Digital Marketing Landscape and Comparison between Online & Offline Marketing

This assignment provides an overview of the digital marketing landscape and compares online and offline marketing. It discusses customer trends and insights that fuel the growth of digital marketing. It also explores the benefits and challenges faced by Primark in switching to digital marketing. The assignment further examines the development of e-commerce and digital marketing channels and platforms in comparison to physical ones. It concludes with the development of a digital marketing plan and strategy to develop multi-channel abilities.

DIGITAL MARKETING
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Table of Contents
INTRODUCTION...........................................................................................................................2
LO 1.................................................................................................................................................2
P1- Overview of digital marketing landscape and comparison between online & offline
marketing................................................................................................................................2
P2- Customers trends and insights that are fuelling growth of digital marketing..................3
M1- Benefits and challenges can face by Primark while switch to digital marketing...........4
LO 2.................................................................................................................................................4
P3- Digital tools and hardware that are accessible to marketers in contrast to mortar & bricks
and other physical sources......................................................................................................4
P4- Development of e-commerce & digital marketing channels and platforms in comparison
to physical one........................................................................................................................5
M2- Critical analysis based on utilize of digital tools............................................................5
LO 3.................................................................................................................................................6
P5- Development of digital marketing plan and strategy to develop multi channel abilities.6
P6- Omni channel marketing evolution..................................................................................8
M3- Techniques and tools application to plan.......................................................................8
LO 4.................................................................................................................................................8
P7- Measurement techniques and performance metrics in digital marketing........................8
P8- Actions take to enhance performance in digital marketing.............................................8
M4- Critically examine application of performance metrics and digital marketing techniques
................................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
Digital marketing can be described as key element of advertising that has use online and
internet based digital platforms and technologies to promote products, services and business in
market. The current assignment will be based on Primark, which falls under list of leading
retailers in fashion industry, by offering the latest fashion, home ware, beauty and other products
to customers. The current assignment will define digital marketing landscape and comparison
between offline & online marketing terms. It will explain consumer’s trends, insights that will
fuel progress of digital marketing and digital tools in contrast to mortar & bricks as well as other
physical channels. This study will justify development of digital marketing and ecommerce and
sources in compare to physical platforms.
Furthermore, this report will clarify digital marketing plan, omni channel marketing
evolution, measurement approaches and performance metrics in context of above term. It will
also define set of activity that can enhance performance in digital marketing.
LO 1
P1- Overview of digital marketing landscape and comparison between online & offline
marketing
Digital marketing landscape is a combined name for email, mobile devices, social
networks, websites, video etc (de Ruyter, Keeling and Ngo, 2018). All these elements can aid
ventures or companies in recent time to sell their items and services to target market effectively.
In simple words, it can usually consist of all advanced techniques, sources or platforms that use
under its wide range. It definitely the most appropriate way to gain attention of more buyers
along with current one towards purchase of Primark products.
Traditional marketing-
It refer to any kind of advertising that is not online, it includes broadcast, phone, print,
outdoor marketing like billboards and direct mail.
Comparison-
Online Offline marketing
 This kind of promotion leverage web
bases platforms to spread content or
information about firm and its goods to
potential buyers (Applequist and et.al.,
 This type of advertising carries out use
of traditional marketing sources like
television, radio, news paper etc
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2020).
 Online marketing procedure mainly
concentrates on content which needs to
be attractive and impressive as well.
 As compare to offline, online
advertising is less time consuming
activity because it helps to advertise
things by setting at just one place
without going door to door.
 With firm method, companies in recent
time can easily offer video clips,
content and audio on internet for quite
low cost.
(Valens and et.al., 2020).
 While offline marketing practice of
company focus on items or services,
because these are the only source that
attracts people.
 On the other hand, offline marketing is
considered as cost savvy approach as it
could not need usage of advance
technology and skills.
 Instead of online, offline marketing has
high visibility that individual buyer can
recognize directly.
P2- Customers trends and insights that are fuelling growth of digital marketing
Consumers are the main stakeholders of any brand or company like Primark they provide
a lot of benefits to organizations in term of increasing their profitability, productivity and market
shares even better. In recent time, individual customer adopt the current market trend which he
or she consider as most beneficial and helpful one for themselves and that is online shopping
(Joseph and Karthikeyani, 2020).
Instead of purchase products from physical outlets, population is highly interested in
current era to buy any product or receive service via online sources. From grocery to fashion
goods, people has now visit online websites or brand, where they can see ranges of products and
purchase online without going outside home or work place. Online shopping is one of the biggest
trends that customers are not following.
Customer’s insight is a understanding of trends in individual nature or behaviour which
goals is to enhance products or services effectiveness for each buyer as well as maximize sales
for financial advantages of those provisioning things.
Changing technology and channel of communication are two different things that can
fuel growth and success of digital marketing. Technology advancement is brings a lot of benefits
to above term as it allow marketers to develop attractive content that influence people and attract
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towards purchase (Kotane, Znotina and Hushko, 2019). It has been identified that, mostly 80%
of population are internet users; they are assessing web via smart phones, laptops and computer
systems.
Earlier period companies used telephone and conduct face to face meeting to known
more inform about buyer and communicate with them, but in due to advancement of technology
marketers can use video calls and you tube as digital marketing or communication modes.
M1- Benefits and challenges can face by Primark while switch to digital marketing
Primark is one of the most popular fashion brands in the whole world; they offer quality
products to customers and reach at their satisfactory level successfully (Graham and et.al., 2019).
By switching to digital marketing, organization gets the best opportunities. For example,
company can gather a lot of data about current market trend and customer’s needs.
Along with benefit, firm face challenge while switching to digital marketing practice and
that is limitation of internet access in some areas where potential buyer are seeking to purchase
product online, instead of physical store. Furthermore, another challenge that company could
face is data privacy and protection because when management go online this risk get higher.
Primark fits in digital marketing landscape at top level because it is able to use effective
and appropriate digital marketing channels.
LO 2
P3- Digital tools and hardware that are accessible to marketers in contrast to mortar & bricks and
other physical sources
There are ranges of digital marketing tools and hardware is available in the world of
marketing that marketers of Primark Company can use in effective and systematic manner. Paid
social media is one of that tools that they can use to advertise products in market where firm has
operated its venture and plan to establish other one (Muniesa and Giménez, 2020). Usage of this
tool is now in trend, most marketers to reach at global level consider it, which is quite beneficial.
Video hosting is another digital tool that is available for them, which he or she can use to
gain competitive edge and get insights of customers as well as market. It permit marketer to
upload marketing content through making a video that can reach to wide market where profitable
buyers are seeks to buy quality things exchange of fix price.
Email marketing along with above hardware and digital tools is also beneficial for
marketers as compare to mortar & bricks as well as physical channels, because is help to reach at
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global level and generate brand awareness within market place in short term period (Bismo and
Putra, 2019). All these techniques can aid them identify people needs, their likes and dislikes,
which is very helpful in term of developing marketing content. While mortar and bricks, could
not promote products shortly as it need a lot of time and consumer money as well. It refers to
traditional street side venture that offer items to customers face to face and cannot plan to
advertise internationally.
Search engine can be considered as digital tool or hardware that marketers can use
instead of bricks and mortar or other physical sources. It is quite useful and beneficial in
company context because it allow them to gather require data about consumers trends and
conduct market investigation by setting at just one place, which saves time and money.
P4- Development of e-commerce & digital marketing channels and platforms in comparison to
physical one
E-commerce refers to selling and purchasing of items and services or transferring data or
money, over an electronic network, mostly internet. It is one of the business models that let
companies and individual purchase and sell items by using internet (Panasenko and et.al., 2019).
It get develop because of several factors that effectively contribute in its growth and
development. Low cost of managing an e-commerce venture is the main element that supports
development of this term.
Digital marketing channels and platforms play vital role in success and growth of well
known brand like Primark, as compare to physical channel because it can allow company to
advertise products and services at international level by managing marketing activities and
functions at main centre. Its development during 1990s & 2000s, modify the way companies and
brands utilize technology for advertising.
As compare to these sources, physical marketing channels like direct selling, dual
distribution, reverse and selling through intermediaries can provide less benefits. It develop
during 1990 and not get chance too much, because firms who could not have good financial
performance prefer physical channels to advertise their items which is under their budget and
help to serve local people.
Because individual is willing to use technology, it can help to develop e-commerce even
better, instead of physical channels. Direct selling is one of the physical sources that help
marketer to direct communicate customer and sell product through this practice that is not much
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effective. As people wants to get all info in just one click whether they are at office or home and
it is possible via digital marketing tools or platforms.
Amazon, Ebay etc are the best examples of e-commerce development as it boosts
productivity and sales level even better. COVID play vital role in growth and sales of Amazon
because population instead of purchasing products from physical outlets are in favour of online
purchase in which Amazon play significant role. This factor increase sales of company and its
profitability as well in positive manner.
M2- Critical analysis based on utilize of digital tools
Paid social media-
It is approach of displaying promotions on most trending social media pages or channels
like Facebook, Twitter etc. Primark can use this tool to meet their marketing needs like creating
content that direct influence mind of each customer and help in decision making procedure.
Video hosting-
With this digital marketing tool, Primark can store and upload its marketing content in
form of video on third part website where people can access it by visiting host site direct like
You Tube.
Email marketing-
It can be a form of hard ware marketing channel that Primark can use to aware people
about its new and existing offers. Because of that tool firm can meet marketing requirements in
term of broadcasting message to group of customers at one time quickly.
LO 3
P5- Development of digital marketing plan and strategy to develop multi channel abilities
Digital marketing plan here is develop in context of Primark that share detail for all
planning for its digital advertising actions. The reason of this practice is to promote new winter
coat to target market.
Vision-
The vision of company is to reach at international market where new growth
opportunities are accessible even better than now.
Objectives-
 To gain attention of new buyers towards new winter coat
 To gain competitive advantages
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 To increase profitability and market share
Target market-
In order to target right customers or group of people, Primark can use STP model and
according to that its marketers can use geographic and demographic segmentation strategy which
is quite beneficial for them. Women’s are the main target of this brand under 22 to 35 age
because they like to wear coat the most in winters.
With this target company can use traditional methods along with the latest digital
marketing tools as well that help generate awareness about new product and attract people
towards purchase.
Strategies-
After conduct above analysis it has been identified that Primark needs to produce winter
coat by considering needs of people as individual buyer concern about environment safety.
Company should produce coat without using any thing that made with animal skin or hair, they
will use natural products like pure cotton to make coat warm. This think will help firm to gain
trust of people which turn into increasing sales even better.
Tactics-
Primark needs to collect all raw materials from good and trust worth suppliers and will
hire new team who are able to promote it via using social media and other digital marketing
technologies.
Actions-
By conducting situational analysis firm can take further action according to situation and
its business abilities.
Situational analysis-
Competitive analysis-
Porter’s five forces is the best model that can be used to conduct competitive analysis in
regard to digital marketing plan of Primark (Bruijl, 2018).
Bargaining power of buyers-
Degree of this force is low because accessibility of customers in market is more than
suppliers that give less power to people to impact Primark pricing strategy.
Bargaining power of suppliers-
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This force is also low because number of suppliers in retail market is accessible with
which Primark can work and supply products on time into profitable market.
Threat of new entrance-
Threat of this factor is moderate because firms who have good financial base can enter
into industry where Primark operated since for so long that impact current practice of company
in negative manner.
Threat of substitute products or services-
Degree of this force is high because there are many options people can consider instead
of Primark items and services.
Competitive level-
Competition extent between existing players like H&M, ZARA etc is high, it impact
Primark marketing and production tactic negatively.
Budget-
Basis Cost £
Market Research 60
Raw material 120
Resources like hiring applicants 80
Usage of digital marketing channels 150
Website development 90
Strategy development 90
Total 590
Metric-
Benchmarking is one of the best metrics that marketers of Primark can use to identify
success of this marketing plan. They can compare other plan and its success with their own one.
P6- Omni channel marketing evolution
Omni channel marketing can define as multi channel sales method that caters target
customer of company with an integrated shopping experience. Individual can purchase products
online from mobile device, laptop or other electronic tools. This term has evolved few years ago,
organizations that adopted varied channel approach in contributing their buyers were seen as
creative, as leaders in sector. People like truth that he or she could not need to pick up a call; they
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can send an email or a simple text, via social media. Empowering as it is for consumer, it can be
costly for firms support them.
While using traditional marketing approaches, firms could not be able to reach at
profitable market and for this reason they attempt to use multi channel approach that evolve
Omni channel. It bring several benefits for company in term of generating web traffic and
increasing customer base even better than its competitors, worked in similar industry.
M3- Techniques and tools application to plan
Social media is the best marketing tool that can be added in new marketing plan of
Primark because it help to aware target customer about new winter coat and drive women’s to
purchase it instead of purchasing from other brands.
Furthermore, firm can use print advertising as well because it also help to conduct similar
activity like above one can do. It is easy to manage and run without wasting time while reaching
at door to door to provide information about things. Both tools are quite beneficial in several
terms.
LO 4
P7- Measurement techniques and performance metrics in digital marketing
Overall website traffic-
Marketing website traffic metric can help marketer of company to analyse the
effectiveness of their plan it will give them with number of insights like which event or
marketing plan is work and when.
Page views-
It is one of the most common and easy ways or techniques that can be used to identify
success of digital marketing plan. Marketing team can see how many people like their page and
view it, as it gives an idea about success factor.
KPIs-
Key performance indicator is the best performance metrics that can help to monitor and
measure success of effective content and digital marketing plan of Primark via considering
growth in revenue and profits margin (Jahromi, Hines and Delanev, 2018). This is quite effective
approach because it helps to determine key success in systematic manner.
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P8- Actions take to enhance performance in digital marketing
There are varied ways Primark marketing department can consider to improve their
performance in context of digital marketing.
1- For example, they can concentrate on conversion which is the main element of digital
marketing success.
2- They should gather right and appropriate data about buyers needs. In recent duration, it
is quite important to collect this kind of info because it helps to understand completely where
target market is spending their money and time as well. It aid to target people with particular
content.
3- Furthermore along with above action, marketing team can create ultimate purchasing
journey for their customers which give them an excellent experience and drive to purchase
products offer by Primark.
4- Digital marketing performance can be improved when company can hire skilled people
who can work with advanced technologies in effective manner.
M4- Critically examine application of performance metrics and digital marketing techniques
It has been critically analysed that website traffic metric as digital marketing techniques
can help company to find what areas of its marketing are doing good and what they need to
improve even better. On the other hand, it could not work properly when technical issues arise in
system.
KPI is performance metric that help firm to known its success after implementing digital
marketing plan, but difficult to manage because it is quite expensive.
CONCLUSION
From above analysis, it has been concluded that Primark by using social media, paid and
other digital marketing tools successfully sell their new winter coat to women’s who is its target
market. They has obtained benefits in form of competitive advantages, increased profitability,
enhanced productivity and build wide customer base. Furthermore, it has been summarized that
by using appropriate online marketing tools firm has reached its target buyers effectively. By
using web traffic sources and online conversion rates, company and its marketers has determined
digital marketing plan effectiveness. Moreover, by following all the suggestions company has
successfully improved their performance in digital marketing.
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Online
The Omni-Channel Evolution. 2020. [Online]. Available Through: <
https://www.concentrix.com/blog/the-omni-channel-evolution/#:~:text=As%20recently
%20as%20a%20few,as%20leaders%20in%20the%20industry.&text=Empowering%20as
%20it%20was%20for,for%20the%20companies%20supporting%20them.>
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