Digital Marketing Landscape and Consumer Trends

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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