Assignment: Digital Marketing Plan

DIGITAL MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Digital Marketing landscape and comparison of offline and online marketing concepts............1
Key consumer trends and insights that are fuelling the growth of digital marketing..................2
TASK 2 ...........................................................................................................................................4
Key digital tools and hardware that are available to marketers in contrast to bricks and mortar 4
Development of E-commerce and digital marketing platforms in comparison to physical
channels........................................................................................................................................5
TASK 3............................................................................................................................................5
Digital Marketing plan and strategy to build multi-channels capabilities...................................5
Explain how omni channel marketing has evolved.....................................................................5
TASK 4 ...........................................................................................................................................7
Determined and evaluates the measurement techniques and performance metrics in digital
marketing.....................................................................................................................................7
Present a set of action to improve performance in digital marketing..........................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing means the use of electronic device and the internet to market the
products (Ritz, Wolf. and McQuitty,2019). . Digital Marketing plan refers to the document that
shares the details of digital marketing. It is planning to target the potential customers through
making strategies. The project report is based on Argos Ltd. The firm is established in the year
1972 on 13 of November. Its founder is Richard Tompkins. It is the catalogue retailer that
operates in United kingdom. It is one of the subsidiary of Sainsbury.
The Study will explain the digital marketing landscape and will compare the offline and
online marketing concepts. It will determine the key consumers trends that are fuelling the
growth of digital marketing. It will assess the key digital tools that are available to the marketers.
The report will examine the development of E-commerce and digital marketing platforms.
Furthermore, assignment will develop marketing plan and the strategies in order to build
multi channel capabilities. It will explain how omni channel marketing has evolved. It will
determine the measurement techniques and performance metrics in the digital marketing. The
report will present a set of actions for improving performance in digital marketing. Lastly, report
will provide conclusion.
TASK 1
Digital Marketing landscape and comparison of offline and online marketing concepts
The digital marketing landscape can be defined as the social media advertising and the
evolving stage of digital marketing. It includes pay per click, search engine marketing and web
development. To target potential customers Argos do advertisement for their products through
using digital Marketing Landscape. The company takes help of the social media, email and other
websites to advertise its products. Nowadays, the customers prefers to do online shopping, and
they remain more active on social media channel (Viana, 2016). Through implementing digital
marketing the company sales get increased and eventually turns to higher profitability. Digital
marketing is also helpful for lowering the business costs. It provides accurate data than the
traditional marketing activities. The firm can gain competitive advantage by using Digital
Marketing.
Online and Offline Marketing concepts
The offline marketing companies uses large as well as small use offline media channels
regrading to the build the products as well as services. Argos do offline marketing by radio,
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television and publishing articles in the newspaper. They put banners and hoardings at the
middle of the city so that large number of customers get attracted towards them. Argos is
occurring huge costs for doing advertisement on television. The firm has to maintain the money
in the stock, for giving salaries and for paying rents and bills. The offline marketing does not
give maximum exposure. Customers are not facilitated with the 24/7 and 365 days whereas in
online marketing the customers can access the company's portal whenever it is needed (Online
Marketing Vs Offline Marketing, 2016).
Online Marketing is used to utilizes the internet for doing promotions. For doing online
advertisements Argos takes help of the social media through this they are able to attract large
number of peoples. To target the potential audience the online marketing plays crucial role.
Online Marketing also done through email campaigns, web content and video advertising. For
doing innovation in the products there is need of research and development. Thus, the online
marketing is helpful for gathering the data for research with the ease. The information is already
available on the internet. Thus, the online marketing is also cost-efficient for the company
(Gkikas.and Theodoridis, 2019). The latest trends and preferences of the customers are easily
available on the web. Therefore, Argos can take the data through the web and can do innovation
in their products as per that, It is helpful for providing long term exposure. If the online
marketing is implemented in proper way is able to provide long-term exposure to the target
audience, Through doing customized advertising the Argos is able to target the specific
customers who are interested to buying that particular product. By doing social media advertising
the company is also able to send the ads directly to the chosen audience (Baker and Hart, 2016).
As it also displays how many people the ads have been reached. It is helpful for providing the
real time results.
Key consumer trends and insights that are fuelling the growth of digital marketing
The world is changing as there is rise of digital marketing. The Argos is taking help of
digital marketing for improving the profitability of the organization. Key consumers trends that
are fuelling the growth of digital marketing in firm are as follows -
 Interactive Chatbots – The technology is upgraded and the customers are facilitated
with the use of messaging, texting and to converse directly with the company. The global
Chatbots market is also estimated to grow by 2025. Some social media sites such
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Facebook messenger and Whatsapp messenger bots are also customized to push the
company's products and services. (Tuten. and Solomon, 2017)
 Voice search – The use of voice search, command and assisting is at increasing trend.
The voice search is enabling the customers to directly access the company information
through online. The search is helpful for resolving the customers queries. Thus, the Argos
is publishing the content which is helpful for resolving the customers queries.
 AI and blockchain technologies – The technology is already changing the view of world
from the financial system's outlook. Its ability is not limited to these sectors. It is
expanded to a new phase of digital marketing. The technology is helpful for the marketer
to track their advertisement where they need to be placed and for enduring the real
consumers. The customers engagement data is more reliable. This is helpful for ensuring
that the customer's data doesn't transfer to the advertisers (Gupta, 2019) They have
control over their personal data. Once the customer trust get build this will provide
company an opportunity to know their customers. The block chain is helpful for reducing
the unwanted expenses of the business. The return on investment is helpful for the
Company in order to reach to the target customers.
 Influencer Marketing – The people are tended to attract more through influencer
marketing. The customers are more likely to believe the real person. Hence, the
influencer marketing gives rise to digital marketing (Ruan. and Siau, 2019). Through
making ads videos the Argos is able to influence the people with the help of real role
model. The company is ensuring that the ambassadors they are choosing can attract the
customers mind easily. The latest digital marketing technologies is helpful for driving
business towards success.
 Social messaging apps – The customers are highly active on these apps. As on Facebook
in accordance with the research 10 billion messages are sent by the people and businesses
every month (Tuten. and Solomon, 2017) . As for the Whatsapp around 1.6 billion are
the active users in a day. The Argos is taking competitive edge by doing social media
advertising. This platform allows the company to reach large number of customers in
comparatively lesser time.
 Browser Push notifications – The company is using push notifications. This notification
is helpful for reaching the customers in an effective way in order to have improvised
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conversation with them. This is helpful in retaining customers and for improving the
conversation rates (Du, Malik and Theocharous, 2018). For example, Argos use the
browser push notifications to re target their customers which are abandoned with their
shopping carts. They inform them for completing their purchases. Thus, this is helpful for
retaining customers towards their products.
 Programmatic advertising – This advertising is helpful for targeting most specific
audience. This is helpful for improving the conversations with the customers. It is helpful
in lowering the customer's acquisition costs. It is changing the digital advertising face.
According to the research 86.2% of digital ads is becoming programmatic (Spiller. and
Tuten, 2019). Thus, the Argos is using programmatic advertising. When the customer
clicks on the advertisement the advertiser facilitate to covert into higher profitability,
TASK 2
Key digital tools and hardware that are available to marketers in contrast to bricks and mortar
Digital tools are not leads towards the closing of the brick and mortar store. Rather, the
digital presence is helpful for creating the opportunity for improving the shopping experience of
the customers. The stores which are having limited intelligence on the quantity of stock and
location. The company is not able to successfully delivered the omni-channel strategy unless and
until the stock levels are not expected adequate to serve the customers successfully.
Use of internet marketing for revenue generation
According to Mueller, 2018, it is stated that the digital marketing facilities the company
to attract large number of people. It is cheaper in comparison with the offline marketing. For
doing the newspaper and television advertising there is occurrence of huge costs. It facilities the
customers to directly in touch with the products. As per view of Hanlon, 2019, it is stated that
internet marketing is helpful in revenue generation. It means that product information is available
on the official website of the company (Spiller. and Tuten, 2019). From there the customers are
able to know more about the product in terms of size, price and colour. This facilitates the
decision-making of the customers. The customers are able to make choice whether to purchase a
particular product or not. Through social media platforms the Argos can engaged the customers
to analysis their needs. Thus, through this customer satisfaction in the company get increased and
it eventually turns unto higher profitability.
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Various types of digital tools and digital hardware
The digital tools are helpful in retating the customers towards the company. It is helpful
for supporting and enhancing the marketing. The different types of digital tools which are used
by Argos are as follows -
 Search Engine Marketing – This Marketing is helpful for gaining the market share
through online channels. This involves the use of search engines such as Bing, Yahoo and
Google. Argos gains the traffic and visibility though search engines, By both the paid and
unpaid efforts.
 Search Engine Optimization – It helps the Argos to enhance their ranking on the website
page. The company can make their business to rank higher on the website page. Through
this the firm is able to gain customers retention due to higher positioning. It is an
optimization methodology of techniques, tactics as well as strategies to enhance the
amount of the visitors to a website. ( Rohm, Stefl. and Saint Clair, 2019).
 Social Media Advertising – Today's generation is known for social media influencer.
Thus, the social media advertising is helpful for Argos. It helps the Company to attract
large number of potential audience (Gupta, Miller and Darda, 2016). It is also cost-
efficient that's why it is chosen by the company .
 Email Marketing – It is the oldest type of digital marketing. The marketers use emails for
deriving the relationship with their customers. It is known as the one segment of the
internet marketing which enables online marketing through websites, blogs, social media.
it is essentially same as the direct mail but the only thing is different ,instead of sending
email through direct postal service, it will send messages electronally through email.To
build effective conversation, the firm still uses the Email Marketing (Tuten. and
Solomon, 2017).
 Content Marketing – It is an indirect way of marketing the products. Argos publish the
content which can easily be found by their customers at the time of doing web browsing.
The main reason behind this marketing is to make the viewers interact with the content
through reading, commenting and sharing.It is also defined as the strategic marketing
approach which focused on distributing as well as creating valuable ,consistent and
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relevant content which is used to clearly defined audience and after that ultimate to drive
the profitable action of the customer action.(Ritz, Wolf. and McQuitty,2019).
For example, the company is using traditional inventory counting method in their
physical stores. The inventory is not accurately estimated. Thus, it results in poor experience of
the customers and there is loss of sales, Through using RFID technology. Here the RFID is radio
frequency identification which refers to the technology through digital data which is encoded in
smart labels. it is captured by the radio waves. It is frequently uses to track the vehicles ,pets as
well as even patients with the diseases called ALZHEIMER. Retailer can reached to near perfect
inventory. Thus, the customer's satisfaction in the Argos get increased as there is timely
availability of the customers products. The RFID technology is helpful for reducing shrinkage
and improving the sales velocity (Spiller. and Tuten, 2019).
Development of E-commerce and digital marketing platforms in comparison to physical
channels
The growth of online transactions and E-commerce
The digital marketing is helpful for derive success of the business. The development of
the E-commerce changing the customer behaviour. The customers are more likely to prefer
online shopping than the traditional one. Hence, the Argos is doing online marketing for taking
competitive edge. Through this the company is able to attract large number of people towards
their products (Ruan.and Siau, 2019).
Physical channels such as the television, radio and publishing the articles in the
newspaper are relatively more expensive than the online marketing. Social media advertising is
way too cheaper. Thus, this platform is helpful for the company to increase the customer
retention in considerably less price (Tuten, and Solomon, 2017). This sites helps to organization
for attracting the customer and providing the information to customer about the product and
services, in recent days people are more active in internet so this is the best way to advertise the
products through online platforms. Automated Emails are in use. The company is using content
marketing strategy for advertising the products.
TASK 3
Digital Marketing plan and strategy to build multi-channels capabilities
The digital marketing plan refers to the document that shares the digital marketing
campaigns of the firm. Thus, the Argos needs to implement the digital marketing plan.
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Digital Marketing Plan for Argos
Situational analysis – The Digital Marketing is at increasing trend. Thus, the Argos has the
opportunity to adopt digital advertising in order to attract large number of customers towards
their products. Through this they are able to increase their profitability. Internet Marketing
allows the customers to know the product in detail way (Medina, Coelho and Bellido-Pérez,
2017). Therefore, the customers are able to take decision in regard to the product whether they
want to purchase or not. Thus the sales of Argos products get increased.
Digital Marketing goals
 To increase the customer retention by 5% within 2 months.
 To increase profitability by 10 % within 3 months.
 To create brand awareness of Argos products among the customers through social media
adversing.
SITUATIONAL ANALYSIS
 SWOT ANALYSIS
 Strength

 Successful brand
 Argos reaches out to 130 million
customers and 18 million UK
households ( Rohm, Stefl. and Saint
Clair, 2019).
 The Best employment
 Weakness

 Limited market share
 Lack of presence in global market.
Opportunity
Enter in new development market like china
and Asia.
 Enter in digital marketing.
 Threat

 Huge competition
 high price war
PEST ANALYSIS
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 Political
UK government change their policies and
regulation related to the digital technology
system and this policy put pressure on the
Argos as either they update or buy their new
technology . (Tuten. and Solomon, 2017)
 Social
Some social factor like changing life style and
reduce unemployment. It affecting the sales of
Argos electronic product.
 Economical
Due to financial crises' unemployment rate has
increased which crested the negative impact on
the performance.
 Technological
Due to advance technology, government has
also decided to change the digital transmission
that directly impacts on Argos product.
 Marketing mix
 Place - The product of Argos available on stores and online platforms
 Price – To increase the demand of product firm can use the penetration pricing
strategy.
 Product – product is cars and cellphone now form include the new product which is
traditional TV packages and home theatres
 Promotion – to promoting the product firm can use the direct advertising.
PORTER'S FIVE FORCES
Porter's five forces helps to shape every industry by analysing five competitive forces and also
helps to determine the weakness as well as strength of the Argos. The forces are used
to measure intensity, profitability of Argos which is given below.
 Competition in the Argos Company
 Powers of the suppliers of the Argos Company.
 Customer's power
 Threat of the similar products.
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Development of strategies
 Segmentation – The people who aged from the 20 to 40 years are highly active on social
media channels. Hence, they are focus on Demographic segmentation and target the age
of 20 to 40 dependents kids and households. Hence, they are targeted. Demographic
segmentation is being done on the basis of the age gender etc. As people preferences and
tastes get changed on the basis of their age and gender. For example the women are more
likely to purchase the cosmetic products. Therefore, they company has display the
cosmetic advertisement as they troll on relative websites.
 Positioning – Argos will do positioning of their products through digital marketing. The
customers are able to know the product in detail. As the company's information and
products is displayed on the official website and channel of Argos. Therefore, the
customers are able to do direct conversation with the company. If they find any default
and problem they can easily contact with the company by using this website.
 Content Strategies – Argos will put the detail information through content writing on
the web. As the customers trolls their web browser the advertisement for the Argos
products blink in between, through this the firm is able to capture the customer attention
towards their products.
Digital strategies and Tactics for multi channel platforms and online interchanges
Digital marketing strategy defined as order of action that help to accomplish desirable
demand of the company through cautiously choice of online marketing channels. The company
will do social media advertising for attracting the large number of audience towards their
products (Dodson, 2016). Thus, social medial platform is one of the best platforms that helps to
increase brand recognition. Another strategy is to do customized advertisement. The people who
are interested to purchase the particular products, the ads will display to only that group of
people in customize advertisement. Thus, the sales of the Argos products get increased. The
company also take help of the google ads to advertise its product in more efficient manner.
Measuring results and KPI's
The performance of digital marketing is being evaluated by asking the customer about the
feedback. Through considering the feedbacks further improvements is being made in the
products. As per the Key performance indicators the company is able to increase customer
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retention up-to 5% within the 2 months. The brand awareness is also gets increased. The
profitability of the Argos is get increased by 8% within 3 months.
Explain how omni channel marketing has evolved.
Omni channel marketing
The omni channel approach means it covers many approaches it also called multichannel
approach that means this approach builds the many channels to promoting the product and
enhance the sales. Thus, omni channel is the method that helps to build multiple methods of
promoting and distributing products, such as physical stores, websites and mobile apps. Thus,
this all tools helps to attract the customer towards the product and services because it provides
the interpersonal interaction between customer by improving the digital interactions, such as
social media and e-commerce purchases (Petit, Velasco and Spence, 2019). Thus, this channel
provides the help to organization that how to use the different technology to enhance the sales
and profitability of the firm. This system allowing customers to reach out with problems or
concerns by phone, email, web chat and social media.
As a technology is change continuously in current trend and also the requirements of new
technology is enhanced day by day. Thus, firms are improved their marketing and promotional
strategy and Think about how quickly the internet has improved the methods of businesses to
promote their services and products. There are different types of marketing channels that helps to
interact with customer and transfer the information to the customer such as online marketing
channels and offline marketing channels. In online marketing channels it includes the social
media and other social sites and e-commerce websites (Ritz, Wolf. and McQuitty,2019). . Thus,
it helps to firm because this method is not time-consuming as well as it enhance the customer
base because it set up the two-way communication with your target audience so that their wishes
are known and their interest is catered with ease. On the other side, offline marketing includes
the print advertisement, face to face interaction and direct email. Thus, this technique is also
helps to share the information about the product in order to attract the customer. Thus, Argos
Ltd. Use this omni channel in the business to easily interact with customer and improving their
digital marketing to enhance the profitability of the firm (Spiller. and Tuten, 2019).
Importance of omni channel
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There are different importance of apply the omni approach in the Argoas Ltd. Thus, by
improving the digital marketing in the business it helps to reach millions of customers in
worldwide.
Improved brand awareness.
Using the omni approach in the business it helps to Arogs ltd that it provides the most stress-free
and profitable digital marketing platforms that can be used to increase the Arogos business
visibility(Arthur, 2019). Thus, by implement the social media strategy in the business it helps to
increase the networking in all over the world. Argos LTD makes the social media page to share
the information about the product and it helps to reaching the number of customers.
Cost effective — By applying the omni approach in the business Arogos ltd improve their
performance its provide the benefit to the firm as the social media marketing is one of the
platforms that provide the cost effective way Thus, firm can invest small money in online
platform it helps to provide the greater return (Spiller. and Tuten, 2019). Therefore, Argos invest
the small amount and time it creates the huge profits because it generates the huge number of
customer.
Healthier customer satisfaction — Arogos Ltd used this tool in the business it aids to enhance
the Customers' satisfaction because this approach provides the business reviews that means
customer gives their reviews on online platforms about the services that helps to firm for better
understand the customers. Theretofore, Argos LTD receive a modified reply rather than a
computerized message. A brand that values its customers, takes the time to compose a personal
message, which is perceived naturally in a positive light (Gkikas.and Theodoridis, 2019).
TASK 4
Determined and evaluates the measurement techniques and performance metrics in digital
marketing
In recent era many businesses Focus on improving the performance within digital
marketing. So, business are trying to implement the different techniques and make efficient plan
while using digital marketing tools for promoting, creating and awareness for their brands into
the customer mind. Thus, Argos ltd evaluates the measurement techniques to improve the digital
marketing they have studied how these digital marketing tools work or how to conduct an
effective digital marketing campaign. Thus, it helps to firm for identify the better technology that
helps to generate the number of customers (Gkikas.and Theodoridis, 2019). There are different
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types of performance metrics which helps to firm for measuring the digital marketing which
described below -
Total site visit — This is the tool of measure the performance of digital marketing. Therefore,
this tool helps to identify the big-picture of market and number of customer (Gkikas and
Theodoridis, 2019). Argos ltd should monitor and track the record Every time to identify the
market. In traditionally, firm can try to take advantage and think about that really this
campaigning works or not this metric gives firm a rough idea of how effective your campaigns
are at driving traffic. Therefore, by tracking the number firm should grow steadily over time if
firm generate huge number of customer that means its creates positive impact on the other side,
if it drops month to month, firms time to take a hard look at your marketing channels to identify
the problem.
Traffic by Sources or Channels — This is the another performance metric which describe the
sources of traffic. This tool describes that how many peoples track the company websites
(Hanlon, 2019) there re different types of channels or sources customer can used to check the
websites which describe below -
Direct visitors — This is the direct uses who directly search the websites and types the URL on
their browsers.
Organic/ search — This is the users who search the websites for query purpose
Referrals — These users arrive at the websites form other search engine or blogs (Liu, Perry
and Gadzinski, 2019).
Social media — This is one of the best platforms which gather the high number of visitors,
interested visitors search the websites. This platform is provide the full information that people
really like the services or not. So this is the good indicator of provide the information to firm and
helps to indicate the awareness and bran recognition.
Number of New Visitors versus Number of Return Visitors — This technique is also best
which describe that people are really attract towards the product and services or not. Thus, high
ratio of new visitors is describes that customer are search the websites as they generate huge
number of customer (Ritz, Wolf and McQuitty, 2019). On the other side, number of return
visitors is indicates that peoples are not really attracts towards the service as number of customer
is low it indicates that websites are does not meet the requirements of customers.
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Google Analytic: Your ROI tracking toolkit — This is the best tool that helps to firm for
tracking their official websites to identify that how many visitors visit the websites in daily
routine. Google analytical tools automatically tagged to each page of your site. Thus, this tool
helps to measure the performance of each website and identify or calculates the vales of each
page that how much this page is generate the money (Tuten. and Solomon, 2017). Thus, this tool
is the best tool Argos can used this tool in the business to identify the performance of each page
and websites
Total Conversions — This is the best way of measuring the techniques and performance
metrics. Thus, total conversion means it defines as conversions is the number of different site
the visitors who used the sites on daily bases they are generated huge profit for the firm (Ruan
and Siau,. 2019). The visitors are become digital records in your CRM or marketing database,
whether by making a purchase, downloading an asset, or subscribing to a mailing list. Thus, high
conversion rates means peoples are like to visit the firm websites and low conversion rates is
describes that people are face many issues when they subscribe the sites. So, it indicates that
when firm from poorly designed websites to unattractive offers. Thus, Low conversion rates are
indicative of any number of problems .
Present a set of action to improve performance in digital marketing
Arogos use the different techniques in the business that helps to achieve their long term
objective. There are different types of method that helps firm to improve the performance in
digital marketing which describe below -
Assess the Technology
This is the first stage of improving the digital marketing. Thus, in this stage, Argos ltd firstly
measure the value of finds and identify the accurate information that how much money firm
require to establish the new technology. Therefore, Argos Ltd can execute the plan and make
successfully implement the new technology in the business, for implement the new technology it
requires the huge money. Thus, to make the successful plan firm can establish the budget by the
helps of financial manger. Firstly firm can identify the budget and there are gaps in between
actual or standers it helps to firm for reducing the cost (Spiller and Tuten, 2019).
Hence, there are different technologies and tool Argos can use in the business to improve the
digital marketing such as :
 Social media platform scheduling, monitoring, engagement
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 CMS (WordPress, Drupal, Kentico, Sitecore, Squarespace)
 Content management platform (Kapost)
 Marketing automation (Marketo, Eloqua, Pardot, Hubspot)
 CRM (Salesforce, Microsoft Dynamics)
Optimize Your SEO
This is the second stage which describe the SEO engine that helps to firm for identify the records
that how many visitors visit the firm websites. Thus, this tool also helps to make the best process
to increase the quality and quantity of website traffic so, visitors easily visit the websites as they
have no queries related to the websites (Rohm, Stefl and Saint Clair, 2019). For example, Argos
ltd should use this engine in the business to increasing quality and reduce the traffic of a website
that means visitors easily search the websites without any issues. Therefore, there are different
methods to improve the SEO it helps to generate the huge number of visitors. Like, Argos Ltd
track the pages and blogs to reduce the problem and traffic they can distribute the traffic in
different factors such as organic, paid, and referral.
Measure Your Content Reach
This is the third stage which described that, Argos ltd measure the content of your website so, by
measuring this firm can analysis the marketing activities. Therefore, Argos identify the real
picture that which types of information and what content includes in the websites like types,
topics, and messaging that help to attract the customer.
Track Your Social Channels
This is the last stage of improving the digital market, In this stage, it describes that firm makes
the best strategies to enhance the performance of the business, so they use the different strategies
(Chaffey and Ellis-Chadwick, 2019). For example, Argos Ltd can follow their blogs and social
sites that how many visitors used these websites and also these websites are really popular or not
in the mind of visitors. Thus, Argos ltd should track their blogs and social sites through different
analytical tools such as SEM Rush and Google Analytic it is the best tool which help to
measuring the performance.
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CONCLUSION
From the above project report it can be summarized that digital marketing is the tool
which helps to organization to connect with customers and increase the performance of the firm.
This tool is used to attract and connect with customer through different channels it includes the
multiple channels such as electronic technology, including email, social medial platforms,
mobile applications, websites and other video based tools.
The present report has based on digital marketing of Argos ltd. Thus, report has covered
the various ways to improve the digital marketing and also examined the opportunities and
challenges of digital marketing in the organization it helps to attract the customer towards the
product and services. Moreover, report has described that through digital marketing firm can
expand the customer base in all over the world. Moreover, report has examined the key digital
tools, platforms and channels that helps to firm for improving the performance and enhance the
brand awareness. Furthermore, assignment has elaborated the digital marketing plan that helps to
improve the performer of the firm also apply the omni channels that helps to reaching the
number of customer. Lastly, assignment has evaluates the methods of monitoring and measuring
the digital marketing effectively that helps to firm for achieving the competitive advantages.
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