Digital Marketing Sample Assignment (Doc)

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
DISCUSSION .................................................................................................................................1
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing is identify as an effective process of selling services or products via
digital technology. It includes mobile phones, display advertising, social media marketing,
search engine marketing and many other form of digital media (Järvinen and Karjaluoto, 2015).
In addition, digital marketing is the promotion of brands or products through one or more ways
of electronic media. This form of technology is more essential and important for the organisation
to easily attract large number of customers and maintain their long run sustainability at
marketplace. This report is based on Burbbery brand and their digital marketing. Main purpose
of conducting this report is to identifying the Differences between traditional and digital
marketing. Along with this, Customer touch points and the omnichannel customer journey in
McKinsey and Company also determined in this project. At last, role of data and analytics in
digital marketing and its importance for an organisation is also disused in this project.
DISCUSSION
Burberry Group PLC is a luxury fashion house in London, England, UK. It was
established in 1859 by Thomas Burberry. Company mainly specialise in marketing of Clothing,
accessories, Cosmetics, Perfumes etc. Over the last 10 years, Burberry has emphasised more on
advanced technology or digital marketing than most fashion accessory products. The CEO of the
company stated that digital media is important to the brand name and said this ways that they
must treat their fans and clients the same means on social media platform as they would in-store
as well as online also (Kannan, 2017). Marketing budget of various luxury brand’s is spent on
digital marketing as an alternative of traditional marketing. Such type of strategy puts a more
focuses on the top three channels of social media such as Facebook, Instagram and Twitter.
Differences between traditional and digital marketing: There are some differences between
both types of marketing which are determined as under:
Basis of comparison Traditional marketing Digital marketing
Meaning Traditional marketing is more
costly as compare to digital to
the Burberry Group PLC.
Digital marketing is useful and
more cost effective for the
company to introduce their
products and services at
marketplace.
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Techniques In order to promoting products
and services through
traditional marketing, there are
some channels such as Print
media, TV, PR activity, Radio,
Print media, telemarketing,
door to door marketing etc.
Promoting Clothing,
accessories, Cosmetics,
Perfumes and many other
products, Burberry Group
PLC use various channels such
as Smart phones, Social media,
Google ads etc.
Nature In nature, traditional marketing
is very costly and expensive
compare to digital.
Digital marketing is cost
effective.
Results With the use of traditional
marketing company can's track
better results.
With the application of digital
marketing, an enterprise can
track the outputs and enhance
the campaigns based on
outputs.
Importance Traditional media is less
important as compare to digital
media because it need more
amount and time.
Digital media is much better
for the Burberry Group PLC
because it help in providing
quick response of customers
towards business brand.
Customer Journey: It is identify customer's experience towards business brand. Better customer
journey in the organisation is more essential and important for the development and success of
an enterprise within predetermined time period. Beside this customer journey map is refer as a
visual representation of the activity a prospect or customer goes via to accomplish a goal and
objective with their business. Thus, customer journey is effective and beneficial for an enterprise
to maximise customer base and attain better outputs.
Omnichannel approach: It is refer as a cross channel content strategy that an enterprise
apply to enhance experience of their user. It includes different channels such as mobile
application, social media, physical locations and e-commerce. Omni-channel eCommerce is
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defined as a multi-channel sales approach that gives the client with an integrated experience of
customer across each sales channel. In addition, it doesn’t matter whether the client is purchasing
online following a mobile or desktop device, the experience they acquire is consistent and
seamless. There are different approaches of omnichannel such as sales through digital and
traditional marketing. Both are essential and important for the company to enhance customer
experience and accomplish better outputs within predetermined time period.
Customer touch points and the omnichannel customer journey: Customer touchpoint
is refer as a business jargon for some encounter where companies and customers engage in order
to exchange data, offer service and handle transactions. Omnichannel customer journey is belong
of key interactions over different touchpoints between prospect or client and an organisation
during the sale point and end-to-end the consumer lifecycle.
In McKinsey and Company, interactions may stop and start on various channels and
ways, which maximise the complexity of providing a continued experience. It is mainly related,
when client change options of communication (Ryan, 2016). Beside this, customers of the
company require a seamless experience of services regardless of the communication channel or
device they select. Clients are more probable to select the brand or product that has endowed in
the client journey over organizations that develop a frustrating consumer service experience. It is
important for McKinsey and Company to incorporate these omnichannel communications into a
seamless and integrated platform.
Integrating traditional and digital channels into a really omnichannel serving is even
difficult—but multiplies the rewards. In this McKinsey and Company play important and
essential role by providing important information about how they can adapt to the digital world.
McKinsey and Company is a management consulting firm in America and founded in 1926 by
James O. McKinsey Marvin Bower.
The role of data and analytics in digital marketing: Web Analytics supports an
organisation to make smarter, more familiar decisions regarding their web presence and
marketing. This data or information can applied to enhance the customer experience, maximise
the rate at which clients buy and drive offline and online action (Role of data and Analytic in
digital marketing, 2018). Thus, role of analytics and data is more essential and important for the
success and growth of the Burberry Group PLC within predetermined time duration. Marketing
analytics is refer as an effective process of analysing, managing and measuring marketing
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strategy performance of company. Analytics allow companies to be more economic and decrease
wasted marketing budget. In order to increase customer experience, company know their
customers.
Real-time customer Insights: For Burberry Group PLC, one of the most important and
essential tasks is to increase customer experience (Todor, 2016). Particularly present time, due
to more competition, it is very essential for organisation to understand on an entire about their
clients, what they are thinking so that they are capable to retain them. Thus, it will also help an
organisation to maximise their sales and profit.
(Source: Role of data and Analytic in digital marketing, 2018)
From the above mentioned image, it has been determined that data and analytic has
different roles in various field such as offer management, store merchandising, conversion
strategy etc. Therefore, Burberry Group PLC use big data in digital marketing will help them to
to better understand their customer insights, to enhance the supply chain and to power campaigns
and promotions (Simula, Töllmen and Karjaluoto, 2015).
Role of data in digital marketing play vital role which is essential and significant for the
company to enhance user experience and achieve better results. Data can be applied to improve
the customer touchpoint and experience, maximise the rate at which client buy or drive some
other offline or online action. Data offer great and detail insight which can be applied by the
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Illustration 1: Role of data and Analytic in digital marketing

marketers in order to make or develop better marketing strategies. One of the main benefits of
such data as it help an organisation to identify needs and wants of the customers towards their
products and services.
CONCLUSION
From the above mentioned information, it has been concluded that digital marketing is
more effective and useful technology for the success and development of company within
predetermined time period. With the help of digital marketing, company can easily enhance
customer experience and increase their sales and profitability. It will also beneficial for the
company to retain long lasting position at marketplace. Digital marketing help an enterprise to
maximise their customer base and achieve long term goals and objectives in limited time period.
Along with this, digital and traditional marketing, both are significance for the organisation to
accomplish their wanted targets and gaols. In digital marketing, role of data and analytics are
also significant for the company to expand their business operations and activities at
international level. Digital marketing is more effective and useful tool for an organisation to
maximise their sales and profit as well as achieve better outcomes. Therefore, with the help of
digital marketing, an enterprise can easily expand their business and attract international clients
also.
RECOMMENDATION:
From the above mentioned data, it can be recommended to the company as digital
marketing is essential for an organisation to enhance customer's experience and maximise their
sales. There are some recommendation to the company which are determined as under:
 Company should provide better quality and services to the customers. So that touchpoint
of customer is good towards business brand.
 Company should also use different channels of digital marketing such as social media,
mobile application etc. All this are more significant for the company to easily attract
customer's and achieve better results within predetermined time period.
 An enterprise could be provide training to those employees who have lack of knowledge
about the digital technology.
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REFERENCES
Books and Journals
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Simula, H., Töllmen, A. and Karjaluoto, H., 2015. Facilitating innovations and value co-creation
in industrial B2B firms by combining digital marketing, social media and
crowdsourcing. In Marketing Dynamism & Sustainability: Things Change, Things Stay
the Same… (pp. 254-263). Springer, Cham.
Todor, R. D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V. 9(1). p.51.
Online
The Role of Big Data in Digital Marketing. 2018. [Online]. Available through:
<https://imarticus.org/role-of-big-data-in-digital-marketing/>.
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