Digital marketing

Hello. This assignment is for Claudia Alexandru and the chosen company is Morrisons

Digital Marketing.

Table of Content
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1- Comparison of online and offline digital marketing.............................................................3
P2- Consumer trends and insights which are fulfilling the growth of digital marketing............5
LO 2.................................................................................................................................................6
P 3 — Key digital tools & Hardware's available in contrast with ' Bricks & Mortar and other
physical channels.........................................................................................................................6
P 4 — Digital Marketing Channels v/s Physical Channels..........................................................7
LO3..................................................................................................................................................9
P5 Digital marketing plan and strategies to build multi channel capabilities..............................9
P6 Omni channel marketing.......................................................................................................11
LO4 ...............................................................................................................................................12
P7 Measurement metrics and performance metrics in digital marketing..................................12
P8 Actions to improve performance in digital marketing..........................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Digital marketing refers to an integral component of marketing that utilizes internet and
digital technologies such as advanced computers, mobiles and social media platforms to promote
business of companies. Organizations use multiple channels with use of innovative technologies
that enable them to analyse campaigns, content and strategies for promotion and business
campaigns. Morrisons is the fourth largest supermarket chain of United Kingdom and strong
presence in economy by contributing around 11% of market share and 400 stores with more than
30,000 products varieties. This report explains digital marketing landscape and how it
differentiates with offline marketing concepts for brand. It also analyses key customer trends and
insights for fuelling the growth of digital marketing and tools that are available to marketers in
contrast to bricks and mortar and physical channels. It explains development of e-commerce and
digital marketing platforms along with marketing plan and strategies to build multi channel
capabilities. This report also analyses how omni channel marketing has evolved in company
business operations and also evaluates the performance metrics and measurement techniques in
digital marketing, along with set of actions to improve performance in digital marketing.
LO1
P1- Comparison of online and offline digital marketing.
Digital marketing is a fundamental marketing that includes online or internet based
technologies. Digital marketing can be done with the help of computers, mobile phones, social
media, which helps in promoting products and services and can easily reach to their customers. It
is a new way to approach customers and customers can easily find products they need. Digital
marketing is a way to interact with their customers and can easily find feedback from customers.
Internet marketing also advertise on different websites, games, emails or on mobile applications
to aware the customers about services (Chaffey, and Ellis-Chadwick, 2019). Morrison is a large
supermarket in UK. Both online and offline marketing is needed to target their customers.
Online marketing-
Online marketing is a technique for promoting product and services. This is done through
internet includes social media, email, application advertising, search engines and more.
Objective of Morrison to use online marketing is to reach the customers by different channels
where customer spends more time in reading, searching or shopping. Morrison is widely spread

that is the reason they use digital marketing and more channels to reach their customers. The
company is facing more challenges and benefits with online marketing. Online marketing is
beneficial for customers, so they know about the product and service details at their remote
places. Digital marketing is beneficial for company it reduces the cost of company, give
competitive advantage, develops customer relationship, and feedback services to their customers.
Online marketing connects the company with their customers and develop business by
eliminating offline marketing. Morrison is providing all detail information about the product on
internet so it is flexible and convenient for customers to choose. Customer can compare the
product price with other product price on internet and it is convenient to choose. In online
services, customer can pay their bills digitally by sitting at their home only. The big disadvantage
of online marketing is that customers are not able to try or touch their products at the time of
purchasing. Online marketing has eliminated the offline marketing in recent years from the
industry.
Offline marketing-
Offline marketing refers to the technique of advertising through television, radio,
newspaper etc. It doesn't include internet facility. This is the traditional way of marketing which
was used by the companies before online marketing and it is still used by some companies to
maintain position in the market. Offline marketing reaches the customer and grab the attention or
feedback from the customers. Offline marketing is face to face marketing, it can be done through
direct mailing, meeting, speaking, personnel selling, printing of advertisement in newspaper.
Morrison has a supermarket where customers go and purchase items which they need (Roy and
Joseph, 2020). Morrison also provide online as well as offline marketing, they have a
supermarket where the customers can go and purchase the items they need. Morrison believes
both online and offline marketing is beneficial for them, though all customers doesn't choose
online marketing. The company get benefits from offline marketing are ordered at short notice,
you get the product exactly what you need, builds relationship with customers and have different
distribution channels. Thus, offline marketing still has a good position in industry, it helps more
in increasing the sales of Morrison.

P2- Consumer trends and insights which are fulfilling the growth of digital marketing
Consumer insights
Consumer insights are analysed information related to present customers. Customer
information is analysed through research and data analysis. Customers are giving feedback of the
product and by research the company find what is the need of the customer. Without knowing
the need of the consumer, the organization is not able to produce the product. Morrison is
analysing the consumer insights, and then they are selling the products (Elsevier, 2016). After
analysing through research or data analysis Morrison finds the taste or preferences of the
customer. They offer products which are mostly needed by the consumers. Customers are
preferring online marketing, they buy the products online, pay through internet marketing and
give feedback to them in this way digital marketing is preferred by the consumers.
Consumer trends
Consumers trends shows preference of goods and services of customers, how much
customer spends and what they buy. What products customer are preferring online and offline.
Some consumer trends are as follows:-
Pricing: -
Some customer thinks according to their economy; how much they can spend on a
particular product. Morrison is providing discounts and offer in their supermarket, both online
and offline. So people prefer supermarket due to their discount offered (Cuomo and et.al., 2016).
In online marketing customers are paying through internet banking, you can get cashback and
more discounts, this is also a reason to choose online marketing.
Globalization:-
Due to globalization, the consumers thinks that they must get global products which is
available in one country only. Morrison must open their supermarket in multi countries, because
now the consumers are preferring digital marketing, and other countries will prefer Morrison
because they provide good discount also.
Conversational:-
Digital marketing develops customer and company relationship. Morrison keeps taking
feedback from the customers and the company is developing their services according to customer
need.
Personalization:-

Customer must be self-personalized with the digital marketing. Customer must know how
to use digital marketing, so they can use the facilities which is provided by the Morrison.
Technology:-
Now a day’s technology is increasing day by day. Consumer prefer new technologies
which makes them more aware about the company. The customer always buy items after doing
research of a product before purchasing.
Social media:-
Social media is mostly used by the customers. People are sending number of messages to
each other this is useful for a company for marketing of their product and services. Social media
applications like Facebook, Instagram or twitter are also useful for advertising the product
because people spend more time on it. Morrison uses this application for digital marketing, so
the customer gets to know about the products and their services.
LO 2
P 3 — Key digital tools & Hardware's available in contrast with ' Bricks & Mortar and other
physical channels
Bricks and Mortar is a traditional business with a physical presence of its own office,
store or shop and offers its products and services directly to customers. In this type of business
buyers and sellers and interact with each other face to face and the buyer can understand what
the seller is trying to express about its products. Whereas, Digital marketing is a platform which
uses all digital marketing networks and methods to promote their products and services by using
internet, social media and other electronic devices such as Mobile phones, Televisions,
Computers, laptops, etc. and to reach customers electronically. Although, Some customers prefer
to visit the particular store or shop to buy the products and some customers prefer to buy online
by visiting websites such as Amazon.in and many more (Chaffey and Ellis-Chadwick, 2019).
Therefore, Digital marketing is easier and faster as compared to traditional business because
customers don't need to give more time and get wide variety of products at one place and not
need to go anywhere. It also uses various digital marketing tools to enhance the business. Some
key digital tools and hardware's which are available to marketers are as follows:
Social Media Marketing — It is a platform where social media is used to connect with people
to build brand image, gaining website traffic and increase sales through various social media
sites such as Facebook, Twitter, Instagram, Tumblr, etc. It helps in meeting the target customers

and where they interact socially with each other. It is beneficial in increasing brand recognition
and adds value to the business to achieve growth. It helps the business to learn from competitors,
promotes and develops relationship with people.
Search Engine Optimization — This a practice where quantity and quality of website traffic
increases through the results of organic search engines. Through this the business can reach
quality and right quantity of customers those who are clicking through search engine result page
which enhances the traffic. This results in awareness about the product, promotion and reach to
the targeted audience (Kingsnorth, 2019) .
Pay-per-Click Advertising — It is a model in which online advertising of the products and
services is done by the company where it has to pay each time when the user actually clicks on
one of their online ads. The most common type of this is Paid Search Ad. It can be Text Ads,
Display Ads, Shopping Ads and major Pay-Per-Click platform can be Google Ads, Microsoft
Advertising, etc. It also affords the businesses the opportunity to go for advertising within the
sponsored lists of search engine or partner sites.
Web cameras — It is a camera which is connected to a desktop or laptop that captures pictures,
broadcast videos in real time and stores the data into the hard drive of devices.
Therefore, these different tools can be used by the MORRISONS to enhance its business
through digital marketing.
P 4 — Digital Marketing Channels v/s Physical Channels
Basis Digital Marketing Channels Physical Marketing Channels
Meaning Digital marketing channels are
used to sell the products and
services online with the use of
internet and electronic devices.
Physical marketing channels are
used to buy or sell the products and
services offline without the use of
internet.
Physical Presence In this the physical presence of the
sellers, offices, stores are not
required.
Here in this case without physical
presence of the buyers, sellers,
offices, stores the business cannot
run (Sridhar and Fang, 2019).

Accessibility Accessibility of proper Internet
and electronic devices is
mandatory.
In this accessibility of arrival of
customers is necessary.
Promotion tools In this promotion can be done
through social media, advertising,
Email-marketing, etc. This helps
in promoting the products and
services quickly with less effort.
Promotion tools used by the seller
are Paper ads, Broadcast through
television & Radio, Telephones and
SMS. It requires efforts to make
their products and services reach to
customers.
Competition In this case competition is
becoming tougher day by day
because every one prefers digital
channels as it is less time-
consuming and easy to access.
Competition is reducing because
people are now switching towards
digital marketing.
Offers and Discounts In this many offers and discounts
are available to the customers on
daily basis and special discounts
are also given on special occasions
so that customers get attracted
with it and avail this opportunity
by buying the products and
services.
Here, as such no discounts and
offers are provided by the seller to
the customers, only if he wishes to
give can give on special occasions.
Product Here wide variety of products of
different brands are available to
customers at one place as they
need not go anywhere and can
visit these sites by sitting at home
or any place (Zhu and Gao, 2019).
In this case no such variety of
products are available at one place,
the customer has to visit particular
store of that product which he
wishes to buy. He has to visit
different stores for buying different
products.
Time consumption In this it is not time-consuming It is time-consuming because

therefore requires less time to
access the sites and applications.
customer has to visit the store that
requires time.
Availability These are 24/7 available for the
customers to buy, return, replace
and complaint anytime about the
product which they have bought
from the particular site also they
need not wait for the next day.
These are available only at the store
timings and customer has to visit the
store again for replacement, change
or for any complain and also has to
wait for the next to open the store
again (Mandal and Joshi, 2017).
LO3
P5 Digital marketing plan and strategies to build multi channel capabilities.
Digital marketing plan is highly important for company to gain strong position within
customers and business world as it delivers quick access regarding products and services
company offers worldwide. Social media, content marketing advertisements on websites are the
most innovative digital marketing platforms which Morrisons uses to reach customers worldwide
(Busca and Bertrandias,2020).
AIM-To establish large digital platforms where company can establish marketing and
promotional functions.
Sostac model is one of the most innovative framework for digital marketing strategy
and planning formulation which enables company to structure its future perspective growth
parameters to leverage more profitable revenues and high scale customer market share.
S-Situations:
 Morison company at this step of digital marketing plan analyse the current marketing situations,
the changes which needs to be done and the steps which can be formulated for gaining
innovative position in the industry for reaching new segments of customers.
O- Objectives
 Morison company at this step will formulate the objectives of digital marketing plan to captivate
high market share position among customers, by high technology usage and promotional
through various media platforms.
S- Sytrategy

 Morison company will formulates strategies and innovative business model implementation at
this step which will gain large profitable margins and high growth consumers market which will
help in gaining high goodwill and leverage strong positioning in the industry.
T-Tactics
 Morion company at this step will formulate tactics to gain competitive edge in comparison with
other companies and brands by formulating strong innovative marketing plan to use the
potentiality of market spread and reach high growth in profitability revenues.
A-Actions
 Morison company at this step will take active action towards monitoring the marketing plan
implementation, resources utilisation and the various investment funds which have been pooled
in .This step will help company ti evaluate its performance growth factors, spread within
consumers and various other parameters.
C- Control
 Morison company will control and take all mitigation steps which will imply effective completion
of all steps and strategies taken within the complete procedure, which will enable company to
get strong position in industry and reach new avenues of growth.
RACE Model
Race model is one of the most innovative strategy which helps in developing strategic PR plan
which has steps of Research, action planning, communication and evaluation which helps in
beginning steps of all marketing campaigns. Morison company through this framework will help
in formulating strong models which will help in further procedures of marketing plan.
SMART GOALS
 Specific- Morrison plans to build wide product portfolio on shopping websites
 Measurable-Performance standards will be measured by understanding the graphics and
metrics to see how many consumers are going through products' portfolio and their
reviews will enable company to build stronger shopping experience.
 Attainable- Morrison plans to attain success in implementation of digital marketing plan
is an attainable goal and possible to accomplish with flexible operational structure.
 Relevant- The goals set are highly relevant to implement in competitive business world
where digital marketing is immensely important.
 Timely-Company plans to achieve these goals in 1 year time frame

STP
 Segmenting- Dividing market share into segments of customers related to variety of
products and services for quick delivery in business operations. Morrisons offers around
more than 30,0000 products into stores which can be divided into segments for efficient
digital marketing on websites for enabling them quality shopping experience on internet
(Dinis, Breda and Barreiro, 2020)
 Targeting- Selecting the most attractive segments of customers to target through digital
marketing will enable company to build strong value and target new customers by
segmenting them into product categories.
 Positioning- It explains ways by which Morrison can position among targeted customers
by efficient quick delivery of products and services. For example To gain revenue growth
in organic food products category newly launched positioning the promotional activities
into targeted customers is highly important.
Digital marketing methods
 Social media marketing is the most innovative digital marketing platform for companies
to build their business expansion in global digitalized business world. Morrison by
advanced technology to promote their business performance and details of products on
portfolio on Twitter, Facebook and other social media platforms build strong presence in
market share (Kulkarni, 2020).
 Content marketing is also one of the most innovative digital marketing method by which
Morrison can build strong promotion strategies for digital marketing. Company by
focusing on bringing innovative content of marketing in product portfolios and strong
customer feedback services, it can build strong digital market share on global scale
platform.
Market analysis- Internal factors are highly important to analyse for company to formulate the
digital marketing plan as it enables management a clear understanding of all key points including
capital and other resources.
Investment funds- Large capital funds are required by companies to initiate digital marketing
plan as advanced technology and equipments are needed to build promotional operations on
large scale. Morrison being one of the largest retail chain brand in UK economy plans to indulge
in huge capital funds as investment in digital marketing operational structure (Camilleri,2020).

Multi channel marketing platforms
This refers to channels where company is able to build communication with audience and
consumers on digital platforms with strong dynamic structure in delivering services and
products. Through these channels there lies maximum opportunities for company to establish
their relations with customers through digital marketing strategies and also enable them with
efficiency in getting quick access to all performance reports. Morrison being one of the biggest
retail giant company of UKL, lays high importance to multi channels of digital marketing to
enhance the goodwill among loyal customers and keep them retained in competitive business
world (Rose,2020).
 Consistent customer experiences- Customer experiences are of the most important
factor for building multi channel marketing platform on digital media. As repetitive
purchases and sustained goodwill among consumes is highly dependent on building
strong digital marketing operational stricture with efficient delivery channels of all
product and services. Customers consistency data enable Morrisons to operate with
efficiency in digital services where it is imperatively important for company for
succeeding in volatile business world.
 Advanced analytics- Predictive analytics with advanced technology usage enables
Morrisons company to keep check on digital marketing standards and determine arenas
where it can build efficiency in channels to deliver quick access for customers.
Expanding business channels with advanced analytics in digital marketing will help
company to establish strong brand with global recognition in serving high quality
standards.
P6 Omni channel marketing
Omni channel marketing can be understood as business marketing approach where
customers experience integrated shopping with varied channels to create strong brand image and
deliver company services along with unified message of company vision (Kamble,2020).
Advanced technology usage for digital marketing has brought brands in close competitiveness
among each other and omni marketing is one of the highly used channel. Morrison through omni
marketing channel can influence consumers by promoting about brand products and services
directly on their social media platforms and mobile phone.

 Omni marketing channel enables companies to deliver quick services to customers
worldwide by getting in touch with them through emails, Facebook handles and other
social media services. Morrison through omni marketing channel promote about new
products directly to targeted customers by sending message notifications. This will bring
flexibility principle and quick feedbacks and reviews will enable brand to function out
their marketing effectively (Spiller,2020).
 Omni channel marketing services will enhance business revenue by attributing customers
with innovative services of listening their grievances and respond cycle through which
they can experience quality shopping experience. Customers can get directly in touched
by Morrison brand where management can share promotional details on social media and
get their regular reviews regarding products quality. Morrison can enhance its marketing
standards through strong omni marketing channel by which customers goodwill can be
built along with sustained loyalty to keep them active on websites.
 Omni marketing channel enables better data collection and analysis of consumers for
company by which they can design better adverting campaigns and target segmented
customers with efficiency. It also creates synergy among all management departments
and channels for aiming better brand visibility among all digital handles.
 It enables company to deliver complete buying experience for customers and streamline
logistics for effective customers service and motivate management to keep customers
closely aligned with company goals attainment of profit margins. Integrate marketing
analytics through omni marketing channels will help Morrison to build strong bran image
among consumer worldwide by which they can improve their services drastically (Bu,
Parkinson and Thaichon, P., 2020).
LO4
P7 Measurement metrics and performance metrics in digital marketing
◦ Traffic generation- Measurement metrics to check traffic generation of customers on
websites and shopping portals will enable Morrison to build strong digital marketing
presence. It is highly important for company management to check traffic generation
and how many people are actively interested in products and strategies can be
formulated to enhance goodwill.

 Total number of websites visits- Morrison by analysing how many customers are coming
on shopping websites for actively shopping and which products are highly purchased
with repetitive sales measure build performance metrics. Interactions of consumers per
website is hugely important to determine relevant important arenas in digital marketing
and the time consumers spend on each page also impacts to determine how innovative are
company products (Handa and Gupta,2020).
 Returning website visitors- This performance metrics help to determine hoe much
percentage of customer have return visits on websites for shopping due to innovative
products and comfortable shopping experience. This highly impacts the digital marketing
strategies as Morrison aims to keep large customer base retained for long term with high
quality services and efficient customer satisfaction services.
 Goodwill among consumers- This performance metrics highly impacts brand value for
constructing digital marketing operational structure as consumers goodwill have large
impacts to determine stability. Having large satisfied consumer loyalty strongly measures
digital marketing performance standards and the impact of promotional activities.
 Bounce rate- This explains how many visitors left the company shopping website
without any purchase which impacts on company performance levels. Bounce rates help
to determine weather content is being found relevant by consumers or not and how their
shopping experience was. A low bounce rate determines growth in customers loyalty for
Morrison brand and develops the brand equity extensively (Sümer,2020).
P8 Actions to improve performance in digital marketing
 Advanced technology usage can be implemented in computers for improving
performance in digital marketing platforms as there is high demand for modernization
due to large competitive growth in retail industry. Morrison by implementing new
technology equipments for digital marketing services build strong goodwill among
consumers worldwide and enable extensive growth in company online presence.
 Training employees to deliver efficient services to customers through email networks and
websites advertisements will enable Morrison to reach successful digital marketing
standards. Employees should be given training to solve customer grievances quickly and
establish feedback completion targets for serving customers base with efficient services.

 Promotional tools will enable company to build strong online presence through internet
for digital marketing functions as it allows companies to generate huge customer base
growth (Curiel,2020).Digital marketing success of Morrison brand is hugely dependent
on promotional tools as global business world competition makes it imperatively
important for companies to deliver online services
 More investments in building large digital marketing structures in Morrison will enable
brand to productively reach set performance standards with attainment of large customer
goodwill. As there are large metrics involved in marketing, there is high demand of
financial capital for management to implement decisions with efficiency.
 Tracking social media presence along with websites advertisements done for digital
marketing through performance metrics and customers statistics will help Morrison to
improve digital marketing functions.

CONCLUSION
This report concludes digital marketing is highly important for companies to build high
goodwill among consumers in volatile business world where there is strong competitive growth
of new brand entrants. Morrison is one of the biggest retail giant of UK where large focus is
given to digital marketing strategies and development of performance standards to reach set
goals. It also elaborately analyses the huge difference between ways of digital marketing and
offline marketing strategies, and the various parameters which companies to effectively touch
for successful implementation. It concludes that consumer trends are highly dynamic along
with insights which impact the growth of digital marketing on various key points. It has
successfully analysed the innovative digital tools and the new machinery equipments which
will help company in strong positioning of company structures within competitive industry. It
concludes e-commerce and digital marketing platforms are extensively wide in comparison to
physical channels of company. It concludes formulation of digital business plan where omni
channel marketing is followed to reach large customer base globally. It concludes online web
traffic, customer feedbacks and bounce rate are measurement metrics and performance metric
which elaborately explains the performance standards in digital marketing. It also analyses the
methods by which companies can improve their digital marketing promotional activities to
occupy large market share.

REFERENCES
Books and journals
Bu, Y., Parkinson, J. and Thaichon, P., 2020. Digital content marketing as a catalyst for e-WOM
in food tourism. Australasian Marketing Journal (AMJ).
Busca, L. and Bertrandias, L., 2020. A Framework for Digital Marketing Research: Investigating
the Four Cultural Eras of Digital Marketing. Journal of Interactive Marketing, 49. pp.1-
19.
Camilleri, M. A., 2020. Higher education marketing communications in the digital era. Strategic
marketing of higher education in Africa. London: Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Cuomo, M.T., and et.al., 2016. Exploring consumer insights in wine marketing: An ethnographic
research on# Winelovers. Psychology & Marketing.33(12). pp.1082-1090.
Curiel, E., 2020. Considerations on Global Social Media Marketing. In Digital and Social Media
Marketing (pp. 229-237). Springer, Cham.
Dinis, M. G., Breda, Z. and Barreiro, T., 2020. Digital Marketing Strategies of Destination
Management Organizations: An Exploratory Study. In Strategic Business Models to
Support Demand, Supply, and Destination Management in the Tourism and Hospitality
Industry (pp. 266-285). IGI Global.
Elsevier, B., 2016. Digital marketing: A framework, review and research agenda. [Online].
Accessed through
<https://www.sciencedirect.com/science/article/abs/pii/S0167811616301550>.
Handa, M. and Gupta, S., 2020. Digital cause-related marketing campaigns. Journal of Indian
Business Research.
Kamble, R. N., 2020. Effectiveness of Digital Marketing in the Challenging Age: An Empirical
Study. Our Heritage. 68(27). pp.417-428.
Kulkarni, N., 2020. An Effect of Digital Marketing on Consumer Behaviour. Our Heritage.
68(9). pp.200-216.
Rose, G. J., 2020. D-Marketing and Its Impact of Buying Behaviour. Our Heritage. 68(30).
pp.7622-7627.
Roy, S. and Joseph, D., 2020. Traveler Decision Making in Online vs. Offline Buying Behavior:
A Contrasting Perspective. In Digital Marketing Strategies for Tourism, Hospitality,
and Airline Industries (pp. 23-48). IGI Global.
Spiller, L., 2020. Direct, Digital & Data-Driven Marketing. SAGE Publications Limited.
Sümer, S. I., 2020. A New Marketing Trend in the Digital Age: Social Media Marketing.
In Digital Business Strategies in Blockchain Ecosystems (pp. 133-151). Springer, Cham.