An Omni Channel Digital Marketing Plan

This document discusses the importance of digital marketing and the development of a digital marketing plan using the SOSTAC model for The Little Square restaurant. It compares and contrasts digital marketing tools with physical marketing channels and e-commerce platforms. It also explores the benefits of omni-channel marketing and provides measurement techniques for evaluating the effectiveness of the digital marketing plan.

An Omni Channel Digital
Marketing plan

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Comparing and contrasting digital marketing tools with physical marketing channel...............1
Comparing and contrasting e-commerce platform with physical marketing channel.................2
Omni- channel marketing ...........................................................................................................2
Digital marketing plan using SOSTAC model...........................................................................3
Measurement techniques.............................................................................................................5
CONCLUSION................................................................................................................................6
RECOMMENDATIONS.................................................................................................................7
REFERENCES................................................................................................................................8

EXECUTIVE SUMMARY
Digital marketing is the process through which the company may easily marketing its
products and services using digital and advance technologies which includes mobile phones,
advertisement and other digital medium. The current study also highlights the importance of
digital marketing and developing new marketing plan that helps the company to raise its
performance. The study is based upon small restaurant through which the company may develop
different digital marketing techniques in order to attract wide range of customers.
INTRODUCTION
In this modern era, every company wants to used digital marketing techniques that helps
to grab attention many customers. In the same way, chosen firm for this report is The Little
Square which is a small restaurant in UK that provides different varieties of food items such as
Chinese, Italian, dinner etc in reasonable rates which further generate different sources of
revenue. As the quoted restaurant did not uses advance digital techniques that helps to attract
customers and that is why, present study will describe digital marketing plan which includes
SOSTAC model and develop SMART objectives that leads to draw attention of many customers.
In addition to this, report is also provide an importance of using digital marketing is better as
compared to traditional method.
Moreover, in past times, there was an era,where society did not have any medium to
interact with someone but now, in digital age, everything is going digital which includes advance
marketing techniques such as social media, online shopping, online food and top businessman
also uses digital marketing techniques in order to attract large mass of group. Thus, it reflect that
using digital marketing tools will help to save money and time, that is why it become so famous.
On the other side, it is so popular because it reaches target people which leads to generate
revenue sources, and as a result, it increases financial growth as well. That is why, it become so
popular.
MAIN BODY
Comparing and contrasting digital marketing tools with physical marketing channel
Digital marketing tools such as social media, e-marketing creates awareness and develop
attitudes related to brand rather than promotion. While physical marketing channels such as
retailer, wholesaler mainly done marketing with an aim to promote its products and services
(Baltes, 2015). Moreover, digital marketing tools mainly focused to provide value to their
1

audience using content marketing and further solution. In the case of physical marketing
channels, they just look to increase sales by using best advertisement that leads to attract
customers.
Digital marketing tool such as social media (Facebook, Twitter) provide ways to
customer to share their experience with friends and it is used as a two way communication. But
on the other side, physical marketing channel is consider one-way communication only, and this
method did not provide any solution to their customers as digital marketing tools does (Chaffey
and Ellis-Chadwick, 2019). In addition to this, digital marketing tool are cost efficient and its
results are easily recorded while as compared to physical marketing channels, results are not
easily measured and it generates little interaction with customers. That is why, digital marketing
tool are used by the company as compared to physical marketing channel.
Comparing and contrasting e-commerce platform with physical marketing channel
E-commerce platform such as Amazon, Flip-cart that provides online shopping
experience to their customers where users may easily buy things without going anywhere, while
on comparing it to physical marketing channel, it is a group of activities which is link with
supply of finished products such as wholesale and retail (Mooney and Slobodian, 2016). E-
commerce platform also provide easy support to the customers such that it accept cards but
physical marketing channel did not have such option and in this modern era, every customer uses
cashless system and they use online payment only. That is why, e-commerce platform is used
rapidly as compared to physical stores.
It is also analyses that most of the e-commerce platform also adopted omnichannel focus
in which they connect with shoppers using more than single channel while on contrast, physical
marketing channel faces struggle to effectively uses this approach in order to sell their products
and services (Kannan, 2017). E-commerce platform uses best digital marketing techniques such
that social media like Facebook, twitter in order to reach wide range of public while physical
marketing channel only uses traditional mode of marketing such as billboards, radio, TV to reach
customers which is not fruitful.
Omni- channel marketing
Omni- channel marketing refers to the multi channel sales approach which provides
customer with an coordinated shopping experience and it is a message which is adjust to
customers that is based on behavior of sales funnel so that it provide an ultimate personalized
2

customer experience. For example, The Little Square may generate a sales promotion message
with a physical coupons in order to attract wide range of customers towards it (Omni- channel
marketing, 2018). The concept of omni- channel is first introduced in 2010 that extends beyond
multi-channel retailing, in 2013, the there is an rise of omnichanel marketing with the usage of
smartphones and as a result, it leads to increases competition and many businessman uses this
strategy for marketing purpose.
Thus, from 2013 onward, omni-channel marketing strategy is famous because it brings all
sales channels together and provide data streams so that it may further easily get a strategic view
of marketing efforts which take a holistic approach (Ryan, 2016). Moreover, this method also
deliver complete buying experience and generate more sales for the company as well. Even this
strategy also lower down production rates and warehousing cost that leads to generate more
revenue sources as well. Thus, it clearly reflect that enhancing sales and provide better product
and services to their customers so that it will helps to sustain brand image of company.
Digital marketing plan using SOSTAC model
In order to develop best digital marketing model, SOSTAC model is used which helsp to
develop best techniques in the context of The Little Square. This, digital marketing plan is as
mention below:
Situation Analysis:
To analyze situation, SWOT analysis is uses that helps to determine internal environment
factor such as:
Strength:
 The Little Square provides tasty food with good quality service so that it will leads to
creates a memorable experience for their customers.
 Currently, company uses traditional methods of marketing which includes TV, radio,
advertisement etc (Stephen, 2016). The ambiance of a restaurant is so good which attract other customers and offer
complementary desserts as well.
Weakness:
 The Little Square did not uses digital marketing tools which is consider as a weaknesses. Sometimes due to lack of human resources, company also did not meet the defined sales
target.
3

Opportunities:
 By using advance digital marketing tool, company may generate opportunity to enhance
its current financial performance. Further, by developing competitive pricing strategy and different discount offers, it may
also leads to generate different revenue sources or its future (Taiminen and Karjaluoto,
2015).
Threats:
 Company faces threats from high competition in market and as a result, it affect the
goodwill as well.
 Changes in customers taste and rapidly emerging technologies also creates threat within a
firm.
Objectives:
 To achieve 50% of existing customers by providing best services through online account
within next 6 months.
 To increase brand visibility up to 25% by using Google Analytic within 1 year.
 To engage customers up to 20% by increasing advertisement frequency within one
quarter.
 To attract new customers up to 10% by using billboards within 6 months.
Strategy: It can be attained by using using 7s of McKinsey model which is as mention below:
 Strategy: In order to attain defined objectives, company have to adopt new digital
marketing strategy such as social media in which it may develop an advertisement
through which company attract wide range of customers (Todor, 2016).
 Structure: To attain goal, The Little Square may adopt hierarchical organization
structure in which all roles and responsibilities are divided within each staff.
 System: The system of the company is so simple in which customers easily get their
order without any difficulties.
 Skill: Quoted restaurant must have to engage skilled staff that helps to implement the
digital marketing strategy into its working area.
 Style: The manager of restaurant uses democratic leadership style through which they
may take decision for the welfare of a company.
4

 Staff: in order to implement new digital marketing strategy, restaurant may hire
professional who may provide training session to their staff in order to let them realize
the importance of using bets marketing strategy.
 Shared values: The Little Square comply with all norms and regulations which helps to
manage work and also helps in smooth functioning.
Tactics:
In order to implement digital marketing plan, company immediately hire professionals
that helps to provide training session to their customers. Further, company may also use
competitive pricing strategy in order to stay competitive in market. Moreover, this digital
marketing technique should establish at global level (Yasmin, Tasneem and Fatema, 2015). Firm
may also use social media, Internet, website as a promotional method of its current product and
services.
Action:
In order to develop digital marketing plan, restaurant identify and reach out industry
leading bloggers and prepare website to create guest content and also build relationship with
brand as well. Further, restaurant may also use Pay-per-Click that helps to determine whether
company communicate with buyers which further ensure that company provides related products
and services or not.
Control:
it is the last stage of developing digital marketing plan through which a restaurant may
easily measure the performance based on objective (Baltes, 2015). For this, Key performance
Indicators are used that helps to meet the objectives and set monthly and weekly monitoring
dashboards in order to make sure that company meet the objectives and it is on right track or not.
Measurement techniques
In order to measure the effectiveness of the digital marketing plan, The Little Square may
use Benchmarking that helps to identify further internal opportunities for an improvement.
Moreover, in this, quoted restaurant may easily set standards in order to analyze whether the
company is attain defined goal or not (Chaffey and Ellis-Chadwick, 2019). Therefore, this
method is also helps in comparing process and the comparison is set against the other parts such
as competitors.
5

Advantages : This method is consider a best method for performance improvement with an aim
to enhance competition and ensure that it leads to provide better opportunities of a business.
Moreover, this tool also helps a firm to focus on change and make company to set new direction
for its future.
Disadvantages: On the other side, this measurement technique has disadvantages such that it
remain inadequate to measure the overall effectiveness of such metrics and it also reveals the
standards which may be attained by competitors (Kannan, 2017). As a result, it leads to creates
negative impact upon the business. Moreover, it may also leads to resistance to change as well.
On the other side, Leads from Web forms is consider another measurement technique that
helps to describe the progress of a digital plan. Moreover, in this technique, most website have
forms that customer may use to request service and also schedule important information. Thus, in
this method, The Little Square also set standards in order to determine the success of plan. Thus,
the marketing campaign success may also be measured by number of leads generated.
Advantages: This method is easy to implement for marketers and also keep visitors on the
website to enhance the current sales (Ryan, 2016). Moreover, this method of measurement
techniques may also helps to meet the requirement of existing market and meet the aim and
objective.
Disadvantages: this method requires professionals in order to attain the develop the tactics into
the working area, which require extra cost and maintenance, that is why, most of them are not
used this methods.
CONCLUSION
By summing up above report it has been concluded that digital marketing is consider one
of the best way that helps to generate growth option for the business and as compared to
traditional and physical marketing channel, most of the large and small business also uses the
same strategy to generate better growth option. Further report concluded that e-commerce
platform such as social media, are also consider better marketing tools as compared to physical
marketing tools. Further, report also concluded that omni- marketing channels also raise sales
and attract wide range of customers as compared to multi-channel, that is why, it is suggest to
The Little Square to use this method. Lastly, report concluded that by using SOSTAC model,
quoted restaurant may easily develop best digital marketing plan for its customers that leads a
business towards further level of success.
6

RECOMMENDATIONS
It is to be recommended to the firm that it may also uses different digital marketing tool
such that Google Trends, Google Adwords that helps to reach a company towards further level of
success. Moreover, it is also recommended to The Little Square that it may be organize different
training session to their employees so that they may increase interpersonal skills that further
helps to raise their performance in order to attain defined goals as well (Stephen, 2016). In
addition to this, it is also recommended to the firm that while using monitoring techniques,
company may also use further tools and techniques that helps to determine the progress of the
defined objectives.
On the other side, it is also recommended to The Little Square that it may use Buffer as a
smart insights that also allow to schedule the post in LinkedIn, Facebook, Pinterest, Google+ etc
and in this, company may already schedule the post and it may also rebuffer or share again as
well.
7

REFERENCES
Books and Journals
Baltes, L. P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V.8(2). p.111.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing.34(1). pp.22-45.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing.3(4). pp.294-
303.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development.22(4). pp.633-651.
Todor, R. D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V.9(1). p.51.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration. 1(5). pp.69-80.
Online
Omni- channel marketing. 2018. [Online]. Available through:
<https://www.omnisend.com/blog/omnichannel-marketing/>.
8