This essay covers Unit 17 Digital Marketing - Assignment 1. The essay assesses the influence of digital marketing in customer behaviour and buying habits. It outlines the effectiveness of two existing digital marketing campaigns from two different types of business - Coca Cola and McDonalds. It explores the different compensation models, looking at the benefits and concerns. Finally, there is a report considering the benefits and potential concerns of digital marketing. This work covers all of the criteria required to achieve distinction as well as the correct structure and layout needed to reach those high grades. Just follow the content, it will save you time and help you effortlessly achieve distinctions.
**Content covered: **
Learning aim A: Examine the role of digital marketing within the broader marketing mix.
P1 Explain the role of digital marketing as an extension of traditional marketing and the ways the messages can be delivered.
P2 Investigate the ways in which advertisers are targeting mobile device users.
M1 Analyse, using examples, the effectiveness of different digital delivery methods.
D1 Justify the extent to which the digital environment is influencing consumer choices.
Learning aim B: Investigate the effectiveness of existing digital marketing campaigns.
P3 Discuss the digital strategies that a selected business uses to meet two different objectives.
P4 Outline different compensation models used in digital marketing.
P5 Explain the benefits of, and concerns about, digital marketing from the perspective of both the customer and the marketer.
M2 Analyse the different digital strategies and compensation models used to create brand recognition and brand loyalty.
D2 Evaluate the effectiveness of digital marketing campaigns from different businesses, and suggest ways to overcome concerns raised about digital marketing.