Digital Marketing: Overview, Trends, Tools, and Strategies

This document provides an overview of the digital marketing landscape, comparing online and offline marketing concepts. It analyzes key consumer trends and insights driving the growth of digital marketing. It also assesses the key digital tools and hardware available to marketers and examines the development of e-commerce and digital marketing platforms. Additionally, it includes a digital marketing plan and strategy to build multi-channel capabilities and explains the evolution of omni-channel marketing.

DIGITAL
MARKETING

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

INTRODUCTION
Digital marketing can be describe as a way in which company can perform its business
activities by using internet. This includes performing business operations at digital platform with
the help on mobile devices, computer and many other ways (Armstrong and et.al., 2014). This is
considered as one of the effective way though which a company can offer product and services in
creative and innovative manner. Chosen company for this report of ARGOS. This is one of the
well known Britisher retail company which is develop high quality goods. This organisation was
established in 1972 and founder of this company is Richard Tompkins. This report includes
comparison of online and offline marketing and key trends in market area for digital marketing.
It consist of different tools of digital marketing as well as omni channel.
MAIN BODY
P1: Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.
Digital marketing refers to all the marketing efforts that an organisation take with the use
of electronic devices as well as internet. There are different way through which an organisational
can conduct its marketing activities with the use of social media platforms, search engines,
email, website as well as mobile phone. This will be very helpful for organisation to conduct its
business activities in more effective and efficient manner. Digital marketing is considered as
very broad term and it includes various methods and channel in order to promote product and
services of respective company.
There are different ways through which an organisation can market and promote its
business activities (Baker and Hart, 2016). The major method of marketing are traditional and
digital marketing. There is huge different between both of these marketing method and
comparison between traditional and digital marketing in mention below.
Traditional Marketing Digital marketing
 This type of marketing provide a wide
reach as well as strong banding to
company without connection of
internet.
 This type of marketing is only
reachable to customers who has interest
connection.
 In this marketing methods it is more
1

 In traditional marketing there is huge
chances that the message may not reach
to desired target marketing.
 This method of marketing is more
costly as it includes more human efforts
to promote and advertise product and
services offered by company.
likely to reach target market customer
at right time.
 Digital marketing methods is
comparatively less cost as its does not
includes billboards, banner and other
marketing materials.
After comparing traditional marketing as well as digital marketing it can be evaluated the
digital marketing method will be more suitable for Argos Company. This will help in attracting
and informing customers in more effective and efficient manner.
There are various benefits for respective company by using digital marketing methods.
Importance of digital marketing in context of Argos organisation is mention below.
 Cost effective method – Digital marketing is considered as an effective method for
performing marketing activities is better manner (Boone and Kurtz, 2013). This type of
marketing method does not include much cost of business as all task is conducted with
the use of electronic media.
 Provide measurable results – By adopting digital marketing methods Argos company
will be able to track as well as measure the results in better and effective manner. This
method provide complete detail about the marketing activities as well as reaction of
customers.
P2: Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.
Digital marketing method is very popular nowadays as well as in trend. Most of the
customers of respective company are using different digital media platforms. This will be very
helpful for Argos company to perform business activities through digital media as well as attract
more and more customers towards business (Chaffey and Ellis-Chadwick, 2019). There are
various digital marketing platforms that can be used by Argos company to fuelling growth and
development such as YouTube, social networking sites, google analytics and many other. All of
these sources are helpful in providing different opportunities to respective company. This will be
helpful in attracting more customer and conducting business activities.
2

Opportunities of Digital marketing for company: There are some major benefits for
respective company in order to perform marketing activities as well as dealing with business
issues. It is essential for respective company to analyse as well as evaluation all possible
opportunities for business growth.
Customer insights – Digital marketing will help in gaining proper understanding about
targeted customers of respective company (Chaffey and Smith, 2017). This will help in
conducting an effective market research in order to gain insights of customers. Argos company
will be able to develop product and services which is as per requirement of customers by
identifying their needs with the help of digital marketing.
Online consumer power – It is very essential for respective company to influences its
targeted customers. Digital marketing tools and techniques will be able to offer products and
services in more creative and innovative manner. This will help Argos company to gain
competitive advantage over other rival companies. This will be a great opportunities for
respective company to enhance its business.
Challenges and their impact on digital marketing
There are various challenges faced by company which will lead to have negative impact
over company. It is essential for respective to analyse these challenges in order to reduces its
impact on organisation. Negative publicity – There are several factors that can lead to have negative impact over
organisation. Negative publicity of company on digital platforms can affect the sales and
profits of the respective company (Charlesworth, 2014). Activities of negative publicity
is conducted by rival company and this will have direct impact over demand of Argos
company in market.
 Competitive environment – This company is performing its business activities in highly
competitive business environment. This is considered as a major challenge which is faced
by Argos company in order to increase its market shares. It is important for this company
to develop strong marketing strategies for performing better in competitive environment.
3

TASK 2
P3: Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels.
There are different tools and techniques used by company in order to perform its
business operations. In traditional marketing methods marketer is responsible to use direct and
indirect sources to inform customers about product and services offered by company. It has been
analysed that traditional marketing have many weakness and digital marketing methods will be
helpful in conducting marketing activities in better and effective manner. Different digital
marketing tools are mention below.
Email marketing – This is an effective tool that is used by company in order to connect
with targeted customers. In this respective company needs to get e mail id or phone number of
customers (Vicuña, 2018). Though this company will be able to inform targeted customer about
product and services as well as send email regarding special discounts and offered. Argos
company will be able to send personalise mail to customers in which they are offer product and
services as per their requirement.
Social media marketing - There are different types of social media platform and it is
useful tool for company to contact with customers. This will lead to increase in relationship with
customers as well as company. By this method Argos company will be able to develop direct
relationship with customers as well as market products in more creative and attractive manner.
Search engine optimizations- This is very helpfu tool that can be used by company to
promote its product and services. Search engines are useful for customers also as they ca directly
search about the required product or services (Dodson, 2016). In today environment most of the
customers are well aware about the uses of search engines and respective company should take
advantage of this tool.
P4: Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.
In today's business environment it has been analysed that digital marketing is one of the
most useful part of company. It has been analysed that digital marketing has entered into
different field in order to grow and develop business. This marketing methods hold a very strong
position in various company. It is essentials for Argos company to use digital marketing sources
4

as well as tools in effective and efficient manner. E commerce as well as digital marketing has
been enhance with the introduction of new and innovative technology in market place.
Growth of online platform and e-commerce: It has been determined that UK market has one
of the advance technology in the world. This is very helpful in conducting digital marketing
activities in more effective and efficient manner (Frick, 2013). Due to advance and technical
ground companies which is dealing in United Kingdom are able to conduct business activities in
effective and efficient manner.
Comparison between digital marketing platform and physical channels of marketing
There are majorly two types of channels that is used by company in order to market its
business product and services. It include digital marketing platform and physical channels of
marketing. Both of these methods are very different from each other and differentiation between
these two are mention below.
Physical channels of marketing Digital marketing platform
Print media marketing: This includes
marketing of product and services with the use
of print media. This includes magazines and
newspapers and other sources.
Direct marketing: In this type of marketing
incudes communicating direct selling,
brochures, postcards and many more.
Email marketing: this includes promoting
products and services of company with the
help of Emails. Through this method company
will be able to advertise and communicate
about products.
Social media marketing: This is very
effective tool in order to communicate as well
as inform customers about goods and offering
of company. There are many social media
platforms such as Facebook, Instagram,
Twitter and many more.
Both of these method are very helpful for respective company as well as help in
performing marketing activities in better manner.
5

TASK 3
P5: Develop a digital marketing plan and strategy to build
multi-channel capabilities.
Digital marketing plan can be define as a document which includes each and every detail
about company as well as development of better strategies. There are several details required by
company in order to perform business activities at digital market area (Fulgoni, 2014). Digital
marketing plan in respect of ARGOS company are mention below.
Vision - ARGOS organisation vision is to become the most trusted retailer company is
market by offering high quality product.
Mission – It mission is to enhance its market share and increase its profits as well as
business performance.
Marketing objective – To introduce social marketing activities with the aim of enhance
its market share by 30 % within 6 months.
Situational analysis – It is important for this company to identify as well as analyse its
market situation in order to develop better business strategies.
 Strengths- This is well known company which is providing high product and services to
targeted customers. ARGOS company is offering its services through online sources also
in order to enhance customer experience.
 Weakness- This company is overly dependent upon UK market as it is majorly providing
its product and services to this area. It has high turnover rates of employees which is have
negative impact over business.
 Opportunities- This company can enhance its marketing activities to new market area in
order to enhance its customer base (Järvinen and et.al., 2012). ARGOS company should
use social media strategies for communicating with customers.
 Threats- This organisation is dealing in highly competitive environment which is
affecting its business process. There are many companies which is performing in retail
sectors that increase rivalry.
Marketing strategy - For this company social media marketing will be most effective
business strategies.
Social media marketing – In this strategies respective company needs to analyse as well
as evaluate all social media platform in order to attract more customers.
6

Target market – In order to enhance business size as well as increase profits of the
company respective company needs to identify as well as analyse need and wants of customers.
P6: Explain how omni-channel marketing has evolved.
Omni channel refers to the the strategies which is helpful for company in order to
enhance customer experience. This strategies is related to development of useful content that will
help company to attract more and more customers towards business (Kingsnorth, 2019).
ARGOS company needs to develop better content and omni channel of marketing will help
company. There are different ways to provided by omni marketing channel to enhance ARGOS
business.
Improve organisational strategies: It is important for respective company to improve its
organisational business. Omni channel marketing strategies will lead to attract customer who
have potential as well as capabilities to purchase business product.
Customer centric: ARGOS company needs to develop product and services as per need
and wants of customers. Omni marketing channel will help company to identify as well as
evaluate customers requirement in order to develop a product and services which is able to meet
with the requirement of customers
Content: It is essential for respective company to identify and analyse the type of content
which is required by customers (Kotler and et.al., 2017). This method of omni channel of
marketing will help respective company to understand which type of content will be very useful
for respective company in order to attract customer. This will lead to provide complete detail in
better and effective manner.
TASK 4
P7: Determine and evaluate the measurement techniques and performance metrics in digital
marketing.
There are many measurable techniques available in market area which will help
respective company to identify as well as analyse the results in better and effective manner. It is
essential for ARGOS company to measure performance of organisation in order to take better
business decisions for development of business. This company to use performance metrics and
measurement techniques in order to achieve desired goals and objectives.
7

Key performance indicator – There are some key indicate set by company which will
help respective company to measure the overall performance (Martínez, 2014). In respect of
digital marketing there are some signal which will help in explaining the campaigns performance
which is conducted by marketing team. In this actual performance is compared directly with the
key performance indicators.
Measurable metrics – There are very useful measurable metrics that can be used by
respective company. In click through rate metrics company will be able to understand and
number of individual that have clicked on the advertisement.
P8: Present a set of actions to improve performance in digital marketing.
ARGOS company need to use different methods that will help respective company to
improve its performance in digital marketing. It is essential for this company to use these method
in effective manner as well as achieve desired goals.
Focus on conversion – This company should focus on conversion of target audience into
potential customers. This will be very helpful in enhancing sales and profitability of organisation
(Miller, 2012). ARGOS company should not only focus on generating leads but it will also focus
on conversion of leads in order to enhance its business activities.
Customer services – Customer are the most important part of company and it is essential
for respective company to satisfy needs and wants of customers. By offering high quality product
and services to customers this company will be able to develop better relations with customers.
Ultimate purchasing journey – With the help of digital marketing techniques ARGOS
company will be able to understand the demand of customers as well as offer quality product.
This company needs to enhance the purchasing journey of customers that will help in attracting
more customers as well as enhance the overall experience of potential customers. Respective
company should provide products to customers in more creative manner.
CONCLUSION
From the above report it can be concluded that digital marketing play a crucial role in
overall growth and development of organisation. It provide various opportunities to business
which will help company to gain competitive advantage over other rival companies. It is
essential to analyse all methods and sources of digital marketing in order to communicate and
promote products and services in effective and efficient manner. Digital marketing has more
8

reach and it will help organisation to advertise its products to any part of the world. It has been
analyse that omni channel of marketing will help respective company to evolve business
operations. Company needs to use most useful and appropriate methods for improving
performance of digital marketing.
9

REFERENCES
Books and Journal
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
de Vicuña Ancín, J.M.S., 2018. El plan de marketing digital en la práctica. Esic editorial.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Frick, T., 2013. Return on engagement: Content, strategy and design techniques for digital
marketing. Routledge.
Fulgoni, G.M., 2014. “Omni-Channel” Retail Insights and The Consumer's Path-to-Purchase:
How Digital Has Transformed the Way People Make Purchasing Decisions. Journal of
AdvertisingResearch, 54(4),pp.377-380.
Carlson, A. and Lee, C.C., 2015. Followership and social media marketing. Academy of
Marketing Studies Journal, 19(1), p.80.
Järvinen, J. and et.al., 2012. Digital and social media marketing usage in B2B industrial
section. Marketing Management Journal, 22(2).
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Martínez, M.D., 2014. Plan de marketing digital para PYME.
Miller, M., 2012. B2B digital marketing: Using the web to market directly to businesses. Que
publishing.
Pulizzi, J., 2013. Epic content marketing: How to tell a different story, break through the clutter,
and win more customers by marketing less. McGraw-Hill Education.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
10