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

Digital marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Presenting an overview of digital marketing landscape as well as comparison among
online to that of offline marketing...............................................................................................1
P2. Determining together with analysing key consumer trends together with insights which are
fuelling development of digital marketing..................................................................................2
M1. Evaluating opportunities addition to challenges facing digital marketing landscape..........3
TASK 2............................................................................................................................................3
P3. Assessing key digital tools along with hardware which are available for marketers in
contrast to bricks and mortar or other physical channels............................................................3
P4. Examining development of E-commerce together with digital marketing platforms and
channels in comparison to physical channels..............................................................................4
M2. Critically appraising usage of suitable digital tools, both software and hardware...............5
TASK 3............................................................................................................................................6
P5. Developing marketing plan as well as strategy for building multi-channel capabilities.......6
P6. Explanation of evolvement of omni channel marketing........................................................8
M3. Application of tools and techniques for planning as well as end to end omni channel
marketing campaign.....................................................................................................................9
TASK 4............................................................................................................................................9
P7. Determining and evaluating measurement techniques addition to performance metrics in
digital marketing..........................................................................................................................9
P8. Presenting set of actions for performance improvement in digital marketing....................10
M4. Critically evaluating implication of key digital measurement techniques addition to
performance metrics in digital marketing..................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In modern era, digital marketing is seen as major element concerned with all successful
organisations in market. Digital marketing is essential component of marketing which uses
internet together with online related technologies for the purpose of promoting offerings of an
establishment. For digital marketing, Debenhams chosen organisation. Its headquarters are
located in London, UK (Debenhams. 2020). The company operates departmental stores in the
locality and emphasis on digital as well as mobile to attain growth as it warns profits.
The report demonstrates about digital marketing landscape, key tools and channels used
by the company. Further, evolution of omni channel marketing is explained with development of
digital marketing plan. At last, it evaluates various methods related to monitoring and measuring
of digital marketing effectively.
TASK 1
P1. Presenting an overview of digital marketing landscape as well as comparison among online
to that of offline marketing
Overview of digital marketing landscape:
Digital marketing is an umbrella term that comprises use of Internet so to reach wide
consumers. It is broad area that engrosses attracting target audience by email, social media,
content marketing and search platforms. At same time, digital marketing landscape is
aggregative term for social networks, videos, websites and mobile devises that assist organisation
to sell products in limited duration (Bhuiya, 2019). The digital marketing is often refereed to
digital landscape which is an electronic location where consumers spend time in engaging with
context addition to purchasing products. In case with Debenhams, digital marketing is used for
reaching to wider audience and generating awareness among them for the products that the
company offers. Digital marketing benefits the retailer by reaching targetted audience in
measurable together with cost effective ways. It permits digital marketing consultant to find new
markets so to enhance trade on other locations with minimum investments.
Comparison of online with offline marketing concepts
Basis Online marketing concept Offline marketing concept
Meaning It refers to promoting and selling It is said to process of promoting,
1

commodities or goods by using
online channels including ads, e-mail
and social media (Khadar. A. 2016).
distributing and selling organisational
commodities by using offline channels,
for example, telemarketing, word of
mouth, print ads, etc
Cost Online marketing of Debenhams
comprises optimising websites
together with posting information
about products in form of ads on
social media platforms which is less
costly to the company.
In context to offline marketing, use of the
concept in Debenhams maintains stocks,
data of records, engagement of
employees and many more activities that
is more costly in nature.
Exposure Online marketing concepts adopted
by Debenhams is not finite as it is a
limitless aspect that have maximum
exposure with audiences.
In contrary, offline marketing concepts
of Debenhams are not known to far
living people as it is restricted or
surrounded to promoting products in
specific area that entails less exposure.
P2. Determining together with analysing key consumer trends together with insights which are
fuelling development of digital marketing
In digital world, customers can readily access organisational website anytime and
anywhere by using smartphones, mobiles or other new technological devices including Google
glass and many more. Consumer trends are new attitudes, expectations and behaviour related to
consumers. It is important for organisation such as Debenhams to have deeper understanding
about customers, their preferences and needs. Consumer insights are important element as it
ensures organisational marketing attracts ideal leads as well as messaging aligns with
requirements of information defined target audiences (Del Sindaco, 2017). In case with
Debenhams, it is significant for managers to understand development of effective digital
marketing activity as by doing this, ability to reach an international marketplace increases and it
saves money of company. The customer trends addition to insights which are contributing in
fuelling digital marketing development of Debenhams are determined below:
2