Digital Marketing Plan and E-commerce (PDF)

Digital Marketing Plan

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
L0 1..................................................................................................................................................3
P1 Overview of digital marketing landscape and comparing offline and online marketing
concepts........................................................................................................................................3
P 2 Analysis of key consumer trends and insights that are fuelling the growth of digital
marketing.....................................................................................................................................4
LO 2.................................................................................................................................................6
P 3 Key digital hardware's and tools that are available to marketers .........................................6
P 4 Development of e-commerce and digital marketing platforms and channels in comparison
to physical channels.....................................................................................................................7
LO 3.................................................................................................................................................8
P 5 Digital marketing plan...........................................................................................................8
P6 How Omni channel marketing has evolved..........................................................................10
LO 4...............................................................................................................................................11
P7 Determining and evaluation of measurement techniques and performance metrics............11
P 8 Actions to improve performance in digital marketing.........................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing may be defined as the process of marketing of goods and services by
using various digital technologies which mainly consists of internet, but it also includes display
advertising, mobile phone and other digital medium. With the help of digital marketing a
company can target a specific segment of customer base and is very interactive. Within recent
years digital marketing has grown and has become more popular and has proven beneficial for
the organisations (Price, 2018). Digital marketing has provided huge opportunities for the
companies to make great influence on the customers and reach to vast audience with just a single
click. Digital marketers uses multiple channels like SEO, content marketing, influencer
marketing, online advertising etc in order to help their brands to get connected with their
customers (Scheinbaum, 2016). In this report Argos Ltd is taken as an organisation, which is a
British catalogue retailers and is a subsidiary of Sainsbury operating in Ireland and United
Kingdom. Present report discusses about digital marketing, the challenges, opportunities and
impact of digital environment. It also includes the tools, channels, platforms and comparing and
contrasting different channels of digital marketing. This report also includes organising various
digital marketing activities and also the methods of monitoring and measuring digital marketing
effectively.
L0 1
P1 Overview of digital marketing landscape and comparing offline and online marketing
concepts
Digital marketing refers to any form of marketing of products and services which
involves the use of electronic devices. Digital marketing is much more than email, social media
and website but also encompasses on the mobile optimisation, content publications and data
analytics. Modern customers spends lots of time online and keep on using different digital
platforms and even has got various choices related to products and services. Now with the help
of digital technologies Argos Ltd can now personalise their marketing efforts and can target their
customers with more precision. Also, it can provide cross channel as well as continuous personal
experience to customers (Kerin and Hartley, 2015). Argos Ltd can use different digital
technologies in order to carry out their marketing activities. Digital marketing also come with
various tools which can help the company to attract their customers in the most influencing way.
Digital marketing has become one of the best marketing strategies for attracting modern

customers across the world. For developing the digital marketing strategy a company should be
able to understand evolving state of digital media and advertising which is due to continuous
evolving nature of digital marketing landscape. It may include influencer marketing, social
media marketing, pay per clicks, search engine optimisation, ,search engine marketing, email
marketing etc. Digital landscape helps Argos Ltd to identify direct and indirect competitors at the
same time but at present digital landscape has become more complex and it equally important
for the company to identify competitors digital marketing strategies and try to develop the best
marketing strategy to attract potential customers. Argos Ltd has to select the appropriate media
channels (Das and Lall, 2016). Digital landscape is evolving as there is introduction of new
platforms, data sources, tools as well as media consumption devices which may include mobile
phones and tablets. So, it is important for Argos Ltd to choose the appropriate platforms for
marketing their products digitally.
Offline marketing can be defined as advertising strategy which is published and released
entirely out side the internet and this strategy can be used by the company over a multitude of
different media. Such advertising may include radio, banners, door to door marketing, print
media etc (Skender Lionel and Tuan, 2011). It is the process of creating brand awareness and
reaching the target audience and increasing the sales of company's products without any
involvement of internet. Online marketing which is also known as digital marketing, it is
marketing strategy which is used by organisations in order to attract modern customers. It also
includes utilisation of internet to deliver the promotions and advertise their products or services
in order to attract customers. The process of online marketing involves utilisation of email
campaigns, web content, video marketing and even augmented and virtual reality for driving the
direct sales to e-commerce.
P 2 Analysis of key consumer trends and insights that are fuelling the growth of digital
marketing
Importance of customer understanding and insight in development of effective digital
marketing activities
It is extremely important for organizations to understand their customers before making a
marketing strategy. It does not mean to understand the needs of the customers but it also means
to understand the reason behind their behaviour, their expectations and their perception towards
the product or service provided by the customers (Chaffey and Ellis-Chadwick, 2019). Changing