Assignment 1 Checklist Deadline date: 8 Feb 2021

Assessment Criteria

Title -

Tick when complete

Method Used

Context

You have been working part time as a digital marketing assistant in a digital marketing business. You have been asked to support the communications department on an article that they are producing for potential customers in a marketing industry magazine. They want you to write the article, aimed at new customers with limited prior knowledge of digital marketing.

A.P1 Explain the role of digital marketing as an extension of traditional marketing and the ways the messages can be delivered.

Explain and define Digital Marketing, ensuring you cover the following contect:

• the use of digital technologies to create integrated, targeted and measurable communications that help to acquire and retain customers while building deeper relationships with them (Digital Marketing Institute)
• achievement of marketing objectives through the use of digital media and technology.

Discuss the role of digital marketing as an extension rather than a replacement for the traditional marketing and promotional mix.

Identify and outline the Current trends in digital marketing,e.g.the move to mobile communications.

A.P2 Investigate the ways in which advertisers are targeting mobile device users.

Outline how business are:

• using digital marketing to target specific market segments.
• developing the use of customer databases in delivering digital communications (Use of loyalty cards, Cookies etc)
• using free content for lead generation.

Explain how the digital communication is delivered using

• Display Advertising,banners,pop-ups,floating advertisements(ads), interstitial ads, text ads.
• Search Engine Marketing,optimisation and sponsored searches.
• Social Media Marketing.
• Email Advertising.

Discuss the benefits and costs of the different devices for displaying digital communications

Personal Computers,smartphones,tablets and games consoles.

A M1 Analyse, using examples, the effectiveness of different digital delivery methods.

Using examples of current businesses investing significantly in digested marketing analyse the benefits and costs of their digital marketing strategy. Examples you might want to consider include:

Amazon https://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/amazon-case-study/

Tesco

http://heartofcodes.com/marketing-strategy-of-tesco/

Apple

https://digitalagencynetwork.com/an-ultimate-guide-for-apples-digital-marketing-strategy/

Cadbury

http://www.digitaltrainingacademy.com/casestudies/tag/cadburys

Pick you business and use the Google to identify it strategy

1. D1 Justify the extent to which the digital environment is influencing consumer choices

Identify with data/evidence and evaluate the impact digital marketing is having on change

There are a huge number of articles on this point, some identified below. Input the assessment criteria into the 'Google' to identify more.

https://zoovu.com/blog/digital-is-changing-consumer-behavior/

https://www.brightvessel.com/influences-customers-purchasing-decisions/

https://www.inc.com/adam-heitzman/how-digital-marketing-transformed-the-consumer-buying-process.html

https://www.lyfemarketing.com/blog/importance-of-digital-marketing/

B.P3 Discuss the digital strategies that a selected business uses to meet two different objectives.

Using your business, outline the key objectives (noted below) they set in terms of digital marketing. Ensure you are clear why they set them and what they are trying to achieve.

Digital Marketing Objectives

Lead Generation.

Brand Awareness.

Customer Retention.

Then explain and discuss the key strategies the business uses (examples below) to achieve those objectives.

Digital Strategies To Meet Target Objectives

Content Marketing-relevance,pressure to keep refreshed. Paid Search Advertising.

Search Engine Optimisation.

Social Media Marketing.

Video Marketing.

Video Blogging(vlogging). Email Marketing.

Mobile Applications(apps). QRcodes.

Responsive Web Design.

1. P4 Outline different compensation models used in digital marketing

Outline and explain the key compensation models business can use in terms of digital marketing.

Cost Per Mile(CPM).

Cost Per Click(CPC).

Cost Per Engagement(CPE). Cost Per View(CPV).

Fixed Cost.

B M2 Analyse the different digital strategies and compensation models used to create brand recognition and brand loyalty.

Analyse (Benefits and Costs) of the different digital strategies and consider the Return On Investment Compensation Models

Cost Per Mile(CPM).

Cost Per Click(CPC).

Cost Per Engagement(CPE). Costperview(CPV).

Fixed Cost.

B. P 5 Explain the benefits of, and concerns about, digital marketing from the perspective of both the customer and the marketer

Using you chosen business explain the Benefits and concerns both customers and marketers face when implementing a digital marketing strategy

• Benefits, including cost,measurability,formatting,targeting,coverage,speed.
• Concerns,including banner blindness, fraud and other illegal activity,display variations,
• ad blocking, privacy/data security, consumer location tracking, spam.

B D.2 Evaluate the effectiveness of digital marketing campaigns from different businesses, and suggest ways to overcome concerns raised about digital marketing.

Evaluate (Judge) the effectiveness of digital marketing campaigns on your chosen and two other businesses ( Use Sales data, reviews etc - compare and contrast - use a table) and where issues arose how these could/were overcome.