Unit 17: Digital Market – Assignment 1 (Outline) - Due: 26th May 2024

Vocational Scenario or Context: You have been working part time as a digital marketing assistant in a digital marketing business. You have been asked to support the communications department on an article that they are producing for potential customers in a marketing industry magazine. They want you to write the article, aimed at new customers with limited prior knowledge of digital marketing.
Magazine Article’s Title: What is digital marketing and how is it used?
Part 1.: The role of digital marketing within the broader marketing mix
Index	Sub headings	Notes
1.1:	Examples of the role digital marketing (DM) is playing in the marketing process:                  (DM) Campaign A, (DM) Campaign B           See workshop.                                                     A1: DM in the marketing function	200-300 words. Investigate at least two different digital marketing (DM) campaigns to identify the – a definition of Digital Marketing - different types of communications used and their effectiveness in reaching different target segments.
1.2:	Different ways in which digital communications are delivered to consumers: Digital marketing type (1)     Digital marketing type (2)	200 words in total. See hyperlink: The 8 Types of Digital Marketing
1.3:	Devices that are currently being used: Digital communications methods (1)         Digital communications methods (2) Digital communications methods (3)	200 words in total. See students' workshop: A2: How the digital communication is delivered.
1.4:	Trend towards the increasing use of mobile devices: Mobile devices in the UK - statistics & facts.	200 words in total. See students' workshop: A3: Devices for displaying digital communications
1.5:	Advantages and disadvantages of the different communication methods and mobile devices. Furthermore, how there are interrelated. Method Advantages Disadvantages Interrelated 1       2       3	200 words in total. Investigation needs to cover the advantages and disadvantages of the different communication methods and mobile devices. Furthermore, how there are interrelated – In particular, the ways in which advertisers target different mobile device users.
1.6:	The extent to which the digital environment is influencing consumer choices. i.e. What is the digital environment? How is it influencing consumer choices? Provide a justification (Bibliographical reference) for your conclusion.	200 words in total. Your investigation will need to consider a range of strategies, one of which will be the use of video or vlogging to help create brand recognition or brand loyalty.
Part 2.: Investigate the effectiveness of existing digital marketing campaigns
Index	Sub headings	Notes
2.1:	The effects of digital marketing (DM)   (DM) Campaign A, (DM) Campaign B	200-300 words. Investigate - at least two different digital marketing (DM) campaigns - is exacting / having on the: (a)        Organizations (b)        Customer
2.2:	key organisational - digital marketing – objectives.	200 words. The key- digital marketing - objectives and their achievement of the two organisations. See students' workshop: B1: Digital marketing objectives and their achievement.
2.3:	The different types of communications strategies.	200 words. Consider the strategies effectiveness in reaching different target segments. See students' workshop: B2: Digital strategies to meet target objectives
2.4:	Digital strategies and compensation models used.	Provide a detailed discussion on how these models are used by in two marketing campaigns by the two different businesses to create brand recognition and brand loyalty  See students' workshop: B3: Return on investment compensation models
2.5:	The merits and disadvantages of the digital communications methods and compensation models used.	Analyse models used in each campaign in relation to how well they contribute to influencing brand recognition and loyalty  See students' workshop: B4: Benefits and concerns of online advertising
2.6	The effectiveness of each campaign.	Form a conclusive judgement which is supported by and based on the analysis presented provide justified solutions to overcome the concerns about digital marketing.