Digital Marketing

Topics: Marketing, Advertising, World Wide Web Pages: 16 (5015 words) Published: December 3, 2012

The following collection of work will be areas covered in FETAC Descriptor 5N1364 under Learning Outcomes 1, 2, 3, 4, 5, 6 and as detailed in Assignment Brief.

The following elements will be covered in this Assignment Portfolio/Collection of work:

1. The unique characteristics of the web as a marketing medium.

2. The difference between digital marketing and traditional marketing practice.

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

4. A description of the stages of analysis, development, implementation and control of digital marketing campaigns.

5. Survey of a range of e-tools to include social media marketing, blogs, rich media, email marketing, search engine optimization, online advertising and their application to digital marketing campaigns.

6. An analysis of the strengths and weaknesses of a range of e-tools.

1. The unique characteristics of the web as a marketing medium:

Digital marketing is a type of marketing that is done exclusively through digital means. It may be used to supplement or even replace traditional physical marketing strategies. The primary channels of direct digital marketing include e-mail and the World Wide Web. Physical marketing is still very popular, flyers and discount coupons appear in our mailboxes each week, yet many of these mailings have been replaced by e-mail. By using e-mail marketing and the Web, the companies costs for mailing and advertising are reduced dramatically. Sending e-mail messages and advertising on the Web is essentially free whereas mailing physical brochures and incentives cost the business loads of money.

I am now going to discuss the characteristics of the Web, its history and what make is such a powerful marketing medium.

The history of the Web has blown up in the past 20 years, originally Mr Tim Bernerd-Less, invented the WWW World Wide Web in 1989. The WWW, now known as the Internet has evolved phenomenally since it’s first. It began with Mr. Bernard-Lee who was a software engineer at CERN, the large particle physics laboratory near Geneva, Switzerland. Many scientists participated in experiments at CERN for a long period and then returned to their laboratories around the world. Therefore the first function of the Web was used to transfer scientific information between laboratories throughout the world. It also saved travel costs for the engineers so even back in 1989 the Internet was already profitable to a business. Nowadays business’s save millions through the internet as they use Skype and Hotmail on a daily basis. This cuts travel costs and speeds work up instead of waiting for ‘snail mail’.

2. The difference between digital marketing and traditional marketing practice: Discuss the key differences between Digital Marketing and Traditional Marketing… I am now going to discuss how Digital Marketing has changed the way that business function. We no longer have to use shops, retail outlets to sell goods and services; the web is now becoming the most powerful marketing medium. The amount of people using the web has increased hugely over the past 10 years and as Digital Markers we now need to incorporate this powerful tool to gain business for our clients.

The main differences between Digital Marketing and Tradition Marketing is that products and services are being sold on-line through the internet as apposed to the conventional method in shops and retail outlets.

Traditional marketing is everything you have seen in the past. It is the television ads, business cards, newspaper ads, promotions, brochures, posters and radio. In the traditional approach you meet people, often through referrals or networking, and develop a relationship. Built on face-to-face interactions so you can learn a lot about potential...
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