Digital Marketing: Opportunities and Challenges

This report discusses the digital marketing landscape, including opportunities and challenges. It analyzes key consumer trends and insights fueling the growth of digital marketing. It also assesses the digital tools and hardware available to marketers and compares e-commerce and digital marketing platforms with physical channels. The report focuses on the case of Airdri Group, a company in the drying industry.

Digital Marketing

Table of Contents
Table of Contents...................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
P1. An overview of the digital marketing landscape and compare online and offline marketing
concepts..................................................................................................................................1
M1. Evaluate the opportunities and challenges facing the digital marketing landscape........4
P2: Determine and analyse the key consumer trends and insights that are fuelling the growth
of digital marketing................................................................................................................4
P3: Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels....................................................................5
P4: Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels............................................................................................7
M2: Critically analyse the use of appropriate digital tools, both hardware and software, to use
in a specific organisation context to meet their marketing requirements in context of Airdri.7
Task 3...............................................................................................................................................8
P5. Develop a digital marketing plan and strategy to build multinational capabilities..........8
P6. Explain how Omni channel marketing has evolved.........................................................9
M3. Apply the tools and techniques to plan an end to end omni-channel marketing campaign.
..............................................................................................................................................10
Task 4.............................................................................................................................................11
P7. Determine and evaluate the measurement techniques and performance metrics in digital
marketing..............................................................................................................................11
P8. Present a set of actions to improve performance in digital marketing...........................12
M4. Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................12
CONCLUSION..............................................................................................................................13

REFERENCES..............................................................................................................................14

INTRODUCTION
Digital Marketing is using of internet, mobile devices, social platform where to promote
business towards digital platform where it uses to other channels for acquiring more customer. It
targets a specific segments of customer base brand where it interactive (Anjum, Thomas and
Prakash, 2020). Digital marketing helps to raise and includes the information from different
advertisement portals such as result advertisement, email and social media marketing
advertisement which enables more flexibility in business oriented awareness about product and
services awareness.
In this report, the organisation is selected Airdrie Group was founded in Oxfordshire in
United Kingdom business partners are Philips and Peter Allen. The company is having
advancement in hand of drying industry where they identified towards market reliable of energy
based efficient and beautifully designed hand dryers that suits to home appliances product. This
report is covering topics are the different strategies that has been adopted by the company in
order to increase their sales and for that how they uses digital marketing. Through opportunities
and challenges facing the digital marketing landscape. the key consumer trends and insights that
are fuelling the growth of digital marketing (Arkhipova and Gurieva, 2018). Discuss tools and
hardware that are available to marketers in contrast to ‘bricks and mortar’. The development of
e-commerce and digital marketing platforms and channels in comparison to physical channels.
Strategic plan of marketing to build multi national capabilities, to evaluate measurement
techniques and performance metrics in digital marketing.
MAIN BODY
Task 1.
P1. An overview of the digital marketing landscape and compare online and offline marketing
concepts.
The structure of Digital Marketing is tend to reflects about creating effective awareness
about business related information as well as product and services, this is one of the most
trending practise that evolved within the market premises. It involves overall marketing related
channels and method that assort to promote and advertisement product and services on internet
devices such as television, mobile phones and electronic banners. In context of Airdrie Group,
the benefit they attain from digital marketing as through getting advertisement in digital platform
1

such as social media Facebook, Email, Instagram or Twitter segmentation. It having purpose to
monitor and control gaps to analyse effectiveness towards campaign.
There is differentiate between Online and offline marketing concepts.
Basis Online marketing concepts Offline marketing concepts
Role The role of Online marketing is to
making planning of promotion
related to company and product
services in current marketing
platform. In Context of Airdri group
company role fo online marketing to
introducing services and product on
online websites to smart
optimisation.
Their offline marketing enhance
to create business like Airdri
group related to advertisement
through pattern of holdings,
banner in streets along with using
technologies like television, radio
and newspaper (Dahiy. and
Gayatri, 2018).
Incurred Cost It contains high cost incurred that
involves effective optimisation to
collect optimum information as per
comparatively with others. Similarly
Airdri company enhance more invest
to adopt online marketing strategy
for systematic promotional activities.
Through approaching offline
Airdri company group it involves
maintenance of stocks, rents,
salary or wages workers and
many other involvement of more
expenditure.
Convince This is more convient and easy to
implements in Airdri group where
they can reach to their customer
within a minute or hours.
As to adopting offline marketing
can less influence and hard to
invest lot of capitalism to
promote product to selling shops
Level of Exposure There is high level of exposure in
terms of Airdri group which is not
bounded and having limitless
procedure which covers maximum
exposure (Dwivedi and et. al., 2020).
To highlighting Airdri company
managers not able to gain overall
information but helps to related
with specific areas.
2

3

M1. Evaluate the opportunities and challenges facing the digital marketing landscape.
In digital marketing landscape is having various opportunities and challenges that derives
in terms of Airdri group venture perspective such as:
Opportunities
 There is vast technology introduced in terms of technological resources which helps to
growth enhancement in business Environment (Febriyantoro and Arisandi, 2018). As
Airdri group company get benefits from implementing digital marketing practise in
business related process of operations.
 Through social media platform like Facebook, Instagram and Twitter support to creating
awareness to business related activity to gain competitive advantages.
Challenges
 Producing Effective Referrals: This is one of main challenge where a digital marketer
of Airdri group to build effective references to creates brand websites. To design a
website is not easy in competitive digital space as many competitors are more integrated
through these digital platform.
 Need more Money: To approaching digital marketing platform to create branding as
well as hard to convince people to buy or subscribed their product and services. As
Airdri group company require more cost incurred in comparison to compete with other
brands in digital marketing platform.
P2: Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing. Chatbots: Using artificial intelligence, chatbots are the most useful thing the digital
marketing can have. Most of the companies are using live chat for customer services,
customers get instant feedbacks and their queries resolve with their satisfaction
(Ivanov,., 2019). In context of Airdri, they can use chatbots either on websites or on
Facebook messenger or on Whatsapp for more expansion and customer satisfaction. Telling a story: This is the most important tool to attract and connect with the audiences.
As this includes the creative content storytelling which are related to the brand. In
context of Airdri, content can be designed in such a way so that it can gain attention
from the customers emotionally and sensibly which can lead to more awareness of the
brand among customers.
4

 Content as Interactive: One sided content can be effective but not efficient enough to
attract customers. Generation of two way content is necessary because it creates interest
among people to explore that brand. In context of Airdri, firm must initiate this tool of
DM as it can result in good lead generation between people (Khwaja., Mahmood. and
Zaman, 2020). They can do this by quizzes, videos, forms and polls. Mobile DM: Now a days, most of the companies are switching to the mobile website
also for the sake of convenience from the customers end. This is because for the desktop
website, it is compulsory to open PC and then operating, whereas mobile working is
much more comfortable. In context of Airdri, firm must work on it so that their
customers would be at ease to explore their website on their mobile also. Reviews: It is the key element to improve the SEO rankings on google. No matter the
reviews are positive or negative but more the number of reviews more can be the ranking
of the brand (Kotane, Znotina and Hushko, 2019). In context Airdri, they should focus
on their reviews more either on sites or different apps like Instagram or Facebook. As
google ranks the company in terms of it's reviews so it is necessary to increase as many
as positive reviews.
TASK 2
P3: Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels.
The use of digital platforms and the internet for revenue generation in context of Airdri:
 To access the content, subscription should be necessary which leads to revenue
generation
 Revenue can be generated by accessing the documents through pay per click view
 Revenue is generated from cost per click on site for advertisement
 Sponsorships of sections from the site to generate revenue
Digital Tool and Platforms: SEO: Search engine optimization refers to the rankings of the website of the firm. In
context of Airdri, there are various tools used in it like keywords, customer search and
backlinks. Analytics: High skilled analysis id required from google that includes google analytics,
kissmetrics and social media analytics (Melović and et. al., 2020.). In context of Airdri,
5

they should focus on these tools as they help in gaining influencing, social and personal
relations. SMM: Social media marketing is the advertising and promoting through social media
apps. In context of Airdri, they can use the highly operated apps like Facebook,
Instagram, Whatsapp, Twitter and many more. Email Marketing: This is done through focusing on individual customers and mailing
them to give information about the product or service the firm is offering. In context of
Airdri, this is done for gaining attention from the customers on a personal basis.
 Content Marketing: It includes the technical software to be known for this tool. In
context of Airdri, wordpress, smartling, trello and episerver are used in wide range for
content marketing.
Physical Channels: Direct selling: Selling is done from the end to end customers. In context of Airdri,
salesperson is involved in it. They interact with consumers directly either by call or face
to face meeting and tries to convince the customers to buy the product. Selling through mediators: Intermediaries are involved in this channel. In context of
Airdri, salesperson do not communicate with the customers directly, mediators are
involved who are skilled in selling and target the specific market and customers. Bricks and Mortar: This channel is also used for the direct selling but in a different way
(Niculescu and et. al., 2019). In context of Airdri, stores or small outlets are set up by the
company in a attractive way on roadside so that they can customers gain attention from
the customers and show their products features and ranges to them by direct interacting
with the consumers.
P4: Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.
Advantages of digital tools Advantages of physical channels
 Target of customers can be maximum
by Airdri either locally or
internationally.
 Nearby customers are targeted first by
Airdri through radio channels.
 It creates comfortableness by Airdri to
6

 Interaction with the customers is easy
and instant feedback by Airdri.
mark specific details in newspapers or
magazines.
Disadvantages of digital tools Disadvantages of physical channels
 Risk is associated related to security
and privacy with Airdri.
 As high as the area the Airdri covers,
high can be the risk of succession due
in increase in competition.
 There is less wide reach to the
customers and it is risky because Airdri
never know about how much awareness
their customers are having.
 It is an expensive process for Airdri to
print ads in newspapers and telecast on
radio.
M2: Critically analyse the use of appropriate digital tools, both hardware and software, to use in
a specific organisation context to meet their marketing requirements in context of Airdri. Consumer in control: DM leads to the more engagement in customers so that firm could
get the instant feedback of their products. This enhances the controlling power of a
business on it's consumer. Convenience: Business can reach out their target customers globally. Customers can buy
and get the knowledge of products by sitting at home without walking to the location
(Nunan and Di Domenic., 2019). Loyalty: Brand loyalty can be gained by DM by targeting the global market at the same
time and creating awareness of it's products and services to the large number of people. Reduced cost: Minimum cost is required for promotion and return on investment is high
on this platform (Palos-Sanchez and et. al., 2018). So it is a cost effective method for any
business.
 Measurable: This is an advantage which every company can get while marketing their
business digitally because it assist the firm to measure it's performance and competitions
in the virtual or traditional market
7

Hardware requirements are computer system, mobile phones, storage capacity and system
equipments. Software requirements are word press, Photoshop, compatible operating system,
internet and many more.
Task 3.
P5. Develop a digital marketing plan and strategy to build multinational capabilities.
As the formation of digital marketing plan is a documents to sharing the details for
overall planning of digital marketing campaign or certain action. The purpose of evaluating plan
towards measuring about short term or long term basis which accomplish to attain business
related gaols.
To designing digital marketing plan in aspects of Airdri company within steps:
Define Brand:
The brand which Airdri wanted to introduced through digital market is new Smart
Trimmers for men. In United kingdom many other branded product of trimmer is compete with
other, but Airdri company is approaching digital market platform to promote their new brand
(Riyadi and et. al., 2019). To having their Unique selling point is the trimmers are auto
chargeable.
Create Buyers: They have targeted young male customer who age between 20-30 above as
their product Smart Trimmer is consists moderate range of value product.
Setting goals:
Mission: As E-commerce business manufacture more advanced technological products
that leads towards more sustainability in competitive market.
Vision: To enhance buying power of middle age people to deliver quality of product and
services.
Marketing Objectives: To promote product and service through digital marketing as it
reaches to customer in more amount as well as easy to approach by customer.
Swot Analysis to Airdri company:
Strength: In United Kingdom, it is most developed and huge opportunity country where
people are more enthusiastic and attract with new products and services. As there are having vast
majority of population in UK, Airdri company is well established as well as their brand product
are highly trends in different segmentation like hair dryer, trimmer and home appliances.
8

Weakness: Airdri company is local based venture where they have less capitalism to not
approach online retailing. And in United Kingdom there is implication of Brexit market which
not allows to trade European Union.
Opportunities: Apart from European countries, Airdri company can expand their venture
in USA, Denmark and Sweden. They can develop their business expansion to relatable with
various fashionable trends to mapping growth.
Threats: As many other companies like Phillips, Panasonic they have also home
appliances and Quality of Personal care product like hair dryer and trimmers to increase their
brand value and image.
Promotion strategy : To selecting Digital Marketing segmentation where the Airdri company
having consider to promote their product and services through social media platform, websites
etc.
P6. Explain how Omni channel marketing has evolved.
Omni channel is refers to the multinational sales approach that provides the customer
with an integrated shopping experience. As each channels tends to motivate together to design
satisfied experiences (Rohm., Stefl and Saint Clair., 2019). In Omni cross channel strategy of
content which helps to improve the customer experience and driven better experience to build
relationship across all channels and artificial features. As per Airdri company approach this
channel content through operates better digital marketing operation through mobile shopping or
Bricks and Mortars stores. As Omni channel is part of Digital marketing factor, it comprises with
different benefits: Boosts Customer Loyalty: When customer would approach product and services of
Airdri company through online platform it contain value and trust. They make efforts to
facilitates a constant experience that across all platform along with offer personalised
experience for each auidance or target customer.
 Realise Increase in Revenue: As Omni channel strategies tend to improves customer
loyalty, their buying power and regular practise of repeat purchases (Saura, Palos-
Sanchez and Correia, 2019). To contributing these efforts for retain customer and attract
new customer.
9

M3. Apply the tools and techniques to plan an end to end omni-channel marketing campaign.
There is six steps which developing strategy successful Omni-channel marketing
channels strategy. It is growing amount of number which tends to available in driven marketing
channels that having create customer relationship with company increase way. As per steps are
guide to implement strategy of satisfy customer to overall touchpoints:
Think customer first: This is major difference where omni-channel focuses to customer
behaviour in terms of buying patterns (Sridhar and et. al., 2019). Similarly, Airdri company need
to concerned about their target customer needs and wants fulfilled.
Know Your Customer(KYC): After selected customer criteria, then approach the details
which follows each buyers background that develops persona, identifying target auidance and
better understanding with effective scrutinize about their needs and wants as well as behaviours.
As Airdri company implies this strategy which makes easy to analyse customer target audience
attitude and preferences in terms of product and services.
Using Correct right Mar-Tech: To approaching tools which suits to tech as well as helps
to connect with customer on the basis of long term. In aspect of Airdri company, different
technologies related software is making presence in technology market such as Customer
relationship management , Marketing automation tools etc.
Personalise all Channels: Through personalization is most critical element of omni-
channel marketing where product and services get reviewed and appraise by customer. The
successfully personalised requires better establishment to better target audience with right
automation analysation tools (Syazali and et. al., 2019). As Airdri company, pursue the different
segmentation such as to receive feedback through social media platform like Facebook, Linkdin
and Instagram where customer are highly active in these channels.
Task 4.
P7. Determine and evaluate the measurement techniques and performance metrics in digital
marketing.
In Digital Marketing KPI or Key Performance Indicator is used to implies to measure
performance as compared to setting up standards (Teixeira and et. al., 2018). Similarly, Airdri
Company is having optimum standard where it usually compare with other best performed
industry which tend to influence make strategies where they can accomplish targets. For digital
10

marketing perspective in Airdri company is having other high competitors brand such as Phillips
and Panasonic brands can take over customers as they have high quality of electronic brands.
This framework is used to differentiate between about what company and what they have
accomplish.
The techniques which enhance in SMART criteria to valuable for track to effectively meet
criteria. Customer lifetime Value: There is life time value of customer which derives how
revenue is generates through customer generates during over times. This process is
continues within days, weeks, months or years that depend upon retention rates. As in
Airdri Company would evaluate their revenue on the basis of customer engagement at the
time of buying product and services. Customer Acquisition Cost: According to this criteria allows a understand how a
customer can spend to get new customer. This could involve advertising, promoting,
customer to visits all these factors need to concerned through Airdri Company to
conversion process.
 Return On Investment(ROI): This function comprise about two key performance
indicators which generates more profit as when they compare to acquisition cost through
generates. As per Airdri Company, their return on investment is depends upon product
and service growth and demand in competitive market.
Performance Metrics: According to this matrix is assort by Airdri Company to evaluate
effectiveness of digital marketing strategies which is utilised by organisation (Zahay and et. al .,
2019). This matrix involves cost per click, assess, explore the websites by people, having better
promotion and excellence quality of service. It is one of most beneficial matrix which define
different situation arise in Airdri Company.
P8. Present a set of actions to improve performance in digital marketing.
Business operation of Airdri company in digital and information technology sector that
through managing different method which is used through gaining sustainable advantages in
market. Their are several patterns are assort through companies which leads to gain position
through improving performance of organisation.
There are certain action that are implemented by organisation as follows:
11

Customer related services: As in every current situation buyer or consumer are most
essential part of market as because overall companies sold their products to customer for
increasing their profits. In Airdri company , through digital marketing is helps to better
understand about overall market with its specifications then company team approach their target
market to accomplish their targets.
Being Customer oriented: Through proper guidance from digital marketing or
technology where many companies used to performs their global work level. This basic refers to
making essentials towards management by increasing sales and profit to satisfying needs of
customer in effective manner.
Buying pattern or method: The tools and techniques which is undertakes in digital
marketing to utilised by Airdri company to investigating customer behaviour in terms of buying
a product and services as per expectation. By implementation of new digital technologies and
soft ware quality product is also checked with management within limited period of new
software machines.
M4. Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.
There two application of key digital measurement techniques and performance metrics
used in digital marketing are:
Enhancement in Revenue: It having various task which performed through management
to increasing sales for product and profits measurement. To identifies that personalise product is
an effective technique which is tend to increasing in demand of commodity and satisfying therir
services as per customer needs. Therefore digital tools and accessibility plays important role in
Airdri Company which used to increase revenue towards firms.
Operating of Websites: In Marketing is one of most effective term that is assort from
management to finishes its work within effective manner. By authentic digital marketing
platform like E-commerce are one of necessity techniques which is utilised through
management to design marketing techniques to optimising excellence work. As Airdri company
monitored their websites with effectiveness and tries to engage with customer in continuous
basis to clear up their doubts and clear up theories.
12

CONCLUSION
In above report of Digital Marketing it has come to summarised about different digital
marketing platform by comparing with online and offline marketing concept through which
platform where company tend to sells there product and service to customer. Along with,
describing of opportunities and challenges within company. Through enhancing impact of digital
marketing customer trend customised different way such as online service integration. By
highlight tools and techniques of marketer assort through Bricks and mortars. Furthermore,
offline and online marketing having common objective to creating awareness in market about the
product and services and promotion strategies assort as consider newspaper, advertisement,
radio, banners posters and brochures. At last report is contains about different marketing
strategies which is adopted by company to evaluate growth and development.
13

REFERENCES
Books and Journals
Anjum, A., Thomas, M.R. and Prakash, P.K., 2020. Digital Marketing Strategies: Effectiveness
on Generation Z. SCMS Journal of Indian Management. 17(2). pp.54-69.
Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing. 31(2). pp.73-95.
Dwivedi and et. al., 2020. Setting the future of digital and social media marketing research:
Perspectives and research propositions. International Journal of Information
Management. p.102168.
Febriyantoro, M.T. and Arisandi, D., 2018. Pemanfaatan digital marketing bagi usaha mikro,
kecil dan menengah pada era masyarakat ekonomi ASEAN. Jurnal Riset Manajemen dan
Bisnis Dewantara (JMD). 1(2). pp.61-76.
Ivanov, M., 2019. Cloud-based Digital Marketing. In CEUR Workshop Proceedings (Vol. 2422,
pp. 395-404).
Khwaja, M.G., Mahmood, S. and Zaman, U., 2020. Examining the Effects of eWOM, Trust
Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital
Marketing Context. Information. 11(10). p.478.
Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital
marketing. Scientific Journal of Polonia University. 33(2). pp.28-35.
Melović and et. al., 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society. p.101425.
Niculescu and et. al., 2019. Enhancing Brand Value of Modern Organizations through Digital
Marketing Tools and Techniques: A Study on Top Ten Romanian Companies. TEM
Journal. 8(1). p.171.
Nunan, D. and Di Domenico, M., 2019. Older consumers, digital marketing, and public policy: A
review and research agenda. Journal of Public Policy & Marketing. 38(4). pp.469-483.
14

Palos-Sanchez and et. al., 2018. Users acceptance of location-based marketing apps in tourism
sector: an exploratory analysis. Journal of Spatial and Organizational Dynamics. 6(3).
pp.258-270.
Riyadi and et. al., 2019. Digital marketing strategies to boost tourism economy: A case study of
atlantis land Surabaya. Humanities & Social Sciences Reviews. 7(5). pp.468-473.
Rohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education, 41(1), pp.47-59.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Sridhar and et. al., 2019. New vistas for marketing strategy: digital, data-rich, and developing
market (D 3) environments.
Syazali and et. al., 2019. Partial correlation analysis using multiple linear regression: Impact on
business environment of digital marketing interest in the era of industrial revolution
4.0. Management Science Letters. 9(11). pp.1875-1886.
Teixeira and et. al., 2018, June. Main factors in the adoption of digital marketing in startups an
online focus group analysis. In 2018 13th Iberian Conference on Information Systems
and Technologies (CISTI) (pp. 1-5). IEEE.
Zahay and et. al ., 2019. Effective resource deployment in digital marketing
education. Marketing Education Review. 29(3). pp.182-192.
15