Digital Marketing Report for Nisa Retail Limited

This report provides an overview of digital and traditional marketing, challenges faced by Nisa Retail Limited while switching to digital marketing, key digital tools & platforms available to marketers, and a digital marketing plan for the company. The report also explains the development of omni-channel marketing and the impact of e-commerce growth. The digital marketing plan includes the use of social media marketing, multi-channel advertisements, and omni-channel tools and techniques such as social media integration and artificial intelligence.

Digital Marketing Report

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
PART 1: An Overview of digital and traditional marketing...........................................................3
1) Overviewing digital marketing, comparing online and offline marketing concepts and
analysing the factors that contribute in growth of digital marketing...........................................3
2) Analysing the challenges Nisa Retail Limited might have to face while switching to digital
marketing.....................................................................................................................................4
3) Assessing and critically analysing the key digital tools & platforms available to marketers. 5
4) Examining and critically analysing the digital marketing landscape and the impact of e-
commerce growth........................................................................................................................6
5)Explaining how and why omni-channel marketing has developed..........................................7
PART 2: Digital marketing plan......................................................................................................7
Developing coherent and logical digital marketing strategy and its implications.......................7
Developing and implementing a digital marketing campaign.....................................................8
Justification of chosen multi channels capabilities......................................................................9
Using data to inform and developing customised and personalized products and services......10
Implementing actions to improve the effectiveness of digital marketing using performance
metrics........................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing or online marketing can be described as advertising and marketing of goods
and services through digital platforms and channels like mobile apps, search engines, etc. to
connect with customers and reach target audience. It helps to reach a wider audience as it is not
geographically limited and no personal or face-to-face interaction is required. In this report, Nisa
Retail Limited will be studied which is a UK based brand and wholesaler of groceries. It was
founded in 1977 by Peter garvin and Dudley B. Ramsden. It was purchased by Co-operative
Group and became its wholly owned subsidiary. Its headquarters are in Scunthorpe. In 2011, new
distribution centres were opened for Scotland.
PART 1: An Overview of digital and traditional marketing
1) Overviewing digital marketing, comparing online and offline marketing concepts and
analysing the factors that contribute in growth of digital marketing
Digital marketing refers to the marketing, promoting and advertising that is done on the internet
and other digital channels like websites, apps, social media, search engines, etc. to reach target
audience and potential customers(Hanlon, 2021). Hence it is also called online marketing.

The major differences between online and offline marketing are-
Basis of comparison Online marketing Offline marketing
 Channels In online marketing, products
are sold through channels like
e-mails, social media, etc.
In offline marketing , the
products are sold through
channels like telemarketing ,
print ads like leaflets ,
brochures etc.
 Focus The focus is generally on the
content.
The product is the main
focus.
 Cost It is more affordable and cost
effective.
It is generally more costly to
run newspaper or TV ads.
 Audience It can target global audience
and reach hundreds of people
at once.
It cannot reach a very wide
audience as the target
audience is generally
scattered.( Imran, and
Arjumand, 2020)
 Prospective buyer The prospective buyer is not
directly visible.
The buyer is directly visible.
 Results The results are easily
measurable as conversion and
view rates can easily be
viewed.
The results and effectivenesss
are not easily measurable.
This comparison highlights the advantages a company could have by using digital marketing
over the traditional marketing. In this era of mobiles and social media, the online marketing
enable brands and companies to reach a wider audience in cost effective ways(Kayumovich and
Annamuradovna, 2020). This also helped to increase customer satisfaction as it makes
interaction and communication much easier which also increases reputation of the brands as they
can provide personalized interaction and better customer service. All the factors lead to a
significant growth of digital market.

2) Analysing the challenges Nisa Retail Limited might have to face while switching to digital
marketing
Digital marketing is a great tool to promote the brand but it also comes with a few shortcomings
that Nisa might have to deal with. Some of these challenges are –
 As the digital marketing is highly dependent on internet, it can be unsuccessful in areas
where the internet connection is poor and customers have no or less accessibility to the
internet.
 Hiring people that have a degree/diploma and thorough knowledge of digital marketing
and knowledge of how to make it an effective tool for the company can also sometimes
be challenging.
 The online marketing needs an effective strategy of content marketing which can be
developed only by understanding your target audience, planning content that is
considered valuable by them and analysing the best way and medium to share it.
 Determining budget for setting up digital marketing and then running it in a way that it
meets all the requirements and goals with the stated budget is also very essential as if the
company spends more on marketing that it is benefiting from it, it will only add to the
cost unnecessarily.
 Generating enough traffic on the site or advertisement can also be a difficult task.
Generating traffic means the number of people who visit the site and how long they stay.(
Nabieva, 2021) The possibility of turning audience into customers increases only when
the content is good and apt.
 Another challenge that Nisa might face is that when a customer searches for a product,
similar products from competing brands also appear which provides them an alternative
option which can easily divert them.
 Deciding on whether to use omnichannel marketing or multichannel marketing to make
the campaign effective can also be a big task.
3) Assessing and critically analysing the key digital tools & platforms available to marketers.
Digital marketing tools are an essential element that ensures well and effective performance of
digital marketing strategy.Digital marketing platforms links the customers to marketers and
brand. Some of the popular platforms are-
 Social media marketing includes promotions on Instagram, LinkedIn, Facebook, etc.
 Influencer marketing where brands collaborate with bloggers, celebrities, etc to reach
and target their followers.
 Content marketing where content, videos, etc. is created by marketing teams to answer
all the questions that customers might have.
 E-mail marketing in which brands connect with customers by sending offers or
newsletters through mail.
 Pay-per-click in which ads are placed on search engines like Google or websites by
marketers and they pay a fee every time the ads are clicked on.

 Search Engine Optimization marketing in which the brands try to improve their sites to
increase visibility and appear on top when people search for the goods they deal in.
 Mobile marketing in which the target audience is reached through their tablets or smart
phones by emails, text messages, websites, etc.
 Affiliate marketing involves an agreement with outsiders to promote the brand’s
products. They charge commission on each sale that was made due to their efforts.
Although these tools and platforms make the marketing a lot easier and effective, when critically
analysed, they also have some issues like they are quite time consuming and are highly depended
on technology that keeps changing so timely training and being up to date is very
necessary(Erdmann and Ponzoa, 2021). The customers’ data and other information on website
can be compromised if the website is not protected and secured using encryption tools and
firewalls. As digital marketing helps to reach global audience, it also makes the brand face global
competition and any criticism or negative feedback or review written online is visible to all and
can create a negative image of the brand.
4) Examining and critically analysing the digital marketing landscape and the impact of e-
commerce growth
Digital Marketing landscape means the name given to the collection of email, websites, social
media, mobile devices like smartphones, tablets, sales channels and the technologies that form
digital infrastructure. This landscape keeps evolving with the technological developments. E-
commerce is buying, selling or trading of products or services online through phone, computer,
etc. using internet . It is growing really fast due to a rapid increase in the adoption and use of
smartphones . easy accessibility to internet and technology and the preference and comfort of
shopping online.( Hanson and Kalyanam, 2020) This has helped businesses in many ways like
lowering the costs as online stores and online marketing is less costly. The reduction in cost
can boost profitability for the brand. This also helps in covering wider customer base as online
stores are not limited geographically. It has helped customers by making the buying process
faster and more comfortable as it can be done anytime and from anywherere and also gives
customers more choices in terms of brands, products, etc. But it can be critically evaluated that
the customers get a weaker experience as they do not get to see or touch the products
physically. The regulations are comparatively lesser and there is risk of fraud websites and the
customers’ data is not quite secured. Though items can be purchased with a click of button but
the delivery takes some time. E-commerce is highly competitive from the brand’s point of view

as many similar products from different brands appear when the customer searches for the
particular product.
5)Explaining how and why omni-channel marketing has developed.
Omni-channel marketing means presenting the brand on various online channels like social
media, Whatsapp, websites, etc. and on offline channels like call-centers, retail stores, etc. and
enabling them to work together to ensure a seamless, informative and positive experience to
customers throughout their shopping journey from discovering to transactions.
The term omnichannel was introduced in 2010 but received attention in 2013. A need for such a
strategy was felt when the stores had both online platforms and brick-and-mortar but they were
completely separate(Shankar and Kushwaha, 2021). So to fill in the gap between online and
offline marketing and ensuring a consistent experience to customers in all the channels,
omnichannel marketing was developed. Omnichannel is important in so many more ways that
were not being fulfilled earlier like it helps to create loyal and sometimes lifelong customers by
providing personalized experience and creates a positive brand image. This might ultimately lead
to increase in turnover and higher revenue. It also helps in increasing operational efficiency and
reducing costs as the customer’s data only needs to be collected once and improved customised
promotions and communications with each client based on the data collected.
PART 2: Digital marketing plan
Developing coherent and logical digital marketing strategy and its implications
The marketing strategy refers to the plan that is prepared in order to reach to the specific
goal related to the marketing of the products and services. By having the digital marketing
strategy it helps the organization to achieve the specific goals by selecting the online marketing
channels which includes paid, earned and owned media (Saura, 2021). It is very important for the
company to establish the digital marketing strategy that helps them to promote them in the
market. In order to have the digital marketing of the business, the cited organization can use the
social media marketing. The social media marketing is the best strategy of marketing that is done
by using the social media in order to promote the business online. As the company have to bring
its products on the social media they can use the different social media networks which includes

Facebook, Instagram, etc. that helps them to connect, engage and communicate them with the
target audience. This will also help the organization to promote its products and services in order
to drive the brand awareness, sales and website traffic.
The main goal of this marketing strategy is to increase the brand awareness and builds
and maintains the reputation of the cited organization. The social marketing is used to focus on
creating the informational and promotional content that will help the organization to attract the
customers through promoting its product online (Bala and Verma, 2018). As in the present only
30 percent of the companies use the social media so the organization has the immense
opportunity to invest in social media marketing strategy. But there are some implications of
using this media is that the customers can give the negative feedback which may affect the
profitability. The Return on investment from the social media marketing is very low and it is
very time- consuming method of promoting the products online.
Developing and implementing a digital marketing campaign
Digital marketing campaign used to involve the execution of the strategy by using the
digital channel where the consumer engage with the brand usually in order to improve the
company's conversion rate (Herhausen and et.al., 2020).
Digital marketing campaign for NISA company is developed below:
The goal of the company is to increase its market share by increasing the sales and
revenue of the company. The focus of the company is to increase the brand awareness and lead
in the market.
As it is the retail company so the target market is the all people as the people use to have
the products. The independent supermarket used to sell its products to the number of retailers in
the market.
In the digital marketing campaign it is very necessary to develop the digital marketing
channels. The company is using the social media marketing channel that helps the company to
grow in the market (Purwanti, 2021). By using the multi channel advertisements such as on the
Facebook, Instagram and Pinterest it will help the company to promote its products in the
market. The company can also use the Google Ads as these are very popular and quick to get the
company websites.

The Facebook advertising is the most popular form of advertising as it helps the company
to have the good social media advertising in the digital marketing campaign. By creating the ads
on Facebook or by making the videos the company can promote its products in the market.
By making the ads of the whole stores the company can promote its products in the
market and helps to grow and increase the reputation in the market (De Pelsmacker, Van Tilburg
and Holthof, 2018). The omni-channel tools and techniques used by the company will be the
social media integration and artificial intelligence. This will help the company to grow in the
market and increase the reputation in the market.
Justification of chosen multi channels capabilities
As in the above marketing campaign it is chosen about the social media marketing which
includes the Facebook, Instagram, Pinterest, etc. NISA can use the Facebook social media
channel in order to promote its products and services online and by this it can reach to the large
customers. By making the videos of the products in the store the company can promote its
products and services on the Facebook or on the Instagram.
By promoting its products online it will increase the customer engagement and helps the
company to increase its profitability (Vieira and et.al., 2019). The customer engagement refers to
the process of interacting with the customers by using the variety of Scannell in order to attract
them. As the company has use the social media channel that helps the company to promote and
sell its products online as well. It is very important for the company to have the customer
engagement that helps to benefit the consumers and suppliers by increasing the close rates and
meeting the customer expectations. By keeping the customers engaged throughout the purchase
will help the organization to increase the customer loyalty and collect valuable customer
information.
But by using the social media marketing there will be high return on investment as the
people are now more connected to the social media such as Facebook, Instagram and Pinterest.
The ROI is the amount that helps the company to know about the value that is generated by
doing the investment on the social media. This will make the company to have the good
profitability by promoting its products and services via social media. The cited organization must
measure the social media ROI as it is the important part of the social media manager work. It
will help the organization to have the better understanding which helps in effectiveness of work

and refine the strategy that helps the company to grow in the offline as well as on online
platforms.
Using data to inform and developing customised and personalized products and services
The customized and personalized products are the actions of creating or making the item
using the customer's data in order to fulfil the individual's needs. NISA used to make its
customized products that helps the company to increase the target market. As the people in the
market is very health conscious so the cited supermarket used to make the different customized
ad personalized products that helps the company to grow in the market (Christina, Fenni, and
Roselina, 2019).
The products make by the company must having some unique which helps the customers
to identify the product of that brand easily in the market. As the organization used to promote its
products on the social media that helps the company to grow in the market and helps the to
increase the brand awareness. By making the diet free products for the customers helps the
company to attracts the customers via internet.
Implementing actions to improve the effectiveness of digital marketing using performance
metrics
Digital marketing performance metrics refers to the measurable values that is use by the
marketing teams to check that performance of the digital marketing campaign. The digital
marketing use the number of platforms that helps the company to promote its products and
services and track the results (Digital Marketing KPIs and Metrics: The Ultimate Guide, 2022).
It is recommended to the company that they can use the page views that will help the
company to know about the views of the customers in the market. There are some general
metrics of the marketing and KPI that will help the company to improve the effectiveness of the
digital marketing.
By having the conversion rate that helps the company to know about the percentage of
the visitors to turn into the leads and helps the company to know about its target customers. The
organization can also use the search engine optimizations which includes the search traffic
(Pandey, Nayal and Rathore, 2020). This metric will help the company to know about the Talbot
visits, new and unique visitors, page views, website visitors, etc.

The cited organization can also have the bounce rate system that helps them to know how
many visitors has land on a page of the company's website. This KPI will make the company to
improve the landing pages in order to make the visitors stay on the website.
CONCLUSION
From the above report it is concluded about the description of the marketing channels and
the comparison between the online and offline marketing concepts. This report has also
evaluated about the challenges that faces by organization to switch from traditional methods to
the online marketing, the analysis of the key digital tool and platforms and about the omni
channel. Furthermore, the report has also developed the digital marketing campaigns including
the tools and techniques to promote the business. The report has also concluded about the
organizing the digital marketing activities and the multi-channel capabilities in the organization.
At last the report has described about the various methods of monitoring and measuring the
digital marketing effectively.

REFERENCES
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Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Hanson, W. A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
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Digital Marketing Platform Guide. 2022. [Online]. Available Through:<
https://www.marketingevolution.com/marketing-essentials/what-is-a-digital-marketing-
platform-marketing-evolution>