Digital Marketing Communications Assessment - Outcome 1

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Digital Marketing Communications Assessment - Outcome 1 Phoebe Davidson

Ec1825488 Fraser Payne

Q1) Explain how digital communications build relationships with consumers Digital communications build relationships with their consumers through efficient

communication with each consumer this can be done by using chatbots on their websites.

This is allowing them to instantly reply to any queries or questions their consumers may have. This builds a trust factor between the consumer and the business and gives them the ability to communicate with them 24/7. This therefore builds a good relationship between digital communications and their consumer and results in loyal consumers.

Explain Web 2.0

The Web 2.0 is another advancement of the internet, examples of this are YouTube, Snapchat, Instagram and Twitter. These are new and advanced platforms that give people the ability to interact with others online in many ways. This is also a simpler way to communicate with others through technology.

Complete appendix 1 giving 3 examples for each different marketing media

Owned Media Earned Media Paid Media

 Social media Pages

 Company blog

 Company website

 Reviews

 Mentions

 Reposts

 Social media ads

 Paid influencers

 Display ads

Explain advantages for digital marketing communications for;

 Customers

 Organizations

The advantages for digital marketing communications for customers is the ability to contact the company more easily and to get faster responses on any issues they may have. Meaning, any issues that will be

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sorted quicker and are guaranteed to be fixed and any questions will be answered. This makes the customer more trusting in any company they purchase from. Another advantage for the customer would be they can sign up for newsletters and then receive personalized deals and promotions that suit them and what products they buy.

The advantages for digital marketing communications for organizations is that they will be able to collect first-hand information from their consumers and any problems they have. This gives them the

opportunity to fix these problems and communicate with their consumers. This will result in them being able to expand and grow along with a good reputation, which will attract potential customers and keep current ones. Another advantage of this is that organizations can use website analytics such as Facebook insights and it helps measure customer engagement and give suggestions to encourage customers to spend more time on their website which will result in a further interest in their organization and an increase in sales.

Q2) Explain how the Digitalisation of the communication mix has affected marketers.

Digitalisation is changing any content, sound or graphics into digital form, this means it can then be recognized by a computer to be and analyzed digitally. The communications mix include advertising, Public relations, Personal selling, Sales promotion and Direct marketing. Advertisements has been digitalized by creating sponsored Facebook ads, this allows businesses to pay Facebook to have pop up ads on their social media site. Public relations have become more digitalized by using live features on Facebook to broadcast events which they have sponsored which enhances their brand reputation.

Personal selling is more digitalized now as it can be achieved through email, this is more efficient as it allows the company to know more about the customer and try to sell products that they may be

interested in. Sales promotion has been digitalized by having promotion online instead of in store such as clothing websites using online discounts off their website. Direct marketing has become more digitalized as company's can now get feedback online through surveys.

Digital communications mix Explanation Example

Advertising Making people aware of your company by promoting it on various websites, newspapers or TV.

Video adverts online

Public Relations Dealing with any information between an organization and a consumer.

Social media Personal Selling Organizations encourages an individual to

buy a product or service.

Automated email to conumers

Sales Promotion The encouragement to make a purchase using coupons, premiums.

Wowcher codes Direct Marketing An organization selling products directly

to individuals.

Survey Monkey

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Q3) Describe at least one new development or trend that will affect the digital marketing industry in the next twelve months.

A new development that will affect the digital marketing industry in the next 12 months is chatbots.

These will help further develop businesses and give opportunities for them to connect with customers through them. This also helps customers to become more comfortable to communicating digitally and to accept support through this. Meaning the digital market will become even more popular.

Q4) Explain the current legal and voluntary regulations which must be considered when planning a digital marketing campaign

Businesses must be aware of the Data Protection Act 1998. They may need to consider this as they have to keep consumers data private. This law ensures that personal information is kept safe and secure for their confidentiality. Also, companies must ensure that all the data stored is kept up to date.

Another regulation that must be considered is Social Media Etiquette. They will need to consider this when planning a digital marketing campaign as they may use social media. This regulation states that company’s need to be cautious of what they post on social media, to ensure no bad language is used and that the content is not offensive to viewers.

Appendix 3 Explain in detail the considerations before planning you digital marketing campaign Legal and voluntary regulations Explanation

CAP This is the Committee of Advertising Practice

Regulations which puts a price cap on how much businesses in utility industry can charge for any services.

GDPR This is the General Data Protection Regulation set

by the EU on data protection which helps protect people's confidentiality In the EU and the EEA.

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