Digital Marketing: Overview, Trends, and Strategies

Digital Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Overview of digital marketing and its comparison with traditional marketing methods......3
P2 Identification of key consumer trends that fuel the growth of digital marketing..................5
TASK2.............................................................................................................................................6
P3 The key digital tools and hardware that are available to marketers are assessed in contrast
to brick and mortar as well as other physical channels...............................................................6
P4 The development of e-commerce, digital marketing platforms, and channels are examined
with the comparison of the physical channel..............................................................................7
TASK 3............................................................................................................................................7
P5 A digital marketing plan and strategy are developed to build multi-channel capabilities.....7
P6 Explanation of the evolved of Omni-channel marketing.......................................................8
TASK 4............................................................................................................................................9
P7 The measurement techniques and performance metrics in digital marketing are evaluated 9
CONCLUSION..............................................................................................................................10
P8 A course of action is presented to improve performance in digital marketing...................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
Digital marketing is a synonym for the modern method of marketing. It is the process of
delivering marketing message to targeted audience through medium of various digital channels
(Bala and Verma, 2018). Examples of digital channels are search engines, social media, mobile
apps, etc. There are various benefits of adoption of digital marketing such as wide coverage,
strong impact, etc. More will be discussed later in this report. This report is focusing on Egg free
cakes limited, company situated in London. The main business idea of this company to provide
egg free cakes to population of London. Company is planning to use different digital marketing
methods so that they can deliver marketing message with better efficiency and effectiveness.
This decision is being taken by company as it is facing continuous decrease in their sales and
after an in depth study of causes, it can be concluded that company is facing these issues due to
out dated methods of marketing.
TASK 1
P1 Overview of digital marketing and its comparison with traditional marketing methods
Literal meaning of digital marketing means promotion of goods and services through
digital or electronic media. There are several components in digital world those can be adopted
as channels of advertising, such as, internet, mobile phones, television, radio channels, etc. These
all methods are very common in today's techno – savvy environment. If a company is not
adopting these methods, then it faces severe consequences as well. In simple words, digital
marketing can be understood as incorporation of digital channels in operation of advertising or
promotion of company.
Traditional marketing methods refers to the tools and techniques those are not included in
digital mode. Some of the main channels through which traditional marketing is done are print
media, broadcast, direct mail, phone calls or billboards, etc. These all methods helps business to
reach targeted audience. This method of marketing becomes primary choice of advertisers due to
the reason it is tried and tested. It is basically the part of everyone's lives. For example,
pamphlets in newspapers (Chaffey and Smith, 2017).
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There are certain fundamental difference between these two methods of marketing:
Basis Traditional marketing Digital marketing
Channels Traditional media like
newspaper, billboards,
magazines, etc. (Chaffey,
2019).
Digital channels like social
media, email, internet
browsers, etc.
Targeted audience This method of marketing
covers a short range of
audience.
Digital channels have a large
and wider impact on targeted
audience.
Impact Though, it is a relatively old
method, but it has a long
lasting impact on minds of
customers. For example, a
person may remember a
newspaper ad, seen 5 years
back. This is due to its
attractiveness.
Digital marketing may also
have a strong impact
depending upon design of
advertisements and also its
place of publication.
Intensity of interaction This method do not allow any
interaction with the customer
as it is just a one way
communication process.
Digital marketing allows two
way communication with
customer. This benefit allows
companies to carry out their
promotional task with more
effectiveness.
Associated cost This is the most important
factor that needs to be
considered, in traditional
method, associated cost is
comparatively higher as it
involves cost related to
printing, procurement of place
This method is relatively
cheaper as it do not involve
any extra cost. It is just a
process of selection of suitable
digital platform and putting
out the marketing message on
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