Digital Marketing

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.