Digital Marketing

Note:- Company - Domino

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Overview of digital marketing................................................................................................3
P2 Analysing the key consumer trends and insights in the growth of digital marketing.............5
LO2..................................................................................................................................................6
P3 Key digital tools available in contrast to physical channels...................................................6
P4 Development of e-commerce in comparison to traditional marketing...................................7
LO3..................................................................................................................................................8
P5 Developing digital marketing plan and strategies to meet multi-channel capabilities...........8
P6 Evolution of omni channel marketing..................................................................................13
Transformation of multi channel to omni channel.....................................................................13
LO4................................................................................................................................................14
P7 Determining the measurement techniques and performance metrics of digital marketing. .14
P8 Set of actions to improve the performance in digital marketing..........................................15
CONCLUSION..............................................................................................................................16
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is an advertising media which are widely used by organisation to
promote their business. This can be done through various channels such as search engines, social
networking sites, mobile apps and emails. It is used by all sort of organisation irrespective of size
as it helps in attaining better revenue and also it helps in gaining customer insights. In this report,
Dominos is taken as an organization. It is an international fast food pizza delivery chain and it
was founded in 1960. This report present the opportunities and challenges of the digital
marketing and a comparison between the digital tools and platforms with the physical channels.
It includes how the digital marketing plan is developed and the methods that can be used to
monitor and measure the digital marketing effectively.
LO1
P1 Overview of digital marketing
Digital marketing is a combination of different advertising tools that is used by the
business to market their product and services and increase consumer awareness. It encompasses
all the marketing efforts in a digital format. Digital marketing has become the trend and the
reason for it is that it has many options and tactics that can be used along with innovative
methods. With digital marketing, businesses can use analytics and dashboard which helps in
monitoring the success and return on the marketing campaign used through digital platform.
Comparison between online and offline marketing concept
Basis of comparison Online Marketing Offline Marketing
Definition It is also known as digital
marketing, the uses internet to
promote and advertise the
business with the objective of
attracting more customers.
This process uses email
campaigns, augmented reality,
web content etc.
It is an old and traditional way
of advertising which is mainly
published. It uses different
media such as television, radio,
newspaper, pamphlets, banners
and more.
Cost In terms of cost, offline
marketing is more affordable
This method is more expensive
as it requires maintain the

than offline marketing. The
only major expense is the
optimizing the website at
initial stage (WHAT IS
OFFLINE MARKETING?
DIFFERENCE BETWEEN
ONLINE AND OFFLINE
MARKETING, 2020).
stock, giving salaries, paying
rents and other expenses. Also,
promoting on TV and radio is
very expensive.
Exposure This approach has no barriers
or stoppage. It can be reached
globally along with greater
exposure. An organization can
sell its product globally even if
it does not have any local
outlets. Also, it does not
require maintaining the stock
of products which helps in
reducing the cost of
warehouse.
This approach has a limited
exposure as it is published in
newspaper or radio in a few
places or cities so, it does not
provide the advantage of
global exposure as in case of
online marketing.
Convenience It has no time restriction as
customer can visit the
company's website at any time
and buy the product.
While in offline marketing, the
customers can buy the product
only when the store is opened.
Therefore, sales can be
expected when outlet is
opened.
Personalization In online marketing,
companies can track the
customer's purchases which
can be used to offer specific
category of customers along
But in this offline method, it is
difficult to apply these tactics.
It can be used by small
businesses to attract and retain
the customers.

with different promotion
activities.
Social media influence Through this method, online
stores can be easily promoted.
It will also help in building fan
following. If the product or
service is good, people will
start promoting with word of
mouth.
Offline marketing is also helps
in gaining followers but with
the regional boundaries. But
people from different nations
may not be able to buy the
products or services.
P2 Analysing the key consumer trends and insights in the growth of digital marketing
The changing usage of digital marketing has increased its importance overtime. The key
trends that will help in fuelling and increasing the growth of digital marketing are stated below.
Visualization: with the increased usage of smart speakers and voice search that has
replaced the need for readable content and people are preferring more visual content than plain
text. It has also positively influenced the way content is created.
Personalization: The meaning use of data about the purchase and needs of the customers
has helped the companies in providing personalized offers to the customers. Consumers are
interested to see the recommended products provided with respect to their recent search. And
consumers wants to engage with brands that provides personalized services to its customers.
Improvement in technology along with integration with AI and insights from social media has
made it all possible.
Strategic marketing transformation: Nowadays, businesses has become more complex
and to succeed it requires thinking out of the box and link it to the business as a whole. The
strategic marketing plan is the process in which businesses operating without any strategic plan
evolves by changing its processes and procedures. This will help organisations in improving the
customer experience and services (Richard, 2019). It has also helped in increasing brand
awareness and enhancing the public image of the organization which will consequently result in
increased revenue and profits.
Featured snippets and SERP position zero: Currently, there has been a change in the
browsing behaviour which is because of the google changes. The featured snippets and the 'on

SERP' information which refers to that user is not required to click through the specific sites to
get the required information because it is now directly available on the google search result page.
This information (on SERP) will appear at the top right corner of the page even before the
organic results. This position is called as 'position zero'. So, now the 60% of the result will now
be position zero result. Thus, now the companies are trying to achieve this position and it
requires various SEO techniques. Once, the companies achieve this they would be having a huge
advantage.
Live video: There has been an increase in the live video industry as it is very popular with
consumers and people spend more time in watching the live video as compared to pre-recorded
video. Live video helps in engaging more audience and makes them feel they are the part of it.
This method is very helpful in getting attention on social networking sites.
All these insights has encouraged increased usage of digital marketing and prompted
everyone to be a part of it and to remain in the business. The number of opportunities it brings
such as increase in revenue, enhancing brand reputation, increasing customer base, growth in
foreign market etc. Along with the opportunities there are certain challenges like hacking, loss of
data, complying with various laws related to marketing and privacy and security of data.
LO2
P3 Key digital tools available in contrast to physical channels
The only and the biggest problem that brick and mortar retailers is making is the
neglecting the online marketing. They are considering it as an issue not an opportunity. The
different hardware and software tools that are Ahrefs, Aiva, Basecamp, Beacon, BrowserStack,
BuzzStream, Calendly, Ceros, Hubspot, IntentData.io, Google analytics etc. A detailed analysis
of digital marketing tools used by Domino's is given below.
 It has been using number of social media platform to promote its products.
 The pizza can be ordered from slack, Facebook messenger, google assistant and Alexa,
Smart TVs. Most of its orders are placed on mobile.
 It has its own website and app through which customer can order the product.
 It has also implemented AI to support its customers.
 In 2010, it developed AnyWare campaign with the objective to double its revenue and
this campaign means anyone can order from anywhere using any device.

 It's imaginative and creative use of Twitter has also helped in grabbing large audience
using emojis.
Through digital marketing, Domino's can analyse the customer's needs and preference
which will help in offering better and personalized services to the customers. Earlier, television,
radio, yellow pages, billboards were used as source of promoting products and the only major
disadvantage of this was that it has limited exposure and has high cost as compared to digital
marketing. Some of the advantages and disadvantages of digital marketing are stated below.
Advantages
 It has global reach with small investment.
 It is lower in cost as it is well targeted.
 Provides personalized offerings to the customers based on their past purchase or search.
 The major advantage is that it helps in increasing the conversion rate as people are few
clicks away from placing order. It provides tools to measure the effectiveness of advertising and also orders can be
tracked in areal time basis.
Disadvantages
 It requires proper skills and training and also an expertise in the digital marketing field.
 It is a time consuming process as it requires proper plan to implement the same.
 Any negative or bad feedback can affect the brand image of the business.
 There is a big threat in relation to security and privacy of data because of increasing
cyber crime.
P4 Development of e-commerce in comparison to traditional marketing
E-commerce: It is an online shopping platform through which customers can buy products and
services from their electronic devices.
Traditional Marketing: It refers to the traditional approach to buy products and services in
person from the physical stores and involves face to face dealing.
The e-commerce websites such as eBay, Amazon are using digital marketing in order to
promote their business and the major reason for this that it has no physical presence or store. It
uses online advertisement as tool to attract customers. But these organizations are also using
social media sites to promote their business by posting something new about the company, the
latest technology used by the company (E-commerce vs Traditional commerce, 2020). Also, e-

commerce companies are using traditional methods also like newspaper and television
advertisement. To grab all the audience who are not using social networking sites. Through these
digital platforms e-commerce firms are able to provide proper feedback to the customers and
receive from the customers and it also helps in getting customer insight about the services it
provides. The social media site help in drawing attention of the users by engaging them by
posting picture, short videos or even sharing the live video. All these benefits were not provided
by traditional methods as it has limited exposure and many people are using mobile for reading
news which makes it less beneficial to advertise on TV or radio, newspaper.
LO3
P5 Developing digital marketing plan and strategies to meet multi-channel capabilities
SOSTAC analysis: This tool is widely used in marketing and planning process and is the most
popular marketing tool (Safanta, et.al, 2019). It covers 6 areas and a detailed description is given
below.
Situation Analysis:
This is the very first step in which a situational analysis is carried out about the company.
It includes both Pestle, Swot and STP analysis of the organization.
Pestle analysis
Political factors
 Unstable UK market
 Fluctuations in tax rates Risk of military evasion
Economic factors
 Changes in interest rates
 Increase in labour and production cost increasing unemployment rate (Domino's Pizza, Inc. PESTEL & Environment Analysis,
2019)
Social factors
 Increase in demand of healthy products
 Discouraging gluten free products Changing attitude of consumers
Technological factors

 Change in the method of production
 Increasing rate technological diffusion Importance of data analytics
Legal factors
 Employee welfare laws
 Complying with the change in the rules and regulations Data security
Environmental factors
 Change in climate
 Demand for effective waste management system
 Increasing use of eco-friendly products
SWOT analysis
Strengths
 High brand value
 Wide network channel
 Differentiated products
Weaknesses
 Difficulty in handling operation
 Low rate of employee retention
 High fat and calorie food not preferred
by health conscious people
Opportunities
 To improve efficiency
 Strengthening the distribution channel
 Come up with employee benefit
schemes for retaining employees
Threats
 Intense competition
 Changing consumers needs and desires
 Changing rules and regulations
(Bhasin, 2020)
Segmentation, targeting and positioning
Segmentation People willing to have delicious pizza either at
restaurant or at home.
Targeting Middle and upper classes and children and
youth from urban areas and also
Positioning To be the best pizza delivery service.

Objectives
The objective is to providing organic and healthy food to health conscious people within
the reasonable price range.
Strategy
 Domino's should attract the customers by introducing special category of food product by
highlighting it.
 It should implement a unique marketing campaign to grab the target customer segment.
 Most important, it should use online marketing channels to promote its products.
 The more attractive content strategy should be used.
Tactics
To achieve the desired objectives, 7Ps of marketing mix is used in order to identify the
key area of focus. A detailed description is given below.
Product: Domino's products are known globally and are loved by the customers which
ensures that the new product will be easily accepted by the consumers, especially health
conscious consumers.
Price: To provide the product within the reasonable price that the middle class customers
can easily afford.
Place: To encourage online orders, it is essential to have an efficient delivery system that
will help in satisfying the customers.
Promotion: The best way to promote the new product is to use the digital marketing
tools. Domino's can use email marketing, online voucher codes, social media to introduce its new
product.
People: Domino's can use it customer service team to interact with the customers and
spread awareness about the new products and also answer to the queries of the customers with
respect to delivery, tracking orders and can also introduce live chat with the customers.
Process: The process of placing order will be simplified and customer will be directed to
the website and can also add vouchers to get instant benefits.
Physical evidence: the Domino's app, website and even physical restaurant is the proof
of its existence and also its logo and staff.
From the above analysis, the tactics that can be used is social media campaign, email
marketing, promotional events, mobile app and website.

Action
The above tactics will help in spreading awareness about the product among its
customers and it will help in grabbing new customer base who are much more health conscious.
This plan will help in attracting untouched market.
Control
In this stage, a complete action plan will be monitored and measured to identify the
performance based on the objectives. It will help in establishing control with respect to whether
plan is going as per the requirement, is there any deviation in the performance with actual and
what corrective actions can be taken to overcome such situation. It also implements the changes
as per the requirement.
RACE framework
It is a process that is designed to help businesses engage to their customers. It is four
stage process which reflects the stages in the customer life cycle. A detailed analysis is carried
out below.
Reach: This stage helps in focusing on the activities and tasks that will assist in reaching the
target customers online and also helps in increasing traffic to the website and social media sites.
It also includes maximising the reach over a short span of time and also helps in creating various
interaction which can be through paid, owned or earned perspective.
Act: It is a short form of interact. This stage is about generating leads and encouraging visitors to
take the next step, that is, action. This is the most challenging stage as lead generation is not an
easy task (Chaffey and Ellis-Chadwick, 2019). Domino's can share its content through social
media sites which helps in starting can active participation so that details about the customers
can be gathered.
Convert: This stage involves the final sale. It considers making the visitors the final customers or
paying customers which can be done through online or offline channels. It focusses on getting
revenue by conversion.
Engage: this stage works on building a long term relationship with customers who have visited
for the first time which will consequently result in increase in customer loyalty. This involves
repeated purchase by the customers. To be more effective different range of communication
techniques can be used across site, social media pages etc. The only thing to kept in mind is
objective and KPI's aimed at customer engagement.

This framework provides an easy approach that can be utilized at different stages of
digital marketing plan. It will help Domino's in establishing the objectives, tactics, KPI's at
different stages.
Timeline
Channels of
digital
marketing
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Social
media
Email
Promotional
events
Mobile App
Website
Timeline to achieve digital marketing plan
Action to be taken Start of action Action completion
Setting the goals and
objectives
19/03/20 26/03/20
Identifying and setting the key
performance indicators
27/03/20 03/04/20
Evaluating the best channels of
marketing
05/04/20 22/03/20
Determining the resources and
cost
23/04/20 15/05/20
Digital marketing plan and strategy
Purpose Amount

Setting objectives:
 developing the new product launch
plan
£700.00
Formulating key performance indicators to
analyse the performance
£1,500.00
Customer engagement £800.00
Identifying the resources required:
 Technological resources
 Human resource management
 Financial resources
£3,000.00
Getting approval of the stakeholders for the
digital marketing plan
£200.00
P6 Evolution of omni channel marketing
Omni channel marketing
Omni channel is the concept of using various channels to create a unique experience to
the customers. It includes both traditional and digital approaches (Yrjölä Spence and Saarijärvi,
2018). The omni channel marketing is the use of different channels to send the required
messages or information to the organization's customers. It works on providing seamless and
interactive customer experience.
Evaluating how marketing used to be in single channel and multi channel
 Single channel refers to the efforts of either producer or retailer in order to reach to the
specific customer segment and which is done through one distribution channel
irrespective of whether it is online or offline or any other traditional method. Whereas
multi channel involves the efforts of producer or retailer's to combine various distribution
channel to make sure consumers make purchase.
 The objective of single channel approach is to reduce the investment in marketing and
organizational complexity while the objective of multi channel is to make the consumers
buy the product in whatever way is appropriate.

 In single channel, there is only single point of contact at the time of purchase through
single channel. Whereas in multi channel, it allows businesses to contact customers at the
point of purchase through any of the channel as per customers liking.
Transformation of multi channel to omni channel
The transformation from multi channel marketing to omni channel marketing is because
of the benefits associated with omni channel and also the change in perspective of customers.
Omni channel focusses on delivering the seamless experience (Mena,and et.al, 2016). The
concept is completely changed it is not just the technology but the broad brand experience across
different channels. It also helps in effective communication which helps in creating powerful,
effective and memorable customer experience. All these reasons resulted into transformation.
LO4
P7 Determining the measurement techniques and performance metrics of digital marketing
There are different techniques and performance metrics that are used for measuring the
digital marketing results. Some of them are stated below.
Cost per click: It is used for measuring the amount money which is being paid for each
click in pay per click campaign. It is the approach used by websites to charge the amount based
on the number of clicks on the advertisement (Puthussery, 2020). This metric is used only when
advertisers have a target or budget on daily basis after which ad is removed and the amount is
billed. It is basically the amount that is received when a paid advertisement is clicked on the
website. It is very popular because of SEM campaigns on google and yahoo which operates on
CPC.
Cost per acquisition (CPA): It is the average cost which is incurred when an action is
made to the online marketing which includes clicks, downloads, form submission etc. It is the
ratio between total cost of the campaign divided by the number of actions (Lahuerta-Otero and
Cordero-Gutiérrez, 2016). It allows online advertisers to set price for each conversion. It is used
in pay per click, cost per action, social media marketing, affiliate and display marketing.
Return on investment (ROI): This metric helps in determining whether the marketing
campaign is providing proper return as expected or not. The best way to measure ROI is to track
all the metrics tied up to it such as revenue, profits etc. it can be efficiently measured using
mobile video ads, native and programmatic advertisement.

Conversion rate: It refers to the actual conversion. It is the percentage of number of
visitors complete the desired set of action. It is calculated by dividing the number of visitors
converted divided by number of visitors visited the page multiplied by 100. The high conversion
rate reflects higher success with the marketing strategy. For example, there is 100 conversion out
of a total of 300, so the conversion rate will be 33%.
Customer acquisition cost (CAC): There has been an increase in use of this metrics along
with emergence of web based advertising campaigns which can be tracked. It refers to the total
cost that is required to be incurred in order to acquire or earn anew customer in a specific period.
It includes ad spends, salaries, commissions and other overhead cost (Kotarba, 2017).
Customer lifetime value: It is the performance metrics that is used for business growth
and intelligence. It assists the business in evaluating the value of each customer and is a very
critical indicator of the value of company. It helps in determining the expected net profit
associated with each customer. It helps businesses in better decision making which will help in
retaining and attracting the ideal customers.
Churn rate: It is the only metrics that shows a percentage of customers no longer using
or buying the products and services. The major focus of the businesses is to reduce this rate.
Higher rate indicates the poor user experience (Sokolova and Titova, 2019). It can be measure
through the CRM tool, which will help in determine how many users have stopped ordering the
product or services. It completely depends upon the quality of service.
P8 Set of actions to improve the performance in digital marketing
There are 8 steps that can be followed by the businesses to improve their digital
marketing performance. A detailed description is given below.
Review and revamp strategy: Organizations should timely review their strategy and
make changes as per the requirement in order to achieve the required outcome.
Form a team or hire digital marketing company: The above step, might lead to the
formation of own team or hiring a digital marketing company if the older system is not working
properly (5 ways to improve your digital marketing performance, 2020).
Boosting social and digital presence: The organization should engage more on social
media platforms and exercise extra efforts to get the better results (Improve Digital Marketing
Results with these 8 Steps, 2020).

Diversify digital marketing strategies: Also, the organization should work on
implementing different and diverse marketing strategies which will help in empowering
customers the freedom to choose purchase options.
Effective content creation strategy: The content should be such that it will grab the
attention of customers. It should be epic with the target audience.
Action plan Duration
Reviewing the digital marketing strategy and
making modification
2 months
Implementing creative marketing strategies 2 months
Building up effective team 3 months
Boosting the social media presence 5 months
CONCLUSION
From the above it can be concluded that digital marketing plays crucial role in today's
marketing scenario. There are multiple challenges that are faced by the business while
implementing digital marketing but the opportunities it brings overcomes these challenges. It
helped in analysing the current trend that results in increasing demand of digital marketing. A
comparison has been drawn between the digital marketing tools and traditional marketing tools.
Also, A strategic digital marketing plan is formulated based on two frameworks and how omni-
channel evolved. At last, the different techniques that can be used by the businesses to evaluate
the performance of the business and take right decision in order to improve the performance.

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Mena, C., and et.al, 2016. Retail logistics in the transition from multi-channel to omni-
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