P1: Describe the role of digital marketing in today's generation
The role of digital marketing in today's society is to be able to reach a wider audience quicker, easier and cheaper. There are many effective ways for a business to use digital marketing, and the main ways are considered to be newsletters and targeted advertisements. Digital marketing is very efficient today because at least 50% of the world's population uses internet – which is around 3 billion people. Most of the time it is considered that products and services that are available online are to be marketed and promoted using online marketing strategies, such as online banners on websites, making a website for the service and/or product and using Google Adwords. This is the same situation with offline products and services, those are which are offline, such as Painting and Decorating services should be marketed using offline methods of marketing, such as leaflets.
P2: Describe how two selected organisations use digital marketing
The two organisations that I am going to choose for this task are Apple and Smart (car).
Apple:
The way Apple uses digital marketing to promote their products are very efficient, and it can be perceived that there is a good amount of planning done behind the scenes. For example, when the new Apple iPhone 7 (and 7 Plus) was close to being released, they started Tweeting small sneak peaks of the device to make fans go crazy – and of course, to generate a hype, which leads to the purchase of the device. Now obviously, with this new phone not having the feature of the headphone jack connector, Apple had to think of very strong ways to market their new device, because not all of the Apple fans were intrigued by the removal of this very general - and needed feature. Apple uses social media as a very strong marketing platform, because today it is not only used by teenagers, but elder people as well. Other ways of digital marketing that Apple uses are; billboards, ClearChannel, Google Adwords etc.
Smart:
In the past few years, Smart have been on the mission to fully use the power of internet to market their newest products, such as the fully electrical Smart four-two. The not only creative - but very efficient and successful way they have marketed the new vehicle, was by teaming up with the smartphone app going by the name of “Yo!”. What they have done, is Yo have set up a couple of “Smart” stops around the city of San Francisco, alongside one of the bus lines. The concept of this strategy, was that customers have had to download the Yo app to their smartphones, and send a Yo to the account that has been set up by Smart. Every time someone have sent a Yo to that account from one of the stops, “a brand new, fully electrical Smart four-two spawned” that took them along the bus route for free, whilst providing them a greater overview of the vehicle, and convincing the passengers to find out more of the vehicle. This was a very clever way of marketing for both organisations, for Yo it was sufficient because they have gotten a lot more downloads and a lot more users, and for Smart, it was great because they were given a great chance to promote their new vehicle to those people. Smart does not only use online marketing, they also use offline, as people who drive are driving physically on the road, and it makes sense to place adverts on billboards that are next to motorways. Smart uses other marketing methods too, such as Google Adwords, website promotion, social media, and adverts in newspapers / magazines too.
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