Digital Marketing Report for Nisa Retail Limited

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.