Digital Marketing: Overview, Trends, Tools, and Strategies

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
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 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.
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