Digital Marketing

Digital Marketing

EXECUTIVE SUMMARY
Market has changed and becoming wider and broader which leads to development of new
concept. It has become essential to focus on new & trending factors of market that has been adopted
entity. Furthermore, this report is based on concept of digital marketing. It is important to be aware
about these so that objectives are achieved in most effective way.

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................2
INTRODUCTION................................................................................................................................5
TASK 1.................................................................................................................................................5
Overview of the digital marketing landscape and compare online and offline marketing concepts.
.....................................................................................................................................................5
Critically analysed consumer trends which influencing growth and success of digital marketing.
.....................................................................................................................................................7
TASK 2.................................................................................................................................................8
Examine key digital tools and hardware that are available to marketers in contrast to ‘bricks and
mortar’ and other physical channels............................................................................................8
Analyse development of e-commerce and digital marketing platforms and channels in
comparison to physical channels...............................................................................................10
BASIS........................................................................................................................................11
Digital Hardware & software tools...........................................................................................11
Bricks & Mortar........................................................................................................................11
Meaning.....................................................................................................................................11
Digital tools hardware and software those which makes it easier to complete task within a period
of time such as programs, websites or online resources...........................................................11
It is a type of a business offers products and services true traditional use of methods such as
offline stores..............................................................................................................................11
Impact........................................................................................................................................11
Digital hardware and software tools are more used widely as they have deep impact on consumer
mind...........................................................................................................................................11
It also has a large impact on consumer size because not every individual purchase products
through online. For example old age people and traditional culture people are still based on
bricks and mortar.......................................................................................................................11
TASK 3...............................................................................................................................................12
Develop a digital marketing plan and strategy to build multi-channel capabilities..................12
Explain how Omni-channel marketing has evolved.................................................................14
TASK4................................................................................................................................................15
Evaluate the measurement techniques and performance metrics in digital marketing.............15
Present a set of actions to improve performance in digital marketing......................................17
CONCLUSION..................................................................................................................................18

REFERENCES...................................................................................................................................19
Books & Journal:......................................................................................................................19

INTRODUCTION
In this competitive era, digital marketing has become important and which is being
adopted by every business. Due to changing period of time, it has become important to adopt
different strategy & tactics within a business. Digital marketing is defined as promoting and
advertising products or services through using social media tools (Yoga, 2019). Cambridge Digital,
digital consultancy company headquartered in U.K. Firm was founded in 2007, and it deals in
developing of digital content & offer Exintra website management system. This report comprises of
digital marketing landscape, key consumer trends, digital tools & hardware, development of e-
commerce & digital marketing platforms, digital marketing plan, Omni channel marketing,
measurement techniques & performance metrics and set of actions to improve digital marketing.
TASK 1
Overview of the digital marketing landscape and compare online and offline marketing concepts.
The concept of digital marketing is the emerging with rising of competition. In this fast
moving world and changing trends of market, it has become important to focus on development of
business through different strategies, tactics & planning. It has been seen that with management
team of Cambridge Digital they too use this concept with proper considerations which help them in,
developing their business at wider scale. In this digital era, use of technology & internet has
enhanced the scope of digital business at wider level. In viewpoint of Cambridge Digital, they too
use this landscape of digital marketing which help them to improve their activities at larger scale.
They use social media tools such as You tube, Instagram, Facebook, etc. through which it is easy for
them to reach to customers easily. It is wider concept which requires deep level of market research
& analysis (Dodson, 2016).
Opportunities and challenges in digital marketing
In field of digital marketing, there are various types of opportunities as well as challenges
are present which are mentioned below-
Opportunities-
 A business operating its activities through digital marketing has opportunity to develop their
business expansion & at larger scale. In reference with as they provide services to other
companies through digital mode, they are able to access to customers with wide area.
 Another opportunity is that through use of digital marketing, company is able to manage &
maintain their brand value in appropriate manner. In context of Cambridge Digital, they
have good brand value in business sector.

 Further one is that with use of digital marketing entity is able to attract more customers
towards the business which is beneficial future growth & development.
 Through using of digital marketing within a business help in improving work effectiveness
in strategic way.
Challenges-
 Major challenging part of digital marketing is that it is difficult to manage activities
digitally as because proper analysis is to be maintained which is bit tricky.
 Then further, not every potential customer is active on social media & it is difficult for firm
to analyse which end user is actively towards product or brand.
 To use adapt it, high level of marketing knowledge, innovative mind is needed which is
again a challenging task.
Online and offline marketing concept
In marketing, both takes place at different aspect and they have deep impact on customers
as well as business at wider scale. It is important to focus on both this concept as they help in
achieving of goals & objectives at appropriate level. Online marketing refers to carrying out all
activities via internet (Nunan, 2019).Whereas offline marketing refers to carrying out all activities
without using internet. In relevance of chosen firm, it is often seen that there is high effect of online
marketing on clients & users as because most of their activities are inter-connected through use of
internet. Whereas in comparison with offline marketing, it has fewer impact on customers & users
because few activities are operated offline. In context of selected firm, they too adapt these both
concepts with proper considerations.
BASIS Online Marketing Offline marketing
Meaning
It is defined as online advertising
which is used through internet and
products as well as services are
promoted and advertised.
Offline marketing is defined as
promoting advertising without use of
internet.
Objective Main objective of this online
marketing is to increase Goodwill
of a brand at wider level cruising
online techniques such as social
media, blogs, articles etc.
Impact of online marketing in
market is that everything has
become digitally and small
Main objective of offline marketing is
that promoting brand product and
service through using of offline
techniques such as town criers,
billboards, etc.
Impact of offline marketing is that it is
a longer-term used process as because
people still market their product throw

Impact
medium and large businesses also
promoting their business through
using online marketing.
bricks and mortar.
Critically analysed consumer trends which influencing growth and success of digital marketing.
There are ample numbers of consumer trends which affects digital marketing effectiveness
in order to it is platform which utilised various digital medium platforms to promote the product and
services. Organisation used various marketing trends which plays vital role in order to increasing
sales revenue and profitability of company which leads to organisation provides best services to
customers. There are two consumer trend one of them which known as life-cycle marketing and
another one is conversational marketing. Along with this, conversational marketing refers to it is
marketing video which helps to enhancing key consumer trends in the business. On the other hand,
digital marketing trends change drastically changes so it is affect the organisation productivity and
profitability of company. The UK market in the year of 2020, introducing emerging marketing
trends of digital marketing (Liao, 2020). Apart of this, they are used these type of tools and
techniques which difficult to difference between the virtual reality and augmented reality (Järvinen,
2016). Company’s analysed external environment in order to exploit new opportunities which are
present in the market as well as examine threats so accordingly organisation developing new digital
marketing strategy. In relevance of Cambridge digital, their management team planned and
implemented key consumer trends and they expand business operations in other countries. Based on
this perspective, there are various multi-channel helps to promotes their products and services and
enhancing features of business model at marketplace.
Growth of digital Marketing
The market of United Kingdom they are many organisation using digital marketing and
these industry is one of growing and successful industry. Digital marketing is the various channels
such as online communication channel and marketing channel. For example, organisation used
these channels so effectively communicates to its potential customer and easily reached the products
and services to targeted audience. It includes developing various digital marketing channels along
with digital platforms so they impact on revenue and profitability of company. It also leads to
increasing sales revenue and productivity of company. Organisation effectively applied this concept
so they improve their performance of company (Mkwizu, 2019). These channel are implemented in
these way so easily interaction with customer in order to build strong relationship with customer in
longer period of time. The main aim or purpose to using these techniques in order to take valuable
feedback of customers and accordingly recorded with the help of used several electronic technology

are available at marketplace. In UK, used several methods in order to marketing and other various
sectors are used so they easily targeted customers. The marketing is wider and broader concept so
they are includes various methods, tools and techniques in order to organisation performed in better
way. In addition to this, organisation used traditional method also in order to they are convenient for
some places so organisation set up accordingly they measures their opportunities and challenges
and then implemented to attaining goal and objective of organisation (Ristevska-Jovanovska, 2016).
The digital marketing has significant growth in order to there are several opportunities and threats
are available same as traditional method. Companies wants to expand their business so assist these
factors effectively and accordingly utilize such as social technology, social relevance, social media
and social networking.
Trends and insights are fuelling Growth of digital Marketing
Changing consumer-
In market sector consumers are changing and following trends. Within these changing minds
and behaviour of consumer they are becoming more active towards market which is connected with
digitally. Moreover, it is also seen that the changing consumer after fuelling growth of digital
marketing at larger level. For example- consumers get easily attracted towards products and
services which are promoted via social platforms.
Changing trends-
The trend of marketing is evolving with period of time. Moreover, people are moving
towards using of technology and becoming digitally because of trending digital business in sector.
TASK 2
Examine key digital tools and hardware that are available to marketers in contrast to ‘bricks and
mortar’ and other physical channels
In business, bricks and mortar refers to process of business activities that occur in
traditional way within a street. In this, activities are carried out in physical process & customers
are encountered on daily basis. It is essential to be aware about tools which are crucial for
development of business organisation. There are various type of hardware and software tools which
are to be considered which are discussed below-
Hardware-
Computer Information system-
It is hardware which is needed to be focused in which it is a kind of touch screen monitor
system which all managing activities related to business is done. In reference of selected entity, they
need to use this hardware as they are developing business activities in street shops too. Computer

information system is a hardware which requires appropriate use of technical skills so that it is used
in effective manner.
Advantages-
 Main benefit of this hardware is that it helps in organising every needs of business.
 Another benefit is that it helps in development & improving of analytical capabilities.
Disadvantages-
 Any type of virus will affects the whole system which also disrupted the overall work flow
of business.
Credit & swipe machine-
It is hardware which is required at brick and mortar as in this it provide services to
customers such as ease of making payments through swiping debit or credit cards. Furthermore, use
of these credit & swipe machine makes it easy for customers to do the payments in fats and easier
way (Chaffey, 2017).
Advantages
 It increases sales of a business at higher level as cashless payment is made by customer.
 It allows flexible mode of payment methods & help in allowing alternative options to
customers for making payments.
Software
Analytical software & tool- It is a type of data which is used for interpretation of data
which has been collected so that results are achieved. There are various types of tools which can be
used in bricks and mortar such as Welllcome is tool which can be used that assists in offering of
highly detailed analytics for physical stores.
Advantages-
 This tool is beneficial as it helps in analysing of data in proper manner.
 Through this software, Cambridge Digital is able to use their collected data in appropriate
way (Mena, 2016).
Disadvantages-
 Drawback of this software is that it requires higher technical & expertise knowledge.
 Further one is that it is cost expensive tool which require regular updates.
QR Codes
These are also important tools that are to be used which are in form of tiny black & White
Square. After scanning of these codes, these are linked with information of from firm & price of
products. It is an emerging tool which is used by almost al retailers all around the world. Moreover,
the security line of these QR codes is higher.
Advantages-

 Advantage of this software tool is that it helps in effective lead generation as they help in
estimating of sales revenue.
 Another benefit of this software is that it assists in development of payment options too.
Disadvantages-
 Drawback of this software is that not every customer works with this QR codes.
 Moreover, scanning of this tool is not effective & can disrupt within a process.
Analyse development of e-commerce and digital marketing platforms and channels in comparison
to physical channels
With rise of competition, it has become essential to focus on these two concepts of e-
commerce and digital marketing platforms. Both these are necessary to be adopted as they are
merging & trending of parts of market. E-commerce refers to retailing of business in which online
selling of goods & services is carried out. The development of this e-retailing is increasing at rapid
scale. There are various reason of development of this sector as most of the retailers have been
executing their operations through commerce websites like Amazon, Walmart, etc. Through this e-
commerce business, it is also seen that they provide services to customers throughout a day.
Whereas other concept which is digital marketing platform in which it refers to kind of solution
which provides services & unpin functions over internet (Lee, 2019).
With rise and changing demand of customers, it has become important for all businesses to
undertake them with proper considerations. Further, in comparison of physical channels such as
direct selling, selling through intermediaries etc. have been less developed as compared to other
marketing concepts.
Both these concepts of e-commerce & digital marketing platforms has win over physical
channels as they deliver benefits which are discussed below-
 It has also seen that it is necessary to use them because they make marketing activities more
effective with appropriate use of applications, software, websites etc. In reference of
Cambridge Digital, they too use both of them simultaneously which increases firm
productivity (Järvinen, 2016).
 They also help in development of growth by generating higher revenue that assist in
acquisition of customers as well as resources.
 As comparing it with physical channels, e-commerce & digital marketing
platforms are provide better results within a business and management.

BASIS Digital Hardware & software
tools
Bricks & Mortar
Meaning Digital tools hardware and software
those which makes it easier to
complete task within a period of
time such as programs, websites or
online resources
It is a type of a business offers
products and services true
traditional use of methods such as
offline stores.
Impact
Development of
channels
Digital hardware and software tools
are more used widely as they have
deep impact on consumer mind.
Many digital platforms and e-
commerce websites has been
developed which are used for
marketing of products. For example
Amazon, Flip kart and many more.
It also has a large impact on
consumer size because not every
individual purchase products
through online. For example old
age people and traditional culture
people are still based on bricks
and mortar.
In this, physical channels are
being used on the basis of which
products and services of
promoted such as through direct
selling dual distribution selling
through intermediaries etc.

TASK 3
Develop a digital marketing plan and strategy to build multi-channel capabilities
In enterprise, it is essential to implement a plan so that objectives are achieved. Without
implementing a proper planning, it is not possible to achieve goals within timely period. A plan
refers to set of actions in written documents (Mkwizu, 2019). In reference of selected firm, they
also implement a proper planning which helps them to systematically execute all procedures. A
digital marketing refers to documents including details of marketing campaign or actions. In
relation with chosen firm, they uses this SOASTAC framework to implement a proper plan which is
discussed below-
SOASTAC framework-
It is framework which is used for implementation of general marketing strategy which are
applied in commercial situations.
 Situational analysis- It is first stage in which it reflects the progress level where is planning
in current situations. For example- in context of selected firm, they have examined that web
analytics has been changing through connecting with digital marketing platform.
 Objectives- In this second stage of framework, in which it states that what the main purpose
of digital marketing plan is & where what organisation wants to achieve. In reference of
Cambridge Digital their main objective is to expand their services & operations at higher
scale. For example- The CEO of chosen company wants to increase client base with higher
number within 3 months (Ristevska-Jovanovska, 2016)
 Strategy- In this aspect, it reflects the how set objectives will be going to achieved. So,
strategy assist in achieving goals in effective way, In relevance of Cambridge Digital, they
too uses strategy such as they adopt push strategy within their business. For example- other
than push strategy, multichannel strategies are being adopted firm to deal with uncertainties.

 Act- In this aspects, It states that how chosen strategies will be actually implemented &
used. It is essential for selected entity to be aware about this so that tactics are applied
properly. For example- in reference of Cambridge Digital, they offers discounts, offers to
actually implement these strategies.
 Control- It is last stage of framework in which it states that will be actually responsible for
measurement, control of resources etc. To carry out this aspect, KPI'S will be used for
measurement of performance as well as progress level of planning (Singh, 2017).
SMART OBJECTIVES-
 Specific- SMART objectives are those which are used to clear all purpose of marketing
plan. In this element of SMART objectives, it states that it is essential to be aware & clear
about goals. For example- Cambridge Digital are clear about goals as their goal is to expand
client base through both online and offline.
 Measurable- In this, it reflects whether goal is measurable or not. For example- chosen firm
measured their goal by measuring number of clients they have acquired.
 Achievable- It states that whether goal is achievable or not. Being realistic goals is essential
for example- The chosen firm has goal to enhance client base by 10 % which is achievable.
 Realistic- It is necessary for company to have a realistic goals or objectives. As objective of
selected entity is realistic such as they purpose is to increase goodwill through their clients
by delivering quality of services (Smilansky, 2017).
 Time bound- It is also necessary to have correct analysis of time whether activities related
to planning are on time or not. In context of chosen entity, their planning process is on time
period.
Marketing plan timeline
Aspects Task 1
(Teams)
TASK 2
(Teams)
STATUS REPORTING DATE AND
TIME
Planning
department and
strategy
implementation
Number of
people in
team 10.
Planning of
department
& strategy
implement
ion is done
by manager
In this, 5
members of
teams are
responsible
for delivering
of outcomes.
In process 25/12/2020- 5:00pm
Head of project manager

of team.
Business KPI'S Employee
turnover rate
Employee
satisfaction
In process 26/122020 – 5:00pm
Manager
Marketing
strategy
Push and
pull
Push
marketing
strategy
(Sofronov,
2019).
In process 27/12/2020
04:00 pm
Department Manager
Marketing
channels
capabilities
Multi-
channel
Omni
channel
In process
Problems/
solution
Customer
changeable
demands
problem
between
members
regarding
ideas
Developing
solutions
27/12/2020
6:00 pm
Department head
Deadline On date On date In status CEO
Explain how Omni-channel marketing has evolved.
In market, there are various types of marketing channels which are being used by
organisations. Omni channel marketing is defined as strategy through which multichannel
approaches are used to provide better customer experience. This strategy has been evolved with
changing period of time. With evolution of this marketing strategy such as Omni channel, it has
been evolved & gives a competitive edge to business.
In reference of Chosen Corporation, this is analysed that they also adopts this channel
strategy though which they are able to compete with their competitors in market easily. Moreover,
through focusing on this Omni channel strategy, customers are able to receive total satisfaction.
Also, new technologies assist companies to provide personalized & shopping experience in more
effective way. In reference of selected firm, earlier they used to use multichannel strategy which

seems to be cost expensive. As time changes, they adopt for Omni channel strategy which increases
their business activities at larger scale.
The evolution of Omni channel has changed the market scenario and business activities at
larger level. For example online marketing or physical changes were used to provide customer
experience what with change of consumer trends and behaviour enterprises are being using this
channel of marketing to provide more and better customer experience. This channel provides 360
degree view of customer interactions. With the help of this, it is easy for customers to engage with
brand.
TASK4
Evaluate the measurement techniques and performance metrics in digital marketing
It is essential to measure performance and techniques within a digital marketing so that
strategies are further used accordingly. Market is changeable and due to which it is important to
measure the performance of business activities in digital marketing. It is time consuming process
but is beneficial for obtaining effective results. Performance metrics assist in analysing whether
performance is under the line or above the line (Yoga, 2019). In reference of chosen entity, there are
several types of mechanisms techniques which are used by them and are discussed below-
Total site visit- It is a type of measurement technique which is used by entity with aim of
analysing how many users have visited to site. It is essential to focus on these as it helps them in
identifying data and marketing campaign of firm. Through this, it is easier to be aware about what
drives traffic more according to which digital marketing campaign is carried out.
Advantages-
 It is a most appropriate technique as it helps in increasing awareness about traffic cause.
 Another benefit is that it assists in gaining of information at wider level.
Disadvantage-
 Drawback of this technique is that appropriate form of tracking is required.
Traffic sources of channel-
It is also another important technique which is used by enterprise to analyse what are the
sources which drive traffic to campaign & in this segmenting of all traffic sources is done so that it
is easy to examine about what is under performing & what is over performing that in marketing
campaign (Dodson, 2016).
Benefits-
 Main benefit of this technique is that it helps in making decision making easier. As it makes
firm aware about most generating traffic source of campaign.

 Another benefit is that it through using of this technique traffic for campaign generate din
more fast way.
Drawbacks-
 A deep level of market research & analysis is needed to gather and collect reliable
information.
Number of new visitors versus number of return visitors-
This is also important technique which is essential for measuring performance of metrics &
it categories customers into different form which are new visitor or regular visitors. Through using
this technique Cambridge Digital is able to track both kinds of customers within business. By
focusing on this metrics, it is easy to examine analyse the new visitors which visits the website it is
helpful in in determining the base of business.
Advantages
 It is an effective technique as it helps in identifying potential customers & market which has
the ability to use service or products or which deliver profit.
 Another advantage is that it helps in gaining competitive advantage which is beneficial for
growth (Nunan, 2019).
Disadvantages-
 To use this technique it is necessary to have corrected examining of customers which is a
difficult task.
Bounce rate: is the number of people who visited the company site and leave the right away
without performing a meaningful action. If the bounce rate of Cambridge Digital is high then it get
affected. The several floors in the company marketing policies these falls are poor campaign, low
targeting, in relevant traffic sources, weak landing pages and many more.
Benefits
 This help in analysing the effectiveness of website.
 Interest of visors can be determined.
 It assists in examining of number of visitors per number (Liao, 2020).
Drawbacks-
 It requires regular updating.
 Proper analysis is to be conducted to analyse visitors.
 The technique requires proper knowledge of websites, market, etc.
Enterprise can use all above discussed metrics to measure performance of digital marketing
as well as increase positive impact of digital marketing on company's product and services.
Therefore, it is necessary to use these techniques in such a way that everything is done properly.

Present a set of actions to improve performance in digital marketing
In business, it is important improve performance within digital marketing so that satisfaction
level of customer is achieved. In context of selected firm, it is essential for them to know about
actions which are crucial to be used for improvement of performance & which are described below-
 Analysing past activity – It is crucial action which is to be focused as in this all past data
is being determined and revised by company through which it is easy to compare previous &
current plans.
 Define realistic goals: it is also necessary for entity to identify realistic goals which can be
achievable within a time interval. For this management have to focus on setting goals on
appropriate manner.
 Analyse different analyse digital marketing: It is too crucial for firm have to examine
different channels which is used for promotion of products or services on digital basis. It can
use e-commerce websites, social media platforms and emails for attracting number of
customers (Chaffey, 2017).
 Develop content creation: it is action in which Cambridge Digital can identify proper
content for promotion of firm. Thus, entity can use new & innovative content for attracting
various customers towards products and services of corporation. Entity need to save itself
from copying data from other sources.
 Allocating the budget for paid advertising: It is often seen that paid advertising can make
a huge difference strategy of companies especially if entity want to focus on tactics of
reaching customer and promoting brand. Therefore, they chosen firm an use paid media
which is becoming more & more important stage of promotion within a digital market.

CONCLUSION
After a brief analysis of above report, it has been concluded that digital marketing is a
trending and emerging concept which is being adopted by most of businesses. It is important to
have appropriate knowledge of concept so that goals are achieved in proper manner. So, discussions
have been made about digital marketing, techniques & other frameworks. Thus, it has been
evaluated that it is necessary to have appropriate knowledge and which also leads to making
effective decisions. Thus, with rise of competition importance of digital marketing has increased at
higher scale.

REFERENCES
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Liao, 2020. Mobile payment and online to offline retail business models.Journal of Retailing and
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Chaffey, 2017.Digital marketing excellence: planning, optimizing and integrating online marketing.
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Mena, 2016. Retail logistics in the transition from multi-channel to omni-channel. International
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Lee, 2019. Customer engagement through omnichannel retailing: The effects of channel integration
quality.Industrial Marketing Management,77, pp.90-101.
Järvinen, 2016. The use of digital analytics for measuring and optimizing digital marketing
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Singh, 2017. Digital Marketing in Online Education Services. International Journal of Online
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Smilansky, 2017. Experiential marketing: A practical guide to interactive brand experiences.
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Sofronov, 2019. The Development of Marketing in Tourism Industry. Annals of Spiru Haret
University. Economic Series, 19(1), pp.117-127.