Digital Marketing Landscape and Strategies for Marshfield Bakery

This report analyses the opportunities, challenges, and impact of digital marketing for Marshfield Bakery, including customer trends and insights, digital tools, e-commerce and digital marketing platforms, and a digital marketing plan to build multi-channel capabilities. It also discusses the evolution of omni-channel marketing and measurement techniques and performance metrics in digital marketing.

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).

P2. Analysing and determining customer trends and insights that are fuelling growth of digital
marketing
Consumer insights are interpretation of changes in human behaviour related to use and
demand of a good or services. Businesses needs to interpret consumer insights in order to
develop or innovate products to earn maximum profits by satisfying maximum number of
customers from its products (Imanova and Imanova, 2020). Changes in customer trends and
insights that are effecting use of digital marketing activities in relation of Marshfield Bakery are
as below:
Use of mobile phones: In this era, people are more into use of mobile phones. With
increase in use of mobile devices has made businesses to adapt and to promote its marketing
activities in online sites with use of internet. This changes in customers behaviours has
influenced marketing techniques of Marshfield Bakery. Company has increased it marketing
activities in digital platforms in order to attract more audience as compared to traditional process
of marketing. Company has started publishing its advertisements in social media sites like
Instagram, Meta, Twitter, etc. as well as company has developed its own website.
Rise of consumer power: Customers has high power to choose or to switch between
products and brands easily. They has high power to drop or enhance a company's sales
proportion by choosing other products of its competitive rivals in terms of its costs as well as
quality of products (Ketter and Avraham, 2021). Marshfield Bakery makes a close view in
changes in taste or need of its customers as well as facilities provided by its competitors in
market. With increase in use of digital technology by consumers has influenced marketing
activities of Marshfield Bakery. Company has started looking for maximum possible
opportunities to interact with its target audience.
TASK 2
P3. Digital tools that are available for marketers in contrast to bricks and mortar as well as other
physical channels
Digital tools are instruments of digital marketing which helps businesses in identifying
customers behaviours in relation of price, needs and taste of goods and services. Digital tools
that are currently available for marketers includes email marketing, content marketing,
conversion optimisation, social media marketing tools, etc. These marketing tools helps

Marshfield Bakery in analysing customer insights and trends of its existing as well as prospective
consumers in relation with taste, quality, price, etc. of its products and services. In previous era,
Marshfield Bakery has adapted bricks and mortar tools of traditional marketing which resulted in
less interactions with its customers as well as were expensive to process for its operations.
However, various types of digital tools that are adopted by Marshfield Bakery are evaluated as
below:
Social Media Marketing: Social media marketing is a process used by businesses which
includes use of social sites or social network in to promote or advertise its products and services
to reach numerous number of customers at a same time. This marketing tools consists various
marketing management software such as Loomly, sprout, Audiense, etc. which helps digital
marketers of Marshfield Bakery to engage in consumer interactions. Use of this tools also results
in saving fixed costs that were included in bricks and mortars.
Search engine optimisation: Search Engine Optimisation is a procedure of developing
or improving sites of businesses with objective to increase its visibility in time when people
looks for products and services related to respective industry in Google, yahoo, bing or any other
search engines (Key, 2017) . Marshfield Bakery hires a digital consultant in order to optimise its
site in search engines with objective to attract more audience. This results Marshfield Bakery in
interacting with various number of customers at a same time while providing informations
regarding goods and services with its price.
Content marketing: In this marketing tool, Marshfield Bakery builds a written content
about its products and services and publishes it on digital platforms like websites in order to
provide much informations about its services to its prospective and existing consumers.
P4. Evaluating development of E-commerce and digital marketing platforms along with channels
in comparison to physical channels
Evolution of E-Commerce sector started a long way back when companies like Google,
E-Bay, PayPal, Amazon etc. understands and realises need to introduce it. It includes transaction
of goods and services, transmitting of data as well as funds over the electronic network,
principally internet (Leung and Mo, 2019). This technique has large distribution channel
consisting of buyers, server host, online store websites and banks. This benefits small businesses
in growing their customer base and enhance public image which aids in gaining identification in
a global market. It is modifying and developing continuously itself in accordance to people's

need. Augmented reality and artificial intelligence enhances online shopping experiences of
people. It provides innumerable virtual stores and malls on internet who are selling every type of
consumer good. Emerging developments in e-commerce sector boost up the company's sales so
much as its confidence on digital marketing channels increases and lead to shift in preferences
of businesses.
In previous era, Marshfield Bakery was using Brick & Motor channels like direct sales, mouth
publicity, window display and telemarketing which incurs huge cost for company. Influential
developments of e-commerce compels Marshfield Bakery to shift its preferences to new and
emerging digital marketing channels such as social media marketing, personalized e-mail offers,
influencer marketing and many more (Opresnik, 2018). These channels aids Marshfield Bakery
in sending personalized offers like seasonal discounts as well as exclusive access to new product
release. This also aids company in engaging and retaining their customers through social media
marketing. Digital marketing channels are more beneficial for small business like Marshfield
Bakery as it incurs low cost, easier segmentation and targeting customers.
TASK 3
P5 Digital marketing plan and strategy to build multi-channel capabilities
A Digital marketing plan or strategy is a method in which company's marketing goals are
analyse in order to make strategy to meet them in effective manner. It consist company's
strategies, channels, timelines and budget (Peter and Dalla Vecchia, 2021). In context of
Marshfield Bakery, its main purpose of making digital marketing plan and strategy is to advertise
their company globally in order to attract more and more customers and also build multi-channel
capabilities. Its digital marketing plan and strategy are described below:
Particulars Description
Overview of company Marshfield Bakery limited is a Bakeries and Tortilla manufacturing
industry, incorporated in 2005 and located in Chippenham, United
Kingdom. It provide its services with the help of their 82
employees and earn $6.75 millions through its sales.
Initiatives Managers of Marshfield Bakery uses digital marketing campaigns
in order to promote their company in digital manner as well as
build multi-channel capabilities in effective manner. It uses various

online sources for its digital marketing plan.
Objectives The main objectives for developing digital marketing plan and
strategy to increase their sales by providing their offerings in digital
stores in order to attract online as well as offline customers and
develop its multi-channel capabilities (Qurratu'Aini and Hapsari,
2019).
Situational analysis Situational analysis of Marshfield Bakery is described with the help
of SWOT analysis which has been discuss below:
Strengths
 Reasonable prices
 Fresh and huge amount
of stock
Weaknesses
 Costly transportation
 Changing customer
demand
Opportunities
 New advertising method
 Promotion in all over the
world
Threats
 Competition increase
due to existing or new
entrants in digital
market.
 Health conscious people
Marketing strategies Its marketing strategy are described below with the help of STP
analysis which is discuss below:
Segmentation- For building its multi-channel capabilities through
digital marketing campaign, psycho graphic segmentation is most
valuable for them in order to attract customer on the basis of their
behaviour, interest, personality, opinion and taste (Ramesh and
Vidhya, 2019) .
Targeting- Target market for its psycho graphic segment is to
attract those customers who likes to eat bread and tortilla on daily

basis and also like or interested for eating other bakery products.
Positioning- In order to develop multi-channel capabilities it
develop its websites as well as make their products available in
online such as Amazon, eBay, etc.
Budget Estimated budget for digital marketing plan for Marshfield Bakery
is described below:
Expenses Amount(in £)
Employees salaries 12000
Research and development 8000
Online stores 4000
Advertising expenses 6000
Other expenses 5000
Total 35000
Control It uses KPI in order to control its digital marketing plan and
strategy. KPI is a Key performance indicator which measure
company's performance in particular time which helps them to meet
their objectives (Ray Chaudhury, 2021).
P6 Evolution of Omni-channel Marketing
It is cross channel content strategy aids in integration and cooperation of various channels
an organisation uses in order to interact with consumers and creating consistent brand
experience. The term omni culture was first devised in marketing world in 2010. It provides ideal
shopping experience that customers can access on all platforms from traditional Brick- and-
Mortars to digital channels. In context to Marshfield Bakery, their primary motive towards using
this marketing technique is to create convenient and seamless customer experience which offers
many opportunities to fulfil (Sharma and Mittal, 2020). By using this, Marshfield Bakery is
able to attract new customer base through digital marketing channels as well as catering the

needs of existing ones through traditional Brick- and- Mortars method. This marketing
technique aids company in integrated business, better customer insights and instant revenue
growth. To successfully implement this approach in business it is needful to understand audience
that helps in building customer relationship. Before implementing this, one should know their
goals and challenges as well as identifying devices along with content that consumer uses more.
This approach gives consumers an opportunity to make a choice among various alternatives
which also led to increase competition in market place.
TASK 4
P7 Measurement techniques and performance metrics in digital marketing
In context of Marshfield Bakery, Digital marketing consultant advice them to measure
their performance of promoting their business through digital marketing campaign using
measuring techniques and performance metrics. Its measuring techniques and performance
metrics in digital marketing are described below:
Measurement Techniques- Companies used measurement techniques in order to
control or measure their performance in their digital marketing campaign. Companies various
type of tools in order to promote their offerings in digital market. In order to measure their
performance in digital market various types of measuring techniques. In context Marshfield
Bakery, its measurement techniques for digital marketing campaign is KPI and analytics
platforms. Key performance indicator (KPI) is a measurement techniques which is used to
measure company's performance in specific strategy in order to make them effective which helps
them to achieve their objectives (Tiautrakul and Jindakul, 2019). It provide power to employees
in order to take action as well as also help companies to understand its capacity, productivity,
performance indicator in order to make strategy which helps them to achieve future objectives.
KPI is also results negatively for the company such as decrease their quality due to reducing their
employees creativity. Analytics platform is a marketing software which help companies to
monitor and analyse their performance in digital marketing campaign. Various type of analytics
platforms are exist which help companies to get better result by using digital marketing
campaign such as Web analytics, Lead generation and attribution, email marketing analytics,
social media marketing analytics, etc.

Performance metrics- Performance metrics is an important information of the company
which represents its abilities, actions and overall quality. It is important for the company in order
to measure their performance, behaviour, activity (Checchinato and Lala, 2018). In case of
Marshfield Bakery, online metrics used in its digital marketing campaign are Customer lifetime
value, online conversion rates, Brand awareness and cost per lead.
P8 Set of actions to improve digital marketing performance
It is most important for the marketing team of a company to create an effective and
successful marketing strategy in to promote their company using digital marketing campaign.
Marketing team of a company has to analyse and control all the factors that affects their digital
marketing performance. In respect of Marshfield Bakery, its marketing team uses following
actions that helps them to improve their digital marketing performance in effective manner.
These actions are discussed below:
Collect knowledge about customers- Customers are the important factors for the
company so, it is important for the marketing team in order to collect information about
customers needs and choices. In order to fulfil customers need and wants marketing team uses
different customers touchpoints in order to interact with customers. Customers touchpoints help
companies in order to know about their customer needs (Dar and Lakha, 2018). All these
activities help companies to improve its performance in digital marketing campaign. In
accordance with Marshfield Bakery. Marketing team team collect information about their
customers with the help of customer touchpoints which helps them to improve their digital
marketing performance.
Make full use of Google Analytics- Marketing team of a company uses Google
analytics in order to promote their offerings in digital marketing campaign so, it is important for
them to make full use of this analytics in order to improve their performance effectively. In
regard of Marshfield Bakery, uses Google analytics and Key performance indicators in order to
monitor as well as measure their performance which also helps them to improve their
performance effectively.
Focus on conversational marketing- Many online sources such as Facebook,
Messenger and chatbots help companies in order to communicate or interact with theirs
customers and market their products and services in effective and efficient manner. This will also
helps companies ins order to solve their customers query related to their products and promote

their product in useful and easy manner (Finotto and Mauracher, 2020). By making company's
focus on conversational marketing help their marketing team in order to improve their
performance in digital marketing campaign effectively. In context of Marshfield Bakery, its
marketing team improve performance in digital marketing by communicating or interacting with
their customers using conversational sources.
CONCLUSION
From the above mentioned report, it is concluded that digital marketing help companies
to advertise their products in digital channels in order to attract customers all over the world. It
also help them to market their product online along with offline. Analysing emerging trends, help
companies to improve their growth through digital marketing campaigns. Digital tools like
Social Media Marketing, Search engine optimisation and Content marketing help companies to
operate digital marketing effectively. Development of e- commerce and digital marketing
platforms improve marketing strategy of companies effectively in comparison with physical
marketing activities. By developing digital marketing plan and strategy in the company, helps
them to build multi-channel capabilities and achieve their objective efficiently. Omni channel
help companies in order to coordinate and integrate its different channels and improve their
performance effectively. Using different measurement techniques and performance metrics help
companies to track and measure its performance in order to make effective strategy for it.

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