Digital Marketing: Overview, Trends, and Tools

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.