Digital Marketing: Overview, Consumer Trends, and Tools

Digital Marketing
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Overview of digital landscape and comparison of both online and offline marketing
concepts.......................................................................................................................................3
P2 Key consumer trends and insight that are promoting digital marketing................................5
LO2..................................................................................................................................................6
P3 Key digital tools and hardware that are available to “Bricks and Motor and other physical
channels.......................................................................................................................................6
P4 Development of e- commerce and digital marketing platforms and channels in comparison
to physical stores..........................................................................................................................7
LO3..................................................................................................................................................7
P5 Digital marketing plan and strategy to build multi channel capabilities................................7
P6 The way Omni channel has evolved.......................................................................................9
LO4................................................................................................................................................10
P7 Measurement techniques and performance metrics in digital marketing.............................10
P8 Set of actions to improve performance in digital marketing................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
Development, changes and innovation in technology have affected marketing strategies
of firm, as now- a –days, most of the businesses are making use of digital technology to promote
brand image and products and services of company to range of customers. Digital marketing is
form of marketing where products or services are purchased and sold through online like email,
social sites and official website of company. This report is based on Sainsbury that in order to
gain competitive advantages have shift from traditional to digital marketing platform. It is
second largest chain of supermarket or having 16.0% market share and wide varieties of products
or services for satisfaction of customer’s requirements. Report has contented overview of digital
marketing landscape, comparison between online and offline concepts, analysis keys consumer
trends and many more information related to digital marketing.
LO1
P1 Overview of digital landscape and comparison of both online and offline marketing
concepts
Digital marketing landscape contains several tool, techniques or methods that are used to
pursue or influence individuals to be part of firm. Websites, social networks, emails and mobile
devices are some of the tools that are used to promote products and services or brand image of
company to end users so that firm can enjoy higher profitability (Jo and Han, 2016). Traditional
marketing can be termed as promoting products and services of company through sales
promotion, discount, offer or through advertisement in newspaper, billboard to generate
awareness among people. Therefore, Traditional marketing have limited approach or make
promote products and services to local residents only.
Thus, it is most useful for organisation such as Sainsbury as it helps in enhancing
engagement of customers or contributes in developing strong relationship.
Difference between online and offline marketing that are used by enterprise to attract
maximum number of customers are explained below:
BASIS Online marketing Offline marketing
Definition It is a process that includes On the other hand, offline
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selling goods or product
through online channel like
official websites or social sites
and emails.
marketing is related to
promotion of products or
services through banners,
board or prints ads.
Cost It can be stated that online
marketing save lot of time,
efforts and cost of company
by promoting right product to
right candidate at right time
(McLean and Wilson, 2016).
In offline marketing,
Sainsbury or any other
company have to incur huge
cost to advertise through print
media in order to generate
awareness among customers.
Scope of marketing It can be stated that online
market has wide scope as it
helps in creating awareness
among maximum number of
individuals that are living
across worldwide within
limited time frame.
Whereas, offline channel helps
in targeting or attracting few
number of customers due to
limited approach.
Tools and techniques Electronic devices such as
mobile phone, computer are
required by company to
promote products through
emails, website and social
media.
Personal selling, promotional
offer advertisement in
newspaper, magazines are
used to inform customers
about specific company and its
products.
Key benefits of digital marketing
There are numerous benefits of digital marketing like company is able to reach wide
range of people that are living across worldwide within limited time frame. Sainsbury is able to
maintain and develop strong relationship with customers by understanding their needs, problem
effectively. Thus, plan right action that can influence them to be part of organisation for longer
time frame so that it can enjoy higher profit margin and sales (Chaffey, 2019). Digital marketing
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also contribute in building strong brand image or reputation in minds and hearts of customers by
meeting their needs beyond their expectancy.
Figure 1: Difference between online and offline marketing
(Source: Online vs Offline Marketing, 2019, 2020)
P2 Key consumer trends and insight that are promoting digital marketing
Consumers are key individuals that make purchase of products and services from
specific firm in order to satisfy their respective wants and preferences. Taste, requirement and
preferences of people changes continuously with increased in disposable income, lifestyles,
recent trends and development, price and availability of alternative options. Sainsbury in order to
get differentiate positioning in retail sector of United Kingdome have planned to adapt to recent
trends and insight of customers (Ziyadin and et.al., 2019). The way recent consumer insight and
trend have forced company to adapt digital marketing can be stated below:
 People are making more and more use of smart phones to check products and services of
several companies in order to take correct decision to purchase in order to fulfil their
specific requirements. Review or feedback of previous experience of customers helps
individuals to know whether company offers products as per their expectancy or not.
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 Rise in technology: There is tremendously rise in different technologies like artificial
intelligence, chatbox, big data analysis so it have forced company like Sainsbury to adapt
key changes in order to grow and survive in competitive market. So Sainsbury have
planned to invest in new technologies such as use of artificial intelligence, mobile
application so that customers are provided ease and comfort to buy products as per their
requirements.
 Millions of people across world spend their lots of time having fun and enjoyment
through social media sites such as Twitter, Intragram and Facebook or You Tube. They
also used several search engines like Google, Yahoo. Com to find information or data
related to their respective needs. In short recently people have started using more and
more of internet connection and mobile devices to connect with each other, share
information or have fun. Therefore, these key trends have provided opportunities to
Sainsbury to use digital marketing techniques in order to retained customer’s satisfaction
level.
 Customers now – a-days wants more personalised services to satisfied their needs so
digital marketing is one of the best method that contribute in its fulfilment. For example
email marketing helps in target specific group of individuals or content thus influencing
them to select Sainsbury rather than other competitors.
 People while taking decision to make purchase of specific products gathered information
about several organisations that are offering products, there relative its prices and
quantity as well as quality. Thus, they evaluate products that are offered by other
companies at specific rates in order to take right decision (Bizhanova and et.al., 2019).
So, Digital marketing has helped them to easily compare numerous alternatives and take
final decision to purchase and get home delivery.
Therefore, all these trends have contributed in fuelling growth of digital marketing.
Evaluation of opportunities and challenges facing digital marketing
It can be evaluated that digital marketing provides opportunities to Sainsbury marketing
manage to effectively understand key preferences and needs of individuals thus decided
appropriate strategies that can motivate it to become part of organisation. In recent scenario,
most of the customers like to make purchasing through online medium as it provide them ease
and comfort to select particular products for satisfaction of their respective requirements.
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