Digital Marketing: Overview, Consumer Trends, and Tools

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Present an overview of the digital landscape and compare online and offline marketing
concepts. ................................................................................................................................4
P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.....................................................................................................................7
M1 Evaluate the opportunities and challenges facing the digital marketing landscape.......10
Task 2.............................................................................................................................................10
P3 Assess the key digital tools and hardware that a re available to marketers in contrast to'
bricks and mortar' and other physical channels...................................................................10
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels..........................................................................................12
TASK 3 .........................................................................................................................................14
P5 Prepare a digital marketing plan and strategy to build- channel capabilities..................14
P6 Explain how Omni-channel marketing has evolved......................................................16
M3: Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign.
..............................................................................................................................................18
TASK 4..........................................................................................................................................18
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing..............................................................................................................................18
P8: Present a set of actions to improve performance in digital marketing...........................19
M4: Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................20
CONCLUSION .............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Digital marketing is evolving rapidly in this time. It IS also known as online marketing.
In current scenario, digital marketing playing a significant role. Now most of the companies
coming online platforms and doing good business because this is on demand. Digital marketing
is a platform in which companies endorse products , brands and services. With the help of digital
marketing company easily connect with potential customers and influence them. Digital
marketing doing advertising and delivery and with the help of some digital channels such as
internet, social media,websites, email ,mobile, search engine. The organization is consider for
this report is Sainsbury. It is second biggest and most famous retailer of groceries company in
the United Kingdom. The headquarter of this company is in London. This report deal with online
and offline marketing, growth of digital marketing, key digital tools, e-commerce and digital
marketing platforms, omni channels and digital marketing plans and strategies.
TASK 1
P1 Present an overview of the digital landscape and compare online and offline marketing
concepts.
Digital marketing become the most influential method of marketing. The importance of
digital marketing is increasing rapidly and taking most of the market place. Companies doing
businesses with the help of digital marketing channels like social media, websites and mobile
apps. Digital landscape is a system and spaces in the online and digital world which is created by
man. Digital landscape is the collection of social media, websites, email, videos, mobile devices
like android phone, iPhones and tablets. These tools are helpful in digital marketing. Through
these tools company can easily sell their goods and services in digital platform (Chaffey, and
Smith, 2017).
Traditional Marketing
The main focus of traditional marketing is on products of the companies and the purpose
is to concentrate on the production of the products so that companies can do good marketing and
earn more profit. This is a profit oriented marketing so it follow narrow marketing concepts
which is totally based on push marketing.

Sainsbury is the well established and one of the top growing company in UK that offer
good opportunities digitally. With the help of landscape Sainsbury spread business all over the
world and reach out the right customers at the right digital place and satisfy them with high
quality products and services.
Basic Online Marketing Offline Marketing
Meaning It is a internet based marketing which
use technologies and applications to
create and promote brand image of
the company.
Company doing marketing and
create brand image and awareness
with the help traditional techniques
like television, radio, newspaper,
banners, pamphlets and posters.
Cost This is very expensive but affordable.
companies spend lots of money in
promotional activities to increase the
Offline marketing is taking lots of
amount because it based on
traditional techniques so that
Illustration 1: Online and Offline Marketing

sale. marketing on TV, Radio, newspaper
and billboards are more expensive.
Exposure Online exposure is maximum and it
is limitless. Company offer goods
and services globally without any
barriers.
The exposure of offline marketing is
not maximum and promotional
activities is limited. Company cant
not offer goods and services globally
because company needs stores,
outlets to sell.
Convenience Online marketing is more
convenience because customer buy
goods any time and anywhere.
Offline marketing is not convenience
because customer can buy goods
only when stores, outlets and
supermarkets are open.
As per the comparison it can be said that Online and offline marketing both are necessary
for the company. Both have their own benefits. But in this time, online marketing is taking wider
place. Sainsbury marketing growth and shares are very high. Sainsbury offline business well
established and this time company more focusing on inline marketing. With the help of internet
and technologies company performing well in the online platform to attract customers.
Sainsbury fit very well in digital marketing landscapes. To increase online marketing sell
Sainsbury acquired Acquired Argos. Sainsbury launched new technologies so that customer can
shopping easily. Sainsbury use technologies in three areas including faster supply chains,
improved self services and coupon – at till technologies. Sainsbury launched many apps and
platforms with the help of technologies. For instance, Brand Match, Nectar Loyalty Programs,
Mobile scan and go. Apart from this Sainsbury using many digital marketing landscapes like
digital ads, websites, mobile app, search engins because online marketing is very convenience
for the customers as compared to the offline marketing. So that customers easily access company
products and company earn more profit and create a strong brand value (Kannan, 2017).

P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.
Digital marketing refers to the advertising done through various online platform such as
search engines, websites, social media etc. Consumer have different insights and choices which
influence the demand of a product. Consumer insights are the impact of trends in the market,
which aim to maximise the sale of a product or services. Consumer insights are the way for the
marketers to analysis the market and its need. There are various trends and insights that are
contributing to the growth of digital marketing are follows:
 Content Writing- Content marketing is the essential tool for the digital platform. Good
content always matter a lot, which will effect the consumer trends and choices. Marketers
will consider the target market and adding content accordingly. Sainsbury should focus
on content writing and hire good writers to make their advertising effective and also
emphasis on consumer trends and insights that will effect the demand of their product and
services. (Phung, 2019).For example, content writing is very convenient for those whop
are operating and doing businesses all around the world. With the help of content
writing,employees can easily do their work from their native place without any
geographical boundaries. There is a low investment in content writing and company will
get effective and productive results.
 Marketing through messaging apps- Social media is not just for connecting to family
and friends. It the platform through which industries can take much interest in the
development of their product and services. For example, with the use of smart phones,
sainsbury can easily do marketing for their products and services. In smart phones, user
can download some massaging apps like Facebook and whats app. Both apps are using
through smart phones. In this time 1.3 billion are using Facebook and 1.6 billions are
using whats aap so that there are many more benefits of the smart phones including
sending and receiving messages through (whats aap . Facebook, text and email), registrer
contacts, internet browser and barcode scanning etc. Messaging apps aid to reach the
customers very easily. Sainsbuty using digital marketing and promote their products with
the use of messangng apps which customers can use through smart phones (Akar, and
Dalgic, 2018).