Digital Marketing Landscape and Consumer Trends

This report provides an overview of the digital marketing landscape and explores key consumer trends that are fueling the growth of digital marketing. It discusses the key digital tools and the development of e-commerce and digital marketing platforms. It also focuses on developing a digital marketing plan and strategy to build multi-channel capabilities and understanding the concept of omni-channel marketing.

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

et.al., 2019). Company can identify the exact impact specific marketing strategy is generating
over all these digital networks. This is the key advantage associated with the digital
marketing.
Traditional marketing technique does not provide the review feature. These marketing
techniques do not allow the organisation to review the impact of the marketing channels. This
didn’t allow the organisation to enhance the overall outcomes of the company’s marketing
campaign.
The above mentioned differences are the key differentiation in between traditional
marketing and digital marketing channels.
P 2 Key consumer trend and insight fulfilling growth of digital marketing
Consumer trends denoted as the practices use by the customers associated with the
organisation. Following are the consumer trends that could support the digital marketing
growth of the organisation.
Social media trend
Social media is the key trend associated with the customers. In case of digital
marketing company get access to these social media channels and network to promote its
products. Social media trend would allow the company to boost the growth of its digital
promotions. The number of social media users has been increasingly drastically (Sari, 2019).
This trend allows the organisation to boost the growth rate of digital marketing entertained by
the organisation.
Digital trends
Today the target customers in the retail sector are active over the digital mediums
such as YouTube, Amazon prime and different other digital entertainment mediums. This
trend could support the growth of the digital promotions of company (Parlov, Perkov and
Sičaja, 2016). Marks and Spencer Company get to features its products in between the web
series and movies customer’s streams over these networks.
E-Commerce trend
E-commerce is another key trend associated with the customers that could boost the
growth of the digital marketing. Today the trend is to buy products over internet. This save

plenty of time of customers in shopping (Dahiya and Gayatri, 2017). This trend has supported
the Marks and Spencer Company in entertaining huge success against the digital marketing of
company.
The above mentioned trends are the key trends associated with the digital marketing
that could boost the growth rate of the digital marketing.
LO 2
P 3 Key digital tools
Following are the tools associated with the digital marketing.
Multi channel marketing: Digital marketing supported the Marks and Spencer Company to
utilise the multi channels for promoting company’s products. These multi channels could
provide access to more number of potential customers to the organisation in against to the
marketing and promotional campaign. Bricks and moral and other physical channels do not
provide feature of the multi channels to promote company’s products.
Assess outcomes of promotions: Digital marketing technique provide facility to the
organisation to assess the impacts created by company over the digital promotion channels.
Tools like Google Analytics and different other tools that can be utilised to assess the impacts
of digital marketing. Bricks and moral and other different physical channels do not support
the organisation to assess the impacts of utilising these tools to promote company’s products.
Allow company to place order instantly: Digital marketing provide features to the
customers to place the order instantly. This is a key feature associated with the digital
marketing. This makes the campaign more successful as customers get to place order
instantly. Brick and roman and other traditional channels do not allow this feature to the
customers.
The above mentioned points indicate about the key tools associated with digital
marketing.

P 4 Development of e-commerce and digital marketing platforms
It is important for Marks & Spencer to be able to have a stable e-commerce and
digital marketing platform for them since the competition in the market is increasing
therefore the company will have to find ways to be able to perform effectively in the market.
M&S has made a strong place for themselves in the market so that there is going to be an
effective sale and economic factors which the company is going to have for themselves (Zhu,
2019). Customers have gotten into e-commerce nowadays since they do not prefer coming to
the stores and the trust of the customers on e-commerce has increased therefore this can be a
great opportunity for M&S to be able to operate effectively in the market which is going to
make the company have higher brand value in the market as well. There is a requirement of a
lot of creativity and ideas which need to be present in the organization so that there is going
to be effective functioning which is going to be present and that is going to make the
company have a higher brand value in this competitive market which is very important.
Digital marketing is going to make M&S have a high impact on the customers and
more customers are going to get attracted in the company as well which is going to impact
the sales and profitability of the organization. There has to be right method and strategy and
also experience and skill which is required for the company to have in the market so that
there is going to be effective working which is going to be present in the organization so that
there is going to be effective working which would be present (Syazali and et.al., 2019).
There is going to be global presence which the company can have through the medium of
digital marketing which is going to be present in the company so that there is going to be
higher performance of the company and the loyalty of the customers is also going to be
maintained in the organization so that the company will be able to have a higher brand value
and presences in the market for a long run.
LO 3
P 5 Develop a digital marketing plan and strategy to build multi-channel capabilities
Digital marketing is very important for businesses in these modern days since the
company will be able to get in more customers which are very good for the economic factor
of the organization. The company will be able to have higher sales and they would also be
able to invest in the further expansion of the company in the markets as well (Makrides, A.,

Vrontis, D. and Christofi, 2020). The company will have to brand their products and services
in the market and create a place for the brand in the market effectively so that there is going
to be a good awareness which is going to be present. The company will have to understand
the demands and needs of the customers so that there are going to be improvement in the
organization according to the customers which is going to be very helpful for the organization
to have in the market.
M&S has a set objective and goal in the market which is divided further so that there
is going to be lower pressure on the employees and management of the organization so that
there is going to be effective working which is going to be present in the company. Digital
marketing is a very good method which M&S has been using in the organization from
sometime since this factor has made the organization have more sales and functioning and
operations in the organization are present which a great factor for the company to have is
(Romo, García-Medina and Romero, 2017). There has to be a set budget as well which M&S
is having for digital marketing so that there is a right amount which the organization can
invest in this method as well which is going to help the company be able to make a better
place for themselves in the market. It is important for the company to analyse the market
effectively so that there are right decisions which the company is taking in order to be able to
operate effectively in the market which is a very important factor for the company to have.
P 6 Omni-channel marketing
To make sure that the customers of the organization are having a good satisfaction
level there have to be good implementation of methods and strategies in the company so that
the experience of the customers is going to be improved so that the company can have higher
economic factor. There are a lot of feedbacks which are being taken by the customers by
M&S so that they can improve the products and services of the organization according to the
customers so that there is going to be higher functioning (Zahay and et.al., 2019). M&S is
having high competition therefore understand the customers is very important for the
company to have which is going to make the company have a stable market share and
profitability. The strategies of M&S have changes and improved in the market so that the
satisfaction level of the customers and loyalty of the customers is going to be present in the
company which is going to be very good for a long run of the organization in the market.

There are emails, messages, voice mails, etc which M&S is using as an effective
communication with the customers so that there is going to be higher interaction with the
customers which is going to be present. In today’s modern marketing Omni channels are
being focused upon by businesses so that the company will be able to improve according to
the customers who are loyal in the company. M&S is improving on the trends and designs
which are coming in the market so that they will be able to keep the customers interacting in
the company. It is very easily for the customers to shift from one products or organization to
another therefore M&S is keeping up with their quality and services in the market so that the
company will be able to operate effectively and efficiently in the market (Kotane, Znotina
and Hushko, 2019). The company is also focusing on word of mouth for the customers so that
there is going to be effective working and the organization will be able to develop themselves
in the market and the impact of the company in market is going to be higher.
LO4
P7. Measurement Technique and Performance Metrics in digital Marketing
It becomes important for the form to measure performance of digital marketing in
changing business. Firms use multiple metrics for it and hence able to understand current
situation of it. It also help in changing in process if expected results are not comes out. Mark
and Spencer use different kind of tools and techniques for measuring performance of its
campaigning and hence able to quick changes in it.
Online sales
The best way to understand impact of digital marketing on firms business is to check
its online sales after it. Google Analytics can be very useful in checking online product
consumption by customers (Järvinen, 2016). Organisation can install in that system and it
reflect monthly, weekly and yearly database of consumer purchase. It also helps in
understanding number of people visited firm's site. Mark and Spencer digital team use
various kind of tool to analyse online sales and hence able to impact on Market by quick
changes.
Online-to-store sales
Organisation can analyse performance of its marketing on social media by comparing
online to store sales. It is not necessary that people visited online site for products but

sometime people purchase from stores and it become important for the firm to evaluate both.
Accounts off online as well as of stores measured by audit team of the company and check
where company goods are more consumed. It will help in understanding if company able to
target large audience or not in market.
Leads from Web forms
Forms are also provided by Mark and Spencer to customer for requesting services,
scheduling appointments and gathered information. Google analytical tool help in
understanding which one of digital marketing campaigning profited from highly. Users that
are submitting form can become customer of the firm and hence it can be evaluated from lead
generated.
P8. Actions to improve performance in digital marketing
There are a number of ways from which digital marketing can be improved.
Improvement in technology can be highly beneficial for the campaigning for example old
system take longer time as compared to new one (Saura, Palos-Sánchez and Cerdá Suárez,
2017). Mark and Spencer can upgrade in technology related to ooh digital marketing which
help firm in reaching large number of customer and increase market share in changing
business. Organisation can also check online platform if they are able to deliver right
message to customer or not for this visiting numbers of people to firm site can be beneficial.
Organisation must have code platform such as CMS, marketing automation, CRM etc. And it
help farm in aligning goals with Technology. Analysing SEO success can contribute in
improving digital Marketing System of the firm. Organisation can track it with the help of
Google analytic which gives traffic details and hence increase market share of the firm.
Social channels analyses can also help in understanding customers behaviour from its
campaigning.
CONCLUSION
From the above report it can be concluded that the businesses in the market have to
get in a lot of changes which are going to make the organization be able to achieve their
objectives and goals. The company needs to work on their brand value and economic factor

so that the company will be able to grow and develop further in the market. Digital marketing
is a very modern method which businesses in the market are using in order to be able to make
the satisfaction level of the customers improve and make the company have higher
functioning which is going to be very effective for a long run. There are a lot of strategies
which are present in the market to improve the marketing factor of the organization in order
to be able to function and increase the productivity in the company so that there is going to be
effective working which is going to be present.

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