Digital Marketing: Overview, Customer Trends, E-commerce and Multichannel Strategy

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
P1. Overview of digital marketing landscape and comparison of online and offline marketing
.....................................................................................................................................................4
P2. Determination and analysation of customer trends and insights related to growth of digital
marketing ....................................................................................................................................5
TASK 2............................................................................................................................................6
P3. Assessment of key digital tools and hardware which are available to marketers in contrast
to bricks and mortar....................................................................................................................6
P4. Examination of development of e-commerce and digital marketing platforms and channels
in compare to physical channels.................................................................................................7
TASK 3............................................................................................................................................7
P5. Development of digital marketing plan and strategy for building multichannel capabilities
.....................................................................................................................................................7
P6. Explanation of evolution of omni channels .......................................................................10
TASK 4..........................................................................................................................................11
P7. Determination and evaluation of measurement techniques as well as performance of
metrics in digital marketing......................................................................................................11
P8. Presentation of set of action to improve performance of digital marketing ......................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing refers to advertising through digital channels like search engine
optimisation, social media platforms, emails, websites and many other digital tools (Alam,
Wang, and Waheed, 2019). These tools helps business to endorse their products and service
through online channels. It has global reach as with use of this marketing, business can reach to
customers even in different countries. This types of marketing contain less cost and increase
conversion of rate as it convert random visit into real customers. This project report includes
analysation of Hilton Hotel which is American Hotel group which is providing their service in
different countries. Hilton Hotel group was established in the year 2019 by Conrad Hilton in
United States. This project reports includes analysation of understanding of opportunity,
channels as well as impact of digital environment. It examination digital tools, performance,
channel and comparison of these with bricks and mortal as well as other channels. It describe
was in which digital marketing activities organise and build capability of multichannel of an
organisation. Moreover, it evaluate method of monitoring as well as measuring digital marketing
effectively.

TASK 1
P1. Overview of digital marketing landscape and comparison of online and offline marketing
Digital environment landscape
Digital marketing landscape refers to collective name for email, social network, websites,
videos, mobile device and many more. These tools assist an organisation to sell their products
and service. It helps business to compete in market with competitors for increase more market
share with use of technology in an organisation (Arkhipova, and Gurieva, 2018). It helps
business of Hilton International for various reason which are as follows:
Awareness of wandering landscape: Customers are in digital landscape but they are not aware
of path and places of company. Awareness can be generated with something which is depended
on digital display ad or social media post. They can also be aware with real world like through
word of mouth from family and friends and television advertisement. It can be done through
different touch point like online ads, billboard, tv, radio and many others.
Search for selecting a path through landscape: In next stage of customer journey, customers
can move from awareness to position through active interest as well as search. In digital
marketing landscape, customers commits to specific route. Digital marketing landscape become
complicated for business if customers has variety of routes. Touchpoints in this stage includes
search engine, search through social media, Search through e-commerce sites.
Research of places for browsing: Research stages in one which includes more details of digital
landscape. In this, customers are comparing sites of business by looking prices through different
methods like browsing sales rack, shop windows. In includes touchpoints like customer review,
on-site content, social media and many more.
Conversion of going out to checkout: In this stage, customers are more zoomed in and
experiencing digital landscape on macro level. Digital checkouts make is more flexible as
customers can shop with carts and payment options (Arni, and Laddha, 2017). There are
different touchpoints in it like brand websites, mobile app, e-commerce sites and many more.
Advocacy to back into landscape: There are different options to be available to customers with
which they interact. Different touchpoints to be included in this stage like seller's apps, social
media, word of mouth.
Difference between digital marketing and offline marketing