Digital Marketing: Opportunities, Challenges, and Strategies

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.
1