Digital Marketing: Overview, Trends, and Strategies

This document provides an overview of digital marketing, comparing online and offline marketing concepts. It analyzes consumer trends and insights that fuel the growth of digital marketing. It also assesses key digital tools and hardware available to marketers, in contrast to physical channels. The document explores the development of e-commerce and other digital platforms, and provides a digital marketing plan and strategy to build multi-channel capabilities. The focus is on Samsung, the world's largest manufacturer of consumer electronics.

DIGITAL MARKEITNG

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of digital marketing landscape and comparing online and offline marketing concept
.....................................................................................................................................................3
Analysis of consumer trend and insight of fuelling the growth of digital marketing.................4
Assessing the key digital tools and hardware available to marketer in contrast to bricks and
mortar and other physical channels.............................................................................................5
Development of e- commerce and other digital platforms and channels in comparison of
physical channel..........................................................................................................................6
Digital marketing plan and strategy to build multi channel capabilities.....................................7
Develop a coherent and logical digital marketing strategy and its implications........................9
The way Omni- channel marketing has been evolved ..............................................................9
Tools and techniques to plan an end-to-end omni-channel marketing campaign.....................10
Determination and evaluation of measurement techniques and performance metrics in digital
marketing..................................................................................................................................10
Set of action that could be taken to improve performance in digital marketing.......................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is one of the trends that has influence company operation as it has
helped firm in attracting customers in the firm thereby increasing its overall profitability.
Moreover, it can be stated that there is difference between online and offline marketing that is
used by organization to promote its brand image. This report is based on Samsung which is
world largest manufacturer of consumer electronics by revenue that focused on delivering
qualitative services for growth and success of firm. Likewise, it has included key information
related to digital marketing, its plan and actions that will be used to improve marketing.
MAIN BODY
Overview of digital marketing landscape and comparing online and offline marketing concept
The digital marketing is being defined as the promotion of the product and services with
help of the internet (Chaffey and Smith, 2017). This is the latest type of marketing because
currently the use of internet is increasing and because of this the digital marketing has also
increased to a great extent. The use of digital marketing will be helpful to Samsung as this will
increase the working efficiency and sales of the company to a great extent. Currently the digital
landscape is increasing and because of this the people and companies are expanding the use of
the digital marketing. This is particularly because of the reason that when the companies will
undertake the use of the digital marketing then this will increase the working efficiency of the
company. The use of the digital technologies like the internet, social media, and other tools like
emails and other involves and contributes to the digital landscape. For Samsung it is very
essential for the company to undertake the use of the digital landscape in order to effectively
manage and market the product and services.
Comparison of online and offline marketing concept
Online marketing Offline marketing
This is a type of marketing which involves the
use of third party with help of internet in order
to market the product of the service.
This involves the use of traditional marketing
methods in order to promote the goods and
services within the market.
This method is more cost effective and this will
assist in increasing the marketing of the
company.
This method involves a high marketing cost
and this increases the total cost of the product.

This involves use of different tools like social
media, email, SEO, SEM and many other
digital tools.
The offline marketing involves the tool like
print media advertisement, TV, radio
advertisement and many other different
traditional tools.
The major benefit of using the digital marketing for Samsung is that it results in increasing
the consumer loyalty and increased frequent communication with the consumers. In addition to
this another benefit of digital marketing for Samsung is that is optimises the working and
increases the sales of the company to a great extent.
Analysis of consumer trend and insight of fuelling the growth of digital marketing
The customer insight is being defined as the optimization of the journey of consumer and
try to understand what the consumer is doing and what they require (Bala and Verma, 2018). For
the success of the company it is very essential that the company is able to understand the
requirement of the consumers. This is very much essential because if the company will not
understand the requirement of the consumer then the needs of the consumer will not be satisfied.
Hence, this will affect the working of the company to great extent. The current consumer trends
and insight which can assist in effective improvement of the company and its operations are as
follows-
 The first and foremost trend in the digital marketing is to undertake the use of the
artificial intelligence in the marketing of the product or the service. This is particularly
because of the reason that the use of artificial intelligence will assist Samsung in
increasing the sales of the company.
 Another major trend going on within the marketing of the product and service is the focus
of cyber security. This is pertaining to the fact that when the focus will be laid on cyber
security then this will satisfy the consumer to a great extent. Thus, this will increase
interest of the consumer within the company and they will frequently increase the buying
the product with Samsung.
 Along with this the latest trend is of online consumer power as well. this is pertaining to
the fact that when the consumers are having the preference of online shopping and if the
company is not providing this option then the sales of company will decrease.

The major opportunity for Samsung is to have an effective online system to be provided to
the consumers. This is pertaining to the fact that the consumers are liking and preferring the
online shopping. Hence, this is the major opportunity for the company in order to increase their
operational efficiency (Kannan, 2017).
On the other hand, the major challenge for Samsung is that there are frequent changes
within the need and preference of the consumers. Hence, this will affect the working of the
company to a great extent as if the consumer taste is changed and now consumer will not like the
product or the service.
Assessing the key digital tools and hardware available to marketer in contrast to bricks and
mortar and other physical channels
There are many different tools and techniques which area assistive to the company in
marketing the product and services of the company (Herhausen and et.al., 2020). this is
particularly because of the reason that the use of these digital tools is very assistive to the
company in increasing the sales of the company. The major reason pertaining to the fact is that
these tools will increase the awareness of the consumers and as a result of this sales of the
company will increase. The tools and hardware available to Samsung in comparison to the
physical channels and bricks and mortar are as follows-
 HubSpot- this is tool of marketing related to digital world wherein the company can set
up their own web form, popup forms, live chats and many other different opportunities in
planning effectively.
 Proof- this is another important tool for marketing in comparison to the other tools and
techniques. This tool connects the CRM and the website of the company and undertakes
the use of social post as the proof of conversion of the website.
 SEO- the search engine optimisation is being defined as the art through which the search
engine like google and other rank the search pages and manage the organic search traffic.
This is particularly a good method or tool for the marketing of the product. The reason
pertaining to the fact that with help of search engine the company can effectively
understand the requirement of the consumers.
 Social media tools- this is another important tool in order to effectively market the
product or the service. This is pertaining to the fact that use of the internet and other
social media platform is very helpful for the company in effectively attracting the

consumers. This is pertaining to the fact that in case effective marketing strategies will be
used relating to digital and social media practices then this will definitely attract the large
number of consumers.
All these tools and techniques are not applicable effectively within the physical channels and the
bricks and mortar channels. This is particularly because of the reason that within these type of
stores the marketing is not much important (Chaffey and Ellis-Chadwick, 2019). The reason
underlying this fact is that these stores involves the physical movement of the product and
service and because of this the use of digital marketing tools is not much beneficial to these
companies.
As per the views of Krishen and et.al., (2021) the use of these digital tools and techniques
is very assistive to the business in order to ensure that all the marketing of the goods and services
is being undertaken in proper and effective manner. Along with this it was evaluated that the use
of these tools help in improving the sales and profitability of the company. this is pertaining to
the fact that in case marketing will be good then maximum of consumer will be aware of the
working of company.
Development of e- commerce and other digital platforms and channels in comparison of physical
channel
The Electronic- commerce or the e- commerce is an activity which involves the buying
and selling of the product or the service with help of the internet. In the current modern and
advance world, it is very much clear that the use of e- commerce is being undertaken by the
company. this is pertaining to the fact that in case the company is not undertaking the use of e-
commerce then this will not be liked by the consumers. The e- commerce gradually increased
and developed with the passage of time (Hanlon, 2018). The e- commerce was introduced around
40 years ago and is helping the new technologies and improvement in internet connectivity for
increasing the business. in the year 1969 the CompuServe was introduced and was built using the
dial up connection. Further Michael Aldrich introduced the electronic shopping by way of
connecting the transaction processing computer. As compared to the physical channels the use of
e- commerce is very helpful as it will assist the companies in dealing with the requirement of the
consumer in proper and effective manner. This is particularly because of the reason that the when
the companies will be providing e- commerce facility then this will assist them in increasing the
sales of the company to a great extent.

Digital marketing plan and strategy to build multi channel capabilities
With development in technology, companies are making use of digital media or platform to
connect with range of customers in limited time frame for benefits of firm. The marketing plan
provide complete detailed related to set of action, tactics and strategies that would be used by
firm to attract and retained range of customers in the organization (Muhammedrisaevna,
Bakhriddinovna and Rasulovna, 2021). Such as:
Executive summary
This is marketing plan that specified about the way Samsung make use of set of strategies,
tactics and method to attract customers for benefits of firm. So it has contained complete detailed
pertaining current market situation, strategies and objective that will be used by organization for
making optimum use of digital technology.
Current market situation
In order to understand the current situation or trends in external environment, Pestle
analysis has been done that helps in understanding internal and external factors that affects
company. Likewise it has helped in identifying opportunities and threat that are present in
external environment and the way they impact on smooth operation of business.
1. Political factor: The policies of government keeps on changing such as globalization is one
of the policy that has provided opportunity to Samsung to expand its business in global
environment.
2. Economical factor: Due to covid-19, most of the countries are suffering from economic
recession that is high unemployment ratio, decrease in disposable income of people.
Therefore, Samsung through making use of digital platform can able to rendered services to
customers in minimum cost (Ibrahim and Ganeshbabu, 2018).
3. Social factor: The taste and preferences of people keep on changing, likewise in recent
scenario, most of the individuals like to have online shopping.
4. Technological factor: There are numerous development in technology that affect directly
on business operation and growth. So, Samsung by making use of new technology can build
and retained strong relationship with customers.
Objective
1. To enhance market share of company by 15% till 2021 through making optimum use of
digital technology.

2. To make optimum use of omni channel in order to connect with range of customers in
limited time and cost.
3. To make use of social media platform such as Instragram, facebook and Twitter in order to
generate awareness among maximum number of individuals.
Strategy
Segmentation: Samsung through segmenting potential candidate on the basis of demographic,
psychological, geographical and other basis can easily identify the wants of each group. Thereby
find alternative method that could be used to meet the needs of specified groups for better
outcome (Schaefer and Hetman, 2019).
Targeting: The company have targeted younger generation that are more interested to have
technological or innovative products, mobile phone to fulfill their requirements.
Positioning: Samsung has effectively positioned its brand image in external environment that
has helped in attracting range of people within organization.
Tactics
Products: Samsung deals in range of quality products such as mobile phone, tablet, washing
machine and other that helps in satisfying needs of people in effective manner.
Price: Company have plan to make use of both skimming and competitive pricing strategy that
helps in attracting and retaining maximum individuals within firm.
Place: Online website is the place at which customers can easily review the products or different
services that are offered by Samsung to its customers (Leung and Mo, 2019).
Promotion: It has make use of social media platform, e-marketing and official website of
company to promote products and services to range of customers for growth and expansion of
business.
Action: Marketing manager of Samsung in order to effectively implement the action plan has
clearly defined the roles and responsibilities that need to be performed by individuals. Provide
healthy, friendly and supportive environment to employees so that they can easily complete their
respective task in effective manner. Thereby all platform will be used by manager to connect and
retained strong relationship with customers.
Budget

Expenses Amount (£)
Research and development 500
Marketing expense 2500
Digital technology 3000
Electricity bill 1300
Wages and salary 2000
Other expense 700
Total 10000
Control
Information technology and key performance indicator will be used to measure the outcome
of digital marketing plan. Thus identified the key areas that needs to be improved and finding
alternative method that could be used to control the same for effective results.
Develop a coherent and logical digital marketing strategy and its implications.
From the above analysis it can be stated that company by making use of different channel to
communicate with wide range of customers is able to enhance its market share. Likewise,
Instragram, twitter and facebook are various platform that helps in generating awareness of
company among range of people living in the society. E-mail will be used by the firm to provide
information about the offers of company so that the new and existing customers are influenced to
be part of firm (Diamond, 2019). Thus this strategy will have positive impact of firm in terms of
higher profitability and market share.
The way Omni- channel marketing has been evolved
The concept of Omni- channel marketing has been evolved in 2010 across worldwide that
helps in providing better experience to customers. Ideal omni channel involves use of all
platform such as from traditional brick and mortars to digital world of text, emails and messages.
It helps in connecting with millions of customers in limited time frame and cost thus providing
maximum benefits to firm. Moreover, it has been observed that 15-35 % increase in average
transaction size and 5-10% in customers loyalty. Thus it can be stated that omni- channel
marketing has helped company in attracting range of people in the firm thereby yielding
maximum benefits to organization (Das, 2018).

Tools and techniques to plan an end-to-end omni-channel marketing campaign
Different tools and techniques that could be used by Samsung in order to connect with customers
through making use of Omni- channel. Such as e- commerce website, mobile application and
social media integration can be used for growth and benefits of firm. Such as :
E- Commercial website: Official website of company is best place that helps in providing
numerous information pertaining to it to customers so that they can be motivated to be
part of organization. Furthermore it can be stated that website contained detail of
products range along with their price so that right decision to purchase mobile phone by
customers.
Social media integration: Moreover, it can be stated that different social media platform can be
used by enterprise to promote its products and services to customers. Thus, Samsung can easily
expand its business operation through making best use of social media. As it is used by
maximum number of individuals for having fun, entertainment and shopping thereby company
by making use of such platform can inspired individuals to be part of firm.
Mobile application: Samsung through making use of Mobile application is able to improve the
communication between the company and its customers. It helps in reducing overall process time
and delivering services to people in minimum time frame for benefits of organization (Rani and
Rani, 2017).
Therefore, all these are major tools and techniques that can be used by firm to formulate
omni channel marketing campaign for growth and development of firm in external environment.
Determination and evaluation of measurement techniques and performance metrics in digital
marketing
Samsung can make use of different measurement techniques and performance metrics to
measure the outcome of digital marketing so that necessary improvement can be made for
benefits of firm. Therefore, different techniques has helped in effective digital marketing such as:
Overall website traffic: One of the metrics that has been used by company is overall website
traffic that helps in understanding number of people are induce to be part of organization. Thus,
it helps in identifying number of new customers added in the firm which resulted in increasing
profitability.
Page view: It helps in understanding the total number of pages that are viewed by maximum
number of individuals. Thus company will able to understand the customers that are

continuously visiting the page of firm. Thus it can make effective advertisement in order to
attract them to be part of organization (Ganev, 2018).
Set of action that could be taken to improve performance in digital marketing
The Samsung marketing manager can take set of actions in order to improve digital
marketing of firm. Likewise, defined the target audiences, review digital marketing strategy and
making use of all channel to connect with customers. Therefore, all the steps that could be
undertaken by digital marketing manager of Samsung can be illustrated as follows:
Setting target audience: The first and foremost steps that need to be taken by manager is setting
the target audience of firm that are ready to make purchase of Samsung products in order to
satisfied their wants.
Review of existing strategy: Furthermore, it can be stated that digital marketing manager needs
to review its existing strategy to find associated mistake or error thereby identified different
method that could be used to overcome the same (Schaefer and Hetman, 2019).
Making optimum use of all channel: Another action that could be taken by manager of
Samsung is making the best use of all channel that is social media, e-mail marketing to promote
products and build relationship with customers. Likewise, making continuous post at regular
intervals, with appropriate images and descriptions so that customers can be informed and part of
firm.
CONCLUSION
From the above report it can be concluded that digital marketing helps company in
connecting with customers thereby enhancing its profitability to maximum extend. Furthermore,
it can be stated that company through focusing on omni-channel is able to build and retained
competitive advantages. At last, it can be summarized that Samsung can grow its business
operation in international market through making the best use of digital media to connect with
people.

REFERENCES
Books and Journals
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integrating online marketing. Taylor & Francis.
Das, A., 2018. Application of Digital Marketing for Life Success in Business. BPB Publications.
Diamond, S., 2019. Digital marketing all-in-one for dummies. John Wiley & Sons.
Ganev, P., 2018. How to Choose the Appropriate Digital Marketing Tool. Global Business &
Economics Anthology, 1. pp.16-25.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Herhausen, D., and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Ibrahim, S. S . and Ganeshbabu, P., 2018. A Study on the Impact of Social Media Marketing
Trends on Digital Marketing. Shanlax International Journal of Management, October, 6,
pp.120-125.
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Krishen, A. S., and et.al., 2021. A broad overview of interactive digital marketing: A
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Industrial Engineering and Engineering Management (IEEM) (pp. 1422-1426). IEEE.
Muhammedrisaevna, T. M., Bakhriddinovna, A. N. and Rasulovna, K. N., 2021, March. Use of
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Rani, K. and Rani, S.S., 2017. Impact of Big Data analysis in digital marketing. International
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