Digital Marketing - Marks & Spencer Assignment

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Present an overview of the digital marketing landscape and compare online and offline
marketing concept.......................................................................................................................4
P2- Determination and analyse key consumer trends and insight that are helpful in growing
digital marketing-........................................................................................................................7
TASK 2............................................................................................................................................8
P3 Key digital tools and hardware that are available to marketers in contrast to “ bricks and
mortar” and other physical channels..........................................................................................8
P4- Development of e-commerce and digital marketing platforms and channels as compare to
physical channel........................................................................................................................10
TASK 3..........................................................................................................................................12
P5- Develop a digital marketing plan and strategy to build multi channel capabilities............12
P6. Omni-channel marketing evolved.......................................................................................15
TASK 4..........................................................................................................................................15
P7- Evaluate method of monitoring and measuring digital marketing effectively...................15
P8-A set of actions to improve performance in digital marketing............................................17
CONCLUSION..............................................................................................................................18

INTRODUCTION
Digital Marketing is the source of marketing of products through digital channels. A
organisation can introduce its product and services by using digital technology and those
channels are like internet, mobile phones, through display adversing and many other things. It is
the basic concept of marketing (Chaffey and Ellis-Chadwick, 2019). People are mostly prefer
online shopping comparative visiting physical shop. This present report is based on marks &
Spencer organisation. It is founded in 1998 and its headquarter is in Westminster, London. It is a
multinational company of British. In this project they are focusing on online and offline
marketing concept as well as challenges, opportunity and impact of digital marketing on marks
& Spencer organisation. They develop a marketing plan and strategy to build a multi channel
capability for this organisation. There is also a discussion on Omni channel marketing has
evolved. Beside it a discussion present of action for improving the performance in digital
marketing.
TASK 1
P1 Present an overview of the digital marketing landscape and compare online and offline
marketing concept.
Digital marketing is the basic concept of modern marketing. Mostly organisation use it to
promote its brand, product and services with there employees. through this marks & Spence
organisation organisation increase more profit and build a strong brand image in marketplace.
Digital marketing have various channels and those are like content marketing, social media,
smartphones and many others. Main purpose of digital marketing is to attract new customers and
introduce them with new product and services which are important for them. Through this they
can fulfil the requirement of customer which is main motive of every organisation.

Digital market also help marks & spacer organisation to build a strong relationship with
customers in a effective manner which is important for them. Through adopting this concept of
marketing is beneficial in various manner like they increase productivity as well as there
performance of the company.
Difference between online and offline marketing concepts.
There are various difference between these both concepts of marketing. But the purpose
of online and offline marketing is same. These both concept are using in the organisation for
increasing the probability of the organisation as well as for attracting more customers. All these
differences are as given.
Marketing Mix Digital marketing Offline marketing
Product In order to promote product
and services in less expensive
than offline marketing online
marketing can be conducted by
organisations as to showcase
their customers about product
demo and review (Dolph, B.
H., International Business
Machines Corp, 2016).
By undertaking offline
marketing, organisation can
effectively able to demonstrate
their products and services
where they can physically
touch and smell products.
Price Digital marking is running on
a large scale. Thus, Marks &
Spencer organisation can
produce its product and
services on discounted basis at
worldwide level which is too
much beneficial for this
organisation.
Within offline marketing
Marks and Spencer undertake
wide range of distinguish
marketing strategies such as
product price of Ireland stores
is slightish different from the
stores of UK.
Place It is the biggest benefit of
digital marking that customer
can easily vision website
Marks and Spencer conduct
their business with having
more 800 stores around the

according to its comfortable
time and also can purchase
there chooses product. It is
beneficial for busy customer
who can not visit store. Thus,
by providing their products
and services on social media
channels and undertaking 600+
sky channels Marks and
Spencer can promote their
products and services in best
effective manner.
world where their offer their
physical services to customers.
Promotion There are different types of
online platform that can be
consider to make promotions.
Social media is important
channel of digital marking.
Marks & Spencer organisation
easily promote its product and
services with the help of this
channel. It increase the fan
following of the organisation
as well as demand of product
and services in the market.
More people are able to
purchase product and services.
In this concept Marks &
Spencer organisation can
invest amount in optimising
website. Providing ads on
social media like Ingram,
As to effectively make
promotion of their products
and services via offline mode
Marks and Spencer are focused
towards Word-of-mouth
publicity along with
maintaining high quality.
Within this Marks and Spencer
make promotion of their
products and services via
newspapers ads, Print media
and banners.

Facebook is less expensive.
People It is beneficial for Online
marketing organisation to
select a specific market target
who visit there website more
and purchase more product.
They provide some offers for
there customers which attract
more customers.
In this form of marketing
individuals with having best
effective form of
communication and
presentation skills are required
in order to represent products
towards customers as to
effectively influence them.
Process In order to make a purchase
customers are required to
firstly create profile on the
website of Marks and Spencer.
This will allow them to have
an access to the products and
services that has been offered
by company and ask for the
same as home delivery.
Physical evidence On Marks and Spencer online
website products are listed as
per according to the categories
which makes customers to
easily access to products as per
accordance with their choice.
Offline store offer customers
easily available arranged
products. In main area of
company there is a
arrangement of light and music
that make exotic shopping
experience for customers.
P2- Determination and analyse key consumer trends and insight that are helpful in growing
digital marketing-
The digital marketing is define as promotion of goods or brands through any electronic
medium. There are various tools of digital marketing like social media, email marketing, app