Unit 17 role of digital marketing

Examine the role of digital marketing within the broader marketing mix

Investigate the effectiveness of existing digital marketing campaigns

Table of Contents

Introduction

This report will delve into the significance of digital marketing and its role in the business world. It
will also examine various methods of delivering digital communications to consumers and analyse
the current usage of different devices. The trend towards the utilization of mobile devices and free
digital content will be evaluated as well. Additionally, this report will compare the pros and cons of
various marketing strategies. The focus will be on two specific campaigns, namely Snickers' "You're
Not You When You're Hungry" campaign and the GoPro "Awards" campaign. The target audience for
this report is new clients with limited prior knowledge of digital marketing.

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Digital marketing

A business technique known as "digital marketing" uses numerous digital media to advertise goods
and services to prospective clients. SEO, content marketing, social media, email marketing, PPC
advertising, and other digital strategies are included in this. Reaching and interacting with a specified
target audience, increasing brand awareness and exposure, generating traffic and leads, and
eventually raising sales and revenue are the major goals of digital marketing. Businesses may
improve their online presence and engage with their clients more personally and effectively by
employing digital marketing strategies, which will increase the success of their marketing initiatives.

Traditional marketing

Traditional marketing refers to the conventional advertising methods that businesses have been
using for decades to promote their products or services. These methods typically include print
advertising in newspapers, magazines, billboards, and flyers, as well as radio and TV commercials.
Traditional marketing also includes direct mail marketing, telemarketing, and event marketing.

Traditional marketing has digital marketing as its extension

Digital marketing can be viewed as an extension of traditional marketing as it allows businesses to

reach a wider audience through digital channels. The role of digital marketing is to complement and
enhance traditional marketing methods by providing new ways to engage with customers, build
brand awareness, and drive sales.

Digital marketing provides businesses with the ability to create more targeted and personalized
messages that resonate with specific audiences. This is possible through a range of digital channels,
including search engine marketing, social media, email marketing, mobile marketing, and content
marketing. Through search engine marketing, businesses can reach potential customers who are
actively searching for products or services like what they offer. Social media marketing allows
businesses to engage with customers on a more personal level, building relationships and increasing
brand loyalty. Email marketing provides a direct line of communication with customers, delivering
personalized messages directly to their inbox.

Mobile marketing enables businesses to reach customers on-the-go, through location-based

marketing and mobile apps. Content marketing involves creating valuable and relevant content that
attracts and engages customers, building trust and credibility in the process.

The message in digital marketing can be delivered through various formats such as text, images,
videos, infographics, podcasts, webinars, and more. The key is to deliver the message in a way that
resonates with the audience and encourages them to act, such as making a purchase, signing up for
a newsletter, or sharing the message with others.

In summary, digital marketing plays a crucial role as an extension of traditional marketing by

providing new ways to reach and engage with customers through digital channels, delivering
personalized messages, and providing more measurable results.

Current trends in digital marketing

Digital marketing can be viewed as an extension of traditional marketing as it allows businesses to

reach a wider audience through digital channels. The role of digital marketing is to complement and
enhance traditional marketing methods by providing new ways to engage with customers, build
brand awareness, and drive sales.

Digital marketing provides businesses with the ability to create more targeted and personalized
messages that resonate with specific audiences. This is possible through a range of digital channels,
including search engine marketing, social media, email marketing, mobile marketing, and content
marketing.

Through search engine marketing, businesses can reach potential customers who are actively
searching for products or services like what they offer. Social media marketing allows businesses to
engage with customers on a more personal level, building relationships and increasing brand loyalty.
Email marketing provides a direct line of communication with customers, delivering personalized
messages directly to their inbox.

Mobile marketing enables businesses to reach customers on-the-go, through location-based

marketing and mobile apps. Content marketing involves creating valuable and relevant content that
attracts and engages customers, building trust and credibility in the process.

The message in digital marketing can be delivered through various formats such as text, images,
videos, infographics, podcasts, webinars, and more. The key is to deliver the message in a way that
resonates with the audience and encourages them to act, such as making a purchase, signing up for
a newsletter, or sharing the message with others
Identifying current Trends in digital marketing as well as using a statistic to support the current trend

One current trend in digital marketing is the increased use of video content. According to a report by
HubSpot, 85% of businesses use video as a marketing tool, and 92% of marketers who use video say
it's an important part of their marketing strategy.

Video content can take many forms, including product demonstrations, explainer videos, customer
testimonials, and social media stories. Video can be used to convey complex information in an
engaging and easily digestible format, while also building brand awareness and trust.

Another trend in digital marketing is the growing importance of voice search optimization. According
to a report by ComScore, by 2022, it's predicted that 55% of households will have smart speaker
devices. This presents a significant opportunity for businesses to optimize their content for voice
search, as it requires a different approach than traditional search engine optimization. Other current
trends in digital marketing include the use of artificial intelligence and machine learning, the
increased importance of personalized content, and the continued growth of social media advertising.

There are several positives supporting digital marketing, including:

Increased reach: Digital marketing allows businesses to reach a wider audience, including people
outside of their local area or traditional customer base. This is possible through various digital
channels, including social media, email, and search engine marketing.

Cost-effective: Digital marketing can be more cost-effective than traditional marketing methods. For
example, social media advertising can be targeted to a specific audience, reducing the need for
expensive print or TV ads.

Measurable results: Digital marketing provides businesses with the ability to track and measure their
results, including website traffic, social media engagement, and sales. This allows businesses to
adjust their strategies based on real-time data and optimize their marketing efforts for better
results.

Personalized messaging: Digital marketing allows for more personalized messaging, as businesses
can segment their audience and create customized content based on their interests and behaviour's.
This can lead to higher engagement and conversions.

Flexibility: Digital marketing allows businesses to be more flexible in their approach, as campaigns
can be adjusted or paused in real-time based on performance. This allows businesses to quickly
adapt to changing market conditions and consumer behaviour.

Digital marketing linking to market segmentation

Digital marketing is closely connected to market segmentation, as it provides businesses with the
ability to target specific groups of customers with tailored messaging and offers. Market
segmentation involves dividing a larger market into smaller segments based on various factors,
including demographics, psychographics, behaviour, and geography.
Through digital marketing, businesses can target these segmented audiences through various digital
channels, such as social media, email, and search engine marketing. For example, a business
targeting young, tech-savvy customers might use Instagram ads to showcase their products or
services, while a business targeting older, affluent customers might use LinkedIn ads to promote
their brand. Digital marketing allows businesses to create personalized messaging and offers for
each segment, based on their unique needs and interests. For example, an e-commerce business
might create customized product recommendations for customers based on their purchase history
and browsing behaviour. By using market segmentation in their digital marketing strategy,
businesses can increase the relevance and effectiveness of their messaging, leading to higher
engagement and conversions. Additionally, by targeting specific segments, businesses can reduce
their marketing costs and improve their return on investment.

Explain how businesses use social media to target their specific market segment

Snickers:

Snickers uses social media marketing to target its market segment. The company creates engaging
content on various platforms, such as Facebook, Twitter, Instagram, and YouTube, to appeal to its
target audience of young adults who enjoy sweet treats. Snickers also uses targeted advertising
campaigns on social media to reach potential customers who have shown interest in sweets or
chocolate. By using social media, Snickers can effectively target its specific market segment and
increase brand awareness and sales.

GoPro:

GoPro utilizes social media marketing to reach its target market of outdoor enthusiasts and extreme
sports enthusiasts. The company showcases its products in action through user-generated content
on platforms such as Instagram, YouTube, and Facebook. This content appeals to the company's
target audience by highlighting the cameras' capabilities in extreme environments. GoPro also runs
targeted advertising campaigns on social media, such as on YouTube, to reach viewers who have
previously watched videos related to extreme sports. Through social media marketing, GoPro can
effectively target its specific market segment and increase brand awareness and sales.

Make mention of digital marketing to extend the marketing mix

Digital marketing can be a powerful tool to extend the marketing mix of a business. The marketing
mix consists of the 4 Ps: Product, Price, Place, and Promotion. By incorporating digital marketing
strategies into their overall marketing mix, businesses can reach their target audience more
effectively and efficiently.

For example, businesses can use search engine optimization (SEO) and search engine marketing
(SEM) to improve their visibility online and attract more customers to their website. Social media
marketing can be used to engage with customers, build brand loyalty, and drive sales. Email
marketing can be used to deliver personalized messages to customers, promoting products and
services or providing valuable information.
By leveraging these digital marketing strategies, businesses can extend their marketing mix beyond
the traditional channels of advertising, sales promotion, public relations, and personal selling. This
allows them to reach their target audience more effectively and efficiently, while also gaining
valuable insights into customer behaviour and preferences. As digital marketing continues to evolve,
it will become an increasingly important tool for businesses looking to stay ahead of the competition
and reach their marketing goals.

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How can marketers target you on a smart phone how can markets target you on a games console

On a smartphone, marketers can target individuals through mobile advertising, which includes a
range of ad formats, such as banners, videos, and interstitial ads. Mobile ads can be targeted based
on various criteria, such as user location, demographics, interests, and behavior.

Marketers can also target individuals on smartphones through mobile apps, which provide a more
personalized and interactive experience. Mobile apps can collect data on user behavior, preferences,
and habits, which can be used to deliver targeted ads and personalized content.

On a games console, marketers can target individuals through in-game advertising, which involves
placing ads within the game environment. In-game ads can be targeted based on various criteria,
such as game genre, player demographics, and behavior.

Marketers can also target individuals on games consoles through sponsored content, such as
branded game elements, product placements, and sponsored events. These types of marketing
tactics can help to create brand awareness and engage consumers in a more immersive and
memorable way.

Investigate the way in which advertisers are targeting mobile device users

Mobile devices, such as smartphones and tablets, have become an integral part of people's daily
lives. As a result, advertisers are increasingly targeting mobile device users to reach a wider audience
and drive sales. Here are some ways advertisers are targeting mobile device users:

Mobile Apps: Advertisers are targeting mobile device users through mobile apps. Mobile apps
provide a more personalized and interactive experience for users, which allows advertisers to deliver
targeted ads and personalized content. Advertisers can use various targeting criteria such as user
demographics, location, interests, and behavior to deliver relevant ads to users.

Mobile Web: Advertisers are also targeting mobile device users through mobile web. Mobile web
ads can take the form of banners, videos, and interstitial ads. These ads can be targeted based on
various criteria such as device type, operating system, browser, and location.

Social Media: Advertisers are leveraging social media platforms such as Facebook, Instagram,
Twitter, and LinkedIn to target mobile device users. Social media platforms offer advanced targeting
options that enable advertisers to reach specific audiences based on demographics, interests, and
behavior.

Location-based Marketing: Advertisers are using location-based marketing to target mobile device
users. This involves delivering targeted ads and promotions based on the user's location. Location-
based marketing can be effective for driving foot traffic to physical stores or promoting products or
services in a specific area.

Mobile Video: Advertisers are also using mobile video to target mobile device users. Mobile video
ads can be delivered through mobile apps, mobile web, and social media platforms. Mobile video
ads can be highly engaging and can be targeted based on various criteria such as user behavior,
interests, and demographics.

Smartphones: Smartphones are one of the most popular devices for targeting customers. As most
people always carry their smartphones with them, advertisers can reach customers through mobile
apps, mobile web, social media, location-based marketing, and mobile video.

Personal Computers: Personal computers are another popular device for targeting customers.
Advertisers can reach customers through email marketing, online display ads, social media, and
video advertising.

Tablets: Tablets are similar to smartphones and can be targeted in similar ways. Advertisers can use
mobile apps, mobile web, social media, and video advertising to target customers on tablets.

Smart TVs: Smart TVs are becoming increasingly popular for targeting customers, particularly for
video advertising. Advertisers can use apps on smart TVs or connected TV devices to deliver video
ads to customers.

Gaming Consoles: Gaming consoles are another device that can be used for targeting customers,
particularly for reaching a younger demographic. Advertisers can use in-game advertising, sponsored
content, and video ads to reach customers on gaming consoles.

Voice Assistants: Voice assistants such as Amazon Echo and Google Home are growing in popularity
for targeting customers. Advertisers can use voice-activated ads to reach customers through voice
assistants.

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Pop up ads

Pop-up ads have become a popular way for advertisers to target customers due to their high
visibility and ability to grab attention. Pop-up ads are a type of online advertising that involves the
sudden appearance of a window or ad on the user's device screen. These ads can be created using
various tools and software and can be targeted based on various criteria such as user demographics,
browsing history, location, interests, and behaviour.

On personal computers, pop-up ads can be displayed when a user visits a website. When the user
clicks on a link or opens a webpage, a new window pops up with an advertisement. Advertisers can
use cookies to track a user's browsing history and target pop-up ads based on their interests and
behaviour. For example, if a user has recently searched for a specific product or service, pop-up ads
related to that product or service may appear.

Pop-up ads can also be displayed on smartphones and tablets through mobile apps or mobile web.
When a user opens a mobile app or visits a website on their mobile device, a pop-up ad may appear.
Pop-up ads on mobile devices can be targeted based on factors such as user location, interests, and
behaviour. Advertisers can use geolocation data to target pop-up ads to users in a specific
geographic location. For example, if a user is near a particular store or restaurant, pop-up ads for
that store or restaurant may appear.

Gaming consoles are another device that can display pop-up ads. In-game pop-up ads can appear
during gameplay, while non-intrusive pop-up ads may be displayed during loading screens or menu
screens. Pop-up ads on gaming consoles can be targeted based on factors such as user
demographics, interests, and behavior. For example, if a user has played a particular game recently,
pop-up ads for related games or merchandise may appear.

While pop-up ads can be effective in grabbing a user's attention, they can also be intrusive and
annoying to some users. Therefore, it is essential for advertisers to use pop-up ads sparingly and
make sure they are relevant to the user's interests and needs. Advertisers should also be mindful of
user experience and ensure that pop-up ads do not negatively impact the user's browsing or gaming
experience. By using pop-up ads strategically and thoughtfully, advertisers can effectively target
customers and drive conversions.

Banner ads

Banner ads are a popular way for advertisers to target customers through digital devices. A banner
ad is a type of online advertisement that appears on a webpage, usually at the top or bottom of the
page, or along the side of the page. Banner ads are typically designed to be eye-catching and may
include images, text, or videos to grab the user's attention.

Banner ads can be displayed on various devices, including personal computers, smartphones,
tablets, and gaming consoles. Advertisers can create banner ads using various tools and software
and can target them based on various criteria such as user demographics, browsing history, location,
interests, and behavior.

On personal computers, banner ads can be displayed when a user visits a website. Banner ads can be
targeted based on a user's browsing history, such as websites they have visited or products they
have searched for. For example, if a user has recently searched for a particular type of clothing,
banner ads for related products or brands may appear.

Banner ads can also be displayed on mobile devices through mobile apps or mobile web. Advertisers
can use geolocation data to target banner ads to users in a specific geographic location. For example,
if a user is near a particular store or restaurant, banner ads for that store or restaurant may appear.
Banner ads on mobile devices can also be targeted based on a user's interests and behavior. For
example, if a user frequently uses a fitness app, banner ads for related fitness products or services
may appear.

Gaming consoles can also display banner ads. In-game banner ads can appear during gameplay,
while non-intrusive banner ads may be displayed during loading screens or menu screens. Banner
ads on gaming consoles can be targeted based on user demographics, interests, and behavior. For
example, if a user has played a particular game recently, banner ads for related games or
merchandise may appear.

While banner ads can be effective in attracting user attention, it is important to make sure they are
relevant to the user's interests and needs. Advertisers should also be mindful of user experience and
ensure that banner ads do not negatively impact the user's browsing or gaming experience. By using
banner ads strategically and thoughtfully, advertisers can effectively target customers and drive
conversions.
Text ads

Text ads are a popular way for advertisers to target customers through digital devices. A text ad is a
type of online advertisement that consists of text only and appears on various devices such as
personal computers, smartphones, and tablets. Text ads are typically displayed on search engines,
social media platforms, and other websites.

Advertisers can create text ads using various tools and software and can target them based on
various criteria such as user demographics, location, interests, and behavior. For example, text ads
on search engines can be targeted based on the user's search query, and ads on social media
platforms can be targeted based on the user's interests and behavior.

On personal computers, text ads can be displayed on search engine results pages, where they
appear alongside organic search results. Advertisers can use search engine optimization (SEO)
techniques to ensure their text ads are relevant to the user's search query and rank higher in search
results. Text ads on personal computers can also be displayed on websites through various ad
networks.

Text ads can also be displayed on mobile devices through mobile apps or mobile web. Advertisers
can use geolocation data to target text ads to users in a specific geographic location. For example, if
a user is near a particular store or restaurant, text ads for that store or restaurant may appear. Text
ads on mobile devices can also be targeted based on the user's interests and behavior.

While text ads may not be as visually appealing as banner ads or pop-up ads, they can be effective in
targeting customers who are actively searching for a specific product or service. Advertisers should
ensure that their text ads are relevant to the user's search query and provide a clear and compelling
call-to-action to drive conversions.

Email Advertising.

Email advertising is a popular way for advertisers to target customers through digital devices. Email
advertising involves sending promotional emails to a targeted list of subscribers who have opted-in
to receive emails from a particular brand or company.

Advertisers can create email campaigns using various tools and software and can target them based
on various criteria such as user demographics, location, interests, and behavior. For example, an
advertiser may target their email campaign to users who have previously made a purchase on their
website or users who have signed up for their newsletter.

Email advertising can be effective in driving conversions as it allows advertisers to reach customers
who have already shown an interest in their brand or product. Email campaigns can include various
types of content such as promotional offers, product updates, and newsletters. Advertisers can also
use personalization techniques to make their emails more relevant to the user, such as including the
user's name in the subject line or recommending products based on the user's past purchases.

Email campaigns can be sent to users on various devices such as personal computers, smartphones,
and tablets. Advertisers should ensure that their email campaigns are optimized for different devices
and email clients to ensure a seamless user experience. Advertisers should also ensure that their
emails comply with email marketing regulations such as the CAN-SPAM Act, which requires
advertisers to include an opt-out option and provide accurate sender information.

Floating Advertisements (Ads)

Floating ads, also known as overlay ads, are a popular way for advertisers to target customers
through digital devices. These ads are designed to float or overlay on top of the content of a website,
mobile app, or video, providing an immersive and interactive experience for users.

Floating ads are typically displayed on various devices such as personal computers, smartphones,
and tablets. Advertisers can create floating ads using various tools and software and can target them
based on various criteria such as user demographics, location, interests, and behavior. For example,
a floating ad may appear on a website that is relevant to the user's interests or browsing history.

Floating ads can be effective in capturing the user's attention and increasing engagement. They can
be interactive and include features such as clickable buttons, videos, and animations. Floating ads
can also be targeted to specific parts of the screen, ensuring that they are not intrusive or disruptive
to the user's experience.

Floating ads can be displayed on various types of content, such as web pages, mobile apps, and
videos. Advertisers can use different types of floating ads such as display ads, rich media ads, and
video ads, depending on the content and the user's behavior. For example, a floating video ad may
appear on a mobile app when the user interacts with a specific feature.

While floating ads can be effective in capturing the user's attention, advertisers should ensure that
they are not too intrusive or disruptive to the user's experience. Advertisers should also ensure that
their floating ads are relevant to the user's interests and provide a clear and compelling call-to-
action to drive conversions.

Interstitial Ads

Interstitial ads are another popular way for advertisers to target customers through digital devices.
These ads are designed to appear between different types of content such as web pages, mobile
apps, or video, providing an immersive and engaging experience for users.

Interstitial ads typically appear on various devices such as smartphones and tablets. They can be
created using various tools and software, and advertisers can target them based on various criteria
such as user demographics, location, interests, and behavior. For example, an interstitial ad may
appear on a mobile app that is relevant to the user's interests or behavior.

Interstitial ads can be effective in capturing the user's attention and increasing engagement. They
can be full-screen, and include features such as clickable buttons, videos, and animations. Interstitial
ads can also be targeted to specific parts of the content, ensuring that they are not intrusive or
disruptive to the user's experience.

Interstitial ads can be displayed on various types of content, such as mobile apps, games, and video.
Advertisers can use different types of interstitial ads such as static ads, video ads, and playable ads,
depending on the content and the user's behavior. For example, a playable interstitial ad may
appear on a mobile game when the user completes a specific level.

While interstitial ads can be effective in capturing the user's attention, advertisers should ensure
that they are not too intrusive or disruptive to the user's experience. Advertisers should also ensure
that their interstitial ads are relevant to the user's interests and provide a clear and compelling call-
to-action to drive conversions.

Discussion of benefits of using a particular digital delivery method identified

When it comes to discussing the benefits of using a particular digital delivery method, it is important
to consider the specific method being used and the context in which it is being applied. One example
of a digital delivery method that has gained popularity in recent years is cloud-based delivery. Cloud-
based delivery involves storing and delivering data or software applications over the internet, rather
than via physical storage devices or hard drives.

One of the main benefits of using cloud-based delivery is scalability. Cloud-based delivery can be
easily scaled up or down to meet changing demand. This means that businesses can easily adjust the
number of resources they are using based on their needs, without having to invest in costly
infrastructure. This can be particularly advantageous for businesses that experience fluctuating
demand, such as those in the retail or hospitality industries.

Another benefit of using cloud-based delivery is cost-effectiveness. Cloud-based delivery can be

more cost-effective than traditional methods, as it eliminates the need for physical storage devices
and reduces the costs associated with maintaining and upgrading hardware. Additionally, cloud-
based delivery can allow businesses to pay only for the resources they need, rather than having to
invest in costly infrastructure that may not be fully utilized.

Cloud-based delivery also offers increased accessibility. Users can access data or software
applications from anywhere with an internet connection. This means that businesses can enable
remote work and collaboration, improving productivity and efficiency. Cloud-based delivery also
allows businesses to easily share data and information with partners, customers, and other
stakeholders, improving collaboration and communication.

Security is another benefit of using cloud-based delivery. Cloud-based delivery can be more secure
than traditional methods, as it allows for regular backups and updates to be made automatically.
Additionally, cloud-based services often have built-in security features and protocols to protect data
and applications from cyber threats. This can be particularly advantageous for businesses that
handle sensitive data, such as those in the healthcare or financial industries.

Finally, cloud-based delivery can be faster than traditional methods. Data can be accessed and
shared in real-time over the internet, improving the speed of collaboration and decision-making
within a business. This can be particularly advantageous for businesses that operate in fast-paced
environments, such as those in the technology or advertising industries.

Reference to a business using pop up ads

Pop-up ads can be an effective digital marketing strategy for promoting products or services and
increasing brand awareness. Both Snickers and GoPro have successfully utilized pop-up ads as part of
their digital marketing campaigns.

Snickers, for example, has used pop-up ads to promote its "You're Not You When You're Hungry"
campaign. The pop-up ads were designed to mimic the symptoms of hunger, such as a rumbling
stomach or irritability, and encouraged users to click on the ad to learn more about the campaign.
This approach was effective in grabbing the attention of users and generating interest in the
campaign, ultimately leading to increased brand recognition and sales for Snickers.

Similarly, GoPro has used pop-up ads as part of its digital marketing strategy to promote its line of
action cameras. The pop-up ads were designed to showcase the capabilities of the cameras, such as
their waterproof and shockproof features, and encouraged users to click on the ad to learn more
about the product. This approach was effective in generating interest in the product and driving
sales for GoPro.

Disadvantage

While cloud-based delivery is a popular method for digital content distribution, it may not be
suitable for all businesses. Snickers and GoPro, for example, have both utilized digital delivery
methods, but have taken different approaches to address potential disadvantages.

Snickers has predominantly used social media and online advertising as its digital delivery method,
rather than relying on cloud-based delivery. This approach has allowed them to maintain control
over their content and limit the potential for data breaches or unauthorized access to sensitive
information. By using targeted advertising and engaging social media content, Snickers has been
able to effectively reach its target audience and increase brand awareness.

On the other hand, GoPro has embraced cloud-based delivery as a key part of its digital content
distribution strategy. However, to mitigate potential security risks, GoPro has invested heavily in
cybersecurity measures, such as encryption and multi-factor authentication. Additionally, they have
implemented contingency plans to address potential disruptions or downtime, such as using multiple
cloud service providers to ensure redundancy.

By taking these steps, both Snickers and GoPro have been able to effectively utilize digital delivery
methods while addressing potential disadvantages such as data security and downtime. Ultimately,
businesses should carefully evaluate the potential risks and benefits of different digital delivery
methods to determine which approach is most suitable for their specific needs and objectives.

D1

The digital environment has had a significant impact on consumer behavior, with many customers
relying heavily on digital channels to research products, compare prices, and make purchase
decisions. As a result, businesses like Snickers and GoPro have had to adapt their marketing
strategies to better engage with customers in the digital space. For example, Snickers has recognized
the importance of social media in reaching younger consumers and has utilized platforms like Twitter
and Instagram to engage with its target audience. By creating engaging and humorous content that
resonates with younger consumers, Snickers has been able to increase brand awareness and drive
sales among this demographic.

Similarly, GoPro has utilized digital channels to showcase the capabilities of its products and inspire
consumers to participate in adventure sports and outdoor activities. By creating engaging and
visually stunning content, such as videos and photos taken with their cameras, GoPro has been able
to build a loyal following of customers who are passionate about outdoor sports and activities.

The extent to which the digital environment influences customer choices is evident in the way that
customers research and compare products online. According to a recent survey, over 80% of
customers research products online before making a purchase, and nearly 50% of customers say that
they prefer to shop online due to the convenience and ease of use.

In conclusion, the digital environment has become a crucial factor in customer decision-making and
has had a significant impact on the way that businesses like Snickers and GoPro engage with their
target audience. By embracing digital channels and creating engaging content that resonates with
customers, these businesses have been able to increase brand awareness and drive sales in an
increasingly digital world.

P3

Snickers

When it comes to discussing digital strategies that Snickers can use to meet different business
objectives, it is important to note that the brand has a range of options at its disposal. For example,
one objective that Snickers may have is to increase its brand awareness among millennials. To
achieve this goal, Snickers could leverage a range of digital marketing tactics such as social media
marketing, influencer marketing, and online advertising.

Social media marketing can be particularly effective in reaching millennials, who are known for being
active on platforms such as Instagram, Twitter, and TikTok. By creating entertaining and engaging
social media content that resonates with this demographic, Snickers can capture their attention and
build brand awareness.

Another effective digital strategy that Snickers could use to reach millennials is influencer marketing.
By partnering with social media influencers who have a strong following among this demographic,
Snickers can leverage their reach and credibility to promote its products to a wider audience. This
can help build brand awareness and drive engagement among millennials.

Online advertising is another digital strategy that Snickers could use to increase its brand awareness
among millennials. By using targeted ads on platforms such as Google Ads and Facebook Ads,
Snickers can reach the right audience with relevant messaging and imagery that captures their
attention.

In addition to increasing brand awareness, Snickers may also have an objective to increase its online
sales. To achieve this goal, the brand could leverage digital strategies such as e-commerce platforms,
email marketing, and search engine optimization (SEO).

E-commerce platforms such as Amazon and Walmart can be particularly effective for Snickers as
they provide a convenient way for customers to purchase its products online. By optimizing its
presence on these platforms and its own website, Snickers can make it easier for customers to find
and purchase its products, driving online sales.

Email marketing can also be an effective way for Snickers to drive online sales. By creating targeted
email campaigns that offer discounts and promotions to subscribers, Snickers can incentivize
customers to make repeat purchases, driving online sales.

Finally, search engine optimization (SEO) can help Snickers increase its visibility online and drive
more traffic to its website. By optimizing its website for search engines such as Google, Snickers can
improve its ranking in search results, making it easier for customers to find its products and
ultimately driving online sales.

GoPro
Social Media Marketing: GoPro has used social media platforms like Instagram, YouTube, and
Facebook to build a community of followers, showcase the capabilities of its products, and increase
brand awareness. By sharing visually stunning content captured with its cameras, GoPro has been
able to engage with its target audience and inspire them to participate in outdoor sports and
activities. This approach has helped GoPro build a loyal following of customers who associate the
GoPro brand with adventure and excitement.

Using social media, GoPro has been able to meet its objective of increasing brand awareness by
reaching a wider audience and engaging with customers in an interactive way. Social media has
allowed GoPro to create a dialogue with its customers, respond to their feedback and queries, and
provide updates on new products and events. Through this approach, GoPro has been able to
establish itself as a leading brand in the outdoor sports and activities market, with a strong presence
on social media platforms.

E-commerce and Digital Advertising: GoPro has also utilized e-commerce and digital advertising to
drive sales and increase revenue. By using online marketplaces like Amazon and Best Buy, as well as
its own e-commerce platform, GoPro has been able to make it easier for customers to purchase its
products. GoPro has also utilized digital advertising to increase brand awareness and drive traffic to
its e-commerce platform. By creating targeted campaigns that reach its desired audience, GoPro has
been able to track conversions and ROI, while also building brand equity and increasing customer
loyalty. Through e-commerce and digital advertising, GoPro has been able to meet its objective of
driving sales and increasing revenue. By making it easier for customers to purchase its products and
creating targeted campaigns that resonate with its audience, GoPro has been able to increase sales
and grow its customer base. Additionally, digital advertising has allowed GoPro to track the
effectiveness of its campaigns, make data-driven decisions, and optimize its marketing efforts to
achieve better ROI.

In summary, GoPro has utilized social media marketing and e-commerce/digital advertising to meet
its objectives of increasing brand awareness and driving sales. By creating visually stunning content
that resonates with its target audience, building a loyal community of followers on social media, and
using e-commerce and digital advertising to make it easier for customers to purchase its products
and drive sales, GoPro has been able to establish itself as a leading brand in the outdoor sports and
activities market.

P4

Salary: The most common compensation model is a fixed salary that is paid to an employee on a
regular basis. The salary model is straightforward and easy to understand for both employees and
employers. One of the advantages of a salary model is that it provides employees with financial
security and stability. However, a disadvantage of the salary model is that it does not incentivize
employees to work harder or be more productive.

Hourly wages: Hourly wages are paid based on the number of hours worked by an employee. This
compensation model is often used for employees who work in a production or manufacturing
setting. The advantage of hourly wages is that it provides employees with more flexibility, as they
can choose to work more or fewer hours depending on their needs. However, a disadvantage of the
hourly wages model is that it can create uncertainty for employees who may not know how many
hours they will be working in a given week or month.
Commission: A commission-based compensation model is commonly used for sales roles, where
employees receive a percentage of the revenue they generate. The advantage of the commission
model is that it incentivizes employees to work harder and generate more revenue. However, a
disadvantage of the commission model is that it can create a competitive environment that may not
be suitable for all employees.

Performance-based pay: This model ties an employee's pay to their performance or achievement of
specific goals. The advantage of performance-based pay is that it incentivizes employees to work
harder and strive for better performance. However, a disadvantage of this model is that it can create
a sense of competition and may not be suitable for all employees, especially those who are not
motivated by financial rewards.

Profit-sharing: In a profit-sharing compensation model, employees receive a portion of the

company's profits. The advantage of profit-sharing is that it incentivizes employees to work towards
the success of the company. However, a disadvantage of profit-sharing is that it can create
uncertainty for employees, as their compensation is tied to the company's financial performance.

In conclusion, each compensation model has its own advantages and disadvantages, and
organizations need to carefully consider their objectives, company culture, and employee needs
before choosing a compensation model. It is also important to regularly review and adjust
compensation models to ensure they align with the changing needs of the organization and its
employees.

Compensation models

Cost per mile (CPM): CPM is a compensation model where advertisers pay publishers for every 1,000
ad impressions. The term "mile" refers to the Roman numeral for 1,000. In this model, the advertiser
pays a fixed rate for every 1,000 times an ad is shown to a user. CPM is commonly used in display
advertising, where ads are shown on websites, apps, or social media platforms.

Advantages:

CPM offers a predictable cost structure for advertisers since they pay a fixed rate for every 1,000
impressions.

CPM is a good choice for building brand awareness since it allows advertisers to get their message in
front of a large audience.

Disadvantages:

CPM does not guarantee clicks or conversions, so advertisers may not see a direct return on
investment.

CPM can be more expensive than other models if the ad does not perform well and the cost per click
or cost per acquisition is higher.

Cost per click (CPC): In this model, advertisers pay publishers every time a user clicks on their ad. CPC
is commonly used in search engine advertising, where advertisers bid on keywords and pay for each
click, they receive.

Advantages:
CPC allows advertisers to only pay for actual clicks, which can lead to a higher return on investment.

CPC provides a measurable way to track performance and optimize campaigns based on data.

Disadvantages:

CPC can be more expensive than other models if the advertiser is in a competitive market and has to
bid higher to win ad placement.

CPC does not guarantee conversions or sales, so advertisers need to carefully monitor and optimize
their campaigns to achieve their goals.

Cost per engagement (CPE): CPE is a model where advertisers pay publishers for user interactions
with their ads, such as liking, sharing, or commenting on a social media post. This model is
commonly used in social media advertising.

Advantages:

CPE allows advertisers to measure engagement and gauge the effectiveness of their ad campaigns.

CPE can be more cost-effective than other models since advertisers only pay when users engage with
their ads.

Disadvantages:

CPE may not always result in a direct return on investment, as engagement does not necessarily lead
to conversions or sales.

CPE can be difficult to measure and optimize, as different types of engagement may have different
levels of value.

Cost per view (CPV): CPV is a model where advertisers pay publishers for every view of their video
ad. This model is commonly used in video advertising, where ads are shown before, during, or after
video content.

Advantages:

CPV is a good choice for building brand awareness through video content.

CPV allows advertisers to reach a large audience through video ads on popular platforms like
YouTube.

Disadvantages:

CPV may not result in a direct return on investment, as views do not necessarily lead to conversions
or sales.

CPV can be more expensive than other models, especially if the video content is not engaging
enough to hold users' attention.

Fixed cost: Fixed cost is a compensation model where the advertiser pays a fixed fee for a specific
service or deliverable, such as website development, email marketing, or SEO.

Advantages:

Fixed cost provides a clear and predictable cost structure for both the advertiser and the digital
marketing professional.
Fixed cost allows for a more detailed scope of work and specific deliverables to be agreed upon.

Disadvantages:

Fixed cost may not be the best choice for ongoing campaigns or services, as it does not allow for
flexibility or changes based on performance data.

Fixed cost may be less attractive to digital

Snickers compensation model

One compensation model that Snickers uses is Cost Per Click (CPC). CPC is a digital advertising model
where the advertiser pays a fee each time a user clicks on their ad. Snickers can use this model to
drive traffic to their website or social media pages. By targeting the right keywords, Snickers can
ensure that their ads are seen by people who are already interested in their brand or products. This
model can contribute to brand recognition by increasing the number of clicks on their ads, leading to
increased visibility and engagement. However, one disadvantage of CPC is that it can become costly
if the ad is not optimized properly, leading to low conversion rates and wasted ad spend.

GoPro compensation model

GoPro, on the other hand, uses the Cost Per Engagement (CPE) compensation model. This model
allows GoPro to pay for specific user actions, such as shares, comments, or likes, rather than just
clicks or views. By incentivizing engagement, GoPro can build a community of loyal followers who
actively interact with their brand. This can lead to increased brand recognition and a more positive
brand image. However, one disadvantage of CPE is that it can be difficult to accurately measure and
attribute the value of each engagement, making it hard to calculate the true ROI of the campaign.

M2

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

Snickers has used social media platforms, such as Twitter, Facebook, and Instagram, to increase
brand recognition through content marketing. Snickers has created social media campaigns that
focus on humor and satire, which appeals to their target audience. They have also used influencer
marketing to increase their reach and engagement with their target audience. Additionally, Snickers
has used the Cost Per Click (CPC) compensation model to drive traffic to their website, which can
lead to increased brand recognition and loyalty. By using these digital strategies, Snickers has been
able to increase their brand recognition and create a more positive brand image.

GoPro has used user-generated content (UGC) as a digital strategy to increase brand recognition and
loyalty. GoPro encourages their users to share their videos and photos on social media using the
hashtag #GoPro, which creates a community of users and brand ambassadors. By featuring user-
generated content on their social media channels and website, GoPro has been able to showcase the
versatility and quality of their products, which can lead to increased brand recognition and loyalty.
GoPro has also used the Cost Per Engagement (CPE) compensation model to incentivize engagement
with their brand, which can create a more loyal audience. By using these digital strategies, GoPro has
been able to increase their brand recognition and create a more loyal following.

Define brand loyalty and how it is created in different companies

Brand loyalty refers to a customer's commitment to a particular brand or product, which leads to
repeat purchases and a preference for that brand over competitors. It is created through a
combination of positive experiences, emotional connections, and trust in the brand. A company's
ability to create and maintain brand loyalty is essential for long-term success, as it leads to a more
loyal customer base and higher profits.

Snickers and GoPro have both created brand loyalty through different strategies. Snickers has built a
brand that is known for providing satisfying and humorous experiences through their chocolate bars.
They have created a consistent brand image through their marketing campaigns that appeal to their
target audience, which has helped to build trust and positive associations with their brand. Snickers
has also used social media and influencer marketing to create a sense of community and connection
with their customers, which has helped to build brand loyalty over time.

Similarly, GoPro has built a brand that is synonymous with high-quality, action-packed videos and
images. By creating products that are durable, versatile, and easy to use, they have built trust and
positive associations with their brand. GoPro has also encouraged user-generated content and
created a community of brand ambassadors through their social media channels, which has helped
to build emotional connections and a sense of loyalty among their customers.

In both cases, Snickers and GoPro have created brand loyalty by providing positive experiences,
building emotional connections, and building trust with their customers. Through consistent
branding, marketing, and community-building strategies, they have been able to create a loyal
customer base that prefers their brand over competitors. This has helped to ensure long-term
success and profitability for both companies.

Define brand recognition and the importance of it in the digital sector

Brand recognition refers to the ability of customers to identify and associate a brand with its
products or services. In other words, it is the degree to which a brand is recognizable and familiar to
consumers. Brand recognition is important in the digital sector because it helps to distinguish a
brand from its competitors and makes it easier for customers to recall and purchase products or
services from that brand.

Snickers and GoPro have both established strong brand recognition in the digital sector. Snickers has
used a consistent branding strategy across all of its marketing channels, including social media,
digital advertising, and influencer marketing, to build recognition and familiarity with its brand. This
has helped to create a strong association between the Snickers brand and its satisfying and
humorous chocolate bars. As a result, when customers see the Snickers logo or hear the brand
name, they are likely to think of the chocolate bar and its positive attributes.

Similarly, GoPro has established strong brand recognition by consistently delivering high-quality
products and content that are associated with adventure and excitement. GoPro's branding strategy
is centered around its products' ability to capture high-quality, action-packed videos and images,
which has helped to build recognition and familiarity with the GoPro brand. As a result, when
customers see the GoPro logo or hear the brand name, they are likely to think of high-quality,
adventure-packed videos and images.

In both cases, Snickers and GoPro have established strong brand recognition in the digital sector
through consistent branding strategies and marketing efforts. This has helped to create familiarity
and positive associations with their brands, which has contributed to their success in the
marketplace.

Analyse the following strategies and explain how they have been used to create brand loyalty and
recognition.

Content marketing has been a key strategy for both Snickers and GoPro in creating brand
recognition and loyalty. Snickers has created a variety of humorous and entertaining content across
various digital platforms, including social media and its website. This content is designed to engage
and entertain consumers while also promoting the Snickers brand. By consistently delivering
engaging content, Snickers has been able to establish a strong presence in the digital space and
create a loyal following of customers who look forward to seeing and sharing its content.

Similarly, GoPro has leveraged content marketing to create brand recognition and loyalty. The
company's website and social media channels feature high-quality, action-packed videos and images
that showcase the capabilities of its products. This content not only demonstrates the value of
GoPro's products but also inspires consumers to use them to capture their own exciting adventures.
By consistently delivering engaging and inspiring content, GoPro has been able to establish a strong
brand identity and a loyal following of customers who trust and rely on its products to capture their
experiences.

Paid search advertising is another digital strategy that both Snickers and GoPro have used to create
brand recognition and loyalty. By targeting specific keywords and phrases related to their products,
both companies have been able to drive traffic to their websites and increase brand awareness. For
example, Snickers might target keywords such as "chocolate bar" or "satisfying snack," while GoPro
might target keywords such as "action camera" or "adventure photography." By placing targeted ads
in front of consumers who are already interested in their products, both Snickers and GoPro have
been able to effectively promote their brands and drive sales.

search engine optimization (SEO) has been a critical digital strategy for both Snickers and GoPro. By
optimizing their websites for search engines, both companies have been able to improve their
visibility and ranking in search results. This, in turn, has helped to increase their brand recognition
and attract more traffic to their websites. Additionally, by consistently producing high-quality
content and optimizing it for search engines, both Snickers and GoPro have been able to establish
themselves as trusted sources of information and resources for their customers.

Social media marketing: Social media marketing involves leveraging various social media platforms
to create and share content that promotes a brand and its products. It has been used by both
Snickers and GoPro to create brand recognition and loyalty among their audiences. Snickers has a
strong social media presence, with humorous and engaging content that resonates with their target
audience. GoPro also uses social media to showcase user-generated content that highlights the
capabilities of their products. By consistently producing high-quality content and engaging with their
followers, both Snickers and GoPro have been able to build brand recognition and loyalty among
their audiences.
Video marketing: Video marketing involves creating and sharing videos that promote a brand and its
products. Snickers has utilized video marketing in their "You're Not You When You're Hungry"
campaign, which features humorous ads that play off the idea that people become irrational when
they're hungry. These ads have been highly effective in creating brand recognition and loyalty among
Snickers' audience. GoPro has also leveraged video marketing to showcase the capabilities of their
products, with videos that highlight extreme sports and adventurous activities. By using video to tell
compelling stories and showcase their products in action, both Snickers and GoPro have been able to
create strong brand recognition and loyalty among their audiences.

Video blogging: Video blogging, or vlogging, involves creating video content in the form of a blog.
Both Snickers and GoPro have used video blogging to create brand recognition and loyalty among
their audiences. Snickers has partnered with popular YouTubers to create humorous videos that
promote their brand. GoPro has created a YouTube channel that features user-generated content
and videos that highlight the capabilities of their products. By consistently creating engaging video
content, both Snickers and GoPro have been able to create strong brand recognition and loyalty
among their audiences.

Email marketing: Email marketing involves sending promotional messages to a company's email list.
Both Snickers and GoPro have used email marketing to create brand recognition and loyalty among
their audiences. Snickers has used email marketing to promote their products and encourage repeat
purchases, while GoPro has used email marketing to share product updates and promotions with
their customers. By using email to stay top-of-mind with their customers and provide them with
relevant information and promotions, both Snickers and GoPro have been able to create strong
brand recognition and loyalty among their audiences.

Mobile applications: Mobile applications, or apps, can be used to promote a brand and its products.
GoPro has created a mobile app that allows users to edit and share their GoPro footage directly from
their mobile devices. By providing users with a seamless experience and making it easy to share their
content on social media, GoPro has been able to create strong brand recognition and loyalty among
their users.

QR codes: QR codes can be used to promote a brand and its products by providing users with a quick
and easy way to access additional information. Snickers has used QR codes in their "You're Not You
When You're Hungry" campaign, providing users with a way to scan the code and access humorous
videos and content. By using QR codes to create a fun and engaging experience for their users,
Snickers has been able to create strong brand recognition and loyalty.

Responsive web design: Responsive web design involves creating a website that adjusts to different
screen sizes and devices. Both Snickers and GoPro have used responsive web design to create a
seamless user experience for their audiences. By making it easy for users to navigate their websites
and access relevant information.

P5

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

Digital marketing offers several benefits to both customers and marketers. For customers, it provides
convenience, as they can easily access product information and make purchases from anywhere and
at any time. It also provides customers with more choices and options for products and services, as
they can easily compare prices and features of different brands. From the marketer's perspective,
digital marketing provides a cost-effective way to reach a wider audience, as it is less expensive than
traditional marketing methods. It also offers the ability to target specific groups of customers with
personalized messages, improving the effectiveness of marketing campaigns.

However, there are also concerns associated with digital marketing from both perspectives.
Customers may have concerns about the privacy and security of their personal information, as well
as the accuracy and reliability of the information provided by marketers. Marketers, on the other
hand, may face challenges related to the competition and the constantly changing digital landscape.
They also need to ensure that their digital marketing efforts are compliant with relevant laws and
regulations.

For example, GoPro may use digital marketing to reach a wider audience and promote its products
through social media campaigns, video marketing, and email marketing. However, the company
needs to ensure that it collects and handles customer data responsibly to address concerns about
privacy and security.

Similarly, Snickers may use digital marketing to create brand recognition and loyalty through content
marketing, search engine optimization, and mobile applications. However, the company needs to
ensure that its digital marketing efforts comply with relevant laws and regulations to address
concerns about the accuracy and reliability of marketing messages.

In conclusion, while digital marketing offers several benefits to both customers and marketers, it is
essential to address concerns related to privacy, security, and compliance to maintain trust and
credibility.

Analyse the following concepts and explain the implications to both the customer and the marketer.

Benefits can be:

Measurability, formatting, targeting coverage, speed

Concerns can be:

Banner blindness, fraud and other illegal activates, display variations, ad blocking, privacy/data
security, consumer location tracking, spam

Digital marketing provides both benefits and concerns for both customers and marketers. The
benefits of digital marketing include measurability, formatting, targeting coverage, and speed.
Measurability refers to the ability of marketers to track and analyze the performance of their digital
marketing campaigns in real-time. Formatting refers to the flexibility of digital marketing to be
optimized for various platforms and devices, which ensures a consistent experience for the
customer. Targeting coverage refers to the ability of digital marketing to reach a wider audience and
target specific groups based on demographics and interests. Speed refers to the ability to create and
deploy digital marketing campaigns quickly, allowing marketers to react quickly to changes in the
market.

However, concerns associated with digital marketing include banner blindness, fraud and other
illegal activities, display variations, ad blocking, privacy/data security, consumer location tracking,
and spam. Banner blindness refers to the tendency of customers to ignore banner ads and other
forms of online advertising. Fraud and other illegal activities refer to the potential for digital
marketing campaigns to be used for malicious purposes, such as click fraud or phishing scams.
Display variations refer to the differences in how digital marketing campaigns are displayed across
different platforms and devices, which can affect the customer experience. Ad blocking refers to the
growing use of ad-blocking software, which can prevent customers from seeing digital marketing
campaigns. Privacy/data security refers to concerns over the collection and use of customer data,
including the potential for data breaches. Consumer location tracking refers to the collection of
customer location data, which can be used to target digital marketing campaigns but can also raise
concerns over privacy. Finally, spam refers to unsolicited and unwanted email marketing.

For companies such as GoPro and Snickers, digital marketing provides both benefits and concerns.
The measurability of digital marketing allows these companies to track the success of their
campaigns and adjust in real-time to ensure maximum impact. The ability to target specific groups
based on demographics and interests also helps to ensure that their digital marketing campaigns are
reaching the right audience. However, concerns such as ad-blocking and privacy/data security mean
that companies must be careful to ensure that their digital marketing campaigns are not seen as
intrusive or invasive. By taking these concerns into account and creating effective digital marketing
campaigns that balance the benefits and concerns, companies such as GoPro and Snickers can
continue to leverage digital marketing to build brand recognition and loyalty.

D2

evaluate the effectiveness of digital marketing campaigns from different businesses and suggest
ways to overcome concerns raised about digital marketing

Snickers has used digital marketing to promote its "You're Not You When You're Hungry" campaign,
which features humorous advertisements that highlight how hunger can affect a person's behavior.
The company has used social media platforms such as Twitter and Facebook to engage with its
customers, encouraging them to share their experiences with Snickers using the hashtag #hungry.
Snickers has also used YouTube to share its advertisements, resulting in millions of views and shares.

Similarly, GoPro has used digital marketing effectively by using user-generated content to promote
its products. The company encourages its customers to share their experiences and adventures with
their GoPro cameras on social media using the hashtag #GoPro, resulting in an impressive library of
engaging and captivating content that helps showcase the brand's value proposition. Additionally,
GoPro has invested in influencer marketing, partnering with popular athletes and celebrities to
promote its products.

However, concerns about digital marketing have also been raised, such as banner blindness, ad
fraud, ad blocking, and privacy/data security. To overcome these concerns, businesses like Snickers
and GoPro can take various steps, such as using relevant and engaging content that aligns with the
interests and needs of their target audience, ensuring their digital marketing campaigns comply with
industry standards and regulations, investing in high-quality targeting and measurement tools, and
being transparent about the data they collect from their customers.

Evaluate the implications giving examples of different digital marketing campaigns from contrasting
businesses.
GoPro's digital marketing campaigns have mainly focused on social media marketing, video
marketing, and user-generated content. GoPro encourages its customers to share their videos on
social media platforms, which has helped the company to create a community of loyal followers. For
example, the "Million Dollar Challenge" campaign, where GoPro offers a $1 million reward for the
best customer-generated video, has been very effective in engaging customers and creating brand
recognition. The campaign encourages customers to use their GoPro cameras to capture their
adventures and share them on social media platforms using the hashtag
#GoProMillionDollarChallenge.

On the other hand, Snickers has employed various digital marketing campaigns such as content
marketing, influencer marketing, and search engine optimization. The company has used content
marketing to engage its customers by creating relevant and entertaining content that resonates with
its audience. For example, Snickers created a campaign called "You're Not You When You're
Hungry," where they used humor to show how hunger affects people's behavior.

However, digital marketing campaigns come with various concerns. For instance, ad fraud and illegal
activities, display variations, ad blocking, privacy/data security, and spam. These concerns can
negatively affect the effectiveness of the campaigns and the relationship between the business and
the customer.

Analyse through giving suggestions ways to overcome concerns about digital marketing.

To overcome these concerns, businesses can implement various strategies. One strategy is to focus
on delivering relevant and valuable content to the customer. This strategy can help to avoid ad-
blocking and increase engagement. Another strategy is to ensure data privacy and security by
providing clear information about how customer data is used and stored. Additionally, businesses
can use retargeting ads to deliver personalized ads to customers who have already shown interest in
their products or services.

In conclusion, digital marketing is an effective way for businesses to reach their target audience and
create brand recognition. However, it is important to consider the implications of different digital
marketing campaigns on both the customer and the marketer. By implementing strategies to
overcome concerns such as ad-blocking and privacy/data security, businesses can increase the
effectiveness of their campaigns and improve their relationship with customers.
P1. Explain the role of digital marketing as an extension of traditional marketing and the ways the
messages can be delivered.

Digital marketing refers to the use of various online platforms and the internet for promoting goods,
services, or brands to potential customers. It aims to drive traffic, leads, and sales through reaching
out to the target market.

Common methods of digital marketing include social media, websites, emails, mobile apps, and
search engines. These methods offer efficient tracking of marketing campaign results and the ability
to customize content for the target audience. This enhances the relationship between the business
and its customers, thereby promoting brand loyalty.

Digital marketing should be considered as a complementary component of a comprehensive

marketing strategy, rather than as a replacement for traditional marketing. Traditional marketing
refers to non-digital forms of advertising, such as billboards, posters, leaflets, newspaper articles,
etc. While these methods can be effective, they are less immediate in generating responses
compared to digital marketing. By combining traditional and digital marketing methods, businesses
can reach a wider audience and increase brand awareness, resulting in a larger customer base.
According to
P2.

https://www.investopedia.com/terms/m/marketing.asp