MS7081: Digital Advertising & Promotion in the International Context

This report critically evaluates the benefits and challenges of digital promotion in an international context, referencing a global advertising campaign. It highlights the advantages of digital marketing, including increased reach, brand development, personalization, accessibility, better engagement, lower costs, trackable results, and enhanced conversion rates. Challenges discussed encompass skills requirements, time consumption, increased competition, feedback and complaints, reliance on technology, privacy and security concerns, customer-centric market demands, and the need for a mobile-friendly approach. The report also references a Google Ads campaign as an example of a global advertising strategy, emphasizing the importance of adapting to technological advancements and consumer behavior in the digital age. Desklib provides access to similar solved assignments and resources for students.

Advertising and
promotion in the
digital age

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Challenges and benefits of digital promotion in international context........................................3
Reference to a global advertising campaign................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing in digital age means different things to various people. Going digital is
eliminating inefficiency as well as determine customized, cutting the edge technology. By
advertising in digital age takes promotions of services and products to gain customers. Marketing
is more important in digital age because many people are searching on the internet than the
checking traditional media forms. One of the important benefit of digital marketing is to access
business target market easily. Even business can easily get feedback from their customers and
then change if needed and it is cost effective as well. Because many social media platform
required some investment only. The report critically evaluate the benefits and challenges of
digital promotion in international context. Along with this the report also make substantive
reference to international advertising campaign that promote something transnationally (Lamsal,
2022).
MAIN BODY
Challenges and benefits of digital promotion in international context
Digital promotion of digital marketing is a way of marketing as well as advertising with the help
of numerous online features such as the social media marketing, search engine optimisation
(SEO) and the website designing. IT needs the proficiency along with the knowledge of handling
the digital platforms for the purpose of making the best utilisation of these in the campaigns of
marketing. Proper use of the services digitally offers an improved opportunity in order to reach
the potential and increased base of the customers. The digital promotion and marketing is an
effective strategy of the promotion for the businesses in order to reach the potential market
across the globe. In this generation of the modern technology it becomes important for the
companies to take the benefit of the digital techniques for finding and acquiring the bulk market
in order to be on the competitive side.
Digital marketing means the marketing strategy of advertising or executing the
promotional activities of the products and the services with the help of the digital platforms. In
the existing scenario of the technology, for having the profitability and the efficiency into the
businesses the digital marketing is the most appropriate method to reach the target audience.
With the help of using the techniques which are customized in nature and also targeted at the
content for the target customers which ultimately assists in the enhancing of the engagement

along with development of the brand loyalty among the consumers that impact in the enhanced
sales (Sá and Serpa, 2020).
Advantages of digital marketing
Increased reach
Digital marketing assists in the enhancement of the awareness about the products along with the
services with the help of the online platform in order to reach the increased base of the audience
across the globe. This kind of the strategy permits the companies of start-up also for gaining the
equal amount of the access to the consumers at the time of also being in the competition with the
big companies in the traditional nature of the market.
Development of brand
It is important to create the image of the brand for the services and the products with the help of
the marketing campaigns in order to make it reliable for the customers and also a trusted name.
Digital promotion assists in creating the brand in multiple manners of direct campaigning along
with the personalized approach. This type of the technique makes the audience to get more
engaged and permits them to get an experience about the unique selling proposition along with
the brand vale. This creates an influence on the customers to look on the positive side of the
brand (Masood and Sonntag, 2020).
Personalization
This particular strategy of the digital marketing is considered as more effective due to its ability
to communicate with the prospects and connect with them in order to get the feedback.
Attracting the audience and to draw them along with the product which match their needs assists
in developing the loyalty of the brand as well as the reputation of the company also. Digital
promotion of the products offers a particular platform for the type of the personalized marketing
with the help of designing the personalized content for the audience. The main objective of this
is to make the audience feel that the brand is acknowledging their requirements (Knox, 2019).
Accessibility
The methods of marketing while using the digital platforms offers the opportunity for both the
buyers as well as the sellers in order to acquire the easy access along with the flexibility of
location and time. The target audience get the experience of the virtual shop along with the data
about the availability of range of the products as well as the services. The customers can also
write down the reviews and the recommendations which assists in guiding the companies to plan

the strategies of the marketing accordingly to meet the needs of the customers in an effective
manner.
Better engagement
The digital promotion permits the brand to develop an improved awareness among the customers
and to acquire the recognition from an ample amount of the customers. A proper promotional
strategy such as which can be created by using the content on the social media, blogs, and
promotional offers permits the brand to get the attention of the customers as well as to also build
the credibility (Lavorgna, 2020).
Lesser cost
Digital promotion is increasingly becoming popular because of its ability to handle the business
activities in a cost effective manner. The cost that is being involved in the digital marketing is
comparatively lesser than the campaigns of the traditional marketing. The methodology of digital
marketing is much easier to execute with a limited or less budget and infrastructure that offers
the advantage mainly for the small firms.
Trackable results
The tools of the digital analytics along with the other online metrics assists in the tracking of the
ways that are effective to the marketing campaigns in relation to the response and reach of the
customers. IT also offers the important insight about the engagement of the customers and the
reaction to the advertising as well as the website of the specific business (Daniel, 2020).
Enhanced conversion rates
The process of the digital marketing develops quick and seamless connection with the target
customers along with the convenience of creating the purchase with the help of a few clicks on
the website of the business. This also creates an influence on the customers making the purchase
in reaction to the campaigns of marketing.
Challenges of digital marketing
Skills requirement
There is a requirement of the collection of the correct knowledge and expertise on the digital
platform for the purpose of carrying out the activities of the marketing in a successful manner.
With the help of the regular developments in the field of the technology it has become important
to be updated on the platforms, tools as well as the methods to fastly respond to the
modifications made (Oliveira and de SOUZA, 2022).

Time consumption
The business is needed to plan as well as execute the different tasks associated with the
optimisation of the online promotion and developing a correct content for the activities related to
the promotion that can consume an ample amount of time. It is also necessary to track the
outcomes on a regular basis and to change the strategies in whatever way it suits for making sure
the return on investment.
Increased competition
An increased reach to the audience across the globe with the digital marketing also needs the
building capabilities to deal with the competition taking place across the world. It can prove out
to be a kind of a challenge to develop the brand against an increased number of the competitors
and to draw the attention from various digital channels that in performing the campaigning
activities in the real world (Philip and Williams, 2019).
Feedback and complaints
The digital platforms assists for the criticism as well as feedback by any person related to the
service or product of the business which can viewed by the audience from the social media
platforms and the review channels. Any kind of the negative reviews can develop negative
impact on some aspect of the customers until the business have the strong sense of the brand
loyalty and the service to the customers which are effective in nature. There is also a setback to
maintain the reputation of the brand by responding to the feedback which is negative in an
effective manner (Hwa, 2018).
Relying on technology
The digital promotion is mainly based on the digital technology along with the access to the
internet. There can also be examples of the failure when the internet may not work, the website
not responding and the access to the user getting disturbed. This can lead to the dissatisfaction in
the potential customers which compels them to move and purchase the other brands. A checkup
on the regular basis or the maintenance of the specific website is important to deal with the ever
changing technological environment.
Privacy and security problems
When the online platforms are being used more in number and on a large platform then they also
demand the better security along with the protection of the website. For the digital marketer, the
safeguarding and securing the connections of the network by utilising the firewalls and a better

antivirus is always needed. The legal formalities for the purpose of protecting and using the data
of the customers in the strategies of the digital marketing require to get completed to prevent any
kind of the complaints on the breaches in the information (Zawacki‐Richter, 2021).
Customer centric market
Implementing a customer centric approach is not so easy mainly when taking in account the
needs as well as expectations of the customers which are serving on a consistent basis. Although
using a customer centric strategy of marketing is the main element to the success as per the study
of the salesforce. Most of the customers specifies that their experience with one particular
industry creates an impact on the expectation of other industry. The customers also need the
offers to be personalized and they also expect the businesses to understand the unique
expectations as well as needs of them while they also trust the companies.
Mobile friendly approach
The customers are shopping and browsing on the tablets and the smartphones more than before.
In recent times, an increased amount of the number in the internet traffic is being purchasing
from the use of mobile devices, so it has become necessary for the agencies to make sure that
their websites are getting optimised for the purpose of viewing on the mobile. As per the report
by App Annie, the pandemic has led to the change in the consumer behaviour that spends 25% of
the increased time on the mobile applications than previously (Vial, 2021).
Reference to a global advertising campaign
A Google Ads campaign is a combination of one or more than group of ads that also performs
the sharing activities of the location targeting, budget and other settings. These campaigns are
being used for the organisation of the categories of services and products provided by the
advertiser. The types of campaigns are being centred across the networks of Google advertising
which are the Google search network, the YouTube network and the Google display network.
These types of the network make the places where the advertisements of the businesses can
appear consisting of the websites which displays the related Google ads, Google sites and the
mobile sites. The businesses can select the network setting by choosing the type of the campaign.
The API assists in the types of the campaigns such as the display network only, search network
only, shopping and the display expansion on search. The businesses can also use the API to
develop and manage the campaigns which are being optimized for various objectives of the

marketing such as the App campaigns, dynamic search ad campaigns, call only and the smart
display campaigns.
Benefits-
The benefits of Google Ads and the online advertising are that it permits the businesses to
display the ads to the audience that are likely to be attracted to the services and products of the
businesses at the time of also filter the ones who are not interested. The online advertising also
provides with the opportunity to meet the potential customers while they also use the various
devices such as the tablets, laptops, smartphones and the desktops. The Google Ads permits the
businesses to take the benefit of the online advertising such as displaying the ads to the
appropriate people, at the correct time as well as place. The Google Ads also provides various
advantages such as (Insel, 2018)
Targeting the ads of the business
Targeting offers with the ability to display the ads in order to reach the audience with particular
interests mainly audiences who are interested in the services and products of the business and
also display the relatable ads. Google Ads provides various ways of the targeting with the help of
many choices such as
Keywords- these are the words or the phrases which are related to the service or product of the
business and are also used in displaying the ads when the audience search for the words or go
through the related websites.
Ad location- This displays the ads on the pages of the Google search results along with the
websites which are the elements of the display networks and the Google search.
Age, language and location- Select the geographic location, age and the language of the
audience.
Times, days and frequency- Display the ads at the time of particular hours as well as days of the
week and find out the number of times the ads appear.
Devices- The ads of the business can appear on all kinds of the devices and the business can also
determine what devices the ads appear on along with the time also (Soegoto and Simbolon, 2018).
Cost control
Google Ads offers with the control on the ways in which the businesses spends the money. There
exists no minimum and the business can also select the amount that the business spends every

month, day and according to the ad. The particular business will only pay when some person
clicks on the ad.
Measure the success of the business
With the help of the Google Ads, if someone go through the ad of the business, it will come to
know. If that person clicked on the ad and perform something valuable for the business such as
downloaded the app, purchased the products or called for an order then the business can track
that also. By viewing which kind of the ads get the clicks and which does not, the business will
see the places where the investment is required in the campaign which in result enhances the
return on the investment. The business can also acquire the valuable insight involving the
amount costing to the business on average for the promotion and advertising which creates an
impact on the online purchases of the customers or the phone calls too. The business can also use
the analytical tools to study more about the shopping habits of the customers such as they do the
research about the product before they purchase from the company.
Challenges
Increased CPC potential
The industries which are highly competitive in nature have the increased cost on the basis of per
click which can also make it complicated to make the profit of the clicks if the company do not
have the large marketing budget.
Detailed settings
Google Ads can become very hard for those who do not have the PPC training before. There
exists various settings which can be selected from that are important for the purpose of
optimisation but it can also become very overwhelming if the business do not have the
knowledge about the working of each setting. Some of the settings such as the conversion
tracking can become very complicated to set up and if it is not being done in a proper manner
can result into making the ads and the information to be worthless in the account of the business
(Nunan and Di Domenico, 2019).
Time investment
Google Ads can become very time consuming also for the users which are experienced. If this
kind of the problem or issue exist for the business then it must appoint a specific designated
person in the staff for the purpose of handling all the activities related to the digital marketing.
Most of the times, it needs less amount of the money to perform with the marketing agency.

Data buying
While the Google Ads can create the profit in a fast and fair manner it can also perform in a
much better way when it has been executed after a year or more than that of active testing and
optimisation. At the early stages of the advertising of the business, it needs buying the
information or data which will be needed to optimise the account. The data which the business
buys on the early basis will make the business to develop an increased amount of the return on
Ad spend.
Keyword Intent
Those individuals who do not have the experience with the digital marketing tends to spend a lot
of money on the Google Ads as they do not understand about the keyword intent. If the business
do not understand the ways in which the people search and the types of the products or services
that they desire to see then the business will tend to overspend for the clicks that leads to no or
very little results (Camilleri, 2020).

CONCLUSION
From the above report it has been concluded that marketing is very crucial for growth
and success of any business organization. It takes promotion of services and products to gain
customers. Marketing is essential in digital age to cove whole world because more people search
on the internet as compare to the checking traditional media. There are many social media
platforms such as twitter, Instagram, YouTube etc. such tools are very helpful to grow
worldwide. Digital marketing create brand awareness easily, increase ROI, build customers base
and retain loyal customers as well. The above report critically discusses challenges as well as
benefits of digital promotion in global context. Moreover, the report make reference to global
promotional campaign that has promoted something new.

REFERENCES
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Insel, T.R., 2018. Digital phenotyping: a global tool for psychiatry. World
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digital, with implications for educational research and practice. Postdigital Science and
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Nepal: A Preparation for Online Education in the Post-Pandemic Era. In Socioeconomic
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Vial, G., 2021. Understanding digital transformation: A review and a research agenda. Managing
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