ADVERTISING AND DIGITAL MARKETING 1

ADVERTISING AND DIGITAL MARKETING

Student’s Name

Professor’s Name

Institutional Name

Date
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ADVERTISING AND DIGITAL MARKETING

Introduction

The creative industry is an industry that occupies a greater part of the United Kingdom economy

hence in the future i am purposing to pursue my career in the marketing and advertising industry.

I have applied creativity at different times throughout my life that I showed through persuasive

communications, and through use of encouraging words in any matter that I have wanted to

establish influence in the people. Through the persuading communication which is at the same

time encouraging to influence people towards certain direction in terms of their decision making

is an indication that in my future career undertaking as in marketing and adverting that sort of

creativity can help me greatly to ensure that I undertake I perform creative advertisements. I am

quite sure that I can make good marketer through the creation of creative advertisements that are

appealing to the customers and that are persuasive and encouraging to the viewers (Maani

Hessari et al., 2019, 4092). My ability to communicate effectively in a persuasive manner is an

added advantage to me in in the marketing and advertising industry. This industry includes range

of economic activities such as the marketing and advertising, architecture, arts and crafts; film

the filming, photography, music and performing arts etc. And the marketing and advertising is

my chosen area of creativity that I have interest in. economic activates that range within this

wide industry. Through advertising creativity, one can produce impacts by the kind of signals

that the advertising portrays rather the message itself that is conveyed. Is a broad industry, which

involves using a person’s creativity, the skills and the individual talent to come up with

something that is unique and that is able to create a job for the individual or wealth through

developing and producing intellectual property (Levin et al., 2019, 99). The creative industries

are in a position to contribute to the building of a country’s wealth and bring the country
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reputation. The marketing and advertising creative industry is one that has higher potentiality in

terms of offering various employment opportunities and a key player to the success of an

organization as it is through the marketing and the advertising that an organization is able to get

the customers and fuel its sales. It has a greater economic significance as a company that

employs adverting and marketing through creative marketers is able to increase its sales volume.

It creates employment to a significance population of a county and thus impacting on the United

Kingdom’s employment capacity.

The role of organizations in the marketing and Advertising in the UK

In the world that we are living today the role of marketing organizations that they play when it

comes to advertising on behalf of companies and corporates is too significant and should not be

ignored by ant chance. These organizations compose of the digital and social media advertisers

(Barajas et al., 2021, 4028). There are different stakeholders in the marketing and the advertising

industry in the united kingdom which includes the radios and televisions, the newspapers, social

media, magazines, leaflets, billboards and the internet and they perform the following roles when

it comes to marketing and advertising in the united kingdom.

These organizations plays a role in ensuring that the companies and the corporates that they

advertise for have been portrays well to the viewers and readers of the advertisements through

creative advertisements advertising campaigns that are in the form of visual and text, images and

diagrams which are appealing and attractive to the viewers to create a good picture of the

company or the organization that is being advertised. They ensure that the company that they are

advertising for emerge victorious as a company’s success depend on the marketing strategies that
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has been used to advertise the company or the corporate (Tajvidi and Karami, 2021. 105174).

Thus, they help in sustaining economic growth of the companies that they are advertising for.

Competition for customers has increased in the recent days and the mean to beat the increasing

competition for the customers has been the use of adverting by companies and corporates

through different organizations that are involved in the advertising. Organizations that are

offering social media advertising have been playing a role in capturing the attention of the

audience with their products and services hence enabling information teach to the customers who

are potential buyers of the products and services (Lynch, 2019, 850). They have ensured that the

customers are more informed than before increasing the customer base for the organization’s

products and services.

Marketing through advertising has a significance role in building relationships the customers and

the organization’s offerings to the market. Through marketing of a product or a service. Through

the appealing adverts that are made by the organizations that are involved with the marketing

activities the company’s products and services are publicised in the market hence making

awareness to the customer concerning the product in terms of features and the specifications

(Childers et al., 2019, 265). The marketing therefore gives the customers the a confidence to

want to try the products and the services of the company that offers such products and services.

They play a role in shaping the image of organizations and companies hence establishing the

confidence about the products and the services to the people.

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For the profit driven organizations, marketing through the involved stakeholders plays a role in

increasing the organization’s revenue and through this the organization profits are increased

through the advertisement campaigns made by the involved stakeholders concerning

organizations products and services hence increasing the revenues for the corporate organization.

To add to this the role also helps in growing organizational customer base especially when the

organization is involved with more corporate customers.

The different organization stakeholders also play a role in illuminating the organizations brand.

This is due that for the success of the organization; there is the need for establishment of

customer relationship which is an important function of marketing. Through the effort of the

advertising stakeholders the corporate organization brand will be portrayed to the customers

hence improving it leading to the success of the organization through sales increase due to

growth in the organization brand gained due to marketing and advertising.

Key trends impacting the marketing and advertising industry

The following are the key trend that is currently impacting the marketing and advertising

industry;

Co-branding – this involve the combination of two or more brands to form a new product that

has utility to the consumers. These brands have collaborated together to form a new consumer

product that raise the brand awareness while at the same time strengthening the consumer

interest in the brand new product (Stead and Hastings, 2018, 35). Small businesses are coping
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from the national brands by beginning a co-branded ad campaign with another company that is

more recognized and which is also locally owned.

The introduction of the content marketing - this is a current trend in the marketing and the

advertising industry that involves the use of newspapers or the magazine articles that are

editorially written to promote the company’s products and services. The other mode that is being

used to advertise company’s products and services is through the blogs and other content like

advertisements that are put on the web for purposes that are promotional. Through this

advertising the companies is able to effectively create awareness through the brand information

that is published in those advertorials (Alalwan et al., 2017, 1180). Small and large businesses

are currently putting into usage the strength of content marketing by writing information about

themselves in the newspapers and the magazines or putting blogs on various websites. This has

played a greater part in connecting the organizations brand with the consumers while

establishing a new channel of advertising.

Another trend that is it the marketing and the advertising industry is the is the issue of the online

marketing; the consumers nowadays are using the internet to search and find various things about

businesses and the brands. Due to this, the advertisers have noticed it and are using the internet

to advertise and market their products through the means such as the Google Ad word whereby

they are designing online advertising campaigns. This has specifically allowed the small business

to form online campaigns using keyword and in line with the parameters of budget to target their

customers (Bala et al., 330). Search engines are yet other trends that have evolved in the online
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advertising with the incorporation of keywords to search information from the website and this

helps in attaining higher advertising results than when using the Ad Words.

The other trend that has evolved in the marketing and the advertising industry is the use of the

QR Codes; QR is a faster response code which is a dual dimensional sign to the bar code. When

the QR code is scanned by a QR code reader, it is in a position to have a digital action (Chu and

Kim, 2018, 10). It has gained popularity as and tool of interaction through which the consumers

are able to scan the code and acquire information regarding organizations products or

organizations promotions through the enabled website opening. The code however, can enable

the customers to make calls or send an SMS to the organizations that are offering the products

that they have seen.

There is rise in the use programmatic advertising; this comes hand in hand with paid advertising

which has ensured that there is real-time reporting, fine targeting and enhanced the protection of

advertisements from fraud. They also offer a detail on the budget spending hence optimizing it.

This is a trend that businesses and corporates should focus of for making fine targeting of the

audience in the most appropriate way.

Practitioner’s point of view on the current trends in the marketing and advertising

Online marketing is set to become a serious challenger within the highly dynamic media field.

There are existing concerns that the advertising strategies established with traditional media may

require to be reviewed in to cope with the digital marketing and the adverting trends (Glaser et
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al., 2020, 930). Organizations need to move from old strategies to new ones to move with the

dynamics in the marketing and advertising of current.

Keeping up with these changes in the marketing and advertising is not easy but in order to

succeed in in the fast changing marketing world and to ensure a maintained relevance sense with

the consumer audience there is the need to stay ahead of these changes.

Inbound marketing can be an asset if greater value in the creation of brand awareness and

fostering trust to the customers digitally through strategy refocusing in order to drive the

customers out to seek the digital advertising content. Organizations should however , embrace

this trend in the marketing and advertising to drive the customers out to seek the product’s

information from the digital content hence increased product awareness creation.

Evaluation of solutions to challenges faced by marketing and advertising organisations

There are challenges that have been identified to be faced by the marketing and advertising

organizations and there are as well solutions that that been found to be effective towards

addressing these challenges faced by these advertising organizations.

Building brand awareness will be a good solution to the challenge of lack of visibility that is

faced by the marketers and the advertisers. No matter where the business or a product life cycle

is, there is the need for a maintained visibility in the market place. Building brand awareness is

the beginning for a successful marketing campaign. At times, the marketers and advertisers faces
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the challenge of lack of visibility of their products to thei target audiences hence by first building

the awareness will enable in resolving this challenge as the consumers will be explained about

the product during the awareness stage (Rauschnabel et al., 2019, 48). The current trend of

advertising online can ensure that the awareness of the product is made by the provision of the

search links where the consumers can search information regarding the business and the products

that the business deals in.

Focussing efforts and partnering with marketing agencies can offer solution to the challenge that

is faced by the marketers and the advertisers of lack of enough time and inadequate in-house

expertise. Having a partnership with marketing agencies that is long term should be considered

as they will be in a position to offer wide range of marketing and advertising services thus

solving the issue of inadequacy in marketing and advertising due to lack of enough marketers

and will bring on board huge expertise in the marketing and advertising (Dwivedi et al., 2021,

102168). Some of the expertise has expertise in the content advertising hence boosting the

marketing of the activities of the organization.

The marketing and industry requires enough funding for its success hence there should be a

marketing budget development as many at times the marketing and advertising is faced with lack

of budget. This is much recommended at times when the company has opted to reduce the

marketing budget requiring the hence necessitating the marketing department to ensure that there

is development of a budget to operate with the allocated budget (Bakir and McStay, 2018, 160).

This will ensure that some of the trends in the marketing and advertising industry are

implemented efficiently.
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Measuring the Rate of Return will ensure that the marketers and advertisers do not face the

challenge while measuring the marketing strategy rate of return. Some trends in the marketing

and the advertising industry requires the measuring of the Rate of return to see the performance

of the strategy hence during the marketing planning, it is necessary to calculate the strategy’s rate

of return to help the practitioners in determine which advertisement to be given the highest

priority first.

Implementing programs of lead generation in the advertising organizations will eradicate the

challenge of inadequate leads in the marketing teams. The lead allows one to create a huge

traffic in a website; hence resulting to higher sales and higher rates of conversions. The lead

generations are of friendly cost and forms part of each consumer’s journey towards becoming an

organization’s customer. When potential customers search for solution from your business, you

are at a higher chance ahead of the competitors in transforming the lead to your organization

customer.

Conclusion: The future of marketing and advertising industry

I see the future of Marketing and advertisement whereby the digital media will continue evolving

hand in hand with the social media trends and the emergence. For the sake of the future, I see the

necessity of the professionals in the marketing and advertising to engage in coming up with

practices fir websites best practices, applications and other platforms as well as the continued
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changing methods that the online utilizers will attract with the future ad campaigns. Due to this

future changes that are to come, the practitioners need to stay updated so that the future does not

catch them unprepared as the preparation for the future begins today. They should be read before

that time is reached and ensure that they are not caught by surprise (Nanchahal et al., 77). The

targeting of the next generation in the ads by organization will be impacted whereby I see it

necessary for the advertising and marketing professionals to be aware of the expected possible

changes in the future and that will impact on how the advertising will be conducted.

Moreover, I a future whereby only a few traditional skills that are foundational to the marketing

and a advertising field will retain to be important no matter the channel of advertising used or the

kind of message being conveyed. The foundation skills such as the communication, being

creative, collaboration skills and information narration will remain relevant and having them you

will be at a better position no matter the change that will have come. The advertising will

become more automated making certain marketing competencies to be of high demand (Turnbull

and Wheeler, 2017, 180). There will be skills necessity of using algorithms that are monetary

based and algorithms based on ad performance. Future ads effectiveness will be more

measurable than today due to the competencies that will be updated hence improving the ability

to track and forecast the ad tactics success.

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References

Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing:

A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-

1190.

Bakir, V. and McStay, A., 2018. Fake news and the economy of emotions: Problems, causes,

solutions. Digital journalism, 6(2), pp.154-175.

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).

A Critical Review of Digital Marketing. International Journal of Management, IT &

Engineering, 8(10), pp.321-339.

Barajas, J., Bhamidipati, N. and Shanahan, J.G., 2021, August. Online Advertising

Incrementality Testing And Experimentation: Industry Practical Lessons. In Proceedings of the

27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining (pp. 4027-4028).

Childers, C.C., Lemon, L.L. and Hoy, M.G., 2019. # Sponsored# Ad: Agency perspective on

influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3),

pp.258-274.

Chu, S.C. and Kim, J., 2018. The current state of knowledge on electronic word-of-mouth in

advertising research. International Journal of Advertising, 37(1), pp.1-13.

Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V.,

Karjaluoto, H., Kefi, H., Krishen, A.S. and Kumar, V., 2021. Setting the future of digital and

social media marketing research: Perspectives and research propositions. International Journal

of Information Management, 59, p.102168.

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Glaser, V.L., Krikorian Atkinson, M. and Fiss, P.C., 2020. Goal-based categorization: Dynamic

classification in the display advertising industry. Organization Studies, 41(7), pp.921-943.

Levin, E., Quach, T.N. and Thaichon, P., 2019. Enhancing client-agency relationship quality in

the advertising industry–an application of project management. Journal of Business & Industrial

Marketing.p.99.

Lynch, J., 2019. Advertising industry evolution: agency creativity, fluid teams and diversity. An

exploratory investigation. Journal of marketing management, 35(9-10), pp.845-866.

Maani Hessari, N., Bertscher, A., Critchlow, N., Fitzgerald, N., Knai, C., Stead, M. and

Petticrew, M., 2019. Recruiting the “heavy-using loyalists of tomorrow”: An analysis of the

aims, effects and mechanisms of alcohol advertising, based on advertising industry

evaluations. International journal of environmental research and public health, 16(21), p.4092.

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Rauschnabel, P.A., Felix, R. and Hinsch, C., 2019. Augmented reality marketing: How mobile

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Appendix

Potential job roles

1. Brand manager

2. Product marketing manager

3. Digital marketing specialist