Digital Marketing (Unit 24)

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1:Overview of digital marketing landscape and compare offline and online marketing
concepts..................................................................................................................................1
P2:determine and analyse key trends of consumer and insights that are fuelling success of
digital marketing.....................................................................................................................3
M1:Evaluate opportunities and challenges facing digital marketing landscape....................4
TASK 2............................................................................................................................................5
P3:Assess key digital marketing tools or hardware that are available to marketers in contrast
to bricks and mortar, physical channels.................................................................................5
P4:Analyse development of e-commerce and digital marketing platforms and channels in
comparison to physical channels............................................................................................6
M2:Critically examine use of suitable digital tools both software and hardware to use in
particular company context to meet marketing requirements................................................7
D1:Demonstrate critical analysis and evaluation of digital marketing landscape and affect on
growth of e-commerce............................................................................................................8
TASK 3............................................................................................................................................8
P5:Develop a digital marketing plan and strategy to build....................................................8
P6:Describe how omni channels marketing has evolved.....................................................12
M3:Apply tools an techniques to plan and end to end omni channels marketing campaign12
TASK 4..........................................................................................................................................13
P7:Determine and evaluate measurement techniques metrics in digital marketing.............13
P8:Present a set of actions to improve performance in digital marketing............................14

M4:Evaluate critically application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................16
D2:Develop a coherent and logical digital marketing strategy and determine its implications
..............................................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Digital marketing refers to utilize of internet, social media, mobile devices, search
engines and other platforms to reach customers. It is based on on promote products and services
through different digital channels. In current scenario it become more popular among market
because it's reaching rate is high is market and budget friendly also. Below report based on
WHSmith retailing company, they operate chain of high rate of street, airport, hospital and
motorway services or station shops selling books, railway station, ports and many more. This
organisation situated in Swindon, UK and founded in 1792 by Henry Staunton and Carl Cowling.
Below report include on knowledge of opportunities, obstacles and impact of digital
surroundings (Afrilia, 2018). Analyse key digital techniques, platforms and mode, comparing
and contrasting bricks and mortar and various physical modes. How to organize digital
marketing activities and build multichannel abilities in company. Techniques of monitoring and
analysing digital marketing effectively.
MAIN BODY
TASK 1
P1:Overview of digital marketing landscape and compare offline and online marketing concepts
Digital marketing landscape is defined as advertising and promoting products and
services online that is via internet and networks. In context of WHSmith, it is one of leading
international retail organization which uses online marketing to promote their product and
services with help of various tools available for marketing such as, search engine optimization
which works like ranking company's website on priority while searching for it on browsers,
social media marketing which consist many social media sites such as Facebook, Instagram,
Twitter, YouTube and many more to advertise their company (Bala and Verma, 2018). products
and services using attractive content on such sites, google ads which works like placing ads in
different other well known sites so that customer can make attention towards it, pay per click
which works like if consumer click on ads available on site for more information then company
needs to pay for it.
Difference between Offline and Online Marketing
Basis Offline Marketing Online Marketing
1

Focus It mainly focuses on product
and services they are serving
to their customers.
It mainly focuses on content of
marketing in order to gain
attraction towards them.
Channels of marketing They advertise with help of
mass media, phone centre,
telephone, newspapers,
magazines and many more.
They advertise with help of
media, web content, search
engine optimization, social
media, google ads and many
more.
Channels of communication It generally communicates
with their customers using
mobile number, staff knowns
and many more.
It generally communicates with
their customers using e-mails,
chats, social media and many
more.
Target audience Their target audiences are met
at different places which
means they are scattered at
various locations.
Their target audiences are met
at one place, they are not
scattered which means internet.
Cost It has a high cost in marketing
process.
It is cost effective in nature
which means low in cost as
compared to offline marketing.
Reach It's reach is limited and cannot
directly reach to individuals
due to some barriers.
It's reach is unlimited, wide
and expanded which means
they can directly reach to
individuals with low barriers as
compared to offline marketing.
Visibility of buyers Visibility of buyers is
available due to physical
meetings.
Visibility of buyers is not
available due to virtual
meetings.
Management of people They have to manage large
number of people.
They have to manage less
people as compared to offline
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marketing.
Basis Online marketing Offline marketing
Mode of use Online marketing uses marketing to
have reach.
Offline marketing uses mode of
marketing to reach customers.
Aim Major aim is to provide quality
products and services
Main motive of carrying offline
marketing is to serve quality products.
Channels of
communication
Online marketing chooses various
modes of communication like
internet, social media etc.
Offline marketing choose various
modes of communication like
television, newspapers etc.
Goals Goals to online marketing is to
cover large reach of customers.
Objective of offline marketing is to
build more customers.
Similarity: Online and offline marketing both are use for reach people and both have same
motive and aim. Both have different concepts and tools but perform marketing activities for
same purpose, that is provide good quality to customer and enhance their experience.
A measurement framework is the critical way of linking the organisational goals and
objectives to the business and also to the individual levels. They make sure that everyone easily
understands how the roles will align with the organisation and fulfil the specified goals and
objectives. And also some measurement frameworks can help the organisation to set the action
and also helpful to align the measurement activities.
P2:determine and analyse key trends of consumer and insights that are fuelling success of digital
marketing
Consumer demands
Demands of consumer are fluctuating frequently in terms of products and services they
are getting from organizations. In context of WHSmith, they are using digital marketing to
manage changing demands of the consumer in books, stationary, entertainment products and
many more so that they can meet their expectations in a more innovative manner.
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