Evaluate the effectiveness of digital marketing campaigns from different businesses, and suggest ways to overcome concerns raised about digital marketing.

You have been working part time as a digital marketing assistant in a digital marketing business. You have been asked to support the communications department on an article that they are producing for potential customers in a marketing industry magazine. They want you to write the article, aimed at new customers with limited prior knowledge of digital marketing.
PART 1
To help bring the article to life you will need to refer to well considered examples. To do this you first need to investigate at least two different digital marketing campaigns to identify the different types of communications used and their effectiveness in reaching different target segments. Your investigation will need to consider a range of strategies, one of which will be the use of video or vlogging to help create brand recognition or brand loyalty. Your investigation will need to cover the ways in which advertisers target mobile device users. This part of the article should examine the role of digital marketing within the broader marketing mix. To do this:
You will explain the role of digital marketing as an extension of traditional marketing and the ways the messages can be delivered using examples which demonstrate latest trends
You need to investigate the ways in which advertisers are targeting mobile device users, considering a range of strategies
You should also analyse, using examples, the effectiveness of different digital delivery methods.
You also need to provide a justified conclusion about the extent to which the digital environment is influencing consumer choices.
PART 2
The next part of your article must investigate the effectiveness of existing digital marketing campaigns. In order to prepare for this you will first need to investigate a range of digital marketing campaigns to identify the different types of communications that were used and consider their effectiveness in reaching different target segments. Think about the effect of digital marketing on both the company and the customer.
You will need to
Discuss the digital strategies that a selected business uses to meet two different objectives.
Outline different compensation models used in digital marketing.
Explain the benefits of, and concerns about, digital marketing from the perspective of both the customer and the marketer.
Analyse the different digital strategies and compensation models used to create brand recognition and brand loyalty.
Evaluate the effectiveness of digital marketing campaigns from different businesses, and suggest ways to overcome concerns raised about digital marketing.
PART 3
You should also produce creatively a detailed digital marketing campaign, demonstrate how it integrates into the wider marketing and promotional mix for a new or existing product or brand. This should also justify the key decisions taken and potential improvements that could be used to create brand loyalty.