Digital Marketing: Overview, E-commerce Influence, Consumer Trends, Tools, and Strategies

This document provides an overview of digital marketing, including its landscape and the influence of e-commerce growth on marketing practices. It also discusses key consumer trends and insights that enhance the growth of digital marketing. Additionally, it explores essential digital tools available to marketers in contrast to brick and mortar and other physical channels. The document further examines the development of e-commerce and digital marketing channels and platforms compared to physical platforms. Lastly, it delves into the digital marketing plan and strategy of Amazon.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION..........................................................................................................................3
P1- Overview of digital marketing landscape and influence of e-commerce growth on
marketing acts............................................................................................................................3
P2- Key consumers trends and insights that are enhancing growth of digital marketing..........5
LO 2................................................................................................................................................6
P3- Essential digital tools that are available to marketers in contrast to brick and mortar &
other physical channels..............................................................................................................6
P4- Development of e-commerce and digital marketing channels and platforms in comparison
to physical platforms..................................................................................................................7
LO 3................................................................................................................................................9
P5-Digital marketing plan and strategy of amazon ...................................................................9
P6-Explain how Omni-channel marketing has evolved...........................................................11
LO 4..............................................................................................................................................11
P7-Determining measurement techniques and performance metrics in digital marketing......11
P8- Presenting a set of actions to improve performance in digital marketing.........................12
CONCLUSION.............................................................................................................................14
REFERENCES.............................................................................................................................15

INTRODUCTION
Digital marketing is the key element of advertising that use online and internet based
digital tools and technologies such as smart phones, computers, laptop, tablets etc. in order to
promote goods and services. The current assignment will be based on Amazon UK, which falls
under list of top online shopping sites in the United Kingdom. Amazon is the multinational
company which have headquarters in Seattle, Washington, US. The company was founded in
the year 1994 on 5 July by Jeff Bezos. The products of Amazon are served worldwide. The
company have also given the various facilities for its customers as they can ask for fast delivery
by having the membership. The current study will define critical analysis based on digital
marketing landscape and will also describe the growth of e-commerce have influence marketing
practices of company. It will justify comparison between online & offline marketing concepts
and explain key customers trends as well as define insights that drive progress and development
of digital marketing including challenges and chances. Furthermore, this report will clarify
digital tools that are accessible to marketers in contrast to brick & mortar and other physical
sources need to meet marketing requirements of company. It will describe differences between
digital development of digital marketing platforms, channels and e-commerce as compare to
other physical channels.
Moreover, this assignment will explain development of digital marketing plan and tactic
and describe evolving process of omni channel marketing. It will justify measurement methods
and performance metrics in digital marketing and set of actions to enhance performance in
marketing world.

MAIN BODY
LO 1
P1- Overview of digital marketing landscape and influence of e-commerce growth on marketing
acts
Digital marketing landscape refer to collective name of varied websites, social media
networks, email, mobile devices, videos and other digital tools that support companies or
ventures to sell their goods in market (Langan, Cowley and Nguyen, 2019). It basically
comprises all techniques, approaches, platforms and tools that being used under its wider gamut.
There are many elements are accessible which relate to above concept.
Online marketing is the key component of digital marketing landscape that provide
several benefits to companies such as Amazon UK in term of increasing its sales, productivity
and profitability level even better than firm attempts to enhance their presence in digital world
(Kingsnorth, 2019).
Internet and social media are two different elements that included in above concept and
help company to sell its items online and attract customers. Social media contribute increasing
sales and allow marketing team to get e-feedback from client, which is really very important to
obtain in form of improving products quality and services (Vieira and et.al., 2019).
Impact of e-commerce growth on marketing practices-
E-commerce is the process of purchasing and selling of items & services over internet. It
can be considered as substitute for brick & mortar outlets. The growth of this procedure have
influenced marketing practices and decision-making in positive manner, because it helps to sell
products without conducting too many attempts (Gregory, Ngo and Karavdic, 2019). The best
thing about growth of e-commerce is that it make selling much easier for company and provide
growth opportunities in form of reaching at global level. For example, Amazon and Ebay gain
several benefits and conduct effective marketing practices because of growth of e-commerce.
They promote and sells their products by using online selling apps which are quite beneficial for
companies in term of generating revenue and gaining attention of more buyers towards
purchase. It allows marketing team to give faster response to market demands and target market
queries. Growth of e-commerce along with above, bring more benefits for online shopping sites
or organizations like Amazon UK. It consumes less time and cost in context of selling goods and
cater variety of sources that permit marketers to reach at target market.

Comparison between offline and online marketing concepts-
Online marketing-
It may define as act of promoting any type of product and service to potential customers
via digital platforms and tactics (Salmiah and et.al., 2020).
Offline marketing-
While offline marketing refer to advert specific item or service that is carried out
utilizing traditional offline sources such as template, newspaper etc (Liu and et.al., 2019).
Differences between above terms-
Online and offline marketing are quite different from each other on the basis of varied
things. For example, offline promotion allow consumers to make comparison between two
products as they can touch it and see the clear differences. While online marketing do not
provide this kind of opportunity to customers as they can only saw items before purchase and
touch after buying it (Lieberman and Schroeder, 2020).
Online marketing mostly concentrate on content, as it is the main source which enable
marketers to gain attention of new buyers and retain existing one for longer period. On the other
hand, offline advertising concept generally focus on goods, which is also important for company
to satisfy target market. Online marketing process includes different elements such as usage of
social media, web content, e-mail and other media sources, while offline marketing act only
includes components that are used by many small or large organizations from earlier period such
as newspaper, template, word of mouth promotion etc.
With online marketing company sell its goods or services within few seconds of just one
click at any time, which is not possible with the term of offline advertising. It communicates
target customers with e-mails, social media and chat, on the other side offline marketing permit
marketers to communicate with individual buyer through staff and over call.
On the basis of cost and time online market is quite effective as compare to offline as it
saves cost in form of conducing promotion act without going outside and hiring new people who
help marketing products. In term of time, offline marketing consume a lot of time because it
drives marketers attention towards promote goods via word of mouth act.
P2- Key consumers trends and insights that are enhancing growth of digital marketing
A new nature, opinion, expectation and attitude form basis of a customer trend, it
impacts or influence current business practices and activities in two different manners such as

positive and negative. In recent time due to COVID-19 and other factors, there are varied types
of customers trends emerge in the whole world that contribute in growth of digital marketing.
For example, rise of usage of new social media platforms such as Instagram and Tiktok is one
of the most following and popular customers trends that many firms such as Amazon, have been
used to promote their items. It also used to collect information about specific thing in which
individual person is interested in form of purchase (Kizgin and et.al., 2020). In today's era, many
firms use these two social platforms to promote its product in market which in return allow them
to gain attention of profitable customers and provide opportunity to reach at global level.
Affordability and access to smart phone is another key customer trend that also help to
enhance digital marketing acts. By using smart phone, in recent time consumers gather a lot of
data about everything i.e., cosmetic products, grocery items and other services.
Factors that drive development and growth of digital marketing-
Emerging tech such as automotive apps drive progress and development of above
concept, it contributes in enhancing marketing attempts and practices even better than last few
years or months. It enables person to connect their smart phone to car to listen to new offers that
Amazon and other firms develop and wish to provide everyone.
Opportunities-
 Technology advancement is one of the key chances that marketer grab in order to
promote its products and sell all over the world which turn into increasing sales and
profits margin.
 Due to this factor, Amazon UK may reach at international level where many consumers
are seeking to purchase branded goods from the most trustable online shopping site.
Challenges-
 Cyber attacks is the biggest challenge that marketer face while marketing items via
digital platforms or channels.
 Data privacy is another barrier that foster development of digital marketing and
influence practices as well as decision-making act relate to the same. For example,
sellers of Amazon UK has faced different challenges because of lack of data privacy.

LO 2
P3- Essential digital tools that are available to marketers in contrast to brick and mortar & other
physical channels
Digital tools are websites, systems or online platforms that make marketing easier to
marketers of Amazon UK company. In the business world, there are several forms of digital
tools accessible that marketing department used to advertise goods.
Hardware tools-
Smart devices-
Smart home or central hub is hard ware device or the best digital tools that many
marketers of Amazon in competitive marketing environment may used to advertise their goods
and service, it enables them to attract most profitable buyers and retain current group of
consumers. With this hub, marketing team is able to make control on their smart technologies or
systems and other home devices as well by using only one app.
Software tools-
Mobile applications-
In this category of digital tools smart apps are the best as it cater many benefits. For
example, Amazon marketing department by using mobile applications provide satisfactory
information to its target segment and influence their decision-making act relate to buying.
Google's analytics-
It is the most effective digital analytic tools that marketer used to conduct their
marketing activities in context of selling Amazon products. It is google free web analytics
service that permit firm to examine in detail about buyers on its websites.
Accessibility of digital tools to marketers in contract to brick and mortar and other
physical channels-
In contrast to brick & mortar and other physical channels or stores, digital tools provide
many benefits to marketer of Amazon. For example, requirement of Amazon relate to marketing
is to enhance its customer base and sales level more than rivals that has operated in similar
sector. Physical stores either small or big in form of brick and mortar could not be able to gain
attention of international buyers as they reach at nearby people who live around outlet. But with
digital tools firm obtained desire outcomes in different terms such as it help to maximize
productivity, profits margin, sales and consumer base. Physical stores are quite different from

digital tools in context of product selling as it consider as one of the traditional manners that
many individual used to do his or her business in specific sector.
P4- Development of e-commerce and digital marketing channels and platforms in comparison to
physical platforms
E-commerce-
Advantages-
 It provides benefit in form of saving cost and time as well as make advertising
affordable.
 The another advantage of e-commerce development is that it cater opportunity in regard
to sell products to consumers worldwide.
Disadvantages-
 The biggest drawback of above tool is when no one will purchase from firm store when
its sites crashes.
 Battling for potential consumers is another one of the bad disadvantages of e-commerce.
Digital marketing platforms & channels-
Advantages-
 The biggest pros of digital marketing channels such as social media etc. is that it permit
marketers to reach at profitable customers in cost effective manner.
 It allows marketing team to understand and collection information about current market
trends that most of its buyers are following and desire to adopt.
Disadvantages-
 One of its drawbacks is lack of data privacy that impact marketing practices and key
information relate to consumers, business etc. in negative manner.
 Another disadvantage of digital marketing channels is that is increased price competition
and high transparency of pricing.
Physical channels-
Advantages-
 It allows companies and its management to provide excellent satisfactory services and
delivery quality products to buyers which he or she can touch and then take decision to
purchase.

 It provides chance to exploit accessible market opportunity that used to grow business
even better.
Disadvantages-
Comparison based on development of above three terms-
E-commerce and Digital marketing
platforms & channels
Physical channels
The development of e-commerce and digital
marketing source such as social media
platforms is based one emergence of new
trends and technologies, which brings a lot of
advantages for Amazon in term of generating
revenue and gaining competitive advantages.
As compare to digital tools relate to
advertising, physical channels such as direct
selling, reverse channels etc. are developed
earlier period because at that time usage of
technologies is less than recent time. It
provides benefits in term of saving cost in
context of updating systems used to promote
products.
LO 3
P5-Digital marketing plan and strategy of amazon
Digital marketing refers to the plans which company used to achieve goals by different
marketing channels that can be in form of paid or owned media.
 Situational analysis: In order to make amazon successful pest analysis is essential that
includes:
 Political factors which helps company in knowing what are the legal regulation that are
faced by them at the time of selling products in the world.
 Economic factors are related to disposable income and interest rates that are featured by
the customers. Also, help them in knowing what are the interest of their customers in
buying products (Pettersen and Colbjørnsen, 2019).
 Social factors helps company to know whether the customers are happy in buying their
products and what are the expectations of the people that are to be fulfilled by the
amazon.
 Technological factors are related to the techniques used for making profits. Which are
related to meet demands of the customers that will result in growth for company.

 Legal factors helps Amazon to know about the changing regulations that are related to
import and export.
 Environmental factors of amazon are related to rising emphasis of their business
regarding sustainability and helps them to increase the popularity in term of low carbon
lifestyle.
 Objectives: The various objectives that are related to the digital marketing strategy of
amazon are:
 To improve conversion rate by 20% till 2022 and converting readers, followers, viewers
into their permanent customers.
 To increase the sales of company by 15% till September 2021 which is top most goal of
amazon.
 To bring more traffic on their social media till end of 2022 that will help company in
growing rapidly (John and Scheer, 2021).
 Marketing strategy:
 Segmentation: The amazon uses physiographic and demographic segments which are
based on knowing what are the purchase behaviour of its customer's. Also, it deals in
knowing what are the interest of people in a certain way.
 Targeting: The target of amazon is to increase its sales using different age group
segments. That will help them to convert their visitors into long-term customers. They
also want the potential customers that business wants to sell their products.
 Positioning: By the end of 2021 amazon want to become top eco-friendly company in
whole world. The idea is to Serve their customers at lower prices with best services.
Also, want to become a place where people can come and buy anything that they want.
 Tactics: The marketing strategy of amazon is:
 Product: The strategy of amazon is to become top e-commerce platform over the globe.
They have different modes by which customer can login through phone or website and
purchase the product online as per their wish. The focus of amazon is to give or deliver
the best quality of products (Cui and et.al, 2021).
 Price: The aim of amazon is to offer lower and good prices to its customers. Further they
use competitive pricing strategy to know what are prices offered by their competitors.

 Place: The products of amazon are delivered to place mentioned by customers. The
strategy of them is to provide fast online delivery to people.
 Promotion: Amazon promotes their brand by using marketing campaigns. Also, focus of
them is to advertise themselves on newspapers, television and through social media
which is fast way in growing the company. They also deal in paid partnership to the
bloggers who advertise them by mentioning their links in videos.
 Controlling and measuring plan: Amazon analyse their performance by customer
satisfaction, employee turnover rate, feedback of customers and teamwork. The
company uses quantitative indicator in the form of ratio and percentage which are used
to measure development of projects. Key performance is used to achieve objectives at
different levels of the organizations. With this company can not only deal in finding the
opportunities but also get information related to overall performance of their executives.
P6-Explain how Omni-channel marketing has evolved.
Omni channel is an approach that means multichannel sales which deals in providing
mixed shopping experience to its customers. The focus of this is to build up strong relationship
between its customers and brand. This includes both traditional and digital channels to give best
experience to its customers through online. Amazon have used this approach to support their
customers as they lead company in an innovative way. This approach has made customers to
love the fact that when they receive the call and unable to pick it then they could connect with
them by sending email, text message or can have conversation through social media. It has made
harder for staffs of company to transfer previous strategies from new one. The channels of this
approach are connected with single routing system and have 360-degree view for its customers
to interact with the company (Majed, Nuraddin and Hama, 2018).
Difference between omni and multichannel
Omni channel Multichannel
This channel of marketing focuses on delivery
and personalized experience for the shoppers
at all devices.
It works with different channels that include
direct mail, social, physical location and
mobile.
The goal of this channel is to give their
customers best experience
In this each channel are Independent and
separate for the other they have their own

goals and strategy.
Omni channel guiding principal is that it is
shopper based not channel.
In this lack of interaction which can create
impersonal experience and confusion and
make shoppers frustrated.
Tools and techniques to plan an end-to-end Omni-channel marketing campaign.
The tools and techniques that are used by the amazon are:
E- Commerce website: This is the primary source of Omni channel strategy that helps
sellers to make self-owned platform for making profits. The website contains complete portfolio
that deals in promoting the products and adding volume to company.
Supply chain management: For the better and effective online operations the company
have to manage its chain on daily basis. This operation includes transporters, courier and
warehouses only used when amazon have high transactional volumes.
Artificial intelligence: By using this technology the company can analyse data and
preferences of its customers in form of brands, styles and price. This also helps company to find
out what are the reviews and personal experience of people at time of doing online shopping.
LO 4
P7-Determining measurement techniques and performance metrics in digital marketing
In the world of business, there are different forms of methods, techniques and
approaches available that many organizations has been using to measure the success of their
digital marketing plan. Amazon UK may also use the best tech and metric in context of its
digital marketing task (Cao, Duan and El Banna, 2019).
Customer feedback-
The organization's by considering its customer feedback in context of digital marketing
plan, may successfully measure the effectiveness and success of overall plan (De Pelsmacker,
Van Tilburg and Holthof, 2018). In recent time, people are able to used advanced technologies
for several purposes. They mostly used social media sites or channels such as Facebook,
Instagram etc. to give reviews about a product or service. Number of hits on these sites, give
quick review to firm's about its successful marketing plan.

Customer feedback is type of review's that firm get by using electronic commerce sites.
Amazon UK, may use this measurement technique which provides benefit in term of identifying
positive and negative feedbacks of target customers in context of digital marketing plan. This
technique help firm's to improve it's further activities and practices relate to marketing in
effective manner. High ratings provide information relate to success of marketing plan and low
ratings on social media pages, cater data that plan may failed. On the other hand, it impacts
negatively on Amazon sales when new consumers saw negative review, given by those people
who are unsatisfied.
Sales & profits-
Performance metrics in the business world has been utilized by varied companies to
measure their activities, practices, behaviour and performance of ventures. Revenue and profits
margin growth allow Amazon UK, to measure the performance of its venture in systematic
manner. It can be said that sales growth is one of the most effective and useful basic barometers
of progress and success for any plan like digital marketing (Ponzoa and Erdmann, 2021).
Measuring current plan performance through chosen metrics is the important and beneficial
activity as it help firm's to see how its plan is working and whether customers are being attracted
towards it. Organization's may calculate revenue and profits growth after introducing digital
marketing plan in just three simple stages.

For example, management within Amazon by tracking its sales easily calculate its
business growth in context of profitability. From above illustration, it has been identified that
company has earned 37 Billion. Furthermore, by subtracting earlier revenue from current period,
firm's may measure the business performance in market and determine success of marketing
plan. The last step is to divide number of sales by total of last year revenue. It can be evaluated
that this metrics put negative impact on productivity of brand in term of consuming time and
efforts.
P8- Presenting a set of actions to improve performance in digital marketing
There are varied ways and actions accessible in corporate world that used to improve
performance in digital marketing plan, which is very important to enhance. Following ways are;-
Track social media channels-
Most of the companies for examples Argos, Ebay etc. are already tracking their social
media channels and pages. They used this action to improve performance in context of digital
marketing plan. It can be said that social media marketing is becoming more prevalent in
Illustration 1: Amazon Net Sales
(Source: Amazon Sales Statistics, 2020 )

business-to-business space (Garg and et.al., 2020.). For example, by tracking social media
channel's, Amazon UK may successfully determine where improvement is needed and what
needs to be added to make digital marketing plan attractive. Furthermore, when organization's
track its social media network, it may allow management to comprehend what content drives the
best outcomes. It is important for several reasons such as it help to improve performance in
digital marketing plan after identify factors that may impact negatively such as ineffective
content, lack of images that play vital role to gain attention of customers etc. Tracking is one of
the most successfully and beneficial ways that especially used to improve performance in
context of above concept.
Skill up team performance-
In order to improve the performance in digital marketing, organization's may take major
actions and consider effective ways. For example, Amazon by improving the skills of marketing
team and enhancing their knowledge may successfully and effectively improved activity taken
in context of digital marketing. Training is the key component that provide benefits to Amazon
UK, in term of build a strong group of workers that are capable to create an influencing content
which help to gain attention of profitable buyers.
Effective employees with great marketing skills bring advantages in form of creating
effective and most attractive marketing plan. By considering and using this way, organization
may increased its customer base more than other brands that are accessible in same sector.
Skilled and talented people at workplace always able to support in regard to enhance
performance in digital marketing and other business operations.
Subscribe to digital marketing websites-
Along with above ways, Amazon UK may consider current one as well, which enables it
to improve performance in digital marketing plan systematically and effectively. There are
different digital marketing sites are created and used in the business world with aim of offering
each company the latest trends and information on digital marketing. When organization head to
search engine journal, it may find up to date data in regard to online marketing world. It also
provides benefits in term of providing tips and hints as to how to use its own website, to make
assure that its mobile friendly and other sound advice are being used systematically.

CONCLUSION
By summing up above, discussion it has been concluded that by using online and offline
marketing concepts organization's in recent time has gained competitive advantages and
increasing its customer's base even better than last few years or months. Offline and online
marketing are quite different from each other, but still beneficial as it helped to maximize
profitability and generated revenue. Furthermore, it has been identified that by considering the
key trends in customers, organization's has successfully retained its potential buyers for longer
period and gained the attention of new one. By using smart phones and mobile applicants,
marketers has successful launched their products and reach at target customers that are able to
provide benefits in term of increasing sales. The development of e-commerce benefited firm's a
lot as it helped to boost the performance of business and strengthen management activities in
context of reaching at target buyers. Moreover, by summing up above discussion, it has been
summarized that by considering customers feedback and sales level, company's has identified
the success of its digital marketing plan. The usage of above set actions has boosted
performance of business and improved activities in context of digital marketing plan.

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