Digital Marketing Landscape and Development

Digital Marketing

Table of Content
INTRODUCTION ..........................................................................................................................3
LO-1.................................................................................................................................................1
P1 Digital marketing landscape..................................................................................................1
Online vs Offline marketing........................................................................................................1
P2 Forces driving growth and development of digital marketing...............................................2
Opportunities and challenges in digital marketing......................................................................2
Influence of e-commerce on marketing......................................................................................3
LO2..................................................................................................................................................4
P3 Key digital marketing tools of digital marketing in comparison with bricks and mortal
business ......................................................................................................................................4
P4 Development of e commerce and digital marketing platforms in comparison with physical
channels ......................................................................................................................................5
LO3..................................................................................................................................................6
P5 Digital Mraketing plan...........................................................................................................6
P6 Omni channel marketing .......................................................................................................8
LO4..................................................................................................................................................9
P7 Measurement techniques and performance metrics in digital marketing.............................9
P8 Set of actions to improve digital marketing.........................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing can be understood as advanced advertising and online advertising
strategies where there are varied competent scale advanced channel such as engines, websites
and social media platforms. Usage of online media channels within digital marketing enhances
functional scale diversity of services and endorse news scale services where hospitality industry

uses digital marketing to generate functional positioning goals. Marriot hotel is one of the top
most brand within hospitality industry having wide range of innovative diverse products and
services scaled up within various parts of world actively. The report will be analysing overview
of digital landscape for online marketing structure where online and offline market will be
analysed further, key customer trends and insights that are fuelling growth of digital marketing.
The study will be furthermore discussing digital tools in contrast with brick and mortar channels,
development of e commerce and channels of marketing in comparison with physical channels.
The report shall be further analysing digital marketing plan to build channels and omni channel
marketing aspects, where techniques and performance metrics of digital marketing are varied
scaled up to evolve on new scale domains imperatively towards new profound scale synergies.
Research further will also generate set of actions to improve performance in digital marketing
scenarios for dynamic growth competencies, higher advanced efficacy goals actively.