Digital Marketing Landscape and Strategies for Regency Cafe

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