Digital marketing Q3

Exploration of a range of digital marketing strategies with explanations of how they integrate with traditional marketing.

“Digital marketing is very popular in the 21^st century. This is well-defined as marketing of products or services using digital machinery, like the internet, smartphones, and other emerging devices. The most widespread forms of digital marketing include”. (www.study.com)-

Email campaigns- the way marketing works has changed vastly overtime and mostly everything we send to one another is digitised on the internet or other digital devices.

Mobile phones- “This type of marketing is a way of reaching specific audiences on their smartphones and other digital devices, through email, sms, social media or mobile application. SMS was the first way of marketing which started in the early 2000 when business started to collect mobile phone numbers”. Mobile phone companies e.g. meteor now use sms to send you messages on special offers, prizes or free calls a month.

Company websites – “An information website that companies create e.g. Amazon to sell and market their products to consumers. It is a new way of buying things online, instead of a customer going to the local store or retailer to purchase an item. They now can easily shop online and your good/goods would be delivered to you within days”. There are many companies who use this way of marketing e.g. amazon, Littlewoods, or lifestyle sports.

Display advertising- “This kind of advertising comes with many formats, text, image, video or audio. Display advertisings main function is to display information of ads”. There are many companies that use this kind of advertising to display their brand and product e.g. Nike, Coca Cola and Puma.

1. Active and Passive

Traditional marketing is generally considered to be passive, while digital marketing actively involves the target audience. While television and print advertisements are helpful in disseminating information, they can also incorporate a message to look for more information on a website, a “call to action” of sorts. “Coca-Cola is an example of a company who has consistently done a great job incorporating fun online bonuses”.

“The “Share a Coke” campaign this past summer allowed customers to find their names and the names of friends on bottles of their favourite drinks. The labels also include hashtags, which encourage customers to share pictures of the targeted product and tag friends in their social media posts. Twitter feeds exploded with these posts this summer—Coca Cola was able to actively engage their customers through this marketing strategy, which combined aspects of traditional and digital media. ”.(www.wixsite.com) - 20/03/18

2. Multiple Channels

Using both traditional and digital marketing techniques allows your company’s message to be spread across many different channels. By using both methods, your company is able to reach more potential customers.

“McDonalds is an example of a company which uses multiple channels to their advantage. It uses billboards and print ads to attract the attention of potential customers. It also has a strong online presence, especially through social media. This allows their message to reach all kinds of customers who they might not have reached if they had stuck to only one channel”. (www.study.com)-

3. More Personal

Traditional media is a highly effective way to reach a broad consumer base, but digital media is a great way to reach out to a specific audience. Digital marketing can be used to build relationships with the consumer that are deeper and more relevant.

 “A firm called Anthropologie is a good example. It sends out monthly catalogues, throughout which they point back to the website so customers can view their products. The company also has a successful social media platform, Instagram which has raked in 1.2 million followers”. (www.enveritasgroup.com)