Digital Marketing Plan for Ford

Submission Front Sheet
Programme
Unit Title and Number: Digital Marketing
(Unit 24)
Unit QCF level/Code Module Tutor Name
/Email
Credit Value 15
Assignment Code
Cohort Name January 19 A Assignment Date Set
Student’s Name Student’s Registration
Number
Submission Date Distribution Date
Is this a Final Submission
or REFERRAL submission
Word Count

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Digital marketing landscape / online and offline marketing concepts.........................................3
Key consumer trends and insights that are fuelling the growth of digital marketing..................5
LO 2.................................................................................................................................................6
Key digital tools and hardware available to marketers in contrast to ‘bricks and mortar’ and
other physical channels................................................................................................................6
Development of e-commerce and digital marketing platforms and channels in comparison to
physical channels.........................................................................................................................6
LO 3.................................................................................................................................................8
Dgital marketing plan and strategy to build multi-channel capabilities......................................8
Evolvement of Omni-channel marketing ..................................................................................11
LO 4 ..............................................................................................................................................12
Measurement techniques and performance metrics in digital marketing..................................12
Actions to improve performance in digital marketing...............................................................12
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................14

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INTRODUCTION
Digital marketing is defined term which is important for all organisation to use this and
increase the organisational productivity. The management of company are thinking to grow their
business by using many resources and technical advancement that helps to aware people and
increase the organisational productivity. For running a business and increasing organisational
productivity management are using digital marketing that help to introduce from new strategy
and tactics in relation to a business and maintain the business effectively (Fjellström and
Osarenkhoe, 2019) . As a digital marketing analyst of Cambridge Digital marketing company
provide suggestion to medium and large size of organisation for running their business and
activities properly. For running business and using digital technology Ford has been selected
that is American multinational auto maker selling the different model of cars and uses digital
marketing in order to attracts the customers and increase performance. The management of such
organisation are playing an important role who analysis the market and deliver quality if
products and services in challenging environment (About Ford organisation, 2020). This report is
considering different topics such as opportunities, challenges and impacts of digital environment,
digital tools, platforms and channels that compare and contrasting bricks, digital marketing
activities and multi-channel capabilities. Moreover report covers methods of measuring and
monitoring digital marketing.
LO 1
Digital marketing landscape / online and offline marketing concepts
Digital marketing is consider as component of marketing that uses internet and online
based digital technology like as computers, mobile phones and platforms to promote the products
and services. Every organisation wants to increase their performance and market share by
increasing sales and satisfy the customers by using digital market. This helps to increase the
organisational sales and profitability in challenging environment and managing the performance
(Şişcan and Baba, 2019).
In context to Ford, managers are using digital marketing for the purpose of aware the
customers regarding new product and services which can helps to increase the organisational
4