Digital Marketing: Overview, Consumer Trends, Digital Tools, E-commerce, and Omni-channel Marketing

This report provides an overview of digital marketing and compares online and offline marketing concepts. It determines and analyses the key consumer trends and insights that are fuelling the growth of digital marketing. It assesses the key digital tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and other physical channels. It examines the development of e-commerce and digital marketing platforms and channels in comparison to physical channels. It develops a digital marketing plan and strategy to build multi-channel capabilities. It explains how omni-channel marketing has evolved.

Digital marketing

Table of Contents
Introduction................................................................................................................................3
Main body..................................................................................................................................3
P1: Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.................................................................................................................3
P2: Determine and analyse the key consumer trends and insights that are fuelling the
growth of digital marketing....................................................................................................3
P3: Assess the key digital 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.........................................................................3
P5: Develop a digital marketing plan and strategy to build multi-channel capabilities........3
P6: Explain how omni-channel marketing has evolved.........................................................3
P7: Determine and evaluate the measurement techniques and performance metrics in
digital marketing.....................................................................................................................3
P8: Present a set of actions to improve performance in digital marketing............................3
Conclusion..................................................................................................................................3
References..................................................................................................................................4

Introduction
Digital marketing is the process for promoting the products of an organization by
using internet and other form of digital communication. A company uses digital platform
such as websites, search engines, blogs, social media, video, email and so on to reach to the
customers(Krishen and et. al., 2021). The digital marketing landscape plays a significant role
in an organization to make the brand recognition among the customers and allow them to be a
part of it. The main objective of digital marketing is to attract consumer by using different
communication techniques. In this report, Tesco has been considered which is multinational
groceries and general merchandise with head quartered in England, UK. The report will
cover, the overview of digital marketing and the concepts of online and offline marketing.
Further it will discuss consumer trends and the digital tools and hardware that are available to
the marketers in context to Bricks and Mortar. Apart from this, it will explain the
development of e-commerce, digital marketing platforms and channels in comparison to
physical channels. It will state the digital marketing plan and measurement techniques and
performance metrics and suggest actions to improve performance in digital marketing.
Main body
P1: Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.
A digital marketing landscape includes the mobile phones, internet, social media, e
mail and so on which contribute in engaging the potential customers by providing them
unique ways to meet their demand(Das, 2021). The comparison of the online and offline
methods of marketing has been done below:
Basis Online method Offline method
Meaning It is the process of selling the
products through online channels
such as social media, email, Content
marketing and so on to increase the
brand recognition.
It is the process of selling the
products through offline channels
such as print, ads, telemarketing,
Radio ads and so on.
Focus It focus on the content. It focus on the product of the
organisation.
Cost Online marketing is more affordable
because it’s cheaper to run a website
Offline marketing is very
expensive because it displays ads

on the internet and display ads on the
social media.
on TV, radio, newspapers,
banner, pamphlets and so on.
Exposure It has better exposure because it can
easily reach to the any part of the
world through the use of internet.
Therefore, it has no barrier and
reachable to each customers.
It has many barrier because only
the limited person can see and
know about the products of the
company where the promotion is
made(Gong, 2021). Therefore it
has limited presence in the
market due to the budget.
Measurable
results
The effectiveness of the online
marketing can be measured
effortlessly by using various tools
such as Google webmaster tools,
AdWords information centre and
other tools. It can be simply seen the
purchases made by the people, their
impression, follows, likes, shares and
so on.
In offline marketing, it is very
difficult to measure the
effectiveness of the print,
television, radio, banners,
newspapers, posters and so on.
Time Online marketing takes little time to
make the promotion of the products.
It is time consuming process in
offline marketing.
P2: Determine and analyse the key consumer trends and insights that are fuelling the growth
of digital marketing.
Consumer trends
A consumer trend include their new behaviour, attitude or opinion concerning to the
products and services of an organisation. In context to Tesco, there are some trends of the
customers which are depicted as under:
 All around global connectivity: The online marketing help the company to connect
with the potential and existing customers which enable to influence the customers all
over the world(Shankar and et. al., 2021). This assist the company in increasing their
sales and profitability. The opinion of the customers get change according to the
changing environment.

 Use of mobile: The use of mobile has increased the interest among the people to
remain updated according to the changing environment. The best way is social media
platform where the consumer get updated about the brand or products of the company.
Consumer insights
Consumer insights are all about the explanation which is used by the marketers to
increase the understanding about the perspectives or opinion of the people regarding the
product of the company. These insights allow the marketers to improve the experience of the
customers by providing them satisfactory products that helps the firm to increase their
profitability. With reference to Tesco, there are four components of the customer insights that
are used by the marketers which are depicted as under:
 Clean and reliable data: In relation to Tesco, the marketers get the data which is
complete and more reliable by making research. With the help of this, they get to
know about the views and perspectives of the customers which provide the company a
great insight to provide them products according to their needs.
 Right tools: In context to Tesco, it uses right tools to analyse the data about the set of
requirements of the customers regarding their purchase(Khan, Yamamoto and
Sato,2021). The tools may include the people, data, technology, culture and process
which help the company in bringing new products for the potential customer.
 Skills to interpret data: In relation to Tesco, the marketers of a company must have
required skills to interpret the data which it got from people regarding their opinion
for the products.
 Right technology: With reference to Tesco, the marketers of an organisation uses the
right technology to get the insight of the customers. This helps in providing the good
products to the customers.
P3: Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels.
Tesco has physical presence in many countries in context to ‘bricks and mortar’
where it offers its products to the customers face to face in their stores around the world. It
has 4008 stores in UK and more than 6993 stores in all over the world. With reference to
Tesco, it uses various digital tool for marketing which are depicted as under:

 Social media marketing tool: In relation to Tesco, it uses social media to get more
new customers and engage with the old one. This platform provides chance to the
business to attract the audiences where marketers are informed about the desires, likes
and dislikes of the buyers(Krishen and et. al., 2021). This tool includes the Facebook,
Instagram, Twitter, Snapchat and so on which assist the firm to engage with their
audience.
 Content marketing: It is a marketing strategy that is used by an organisation to get
and retain the customers by creating and relevant content, podcast, videos and so on.
In relation to Tesco, it provides assistance to the company in creating brand awareness
for their products which encourage the customers to buy their products. This
marketing help the company in reaching to the customers who avoid advertisement
and make them aware for the offerings of the company.
 Email marketing: In context to Tesco, it can target the particular segment of the
people or specific individual to make aware about the new products, discounts and
other devices. It plays a vital role in building relationship, brand awareness and
getting engage with the customers. It provides lower cost to the company and spend
money to those who are interested in their brand.
 Affiliate marketing: In relation to Tesco, It uses this marketing channel which help
the company in increasing their sales by appointing third party to promote the product
of the company(Rishi and Kuthuru, 2021). This marketing tool allow the company to
effectively promote its products with lower budget and in less time. Affiliate
marketing provides an organisation higher returns on their investment which is made
in promoting their bran or the offerings.
P4: Examine the development of e-commerce and digital marketing platforms and channels
in comparison to physical channels.
Development of E-commerce
Ecommerce refers to the process where the buying and selling of the goods and
services take place over the internet. People are able to buy the products with the help of
internet such as books, electronics, furniture, apparels and so on. It has changed the process
of trading activities of the industries because it is used by the every organisation which
provide lower cost to theirs businesses. It is a faster buying process where the customers can
easily buy the products(Zhao, Liu and Xue, 2019). The e-commerce has been developed

because the use of internet has increased which help the customers to get information about
the company and its brand.
Development of digital marketing platforms
The development of digital marketing has come into existence when the internet has
come with their various benefits where the user can get any information over it and also share
with the other users. The digital marketing has changed the world because it facilitates the
buyer to get the goods anywhere in the world from the websites and various application that
are made by access by the company. First the World Wide Web came into existence and then
yahoo which provide the users search engine websites where they can obtain any information.
There are various tools that are used by an organisation which includes social media,
websites, blog post, eBooks and so on. Thus, the companies are using such tools to increase
the customer’s base and the sales as well which are described ad under:
Websites: It provides a good platform to a concern to enhance their business because it
educate the audience about the brand, products and services of the company. This requires an
effective content marketing strategy which help a business entity to understand the targeted
audience.
Organic search: The customers use the search engine optimization where they can get the
specific data about the company and their products(Nabieva, 2021). They can also search on
the basis of their ranking which help them defining the best products of an organisation.
Mobile: Now a days, the number of the mobile user have been increased which make the
company enable to promote their content to the mobile users and serve their products
conveniently to them by enhancing their experience.
P5: Develop a digital marketing plan and strategy to build multi-channel capabilities.
With reference to Tesco, the company make the digital marketing plan which is an
effective strategy to influence the customers that are as follows:
 Define the brand: In relation to the Tesco, an organisation need to define the brand
and qualities of their offerings which can attract the consumers. The company product
must be unique from its competitors which can influence the buyer(Apasrawirote,
Yawised and Muneesawang, 2022). The uniqueness is very essential for the business
to get the more people. The company should create the unique selling points to give
the persons insight into the brand.

 Create buyer personas: As regard with Tesco, it should target the audience into a
particular segment or group to whom it can offer different varieties of the products.
Therefore, the company can create the buyer persona by collecting information
regarding the location, age, income, job title and so on.
 Set the goals: In context to Tesco, it should set the goals in order to effective work or
business growth of the business. Therefore, a business concern should set SMART
goals to reach to the targeted audience.
 Choose the digital marketing method: With reference to Tesco, an organisation can
create an effective marketing plan by choosing the right method of the digital
marketing. The methods include the search engine optimisation, pay per click
advertising, email marketing, social media marketing and so on which help in
reaching to the targeted customers.
 Set the budget: In context to Tesco, this is a significant part of the whole campaign
because it allow the company to set limit to spend on the services it needs which make
the campaign more successful(Hanlon, 2021). There is need to the company to know
the budget so that it can create the better digital marketing plan.
 Measure result: In context to Tesco, the company should use the key performance
indicators in order to determine the successfulness of the campaign. An entity should
measure the actual result with the set benchmark to monitor the entire performance of
the campaign.
P6: Explain how omni-channel marketing has evolved.
Omni-channel and multichannel are the concepts which are based on engaging the
customers across multiple platforms. Omni-channel marketing is a strategy which targets to
provide the seamless shopping experience to the customers. The customer are able to shop
online from desktop or the mobile devices or in a brick or mortar store(Wang, Xie and Ma,
2021). Whereas multichannel strategy makes the firm available to the consumers online, in
print, in stores and so on. The customers are capable to choose the brand which they want.
Omni channel makes the brand accessible in both modes whether online and offline. It is
consumer centric approach that provide the customers with an integrated shopping
experience.
The Omni channel has evolved after the companies adopted the multichannel
approach to support the customers where they can text message, initiate chat and send email
and conversation on the social media. This was a new innovation that was loved by the

people and they get connected with various channels and also use different communication
channels(Raza and Govindaluri, 2021). In moving to Omni channel approach, there are
various channels that are connected through the centralised single routing system which
creates the 360 degree view of the customer’s interactions and provide them better
experience.
P7: Determine and evaluate the measurement techniques and performance metrics in digital
marketing.
In relation to Tesco, the company uses KPIs (key performance indicators) to track the
performance and to see whether it has achieved its objectives. Digital marketing matrices and
KPIs are the values which are used to measure the performance and the teams use numbers of
platforms and tools to promote their products. The metrics are described as under:
 Total website visits: It is essential for the company to have a website in order to
establish its presence on the internet. An organisation can use its portal for developing
a blog which assist in attracting the leads.
 Number of new visitors and number of return visitors: To measure the
effectiveness of the content, the company have the websites which may help in
understanding the number of the new visitors and the number of the return visitors.
This matrices is used by establishing the evaluation period which is usually weekly or
monthly.
 Bounce rate: These rates indicates the person who visited the websites and left
quickly without opening the other pages and performing any kind of action. The
bounce rate should be low to enhance the experience of the users.
 Exit rate: This rate indicates the users who have left the specific page from the
website which is calculated by dividing the total number of the visitors who get out of
the age by the total number of visit this received.
 Mobile traffic: Most of the people use mobile devices to browse the internet which
creates the mobile traffic (Saura, Palacios-Marqués and Ribeiro-Soriano, 2021). It is
very important that the pages are mobile friendly which help in optimising the
experience of the user and decrease the bounce rate and exit rate.
P8: Present a set of actions to improve performance in digital marketing.
There are various tips to improve the performance in digital marketing which are
depicted as under:

 Assess the tech: The company should asses the technology which it is using in
creating the workflow, saving time and money. The best use of technology provide
assistance to the corporation in accomplishing their goals. It must have core platform
such as social media platform and so on which help in aligning with the key
objectives of a firm.
 Optimize SEO: The Company provide the use of search engine optimization to the
customers by providing B2C circles. Therefore it can track the performance by using
Google analytics and track the traffic which can break it down into various categories
such as organic, paid and referral. It also use the heatmap analytic which help the
company in determining where the people have clicked most on the site of a firm.
 Measure the content reach: The reach of the content can be measured which
provides the broad picture of the types of the content, topics and messaging that are
effective in the market. The content should be valuable which are found by the
buyers otherwise the company is just wastes it time when an invaluable content is
post.
 Track the social channels: The social media marketing has become more important
for the business because it enables an organization to reach with the customers.by
tracking the social channels the company get to know about then performance and
also encourage the potential buyers to engage with tier brand.
Conclusion
From the above discussion it has been concluded that digital marketing play is
important role now a days because each person is associated with the social media and the
use of internet also increased, therefore, it is better than then the offline marketing. The
digital marketing is cost effective and allow the company to reach to the each customers by
using different platforms and provide better result to an organization. The report explained
the concept of the digital marketing and different channels that are used by the marketer to
influence the customers and engage the existing. Further, it discussed the consumer trends
and development of the e-commerce which help the consumer to buy goods anywhere in the
world.

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