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  • Published on: 14th September 2019
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An Exploration of Digital Marketing and Etools

Carol Dwyer

IT Systems & Digital Marketing 2016-2017

NG Class

Module Title: Digital Marketing

Module Code:5N1364

Fetac Level 5 QQI


Description of the web as a marketing medium…………………………………..Page 3

Differentiate between digital & traditional marketing practices…………..Page 4

Explain how they can be integrated……………………………………………………..Page 5

Describe the stages of a digital marketing campaign……………………………Page 6

Explain the primary Etools used in digital marketing……………………………Page 7

Analyse their strengths and weaknesses of Etools……………………………...Page 8

Conclusion…………………………………………………………………………………………..Page 9

Bibliography………………………………………………………………………………………..Page 10

Describe the web as a marketing medium

“Achieving organizational or individual goals by satisfying target market's needs and wants effectively by using internet as a medium is called Internet Marketing.  Internet Marketing includes SEO and additional online marketing tools one can use to gain the attention of potential customers.” (what this quote describes is how on line marketers  get the attention of customers using different aspects or tools of the internet)

The web has changed how companies market products and services to consumers. Marketing as we know it has changed so rapidly over the last 20 years with the introduction of the internet to the point that a majority of the  traditional practices of marketing (the 4 P's) are now becoming a thing of the past.

Marketers are exploring and exploiting the web to advance how they interact with customers. The web allows marketing companies to pinpoint their target markets more accurately by way of analyzing information that we inadvertently provide them with through our on-line purchases and public preferences on social media.

When we sign up for club cards or connect to the shopping center “Free-Wifi” we allow companies access to information on how we spend. – the frequency of our grocery shopping, the products that we purchase, our average weekly spend. This information allows retailers to make assumptions on how likely we are to purchase certain products and gently guide us towards similar products with discount vouchers etc. This is just one of the many forms of digital marketing. Though social media we are uploading information and our personal choices. Mediums such as Instagram allows us to market each other by bragging about our recent \"must have\" purchases are we are now marketing each other and making it easier for companies to filter and find their target market.


Differentiate between digital and traditional marketing practices and explain how they can be integrated

Traditional marketing is based upon a principal of the 4 p's of marketing. Marketers spend a great amount of time and resources to promote a product to specific band of consumer. They advertise it in such a way as to build a belief that the customer is missing out or unfulfilled without having this product in their lives.

This diagram shows some of the examples of the traditional marketing practices.  Direct contact with customers, tele sales, leaflet drops, billboards, club sponsorships, newspaper ads, and vouchers are methods rarely used these days.

These methods have been replaced with on line methods as per the diagram below.

Billboards Banner Ads

Leaflet Drop Pop ups

Telesales On Line Surveys

TV adverts Skip Adverts

The 4 P's of marketing are as follows: Product, Price, Place and Promotion.

Product: When deciding on a marketing campaign, companies must be certain of where their product fits into the market. They must look to competition to compare it uses and functions. What sort of packaging? what does the customer need from the product? Where shall this product be positioned – is it a high-quality luxury item or does it fulfil a basic need?

Price: When setting a retail price on a product you must first calculate the manufacturing and packaging costs. You must then look at the price scale among competitor products to determine the average price point. Then the company must be fully aware as to what sets this product apart from its competitors in order to gain the largest profit margin. Pricing an item too low can often give the consumer an impression that the product it is of poor quality because it is one the cheapest products in its group. It can also be just as damaging to over price a product as the consumer will feel that the product is not worth the extortionate price tag. An small increase in price would lead to extra profit but a slight decrease could mean a larger market share.  Marketers have to also set a plan in place for the life cycle of products and constantly review sales and understand the popularity of the product so that they may offer discounts and promotions when the initial popularity of the product starts to wane.

Place: The positioning of the product in stores and supermarkets is particularly important. Is the product a luxury item? If so it will need to be available in high end or specialist stores. Where are the competitors placed? Will the company need a sales team to promote it and negotiate store positioning? Generally in supermarkets the most highly sought after space was on the shelf that is at eye level. For example it is well known for many years that the breakfast cereal companies designed the packaging aimed at children an took full advantage of pester power – marketing to the children accompanying the paying adult consumer! The positioning may have been in a high prime location but the box had warm friendly cartoon characters, whose eyes were positioned downwards to engage with the child.  The child would then convince the parent that it is a good idea to purchase the cereal.


Promotion: Traditional methods of promotion relied on radio ads, press, tv adverts, billboards, leaflet drops, direct marketing and telesales. These days marketing has become more of a science and companies have the ability to gather a huge amount of accurate information about their target market. Business' have more accuracy about who their target market is, what time of the day gets most social media “likes”etc.

With the majority of retailers having an on line presence it is much easier for the consumer to make price comparisons so retailers have to be vigilant of what the competition are offering which usually is to the benefit of the consumer.

Marketing tactics moved on from radio and print ads to tv and cinema for the visual marketing. They would buy prime television time slots. This was (and still is in some cases– American super bowl for example) a very successful form of marketing as they knew they had captive audiences.

Many years ago there were very few choices of television channels and there was no option to fast forward like we can today so there was no way you could avoid the marketing campaign - which often had a catchy jingle that was hard to shake!

The traditional styles of marketing and the digital styles can be successfully combined. Over the

Last few months I have noticed a trend in television being used as a medium to draw you to on line viral advertisements often adverts will have the message at the end saying “for the full story see www…..”


One such marketing campaign that caught my eye was the Sainsbury's Christmas ad for 2016. They have teamed up with Gogglebox and made two adverts that mirror each other. With a very clear message to do your on line shopping so that you can spend more quality time with your family (and possibly watching Gogglebox!)

Please click this link to watch the advert.   

Sainsburys Gogglebox Christmas Ad 2016 - YouTube

(Picture 1 from  (picture 2from

Describe the stages in a developing a digital marketing campaign

\"The purpose of a digital marketing plan for any organisation is to force you through the process of researching and clearly articulation the aims and goals of your digital initiatives, along with clearly targeting digital personas, and methodically choosing which channels to go after them and how.\"



What this quote above is trying to explain is that doing your research and understanding who your demographic are, from the information that has been provided on line should yield a good return on sales.

The first stage of any marketing campaign is to set some goals. Your need to ask yourself, who are my existing customers and who is my target market? What will it take to engage them? Who are our biggest competitors? What will this campaign cost? Are the set goals realistic? What message are we trying to relay?

It is vital to know about the consumer behaviors with similar brands because they are potentially your new customers.

Companies need to generate interest in the product by socially engaging customers with offers coupons and promotions and entice new customers by running a creative campaign. You then need to decide how you will execute this campaign within your budget. Key metrics must be analyzed to measure effectiveness compared to your competition and to know if you are reaching your targets.

It is very important to have a plan in place of the types of marketing you will use.

Traditional or digital or the marketing mix of both? TV, Video, Audio, Social media, bloggers, or possibly print ads?

Once you have decided on which mediums are best for your campaign, you then must execute or launch your advertising.  Every effort must be made to ensure there is no glitches and fully checked for possible issues and most of all your message to the consumer must be clear.

It is much easier to quantify your results for on-site marketing as these results will start to come back for analysis very quickly so you will know if you have reached the target market. It is vital from this point to keep the customer engaged by staying active on social media and generate more attention by running competitions and coupons or post relevant articles.

The Primary Etools used in Digital Marketing

Email- Email marketing has been around for a long time but it is still an effective way to get your message across to your target market. Most people who receive this type of marketing in their inbox will have an interest in the companies range of products or will have previously purchased an item from this company and want to be one of the first to be informed of new products such as a clothing line for new seasons or technological upgrades of phones or appliances.

Social Media – Social media is very fast and cost effective way to market. The target market has already signed up to sites such as Facebook, Twitter, Linked In etc. Information has been volunteered their information along with their product preferences based on the pages that they “Follow” or “Like”. It is extremely easy to gain insights as to how your target market are responding to promotions and engagement tactics. It enables you to see the demographics of your followers such as age, gender, marital status, employment status and location. Social media needs consistent engagement with the audience to ensure top position over the competition. The click through rate is proof that you have succeeded in reaching your estimated targets.


Search Engine Mechanisms- Google, Yahoo, Bing are all search engines that enable to user to find specific information on the internet by using a series of words relating to the information (or product) The search engine then draws up a list of websites with content that corresponds to these key words.  

Websites aim to have the highest ranking on the page of search results and have to pay for top position by bidding on key words or phrases.

Most consumers who use search engine mechanisms already have an idea of the product that they wish to purchase and use the SEM to research. Web sites often have a “pay per click”or “pay by inclusion” system set up with the SEM to ensure first page ranking.

Analytics websites- Sum all, Google Analytic Reports, Crazy Egg, Mention, Mint.

Analytic websites are essential for tracking monitoring the success of your digital marketing campaign. These sites enable you to see the traffic on your website/ social media pages and see how long the customers are viewing, identifying customer patterns and how they are using your website. Some analytic sites can even show you how the consumer viewed your website by the way they moves the mouse across the webpage. This gives great insight into the parts of your campaign is working and what changes need to take place to reach your marketing goals.

Analyze their strengths and weaknesses of etools

Email Marketing is a great way to communicate with existing customers and it is likely that you will have a growing database of customers who have signed up to receive more information and regular updates from your company.  The downside of this method of marketing is that customers may lose enthusiasm for your brand if you send to many emails and they may not always have time to read the content and eventually unsubscribe.

Social Media is a fast, free medium to connect with a large audience all at once and it allows you to live chat and engage with your customers in real time. It is important to keep your content relevant to the product that you are promoting and vary the content of your posts. It is crucial to time your posts correctly to ensure a high rate of hits which will keep your post at a top rank in the hope of “trending”.

Consistency is key, too many posts will find you loosing followers and posts are infrequent can have the same effect. Followers are fickle so you must make sure that your content is broad enough to reach many demographics and constantly run competitions and giveaways to keep them interested.

Markets Bloomberg – 23 nov Shelly Banjo GADF<go> Bloomberg

“buy on line and pick up in store promotions”

“as more retailers have started to break up their sales (in the case of black Friday – now covers Wednesday to Sunday and cyber Monday)

More people are buying on line even before black Friday sales. More sales have been recorded this year over recorded sales of last year”)

Very little option to “opt out”

Footprint facial recognition, car reg in shopping center car park, bank card, wifi acceptance,  geo locations from pics (with certain locations in the background of pics allows companies to assume about you) location service tracking (quote max schrems – cloud control documentary)

Data trails on phones & computers

 Relevant digital signage

(ref to explore primary tools – / 4impacts)

Google Ad Words

“there are multiple advertisers trying to advertise on specific keywords so google has an auction process to make sure that the most relevant ad appears at the top of the search results. The “winners” are based on a combination of factors, including the quality score that google assigns to Specsavers or any other advertiser and relevance of their keywords and ad campaigns, as well as the size of their keyword bids” (

“Interactive profiling and mass customization technologies will mature from their currently raw state to deliver consumer experiences that will seem more personal than most other marketing media or sales contacts.


last few years we have seen a big push towards on-line sales as has high volumes of impulse buying which can be done day or night from the comfort of your home. It  has reduced over heads and staffing costs for retailers but I have noticed there seems to be a lot of stores trying to regain their footfall back into the stores. Offers such as “buy on line and collect in store to get a further 20% off” or collect in store and receive an extra gift or more points on your reward cards.

Bibliography & Referencing

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