Digital Marketing: Overview, Consumer Trends, Tools, and Channels

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
P1) Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.................................................................................................................1
P2) Determine and analyse the key consumer trends and insights that are fuelling the growth
of digital marketing................................................................................................................2
P3) Tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and
other physical channels...........................................................................................................3
P4) Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels............................................................................................4
P5) Develop a digital marketing plan and strategy to build
multi-channel capabilities.......................................................................................................6
P6) Explain the evolution of Omni-channel marketing..........................................................7
P7) Evaluate the measurement techniques and performance metrics in digital marketing....8
P8) Present a set of actions to improve performance in digital marketing...........................10
CONCLUSION-............................................................................................................................10
REFERENCE.................................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
Digital marketing is the use of internet, laptop, mobile device, social media, search
engine and other sources which is reliable helpful for the marketing. This gives best reachability
to the customer and consumer. Some of the digital marketing experts review the digital
marketing to be an entirely new approach that require a new way to reach up-to the customer. Its
a new way of understanding how customer behave compared to traditional marketing. Generally
the digital marketing targets a specific segment of the customer which have their own line base
in the internet, in this the digital marketer have self base about the how form the one place, with
the help of social media and and internet platform promote the product and services. The
company grow up and they believe in the digital marketing, they provide all above the
knowledge of the product in the internet by the help of digital tools which may be social media
and other basic platform which have maximum number of reachability. Digital marketing is on
the rise and include search results ads, email ads and promoted tweets- anything that incorporate
marketing with the respect of customer feedback. The internet marketing is differ from the
digital. The internet marketing is advertising that is solely on the internet, while digital marketing
can take place by mobile phones on a subway platform, in a video game or by any thing which is
able to use of the internet (Miles, S., 2018).
P1) Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.
Online marketing concept is very clear because right now many of organisation goes
through it. In the online marketing the major of company advertising their product and service
through many platform with their handling access. The major use of the online marketing is
going with the behalf of advertising, promoting, discounting, and provide advance knowledge of
the product in the context of brief by the processing the user with relatable links. In the online
marketing the user is capable to see the review, product rating and everything that hey want to
know. The best part of the online marketing is it is access by single place. And have lot of option
of the single product by different companies (Key, T.M. and Czaplewski, A.J., 2017). The offline
marketing concept is the ancient method in now days because of the internet everyone deal the
best product by online shopping portals, the offline concept of marketing is good for those
product which not supplied by the supplier, offline marketing tends a old gasp method which
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about losing energy and just step form one shop to another. As per earlier, the offline marketing
concept is good for those who believe in quality they tend to go for shop and by clear vision they
purchased the product, in rural or backwards region the offline marketing is still follow the
concept of offline is weak now days in the urban because of the digital marketing, everyone go
through the internet and they believe in the online services which fast and accurate. The concept
arisen of digital marketing form the modernisation concept, people deals their favourite product
by internet and by snapping the review in the form the existing user who used that product. So
they believe completely in the pattern and system of the online where they used get more
information by many of user and by internet. So as per the above, the online marketing is going
on peak no matter the urban people adopt it, in the preface of to reduce time, energy and capitals
by promotional mix. The online marketing gives a benefit to do direct marketing, showing the
product direct to the customer without any intermediary. In the offline marketing, the focus is
product and also the target audience is scattered, the marketer communicate direct physically and
by phone calls. And large people to manage at a same time in the offline (Chien and et. al.,
2019).
P2) Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.
There are various tool which is applied by organisation in order to promote sales by
developing digital marketing. Some of the store which is basically useful to eliminate the
competition from brick and mortar:
Design tools: Designing is an important tool in digital marketing which is based on creativity
with their advertisement. In addition to this there are various advertisement are designed in such
a way which help them to attract consumer (Hartemo, M., 2016).. In this, the high quality of
graphic and picture is used to promote product and service in several market.
Advantage: This help in designing creative and effective idea through advertisement to
enhance sale by attracting customer for particular product and services.
Disadvantage: Designing tool for the digital platform is associated with higher risk and
does not have much security.
Analytical tool: This concept help advertisement in promoting digital marketing via Facebook
and twitter. This is also helping in understanding the various aspect of customer engagement for
the product and services.
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