Digital Marketing Landscape and Consumer Trends

This document provides an overview of the digital marketing landscape and compares online and offline marketing concepts. It analyzes key consumer trends and insights that are fueling the growth of digital marketing. It also assesses the key digital tools and hardware available to marketers in contrast to bricks and mortar and other physical channels. The document is relevant for students studying digital marketing or related subjects.

Digital Marketing Project

Table of Contents
Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1) Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.................................................................................................................3
P2) Determine and analyse the key consumer trends and insights that are fuelling the growth
of digital marketing................................................................................................................5
TASK 2............................................................................................................................................7
P3) Assess the key digital tools and hardware that are available to marketers in contrast to
“bricks and mortar” and other physical channel.....................................................................7
P4) Examine the development of e-commerce and digital marketing platform and channels in
comparison to physical channel..............................................................................................9
TASK 3..........................................................................................................................................10
P5) Develop a digital marketing plan and strategy to build multi-channel capabilities......10
P6) Explain how omni-channel marketing has evolved.......................................................12
TASK 4..........................................................................................................................................13
P7. Evaluate measurement techniques and performance metrics in digital marketing........13
P8. Provide recommendations for improving digital marketing performance.....................14
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Digital marketing is a basic phenomenon that is used by the business as in order to
perform its marketing and promotion so that larger customer base is developed over continuous
period of time. It is a basic component that is utilising so as to manage online and internet based
technologies so as to promote offered products and services. It is usually based on the effective
usage of internet, mobile devices, search engines, social media and many other applications so
that it is easy for business to get reach towards potential customer base. It has been used to
encompass the diverse range of marketing efforts as with the parallel support of internet devices.
In this company have leverage different digital channels as like social website and search engines
through which prospective customers get connected with more of potential customers
(Kingsnorth, 2019). The following report is based on Dyson that provides hair dryer with no
extreme heat and also provides curl, wave, and smooth hair within minimum period of time. In
addition business has identified different market opportunities through online platform and
works with the slogan “saving your time, money and stress”. The company also provide
marketing consultancy to both medium and large organization at national as well as international
level. The report below consist of understanding about various opportunities, challenges and
impact on digital environment, key digital tools, platform, channels as by comparing and
contrasting bricks and mortar and other physical channel, digital marketing activities and multi-
channel capabilities along with different method of monitoring and measuring digital marketing
effectively.
TASK 1
P1) Present an overview of the digital marketing landscape and compare online and offline
marketing concepts
The digital marketing landscape is actually an ecosystem that used to produce more
valuable outcome as while considering overall realm of digital marketing. The digital landscape
state a collective platform at where websites, email, mobile devices, social networks and video’s
that assist the business to sell its goods and services (Vieira and et. al., 2019). In today’s era
digitalisation is being measured continuous growth and developed as by evolving various trends
so that constraint success is induced. In support of landscape business is able to develop certain
model under which organised platform is developed under which resultant growth is achieved as
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by making successful interpretation of all the required resources. It basically consists of various
tools and techniques by which absolute growth is induced under which imperative knowledge
about technologies is addressed within the working performance and operation of business. The
digital platform is being accepted so as to match up the recent trends under which market
acceptability is increase on repetitive mode. In this market presence is getting accelerated by
which sustain profit is achieved through aggressive competition. It is a process through which
better awareness is spread by Dysonand in this revenue; generation is facilitated along with this
enhancement of potential buyers (Chaffey, 2019). In this Dysonuses different digital landscape
and some of them is as explained below as:
Search engine optimization: It is a tool that is used to gain optimizes range of profit from
website so that a business capability in order to get in top position is increases. In support of
SEO Dyson improves its market rank through which Meta title, tag, description, xml etc.
reengineer market belongingness.
Content marketing: It is a process under whichDysonspread précised and accurate
knowledge and information within the market so that they get strongly connect with the
customers in appropriate manner. It is used to develop effective relationship by which quality
working is promoted as while reducing certain level of duplicity. It assists to develop loyal
customer base so that sales and profit ratio is getting increases.
In addition there is certain different in between online and offline marketing concepts and
it is as described below as:
Basis Online marketing Offline marketing
Meaning It is process through which business
has uses different methods in order to
create brand awareness as in order to
attract more of the targeted customers
as with the parallel involvement of
internet and its services (Katsikeas,
Leonidou and Zeriti, 2019).
It is a procedure in which business
create better awareness as by reaching
towards targeted customers so that
more of the sales and profit is
generated and along with this there is
no involvement of any internet
services.
Cost In order to process online marketing
business has to invest a lot of amount
as while promoting brand sales. It
In this business has induce a lot of
investments so as to maintain adequate
stock, paying salary, rents and many
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relation to expense it is quire
affordable as compared to offline
marketing. It has been done in support
of search engines, website etc.
other bills as well. It is quite
expensive as it could be done with
support of promotion from
newspapers, TV, radio’s etc.
Exposure In this business doesn’t have higher
barrier along with this global exposure
is increases.
It has been processed with certain
limit along with this there is no
guarantee about exposure.
Convenien
ces
There is no time barrier in online
marketing or it is 24*7 services that are
provided to customers so as to develop
web design as in terms of products and
services.
In this business has limited period of
timing and sales is only get increases
as per the opening of outlet.
Working
standards
It assist to get maintain direct reach by
which certain level of professionalism
is attained with perfection and timely
frame.
In this direct reach is not developed as
with this professionalism is not
attained as in relation to few barriers.
The impact of online and offline marketing within the marketplace enhance the working
standards and its regularity under which rate of profitability and performance enhancement is
enhanced over continuous period of instance. In this ability of business to get connect with
marketplace is developed with perfection by which market awareness is developed with
consideration of better values. In this sustained focus is maintained towards in which different
digital platforms is used such as email, social media, search mail and many other aspect as well.
P2) Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing
The digital marketing inducing extreme changes within which dynamic changes is
addressed by the business in which balanced level of development is processed with better
suitability. In this multiple channel has been used by the business such as social media, chat bots,
online advertising, content marketing, dedicated applications, influencer marketing that
collectively comes with different level of features and benefits through which sustained success
is achieved (What is digital marketing, 2019). As pre the time passes balanced level of changes
and innovation is induced within digital applications and platform as it provides adequate
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shaping by which profitable edge is gained that shows collective opportunities. The digital
marketing channels bring better and smarter insight over covering of marketing and key
consumer trends and it is as explained below as:
Lifecycle marketing: It is an aspect through which non-linear journey is matched up by
the customers as in regardless of involved products and services (De Pelsmacker, Van Tilburg
and Holthof, 2018). In this Dyson maintain clear focus about to grow higher and better
awareness through which customer preference is measured in lead. In this digital marketing
create unified experience of customers so that revenue and profitable generation is increases. It is
also being used to make modified changes within which achievement of goals and objectives as
by retaining potential customers.
Conversational marketing: It is the most excited form of marketing so that business has
adopted different innovation in order to process its query resolution, messaging and interfaces. In
this Dysonkept innovation along with artificial intelligence by which future forecasting is
increases. It assists to make real time modifications by which significant modification is induced
with successfulness. It enables the business to make certain interaction with customers as while
minimising economy of scale (Bala and Verma, 2018). In this relevant changes and alteration is
induced as with support of web, email, mobile based interaction by which working performances
get boost on sustained basis.
Insights driven marketing: It is a mode through which Dyson has worked on to develop
and design optimized utilization of resources under which desirable outcome is conceived with
perfection. It is essential for business to analyses the impact of intensive customers under which
clear outperform is induced as in order to grab attention of potential customer base. Dyson make
deep understanding about marketing concepts and offer digital solution to other businesses by
which customer ability is always get in preference.
Marketing technology: In this Dyson has make effective support of various software
services so that balanced level of improvisation is induced so as to manage digital media. In this
business maintain focus about to enhance experience and support of information so that sustain
profit from competitive edge is developed. In this various set of services is highlighted as from
which simplified options is offered to customers through which working become more flexible
and flawless as well.
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The digital marketing is considerate as basic fundamentals that is required to followed in
relation to business so that quick change and modification is induced by which business running
also get advanced. It induce direct success and development as for this artificial intelligence is
promoted that make easier for business to attain global businesses as in this security protections
also get considered in effective basis. It offer commercial advancement by which ability to get
over from competitive advancement is improvised with effectiveness.
TASK 2
P3) Assess the key digital tools and hardware that are available to marketers in contrast to
“bricks and mortar” and other physical channel.
Digital marketing is a process that is used by the business as in order to get connect
through online medium. In this Dyson has looking forward to enhance its service providing
capacity as with support of online internet services (Yoga and et. al., 2019). It is processed with
support of digital technicalities physical locations is promoted by the business as in order to
promote its sales and loyal customer base. Dyson has uses various digital platforms such as
social-media, search engine optimization, video hosting, content modifications and many others
as well so that strong interaction with potential candidate is processed with perfection. In
addition to this physical channel are those from which Dyson has worked on to enhance its sales
promotion as while managing sales and profit distribution. It is processed as in between retailer
to wholesalers by which constant flow of goods and services is progressed with perfection. On
the other hand in support of Brick and mortar Dyson has worked on to enhance its online
visibility along with this customer trafficking is managed and controlled (de Ruyter, Keeling,
and Ngo, 2018). Dyson uses different marketing platform in order to develop constant growth
over stores sales. The key contrast and comparison in between different digital tools and physical
channel is as illustrate below as:
Merits of key digital tools and physical channel
Merits of key digital tools Merits of physical channel
 Dyson must have maintained target
towards the increment of potential
customer base at both national and
international market.
 Dysonhas develop its market reach as
by facilitating its working standards by
which maximum of customers are get
targeted so that long terms stability is
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 Dyson must have collect customers
feedback as well and then implies
different changes accordingly.
attained in effective manner.
 It is the most flexible tool that is used
by Dyson as in order to make effective
understanding about need and demand
of customers. In this required
information is flowed as with support
of radio channels and newspapers
(Dwivedi and et. al., 2020)
Demerits of key digital tools and physical channel
Demerits of key digital tools Demerits of physical channel
 Dyson has also faces some complexity
and redundancy as in the form of safety
and security of customers detailing.
 Dysonis performs marketing and in this
also faces higher competition as well.
In order to make profit business has
uses digitalization by which risk factors
is increases on sustained way (Hanlon,
2019).
 In support of physical
channelDysondoesn’t’ able to attract
more of the customers and in addition
its market expectations also get resist in
which it is complex to attain certain
level of awareness in marketplace.
 It is quite costlier procedure under
which Dyson has to make balanced
investment over radio channel,
newspapers so that its costing is
increases and thus profit margin is
reduced.
Brick and mortar is used to measure the attentiveness of digital marketing as with this
ability to drive better success and development is attained in successful mode. In this customers
get uses with physical locations as with this sales and customers loyalty both get advanced. In
usually get drive better attraction of customers as with this proximity targeting, Geo conquesting,
click and collect, in store events and many other factors as well. In this loyalty campaigns is
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conducted that also used to encourage regular preferences of customers by which shopping
behaviour is managed in constrained mode.
P4) Examine the development of e-commerce and digital marketing platform and channels in
comparison to physical channel
The development of e-commerce and digital marketing platform as well as channel
produces more simplicity for business as about to increase its profit and sales within limited
period of time. In this business has make sure that in concern to digital landscape various
promotional activities has been performed with support of various techniques such as social
media, google search engines, pay per click, email and content marketing, optimised search
engines and many others as well (Saura, Palos-Sanchez. and Correia, 2019). In addition to
landscape and e-commerce it defines electronic basis by which adequate services has been
selected in which Dyson operated all its different products and services. In support of internet
services and other replicative actions has been taken so that productive amount of modifications
is induced within the business operations. In support of e-commerce Dyson has induce different
measurements by which certain growth and development is induced on regular basis. In this
business also uses various tools and techniques such as web portals and applications. Thus in this
company has uses this in order to attract more of the customers so that bot short and long terms
goals and objectives is achieved with continuity. In addition, Dyson also uses phone applications
by which the need to get connect with customers is increases (E-commerce in the UK-statistics
and facts, 2019). The company has measure different impact of e-commerce within UK and it is
as explained below as:
 Lower the cost: As in initial stage of company it is essential that business capital and its
costing is increases but in adverse of it e-commerce the time and cost saving is being
processed. In this better and effective outcome is achieved so that investment
capitalisation is reduced so that in this positive impact over inventory and stock is being
managed and controlled in satisfactory manner.
 Elimination of mediators:In the supportive usage of online applications and platform
different need and requirement of business is getting strong. In this Dyson has uses
different good and services as by offering various substitutes as while designing several
schemes and policies.
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In context to Dyson, they have induced various actions and activities so that moderative
amount of changes is addressed (Deiss and Henneberry, 2020). In this e-commerce assist to
make positive aspects under which sustained success and development is analysed in favourable
manner.
E-commerce Digital marketing platforms
It is processed with support of engagement,
discovery and retention in which competitive
focus is maintained as with the addition of
simplified by which seller experience and its
productivity both get advanced.
It is a platform that assist the business to
perform and conduct as with prospect of
content marketing. In this sustained and
suitable knowledge is pertained that enhance
market knowledge and its quality as well.
The marketing within e commerce offer
various opportunities by which optimised
performance and productiveness is induced
through which better return on investment is
induced within timely frame.
To perform digital marketing different
platforms are used as social-media marketing,
paid marketing, SEO optimisation, contextual
marketing etc. as from this market acceptance
and profitability both get advanced.
TASK 3
P5) Develop a digital marketing plan and strategy to build multi-channel capabilities
Dyson has uses various digital marketing strategy as while entering into the newer
marketplace so that parallel advancement is induced. In support of international brands and
services various localised services has been induced by the business so to managed fashion
trends, culture, payment schedule and many other different forms under which sustain profit is
gained in appropriate mode. The effective usage of digital strategy assists to make effective
decision making so that productive outcome is conceived in satisfactory mode. In order to
develop effectual design or equipments for customers Dyson must have followed basic prospect
that is as explained below as:
Vision: To offer most valuable products and services in this fashionable era so that long
term sustainability is attained (Rohm, Stefl and Saint Clair, 2019).
Mission: In support of e-commerce Dyson design different product that operated with
light energy source so that longer success is achieved.
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Marketing objectives: In order to gain more profit Dyson also works on to develop long
term and successful relationship with the customers so that better and more profit is
accomplished.
Situational Analysis: In order to manage and gain competitive edge Dyson make
different strategies so that higher success is measured.
Strengths: UK is most reliable and developed place along with this its people also get
attracted towards new and technical services in effective manner. The UK customers always
looking forward to use the equipments from which better product is developed that has make less
utilisation of electricity. In this Dyson is in profit as they have developed designed products from
which easily get connect with more customers and larger marketplace.
Weaknesses: The individual always get attracted towards more stylish and different
looking equipments thus from this it is required for business to induce continuous modification
on repetitive basis. In this Dyson has to induce more in technical inducement and along with
Brexit economic stability also get diverse (Behera and et. al., 2020).
Opportunities: Dyson get more opportunities as people get connect towards various
services that is highly attractive. In this as per the increment of emerging trends people get
attached with electric instruments so that higher profit is developed.
Threats: It is required that continuous technicalities has been induced so that investment
and cost profit is getting reduced.
Marketing strategies: Dyson has worked on global agenda and in order to emphasis
sales and profit diverse strategies is developed so that brand image and value is developed.
Social-media marketing: It has been induced by Dyson in order to enhance its market
share and potential so that customers who are in reach and far from that also get grab. In these
direct sales is increases along with this Dyson also make appropriate changes as per suitability of
market.
Target market: Dyson has target the individual of age group 18-35 as people of these
group has always take care of its hair and styling in order to remain fashionable.
Strategies to build multi-channel capabilities: As in order to create and develop multi
channel marketing strategies balanced attention is induced over likelihood that assist to enhance
market engagement with support of web mail, social media, advertisement and many other
factors as well. Dyson has direct impact as with this integrated marketing experience is
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developed by which positive brand image and value is promoted in adequate manner. In this
ability of company to maintain clear sustainability and seamless is promoted for this different
principles are considerate that is explained below as:
 Direct focus is maintained to attain customers preferences by which personal connection
and involvement within marketplace both get advanced.
 In order to leverage automation the company maintain clear focus towards campaign
development as with this multiple channel for communication is developed that allows to
perform segmentation so that personalisation is attained within timely frame.
The omni-channel is evolved with the better support in which customers values and share
is supported in relation to innovation and creation. It also promote costly and expensive
modifications under which working standards and its possibilities both get advanced in clear
basis.
P6) Explain how omni-channel marketing has evolved
The omni-channel marketing is basically an approach that is used by Dyson as in order to
make integrated model. In this flexibility among working is produced by which more of the
customers get attracted so that direct enhancement of sales and profit is developed. In context of
these channel Dyson make effective usage of desktop, phones, brick and mortar, internet services
so that productive and profitable changes is measured (Heinze and et. al., 2020). In has been used
by Dyson so as to maintain direct and clear focus towards the fulfilment of need and demand of
customers.
In relation to the omni-channel the Dyson has make efficient usage of different digital
marketing platform under which sustained development is produced as per to fulfil and satisfy
the requirement and demand of competitive marketplace. It is required that business also implies
certain tools and techniques so that continuous success is addressed. It is induced in order to get
connect with more of the customers and for this Dyson promote advertisement and promotional
activities. Dyson also target and segment the younger market so that its products and services is
collectively sold out within the global marketplace.
Omni-channel is being used to make adverse profit and in this digital platform has
promote and emphasis working probability and performances. In this business has gain higher
profit so as to make profitable and productive outcomes in sufficient mode.
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TASK 4
P7. Evaluate measurement techniques and performance metrics in digital marketing
Each and every company need to accomplish several goals and objectives by which they
can develop effective plans and strategies. For this, after prominent execution and formulating of
digital plan, company need prominent evaluation and determination of the overall performance
of plan in terms of analysing that the significant objectives are accomplished or not. For this,
several ways to determine the overall performance are discussed as underneath:
Measurement techniques and performance metrics: Key performance indicators: KPI is undertaken as one of best and common technique in
terms of measuring the performance of company. It is the effective measurable tool that
represents the effectiveness of company in terms of accomplishing the key objectives by
digital marketing. For this, company use KPI at the several level in terms of identifying
the success factor to reach and accomplish the prominent targets (Leite and Azevedo,
2017). In regard of this, effective level of KPI focus on the effective and prominent
performance of company meanwhile, low level KPI put emphasis on the other process
undertaking the other departments including marketing, sales, HR and many more. In
relation with Dyson, company tends to evaluate the overall performance by effectively
measuring the amount of sales which is done considering the digital channel and also
undertake the likes and shares which is related with the product undertaken by customers
with the help of social media. Benchmarking: It is the effective process which is helpful to measure the effective
performance of the products and concerning services that are against the other factors
including best thing in the industry. Moreover, this approach is helpful in terms of
identifying the internal opportunities regarding the enhancement by examining the
performance level, dividing it for more effective and possible performance and lastly
compares operating business (Kannan, 2017). In relation with Dyson, they can set
prominent standards including the followers that should be present for the social media
account. On that basis, suitable benchmarks should be evaluated by company regarding
the performance of product and its likes by the customers. Google analytical: It depict the effective web analytics services that are provide by
Google in terms of keeping effective records that are related with the website traffic. It is
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undertaken as the web analytics that are offered by Google in terms of keeping effective
records and reports of the website (de Ruyter, Keeling and Ngo, 2018). Presently, by
identifying the significant platform for the Google marketing brand is undertaken and
also allow SDK which is helpful for gathering effective data from iOS and android app
and other concerning term for the mobile apps. With the help of this, technique, Dyson
can analyse that how effective its product and brands are in terms of prevailing the trend.
Therefore, by this company tends to make effective changes in digital marketing strategy
according to trends.
Critical evaluation: By considering the above discussion it is identified that there are
several performance metrics which are useful in terms of measuring the overall performance of
employees. It also helps in improving the overall performance and making them more competent
in terms of performing their job role. Besides this, with the help of effective measurement is
beneficial for the overall growth and development of employees and also tends to motivate them
with full potential to perform their assigned task within the given period of time. In regard of
this, benchmarking is undertaken as effective method in terms of setting prominent standards by
comparing performance with other individuals.
P8. Provide recommendations for improving digital marketing performance
Digital marketing is the effective way to use online and internet services in terms of
creating awareness among customers considering the brand, products and other services. For
this, it is quite important for Dyson to enhance the overall performance of digital marketing by
developing effective actions in prominent way. For this, some of the actions are used for the
enhancement of performance are mentioned as: Assessing technology: It is essential to set effective budget in prominent way considering
the saving of money. For this, budget is useful in terms of working for the business to
accomplish effective goals and targets. In terms of this, it is important to have core
platforms of CMS, CRM, social media, content management and marketing automation
(Pradiani, 2017). Dyson need to assess its technology for effective improvement and also
for the better set of activities to enhance digital marketing for the business. Optimising SEO: It is important to enhance the SEO in the business environment so that
effective finding can be made without any problem and issue. SEO specialist need to
make sure that effective content should be optimised and also put emphasis on the google
14

friendly, keywords and many more (Yejas, 2016). In terms of Dyson, they can use Moz
in terms of effectively assessing the prominent score of product page and enhancement
should be made.
 Tracking social channels: Here, social media is undertaken as the significant channel in
terms of creating awareness among customers undertaking the products and services. As
per the effective survey, around 71% of B2B market is used for the content and social
marketing (Simula, Töllmen and Karjaluoto, 2015). Undertaking the change in time, it is
quite important for Dyson to use social channel and track them on the continuous basis so
that positive outcome is accomplished. It is considered as the effective way to enhance
the digital marketing of business and also improve the profit margins as well.
Hence, undertaking the above discussed ways by which digital marketing for the
respective organisation is accomplished with the accomplishment of objectives and goals.
Action plan: The suitable plan is useful in terms of accomplishing prominent goals and
objectives which are useful for company in terms of having effective growth and development
and for this suitable objectives are mentioned as:
 To enhance the effective and advanced technology with minimum cost.
 To improve sales and revenues by 9% and 12% in order to have effective growth and
development.
 Launch effective and advanced technology of products on yearly basis in order to retain
customers for longer period of time.
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CONCLUSION
By considering the above discussion, it is identified that prominent digital marketing is
considered as the important tool which is helpful for every company in terms of running business
concern prominently. In terms of this, digital marketing is undertaken as the innovative and fresh
term regarding exchanging and promoting products and concerning services of company that is
helpful in terms of covering the maximum segment to improve sales. Furthermore, effective
customer trends and vision plays an essential role to enhance the success of e-commerce. For
this, occurring effective result is influenced by the social media platforms and concerning
techniques which is recommended to organisation including, social media platforms, emails and
many more that are useful in terms of making the significant presence in wide range of market.
E-commerce is undertaken as the tactual channel of effective marketing and enhancing the
prominent help for digital marketing. At last, digital marketing plan is developed which is
helpful in terms of making multi-channel abilities for an organisation and also develop plan
regarding the significant evaluation considering the effective help of performance metrics and
measurement tools in terms of developing an effective and better plan.
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ONLINE
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