Digital Marketing: Overview, Consumer Trends, Tools, and Strategies

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1 Overview of digital marketing landscape...............................................................................3
P2 Key consumer trends and insights..........................................................................................4
LO2..................................................................................................................................................5
P3 Key digital marketing tools and hardware available to marketers.........................................5
P4 Development of digital marketing and e-commerce channels and platforms........................6
LO3..................................................................................................................................................7
P5 Digital Marketing Plan for Marriott Hotel.............................................................................7
P6 Omni-channel marketing........................................................................................................8
LO4..................................................................................................................................................9
P7 Measurement techniques and performance metrics in the digital marketing.........................9
P8 Actions to enhance performance in digital marketing..........................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is the marketing of products and services through the use of internet
and reach customers through various digital media platforms. It is advertising through digital
channels such as search engines, websites, mobile apps, emails etc. Marks & Spencer is a British
multinational retailer which has its headquarters in London, England, UK. It specialized in
clothing, home products and food products. It was founded by Michael Marks and Thomas
Spencer. In the further report light will be put upon the difference between online and offline
marketing concepts and the customer trends and insights that fuel in the growth of digital
marketing. Also key digital tools available to marketers and development of e-commerce and
digital marketing platforms will be touched upon. Digital marketing plan strategy will be
developed and methods of monitoring and measuring digital marketing effectively will be
evaluated.
MAIN BODY
LO1
P1 Overview of digital marketing landscape
Digital marketing is the component of marketing that takes the use of internet and online
based digital technologies such as desktop computers, mobile phones and other digital media in
order to promote products and services of the business (Kannan, 2017). Websites, emails, social
networks, videos, mobile devices collective are known as digital landscape. It can also be
defined as a collection or system of man-created spacess in the digital world.
Comparison between online and offline marketing concept
Basis Online marketing Offline marketing

Focus The focus of M&S while
doing online marketing is on
the content.
The focus of M&S while
doing offline marketing is on
the product.
Source of communication M&S use emails, chat, social
media to communicate online
(Chiang, yi Lin. and Huang,
2018).
While doing Offline
marketing M&S do it by the
mobile number and staff.
Meeting place Target audience of M&S in
case of online marketing
meets at one place.
Target audience of M&S in
case of offline marketing is
scattered.
Cost Cost incurred by M&S in
case of Online marketing is
comparatively less.
Cost incurred by M&S in
case of offline marketing is
higher than online marketing
(Todor, 2016).
Buyer visibility Online marketing is not
visible to Prospective buyer
of M&S.
Offline marketing is directly
visible to their prospective
buyers.
Key benefits of digital marketing to M&S:
It is cost-effective and helps the company to save money and obtain more leads.
It increases the customer loyalty because of frequent communications by personalized email
offers and social media engagement (Storm, 2020).
Helps in targeting the right audience through appropriate tools and keeping an eye on the
purchasing pattern.