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

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.