Digital Marketing: Assessing the Landscape and Consumer Trends

Digital Marketing

Table of Contents
INTRODUCTION..........................................................................................................................2
MAIN BODY...................................................................................................................................2
TASK 1............................................................................................................................................2
P1 Assess the digital marketing landscape and contrast online and offline marketing..........2
P2 Evaluate the key consumer trends and insights which are fuelling the growth of digital
marketing................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Explain the key digital tools and hardware which are used by marketers in contrast with
‘Bricks and Mortar’ and other physical channels...................................................................5
P4 Discuss the growth of e-commerce and digital marketing platforms and channels and
compare it with physical channels..........................................................................................6
TASK 3............................................................................................................................................7
P5 Design a digital marketing plan and strategy to build multi channel capabilities.............7
P6 Discuss how omni- channel marketing has evolved.........................................................8
TASK 4............................................................................................................................................9
P7 Explain measurement techniques and metrics in digital marketing..................................9
P8 Discuss a set of actions to improve performance in digital marketing...........................10
CONCLUSION..............................................................................................................................11
References:.....................................................................................................................................12
Books and Journals...............................................................................................................12
1

INTRODUCTION
Digital marketing refers to the use of technology for doing the marketing of products and
services by the company(Chu and Kim, 2018). The digital marketing has been evolved with the
expansion and use of technology and now the companies are making the promotion and
advertisements on the internet or on the digital media. The traditional way of doing the
marketing was just been limited with the print media, television, radio, or some business cards.
But now in the present era with the coming of technology, the marketers are also using the digital
platforms with which they can advertise the company name. Digital channels include the social
media, search engines, sending mails and the websites. Mercedes company is renowned and
known for manufacturing the luxury vehicles and other commercial vehicles. The company was
founded on 28 June, 1926 and has the headquarters in Stuttgart, Germany. This report will cover
opportunities, challenges and impact of the digital environment, digital tools, platforms with the
comparison and contrasting with Bricks and Mortar and other physical channels. It will also
include how to organise digital marketing activities and build multi channel capabilities and the
methods of monitoring and measuring digital marketing.
MAIN BODY
TASK 1
P1 Assess the digital marketing landscape and contrast online and offline marketing
Digital marketing landscape is the collection of tools by which the marketers can sell their
products and services to the consumers(Ozansoy Çadırcı and Sağkaya Güngör, 2019). This
collection of tools includes the social networking sites, emails, mobile devices, websites and
many others which involve the use of digital technology. The collection of different digital
platforms helps the company to spread the information about the business and their products and
services which they providing in the market. Mercedes is the big brand which is known for
selling the luxurious vehicles but to know more about the brand and its products they also take
the help of digital marketing.
Difference between online and offline marketing-
Online Marketing Offline Marketing
Meaning Online marketing means to
sell the products and services
Offline marketing refers to sell
the products and services to
2

directly with the use online
channels (Kumar,
Ramachandran and Kumar,
2021). For example- social
media, websites etc.
the consumers with the use of
offline channels. For example-
newspapers, radio etc.
Focus In online marketing the main
focus of the marketers is
always on what they are
writing which means the
content and the video and
pictures which they are using
with the branding.
In offline marketing the main
focus of the marketers is on
the products only as to how
they have to convince the
customers to buy the products
and services.
Cost The cost which is spend on the
online marketing is not much
as to compare it with the
offline marketing because the
promotions or the
advertisement which are given
on the internet are cost
effective.
In offline marketing the cost is
high as they have to spend on
people, for maintaining stock,
salaries and many other.
Exposure In online marketing, the
marketers don’t have to search
people for promoting the
products.
The people are dispersed in
the offline marketing and the
marketers have to take the
products to them so that they
can know about the company.
People for management In the online the requirement
of the people are less because
the whole marketing is done
on internet(Crittenden,
Crittenden and Crittenden,
2019).
In this the requirement of
people is large and so the cost
is also high as the company
has to provide them the
salaries.
3