Digital Marketing Landscape and E-commerce Growth: Analysis and Evaluation

Submission Front Sheet
Programme BTEC HIgher National Diploma (HND) in
Business (RQF)
Unit and Title Number Digital Marketing (Unit 24)
Unit RQF level/Code Level 5 / D/508/0538
Credit Value
Module Tutor
Name/email
Project set date
Distribution Date
Project Brief Code
Cohorts
Student name and ID
Submission Date
Word Count
Is this a first sub mission
Learner’s Statement of Authenticity
Student’s
Signature

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3

Analysing and evaluating digital marketing landscape and how E-commerce growth is
influencing marketing practices-..................................................................................................3
Comparatively, analysing offline and online marketing concepts with key trends that drives
the growth of digital marketing and what are the challenges and opportunities faced by this
marketing.....................................................................................................................................5
Key consumer trends that drive the development and growth of Digital Marketing.......................6
Analysing key digital tools that are available to brick-and-mortar other physical channels
required to meet organizational marketing needs and differentiation between E-commerce
digital marketing, and other physical channels ...........................................................................8
Evolution of Omnichannel Marketing.......................................................................................10
Development of a coherent digital Omnichannel marketing plan including multichannel
strategies....................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
INTRODUCTION
Marketing refers to the process that is done by the businesses around the word. It
involves selling and promoting of the products and services. Digital marketing is linked to the
brand advertisements and promotion activities that are done to connect with the potential
customer base by using different online platforms and digital communication. This not only
includes social media, email marketing and web-based advertisements, but also other multimedia
messages and texts (Giovannoni., 2020). This is also called as online marketing and internet

marketing. With the help of this marketing a business can spread a global awareness and can
easily execute the marketing on mobiles, social media and on other websites. Asos, a cosmetic
and fashion, British brand with a very wide established online network. The company ships to
196 countries from its fulfilment centres and has over 850 brands on its website. The tag line of
the brand itself states that it is engaged in selling the products that are seen in the films and on
the television. Asos has also started a new line of business which has home appliances and
furnitures in it.
Following report will comprise analysis of online and offline marketing, how E-
commerce growth is influencing the marketing practices and the digital marketing benefits that a
firm gets.
MAIN BODY
Analysing and evaluating digital marketing landscape and how E-commerce growth is
influencing marketing practices-
Critical analysis of digital marketing-
Digital marketing landscape refers to a huge collection of hardware and software,
including social networks, websites, sales channels, brand generated content, and upcoming
technologies which are continuing to shape the digital infrastructure (Behera. And et.al.,2020). A
proper understanding of digital marketing landscape can help Asos to keep an eye on its
competitors and to keep its digital assets updated with time. As the time has evolved, various
other things have evolved with it. Of which, the retail business industry evolution showed the
shift to online platform from offline platform. These digital marketing advertisements and plans
can help the other companies and Asos to
 be aware of how to make money in the current market with the present business
 helps to understand how IT system have an impact on profits
 helps in getting aware of the customer’s interest
 makes a business turn itself into customer centric business
 and in better understanding of the costing
But on the same hand, when it comes to critically analysing the digital marketing landscapes, it
has both positive and the negative aspects. Here are some aspects mentioned below
Positive Aspects-

 Global reach- With the help of digital marketing a business can spread its awareness
across the globe with a very little investment. Asos with the help of these marketing
landscapes has made a global existence and has already started serving to a widespread
network.
 Measurable and trackable results- In this the business's plans and marketing is easily
tracked by using the web analytics to realize the productivity and effectiveness of the
campaign. Using this tool or other metric tools Asos can benefit itself as it can the brand
how the customers are using the websites and responding to the advertisements it is
giving.
 Personalization- Under this when a customer visits to the website of the business, the
business can see what the customer is looking for and can give them more offers
accordingly (Desai., 2019. Digital marketing). Asos by using the right marketing
landscapes can also start offering personalization to every customer that comes to its
website and can communicate with them. This can help in refining the customer profile.
 Good conversion rate- Having the websites can make a business get quick orders as the
customers do not have to waste time in phone calling and enquiring of the products. For
them, making an order is just a click away. Asos already has a good, developed website
which has a very efficient working and has proved out to be beneficial for the brand.
Negative Aspects-
 Training and skills- For the efficient working of digital marketing landscapes proper
trained and skilled workforce is required as the trends keep on changing constantly so it
becomes very hard to be up to date. Asos to get a good response on its established
website should keep updating its programmes and software, because when not done, it
can affect the effective working of the company.
 Time consuming- optimizing online advertisements and creating content is a very time-
consuming and a headache job for the creators. Also, for the Asos it can also get very
time-consuming for giving its new advertisements and sometimes may lead to delays.
 Complaints and feedbacks- As the online platforms hold good visibility, so any content,
showing feedbacks can directly leave an impact on the brands sales. Complaints and
negative feedbacks tend to affect the customer behaviour in a very bad way. Asos may
also get affected because of its online transparency that it holds.

Evaluation of digital marketing
Digital marketing is a concept which has its own pros and cons. Where the digital
marketing has proven out to be very beneficial for the businesses in the present world as it
provides the business with a good recognition around the world, it has also turned out to be very
difficult for the companies to adopt it, as it involves a huge costing and trained workforce. The
entire marketing is very effective and has shown beautiful results to many businesses but the
marketing also involves a lot of time which is dreadful for the companies, and they have to
higher a different department for it.
Channels and tools used in the digital marketing
As digital marketing refer to a broad term of online promotion techniques, there are
number of tools and channels that help in doing the marketing efficiently and smoothly. Here are
2 of them.
Email marketing-This tool offers a personal sense of connectivity to the customers. Email
marketing stands out the business amongst others as it directly collect attention from the
customers and provide to the business.
Search engine optimization- This enables a business organization to rank itself higher on the
websites such as Bing, Google etc. Using this way the business can get good amount of visibility
and heavy traffic on its doors.
DIFFERENCES AND SIMILARITIES BETWEEN DIGITAL MARKETING AND
PHYSICAL MARKETING
The similarities between both the channels of marketing are that they both uses marketing
techniques in order to attract sales and both the channels use 4Ps of marketing. The difference
between both methods are that traditional marketing is not good when it comes to creating a
brand and the effect is very difficult when it comes to measuring but the digital marketing helps
a brand to build fast and the effect is also easily measured by different analytics tools.
E-commerce growth affecting marketing practices-
E-commerce is a term associated with trading online. This means running a business
online and dealing with all the aspects online. The new trend of online shopping has made the
customers to shift their interest from traditional shopping to modern shopping. With this, they
can shop in their comfort (Gyenge. and et.al., 2021). But as the pattern of shopping has evolved