
consumers where they spend most of their time, which is the internet.
While traditional marketing methods like TV, radio and newspapers have
been working for multiple decades, the rise of digital technology has
changed how companies have been able to communicate with their
consumers. Digital marketing surrounds different strategies that use
digital channels to promote their products and services.
One major side of digital marketing is its ability to deliver customized
messages to distinct consumer sections. For instance, augmented reality
(AR) is now a powerful digital marketing campaign strategy. IKEA is one
such company that has utilized AR technology through its mobile app,
which allows customers to visualize how the furniture would look in their
homes before making a purchase. Apart from this engaging process,
which boosts customer involvement, it also aids in making decisions,
hence bridging the gap between offline and online purchasing
experiences.
Examples of current trends in Digital Marketing:
Influencer Collaborations: Influencer marketing has erupted in recent
years, making it a core component of many company’s ways of digital
marketing. By partnering with different influencers, companies can create
more genuine, relatable and unique campaigns. Influencers can directly
affect the decision that are made by their followers which makes this type
of collaboration very effective.
Example:
, - Nike collaborate with different athletes, celebrities and social media
influencers who can represent its products in a way that feels
important and ambitious. For example, the partnerships of Nike with
famous celebrities like Cristiano Ronaldo and serena Williams have
also emphasized their brand reputation and triggered loyalty among
customers.
How Digital messages are delivered:
Social media advertising: Social media platforms like Instagram,
Facebook and TikTok are essential for digital marketers. With advanced
targeting capabilities, such a site allows the company the opportunity of
targeting a certain audience with demographic traits, preferences and
behaviour. Interactive social media ads typically include image interactive
and has the image, video or stories format that immediately interacts with
the audience at once.
Example:
- Coca-Cola uses the narratives of Instagram to present campaigns
that reveal the limited-release flavours or the launching of a brand-
new product. The campaigns utilize demographic targeting and
incorporate interactive and welcome users closer with the brand.
Programmatic Advertising: Programmatic advertisement employs
computer programs and automation technology in the online
advertisement space purchase. This advertisement ensures the highest
real-time ad delivery so that the brand reaches the correct message at the
correct individual at the correct time. The programmatic advertisement
typically employs usage in the web site usage and application usage and
video-streaming services.
Example:
- Amazon uses programmatic ad targeting users with the relevant and
customized suggestions of the last browsed products. Site users get
exposed to the visited products, or the products they might be
inclined toward based on the last behaviour. Real-time targeting
yields higher engagement rates and of conversion rates.
In conclusion, internet marketing has been integrated into standard
marketing strategies. Using technologies such as AR and influencer
marketing, business organizations send more interactive, immersive and
relevant communications that appeal to the modern shopper. Through the
application of internet tools and standard methods, business organizations
