Digital Marketing: Overview, Trends, Tools, and Strategies

This document provides an overview of the digital marketing landscape, including key consumer trends and insights. It discusses the development of e-commerce and digital marketing platforms, as well as the use of digital tools for effective marketing. The document also includes a digital marketing plan and explores the concept of omni-channel marketing. It concludes with a discussion on measurement techniques and performance metrics in digital marketing.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Overview of the digital marketing landscape.......................................................................3
P2. Key consumer trends and insights........................................................................................4
M1. Opportunities and challenges facing the digital marketing landscape................................5
LO 2.................................................................................................................................................5
P3. Key digital tools and hardware that are available to marketers............................................5
P4. Development of e-commerce and digital marketing platforms............................................6
M2. Critically analyse the use of appropriate digital tools.........................................................7
LO 3.................................................................................................................................................7
P5. Digital Marketing Plan..........................................................................................................7
P6. Omni-channel marketing has evolved..................................................................................8
M3. Tools and techniques to plan an end-to-end omni-channel marketing campaign.............10
LO 4...............................................................................................................................................10
P7. Measurement techniques and performance metrics in digital marketing...........................10
P8. Set of action to improve performance in digital marketing................................................11
M4. Critically evaluate application of key digital measurement techniques............................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is any form of marketing products or services that involves electronic
devices. Oriflame Holding AG is a Multi-level marketing company that sells primarily beauty
and personal care products. This report highlights the overview of digital marketing landscape
and trend of consumer which has helped digital marketing to grow. After that report highlights
key digital marketing tool and different development which had taken place in e-commerce and
digital platform. After that report highlights digital plan of cited firm and omini channel
capabilities. In the end report evaluate the different method and technique of monitoring digital
marketing activity.
LO 1
P1. Overview of the digital marketing landscape
The digital marketing is a form of marketing tool which assist the company in promoting
the goods and services with help of the social media marketing and other digital platforms. On
the other side the traditional marketing is a type of marketing which is not done online like the
print media advertising, sales promotion and other offline methods (Kannan, 2017). Digital
landscape is generally define as a collective name of different websites, email and social network
and mobile phone which are used by the customer in the market to carry out different digital
activity of them. Digital Landscape helps the company in getting competitive advantage in the
market. As it had understood that there are number of competitor in the market who are just
around a corner with better sort of technology to steal your market. Understanding digital
landscape will ultimately help the company will able to sustain the competition in the best way
possible. Digital marketing concept has grown in the recent past before that offline marketing
was most preferred type of marketing among the organization. There is quiet a difference
between online and offline marketing concepts. Some point of difference are presented below
Basis Offline Marketing Online Marketing
Focus Offline marketing generally
used to focus on the product
and service of the company in
the market.
Online marketing at the same
time used to focuses on the
content or promoting material.

Media Offline marketing generally
includes mass media,
telephones and phone centres
Online marketing at the same
time includes communicating
customer with the help of
email, chats and social media
(Herhausen and et.al., 2020).
Target Customer Target audience are generally
scattered
Target customer are generally
met at one place
P2. Key consumer trends and insights
Looking at the growth of digital marketing, it had been understand that prevailing customer trend
and insights in the market had played important role in growth of digital market. Some of the
consumer trends are as follows:
 No contact shopping: In the recent time due to covid 19 pandemic most of the customers
are focused to have no contact shopping in the market (Chaffey and Smith, 2017). They
are more attracted toward online shopping and they preferred looking at different digital
marketing before making any purchase decision in an organization.
 Use of smart phones- This can also be referred to as use of smart phones for the
shopping. The major reason for this is that under this consumer places order with help of
their smart phone and they get their product delivered at their place without going.
 Myth of affordable price: It had been also understood that there is good sort of Myth in
the customer that price of product at online platform are very low as compare to offline
shopping. This myth generally used to drive the consumer to go on different platform and
search for best information available. This is the moment where digital marketing of
Oriflame plays a crucial role, as customer gets aware about the different offering of the
company in the market.
 Number of customer on digital platform: There is good sort of trend among the
individual to have social media account and be socially active on the same as well
(Todor, 2016). This ultimately used to open up good sort of room for all the organization
to use digital marketing as one of the most preferred marketing tool in the market and

trust of the customer on different social media has helped organization in seeing good
response to digital marketing.
 Online reviews- in the current environment the use of internet is viral and whatever is
viral over the internet is being liked by the consumers. Thus, for this the online reviews
of product and services are the latest trend among the consumer. Under this consumer
first analyses the reviews of people and then they purchase the product or service.
M1. Opportunities and challenges facing the digital marketing landscape
Opportunity
Digital marketing landscape generally used to open up good sort of market to be targeted
by ORIFLAME in the market. Also, efficiency of different operation is generally improved.
Another major benefit or opportunity for the digital marketing landscape is the wide
geographical reach. This is particularly because of use of digital platforms the company can
attract a large variety of consumer.
Challenge
Finds it difficult to target a specific customer for longer period of time in Oriflame. In
addition to this another major challenge is that there is not much privacy of data as the company
saves all the data of consumer and there is not any privacy (Herhausen and et.al., 2020).
LO 2
P3. Key digital tools and hardware that are available to marketers
Email Marketing: Email Marketing is one of the digital marketing tool which is
generally used by Oriflame in the market, to promote the product of the company in front of the
consumer. Email marketing generally relates to emailing a drafted male to target customer base
in the market, so that it customer are aware about different offering. Comparing this tool with
brick and motor concept it had been understand that Email marketing generally reduces the
amount of work for Oriflame (Kannan, 2017). As in bricks and mortar concept organization has
to reach different customer with the help of telephonic conversation. Different software for
Email marketing is MailChimp and HubSpot Marketing.
Content creation: It is another sort of digital marketing tool which can be used in the
organization, under content creation organization generally used to generate topic or idea which
appeals buyer to make different decision. At the same time it had been understand that looking at

the traditional concept of the business in which tag line were used by the owner or the individual
to attract the eye of the consumer toward the offering of the company. Landscape by Sprout
social and Canva are some sort of software which can be used by the organization in content
creation.
Social media management tool- this is also an important digital tool as in current
modern world the people are more attracted towards the use of social media and related
application and this will assist company in attracting consumer for both physical and brick and
mortar stores.
SEO- This is also a current competitive method which optimizes the online content of
company in such a manner that it attracts a large number of consumer and this increases the
visibility of company among the consumer and the market (De Pelsmacker, Van Tilburg and
Holthof, 2018).
P4. Development of e-commerce and digital marketing platforms
Evaluating different digital marketing platform and e-commerce platform it had been
understand that there is good sort of growth which had been seen by this platform in recent past.
Some of the development are as follows:
More personalized: It is the first development which had been identified in the recent
past, it had been understand that different e-commerce and digital platform in the market is using
more personalized service to the customer as compare to physical channel of trading. It had been
understand that to improve the level of simplicity for different customer, Oriflame is also
focused on improving personalization for different organization. One of the examples is
inclusion of different sorting option for customer in the market.
Collaboration of different platform: It is another sort of the improvement or
development which had been seen in the recent past, it had been identified that there are many
platform in general who had collaborated with each other to improve the level of experience for
the customer in the market (Patrutiu-Baltes, 2016). This certainly used to help the organization in
managing one platform to handle all the digital marketing platform, this was not possible in
Physical marketing, as all the aspect were very different from each other in that. One of the
example of collaboration is LinkedIn generally used to supports the Facebook and Instagram, for
the same reason used to allow the company to share their post on Linked in as well. For instance

Ebay and Amazon are the biggest companies for e- commerce within the world. Thus Oriflame
can have partnership with these companies and provide the product to the companies.
M2. Critically analyse the use of appropriate digital tools
Oriflame generally takes the help of Canva software to develop good content and
promote the same as well in the market as well. This ultimately used to help the Canva in seeing
good sort of response in the market. At the same time it had been also analyzed that it used to
increase the cost of the company in the long run, as Canva used to charge an amount of fee from
the company to provide their services to Oriflame (De Pelsmacker, Van Tilburg and Holthof,
2018).
LO 3
P5. Digital Marketing Plan
SOSTAC model
Situation
The current situation in the business environment is of COVID19 and this has limited the
working of the economy to a great extent. This has limited the consumer going out of their
homes for shopping and other purpose and for this online business has increased. In addition to
this the marketing has also shifted from the offline marketing to the online marketing. Thus, the
present plan is also to involve the use of digital marketing in the business of Oriflame.
Objective
to adapt to the latest digital marketing tools in order to grab the attention and attract the
consumer towards the company and its product and services.
Strategy
Targeted customer: Teenage Female customer, as they are the one who are attracted toward
different digital marketing platform.
Prelaunch Marketing: Pre launch marketing is generally define as a marketing which is
performed by the organization even before launching of product in the market. In regards to
Oriflame the company will be taking help of Blogging tool as a primary tool to promote the
product even before it will launch (Kingsnorth, 2019). Oriflame will make sure that they are
deciding the target customer base of the company in way advance and on the basis of the same

they are drafting variety of different Blog in a way that it is targeted toward the selected
customer base of the company. This will help the company in keeping all the customer base of
the company informed about the product from the initial stage itself. Blooging will be the only
marketing tool which will be used in the Pre launched phase.
Tactics
After Launch: After launching of the product, there are two type of digital marketing platform
which will be used in the organization. First one is the Email marketing marketing and another
one is the Social media paid marketing. Under email marketing company will be targeting the
specific customer base which customer think can be targeted with the help of companies product.
At the same time with the help of social media marketing company will be targetting whole
number of the customer in the market (Chaffey, 2019). It had been understood that Social
marketing will help the customer in analysing the customer group who are most interested
toward the product and with the help of email marketing in the organization, organization will
able to touch that sort of customer base personally.
Action
Retention of customer: To retain the customer base of the company in the market, company will
be taking help of CRM tool in the organization. By using CRM tool in the organization,
organization will able to gather the information about different customer in the market and on the
basis of the same they will be contacting the customer on the regular basis, so that good sort of
relationship with the customer are maintain in the organization for longer period of time.
Control
This is the most important stage for the success of the plan as if the control will not be there then
this will assist company in ensuring that the plan is executed in the same manner. for this
Oriflame uses the traditional method of control that is setting the standard and then comparing
the actual performance with the standard performance and identifying the deviation.
P6. Omni-channel marketing has evolved
Omni-channel marketing is generally define as multichannel marketing, it is regarded as one of
the sales approach which provides the customer with an integrated customer experience
enhancing channel. In the recent past it had been identified that this sort of marketing has
evolved very significantly and it has eventually created good sort of impact on the performance

of the business in the long run (Hanlon, 2019). Some of the evolution which had been taken
place in omni-channel and its impact on organizational performance is as follows:
Rise of Digital Innovation: It is the first type of the development which had been
identified which had been taken place in Omni channel marketing. It had been identified that
technology innovation such as Artificial intelligence, Argumented Reality has eventually helped
the customer in understanding the product of the company in the better way (omni-channel
marketing. 2020). This change will ultimately help the company like Oriflame in seeing more
aware customer in the market , this will ultimately help the company in the long run.
Social Shopping: It Is another sort of development which had been identified in the omni
channel marketing, it had been analysed that there is good sort of the trend in different customer
in regards of commercing a purchase with the help of social media or other e-commerce
platform. This has particularly helped the company in getting better knowledge about the
customer base of the company in the market. This ultimately help the company in planning for
variety of different activity way easily in the market. For example one of the survey shows that
in the year there was only 11.9% social shopping was done but at the same time in the year 2020
16.2 percent social shopping was commenced. Trend shows that by the end of 2024 social
shopping will raise to 61.0 percent. This development had helped the company in seeing more
aware customer in the market.
Personalization: It is another development which had taken place in the omni-channel
marketing. It had been identified that all the technology are driven or focused on improving the
level of personalization for different customer in the market (omni-channel marketing. 2020).
This has eventually come as very handy for all the organization in regards of improving the level
of personalization in the market. It had been analysed in the survey that out of pool of 100
respondent 67% of respondent has gone with the option of personalized in-store messaging as
one of the innovating technique which they are looking to see in different organization in coming
future.
It can be viewed that the company has implemented the omni channel marketing is being
implemented in the above plan. This is majorly because the objective of plan was to implement
various digital tools for marketing the product and services. Thus, for this omni channel
marketing was used which involves use of combination of different online platforms and a

variety of services being provided to the consumers. For instance this involves the use of digital
innovation, social shopping, personalisation and many others.
M3. Tools and techniques to plan an end-to-end omni-channel marketing campaign
After applying this sort of tool in the organization will ultimately help in enhancing the
quality of Omni-channel marketing as well. Reason behind the same is that Blogging will help
the company in building good interest among the customer. At the same time tools like Email
marketing and social media paid advertisement will help the company in making different
employee aware about new offering of the company. This will ultimately help the company in
improving the level customer experience in an organization (Dwivedi and et.al., 2020),
LO 4
P7. Measurement techniques and performance metrics in digital marketing
It is very important for all the organization to measure the performance of different
digital marketing technique of the company. Reason behind the same is that to carry out different
digital marketing activity in the organization there will be good amount of cost which will be
incurred by the company. So for the same reason it is very important for the business to measure
the performance of this technique in the market. Some of the performance measurement
technique which can be used is as follows:
Commit to a time Frame: It is the first technique which can be used by Oriflame,
Oriflame has to make sure that they used to set the different goal of activity for fixed time period
in the organization. On the basis of the same organization has to make sure that they used to
evaluate the actual performance of the business on against to the same. This will ultimately help
the business in finding out the deviation in the goal and actual performance of the business and
on the basis of the same they can different step to overcome such type of issue (Durmaz and
Efendioglu, 2016).
Key performance indicator: It is another sort of measurement technique which can be
applied in the organization. Under this technique organization will measure the performance of
the business on the basis of variety of different aspect. As This metric will help the company in
comparing the overall performance of the business on the basis of already set KPI, also this

technique will help the company in finding out the data in term of financial loss or gain. It will
help the Oriflame at the time of decision making.
Web analytic- under this method Oriflame will take review and data from the consumer
and their activities over the website. This will assist company in analysing the fact that how the
activities of the consumer over internet is affecting the value and brand image of the company.
P8. Set of action to improve performance in digital marketing
With the above discussion it is clear that the use of digital marketing in the present era is
very important for the success of the company. Thus, for this some of the strategies to improve
the performance in digital marketing to be used by Oriflame are as follows-
The first and foremost strategy is to ensure that the Oriflame time to time research the
market. For this company need to spend more on researching activities of business in order to
analyse current trend going on in market. This is essential because of the reason that there are
many frequent changes taking place in requirement of consumer (Saura, 2020). If for instance the
company is marketing the product which consumer does not require then this is waste. Thus, for
this the most essential thing is to timely research within the market.
Another major strategy for Oriflame is to monitor that the planned digital marketing
strategy is going on in the same manner as intended. This involves spending more money in use
of digital marketing. The major reason is that when the company does not timely monitor its plan
and there is change in requirement of consumer then in this case the strategy will not be working
(López García and et.al, 2019).
Another major strategy for the company is that Oriflame must track all the social media
channels from time to time. For this the company need to spend money in hiring a professional
or expert person who can easily manage the changes taking place in the social media channels.
This is also necessary because of the fact that when the company is not having proper knowledge
of the social media trends and the product and services are not aligned with these trends then this
will be losing situation for company. Hence, they must ensure that all the consumer trends are
being followed and involved in the digital marketing plan of company.
In addition to this company need to spend more of the amount of money in order to
improve the quality of the goods and services which the company is being providing to the
consumer. This is particularly because of the reason that if they will increase quality of goods
then this will attract more of consumers.

M4. Critically evaluate application of key digital measurement techniques
Using Commit to a time frame technique in the organization will complicate some of the
activity in the organization. As setting different sort of the goal for different period of time in the
organization is really a tough task. This will ultimately create the variety of the issue in regards
of duplication of work or employee conflict as well.
CONCLUSION
Above presented report concludes understanding of digital marketing landscape and key
consumer trend which has helped in evolving digital marketing. After that report concludes key
digital platform and development in e-commerce and digital marketing platform. After that
report concludes the digital marketing platform and omni-channel marketing development. In the
end report concludes measuring technique can be used to measure performance of digital
marketing activity.

REFERENCES
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