Digital Marketing Landscape and Key Tools for Marketers

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