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

This report provides an overview of digital marketing, comparison of online and offline advertising concepts, and factors that contribute to their growth. It also specifies the challenges that NISA might face while switching to digital marketing, digital platforms and tools accessible to marketers, and the impact of e-commerce growth. The report explains how and why omni-channel marketing has developed and justifies the development of a digital marketing plan for NISA.

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

customer’s side, especially who may do not like its products for some reasons, not because of
quality and quantity, just as they do not obtain satisfaction from that (Negative publicity
definition, 2022). When a person gives negative comment on any social media site of NISA, it
may directly affect buying behaviour of other consumers, that is not suitable for brand image in
the market. Negative publicity may lead to decrease the sale and growth level of company, which
is not appropriate for its progress and further expansion plan.
Along with above two, while switching to digital marketing firm may face another issue or
challenge and that is meet customer’s expectation, as most of the people trust on traditional
marketing (Anbumani and Sankar, 2017). They expect that organizations via this approach build
trustworthy relation and offer valuable things, there is not scope for fraud consist in this method,
which is possible to happen in digital marketing. As individuals may crate fake ideas and profiles
by the name of a company and then promote venture to ethically earn money from existing
customers of specific brand. It is fact that negative publicity from online promotional procedure
may outcomes from alleged or real incidents including firm products. It may lead to decrease
supply & demand as well as financial performance of company.
3- Assessing key digital platforms and tools accessible to marketers as compare to physical
channels.
In the corporate world, there are multiple tools, channels and platforms accessible & utilize
by varied organizations, whether it is large or small, for purpose of promoting ventures, services
and products, from national to international level. The most trending tool, channel or platform in
the recent is Instagram that people prefer to use for varied reasons, as some of them may utilize
the same to collect information about current market trend, any new launch item and accessible
service. With the help of this channel, NISA may take approach to generate excellent brand
awareness, regarding which its marketer may contribute excellently (Peter and Dalla Vecchia,
2021). They may use this available option and then create a video, with images and attractive
sound, which they may utilize to promote organization. Direct mail or email are also included in
list of digital hardware marketing tool that also accessible for marketer. They may generate or
create a mail that easily reach to each customers via broadcasting procedure.
All these key elements are not accessible for marketer, when they may take approach to
use other physical channels, brick and mortar. It is fact that via stress side store or outlet,
marketing is not possible for marketer. As compare to digital advertising sources, these methods

are less effective in related to this term. Instead of purchasing products from stores, people prefer
to shop online, which is convenient and comfortable as well as easy in varied manners (Hill,
2017). Digital marketing may give them chance to collect information about those companies
like NISA that may take approach to sell products online. It may contribute to increase
profitability, productivity, and performance level, of chosen brand in competitive manner, which
is quite essential and beneficial for its rapid success & growth in today’s competitive business
environment.
Facebook is also included in list of digital marketing tools and channels that available to
marketer and they may use effectively and successful as compare to above physical modes. It
may contribute to provide a lot of benefits to NISA.
4- Examining and critically analyse digital marketing landscape and impact of e-commerce
growth.
A digital marketing landscape refer to specific structure way or path that drive the attention
of marketers towards determining key players and conducting strategic activity such as mapping
their key strengths, suitable features and outreach tactic (Singaraju and Niininen, 2021). In the
business world, current term is defined as digital advertising sector that deal with an electronic
phase during which each consumer spend their valuable time in the context of engaging with
purchasing quality products, using services and content. It can be analysed that digital marketing
landscape provides valuable benefits to a company such as NISA, as it may aid to make
customers happier that lead to increase sales and improve brand visibility (Clement and et.al.,
2021). In regard to this phase, e-commerce put positive impact in term of increasing
organizational productivity and marketer’s effectiveness regarding advertising campaign and
plans development.
In the recent time, buyers prefer to visit online websites where they may select and
purchase products according to choice. This type of preference may enable marketer to conduct
online advertising practice that in turn lead to generate more revenue and web traffic as well for
NISA. Electronic commerce is defined as effective online activities that includes selling and
purchasing items and services. Growth of e-commerce in digital marketing landscape era, put
adverse impact on venture and advertising concept in form of creating huge revenue as it may
contribute to retain & acquire new customers that help to promote NISA successfully. Individual
buyer in today’s era are not more dependent just on word of mouth or content create by

marketers before taking decision to purchase any product or service (Agus and et.al., 2021).
They may make assure to read negative or positive comments about any item on each marketing
channel on which specific chosen good is listed.
Along with benefits, growth of e-commerce put negative impact as well, in term of
decreasing customer base of NISA, when new buyers may read previous reviews of individual
person as existing consumers. It may create barriers in the context of organizational success and
competitive growth.
Role of different automated and non-automated sales and support activities-
Automated sales play important role in Nisa, in term of saving management time and
efforts as well to achieve set objectives. It enable them to pair email and other form of
communication specific call activities. While, non-automated sales activities, including other
supporting practices may also play significant role in business success as it may drive the
attention of management toward using skills and effectiveness of human resource.
Critically analyse use of digital tools both software and hardware-
It can be critically evaluated that usage of search engine optimization as software system
enable company to met marketing need, in term of generating awareness about business and
products. On the other hand, it may put negatively upon Nisa success as most of the people may
do not prefer to trust one digital marketing campaign. Hard ware tools such as e-commerce may
also affect marketing requirement of company in both manner. For example, it can be critically
analysed that it may increase productivity, while affect organizational performance.
5- Explaining how and why Omni-channel marketing has developed.
Omni channel is the best and most effective, multichannel method that enable marketer to
concentrate on offering and providing seamless consumer experience, that may help to enhance
customer’s satisfaction, even when buyers shop online from mobile, laptop or through physical
outlet (Lopes and et.al., 2021). The current approach is seamless integration of messaging,
branding and offline as well as online touchpoint as buyers move down sales funnel (Ailawadi,
2021). Technology advancement, and online shopping experience are those key factors that
contribute in development or evolution of Omni channel. It may allow individual customer to
engage themselves with specific brand or company that provide satisfactory and quality products
as well as services to them.

As today’s as few eras ago, organizations that may adopt a multi-channel method in helping
their consumers were seen as innovative, as managers in each sector. Individual person accepts
the fact that when they did not want to pick up a call, they may send an email, text, initiate a chat
or even may have conversation via advance digital marketing tools and channels. Omni channel
marketing is developed because of varied reasons such as to meet target market needs and
expectations, which is the biggest responsibility of an organization such as chosen one NISA. It
can be said that Omnichannel marketing tactic permit teams and individual candidate of this
department is to fulfil the need of target audience where they are, with right content at right
period. Via this strategy organization may deliver individuals unforgettable consumer experience
that may acknowledge previous touchpoints along customer decision making and purchasing
journey. He best thing about this approach is that it may allow marketers to rapidly adapt their
marketing campaigns without losing any data, insights and key purchase points. Omni-channel is
developed because of fulfilling organizational and consumers needs in term of making
advertisers capable to robust overall image analysis of their promotional campaigns.
PART 2
1- Developing logical and coherent digital marketing strategy and its implications.
Digital marketing plan encompasses different stages that drive the attention of marketer
toward conducting effective practices by considering each stage, which enable them to achieve
strategic goals of NISA, such as to build multi-channel capabilities. These phases are;
Stage 1- Goals settings
Digital marketing plan begin with this stage, where marketer may attempt to set smart
objectives in appropriate manner, which is essential and beneficial for them to do so
systematically.
 To build multi-channel capabilities of NISA
 To generate web tariff by 50% within 2 years.
 To increase profitability up to 50% within 2 years.
Marketers may conduct a lot of efforts to achieve all three objectives by using different tools
and techniques as well as strategic models such as competitive analysis, and SWOT.
Stage 2- Customers segmentation
After first stage, they may segment consumers via using demographic, psychographic and
behavioural segmentation strategies, which enable them to target all consumers.

Undifferentiation is another tactic that they use to target individual person (Create a Digital
Marketing Plan, 2022). Advertise may use these approaches which enable them to gain
competitive benefits in term of setting excellent brand image in mind of customers. They may
use social media marketing to conduct this activity in effective and systematic manner, which is
essential and beneficial too. Firm may target people on the basis of income, age, interest,
geographic area and buying habits.
Stage 3- Competitive analysis
Competitive basis NISA Parker's Costcutter
Product It may sell fresh fruit,
dairy items,
vegetables and frozen
foods.
On the other hand,
this organization may
sell multiple products
in different categories.
It may have over
14000 exceptional
items, through which
company retain target
market.
Price As compare to other
companies, it may use
low pricing strategy.
While, Parker’s utilize
premium pricing
tactic.
As compare to other,
Costcutter may use
competitive pricing
tactic that help to
reach desire outcomes.
People With skilled and
knowledge
employees,
organization may take
approach to reach
expect outcome. In
order to do that, they
may also hire talented
people.
While, for purpose of
aim achievement, firm
may train employees.
In the context of this
competitive element,
company may hire
new people and train
the as well.
Promotion For purpose of
building multi-
channel capabilities,
organization may use
On the other side, it
may use specific
digital marketing
channel.
While, Costcutter may
utilize traditional
along with digital
marketing channels.

all form of marketing
channels.
Stage 4- SWOT analysis
Strengths-
NISA may have small group of people, but skilled candidates who may contribute to
achieve organizational aim and objectives. It is one of those strengths that company may use to
gain a lot of benefits. Furthermore, it may also have another strength that is effective team of
marketing.
Weaknesses-
Lack of multi-channel capabilities is the biggest weakness of NISA that may put negative
impact on its success and growth, from local to international brand.
Opportunities-
Technology advancement and e-commerce evolve are the biggest opportunities that firm
may adopt and consider to grow in rapid manner.
Threats-
Intense competition and change related to regulatory framework may lead to increase
threat level for NISA.
Stage 5- Digital channels selection
For purpose of building multi-channel capabilities, organization may focus on using
different effective marketing channels which enable marketer to achieve smart objectives, in
appropriate manner. For example, they may utilize Facebook, YouTube and other digital
channels that most of the companies may use, but not all as they may take approach to utilize
specific.
Stage 6- Strategy formulation
As strategic formulation, organization and its management may focus on developing plan
to create official organizational profile on each chosen digital marketing channels, that help to
gain the attention of new customers and retain existing with them. It may enable individual
buyers to collect information about current and in the future offers of NISA.
Stage 7- Strategy implementation

Here, marketing may take initiative to implement develop strategy in form of creating
accounts on each channel in appropriate manner. They may keep consumers update about
everything via these chosen sources.
Stage 8- Measuring and controlling
For purpose of measuring, monitoring and controlling current marketing plan
performance as well as activities, advertise may use KPI and training approach which enable
them to reach desire outcomes and obtain unpredictable benefits, in bulk.
Applying tools and techniques to plan an end to end omni channel marketing campaign-
Internet is the best tools that used in the context of forming marketing plan such as omni
channel. It may aid to increase the performance level of marketing manager and their team.
Along with that, they use different techniques such as team formation that also contribute in the
context of similar term.
2- Justification of chosen multi-channel capabilities to be utilized
Facebook, Instagram, YouTube and Billboard are the chosen multi-channel sources that
NISA and its marketer utilize to spread marketing message all over the world. Each channel is
effective in case of consumer engagement and return on investment, because they may contribute
to engage individual buyer forever with purchase of chosen brand products and utilization of its
service that in return increase profitability and generate more revenue. For purpose of monitoring
and executing plan, organization and its management will take approach to use the best KPI tools
like gross profit, customer base and web traffic. It enable firm to measure the outcome of efforts
its employees put to achieve set aims.
3- Using data to inform & create customized and personalized services and product
Along with above effective approaches, it is important for marketer of NISA is to conduct
market research, which enable them to collect and use data about customer’s trends that inform
them to personalize & customize a product or service. This form of information may enable them
retain and acquire new potential customers, who are able to promote venture globally via word of
mouth promotion, that gain the attention of new. By conducting market research, they may
gather key data which play vital role in growth and success of chosen firm, in term of increasing
productivity and building multiple marketing capabilities.

4- Action to be implemented to improve effectiveness of digital marketing using performance
metrics
It is quite essential for NISA and its marketer to improve effectiveness of current action,
for which they may utilize key approaches and concepts such as performance metrics that are
available in different manners. For example, they may focus on improving candidate’s
performance that in turn contribute to increase productivity level of organization. Organizational
performance and productivity are the best example of performance metric that management may
utilize to track NISA performance, productivity and success. Another action that management
will take into their consideration for purpose of improving effectiveness of digital advertising is
creation of compelling consumer journey. It ma enable them to reach desire outcomes in term of
increasing organizational performance and profitability. They will take action to make a move
toward mobile applications, and effort to engage themselves socially with target audience.
Critically evaluating application of digital measurement techniques and performance
metrics-
It can be critically analysed that gross profit usage and consideration as KPI tool or
performance metric enable firm to determine gap between last few years and current
profitability. While it may affect negatively in term of emerging need for human resource.
CONCLUSION
On the basis of above analysis, it has been concluded that firm while running its venture into
retail sector has builds its strong brand image and multiple channels capabilities, by using digital
marketing concept. It has gained the attention of target market and retain them with existing
customers, who are able to promote venture after obtaining satisfaction and fulfilling their needs
via organizational products. Furthermore, from above discussion, it has been identified that
company has gained competitive advantages in bulk by developing effective marketing plan and
including strategies in this procedure. It has utilized those key approaches that enabled firm and
its management to grab current as well as in the future business growth opportunities. By
summing up above discussion, it has been summarized that by considering strategic actions and
conducting these into practical manner organization has taken pleasure of generating revenue,
increasing profitability and web tariff excellently.

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Online
Create a Digital Marketing Plan. 2022 . [Online]. Available Through:
<https://terakeet.com/blog/digital-marketing-plan/>
Negative publicity definition. 2022. [Online]. Available Through:
https://www.lawinsider.com/dictionary/negative-publicity#:~:text=Negative
%20publicity%20means%20information%20which,of%20your%20products%20or
%20services.