Digital Marketing: Strategies and Tools for Effective Online Promotion

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Digital Marketing Landscape...................................................................................................3
2. Comparative analysis of online and offline marketing concept...............................................5
3. Key digital tools available to marketers in contrast to brick and mortar along with other
physical channels ........................................................................................................................7
4. Difference between the development of e-commerce, digital marketing platforms and
channels as compared to other physical channels........................................................................9
5. Evolution of Omni channel marketing...................................................................................10
6. Omni-channel marketing plan................................................................................................11
7. Key digital measurement techniques and performance metrics............................................13
8. Improve the performance in digital marketing......................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is the component of merchandising that use cyberspace and online
based digital applications such as laptops, computers, mobile phones and other digital platforms
in order to boost services and products of the company. With the help of effective digital
marketing, company is able to reach enormous audiences in both cost effective and measurable
ways (Key, 2017). Digital marketing lead towards reaching more customers for less amount of
money rather than traditional methods of advertising. This marketing technique is highly
effective and important as organizations are easily able to track and monitor their campaigns of
marketing particular products in the market space.
Morrison is the largest chain of supermarkets in the UK and is headquartered in Bradford.
The company has 494 supermarkets across UK with around 110,000 employees working which
provides their services to approximately 11 million customers each week. Morrison is a super
market which is thinking about the establishment and enhancement of its presence in the digital
marketing world because of that the company approaches the marketing consultant of Cambridge
digital, a marketing consultancy company (López García, 2019).
In this report it will be analysed the concept of digital marketing and its online and offline
marketing concepts of Morrison. Along with the above mentioned concept, this report will also
highlight the thought of digital tools, platforms, channels, digital marketing activities with multi
channel capabilities and various methods to evaluate digital marketing effectively.
MAIN BODY
1. Digital Marketing Landscape
Digital marketing is an activity which helps the organizations in order to achieve the
motive of extreme level of income generation in the company through different instrument and
plan of action. Morrison is the reputable company which have been accommodating the analogue
merchandising tendency. The organization is a public limited supermarket company as it is a
fabulous representation of digital marketing because of its various online and offline stores. The
different kind of instruments or source being used to evolve digital marketing concept which
includes the digital platforms such as social media, websites, email, etc. (Buchanan, 2018). The
effective execution of these sources supply the way of applying different digital strategies and
tools as per the productivity and progress of the company. Digital platforms such as search

engine optimization, pay per click, marketing automation, etc. are various sources which helps in
achieving the total marketing abilities provided through the digital platform and concepts.
Digital marketing concept has overtaken the traditional method of marketing. It is the
major component of all successful marketing organizations such as Morrison (Rathore, 2020).
The arrival of digital marketing is the requirement if the marketers to sustain and stay in front of
their competitors and also at the same time able to deliver great competition on digital marketing
strategies and approaches.
Digital commercialism in context of e-commercialism led to a tremendous transmutation
of employment and reasoning abilities which affect the total marketing strategies that is being
developed in Morrison. E- commerce has been characterized as the way of selling and
purchasing of goods and services with the help of utilizing internet as a primary medium of
exchange. It acts as the way of providing the central movement of goods and services from
suppliers to their targeted customers. This marketing concept has a significant impact on small-
medium enterprises retail marketers in order to compete with large organizations in terms of
customer reachability (Nikunen and et.al, 2017). In Morrison also, the e-commerce plays a vital
role in context of approaching more of consumers in the market.
E-commerce offers an ideal commerce physical process in order to do digital enterprise
and amend the global presence of the business in the market. It also adjusted the workflow of the
organization and give serious effect on the society and business activities at a global level
(Ištvanić, 2017). With the involvement of e-commerce in business activities as well as in
Morrison, there has been a sudden addition in online shoppers as it made consumers life easier,
convenient and approachable in nature. The functions offered by Morrison in order to smoothing
the practicality of easy returns helps the customers to return or exchange the goods at their
convenience of home. For the customers of Morrison, e-commerce has made the shopping
experience seamless.
Various benefits also has been accessed with the help of e-commerce by the customers of
Morrison as they are able to operate the system at any time and from anywhere
(Hight, 2019).