LEVEL 3 BUSINESS UNIT 17 ASSIGNMENT 1 LEARNING AIM A AND B EXAM STUDY GUIDE 2023 COMPLETE GRADED A +.

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 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 lOMoARcPSD| 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: 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 mor