Digital Marketing: Opportunities, Impact and Challenges

DIGITAL
MARKETING
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Table of Contents
INTRODUCTION ..........................................................................................................................3
Presenting an overview of the digital marketing landscape & comparing online as well as
offline marketing concepts..........................................................................................................3
Determining & analysing the key consumer trends as well as insights that are fuelling the
growth of digital marketing.........................................................................................................4
Evaluating the key benefits & challenges facing selected organisations in the digital marketing
landscape.....................................................................................................................................4
Assessing the key digital tools & hardware which are available to marketers in contrast to
‘bricks and mortar’ and other physical channels.........................................................................5
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................7
The role of digital marketing communications in relation to the 7Ps.........................................8
Consumer life-cycle stages of digital adoption...........................................................................8
The role of different automated and non-automated sales and support activities.......................9
Demonstrating the critical analysis and evaluation of the digital marketing landscape & the
imapct of the growth of e-commerce..........................................................................................9
Developing a digital marketing plan with respect to multi channel capabilities........................9
Omni-channel Marketing and its evolution...............................................................................11
Evaluating the measurement technique & performance metrics in digital marketing..............12
Presenting a set of actions to improve the performance in digital marketing...........................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
With the changing time and growing economy the companies now are heading towards
digitalization and using digital marketing into their practices. The concept of digital marketing
denotes to a conduct of an activity of promoting company's products or services through a digital
platform. This could be like internet website, emails, social media channels, search engines, or
any other method which involves access of mobile or computer (Bagheri, Eslami and Ghaderi,
2021). The present report talks about the understanding for opportunities, impact and challenges
of digital environment, the tools of digital marketing, channels & platforms, with a combination
of difference between brick and mortar marketing. Further, the report also includes the activities
of digital marketing and various methods that monitors as well as measures the effectiveness of
digital marketing with respect to Reckitt company from UK.
Presenting an overview of the digital marketing landscape & comparing online as well as offline
marketing concepts.
Overview of digital marketing landscape
The digital marketing refers to a process or strategy that interconnects the audiences and
the advertisers via various digital platforms. The channels comprises of search engine, social
media, videos, etc. which presents a global reach to the companies. The concept of digital
marketing landscape denotes to a common denomination for company's websites, mobile phones,
e-mails or social media networks that are utilized in order to sell organisational product or
service (Geçit and Kıyak, 2021).
The company Reckitt is a UK based retail consumer product company that offers its
services across the globe. The retail consumer product company adopts digital platforms or
channels to promote its business as well as gethers customers feedback through online reviews
submission.
Comparison between online and offline marketing
Online Marketing: This refers to such method of marketing company's product or services which
which involves digital platforms such as e-mails, social media, internet websites, etc.
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Offline Marketing: This refers to such marketing technique by which a company promotes its
products or services through physical mode such a newspapers, hoardings, magazines, word of
mouth, etc.
Online Marketing Offline Marketing
The major focus of online marketing is on the
content.
The major focus of offline marketing is upon
products or services.
This includes social media, e-mails, internet
content, etc.
This includes newspapers, hoardings,
pamphlets, etc.
Through online marketing a company can have
a wider reach round the clock.
Specific location or particular customers are
focused through offline marketing.
Determining & analysing the key consumer trends as well as insights that are fuelling the growth
of digital marketing.
The concept of digital marketing is experiencing continuous development or growth in
terms of consumer trends. Retail consumer product company Reckitt can enhance its sales
through targeting huge customers and managing the marketing functions more smoothly. The
key consumer trends as well as insights are described below:
 Focus upon sustainability: With the changing market environment and development, the
companies are required to pay their focus towards paperless economy or digital economy
for managing their activities. Reckitt through digital marketing tries to use less of paper
advertisement and more of digital that allows them to maintain sustainability within their
retail consumer product company as well as in society(Gupta and Nair, 2021).
 Customer driven mission & goodwill: Reckitt pays its emphasis upon managing their
goodwill as well as driving the retail consumer product company 's mission so to enhance
the satisfaction level of customer's. The most efficient way to drive mission as well as
maintain goodwill is digital marketing.
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