An Omni Channel Digital Marketing Plan

This document provides an overview of digital marketing landscape and the difference between online and offline marketing. It also discusses key customer trends and insights that are fueling the growth of digital marketing. The document further explores the key digital tools and hardware available to marketers in contrast to other physical channels. Additionally, it covers the development of e-commerce and digital marketing in comparison to physical channels. Finally, it presents a digital marketing plan and strategy to build multi-channel capabilities using the SOSTAC framework.

AN OMNI CHANNEL DIGITAL
MARKETING PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1) Overview of digital marketing landscape & Difference between online and offline
marketing.....................................................................................................................................1
P2) Key customer trends & insights that fuelling growth of digital marketing...........................2
P3) Key digital tools & hardware that available to marketers in contrasts & other physical
channels........................................................................................................................................2
P4) Development of e-commerce & digital marketing in comparison to physical channels.......3
P5:Develop a digital marketing plan and strategy to build multi-channel capabilities. Plan
SOSTAC......................................................................................................................................3
P6) Omni channel marketing evolved..........................................................................................3
P7) measurement techniques & the performance metric in the digital marketing.......................4
P8) Improve marketing plan........................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................6

INTRODUCTION
Omni channel is the multi-network of sales approach which provide the consumer with
integrated buyer experiences. The consumer can do shopping online from the mobile or desktop
device, or by using the mobiles. Cafe Pod Coffee Company is an independent coffee firm based
on south London. This report highlights the overview of digital marketing & compare between
online & offline marketing and key consumer trends & growth of digital marketing. Also, reveals
the assess of key digital tools are available to contrast other physical channels ans development
of the e-commerce & digital marketing channels. It also highlights the development of digital
marketing plan SOSTAC and measurement techniques and performance metric. & the
improvement of the marketing plan. In this regard present report has been prepared.
P1) Overview of digital marketing landscape & Difference between online and offline marketing
Digital marketing landscape is one of the constant evolving advertising and digital media
which include the Social marketing, pay-per-click advertisement etc. Where social media
marketing is the channel which engage maximum customer (Gupta and Pauna, 2019). Through
Facebook and what's app, as social media is the leader on the social platform, when need of a
maximum conversion from marketing mostly recommend the Facebook as it give access to
audience that are sorted for based on interest, likes and opinion. So by using such social media
how easily target the sorted audience with marketing campaign.
Online Marketing Offline Marketing
Online marketing is also known as one of
marketing strategy that use the internet for
advertisement, promotions and solicit attention
to target audience.
It is an advertising strategy that is released and
published without using the internet.
Reach of online marketing is too high & can
easily advertise all over the world.
It reaches too low as compare to the online
marketing.
Online is low in cost as compare to the offline
marketing
It is costly, as making banners, billboards,
newspaper advertisement etc.
It is a fast process, as any time check the
performance of the advertisements.
It is the slow process ans time takes to get
result.
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Challenges and opportunity face by the digital marketing landscape that are.
Social media with a fall and rise in number of the social media users over the past years, business
try to identify to get most of the platform that the business using and try to identify which
platform need to be perfect for integrate automation (Parvatiyar, Donthu and Gruen, 2018).
Opportunity of the social media, as it interact and connect with the people It became a leading
online marketing network today by its nature. Social media is the best engagement as compare to
the other online marketing, as it continuous introduce new and innovative marketing tactics
which can not been possible by other marketing channels.
P2) Key customer trends & insights that fuelling growth of digital marketing
Digital marketing goes through the consumer trends like the social media as the customer are
spent more time on the social medial, novel and branded etc. by using the videos, memes etc.
which can help the digital marketing to grow at the high level. The consumer using the novel
content which help the digital marketing to expand its growth (Huré, Picot-Coupey and
Ackermann, 2017). By using the social trends and their interest and likes and dislikes. It helps to
improve the quality of the data. As the people trend on live video that can help the digital
marketing to grow as by using the live video it build trust and fostering the relationship, which
make the customer to use of this and help in the data market.
In the current market there are various trends of the consumer and insights so that the
businessman makes their business more innovative and productive in the digital marketing.
Some of the examples of the consumer trends are explained below:
Voice search: This system will gives immediate answer to the questions of the people on the
voice search. Amazon's Alexa. Google Home and Cortana of Microsoft are some of the software
which gain the attention of the customer.
Smarter chats: To improve the experience of the customer this trends in digital marketing plays
an important roles and the marketers will maintain the good relation with their customer by
solving their problems through chats. Every organization uses this tools in their process of digital
marketing it will attract the large number of customer and increase the sales and profits of the
business in the future.
Virtual reality
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It refers to use of technology in creating a virtual or artificial environment. Through this,
a user experience virtual reality. With the use of the latest technology users can interact with
world in 3d way.
Augmented reality
It is technology through which videos, sounds and graphics are augmented, with the help
of vision based recognition systems or similar technology. It involves addition of digital
elements for realistic view.
Artificial intelligence
This technology refers to the ability of computers or machines or robots to do tasks which
are usually carried out by humans or other intelligent species. This technology developes human
like machines.
Big data
It is a term, which is generally used to describe large volume of data in structural and
unstructured ways. The use of Big data enables studying of trends, patterns which are related to
human behaviours.
Machine learning
It is considered as a part of Big data. Machines are designed in such a way that it study's
about Big data to automatically learn, advance and improve. In machine learning, it is not
necessary to program computer systems, machines automatically learns and works.
Internet of things
Through this technology, internet can be connected to various devices in order to control
them. This impacts human in various ways, including travelling, shopping, in other everyday
tasks etc.
P3) Key digital tools & hardware that available to marketers in contrasts & other physical
channels.
Key digital tools & hardware that available to marketers in contrasts & other physical channels.
Smart phones
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Are devices that performs many computational operations. They ease many activities of
humans, by providing internet, and various applications and features. They do way more than
just making phone calls.
Apps
App is a software that allows user to perform tasks. These can run either offline or online
and in both computers and smartphones.
Websites
Websites are group of web pages on World Wide Web, that includes information of
persons or groups. All the web pages are linked with hyperlinks that makes them interconnected
to each other.
Smart watches
Smartwatches perform more than just showing time. They track sleep records, monitors
health and connects to smartphones and other devices to provide various facilities and features.
You need to compare above with traditional channels.
These modern channels proved to be way better than traditional channels like TV,
newspaper. Because through these modern channels, information can be passed on quickly,
efficiently. Traditional channels had their own drawbacks such as delay in delivering
inform,ation, etc.
Key digital tools are Google analytics it is an essential for the digital marketers look to scale
their business. It shoes the all important data about the website performance which include the
audience demographic, actions taken, popular keywords and more. Also, the social media are
free analytics tools that build the platform of social media themselves such as twitter, Facebook,
you-tube & more (Mogos, 2015). Which help the Cafe Pod Coffee company to increase the sales
of the firm. Also, the hardware tools of the marketing such as packaging, trademarks etc. which
helps the company to grow in the marketing as by using the hardware tools and making the
packaging of the things more attractive that can attract the customer, which can make aware
about the products as compare to other physical channels.
M2 use of appropriate digital tools, both software and hardware that use in the particular
organization to meet market requirements.
By using the appropriate marketing tools such as customer services software that can help the
company to know the expectation of the customer and come to know what they want from the
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company (Chernikova, Krasnov and Sergeyev, 2018). And how the customer react with the
service and whether they get satisfied or not. Also, through the social media while tracking the
likes and dislikes of the consumer on medial the company come to know the marketing demand.
Also, through the marketing hardware such as messages, trademark, packaging etc. that can used
to know the customer wants and demand as by seeing the interest of the customer towards the
products of the Cafe Pod Coffee Company.
P4) Development of e-commerce & digital marketing in comparison to physical channels.
History and development of e-commerce
E-commerce was developed in 1991, through the use of internet. Tracing history of
ecoomerce, will lead to old times when, the trend of ''. When internet declared open for
commercial purposes, since then many businesses and through internet entered into e-commerce.
Digital marketing can be developed by the various tools such as blogging, podcast, mobile, email
marketing, social media, podcast, digital analytics and by managing the digital marketing
through various tactics such as account based marketing & the consumer relationship
management (Tsai and et.al., 2015). That can help the Cafe Pod Coffee Company to develop the
company faster as compare to the physical channel. Where in the physical channel that include
the TV commercials, print ads, commercials, outdoors advertisement such as promotional items,
exhibitions etc. As compare to the Digital marketing it is not an strong enough to reach the goal.
As in this physical channel it is difficult to determine whether goal is achieved or not. Hence, the
digital marketing is growing more stronger than the physical channel.
Advantages and disadvantages of digital tools
Advantages includes, strong and efficient communication channels. Offeres varios
learning opportunities. Enables to edit wrong information. Disadvantages includes data security,
leaks of data, users privacy threats.
Advantages and disadvantages of traditional channels
Advantages include, easily reaches local audiences. It has proven high success rate.
Disadvantages includes higher costs of productions, higher investment in marketing, limited
audience reach as compared to digital.
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P5:Develop a digital marketing plan and strategy to build multi-channel capabilities. Plan
SOSTAC
Include SOSTAC here
Digital Marketing plan for Coffee Pod Cafe
Digital Marketing plan objectives
To launch a new Diet Coffee product in the market.
To generate awareness among the customers.
Situation analysis
The Cafe Pod Coffee company will try to gain the attention of the customer in the market
so they launch the new diet coffee products.
By using the low quantity of caffeine in the coffee which do not harm the health of the customer
the Cafe Pod Coffee company will try top maintain the good image of the business in the minds
of the customer.
SWOT analysis
Strength
As the cafe pod coffee opens newly, it sales matters of per day. To increase the sales the quality
of the coffee is major point to be considered, and also price is reasonable. They provide diet
coffee in low cost for the diet conscious people. If they have target segment like students they
need to maintain the Wi-Fi in their premises, live music , soothing décor will attract more people.
Weaknesses
There would be many weaknesses like they had invested huge amount in the cafe already
so they can't afford to provide Wi-Fi in their premises. It will need more money. If they appoint
more staff it would also loss the company.
SMART Objectives
Objectives They plan to launch diet coffee in the market and spread
awareness among the people.
Specific It wants to launch a diet coffee at affordable price and
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covers the market
Measurable The reach towards customers can be identify from the
responses they get online or offline,
Attainable They plan to provide their diet coffee as much people
they can reach, they goal to achieve 20% of growth in
6months in their business.
Relevant As they use to spread awareness about the product they use
social media and print publish for
promotions and marketing, they get responses
from people and their revenue is increasing.
Timely Their target should meet the deadlines they have settled
for making profits.
7s strategies
Strategy- they plan to develop their customers and growth in marketing by using digital
marketing plan to enhance their reach.
Structure- they should be aware of their business units, what they are providing, so they should
provide whole information using social media platform to the people.
Systems- they should have well organized processes, procedures and daily activities. About their
system of working.
Style- it is management style of company's leader.
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Tactics
The company uses various tools to achieve the advantages of the competition by providing the
home delivery services to the customer. The customer get the best electronic services in the cafe
pod coffee.
Affiliate marketing: They organise the various campaigns and advertisement for the promotion
of the company in the market.
Email marketing: In the process of marketing they also uses the email marketing which
maintain the existing base of the customer. These tools will helps the company to compete with
the different competitors in the market.
Action
There are various channels which can be used by Cafe Pod Coffee in order to make its
marketing plan effective these channels can be social media marketing, emails, traditional media
like new paper and TV.
These both digital and traditional marketing channels can help in meeting the marketing
objectives of the company.
It can be interpreted that traditional marketing campaign can prove costly for the organisation
and can result in low ROI and also can result in less interaction with the audience. In order to
overcome the issue company need to adopt the right channels of traditional marketing process
like TV and new papers.
CONTROL
It can be interpreted from the chart the TV audience view have increased over other platforms of
marketing. It is the older the group of people who watch TV and get influenced by it and are the
targets of the company.
It can be analysed from the graph the best form of social media marketing is Facebook so, this is
how Cafe Pod Coffee can target the huge audience.
From the above chart it can be analysed the e-mail can also prove to be an effective sources
marketing channel for a company to market its diet coffee.
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P6) Omni channel marketing evolved
For the evolution of the successful omni-channel marketing it uses the online and the
offline channels that to exploit the potential & to raise the efficiency in the marketing activities
because today people are hardly differentiate between the offline and online, which moving
simultaneously in both the case. Because of this reason the consumer performance and the
journey of the marketing activities that are to be analysed & evaluate a uniform data basis an
integrated approach are important (Sreedharan, 2015). Evolution from the multi-channel to the
omni-channel, as the customer journey is more in dynamic, accessible and non-linear than
before. Than those hyper- connected consumer demand proactive, integrated and personalized
service. About 51% of the buyers expect firm offering the same across the multiple channel &
57% that expect the promotions to be consistent across offline, online and the social touch points
(Capriello and Riboldazzi, 2019). As moving towards the omni channel, channels are connected
through centralized a single routing system that makes a 360 degree view of the buyers
interactions. This make the customer to enjoy the customized, superior, seamless customer
experience where it is no matter they select to engage. Where the centralize the routine system
that allows the firm to provide the experience in more cost-effective and efficient manner that
added the benefit to providing the wealth of the buyer insights.
P7) measurement techniques & the performance metric in the digital marketing.
Brand awareness: With the help of this metrics the company will identify the level of their
performance on the social media searches. Post on the social sites like Facebook, Twitter and
Instagram the marketers will track their visibility on these sites. The company will determine the
behaviour of the customer towards their products by effective tracking sites on the regular basis.
Return on marketing investment: This performance indicators will measures total number of
revenue of revenue which is generated from the campaign of marketing and then compared to the
cost of the present campaign. The marketers of the Cafe Pod Coffee company will helps to
achieve the growth and success of their business in the market contributing their full efforts.
Cost of customer Acquisition: For monitoring the business Cafe Pod Coffee company will uses
this metrics in their process of digital marketing which track the value of customer and compare
them to the customer acquisition cost. By measuring this the business could evaluate their
effectiveness of their investment and try to reach the goals of the business.
Volume: for particular digital tools used for this Project
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This is used to analyse, how much amount of information should be promoted. For
example, Facebook identifying which ads to publish where.
Reach: for particular digital tools used for this Project
This is used to analyse, information is reached towards target customers or not. For
example, view option on various social media platforns.
Engagement: for particular digital tools used for this Project
This is used to analyse, amount of engagement by audiences. This includes, comment
section of social medias.
Influence: for particular digital tools used for this Project
This is used to analyse the information's infuence, For example, how that particular
information influenced audiences.
P8) Improve marketing plan
To improve the marketing plan the Cafe Pod Coffee company has to adapt the changes as occur
in the market. If the consumer in the market are more likely to use the social media than, the
company has to be adapt the same channel for marketing so that more and more advertisement
can be done to this source, which make the consumer aware of the new products as they may get
aware about the products and their importance (Kosenkov, Pappel and Anthony, 2019). Also
analyse the consumer wants and expectation by tracking the like and dislike from the social
media.
CONCLUSION
From the above study it is concluded that omni channel is the multi channel that provide
the various option to the customer through the online marketing and offline marketing. As online
marketing is the more beneficial for the company as it can save the cost of the company ans also
make the service ,ore faster as compare to the offline marketing, through the online marketing it
can target more consumer where in the offline market it cannot target the more customer as
compare to the online. Also, it concluded that digital marketing is beneficial for the company as
compare to the offline media.
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REFERENCE
Books and journals
Capriello, A. and Riboldazzi, S., 2019. How can a travel agency network survive in the wake of
digitalization? Evidence from the Robintur case study. Current Issues in Tourism. pp.1-
4.
Chernikova, A., Krasnov, S. and Sergeyev, S., 2018. Model of the omni-channel Interaction in
the Web 4.0 environment. In SHS Web of Conferences. (Vol. 44, p. 00023). EDP
Sciences.
Ganev, P., 2018. HOW TO CHOOSE THE APPROPRIATE DIGITAL MARKETING
TOOL. Global Business & Economics Anthology. 1.
Gupta, D. and Pauna, M., 2019. Content usage in an omni-channel marketing world. Journal of
Digital Media Management. 7(3). pp.221-233.
Huré, E., Picot-Coupey, K. and Ackermann, C. L., 2017. Understanding omni-channel shopping
value: A mixed-method study. Journal of Retailing and Consumer Services. 39. pp.314-
330.
Kosenkov, A., Pappel, I. and Anthony, G., 2019. Omnichannel Public Engagement: from Theory
to Practice. EGOV-CeDEM-ePart 2019. p.237.
Mogos, R. I., 2015. Digital Marketing for Identifying Customers’ Preferences–A Solution for
SMEs in Obtaining Competitive Advantages. International Journal of Economic
Practices and Theories. 5(3). pp.240-247.
Parvatiyar, A., Donthu, N. and Gruen, T.W., 2018. Value of Outsourcing Sales and Marketing by
CPG Companies in the Age of Retail Disruptions. Handbook of Advances in Marketing
in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth, p.256.
Sreedharan, S., 2015. Digital Marketing. Lulu. Com.
Tsai, T.M and et.al., 2015. An O2O commerce service framework and its effectiveness analysis
with application to proximity commerce. Procedia Manufacturing. 3.
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