Digital Marketing Landscape and Consumer Trends

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