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

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.