Digital Marketing: Challenges, Opportunities, and Multi-Channel Capabilities

Digital Marketing

TABLE OF CONTENT
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
Present an overview of the digital marketing landscape and compare online and offline
marketing concepts...................................................................................................................4
Determine and analyse the key consumer trends and insights that are fueling the growth of
digital marketing.......................................................................................................................5
Task 2...............................................................................................................................................6
Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels......................................................................6
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels..............................................................................................7
Task 3...............................................................................................................................................7
Develop a digital marketing plan and strategy to build multi-channel capabilities..................7
Explain how omni-channel marketing has evolved..................................................................9
Task 4.............................................................................................................................................10
Determine and evaluate the measurement techniques and performance metrics in digital
marketing................................................................................................................................10
Present a set of actions to improve performance in digital marketing....................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
Digital marketing refers to a modern approach of marketing which helps the companies
in reaching out to customers with the help of internet or via online channel. The channel uses
digital technology which helps the companies in marketing their products on different platforms
and other media. It is important for the companies to adopt digital marketing nowadays as it will
help them in reaching out to wider audience and will also help them in saving cost levied on the
traditional marketing approaches. Digital marketing helps the companies in reaching out to their
potential customers with the help of internet and will also encourage people to buy the products
and services of the company effectively (Ghai and Rahman., 2018). In context to Tesco, the
company is the one of the major retailers of groceries and merchandise in UK. The company was
founded in the year 1919 by Jack Cohen and is currently headquartered in UK. In this report, the
challenges and opportunities of digital environment along with its impact on businesses is
provided. The report also covers key digital tools, channels and platforms in comparison to the
brick and mortar and other physical channels. Along with the the organizing of digital marketing
activities with multi channel capabilities of an organization is provided. The evaluation of
monitoring and measuring of digital marketing is provided.
Task 1
Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.
In the recent year after the evolution of digital marketing their has been a significant
change in the communication process of customers with company, company with customers and
customers with each other. It is important for the companies to understand the needs of the
customers and provide products and services which can fulfill these needs. It will help the
company in attracting potential customers as well (John., 2020). Digital technologies such as
internet, mobile phones, emails and social media contribute to digital marketing landscape.
Digital marketing helps the company in engaging with potential customers and will allow
customers to be a part of brand narrative.
Comparison between online marketing and offline marketing:
Online marketing

It refers to the modern day tools of advertisement and promotion adopted by the company in
order to reach out to their customers. It includes direct use of internet and social media platforms
and will hep the companies in spreading brand awareness (Russell-Bennett and et. al., 2018) . It
is considered to be one of the most effective tool of marketing which can help the companies in
reaching out to the wider audience. It includes social media platforms, online banners, search
engine optimization, video blogging, etc.
Offline marketing
It refers to the traditional way adopted by the companies in order to create brand awareness. The
approach does not include any direct use of internet or social media platform. It basically
includes approaches such as print media, television advertisements, outdoor advertisements,
promotional gifts as well as word of mouth.
Determine and analyse the key consumer trends and insights that are fueling the growth of digital
marketing.
There are several key consumer trends and insights which are driving the growth of digital
marketing and those trends are given below:
 Technology: it refers to the growth in technology which has taken a significant lead and are
providing est in class products and services to the customers of the company. The chat bots
and AI technology helping companies in reaching out to customers more efficient ad
effectively.
 Storytelling: the companies need to capture the understanding and preference pattern of
customers. People generally loves to listen and get involved in good stories (Purcarea.,2021)
. With the help of digital marketing the brands are reaching out to their customers with the
help of interactive storytelling.
 Growth hacking: with the help of SEO and video marketing, businesses have availed large
number of customers and provided them their products and services in an excellent manner.
 Interactive content: it is important for the companies to provide interactive content to their
customers through which they can engage with their customers. Digital marketing helps the
customers in interact with the brands directly and will help the customers in getting efficient
services with the customers.
 Reviews: with the help of digital marketing the companies can get effective reviews about
their products from their customers directly whereas customers are able to provide their