Digital Marketing Landscape and Key Tools for Marketers

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1) Overview of the digital marketing landscape & compare online as well as offline
marketing concepts.................................................................................................................1
P2) Determine & analyse the key hospitality consumer trends & insights that are fuelling the
growth of digital marketing....................................................................................................3
TASK 2............................................................................................................................................4
P3) Assess the key digital tools & hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels....................................................................4
P4) Development of e-commerce & digital marketing platforms..........................................6
TASK 3............................................................................................................................................7
P5) Develop a digital marketing plan & strategy to create multichannel capabilities...........7
P6) Explanation of the way in which omni channel is used to meet business objectives......8
TASK 4............................................................................................................................................9
P7) Measurement techniques and performance metrics for a digital marketing plan and
strategy...................................................................................................................................9
P8) Present a set of actions to enhance performance in digital marketing...........................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is defined as the use of internet, mobile devices, online devices, search engine,
social media and other digital channels which ensures wider and easy access to customers . In the
present business world, the use of digital platforms and marketing tools is increasing rapidly
because of its high benefits that is development of strong relation to customer, less cost, easy
query solving, high reaching to customers and many more (Chaffey, 2019). In the present report,
Tesla is taken into consideration. It is an American electric vehicle & clean energy organisation
that was established in year 2003 and headquarter in California, U.S. The company offer
products such as electric vehicles, Tesla batteries, solar panels & roofs and many more. The
report will cover the concept of digital marketing landscape along with the difference among
online and offline marketing. In addition to this, there is a comparison of different digital tools
used in automobile sector along with growth of e-commerce. Moreover, digital marketing plan is
developed and some techniques ere elaborated that help in monitoring as well as controlling of
marketing plan and activities.
TASK1
P1) Overview of the digital marketing landscape & compare online as well as offline marketing
concepts.
Tesla is one of those business entity which is having emphasis on creating effective and best
marketing strategy with an objective to reach globally and connect with the people as well as
maintain relationship with them in an appropriate manner. It is determined that digital marketing
plays an important role as it help an organisation in making connections and enhance its market
performance as well. Therefore, Tesla keep a keen eyes on using all the recent digital marketing
landscape in order to attain viability & growth as well. Digital marketing landscape is mainly
related with the continuous evolving & dynamic digital media which involve innovation and new
ways of advertising that is pay-per click, social media marketing, influencer marketing
advertising which provide a more efficient as well as effective way of interaction & connection
with customers by Tesla (Chaffey and Smith, 2017). Apart from this, the present digital business
environment & digital marketing landscape of Tesla includes effective use of search engine
&optimization associated with web development, content marketing, video production email
marketing and so on tools that help in enhancing reach to customer at international level. it has
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