Digital Media Marketing Communications

Running head: DIGITAL MEDIA MARKETING
DIGITAL MEDIA MARKETING
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DIGITAL MEDIA MARKETING
Introduction
Digital media marketing communications are changing at a rapid rate due to the
development of technologies and emergence of new technologies. The purpose of this report
is to evaluate the digital marketing practices of BBC Earth. BBC earth is a service provider
offering wildlife documentary production house in the world.
Discussion and analysis
TASK 1: Critical evaluation of digital and marketing communications practices of BBC
Earth promoting its products and services
Market analysis
There has been a shift from traditional mediums to digital forms of communication.
The consumers are more inclined towards their Smartphone devices, computers and laptops
giving up television (Holliman and Rowley 2014). The channel viewers are more inclined
towards the internet. There has been a shift in the viewing habits of the consumers. There has
been a rise in the alternate media channels. With the evolvement of new digital platforms,
there has been a distinct shift in the behavior and preferences of the consumers. There has
been an increase in the demand for content with quality (Jefferson and Tanton 2015). In order
to crater to this trend and changing preferences of the consumers, video making has become
popular which is an increasing opportunity for BBC Earth. Therefore, BBC Earth implements
different forms of content marketing tactics (BBC Earth. 2020).
Digital and marketing communications practices
The brand offering their services to the consumers have been focusing on social
media platforms to increase their reach to the consumers, especially if the content is
particularly targeted towards the younger consumers. BBC Earth has been providing short

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DIGITAL MEDIA MARKETING
form video in social media platforms for both the local and global context. They believe in
“fishing where the fish are” (BBC Earth. 2020). They focus on building viewership for the
content. The brand drives traffic into the content through Life Story series. It also used a call
to action that is “tune in and experience the full series” (BBC Earth. 2020). These digital
communications practices drivers the audience to watch the whole series of the video content
on its network. The short form video content enables the brand to reach to wide group of
consumer segments (Leeflang et al. 2014). The documentary videos enable the brand to reach
to wide audiences driving the people on their websites and persuading them to tune in.
Furthermore, the brand provides new stories each day along with their short form videos. The
brand focuses on key performance indicators for the marketing team such as number of likes,
views and shares (Leeflang et al. 2014). BBC Earth also has a YouTube channel with Google.
The content is posted on all the social media platforms and develops a detail marketing
strategy to keep the content exclusively(BBC Earth. 2020).
TASK 2: Using marketing communications models, critically evaluate BBC Earth
audience and consumption patterns
Schramm’s Model of Communication