Digital Marketing Plan – Assignment

OMNI CHANNEL DIGITAL
MARKETING PLAN

EXECUTIVE SUMMARY
This report is based on the digital marketing plan of the company Chic By Choice which
small medium enterprise operating in UK and is online rental clothing business. This report will
discuss about the digital marketing plan of the company by comparing and contrasting offline
and online marketing concepts. Also, this report will include different tools of marketing which
can help in improving the marketing strategy of the company.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
LO1..................................................................................................................................................4
P1 Overview of digital marketing and comparison between offline and online marketing
concept.........................................................................................................................................4
P2 Key consumer trends and growth of digital marketing..........................................................5
LO2..................................................................................................................................................6
P3 Key digital hardware and tools available to marketers in comparison to brick and mortar...6
P4 Development of e-commerce and digital marketing platforms..............................................6
LO3..................................................................................................................................................7
P5 Digital marketing plan and strategy for building channel capabilities...................................7
P6 Evolution of Omni-channel marketing...................................................................................8
L04...................................................................................................................................................9
P7 Measurement techniques........................................................................................................9
P8 Actions for improving digital marketing performance...........................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing can be referred as a process of marketing of products or services by
using digital technologies particularly using internet. It also includes display advertising, mobile
phone and other digital medium. In this report Chic By Choice is taken as company which is an
online marketplace for a people who rent their clothes for fashion show. It is a UK's SME's and
operates across more than 15 European markets. Present report discusses about the marketing
communication plan of the company which can meet their communication objectives and
provides the understanding of challenges and opportunities as well as impact of digital
environment. This report also discusses about the digital platforms, channels and tools,
comparing it with brick and motor and other physical channels. Present report also includes
organisation of digital marketing activities and methods of monitoring and measuring digital
marketing effectively.
LO1
P1 Overview of digital marketing and comparison between offline and online marketing concept
Digital marketing encompasses on all the marketing efforts by using the electronic
devices or use of internet or use of mobile devices or social media and search engines in order to
reach customers. So, marketing experts of Chic By Choice have to consider the digital marketing
as best way of communicating with their customers. Digital marketing landscape is an evolving
state of digital media as well as advertising (De Pelsmacker, Van Tilburg and Holthof, 2018). It
can provide a company a huge opportunity for growth in business as it refers all products and
tactics which can be used by Chic By Choice marketers in order to attract people.
Offline marketing concept refers to a marketing strategy which is published and released
outside the internet. Company can adopt this marketing strategy over different channels of media
such as television, newspapers, banners, radio,etc. On the other hand online marketing is a
marketing strategy in which internet is used in order to advertise or promote company's goods
and services (Chaffey and Ellis-Chadwick, 2019). It involves using of email campaigns, web
content, social media campaigns etc. Offline marketing has got limitations can not guarantee the
exposure width but online marketing has got no limits for example customer can browse
marketing campaign at any time.

P2 Key consumer trends and growth of digital marketing
There are various consumer trends in digital marketing and these digital trends keep on
evolving which has resulted growth in digital marketing. Digital marketers of Chic By Choice
has to be aware of changes and should be capable to adopt the changes of emerging technologies
in order to stay ahead in market (Kingsnorth, 2019.). Some key consumer trends are mentioned
below which are resulting in growth of digital marketing:
Voice Search: Voice search has gained popularity and is in demand in which all queries are
voice based as per the comscore. There are two types of voice searches as smart speakers like
Google Home, Amazon's Alexa. Second one are those which are installed in smartphones and
desktop like Siri and Google Assistant.
Augmented and virtual reality marketing: This ads is considered as a major applications
which can be used by marketers in attract their customers. It can help Chic By Choice to bring
unreal environments into realistic experiences. This is referred as something which integrates the
offer with the reality of customer.
Live Videos: Live content is growing faster due to number of social networking apps such
Instagram, Facebook, You-tube etc (Quin and Smith, 2018). This has lead to the growth of
digital marketing activities and have provided a company to communicate its marketing message
to huge audience across UK. Posting a live streaming content can be an effective marketing
strategy as it takes short time to produce and also results in real-time users engagement.
There are various challenges and opportunities which can be faced by Chic By Choice
which are mentioned below:
Opportunities:
 It provides a company an opportunity to reach out the huge customer base as it is an
effective way of communication and target potential customers.
 It also enable the direct advertising and can create an awareness about the company's
product and services.
 With the help of digital marketing company can make their advertisement more
accessible to its targeted customers.
Challenges:
 It is totally reliant on internet which means that customer can not access the
advertisement if their internet is off or have poor internet connections (Pyle, 2018).

 One of the major challenge for the company is that consumers can search for specific
product of a particular company which may its competing company.
LO2
P3 Key digital hardware and tools available to marketers in comparison to brick and mortar
There are various digital tools and hardware available to Chic By Choice marketers are as
follows:
Organic social media: It is consider as the most powerful tools for marketing where a company
can post their ads on Facebook, Twitter, Instagram, etc (Ngo, 2017). So many people spending
time on socal media is becoming an important channels of digital marketing.
Email marketing: It is also an important tool of digital marketing as it is easy to send emails to
multiple customers and continues to grow approximately by four percent over a year.
Search engine optimisation: It is most useful tool for digital marketing process as it will
increase the quantity and quality of company's website traffic and increases the visibility of
company's website.
There are also various brick and motor channels or physical marketing channels direct
selling which involves interaction with customer face to face by using sales man. Another
method is direct mails which includes postcards,catalogues etc where catalogues and postcard
sent to customers. Another form physical marketing is billboards, where ads of company are
posted.
P4 Development of e-commerce and digital marketing platforms
Within the improvement in technologies and growth of internet it has lead to the growth
of e-commerce and digital marketing platforms. As it have provided various opportunities for the
company in conveying their message to huge audience instantly which can be not be done by
physical channels. Also, digital marketing platforms also provides an opportunity to offer better
customer services and answer their queries quickly which has improved the customers
experience (Taiminen and Karjaluoto, 2015). Development in e-commerce and digital platforms
has helped the company to achieve its three important goals such as effective promotions,
customer engagement and their retention. But on the other such guarantee was not provided by
physical as customer could not be tracked which can be done by using digital platforms. Also,
digital platforms and e-commerce have increased the level of creativity and instant customer
services which is not possible with physical channels.

Chic By Choice can make use of different digital tools in order to meet their marketing
requirements. Company can make use of different software in order to meet their requirements
such as Vocus which is one of the leading cloud-based software for marketing that can help the
company to acquire and retain their customer. It can also make easier for the company to reach
out the customers through social media as well as other online media. Also Chic By Choice can
make use of Yesware which is an email based platform which help a company to manage their
mails and track mails and promote email advertisements by posting various marketing mails to
customers (Maravilhas, 2019). Also, Chic By Choice can make use of different hardware tools
server, laptops and Smartphones. By using these hardware tools company can meet their
marketing requirements as everyone has got a smartphone and have PCs and laptops where
customers can view the advertisement of the company through various social media apps.
Company can make use of combination of both software and hardware tools in order to achieve
their marketing requirements like social media and smartphone where company can post the live
streams which will allow the company to get connected, like, comment and share.
LO3
P5 Digital marketing plan and strategy for building channel capabilities
DIGITAL MARKETING PLAN
Company name: Chic By Choice.
Situation: Presently company has decline in sale due to lack of awareness among people
Objective: To employ different range of marketing communication tactics which can help the
company to reach out company's target market of different genders, culture and ages.
Strategy: To promote the advertisement of renting designer dresses which are sources from
different brands, boutiques and various e-commerce platforms. The price of rental dresses will
be ranging as per normal designers to high quality brands. The target people for this marketing
strategy will be both men and women of age 18 to 50 years.
Tactics: In order to generate awareness various digital marketing tools will be used by
adopting 4 Ps of marketing mix
Product: Rental designer clothes
Price: Price will be ranging as peer designer of clothes
Place: The target market of this marketing objective will be entire UK's fashion industry and

men and women with the age of 18 to 50.
Promotion: There are various marketing channels which a company can chose but the most
effective marketing which is suitable for this marketing plan is Social media marketing.
Marketing department of Chic By Choice will make their presence on social media, marketers
have to develop various social media themes with appropriate images and video in order to
attract people. Also, same themes can be used for email marketing which forms another
channel of marketing. Company can also make use of pamphlets and make use of print media
in order to promote their products across the country to attract targeted customers.
Actions: This plan will be executed by marketers of the company by making a proper analysis
of the plan and developing a marketing strategies accordingly.
Control: In order to measure or control the various benchmarks will be set.
Budget: Total budget which will be allocated to this marketing plan will be 2000 Euros.
P6 Evolution of Omni-channel marketing
Customer's journey have become more and more dynamic and has also become more
accessible as before. Also, customer are demanding more proactive, integrated and personalised
services. It has been assessed that approximately 51% of customers are expecting organisation's
product offering should be same across different channels and also 57% of customer expect that
promotions to be consistent across offline, online and various social touchpoints. This resulted in
that organisations no longer needed to have different agents for handling different channels of
communication and using different system which never interacted with each other (Hanlon,
2019). So, this gave rise to omni-channel marketing. While moving towards omni-channel,
different channels are connected through centralised single routing system which helps in
creating 360 degree view for customer's interaction. This has allowed customers to have the
benefits of seamless, customised, high quality customer experience.
There are various tools and techniques for planning of an end-to-end omni-channel
marketing campaign which are mentioned below:
1. Personalise for omni-channel customers: In order to market to customers effectively,
marketer of Chic By Choice should go for personalised approach. Here marketers should group
their users into neat segments like pages they have visited, their interest in type of products, their

operating system, geographic location and also their names as well (Slaughter, 2016). More the
details more complete the user profile which can help in segmentation.
2. Providing a convenience of social logins: Giving a used convenient, quick way of login and
gaining the access of their social profiles which in turn help in populating the company's profiles
more effectively and completely.
3. Consistent experience across channels: Customers should be given consistent experience
across the different channels like laptop, using smartphone, or checking the mails.
4. Engagement: Use should be engaged continuously in order to make omni-channel more
effective like providing alerts to customers related to discounts and offers.
5. Omni-channel marketing system integration: In order to achieve success, company should
be able to track correct metrics but the tools used for marketing should be able interact with each
other.
L04
P7 Measurement techniques
There are various measurement techniques and performance metrics which can be used
by Chic By Choice in order to measure the success of digital marketing are as follows:
Website traffic metrics: Company's website serves as its home base and also serves the face of
brand. So, all the digital marketing efforts should focus on driving the traffic there. Various
marketing campaigns or increasing social media reach with its ultimate goal to increase
company's website traffic.
Bounce rate: It refers the exit rate, it refers the percentage of people leaving company's website
or social networking page. This metric can help the company to reveal why visitors are leaving
the company like site taking too long or customers are unable to find what they want.
Conversation rate: Chic By Choice can measure the number of conversation made on the site
by using Google analytics. But conversation may mean various things depending on the
marketing campaign for example sale, subscriber etc.
Impression: It refers over all number of views of company's content or advertisement on the
social media or pay-per click made by a single person.
P8 Actions for improving digital marketing performance
Following are the actions which should be taken by Chic By Choice in order to improve
their digital marketing performance:

Assessing the tech: Based on the budget allotted is limited then marketers have to answer the
following questions in order to achieve its marketing goals such as
 What type of voicing does company's persona prefers
 Does company has a list of social channels from which buyers potential customers uses
the most
 Is the message consistent across the different channels.
SEO optimisation: It is vital for the organisation to audit their SEO within B2C
environment,with the help of SEO company can measure their SEO success by traffic, heatmap
analytics, A/B testing (5 ways to improve your digital marketing performance, 2019). It is one of
the best way of measuring the traffic of company's website.
Measuring the content reach: It is important for the organisation to measure their external and
internal content reach which can give Chic By Choice to have a broader picture of content topics,
content types or message which can be effective for the market.
In order to measure the performance of digital marketing performance, Chic By Choice
can use online marketing tools such as Google analytics as well as AdWords which can help the
company to gather data. After gathering data company can analyse the multitude of metrics
which are available on the web easy. This will show the direct and indirect impact of online
marketing strategy of company's ad clicks, visits, conversations related to e-commerce sales.
Conversation metrics is considered as one of the easiest and the best measurable metric in which
company can calculated return on investment and can measure the effectiveness of digital
marketing strategy (Maheshwari, Sinnott, K. and Morris, 2017). It involves conversation of
digital strategy of converting clicks into sales. Another effective way of measuring the
performance of digital marketing campaign is impression, When ad is being displayed to users
and user makes a click on the ad, request is sent to ad server which helps a company to analyse
the number of click or number of customers which have viewed their ad. It counts the clicks and
redirects the users to a landing page. So, these are the tools and methods of measuring the
performance of digital marketing which can be used by a company.
CONCLUSION
It can be concluded that digital marketing forms an important part of marketing strategy
which can help the company to achieve its marketing objectives. There various trends and
insights which have resulted in the growth of digital marketing. Also, there are various digital

tools and hardware which are totally different from physical channels. Present report also
concludes that in order to achieve a marketing objective, it is necessary to develop an effective
marketing plan and for which omni-channel marketing can play an important role. Also, in order
to measure the success of digital marketing there are various tools which can be used by a
company.
Recommendations
 In order to achieve the success through digital marketing proper marketing strategy
should be develop.
 Use of appropriate marketing channel is very important for a company for example
Social media which is most popular forms of marketing channel available.
 It is also important to measure the success of digital marketing performance by using
different tools and methods.

REFERENCES
Books and Journal
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Maheshwari, V., Sinnott, K. and Morris, B., 2017. Digital marketing and the young consumer.
In Young Consumer Behaviour. (pp. 188-207). Routledge.
Maravilhas, S., 2019. Marketing and Marketing Plan for Information Services. In Advanced
Methodologies and Technologies in Digital Marketing and Entrepreneurship. (pp. 620-
632). IGI Global.
Ngo, C., 2017. Digital marketing plan for a non-profit organization. Case: Nordic ASEAN
Business Forum Ry.
Quin, T. and Smith, K., 2018. The Marketer's Playbook: The CMO's Guide to Modern
Marketing.
Slaughter, C., 2016. The Shift to Digital: A Strategic Marketing Plan for a Traditional Auto
Group’s Digital Transformation.
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.
Online
5 ways to improve your digital marketing performance. 2019. [Online]. Available Through:
<https://www.talk-business.co.uk/2018/06/05/5-ways-to-improve-your-digital-
marketing-performance/>.
Pyle, O. S. 2018. 3 Digital Marketing Challenges for 2018 (and how to overcome them).
[Online]. Available Through:
<https://www.bizjournals.com/bizjournals/how-to/marketing/2018/01/3-digital-
marketing-challenges-for-2018-and-how-to.html>.