Digital Marketing Solved Assignment
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
P1. Presentation of overview of digital landscape.....................................................................3
P2 Analysis of key consumer trends...........................................................................................5
LO2..................................................................................................................................................7
P3 Digital tools used by the marketers........................................................................................7
P4 Development of e-commerce and digital marketing..............................................................9
LO3................................................................................................................................................11
P3.Strategies to build multi channel capabilities......................................................................11
P4. Development of E-commerce and digital marketing campaign.........................................12
LO4................................................................................................................................................13
P7 Measurement of effectiveness of digital marketing.............................................................13
P8 Procedure used for measuring digital campaign and using online matrices........................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
P1. Presentation of overview of digital landscape.....................................................................3
P2 Analysis of key consumer trends...........................................................................................5
LO2..................................................................................................................................................7
P3 Digital tools used by the marketers........................................................................................7
P4 Development of e-commerce and digital marketing..............................................................9
LO3................................................................................................................................................11
P3.Strategies to build multi channel capabilities......................................................................11
P4. Development of E-commerce and digital marketing campaign.........................................12
LO4................................................................................................................................................13
P7 Measurement of effectiveness of digital marketing.............................................................13
P8 Procedure used for measuring digital campaign and using online matrices........................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
INTRODUCTION
Digital marketing encompasses the advertisement efforts to promote the products and
services through the use of digital technologies. Digital marketing has transformed the way of
doing business and has changed the customer's perception towards different product. The study
looks into opportunities and challenges faced by digital marketing and its impact on the
consumers, various digital tools and platform for the successful business, use of digital
marketing activities and omni-channel marketing in organization and monitoring the
effectiveness of digital marketing.
MAIN BODY
LO1
P1. Presentation of overview of digital landscape.
Definition and meaning of Digital Marketing -
Digital marketing is the marketing of the products or services through digital sources,
mainly internet and thus also includes mobile phones and display advertising and any other
digital media source. Marketing experts consider digital marketing as very vital source to
approach consumers and evaluate new ways to meet up the needs and demands of the consumers
compared to the traditional marketing. Digital marketing is on rise and it includes search engines,
email ads and promoted tweets – this helps in marketing with consumers feedbacks or a two way
interaction among the consumer and the company. During current trend of marketing digital
marketing is very effective and popular among the consumers because people uses digital
devices instead of visiting physical shops(Kotler and et.al., 2015).
Comparison among offline and online marketing concepts -
Offline Marketing concepts -
Offline marketing is the process of creating brand awareness among consumers, reaching
targeted users and generating leads or sales but no internet is involved in this process. Online
marketing methods includes - search engine optimization(SEO), social media marketing, email
marketing, search engine marketing, affiliate marketing, content marketing, influencer marketing
and lead generation. Online marketing is affordable source of marketing as it takes less cost as
compare to offline marketing. It reaches globally among the consumers and easily get maximum
exposure.
Digital marketing encompasses the advertisement efforts to promote the products and
services through the use of digital technologies. Digital marketing has transformed the way of
doing business and has changed the customer's perception towards different product. The study
looks into opportunities and challenges faced by digital marketing and its impact on the
consumers, various digital tools and platform for the successful business, use of digital
marketing activities and omni-channel marketing in organization and monitoring the
effectiveness of digital marketing.
MAIN BODY
LO1
P1. Presentation of overview of digital landscape.
Definition and meaning of Digital Marketing -
Digital marketing is the marketing of the products or services through digital sources,
mainly internet and thus also includes mobile phones and display advertising and any other
digital media source. Marketing experts consider digital marketing as very vital source to
approach consumers and evaluate new ways to meet up the needs and demands of the consumers
compared to the traditional marketing. Digital marketing is on rise and it includes search engines,
email ads and promoted tweets – this helps in marketing with consumers feedbacks or a two way
interaction among the consumer and the company. During current trend of marketing digital
marketing is very effective and popular among the consumers because people uses digital
devices instead of visiting physical shops(Kotler and et.al., 2015).
Comparison among offline and online marketing concepts -
Offline Marketing concepts -
Offline marketing is the process of creating brand awareness among consumers, reaching
targeted users and generating leads or sales but no internet is involved in this process. Online
marketing methods includes - search engine optimization(SEO), social media marketing, email
marketing, search engine marketing, affiliate marketing, content marketing, influencer marketing
and lead generation. Online marketing is affordable source of marketing as it takes less cost as
compare to offline marketing. It reaches globally among the consumers and easily get maximum
exposure.
Online Marketing concepts -
Online marketing is the process of marketing where internet is used for the marketing and
advertising of the brand, product and services. It is also known as Internet marketing and Digital
marketing. Offline marketing methods includes – television, radio, newspapers, banners,
brochure, flyers, pamphlets and posters etc. In online marketing lots of money is spend on the
advertising in newspapers, TV, radios etc. This promotion has its own limit it earns minimum
exposure among the consumers(Kingsnorth, 2019).
Benefits of Digital Marketing -
Digital marketing is the most powerful form of marketing it has a potential to reach
consumers easily and engage the consumers. As it is the most popular trend of marketing
because now a days everybody is connected through internet. A snow motorcycle
business generated $96,664.98 worth in just 5 months with the help of digital marketing.
Its most important benefit is that it is cost-effective. When it comes to traditional
marketing it is very difficult for small business to compete with large business with the
limited budget but with affordable digital marketing tactics they can easily expand their
business in short time period and compete among the other companies.
The greatest benefit of digital marketing is that it allows to target the ideal buyers, so that
can easily ensure the appropriate consumers are viewing the content. SEO allows to reach
those customers who are searching the web for content and topics which are related to
your business.
Social media and digital marketing helps you to reach consumers easily it is the biggest
platform where buyers usually spends their time on social media's like Facebook,
Instagram and Twitter etc(Vien, 2015).
Role of customers in developing Digital Marketing -
Now a days consumer spends their most of the time on internet which has given a boost
to the digital marketing. The consumer mostly prefer the online content and the brands could
create their repo among the consumer with the latest trending updates on internet and social
media. Thus how all SMBs are using online marketing and expanding their business on digital
marketing. In current trend consumers can easily buy the product globally on online platform
without visiting the shop and they could easily get the product to their home, this motivates
Online marketing is the process of marketing where internet is used for the marketing and
advertising of the brand, product and services. It is also known as Internet marketing and Digital
marketing. Offline marketing methods includes – television, radio, newspapers, banners,
brochure, flyers, pamphlets and posters etc. In online marketing lots of money is spend on the
advertising in newspapers, TV, radios etc. This promotion has its own limit it earns minimum
exposure among the consumers(Kingsnorth, 2019).
Benefits of Digital Marketing -
Digital marketing is the most powerful form of marketing it has a potential to reach
consumers easily and engage the consumers. As it is the most popular trend of marketing
because now a days everybody is connected through internet. A snow motorcycle
business generated $96,664.98 worth in just 5 months with the help of digital marketing.
Its most important benefit is that it is cost-effective. When it comes to traditional
marketing it is very difficult for small business to compete with large business with the
limited budget but with affordable digital marketing tactics they can easily expand their
business in short time period and compete among the other companies.
The greatest benefit of digital marketing is that it allows to target the ideal buyers, so that
can easily ensure the appropriate consumers are viewing the content. SEO allows to reach
those customers who are searching the web for content and topics which are related to
your business.
Social media and digital marketing helps you to reach consumers easily it is the biggest
platform where buyers usually spends their time on social media's like Facebook,
Instagram and Twitter etc(Vien, 2015).
Role of customers in developing Digital Marketing -
Now a days consumer spends their most of the time on internet which has given a boost
to the digital marketing. The consumer mostly prefer the online content and the brands could
create their repo among the consumer with the latest trending updates on internet and social
media. Thus how all SMBs are using online marketing and expanding their business on digital
marketing. In current trend consumers can easily buy the product globally on online platform
without visiting the shop and they could easily get the product to their home, this motivates
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business to promote and perform business activities on online platform and earn more and more
profit with the cost-effective strategy(Heinze and et.al., 2016).
P2 Analysis of key consumer trends
Increase in online consumer power - Increasing access to information – Customer now can easily access to information about
the company, brand, product and services through online platform. And they could select
the product according to their taste and preference. Thus consumer can get the full
information of product online without visiting the shop and could easily decide what to
buy and what is appropriate to their needs and demands(Ryan, 2016). Can access to more alternatives – Consumers could find a similar competitive product,
thus search engines, and online comparison sites, and online reviews helps them to
compare the product and select the best product at the lower price.
Simplified and direct transaction – Consumer can easily buy anything from anywhere
with the help of online transactions, regardless of physical locations. Internet simplifies
the transactions for both consumers and industrial consumers. Consumers can directly
connected with providers to buy good and services(Patrutiu Baltes, 2015).
Shifting of consumers from brand and suppliers -
If the brands are not digitized and not following the current market trend this will lack
them behind the market competition due to this they couldn't sustain in the market. We could
take a example of Mark & Spencer, as they follow the traditional method of marketing they
doesn't promote their product online and work on the offline market strategies this lead them
with losses and shut down their stores due to the shifting of their customers to other brand which
is more popular among on the online platform(Karjaluoto, Ulkuniemi and Mustonen, 2015).
Impact of negative publicity -
Negative publicity firstly affects the sale of the brand . If the publicity of the company
creates a negative impact on the consumer this will directly affects the sale of the company as
consumer's trust is break and they will not prefer that company for their needs and demand and
their feedback for that company is very bad which somehow influence the other consumers also.
They could also suffers from long term damage to their brand equity. This will also damage the
brand association as this will have a direct impact on the consumers attitude, feelings and trust
towards brand or a company.
profit with the cost-effective strategy(Heinze and et.al., 2016).
P2 Analysis of key consumer trends
Increase in online consumer power - Increasing access to information – Customer now can easily access to information about
the company, brand, product and services through online platform. And they could select
the product according to their taste and preference. Thus consumer can get the full
information of product online without visiting the shop and could easily decide what to
buy and what is appropriate to their needs and demands(Ryan, 2016). Can access to more alternatives – Consumers could find a similar competitive product,
thus search engines, and online comparison sites, and online reviews helps them to
compare the product and select the best product at the lower price.
Simplified and direct transaction – Consumer can easily buy anything from anywhere
with the help of online transactions, regardless of physical locations. Internet simplifies
the transactions for both consumers and industrial consumers. Consumers can directly
connected with providers to buy good and services(Patrutiu Baltes, 2015).
Shifting of consumers from brand and suppliers -
If the brands are not digitized and not following the current market trend this will lack
them behind the market competition due to this they couldn't sustain in the market. We could
take a example of Mark & Spencer, as they follow the traditional method of marketing they
doesn't promote their product online and work on the offline market strategies this lead them
with losses and shut down their stores due to the shifting of their customers to other brand which
is more popular among on the online platform(Karjaluoto, Ulkuniemi and Mustonen, 2015).
Impact of negative publicity -
Negative publicity firstly affects the sale of the brand . If the publicity of the company
creates a negative impact on the consumer this will directly affects the sale of the company as
consumer's trust is break and they will not prefer that company for their needs and demand and
their feedback for that company is very bad which somehow influence the other consumers also.
They could also suffers from long term damage to their brand equity. This will also damage the
brand association as this will have a direct impact on the consumers attitude, feelings and trust
towards brand or a company.
Along with the technology, consumer's expectations are also changed. Consumer's are
expecting the tailor-made product and services. To meet up the consumers expectations further
the AI-powered robots within messaging apps or chat bots will introduced for boosting customer
experience and reaching new consumers. With help of chat bots consumer can easily responded
on time(Yejas, 2016).
Monitoring different devices used by the customers -
Search Engine Optimization (SEO) – For monitoring and tracking the SEO different tools
are used – Google's Webmaster Tools are novice-friendly resources which explains the
fundamentals of Google search. This is free of cost tool. Ahrefs examines the website
property and produces the keyword, link and ranking profiles to help make better
decision for the business content.
Social Media Marketing (SMM) – For tracking the SMM following tools are used –
Hootsuite is one of the best free social media listening tools available and covers multiple
social media networks. TweetReach is monitoring tool for measuring the impact and
implication of social media discussions.
Email Marketing – Emails are tracked by following methods – Open Rate is the
percentage of your email recipients who opened your email. Click Through Rate is the
percentage of your email recipient who clicked on the link inside your email(Kannan,
2017).
Growth of 'Micro-moments' and its impact -
'Micro-moments' occurs when people turns to a device, mostly smart phones on need to
learn, do, watch, buy or discover something. They are very rich moments when decisions are
made. Micro-moments are currently influencing buyer behaviors and expectations, they are
transforming the way of consumer's shopping across industries. Micro-moments happens a
billions times per day and the businesses and brand are need to stay relevant to capitalize on
them. Micro-moments provides different business opportunity to use different experience of the
consumer's needs and demands.
expecting the tailor-made product and services. To meet up the consumers expectations further
the AI-powered robots within messaging apps or chat bots will introduced for boosting customer
experience and reaching new consumers. With help of chat bots consumer can easily responded
on time(Yejas, 2016).
Monitoring different devices used by the customers -
Search Engine Optimization (SEO) – For monitoring and tracking the SEO different tools
are used – Google's Webmaster Tools are novice-friendly resources which explains the
fundamentals of Google search. This is free of cost tool. Ahrefs examines the website
property and produces the keyword, link and ranking profiles to help make better
decision for the business content.
Social Media Marketing (SMM) – For tracking the SMM following tools are used –
Hootsuite is one of the best free social media listening tools available and covers multiple
social media networks. TweetReach is monitoring tool for measuring the impact and
implication of social media discussions.
Email Marketing – Emails are tracked by following methods – Open Rate is the
percentage of your email recipients who opened your email. Click Through Rate is the
percentage of your email recipient who clicked on the link inside your email(Kannan,
2017).
Growth of 'Micro-moments' and its impact -
'Micro-moments' occurs when people turns to a device, mostly smart phones on need to
learn, do, watch, buy or discover something. They are very rich moments when decisions are
made. Micro-moments are currently influencing buyer behaviors and expectations, they are
transforming the way of consumer's shopping across industries. Micro-moments happens a
billions times per day and the businesses and brand are need to stay relevant to capitalize on
them. Micro-moments provides different business opportunity to use different experience of the
consumer's needs and demands.
LO2
P3 Digital tools used by the marketers
Contribution of digital platform in revenue generation
With the evolution of globalization and liberalization, the advent of internet and digital
technology has grown with a fast pace and conquer the whole world. Now, the individuals can
access the whole information in a blink of an eye. This digital technology has not only benefited
the people but also businesses whether small or large. With the help of digital marketing which
is simply the promotion of products and services through the use of electronic medium,
Companies are now able to connect to the wide range of customers and advertise their products
on large platform which has eventually helped these firms to derive revenues through premium
postings.
Internet has also enabled the small business to know the Return on investment on
marketing as customer engagement plays a crucial role in successfully implementing digital
marketing. For example- Walmart has greatly emphasized on growing its e-commerce business
and this division provides the customer with various online activities ranging from online
transaction to home delivery. Its online grocery opened the doors for huge opportunities and and
has increased the sale by more then 50%.
Digital marketing integrated with 7P's
With everything getting internet oriented, It becomes necessary to understand the key
role of digital technology in successfully implementing 7P's in organization to thrive globally.
Price- With the emergence of internet in the world, the competition has risen to the sky
therefor it becomes essential for the marketers to strategize the price of their products
and services. Marketers are now focusing on the online consumers and what price will
the customers pay for the product.
Product- Having the appropriate mix of digital tools enables the marketers to emphasize
on customer needs and wants through effective online market research and design the
right product for their target market.
Placement- Using the right digital technology to take the products to the customers is
highly imperative. Various digital marketing platform are available for the marketers to
P3 Digital tools used by the marketers
Contribution of digital platform in revenue generation
With the evolution of globalization and liberalization, the advent of internet and digital
technology has grown with a fast pace and conquer the whole world. Now, the individuals can
access the whole information in a blink of an eye. This digital technology has not only benefited
the people but also businesses whether small or large. With the help of digital marketing which
is simply the promotion of products and services through the use of electronic medium,
Companies are now able to connect to the wide range of customers and advertise their products
on large platform which has eventually helped these firms to derive revenues through premium
postings.
Internet has also enabled the small business to know the Return on investment on
marketing as customer engagement plays a crucial role in successfully implementing digital
marketing. For example- Walmart has greatly emphasized on growing its e-commerce business
and this division provides the customer with various online activities ranging from online
transaction to home delivery. Its online grocery opened the doors for huge opportunities and and
has increased the sale by more then 50%.
Digital marketing integrated with 7P's
With everything getting internet oriented, It becomes necessary to understand the key
role of digital technology in successfully implementing 7P's in organization to thrive globally.
Price- With the emergence of internet in the world, the competition has risen to the sky
therefor it becomes essential for the marketers to strategize the price of their products
and services. Marketers are now focusing on the online consumers and what price will
the customers pay for the product.
Product- Having the appropriate mix of digital tools enables the marketers to emphasize
on customer needs and wants through effective online market research and design the
right product for their target market.
Placement- Using the right digital technology to take the products to the customers is
highly imperative. Various digital marketing platform are available for the marketers to
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choose from, whether paid or non paid. This includes user groups of different countries,
partners networking.
Promotion- Choosing the right online channel to advertise the products and service is a
crucial step for marketers. Digital world has provided the companies wide variety of
online tools to attract the customers like E-mail marketing, blogs
People- Understanding the target market through extensive market research is essential
for the marketers to fulfill their needs. Internet plays an important role for the small
businesses where they can analyze the demographic variables of their customers as well
as assess the trends in the market through various tools like trendhunter.com.
Process- Improvising the process of service delivery and measuring the key performance
indicators becomes easier with the help of internet. Methodology has now become more
automated and faster where the consumers now do not have to wait for the inquiries.
Physical evidence- The physical environment in digital world includes websites,
newsletters, augmented services and customer support staff which indirectly helps in
converting the prospects into loyal customers.
Illustration 1: The extended marketing mix
(Source: Extended Marketing Mix (7P's), 2018)
partners networking.
Promotion- Choosing the right online channel to advertise the products and service is a
crucial step for marketers. Digital world has provided the companies wide variety of
online tools to attract the customers like E-mail marketing, blogs
People- Understanding the target market through extensive market research is essential
for the marketers to fulfill their needs. Internet plays an important role for the small
businesses where they can analyze the demographic variables of their customers as well
as assess the trends in the market through various tools like trendhunter.com.
Process- Improvising the process of service delivery and measuring the key performance
indicators becomes easier with the help of internet. Methodology has now become more
automated and faster where the consumers now do not have to wait for the inquiries.
Physical evidence- The physical environment in digital world includes websites,
newsletters, augmented services and customer support staff which indirectly helps in
converting the prospects into loyal customers.
Illustration 1: The extended marketing mix
(Source: Extended Marketing Mix (7P's), 2018)
Digital tools and hardware to increase marketing
Content marketing- This is the most preferred tool by the organizations to increase the
customer experience and advertise their products and services globally. This includes
blogs, social media posts etc. Which enhance the marketing of brand and customer
loyalty as a whole.
Search engine optimization- SEO has become the highest used tool when we talk about
the digital marketing. Having an appropriate SEO helps the businesses to ensure that their
page appears on the top of the Google when the customers search or browse online. This
is the marketing strategy of companies which increases the customer viewership of their
page.
Google trend- This let the customers to see the trends near them and find out the data
from Google. This allows the customer all the information whether domestically or
internationally. Besides this, Google trend has helped the companies to see the latest
market trends and analyze the competitors and alter their strategies accordingly to
increase their marketing level.
E-mail marketing- This has enabled the organizations to promote their products and
services through the use of well updated E-mail. E-mail marketing tools include mail
chimp, Emma which proves to be the largest platforms where the companies customize
their ads and reach the target audience as well as provide customer service(Saura, Palos-
Sánchez and Cerdá Suárez, 2017).
P4 Development of e-commerce and digital marketing
Life cycle stages of consumer in digital adoption
There are mainly five stages in digital adoption namely:
Innovators- This segment consists of the individual who are becomes the first user of
any product or service. These are the people who believes in taking risk and are the initial
customers who are willing to try the new innovation. For example- when Walmart
entered into the online business, there were many innovators who commented about the
products, delivery, customer devices etc which eventually compelled the other customers
to try it.
Early adopters- These constitute the people who are willing to adopt the latest
innovation are somewhat choosy then innovators. They shows a high degree of positivity
Content marketing- This is the most preferred tool by the organizations to increase the
customer experience and advertise their products and services globally. This includes
blogs, social media posts etc. Which enhance the marketing of brand and customer
loyalty as a whole.
Search engine optimization- SEO has become the highest used tool when we talk about
the digital marketing. Having an appropriate SEO helps the businesses to ensure that their
page appears on the top of the Google when the customers search or browse online. This
is the marketing strategy of companies which increases the customer viewership of their
page.
Google trend- This let the customers to see the trends near them and find out the data
from Google. This allows the customer all the information whether domestically or
internationally. Besides this, Google trend has helped the companies to see the latest
market trends and analyze the competitors and alter their strategies accordingly to
increase their marketing level.
E-mail marketing- This has enabled the organizations to promote their products and
services through the use of well updated E-mail. E-mail marketing tools include mail
chimp, Emma which proves to be the largest platforms where the companies customize
their ads and reach the target audience as well as provide customer service(Saura, Palos-
Sánchez and Cerdá Suárez, 2017).
P4 Development of e-commerce and digital marketing
Life cycle stages of consumer in digital adoption
There are mainly five stages in digital adoption namely:
Innovators- This segment consists of the individual who are becomes the first user of
any product or service. These are the people who believes in taking risk and are the initial
customers who are willing to try the new innovation. For example- when Walmart
entered into the online business, there were many innovators who commented about the
products, delivery, customer devices etc which eventually compelled the other customers
to try it.
Early adopters- These constitute the people who are willing to adopt the latest
innovation are somewhat choosy then innovators. They shows a high degree of positivity
towards change and act as the opinion leader for the remaining customers. For example-
Sainsbury launched a new meat brand at high price. After few months, it lowered its price
and offered add-on with it. Early adopters came to the stores and became the first to
review the new product(Sahai and et.al, 2018).
Early majority- People coming under the early majority tend to adapt the innovation a
littler later than the innovators and early adopters. They depend on the opinion of above
two and are more likely to gain the better understanding of product from them. For
example- Tesco launched new mobile phones with various feature like bendable body,
waterproof to great depth in order to fascinate the innovators but they also focused on
keeping the technology simple and reasonable for early majority(Urban, Gosline and Lee,
2017).
Late majority- Individual who adopt the technological advancements and innovation
after the product have been successful and well established in the market constitute this
segment. They view the product with high level of skeptical approach and use it after
most of the society has adopted it. For example- When Walmart launched its new smart
phone, mostly youngsters and tech savvy adopted it. As these became popular among
others who were not interested in buying it, started adopting it.
Laggards- Laggards are the final adopters of innovation and advancements. They are
usually those people who resist change and shows less interest in adopting to latest
technology and creativity.
Growing significance of e-commerce
E-commerce is usually trading of goods and service through the use of electronic
medium. With the emergence of digital technology, e-commerce has transformed the means of
doing the business. Business to business e-commerce plays an important role in managing the
supply chain globally. E-commerce has been affecting the micro, medium and small enterprises
by providing them with the finance technology etc. Online shopping has taken over the
cascading role of offline business whose main reason is various apps emphasizing on e-
commerce. It has now become easier to find everything on e-store. E-commerce is expected to
flourish in the upcoming years due to the heavy demand of technology and online shopping
among customers. Example E-commerce sale of Walmart grew more than 40% in quarter. E-
Sainsbury launched a new meat brand at high price. After few months, it lowered its price
and offered add-on with it. Early adopters came to the stores and became the first to
review the new product(Sahai and et.al, 2018).
Early majority- People coming under the early majority tend to adapt the innovation a
littler later than the innovators and early adopters. They depend on the opinion of above
two and are more likely to gain the better understanding of product from them. For
example- Tesco launched new mobile phones with various feature like bendable body,
waterproof to great depth in order to fascinate the innovators but they also focused on
keeping the technology simple and reasonable for early majority(Urban, Gosline and Lee,
2017).
Late majority- Individual who adopt the technological advancements and innovation
after the product have been successful and well established in the market constitute this
segment. They view the product with high level of skeptical approach and use it after
most of the society has adopted it. For example- When Walmart launched its new smart
phone, mostly youngsters and tech savvy adopted it. As these became popular among
others who were not interested in buying it, started adopting it.
Laggards- Laggards are the final adopters of innovation and advancements. They are
usually those people who resist change and shows less interest in adopting to latest
technology and creativity.
Growing significance of e-commerce
E-commerce is usually trading of goods and service through the use of electronic
medium. With the emergence of digital technology, e-commerce has transformed the means of
doing the business. Business to business e-commerce plays an important role in managing the
supply chain globally. E-commerce has been affecting the micro, medium and small enterprises
by providing them with the finance technology etc. Online shopping has taken over the
cascading role of offline business whose main reason is various apps emphasizing on e-
commerce. It has now become easier to find everything on e-store. E-commerce is expected to
flourish in the upcoming years due to the heavy demand of technology and online shopping
among customers. Example E-commerce sale of Walmart grew more than 40% in quarter. E-
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commerce business gave a boom to Walmart and raised its revenue with $138.8 billion(Stephen,
2016).
Role of automated and non automated sales activities
Automated sales system is effectively utilized to enhance the efficiency of sales process.
The main role that the automated system plays in sales and marketing is that it reduces the labour
to small fragment of production cost. Sales automation is basically eliminating the monotonous
task, activities though the use of a software. Automated sales system not only helps the
companies to recognize the potential prospects but also enables them to synchronize with
marketing and sales productivity system(MSP). An automated sales approach increases the
understanding of the market and allows greater market penetration. It brings a comprehensive
key with it for managing the omni-channel to reach wide geographies.
LO3
P3.Strategies to build multi channel capabilities
Easy consumers research: digital market is an easy and effective way of communicating
things to one and one all. It is an easy platform to share their ideas and opinions to
convey to the world. Agenda can be easily conveyed to the customers by the use of
social medial platform which covers a large number of customers. Social media platform
has revolutionized marketing strategy by use of many social media platform like hike,
Instagram etc.
Direct Advertisement: digital market gives us a wide approach for direct advertisement
and attracts customers directly. Company gets a wide platform for direct approach to the
customers.
Brand Promotions: promotions of different brands are made easy by social media
platform as for promotion of business. Brands gets easy channel to connect with
customers and to communicate(Mandal and Joshi, 2017).
Consumer's convenience to shop online: consumer's can shop easily on a social media
platform at any time 24/7 which gives brands a direct approach to connect with
customers. Digital marketing has given us a platform to choose our brands irrespective of
nation products can be shipped anywhere in the world.
2016).
Role of automated and non automated sales activities
Automated sales system is effectively utilized to enhance the efficiency of sales process.
The main role that the automated system plays in sales and marketing is that it reduces the labour
to small fragment of production cost. Sales automation is basically eliminating the monotonous
task, activities though the use of a software. Automated sales system not only helps the
companies to recognize the potential prospects but also enables them to synchronize with
marketing and sales productivity system(MSP). An automated sales approach increases the
understanding of the market and allows greater market penetration. It brings a comprehensive
key with it for managing the omni-channel to reach wide geographies.
LO3
P3.Strategies to build multi channel capabilities
Easy consumers research: digital market is an easy and effective way of communicating
things to one and one all. It is an easy platform to share their ideas and opinions to
convey to the world. Agenda can be easily conveyed to the customers by the use of
social medial platform which covers a large number of customers. Social media platform
has revolutionized marketing strategy by use of many social media platform like hike,
Instagram etc.
Direct Advertisement: digital market gives us a wide approach for direct advertisement
and attracts customers directly. Company gets a wide platform for direct approach to the
customers.
Brand Promotions: promotions of different brands are made easy by social media
platform as for promotion of business. Brands gets easy channel to connect with
customers and to communicate(Mandal and Joshi, 2017).
Consumer's convenience to shop online: consumer's can shop easily on a social media
platform at any time 24/7 which gives brands a direct approach to connect with
customers. Digital marketing has given us a platform to choose our brands irrespective of
nation products can be shipped anywhere in the world.
Cost efficient channels: there are many channels of digital marketing from social media
to many official sites which gives direct approach for Brands to advertise. Many websites
and business platform gives a free approach to socialize.
Challenges:
Limitation of Internet access: there are many countries which have a less of internet
facility or poor connection which cannot access the internet, which have to face a
problem in online access .
Limited consumer's link: this is one of the challenges which arises mostly there are
platforms which give free advertisement platform but the approach with the customers
are limited.
Risk of hacking strategies: there is a risk of hacking of your websites for which you need
to pay extra for defending your websites.
Anti-brand activity: there are many bloggers who gives you a bad review about your
brand or product which can decrease your sale(Dodson, 2016).
P4. Development of E-commerce and digital marketing campaign.
Digital Marketing Campaign Planning:
Digital marketing campaign planning can be done by first identifying the target like
which all product you need to deliver out to the market. By seeking the interest of your buyer
you can sort out the products you need to promote out to the websites. By seeking the choices of
the customers and planning accordingly. Identifying the strategies which was built and choosing
the best option from the strategy from the global context.
Use of omni-channel marketing to ensure the consistency of customer experience:
Omni-channel is a way of developing your own app and websites to give an open way for
the customer to interact directly to the organization by direct means. It is a multi channel sales
approach to the customers to interact directly this gives an easy way to shop. It gives users a way
to approach through many platforms like websites, mobile applications etc. to understand omni-
channel in wider context lets take an example of Disney.
Disney gives its customers to access all the ways in which the company deals like
providing access to videos and movies, Disney also have a traveling app in which a customers
can book the tickets, once customer have booked they can access the map and pin down the
experience which you need to enjoy. Have a look at the things which are included in the
to many official sites which gives direct approach for Brands to advertise. Many websites
and business platform gives a free approach to socialize.
Challenges:
Limitation of Internet access: there are many countries which have a less of internet
facility or poor connection which cannot access the internet, which have to face a
problem in online access .
Limited consumer's link: this is one of the challenges which arises mostly there are
platforms which give free advertisement platform but the approach with the customers
are limited.
Risk of hacking strategies: there is a risk of hacking of your websites for which you need
to pay extra for defending your websites.
Anti-brand activity: there are many bloggers who gives you a bad review about your
brand or product which can decrease your sale(Dodson, 2016).
P4. Development of E-commerce and digital marketing campaign.
Digital Marketing Campaign Planning:
Digital marketing campaign planning can be done by first identifying the target like
which all product you need to deliver out to the market. By seeking the interest of your buyer
you can sort out the products you need to promote out to the websites. By seeking the choices of
the customers and planning accordingly. Identifying the strategies which was built and choosing
the best option from the strategy from the global context.
Use of omni-channel marketing to ensure the consistency of customer experience:
Omni-channel is a way of developing your own app and websites to give an open way for
the customer to interact directly to the organization by direct means. It is a multi channel sales
approach to the customers to interact directly this gives an easy way to shop. It gives users a way
to approach through many platforms like websites, mobile applications etc. to understand omni-
channel in wider context lets take an example of Disney.
Disney gives its customers to access all the ways in which the company deals like
providing access to videos and movies, Disney also have a traveling app in which a customers
can book the tickets, once customer have booked they can access the map and pin down the
experience which you need to enjoy. Have a look at the things which are included in the
traveling apps. They have add on like you can book a room, have access of the room with your
mobile application, order your food, save you images on apps on the tour, track your tour on
maps etc. which makes the app interesting and helps them to discover the disliking of the
customers.
Omni-Channel helps owner to walk in with the customer and to track a record of the customer
and directly connect with product which needs to be improved. It gives direct approach to
interact with customers. This helps developer to measure everything to our market. they can
measure our success in this terms. they can easily differentiate our customers with the help of
this to develop a rich profile of your brand to attract customers. This channel helps in
developing content and directly communicate with clients(Chaffey and Smith, 2017).
LO4
P7 Measurement of effectiveness of digital marketing
Key performance indicators plays a crucial role in monitoring and tracking the success of
digital campaigns organized by marketing teams. First KPI is customer acquisition cost which is
the amount spend by the company to convert customers into potential consumers. It includes cost
of product plus other cost like research and marketing. Calculating CAC is essential in order to
find out how much customer base the company has made. For example Another KPI is mobile
traffic conversion rates where the company analyses their presence online in field of mobile
apps. How frequently the customers visit the company's website and search the information on it
helps the marketers to track the progress of their marketing strategy. For example every month
1.6 million users visit the site of Tesco through SEO, pop ups, but only 1.5% purchase the
products.
mobile application, order your food, save you images on apps on the tour, track your tour on
maps etc. which makes the app interesting and helps them to discover the disliking of the
customers.
Omni-Channel helps owner to walk in with the customer and to track a record of the customer
and directly connect with product which needs to be improved. It gives direct approach to
interact with customers. This helps developer to measure everything to our market. they can
measure our success in this terms. they can easily differentiate our customers with the help of
this to develop a rich profile of your brand to attract customers. This channel helps in
developing content and directly communicate with clients(Chaffey and Smith, 2017).
LO4
P7 Measurement of effectiveness of digital marketing
Key performance indicators plays a crucial role in monitoring and tracking the success of
digital campaigns organized by marketing teams. First KPI is customer acquisition cost which is
the amount spend by the company to convert customers into potential consumers. It includes cost
of product plus other cost like research and marketing. Calculating CAC is essential in order to
find out how much customer base the company has made. For example Another KPI is mobile
traffic conversion rates where the company analyses their presence online in field of mobile
apps. How frequently the customers visit the company's website and search the information on it
helps the marketers to track the progress of their marketing strategy. For example every month
1.6 million users visit the site of Tesco through SEO, pop ups, but only 1.5% purchase the
products.
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Illustration 2: KPI indicators
(Source: Key performance indicators, 2019)
P8 Procedure used for measuring digital campaign and using online matrices
Procedure used for measuring digital campaign and using online matrices:
These procedures are the key of measuring digital campaigns progress, how successful is
that campaign on social platform. Procedures used for measuring digital campaign is by keeping
a track on your key performance indicator which will help owner to measure the key
performance of the digital campaign. This can be done by seeing your search engine traffic this
will let you know how many times your website is being searched, by the position in the search
engine. then by traffic you can monitor your performance this traffic includes overall key traffic
which means how many times people have visited the websites nowadays websites are more
searched on mobile phones than on desktops. Sites can be monitored and changed by tracking the
ways your visitors are moving. By keeping a track on conversion rate of the visitors that means
how much conversions are made on visit.
Digital market online metrics explained here is by returning visitors matrix in which
number of visitors which revisits are tracked which they come to know how effectively they visit
the websites which allows developer to see how efficiently they visits the website. This is
important to demonstrate the number of visitors for making changes on the online content of
website to attract more of customers.
(Source: Key performance indicators, 2019)
P8 Procedure used for measuring digital campaign and using online matrices
Procedure used for measuring digital campaign and using online matrices:
These procedures are the key of measuring digital campaigns progress, how successful is
that campaign on social platform. Procedures used for measuring digital campaign is by keeping
a track on your key performance indicator which will help owner to measure the key
performance of the digital campaign. This can be done by seeing your search engine traffic this
will let you know how many times your website is being searched, by the position in the search
engine. then by traffic you can monitor your performance this traffic includes overall key traffic
which means how many times people have visited the websites nowadays websites are more
searched on mobile phones than on desktops. Sites can be monitored and changed by tracking the
ways your visitors are moving. By keeping a track on conversion rate of the visitors that means
how much conversions are made on visit.
Digital market online metrics explained here is by returning visitors matrix in which
number of visitors which revisits are tracked which they come to know how effectively they visit
the websites which allows developer to see how efficiently they visits the website. This is
important to demonstrate the number of visitors for making changes on the online content of
website to attract more of customers.
Evaluating own existing channels and finding the way in which need to elaborate further
this helps in finding the assets to the firm and the ways which can expand further to gain image
on digital market, differentiating supporters and rivals from digital market and finding a means
to grow. Planning and improvising previous media campaign to improve in further context.
Making new plans by keeping a base of previous social media campaigns. Auditing previous
owned, earned and paid social media campaign which can help us to move ahead and increase
sales. Executing plan by choosing a digital platform which will help us to improvise.Then
keeping a feedback of previous customers which helps us to build strategies in future
perspective(Chaffey and Ellis-Chadwick, 2019). Population measure can be measured by
tracking number of visitors visited on your website. This can be done on monthly basis by
%MOM(month over month), this helps digital market to evaluate the population of the
visitors(Oates, Watkins and Thyne, 2016).
CONCLUSION
From the above study it is concluded that growing trend of digital marketing is most
efficient source of marketing now a days. Small and medium businesses could also compete with
large businesses with limited capital and easily reach to the large number of people and become
the popular brand and company in few days. Brands and company could easily sale and promote
their products on online platform with minimum costing and helps them to expand their business
globally and sustain a huge brand recommendation among the competitive companies and obtain
a huge profit margins.
this helps in finding the assets to the firm and the ways which can expand further to gain image
on digital market, differentiating supporters and rivals from digital market and finding a means
to grow. Planning and improvising previous media campaign to improve in further context.
Making new plans by keeping a base of previous social media campaigns. Auditing previous
owned, earned and paid social media campaign which can help us to move ahead and increase
sales. Executing plan by choosing a digital platform which will help us to improvise.Then
keeping a feedback of previous customers which helps us to build strategies in future
perspective(Chaffey and Ellis-Chadwick, 2019). Population measure can be measured by
tracking number of visitors visited on your website. This can be done on monthly basis by
%MOM(month over month), this helps digital market to evaluate the population of the
visitors(Oates, Watkins and Thyne, 2016).
CONCLUSION
From the above study it is concluded that growing trend of digital marketing is most
efficient source of marketing now a days. Small and medium businesses could also compete with
large businesses with limited capital and easily reach to the large number of people and become
the popular brand and company in few days. Brands and company could easily sale and promote
their products on online platform with minimum costing and helps them to expand their business
globally and sustain a huge brand recommendation among the competitive companies and obtain
a huge profit margins.
REFERENCES
Books and journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Heinze, A. and et.al., 2016. Digital and social media marketing: a results-driven approach.
Routledge.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management. 5(6).
Oates, C., Watkins, L. and Thyne, M., 2016. the impact of marketing on children’s well-being in
a digital age. European Journal of Marketing. 50(11). pp.1969-1974.
Patrutiu Baltes, L., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin
of the Transilvania University of Brasov. Series V: Economic Sciences. 8(2).
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sahai, S and et.al., 2018. Role of Social Media Optimization in Digital Marketing with special
reference to Trupay. International Journal of Engineering & Technology. 7(2.11).
pp.52-57.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Books and journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Heinze, A. and et.al., 2016. Digital and social media marketing: a results-driven approach.
Routledge.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management. 5(6).
Oates, C., Watkins, L. and Thyne, M., 2016. the impact of marketing on children’s well-being in
a digital age. European Journal of Marketing. 50(11). pp.1969-1974.
Patrutiu Baltes, L., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin
of the Transilvania University of Brasov. Series V: Economic Sciences. 8(2).
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sahai, S and et.al., 2018. Role of Social Media Optimization in Digital Marketing with special
reference to Trupay. International Journal of Engineering & Technology. 7(2.11).
pp.52-57.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
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Urban, G.L., Gosline, R. and Lee, J., 2017. The power of consumer stories in digital
marketing. MIT Sloan Management Review. 58(4).
Vien, C.L., 2015. The future of marketing: Thriving in a digital world. Journal of
Accountancy. 219(5). p.50.
Yejas, D.A.A., 2016. Estrategias de marketing digital en la promoción de Marca Ciudad. Revista
Escuela de Administración de Negocios. (80). pp.59-72.
Online
Extended Marketing Mix (7P's). 2018. [ONLINE] Available
through;<https://www.tutor2u.net/business/reference/the-extended-marketing-mix-7ps>
Key performance indicators. 2019. [ONLINE] Available through;
<https://searchbusinessanalytics.techtarget.com/definition/key-performance-indicators-
KPIs>
marketing. MIT Sloan Management Review. 58(4).
Vien, C.L., 2015. The future of marketing: Thriving in a digital world. Journal of
Accountancy. 219(5). p.50.
Yejas, D.A.A., 2016. Estrategias de marketing digital en la promoción de Marca Ciudad. Revista
Escuela de Administración de Negocios. (80). pp.59-72.
Online
Extended Marketing Mix (7P's). 2018. [ONLINE] Available
through;<https://www.tutor2u.net/business/reference/the-extended-marketing-mix-7ps>
Key performance indicators. 2019. [ONLINE] Available through;
<https://searchbusinessanalytics.techtarget.com/definition/key-performance-indicators-
KPIs>
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