Digital Marketing: Overview, Consumer Trends, and Multi-Channel Capabilities

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Overview of digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................3
P2 Determine and analyse consumer trends and insights that are fuelling the growth of digital
marketing.....................................................................................................................................4
TASK 2............................................................................................................................................6
P3 Determine the digital tools and hardware that are available to marketers in contrast to
bricks and mortar and other physical channel.............................................................................6
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................7
TASK 3............................................................................................................................................8
P5 Develop digital marketing plan and strategy to build multi channel capabilities..................8
P6 Explain how Omni-channel marketing has evolved..............................................................9
TASK 4..........................................................................................................................................10
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing...................................................................................................................................10
P8 Present a set of actions to improve performance in digital marketing.................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital Marketing is a media through which company can deliver their advertisement by
using different channels such as email, websites, social media, mobile apps and search engine.
Through digital marketing, organisation can endorse their services, products and brand in order
to attract large number of customer (Centobelli and et. al., 2016). This project is based on digital
marketing in which the understanding of opportunities, challenges and impact of digital
environment is determined. It also examines key digital tools, channel and platforms by
comparing and contrasting bricks and mortar and other physical channels. The project also
determines how to organise digital marketing activities and build multi-channel capabilities in
organisation including various methods of monitoring an measuring digital marketing
effectively. The chosen firm for accomplishing this project is Tesco, it is a public limited
company which was founded in 1919 by Jack Cohen. Tesco is considered as ninth largest
company in the world in terms of revenue generation.
TASK 1
P1 Overview of digital marketing landscape and compare online and offline marketing concepts
Digital Marketing is a process or strategy that helps in connecting advertisers with
audience across various digital platforms. It is a mechanism through which company can sell its
products and services by using different channels such as mobile apps SEO, email and social
media. The few important elements of digital marketing are organic search, lead nurturing, social
media marketing, mobile consideration and content marketing (O’Connor, 2015). Tesco
implements various types of digital tools and techniques in order to attract more and more
customer towards the brand. By using digital marketing tools, company can track and monitor
the campaigns. It also makes easy for company to track their campaigns by allowing to adapt and
drive better result. Through digital marketing, Tesco can connect with their potential customer
by using internet and various forms of digital communication. The different forms of digital
marketing are emails, web based advertising and social media. Through conversion company can
get real results in the form of subscribers, traffic, number of sales and leads. Digital marketing
activities helps in optimising the conversion rate of organisation by running and advertising the
campaigns online. In order to gain higher conversion rate, it is important to work on different
digital strategies. Tesco generally engage and interact with customer who have interest in the

products and services of brand. It is a medium through which company can enhance its
reputation and brand image. When organisation interact with their customer it gives chance to
take feedback and reviews from market about how their products and services is performing.
Tesco can build great brand reputation by caring about their consumers. It is the responsibility of
the brand to pay attention and solve the issues which is faced by customer. There are various
competitors of Tesco which also use different digital marketing tools in order to create strong
customer base and attract large number of audience. Digital marketing provides an opportunity to
company to be in contact with their potential customer.
Online Marketing concept:
Online marketing is a process of promoting products and services to its customer by
using internet. It helps in improving the engagement level of customer with company's content
and promotion. Through online marketing, Tesco can easily track their return on investment and
target specific demographics.
Offline Marketing concept:
Offline marketing concept doesn't involve internet, through opting offline marketing
company can promote their products and services through magazines, mailers, television
advertisement and billboards (Liu, Perry and Gadzinski, 2019). This type of marketing is
impactful and easy to understand and also customer can easily remember the ads of brand as
compare to social media marketing.
P2 Determine and analyse consumer trends and insights that are fuelling the growth of digital
marketing
Consumer insights play an important role in optimising the customer journey and
understanding why and what customer is doing. Through consumer insight, Tesco can gain
deeper knowledge of how customer think and feel about its products and service. By knowing
customer, company can build deep empathy beyond understanding what their needs and demand
are. By using different digital marketing activities, Tesco can identify the moves and action of its
customer and also they can know about the perception of goods and services provided by
consumers (Susanto, 2017). Organisation use customer insights to develop competitive
advantage and also gain good marketing information in order to improve the growth and
profitability of business. Digital marketing is increasing the buying power of consumers by
encouraging and motivating them to buy the products and services. Customers doesn't depend on