Digital Marketing: Opportunities, Challenges, and Strategies

This report explores the digital marketing landscape, comparing online and offline marketing concepts. It analyzes key consumer trends and insights driving growth and evaluates the opportunities and challenges in the digital marketing landscape. It assesses the key digital tools and hardware available to marketers and examines the development of e-commerce and digital marketing platforms. It also develops a digital marketing plan and strategy to build multi-channel capabilities and determines measurement techniques and performance metrics in digital marketing.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 The digital marketing landscape and compare online and offline marketing concept ..........1
P2 Analyse the key consumer trends and insights that are fuelling the growth .........................2
M1 Evaluate the opportunities and challenges facing the digital marketing landscape. ............2
LO2..............................................................................................................................................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.................................................................................................4
M2 Critically analyse the use of appropriate digital tools, both hardware and software, to use
in a specific organisation context to meet their marketing requirements....................................5
LO3..................................................................................................................................................5
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities...............5
P6 Explain how omni-channel marketing has evolved................................................................6
M3 Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign..7
LO4 .................................................................................................................................................7
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing.....................................................................................................................................7
P8 Present a set of actions to improve performance in digital marketing...................................8
M4 Evaluate application of key digital measurement techniques and performance metrics used
in digital marketing......................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is defined as component of marketing that uses internet and online
based technology in their organisation for the purpose of running their business and attaining the
higher profits by influencing number of customers. A high level of digital marketing referring
the advertisement which are delivered through digital channel such as engines, websites, email,
social media and brand that attracts the large number of customers (Arkhipova and Gurieva,
2018). This report is based on IKEA that is Swedish company, designs and sells ready to
assemble furniture, kitchen appliances, and home accessories that helps to attracts the large
number of customers. The management are uses different activities and functions which can help
to operate a business. This report covers opportunities, challenges and impacts of digital
environment, comparing and contrasting bricks and mortar, digital marketing activities and
methods of monitoring and measuring digital marketing.
LO1
P1 The digital marketing landscape and compare online and offline marketing concept
Digital marketing is defined as strategy which uses by organisations to aware the
customers and provide them information regarding the products and services that can help to
attain the higher range of customers. IKEA is a large size organisation that is selling variety of
products and services by using digital channel which supports to operate a business and attain the
higher brand image.
Comparison between Online and Offline Marketing
Basis Online Marketing Offline Marketing
Meaning This concept is the practice of
leveraging web based channel uses
to spread out the message regarding
products, services, brand and
potential customers.
This means any advertising and
marketing activities which ate
carried out by using traditional
offline marketing such as
television, billboards, ads and
radio.
Cost This consider lower cost as
compare to offline.
This create the high cost for
organisation.
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Innovation The management brings more
innovation and new techniques to
reach the target market
(Giovannoni, 2020).
Very less innovation and
techniques are carried out in
offline marketing that create the
problems.
P2 Analyse the key consumer trends and insights that are fuelling the growth
In the changing business environment it is important for organisation to understand what
is going on trend and how it can be bring changes in organizational process. The management of
chosen organisation understand of the needs of their targeted customers and bring the products
and services accordingly that helps to attain the higher brand image. In context to IKEA,
different consumer trend are discussed as below:
Creative websites: This is major trend which is running by organisation in order to pull
the customers towards it self. Such as IKEA is designing a web page for the purpose of gaining
higher number of customers by informing number of customers.
Interactive content: If content of organisation is and understandable then it will be an
opportunity for organisation to attain the higher productivity. In context to IKEA, management
uses attractive content that develop the business opportunity and manage the business effectively
(Hollen, 2018).
Google ads: This is another trend which is going on in high range by using google ads
that provides the higher opportunity and attain the higher profitability. IKEA is using Google ads
for targeting the right customers and generating the high range of profits in changing
environment.
M1 Evaluate the opportunities and challenges facing the digital marketing landscape.
For all organisation it is important to use the digital marketing as supports to develop the
business. IKEA is getting wider range of opportunity by using social media, google ads, creative
websites, and interactive content that helps to attracts the customers and maintain higher
profitability. On the other side, challenges are cost incremental, training to staff and bring new
technology time to time which can be create the problem in running business (Hunsberger,
2017).
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LO2
P3 Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels.
To run a business a business and attracting customers, marketers are responsible who
uses bricks and mortar to inform the customers regarding organisational products and services
which can help to attain the higher productivity. In context to IKEA, managers bring the uses of
digital tools and hardware that are as defined:
 MailChimp- This can be defined as well known tool which uses for influencing the
number of customers by using e-mail marketing. In other words, it is American
marketing automation platform and email marketing service that uses to provide the
information about particular products and services.
 Hootsuite- This is social media management platform created by Ryan Holmes in 2008.
Such digital tool uses by IKEA as a system's user interface that takes the form of
dashboard and supports social network integration for Facebook, Linkedin, Instagram and
YouTube. This can be use to operate a business and develop it effectively by influencing
number of customers.
 Analytical tools- This tool is helpful for organization as a strategy which can help
manage the business and develop the business effectiveness. The management of IKEA
uses this tool to analysis the business situation and bring the changes accordingly which
can help to manage the all activities and attracts the large number of customers (Hurst,
2018).
 Content marketing tools- This tool is uses to reaching the targeted customers by
creating right content which helps to manage the all activities and performance
effectively. If organisation is using right and attractive content then it will be an
opportunity for IKEA to influence targeted customers and maintain the higher
profitability.
 Chatbots- This tool is uses to respond the customers when they have inquiry which can
help customers to make the right business decision. IKEA is using digital technology by
introducing chatbots facility which can help solve queries and attain the higher customer
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P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.
E-commerce is defined as electronic commerce and internet based technology, that uses
to buying and selling the organisational products and services with the help of internet. This is
best way of transferring the money data execution transactions which uses to operate a business
and attain the higher productivity. IKEA is using digital marketing platform in their organisation
which can help to manage to manage the business by using different channel such as social
media, digital marketing, chatbots and that can help to operate a business and attain higher
profits. The development of marketing platforms by comparing physical channel are as defined:
Consumer life cycle stages and digital adoption: Digital marketing is uses by
management to running many activities and functions which can help to manage a business.
IKEA is focusing on consumer life cycle such as reach, acquisition, conversion, retention and
loyalty that can help to reach targeted customers and attain higher productivity. The organisation
uses digital technology for providing information about ready to assemble furniture that attracts
high profile customers (Kosasi and Yuliani, 2017).
Growth of online transaction and e-commerce: This defined as e-commerce and
digital is boon for all organisation as it make all easy work and transaction for customers as well
as business concern that helps to operate a business and increase the productivity. IKEA is using
e-commerce and digital marketing channel that become easy work for customers to see products,
making buying decision and develop a business effectively.
New markets- Digital marketing and e-commerce are effective for organisation as
compare to physical channel that can help to manage a business effectively. IKEA is using
digital marketing for the purpose of developing online presence and expanding their business in
new market which can help to develop a business and attain the higher productivity.
More customers- The aim of company is to attain the large number of customers by
developing the business opportunity and maintaining the higher performance. By using digital
marketing and e-commerce IKEA is attaining the higher range of customers and managing the
task in certain period by offering variety of products and services (Liu and Zhang, 2019).
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M2 Critically analyse the use of appropriate digital tools, both hardware and software, to use in a
specific organisation context to meet their marketing requirements.
In market, customers have different requirement in relation to business where they make
the uses of software and hardware that can help to operate a business by filling the customers
requirements. In IKEA, management uses the digital tool in the form of hardware and software
which can help to operate a business and maintain the higher performance in changing
environment that helps to attracts customers (Mekonnen, 2018).
LO3
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities.
The IKEA wants to expand its business by informing and attracting number of customers
in changing environment which can help to operate a business and attain the higher productivity
by building capabilities. A Digital marketing plan is formulated by management of chosen
organisation that are designed below:
Vision and Mission IKEA is large size business organisation that restructure its
business by using the digital marketing which can help to
attain larger customers. The vision and mission of IKEA is to
attain the higher range of customers and attain the higher
brand image.
Objectives  To bring the new design and process of manufacturing
furniture.
 To reach the wider market and large number of
customers.
 To attain the higher brand image and profitability.
Technique to be used IKEA is using the Omni-channel marketing that ensures
customers experience in every aspects. Moreover, it uses
Google Ads, You Tube, Snap chats and Chatbots which helps
to maintain a business.
Market to be covered By using digital marketing plan chosen organisation is
covering high profile of customers and market where people
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wants luxurious design of furniture.
KPI The management uses KPI tool for analysing performance
periodically that helps to bring the improvements and changes
accordingly and attain the higher profitability (Rapola, 2019).
Therefore, by using marketing plan chosen organisation can reach its target market and
customers which can help to operate a business and develop the profitability effectively.
P6 Explain how omni-channel marketing has evolved
Omni-Channel Marketing:- This marketing refers as sales approach that provides the
customers by considering an integrated shopping experience. This is the idea and thoughts which
uses in different channel for the purpose of developing a business and managing higher
profitability. IKEA is using Omni channel marketing in their online and offline stores that
deliver better quality of products and service in changing environment and maintain comfortable
life standard.
Importance of Omni-Channel Marketing:- Some of the importance for Omni-Channel
marketing is explained as under:-
 Improve consistency of customers:- This defined as process which uses by management
of organisation to attracts the potential customers. In context to IKEA, management uses
Omni channel for improving the consistency and productivity of organization that helps
to manage a business and increase profitability.
 Customer Relationship Management:- For any organization customers are important
that plays a vital role as they make buying and selling decision by running business and
attaining the profits. In context to IKEA, management uses Omni Channel to maintain the
good customer relationship and developing a business effectively by reducing cost.
 Increase brand awareness:- When organization is providing variety of products and
services then it will be an opportunity to develop the business and increase the brand
awareness. This is important for organization to use the digital marketing by offering
variety of products and services which can help to increase the brand awareness and
maintain higher profitability (Rekha, Mishra and Chauhan, 2017).
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 Develop consumer loyalty:- Omni channel marketing is uses by organisation for
increasing client support and developing the business effectiveness in changing
environment. The management of IKEA uses Omni channel for developing the customer
loyalty and maintaining customer support which can help to operate a business and
attaining the higher profitability (Subramaniam, Singhal and Hopkinson, 2019).
M3 Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign.
Different tools and techniques in relation to digital marketing are uses by organisation
where they uses Omni channel for the purpose of attracting potential customers by delivering
better design and quality of ready to assemble furniture. In IKEA, management bring the new
technology and innovation in their products which attracts the large number of customers and
attain the profitability.
LO4
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing.
In the business environment, different types of techniques and performance metrics are
uses that helps to develop a business and manage the all activities in challenging environment.
Performance metrics are defined as strategies that uses by companies in order to operate a
business and complete the task in certain period of time. The management of IKEA formulates
different strategies that are as followed:
 Google Analytics:- This can be defined as measuring techniques which uses by
organization for tracking and analysing each page that can help to maintain a business
and increase the effectiveness. In context to IKEA, management are responsible for using
this metrics for the purpose of analysing company and employee's performance that helps
to manage a business regularly.
 Counting Conversions:- For running a business successfully this is important to analyse
micro and macro environment. The micro changes has affected the business positive and
negatively that should be analysed by management for the purpose of identifying needs
and managing a business effectively. In context to IKEA, management uses counting
conversion tool for the purpose of converting visitors or viewers in to sales and
improving brand image (Ulker-Demirel, 2019).
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 Campaign Channels:- The campaign channel are classified in to different segment such
as engine, emails, social media and others which are important to run a business and
increase the organizational productivity. The management of IKEA are using Omni
channel, social media, digital marketing and other sources which are important to develop
a business and attain the higher productivity.
 Key Performance Indicator (KPI):- This is another important tool which utilizes the
performance of organization in competitive market and create the innovative measures
that can help to generate a better ideas and attain the good performance. In context to
IKEA, KPI tool uses to analyse performance with the help of shareholders and
supervisors which helps to focus on leveraging the customers and deliver them automated
satisfaction by developing the ideas and performance.
P8 Present a set of actions to improve performance in digital marketing.
If organization is running their business in changing environment then it is important to
use digital marketing that is the best method of managing task and developing the business
effectiveness. IKEA is using different type of business tool and techniques that are important for
organisation and manage the activities effectively by analysing the activities and goals. Some
actions are implied by management that are as defined:
Assess technology:- Different electronic techniques are uses to complete the task by
offering better quality of products and services. By using the digital marketing IKEA is attracting
number of customers as they uses automated machine to manufacture the better design and
quality of furniture to customers which can help to operate a business and increase the
productivity.
Optimise SEO:- This means Search Engine Optimization that refers as a process of
increasing viewers of organisation by using website traffic of visibility for the purpose of
purchase that can help to attracts the large number of customers. IKEA is using SEO for
increasing the number of customers by providing them information and managing the task
effectively. Herein, management focuses on different task and channel that provide the
opportunity for growing a business (Warmayana, 2018).
Measure content reach:- This is other procedure which uses to analyse internal and
external research by using effective content that can help to manage the organizational
performance and profitability. The management of IKEA uses digital marketing for measuring
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content by identifying gap between sales and profit which can help to create good advantages
and productivity in business environment.
Track social channel:- Now people are becoming so much busy so by suing the social
channel an organization can reach its targeted customers and develop the business performance.
IKEA is social channel fir developing a business space and influencing number of customers in
changing environment which can help to attain the higher performance and productivity by
generating a brand portfolio.
M4 Evaluate application of key digital measurement techniques and performance metrics used in
digital marketing
Digital measurement techniques are KPI, bench marketing and digital marketing are
effective techniques which are uses by IKEA to analyse the business performance and attain the
brand image. This generate the higher performance and brand insights in changing environment
so all activities can be carry and maintain the high profitability.
CONCLUSION
From the above report it can be concluded that digital marketing is the activity that uses
by organisation for the purpose of reaching the targeted customers and attain the higher
profitability. Social media, digital marketing and chatbots ate the technique of digital marketing
which uses to provide the information regarding products and services and encourage customers
to make decisions. The development of e-commerce and digital marketing channels has
witnessed a growing growth rate that helps to build the strategies and meet with requirements by
attaining the high range of customers.
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REFERENCES
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Hunsberger, S., 2017. The Next Era of HR: Digital Marketing. People & Strategy. 40(4). pp.26-
31.
Hurst, J., 2018. Sole proprietors' perceptions of benefits of and barriers to using digital
marketing. Journal of Aesthetic Nursing. 7(2). pp.108-109.
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small, and medium enterprises through digital marketing strategy. In 2017 2nd
International conferences on Information Technology, Information Systems and
Electrical Engineering (ICITISEE) (pp. 68-72). IEEE.
Liu, Y. and Zhang, T., 2019, June. Research on Digital Marketing Strategies of Fast Fashion
Clothing Brands Based on Big Data. In 2019 34rd Youth Academic Annual Conference
of Chinese Association of Automation (YAC) (pp. 552-556). IEEE.
Mekonnen, A., 2018. Digital marketing strategy for affinity marketing: Utilising the new
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Rapola, J., 2019. Expectations, objectives and use of digital marketing in Finnish ice hockey
sponsorship-Case Liiga Oy.
Rekha, Mishra, A. and Chauhan, A. K., 2017. Impact of Value Proposition of Digital Marketing
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Subramaniam, R. K., Singhal, A. and Hopkinson, P., 2019, March. Role of Digital Marketing to
Enhance Medical Tourism in Hospitals of Dubai. In 2nd International Conference on
Tourism Research (p. 330).
Ulker-Demirel, E., 2019. The Features of New Communication Channels and Digital Marketing.
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Warmayana, I. G. A. K., 2018. Pemanfaatan Digital Marketing dalam Promosi Pariwisata pada
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