Digital Marketing: Opportunities, Challenges, and Integrated Approach for Effective Marketing of Business Organisations

This report discusses the opportunities and challenges of digital marketing for effective marketing of business organisations. It analyses the effectiveness of applying an integrated marketing approach and provides a design for a digital marketing campaign that captures audience interest and inspires call to action. The report is based on Sainsbury plc, a multinational British retailer.

Digital Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART A...........................................................................................................................................3
P1. Discuss the opportunities and challenges of digital marketing for the effective marketing
of business organisations........................................................................................................3
M1. Analyse the opportunities and challenges for business organisations in the digital
marketing landscape...............................................................................................................5
P2. Apply key digital tools and techniques available to marketers for the integrated marketing
approach.................................................................................................................................5
P3. Examine their effectiveness in relation to the reach, impact and cost.............................7
M2: Analyse the effectiveness of applying an integrated marketing approach and the benefits
this has for an organisation.....................................................................................................7
D1: Critically analyse digital marketing to draw valid conclusions for effective marketing of
business organisations............................................................................................................8
PART B............................................................................................................................................8
P4. Design the digital marketing campaign that integrates and optimises multi- digital
channels to reach target potential audiences .........................................................................8
M3: Design a digital marketing campaign that applies a creative concept to capture audience
interest and inspire 'call to action'...........................................................................................8
P5. Examine the measurement techniques and performance metrics in digital marketing. .10
P6. Discuss the set of actions to improve performance in digital marketing.......................11
M4: Critically evaluate the application of key digital measurement techniques and
performance metrics used in digital marketing....................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and Journal ..............................................................................................................13
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INTRODUCTION
Digital marketing is the marketing practice that includes the usage of the internet
browsing website, SEO, social media channels and other internet technology using appliances
and applications which help an organisation to reach the large number of potential customers.
Digital marketing is the most trending marketing process that attracts or influences the customers
by planning and implementing the promotional plans (Saura, 2021). It is the most cost effective
approach, time saving, tech savvy and productive method that results as the best practice for the
business to grow in the modern business world. The present report is based on the Sainsbury plc
- a multinational British retailer which operates as the supermarket chain all across the world.
The company was founded by John James Sainsbury in 1869 in Holborn, London, UK. The
company is currently headquartered at London, England, UK.
The part 1 of the present report will outline the opportunities and challenges digital
marketing presents for the marketing of the organisations. Further there is discussion on the key
digital marketing tools and technique for integrated marketing approach. There is outline of
effectiveness in terms of reach, impact and cost. Further in the second part the digital marketing
campaign is designed. In addition to this measurement techniques and performance metrics in
digital marketing is evaluated.
MAIN BODY
PART A
P1. Discuss the opportunities and challenges of digital marketing for the effective marketing of
business organisations
In modern business environment is full of competition which makes difficult for the
businesses to promote their company and its products effectively in the market using the
traditional marketing methods (Herhausen and et. al., 2020). Therefore, to gain effective
marketing of the business organisations the company has to reach a valuable method of
marketing that is digital marketing. Digital marketing is a simple concept of marketing where the
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business spends their marketing budget more effectively. Digital marketing provides tonnes of
opportunities and challenges to the business organisations like Sainsbury’s for effective
marketing.
Some of the key opportunities of the digital marketing are discussed below:
Give chance to attain higher return on investment: every organisation has significant
marketing budget for the promotion and marketing of their brand and products. The role of
digital marketing in the business organisations allows the marketing managers of the company to
invest that amount effectively into the digital marketing in order to accomplish effective
marketing. Through this company will be able to grab an opportunity to earn higher return on
investment on the marketing budget of the company which is profitable for the company as the
company is able to utilize it financial resources in the effective marketing of the company.
Allow the companies to reach the audience wherever they are through digital marketing:
the role of digital marketing in business organisations is to help the business to connect with
people in order to generate higher leads. Thus, the digital marketing provides a platform to the
businesses where the marketers can focus on the customer that is interested in the product and
services. by running pay per click campaign of the digital marketing organisations can easily
target the specific people that the company know are interested in the products of the company
and reach them out directly (De Pelsmacker, Van Tilburg and Holthof, 2018). This leads to the
effective marketing of the business organisations.
Some of the key challenges of the digital marketing are discussed below:
A customer centric market approach: in the business environmental like Sainsbury there is
constant evolution the needs and wants of the customers, therefore, adopting a customer centric
marketing approach like digital marketing acts as a huge challenge and risk to the company in
order to pursue effective marketing campaigns.
Creating engaging content: marketing content is not limited to good textual edits or slangs
anymore. In the modern business era, the engaging content has shifted to the videos, graphics
and audio content in order to attract a reach the customers. And this trend is expected to grow
exponentially with time. This cause a challenge for the business organisations as they have to
come up with new original, fresh and innovative ideas to present their content and communicate
it with the audience in order to try to reach them through effective marketing.
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Omnichannel marketing strategies: in the current business scenario there is huge importance
of omni-channel marketing strategies as the business are trying to invest their marketing efforts
from E- mail to social media, from own website to SEO and many other third party marketing
platforms (Hanlon, 2021). Thus, digital marketing cause restriction for the businesses by
operating on one platform which is huge challenge for the company in terms of communicating
their marketing vision to larger audience.
M1. Analyse the opportunities and challenges for business organisations in the digital
marketing landscape.
From the above discussion on opportunities and challenges of the digital marketing it is
critically evaluated that the opportunities of the digital marketing has huge potential to
overpower its challenges and also to turn them as an opportunity as well. For the business
organisation adopting digital marketing is highly beneficial in order to garner new website
traffic, generate higher leads, reach more people for the sales etc. Also it critically evaluated that
the challenges of the digital marketing also tends to turn as an opportunity for the organisation as
this will help the company to expand their thoughts and potential in order to create best
marketing campaigns for the promotion of the brand and its products and services.
P2. Apply key digital tools and techniques available to marketers for the integrated marketing
approach
Marketing is the crucial activity for the business to showcase its active presence in the
market full of target customers. The modern marketers has shifted their approach of traditional
marketing to the integrated marketing approach in order to deliver the holistic message all across
the globe with the help of multiple marketing channels that the brand uses. In context of
Sainsbury plc the marketers have observed that there are many channels available to influence
the buyers and that has huge power as well to maximize or the multiple the impact of the
marketing efforts of the company. Sainsbury effectively utilize the integrated marketing
approach in their business organisation as it provides a consistency to the customers wherever
they choose to interact with brand (López García and et. al ., 2019). Also the integrated
marketing approach is more useful and beneficial for the company with the compliance of digital
tools and techniques as it improve the marketing campaign performance and reduce the cost for
the better value. The different digital tools and techniques used by the Sainsbury for the effective
integrating marketing are discussed below:
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Search engine optimization: the digital platforms are highly competitive and the competition is
still growing rapidly. Therefore, anything an organisation can do to enhance their search
presence on the website and browsing engines is the advantage. For this the SEO is the most
effective digital tool that helps the Sainsbury’s optimize the presence of their website to perform
best in the search results of the customers. Thus, there are different SEO tools like Yoast SEO
meta box that has exclusive features to increase the website traffic on the website of the
Sainsbury’s. Thus the SEO as the digital tool help the company in the integrated marketing
approach by optimizing the technical configuration of the website, create the content relevance
and link popularity to the website in order to make its easily accessible for the customers. This
also helps the Sainsbury to make its website popular towards the customer search queries (Kim
and Moon, 2021).
Social media marketing: the whole world is login on some kind of the social media channels
which has made the social media as the priority marketing tool for the businesses like Sainsbury
today. In order to promote effective marketing among the target audience it is important for the
business like Sainsbury to utilize the social media marketing as the digital tool of the marketing
in the integrated marketing approach. It is analysed that social media channels are the prime
location for Sainsbury to nurture the leads and to build the long term business relationship with
the customers. Also the social media is the ideal platform for the business to gather the valuable
data for the performance evaluation, to develop strategy for the further marketing, to generate
idea for the product development by effectively analysing the customers behaviour and needs
etc. thus, there are different social media platforms such as Twitter, Instagram, Facebook, etc.
through which company like Sainsbury can effectively manage to publish more and more
informational content on their social media handles to conduct integrated marketing.
Email marketing tools: These tools results in creating large number of deals for the company.
This involves sending mails to the targeted & personalized contents to the clients. It helps in
gaining brand value of the business (van Esch and Stewart Black, 2021). It further leads to
creating a good connection with the audience. Here are the types of email tools that help in
gaining big share in the market. Mailchimp- this is the topmost email marketing software
available in the digital marketing tool system. This software offers both the version that is free &
paid services.
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P3. Examine their effectiveness in relation to the reach, impact and cost
Global reach: digital marketing as a marketing tool helps business to target their potential
customers at the global level as this digital marketing tool opens the door for the Sainsbury's to
trade in new market by expanding the reach towards the potential customers. There are different
marketing platforms that are highly powerful in terms of reaching to the target audience all
across the globe therefore Sainsbury not only has to target their desire audience but also with the
help of segmentation company can identify different geographical locations for their different
product lines in order to reach higher customer base which will generate higher sales (Langan,
Cowley and Nguyen, 2019). The digital marketing is high beneficial to Sainsbury's in terms of
expanding and exploring the larger each of customers from everywhere across the world.
Impact: digital marketing is one of the most exclusive marketing techniques that brings major
impact on the sales and brand image of the Sainsbury's. With the help of digital marketing the
Sainsbury's is able to generate creative content which is customer centric and has huge scope for
creating positive impact on customers buying behaviour which directly leads to higher sales of
the company.
Cost: well-designed and well targeted campaign during the traditional marketing cost huge
amount to the companies. But the digital marketing is highly cost effective for the Sainsbury as it
supports the integration of different digital platforms with one marketing campaign.
M2: Analyse the effectiveness of applying an integrated marketing approach and the
benefits this has for an organisation.
It is critically evaluated that there is huge importance of the integrated marketing approach in the
organisation called Sainsbury as this marketing approach has huge power to improve results of
the marketing efforts. The effectiveness of applying the integrated marketing approach in the
Sainsbury is depicted in the form of the improved, sales, web traffic etc. The integrated
marketing approach of the Sainsbury is beneficial for the company in different terms such as it
helps the company in improving brand image and build higher brand recognition. It maintains
the focus on the customers through delivering creative content which is cost effective and also
reduces the confusion. The Integrated marketing approach is very imperative as its combines all
the promotional and marketing activities of the Sainsbury together in order to the holistic, clear
and unified content image of the organisation among the target market (Langan, Cowley and
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Nguyen, 2019). Thus, it is critically evaluated that it is the centralized marketing approach with
common goals and positioning.
D1: Critically analyse digital marketing to draw valid conclusions for effective marketing
of business organisations.
From the above discussion on the digital marketing tools, challenges and opportunities it
provides to the business of the Sainsbury it is critically evaluated that it is the most impactful and
effective marketing approach that will help the business to enhance its reach among the target
market. Thus, it is clear that digital marketing the effective marketing technique that will flourish
the marketing approach of the company in gaining higher sales and converting more leads.
PART B
P4. Design the digital marketing campaign that integrates and optimises multi- digital channels
to reach target potential audiences
Or
M3: Design a digital marketing campaign that applies a creative concept to capture
audience interest and inspire 'call to action'.
Digital marketing campaign is the blueprint documentation that includes
mandatory and essential information for the planning and evaluation of the digital
marketing actions and strategies that the organisation like Sainsbury is wishing and
willing to undertake in order to capture the audience (Dumitriu and Popescu, 2020). The
campaign is the tactical approach formed for the limited period of the time either short or
long depending on the goals derived for the campaign to be achieved. Furthermore, a
digital marketing campaign is strategy that defines the series of actions which are taken
by the organisation to attain the organisational marketing objectives. The digital
marketing plan of the Sainsbury's is designed below:
Vision
The vision of the company is increase their customer base through both online and
offline medium by providing quality products and services.
Mission
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The mission of the company is to become the leading supermarket and retail house all
across the world and sustain in competitive market by gaining unique products and
services.
Marketing objectives
To become the leading supermarket chain and top preference of the customers
on both online and offline sales channel by becoming most easily accessible
organisation. To gain the 10% optimization in revenue units to increase profitability by
15% in upcoming one year.
Digital Marketing Campaign of the Sainsbury’s
Campaign goal: the Sainsbury has a goal to promote the brand and its products on the
online platform to increase online sales. Along with this the goal is to create the brand
engagement with the customers through user or influencer generated creative content.
Campaign name or slogan: “Lets Connect Digitally”
Campaign description:
As per Sainsbury’s it is never enough to share the marketing content to a single platform in
order to gain a large number of customers therefore this digital marketing campaign of the
Sainsbury's will take multiple channels and platforms to build brand awareness of the products
and brands on the online platform. For this the key target customers of the company will be from
age group of 15-40 years. In order to generate appropriate creative content and to connect with
the consumers the company has adopted user generated and influences generated content for
their campaign to be more attractive and appealing to the customers (AL-AZZAM and Al-
Mizeed, 2021). The company will publish the content on all the online platforms such as social
media, SEO, email marketing etc. The company has strong hold on the social media for which
marketers are sharing tactical ideas to meet campaign goals.
Campaign marketing strategy and tool – Omni Channel marketing
For this particular campaign of the Sainsbury that aims to create a brand awareness on the
online digital platforms in order to increase the sales through digital platforms the company has
been effectively using the Omni channel marketing for the particular campaign. Omni channel
Marketing is a productive to use by the Sainsbury as a part of marketing plan and strategy.
During the early stage of this campaign the marketers of the Sainsbury ignored and decline the
uses of omnichannel marketing tool for the promotion and spreading the brand awareness among
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the customers about the offerings and the products. But later with the evolution of The E-
Commerce platform the company in this upcoming campaign has to improvise Omni channel
Marketing as the market dynamics changes the results of the marketing tactics of the business in
order to engage customers with the online business using the internet to complete their
transactions.
Campaign Budget
P5. Examine the measurement techniques and performance metrics in digital marketing
For the organisations to achieve their prominent objectives it is important develop some
realistic and applicable tactics and strategies. After the implementation of the digital marketing
campaign it is important to analyse and measure the successfulness of the campaign and its
effective performance and whether it has been able to meet the marketing objectives of the
company or not (Goldfarb and Tucker, 2019). For this there are different measurement
techniques and performance metrics in digital marketing of the Sainsbury's that is discussed
below:
Key performance indicators: it is the primary and common tool to measure the performance
effectiveness of the company. With the assistance of this tool the Sainsbury can depict to the
degree to which company is accomplishing its objectives by the digital marketing. For this
organisation utilize the features of KPIs at the different levels to recognise the success factors to
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attain their marketing targets. In relation to this, KPIs aims to depict the suitable performance of
the entire company and on the same time the low level KPIs aims to analyse the other processes
occurring in other units such as finance, operations, marketing etc. In context of Sainsbury the
company can measure the overall performance through the effective sales considering the
different digital channels and their likes, shares, comments towards the significant product which
is done by the customers over the social media.
Benchmarking: It is important to measure the performance of the products, services or the
entire company against the factors that are consider the best in the company or industry or with
the competitors. In relation to the Sainsbury's this approach is helpful in recognising the internal
strengths and opportunities for the improvement of the performance level in order to match them
with standards (Erlangga, 2021). In context of Sainsbury's, they can build standards by taking
followers on the social media into consideration. On the base level the benchmarks of the
Sainsbury can identify the performance of the products on the basis of the customer likes on the
products image.
P6. Discuss the set of actions to improve performance in digital marketing
Sainsbury is the leading retail organisation which is multinational supermarket that exists
all across the globe. The company is available with its offering to the large number of customer
base which are diversified in nature. There are ways by which company can improve their
performance in the digital marketing for which company must take a course of actions that are
discussed underneath:
Customer service feedbacks: customers are the lifeblood of an organisation to home company
offers a production services in exchange of the monetary value. In order to on effective revenue
and to sustain the competitive market it is very essential for the organisation to provide
customers higher satisfaction the best quality products and services (Redjeki and Affandi, 2021).
To develop the products and services that could meet the customers’ expectations it is very to
gather the information about the changing customer needs and wants. Can be attained by
Sainsbury but taking the regular customer feedback which has a potential of collecting
knowledge about the effectiveness of the company's performance and also it suggests the
company about improvisations. Thus, the main objective of Sainsbury is to understand the needs
of their target market in order to develop effective product and services that has potential of
satisfying the customer’s needs effectively. Digital marketing help organisation to remain
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connected with the customers even after completion of the transaction and that bring up
improved feedbacks of consumers and their satisfaction levels (Nunan and Di Domenico, 2019).
M4: Critically evaluate the application of key digital measurement techniques and
performance metrics used in digital marketing.
It is critically evaluated that in order to measure it successful the performance of the digital
marketing campaign there are different KPIs and performance metrics like Google analytics,
benchmarking etc. That helps the business in effective evaluation of their entire performance.
Benchmarking is highly effective digital measurement technique for the digital marketing is it
helps the business to meet the desired standards and also help to analyse the performance against
the competitors.
CONCLUSION
From the above report it is concluded that for the organisation digital marketing is very
important tool of marketing of the products and services. To fully utilise the capabilities of
digital marketing, marketers must master those assets and approaches in order to sustain and
affect their overall aims. Conclusion of this report is the improvement of digital marketing in
business is important now days because of the increases digitalization in the market many users
prefer digitalization over the traditional methods. Report conclude the improvement, techniques
and tools to enhance the digital marketing in a company
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REFERENCES
Books and Journal
AL-AZZAM, A.F. and Al-Mizeed, K., 2021. The effect of digital marketing on purchasing
decisions: A case study in Jordan. The Journal of Asian Finance, Economics and
Business, 8(5), pp.455-463.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Dumitriu, D. and Popescu, M.A.M., 2020. Artificial intelligence solutions for digital
marketing. Procedia Manufacturing, 46, pp.630-636.
Erlangga, H., 2021. Effect Of Digital Marketing And Social Media On Purchase Intention Of
Smes Food Products. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(3), pp.3672-3678.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Herhausen, D and et. al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90, pp.276-290.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management, 95, pp.1-4.
Langan, R., Cowley, S. and Nguyen, C., 2019. The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education, 41(1), pp.32-46.
Langan, R., Cowley, S. and Nguyen, C., 2019. The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education, 41(1), pp.32-46.
López García, J.J and et. al ., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet, 11(6), p.130.
Nunan, D. and Di Domenico, M., 2019. Older consumers, digital marketing, and public policy: a
review and research agenda. Journal of Public Policy & Marketing, 38(4), pp.469-483.
Redjeki, F. and Affandi, A., 2021. Utilization of Digital Marketing for MSME Players as Value
Creation for Customers during the COVID-19 Pandemic. International Journal of
Science and Society, 3(1), pp.40-55.
Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-102.
van Esch, P. and Stewart Black, J., 2021. Artificial intelligence (AI): revolutionizing digital
marketing. Australasian Marketing Journal, 29(3), pp.199-203.
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