Digital Marketing: Tools and Trends for Growth

Digital market-
ing

INTROODUCTION
Digital marketing has become essential in leveraging online and offline marketing digital
platforms. It includes various platforms for reaching masses with the help of social media, search
engines, websites, mobile devices and other channels. It helps in attracting new customers via
content marketing, pay per click, search engine optimisation, social media and other graphical
content. It achieves its marketing objectives by targeting specific segments with the help of
various tools and techniques. With the help of fast usage of technology and digitalisation of
processes, it has increased customer base and their dependability. This revolution has boosted
digital marketing at various platforms (Bala and Verma, 2018). Burberry is an international
British brand which is known for its luxury fashion clothing in London. It is operating in various
countries worldwide with a large number of product categories such as clothing, fashion
accessories, cosmetics, and perfumes etc. This report includes an overview of digital marketing,
comparison between online and offline marketing and an analysis of current trends and insights
that are helping in the growth of digital marketing. It evaluates key tools and hardware that are
available to marketers in contrast to offline channels. It includes building of digital marketing
plans and strategies for building multi channels capabilities. It also evaluates various
measurement techniques and performance metrics which helps in improving performances in
digital marketing.
TASK1
P1 Digital marketing and comparison of online and offline marketing concepts
Digital marketing refers to promotion and advertisement of products and services via
electronic media. It includes various digital channels which helps in introducing content of a
company such as websites, social media channels, email and SMS marketing, search engines etc.
It is used to raise awareness in specific segments of online as well as offline platforms. Thus,
digital marketing involves various platforms for promotion of goods and services of a company
in digital form. It helps in approaching targeted customers present on various digital platforms
for spreading relevant information (Chaffey, 2019). Therefore, it helps in reaching customers at a
global level resulting in enhancing market share for a company. Digital marketing is an
electronic platform which helps companies in increasing growth of a business at a very low cost.
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It provides various benefits to a company with the help of various digital marketing tools and
techniques. It utilises various models and build strategies for analysing content of a company.
This results in approaching wide number of people at a certain time and impacting their attitudes.
Comparison between online and offline platforms-
Online marketing refers to utilising various platforms for selling and promoting products
via Internet. It is cheaper, engaging and flexible to use for targeting audiences and influencing
their behaviour with good amount of interaction with them.
Offline marketing refers to marketing and promoting of brands and its products via
physical platforms. It is expensive, captivating and acquires attention of masses in spreading
awareness with the help of traditional channels (De Pelsmacker, Van Tilburg and Holthof, 2018).
Thus, digital marketing can be done both offline and online methods with the help of
digitalisation or using electronic devices. Comparison between online and offline marketing are
as follows:
Basis Online Marketing Offline Marketing
Cost It incurs low cost and can be able to
afford by local brands.
It incurs higher cost and expensive
in nature.
Reach It is able to reach large number of
people in a specified target audience.
It is also able to reach large number
of people in general market.
Target audience It can reach and select target
audience with the help of tools and
techniques.
It cannot able to reach target
audience directly due to physical and
offline platforms.
Medium It uses various online mediums such
as social media, websites, affiliate
marketing, email marketing and
mobile or app marketing etc.
It uses various offline digital
mediums such as TV, tele marketing,
print media etc with the help of
electronic devices.
Tools It uses tools and techniques to target
audiences like SEO, content writing,
analytics, automation, visualisation
etc to attract targeted audiences.
It uses offline tools like networking,
cold calls, associations and trade
shows, print advertising etc to attract
customers.
Conversion It can convert audience into
customers with one click which
It takes longer time in converting
sales due to lack of reachability and
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occurs instantly than offline means. accessibility.
Benefits It helps in reaching potential viewers,
affordable, long term exposure and
instant sales etc.
It helps in providing personal touch,
building relationship and being
creative in approaching customers.
Drawbacks It lacks in tangibility, keeping
attention, dependent on technology,
worldwide competition etc.
It incurs high cost, remains for short
span, lacks in quick accessibility and
cannot be easily measured etc.
Examples Facebook and Instagram campaigns,
graphical advertisement, websites
and apps etc.
SMS marketing, electronic
hoardings and tele marketing etc.
Key consumer trends and insights that are fuelling the growth of digital marketing-
Digital marketing is a great platform for developing and growing big as well as local
brands. In 20-20 it has seen changes in various consumer consumption trends and insights such
as AI technology, engaging videos, podcasts and interactive content. It is because of continued
fast pacing technological changes like machine learning, animated videos, graphical content etc.
It has been using various analytical tools for slight change and in better understanding of
markets. Now, people are more focused and aware for consuming good content which can make
their life easier and better (Heinze, Fletcher, Rashid and Cruz, 2020). Thus, solution oriented
approach has become essential for keeping attention and customer engagement on digital
platforms.
Following are the key trends available which has helped in the growth of Digital marketing-
1. Customer Experience- It is one of the major shifts in digital marketing which is helping
in growth and development. Customer experience has become new trend for attaining
goals and customer loyalty. It is required to provide good experience than information. It
is achieved with personalised response, seamless customer services and effective
platforms etc. Thus, it has been helping in retaining engagement and better interaction
with audiences.
2. Visualisation- Visual content is all time in trend for engaging customers in advertising
brands and products. Visualisation has a strong power to influence target customer into
purchasing or using its products. It can lead to customer loyalty with providing valuable
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