Digital Marketing Landscape and Strategies for Marshfield Bakery

Digital Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Overview of digital marketing landscape as well as comparison between online and offline
marketing concepts......................................................................................................................1
P2. Analysing and determining customer trends and insights that are fuelling growth of digital
marketing.....................................................................................................................................3
TASK 2............................................................................................................................................3
P3. Digital tools that are available for marketers in contrast to bricks and mortar as well as
other physical channels................................................................................................................3
P4. Evaluating development of E-commerce and digital marketing platforms along with
channels in comparison to physical channels..............................................................................4
TASK 3............................................................................................................................................5
P5 Digital marketing plan and strategy to build multi-channel capabilities................................5
P6 Evolution of Omni-channel Marketing..................................................................................7
TASK 4............................................................................................................................................8
P7 Measurement techniques and performance metrics in digital marketing...............................8
P8 Set of actions to improve digital marketing performance .....................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is marketing process which consist of advertising activities on digital
platforms such as websites, search engines, social media, mobile apps and email. Companies
endorse their products on this online sites with use of digital marketing process (Checchinato and
Lala, 2018). For this report, Marshfield Bakery is a selected company which is a local food
distributor in UK and is situated in Chippenham, UK.
The report highlights opportunities, challenges as well as impact of digital marketing in
an organisation by analysing customer trends and insights which are fuelling growth of digital
marketing. It also includes digital tools and platforms available for marketers in contrast to
bricks, mortars and other physical channels as well as development of e-commerce and digital
platforms in comparison to other physical channels. This report consists of a digital marketing
plan in order to build multi channel capabilities and methods of monitoring as well as measuring
digital marketing performance under an organisation.
TASK 1
P1. Overview of digital marketing landscape as well as comparison between online and offline
marketing concepts
Digital marketing is a marketing procedure that be done use of social sites, search
engines, websites etc. Companies leverages its marketing process in digital platforms in order to
reach its existing and prospective consumers. Digital marketing helps businesses to reach large
audience than through use of process of traditional marketing (Dar and Lakha, 2018). Digital
landscape is a collaborative name of social networks, emails, websites, videos, mobile devices,
etc. In this digital era, almost everything is done online from banking to shopping, socialising to
marketing. Businesses adapts digital marketing landscape in order to reach maximum number of
target audience at a same time. Marshfield Bakery uses digital marketing landscape in order to
promote its business in UK as well as to reach maximum number of customers.
Comparison between online and offline marketing concepts
Basis Online marketing Offline marketing
Meaning Online marketing concept is a
process of marketing which is
Offline marketing concept is a
traditional process of

done by using online sites such
as social media, websites,
emails, search engines, etc.
marketing which consists of
TV, radio, newspapers, etc.
Strategies Strategies of digital marketing
that are used by marketers of
Marshfield Bakery are social
media marketing, influencer
marketing, email marketing,
etc.
In previous era, marketers of
Marshfield Bakery was using
traditional marketing strategies
which were direct interactions,
publishing advertisements in
newspapers etc.
Cost Online marketing process uses
technologies to promote
products by sending mails or
online advertisements to its
potential consumers which
decreases marketing cost of
Marshfield Bakery and helps
to gain more profits (Finotto
and Mauracher, 2020) .
Offline marketing process is
more expensive because of
materials used in advertising
mediums such as paper cost,
publishing charges charged by
different magazines on basis of
its popularity. This marketing
process increases marketing
cost of Marshfield Bakery.
Consumer interactions Marshfield Bakery is able to
easily interact or communicate
with its potential customers
with use of online marketing
concept. Company is able to
resolve queries of its
consumers with use of digital
landscape.
While using offline marketing
tools Marshfield Bakery was
unable to interact or was
involved in less interactions
with its consumers. For
example, billboard ads does
not allows customers to ask
queries to Marshfield Bakery
related to its services (Hanlon,
2020).