Digital Networking: Overview of Digital Marketing Landscape and Comparison of Online and Offline Marketing

This document provides an overview of digital marketing landscape and compares online and offline marketing. It analyzes key consumer trends and insights that fuel the growth of digital marketing. It also describes key digital tools and hardware available to marketers in contrast to physical channels.

DIGITAL NETWORKING

Table of index
DIGITAL NETWORKING.............................................................................................................1
INTRODUCTION...........................................................................................................................4
LO 1.................................................................................................................................................4
P1 Define overview of digital marketing landscape and compare online and offline marketing
landscape. ....................................................................................................................................4
P2 Analyse the key consumer trends and insights that fuels the growth of digital marketing. 6
LO 2.................................................................................................................................................7
P3 Description on key digital tools and hardware that avail to marketers in contrast to bricks
and motors and other physical channels. ....................................................................................7
P4 Examine development of e-commerce and digital marketing platforms in comparision to
physical channels.........................................................................................................................9
LO 3...............................................................................................................................................10
P5 Develop digital marketing plan and strategy to build multi chain capabilities. ..................10
P6 Define how omni channel marketing has evolved. ..............................................................12
LO 4...............................................................................................................................................12
P7 Evaluation on measurement techniques and performance metrics in digital marketing......12
P8 Present set of action to improve performance in digital marketing......................................13
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Digital networking play crucial role to generate stores and processes data. Digital
networking system is termed as application service provider for delivering the cutting-edge
computing services (Makori, 2019). However, digital networks deal in set of communication
standards along with working as digital transmission of voice, data and video over the traditional
platform.
The present report is based on business activities of KFC, it is American fast-food
restaurant chain that specialises in fried cuisine. This entity offers fried chicken, soft drinks,
French fries, salads and dessert etc.
In this assignment, there will be discussion on the opportunities, challenges and impact on the
digital environment. In addition, examination will be conducted on key digital tools, platforms
with proper consideration of bricks and motors with physical channels. Lastly, evaluation will be
done by focussing over techniques of monitoring and measuring digital marketing effectively.
LO 1
P1 Define overview of digital marketing landscape and compare online and offline marketing
landscape.
Digital marketing landscape evolve in digital media and advertisement with inclusive of social
media marketing, influencer marketing, search engine marketing, Pay per click advertisement
and web development etc. This collection or system created space in the digital world (Ferreira,
Bernhardt and Hegerty, Facebook Inc, 2020). This is the landscape of the products and plan with
action used by the digital marketers. Thus, the basic purpose allows people to create their own
landscape to get everyday activities effectively. In addition to this, digital marketing uses online
vehicles for market services and commodities to reach the potential customers. Therefore, digital
marketing is a field which needs constant retooling and updating of latest trends and technical
advancement to cope with changing markets.
 Online marketing- This concept is defined as internet marketing or digital form of
marketing with advertising. There is usage for deliver promotional messages to
customers (Song and Jayaram, Facebook Inc, 2019). Technique includes digital channels
to spread messages in terms of products and services. There is turning out as effective
ways to promote commodities and services over the internet with wider range of
marketing elements than traditional business marketing.

 Offline marketing- This is defined as the process used to create the brand awareness and
reach the targeted audience for generating the sales. Under this, there is no involvement
of the internet.
Comparison between online and offline marketing-:
Offline advertisement can be termed out as the traditional marketing tool to notify the
potential customers to product and services with the use of internet. For example- the cost of the
offline marketing is huge as compare to online marketing as there is no availability of technical
advancement (Reinhardt, 2019). Offline marketing is inclusive of marketing such as
advertisement with use of public transport, radio, television and elevators of apartment and press
etc. On the other hand, online marketing is the promotion of goods or services with the use of
graphic and text materials. It is inclusive of the filling out the web resources with content,
placing banners, e-mail and use of social networks etc. In contrast to the forms of offline
marketing plan of action, there is cleat targeting in the internet promotion. Under this, the firm
can segment its audience and show ads to potential customers that tend to buy the specific
product. Thus, the effectiveness of online marketing is much easier to measure out the services
that are designed to reflect the behaviour of users. Thus, significant differences are as-:
 Cost- The firm uses the lot of time to promote their brand to enhance sales and services
(Obar and Oeldorf-Hirsch, 2020). Therefore, online marketing affordable than offline
marketing. In offline marketing, the lot of time is spent on maintaining stock, paying
rents and other bills etc. However, the use of social media or search engines are more
convenient than offline promotion.
Pros- It includes a wide range of customers.
Cons- The lot of advertisement cost needs to be paid.
 Exposure- It never guarantees the maximum exposure. This reaches out globally and gets
maximum exposure (Petty, 2019). With the use of online marketing tactics, the entity is
allowed to sell commodities without event setting up local outlets.
 Convenience- There are no such time barriers to internet marketing. Thus, customers visit
the place and buy the commodities at any time. Offline, the customer sells the products
and services when the outlet is opened.
Pros- Customers can shop as per their time schedule.

Cons- Delay and wrong order status affects the working of an enterprise.
 Social media influence- Online stores can be promoted with the use of social media
easily. With the use of social media, an individual can build the huge fan platform
(Gallino, and Moreno, 2019). Thus, individuals use it to promote well without even
advertising. Hence, it can be stated as the use of online methods as this is easier and
convenient.
Pros- The large number of audience relay over it, hence this aids to enhance the customer
rate to enterprise.
Cons- It widely affects the working of enterprise; sometimes it negatively affects working
entities.
P2 Analyse the key consumer trends and insights that fuels the growth of digital marketing.
There are a number of enterprises using digital advancement to promote the good and services.
Thus, KFC is also shifting towards using digital approach to reach their target audience
( Rooderkerk and Kök, 2019). In addition to this, a digital atmosphere approaches the marketing
and establish the store presence. Over the past few decades, digital advertisement has grown to
become a huge business. There are a number of firms such as Google and Facebook initiatives
to sell products and services. In addition, digital marketing is the integrated marketing approach
that helps to remain flexible. With the use of an effective plan of action and implementation of
digital advancement can aid businesses to grow their business activities potentially.

Illustration 1: Digital marketing growth
Henceforth, there are following consumer trends that are fulling the growth of digital marketing
as-:
 Social media post- In the current scenario, there are a lot of customers who are totally
dependent on the usage of social media and encourage the marketers to have the use of Digital
landscape to promote their products and services. So, the brands in the market are putting more
investment in social media as this provides the effective return on investment.
 Social influencer- There are a number of social factors influence business decisions. Thus,
digital landscape allows to gather open and honest feedback on commodities, customer service
and new design etc. Therefore, ignoring social media can hinder the brand's ability to evolve and
innovate the product. This influences the customer’s choice and preferences in terms of products
(Wollenburg, Holzapfel and Hübner, 2019).

 Sharing content- No matter what the size of the business but it is crucial to build essential
connects as this aids to target the audience. Thus, sharing the effective content allows to
establish emotional and human connection with the target audience. It aids to improve the
brand reputation by creating the trust among the consumers.
LO 2
P3 Description on key digital tools and hardware that avail to marketers in contrast to bricks and
motors and other physical channels.
Digital marketing is one of the umbrella kinds with the huge array of help to marketing
techniques. It allows business to position itself on an effective level with the larger competitors.
It is defined as an incredible marketing tool that allows it to meet with the changing demands of
the customers. Henceforth, the key digital tool is outlined as-:
Content marketing- This is defined as marketing foundation of varied other kinds of digital
tools of marketing. It aids to influence the customers. Therefore, the customer interesting and
engaging blogs, videos and social media posts (Cui, Ghose and Venkataraman, 2019). It is a
channel that is inclusive of designing the graphical advertisement and placing them to the e-
mails, instant messaging applications.
Email marketing campaigns- E-mail marketing is able to send target-based content about each
customer position in the sales funnel. With the use of this, the lot of customers can be attracted.
This is defined as marketing that also allows companies to use the other marketing channels. It is
one of the great ways to gain new customers and improve relationships with existing ones.
Social media marketing- There are a number of social networks such use of Facebook,
Myspace and blogs etc. All of these forms involve the building of networks and communities as
this allows users to interact with one another. It allows us to maintain the continuous
communication with the customers to take the feedback about the product and services.
Affiliate marketing- The performance-based marketing, business owners have websites or
affiliates (Smith and Smith, 2019). It is a website that places advertisements on their own
website to market the business owners commodities and services. Thus, business can be
affiliated in the three manner such as Pay per click, Pay per sale and Pay per lead.
Henceforth, this can be stated that traditional marketing is conventional mode of marketing to
reach out semi targeted audiences with various offline advertisements. In the previous time, the
business enterprise used the Brick and mortar that refer to the physical presence of an enterprise (

Gupta, 2019). Thus, Brick and Mortar business mostly can be used as a company that possesses
or leases the retail shops etc. for operations. In addition to this, traditional marketing is hard to
ignore and also inclusive of the traditional ads that are encountered on a daily basis. Therefore,
the 4 P's in relation to marketing technique such as-:
 Product- Effective marketing technique can be termed out with good understanding of
product. It can be termed out as the intangible service that full-fills the demand of the
target market.
 Price- The overall cost depends on the type of the product. This is always the determining
component when it comes to things such as supply, demand and profit margin etc.
 Promotion- This is the method that can be used to target the audience in the market.
Therefore, the method that can be used to promote the product can be as the
advertisement with use of billboard or setting up of the ad campaign through Facebook
( Shigeno and Widhaningrat, 2020).
 Place- Traditional marketing approach is mainly based on taking the commodity to the
target audience at the right time at the right place. At the time when the product is placed
at the ideal location the chances of undertaking conversion of the prospectus to customers
or client enhance manifold.
Therefore, this can be stated that digital marketing is highly effective as compared to traditional
marketing as it does not have any of the components of the 4 Ps.
P4 Examine development of e-commerce and digital marketing platforms in comparision
to physical channels
Use of E-commerce has been continually growing as an alternative and traditional
method that aids firms to market their products. It is termed out as the software application that
allows online businesses to manage the website, marketing, sales and operations. In addition to
this, E-commerce business is the powerful feature that aids to run business systematically (Saura,
Palos-Sanchez and Correia, 2019). It enables the business to centralise their business operations
to run out business activities expertly. In addition to this, technical advancement such as
electronic data interchange, email and electronic fund transfer must be used for exchanging the
transaction. In the current era, a lot of the customers are dependents on the usage of digital

marketing platforms such as Facebook, social media, google etc. These all channels took over
the traditional channels.
Therefore, the omni channels integrate the physical and digital channels to deliver the
seamless experience to customers. In reality, due to this stand alone, legacy system the many of
the channels that make it typical to accomplish transparency and this causing missed
opportunities. With the advent of digital technological advancement aids to accomplish the
business objectives. Digital channels as the interface that is connected with the world wide web
that aids to make communication much easier. Thus, advancement of e-commerce continued to
enhance in changing the nature, timing and techniques of business to business and business to
customer that influence the pricing, availability of product and behaviour of consumer at the
world-wide level. Over the past decades, the evolution of both technical hardware and internet
has direct correlation with e-commerce. For example- Twitter is defined as a brand as a way for
customers to discover the products in real time. Facebook is a digital channel that has huge
popularity.
In addition to this, digital marketing can be defined as promotion of products over the
internet or any form of electronic media. Thus, physical channels such as print, media, TV etc.
are not able to reach the target audience in the shorter period of time. In the current era, the use
of social media approach has the ability to reach larger audiences in the shorter period of time.
Unlike the use of physical channels the digital marketing channels are more affordable. In
addition to this, technical advancement resulted in considerable attrition of the customer base of
traditional marketing departments. This can be true to state that digital marketing channels can
be helpful to marketers to target the right audience and attract them towards the product and
service being offered. Thus, digital marketing channels aids to reach to new approaches that
promote the brand and capitalize on the social networking platform.
LO 3
P5 Develop digital marketing plan and strategy to build multi chain capabilities.
SOSTAC analysis is defined as a model that is defined as a crucial process to create an
effective marketing plan. It is the logical procedure that supports the creation of a marketing
plan. With the use of this model, the digital marketing plan to KFC can be framed effectively.
Thus, its outlined as-:

Situation analysis- This is defined as the first phase in which this is crucial to look over the
current situation of the enterprise. In order to run the business function systematically and to gain
competitive advancement KFC has chosen their digital customers as adults, youth and middle
age customers. In order to promote it, the entity is using Facebook, Instagram etc. This can aid to
target the larger audience in a shorter period. Thus, Key competitors of quoted firms are
McDonald's, Burger king etc. The key differentiation of offers the discount facilities that aids to
attract the target audience at large. It is the entity that provides quality commodities at the
affordable price rates.
Objectives- This is the second stage of the analysis. At this, KFC decides to enhance
profitability with 50% of the total amount. In order to achieve the target, the entity needs to reach
their target audience by setting up the attractive plan of actions. This needs to be done in the
three months. By use of effective digital channels, the large number of the audience can be
attracted. Henceforth. Smart objectives stand for-
 Specific- The main aim of KFC is to earn 50% of profit within 3 months.
 Measurable- At this, performance will be measured with use of qualitative analysis as to
undertake the feedback from the customer. It can aid in undertaking the evaluation of a
plan.
 Actionable- By undertaking evaluation at the prior stage can assist to bring improvement
in performance of set goals.
 Relevant- The issues and other important details must be sent to the digital marketing
team.
 Time related- In order to earn 50% of profit, managing authority of the KFC has set the
deadline of 3 months.
Strategy- In order to accomplish the set objective, KFC will start to provide weekly and meal
offers to customers so that customers can be attracted towards it. This is one of the effective
tactic tools to be used as database integration.
Tactics- This is used to define specific details that must be used to execute the process to select
the appropriate marketing and communication channels so that set objectives can be
accomplished.

Action plan- Under this, digital marketing plan will define the need of responsibilities and
structure to be applied. Training, motivation and internal marketing activities assist the digital
marketing team to accomplish the set objectives.
Control- This is defined as involvement if measurement and metrics helps to estimate the
effective plan of action that is being used to attend the set goals. If there is any deviation between
actual and planned process. Thus, controlling processes must be taken so that improvement
measures can be undertaken.
STP analysis of KFC
Segmentations
KFC uses the demographics segmentations to serve the markets as per the needs and desire of the
customer. The KFC customer are the young ones as well as working adults.
Targeting
The firm is used to serve the same menu all around world with undifferentiated targeting
strategy. The firm is localising their menu giving the level of acceptability in target. the firm
have transformed positioning strategy for the products to have value based.
Positioning
The firm have strongly the positioned ii nth main of consume for its chicken menu. There are
few outlets which are serving the vegetarians. But when it comes to non-vegetarian, KFC is just
superb. Its chicken wings, and chicken bucket is a favourite with everyone. This excellent
targeting technique is the reason that most non vegetarian lovers flock at KFC.
RACE- This is defined as the framework that is inclusive of the four steps that is designed to
assist brand engagement with customers. Henceforth, each stage to the RACE are outlined as-:
Reach- It is the stage to branding that aids to put focus on activities that aids to drive each of the
target audience to an online platform. With the use of digital marketing sources such as Social
media, Facebook and websites for targeting the customer who have the keen demand of KFC.
Act- It is the stage that encourages the visitors to interact with the action plan. Thus, entities
need to take initiatives to gather feedback from customers. KFC will analyse the needs and wants
taking the effective action to provie
Convert- It is a stage that is termed out as the final steps that turns into paying customers
whether the payment is taken through online or offline channels (Song and Jayaram, Facebook

Inc, 2019). It is the final object that ultimately drivers the online business model of revenue
structure.
Engage- It is a term that allows to put focus on developing long term relation with first time
buyers in terms of building customer loyalty. In order to do this, the range of communication
tools can be used offline and online, across the site, with use of social media pages and email that
boost the customer lifetime value.
Digital expense marketing plan-
Service Name General Service Cost
Search engine optimization (SEO) £500 - $20,000+ per month
Pay-per-click advertising (PPC) 5-20% of monthly ad spend
Email marketing £300 - £5,000/month or $0.1 - $0.5/email
Social Media marketing £250 - £10,000/month
Website Design £2,500 - £100k
P6 Define how Omni channel marketing has evolved.
Omni channel can be defined as one the latest buzzword that takes the world of
marketing by storm. From the last few years, omni channel marketing has become one of the
fastest techniques that is liked by the retailers and consumers (Reinhardt, 2019). Also, Omni
channel is defined as a platform that aids to provide shopping experience across varied multiple
platforms. In addition to this, retailers integrate the each available channel that aids to create the
seamless shopping experience for customers. It is indeed the best response to consumer
behaviour change. In addition to this, connection of channels leads to creation of unique
experience in which each of the channels supports and reinforce the other. Also, Omni channel
marketing is one of the effective strategies that aids to collect, centralize and process the
customer information in the real time. It is one of the effective strategies in which different
channels must be used in total synergy. In addition to this, the real challenge of omni channel
marketing is to fully understand the journey of customers and to be present with the micro
moments that lead to purchase.

Henceforth, multi-channel marketing reach out to the audience and to be sure about how
marketers know about requirements for consistency across the different channels. In this, the
customers will not have the same experience on each of these channels and there will also have
some amount of inconsistencies. On the other hand, multi-channels are related to create the
pleasant experience for the customers. In addition to this, omni channel market is related to
integrating all these different channels to create seamless and personalized experiences for
customers ( Obar and Oeldorf-Hirsch, 2020). Thus, strategy as omni channels means that
customers come first and each marketing move is made with them in mind. In addition to this,
omni channel marketing termed out as the core plan of action that brands use to engage with
customers across multiple channels.
LO 4
P7 Evaluation on measurement techniques and performance metrics in digital marketing.
Digital marketing campaigns need to be treated as investment. Therefore, the best way to
tie up the digital investment is to conduct the over performance with use of calculating the
Return on Investment (Ferreira, Bernhardt and Hegerty, Facebook Inc, 2020). Henceforth, these
are outlined as-:
Cost per lead- It is termed out as the lead that is usually associated with paid traffic. In addition
to this, cost per lead agreement agrees to pay the publisher of the ad for each time that clicks in
the ad.
Advantage
It reflects at the time when someone submit the name, email address and phone number for the
advertised to follow up as lead.
Disadvantage
This caters multiple demographics simultaneously
Cost per acquisition- This is defined as a marketing metric that aids to measure out the
aggregate cost that helps to acquire one paying customer on a campaign or channel level. It is
termed out as to the vital measurement of marketing success that is mainly distinguished from
cost of acquiring. Cost per acquisition is termed out as a pricing model while advertising on
online advertising platforms
Advantage
Cost per Acquisition is one of the most time-efficient growth strategies.

Disadvantage
It is the cost concerns of acquiring a new business client or user. It is one of the effective
marketing measures that determines the effectiveness of customer acquisition.
Customer lifetime value matrix- This is defined as the lifetime value that can be termed out as
the monetary value to the customer relationship (Makori, 2019). It is mainly based on the present
value of the projected future cash flows. It tends to be derived from customer relationships. It is
the metric that can be helpful to understand the effective and reasonable rate to the cost per
acquisition.
Advantage
CLV is a measurement tool that assists to discount the value of future profits that are generated
by a customer.
Disadvantage
It is easy for a company to put on blinders to focus on just one core group of customers.
Conversion rate- This can be defined as the online marketing KPI that measures out the ratio of
website visitors to conversions. In addition to this, it can be stated that the high conversion rate
depends on the varied several components that need to be satisfactory to yield the desired results.
Under this, interest level can be maximised with use of matching the right investor. It is
conversion rates that are extremely helpful to the electronic storefront owners. This is one of
website traffic that results to determine what other marketing techniques must be enlisted to
enhance product sales.
Advantage
 To understand customer better and increase the website profits. It Becomes Your Secret
Weapon
Disadvantage
 There are various level error and increase risk of cyber security.
Bounce Rate
The bounce rate is the number of people who have visited the sites and leave it right away with
performing any level of meaning full action. A high bounce rate can point to several flaws in
your digital marketing:
Advantage

Bounce rate is synonymous with abandonment rate which indicates problems with checkout
process.
Disadvantage
Error in calculation due to server.
Henceforth, this can be stated that evaluation must be conducted in terms to undertake the
action plan that helps to accomplish the business objectives by undertaking a performance
matrix.
P8 Present set of action to improve performance in digital marketing.
In order to improve the performance, there is need to set the actions that assist to improve
performance in digital marketing of KFC. These are outlined as-:
Action plan Duration
Training must be given to all staff of KFC in
terms to undertake the use of digital marketing
tool to have regular interaction with customers.
2 months
To undertake the regular modification of
marketing contents and collaterals.
3 month
To offering the effective customer support for
online buyers
8 month
By undertaking steps that leads to continual
posting and advertisement over the digital
platforms that is inclusive of website and social
media.
3 month
CONCLUSION
Hereby, this can be summarized that digital technologies defined as long term recognition
tool that undertakes the activities such as production, distribution and social relations. In addition
to this, digital technological advancement aids to build and maintain the relationship with
individuals at the online platform. The present report is based on the business activities of KFC.
In addition to this, study has covered the understanding of the opportunities, challenges and

impact on digital environment, Also, examination has been conducted on key digital tools,
platforms by considering bricks and motors and other physical channels. Lastly, evaluation has
been conducted by focussing over techniques of monitoring and measuring such as CAP, CAS
and ROI digital marketing effectively.

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