Digital Marketing: Overview, Trends, and Strategies

This document provides an overview of digital marketing, comparing offline and online modes. It analyzes consumer trends and insights driving the growth of digital marketing. It also explores digital tools and techniques available to marketers and provides strategies for building multi-channel capabilities.

DIGITAL
MARKETING

Table of Contents
DIGITAL MARKETING............................................................................................................................1
INTRODUCTION.......................................................................................................................................3
LO1.............................................................................................................................................................3
P1 Overview of landscape of digital marketing and comparing offline and online marketing modes.....3
P2 Determining and analyzing the consumer trends & insights through which growth of digital
marketing is fueled.................................................................................................................................4
LO2.............................................................................................................................................................5
P3Digital tools and techniques available to marketers in contrast with bricks and mortar......................5
P4 Development of digital marketing channels and platforms.................................................................6
LO3.............................................................................................................................................................7
P5 Digital marketing plan and strategies for building multi channel capabilities....................................7
P6 Evolution of omni channel marketing................................................................................................8
LO4.............................................................................................................................................................9
P7 Measurements techniques and performance metrics in digital marketing...........................................9
P8 Actions for improving the digital marketing performance..................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
Today the use of internet is increasing everyday . every year the number of people is also
increasing. All the marketing efforts using an electronic device are encompassed by digital
marketing. Digital marketing refers to marketing of goods and services with use of digital
technology particularly over internet, inclusive of display advertising, digital mediums and
mobile phones. Channels of digital marketing are system based on internet could create
transmit and accelerate value of products from terminal of producers to consumers through
digital networks(Spiller. and Tuten, 2019). Development of digital technology has changed since
2000 when businesses and brands started using technologies for marketing of products.
Campaigns of digital marketing are becoming much prevalent and efficient as digital platforms
are being increasingly used in marketing plans and the everyday life of people and also people
are now instead of going to physical stores are using digital techniques. This report will give an
understanding of digital marketing and also the comparison of concepts of offline and online
marketing. Factors contributing to growth of digital marketing and the challenges that an
organization could face when switching over to digital marketing. It will also cover the tools
and platforms that are present to digital marketers and the impact digital marketing is having
over the business environment. It will also give a marketing plan covering all the marketing
strategy and its implications over the chosen organization.
LO1
P1 Overview of landscape of digital marketing and comparing offline and online marketing
modes
Digital marketing landscapes refers to continuously evolving situations of digital medias
and advertisements through use of influencer marketing, media marketing, per click
advertisements, search engines marketing and optimization, etc. are being used for digital
marketing. Digital marketing is also having the same definition as that of simply marketing.
Digital just refers to a separate channel but the core of marketing is same.
Traditionally mass media communication are one to many but the digital marketing
communications are many to many. Traditionally brands were having more control over the
informational flow and message contents but today but over the current times consumers are
having much control over the receipt of information and are also having increased sources for
accessing the contents. With the growth of consumer engagement and control model of
marketing communication is changed from interruption model to participation model. Marketing
does not refers to doing for people rather than saying to people.
In a democratic and fragmented communications systems it is very essential for marketers to
switch over the right marketing channel for transferring messages. Along with this marketers are
required to properly organize their marketing channels through which messages will flow to
consumers(Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019).

Comparison of online and offline marketing
Offline Marketing
Offline marketing refers to advertising strategies which are released and published entirely
outside the ambit of internet. Strategies of offline marketing could be implemented over number
of media channels like television, radio, print media, banners and many more.
Online marketing
Digital or online marketing refers to marketing strategies which uses internet for
advertisements, promotions and for soliciting attention of target customers. Process of online
marketing includes usage of email campaigns, web contents, video advertisements and also the
virtual & augmented reality for driving direct sales over ecommerce or for generating sale leads.
It refers to tools of marketing like analytics, adwords and google makes data collection and
analysis of multitude metrics easy and intuitive that is available over the web. Where the
offline marketing do no t have number of channels for measuring the visibility, conversion and
effectiveness of the ads, as it is not possible to know whether an ad over T.V., radio or print
media has been able to persuade the people for making the purchase or not(Laverie, Humphrey
and Bolton, 2018).
P2 Determining and analyzing the consumer trends & insights through which growth of digital
marketing is fueled.
Technology is leading in the changing world. Over the current scenario everything has
gone digital from health, entertainment, real estates, banking to even currencies. This is
understandable over the whole world. With turn over digital market companies are required to
jump online for marketing their business. For surviving in the market, digital marketing has
helped companies to grow the business continuously with the trends. Social media have
increased the sale of goods and services to enormous level.
Interactive Chatbots
Chatbots have been used by consumers from the recent past. The technology combining
use of voice, texts and messages for communicating with the consumers directly and this is used
much than virtual reality. Studies have shown that market through gobal chatouts is increasing
every year. Messenger bots are being used by number of messaging application, in a
customized way for pushing the goods and services to the market. Providing a customized
customer experiences through these messaging bots have helped companies to boost their growth
in this sector.
Integrating AI & Blockchain technology
Block chain marketing is increasing towards the financial systems. Technology allows
marketers for tracking the target consumers to whom the ad is to be made. It is different from
automated bots. Customer engagement data was much reliably available to marketers. The

artificial technology have helped the organizations to promote their products using different
technologies in different manner. It has helped organizations to grow digitally in market.
Influencer Marketing
Social media has helped organizations to grow more in market, but people have gravitated
towards experience which are real and authentic. Identifying important nodes in related
communities are called influencers. This trend of digital marketing has helped companies to gain
significant market share. Customers tends to be attracted more by actual person than by the
advertisements regarding the goodness of product of brand. Marketing has helped to reach the
influencers through paid advertising (Zerr, Albert and Forster, 2017, July). Influencer marketing
has proved to be very successful even though it is costly. Marketers are able to focus on
influencers and ensuring the ambassadors are able to reach to the target customers.
These are the main trends that have helped the businesses to grow digitally at an enormous
speed. Along with the changing environment trends are also changing. Businesses are required to
meet this changing environment along with the advanced digital technologies.
M1. Evaluating opportunities and the challenges that are been faced in digital marketing
Mainly there are 3 major challenges and the opportunities that is been faced in the digital
marketing landscape are as follows-
challenges
Management of online reputation
Understanding large audiences
Creating valuable content
Generating new innovations and creativity
Meeting specifications of the customers
opportunities
Use of interactive technology
Mobile marketing
Search engine marketing
D1. Critical analysis of the digital marketing and impact of e-commerce growth
Digital marketing is seen as the larger platform where an organization can create
awareness about its products and services to the larger audience. It is considered as best sources
or medium of promoting the products and in turn leads to attract large people that helps in
boosting sales and revenue of an entity. On the other hand, digital marketing includes high level
of criticism in terms of negative comments and feedback.

The major way within which growth in the e-commerce will be affecting an economy is
its effect on an inflation and productivity. It also lead to the downward pressure on an inflation
through an increased level of competition, changes in pricing behavior of seller and cost savings.
LO2
P3Digital tools and techniques available to marketers in contrast with bricks and mortar.
Bricks and mortar refers to retailers selling products from a single store. Needs of both
web based and physical models of business are identical through the offline and inline mediums
of advertising. Goal of both is to reach maximum potential customers. Offline marketers are
establishing the social media and web based marketing channels. there are several marketing
tools that are available with market..
Buy online and pick up in stores
Its functioning is same like its name. In this customers make purchases via online modes and
then physically visit store for picking their orders. Surveys show that marketing is increasing
with the used of these schemes. This services is offered by many big retailers. Consumers are
placing their orders online as soon as the stock arises. This is helping the stores to retain their old
customers and attracting new customers. This technique do not provide the logistics facility, than
also it has been successful in attracting additional sales to customers.
Email Marketing
This has increased the growth of digital market to very high levels. Billion of emails are
sent everyday and the number is expected to continuously increase in the coming years. Retailers
know that relying solely on store would not be sufficient. Email marketing has helped the retailer
to grow in market and to establish engagement letters encouraging the conversions. There are
several customization tools through which stores are making their content to look professional.
This is used by majority of retailers for increasing the sale through emailing the customers.
Through this marketers have gained and retained number of customers. Retailers have effectively
used emails for informing customers and establishing consumer relations.
Social media management platforms
For the survival in the market retailers have to increase their presence over the social
media platforms. Retailer are required to put their resource over the social platforms, like
facebook, twitter and instagram. The field of business will decide the advertisement that will be
placed on the internet. Social media platforms have helped the retailers from single presence to
expand their presence over a very wide scale. There are various tools that helps in managing all
the social media platforms over single time. Social media are used by almost every individual,
and stores drag the attention of users via creative promotions.
M2. Critically assessing use of an appropriate digital tools in terms of both software and
hardware for meeting marketing needs

There are different types of the digital tools that could be used in achieving the marketing
requirements such as organic social media, E-mail marketing, website testing and content
creation.
P4 Development of digital marketing channels and platforms
The growth of business organizations is highly regarded due to digital marketing. There
are number of platforms that in comparison to physical channels have helped organizations to
succeed in market. Digital platforms.
Blogging and website marketing
Blogs and websites are not only marketing tools but are also necessary digital channels. Website
are working as workhorses for selling and communicating to prospective consumers. Websites
make all the information about the products and services produced or dealt by them. This has
eased the consumers as they do not have to physically visit the company for purchase of product.
Blogs are providing consumers the regular insights about their chosen brands. Blogs and
websites have increased the business of companies(Dinis, Breda and Barreiro, 2020)
Mobile marketing
It refers to increased use of cell phones for the business. Almost all the products of the
companies are being sold over the mobile. Every individual is using cell phones therefore it has
created big opportunities for companies to sale their product. Digital marketing has reached
height due to the mobile marketing. It involves creation of steps according the customer that are
to be targeted. Mobile marketing involves messages, emails and various other ways through
which attention of the consumers are attracted.
Paid Search
This platforms have attracted many business. Businesses are earning high revenues due to this
marketing platforms. Business are making paid searches for dragging the attentions of consumers
through the advertisements. Business earn per click for their websites. Also they can earning
revenues. Paid searches makes more specific content that attracts only the targeted customers for
which ad is been given(Vien, 2015)
Display Advertising
The channel covers designing of graphical ads and then placing them over the websites and
other digital format. Display ads helps in promoting new offers or products, increasing the online
presence of business and reaching out to prospective customers helping to drive the leads and
increasing the brand awareness.
M3. Application of the techniques for planning an end-to-end omni-channel marketing campaign
Almost each and every business uses social media, websites and the other digital tools for
connecting the customers and their prospects. Allowing such kind of platforms for working

together provides for a consistent experience of the customers which results in a winning plan for
omni-channel marketing.
LO3&D2
P5 Digital marketing plan and strategies for building multi channel capabilities
Digital Marketing Plan of Unilever
Mission
Mission of company is to provide quality products using the digital technology.
Vision
Product of company is available over all the platforms around the globe.
Objective
 Objective of the company is to make best utilization of digital technology by installing
centralized routing systems.
 Making the product of company available in every part of globe through digital
marketing.
SWOT
Strength
Company is well established from decades therefore has increased level of consumer trust.
Products of company are always in high demand
Weakness
Less monitoring and control over the management of digital marketing channels.
Opportunities
Introduction of new government policies will help the company to increase its market share.
Threats
Increased competition in digital marketing can reduce the market share of company.
Budget
Revenues 30000
Salary 14000
Rent 6000

Selling and distribution 3000
Administration 2000
Total 25000
Monitoring and Controlling
The above budget have been prepared by Managers of Unilever and the all the expenses will be
controlled and monitored by managers are executives of company.
Strategies for building multi channel capabilities.
Developing marketing plan outlining the communication channels and techniques that
enable the acquisition of products and services. Multi channel marketing connects number of
channels into single communication approach. There should be strong integration between the
marketing plans, campaigns should be set that span over multiple channels
P6 Evolution of omni channel marketing
Omni channel marketing refers to keeping the customers first. Companies adopting multi
channel approaches are seen as innovational leaders of the industry. Customers were available
with number of options like they could respond via emails, chats, text messages or conversation
over social media. As it was entirely new world. Empowering this became costly and
cumbersome for companies. Companies were facing troubles and problems in managing the
agent switching systems.
Journey of customer is dynamic, accessible and non linear than before. Hyper connected
customer are demanding proactive, personalized and integrated services. Customers expect to
have the offering to be same over multiple channels and promotions should be consistent over
the social offline and online touchpoints. It is not sufficient for the companies to have
communication channels where there are no interactions are made between the clients and
customers.
Omnichannel are connected through centralized routing systems creating 360 degree consumer
interactions. This is helping consumers to have seamless, customized and superior customer
experience. Companies. Omnichannel shopping experiences should have access to customers
over all platforms. Companies relying on omni channel would be having more success ratios.
Omnichannels has made rise with increase in smart phones(Min, 2018).
Omnicahnnel strategies over the coming years will become more relevant for the
companies. Stores integrating mobile technologies has become very essential for the retailers.
omni channel will help organizations to reach their potential customers and achieving success in
competing marketing world.

LO4&D2
P7 Measurements techniques and performance metrics in digital marketing.
There are number of statistics and analytical procedure for measuring and tracking the
performance of companies in digital marketing. The metrics used in measuring the performance
of digital marketing include.
Number of Site visits
These figures are important for monitoring and tracking how effectively the campaigns driving
traffic. The campaigns are effective if the number of visits is increasing steadily and if the
figures are going down than company has to identify problems in the marketing channels(Hardy,
Kener and Grinzaid, 2018)
.
Traffic by channels or sources
This helps in segmenting the sources of traffic and identifying which are the active one and
which are under performing in marketing campaigns. These are break down into following four;
direct visitors, organic search, referrals and social media where visitors from social media could
be measured.
Interactions per visit
This is detailed analysis of the website traffic, this information yield actionable insights when
interpreted properly. This include number of visited pages, duration of stay and their actions over
the pages. Positive interactions lead to more purchases, subscriptions etc.
Bounce Rate
Bounce rate shows number of visitors who leave the site instantly without performance of any
action. When the bounce rate is high there are various flaws in the digital marketing campaigns,
like irrelevant target consumers, flaw in landing pages. Companies have to review their strategies
before the bounce rates leads to losses.
P8 Actions for improving the digital marketing performance.
Technology can significantly impact the working of organization and its
marketing strategy. Business are required to enhance their digital marketing techniques for the
overall growth of the organization. It is important for companies to improve their digital
marketing techniques.
Assessing the Tech
In this company should have knowledge about the allocation of budgets. The gaps should be
identified which will save time and money. Organisations should have proper voicing and
ensuring that message is aligned consistently across marketing channels. Core platforms like
marketing automation, CMS, CRM should be in place(Jayaram, Manrai and Manrai, 2015)

.
Optimizing SEO
Auditing of SEO is important. SEO specialist of the team shall ensure that content of the
message is optimized focusing on keywords like HTML formatting, url structure correlating with
product keywords.SEO tools like MOZ can be used for assessing score of the product page and
identify where improvements are required.
Measuring Reach of Content
It is essential to measure the reach of content both internally and externally. It will provide
topics, content type and messaging that is effective in market. For checking the effectiveness
reach of content is important.
M4. Evaluating application of the key digital measurements tools and the performance metrics
Use and application of digital marketing tools and performance metrics like key
performance indicator helps the firm in developing competitive strategies in order to achieve
efficiency in the performance and to attain competitive edge in the overall market. There are
various metrics that could be measure with use of the digital tools includes total site visits,
bounce rate, exit rate, interactions per visit of website etc.
CONCLUSION
Carrying out the overall study it can be concluded that digital marketing plays very vital role in
growth and success of organisations. It is important for companies to have effective digital
marketing strategies that will lead companies towards success. There are various channels of
digital marketing that use the platform of digital marketing for promoting the sales of company.
Development of digital marketing techniques is important in the present for all the organization
to survive and remain competitive in the market. Companies should ensure that digital marketing
techniques are continuously improved for the for achieving the growth in market.

REFERENCES
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Vien, C.L., 2015. The future of marketing: Thriving in a digital world. Journal of
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Min, B.J., 2018. Internet Marketing 101: A Collection of Guides About Internet Marketing,
Digital Marketing, Online Business, and Personal Development to Teach You How to Start,
Grow, Succeed in Your Dream Business!.
Hardy, M.W., Kener, H.J. and Grinzaid, K.A., 2018. Implementation of a carrier screening
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