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

This report provides an overview of the digital marketing landscape, compares online and offline marketing concepts, and analyzes key consumer trends and insights. It assesses the key digital tools and hardware available to marketers and examines the development of e-commerce and digital marketing platforms. The report also covers the challenges and opportunities of digital hardware landscape and explains how omni-channel marketing has evolved. Finally, it provides a digital marketing plan and strategy to build 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

reviews to the company which will enhance the brand products and services (Eti and Bari.,
2020). It will help the company in making their products and services better and modify
them according to the trends and preferences of the market as well as customers.
 Pandemic: during the recent time of pandemic where people were completely dependent
upon online services and their was restrictions on brick and mortar shops,it has provided a
significant growth of digital platforms as well as digital marketing.
Task 2
Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels.
The key digital tools and hardware available are:
Search engine optimization: The digital marketing tools is an important aspect for digital
marketers as it helps them in bringing traffic to the websites and platforms of the companies.
Search engine optimization helps the companies in making sure that when customers searches
for a product online which is similar to the products of the company then the website of the
company comes on the top searches. It has been analyzed that people generally take a look at
only first page of search engine while searching out for products or services and will also make
decisions on the basis of that. The tool will help the company in including key terms on their
website so that they can appear on the first page of search engine.
Graphic creation tools: It refers to the tools which can help the company in providing graphical
content to the company about the products and services of the company in order to provide
interactive content and to attract customers (Aksoy and et. al., 2021). Graphic tools will help the
company in putting their imagination and creative aspect in their marketing activity which will
help the company in attracting potential customers as well.
Social media marketing: Social media platforms are another tool of digital marketing which help
the companies in reaching out to their potential customers and will make sure that the interaction
with customers are effective and is helping the company in bringing traffic on their websites.
The results of social media marketing is measurable unlike other marketing activities which is
one of the major benefit of this marketing tool.
Email marketing: Email marketing is considered to be one of the most effective and common
marketing tools for companies. With the help of email marketing companies provide information

about the products, services, sales, discount offers that are prevailing in the company to the
customers (Van Tuan and et. al., 2021). It will help the company in reaching out to customers
who are not really active on social media or other marketing channels.
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.
The growth of online transactions and e commerce:
According to UN trade, there has been a significant rise in the e commerce sector. It is
important for the companies nowadays to make sure that they are having their effective online
presence in order to attract customers and people are highly dependent up on the e commerce
sector specially after pandemic. It is important for the organisation to make sure that they are
providing effective online support to their customers. The rise of retail economy has experiences
most in Republic of Korea where people are highly comfortable in online shopping and like to
buy products as well as services online (Kayumovich and et. al., 2020). It is a significant growth
opportunity specially for companies in developing economies to build a strong online presences
and create a customers base on platforms.
The role of different automated and non-automated sales and support activities.
Information system has take a great lead in the past several years. It is important for the
companies to take support of systems which can help them in managing their sales work and
related activities efficiently and effectively. The automation sales process includes automated
follow ups, manage the sales pipeline, easily train new sales members and sent invoice and
payment reminders to the customers with the help of automated systems.
Non automated systems
It refers to the traditional sales system in which the company has to take follow ups personally
and contact the customers them selves for payment reminders as well as to sent invoice. It is a
people process which includes human interaction at every stage of the sales process.
Task 3
Develop a digital marketing plan and strategy to build multi-channel capabilities.
Challenges and opportunities of digital hardware landscape
Challenges

 Economic: one of the biggest challenges that the companies have to face is related to the
investment that they have to levy in order to have technological advancement. Technology
requites lots of investment and in order to cope with the market it is important for the
companies to continuously upgrade their technology so that their technology does not
become obsolete (Juwaheer, Rosun and Sungkur., 2018). Financial stability is an important
factor for companies who are willing to upgrade their technology on regular basis. It is also
important for the company to keep their technology protected from competitors as once
competitors gets ti know about the technology that is existing in the company then they will
try to copy that which can make the efforts of research and development in to waste.
 Digital object complexity: In digital media or marketing, everything is dependent up on
internet, but in order to make digital platforms in terms of objects then the companies have
to take some serious steps which can help them in reaching out to their customers. Only
making a platform is not enough, attracting people towards the platform also is an important
task for the companies which can be served as a challenge for the company.
Opportunities
 Collaboration: It helped the company in collaborating with different brands and services
which can help he company in providing better quality of products and services to the
customers. With the help of collaboration the company made sure that the customers are
getting everything they want in one package so that they do not have to suffer (Ghosh and
Scott., 2018). It helped the company in creating a loyal customer base and provide an
opportunity to attract large number of audience as well. With the help of digital hardware
landscape people can now interact directly with the brands and can customize their products
and services according to their needs and preferences
 Advances in technology: The biggest opportunity that the companies as well as customers
are having through digital hardware landscape is that they are able to have advancement of
technology. It played a major role in making digital marketing so enhanced and effective.
Without hardware landscape people will nit be able to reach out to their brands and products
via online. It also provided an opportunity to make more useful technology as well as
devices which can help the companies as well as customers in connecting with each other
and can deal more effectively ad efficiently with each other.

Digital marketing campaign planning: the process of digital marketing campaign planning is
provided below:
 Define the business brief: the task of the company is to analyse the market for which the
company is planning a marketing campaign. Another aspect at this stage is to analyse the
competitors in the market and the aspect through which they are having advantage in the
market.
 Define the budget: it refers to the stage where the company must allocate their resources
effectively and efficiently (Budanov and Aseeva., 2019). It will help the company in making
sure that they have proper budgets for everything and are not wasting their resources
unnecessarily. At this stage the company must also decide on their distribution strategy.
 Define buyers personas: at this stage the company must understand their challenges and
goals about the campaign. The company must also identify the themes and keywords which
they are going to use.
 Content development: at this stage the company must make sure that they are having full
understanding about the campaign and try to spread awareness about it. They must start
converting their ideas into reality and be ready for the implementation process.
 Implementation: it refers to the stage where the company must make their campaign time
specific and starts the creation of assets. At this stage the company must be able to analyse
the distribution plan of the company.
 Reporting: Track, measure and adapt are the three key aspects of this stage. The company
must make sure that they are keeping a close check on this stage as it is one of the most
important stage of the whole process (de Vicuña Ancín., 2021). It is important for the
companies to make sure that they are having proper knowledge about their process at this
stage.
Explain how omni-channel marketing has evolved.
Omni channel marketing refers to the marketing tactic which is completely customer centric. it
ensures that the customer is having consistent and positive experience on each channel of
marketing offered by the company. The omni-channel marketing used by Tesco to ensure the
consistency of the consumer experience in every aspect
Uses of omni channel marketing:

Better user experience: omni channel marketing will help the companies in providing best
in class user experience to their customers as they focus completely on customers and their
needs.
Increased Revenue : it will help the company in increasing their revenue by creating
a loyal customers base for the company as the company is provide best experience to their
customers. The customers will be able to encourage customers to interact with the brand
across multiple channels.
Task 4
Determine and evaluate the measurement techniques and performance metrics in digital
marketing.
KPI in digital marketing refers to the measurable value which provides an indication
about the performance of the digital campaign to the company (Chaffey and et. al., 2020) . It is
one of the major advantage of digital marketing that they will provide measurable results to the
company and with the help of key performance indicators the company can analyse the
performance of their marketing campaign. Measurement of digital campaigns using KPIs,
measurable metrics and use of analytics platforms by Tesco are given below;
Customer acquisition cost: it refers to the total amount spend by the company in order to
covert potential customer into actual customers. It includes the cost of actual products plus all the
other costs levied in order to attract the customers for the products.
Landing page conversion cost: the focus here is on the standalone page rather than the
main website. The page is made up for a specific objective and it is under the control of the
company to restrict options from visitors and guide them completely towards the intended goal
of the company.
Procedures used for measuring digital campaigns.
Overall website traffic: It refers to the wholesome traffic attracted by the company with
the help of the marketing campaign started by the company (Chiplunkar, Gowda and
Shivakumar., 2020). It will help the company in determining whether campaign is able to attract
customers towards the website of the company or not.
Page views: It refers to the people who visited the website or page of the company
because of the marketing campaign initiated by the company. It is important for the company to

make sure that they are having enough traffic as well as the traffic is converted in to actual
customers of the company in order to make the campaign successful.
Present a set of actions to improve performance in digital marketing.
One of the biggest advantage of online marketing is that the company will be able to
analyse the actual result of the campaign or online marketing activity. Some of the metrics are
given below:
Performance measures using online metrics:
Conversion rates : it refers to the rate which tells the company about how many visitors
of the website has actually converted in to the customers of the company. If it is showing
positive results means the company is able to engage customers and is a sign of growth and vis-
a-vis.
Click through rate; it refers to the percentage of the customers who have clicked on the
link present on the website of the company. It is a key indicator which helps the company in
analyzing whether they are able to engage customers or not.
Populations measures.
The SERP ranking: The SERP stands for Search Engine Results Page which helps the
company in analyzing the ranking of the company on the search engine page when someone
searches for the similar products or services (Kožul., 2020). It refers to an indicator which tells
the company about how the content of the company is performing online. It ill help the company
in having a check on their content posted by them online.
Time spent on website: it is important for the websites to make sure that they are
providing the time taken to read the post of the company. After looking at the post of the
company, the time spend by the customers on the website of the company is considered to be one
of the population metric.

Conclusion
From the above report it is concluded that digital marketing has become an integral part
of organization nowadays. It is important for the companies to make sure that they are availing
the benefits of digital marketing channels appropriately so that they can make sure that they are
coping with the changing environment. Also the companies need to adopt digital marketing as
compared to traditional marketing as it will help the companies in saving a lot and will also
require less efforts as well as time. It is important for the companies to reach out to wider
audience. It will help the company in attracting potential customers and will make sure that the
company is having optimum benefits of marketing by bringing traffic to the websites.

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