Digital Marketing: Overview, Consumer Trends, Tools, E-commerce, and Multi-Channel Strategy for Sainsbury

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Presenting an overview of the digital marketing landscape & comparing online as well as
offline marketing concepts.....................................................................................................4
Determining & analysing the key consumer trends or insights that are fuelling the growth of
digital marketing.....................................................................................................................5
Assessing the key digital tools or hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels....................................................................6
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels............................................................................................7
Create a digital marketing plan and strategy in order to develop multi-channel capabilities 8
Describe how omni-channel has evolved............................................................................10
Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign.10
Evaluating the measurement technique & performance metrics in digital marketing.........10
Presenting a set of actions to improve the performance in digital marketing......................11
Critically evaluate application of digital measurement techniques and performance techniques
used in digital marketing......................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
With the continuous change in time & developing economy, the businesses are now leading
towards the adoption of digitalization as well as the use of Digital marketing of their practices.
The idea of Digital marketing denotes to a behaviour of continuous sale of selling for
organisation's services or products through a digital platform. This would be in a form of
internet websites, social media platforms, emails, search engines, or some other approach that
attracts large customers towards the use of computers or smartphones (Agus and et.al., 2021).
The present report talks about the discussion in a form of opportunities, effect & demanding
situations of the digital environment, the tools of Digital marketing, channels or platforms, with
an aggregate of variations among brick & mortar advertising and marketing. Further, the
document additionally comprises of the sports of Digital marketing and numerous techniques
that enhances the use of digital marketing in context to Sainsbury organisation from the UK.
MAIN BODY
Presenting an overview of the digital marketing landscape & comparing online as well as offline
marketing concepts
Overview of the Digital marketing landscape:
digital marketing refers to a way or approach that develops communication with the
audiences & the advertisers through numerous digital platforms. The mediums contain a search
engine, videos, social media, etc. that provides wider reach to international business. The idea of
digital marketing landscape denotes a common method for an company's websites, e-mails, cell
phones, or social media networks that are applied in an effective way to promote business
services or products. The organization Sainsbury is the UK is generally based upon retail
business chain that offers its products throughout the globe. The company Sainsbury adopts
digital platforms or channels to sell its product or services in addition with gathering client’s
feedbacks via online mode.
Comparison among online and offline marketing:
Online Marketing: This denotes a way of advertising an company's product or offerings
which includes digital platforms such as social media, e-mails, internet websites, etc.

Offline Marketing: This denotes to such advertising through which a company promotes
its services or products via physical mode such as by hoardings, newspaper, magazines, word of
mouth, and many others.
Online Marketing Offline Marketing
The main emphasis of online marketing is on
the attractive content.
The main emphasis of offline marketing is on
the products or services by company.
This comprises of social media, internet
content, e-mails, and many others.
This comprises of newspapers, pamphlets,
hoardings, etc.
By online marketing a business could have a
broader reach throughout the globe all time.
Particular location or specific customer
segment is targeted by offline marketing.
Determining & analysing the key consumer trends or insights that are fuelling the growth of
digital marketing
The idea of digital marketing is experiencing a constant improvement or increase in terms
of customer trends. The company Sainsbury could enhance its income through focusing on large
customer's & online sales of its products. The key customer trends, are mentioned below:
 Focusing upon sustainability: With the changing market environment and improvement,
the businesses are required to pay their attention towards the use of digital platform for
dealing with their products. Sainsbury through digital marketing attempts to apply much
of digital platform that permits them to conduct sustainability business in their company
as well as in society.
 Customer-driven challenge and goodwill: Sainsbury can pay its high focus upon dealing
with their products along with effective reaction to the various challenges in order to
enhance customer satisfaction. The most common way of dealing market challenges is
the use of digital marketing into business.
The various opportunities that Sainsbury is having through using Digital marketing tools
are referred to below:
 Flourishing presence through social media: Promotion of goods or services through
social media could assist companies without problems in maintaining their brand image
through social media. There is a great opportunity of business expansion by Sainsbury