Assignment 1

Outline the unique characteristics of the web as a marketing medium. Based on what we have discussed give examples of the types of medium that can be utilised.   Show examples of good and bad content.    Give examples of cost-effective tools and campaigns.   Show the risks involved and how digital marketing can go wrong.

Write an article in your WordPress blog (minimum 1500 words).

web marketing

Digital Marketing can be described as the marketing of products or services using digital channels to reach consumers. The key objective is to promote brands to various forms of digital media.

Previously, the differences between traditional marketing and digital marketing were obvious and clear. Digital marketing was once seen as an extra medium but with the evolution of technology these two mediums are beginning to work more together.

The Internet as a Marketing Medium:

The Internet offers a startling set of advantages as a marketing medium. Technology advances, consumer familiarity and vendor innovation will inevitably drive both marketing programs and customer interaction to center on the Internet.

The Internet is already an important, and perhaps transformational, marketing medium for business-to-business and business-to-consumer markets.

The once traditional mediums of TV, newspapers, radio, billboards etc. can still be very effective in reaching a target audience say during a particular TV or radio show or focusing on a certain type of newspaper. However, they lack that instant feedback of digital marketing or the accuracy of a digital campaign.

yesterdays v todays marketing

The Internet, email and mobile devices fill a new media category referred to as digital/interactive. This began with the emergence of the web in the mid-1990s.

Banner ads, streaming audio and video and corporate websites are common web-based media messages.

Email serves as a direct touch point with prospects and existing customers. Companies often send regular newsletter updates. Mobile devices have opened the door for growth in mobile ad messaging.

Range of Mediums:

Multimedia is content that uses a combination of different content forms such as text, audio, images, animation, video and interactive content. Multimedia contrasts with media that use only rudimentary computer displays such as text-only or traditional forms of printed or hand-produced material.

range of mediums

Multimedia can be recorded and played, displayed, dynamic, interacted with or accessed by information content processing devices, such as computerized and electronic devices, but can also be part of a live performance.

multi media

The term “rich media” is synonymous for interactive multimedia. Hypermedia scales up the amount of media content in multimedia application. Examples are YouTube, Facebook, Twitter, LinkedIn, Periscope, vine, Instagram, Snapchat and many more.

Social media has evolved in the early 21st century, offering a relative low-cost way for your business to get more engagement with customers. You can send out messages to all followers via Twitter, but also respond directly to individual comments and discussions. Facebook allows for company announcements, question-and-answer posts and other ongoing interaction with the customers.

rich media

If you want to attract people to your website you must start by creating quality content. Valuable content includes everything from engaging website copy and useful blog articles to eye catching infographics and insightful videos.content marketing Content Marketing:

The most powerful brands ingrain themselves into our lives with great content. Historically, this content has been limited to ads and commercials. Today, brands are creating content for a variety of channels, showing different facets of their personality with articles, videos, music, and microsites (a small auxiliary website designed to function as a supplement to a primary website).

A good example of this is the Coca-Cola Journey 

coco cola journey


coco cola journey
Coca-Cola has long been a frontrunner when it comes to brand content creation. In recent years, they’re really upped the ante with their online magazine, Coca-Cola Journey.

An example of Bad Content:

malaysia airlines

In a competition, Malaysia Airlines, who tragically lost two airlines in 2014, asked their audience to answer the question:

“What and where would you like to tick off on your bucket list, and explain why?” 

Malaysia Airlines didn’t take into account the concept of a “bucket list” and its connection with death. With its recent tragic history, Malaysia Airlines showed a crude lack of empathy and sensitivity towards the situation, and people were quick to call them out. The links to the competition were cancelled, and people were asked to describe destinations and activities on their “to-do” list instead.

Content should be relevant, engaging and high quality.


The cost of a digital marketing campaign can be relatively inexpensive. It is possible, particularly in a start up situation, where budgets are tight, to launch your digital marketing campaign for very little cost.

digital v traditional marketing

There are many online sites offering free business websites with instructions on how to set up your own business website. WordPress is a good example and there are many other free sites available.

costIf you have a smartphone, with a reasonable camera, you can create great content using a range of mediums (voice, text, multimedia) using YouTube, Twitter, Facebook, Periscope and a range of others for little or no cost.

It is difficult to answer the question “How much should I spend on my digital marketing campaign?”  Monthly investments can start for very little (if you can do it yourself) and can go up to €15,000 depending on the size of the business and the  activities you want included in a contract with an agency.

A mix of marketing activities can include Google ads, social media ads, landing pages, blogging, social media, email as well as Google Pay Per Click campaigns, Monthly inbound marketing (content marketing), Facebook ad campaigns and so on.


With all the opportunities that come with using digital marketing to promote your business, there are a number of risks attaching:

Generational divide:  

Younger people have grown up on the digital age and adapt much quicker to the constant changes in the digital marketing age.

Impact of Change:

A transformation of marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce.

The inventor of the electric lightbulb could hardly have imagined that one day his creation would be used not only to illuminate homes around the world, but also to transmit data that would enable people to download information from satellites in space to small hand-held devices. However, with the introduction of Li-Fi, household lighting could soon double as a form of data transmission that’s up to 100 times faster than Wi-Fi.

For more information of Li-Fi, click on the YouTube video:

How can it all go wrong?

Sometimes having a large soapbox to stand on is enough to sink you professionally. Donald Trump doesn’t care much for President Obama. In fact, he got so fired up via Twitter that he started calling for marches on Washington D.C. and for patriots to “stop this travesty.” The ordeal he was facing? The re-election of the president.

Social Media is a great way to build up a Business or a Political Campaign, but it can tear it down again just as quickly.  Once a thread or conversation starts on Social Media, it never seems to die, you will be battling it or handling it forever.

On-line Privacy Concerns:

Increased consumer concerns about online information privacy is likely to affect all Internet based activities that could result in the collection and subsequent use of personal data.

When consumers perceive that negative consequences could result from submitting personal data online, they are less likely to do so. At the minimal level, consumers who are concerned about their online privacy will be unwilling to disclose personal information to web sites.


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