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

This document provides an overview of the digital marketing landscape, compares online and offline marketing concepts, analyzes key consumer trends, and examines the tools and channels available to marketers. It also includes a digital marketing plan and strategy to build multi-channel capabilities.

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
1

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.
2

Advantage: As per this, data is to be track and easily find the potential customer and
develop to understand conversion rate.
Disadvantage: In they require high software and investment cost. In addition to this a
highly well professionals person is required to manage the technical failure and for support also.
Content marketing techniques: Usually this represent the best content with the advertisement
to influence customer and also this is an strategy to interact with customer by their content.
Advantage: This tool is applied to give relevance for content. This content is useful to
attract customer for their product and services.
Disadvantage: For this, blogger is required to create content and this all depends on the
development of data. This is time consuming and full of efforts.
The key consumer trends are sighted that they take a trust in online marketing that why
they must go through the electronic front shopping site, the key consumer trends are:
Facebook- Facebook is also a part of digital marketing where the marketer create a trends by
uploading lots of images and videos about the product what they want to promote, as per this,
Facebook start to open a marketplace where interested people buy product and also Facebook
give a clear face to sells the product and create a boost. But after the data breach scandal in
2018, Facebook has lost their lots of user. So its is essentials for digital marketer to really looks
at what they used and who are their target market may be because Facebook is not suitable for
some campaigns, especially as it continues to trends downwards with younger people. Facebook
is going on and many of user are active till date but marketer should be more cautious with they
are trying to connect with and make sure their target audience is still on Facebook. If the target
audience are not active on Facebook the marketing budgets is wasted. So on this, now Instagram
is bigger platform as compared to Facebook because the Instagram have bigger audience in the
term of activeness, Instagram have their own feeds in which they promote the videos, photos and
lots of things , as part of this the blogging is the video by which the promotion is held now days.
Instagram is good enough to promote the product. Right now the key consumer trends of apps
have only one choice where the Instagram is fitted (Pektas, S.Y. and Hassan, A., 2020).
P3) Tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and
other physical channels.
The term brick and mortar defined as the traditional street side organisation that offers the
good and services to its loyal customer by face to face communication in an organisation or
3

department or store that the business own or rent. The local outlets and the bank are example of
brick and mortar organisation. The brick and mortar businesses like Amazon.com Inc. because
have lower process cost and greater adaptability. Many consumer are ready for the purchasing
and browse in a physical store for goods and services. In the context with this, consumer are able
to speak with employee and ask their questions about the relevancy of product and services
which is provided by the marketplace through the marketer. Digital marketing is not just a for
online business they have huge impact in organisation research and collaboration. The brick and
mortar locations are very powerful of digital marketing which is by digital marketer to gain
maximum profit. The organisation that learn to use digital marketing for their physical location
which help to enhance the sales and customer loyalty.
 The inner shopper behaviour study show that 50 percent of shopper use the clip of digital
coupon while they attend the physical store.
 75 percent of the young shoppers research online before purchasing in physical store
 As per the research in 2018 by sales force it is well identified that publicis.sapinet show
that 71 percent of using their mobile devices in stores and 65 percent in 2017.
overall the omni channels use multiple channels to shop their journey of retail. In
addition to this the retail location, including app, digital marketplace, coupon system and various
interactive catalogue help to develop new core of learning.
As per this the brick and motor termed as traditional business that has a physical store or
store where consumer browse and make their own purchase. These kind of traditional stores had
a tough time in the digital economy, in addition to this web based such as eBay and amazon
benefits as in low operating cost and provide flexibility for consumer.
P4) Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.
The e-commerce is now most trendy things now days every company follow this. The
firm which is used e-commerce is now have extra growth by online, as an example of many firm
who adopted the e-commerce they have flexible role in the field of marketing. There are lots of
firm who have their own personal apps in which they are selling their product and have max
number of reachability of customer for example Flipkart, amazon which is a online store which
is capable to provide the all type of product which is essential in life like clothing section for
4

men, women and kids and they offering food, gifts, toys, décor flowers, and lots of product
which have used in daily life or occasional day. So as per the total discussion they have higher
range of product and variable customer which is exclusively done by the internet marketing with
digital marketing. The e-commerce dependent firm they have which have bigger potential to
accept the money through internet called online transaction which have access path of loyalty for
the customer. The total development of e-commerce is based on digital marketing after the
development of internet shopping chain the e-commerce is formulated, time while the digital
marketing is used to promote the product and services.
The chain system in this are very simple and clear, the development of the e-commerce in
the base of digital marketing where marketer kept eyes on the new advancement and new trends
in which they follow and launch their product on the basis of that product for example pubg is
famous game now days everyone know about it and their term which is used in the pubg, so
some of the company start to introduce t shirt and shirt on the base of pubg which is totally
supported by digital marketing which create the trend to wear the pubg t shirt and shirts. The
physical channels of the digital marketing is very simple, the e-commerce based website are just
take a local firm which helps as supplier. They have number of employee for the delivery of
product in the different region which works as to collect the product which is ordered form the
website from the hub. After ward a limited time of period they will suppose to deliver the
product in the given address (Felix and at. al., 2017).
The physical channel which is used in digital marketing tool are when a customer is
purchasing something and when the price then there is omni-channel which must be followed.
Discuss through diagram
5

 This channel is taking comparison with physical channel then it is more easy and fast.
 This channel help in utilizing time and money
 This is single base and regulated by one place for all the user who uses it
P5) Develop a digital marketing plan and strategy to build
multi-channel capabilities.
Now the world of online marketing has raised, and today date there is many way to
market website on the internet. The online marketing can be categorized in 6 main disciplines
 Content marketing- this is formulated for the target audience which have to attract,
educate by the useful content (Kumar and et., al., 2016).
 Native advertising- it is type of online marketing that assemble the content of the website
which they plan to promoting.
 Search engine optimization (SEO)- this is the base practice of improving a website son
that it became the search engine friendly and brings fair traffic to the selected website.
6
Illustration 1: digital channel

 Social media marketing- the process of promoting a product or service on the social
media platforms.
 Email marketing- a marketing approach which is uses email as a way of marketing to the
active client (SINGH, S., 2017).
The digital marketing plan are developed by the sources of input like which product or service is
going to introduce in the market. As per this the total plan is like first to select the target
audience then prepare a content for that to attract the audience to buy the product. As in the
broad term the strategies are-
 Create a customer personal- digital marketer collected qualitative and quantitative
information about the target segment that included age, gender, location and many
more.
 Identifying goals and tools- marketer need to know the goals and strategies to
develop a plan which is measurable for long term profit.
 Focus on blogging- for digital marketing a high quality content is important to
influence the people so blogging is one of the way to create the quality content.
Which helps to expand the content marketing strategy.
 Evaluate existing digital marketing channels- the digital assets and channels that
already in use like website, blog content social media account. For a short take
brief analysis how effective is this and what new strategies is to applied for better
growth.
 Automate marketing- marketing automation make things easier like activities
such as content marketing, email marketing, lead generation and many more. And
also enhance the entire sale process.
 Nail mobile optimization- the mobile optimization include page speed, site
design, and various other search engine practices to ensure that people who have
visited on a site by mobile have better experience.
 Make easy for customer to reach- digital marketing strategies ensure that the lead
and visitor cant be taken much efforts to connect with you.
 Use the right technology- for proper digital marketing strategy need more tools
such as marketing automation software as well as industry tools. That tools help
in every stage of digital marketing process.
7

 Track process- a consist monitoring provided to ensure that the strategy which is
applied is working effectively. Which helps to find the mistake and gives
improvements opportunities (Roll and et. al., 2017).
P6) Explain the evolution of Omni-channel marketing
Omni channel marketing refers to use multichannel methods to promote the product as
well services at wide level. It provides a different experience to customers while they purchasing
products. It can also be termed as a combination of traditional and new m,marketing approaches.
Here customers have options to buy goods using online platforms through desktop, mobile
devices and they can also visit to physical stores. This approach has been evolved in order to
provide better shopping experience to customers. It is an efficient approach which helps to
increase in sales and profit margin of entity by attracting more number of buyers. Now, customer
do not like to stick with one single platform rather they wish to get ample of varieties to purchase
most suitable product (Marsh, E.J. and Rajaram, S., 2019).
It is analysed that omni channels of marketing is evolved overtime. Now, companies
emphasis to adopt multichannel approaches so that it will be easy for customers to select
appropriate goods that best fit as per their requirement. Sanisbury is a leading company that
owns a number of outlets across the globe. In addition, it also provides an option to buyers to
make online purchase through its website. Mangers of company undertake omni-channel to
provide better experience to customers while they shopping. This approach also provides
convenience to customers as they can purchase required goods from their own place also. In
addition, it renders personalised shopping experience to buyers. With this, they are able to attract
not only domestic but also international audience that will help to enhance the brand value of
entity. In context of selected entity, it was working with traditional marketing approaches
previously that incurred higher cost. With the evolution of omni channels, now it use both online
as well as physical stores in order to grab the attention of customers.
As per this, the evolution is based on multi channel to omni-channel which is discuses
that the consumer journey is more dynamic, non linear and accessible then other and before.
Those hyper connected consumer usually demand in integrated, proactive and personalised
service. In aspect to this the 51 percent of customer offering same product in various channel
which help customer to gain discount and low cost product. At this 57 percent of the promotion
are going online and social touch point. So, as per this, in context with firm the different agent
8

are no longer in company to handle the communication channels. If any consumer send some
message to follow, they think that the communication is going in continuation which is discussed
not in separate and as according to this agents follow same from their system. So, this is
evolution of omni-channel through multi-channel.
P7) Evaluate the measurement techniques and performance metrics in digital marketing
Digital marketing is a crucial function that is used in order to enhance the presence of
organisation at wide level. There are ample of techniques are used in digital marketing to attract
more number of buyers. It is crucial to adopt effective techniques to evaluate the impact of
digital techniques to make further improvements. Market trend is changing rapidly thus it is
essential to adopt appropriate methods to asses the influence of unique techniques as well as
performance metrics over business performance. In context of Sainsbury, some techniques are
given as under:
Total site visit-
It is used to analyse that how many people visit the website of company on daily basis. It
is really crucial and helps managers to prepare effective marketing strategies by providing
appropriate information. With this, it will be easy for marketers of Sanisbury to drive more
traffic over over website (Mittendorf, C., 2018).
9
Illustration 2: Evolution of omni-channel

Advantages-
It helps to formulate effective marketing campaigns by providing necessary information
regarding traffic over website.
In addition, it also helpful to increase in sales as well as profit margin through increasing
in number of customers.
Disadvantage-
There is a requirement to invest huge amount in order to track the appropriate
information.
Traffic source of channel-
Under this, company undertakes efficient tools to increase in number of visitors over
website. It analyse the source from where traffic is coming and adopt effective strategies in order
to enhance visibility of entity. With this, it is easy to monitor that which marketing technique is
working well or which requires improvements.
Advantages-
With this managers of Sainsbury are able to attract prepare necessary strategies in order
to improve the performance of company in market.
It helps to trace the impact of various marketing techniques that is essential to undertake
further improvements (Nwokah, N.G. and Aeenee, F.L., 2017).
Disadvantage-
There are efficient staff as well as resources required to undertake this practice that will
incurred huge expenses for entity.
In addition, extensive market research is need to execute this approach in an efficient
manner.
Bounce rate-
It refers to the number of visitors who come over website and leave it before performing
any valuable action. Company needs to keep it at minimum level as it may hamper the goodwill
of entity at market place. In context of Sainsbury, managers need to keep a notice on their
bounce rate in order to manage traffic in an efficient manner.
Advantages-
It helps to examine the performance of website in an efficient manner thus take
appropriate steps in order to attract more number of visitors.
10

It is essential to monitor the number of visitors who convert in paid customers and who
leave the site without making purchase.
Disadvantage-
There is a requirement of proper analysis that will higher time as well as cost consuming.
For this, company needs to recruit efficient members who are competent enough to
handle the website and its daily traffic.
P8) Present a set of actions to improve performance in digital marketing.
The set of action which helps to improve the performance in digital marketing are:
 Focus on conversion, not just leads- most important things to win digital marketing is
data. Data and metrics should influence every decision and action in marketing.
 Set the stage for long term value- the short term stage is not well defined, in field of
digital marketing the long term goals is compulsory to achieve the target goals.
 Double down on customer services- the most obvious part is customer service, time while
customer interaction is very important for better result in marketing (Obschonka and et.
al., 2017).
 Know when and how go back and refine process- if the pattern and strategies isn't
working then just go back and re evaluate where the thing gone wrong and improve it .
CONCLUSION-
From above report, it is monitored that digital marketing is new and evolve concept to
promote the products as well as services at wide level. It is an emerging concept that are being
used by worldwide so that company is able to increase in sales as well as profitability. It is
essentials to use internet and evolve techniques to get sustainable competitive edge. Discussion
has been carried out regarding the recent techniques in the field of digital marketing. In addition,
Omni-channel are crucial to provide better shopping experience to customers. There are ample of
techniques that influence the performance of digital marketing. Thus, it is crucial for managers to
have proper knowledge of online approaches in order to promote the products in an efficient
manner.
11

REFERENCE
Books and journals
Miles, S., 2018. “Do We Have LIFT-Off?” Social Media Marketing and Digital Performance at a
British Arts Festival. The Journal of Arts Management, Law, and Society, 48(5),
pp.305-320.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Chien and et. al., 2019 Digital Marketing Content Control based on External Data Sources. U.S.
Patent Application 15/716,348.
Pektas, S.Y. and Hassan, A., 2020. The Effect of Digital Content Marketing on Tourists’
Purchase Intention. Journal of Tourismology, 6(1), pp.79-98.
Hartemo, M., 2016. Email marketing in the era of the empowered consumer. Journal of Research
in Interactive Marketing.
Felix and at. al., 2017. Elements of strategic social media marketing: A holistic framework.
Journal of Business Research, 70, pp.118-126.
Kumar and et., al., 2016. Research framework, strategies, and applications of intelligent agent
technologies (IATs) in marketing. Journal of the Academy of Marketing Science, 44(1),
pp.24-45.
SINGH, S., 2017. Technological innovations of marketing in digital India. International Journal
of Transformation in Operational & Marketing Management [ISSN: 2581-4842
(online)], 1(1).
Roll and et. al., 2017. Cultural Marketing in the Digital Age. Journal of Marketing Trends, 4(2),
pp.31-37.
Obschonka and et. al., 2017. Using digital footprints in entrepreneurship research: A Twitter-
based personality analysis of superstar entrepreneurs and managers. Journal of Business
Venturing Insights, 8, pp.13-23.
Marsh, E.J. and Rajaram, S., 2019. The digital expansion of the mind: Implications of internet
usage for memory and cognition. Journal of Applied Research in Memory and
Cognition, 8(1), pp.1-14.
Mittendorf, C., 2018. Collaborative consumption: the role of familiarity and trust among
millennials. Journal of Consumer Marketing.
Nwokah, N.G. and Aeenee, F.L., 2017. Social media marketing and business success of
automobile dealers in Rivers State. American Journal of Industrial and Business
Management, 7(12), p.1298.
12

13