Digital marketing

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.