Digital Marketing: Overview, Trends, and Tools

This document provides an overview of digital marketing, including the comparison of online and offline marketing concepts. It also analyzes key consumer trends and insights that fuel the growth of digital marketing. Additionally, it assesses the use of digital tools and hardware, examines the developments of e-commerce and digital marketing platforms, and discusses the challenges and opportunities in the digital marketing landscape. The document is based on the case study of Vodafone plc, a multinational telecommunication company.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1...........................................................................................................................................1
P1 Overview of digital marketing landscape and comparison of online and offline
marketing concepts...................................................................................................................1
P2 Determine and analyse key consumer trends and insights that are fuelling growth of
digital marketing.......................................................................................................................3
M1 Evaluate opportunities and challenges facing digital marketing landscape.................4
TASK 2...........................................................................................................................................5
P3 Assess key digital tools and hardware that are available to marketers in contrast to
'bricks and mortar' and other physical channels...................................................................5
P4 Examine developments of e-commerce and digital marketing platforms and channels
in comparison to physical channels.........................................................................................6
M2 Critically analyse use of appropriate digital tools, both hardware and software to
use in company in context to meet their marketing requirements.......................................7
D1 Demonstrate critical analysis and evaluation of digital marketing landscape and
impact of growth of e-commerce.............................................................................................8
TASK 3...........................................................................................................................................8
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities......8
P6 Explain how Omni-channel marketing has evolved......................................................11
M3 Apply tools and techniques to plan an end to end Omni-channel marketing
campaign..................................................................................................................................11
TASK 4.........................................................................................................................................12
P7 Determine and evaluate measurement techniques and performance metrics in digital
marketing.................................................................................................................................12
P8 Present a set of actions to improve performance in digital marketing.........................13

M4 Critically evaluate application of key digital measurement techniques and
performance metrics used in digital marketing...................................................................14
D2 Develop a coherent and logical digital marketing strategy and determine its
implications..............................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Digital marketing is defined as a component of marketing activities which utilizes online
and internet based technologies like mobile phones, desktop computers and various digital media
that promotes services and products. It generally refers to advertising that are delivered through
digital channels mode with search engines, social media, email and various mobile applications.
Digital marketing is a method through which companies endorse products, services and different
brands. This report is based on digital marketing of Vodafone plc, which is a British
multinational telecommunication company and operates its services in Asia, Africa and Europe .
This report below includes overview of digital marketing landscape and comparison of online
and offline marketing concepts, analysis of customer trends and insights, assessment of digital
tools and hardware, development of e-commerce and digital marketing platforms and channels,
digital marketing plan and strategy for building multi-channel capabilities, evolvement of Omni
channel marketing, evaluation of measurement techniques and performance metrics in digital
marketing, improvement performance in digital marketing in company to carry digital marketing
along with its conclusion.
MAIN BODY
TASK 1
P1 Overview of digital marketing landscape and comparison of online and offline
marketing concepts
Digital marketing landscape refers to techniques that business companies uses to build a
reach to customers by using various channels. Every company designs several strategies
according to tools through which they are able to attract customers. In terms of Vodafone plc
there are some elements that company considers when they are making strategies that are as
follows: Search engine optimization: It refers to enhance company sites in order to attract more
customers who are ready to purchase their products. Search engine optimization generally
operates in improving company's performance for having better profitability in company.
Vodafone plc is using search engine optimization function in their business operations in
order to generate and attract more customers so that higher revenues can be generated for
their company.

 Social media marketing: As being active on social media, it has become a high and
valuable source of marketing that builds reach to customers. It is effective for companies
to promote their products and services as being a wide channel of promoting customers
feel comfortable in purchasing products. In terms of Vodafone plc, company is using
various and effective social media sites like Facebook, Twitter and Instagram to promote
their new products and services.
 Digital advertisement: As compared to traditional advertising to digital advertising it is
considered more effective mode of promoting company's products and services. Every
company is now using mode of digital advertisement in place of traditional advertising
to build a wide reach in corporate markets (Goldfarb and Tucker, 2019). They are using
digital advertisement tools such as social ads and video ads to promote their products. In
Vodafone plc, company is using digital advertising tools like video advertisements,
digital ads for promoting about their services and products.
Comparison of online and offline marketing
Basis Online marketing Offline marketing
Focus Online marketing generally focuses
on promoting products and services
through online websites.
Offline marketing generally focuses
on promoting products and services
through traditional means via stores.
Mode of
communication
Online marketing is performed to
customers through e-mails, chats,
video marketing and social media.
Offline marketing is performed to
customers through radio, banners
and newspapers .
Target audience In online marketing target audience
can met their desired products and
services at one place which is online
websites.
In offline marketing target audience
is scattered everywhere to purchase
their desired product and services in
markets.
Tangibility of
products
In online marketing tangibility of
products is not found as customers
has to purchase products by seeing
only.
In offline marketing there is a
tangibility of products and
customers can examine products by
touching them and then decides

whether to buy them or not.
Buyers In online marketing prospective
buyers are not visible as they shop
online.
In offline marketing prospective
buyers are visible as they purchase
products and services through
markets which needs face to face
dealings.
P2 Determine and analyse key consumer trends and insights that are fuelling growth of
digital marketing
It is necessary to use consumer trends in companies while using mode of digital
marketing. As to prevent from any challenges and issues companies are using various key
consumer’s trends of marketing. In terms of Vodafone plc, various key consumer’s trends which
used by company are as follows: Changed channels of communications: In order to have efficiency and effectiveness in
companies there are various mode of communication that are used to attract customers.
There are various communication channels such as blogs for audiences which they are
targeting, social media and digital advertisements to enhance efficiency and gain
customers for purchasing their products and services. In terms of Vodafone plc, company
is using consumer’s trends like social media, digital advertisements to gain customers. As
they are adapting various digital tools that are used according to customer's needs and
desires. Changed trends: In earlier times, companies were using traditional marketing method to
promote their services and products. But with growing and rise of digital marketing
concept companies got shift towards using of digital marketing activities (Hanlon, 2019).
In Vodafone plc, company shifts their trends from traditional marketing concepts to
digital marketing concept to build wide reach of customers.
 Changed technology: It refers to using of technology according to customers’ needs and
demands. As not all customers use same kind of technology so it becomes essential for
companies analyse various types of customers and according to that determine mode of
technology which is to be used in their operations (Deiss and Henneberry, 2020). As

Vodafone plc is a telecommunication providing company, they are using various modes
like social media, online advertisement and so on to build customers.
Illustration 1: CUSTOMER TRENDS
Interpretation- The above picture states about change in behaviour of consumer and
trends that affects their behaviour. It is seen that from time to time consumer behaviour trends
changes at rapid scale.
M1 Evaluate opportunities and challenges facing digital marketing landscape
There are various opportunities as well as challenges that are faced by companies in
carrying out their operations while using digital marketing landscape during coronavirus
pandemic. Various opportunities and challenges that are faced by Vodafone plc in digital
marketing landscape are as follows:
Opportunities
 Vodafone plc is using search engine digital advertisement tools in their business
operations in digital marketing landscape helps to improve their performance and to
attract more customers to avail its services and products. As the rise of coronavirus
economies customer's income are getting affected so they want that they should get high
quality services and products in minimum cost. Using of online advertisements such as
social ads and videos helps in enhancing company's performance and reduces
manufacturing cost.

 By using digital marketing landscape company is having opportunity to build a wide
reach to customers so that company can be able to face marketing automation and
improve itself in their operations.
Challenges
 As target audience are essential elements which is to be rightly identified. As it is
necessary for Vodafone plc to identify target audience according to their manufactured
services and products (Sharma, Sharma and Chaudhary, 2020). If target audience is not
identified properly it will affect performance of company as every customer is of
different mindset and prefers different services so it will be difficult to determine target
audience properly through digital tools.
 Vodafone plc is facing issues of security due to digital marketing in their operations.
Digital marketing sometimes leads to loss of personal information. As company's as well
as customer's personal information are getting hacked. So it becomes necessary to
resolve these issues on timely basis with rightly chosen technology to protect company's
and customer's information and data without being leaked.
TASK 2
P3 Assess key digital tools and hardware that are available to marketers in contrast to
'bricks and mortar' and other physical channels
Bricks and mortar is defined as a traditional kind of business which offers products and
services to customers face to face at purchasing stores. As it basically refers to attempts attract
customers to a physical store. As with rise of internet sales there are various companies that are
carrying up it business activities online as physical stores has to evolve into environments that
are capable of complimenting and integrating with e- commerce experience. There are various
digital tools that are available to marketers to in contrast to bricks and mortar that lead to fulfil
their requirements. In terms of Vodafone plc, company's marketers uses hardware digital tool
like smart devices like smart SIM in their operations to promote their products and services in
markets. While software digital tool like applications and search engine optimization to
increase its performance and promote their services and products through company's application.
By using these digital tools company could be able to build wide reach of customers and could
cover left segments of markets.

P4 Examine developments of e-commerce and digital marketing platforms and channels in
comparison to physical channels
With constant rise in digital marketing and e-commerce in corporate markets companies
are generating more sales revenues and generating profits. In terms of Vodafone plc, company is
having various developments due to e-commerce and digital marketing that has led to growth of
their company are as follows: Cost pricing: Reason behind that companies are using online digital marketing platforms
is to reduce cost as purchasing. With the use of online mode products will be provided at
cheaper cost compared to purchasing offline. Vodafone is using digital marketing
platforms to develop and promote their services as carrying up business operations online
it is cost effective. Wide products and service assortments: In terms of Vodafone plc company there is
development through digital marketing as all services and products can found on its
online websites. Customers queries handling: With rising of digital marketing, it will be easy for
customers to ask their queries effectively (Dahiya, and Gayatri, 2018). In Vodafone plc,
company is providing various applications and online services to handle queries of
customers to that customer satisfaction towards there could be well generated. Use of technology: In today's world every individual is using internet with high speed to
have better experience. It is also beneficial for companies as lead to growth on e-
commerce and development. Vodafone plc is providing 4G speed technology to their
customers an developing to provide 5G high internet speed for having more growth and
earning profits.
 Providing better networks to customers: With the rise of coronavirus pandemic
Vodafone Plc is merging with Idea to provide better network and customer experience to
them so that customers can be generated towards them and profitability can be highly
increased. Company aims at promoting and providing various services through digital
platforms to reach to customers.
It has been analysed that Vodafone plc, has faced a rapid growth while carrying its
business online. As its sales have increase with use of digital platforms (Sayyad,2018). It has
been analysed and evaluated that digital marketing channels are considered to be more developed

and effective as compared to other physical channels as it provides high interest and high return
on investment and it becomes easy for customers to measure and plan their strategies according
to that.
With that omni channel marketing has evolved business is required to be effective and
efficient. Differentiation between omni channel and multi channel in terms of Vodafone could be
stated according to their performance.
As omni channel and multi channel both consists selling across multiple physical and
digital channels, there is major difference of how customers experience is joined up across these
channels. As multichannel retailer could have a website and physical stores like Vodafone stores
and shops. These two channels are basically very siloed and have less interaction with each other
. There is a major difference between omni channel and multichannel is that omni channel joins
and carries touch points so that whatever customer chooses to take there is a experience which is
gained and unified. There are likely to have multiple touchpoints with a retailers and expect their
customers journey between each touch points or channels which are seamless.
M2 Critically analyse use of appropriate digital tools, both hardware and software to use in
company in context to meet their marketing requirements
As per the viewpoint of, Robert Veitch, 2021, there are various digital hardware and
software tools that are used by companies in order to have high performance in their operations.
As management of hardware and software has become a complex task to perform. There are
various hardware tool like digital smart SIM and robotics and software tool like company's
application and search engine optimization that companies uses to enhance its operations. It has
been evaluated and analysed that it is necessary for every company to use different digital
marketing tools of hardware and software in order to build wide customer range to attract and
target more customers. As these digital tools, hardware and software helps in improving site of
company. In terms of Vodafone plc, company is using various digital marketing tools, hardware
tools like smart devices and software tools like application and search engine optimizations to
have efficiency in their operations. In order to promote their services and products company is
using smart SIM and its official application to improve their sites and as well as handle queries
of customers.

D1 Demonstrate critical analysis and evaluation of digital marketing landscape and impact
of growth of e-commerce
As per the view point of Olga Andrienko, 2020, there are various changes that has taken
place due to rise of coronavirus pandemic in digital marketing landscape of different companies.
As due to pandemic consumer's interest in online shopping has increased to fulfil their
necessities. It has been evaluated and analysed that digital marketing landscape is way which
various business companies uses to have a wide reach in markets and try to target audience of
each segments in order to generate profits and revenues from them (Finotto and Mauracher,
2020). Due to rise of coronavirus pandemic it affected operations of various companies and
digital marketing landscape has created positive as well as negative impact on growth of e-
commerce. With its rise most of customers are moving to online marketing modes rather offline
marketing to have sense of safety for them that is a positive impact in growth of e-commerce
for companies whereas there is a risk of security of being hacked various information and
strategies of companies which creates a negative impact on its growth.
TASK 3
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities
Multichannel marketing refers to blending of various distribution and advertisement
channels for marketing activities. Through this organisation interact with users in both way direct
and indirect for providing services and goods. In context to Vodafone group plc, they use
different channels and strategies to promote their services and plans.
Marketing plan: It is part of overall business plans and it assist in outline marketing
strategies on financial year basis. In Vodafone context, they focus on customer satisfaction and
reaching rate in different location and markets (Ghoshand Scott, 2018). Their marketing involves
in making objectives, various sources through they achieve target, target different audience
through their advertisement and sponsorships and etc. For developing digital marketing plan
company use SOSTAC model that is describe below as;
SOSTAC: It is planning tool that use for develop a plan, it consider various aspects
which are explained below as;
 Situation: In current scenario Vodafone company at higher position in
telecommunication sector at international basis. For developing a digital marketing plan

industry need to analyse situations or internal factors by using SWOT analysis. In this
their strength is higher reaching rate, weakness is higher cost of plans in recharge,
opportunity is they exploring new market on regular basis and threat is they have tough
competitor in various countries.
 Objectives: Company wants to world's largest telecommunication company by fulfilling
customers needs and desires. Firm needs to analyse right path to achieve objectives.
 Strategy: Vodafone company already use best strategies but to meet market trends and
user's expectations. Company need to create effective strategies and set goals as per
situational analysis. Goals includes customer satisfaction, innovation in services and
products and etc. For effective strategies company require attractive content on as per
different channels requirements.
 Explain marketing strategy: In this company need to define strategies which are
created in above point. Company can target different audience according to age group
and target people for special recharge, discounts, various plans and etc. Also define
content strategies such as blogs posting, key research and other.
 Tactics: For this Vodafone company require marketing mix to clear what they get from
strategies. In this there are 4Ps that are place, price, product and promotion. Company
need all four Ps for developing effective plans.
 Actions: After adopting marketing mix company can measure performance by using KPI
(key performance indicator). Through this Vodafone company analyse values and how
effectually firm achieving key objectives in business via multi channels.
 Control: After analyse performance and measure values, company require to identify
errors and try to control mistakes.
Company use various strategies to create multi-channels capabilities which are describe below
as;
Identify customer's persona: For Vodafone company it is important to identify and
understand user's needs and expectations to provide better services or plans for hold them for
long period of time and survive in market (Wirth, 2018). Company can conduct some activities
through multi-channels to identify user's persona.

Select channels: It is important to target potential people in market or at international
basis. Selecting right channel helps in to reach maximum people from different locations.
Vodafone mostly use digital campaigns, advertisements and other for attracting society.
Better user knowledge: Vodafone company understand and have knowledge about
customer's needs they make plans and provide services as per market trends and user's needs.
They can improve this via conduct a survey among society and take feedbacks about services on
regular basis, so get more knowledge about customer's expectations and current values of brand
in market. Better knowledge helps in better development of industry.
Social media: For this channel effectual content is important to retain existing customers
and attract new people from different areas. Company need attractive content and some well
known influencers to promote their network. Company can also offer some discounts and
coupons on social media platforms.
There are some tools and techniques which are important for marketing campaigns
to build multi channel capabilities.
Website analytics tools: these are tools framed to monitor, measure, or report on the
website activity considering site traffic, user clicks and visitor source. Using the web analytics
tools assist business understand the what's happening on their website as well get a insights on
what's working (as well what's not). In turn, company can adopt this insight to the optimize
experience or make more engagement or conversions.
SEO tools: These tools are categorized by the SEO functions. Click on the button below
to bound to that exact section. Categories: Analytics Crawling or Indexing Keyword
investigation connect to Tools Local SEO based Mobile SEO Multi-tool On-page SEO Research
Site based Speed Wordpress.
Video Marketing: it is strategy framed by the marketing group to make, curate, or use
the videos as a refers of a marketing their goods and services to target people. The thought is to
keep customer members engaged with company in the manner that's simple or easy to the digest.
Paid Search Advertising: This marketing affords company opportunity to the
advertise within sponsored programme of the search engine and a partner based site by
a paying either all time their advertisement is clicked (pay per click) and less commonly, when
their advertisement is the displayed (CPM or cost per thousand) and when the phone contact is a
generated

P6 Explain how Omni-channel marketing has evolved
Omni-channel marketing defines to multi-channel sales approach that serve the user with
an integrated experience of shopping Every platform or channels perform together to build a
unified experience people can be buy stuff from online through smart phones. It includes SMS
and Emails about sales or related to promotions while shopping in outlet. In context of
Vodafone, they shifted from Siloed to Omni channels for providing better services and meet
market trends (Tiautrakul and Jindakul, 2019). APPEX( Adaptive Predictive Personalized
Experience Excellence) Omni-channel is aligned with Vodafone's care for experience
improvement of users in entire all group organisation. In they identify people care, acquisition
and retention as priorities in utilize case development. Their scope include entire end to end user
journey including engage, use and measure. Omni-channels marketing helps to Vodafone in
better data analysis and collection. Company make effective campaign framework and targeting.
It improves brand visibility and at the same time it is cost effectual (Chaffey, 2020). Through
this, Vodafone achieve higher ROI and greater synergy in entire departments and platforms.
M3 Apply tools and techniques to plan an end to end Omni-channel marketing campaign
There are various techniques and tools to plan an end to end Omni channel marketing
campaign which are describe below as;
 Mobile applications: This helps to Vodafone in provide all facilities and services
through their own application, which includes recharge, payment, any network related
query and many more. It have major role in Omni channel marketing campaign to reach
people and providing best services.
 Digital: Company use this tool to explore more areas and reach new people to provide
their best services and plans. Company need to conduct campaigns by using attractive
content.
 Real time: In this context is critical to ensure that company enable meaningful dialogue
and require to act immediately to a changes in user state.
 Big data: In this de-accessioning tools is important arbitrate across a maximum numbers
of offers and there is an burst in accessibility of static and minimum latency data.

TASK 4
P7 Determine and evaluate measurement techniques and performance metrics in digital
marketing
There are various techniques that are adopt in digital marketing and in performance
metrics, which are explain below as;
Online sales: It is most easy technique for get success. Vodafone use different channels
and tools such as google analytics to track overall performance and all data related to sales it
helps in increasing performance on various digital channels.
Online store sales: Vodafone provide their services through online and offline stores
such as SIM card related issues and purchasing its services. It assist in accomplish objectives and
measure sales performance on different platforms.
Sales from smart phones: It is essential and considered as a best technique to create
sales via phone calls. In change number insertion is entered via tracked calls. It helps in measure
sales from smart gadgets and know hoe much people are using their own application for
services.
KPI (Key Performance Indicator): It assist to company in measure performance of
company. Vodafone measure performance through this and make changes according to outcomes
and requirements. It evaluate success rate of business.
There are various metrics used in digital marketing which assist companies in many aspects such
as;
Traffic source overall: It defines how many users has seen sites of organisation.
Through this Vodafone company track records and check traffic sources in different markets. So
company can measure their growth rate and reaching rate in market. Organisation have own
application and Vodafone users keep online app in their smart phones for various type of
services.
Total conversation: In this company understand people buying decisions such as
customer executive interact with many people they can get idea about their needs and purchasing
needs. Less interaction means customers are not sure about this network and vice versa.
Finance metrics: These are key numbers that company focus on financial statements and
there are major three elements which are balance sheet, income statement and cash flow. All are

play important role in Vodafone business. Company can track their financial performance by
using this metrics.
P8 Present a set of actions to improve performance in digital marketing
For industries improvement and innovation is important to get better success and meet
market trends so company avoid competition, there are various ways via which performance can
be achieved in better manner;
 Focus on customer services: As per interaction is analysed, this shows that people
personal opinion towards specific brand. In context of Vodafone, they have loyal
customers in market because of their services quality (Kawira, Mukulu and Odhiambo,
2019). For more improvement company must follow market trends and explore new
market so they can meet standards.
 Build unlimited purchasing journey: It is important to hold customers towards their
services because there are lots of competitors in market who provide similar services at
same cost. So in this switching cost is very low for users, for hold them for long period of
time company need to know competitor's strategies for understanding companies what
are serving. Through this industry can make effectual strategies.
 Effective strategies: Making effectual strategies is important part for success of
business. Vodafone focus on offers, discounts on different platforms and various plans as
per people requirement. They conduct campaigns through digital channels to expand their
business.
 Multi-channels for communication: Company must use multichannel for better
interaction with users so company can get better feedbacks and for building loyal
customers.
 Marketing department: In this department, they need latest marketing tools and
techniques to using for promotional activities and improve performance on digital
platforms by using Instagram because now days society spend their maximum time on
Instagram
 Measuring performance by using effective tool: KPI helps in measure performance of
Vodafone's services and they can track how much people are facing issues and use their
services.

M4 Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing
As per above discussion company use various measurement techniques to measure
overall performance through online selling their services and products. They measure both sales
online sales through digital channels and online store sales through own application, website and
etc. For measure performance metrics they need to analyse traffic source and overall
conversation, these tow provide a clear data about customer's reaching rate and overall network
performance in different areas. Techniques and metrics have both aspects negative as well as
positive. Some times users face network issues and company cannot measure traffic source and
find conversation. Customers also face challenges regarding sim card and about their services so
company need to provide knowledge and guidelines about all these things.
D2 Develop a coherent and logical digital marketing strategy and determine its
implications
As per above discussion company develop a digital marketing plan to achieve business
objectives by using SOSTAC model. In this they develop proper plan by using various steps that
are; first they analyse situation by adopting Swot model, in this company found both aspects
negative as well as positive to overcome they require effectual strategies and set goals as per
market needs and customer's requirements. Present clear strategies of digital marketing is
important for attract people and retain existing users. For tactics they use marketing mix through
this they get to know about where they have to deal and explore more market or about pricing
factor. By using KPI they can measure performance and values after if they found any errors
regarding digital marketing plans they need to control.

CONCLUSION
It is concluded the above report, company have various marketing plan based on offline
and online. Digital marketing is effective for business in terms of reaching rate, increasing sales
and expand more in different market. It provides lots of benefits to business in better growth and
now days social media marketing and campaigns is up in society because it is cost friendly and
company reach potential customer in easy manner. There are various tools and techniques
available in market that helps plan Omni channel marketing campaigns that helps in providing
better customer satisfaction. Online marketing is more effective rather than offline marketing in
current scenario.

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