Part A: Digital Advertising Channels

Research the following digital advertising channels: Pay per click (PPC) Social ads Display Affiliation Email Mobile Define each of the six (6) digital advertising channels mentioned above. Mention and discuss its characteristics. Specify which of the aforementioned channels are recommended for each of the objectives commonly used in a digital marketing plan: customer acquisition, nurturing, consumer loyalty, and branding. Research the investment trends of each of the channels and summarize them. Identify trends in the use of each of the advertising channels. Research the performance and effectiveness of each of the channels and summarize what you have learned. By way of conclusion, offer the opinion regarding which channels you understand to be the most effective and why. Part B: Case analysis

Here are two (2) scenarios. Analyze them according to what you have learned so far. Then answer the questions below.

Situations:

Wilfredo has decided to start a car wash business. He is interested in attracting customers who are close to his premises and in search of this service. Wilfredo has also launched an introductory offer, in which he offers a discount for a limited time. Jos has been in a car wash business for five years, has many clients, and has good sales. However, he wants to increase his exposure, improve his brand recognition, and publicize his new car polishing services. In addition, he wants to increase the loyalty of his clients. What is the objective to be achieved in each of the situations? According to these two situations, what digital communication channels would you recommend for each one? Explain and justify the answer. it can only use two of those discussed in the previous work. Which of the channels would not recommend for the above situations? Explain and support the answer.