Digital Marketing: A Comprehensive Guide for Desklib

Digital marketing.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Present an overview of the digital marketing landscape and compare online and offline
marketing concepts......................................................................................................................1
Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.........................................................................................................................2
Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels.....................................................................................3
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................4
Develop a digital marketing plan and strategy to build
multi-channel capabilities...........................................................................................................5
Explain how omni-channel marketing has evolved....................................................................6
Determine and evaluate the measurement techniques and performance metrics in digital
marketing.....................................................................................................................................7
Present a set of actions to improve performance in digital marketing........................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing refers to advertising the products and services of the company on
online platforms or through internet. It includes channels such as websites, social media, mobile
app, email, etc. It is a cost friendly method of marketing which provides better opportunities and
reach to companies. It is important for the companies to make sure that they are adopting
methods of marketing which can provide them quantitative measures and are also user friendly.
As digital marketing helps companies in having a wider reach it is a tool which is specially
beneficial for start ups and small businesses as it will help the companies in reaching to a wider
audience and will also help them in analysing the taste and preferences of the consumers (Hung,
2019). The company can get results in measurable terms while using digital marketing tool. In
context to Tesco, it is British multinational groceries and general merchandise retailers. The
company was founded in the year 1919 by Jack Cohen. The company is presently headquartered
in UK. He company has global presence and is currently working in more than 11 countries. In
this report, the benefits of digital marketing along with the difference between online and offline
channels of marketing is given. The report also covers the comparison between e commerce and
digital marketing platforms as well as physical channels.
MAIN BODY
Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.
Digital marketing refers to an activity which helps the company in promoting their goods
and services online and try to attract as much potential customers as possible. The digital
landscape is a collective name for websites, social networks and mobile devices (Kakour., 2020).
These are specifically the tools which helps the company in promoting and selling the products
and services of the company. It helps the company in reaching to the audience worldwide. It
provides opportunity to companies to promote their goods and services without spending much
cost. The difference between online and offline marketing is given below:
Online marketing Offline marketing
It generally focuses on content that the
company is depicting to its customers through
The focus of offline marketing is generally on
the products and services of the company.
1

their platforms. They do not give focus to the content that the
company is using.
Online marketing platforms are highly cost
effective. The company can target the market
audience efficiently.
Offline marketing includes high costs and also
involves much more time as compared to
online marketing.
Online marketing gives measurable results to
the company and also helps the company in
reaching to the potential buyers all in one
place.
Offline marketing does not provide results in
quantitative terms(Sultana., 2020). It is not
possible for the company to analyse whether
the company is in the right direction or not.
It provides a wider reach to the company with
the help of internet and will help the company
in attracting large amount of traffic on the
website of the company.
In terms of offline marketing, the company
have a limited reach to its audience and will
have to invest huge investments in the
planning and organising of marketing
campaigns.
Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.
The first step of an effective marketing is communicating with the potential customers of
the company. If the company is communicating through online channels then automatically the
company will be able to communicate with large numbers of audience through social media
platforms, mobile phones, internet, etc. the markets of the company is highly dynamic and the
digital marketing field is also very dynamic (Bheekharry, 2020). The online platform helps the
company in keeping pace with the taste and preferences of the company and as the cost is also
very low, it becomes the best way for the company to promote their goods and services. Some of
the trends and insights which provide fuel to the growth of digital marketing are:
Changing technology: One of the major trends that are providing growth to the digital
marketing is changes in the way of advertising and promotional campaigns of the company. It is
important for the company to make sure that they are using trending methods to attract customers
so that they can reach to their potential customers or market segment.
2