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Digital Marketing Plan – Assignment

   

Added on  2021-02-18

12 Pages3531 Words764 Views
OMNI CHANNEL DIGITALMARKETING PLAN

EXECUTIVE SUMMARYThis report is based on the digital marketing plan of the company Chic By Choice whichsmall medium enterprise operating in UK and is online rental clothing business. This report willdiscuss about the digital marketing plan of the company by comparing and contrasting offlineand online marketing concepts. Also, this report will include different tools of marketing whichcan help in improving the marketing strategy of the company.

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

INTRODUCTIONDigital marketing can be referred as a process of marketing of products or services byusing digital technologies particularly using internet. It also includes display advertising, mobilephone and other digital medium. In this report Chic By Choice is taken as company which is anonline marketplace for a people who rent their clothes for fashion show. It is a UK's SME's andoperates across more than 15 European markets. Present report discusses about the marketingcommunication plan of the company which can meet their communication objectives andprovides the understanding of challenges and opportunities as well as impact of digitalenvironment. This report also discusses about the digital platforms, channels and tools,comparing it with brick and motor and other physical channels. Present report also includesorganisation of digital marketing activities and methods of monitoring and measuring digitalmarketing effectively. LO1P1 Overview of digital marketing and comparison between offline and online marketing conceptDigital marketing encompasses on all the marketing efforts by using the electronicdevices or use of internet or use of mobile devices or social media and search engines in order toreach customers. So, marketing experts of Chic By Choice have to consider the digital marketingas best way of communicating with their customers. Digital marketing landscape is an evolvingstate of digital media as well as advertising (De Pelsmacker, Van Tilburg and Holthof, 2018). Itcan provide a company a huge opportunity for growth in business as it refers all products andtactics 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 releasedoutside the internet. Company can adopt this marketing strategy over different channels of mediasuch as television, newspapers, banners, radio,etc. On the other hand online marketing is amarketing strategy in which internet is used in order to advertise or promote company's goodsand services (Chaffey and Ellis-Chadwick, 2019). It involves using of email campaigns, webcontent, social media campaigns etc. Offline marketing has got limitations can not guarantee theexposure width but online marketing has got no limits for example customer can browsemarketing campaign at any time.

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