Digital Marketing: Overview, Trends, and Strategies

This document provides an overview of the digital marketing landscape, including a comparison between online and offline marketing concepts. It also discusses key consumer trends and insights that have contributed to the growth of digital marketing. The document further explores the digital tools and hardware used by marketers, evaluates the development of e-commerce and digital marketing platforms, and examines the digital marketing plan and strategy of Volkswagen to build multi-channel capabilities. Additionally, it evaluates the way Omni channel has developed in the digital marketing industry.

Digital Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Overview of digital landscape and comparison between online and offline marketing
concepts.......................................................................................................................................3
P2 Key consumer trends and insight that contributed in growth of digital marketing................4
LO2..................................................................................................................................................5
P3 Digital tool and hardware that are used by marketer..............................................................5
P4 Evaluation of development of e- commerce and digital marketing platform in comparison
to physical channel......................................................................................................................6
LO3..................................................................................................................................................7
P5 Digital marketing plan and strategy of Volkswagen to build multi channel capabilities.......7
P6 Evaluation of the way Omni channel have developed...........................................................9
LO4................................................................................................................................................10
P7 Evaluation of measurement techniques and performance metrics in digital marketing.......10
P8 Various action that can be taken to improve digital marketing............................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Due to innovation in technology and transformation in customer preference, trends have
contributed in development of digital marketing and effective achievements of goals. Digital
marketing have reduces overall cost of company to attract various individual to prefer products
and services of specific firm. This report is about Volkswagen that is planning to use digital
medium to influence diverse individual to choose particular products so that it can easily expand
its business. It has explained about challenges and opportunities of digital marketing landscape at
the same time have compared about offline and online marketing concepts. It has also discussed
about different digital tool, hardware that are used by marketer to induce customers to select
services of Volkswagen. At last the report have determined various techniques and performance
metrics used in digital marketing.
LO1
P1 Overview of digital landscape and comparison between online and offline marketing concepts
There are various changes in digital media that have forced company to use social
media, pay per click and search engines to advertise about their products and services. Therefore
digital landscape includes email, websites, social sites and mobile devices that helps business to
easily market their products and services to diverse individual within limited time frame and cost
(Schiele and Chen, 2018). Volkswagen marketing manager have decided to make use of digital
tool and medium to influence maximum number of individual to make purchase so that overall
objective of firm can be achieved. There is huge difference between online and offline marketing
concept that can be illustrated as follows:
Online marketing : It is marketing in which digital medium are used to grab attention of various
customers such as video, content or email marketing, search engines. For online marketing
internet is used to provide crucial information to customer about various products and service in
make digital landscape is able to enhance its global presence or advertise in different countries to
add more customers in the firm.
Offline marketing: On the other hand it can be stated that in offline marketing company
information customers about products and services through television, radio, banner or personal
selling. Lot of investment firm needs to make in offline marketing in order to induce individual
to make purchased at the same time it have limited approached to target customers (Saura, Palos-

Sanchez and Rodríguez Herráez, 2020). In offline marketing customers can physical connect
with individual to influence it to select specific products for achievement of objectives.
Challenges and opportunities of digital marketing landscape
Global advertisements: Company can easily market its products and services to number of
customers that are staying across different countries by use of digital technology.
Cost effective channels: It can be stated that digital medium is cost effective channel that
contributed in effective marketing of products and services to customers.
Challenges
High competition: Most of the organisation are using digital platform in order to influence
customers that have increase level of competition in industry.
Limited internet: There are certain areas which have limited access to internet that is used by
companies to market its different products and services to people (Decarolis and Rovigatti,
2017).
P2 Key consumer trends and insight that contributed in growth of digital marketing
As the customers are becoming more and more aware about recent technologies and trend
so they have forced company to make use of digital platform to market its products and service
to end customers. Some of the key trend and insight that have contributed in growth and
development of digital marketing are:
Voice search: It have been analysed that till 2025 more than 50% customers will use voice
search in order to get knowledge about products and services in which company deals so that
they can make accurate choice regarding purchase of products (Juska, 2017). Voice search
provide ease and comfort to customers by providing relevant information to them so that they
can take perfect decision for better satisfaction of their needs.
Social Media: Most of people spend their more time in watching videos, playing games through
social media such as Facebook, twitter and Instragram. Therefore most of the businesses have
planned to use such medium to market products and provide crucial information to customers to
increase their overall sales volume and profitability. Companies are also uploading videos,
images on its official websites in order to provide information to number of people that are
staying across worldwide.
E-mail marketing: It is another recent trend that has contributed in growth and development of
digital marketing as most of the people share information through email. Thus, company have

planned to send e-mail that content information regarding products and services in which firm
deal so that they can be motivated to select products as per their requirements.
Content or personalised marketing: Customers like to make purchased from company that
offer personalised services so that their needs can be fulfilled (Alavi, 2016). So, many
organisations have planned to create content as per expectancy of customers so that they can be
influenced to read specific detail and make decision to choose specific products and services of
firm.
LO2
P3 Digital tool and hardware that are used by marketer
Brick and motors is traditional business that provides products and services to customers
by face to face within store. Different digital tool and hardware are used by marketing manager
of Volkswagen to influence maximum individual to select company products and services can be
illustrated as follows:
Google analytic: Marketing manager of Volkswagen in order to increase its sales volume and
profit margin use Google to know about various information of websites, demographical
structure of audience so that effective strategies can be formulated to influence them.
Social media: Volkswagen marketing manager have used social media to analysis data related to
interest, preference of each individual so that plan can be made to influence and motivated them
to make purchased for growth and success of firm. Facebook live and broadcast live are used by
brick and motor stores in order to attract attention of customers and make aware about existing
services and offers so that they can take accurate decision (Wang, 2019). It helps in building
strong relationship with customers as they can likes, share and comment on official website of
company.
Official websites: It can be stated that more than 72% million of people before making selection
of products and service gathered information about company, its products by reviewing and
analysis information given on official website of firm. Therefore marketing manager of
Volkswagen have make official website attractive and provide necessary information so that
customers can take accurate decision. It have provided information such as price, value and
varieties of products in which firm deals and return policy or extra services to attract diverse
individual.

Email: It is another powerful tool that is used by marketing manager of Volkswagen in order to
provide information and grab attention of people through sending email with specific content
that motivated it to prefer products of it rather than other competitors. Brick and motors stores
through email marketing add value and increase satisfaction level of customers in best possible
manner (Nadler and McGuigan, 2018). Marketing manager aim to segment people on basis of
their choice, preference and taste so that appropriate content can be created to influence them to
spend some time to read and make choice to purchase services.
P4 Evaluation of development of e- commerce and digital marketing platform in comparison to
physical channel
Ecommerce and digital market platform have been involved in recent years due to
changes in technologies and changing taste and preference of number of customers. People likes
to use digital media to exchange information or to get various information about products and
services in which company deals, price as compared to other competitors so that they can get
best possible products for satisfaction of their personal requirements. Traditionally Volkswagen
used to market its products and services through use of bill board, mouth publicity and personal
selling that helps in retention of maximum customers range within firm. Therefore such
traditional methods have lead to increase in cost of marketing and limited market presence for
enterprise. Volkswagen in physical channel needs to make more and more investment in stores
so that customers can come and make purchased for better satisfaction of their respective
requirements (Rao, Srivatsala and Suneetha, 2016). At the same time it can meet needs of few
individual or where various stores of Volkswagen operates while in ecommerce and digital
market platform company can easily create aware among large number of individual that live
across different countries. There is continuous increase in digital marketing and ecommerce as
most of the customers likes to have shopping while staying at their home. Most of the younger
generation use internet and smart phones to book their products while staying at home at its save
their money and time and delivered products within limited time frame to customers. On the
other hand physical channel such as billboards, television are used by company to personal
influences customers as per their respective preference and choice.

LO3
P5 Digital marketing plan and strategy of Volkswagen to build multi channel capabilities
Marketing plan helps in planning various strategies in advanced that firm can used in
order to attract individual or make optimum utilisation of opportunities and challenges that are
available in market. Various communications medium that can be used by enterprise to share
their information to customers so that they can be drive to select specific products and services
for satisfaction of their respective requirements (James and et.al., 2017). Therefore tow model
can be used by marketing manager to develop multichannel capabilities structure and Race to
implement strategies for effective achievement of goals.
Situational analysis: It is used to analysis existing situation of business so that various plan or
strategies can be decided for growth and success of enterprise SWOT analysis helps in
identifying strength, weakness and opportunities, threat of business that can contributed firm in
gaining competitive advantages. Therefore SWOT analysis of Volkswagen is as follows:
Strength: Company have strong market presence and large product portfolio that helps in
meeting needs of different individual that live in particular society. Volkswagen have owned
more than 12 brand which contributed in attracting maximum customers to select services and
products of firm as compared to others.
Weakness: Product recall and diesel scandal have impacted on overall brand image of enterprise
that marketing manager need to plan better strategies for growth and success of organisation.
Threat: There are various external factors that acts as threat for Volkswagen such as changing
customers preference, policies of government and increase in level of competition that have
created threat for long term growth and sustainability of business (Alavi, 2016).
Opportunities: Company have opportunities to expand business through using digital media as
it is one of the best cost effective technology that helps in attracting maximum number of people
to select products and services of firm.
Objectives
 To use multi channel strategies in order to create awareness among large number of
individual.
 To enhance profit margin by 10
% through increasing presence in online sites.

 To maximum customers satisfaction and loyalty by 12% by using innovative and digital
method to deliver services to peoples.
Strategy: Company has effectively set various strategies to attract different individual to be part
of firm and select respective services so that overall objectives can be attained. It have planned to
use multi digital channel to meet demand of customers for overall growth and sustainability of
firm.
Segmented: Marketing manager of Volkswagen have segmented people on basis of their
respective taste and preference so that various medium or digital channel that can be used to
meet their needs can be set and objective of firm can be achieved.
Target: It has targeted people that belong to high class or business profiles or younger
generation for its various products and services in order to increase sales and profit margin of
firm.
Positioning: Most of the people across worldwide are aware about various services and products
that are offered by company to its customers (Saura, Palos-Sanchez and Rodríguez Herráez,
2020). Therefore strong brand image in mind of customers have contributed towards growth of
organisation.
Tactics and action: There are various crucial steps that need to be taken by marketing manager
to retained customers satisfaction and enhance profitability of firm. Therefore it have use
marketing mix strategy to influence diverse range of customers to select products and services of
Volkswagen such as:
Products: There are wide varieties of products and services in which company deals so needs of
customers can be fulfilled in best possible manner.
Prices: Company has use competitive pricing strategy for its qualitative products and services in
order to retain its market positioning and competitive advantages.
Place: It has planned to increase its presence in online sites by using multi digital channel to
delivered services to number of customers. They can get information about company products
and services through official website of firm.
Promotion: Company will use both online and offline channel to communicate or create
awareness about firm brand image and services so that maximum number of customers can
prefer it as compared to others.

Physical distribution: Volkswagen has its stores at different countries with effective supply
chain that helps in better deliver of products within limited time and cost.
Process: Marketing manager have decided the process or technology that need to be used by
employees to communicate with customers so that overall objective of firm can be achieved.
People: It have highly trained and qualified employees that have expert knowledge about digital
medium which can be used to satisfied their respective requirements.
Control: Marketing manager of Volkswagen has decided to use information technology and
digital media to control performance and productivity of each employees for growth and success
of firm.
P6 Evaluation of the way Omni channel have developed
It can be stated that evaluation of Omni channel in digital marketing have came since firms
have adopted multi channel approach to market its products and services. Most of the customers
want that firm need to provide similar types of services in different channels so that their
requirements can be satisfied in optimum manner (Slijepčević and Radojević, 2018).
Volkswagen marketing manager have planned to use Omni channel to provide seamless and
personalised experienced to customers for growth of firm. Different Tool and techniques to plan
and end to end Omni channel marketing campaign that can be used by marketing manager are
Ecommerce websites: It is market place that manager different function on behalf of seller in
return to get minimum fees or charges for rendering services to customers (Chaffey, 2017).
Volkswagen marketing manager can add various images, information on websites so that people
can get crucial information about company.
Secure payment: Most of the customers are highly concerned about increasing cyber crime or
attacks therefore manager of Volkswagen need to provide safe and secure payment services to it
customers.
Mobile application: It helps in better exchange of information between sellers, buyer by
reducing overall order process and increasing output. Marketing manager through mobile
application can provide service to customers of online booking so that they can feel more happy
and satisfied.

LO4
P7 Evaluation of measurement techniques and performance metrics in digital marketing
There are various techniques and performance metrics that can be used by manager to
evaluates its digital marketing in order to plan key steps for growth and success of enterprise in
industry such as:
Total sites visit: Marketing manager of Volkswagen by identifying total number of people that
have visited particular sites to get information can measure effectiveness of digital marketing
campaign (Giovannoni, 2020).
Traffic by sources: Another techniques to measure digital marketing of Volkswagen is that
marketing manager through identify that whether individual have type URL to get to know about
company or referred by some other sites, link or through advertisement on social media.
Therefore manager by identifying sources can evaluates digital marketing activities of firm.
Interaction per visit: It state that marketing manager through analysis that number of pages
visitor have opened and most of the time it have spend on specific page to get information
(Schaefer and Hetman, 2019). Various activities or steps taken by customers such as
subscription, download and purchased are key elements that can be used to measure digital
marketing.
Time on site: Total time spend by individual to visit specific sites show its interest level and
engagement with company products so that call or message can be send to influence them to
make purchase for satisfaction of their needs.
P8 Various action that can be taken to improve digital marketing
There are few key steps which need to be taken by Volkswagen marketing manager so
that firm can grow and sustain its business for longer period of time. Such as:
Analysis of current trend: The first steps that need to be taken by marketing manager is that
evaluation of current trend in market so that needs of customers can be satisfied effective and
company can gain competitive advantages.
Evaluation of digital marketing channel: It also need to evaluate and analysis marketing
channel that Volkswagen used on time to time basis so that effective correction can be made
within limited time period.

Allocation of budget in paid advertisement: Volkswagen marketing manager need to allocate
or distribute amount of capital that need to be invested in paid advertisement by facebook, twitter
so that more customers can be influence to be part of firm (Shah, 2018).
Improve content: Company also needs to improve its content, add more information, image and
feedback of previous customers so that people can be ready to take decision to take services and
products of Volkswagen as compared to others.
CONCLUSION
It can be concluded from above report that digital marketing is most essential for every
organisation in order to meet demand of diverse individual. There is difference between online
and offline channel that can be used by firm to attract people to decide to purchase specific
products and services. At last it can be stated that different techniques can be used by company
to measure performance of digital marketing for smooth operation of business.

REFERENCES
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