Digital Marketing Landscape and Comparison between Online & Offline Marketing

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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