Digital Marketing: Overview, Tools, and Strategies

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