Bethanie Colwell

Assignment Title: What is Digital Marketing and how is it used?

Learning Aim, A: Examine the role of digital marketing within the broader marketing

mix.

Learning Aim, B: Investigate the effectiveness of existing digital marketing

campaigns.

Introduction:

In this report I will be exploring the role of digital marketing. I will also be exploring

and analysing the different ways in which digital communications can be delivered to

consumers, the devices that are currently being used and the trend towards the use

of mobile devices and free digital content. I will also be discussing the advantages

and disadvantages for different marketing methods. The two campaigns which I will

investigate are Coca Cola’s ‘Open to Better’ and Apples ‘Working-from-home-thing’

campaign. This article is aimed at new customers with very limited prior knowledge

of digital marketing.

P1. Explain the role of digital marketing as an extension of traditional

marketing and the ways the messages can be delivered.

Role of Digital Marketing.

Digital marketing refers to the promotion of services, brands or products using one or

more online platforms and the internet to reach potential customers. It allows the

business to gather new traffic, leads and sales for the business by reaching people

for the product or service.

The most common digital marketing methods used include social media, websites,

emails, mobile apps and search engines. Unlike traditional marketing methods,

digital marketing methods are able to organiser and track results of the marketing

campaign more efficiently. Digital marketing gives the business the power to

customise content and generate advertisement to their target market. This in turn

allows for a deeper connection to be built between the business and the customers,
this helps to build brand loyalty.

Digital marketing should be seen as an extension method of marketing rather than to

replace traditional marketing. Traditional marketing refers to marketing any type of

marketing that isn’t online. This could include outdoor advertising such as billboards,

posters and leaflets, newspaper articles etc. It is harder to get an immediate respond

through traditional marketing due to the lack of technology. This is one reason why

business believe that the best type of marketing is when they use both traditional

and digital alongside each other. By doing this the business is able to target a larger

market and in turn spread more awareness of the business and generate more

customers.

Current Trends of Digital Marketing.

One clear trend with digital marketing is with the rising popularity to use mobile

communications. With the current environment most people have access to a

smartphone or currently own one. According to https://www.finder.com/uk/mobile-

internet-statistics, in 2020 84% of UK adults (+16) owned a smartphone. This figure

is well over half which make it clear to see why digital marketing through

smartphones would bring a business many great benefits. it also states that “on

Bethanie Colwell

average, Brits spend 2 hours and 34 minutes online on their smartphones everyday”.

This allows businesses to take advantage of 84% of the UK population and enables

them to directly market their products or services through the use of their own

smartphones. By doing this the business is able to have quick

and direct contact with potential customers.

The table has also been taken from:

https://www.finder.com/uk/mobile-internet-statistics.

In the table it shows the ages of people in the UK and how

has access to the internet via their mobile phones. It is clear

to see that people ages between 16-24 have a substantial

amount of people who have a phone and have access to the

internet. I think this is a clear trend to see, especially with the

changes in technology and the environment; the new

generations are having more technology in their lives from earlier ages. When

looking at the 65+ category, it’s obvious to see that only 47% of those people who

have a mobile phone also have access to the internet. This could be done to many

reasons, I believe that one key reason is due to the older generation not

understanding how to use new technology hence why they do not purchase the new

iPhone for example, as they do not know how to use it and therefore wouldn’t

consider it necessary to have.

Alongside the rising of mobile communications as a method of digital marketing

video marketing is also becoming very popular. According to

https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2021/ 52% of

customers say that they are more confident about making a product purchase after

watching product videos and reviews. This clearly shows how it is becoming more

and more important for business to take part in video marketing to not only build their

brand awareness but also to gain more sales which in turn will further boost the

awareness if people are happy with their products which they receive.

The use of Digital Marketing in targeting specific market segments.

Marketing often draws upon the ideas of segmentation, targeting and positioning

(STP) in order to understand and direct marketing activities. However, the classic

‘triple-threat’ is useful, it is important for businesses to remember with digital

marketing segmentation is far most the important form of marketing. Marketers are

always trying to communicate a message appropriately to the right group of people

however, with digital marketing it is more difficult to understand buyers’ behaviours

and their journey; consequently, this makes it harder to segment an audience.

Market segmentation is the process of driving the businesses database into specific

groups based on a single or multiple criteria’s. By businesses using segmentation it

allows then to focus on a specific group of people who all have similar characteristics
whom to which to market the product at.

One way to segment is to separate previous customers from the new or potential

customers. This is because the business will engage with them differently based on

either the pervious relationship built or to try to build a relationship with the potential

customers and in turn gain their loyalty.

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