Digital Marketing: Overview, Trends, and Strategies

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.