Digital Marketing Landscape and Key Tools for Marketers

This report explores the digital marketing landscape and compares online and offline marketing concepts. It discusses the key consumer trends and insights that are fueling the growth of digital marketing. It also evaluates the development of e-commerce and digital marketing platforms in comparison with physical channels. Additionally, it provides a critical analysis of the digital tools available to marketers and their impact on the growth of e-commerce. The report concludes with recommendations for Oak Cash & Carry on improving their digital marketing performance.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
TASK 2 ...........................................................................................................................................7
P3 Key digital tools available to marketers in contrast to “brick and mortar” and other
physical channels........................................................................................................................7
P4 Evaluating the development of e-commerce and digital marketing platforms in comparison
with physical channels................................................................................................................8
M2 Critical analysis of digital tool both hardware and software for meeting marketing
requirements................................................................................................................................9
D1 Critical analysis of digital marketing landscape and its impacts on growth of e-commerce 9
TASK 3..........................................................................................................................................10
P5 Developing a digital marketing plan ...................................................................................10
P6 Explaining omni-channel of marketing...............................................................................11
M3 Applying tool and techniques to plan for preparing end-to-end omni-channel marketing
campaign...................................................................................................................................12
TASK 4..........................................................................................................................................12
P7 Evaluating measurement techniques and performance metrics in digital marketing...........12
P8 Providing Recommendation for improving digital marketing performance........................13
M4 Critical evaluation of application of key digital measurement techniques and performance
metrics used in digital marketing..............................................................................................13
D2 Developing a coherent and logical digital marketing strategy and implying it in
organisational context...............................................................................................................14
CONCLUSION .............................................................................................................................14
REFERENCES ...............................................................................................................................1

INTRODUCTION
Digital marketing encompasses all marketing efforts company put and which involves
need of internet and electronic devices. Digital marketing is defined as the use of number of
digital tactics and channels used by marketers to connect with the customers and spread word
about the offering of their respective organisation. This report is developed in context of Oak
Cash & Carry, which was established in 2000 and headquartered in Banbury, Oxfordshire. This
is a small and medium sized company operating from last 19 years with less than 60 employees
and dealing in wholesale sector. The company make sales and operates in grocery items serving
to wholesale customer and dealing with retailers (Chaffey and Ellis-Chadwick, 2019). This
assignment covers thorough understanding of digital marketing landscape along with a
comparison of online and offline channels of marketing. Then the report holds critical analysis of
marketing tool available to marketers such as hardware and software. Moreover, omni-channel of
marketing is elaborated which renders the best shopping experience to customers from the first
touchpoint to the last. A strategic marketing plan is developed using omni-channel framework
and for building multichannel capabilities. Furthermore, at the end, measurement techniques are
evaluated in digital marketing and recommendations are given in order to improve performance
of digital marketing and make its appropriate use.
TASK 1
P1 Digital marketing landscape and compare online and offline marketing concepts.
Digital Marketing Landscape- It refers to an ongoing evolving state of digital media
and promotional activities that includes video production, pay -per click advertising, search
engine optimization, content marketing , podcasting, social media marketing, online reputation
management, influencer marketing, search engine marketing, mobile applications, e-mail
marketing and web development. It keeps changing according to the emerging trends follows in
the country. Oak cash & carry Banbury use digital media for promoting and selling groceries
through number of people and this contain less cost and it also convenient to customers that they
buy goods 24*7 and visit online store at anytime (Kannan, 2017).
Comparison between online and offline marketing-
Basis Online marketing Offline marketing
Meaning It refers to that where products Offline marketing refers to

are advertise or sell via social
media,blogging, email
marketing and deliver message
about brand through web to
number of customers.
traditional marketing involve
various mediums like –
physical ads., digital signage,
retail items, direct mail,
magazines and newspaper to
create awareness between the
consumers.
Cost It is less costly then offline
marketing because it involve
cost in optimized website i.e.
search engine optimization or
giving ads via social media or
search engines (Baltes, 2015).
It is costly for organisation
because it spend lot of funds to
maintain stock, pay rents and
other bills to advertise or
promote brand and offerings
involves TV, radio or
newspaper etc.
Convenience – 24*7 There is no hindrance to online
marketing because consumer
will visit company web
anytime or purchase goods or
services 24*7. therefore there
is no time limit.
In offline marketing customers
only visit and purchase
products when outlet is
opened. Services are not
provided them 24*7 or 365
days.
Exposure Online marketing reaches
globally and gets maximum
vulnerability.
Offline marketing has its own
limit and never promise to
vulnerability (de Ruyter,
Keeling and Ngo, 2018).

Personalisation In this customers buying
histories are tracked so it is
easy to give a specific offer to
specific category customers.
This will help in maximization
of profits.
Here, this method is difficult to
apply and it is sometimes used
by small shop or retail counter
to retain their regular
customers.
P2 Key consumer trends and insights that fuelling the growth of digital marketing.
As digitalisation evolve every year, marketing manager always be active towards the
changes that occur and adapt by using various techniques to stay in the market. Oak cash & carry
Banbury, thinks to expand their business to earn highest return and growth. For this digital
analyst suggest them to digitalised their products and services by using various new technology
that often occur in the market (Todor, 2016). To attract more and more customers globally and
improve their relation with their existing and new customers. There are different trends that
fuelling the growth of digital marketing that are described below. Smarter Chat- Using chatbots is a essential means of communication in customer
service. It plays a great role in understanding consumers and it allows marketing manager
to capture large audience without doing so much. In Oak cash & carry Banbury, digital
analyst want to use chatbots ( via. Official Website) so that they easily connect with their
customers where they ask questions and solve the problem. Therefore it also help manger
to know current taste and preferences of the potential customers. Artificial intelligence- It is a simulation of human intelligence concerned with smart
machines that is capable of performing task like humans. It is a combination of
algorithmic retailing, machine learning and deep learning (Järvinen and Taiminen, 2016).
Digital analyst of Oak cash & carry Banbury working with AI to improve pricing,
promotion in its circulars, fulfil orders and forecasting inventory needs by using
innovative technique to deliver schedule people and complete orders to make their
business efficient and proficient. Live Videos-More Stories – It is now possible and very easy because of Instagram, you-
tube and Facebook which is fastest growing and remarkable waves in recent few years. It
is an effective tool to generate number of customers. In Oak cash & carry Banbury ,

digital analyst create a own official page on social media site to promote their business
by using live videos of their products which create a great impressions on the viewers
mind and also it improve the relation with customers (Yejas, 2016).
 Email- marketing – It is the smarter way to connect with large audience by sending
emails for their offerings. In context of Oak cash & carry Banbury, digital analyst choose
email marketing for the people who are subscribers and active on that list. For emailing
HTML based email are not suitable because it contains graphics that may increase
potential spam because of this company use plain text emails address to improve the user
rates.
M1 Opportunities and challenges facing the digital marketing landscape-
Oak and cash Banbury wants to became the UK fastest growing sector and industry that
offers wide range of opportunities and challenges by using digital marketing. The great
opportunity that comes in digital marketing landscape is that the organisation promote their
offerings by using various online methods like social media, pay-per click, web development and
search engine optimization and increase proficiency and efficiency. It is an effective way of
communication to target a large number of audience at the same time (Taiminen and Karjaluoto,
2015). Because of digital marketing landscape consumers can shop 24*7 or 365 days whenever
they want to purchase product and services. Organisation face challenges in digital marketing
landscape that a group of people or a individual person harm the brand image through
doppelgänger which will affect the sells of the organisation.
TASK 2
P3 Key digital tools available to marketers in contrast to “brick and mortar” and other physical
channels
“Brick and mortar” is a term referring to the traditional street-side business offering
goods and serveries to consumers face-to-face through and office or store. This is basically
making sales and earning of revenue by being physically present in-front of the consumers. In
this section digital tools and hardware are suggested for Oak cash & curry by which they can
make their presence in marketplace. Through potential use of these tools company can make
their presence in marketplace, engage with more people and make huge sales.

 Social media platform- A very commonly used platform for digital marketing is social
media. Internet is becoming a huge part of day to day of individuals which gave rise to
social media. Nowadays, social media channels or platforms can bring huge results
towards companies in relation with marketing their products and service (Rahman, 2015).
Through developing presence on different social media platforms such as Instagram,
Facebook etc. Oak cash & carry can reach to maximum number of population and
spreading word about their products and services, which they are offering to people. Design tool- Another aspect is design tool, it is a common while company is producing
their advertisements and other content like social media posts and blogs. Digital
marketing depends upon designs and the attractiveness of the campaign. Therefore, best
design tool such as Photoshop, helps in developing an effective marketing design. Oak
cash & carry can make use of different design tool for making their marketing
advertisements attractive enough gathering most peoples attention and changing them
into potential buyers (Staton, 2016).
 Email marketing tool- Another very effective tool belonging to digital marketing is email
marketing. This refers to developing email campaign, through which all products which
company are offering are enclosed and amplify, encouraging more people to engage with
the brand. Oak cash & carry can make use of this tool for increasing awareness in public
about their organisation, introducing them to entity and encouraging more interest of
individuals.
P4 Evaluating the development of e-commerce and digital marketing platforms in comparison
with physical channels
E-commerce is also known a internet commerce or electronic commerce, it is tool for
making sales and buying goods online by using internet or electronic mediums. Money transfers
for respective goods and services are also, done through using electronic channels or e-
commerce platforms. E-commerce specifically refers to transaction of products and services
which organisations are offering to public (Järvinen and Karjaluoto, 2015). Digital marketing
and e-commerce work hand in hand as digital marketing is a concept of promoting goods and
services online through making use of effective digital channels. e-commerce is making sales
online and digital marketing is promoting goods online through different channels and platforms.
Both these concepts provide better results to company in comparison to physical channels.

Nowadays, digital marketing is penetrating into every business sector and primary reason behind
the success and effectiveness of this phenomena is rapidly evolving business practices and huge
changes taking place in industry. Digital marketing tool are helping e-commerce to grow and
attain success. Therefore, Oak cash & carry is keen to enter into e-commerce and make their
presence into digital world. For supporting the same the development in e-commerce channels
and physical channels are discussed below in next section along with highlighting their
difference.
E-commerce has completely modified the process of shopping and making sales or
purchase. Earlier the sources of e-commerce were just messages and email marketing but with
evolving time and development taking place in digital world new platforms of e-commerce are
developed. These channels of e-commerce more evolved and personalised rendering better
experiences to people and business owners. New developed e-commerce tools are social media
sites, personalised websites or applications etc. through these channels more sales numbers can
be acquired by the company which will result in higher profits of entity. On the other hand,
physical channels of marketing also have evolved and developed improved opportunities for
organisation to make sales and purchases (Patrutiu-Baltes, 2016). In older times posters or
pamphlets were used for marketing offerings of organisation and with changing time and
frequent changes taking place in external environment new tools are introduced. These channels
are hoardings, door-to door marketing using digital media etc. is developed which is enabling
organisation to attain potential results and be more effective.
M2 Critical analysis of digital tool both hardware and software for meeting marketing
requirements
In above section key digital tools are discussed which are present for Oak cash & carry.
Company can adopt them according to their operations in order to make effective use of updated
digital marketing channels for making effective presence in marketplace, enhance their sales and
earn better profits. Oak cash & carry can adopt social media platforms for conducting marketing
activities and reaching to wider section of society. Email marketing is also a very effective tool
through which they can keep all clients informed about the changes taking place and inform new
people about their operations for changing them in potential buyers. As these marketing channels
holds huge benefits for entity the only issue related to it is the cost involved in these actions are
huge, moreover Oak cash & carry is entering the digital world. All these action are new for the

organisation, therefore, the company will take more time in developing such engines changing
the operation into time consuming process initially.
D1 Critical analysis of digital marketing landscape and its impacts on growth of e-commerce
Digital marketing landscape plays a major role in the growth of e-commerce. In context
of Oak cash & carry Banbury, digital marketing analyst evaluate the growth of their business by
using online marketing and how they out from crowd (Nikunen and et. al., 2017). It made a
positive impact on earning proficiency by using digital methods like social media, chatbots and
email marketing which plays a important role to showcase ads in front of large customers and
help in retain them. Here customers move towards the digitalisation because of comfort and it is
less time consuming. It also increased brand image and improved brand loyalty. It also create a
negative impact on the growth of e-commerce because it is very costly and there is a fear of
vulnerability. Organisation need to ensure that they appoint a skill staff having right knowledge
so they carry out digital marketing with success.
TASK 3
P5 Developing a digital marketing plan
Company overview
Oak cash & carry is grocery wholesale organisation which is operating in UK. The
company is small enterprise dealing in limited locations through their physical stores and agents.
Oak cash & carry was established in year 2000, currently company only has 58 employees.
Company is using traditional method for marketing its goods and making sales, but due to
changing market situations and business practices these old practices are no more profitable for
the organisation. Therefore, in order to mitigate the risk of failure of operations company is
planning to enter digital world (Yasmin, Tasneem and Fatema, 2015). In order to do so, Oak cash
& carry is introducing its own online application for making sales and also making use of its
website and other social media platforms for marketing its products and services.
Vision
Oak cash & carry is a wholesale business enterprise who's vision is to grow and survive
in marketplace. The company has a long term objective of expanding its operations and its
accessibility. The organisation wants to be stable, earn enough profits and increase its customer
base.

Mission
The short-term objective of Oak cash & carry is to make use of updated technology and
using digital marketing techniques to enter in to digital world for increasing their sales. Also,
entity want to establish its presence in both physical and digital marketplace.
Objectives
 To increase sales by 10% in next 6 months.
 To increase customer base by 5% in next 6 months.
 To increase profits by 15% in one year.
STP Segmentation- It is a process of dividing the population into small groups according to
their characteristics and features. Segmenting population helps company to set its targets
and sever best products to a particular segment or their targeted market. Oak cash & carry
has segmented its marketplace according to behavioural segmentation approach (Key,
2017). Targeting- The target of Oak cash & carry is to attract wider population and specially
those who are techno friendly. Nowadays, people are technology prone and need comfort,
therefore, company has targeted groups who prefer to make purchase online rather than
visiting stores.
 Positioning- For positioning itself in marketplace company will make use of digital
technology and marketing tools, such as social media, email marketing etc. This
positioning methods are used for introducing new online purchasing and selling
application.
Funds
Particulars Amount($'000)
Recruitment&Selection 10
Advertisements 5
Equipments 4.5
Application developer fee 8.5
TOTAL 28

P6 Explaining omni-channel of marketing
Omni-channel of marketing was introduced in market in 2010, it is a marketing technique
which is about continuing a consumers shopping experience amongst multiple platforms. Omni-
channel of marketing is available to customers on all different platforms from traditional method
of Brick and Mortars to the digital world of emails, online shopping and messages. Omni-
channel of marketing is basically an idea of using all channels to create one unified experience
for customers (Stephen, 2016). This channel involves all methods traditional store to store
methods, online experience, digital channels and in-store channels.
At its early stages omni-channel of marketing was not adopted and preferred by
organisations. But with passed times now entity has strong reliance on omni-channel for success
and growth. Th company rely on this channels of marketing, as according to the study and some
marketers organisations using this form of marketing has seen growth such as their customer
base increased and become loyal, their transaction size increased and huge profits flowed
towards them. In recent times, marketing and business people call omni-channel marketing a
must for brand and retailing sectors, bringing huge benefits for company's rendering best
experiences to customers.
M3 Applying tool and techniques to plan for preparing end-to-end omni-channel marketing
campaign
The omni-channel marketing is a customer centric campaign, therefore, in case of Oak
cash & carry company this campaign is depending upon rendering ease and comfort to customer.
In this campaign marketing team of Oak cash & carry will make use of emails, in-store
promotion, webpages and social media to promote their offering in public creating awareness.
Through omni-channel marketing campaign Oak cash & carry will promote its new online
selling website, by which company can remove middleman and directly make sales to end users.
Also, retailers can make purchases online as it removes their hassle of going to physical store
and buying goods (Karjaluoto, Ulkuniemi and Mustonen, 2015). This e-commerce operations
enables Oak cash & carry to increase their sales and result in higher profit units.

TASK 4
P7 Evaluating measurement techniques and performance metrics in digital marketing
Once all digital plans and campaigns are applied by Oak cash & carry, now company will
take steps to measure the results and evaluate their performance metrics. For doing so several
methods can be used by it which are as follows and explained below:
Measurement techniques: Online sales- One of the most effective way of testing and measuring the impacts of
applying new marketing plans and channels evaluating online sales. The effectiveness of
marketing channels can be measured by tracking the online sales units.
 Online-to-store sales- Sometimes people gather information online but prefers to buy
goods in person. In such situation online-to-store method is used to measure effectiveness
of digital marketing and e-commerce. Oak cash & carry can ask for feedback to people
about how they get to know about the store.
Performance metrics: Traffic metric- For checking and keeping track about the performance of digital
marketing traffic metric enables entity to do so. Oak cash & carry can analyse the flow of
traffic on their websites to and keep track for measuring the appropriateness and
effectiveness of their website.
 Revenue metric- At the end, the most effective performance measurement factor is
revenue which enables organisation to measure the success of digital marketing campaign
(Saura, Palos-Sánchez and Cerdá Suárez, 2017). The profitability of the company can be
measured in accordance with higher revenue.
P8 Providing Recommendation for improving digital marketing performance
Oak cash & carry is an organisation has recently entered into digital world earlier it was
just using traditional methods of marketing and business. Now company has entered into e-
commerce and digital marketing as their sales are reduced and traditional methods are no more
helpful for the entity. Oak cash & carry is using multi-channel marketing for serving the
customers. This is goal oriented technique of marketing tool in which organisation work
according to the goal in order to achieve all its objectives and aims. Since, omni-channel or
marketing is the resulting in one of the best techniques from past few years this tool is rendering

best results to companies. This form of marketing is recommended to Oak cash & carry for its
operations and conducting marketing activities (Boelsen-Robinson, Backholer and Peeters,
2015). Omni-channel of marketing helps entity to establish best marketing in all channels either
online or offline and enable customers best shopping experience.
M4 Critical evaluation of application of key digital measurement techniques and performance
metrics used in digital marketing
In above section few measurement techniques and performance metrics are suggested for
company to Oak cash & carry to evaluates and analyse their digital performances. These
techniques and tool are very effective for entity enabling them to known their performance
levels. These techniques are also useful in making improvements and adopting better marketing
strategies. Such as online sales are measured by Oak cash & carry managers which gives them
clarity about their performance and helped them in analysing that if they reach to set objectives
of increasing sales or not. Revenue metric is used for knowing exact increase in revenue units
after introducing online application. Only drawback is the company has to make some
arrangements bifurcate and analyse these results by using these measures and tools.
D2 Developing a coherent and logical digital marketing strategy and implying it in
organisational context
Trough omni-channel of marketing company can make and develop most effective
strategies for marketing its goods and services. Oak cash & carry can make use of this tool for
conducting marketing actions for both its physical stores and new e-commerce business (Vien,
2015). The entity can be very effective using digital marketing tools and serving in best effective
manner to all consumers, also changing potential buyer into customers by attracting them and
rendering good quality products.
CONCLUSION
The above report concludes that digital marketing is an essential tool for every
organisation in order to run their operations effectively in current changing scenario. Digital
marketing is new and attractive form of marketing goods and services of entity in order to cover
maximum population and increasing sales. A comparative table is created showing the difference
between online and offline marketing and their effectiveness. Consumer trends and insights also
plays vital role in enhancing the growth of e-commerce. Along with the results generated, some

digital marketing tool such as social media platforms and email marketing are suggested to
company through which they can make their presence in wider marketplace and be more
effective. E-commerce and physical channels of marketing are als developing with help of digital
marketing resulting in better presence of company in marketplace and better sales units. At the
end, a digital marketing plan is developed which is creating multi-channel capabilities in
organisation. Omni-channel of marketing is explained, applying its tool and techniques for
producing an omni-channel marketing campaign. These developed plan are evaluated through
performance metrics and measurement techniques, for improving and developing better plans.

REFERENCES
Books & journals
Baltes, L. P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V. 8(2). p.111.
Boelsen-Robinson, T., Backholer, K. and Peeters, A., 2015. Digital marketing of unhealthy foods
to Australian children and adolescents. Health promotion international. 31(3). pp.523-
533.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management. 54. pp.164-175.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Nikunen, T., and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223). 12(2).
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V. 9(2). p.61.
Rahman, S. M., 2015. Optimizing digital marketing for generation Y: An investigation of
developing online market in Bangladesh. International Business Research. 8(8). pp.150-
163.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Staton, M. G., 2016. Improving student job placement and assessment through the use of digital
marketing certification programs. Marketing Education Review. 26(1). pp.20-24.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development.
Todor, R. D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V. 9(1). p.51.
Vien, C. L., 2015. The future of marketing: Thriving in a digital world. Journal of Accountancy.
219(5). p.50.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration. 1(5). pp.69-80.
Yejas, D. A. A., 2016. Estrategias de marketing digital en la promoción de Marca
Ciudad. Revista Escuela de Administración de Negocios. (80). pp.59-72.

2

1