BTEC Level 3 Business Unit 17: Digital Marketing
A.3 Devices for Displaying Digital Communication
Learning Outcomes
2
Personal Computers
Most households own at least one personal computer. Digital communication will be viewed when the users are;
Task - outline the key demographics of individuals that would perform the tasks listed above on a personal computer. What type of businesses would target these demographics and which forms of communication would be most effective?
Smartphones
Over 45% of the world’s population have access to a smartphone. This provides businesses with huge scope for marking activities. Individuals using smartphones may;
Marketers have cleverly utilised the smartphone in many ways. Companies such as Starbucks have benefited greatly from smartphones, as people often post images of their orders to their social media platforms, creating exposure.
Task - Use your smartphone for 15 minutes to do whatever you like. How many ads do you see in these 15 minutes? Write down the subject of the ad and which application you used to view it.
Tablets
Tablets are a bridge between personal computers and smartphones. We can view users of tablets in two distinct categories;
What are the potential differences in how digital marketing will be presented to tablet users when compared to personal computer and smartphone users?
Tablets are popular with young children whose parents deem too young to own a smartphone. How can a digital marketer use this to their advantage?
Task: As a class, debate the ethics of targeting ads at children who are a significant user of tablets, should marketing companies be allowed to ‘exploit’ this market?
Game Consoles
Games consoles have become a major market and the majority of households own at least one console. The three main businesses involved in video games are;
The video game market is worth over $140 billion and appeals to a variety of age groups. Games can be split into two main categories;
Game consoles have online stores where people can purchase games and add ons such as extra levels.
Ads are often discreetly placed in games. The FIFA franchise has many adverts as it shows a virtual football pitch with advertisements.
Games also generate revenue through ads for micro-transactions that allow you to purchase items for small amounts of money e.g. ingame currency, loot boxes.
Task
Warner Brothers Studios are launching a new Batman movie named “The Batman” in 2021. Batman is a hugely popular character from DC Comics. In small groups, devise a strategy for Warner Brothers Studios to promote the movie on digital platforms, including;
Explain, in detail, how Warner Brothers can take advantage of these platforms to contribute to the movie’s success. Research the film project and include your research findings in the overall strategy. Explain the benefits and risks of each recommendation.