Digital Marketing for B&M Stores

Word Count
INTRODUCTION...........................................................................................................................2
Overview of the digital marketing landscape and compare online and offline marketing
concept....................................................................................................................................2
Determination and analyse key consumer trends and insight that are helpful in growing
digital marketing.....................................................................................................................3
Key digital tools and hardware that are available to marketers in contrast to “ bricks and
mortar” and other physical channels......................................................................................5
Development of e-commerce and digital marketing platforms and channels as compare to
physical channel.....................................................................................................................7
Develop a digital marketing plan and strategy to build multi channel capabilities................8
Omni-channel marketing evolved.........................................................................................9
Evaluate method of monitoring and measuring digital marketing effectively......................9
A set of actions to improve performance in digital marketing.............................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing involves of marketing of services and products via digital channels
with the access of internet. It involves advertising and display of organisational offerings to
customers to enhance organisational profitability. Marketing is defined as a management process
in which services and products are being provided as per consumer want. It include offers as well
as exchange of services, ideas and good (What is Digital Marketing? A visual summary. 2020).
Present report has been conducted on B &M Stores. The company operate their functions in
retail industrial sector with having it’s headquartered in Liverpool, United Kingdom. Company
was founded by Malcolm Bollington. B&M stores are operating since 1978. There are variety
retailers those who are offering their services to customers. The company experienced huge
success thanks to its competitive pricing and key locations positioned stores. During 2008-2018
stores went from 20 to over 600. (About B&M Stores, 2020). In this report report is required to
be provided to marketing head of B&M stores who is looking forward to maximise their
presence in digital world.
Report include formative discussions on online and offline marketing concept of the
opportunity, challenges, and impact of digital marketing up on respective company. Report also
includes development of e-commerce and digital marketing platform, digital marketing plan. In
this report discussions has been made of critical evaluation of key digital tools that are being
available to marketers. Along with this in this report implications of marketing campaign and
critical assessment of application of important digital measurement techniques as well as
performance metrics that are being used in digital-marketing.
Overview of the digital marketing landscape and compare online and offline marketing concept
Digital marketing landscape demonstrate a aggregate name for social networks, videos
( YouTube), mobile devices ( smartphones, tablets, iPhones), websites, email, etc. All these tools
assists businesses organisations to sell their services and products in effective manner. Due to
emergency in technology these tools proves to be an effective measure through which entities
can build strong market presence and can enhance their profitability by offering the product and
services on many digital sites. B&M stores can take use of search engine and search networks,
contextual advertising and affiliate advertising to advertise their brand quite effectively.
Comparison between online and offline marketing concepts

Basis of Difference Online Marketing Concepts Offline Marketing Concepts
Concept Online marketing states, leveraging
webpage channel through which
necessary and essential message or
information can be provided to
customers in context with company
services, brand and product with the
use of different forms of online
techniques and tools.
Offline marketing did not involve
any form of online marketing, in
this involved organisation offer
their services products and
information to customers via
offline measures.
Tools There are different types of online
marketing concept that mainly
involves Google, email, social media,
search engine optimisation etc.
In this tool like print publication,
television, flyers etc are included.
Cost Online marketing is affordable
through which company can promote
their brand to maximise their sales.
Offline marketing involves higher
expenses in terms of giving
salaries, funds to maintain stock
and other bills.
Convenience – 247/7
or 365 Days
Online marketing include no time
barriers as in this consumer can make
their visit to website and can buy
services and product at any time.
In terms with offline marketing
business organisation can only
expect consumers or sales when
their outlet is opned.
Determination and analyse key consumer trends and insight that are helpful in growing digital
marketing
There are different types of key consumer trends that are playing important role in growing
digital marketing tools like, Chatbots, Artificial Intelligence, programmatic advertising, etc.
through which B & M can maximize efficiency of their business operations. However there are
some certain form of consumer trends and insight by understanding of which entity can conduct
the digital marketing process in efficient manner.

Chatbots:-
It allow organisation to provide real-time assistance to their consumers by facilitating human
conversion with the use of artificial intelligence. By taking advantage of chatbots which is one of
the most important drivers of online marketing B & M can effectively fulfil needs and demands
of consumers by providing them effectively support by resolving their issues and problems with
accurate suggestion. For example, if a consumer is having any query related to purchased
product them this can be resolved by company through chatbots in limited time.
Artificial Intelligence:
It is one of the most effective trend that allows organisation to narrow the gap and have
an ability to seek out and make identification of the patterns which proves to be beneficial for
their marketing campaigns. In addition to this AI facilitate marketers to efficiently reach
customers at every stage of process based on their demographics and interests.
Illustration 1: Reasons for adopting AI