Digital Marketing: Overview, Challenges, Platforms, E-commerce Impact, and Omni-channel Development

DIGITAL MARKETING

Table of Contents.
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1- An overview of digital marketing, comparison of offline & online advertising concepts and
factors that contribute this process growth..................................................................................3
2- Analysing challenged NISA might have to face while switching to digital marketing..........4
3- Assessing key digital platforms and tools accessible to marketers as compare to physical
channels........................................................................................................................................5
4- Examining and critically analyse digital marketing landscape and impact of e-commerce
growth..........................................................................................................................................6
5- Explaining how and why Omni-channel marketing has developed........................................7
PART 2............................................................................................................................................8
1- Developing logical and coherent digital marketing strategy and its implications...................8
2- Justification of chosen multi-channel capabilities to be utilized ..........................................11
3- Using data to inform & create customized and personalized services and product..............11
4- Action to be implemented to improve effectiveness of digital marketing using performance
metrics........................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Digital marketing encompasses different types of strategic actions and decisions that play
vital role in success and progress of companies. It refers to procedure of promoting a venture,
service and product in the market, whether it reach to international or national level. The current
assignment will be based on NISA, which falls under the list of small retailing grocery brands in
the UK. The study will explain overview of digital marketing, comparison of online and offline
advertising concepts, and factors that contribute their growth. It will also specify the challenges
that chosen firm might have to face, digital platforms & tools that marketers use as compare to
physical channels. The report will also clarify digital advertising landscape, impact of growth of
e-commerce, and how as well as why omni channel marketing developed. Furthermore, it will
justify development of digital marketing plan, strategy and action to improve effectiveness of
same concept.
PART 1
1- An overview of digital marketing, comparison of offline & online advertising concepts and
factors that contribute this process growth
Traditional marketing is defined as key approach of generating brand awareness in the
specific chosen market by using different types of offline tools such as direct mail, broadcast,
templates, newspapers, etc.
Digital marketing in the recent time is highly utilized online advertising approach by the
companies in the business world (Bala and Verma, 2018). It is a type of brand, services and
products promotion method that help to connect potential consumers to a specific company, for
which marketer used different types of sources.
Comparison-
Online and offline marketing concepts are quite different from each other, on the basis of
certain activities and approaches (Ugolkov and et.al., 2020). For example, Online advertising
enable marketer to utilize digital technologies like social media, TV, AI, etc. to promote anything
globally. It may drive their attention toward generating brand awareness via advanced
technologies that play vital role in growth and success of NISA. While, offline marketing allows
them to utilize telephone, mass media, newspaper, template and other resources that aid to
advertise specific thing, whether it is a good or service. It can be said that this form of
advertising is cost effective and useful in term of gaining customers attention toward an item or

other things that organizations offer to them (Chiang, yi Lin and Huang, 2018). Billboard, direct
mail, and email are also included in category of offline marketing sources that are different from
online approaches of promotion.
Benefits of digital marketing-
 This form of advertising contribute to increase profitability, even faster than utilization of
traditional marketing tools.
 It may help NISA and its management to take pleasure of engaging customers with
business and products purchase, in effective manner.
Factors-
Customers trends, technology advancement and online information gathering habit,
are considered as those external factors that fuelling growth of digital marketing (Suginraj,
2017). Each factor contributes in the context of digital advertising progress in term of enabling
marketers to utilized advanced and effective technologies such as social media, mobile
applications, etc. that boost productivity and speed to promote venture services and items online.
In today’s era, people follow certain trends such as information collection via internet, it may
also contribute regarding growth of digital marketing. According to this trend, marketer may take
approach to provide key data about any new thing throughout those online sources that
individuals use to collect info about varied things or concepts. This type factor allows NISA to
promote venture via digital sources more than offline.
Rise of online consumer power, is another matter of concern for company, which is
important for management to take into its consideration along with other factors, like people
prefer to communicate and interact with companies, whom from which they may purchase
products. According to this change, they may change or switch to other firms, where each and
every item is up to their needs.
2- Analysing challenged NISA might have to face while switching to digital marketing.
When organization and its management take decision to switch to online advertising
concept, it may face different types of challenges that put direct impact on current marketing
activities and practices. The worst challenges that firm might have to face are negative publicity
comments and meeting target market expectations. Each challenge affect the way firm take
decision and implementing the same in appropriate manner. It can be said that when a company
start digital marketing process they may have afraid of negative comments or publicity, from