Digital Marketing Landscape and Consumer Trends

This document discusses the digital marketing landscape, compares online and offline marketing concepts, and explores key consumer trends that are fueling the growth of digital marketing. It also examines various digital tools and hardware available to marketers and discusses the development of e-commerce and digital marketing platforms. Additionally, it provides insights into planning an end-to-end Omni-channel marketing campaign and discusses the measurement techniques and performance metrics used in digital marketing.

Digital Marketing

Table of Contents
INTRODUCTION......................................................................................................................5
TASK 1.......................................................................................................................................5
Critically examine digital marketing landscape & compare online / offline marketing
concepts......................................................................................................................................5
State about key consumer trends & insights that are fuelling growth of digital marketing..6
Discuss various digital tools & hardware that are available to marketers in contrast to
bricks & mortar & other physical channels............................................................................8
TASK 2.....................................................................................................................................11
Analyse development of e-commerce & digital marketing platforms & channels with
comparison of physical channels..........................................................................................11
TASK 3.....................................................................................................................................13
Develop digital marketing plan & tactic to build multi-channel capabilities......................13
Explain how Omni-channel marketing has evolved............................................................14
Apply the tools and techniques to plan an end-to-end Omni-channel marketing campaign15
Task 4.......................................................................................................................................16
Determination and evaluation of the measurement techniques and performance metrics in
digital marketing..................................................................................................................16
Set of the action to improve the performance in digital marketing......................................17
Critical evaluation application of the key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................18
CONCLUSION........................................................................................................................19
REFERENCES.........................................................................................................................20
Books & Journal:..................................................................................................................20

INTRODUCTION
Business sector is changing at rapid scale and it is becoming important for everyone is
trying to accomplish competitive benefits (Aguilar, 2017). Business marketing is defined as
process of promotion and advertising by targeting customers through use of internet and other
different form of digital communication channels. Main purpose of this report true critically
understands the importance of digital marketing within contemporary business environment.
BP which is known as British petroleum and is a multinational oil and gas company
headquartered in London, UK. It has many subsidiaries like Castrol, Amrol, Amoco etc.It has
many competitors like ExxonMobil, Valero Energy, etc.This report comprises of digital
marketing landscape and concept, key consumer trends, digital tools and hardware available
to marketers, development of e-commerce and digital marketing platform, digital marketing
plan and strategy, Omni channel evolution, measurement techniques and performance metrics
and actions used for improving performance.
TASK 1
Critically examine digital marketing landscape & compare online / offline marketing
concepts
Digital marketing landscape is defined as names of different set of websites will
social networks mobile devices which help businesses to sell their products and services
through using online web browser(Ballesteros, 2017). It is critically essential for every
marketer to use this different landscape tools so that digital marketing activities are executed
properly. There are various types of mountain landscape which are mentioned as follows-
 Social Media marketing- It mainly focuses on development and improving of
website ranking with organic result through likes of Google and other search engines.
 Search Engine Marketing- It is also defined as social media optimisation which is a
process through which different chocolates and communities generate publicity to
enhance our awareness of a product, brand, or service (Saura, 2020)
 Conversion optimization tool: It is a tool which plays a crucial role in converting the
audience who are visiting at the website of company. This tool of digital marketing
landscape is used for improving revenue and profit of organization in an efficient
manner.

 Email marketing tools: In present time, email marketing has become a crucial part of
business wherein organization prepares customized email for gaining attention of
existing and potential buyers in an efficient manner.
Difference in online and Offline marketing
BASIS Online marketing Offline marketing
Meaning Online marketing is defined
as promotion of brand
product and services with
use of internet and digital
marketing channels.
Offline marketing refers to
process through which
promotion of company is
being done through use of
offline methods like
newspaper, pamphlet etc.
Objective Main objective of online
marketing is that to increase
awareness of a product
globally and with a timely
manner.
Main purpose is to promote
the use of product and brand
by using physical methods
(Smith, 2017).
Examples There are a lot of tools such
as social media marketing,
website and content
marketing, SEO and more
are used for the purpose of
online marketing.
Newspapers, T.V.
advertisements, hoardings,
posters are some examples
of offline marketing tools.
Similarity in online and offline marketing:
However, there is huge different between online and offline marketing approaches. In spite of
that, both approaches aim to promote products and services at wide level in order to enlarge
the business of organization by enhancing its current number of customers in significant
manner.
From the above reflected paragraph, it is seen that digital marketing landscape consist
of different tools and technologies as well as components on the basis of business activities
are carried out. Online and offline marketing are different from each other and accordingly
decision making and undertaken within market(Chen, 2017).
State about key consumer trends & insights that are fuelling growth of digital marketing
It is stated that digital marketing is full with opportunities which are related with use
and application of advance and creative tools such as SEO, social media marketing, use of

videos and audios and more in order to promote products and services at wide level. In
addition to this, it provides opportunity to companies in order to earn higher amount of sale &
profit margin. On other side, there are some challenges which are often faced in the field of
digital marketing such as generating traffic, preparing effective stratgeies and so on. Soart
from this, there is also requirement of significant investment and expertise in order to embark
the practice of digital marketing in business setting. Consumer trends are important to be
analysed and determined by organisation as well as market so that it is easier for every
individual to implement strategies and developed product or service on the basis of changing
trends (Susanto, 2017). Consumer trends help in fuelling growth of digital marketing at wider
context. Different types of key consumer trends there which provide growth to the digital
marketing which are described as follows-
 Changing consumer taste & behaviour- It is the most effective trend which is
essential for growth of digital marketing is because taste of consumer changes with
regular time period for example most consumer at current point of situation like to
purchase and shop online ecommerce website due to this online pending situation of
covid-19 (Cruz, 2020). This creates opportunity for Digital Marketing to expand their
activities. For example in context of British petroleum, it is analysed that they have
also started adopting online payments with use of e wallets.
 Mobile shopping- Which is the another form of consumer trend which is emerging
nowadays because most of the customers and users shop through using their smart
devices or do the shopping through their mobile phones with different e wallets and
payment system or application. In consideration of selected company, they also
promote services by sending text messages to the old and new customers.
With the above discussion, it is analyzed that these are some of the consumer trends and
insight that help in growing of digital marketing activities at wider level. Consumer trends
help in fuelling growth of digital marketing at wider context. There is requirement to analyze
consumer trends effectively for producing necessary products and services in order to meet
with requirements of customers
Examine tools & techniques to plan end to end Omni channel marketing campaign
Omni channels are important for every business with the help of which better
experience is being provided to consumers and also so it becomes easier for buyer to
purchase product from different form of channels at affordable prices according to their
choices. Different tools & techniques are there recently used for implementation of end to end
implementation of Omni channel marketing campaign which are explained as follows-

 Deep knowledge of customers- In order to provide Omni channel experience to
customers it is essential to conduct a proper market and research analysis so that a
detailed knowledge about customers are gathered up and accordingly decisions are
undertaken(da Fonseca, 2020).
Strengths :
Omni channels are important for every business with the help of which better experience is
being provided to consumers also it helps business entities in order to earn significant amount
of sales and profit margin.
Limitation:
There are some limitations also associated with the implication of omni channel. It is a
complicated marketing strategy which also required sufficient communication between team
members and also required efficient softwares and tools for getting positive outcomes.
Develop digital marketing tactic & determine its effect. Use actionable measurement
framework
Digital marketing strategies are essential to be adopted and implemented so that they
are used properly. Different types of tactics are given as follows-
 Email marketing-It is the most effective digital marketing tactic in which emails are
used as form of marketing and accordingly emails are sent to old as well as new target
audience.
 Content marketing- It is a kind of a strategy in which blogs articles and content are
used to promote a product or service of a brand (Wagner, 2020).
Discuss various digital tools & hardware that are available to marketers in contrast to bricks
& mortar & other physical channels
In the field of digital marketing, there are ample of softwares, hardware as well as
tools are used in order to get predefined outcomes within particular phase of time. These
softwares are really helpful in order to implement the practices of digital marketing in an
efficient manner. Different types of digital tools and hardware are available to marketers
which are used by British petroleum when it comes to execution of digital marketing
activities.
Hardwares and tools are something which are used in the field of digital marketing for
realizing set objectives of marketing in real context. These tools help in real implication of
digital marketing concepts for getting desired outcomes. Various types of digital tools are
mentioned below-

 Hubspot- It is the most used digital tool referred by an addition because it has
different types of tools features which are mostly used by Digital marketers at free of
cost. Various works can be done through use of these tools such as web forms, pop up
forms, live chat software for lead capture and many more can be done (Díaz, 2017).
Advantages: It is a tool which offers ample of such features that can be used by
marketers without spending any amount which further reduce down cots of marketing.
Limitations: There is requirement of higher proficiency and technical knowledge in order
to use this tool effectively.
 Slack- Slack is also other type of a digital marketing tool which is used by
organisation through which it helps in implementation of proper communication by
using certain information.
Advantages: This tool is helpful in order to facilitate proper and effective communication
between different individuals at work place.
Limitations: There is requirement to invest significant amount of money in order to
implement this tool effectively
Software
Software also used within digital marketing through which activities and operations
are smoothly managed and maintained. These softwares are really helpful in order to
implement the practices of digital marketing in an efficient manner. In reference of British
petroleum, they also used different software which are given below-
CRM Software- It is a kind of software and the system which helps in connecting
with different departments from marketing to sales to customer service and systematically
organise everything properly (Mainardes, 2020).
Strength
 Strength of the software is that it delivers better services and solutions to both
organisations as well as customers(El-khoury, 2019).

Weakness
 Weakness is that it is cost expensive software and cannot be used by small medium
enterprises on regular basis.
Hardware

Hardware refers to physical components of a computer which are used within
machines.Many rare people use hardware within digital marketing activities.
Bricks and Mortar
It is defined as a street side business in which business activities and operations are
carried out within Street and products as well as services promotion is also done with use of
physical channels. For example- corner bank and local grocery store are to be known as brick
and motor.
Benefits
 Main benefit of this type of business is it that it is easy for them to properly
understand the needs and demands of customers and accordingly they promote with
the limited amount as well as resources(Kardaras, 2019).
Limitations
 Limitation of this processes that due to this on-going the situation of covid-19 there is
a major impact on bricks and mortar stores which also impact upon their profit as well
as sales ratio.
Other physical channels
 Newspapers- This is being considered as being most effective physical channel
because each and every individual have a habit of reading newspapers because it
gives the daily update information. So, it is another way for which promotion and
advertising is being done by British petroleum about their services ( Díaz, 2017) .
Benefits
 Advantage of this physical channel is that it is less cost expensive as compared to
other physical channels and can be used by anyone.
Limitations
 Not every individual like to read about newspaper and in this model world each
information is available on internet.
 Street crawling-It is also official channel promotion advertising of a product brand
and service is done by creating announcement through roaming in streets.
Strength-People become easily aware about new brand product and it also attracts
attention toward a particular announcement.
Weakness- Main weakness of this physical channel is that it creates noise pollution and
also is not the most effective physical channel (Yang 2019).

With above discussion, it is analyzed that there are several softwares and hardwars used
in the field of digital marketing which are used as replacement of bricks and mortar and other
physical models. With the enhancement of digital and online platform now popularity of
physical and tranditional bricks and mortar model has been reduced down.
TASK 2
Analyse development of e-commerce & digital marketing platforms & channels with
comparison of physical channels
It is stated that Ecommerce has a rich history which was first started with 1960 with
primitive electronic digital transaction. However, security remain major issue in the use of
digital platform but in 1994, a protocol called secure socket layer was launched which is used
for keeping the data & information of both senders and receiver in secured manner. The first
online transaction was done in the year of 1994 and since then the ecommerce faced
tremendous growth. It provided scope to various entrepreneurs resulted various ecommerce
websites such as Amazon, EBay and more were invented significantly.
Development of e-commerce and digital marketing platforms has been going simultaneously
at rapid scales because of changing trends and time. Different types of e-commerce websites
have been mostly rolled out in market such as Amazon, eBay, Walmart Flipkart etc. (Keller-
Margulis, 2021). Access to this website customers shop there products as well as services any
time, any place with alternative options.
Benefits of development of e-commerce
 Main benefit of development of e-commerce is that it has made life easier because no
people can shop from any place and at any time(Kobrin, 2017).
Limitations
 Limitation of development of e-commerce is that it is directly impact upon physical
store business.
Importance of growth of e-commerce
It is critically important for e commerce to have a high growth in market because in
this is fast changing market users are more active now on internet and like to shop online
applications and software.
 With growth of e-commerce, a new relationship is established between organisations
and customers which are beneficial for economic development.
 Another reason for growing e-commerce is that it helps in providing better
experiences to individual while doing shopping (da Fonseca, 2020).
 Development of digital marketing

 In market improvement and development of digital marketing has been
growing at fast rate due to this uncertain situation of pandemic. Every business is
connected digital in order to connect with customer and target audience as soon as
possible (Mainardes, 2020).
Advantages
 Advantage of development of digital marketing is that it makes business activities
more efficient and effective through which benefits are achieved by both customers as
well as firm.
Disadvantage-
 Drawback of digital marketing is that it is a time consuming process and cost
expensive because it requires use of different tools and hardware which are high in
cost.
Development of physical channel
 Physical channels are also important because not every individual in market uses
internet for shopping and they also do not have proper understanding of using E-
Commerce websites for Digital Marketing applications. This makes it necessary to
make improvement in physical channels (Saura, 2020).
Advantages
 Benefit of physical channel is it that they are well informed about changing market
situation prior try to the online channels.
Limitations
 Drawback is that they are time consuming process and generating needs and demands
professional channel is again a time consuming.
Impact of e-commerce-
E-Commerce has a deep impact on business sector for both online as well as physical
channels because they have a power to influence decisions of customers at wider level with
use of promotion and advertising. For example Amazon is the largest e commerce website in
the world and it has number of supplier’s retailers who sell their products and services under
Amazon brand name. Therefore, it is critically essential for British petroleum to optimise a
ecommerce website on regular basis to reduce their competition in market.
Explain use of digital tools to use in corporation to meet marketing requirements
Digital tools are important for British petroleum which is needed to be used by them
with the proper consideration for example they can use CRM software and Hubspot for or
executing their digital marketing activities effectively.Both these digital tools help them to

meet their business and marketing requirements at all aspects because they work at every
aspect and with every department of organisation(Smith, 2017).
TASK 3
Develop digital marketing plan & tactic to build multi-channel capabilities
Digital marketing plan refers to the process and a written document which is used by
organisation and individual to achieve their goals within time interval. In consideration of
British petroleum manager and roles of company also uses digital marketing plan with the
help of SOASTAC framework to which they are capable of building multichannel capabilities
within their business which provide better experience to customers. So, framework is for the
discussion as follows-
SOASTAC Framework
It is a type of a framework which is adopted by organisation when conducting
marketing activities because it agreed different fundamental facets of marketing which are the
situation objectives, strategy, tactics, action and control (Kobrin, 2017).
 Situation analysis- It is the first stage in which it focuses on identifying the situation
at current point. After that industry analysis and review of company, service,

resources is being done. So, British petroleum manager first analyse the situation of
market then further process is to be carried out (Keller-Margulis, 2021).
 Objectives- It is a second stage in which main focuses on what organisation is likely
to be achieved and what is a goal. For example an objective of BP is to protect the
environment by using safety and security measures in providing services with code of
conduct(Susanto, 2017).
 Strategy- It reflects about implementation of strategies in order to achieve the set
objective within time interval. So show selected company uses differentiation strategy
and also analyse the problems which can impact upon their activities.
 Tactics- It is defined as a technique which is required to be adopted by organisation.
Example British petroleum uses tactics like ad campaign in email marketing etc.
 Actions- Actions are those which help in achieving of goals or objectives and reduce
the time table for organisation to accomplish them. For example BP has hired
different consultancies as well as environmental professionals to achieve their
goals(Wagner, 2020).
 Control- It is the last aspect in which states about weather goals have been achieved
and not and what are the responses from launch of application.
Weakness/ problems faced by company in terms of digital marketing environment
It is stated that British Petrolium is facing difficulties in conversion of audience. It is the
major issues that people often visit over website of company and leave it without taking
an appropriate action. Apart from this, they are also facing issue related to traffic and lead
generation which put adverse impact over digital marketing practices of company
Recommendations
 It is recommended to British petroleum that they need to change their management
structure so that in become easier for them to analyse and understand market situation
with the changing environment situation.
 Also they can adopt digital marketing construct within their basic structure which will
give them a boost and engage with target audience easily.
 ‘In order to address the above stated issue, BP is required to use efficient tools and
SEO approaches in order to bring more traffic over website. Further, they need to
improve content and interface of website for improving conversion.
Explain how Omni-channel marketing has evolved.
Omni channel is determined as a marketing buzz that signifies important shift the
marketer now required to offer seamless experience, irrespective of channel as well as device.
The user focuses on increasing engagement within an organisation in physical outlet or on
online website or through mobile catalogue & by using social media. In context of British

petroleum, their main purpose is to provide effective services to its user for satisfying its need
(Yang 2019).
It is assess that as years ago, the organisation adopt multi-channel approach in providing
support to its customer that was seen like innovative as leader with an industry. The customer
appreciated that fact if they didn't choose phone, can send email, initiate chat, send text
messages or even conversation through social media, it was determined as a whole innovative
world.
The next evolution is related to hyper connectivity for user that force on type of
innovation needed in order to re-invent agent experience in order match customer experience
(Kardaras, 2019).
Then the evolution was multichannel to Omni channel, the user journey is determined as
a dynamic accessible then before those hyper connected user demand or need integrated as
well as personalized services. There are around 51% of user expect organisation offering to
be similar around multiple channel & 57% focuses on expecting promotion to be regular
around online, offline in addition to social touch point. The organisation is not determined as
a longer sufficient to possess diverse agent that handle diverse communication channel and
adopting diverse system which never or not talk to one another. If user focuses on send SMS
to take follow, they focus is on expecting conversation be regular, not particular discussion
along with agent must expect on sale (Yousaf, 2018).
Then moving towards Omni channel across channel is connected in single routing
system which generates 360 degree view of user interaction. It provides allowance to
consumer to enjoy superior user experience and how they select to increase their
involvement. And this system provides allowance to organisation to provide experience in
more appropriate way that provides benefit of offering wealth of user insight.
Apply the tools and techniques to plan an end-to-end Omni-channel marketing campaign
There are different type of tool which is used in Omni Channel Marketing campaign
and that increasing the customer experience within British petroleum that is going to be
mentioned below:
Chat box it aids assistance to instantly contact with its user and provide response to
those query that help them in implementing marketing campaign and an increasing
engagement of customer during the period of time (da Fonseca, 2020).
CRM is the technique which is adopted by organisation in order to unify user around
multiple touch point.
Buffer is a business plan that helps in handling and plan content up to 25 social media
account on different kind of platforms such as pin interest, Twitter and so on. Therefore, it is

useful for the organisation to plan marketing company in order to provide better services to
its user.
Task 4
Determination and evaluation of the measurement techniques and performance metrics in
digital marketing
Measurement techniques in digital marketing
Measurement of the digital marketing strategy is important in order to make more
effective efforts with the improvement of strategy according to its performance and reviews
(Davis, J., 2017). The most important technique of the digital marketing measurement is
digital marketing metrics and KPI explaining below. Which helps to make proper analysis
and measurement of digital marketing performance. There are the various factors which
indicate the performance of digital marketing such as website traffic, conversion rate etc. It’s
strength is that, it is easy to conduct measurement and its limitation is lack of surety, for
performance measurement.
Digital marketing metrics and KPI- that is the one of the important digital marketing
performance measurement tool which is also consider as the key performance indicators.
These are the types of values which helps to set the expectation and calculate that for the
analysis of results and to make improvement. Below is the brief explanation of these
performance metrics and KPIs (El-khoury, 2019).
Performance metrics of digital marketing
There are the different values or KPIs helps in the measurement and improvement of
the digital marketing and all of these can be best for the BP (Smith, H., 2019).
Brand awareness- that is the value factor which can be used to analyses the digital
media performance by measuring the online brand awareness achieved by that and for that
organization can conduct survey, and look at the other metrics such as cost per lead, online

conversion rate and website traffic. For the BP that can be best metrics to measure their
digital performances by the collection of brand awareness data.
Cost per lead – that is one of the digital marketing measurement metrics which can be
used to calculate the effectiveness of that. This metrics is involving the calculation of the
benefits achieve by the digital marketing and for that collect the data of time, resources and
money spend on that which can we further proceed to compare with the lead generated
(García-Arca, and et. Al., 2018).
Online conversion rate- That is another important digital marketing metrics which is
measure by the calculation of completed conversation of the visitors on organization website
this can be purchasing, form felling and the numbers of visitors converted to customers. BP
can use this metrics to analyze their performance.
Disadvantages- the higher conversation rate is not always representing the good
performance because this can be related to the customers complain. Not always it is
applicable to analyze the effectiveness of digital marketing.
Web site traffic – this is another way of measuring the online business effectiveness
which can be done by the calculation of the numbers of the traffic on website, which means
the total visit on site. So in order to use this metrics for the digital marketing performance
analysis BP can make the calculation of the total visits on organization website (Cruz, 2020) .
Returning visitors- the good returning visitors is 30 % which represent the good
performance of digital marketing, that is the performance analysis metrics involving the
analysis of visitors repeated view of the website. BP can effectively calculate that by the IT
tool and analyze their performance for further improvement.
Click thru rate- That is another measurement Metris which is the calculation of
numbers of clicks received by organization add which is further divided by the numbers of
time add shown (Wielgos, Homburg, And Kuehnl, and et. Al., 2021). Which helps to analyze
the performance of digital media in the form of brand awareness and product advertise to the
numbers of visitant.
Set of the action to improve the performance in digital marketing

Digital marketing is one of the most effective way of brand promotion and lead
generation technique through which the business organizations have already archived success
in the product awareness and lead generation along with the higher sale. BP can implement
some more sets of the action to improve make their digital marketing more effective. Below
is the explanation of some important sets of improvement actions (Chen, 2017).
Review and improve digital marketing strategy- the business organization most of the
time using the same marketing strategy again and again. Which can be good if that is showing
the improved digital metrics, but this can be useless if there is not any good result without
any improvement. So the BP organization can improve their digital marketing by the regular
review and monitoring which can be helpful to make effective changes (Chaffey, D. And
Smith, P.R., 2017).
Implementation of mangers for different roles of digital marketing- digital marketing is
improving day to day with the new facilities, functions and techniques and for the effective
results organization have to implement and use all those function. Which can be done by the
helps of their party digital company or either by the self-staff who should be place in the
different role of the digital marketing functions. Such as storyteller for content writing,
curator, data manager, social media manager all of these manager can help to reach and
attract the customers with best content.
Focus on the social, mobile and local with your digital marketing strategy- at present
65% of the population is using smartphones and this is the best place to interact by making
the mobile social media digital approach. BP can use this to improve their digital marketing
and generate more brand awareness (Aguilar, 2017).
Implement digital marketing campaign- customers get attracted with the creative
content campaign so that is important to reach them with the interactive content at the multi
canalled campaign. And in this way the BP can improve their digital marketing.
Search engine marketing – One of the most effective way of improving the digital
marketing of organization is search engine optimization which is the online technique of
promoting organization website on search engine.

Critical evaluation application of the key digital measurement techniques and performance
metrics used in digital marketing.
According to the research study of the klipfolio (2021) report the application of digital
measurement techniques and performance metrics is important for the organization because
this is the only way to analyses the performance of organization digital marketing
performance, by analyzing and representing the different metrics. Such as for the BP KPI and
digital marketing metrics is the tool for the measurement of company digital marketing
performance. Then the important metrics which analyses and calculated by the tool are Brand
awareness, cost per lead, Online conversion rate, Web site traffic in order to monitor the
performance and improve the digital marketing strategy (Dunakhe, And Panse, 2021).
CONCLUSION
After examining of above report, it has been stated that digital marketing is an
emerging concept which is required to be adopted by every organisation to achieve
competitive benefits. So, discussion about overview of digital marketing landscape, different
consumer trends, digital tools and hardware, development of e-commerce and digital
marketing platforms, digital marketing plan, measurement techniques and actions to improve
performance. So it is seen that in order to survive in market every businesses connected
digitally.

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