Digital Marketing: Types of Marketing Channels and Communication Objectives

Digital marketing

INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Evaluate different types of marketing channels and how they serve communication objectives
within an organisational context.......................................................................................................3
TASK 2....................................................................................................................................................4
P2 Design communication objectives for a given organisational situation........................................4
P3 Provide justifications for the selection and integration of communications.................................5
TASK 3....................................................................................................................................................5
P4 Marketing communication plan that effectively meet communication objectives ......................5
TASK 4....................................................................................................................................................6
P5 Determine and evaluate the measurement techniques and performance metrics in digital
marketing...........................................................................................................................................6
P6 Set of action to improve performance in digital marketing..........................................................6
CONCLUSION.........................................................................................................................................8
REFRENCES............................................................................................................................................9

INTRODUCTION
Digital marketing is the term which is used for the promotion of products or brands
with the help of electronic media (Chaffey and Ellis-Chadwick, 2019). As marketing is
essential for the corporations so that maximum number of consumers can aware about the
products and services of organisation. In digital marketing promotion can be done through
internet, television, social media, smart phones etc. To better understand this concept L’Oreal
has been chosen which is a French personal care company. This report discuss about various
topics such as: different types of marketing channels, justifications for the selection &
integration of communications and to develop marketing communication plan. Apart from
this it also discuss about to present a set of actions to improve performance in digital
marketing.
TASK 1
P1 Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context
Marketing is an activity which is used by the organisation in order to communicate its
products and services to a large number of persons so that consumers can know about the
products. It is a promotional tool which is helpful to maximize the sales of business. As the
marketing channel is a means of reaching consumers with products & services. It involves the
procedure of selling to clients & also delivering the goods. As L’Oreal is a multinational
company and it uses different types of marketing channels in the countries in which they
operate and conduct the business activities and it provide help to serve communication
objectives which is beneficial for the corporation to achieve its objectives (Ryan, 2016).
There are different types of marketing channels which are used by organisation such as:
Retail: Distributing products & services through locations which company own &
operate the business activities and it is helpful for L’Oreal to serve communication objectives
so that reach of products can be maximize.
Retail partners: As L’Oreal has various retail partners and company sell its products
to the retailers so that its sale can be increase and organisation will earn higher profits.