Digital Marketing communications: An Introduction FK93 34
Outcome 1 Remediation workbook
Please complete the following remediation as this will help you prepare for your assessment Q1: Research and explain each of the following in detail giving examples for each
WEB 1.0 WEB 2.0 WEB 3.0
Web 1.0 refers to the first stage in the World Wide Web, which was entirely made up of web pages connected by hyperlinks. Although the exact definition of Web 1.0 is a source of debate, it is generally believed to refer to the web when it was a set of static websites that were not yet providing interactive content.
Term used to describe the second generation of the world wide web. WEB 2.0 is all about the people using it for social media, blogging, etc.
WEB 3.0 refers to the creation of internet web pages and how people can interact with the websites.
Allows users to get what they want more easily.
Q2: Give examples for each of the following:
Digital media hardware platforms
Digital media software platforms
Digital media channels - Phones
- Tablets
- Smart watches - Laptops
- Desk top computers
- Social media - Databases
- Mp3
- electronic books - digital audio
- apps
- online events - Virtual reality - web
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Q3 Within the above digital media channels you would use various digital marketing media to engage with your target audience. The Reach model helps you do this, using the table below give examples of paid, earned and owned media.
Owned Media Earned Media Paid Media
- personal website - Content Marketing - Social media - Email marketing
- Publicity from media outlets
- Search Engine Optimization - Reviews
- Social media posts
- Display Ads - Social Media
Ads/Native Advertising - Search Engine
Marketing (SEM) - Offline Ads - Video Ads
Q4: Explain how customers benefit from digital marketing communications
Keeps consumers current - The world is constantly changing. New trends, products, issues, and needs emerge every day. In a rapidly changing world, consumers need a way to stay on top of everything that is changing.
It offers convenience and quick service - The world operates at a fast-moving pace. People want access to information quickly and efficiently. Time is precious and people don’t want to waste it.
It helps build a better relationship - With the growth of the Internet, consumers grow more critical about brands. They have more access to information about companies, which leads to them forming opinions about certain brands. This opens the door to building a relationship with companies they trust.
It provides 24/7 access - Your business may close, but the Internet stays open 24/7. People have constant access to information on the Internet regardless of the time of day or day of the week.
This means that people always have access to information about your business, products, or services.
Q5: Explain how organisations benefit from using digital marketing media
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Global reach - a website allows you to find new markets and trade globally for only a small investment.
Lower cost - a properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
Trackable, measurable results - measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.
Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.
Openness - by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.
Social currency - digital marketing lets you create engaging campaigns using content marketing tactics. This content (images, videos, articles) can gain social currency - being passed from user to user and becoming viral.
Improved conversion rates - if you have a website, then your customers are only ever a few clicks away from making a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.
Q6: Give digital communication examples for each of the following:
communication mix Digital communication media Advertising
Social media
Sales promotion Website
Personal selling
Ebay
Direct Marketing Email
Public Relations Facebook
Q7:
Explain how the digitalisation of the marketing mix differs from traditional media and how does this impact on marketers?
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Q8: Describe two new developments or trends that will impact the marketing industry within the next 12 months
1:
2:
Q9 Explain how the following legislation impacts your digital media communication. Give examples for each
Legal and voluntary regulations Explanation CAP Codes
Defamation Act 2013 Consumer Rights Act 2015 Social media etiquette
Privacy and Electronic Communications Regulations (PECR)
General Data protection regulations (Data Protection Act 1998)
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