Digital Marketing: Overview, Comparison, Trends, and Tools

This presentation provides an overview of digital marketing, including a comparison between online and offline marketing concepts. It also discusses key consumer trends and insights that fuel the growth of digital marketing. Additionally, it explores the different digital tools and hardware available to marketers and examines the development of e-commerce and digital marketing platforms and channels. The presentation concludes with a critical analysis of the digital marketing landscape and the role of digital communication in relation to the 7 Ps of marketing.

DIGITAL MARKETING

Table of contents
Introduction
TASK 1
Conclusion
References

INTRODUCTION
 Digital marketing refers to strategy that includes selling of product and
services through online medium that includes mobile phones, computers etc.
(Ryan, 2016). It involves different channels through which marketing can be
done easily by the company.
 Present study will be based upon Creme Crush company. It is selling soft
drink to customers and was establishes in 1911.
 Report will include comparison between online and offline marketing concept
that will help in evaluating challenges that will be faced in marketplace. It also
includes trends and insights that will help in growth of digital marketing.

TASK 1

1. Overview of digital landscape and compare between online and offline
marketing concepts and challenges of digital marketing landscape.
Overview of digital marketing landscape
 Digital marketing landscape defined as constantly evolving state of digital
media and to conduct advertisement that inclusive of influence marketing,
social media marketing, search engine marketing and pay per click
advertisement.
 This is an effective approach that can be used to attract people by creating
their own landscape.
 Therefore, it is kind of field that need constant retooling and updating with
latest technical advancement that can be used to keep with changing
markets.

Comparison between online and offline marketing concepts-
Internet marketing has potential to attract customers. There are number of the
firm that uses human methods of business promotion such as promotion,
printing, distribution of leaflets, billboards and transport advertising etc.
Henceforth, there are two method of digital marketing that defined in below
context manner as are-
 Online marketing
 Offline marketing

Differences between online and offline
marketing
 Offline marketing follows traditional approach and this is way to notify
potential customer about the commodities.
 Therefore, offline marketing is the method that is involve of advertisement,
public transport, radio television, press and radio etc.
 On the other hand, online marketing involves of promotion of goods and
services on the network and it can be done with the help of text and graphic
materials.
 On the other hand, effectiveness of online advertising is easier to measure
service that designed to reflect the experience of user.

CONTINUE..
There are some aspects inn which comparison can be shown effectively. Therefore,
these are as-
 Cost- At this, online marketing is more affordable than offline marketing. Thus, in
offline marketing spend a lot of money to maintain stock exchange, pay rents and
bills etc.
 Exposure- offline promotions have its own limit. Therefore, this reaches out
globally and gets maximum exposure.
 Convenience- There is no barrier to internet marketing. Henceforth, customers visit
web and buy products and service at any time.
 Social media influence- Online stores can get promoted with social media approach
easily. If the firm are providing the best service than it can directly and indirectly
people start referring to online stores.

Determine and analyse key consumer trends and insights that
fuelling the growth of digital marketing.
 Organisation face more and more challenges when it’s come to the
digital marketing.
 Thus, growth and revenue are key priority for each enterprise and
due this the customer within the market are shifting their focus over
converting leads to digital approach.
 Digital marketing is one of the potential threat that aids to add more
advantage to working enterprise. Therefore, key consumer trends
that aid as to fuel the growth of digital marketing as-
 Voice search
 Smarter chat
 Augmented and virtual reality marketing
 Email based marketing

Key digital tools and hardware that avail to marketers in terms to
bricks and mortar and other physical channels.
 Digital platforms are strong drivers of innovation and also plays crucial
role in digital society and economy.
 Therefore, it also works as to enhance consumer choice, improve efficiency
and also competitiveness of industry.
 Thus, role of digital marketing is very crucial for undertaking business
growth. Hence, this can be stated that digital marketing is considered as
pivotal tool to business growth.

CONTINUE..
Different types of digital tools and digital hardware to support and
enhance marketing.
 Digital marketing is one of the cost-efficient techniques that aids to connect
with business and this also allows business to get connect with a greater
number of the customers. Henceforth, digital marketing tools are as-
 Traditional marketing media
 Digital marketing media
 Social media marketing-
 Promotional marketing tools

Critically analyse use of appropriate digital tools and both hardware and
software to use within crème and crush context to meet marketing
environment.
 As per the view of Saura, Palos-Sanchez and Correia, 2019 stated that digital
marketing tools plays crucial in order to enhance and improve the customer
experience towards product and services.
 By the use of effective strategies and better digital advancement affect the
growth within the enterprise in positive as it attracts customer within market.
 Traditional and digital media marketing will be helpful to crème and crush to
expand their activities at digital platform. Therefore, digital marketing has
become the umbrella term that aids to be effective marketing techniques.
 Additionally, overall aim of reaching better marketing techniques to drive more
organic traffic to website.

Examination of development of e-commerce and digital marketing
platform and channels.
Digital marketing termed out as marketing of product and service with use
of digital technical.
Therefore, develop of e-commerce technique now days as it plays crucial
role as to add fuel to business growth. Therefore, digital marketing channels
are defined in following manner are as-
 Pay per click advertisement
 Search engine optimization
 Display advertising
 Social media marketing
 Online public relation

Demonstrate critical analysis and evaluation of digital marketing
landscape and impact of growth of e-commerce.
 As per the view of Saura, Palos-Sanchez and Correia, 2019 stated that
digital marketing has created lot of buzz in the market. Hence, E-
commerce business need to find out the ways of varied digital marketing
strategies.
 Advertisement with the help of digital channel such as search engines,
social media and marketing plays effective role to enhance business
performance.
 Thus, digital marketing approach aids to reach out potential customer
within the market. Therefore, online marketing techniques supports to carry
out business activities in better and effective manner.
 However, it can be stated that digital marketing strategies aids fuel to
growth of an enterprise.

Role of digital communication in relation to 7 Ps-
Price- It is component that plays crucial role within marketing mix. On the online marketing, there
are almost hundreds of commodities that avail to customers. Henceforth, the organisation pricing
policy may get vary over time, place and circumstances.
Product- In this digital era, the firm can able to analyse the needs and wants of the customer easily.
However, enterprise needs to produce commodities that helps to satisfied the needs and desires of
user.
Place- This is the method that work as to deliver the product and service to customers. Henceforth,
at digital platform the online mode of deliver proceeds by the organisations.
Promotion- It is term that aids to promote product and service to customer in market. Therefore,
promotion mix connect with terms as marketing, advertising, personal selling, sales promotion etc.
People- To undertake better use of digital approach, the people as customer service agents plays
crucial role. They work as to sort out the issues of customer relate to query about the products.
Process- In this, online policy and procedure will be used to deliver product and service to
customers.

CONCLUSION
Hereby, it can be concluded that Digital marketing defined as to conduct marketing of
commodities and services using digital technologies. Therefore, digital advertising termed out
as advertising that delivered through digital channels such as search engine, website, social
media, email etc. Thus, present report is based on to implementing digital marketing strategy
for Creme and crush.
Furthermore, report has covered the various activities as overview of digital landscape and to
have comparison between online and offline marketing concept.
Moreover, to determine that how digital marketing activities aids to build multi-channel
capabilities within an enterprise and to undertake evaluation on methods of monitoring and
measuring digital marketing.

REFRENCES
Books and Journals
 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.
 Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital
marketing channels in SMEs. Journal of Small Business and
Enterprise Development.22(4). pp.633-651.

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