Digital Marketing Plan - Assignment

DIGITAL MARKETING
PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 .................................................................................................................................................1
P1 Overview of the digital marketing landscape and comparison between online & offline
marketing concepts......................................................................................................................1
P2 Key consumer trends and insights which are fuelling the growth of digital marketing.........3
LO2..................................................................................................................................................4
P3 Assessment of key digital tools and hardware which are available to marketers and its
comparison with physical stores & channels...............................................................................4
P4 E-commerce and digital marketing platforms and channels and its comparison with
physical channels.........................................................................................................................6
LO3..................................................................................................................................................7
P5 Development of digital marketing plan and strategy to build multi-channel capabilities......7
P6 Evolution of Omni-channel marketing.................................................................................13
LO4................................................................................................................................................13
P7 Evaluation of the measurement techniques and performance metrics in digital marketing. 13
P8 Actions for the improvement in performance in digital marketing .....................................14
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Digital marketing refers to the process that help in selling products and services with use
of internet that help in increasing sales for the future (Chaffey and Ellis-Chadwick, 2019).
Report will highlight the digital marketing, its landscape and its comparison with offline
marketing. It will tell about the growth of digital marketing, key digital tools and hardware,
digital marketing platforms and channels and prepare the digital marketing plan and strategy.
Report will do compare between digital channels & physical channels and between digital &
physical marketing tools. It will demonstrate about the omni-channel, measurement techniques
and performance metrics and Actions for the improvement in performance in digital marketing.
Overview of the Organization
Argos Limited Company is a catalogue retailing company which was founded by Richard
Tompkins in year 1972. Company's headquarters is in Milton Keynes, Buckinghamshire,
England, United Kingdom. Company is currently operating its business in United Kingdom and
Ireland. It is one of the largest catalogue retailing company. Its parent company is Sainsbury's
Company. It has around 800+ shops. Company's business model is offline as well as online too.
Company is trading in consumer goods.
LO1
P1 Overview of the digital marketing landscape and comparison between online & offline
marketing concepts
DIGITAL MARKETING
There are various types of marketing in which one of the marketing is known as Digital
Marketing. It is also referred as Internet Marketing too. Digital marketing can be defined as the
marketing of the products and services with the help of digital technologies using by
organizations. It not only include internet marketing but also involves mobile marketing, social
media marketing, email marketing and display advertising marketing etc. (De Pelsmacker, Van
Tilburg and Holthof, 2018).
DIGITAL MARKETING LANDSCAPE
Digital marketing landscape can be refers to the scope or spread of the digital marketing
through which marketers can do the market, promote and sell its products and services. It
involves various strategies, methods, tactics, techniques and tools through which company can
do promote the products and services digitally. It involves social media marketing, pay-per-click
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advertising, email marketing, content marketing, search engine optimization, mobile marketing
and search engine marketing etc. (Chaffey and Smith, 2017).
DIFFERENCES BETWEEN ONLINE AND OFFLINE MARKETING CONCEPTS
Basis Online Marketing Offline Marketing
Meaning Online marketing refers to the
marketing of products and
services with the help of
internet and digital devices.
Offline marketing refers to the
marketing of products and
services without internet or
any kinds of digital devices.
Another Name It is known as digital
marketing too.
It is known as Traditional
marketing too.
Marketing Tools Examples of online marketing
tools are email marketing,
display advertising, content
marketing, video marketing,
social media marketing and
search engine marketing etc.
Example of offline marketing
tools are live demonstrations,
print ads, direct mail
marketing, billboard ads,
guerrilla marketing, trade
shows and telemarketing etc.
Costs Online marketing is much
more affordable for the
company.
Offline marketing needs a lot
of expenditures to do (Kotler
and et.al., 2015).
Scope It has high exposure to the
globally which means its scope
is wide.
It never gives guarantee about
to reach at large audience
which lead to low exposure.
This means scope of offline
marketing is low as compared
to online.
Convenience Marketers can do online
marketing whenever they want
and wherever they are.
Marketers have some
limitations in offline marketing
which make it less
convenience for them.
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