Devising a Digital Marketing Strategy (Pass Criteria)

Digital Marketing
Strategy

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
What is DM? Definition and other related concepts...................................................................3
Why DM is important (Benefits of DM).....................................................................................3
DM vs Traditional Marketing (Broadcast and Print media)........................................................4
DM Tools.....................................................................................................................................5
Comparative analysis of 2 Tourism SMEs..................................................................................8
Conclusion.....................................................................................................................................10
Recommendations..........................................................................................................................10
References......................................................................................................................................12

Introduction
Digital marketing is a type of marketing where all marketing activities are done through
digital devices like laptop, mobile, computers and many others. Today, world is changing and
stepping into the new era of technological change, which influence most of the companies to
switch their traditional marketing activities to digital marketing activities. Digital marketing have
various kinds of benefits over traditional marketing like global reach of customers, more
recognition of brand image and many others (Kannan, 2017). The following report covers
concept of Digital marketing, importance of digital marketing, difference between digital
marketing and traditional marketing and digital marketing tool such as content marketing, SEO,
mobile, company website and many others. The following report also covers competitive
analysis of two different tourism SME on the basis of their digital marketing activities and at the
end this report will end up with some recommendations.
Main Body
What is DM? Definition and other related concepts
Digital marketing is also called online marketing where companies promote their
products and services by using internet sources. Here, companies also communicate with their
targeted customers through various online sources like social media, e-mail, website and many
others. Today, most of the customers use digital devices to collect any information related to any
product or services (Kingsnorth, 2019). Hence, companies use digital marketing for various
activities like sending their product’s feedback form to customers through e-mails and social
media platforms such as Instagram, Facebook and many others to analyse customer’s needs,
wants and experience they gain after using specific product. Secondly, communicating with
customers through social media messages by making them aware about new product or service
launch by updating pictures on social media platforms or official websites.
Why DM is important (Benefits of DM)
There are various kinds of benefits for using digital marketing within a company and these
benefits are mentioned below-
It helps to reach customers globally- Digital marketing have a worldwide reach which
means customers sitting in a country can collect information of company based in another
country. Same with companies, with the help of digital marketing and conducting online survey

they get to know that which country is having more demand of their products and services so that
they will start communicating with customers and offering their products to gain more profit
(Kaur, 2017). For example, a post shared on social media by a company based in UK can be seen
by various followers at worldwide range.
Help Company to communicate well with customers and build good relationship-
Digital marketing also help the companies to communicate with their targeted customers well
and analyse what issues they are facing so that they will take actions to mitigate the issues and
make a strong relationship with them. For example, customer’s complaint about defective
products through e-mails and companies respond the mails quickly and take actions to resolve
customer’s issues. This will help them to build good relationship with customers.
Analysing competitor’s strategies- Digital marketing also help various companies to
analyse about their competitors and their strategies by comparing their own performance with
their competitors performance with various comparing tools to analyse their strengths and
weakness in-front of their competitors (Chaffey and Smith, 2017). This will also help companies
to analyse how they will gain competitive advantage.
DM vs Traditional Marketing (Broadcast and Print media)
Digital Marketing Traditional Marketing
Here, companies promote their products and
services through social media, PPC, SEO
and many others.
Here, companies promote their products
through TV ads, banner, broadcast,
sponsorship and many others.
Digital marketing is considered as cost
effective (Dwivedi and et. al., 2020).
It consumes lot of cost to promote products
on traditional way.
It is good for building high brand image for
companies because the products promoted
on digital platforms have reached the
customers across the geographical
limitations.
It is not so good for brand building because
here the companies are able to reach few
customers within a limited geographical
area.
The performance of digital marketing can be
measured by various tools.
It is difficult to measure the performance of
traditional marketing.