This document discusses different types of digital marketing and conventional marketing. It provides details on search engine optimization (SEO), search engine marketing (SEM), pay per click (PPC) advertising, social media marketing (SMM), content marketing, affiliate marketing, influencer marketing, email marketing, viral marketing and mobile marketing as common forms of digital marketing. Conventional marketing approaches mentioned include newspapers, flyers, telephone, radio, magazines and billboards. The advantages and disadvantages of both digital and conventional marketing are also outlined. Examples are given of companies using different marketing strategies effectively.

1. Advertisement Planning

2. Types Of Digital Marketing
• Search Engine Optimization (SEO)
• Search Engine Marketing
• Pay Per Click Advertising
• Social Media Marketing
• Content Marketing
• Affiliate Marketing
• Influencer Marketing
• Email Marketing
• Viral Marketing
• Mobile Phone Marketing

3. Types Of Digital Marketing
Search engine optimization is the process of increasing the quality and quantity of traffic to
your website through organic search engine results
Search Engine Marketing is marketing a business using paid advertisements that show up on
search engine results such as Google. These adverts are also known as Pay-Per-Click adverts
Social Media Marketing is creating and sharing content on social media. SMM includes
sharing images, videos and other content to drive audience engagement
Content Marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant and consistent content to retain a clearly defined audience
Affiliate Marketing marketing is the process of earning a commission by promoting other
company’s / businesses products.
Influencer Marketing Influencer Marketing is a form of marketing that focuses on targeting
key industry leaders to drive brand message and awareness to a specific market of consumers.
Email Marketing is the use of email to promote your business
Viral Marketing is the strategy that you can use to promote the product via their existing
social media
Mobile Phone Marketing is a marketing strategy of reaching an target audience on their
mobile phones

4. Digital Marketing vs Conventional Marketing.
Digital Marketing Conventional Marketing
Email Marketing Newspaper
Content Marketing Flyers
Websites Telephone
Blogs Radio
Mobile Magazine
Video Marketing Billboards

5. Advantages & Disadvantages Of Digital
Marketing
Advantages Disadvantages
Global Reach High Competition
Lower Cost Need the right knowledge and
expertise
Target your exact target
audience
Time consuming
Real time social sharing Any negative feedback and
criticism of the brand can be
visible by the audience
More accurate tracking and
monitoring

6. Advantages & Disadvantages Of Conventional
Marketing
Advantages Disadvantages
Easy to reach a local audience. It is difficult to target a specific
audience
High proven success rate It’s less engaging
Can keep hard copies. Like
flyers, magazine adverts etc.
More Expensive
Difficult to measure Rio

7. Company’s
John Lewis is a well known company for their advertisement especially their Christmas advert
that they do every year. Last year there advert which was called John Lewis & Partners
Christmas Ad 2018 - #Elton John Lewis. The advert was aired on Thursday 15th November at
9:15 pm during the Dark Heart on ITV. It was also aired on the company's social media
channels and on their website johnlewis.com. To this day the advert has 13 Million views just
simply on their YouTube channel. There isn't an exact number on how much the advert cost
the company to make however a spokesmen for John Lewis said this ‘We don’t give out a
number but in previous years it has been spoken about as being £7million and it is the same
territory this year. But the vast majority of that is on media spend, and then it also includes
production of the ad, our ad windows, everything – it’s the whole package.’ The John Lewis
advert is very effective because they use a very good choice in music that will go into the
charts and possibly get to number one. This means that when the music is played on the radio
people that have seen the John Lewis advert will immediately think of the company and this is
shows how they have made there advertisement effect to the point where as soon as people
hear a song they will think of this company.

8. Digital Marketing
Many companies that are using digital
marketing such as Apple who back in
2017 spent $901.800 on YouTube
advertisement
Many luxury brands such as Louis
Vuitton use digital marketing which
shows even brands as big as these are
adapting and changing the way they
market their brand
Here is a graph to show the
interest of digital marketing and
we can see as time goes on it is
only becoming more and more
popular

9. Internet
4.333 billion people active people use the internet every single day which is 56% of
the global population
Over the past 12 months 900,000 have accessed the internet for the first time ever
in their lives

10. Traditional Marketing
• There are many forms from traditional marketing from print marketing to
broadcast marketing
• Many big brands use this marketing from Apple to Amazon use this
• A 30-second advert during a breakfast show such as Good Morning Britain can
costs between £3,000 to £4,000. For a daytime advert, advert it can cost £3,500 to
£4,500, while a peak rate alternative can cost anything from £10,000 £30,000.
• The marketing mix – made up of the 7p's. product, place, promotion, price,
packaging and positioning and these components help pull the customer to the
product.

11. Essay Plan
INTRODUCTION
To begin the essay start by introducing the
statement and letting my audience know
what I my essay is about - 100 Words
1500 Words
Digital Marketing Vs conventional marketing
POINT 1
Talk about what traditional marketing is. How it is
used effectively. 400 words
Point 2
Talk about digital marking the pros and cons
of it and how it can be used effectively – 400
words
Compare
Compare digital vs traditional marketing and
say my opinion and which I think is better -
400 words
Point 2
Talk about digital marking the pros and cons
of it and how it can be used effectively
Conclusion
Conclusion and say which is better and why –
200 - words

12. bibliography
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