Digital Marketing Landscape and Consumer Trends

DIGITAL MARKETING

TABLE OF CONTENT
INTRODUCTION.................................................................................................................................3
LO 1......................................................................................................................................................3
P 1 Overview of digital marketing landscape....................................................................................3
P 2 Key consumer trend and insight fulfilling growth of digital marketing.......................................5
LO 2......................................................................................................................................................6
P 3 Key digital tools..........................................................................................................................6
P 4 Development of e-commerce and digital marketing platforms....................................................6
LO 3......................................................................................................................................................7
P 5 Develop a digital marketing plan and strategy to build multi-channel capabilities......................7
P 6 Omni-channel marketing.............................................................................................................8
LO4.......................................................................................................................................................9
P7. Measurement Technique and Performance Metrics in digital Marketing....................................9
P8. Actions to improve performance in digital marketing...............................................................10
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................12

INTRODUCTION
Marketing is defined as promoting company’s products in front of the target
customers. In case of digital marketing digital and technical tools are used to promote the
products offer by company. This report is based on the case study of Marks and Spencer
Company in context to its digital promotions. The organisation was established in the year
1884 by the founders Michael Marks and Thomas Spencer. Headquarter of the company is
based in United Kingdom. Company is engaged selling high quality clothing, home product
and food product. Company has been engaged selling its products at approximately 14000
business locations all across the globe. Company has been engaged in both online and offline
model of trading. In this project digital marketing approaches of the organisation will be
analysed. Henceforth, report will emphasis over the overview on the digital marketing
landscape of the organisation. Key consumer trends and insight that are fuelling the growth of
the digital marketing would also guide in this project. Key digital tools and hardware that are
available for marketers to contrast to the bricks and motors and other physical channels.
Development of e commerce channels in comparison with physical channels will also done in
this project. Furthermore, this project would form a precise digital marketing plan. How
Omni channel marketing has evolved would also analysis in this project. Measurement
technique and performance metric will also conduct in this project.
LO 1
P 1 Overview of digital marketing landscape
Digital marketing is about to utilise the digital channels to promote company’s
products in the market. This involves all different digital tools to support promotions of
company. Digital marketing has become the key trend of business operations. Companies
started to invest more in the digital promotions as compare to the traditional marketing and
promotion channels. Digital marketing has emerged in the recent time after the emergence of
the social media and other digital mediums (Gosline, Lee and Urban, 2017). From last many
decades companies relied over its traditional marketing and promotion channels. Emergence
of digital technology guide company to improve the digital presence of organisation. In
recent time total social total number of mobile phone users has emerged all across the globe.
This expanded number of overall phone users has guided the organisation to promote
products over different social media and digital streaming channels. All this has played a

significant role for the company in enhancing the brand reach ability to enhance the scope of
the company’s marketing operations. Comparison in between digital promotion channels and
traditional channels of promotion can be established in the following manner.
Reach ability
Digital marketing is more advanced and contain the potential to achieve the best level
of reach ability against the marketing and promotional objectives. Today the total number of
active phone users has increased which furthermore improved the traffic over different social
media applications and accounts. All this has supported the company to entertain the majority
of the potential customers active over these digital platforms and social media with the
support of digital marketing strategy of company (Eze and et.al., 2020). Marks and Spencer
Company is one of the key brand associated with the retail sector and company’s digital
promotion strategies play a significant role for the company in achieving such huge growth
rate in market.
Traditional marketing and promotion channels do not contain the reach ability as
advanced as today’s marketing and promotional network call as digital marketing. They carry
a restricted level of reach ability in between all its potentials in respect to the marketing
campaign.
Cost friendly
Digital marketing campaign is cost friendly marketing and promotional tool. This
allows the organisation to achieve the best level of business potential in the cost friendly
manner. Cost friendly marketing and promotions allow the company to achieve the best level
of growth opportunities against the marketing and promotions channels.
Traditional marketing techniques required heavy budget to promote company’s
products. They provide limited scope of making the campaign budget friendly. The required
investment of company’s financial resources. They also not provide any assurance in respect
to assess the effectiveness of the specific marketing campaign.
Review feature
Digital marketing and promotion technique provid a review feature to assess the
impact of the company’s promotion. Digital marketing provide access to the organisation to
review the outcome of the marketing campaign entertained by the organisation (Dumitriu and