Digital Marketing Landscape and Strategies for Astra Zeneca Plc

Unit 24 Digital Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 demonstration of digital marketing landscape and concept and comparison of online and
offline marketing:.........................................................................................................................3
P2 Determination and analysing of trends and insight that fuel the digital marketing:...............4
M1 Evaluation of opportunities and challenges in digital marketing:.........................................5
D1 demonstration of impact of digital marketing on e-commerce platform:..............................5
P3 assessment of digital tools and hardware in brick and mortar:...............................................5
P4 Examination of e-commerce and digital marketing platform comparison to physical
channels:......................................................................................................................................6
M2 Critical analysing digital tools in meeting the marketing requirement:................................6
P5 Development of digital marketing plan and strategies:..........................................................6
M3 Applying tools and techniques in omni-channel marketing:.................................................7
P6 Evolving omni channel marketing..........................................................................................7
P7 determination and evaluation of measurement techniques and performance metrics:...........8
P8 Presentation of set of actions to improve the performance of digital marketing:...................9
M4 Critical evaluation of measurement and metric to understand performance of digital
marketing:..................................................................................................................................10
D2 Development of coherent digital marketing strategy:..........................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
The digital marketing refer to the promotion, connection, marketing with online, and they
use potential customer and target their customer via online channels for the betterment of the
company. Digital marketing also include the digital communication between the organization
and consumer. Usually digital marketing include the social media and web media for the
promotion of the channel. This report includes the information about the digital marketing and
Astra zeneca Plc company how they will promote the company to attract the consumer for the
betterment of the company. How organization uses the techniques , tools and engage their
customers for their organization.
MAIN BODY
P1 demonstration of digital marketing landscape and concept and comparison of online and
offline marketing:
In 21st era, the word digital is common to every one. Digital technologies have brought
easiness to human life and improved the lifestyle of people. Digital marketing is one of the best
method used by business organization to communicate with their audience and try to create an
awareness about the brand (Bala and Verma, 2018.). This is a new way to reach desired customer
and know what exactly their wish from the business. Digital marketing unlock various
opportunities for the firm to maximize their reach to target the desired audience, this has become
one of the most important part of the business organization.
Comparison of online and offline marketing:
Basis Online Offline
Concept Online marketing means the promotion
of product and service through digital
platforms.
Offline marketing means reaching people
directly to sell the products and service.
Reach Online marketing help business
organization to reach as many
audiences as possible, this has wider
range of different customer bases
Offline marketing help business reach a
limited number of audience within a region
or a location, this has limited number of
audience which can be the target market

which can be the target market for the
business organization (Kreutzer, 2016).
but have various limitation.
Impact Online marketing impact the growth of
business product sales, this has greater
impact on the performance of company
in the target market.
Offline marketing can be very powerful but
as compared to the online marketing , this
has less impact. The audience of offline
marketing is completely segregated to the
company can not have enough benefit from
this type of marketing.
Cost Online marketing and its campaign is
costly, it requires proper planning of
the cost to have online marketing
campaign.
Offline marketing is also very costly,
business arrange various things to make a
offline marketing campaign.
P2 Determination and analysing of trends and insight that fuel the digital marketing:
Trends, fuel the growth of digital marketing, a business organization have to identify
various trends and insight that help them to reach as many audiences as possible (Chaffey and
Ellis-Chadwick, 2019). Trends in digital era keep changing as the taste and preference of the
customer tend to change with time, if the company have the capacity to identify the current
trends then they can be successful in online era. There are certain types of customer trend and
insight that fuel the digital marketing such as:
AI power: the fastest and latest technology providing fuel to the digital marketing, this is one of
the most powerful trend. Using AI technology create, manage and monitor marketing campaign
for the company (Tuten, 2020). Many companies started to use these AI bots to optimize their
online promotion of the product, these usages of these bots tend to increase after the impact of
COVID-19 pandemic.
Environment awareness: awareness about the environment tend to increase after the impact of
COVID-19, this is one of the most powerful consumer trend which fuel the digital marketing.
People are now more aware about the environment as they understand the importance of nature,
consumer mainly younger one started to create various environment saving campaigns to reach