Digital Marketing: Overview, Tools, and Strategies

This document provides an overview of digital marketing, including a comparison between online and offline marketing concepts. It analyzes key consumer trends and insights that fuel the growth of digital marketing. It also assesses key digital tools and platforms available to marketers and discusses the development of e-commerce and digital marketing platforms in comparison to physical platforms. Additionally, it offers insights on developing a digital marketing plan and strategy to build multi-channel capabilities. The document is relevant for students studying digital marketing or anyone interested in understanding the field.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 .................................................................................................................................................1
P1 An overview of digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................1
P2 analyse key consumer trends and insights that fuelling the growth of digital marketing .....3
LO2 .................................................................................................................................................4
P3 Assess key digital tools and hardware available to marketers in contrast to bricks and
motor and other physical channels..............................................................................................4
P4 Development of e-commerce and digital marketing platforms and channels in comparison
to physical platforms ..................................................................................................................5
LO3 .................................................................................................................................................6
P5 Develop a digital marketing plan and strategy to build multi- channel capabilities..............6
P6 Explain omni- channel marketing has evolved .....................................................................8
LO4 .................................................................................................................................................8
P7 Evaluate measurement techniques and performance metrics in digital marketing ...............8
P8 Set of actions to improve performance in digital marketing .................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Digital marketing refers to the component of marketing that take advantage of online
platform like mobile phones, personal computer, search engines etc. and internet technologies to
advertise products and services of the organisation. Verdant leisure Ltd. Established in 1991 in
Lancashire, UK. This report covers an overview of digital marketing with difference between
online and offline marketing. Furthermore analyse the challenges that face by the company while
switching to digital marketing. It critically evaluate the digital tools and platform that available
to marketers rather than physical channels. It critically evaluate the digital marketing landscape
and their impact on the marketing. It suggest the various ways to moving towards the digital
marketing to grow the business globally (Chaffey and Ellis-Chadwick, 2019).
LO1
P1 An overview of digital marketing landscape and compare online and offline marketing
concepts
Digital marketing landscape
It refers to the regularly progressing state of digital methods and promotion that involves
search engine optimisation, pay-per click advertising, content marketing, email, video
production, web development podcasting, mobile applications, influencer marketing, content
marketing and online reputation management. It is used to organise the digital marketing tools
and helps in growing the business. It is an essential tool that helps a company to use digital tools
and prioritise when and where to spend resources. Verdant leisure use digital marketing to
promote their business at international level (Kannan, 2017). Company deals in providing
overnight and short-term sites for campers, trailers, tents or beer and skittles vehicles. By using
digital marketing landscape manager can control and manage all the activities relating to digital
marketing and it helps in attracting more and more customers at a very short period of time with
minimum cost. Therefore, because of this each and every people see the company website at per
their comfort and 24*7.
comparison between online and offline marketing concepts
Basis Offline marketing concepts Online marketing concepts
Meaning It refers to that marketing It simply means that marketing
1

strategy in which promotion
can be done via offline
channels like billboards,
newspaper, radio ads,
television etc.
plan in which company use
digital platform like social
media, search engine, official
webmail, content marketing
and many more to promote
their goods and services.
Convenience In this there is a time barrier
because customer only
purchase and see the outlet
when it is opened. For this
people visit their stores and
shop(Chaffey and Smith,
2017).
There is no restrictions of time
because in this company use
internet marketing to sell their
product offerings and
customers can purchase it any
time whenever they feel to
shop. It use 24*7 without any
hindrances.
Cost Offline marketing concept
spend lot of money to maintain
the stock, payment of salaries
etc. and it also expensive to
promote products via offline
channels like television, radio
etc.
Online marketing concepts
spend less money as compare
to offline because in this
giving ads using online
channels to promote their
business worldwide.
Social media influence Offline marketing concept
does not influence social
media but they have followers
on it. In this people can buy
products by visit the stores.
It majorly influence by social
media where firm can build
many fans, followers of the
stores by promoting it on
social media. In this people
directly or indirectly promote
the online store and this will
not only increase traffic but
also maximise sales and profit
2

margins.
P2 analyse key consumer trends and insights that fuelling the growth of digital marketing
Digital marketing is an essential and constantly evolving term in current environment.
Marketing manager of a Verdant Leisure suggest that company use online promoting tools to
advertise their business on a global level. Currently it deals on a local level that means only in
UK. But now they think to expand and grow their business at international level. For this
manager of a company appoint digital analyst to suggest best digital and advances tools that
occur in a market place. It includes various trends that fuelling the growth of digital marketing
are as follows(Taiminen and Karjaluoto, 2015).
 Micro- moments- It refers to that device which people reflexively turn it into a device
like smartphones, which help people to learn more things, adopt things, discover
something, watch and buy something. They usually used when a person take decisions as
per their own preferences. In Verdant Leisure, digital analyst use micro-moments method
to promote their business at global level. By using this method they attract many people
who are interested in gaming and lodging and excited for overnight sites such as campers
or tents etc. in a very short period of time and it contains less cost.
 Artificial intelligence and machine learning- It refers to an integral part of many
companies that includes in marketing. It is a form of marketing that resist this model such
as machine learning and Bayesian network. In Verdant Leisure, digital analyst suggest to
working with AI so that it will improve its pricing strategy, circular promotions that fulfil
the customers demand and needs and it also use in analysing the stock by using this
technique. Therefore, it increases the profit and growth of the company at local level as
well as international level. It is very attractive to attract more customers(Patrutiu-Baltes,
2016).
Importance, opportunities and challenges of digital marketing
Digital marketing is best for generating more and better revenues and profits along with
best conversion rates that is created by successful digital marketing strategies. It also create more
opportunities for the Verdant Leisure that it expand and explore their business activities at global
level. It is very cost effective method and facilitates great interaction with potential customers. It
3

also increase brand reputation. The major challenge of using digital marketing by a company is
to create an attractive website to attract more peoples and because of many competitors available
on internet platform they majorly focus on customer satisfaction(Yasmin, Tasneem and Fatema,
2015).
LO2
P3 Assess key digital tools and hardware available to marketers in contrast to bricks and motor
and other physical channels
Key Digital Tools and platforms
Digital marketing is better than traditional marketing many ways. Online marketing is not
only cost effective but also have larger coverage. The comparison of digital marketing channels
channels with physical channels are given below:-
Social Media Marketing: Social media is a online platform for interacting with people
posting pictures and news feed. Social media is a medium for internet marketing. Facebook and
Instagram are access by more than a billion user which provide a number of prospects that can
convert into customers. Marketer can compress target market segment by going through an
insight of user's psycho-graphic and demographic elements. Ad campaign in this platforms are
extremely cheaper than advertisement in televisions and newspaper These far more effective in
communicating with customers than TV and newspapers. Marketers can post dynamic ad
campaign with filtration of potential target segment. They can also avail the facility of social
media analytical tools for monitoring and evaluating campaign performance(Saura, Palos-
Sánchez and Cerdá Suárez, 2017).
Search Engine Optimization: It is a mechanism of placing the website of company in
such a way that it can become easily to the user in search engine. It is basically the procedure of
making website rank higher on a specific keywords. It in unpaid form of marketing in which
SEO specialist write content of the website in such a manner that google algorithm give priority
to that website. Quality of the website is also play major role in raking of the website. Highly
optimized website with bad quality content faces setback in the long run.
Analytical tools: It is very easy to analysis the ad campaigns and promotional activities
performance executed through internet. Unlike traditional marketing channels where no direct
tool available for analysis the return on investment on a particular promotional activity digital
4

marketing provide various tools analytical to monitor and evaluate website and social media
campaign performance. Performance of websites are mainly analyse by google analytical tool
which render the insight about every activity happen on a particular website such as number of
viewers, viewer's attributes and conversion rate(Aswathy and Nair, 2020).
P4 Development of e-commerce and digital marketing platforms and channels in comparison to
physical platforms
Impact of development of E-Commerce
Growth of digital marketing contribute in the growth of e-commerce. It create a
framework that helps in effective marketing of the e-commerce industry. Internet penetration is
credit worthy for the growth of e-commerce. There are several tools that impact the growth of e-
commerce. Description of all elements that impact the e-commerce are given below:-
E-mail Marketing: It is a medium of one to one marketing. In email marketing, company
send persuasive email to prospective clients their product. E-mail marketing can accelerate the
number of sales. It is tool used of e-commerce industry to notify customers about upcoming sale.
E-mail marketing is a medium used by e-commerce company to create awareness among those
customers who visited website and submit their e-mail address for marketing subscriptions.
Organisation take advantage of e-mail list by composing and sending email through various e-
marketing tools mainly mailchimp. This practice marketing increases the sales of online
commerce company(Piñeiro-Otero and Martínez-Rolán, 2016).
Paid Search Engine: Also known as search engine marketing, the paid search engine is a
platform of marketing for e-commerce. Unlike search engine optimization where marketers were
not liable to pay money, marketer have to pay money for search engine marketing. This is quick
method to increase the visibility of website on search engine. This approach of digital marketing
also boost the sales of e-commerce firm.
Affiliate Marketing: In this channel of marketing, an affiliate promote and suggest
products through blog and YouTube videos. Affiliate direct visitors to company's website
through hyperlink. If visitor purchase product from respective link than the affiliate receive
commission from the e-commerce company. This marketing activity accelerated the revenue of
e-commerce companies. Many e-commerce companies are earning million through this form of
marketing. It is also a platform for common people for earning money.
Role of sales automation in e-commerce
5

It is an activity of leveraging technology for completion of some repetitive task. Software
are used streamlining sales activities such as e-mail reminder, inventory control, statistics
calculator etc. Benefits of sales automation are filtration of potential customers, access of useful
customer information, accurate pricing of products and many more. Sales automation
streamlined the operations of e-commerce. It aid in approaching large number potential and
customer. Hence it increases the sales (Nikunen and et. al., 2017).
LO3
P5 Develop a digital marketing plan and strategy to build multi- channel capabilities
Digital marketing creates many challenges and opportunities for a company. UK is one of
the fastest growing sector in the world. Some of the challenges that a digital marketing faces are
as follows. In this company make a plan for providing luxury holidays to their customers.
 Social media is highly affected by the new approach of Facebook that restricted
business related issues that have a wide implication on marketing products.
 SEO create a great challenge in digital marketer in a way that to stay in the top of
updates(Edelman and Heller, 2015).
Some of the opportunities in digital marketing platform are as follows
 the major opportunity in this that google makes more efforts on micro-moments because
consumers are spending lots of time on there mobile phones.
 Because of using internet of things many people connected with each other in a
unpredictable way that create more possibilities for customer engagements.
Company overview
Verdant Leisure Ltd was founded in 1990 and it is a bespoke holiday park that offers self-
catering lodge and caravan. Currently companies has 100 plus employees who engage in
company business. This business can run in domestic nation only i.e. UK for this company can
use traditional ways of marketing their business. But now manager thinks to expand and grow
their business at international level and provide a customers a luxury holiday. In order to do so
firm can using various digital tools like social media, search engine etc. to marketing their
products and deals to their targeted customers and clients(Järvinen, 2016).
Vision
6

The vision of the company is providing a sustainable tourism without harming the
environment. This organisation has long term objective of expanding and exploring its
operations.
Mission
Verdant Leisure mission is to create and provide a perfect environment for their
consumers to relax, experience a new lifestyle and enjoy precious moment of their life with their
family(Chaffey and Allen, 2015).
Objectives
 The main objective of company is to maximise the sales by 10% .
 increase its customer base by using various digital tools by 15%.
 to increase the profits by 20%.
For this company use various digital tools to promote their business and sell their products that
are as follows. In this, company has to plan a digital campaign marketing by using various tools-
Search engine optimisation- It refers to a method of enlarging the quality and quantity of
website traffic by increasing the visibility of a web page by ample of users. It provides an
organic results and remove or restrict the purchase of paid placement. The major advantages of
search engine optimisation is that in this a person don't need to pay for ads that means once the
page is created on search engines there is no need pay extra amount for the advertisement. But it
has some challenges in creating the SEO like it is slow in a way that it takes a lot of time if one
has to change their domain. Digital analyst of Verdant Leisure using SEO, because in this
company can bear small amount of money(Zhu and Gao, 2019).
Social media- It refers to an interactive computer – mediated technologies that enable
users to develop and share content, ideas, information, career interest and many more in social
networking. It a an electronic communication where people can share anything by using online
communities. In context of Verdant Leisure, digital analyst thinks of using social media platform
like Facebook, Instagram etc. to promote their business and enhance the growth. It is a simpler
way according to current environment because many people can use social media on their free
time. In this company can provide their customer a luxury holiday for this manager adopt this
technique. Providing holiday luxury organisation give best opportunities to spend their time with
their family members or friends(Kamal, 2016).
Funds
7

Particulars Amount ($)
Promotions 10
Hiring process 5
System software installation fee 3
Equipments 2
Total 20
P6 Explain omni- channel marketing has evolved
Omni-channel marketing refers to a multichannel sales approach that provides a blended
experience to their customers. In this type of marketing, it was introduce in the market since
2010 where customer can shop online from various source like desktop, mobile device or in a
brick and motor store that is presented seamlessly. Omni-channel focus on providing the same
information and messages to their customers through each and every channel. In context of
Verdant Leisure, digital analyst use this channel to focus on the customer satisfaction and
improve the profit margins of the company. It creates a loyal customers and increase a positive
brand image of the company in front of number of customers. It is a customer-centric approach
that is used by digital analysis of firm. By using omni-channel marketing company can promote
their online business very successfully. This E-commerce tools helps and ensure the company
can earn more revenue and share in the online market(Onyango, 2016).
LO4
P7 Evaluate measurement techniques and performance metrics in digital marketing
After applying all the tools and methods by Verdant Leisure, now company can focus on
measuring and analysing techniques and performance metrics of using digital marketing. There
are various application that are explained below(Alford and Page, 2015).
Measurement techniques Online sales- It is one of the most efficient technique for gauging success. Tracking and
analysing the sales is easy and simple by using google analytics or any other web
platform. The effectiveness and efficiency of this channel can be examine by sales and
profits.
8

 Online-to-store sales- In this technique people generally prefer take a knowledge of
product online but purchase by visiting on stores. In this effectiveness can be measure in
digital marketing or e-commerce. In this method Verdant Leisure using this application
by taking feedback from the customers.
Performance techniques Revenue technique – It is the first major performance technique where the success and
profit of the company can be measured. In Verdant Leisure, manager can measure its
profits and revenue by using this technique.
 Traffic technique- next essential technique of measuring the performance of digital
marketing tool. In this metric company can measure their traffic that enables in earning
the brand image of the company(Stephen, 2016).
P8 Set of actions to improve performance in digital marketing
Verdant Leisure is newly entered in the digital marketing area to enhance and expand
their business globally and to earn more profits and revenue by using the digital marketing. For
this managers can set some actions to improve the performance of online marketing that are as
follows.
Firstly they assess the technology and examine the budget that is being allotted by the
finance department so it will save the time and money. Secondly, it optimise the search engine
optimisation and measure the content reach. At last track the social channels. In this way
company can improve its performance efficiently. This will help in earning more profits and
revenue(Gutierrez-Leefmans, Nava-Rogel and Trujillo-Leon, 2016).
CONCLUSION
From the above report it has been concluded that digital marketing is an important tool to
promote their product offerings in front of wide range of customers according to today's
environment. It helps in growing the business by increasing profits and revenue on a big
platforms. Comparison table demonstrate the concept of online and offline marketing concepts
and to accept an opportunists and deal with challenges. Customer trends also helps in enhancing
business activities. In this digital tools are easily available to marketers in bricks and motor and
other physical channels that also help in growing the business. E-commerce play a vital role in
performing the activities of a company. Furthermore company can make digital marketing plan
9

to enhance and expand their product life cycle as well as increasing goodwill. It is also use to
improve performance by using digital marketing(Krajnović, Sikirić and Bosna, 2018).
REFERENCES
Books and journals
Alford, P. and Page, S.J., 2015. Marketing technology for adoption by small business. The
Service Industries Journal. 35(11-12). pp.655-669.
Aswathy, R.V. and Nair, V.R., 2020. A study on digital marketing and its impact. Our
Heritage. 68(30). pp.7557-7561.
Bång, A. and Hell, J., 2015. Digital Marketing Strategy: Social media and its contribution to
competitiveness.
Chaffey, D. and Allen, R., 2015. Managing Digital Marketing in 2015. Smart Insights.
Recuperado de http://www. smartinsights. com/guides/managing-digitalmarketing-
2015.
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.
Edelman, D. and Heller, J., 2015. How digital marketing operations can transform
business. McKinsey Digital.
Gutierrez-Leefmans, C., Nava-Rogel, R.M. and Trujillo-Leon, M.A., 2016. Digital marketing in
an emerging country: Exploratory study of the marketing mix of SMES with trust
seal. Revista Brasileira de Marketing. 15(2). pp.207-219.
Järvinen, J., 2016. The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics. (170).
Kamal, Y., 2016. Study of Trend in Digital Marketing and Evolution of Digital Marketing
Strategies. International Journal of Engineering Science. 6(5). pp.5300-5302.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Krajnović, A., Sikirić, D. and Bosna, J., 2018. Digital marketing and behavioral
economics. CroDiM: International Journal of Marketing Science. 1(1). pp.33-46.
Nikunen, T. and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223). 12(2).
Onyango, K.E.N.N.E.D.Y., 2016. Influence of digital marketing strategies on performance of cut
flowers exporting firms in Kenya. MBA Thesis, University of Nairobi.
Page, K.L., 2015. Digital marketing. Wiley Encyclopedia of Management, pp.1-1.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V. 9(2). p.61.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—Basics and
actions. In MBA (pp. 37-74). Springer, Cham.
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.
10

Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration. 1(5). pp.69-80.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management. 7(1). pp.33-37.
11