Digital Marketing: Tools and Trends for Growth

This article explores the key tools and trends in digital marketing that are fueling growth. It compares digital marketing to traditional methods and discusses the benefits of digital marketing. The article also highlights how Burberry is leveraging digital marketing for success.

Digital
marketing

Table of Contents
INTROODUCTION........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Digital marketing and comparison of online and offline marketing concepts.......................3
Key consumer trends and insights that are fuelling the growth of digital marketing-................5
TASK2.............................................................................................................................................8
P3: Evaluate the key tools for digital and hardware available in contrast to bricks & mortar
and other physical channels........................................................................................................8
P4: Analyse the development of digital marketing & e-commerce as compared to physical
channels.......................................................................................................................................9
TASK 3..........................................................................................................................................12
P5- Develop a digital marketing plan and strategy to build multi channel capabilities............12
P6. Omni-channel marketing evolved.......................................................................................14
TASK 4..........................................................................................................................................15
P7- Evaluate method of monitoring and measuring digital marketing effectively...................15
P8-A set of actions to improve performance in digital marketing............................................16
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTROODUCTION
Digital marketing has become essential in leveraging online and offline marketing digital
platforms. It includes various platforms for reaching masses with the help of social media, search
engines, websites, mobile devices and other channels. It helps in attracting new customers via
content marketing, pay per click, search engine optimisation, social media and other graphical
content. It achieves its marketing objectives by targeting specific segments with the help of
various tools and techniques. With the help of fast usage of technology and digitalisation of
processes, it has increased customer base and their dependability. This revolution has boosted
digital marketing at various platforms (Bala and Verma, 2018). Burberry is an international
British brand which is known for its luxury fashion clothing in London. It is operating in various
countries worldwide with a large number of product categories such as clothing, fashion
accessories, cosmetics, and perfumes etc. This report includes an overview of digital marketing,
comparison between online and offline marketing and an analysis of current trends and insights
that are helping in the growth of digital marketing. It evaluates key tools and hardware that are
available to marketers in contrast to offline channels. It includes building of digital marketing
plans and strategies for building multi channels capabilities. It also evaluates various
measurement techniques and performance metrics which helps in improving performances in
digital marketing.
TASK1
P1 Digital marketing and comparison of online and offline marketing concepts
Digital marketing refers to promotion and advertisement of products and services via
electronic media. It includes various digital channels which helps in introducing content of a
company such as websites, social media channels, email and SMS marketing, search engines etc.
It is used to raise awareness in specific segments of online as well as offline platforms. Thus,
digital marketing involves various platforms for promotion of goods and services of a company
in digital form. It helps in approaching targeted customers present on various digital platforms
for spreading relevant information (Chaffey, 2019). Therefore, it helps in reaching customers at a
global level resulting in enhancing market share for a company. Digital marketing is an
electronic platform which helps companies in increasing growth of a business at a very low cost.
3

It provides various benefits to a company with the help of various digital marketing tools and
techniques. It utilises various models and build strategies for analysing content of a company.
This results in approaching wide number of people at a certain time and impacting their attitudes.
Comparison between online and offline platforms-
Online marketing refers to utilising various platforms for selling and promoting products
via Internet. It is cheaper, engaging and flexible to use for targeting audiences and influencing
their behaviour with good amount of interaction with them.
Offline marketing refers to marketing and promoting of brands and its products via
physical platforms. It is expensive, captivating and acquires attention of masses in spreading
awareness with the help of traditional channels (De Pelsmacker, Van Tilburg and Holthof, 2018).
Thus, digital marketing can be done both offline and online methods with the help of
digitalisation or using electronic devices. Comparison between online and offline marketing are
as follows:
Basis Online Marketing Offline Marketing
Cost It incurs low cost and can be able to
afford by local brands.
It incurs higher cost and expensive
in nature.
Reach It is able to reach large number of
people in a specified target audience.
It is also able to reach large number
of people in general market.
Target
audience
It can reach and select target
audience with the help of tools and
techniques.
It cannot able to reach target
audience directly due to physical and
offline platforms.
Medium It uses various online mediums such
as social media, websites, affiliate
marketing, email marketing and
mobile or app marketing etc.
It uses various offline digital
mediums such as TV, tele marketing,
print media etc with the help of
electronic devices.
Tools It uses tools and techniques to target
audiences like SEO, content writing,
analytics, automation, visualisation
etc to attract targeted audiences.
It uses offline tools like networking,
cold calls, associations and trade
shows, print advertising etc to attract
customers.
Conversion It can convert audience into
customers with one click which
It takes longer time in converting
sales due to lack of reachability and
4

occurs instantly than offline means. accessibility.
Benefits It helps in reaching potential
viewers, affordable, long term
exposure and instant sales etc.
It helps in providing personal touch,
building relationship and being
creative in approaching customers.
Drawbacks It lacks in tangibility, keeping
attention, dependent on technology,
worldwide competition etc.
It incurs high cost, remains for short
span, lacks in quick accessibility and
cannot be easily measured etc.
Examples Facebook and Instagram campaigns,
graphical advertisement, websites
and apps etc.
SMS marketing, electronic
hoardings and tele marketing etc.
Marketing is an important concept that persuade the customers to buy the goods and
services offered by the organisation (Tiamnara and Inwang, 2018). In this digital era the use of
digital marketing is increasing at a higher pace. There are various ways in which company can
promote its product by attracting more and more customers. The tools like social media
marketing, SEO, analytics, automation,content writing, visualisation are used. Along with that
it is important to have knowledge about the traditional ways of marketing as different businesses
require different form of marketing. The task is to analyse the needs of customers and find the
way by which the customers can be influenced. In relation to Burberry the company should
social media marketing to increase its reach. It helps to attract and influence he customers that is
profitable for the company.
Key consumer trends and insights that are fuelling the growth of digital marketing-
Digital marketing is a great platform for developing and growing big as well as local
brands. In 20-20 it has seen changes in various consumer consumption trends and insights such
as AI technology, engaging videos, podcasts and interactive content. It is because of continued
fast pacing technological changes like machine learning, animated videos, graphical content etc.
It has been using various analytical tools for slight change and in better understanding of
markets. Now, people are more focused and aware for consuming good content which can make
their life easier and better (Heinze, Fletcher, Rashid and Cruz, 2020). Thus, solution oriented
approach has become essential for keeping attention and customer engagement on digital
platforms.
Following are the key trends available which has helped in the growth of Digital marketing-
5

1. Customer Experience- It is one of the major shifts in digital marketing which is helping
in growth and development. Customer experience has become new trend for attaining
goals and customer loyalty. It is required to provide good experience than information. It
is achieved with personalised response, seamless customer services and effective
platforms etc. Thus, it has been helping in retaining engagement and better interaction
with audiences.
2. Visualisation- Visual content is all time in trend for engaging customers in advertising
brands and products. Visualisation has a strong power to influence target customer into
purchasing or using its products. It can lead to customer loyalty with providing valuable
content in the form of visuals. From the research it is proven visual content has more
power in retaining content and encouraging to act in desired manner.
3. Personalisation- Personal touch or connecting with customer’s emotions is trending in
digital marketing. This is helping brands in growing businesses leading to a great
opportunity. It is achieved with building and maintaining image in the minds of viewers.
Also, it helps in connecting brands with customer’s emotions and values (Kim, Kang and
Lee, 2019). Thus, AI has helped in collecting data and insights from social media leading
to better understanding of viewers.
4. Automation based on AI- AI or robotics is new transformation with the help of
advancement in technology. Automation is helping digital marketing in assessing big data
and in providing predictive analytics. It has boosted performance of marketers in building
strategies and in providing world-class standardised customer experience. Automation
based on artificial intelligence has provided personalisation and in measuring data
leading to valuable insights of its target market.
5. Live Video- This has emerged as a new and popular trend in digital world which has
helped marketers in retaining customer attention. Due to FOMO or fear of missing out,
viewers are more attentive and engaged. This leads to learning of products information
incredibly in an exciting and curious manner (Kingsnorth, 2019).
6. Podcasts- In this speakers use audios for creating and adding value on trending topics to
spread awareness via internet. This has been famous due to its interactive recorded
content with various experts in their domain. It has created an opportunity in promoting
brands of a company.
6

7. Customer centric- Consumers have become more aware about consumption habits and
its effects on them as well as on surroundings. This leads to customer centric marketing
and focused on socially responsible by following CSR activities. Companies have shifted
attention on building long term relationships than providing information for brands
online.
8. Featured SEO- SEO will continue to trend in the digital world and a major shift can be
seen. With the increased usage of digital devices search engine has been major growth
with a change in searching patterns. New practices are employed for attaining the desired
goals by companies. These practices involving SEO marketing with effective features
leads to boosting sales and growth of digital platforms.
9. Strategic marketing- It is important in developing digital marketing performance and
various processes. It involves strategic planning of employing various channels to reach
customers. It includes various tactics and tools such as SEO, content marketing, email
marketing, social media, sponsoring advertisement and offline marketing. Thus, it has
created challenge for ensuring customer relationship and experience, brand equity in an
organisation. Strategic marketing transformation is helping in utilising combination of
data collection methods with modern tools (Saura, Palos-Sanchez and Rodríguez Herráez,
2020). This helps in better engagement with quality content and improved presence at
digital platforms.
10. Increased engagement, loyalty and advocacy- All the above trends have been helping
in enhancing customer engagement, loyalty and their advocacy for brands. It is essential
for growth and development of digital marketing channels and building reputation for a
company. Digital platforms help in communicating with targeted audiences instantly with
updated trending tools and techniques. Thus, this has led to making brands more human
by overcoming challenges and drawbacks of digital marketing.
Some of the major insights from the above trends
From above trends it can be resulted that customer experiences and personalisation has
become indispensible for the growth and development of digital marketing. This is achieved with
customer centric content for developing strong relationships with viewers. Furthermore, it can be
achieved with interactive communication and comprehending needs clearly. It has also analysed
that content marketing will remain dominant in digital marketing with new trending features.
7

These trends help in customer engagement and retention leading to increase in market share and
profits in an organisation. Automation has changed and transformed the digitisation processes
and procedures (Kingsnorth2019). This has helped marketers in growing business insights and
developing plans for achieving success. Social media has been popular in influencing audiences
by socially active individuals who have created themselves as brands. These influencers sponsors
brands and promote products on their accounts on social media. Thus, digital marketing has
become great platform for achieving success in promoting brands and selling of its products
online. Above mentioned trends and insights has proved the importance of advance technology
such as AI automation. machine learning and other technical devices.
TASK2
P3: Evaluate the key tools for digital and hardware available in contrast to bricks & mortar and
other physical channels.
There are several tools that show significant impacts in terms of customer as well as
business organisation that has prominent benefits (Paavola, 2017). Digitalisation makes it easy
for everyone to assess things and satisfy their needs & wants with convenient and reliable ways
as compared traditional methods. These tools and techniques are explained as follows:
 Communication Tools: Digital platforms centred all information and provide a
single source for communication based on corporation unlike bricks & mortar is
doesn’t require face to face communication. Digitalisation changes the ways of
working of employees. For instance use of zoom, Skype, Google chat brings
communication to next level with effective method of video conferencing or face
to face conversation between management and employees. In relation to Burberry,
this saves the time and efforts of management so that they can focus on core
functions of business.
 Collaborative Suites: Another tool of digitalisation is collaborative suites in
order to grow digital work place. For instance Google’s G suites includes variety
of transformation tools such as- Gmail, Drive, Docs, Calendar etc. That helps
employees of Burberry in access of tools in order to improve their
communication and collaborations at work place. As compared to bricks and
8

mortar it doesn’t require face to face communication and interaction for
accomplishment of corporate activities.
 CRM Tools: Customer relationship management plays huge role in success of
digital transformation strategy that helps in cope up with customer’s requirements
and expectations. Unlike traditional method it doesn’t need to contact with each
and every individual in terms of knowing their needs and wants. CRM plays
significant role in providing right information and needed data and develop
effective Go-To-Market strategy in order to meet customer expectations. CRM
tools have helped Burberry to enhance the relations with its customers.
 CSM Tools: The essential tool in terms of digital transformation is Content
Management System (CSM). It helps in creating & managing digital contents for
example mobile apps and websites. Customers define their wants before engaging
in a conversation with sales representative and analyse specific solutions from
seller thus, web content or presentation has prominent impact on buyer’s decision-
making process. Digitalisation makes it easy for corporate sector attract customers
through visualised content, easy to navigate websites, provide relevant
information and answer frequent questioned asked by viewers for inquiry. Thus, it
is more reliable for consumers as compare to older methods or approach (Krylov
and et al., 2019).
 Cloud Storage: These are necessary solutions for the organisations who are
looking rapid deployment, scalability and superior information management. With
cloud there is no hardware as compared to bricks and mortar so that it can be
removed and increase capacity of demand quickly. Thus, cloud storage provides
prominent benefits in terms of delivery of high security standards. For instance
Google drive, one drive, Drop box etc. Burberry should use cloud storage as it
will be beneficial for the organisation.
 Project Management Tools: Effective project management tools mean faster
time to market, greater efficiency, and beating competition within industry. It is
not only significant for business to choose right digitalised project management
tool for business organisation, but it is also important to ensure widely adoption of
tool (Gani and Faroque, 2021) . Unlike bricks and mortar it is reliable and most
9

effective tool that can be used by Burberry effective formulation of teams and
schedule tasks and complete projects within specified time limit.
Although digitalisation plays significant role in achievement of respective business
objectives in effective and efficient manner. It also helps in saving the time and cost of Burberry
as well as ensures availability of right information about website and business that attracts
customers of engage in further process of buying or selling. This method not only saves the time
& cost of respective business but makes it very easy for customers to get better product and
services from wide variety with suitable comparison between different brands. These tools are
beneficial for Burberry so these should be used by the organisation. This will help Burberry to
develop good relations with customers and gain loyal customer base.
P4: Analyse the development of digital marketing & e-commerce as compared to physical
channels.
Digital marketing or e-commerce is defined as the platform that allows customers to buy
the products and goods direct from seller or manufacturer through website and all transaction are
paid digitally or electronically. While physical channels or stores are refers as the place where
buyer and seller get together in order to exchange goods and products and transactions are
performed manually, payment is also done through in form of cash, cheque etc. There is huge
comparison between both of them explained in terms of respective organisation are as follows:
Basis of comparison Digital marketing platforms Physical channels
Meaning Digital platforms or marketing
channels are considered as
component of marketing that
use digital and online based
technology for instance
mobile phones, computers etc.
for marketing and promoting
of goods and services (Kock
and Rantala, 2017).
While physical stores or
channels are defined as
traditional approach within
which customers requires
visiting for buying of goods
and products and face to face
interacting with sales person.
For instance shopping malls,
retail stores etc.
Point of entry The setup cost of online
marketing channels or stores
On the other hand bricks
mortar soaps needed a huge
10

are smaller as compared to
physical stores. For instance
formulating physical stores
requires huge investment on
building, electricity, storage,
water and other resources.
Thus development of online
channels eliminating
additional expenses of
business.
investment and for the purpose
market budget is essential for
local trade. In terms of
physical stores can earn profits
after opening their doors to
general public in order to sale
their goods & products.
Scope Digitalisation of marketing
covers a wide area of market
and extends their reach
beyond the boundaries of a
nation. Round the clock
characteristic of online stores
offers 24/7 services to make it
very easy customers to make
an order even in midnights
thus it is more convenient for
users as well business to sale
across domestic boundaries. .
While as compared to online
channels, physical stores are
narrow in scope. It requires
huge investment for opening
up of stores into new areas and
huge research is required for
satisfying customers and it is
not easy for them to satisfy
customers in this digital era.
Where everyone wants to save
their time & money while
shopping (Wagner, Schramm-
Klein and Steinmann, 2020).
Customer relationship Online stores are more
convenient and reliable for
customers but there are some
negative aspects of it such as-
no guarantee of client payment
data is handled carefully, no
guarantee for refund policy,
threat of cyber cam etc. Thus,
Unlike digital stores bricks
and mortar stores provide a
better customer experience as
per their objective of customer
retention. Thus, it delivers
personalized experience to
consumers that have
prominent impact on building
11

there are no effective customer
relationships in online or
digital marketing channels.
one to one customer
relationship with business.
Funding In terms of digital stores it is
not easy to get funding from
banks due to difficulty of sell
assets of business. It is
difficult to find a customer
and explain that how much
money business can bring
potentially.
Wile as compared to digital
channels, for physical stores it
is easy to get required fund in
terms of bank loans with real
asset and tangible goals.
Thus, from above discussion it is observed that there are some positive and negative
aspects for both physical and online channels. In terms of Burberry should use online marketing
channels to reach customers at broader platform and influence them for buying of their goods
and products. On the other hand respective business should use variety of digital tools for
effective operation and smooth functioning of business for instance customer relationship
management (CRM) content management system (CMS), communications tools like Google
drive, Zoom, Skype etc. for reach effectiveness in its business process.
TASK 3
P5- Develop a digital marketing plan and strategy to build multi channel capabilities.
Digital marketing plan is considered as systematized framework that incorporates various
norms as well as methods which required to be comply through each person performing into
entity (Chaffey and Ellis-Chadwick, 2020). Respective structured layout that aids administrative
for formulating tactics, in order to successful business development as well as accomplishing
competitive edge into market area. An effectual plan assists managers to describe long term as
well as short term plans for entity. Moreover, the determined tactics as ell s objectives assists
administrative to achieve completive edge into targeted market. For formulating digital
marketing plans, few of the stages are opted as well as comply through Burberry managers in
order to enhance business growth and success.
12

Situational analysis: It is the beginning phase in which circumstances has been determined
based upon atmosphere that has direct or indirect influences on business functioning. Various
entity performed SWOT analysis for determining competitive culture of business in which
marketplace has been targeted. Therefore, Swot analysis of Burberry is been effectively
performed through team members in effectual way. The detail descriptions of entity is described
below:
Strength
 The entity handles to develop stronger
equity of brand within respective
sector.
 The entity concentrates upon rapidly
performing activities as well as
strategies of CSR.
Weakness
 There is reduction in sales within
targeted marketplace. Moreover, does
not have standardized degree for
competing with tough competitors.
 Burberry system and legacy stores may
few times becomes the drawbacks for
entity.
Opportunities
 As technology is enhancing in faster
manner, Burberry’s managers could opt
digital platform for facilitating
offerings to customer at overseas
marketplace.
 There are possibilities that entity could
gain high profitability into targeted
marketplace.
Threat
 As rivals are enhancing at rapid
manner, the business expansion scope
has minimized to few extents.
 This would be largest threat for
Burberry as normal and tough rivals
would be tested upon similar grades
within sectors.
Mission: The mission of organisation is “to facilitate board range of offerings as well as
aware potential purchaser regarding the same by digitalisation”.
Vision: Its vision statement is “To be a growing and successful firm through rendering
utmost quality of offerings to potential buyers. Also, for gaining much competitive edge into
respective sector.
Business objectives: The objective should always be SMART and are discussed below:
13

 To develop consumer relations by 20% via effectual promotional techniques used
through team of marketing in a year. To enhance sales by 15% through targeting online users by social media platforms such
as face book, Instagram and others in 2 year.
Strategy: Burberry has executed efficacious strategies with assistance of STP model in which it
stands for segmentation, targeting and positioning (Chaffey and Smith, 2020). Therefore, this all
aspects are discussed below: Segmentation: The target market is segmented upon buying customer behaviours.
Segmentation has been classified as gender such as men, women and children as well as
salary framework basis. Targeting: The consumers are target upon time aspects, as clients currently are working
clients. As they do not has much time to visit stores. Positioning: The positioning of Burberry is to be most successful brand in respective
sector, through facilitating offerings by effectual online platforms.
Tactics: Products: there have to be innovative characteristics added into goods, which has to be
provided via online usages along with different range of products such as clothing,
cosmetics and other at websites. Price: Its pricing strategy has to be in such a way which customers could but goods into
its anticipated budget. Place: The place selected by Burberry is digital platform such as social media channel.
 Promotion: The promotional technique highlights sale advertisements upon channel of
digital platform for potential purchasers.
Actions: The plan of action involves anticipation of funds which are been needed for
effectually executing marketing tactics.
Total anticipated budget:
Particular 15/12/20
Manufacturing cost 2000
Promotional expense 1500
Advertisement expense 800
14

Cost of adopting new technology 800
Catalogues 150
Total Cost 5250
Control: The monitoring would be undertaken into by Key performance indicators as well
as benchmarking strategies, for effectually assessing with determined norms and plans in order to
take corrective actions for respective plan.
P6. Omni-channel marketing evolved.
Omni channel marketing is regarded as marketing approach that have evolved at
important rate within current enterprises world as this depicts firm’s success by involvement of
consumers with company in several ways (Charlesworth, 2020). It includes various channel,
websites, and online as well as mobile apps. Organisations are needed for employing omni
channel into Burberry as consumer may be reach in which they are. Along with this, consumer
desires much personalised as well as appropriate communication with firm by assistance of
various channels and gadgets utilised through them. For instance, Burberry would adapt several
innovative technologies as well as concentrates upon responding upon effective and channels. It
is a approach that can be used by organisation to enhance the sales (Dinis, Breda and Barreiro,
2020). In context to Burberry the task is to provide personalised experience to its customers. The
organisation focuses on customers and analyse there needs and wants. Burberry should provide
option of online shopping through desktop or mobile device, via phone, or in a brick-and-mortar
store that would enhance he shopping experience of the customers. Along with that Burberry
provides scheme of loyalty points to the customers. By which they get discount while there next
shopping.
TASK 4
P7- Evaluate method of monitoring and measuring digital marketing effectively.
At present times, digital marketing is regarded as effectual approach of gaining revenues
as well as growth size, for any business level into particular sector. The marketer required to
effectively evaluate at regular period, for improving offerings quality. Along with this, for
enhancing consumer base for entity. When this comes to undertake reliable decision for business
15

progress, various entities do not anticipate monetary budget in order to execute sales and
promotional practices (Dragomir and Andronie, 2017). For this, the evaluation could be
performed upon marketing campaign, measurement has been performed upon several aspects
such as interests, assessment, commitment and awareness in order to seek understanding related
to online buyers behaviours (Dodson, 2020). In context of Burberry, marketing manager has give
concentrations upon both inbound marketing like website based content, social media placements
and others. Additionally, there are various manners by which entity’s performance could be
evaluated as well as observed. Few of these means that Burberry has executed into its marketing
tactics are discussed underneath:
 Marketing campaign: The managers of Burberry required anticipating a systematized
successful planning to perform marketing campaign into opted targeted marketplace. The
planning incorporates systematized campaign framework which required to be initiated as
well as how to trace performance through referral, direct and others. Thereafter marketing
metrics are to be evaluated. At the end, campaign has been determined via performance
of search marketing such as SEO position and Pay per clicks ads. Moreover, this would
aids to understand customer preferences, consequently sold quality product to effective
entity (Robul, 2020). Burberry checks the success of campaign by monitoring the sales
and impact of the number of customers. It is vital for Burberry to formulate and
implement Marketing campaign and then monitor it for its success.
 Key performance indicators (KPI): This is regarded as effective performance
indicators for analysing business development of any entity. In respect of Burberry,
administrative requires to align Key performance indicators that is KPI with firm’s
marketing objectives. The longer and shorter term marketing objectives incorporates
developing brand awareness, produce new lead as well s adding extra value into market
area. Whole these initiative aids management for nurturing consumer base. In context to
Burberry the company sets Key performance indicators that help them to monitor its
performance and take actions that are required for the growth of company.
The marketing manager of Burberry required tracing metrics of digital marketing that
involves websites traffic for development, advertisement, email metrics and others. In addition to
this, these factors for understating purchasing behaviour of target markets (Dolph, 2020). Also,
16

the staffs has to essentially evaluate social reach, email open rate societal involvement of active
online clients as well as whole ROI for business growth in successful way.
Social metric performance evaluations are represented below:
P8-A set of actions to improve performance in digital marketing
According to the changing trends within business atmosphere, digital marketing plays vital
role in developing the business in competitive marketplace. The evaluation of performance is
considered to be a part of understanding recent position of business. In context of Burberry, the
managers have concentrated upon developing marketing teams with higher ability, so that they
may involve with off-site as well as on-site customers (Järvinen and Karjaluoto, 2020). There are
few aspects that has provided at higher priority in order to improve digital marketing
performance. As entity are facilitating its offerings by various online platforms to potential
customers. Moreover, administrative has executed techniques for developing entity’s branding.
Few of these tools of actions are discussed below:
 Review digital marketing strategies: Respective tools explain regarding several tactics
which has been used through managers, in order to operate business functions in effective
and efficient way within competitive marketplace. in respect of Burberry, its
management could outsource specialists in order to provide relevant advice regarding
recent functions into business atmosphere. In addition to this, they also facilitate an
17

anticipated budget which has been needed for promotional activities sale upon online
platform. Respective tools may be effectual in enhancing base of consumers into
marketplace. Along with this, execution of such tools into marketing tactics would have
pessimistic affects in occurring proper cost into marketing campaigns.
 Go social, mobile and local on digital marketing strategies: Respective tools aids
managers of Burberry to provide emphasis upon opting effective platform of social media
for advertising its offerings at online platform. In current scenario, the marketing team
could opt several smart phones apps as well as personalised desktop websites such as
Twitter, Instagram and others (Kannan, 2020). Moreover, this would automatically assist
them for brining product awareness into online base customers. Along with this, it is
regarded as appropriate approach in minimising cost upon digital platform to few extents.
 Executing a multi channel digital marketing campaign: Respective tool is most
essential characteristics in developing business performance at digital platforms. The
Burberry’s administrative has to utilise appropriate channel to improve its marketing
campaign at digital platform. Along with this, it would aids management to enhance base
of consumers via interactive communications with potential purchasers. So, teh staff
required to has optimistic approach in managing several customers mindset. Additionally,
administrative could effective perform research, for understanding the target market
perspective regarding particular offerings. Developing teams: Respective techniques determines in developing teams with
innovative competencies in order to attract more potential purchasers (Kerin and Hartley.,
2020). In context of Burberry, its manager provide emphasis upon developing context of
brand logos as well as tagline, which would has various identity regarding organisation.
So, there are some persons who has various accountability as well as power in order to
manage some online practices at digital platform.
o Data managers: It essential role is to manage social media, websites and other for
directly communicating with potential purchasers for enhancing base of
customers. Along with this, brining awareness regarding characteristics as well as
cost of goods. Along with this, these initiative undertaken through data manager
would has sense of curiosity among purchasers.
18

o Story teller: These staff has direct inter- relationship with customers at
competitive marketplace. its role is to has affirmative mouth marketing regarding
offerings into niche or targeted marketplace.
o Curators: It accountabilities is to develop contents which would be productive for
entity (Kotler and et. al., 2020). As innovative tag line brings opportunities for
seeking attention of potential and competitive customers.
CONCLUSION
Based upon the above report this, has been concluded that digital marketing plays essential
role into modern business environment. With aids of this current approach marketing activities
may be effectually performed that appropriately drives towards much economical perspective of
economical development. With assistance digital marketing huge base of consumers may be
attracted which would further drives towards offerings in quantum way. Along with this, with
aids of digital marketing concepts, firm may effectually become capable to determine consumer
behaviour at continuous ways as well as then provides them goods & services according with its
desires.
19

REFERENCES
Books and Journals
Wagner, G., Schramm-Klein, H. and Steinmann, S., 2020. Online retailing across e-channels and
e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-
commerce environment. Journal of Business Research. 107. pp.256-270.
Paavola, T., 2017. Effective Digital Marketing Channels: Case: Aryan Technologies.
Krylov, A. and et al., 2019. IMPROVING THE EFFICIENCY OF BUSINESS
COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS. Vestnik
Universiteta. (6). pp.19-26.
Kock, H. and Rantala, T., 2017, June. Innovating the Use of Digital Channels in B2B Sales with
Customers. In ISPIM Innovation Symposium (p. 1). The International Society for
Professional Innovation Management (ISPIM).
Chaffey, D. and Ellis-Chadwick, F., 2020. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2020. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Charlesworth, A., 2020. Digital marketing: A practical approach. Routledge.
Dodson, I., 2020. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Dolph, B. H., International Business Machines Corp, 2020. Targeted marketing overlays for
digital video recorders. U.S. Patent 9,438,952.
Järvinen, J. and Karjaluoto, H., 2020. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management.50. pp.117-127.
Kannan, P. K., 2020. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing.34(1). pp.22-45.
Kerin, R. and Hartley, S., 2020. Marketing: the core. McGraw-Hill.
Kotler, P and et. al., 2020. Marketing. Pearson Higher Education AU.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10), pp.321-339.
Chaffey, D., 2019. Digital marketing. Pearson UK.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72,
pp.47-55.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Heinze, A., Fletcher, G., Rashid, T. and Cruz, A. eds., 2020. Digital and social media marketing:
a results-driven approach. Routledge.
Kim, J., Kang, S. and Lee, K.H., 2019. Evolution of digital marketing communication:
Bibliometric analysis and network visualization from key articles. Journal of Business
Research.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Saura, J.R., Palos-Sanchez, P. and Rodríguez Herráez, B., 2020. Digital Marketing for
Sustainable Growth: Business Models and Online Campaigns Using Sustainable
Strategies.
20

Robul, Y., 2020. Structure and Constituents of Digital Marketing Systems. Olsztyn Economic
Journal, 15(1), pp.53-62.
Dragomir, R. and Andronie, M., 2017. Strategies in digital marketing. In Proceeding of 4th
International Conference on Economic Sciences an Business Administration (pp. 24-25).
Dinis, M.G., Breda, Z. and Barreiro, T., 2020. Digital Marketing Strategies of Destination
Management Organizations: An Exploratory Study. In Strategic Business Models to
Support Demand, Supply, and Destination Management in the Tourism and Hospitality
Industry (pp. 266-285). IGI Global.
Gani, M.O. and Faroque, A.R., 2021. Digital marketing. In Cross-Border E-Commerce
Marketing and Management (pp. 172-202). IGI Global.
Tiamnara, N. and Inwang, K., 2018. Success of Clothing Retailers through Online Channel
Using Digital Marketing. International Journal of the Computer. The Internet and
Management, 26(2), pp.31-40.
21