Digital Marketing Landscape and Consumer Trends

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Present and overview of digital marketing landscape & compare online and offline
marketing concepts.......................................................................................................................3
P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing..........................................................................................................................5
TASK2.............................................................................................................................................6
P3 Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels..........................................................................6
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels..................................................................................................7
TASK3.............................................................................................................................................8
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities...............8
P6 Explain how Omni-channel marketing has evolved.............................................................10
TASK4...........................................................................................................................................10
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing....................................................................................................................................10
P8 Present a set of actions to improve performance in digital marketing.................................11
CONCLUSION..............................................................................................................................12
References......................................................................................................................................13

INTRODUCTION
In today’s era business market and technology are continuously changing. Due to changing
demands and requirements of customers it is necessary for marketing organisation to promote
their products and services accordingly. Digital marketing is way of promoting products and
services across the globe through different digital channels. Sainsbury is a supermarket which is
headquartered in United Kingdom (Diamond, 2019). The company is dealing with groceries,
apparels and cosmetics. Digital marketing is a great way which can be preferred by Sainsbury for
their promotions. The report comprises of online and off-line marketing concepts along with
customers trends for digital marketing. There are also description about various development of
e-commerce and e-commerce channels. Different guidelines and techniques for measurement of
digital marketing performance is also explained in the report successfully.
TASK1
P1 Present and overview of digital marketing landscape & compare online and offline marketing
concepts
Marketing is playing an important role in enhancing and improving performance of
organisation in progress of organisation. It is a suitable process with the help of which
organisation can easily reach their target (Sitrarasu, 2020). Digital marketing is beneficial for
organisation as it is developing the growth of organisation in terms of their profit and
productivity. Online and off-line marketing are different approaches which are used by
organisations in order to advertise their products. Online advertising consist of social media
platforms and advertisement through internet. Whereas off-line marketing consist of traditional
techniques such as newspaper, brochure, billboards and so on. There are a number of
opportunities and challenges of digital marketing as discussed below:
Opportunities
Easy to research and reach target: Little marketing is an effective way to research about and
reach a number of customers at a time. There are a number of different social media platforms