An Omni channel Digital Marketing Plan

An Omni channel Digital Marketing Plan
[Document subtitle]

CONTENTS
Introduction to business..........................................................................................................................................1
What is digital marketing?.......................................................................................................................................1
how and why Omni-channel marketing has developed..........................................................................................2
Evolution of omni-channel marketing..................................................................................................................3
Current digital marketing landscape for 2018-2019................................................................................................4
compare online and offline marketing concepts.....................................................................................................6
Analyze key consumer trends and insights fueling the growth of digital marketing..............................................7
Evaluate opportunities and challenges faced by GS Local Store.............................................................................9
Challenges............................................................................................................................................................9
Opportunities.....................................................................................................................................................10
Impact of growth of e-commerce..........................................................................................................................10
Conclusion..............................................................................................................................................................11
References..............................................................................................................................................................11
INTRODUCTION TO BUSINESS
GS Retail is a new start-up retail shop in the United Kingdom which stocks a broad range of everyday
products such as soft drinks, newspapers, toiletries, confectionery, snack food, and groceries. The
marketing team of the team has 3 members who have used both online and offline marketing
strategies to promote their products and services. The marketing team is unaware of advanced
digital marketing techniques. However, it has been used direct mail, printing, and referral marketing
strategies to spread awareness among their consumer segment about services and products
delivered by GS Retail store. The official website of the store is non-responsive and simple. It does
not integrate with social media platforms. The main purpose of this report is to analyze key
challenge which has been encountered by the store when promoting its services and products via
traditional marketing strategies and identify opportunities that will help it to overcome all
challenges. This report covers the evolution of omnichannel marketing, recently digital marketing
landscape and its impact on e-commerce.
WHAT IS DIGITAL MARKETING?
According to (Kannan and Li, 2017), digital marketing refers to the promotion and marketing of
services and products with the utilization of digital technologies. Currently, several types of digital
marketing techniques have been implemented by marketers for business promotion. Search engine

optimization, campaign marketing, content automation, content marketing, search engine
marketing, e-mail direct marketing, social media optimization and e-commerce marketing, display
advertisement, and social media marketing are major types of digital marketing techniques.
Companies use digital marketing strategies to reach their targeted audience in a measurable and
cost-effective way (Yasmin, Tasneem, and Fatema, 2015). The benefits of digital marketing are:
Improved conversion rates
Increase personalization
Cost effective product promotion
Global reach to customers
HOW AND WHY OMNI-CHANNEL MARKETING HAS DEVELOPED
Omni-channel marketing can be defined as a multi-channel sales strategy through which retail
organizations can provide an integrated shopping experience to their customers. In omnichannel
marketing strategy, consumers can shop products and services online from anywhere via mobile
phones, desktop, laptop, etc. (Manser Payne, Peltier, and Barger, 2017). It is different from offline
marketing which includes physical marketing media such as brochure, radio, flyers, posters,
pamphlets, newspapers, etc. Currently, organizations opt online marketing over offline marketing as
online marketing has the ability to target a worldwide audience.
Presently, traditional retailers are looking to move on the e-commerce platform because a single
channel is no longer enough to fulfill all the needs of consumers. The online sales are increasing at a
rapid rate in all retail segments (books and media, fashion and shoes, consumer electronics, interior,
sport, etc.) with the increase in the total count of online retail consumers (Deloitte, 2015).
Omni-channel marketing has developed to overcome the drawback of multi-channel experience
because multi-channel marketing strategy does not support platform integration which decreases
the overall customer experience (Manser Payne, Peltie, and Barger, 2017). Omni-channel marketing
provides an effective channel-agnostic way to retail organizations for optimizing and managing
customer relationships. It integrates service, transactional and informational platforms like email,
POS system, mobile, physical and online display advertising, television and videos, etc. in order to
promote awareness and response among consumer segment (Faisal, 2016).