Digital Marketing Landscape and Multi-Channel Capabilities

This report covers the challenges, opportunities and impact of the digital environment as well as explains digital tools, channels and platforms along with comparison between bricks and mortar with other physical channels. Further, it covers ways to organise digital marketing activities and multi channels capabilities in an organisation. In the addition to this, the report evaluates methods of monitoring and measuring digital marketing.

Unit 24

Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1. An overview of the digital marketing landscape and compare online and offline marketing
concepts .......................................................................................................................................3
P2.The key consumer trends and insights that are fuelling the growth of digital marketing......5
TASK 2............................................................................................................................................6
P3. The key digital tools and hardware that are available to marketers in contrast to ‘bricks and
mortar’ and other physical channels............................................................................................6
P4.The development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................7
TASK 3............................................................................................................................................8
P5.Digital marketing plan and strategy to build multi-channel capabilities................................8
P6. Evolution of omni-channel marketing.................................................................................10
TASK 4..........................................................................................................................................11
P7.The measurement techniques and performance metrics in digital marketing......................11
P8.A set of actions to improve performance in digital marketing.............................................11
Conclusion ....................................................................................................................................12
REFERENCE ................................................................................................................................13

INTRODUCTION
Digital environment is coordinated communications surroundings where digital
inclinations manage and communicate the activities and content within it. The term is settled on
digital electronics methods that are implemented and integrated for a national community. The
digital environment is the modern concept for business action that uses varieties of networking
and computer technologies for the promotions of their goods and services to reach maximum
customers (Blažič and Blažič, 2020). In the context of Boden, the company was established in
1991 by Johnnie Boden. It deals in home ware and clothing for men, women and children in
British market.
The following report covers the challenges, opportunities and impact of the digital
environment as well as explains digital tools, channels and platforms along with comparison
between bricks and mortar with other physical channels. Further, it covers ways to organise
digital marketing activities and multi channels capabilities in an organisation. In the addition to
this, the report evaluates methods of monitoring and measuring digital marketing.
TASK 1
P1. An overview of the digital marketing landscape and compare online and offline marketing
concepts
Digital marketing refers to the promotional activity of a brand or product and services to
link with potential buyers by using the internet and several forms of digital communication. It
includes social media, emails, multimedia text or massages and website advertising as a
marketing transmission channel (Bollmer, 2018). A digital marketing landscape is a joint name
for social networks, mobile devices, email, websites and videos by using these tools the
company sell their products to the customers. With the use digital marketing landscape the
marketers of Boden company promote their product by giving advertisement on these online
platforms and attract the customers of UK. There are many benefits of digital marketing
landscape for Boden such as they reach to more customers with less cost and time which leads
increase in their products sales as well as profits also. By using of digital marketing tools, the
marketers of Boden can spread awareness about their clothing product to the targeted audiences.
It also helps to Boden company to build easily connection with investors and supplies for smooth

conduction of their operational activities. Along with that they also do customise advertisement
of their product and services by developing websites for men, women and kids separately.
Comparison between online and offline marketing concepts
Basis Online marketing concepts Offline marketing concepts
Purpose The main purpose of online
marketing for Boden is to increase
their sales and profits by using
various innovative and new ways
to promote their product and
services by developing individual
sites.
The purpose of offline marketing
for Boden to acquire big market
share and customer base by
reaching out to large number of
customers face to face in target
market.
Cost In the context of Boden, online
marketing concepts includes low
cost for promoting goods and
service of Boden because the
marketers use online methods
which requires less cost and time
for instalment and
implementation(Fan, Jiang and
Mostafavi, 2020).
In the context of Boden, offline
marketing concepts requires high
cost and more time for
promoting homeward and
clothing products of Boden
because marketers use various
physical resources like printing
press as well as they have to go
different market for verbal
advertisement.
Approaches The marketers of Boden use
various online approaches such as
website, social media, emails,
chats and blogs to promote their
products for increasing sales.
The marketers of Boden use
various offline approaches such
as mass media, telemarketing,
holdings, pamphlets and print
ads on newspaper to promote
their clothing products.

P2.The key consumer trends and insights that are fuelling the growth of digital marketing.
Tools of digital marketing helps marketers of Boden to measure and strategize more
effectually. It also helps them to find new and innovative methods of online marketing to
promote their products. As well as to know more about consumer taste and behaviour to make
marketing plans which are closely related to the consumer trend (Haag and Anderl, 2018).
Marketing insight means the process of creating a understanding of customers, consumers,
competitors and the market in general.
 Rising of online consumer power- Present consumer trends as well as digital period of
consumerism shows that there is a alteration in the mode of businesses work. Today
customer prefers to do online shopping and mobile shopping more as well as they attract
with innovative advertisement on online platform. It leads that the marketers of Boden
use various tools of online marketing to provide full information, images and videos of
their product to easily attract more customers and know about their perception through
their website and social media accounts. Most of the people in the world use social media
and do online shopping to get various options related to homeware and clothing products.
As well as they can easily shift from one website to another website to satisfied their
needs which leads rapidly growth of digital marketing in Boden.
 Growth of micro moments- Micro moments is refers to the search engines of electronic
device which allow customers to use various app, device and product to satisfy their
needs to buy something, learn something and do something which influence the
preferences of customers (Hanlon, 2021). If the marketer of Boden use these technique to
improve digital marketing of their product and services to satisfying customers
expectations. By providing them the information and resources they demand to fulfil their
want, as a result customer visit product store, online shopping and show interest to buy
their product and services which increase sales of the company.
TASK 2
P3. The key digital tools and hardware that are available to marketers in contrast to ‘bricks and
mortar’ and other physical channels.
Digital tools are the online marketing tools which include social media platforms,
analytics tools, design tools, e mail marketing tools, content marketing tools and websites used

by marketers of Boden to build and apply marketing campaigns which successfully advertise
thjeir clothing and home-ware products. With the help of these tools the company can reach to
maximum number of customers and get to understand the about their preferences better. The
term Bricks and mortar refers to the physical outlets and store of the business in a structure form
or building to sell their products and services directly to customers. It includes physical outlets,
retail shops, factories, warehouse and stores which maintain the physical location of Boden
company for selling their product and services directly to customers as well as face to face
interaction with customers (Heath, 2018). Both bricks and mortar and online shops has its own
advantage and challenges for Boden as well as similarities and differences also. The various key
digital tools and hardware that are available to marketers of Boden in contrast to ‘bricks and
mortar’ are shown below-
 Social media platform- In recent world, more than half of population are the user of
social media. By using social media platform the marketers of Boden can widely spread
awareness of their clothing and home ware products among users and attract more
customers as compare to brick and mortar traditional techniques. It includes Facebook,
snap chat and Instagram which helps marketers to connect with their target audience and
create buzz among their brand and products. These platform offers various features for
marketing such as buffer, hoot suite and Facebook Ads Manager by which marketers of
Boden promote their product easily as well as connect with customers as compare to
holdings and pamphlet tools of physical outlets.
 Email marketing tools- It refers to the most common tools for digital marketing which
helps marketers to encourage and promote their product to the user of their brand. It
includes platforms like Iterable and mail-chimp that allow marketers of Boden to create
email list and modify their previous email campaign as compare to traditional methods
like new Ads on television and newspapers of bricks and mortar (Karpf, 2020). By the
using of these tool the promoter of company can easily analysing and testing their every
email campaign as compare to the time consuming methods of physical outlets.
P4.The development of e-commerce and digital marketing platforms and channels in comparison
to physical channels
E commerce refers to the buying and selling of products and services by an electronic
network like internet. The business transactions conduct through business to consumer, business

to business, consumer to business and consumer to consumer. Development of e- commerce and
digital marketing platforms play an important role for the growth of the company in dynamic
market. Previously the management of Boden use traditional approach as well as bricks and
mortar and sell their product in physical store which are located in particular market only. As
well as the marketer of Boden use traditional approach as pamphlets, holdings, advertisement on
newspapers, books and television to promote their product and services (Le Dinh,Vu and Ayayi,
2018). These tools are very costly and time consuming as well as the marketers reach only few
consumers at a time in a particular market.
Previously consumer also not believe and know about the concept of e commerce and
digital marketing so they do not buy the product online. But in recent times it is very popular
among the people of world and most of the people use these concept in their daily shopping. The
marketers of Boden use various digital tools to promote their clothing and home ware products to
the users as well as the company operate their business online also. After the use of digital
marketing in their business the marketers of company get various ideas, technology and tools to
promote their products to maximum number of customers internationally also. As a result of this,
the company increases its sales, profit and brand value by gaining positive feedback form the
large number of customers. It also helps Boden to increase customer base and market share as
well as decrease in their cost and time of marketing activities by promoting their product to
globally at one place.
By the use of various method of e-commerce such as B2B, B2C, C2C andC2B the
Boden, expand their clothing business globally to develop their online website and Apps which
enhances their productivity and profit. The marketers of company also get various innovative and
creative ideas, technology and online tools to promote their online business globally to achieving
the success and growth of the company. With the physical retail store the company reach to only
customers of their country by using tradition tools of marketing and do not get innovative
technologies of other country to attract more people for making huge profit.
TASK 3
P5.Digital marketing plan and strategy to build multi-channel capabilities.
Digital marketing plan refers to the plan which outlines and defines the marketing
objective of the company to achieve organisation goals in particular time period. Digital

marketing plan helps Boden to determine the effective and profitable digital marketing policies
as well as strategies so, the managers of company utilise these strategies into action (Li, Qin and
Min, 2019). It includes marketing and business goals, strategies and policies managers will use
to achieve those goals, digital channels, timelines and more. In the context of Boden, digital
marketing managers and consultant have built a marketing plan and strategy to develop
multichannel capabilities . The map is shown below:
PATICULAR DESCRIPTION
Overview of company Boden is a British fashion retailer company which was
established in 1991 by Johnnie Boden. It deals in home-ware
as well as clothing for men, women and kids. It sells it
product in many countries and has store in london.
Initiatives Marketers of Boden have organized several events and
campaigns for improving marketing by online or offline
touchpoints. Also, the company has increased their interaction
with target consumers and spread their information for its
pricing and offerings by develop their own online website
(Rydvalová, Maršíková and Demel, 2022). To gain larger
customer base and acceptance, marketers make plans for
conducting digital marketing program to evolve omni channel
campaign. For this they use various tools and channe4ls such
as Facebook, Instagram etc is enhanced by developing
multichannel strategy.
Objectives By the improved digital marketing plan, marketers and
managers of Boden have objective of :
 Enhancing company sales by 25% till end of 2023.
 Increasing consumer base by 30% till start of 2024.
Situational analysis By using concept of SWOT analysis, relating situations are
determined by managers of Boden
Strengths:
 These strategies helps
Weaknesses:
 Due to continuously

company to build
brand image in
fashion market of UK.
 Digital marketing
campaigns helps
Boden to gain
attention of
consumers as well as
they innovatively
success to meet the
demand of customers
related to home ware.
changing trends the
Boden company find
difficulties to
maintain the cost of
digital marketing
campaigns
 For the instalment
of various technology
of digital marketing
the markets OF
Boden requires huge
investment and
finance.
Opportunities :
 Digital marketing
provides various
opportunities to
Boden to make great
impact on customers
and gain sustainable
position through
online platforms.
Threats :
 Safety and standard
laws are continuously
changing which is
challenging thread for
digital marketing
program of Boden
Marketing strategies Marketers of Boden make various strategies for marketing.
The main is STP strategy which includes:
Segmentation: The marketers form groups in accordance
women, men and kids to target the population for the digital
marketing of their different section of clothing
Targeting: Target group for digital marketing program of
Boden related to medium income group and for all the age
group.

Positioning: By using social media platforms, content
marketing and emails marketers of Boden will promote their
websites and product.
Budget Estimated budget in context to Boden is given below:
Particulars Amount (In £)
Promotional expenses 1500
Salaries to employees 1500
Other expenses 1000
Online platforms 1000
Total 5000
Control For controlling and monitoring digital marketing plans the
mangers of Boden use various tools and techniques such as
analytics platform, KPL, measurable metrics and many more.
P6. Evolution of omni-channel marketing
The omni channel marketing concept was introduced in 2010 (Louie, 2015). Omni-
channel marketing is the smooth combination of messaging, branding and offline or online
channels of company to interact with customers as well as enabling a greater consumer brand
experience. previously the marketers of Boden use multi channel tool in encouraging their
consumers innovatively. But in recent times, customers trends are more dynamics because they
are updated about fashion trends going on in the world through social media. By using digital
technologies customers demand personalised, integrated and proactive services. They expects
from company to offer same products at same price across all channels as well as promotions of
brands to be consistent across social, offline and online touchpoints (Shin, 2019). As a result, the
marketers of company which are handle various communication channel by using multiple
systems separately need to communicate or coordinate to answer the queries of customers in a
continuation form. The company adopt omni channel marketing in past years to connected their
channels with single centralized routing method which creates a full view of consumer
interactions and managers can satisfied their needs in cost effective as well as efficient manner. It

also allow consumers to enjoy a seamless, customized and higher customer experience from the
clothing product they choose.
The marketers of Boden have to be proactive and flexible to adopt the omni channel
solutions such as virtual agent and agent assisted automations. They need capabilities and
knowledge to resolve, receive and response problems of customers by videos and connected their
traditional marketing channels with various devices such as watch, fridges, toys and drones.
After using this marketing approach the company receive huge increment in profit , productivity
as well as increase their brand name by enhancing positive customer experience about their
product.
TASK 4
P7.The measurement techniques and performance metrics in digital marketing.
There are many tools and techniques which are used by marketers of Boden for
measuring and monitoring digital marketing activities and program in effective purpose. The
techniques and metrics are as shown below :
Measurement techniques- In order to monitor and control digital marketing activities for the
promotion of clothing products the marketers of Boden use measurement techniques of KPI and
analytic platform. By using KPI the managers and markers can overview their marking activities
and performance and make effective decision to improve their tracking of target customers and
trends (Sousa and Wilks, 2018). Sometime marketers find difficulty to measure the performance
because it need time. Another techniques of measurement is analytic platform by using elements
of these tools such as Looker, Domo and analytic cloud the marketers get various information
about their marketing plan so, they can eliminate errors, faults and negative points which effect
their marketing plans. The limitation of analytic platform is time consuming as well as chance of
false information and risk of leaks.
Performance metrics- In order to improve the performance of digital marketing the marketers
of Boden use tools of performance metrics to make better plan for future marketing to promote
their product to the maximum number of customers (Yildiz Durak, 2018). By using online
measures of performance metrics the marketers can review their sales, profit quality and
customer response on their email, social media platform and data the marketers use unique

visitors and bounce rate elements of online measure to improve their digital marketing
performance for the growth of company.
P8.A set of actions to improve performance in digital marketing.
At the time of improvement, when the marketers of Boden want to improve their current
plans of marketing program and champaign by various set of actions . The set of action to
improve digital marketing performance of Boden in digital marketing are as follow:
Population measures- By measuring taste, preferences, demand, trends and income level of
targeted audience. The marketers of Boden make chances and add various innovative strategies
to improve their digital marketing performance for the better interaction with customers and
improve positive customer experiences (Stark, Fresemann and Lindow, 2019) . By making these
changes they can increase their sales. Productivity, profit and brand value in competitive world.
They can also add blogs and content marketing in their current digital marketing plan on social
media to attract more consumers with innovative content and videos about to promote their
clothing and homeware products
Exploring current trends- By measuring, analysing and exploring current trends in digital
marketing for the better promotion of their product(Wu and Cheng, 2019). The marketers of
Boden can take and search about the recent digital marketing trends and tools to promote their
product on social media platform as well as make various plans for future trends for effective
marketing to get maximum customer base, profit and brand value.
Conclusion
As per above report, it is concluded that digital marketing is most important technique for
a company to promote their product in dynamic world. By using of digital marketing tools such
as emails, social media platforms and developing online site the marketers can spread awareness
about their product to the targeted audiences. Rising of consumers power and Growth of micro
moments are fuelling the growth of digital marketing. The development of e commerce and
digital marketing helps company to increase productivity and profit as compare to physical
channels. By developing marketing plan such as company objectivities, budget, SWOT analysis
marketers build effective multi-channel tools as well as omni channel techniques helps business
for better interaction with customers. There are various measurement techniques such as

analytics platform, KPL, measurable metrics to improve company performance in digital
marketing.
REFERENCE
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Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
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Sousa, M.J. and Wilks, D., 2018. Sustainable skills for the world of work in the digital
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Stark, R., Fresemann, C. and Lindow, K., 2019. Development and operation of Digital Twins for
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Wu, J.Y. and Cheng, T., 2019. Who is better adapted in learning online within the personal
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Yildiz Durak, H., 2018. Digital story design activities used for teaching programming effect on
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Online:
Louie. S. 2015. A Brief History of Omnichannel Marketing. [Online]. Available through:
<https://nectarom.com/2015/01/05/brief-history-omnichannel-marketing/>