Digital Marketing Landscape and Strategies for Regency Cafe

This report discusses the digital marketing landscape and strategies for Regency Cafe, including a comparison of online and offline marketing concepts, consumer trends, digital tools and hardware, e-commerce and digital marketing platforms, and a digital marketing plan for multi-channel capabilities.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
P1 An overview of the digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................3
P 2Analyse and evaluate the main consumer trends and insights which are fuelling the growth
of digital marketing ....................................................................................................................4
P4Development of e-commerce and digital marketing platforms and channels in comparison
to physical channels in context with regency cafe .....................................................................6
P5 Create a digital marketing plan and strategy for multi-channel capabilities..........................6
P6 Describe about how omni-channel marketing has evolved...................................................8
P8 Explain about the set of actions which needs to be taken for improving the performance in
digital marketing ........................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing refers to the promotion of brands in order to connect with potential
customers with support of internet and other forms of communication at digital level. It not only
includes social media, email, web-based advertising but also includes multi-media and text
which act as marketing channel. In the present report, Regency cafe is taken into consideration. It
is a cafe which is designed in art deco style and it was opened in the year of 1946 on regency
street. It is basically near the Westminster London. The present report will cover discussion
about digital marketing landscape with the comparison between offline and online marketing
concepts and also about consumer trends and insights which fuels the growth of digital
marketing. In addition to this, the present report will cover analysis about digital tools and
hardware which are available to marketers and also about development of e-commerce and
digital marketing platforms. Moreover the report will cover discussion about the digital
marketing plan and also about omni-channel marketing which has evolved.
MAIN BODY
P1 An overview of the digital marketing landscape and compare online and offline marketing
concepts
According to current period of time, the marketing field has faced an evolution where in
which manner brands communicate with their consumers and also in which manner consumers
communicate with one another. There are certain digital technologies which contribute into the
concept of landscape of digital marketing. These technologies include internet, mobile phones,
email and social media (Afrilia and Ikasari., 2019). A digital landscape act as the collective name
for email,websites, social networks, videos and mobile devices. These tools basically help into
this context that businesses sell their products and services. In context to Regency cafe, they
have used emails, social networks in order to retain customers for longer period of time and also
on the online basis customers can book their tables into appropriate manner.
Comparison between offline and online marketing concepts
Online Marketing Offline Marketing
 This is a kind of marketing where
products or goods has been sold out on
 This is a kind of marketing where
products or goods has been sold out

the online basis with support of online
channels such as ads, email, social
media.
 Online marketing basically focused on
content (Ali, and et. al., 2020).
 This is a kind of marketing which
involves third party as well which
includes web content, media, social-
media and search e-mail.
 Under this kind marketing, target
audience met at one place.
 Online marketing helps in terms of
reaching out to the professionals into
direct form of the industry and market.
 Under this kind of marketing,
prospective buyer cannot visible
with support of offline channels like
telemarketing, print ads etc.
 Offline marketing is basically focused
on product
 Offline marketing basically includes
phone centre, telephone and mass
media as well.
 Under this kind of marketing, the target
audience has been found into the
scattered form.
 This is a kind of marketing where it
does not reaches out directly to the
professionals due to some kind of
barriers.
 Offline marketing is a kind of
marketing which is directly visible to
their prospective buyers
In context to Regency cafe, they are majorly focused on online marketing as it has been
observed that tables can be booked on online basis. This is a cafe who promote themselves with
support of social media platforms and other apps as well. They have tried their level best in order
to provide good experience to their customers(Chiplunkar Gowda and Shivakumar., 2020).
P 2Analyse and evaluate the main consumer trends and insights which are fuelling the growth of
digital marketing
There are certain consumer trends which help in terms of fuelling the growth of digital
marketing and it is defined into the following manner:
 Short, DIY videos: These videos emphasize in the fast pace manner where they consume
content and also highlights the requirement for engaging content and simple which asks
to participate.
 Tell a real story: The key for brand marketing is always the brand marketing but when
the situation comes for selling the product into modern landscape, consumers feel that

they are tired of hearing that how the brand's goods and services are better than their
competitors. They exactly want to know that in which manner they have delivered the
promises and also contribute into the context of fulfilling the expectations and needs as
well.
 Privacy, transparency and trust-building: It is important that to communicate with
customers into effective manner so that the reason behind data collection can be cleared
out into effective manner. Its the company responsibility to make sure that data has not
been collected beyond the requirements level(Ivaschenko., Stolbova and Golovnin.,
2019).
 Conversational marketing and quality interactions: According to changing period of
time, when there is development into technologies and other aspects then people get
shifted more towards the online chatting, apps ad websites in order to communicate into
effective manner. As this will basically converts into conversational marketing but with
support system of chatbots has increased the level of understanding the needs and
requirements of the customers.
 Artificial intelligence in digital marketing: Artificial intelligence has the ability to
analyse the data into effective manner an also into the fast pace manner as well. With
such kind of support system, it is easier to analyse the behaviour of consumers and
purchase history as well. Artificial intelligence is the parameter which help in terms of
analysing the customers next move for their interests and preferences as well.
In context to Regency cafe, in this digital world have provided services to book tables on the
online basis and their websites also gives idea to the individuals in terms of decision making for
visiting the cafe or not (Kavoura and Kefallonitis., 2019). They have also used technologies in
terms of retaining customers for longer period of time in order to provide better experiences into
positive manner.
P3 Evaluate the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels
The range of tools and platforms which are available for the company Regency cafe in order to
establish digital marketing are:
Social media platforms:

This is considered as the most efficient as well as cost effective techniques in order to
digitally advertise its products and services by using channels such as Instagram, Facebook and
many more. These platforms are the most important applications which is more frequently used
by business owners on daily basis. Including the generic features, the apps are considered as
highly transformational while using for different advertisement programs with different motives.
For example, the Facebook provides the facility to businesses in the form of Ads manager that
enables business owners to effectively run their adds as well as can also track their performance
by seeing the number of customer visitors (Kolev and Kostadinova., 2020).
Design tools:
The application of creativeness in designing is major essence when it comes in
encouraging digital marketing. The Regency cafe is recommended to practise use of Canva as
well as Photoshop platforms that can be run on both the devices such as mobile and computers.
The designing tool will support the cafe to build attractive posters in order to show them in social
medial platforms.
Analytics tools:
The analytical tools usage is undertaken by the organisation in order to identify and
evaluate whether the digital marketing technique is successful or not in terms of attracting large
number of customers. The web analytical tools includes the google analytics as well as
Facebook insights that can used by the Regency cafe in order to assess about the effectiveness of
their marketing activities(Mehmet, Roberts and Nayeem., 2020).
Content marketing:
The content writing tools is basically associated with the tools such as Co-schedule as
well as Hubspot. These content writing platforms provides an advantage for the Regency cafe in
order to draw attention of higher customers by making creative as well as immersive content.
Email:
The other digital tools that is important for the firm is Email tool. This tool is easy to use
as well as a convenient digital tool for engaging with customers in the most effective manner.
The email marketing that can be used by the Regency cafe in order to communicate effectively
with the customers are Mail-chimp as well as Iterable tools.

P4Development of e-commerce and digital marketing platforms and channels in comparison to
physical channels in context with regency cafe
E-commerce and digital marketing platforms is the online store for buying and selling the goods
over the internet. It provides the customers a flexibility to purchase the desired products anytime
and anywhere. Regency cafe uses these platforms to allow their customer's to book the table
online or to go through the menu of the cafe. This helps the customer's to decide whether they
should go to eat at the cafe or not and it also helps them to decide prior about the menu that they
going to order(Poddar and Agarwal., 2019).
Digital marketing consists of conducting the marketing in various social media channels,
company's website, banner advertising, email marketing, blogging etc. where as physical
marketing involves the channels like print marketing, broadcast marketing and direct marketing.
Regency cafe uses both the above types of marketing but the difference in these two are
discussed below:-
Physical marketing uses the traditional channels or media to create awareness about the product
whereas digital marketing uses the digital channels such as social networking platforms,
display ads and other digital medium.
Digital marketing covers the large number of audience in comparison with the physical
marketing. So, it can be conclude that the digital marketing is better to show their
advertisements to large number of customers.
Both the marketing have almost same amount of impact about the product to the customers but
due to some creativity in the digital marketing by gifs, pics or videos it is slightly better than
the physical marketing.
The digital marketing is less expensive and effective as compared to physical marketing.
From the above comparison it can easily be concluded that Regency farm should use digital
marketing more because it is far better than the physical marketing in criteria of return on
investment, expensiveness, covering large audience etc(Purcarea., 2021).
P5 Create a digital marketing plan and strategy for multi-channel capabilities
A good digital marketing plan can be created through following certain steps and it is
defined into the following manner:

 Specify measurable business goals: Under this head, it is important that to define the
goals into specified manner. In context to Regency Cafe, they set their goals through
improving the customers satisfaction level into positive manner.
 Identify the target audience: It is important that to target audience into appropriate
manner so that business can take actions and decisions accordingly for it. In context to
Regency cafe, they have target mainly adults, children and professionals as well.
 Understanding customers needs and search intent: For understanding customers into
appropriate manner, it is necessary to understand their taste and preferences as well. In
context to Regency cafe, for attracting customers on large scale and to decide products
accordingly for it. It is necessary to understand the taste and preferences of their
customers into deeper manner.
 Create a content marketing library: It is important for Regency cafe to create content
marketing so that they can convey their message and information to their customers into
accurate manner(PURCAREA., 2021).
 Start with SEO on the immediate basis: For Regency cafe it is necessary to increase
traffic of the cafe on the search engine optimisation so that they can build their strong
brand image into positive manner.
 Explore paid advertising channels: It is necessary for the cafe to explore paid
advertisement channels so that they can reach out to every kind of customers into positive
manner.
 Use automation and email marketing segmentation: This is a kind of email marketing
segmentation where it is the division of email subscribers into smaller segments which is
based on set criteria(Ray Chaudhury., 2021).
There are certain strategies which can be used for multi-channel capabilities and it is defined into
the following manner:
Focus on the customer: It is necessary to focus on customers requirements and needs into
positive manner. In context to Regency cafe, they can use different techniques in terms of
technical parameter for shifting the focus of customers on their own cafe.
Leverage automation: Under this head, different channels can be scheduled in order to increase
efficiency and also achieve competitive advantage as well. In context to Regency cafe, it help in
terms of making the process cost effective in terms of long run.

Use the data: The analysis of data and its use also help them in enhancing the process of
multichannel into effective manner. In context to Regency Cafe, they can use the data in terms of
analysing the social media activities of their customers on their websites
Final thoughts: For marketers they develop unique profiles for the successful use of multi
channels. In context to Regency Cafe, to have proper focus on the customers it is required that
there should be combination of technology and trends from the perspective of creativity.
P6 Describe about how omni-channel marketing has evolved
Omni channel marketing refers to the cooperation and integration of various channels
organisation use to interact with consumers and also with an aim of creating a consistent brand
experience(Singaraju and Niininen., 2021).
Under this kind of marketing, channels are majorly connected through centralised routing
system that creates a 360 degree view of customers interactions. In context to Regency Cafe,
they uses both offline and online marketing strategy which is omni channel of marketing as it
help in terms of selling products into more effective and efficient manner. The cafe can upload
pictures of their products on the social media in order to grab attention of the customers for the
purpose of selling their products into result oriented manner. They can send emails on the regular
basis and make phone calls for their different kinds of offers and discount plans as well in order
to satisfy their customers into positive manner. This kind of marketing is essential for every kind
of cafe in order to inspire people to try their brand and share their experiences with other people
as well(Soldatova, and et. al., 2020).
Assessment of the measurement techniques and performance metrics in digital marketing:
The explanation of measurement tools in context to Regency cafe are given below:
Social metrics map:
The process for evaluating performance starts in terms of first deciding the about the
objectives of the company and then analysing that whether the goals and objectives of the firm is
achieved or not. The social metrics map is generally considered as the visual presentation of
special format that lays focus on objectives social activity as well as impact. This supports the
Regency cafe in factors that indicates whether the performance is effective or not.
Creating SMART goals:

The SMART goals refers to the objectives that are specific, measurable, relevant as well
as time- bound in nature. The creation of goals while considering this factor will support the
Regency cafe in successful evaluate the effectiveness of its marketing channels as performance
in the most effective manner. The SMART goals provides a clarity for the firm to achieve
objectives in timely manner(Widianti and Wiksana., 2021).
Determining traffic on website:
The other important way to determine whether the digital marketing strategies of the firm
is successfully implemented or not. The website of the company is termed as a key as well as
foundation factor while determining the value of the brand. The outcome of digital marketing
activities of Regency cafe can be determined by analysing the website traffic.
Analysing new visitors or returning visitors:
The Regency cafe needs to evaluate the number of customer engagement in the company
whether new or old customers on their online delivery platforms or stores. In addition to this, the
company needs to analyse the activity of customer in the social media platforms.
P8 Explain about the set of actions which needs to be taken for improving the performance in
digital marketing
There are certain set of actions which needs to be taken in terms of improving
performance in digital marketing and it is defined into the following manner:
Optimise the search engine optimisation: Under this head, the SEO specialist ensures that the
content should be optimised with their focus on google friendly HTML formatting, keywords
which correlates with the product key words. With support of tools provided by the SEO, it is
easier for individual to access the overall score of the product page and also decide where
improvements are required(Sozinova., Savelyeva and Alpidovskaya., 2021).
Measure the content reach: The measuring of internal and external reach will give the wider
picture of what content topics, types and messaging are effective into the market. To have a look
of the entire life cycle of content there are certain metrics which needs to be tracked. In includes
number of month over month internal views of assets, number of MoM internal downloads of
assets.
Tracking the social media channels: With the power of social media help in terms of
broadening the overall presence and reach as well. It is important to make sure that the tracking

performance should be top priority on those channels which is not only about likes and clicks
only.
In context to Regency cafe, they can follow all the above set of actions in order to
improve the performance of digital marketing into positive manner(Tilak., 2020).
CONCLUSION
From the above report it has been concluded that digital marketing is crucial in order to
effectively undertake marketing activities for achieving large customer share. The report has
covered the digital marketing landscape as well as also explained about online and offline
marketing strategies. In addition to this, the report has also included about key customer trends
and also examined the digital platforms available for undertaking promotional activities. The
report has also explained about importance of digital marketing channels. Moreover, the report
has also covered about the digital marketing planning. Furthermore, the report has covered about
the performance measurement techniques of digital marketing.

REFERENCES
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Tilak, G., 2020. A Review of Using Business Intelligence (BI) in Digital Marketing.
Widianti, C. and Wiksana, W.A., 2021. Digital Marketing dalam Promosi Kunjungan Wisata.