Digital Marketing: Opportunities, Challenges, and Impact

Digital marketing

Table of Contents
Introduction .....................................................................................................................................3
Main Body.......................................................................................................................................3
LO1: Demonstrate an understanding of the opportunities, challenges and impact of the digital
environment............................................................................................................................3
P1: Digital marketing landscape and comparison between online and offline marketing
concepts..................................................................................................................................3
P2: Key consumer trends and insights fuelling the growth of digital marketing...................5
LO2: Examine key digital tools, platforms and channels, comparing and contrasting bricks
and mortar and other physical channels.................................................................................5
P3: Key digital tools and hardware available to marketers in contrast to ‘bricks and mortar’
and other physical channels....................................................................................................5
P4: Development of e-commerce and digital marketing platforms and channels in comparison
to physical channels................................................................................................................6
LO3: Determine how to organise digital marketing activities and build multi-channel
capabilities in an organisation................................................................................................6
P5: Digital marketing plan and strategies to build multi-channel capabilities.......................6
P6: Evolution of omni-channel marketing.............................................................................8
LO4: Evaluate methods of monitoring and measuring digital marketing effectively............8
P7: Measurement techniques and performance metrics in digital marketing........................8
P8: Actions to improve performance in digital marketing....................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
In today's day where human use cellphones for almost everything, digital marketing is the
biggest tool that can be used in order to reach potential customers. Brands all over the globe use
innovative and creative ways to covey their messages and attract new customers. Connect
Catering, is a local SME in Wallingford, and they have always used the traditional marketing
strategies like giving advertisements in local as well as national newspapers, featured editorials
in specialist magazines and advertisements through local FM Radios. Taking recent reports in
consideration, the traditional marketing structure is not as efficient as it used to be and as a result
sales is dropping every year. The report will focus on establishment of digital marketing
channels for Connect Catering along with traditional marketing. The light will be shed upon
opportunities and risks associated with with the same along with the ways to mitigate them. This
reform will include interconnected analytics spread throughout all the channels of operation to
measure the success and plan follow ups along with the techniques to acquire target customers
and personalize customer experience using marketing tactics.
Main Body
LO1: Demonstrate an understanding of the opportunities, challenges and impact of the digital
environment
P1: Digital marketing landscape and comparison between online and offline marketing concepts
Digital marketing is an extension of traditional marketing where internet is used to create
a communication channel between the organization and the customers. Different individual
elements like social media platforms, emails, web browsers, content marketing and many more
synchronises together and establishes a two-way interaction between the company and the
customers (Ornato and Ferraris 2018).
Digital landscapes is an accumulation of websites, emails, social media platforms,
electronic devices such as cell phones, laptop, tablets and other such elements which are essential
for reputation management for the organization. The understanding and use of this tool is a key
factor in establishing and then maintaining the goodwill for the organization. Connect Catering
may start by responding to the customer feedback online within the tolerable time frames, this
will help the organization in maintaining digital and using it for the benefit of the business.
Basis of differentiation Offline Marketing Concepts Online Marketing Concepts
Focus The offline marketing concepts
focuses on their product.
During the course of
advertisements and sales the
emphasis is on the product.
Since Connect Catering was
using this marketing strategy
the focus of their
advertisements was on
reflecting the quality of their
services.
Online marketing strategies
focuses on the content. May it
be social media advertisements
or emails, the quality of
content is the key ingredient
for online marketing. It
requires a lot of innovation and
creativity in order to make the
content more relatable for
potential customers.
Medium The medium that conveys the The medium that conveys the