Digital Marketing Analysis and Strategies

The provided document appears to be a compilation of various sources related to digital marketing research. It includes references from academic journals, books, and patents, discussing topics such as online shopping perception, e-marketing influence, blending traditional and digital marketing, and more. The content seems to focus on understanding consumer behavior, adopting new technologies, and optimizing digital marketing performance. It may be used for educational purposes or as a reference for students looking for insights into digital marketing strategies and research.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Environmental analysis for Argos, focusing on the opportunities, challenges and its impact....1
TASK 2............................................................................................................................................4
Critical assessment of Argos by comparing and contrasting digital and store presence.............4
TASK 3............................................................................................................................................9
Digital marketing activities for use omni channel......................................................................9
TASK 4..........................................................................................................................................13
Monitoring and measuring techniques......................................................................................13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Digital marketing means to advertise with distinct digital channels. The different medium
of channels can be social media, email applications, mobile application,websites, search engines,
or any other channel. The report will discuss about Argos Ltd. which is an British catalogue
retailer. The company is situated in U.K. Argos is a subsidiary of Sainsbury's. As Sainsbury's
was established in 1869, the founder of the company is John James Sainsbury. The company
headquarters are in Holborn, London, ECI, United Kingdom. In this report the discussion will be
based on understanding of opportunities, challenges and impact on digital environment in the
organisation for online retail industry. The study will be based on comparing digital presence
store and store presence in Argos business. Further the study will be based on the developing a
plan on the digital marketing operations which can helps to build multi channels capabilities. In
the last segment of the report the study will be based on the monitoring and measurement of
effectiveness of the digital marketing.
TASK 1
Environmental analysis for Argos, focusing on the opportunities, challenges and its impact.
Digital Environment includes digital devices as these are basic tools to interact and
manage the activities and contents available to themselves(Chaffey and Ellis-Chadwick, 2019).
The difference between online store and offline store is that in offline store the customer
need to visit store and the stores opens on time basis but in online store the customer can shop
from home itself as well as there is no issue for timing the online store are available all time for
customers.
The benefits of digital marketing are that it is an most potential and powerful tool to
attract large pool of audience towards the company. As the digital marketing tool is cost effective
for the company rather then traditional approach for marketing which require lots of investments
and it becomes difficult for small business to manage the budgets for digital marketing. Digital
marketing helps the company know the customers needs and wants by getting reviews from
customers through social media.
Opportunities Of Digital Marketing
Customer Insight: The Argos company can able to understand the opportunities related
digital marketing as the company is able to understand the customer behaviour towards
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purchasing the products through online services provided by the company(Kartajaya,Kotler and
Hooi, 2019). As with the help of analysing the suggestion and grievances the company can avail
the opportunity to improve its product and services for the consumers. Which further will
increase the revenue and financial performance of the company.
Developing Digital Marketing Activities: The Argos company can avail the
opportunities for using different digital marketing activities like email marketing of the online
retail store which can provide and acknowledge different customers in the market with the help
of sending emails. Another activity which can influence customer around the world are social
media marketing through which the company is able to get connected with customer easily. The
company can update its feeds and news regularly to attract the customers. The company can also
use content marketing to so that it can easily able provide brief information about the changes
and knowledge for offering new product and services for its customers.
Consumer power: The company can facilitate customers to rise their power towards the
company product and services as it can provide information on internet about the products with
acknowledging about pros and cons of the product(Chowdhury,2019). The opportunity for
accessing about the online stores and provide safe mode of transaction to the customers. The
company can have the opportunity for collaboration with the other online retail stores which can
benefit the company to provide special offer or coupons. As with the help of these opportunity
the company is able to increases its revenue and can influence new customers towards the Argos
company.
Challenges And Impact Of Digital Marketing
Challenges faced by company
Customer experience: The company faces major challenge towards giving best
customer experience for the products an services consumed by the consumers. In the phase of
digital marketing the company faces competitive environment in online retail store. As the
suppliers are more for online retail stores which aims to provide better customer experience than
Argos company. Which impacts on the company to increase quality of product and services
provided to the customer(Kingsnorth, 2019).
Volume of production: In digital world the company faces challenges towards the
reaching online and mass production of product and services which impact to less focus on
spreading the brand awareness among the consumers and which impact the company to influence
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less customers towards the brand due to which the financial performance and profit earning
capacity of business also get reduce.
Impacts on company
Negative publicity: With adoption of digital marketing the company generates some
negative publicity towards the company. The company can get negative messages through online
suggestion or comments from consumer for the product and services. As it will put impact on the
company to generate negative image for the company in market. Due to which the reputation of
company falls in the market.
Customer expectation: By meeting the customer expectation the company able to fulfil
the requirement of customers which enable the Argos company to increase its capabilities to
meet the demands of consumers and able to increase competitive advantages in the digital
market(Lewnes and Keller, 2019).
Monitoring of devices used by customers is email device as the tracking can be done
with the help of push notifications like email opened, email delivered, deep links, etc.
Monitoring help the company to examine the customer behaviour towards the product and
services provided by the company are valuable to the customers and produce quality of services.
The competitive environment in digital world is increasing day by day. The company
faces challenges to get competitive advantages from the rivals in the market. As the company is
able to get the competitive advantages when it develops different tactics, strategies, channels,
etc. to drive market performance. The company can bring differentiated digital tools to attract
customers like it can design creative website of the company, develop different digital channel to
communicate with the customers like social media, online marketing, search engines,etc.
The growth of micro moment originally means marketing and selling by google as the
moment used to describe about mobile devices which is used to start internet research of product
and services.
PESTLE analysis on digital marketing
Political: The political factors differs from one nation to another nation. Digital
marketing impact positively when the government allows the company to advertise digitally with
less imposing of government rules, taxes, etc. for promotion of products and services. And the
negative impact can be vice versa(Islam, 2019).
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Economical: In digital marketing the economic factor which influence the company are
inflation, interest rates, federal spreading, etc. The positive impact for the company will be when
the company digitally market its product in wealthier economy which will help the to influence
large pools of customers. The negative impact for the company will be when the the marketing
of the product and services are done in poor economy.
Social: In social factor the company focuses on society welfare and provide quality
product and services. The positive impact will be that company will produce quality services for
the customers. And negative impact for the company is that the promotion of product and
services if are not according to the customer then it will harm the goodwill of the company.
Technological: In the technological factor the company can adopt advance technology
for promotion through internet, etc. the positive impact will be that when the company will
adopt highly advance technology and software the company will able to run its business
smoothly. The negative impact for the company is that it when use of obsolete technology will
not contribute the company to adopt digital marketing tool for advertisement(Cvitanović, 2019) .
Legal: The legal factor includes various rules and regulation which should be followed
by the company. The positive impact is that the company will follow the policies related to
online marketing which will not harm the emotions of the customers. The negative impact on the
company is that it need to follow and make appropriate advertisement for promotion of goods
and services of Argos company.
Environmental: This factor includes the condition of climate, seasonality,
temperature,etc. The positive impact on the company for digital marketing is that it will enable
the company to understand the condition which are suitable to market in the country. The
negative factor for the company is that some times the climatic conditions creates error for
digital marketing in the country(Chaffey and Ellis-Chadwick, 2019).
TASK 2
Critical assessment of Argos by comparing and contrasting digital and store presence.
Digital Tools Used For Generation Of Revenues In Company
Pay-per-click: Pay per click is paid advertising mode which used to target potential
customers in very short period of time. As it enables the company to optimise , contextual and
visual information for advertisement.
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Search engine: The search engine is most effective tool for increasing the revenue for
the company. As most of the people usually begin by using search engines. Several activities
involve key searches, organic link building, linkable asset creation.
Advertisement: People visit many blog , websites, forums, etc. as in which people are in
their interest areas. The digital marketing can be done on the website which will enable the
customer to get attracted towards the company. Which includes boxes, interactive, banners,
interstitial advertisement,etc. Which are similar and linkable to the loading
page(Kartajaya,Kotler and Hooi, 2019).
Social media: The most effective platform to attract customers and create brand
awareness among the customers. As number of user are increasing day by day. The digital
marketer selects most appropriates social network to target the potential customers. Different
platforms within the social medial tool are Facebook, twitter,google+,etc. With the use of these
tools the company easily influence the customer to visit the company website. Which enable the
company to generate revenue when customer purchases product of the company.
Role of digital marketing communication in relation to 7 p's
Place: Digital marketing creates the space for new companies which emerged as internet
and the existing company uses the approach as part of marketing plan. For few companies
internet is additional channel which enhances the company to replace it with traditional channel
or place(Chowdhury,2019).
Price: The price policy for the company is penetration price policy. The prices are decide
according to subscription based which can be monthly or numbers of data service user, software
can be developed as service model for the company.
Product:The tools can be SEO, blogging, websites, social media, etc. it easily helps to
attract customer to purchase the products.
Promotion: The promotion require to increasing popularity of company websites and by
adopting various different methods like internal optimisation in websites. The significant ways
can be building traffic, search engines are included, etc.
Physical evidence: the company can give influence the customers by designing creative
and innovative websites . Proper details and and brief information of the products can be given.
Process: The process in digital marketing includes proper linking of websites to attract
the customers for interested in product and services. As the company sells its product through
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online website and when customer orders product company provide home delivery of the
product(Kingsnorth, 2019).
People: The people in the company should be highly skilled and able to handle or
develop new software and knowledge required is artificial intelligence.
Digital tools and hardware to support marketing
Digital marketing tools are google analysis as it is useful tool for supporting marketing in
Argos company . Which is used to increase the scale of business. Another tool can be active
campaign which is SumoMe which helps to track the readers on the sites which helps marketing
to analyse the customer behaviour and their interest areas(Chowdhury,2019). Hardware
marketing is designing of software for specific use. As the marketing is done with the help of
designing attractive features to influence customer for purchasing of the product. Digital and
store presence or marketing is plays an important at marketplace in order to develop image off
business in marketplace. In order to better understand the digital and stores presence, below is
show the comparison:
Basis Digital presence Store presence
Meaning It simply refers to business
appears online. There are various
digital platform available in
marketplace such as website and
social media.
Store presence refers to business
appears offline which is includes
stores which are physical
presence in market.
Ease of measurement Digital marketing is easy to
measure at market place (Chaffey
and Ellis-Chadwick, 2019). In this
marketer easily find out the
number of time digital marketing
message were displayed to the
local customers, the pages visited
and the amount of visit time.
In comparison to the digital
marketing, store presence is not
easy to measure progress of
marketing activity. For instance,
that store presence enable to
analyse the customer
requirements and needs.
Effectiveness of brand
development
Digital presence is help to Argos
in order to develop brand image at
As compare to digital marketing,
store presence is not effective for
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marketplace by official sides,
social media apps etc.
develop brand image at
marketplace because of limited
stores within the cities (Durmaz
and Efendioglu, 2016).
Potential exposure It is possible with online
marketing which hand crafted
messages of marketing can be
delivered to digital devices that
are used by customers.
Potential exposure is rare to hear
the story of printed sales which
has gone viral throughout the
target market.
Bigger audience range Digital presence is create the
biggest range and high
customized campaign and also
help to Argos to reach in different
cities or even different countries.
Store presence is limited in many
ways, but one of the biggest
restriction come with it is
inability to go on the far side a
local audience.
Less expensive and
more effective
Spending money on marketing,
return on investment decide the
campaign was successful or not
(Kotler, Kartajaya and Setiawan,
2016). But, digital presence is
allows spend less and gain more
or extra. This is the best for
business for earn more profits.
Other the store/traditional
presence is only have one way
which is advertisement. This way
is more expensive and less
effective because advertisement
in newspaper is costly.
Thus, as evidenced from above discussion digital presence which makes use of social
media and official websites as content with marketing channels are far effective from store
presence. Digital presence is easy for measure the outcomes and results of work and
development of Argos products and services (Opreana and Vinerean, 2015).
Consumer life cycle stages of digital adoption
Consumers adoption patterns are important to understand how market new product for
adoption. This covers the five steps which are describe underneath:
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 Innovators are the first customer who are try a new products which are introduce by
Argos. They are risk taker or excited to purchase new product and services. Early adopters have a reasonably high social status, reasonable assess to finance. They
mostly influence any market space and they will often have a degree of though leadership
(Shanthi and Desti, 2015). Early majority is the mass market appeal, the next class of adopter to arrive is the early
majority. Late majority is put resources towards tried and tested solutions only and risk averse.
This category has less money, lower social status.
 Laggards are last arrive at the adoption party. This value traditional methods of doing
things or high averse to change risk.
Growth of online transaction and e-commerce
Online transaction is plays an important and effective role in retail sector. E-commerce
and online transaction is the process of buying and selling products by electronic means such as
by mobile applications and internet. It refers both online retail as well as electronic transaction. It
is huge platform which is growing at an unprecedented rate all over the world. Business to
business electronic commerce accounts for the vast majority of total online transaction sales and
plays a leading role in global network. It rise over the past 20 years has been rapid (Sharif and
Butt, 2017). The growth of e-commerce in retail sales and sector has also reduced consumers
search cost placed downward pressure on many consumers prices and also reduced price
dispersion for many consumers goods. Now days most of the people are use online transaction
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Illustration 1: Digital adoption life cycle
(Source: Consumer life cycle stages of digital
adoption, 2018)

for purchasing and selling product and services as well as payment. Online transaction and e-
commerce is grow in positive manner. It helps to people for transfer money easily in safely from
one place to another place. It is one of the best secure method for money transfer as per time
consuming.
Role of automated and non automated sales and support activities
Automation sales
Automation sales is put automates repetitive activities, task and documentation by using
software for the purpose. This includes e-mail, inventory control, pricing regular documentation
and standard contracts. Sales automation plays an important role in Argos to identify potential
customers as well as get customer information in proper manner. This method is help to sales
team for define filter criteria in order to find out potential customers. This has high chance of
making successful conversions as the filters ensure that sales personnel chase relevant and
interested parties. It is also help to sales team for gain more information and knowledge about
customers like needs and wants of customers.
Non automation sales
Non automation sales are includes face to face dealing with customers. This plays an
important role in Argos in order to understand the needs and wants of customers as per
requirement with company (Todor, 2016). In this sales team meet with customers and give
detailed information about product and solve queries of customers. This plays an important role
which is fill form and other manual process.
TASK 3
Digital marketing activities for use omni channel.
Digital marketing activities
Digital marketing is the newest of marketing in the world. This help to customers to get
all information about product of Argos. Digital marketing channels are create the various
opportunities for business and its growth.
Opportunities for develop multichannel
 Digital marketing is help to develop business at marketplace. This provides various
opportunity to Argos.
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 Social media grow exponentially like customer preferences, features and brand
opportunity is continue to surprise to business. Like snap chat is one the most efficient
channels for brand to connect with customers in unique ways.
 Digital workforce to scale business processes because latest digital technologies are all
around and faster than ever . This give employees new digital skills to adopt and render
them with effective and relevant platform, tools and motivation (Veronica, Silvia and
Lavinia, 2018). Multichannel activities are provides the great opportunity to business by improving brand
image at market place.
Challenges for develop multichannel
 Multichannel channel activities are create challenges for business.
 Increased security risk is the biggest challenge which is faced by Argos by using
multichannel platform in company for selling and purchasing business.
 Less focus on keywords also challenge like when Argos is use different channels for
promoting business then manager is able to make focus on all channels.
Digital marketing campaign planning
Marketing plan is the business document which is outlining the marketing strategy and
tactics. This covers various marketing details such as goals, costs, action steps. It is the effective
part of an overall business plan. Marketing planning is very important document for the business
to analysis the channels and customers interest (Chaffey and Ellis-Chadwick, 2019). Omni
channels are denoting and relating to a type of retail which integrates the different methods of
shopping available to consumers like online, physical shops and phone etc. It is multichannel
approach to sales that seeks to provide customers with a seamless shopping experience whether it
is from online or offline.
Step 1 define brand:
The first and most important think is to build a solid digital marketing plan is to define
own brand. This is very necessary because until and unless about the brand stand. In this step
Argos staff provide detail about goals in few words, write exactly makes brand unique from
others and services. At the end, create the mission statement or brand positioning statement.
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Argos is retail operating United Kingdom and subsidiary of Sainsbury. Company trades
both through physical shops and online with over 883 retail shops. This sales consumer goods
products and services.
Goal of campaign is to develop marketing channels in company and also to use omni
marketing channels like phone, shops, official websites etc.
Objective is to reach 20000 visits a month on website every month within the three
month.
Step 2 create buyer personas:
Here is include the detailed information of target customers and audience.
Business goals
 To be the most trusted retailer where people love to work and shop. To provide the full range of resources made possible by the technology in all our services
area.
Objectives
 To reach 20000 visitors a month on the website every month. To do the best from other brands within the 3 years.
Target audience
 Segment is demographic as per the age, gender and employees like online and offline
buyers..
 Target audience are households as age above 15 to 45 years age group is includes. Male
and female both.
 Positioning is the ones who look for purchasing items multichannel like stores and online.
Step 3 choose right digital marketing channels
Selection of right digital marketing channel is very important because this provides the
various opportunities in marketplace.
 The main digital channel is omni marketing channel.
 Omni marketing channels includes
 Offline marketing
◦ TV
◦ Shops
◦ Newspapers
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◦ Radio
 Online marketing
◦ Social media
◦ Blogging
◦ Search engine optimization
◦ Display network [Google display network, Facebook audience]
◦ Pay per click [google ads, Bing ads]
◦ E-mail marketing
◦ Online partnership
Step 4 marketing budget
Selecting marketing channel that will burn a hole wallet. Knowing the budget goes a long
way in helping in wallet. A budget is the financial plan for a defined period. This is the process
of creating as plan to spend money. This spending money is called budget. The main purpose of
budget is allocate the resources, planning, coordinating, control and motivation.
Marketing expenses
Social media marketing £60.00
Radio expenses £50.00
Blogging expenses £70.00
Newspaper expenses £80.00
Total £260.00
Step 5 Know ROI
Digital marketing, measuring the ROI of digital marketing campaign is not possible
because this lead to a lot of untrue assumptions. Spend money on the digital marketing but were
unable to tell which half of their budget was going to waste. Evaluation and control is one of the
most important part of the business in order to analysis growth and implementation of plan. In
order to analysis the sales revenue the Argos based on the digital marketing campaign conducted.
With this, manager is able to track the sales revenue like increasing or decreasing or monitoring
the growth of projection.
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In order to analysis the social media traffic company is engaged and try to reached
towards the customers and network channels. For the control this, manager of Argos is provide
the best network channels in good senses (Durmaz and Efendioglu, 2016). For monitor the
visitors on websites, Argos is uses the KPI channel which is help to manager to understand the
number of visitors that have been covered as lead.
Regular analysis of performance is highly help to analysis the proper growth of
campaign. In the campaign Argos staff asked question and take feedback of performance by
customers. By this, manager get knowledge about customer needs and wants or do changes as
per requirement. This help to attract more customers towards company because company is loyal
about customer.
TASK 4
Monitoring and measuring techniques
Measurement of digital campaigns by using KPIs, measurable metrics and use of analytics
platform
Digital marketing Metrics and KPIs are used by organisation to evaluates and tracks the
performances of marketing campaigns. Digital marketing team of Argos Ltd. Are using this tools
to promote their services and goods and also tracks the results of such marketing effectiveness
(Järvinen, 2016). For monitoring the and measuring the digital marketing effectiveness firm is
using the following KPIs methods and metrics:
Web traffic sources:
The web traffic sources is used to measuring the web traffic of visitors on the site. It
provides a comparison in between each sources. To measures the effectiveness of digital
marketing of the company the digital marketing team is using such method to check out the
traffic and measures the number of visitors visits the specific site of the firm. There are three
main traffic sources are direct, referral and search. Websites may also have traffic from the
campaigns such as ads banner or paid search. For increase the web traffic on the sites the
marketing team should review their websites analytics. For monitoring through the web traffic in
current period the firm needs to establishes the metrics such as Lead generation metrics and web
analytics metrics, such metrics are use to monitoring the web traffic by giving insights into the
performances of lead generation programs.
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Brand Awareness:
The brand awareness metrics tracks that how the brand is performing on the social
platform on branded search. This metrics is formed and designed for looking and captures the
changes to the online brand awareness over the time. This metrics involves four majors that are
required to measuring the brand image of the company are Facebook followers, brand mentions,
Twitter followers and brand search. This are the factors from which the digital marketing team of
the firm can evaluates and monitors the brand image of the organisation on social platform. By
continues monitoring on the above for majors shows that what the organisation have an image in
the mind of public through social media. This metrics shows the monthly comparison between
predicted the short term goals and actual goal of the firm.
Online conversion rates:
Conversion rate shows the amount of visitors who have completed the goal on the
website of the firm. Higher the conversion rates mean the more successful the business's
marketing campaigns (Järvinen, 2016). To track the conversion rate the digital marketing team of
Argos Ltd. Are using formula which considers the rate of conversion of the firm is equal
conversion divided by the total number of visitors who visits the website of the firm. Online
conversion metrics determines that how effective the organisation at the converting the online
public into the paying customers. It facilitates the monitoring on the number of time the public
visits their site and evaluates the customer statistics.
Procedures used for measuring digital campaigns
Step 1: Evaluate the digital marketing goal:
First step of measuring the digital campaigns is to determine the specific of goal of the
digital marketing of the Argos Ltd. It can be considers the amount of the social shares of the
blogs post receives of the firm, the market size of online followers or fan base on social
networking sites, number of positive review left about the organisation like google review and
total amount of conversions resulting from social traffics.
Step 2: Re-examine the target customers profiles:
In step second of measuring digital campaign process the Argos Ltd. Needs to re-examine
the target customers profile (McCann and Barlow, 2015). It is very necessary to keep on mind
that every effective digital marketing plan founded on a series of well constructed customer's
profile which can be outlined the particular type of individuals that may reach the campaigns of
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the firm. The firm may not launching the new campaign until the marketers collects the
information regarding the target market and customer preferences, interests and web activities.
Step 3: Overviewing the digital presence:
After the re-examination of target market the firm needs to overviewing that whether the
individuals are wants or not participating actively on the digital properties of the Argos Ltd. In
instances that of the firm is targeting the group of females than if the firm is launching the digital
marketing campaigns before making the social networking, it takes traffic if the organisation not
took the time to determines the presences on the sites.
Step 4 Evaluates the messaging strategies:
Now the organisation needs to take a look on the particular type of messages that realise
as a part of the digital marketing campaigns (Parker, Parker, and Parker, 2018). In this step the
Argos Ltd. Needs to evaluate the types of messages like blog post, videos, podcasts etc. are
performing better with the target audiences or not and also make sure that the words which are
used in the messages seems to be resonate with the public.
Step 5: check the digital marketing ROI:
Lastly the Argos Ltd. Needs to measure ROI through which the firm comes to know that
how the data are able to processed the well worth of the marketing efforts in the organisation
(Lynch and et.al., 2015). It can be track in two different variables are the amount that invested
into the digital marketing campaigns and financial benefits of any conversion that the firm is
tracking.
Performances measures using online metrics
Internet and online marketing are efforts that are supports to the performances of the
firm. There are various online metrics that can be used to measure the performance are customer
retention rates, total visits, channel-specific traffic, bounce rates, total conversion and so on.
Channel-specific traffic segments is based on the points of origins. The bounce rate is the
number of individuals who visits the site and leave it without performing any meaningful
actions. It can determine that how the organisation performing. The new sessions refer to the
total numbers of visitors that are new to the website of the company and not being involved and
familiar with the brand. Total conversion measure the percentage of customers that are taking a
particular action on the websites Opreana and Vinerean, 2015). This all the tools are helps to
measures the performance of digital marketing campaign of the firm and also helps to evaluate
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the position of the firm or the performances of the company in outside the market. These are the
online metrics which needs to measure the performances and digital marketing campaign.
Populations Measures
Population means the entire pool from which the statical sample is drawn. It may refers to
whole group of individuals, object, visits and events. It can be said as an aggregate observation
of subject grouped together by common features. Size and density of the population are both
important in describing the current status of the population for making predictions. For
measuring the population there are variety of methods can be used to sample population to
determines their density and size (Oliver and et.al., 2015). The method that can be used as well
as most essential method is mark- recapture. To measures the population the Argos Ltd 's
marketing team is using the mark-recapture method, this method used to measure the mammals
and human population. Digital marketing team can be research the data by using the sample
population.
CONCLUSION
From the above report it has been concluded about the understandings and opportunities
for the digital environment in which the consumer insight and consumer powers are the major
factors of opportunities, also the report has been describes about the challenges and impact of the
digital environment in which it has been considers the customers experiences, values of
production in the firm, negative proficiency and monitoring of devises. This report has been
provides a PESTEL analysis of marketing and also provides the tools which helps to increase the
revenues of the firm which considers pay per clicks, advertisement, social media and so on.
Further the file has been provides the roles of digital marketing in which it summarised the 7 P's
which are product, price, place, promotion, process, peoples and physical evidences. After that
the report has been discussed on the digital tools and platforms and channels and comparison
between the digital and stock marketing. Further the report has been summarised digital
marketing activities in which future expenses and strategies implementation and also shows the
planning of digital marketing campaigns. Lastly the report has been provides the monitoring and
measures techniques in which the report has been discussed measurements of digital marketing
campaigns using KPIs and measurable metrics.
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