BTEC Level 3 Unit 17: Digital Marketing Assignment 1 Brief

BTEC Assignment 1 Brief

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.

Task 1

Part 1
To help bring the article to life you will need to refer to well-considered examples. To do this you first need to investigate at least two different digital marketing campaigns from different businesses to identify the various types of communications used and their effectiveness in reaching different target segments. 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. Your investigation will need to cover the ways in which advertisers target mobile device users.

This part of the article should examine the role of digital marketing within the broader marketing mix. To do this you will:

• Explain the role digital marketing is playing in the marketing process using current examples which demonstrate latest trends.
• Analyse different ways in which digital communications can be delivered to consumers, the devices that are currently being used and the trend towards the increasing use of mobile devices and free digital content. This should include the advantages and disadvantages of the different methods as well as how their use can be interrelated. Examples used should cover at least three digital communications methods and be chosen from at least two different types of digital marketing.
• Finally, you will need to provide a justified conclusion about the extent to which the digital environment is influencing consumer choices.

Part 2

In the next part of your article, you must think about the effect of digital marketing on both the company and the customer. You will need to evaluate the effectiveness of the different digital marketing campaigns you have investigated and suggest ways in which concerns about digital marketing can be overcome.

To do this you will first need to:

• Provide a detailed discussion about the digital strategies and compensation models used in two marketing campaigns by two different businesses to create brand recognition and brand loyalty
• Analyse the merits and disadvantages of the digital communications methods and compensation models used in each campaign in relation to how well they contribute to influencing brand recognition and brand loyalty.
• Form a conclusive judgment about the effectiveness of each campaign from the different businesses, which is supported by and based on the analysis presented.
• Provide justified solutions to overcome the concerns about digital marketing.

Criteria covered by this task: