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

This report provides an overview of digital marketing, consumer trends, tools, e-commerce, and multi-channel strategy for Sainsbury. It discusses the comparison between online and offline marketing, key digital tools, and hardware available to marketers. It also examines the development of e-commerce and digital marketing platforms and channels in comparison to physical channels. The report includes a digital marketing plan and strategy to develop multi-channel capabilities and improve performance.

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

through its online presence with a goal to enhance their customer's satisfaction. It can
also help in attracting consumer appeal towards the new product or services.
 Customer experience: It is a possibility for companies in adapting as well as evaluating
the digitalization for enhancing customer satisfaction. Sainsbury through the use of
digital platforms is highly focusing upon the higher customer experience as well as use of
latest technology within the business.
Assessing the key digital tools or hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels
Key digital platforms and tools Social media channels: The common mode of using digital marketing tools is social
media like Facebook, Instagram Twitter, Snapchat, etc. are the best way for companies to
get contacted with their buyer's & generate huge traffic for their brand. For instance,
Sainsbury could utilize Facebook Ad Manager, which allows them to perform ads &
track the overall performance of that marketing. Email advertising tools: Another tool in a digital marketing is e-mail advertising. These
assist companies in formulating e-mail campaigns that flourishes their content material &
influences customer' to buy more products at ease with them by just clicking more steps
like of signing up & shopping items. Search Engine Optimization (SEO) Marketing search engine optimization usually is
going likewise with content marketing. This is a tool in which a company takes certain
steps for their internet website to be ranked better in the list of google searches. Sainsbury
through the way of means of this may influence its rank & attract more customer's as
generally they do, through this the customer's clicks on the top appearing website and
prefers more of that.
Key Physical modes of advertising:
The physical channels for advertising refer to the promoting of a business product or
offerings without using any internet or digital platform. This would include word of mouth,
billboards or even by means of any other modes. Certain channel with respect to physical
advertising are mentioned below: Billboard advertising: This form of advertising is referred because this is the most
common medium wherein companies offer their product & services through publishing

their description at a public place which is then pasted at the heights of street in a form of
hoardings. Through this Sainsbury could cater to large customer's & attract clients who
passes from that ad. Guerrilla advertising: This refers to the presentation of certain eye catching factors or
the striking of the company's services especially to the ones who are now no longer
expected to the kind. This permits Sainsbury to have a long-lasting impact for the product
in the minds of customer's & attracts toward the company's product.
Brick and mortar:
The idea of brick & mortar states to a way of product or services wherein the company is
running with at the least one physical presence in which the customers may have a visit. This is
the store front through that a business is capable of promoting its products or services directly to
their customer's. Restaurants, retail products or any coffee shops are under the category of brick
& mortar structure. Any company through this brick & mortar method is usually referred as the
conventional method of business operations in which face to face presence is important from
each purchaser or seller's side. Retail organization Sainsbury is taken into consideration as a
brick & mortar enterprise.
Digital hardware tools:
Mobile Smartphones are the most common digital hardware that is being generally utilized
by the companies. Within this, an organization is capable of attracting more customers with the
fact that in recent times most of the consumer's spends a high of time in the usage of phones.
Hence, it is the common hardware device for enhancing company's marketing & attracting more
customer's. Most of the young people is now use to the social media that may be easily accessed
through their smartphones so it is very common for Sainsbury to publish its advertisements on
social media & attract huge amount of customer's.
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels
In the present market scenario the highly developing platform includes of a digital as well
as E-commerce platform in contrast to the traditional way of marketing. After the happening of
Pandemic the sector is generally now operating with the use of digital technology & sustaining
their survival in market. This is the e-commerce channel that is enhancing sales of Sainsbury &
developing different benefits to the organisation. In present time with the tough schedule or a

preference of online shopping that is only possible with the use of digital or e-commerce
channels. With the dynamic customer's demands Sainsbury is now selling its offerings through
online mode and is now shifting to the e-commerce channel. The organisation is also developing
its marketing through Facebook,you tube videos Instagram & by various means of platforms.
These digital platforms are offering large benefits to Sainsbury in contrast to the physical or
offline platform.
Create a digital marketing plan and strategy in order to develop multi-channel capabilities
A digital marketing plan helps in terms of determining the most effective digital
marketing strategies for the business and put those strategies into action terms. This plan is
formulated by the company in order to have efficient utilisation of resources in terms of target
audience (Agus and et.al., 2021). With development in technologies there are some methods of
digital marketing which is also increasing so it’s important for Sainsbury company to develop an
effective strategy which will assist company in terms of achieving their objectives. Multi-
channel marketing is basically the blend of different promotional and distribution channels for
purpose of marketing. This kind of marketing could be done through e-mail, mobile call, social
media and digital advertisement. The single marketing channel or strategy is not sufficient to
cater large population size that's why companies go for multi-channel marketing. With respect to
Sainsbury's multi-channel, they able to communicate with business persons and customers as
well according to their comfort zone. For this purpose, it is required that to develop a marketing
plan which is comprised of Sostac model and it is defined into following manner:
SOSTAC Model
SOSTAC is a digital marketing planning model and it is effective model in this business
world. SOSTAC stands for situation, objectives, strategy, tactics, actions and control.
Situation: The current situation of company in the UK's third largest supermarket chain with a
market share of around 16% with 823 stores, unveiled profits of £488 m, up 28% on last year
levels with fifteen consecutive quarters of sales growth.
Objective: The main objective of Sainsbury's company is to provide high quality services to their
customers and also maximise or provide good financial return to stakeholders (Amir and
Mustikawati., 2019).

Strategy: Company's strategy is based on five pillars which includes knowing the customers
better than anyone else, great products and services at fair prices, being there for customers,
colleagues makes the difference and values also make them different.
Tactics: The company has adopted both ATL and BTL strategies to market its products in the
consumer market. The company has launched ad campaigns in radio, newspapers television.
Actions: The company would develop a budget in order to manage its actions of promoting their
products. Sainsbury's performance get slow down in the time period of pandemic situation there
is negative fall of £261 million (DE SIPÁN., 2018). For improving its performance Sainsbury's
has taken some actions so they shifted their stores to online mode and focus on online marketing
and sales of their products and services. They have taken initiative towards improving their
delivery services as well.
Control: The company will measure its plan and take corrective actions to control the variation if
found any or to have control the various complexities in time so that they can achieve their
results into effective manner.
With respect to digital marketing plan of sainsburry, they have defined their brand in
such a manner there are some brands associated with company which are Argos, Habitat, Nectar
and all these are delivered to their customers and they are on track to support their core food
business. They have to target on those buyers who are ready to convert for their business. Then
next goals should be set into positive manner and sainsbury's has to provide food at great price so
that they can fulfil their goals. Sainsbury's has used Smart shops and that app which regulates the
market into positive manner. Then budget needs to be set so that objectives can be achieved
within that financial parameter. After that measurement needs to be done so that analysis can be
done how company is performing.
Describe how Omni-channel has evolved
Omni-channel marketing refers to the cooperation and integration of various channel
organisation that used to interact with consumers having a goal of creating a consistent brand
experience. It includes digital and physical channels. Omni channel majorly holds a goal of
creating a convenient flawless experience for its users (Delgado., 2019). Omni channel
marketing involves a flawless connection of messaging, online and offline touchpoints and the
branding which is generally a customer centric view marketing tactics. With respect to Sainsbury
company, advertising intelligence is the best way to promote its products and services into

effective manner. Initially Sainsburry has sold out their products through offline stores and after
that they switch to online mode and they have also launched apps for customer convenience.
Customers can now also make shopping through mobile devices and other technological support
as well.
Apply the tools and techniques to plan an end-to-end Omni-channel marketing campaign
There are certain tools and techniques which can be used to plan an end to end Omni
channel marketing campaign and it is defined into following manner:
E-commerce website: These are the places where it is used to manage end to end
operations on behalf of sellers at minimal expenses. It is basically a self-owned e-commerce
platform which is more profitable for sellers and also a primary component of omni-channel
retail strategy (Fathorrahman and Nufus., 2021). With respect to Sainsbury's company, the
online stores play a very important role in terms of providing services to their customers. In this
manner, company has earned more as compared to their offline stores because people prefer
online shopping due to time constraint parameter.
Secure payment gateways: In this digital world, cyber attackers are the main parameters
who can interrupt in the services provided by the online stores. They hack the website and create
hindrance in terms of digital infrastructure. With respect to Sainsbury's company, they have
provided a very secure system of payment so that customers can easily trust on them and can use
this gateway without any fear.
In this way these two parameters play a great role in terms of planning an end to end omni
channel marketing campaign.
Evaluating the measurement technique & performance metrics in digital marketing
There are different metrics for digital marketing performance which are mentioned into
following manner:
Key performance indicator:
The key performance indicator are those indicators which is a combination of quantitative
evaluation which provides a whole long-term performance in company (Gumilang., 2019). It
also provides an assistance to identify the financial operations as well as organisational strategy
for a greater business achievement. Financial key performance indicator are used by Sainsbury's
company and it is helpful in terms of future projection of the company.

Measurement technique used by Sainsburry are overall site traffic, mobile traffic,
average time spend by consumer on per visit(Hendrawan., 2019).These are the technique used by
Sainsbury's company. Performance technique used by Sainsbury's company are search engine
optimisation, social media support, overall personalisation etc. In digital marketing context,
performance marketing is also used where different online campaigns pay to marketing
companies for results achieved such as clicks and conversions.
Presenting a set of actions to improve the performance in digital marketing
There are certain kind of actions which needs to be taken in terms of improving
performance in digital marketing and it is defined into following manner:
 Focus should be on conversion not only on leading parameter: Metrics and data are
the two parameters which influence every action and decision a marketing team takes. In
today's competitive market, potential customers can be understood through support of
data and by spending time with them in terms of knowing their needs and preferences
(Jeanefer and et.al., 2019). With respect to Sainsbury's company, their focus should be on
Illustration : Key performance
indicator of Sainsburry's
Source: Financial KPI
Sainsburry's PDF

understanding their customers so that they can attract large number of customers and can
retain them for longer period of time. In this manner, digital marketing performance can
be improved by using innovative features in their online stores.
 Set the stage for long-term value: Marketers should always consider long-term value
when marketing strategy decision has to be taken. When purchasing process has to be
navigate then marketers need to make sure that solutions should be positioned to help the
team in terms of success in long run (Krisnawati and et.al., 2019). With respect to
Sainsbury's, they have to set long-term value in terms of marketing strategy so that
customers can retain for longer period of time. Value is in terms of conveying quality and
appropriate price which help company to grow into positive manner.
 Double down on customer service: For improving the performance of digital
marketing, Sainsbury's has to focus on their customer’s services. Customer services is the
major key for enhancing the loyalty level which results into achievement of objectives
and goals.
 Create ultimate buying journey: It is necessary for Sainsbury's company to refine its
buying journey for their customers through analysing needs and wants. This kind of
journey becomes friendly when they build their plans into strategic manner.
 Know how to go back in refine process: Under this head, if the process of company
does not went into positive manner then it is time to re-evaluate the leakage point of
company and delete the negative trends and work flow process which hinders the growth
of company. Digital marketing is one of the dynamic feature where marketing is a
constantly changing landscape (Myat and et.al., 2019). With respect to Sainsbury's
company, they have to plan strategies and measure some parameters in such a manner
that re-evaluation can be done that where company is lacking in terms of their
performance. Company can take efforts towards using updated technology and apps to
make their process of working more effective and result-oriented as well. For refining the
process, company has launched smart shops and that app accounts for more than half of
sales in the supermarkets. Shoppers can also use app to scan their shopping which they
have packed for their final proceeding.
These are the set of actions taken in terms of improving performance of digital marketing.

Critically evaluate application of digital measurement techniques and performance techniques
used in digital marketing
There are certain digital measurement techniques which can be used in digital marketing
which include software-controlled measurements, time -interval measurement and decibel
meter(Nadya., 2016). These measurement techniques are technology based and software as well
due to which sometimes technology can give false and imperative results about the performance
of company.
Online metrics can be used for measuring performance of company and these metrics
sometimes provide vague results (Nurpratama and Anwar., 2020). Sometimes online metrics
give fake results because sometimes data has been hacked and it has been used for wrong purpse
s in order to create wrong brand image into the market. It is also very challenging to implement
application of performance techniques and digital measurement techniques because sometimes
biasness is involved into the process.
CONCLUSION
The above stated report concludes that digital marketing plays a very important role in
this competitive business world. It has been concluded that it is necessary to compare offline and
online marketing concepts and also there are some consumer trends which fulfils the growth of
digital marketing. There are some key digital tools which are available for marketers in terms of
certain channels. In this competitive world, a continuous development is required for online
platforms and stores which enhances the performance of an organisation. It has been determined
that a digital marketing plan is necessary in terms of building multi-channel capabilities and
omni-channel marketing also impacts the performance of an organisation. There are certain tools
and techniques which can be used to plan an end to end omni channel marketing campaign. The
tools used are key performance indicators and most visited pages in terms of measuring of
performance of company. There are certain set of actions can be taken to improve performance
in digital marketing. It includes focus towards conversion, long term value, customer service,
ultimate buying journey and go back to refine processes.

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