Digital Marketing: Omni-Channel Marketing and Performance Metrics

Submission Front Sheet
Unit Title and Number: Digital Marketing (Unit 24)

Table of Contents
INTRODUCTION...........................................................................................................................3
omni- channels marketing evolvement......................................................................................3
Digital marketing plan for Crème Crush ....................................................................................4
Action Plan and Controls to improve Crème Crush performance in digital marketing............6
measurement techniques and performance matric evaluation ....................................................7
CONCLUSION................................................................................................................................9
References......................................................................................................................................10

DIGITAL MARKETING
 INTRODUCTION
Digital marketing is marketing the products and services through digital technologies,
specially through an internet or any digital medium. In the same way, report will describe the
importance of digital marketing and it is based upon the case study of Crème Crush and now
they decide to go ahead with digital marketing activities, for that report will develop digital
marketing plan and explaining how the omni- channels marketing has evolved. Then evaluates
measure method and performance array in digital marketing as well and recommended some
ways to improve the performance in digital marketing.
omni- channels marketing evolvement
With the evolving digital age, company has to choose different marketing strategy and
over the years, technology also rapidly evolved the purchasing process of customers. Today.
Most of the people use Internet in order to make the informed decision about the purchase and it
also help to make people purchase using online mode. That is why, many marketers start
thinking in different way for their sales strategy and this is known as omni-channel marketing
(Nissen and Francis-Cummings, 2019). Therefore, it carries all the marketing and sales channel
into one seamless shopping experience for the customers using various devices such as mobile,
tablet, laptop etc. The biggest advantage of using Omni- channel marketing is such that it helps
the firm to remain competitive and as a result, it helps to sustain a brand image at international
level. Further, this strategy also provides better customer experience as compared to other
strategy and also leads to increase sales as well. While disadvantage of using this method is it is
not simple marketing strategy, that is why, most of the owners did not use. Further, it requires
open communication which is also consider another disadvantages of Omni- channel. On the
other side, multi-channel marketing engage the people across different platform such as physical
store, retailer, trade show booths, website etc. While, in this busy schedule, people generally
prefer to purchase the product online and that is why almost 90 percent people prefer omni-
channel. Hence, this force enterprise to shift towards omni-channel marketing. The diagram
below shows how omni channel marketing started from the traditional single marketing channel
from just a physical shop and developed into multi-channel involving the addition computers
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DIGITAL MARKETING
when internet begun (e-commerce) but has now developed more as social media channels have
been added to what is now known as omni-channel markeing.
It is the only marketing activity which allow to listen as well as respond as per customer
preference. As per the view of Manser Payne And et.al., (2017) almost 78% of the total
population prefer online shopping, and they enjoy this online shopping experience better as
compared to other. As people start shifting towards omni-channel, companies has to starting or
supporting omni-channel experience so that it will help to analyse the needs of customers and
provide same output as well. Not only this, using omni-channel marketing strategy will also help
to maintain accurate inventory and gain financial advantages as well.
Limitation of Multi channel marketing:
• This marketing is not as simple as multi- channel marketing. It is so because this strategy
may take all the channels with an aim of delivering a seamless customer experience.
• It requires open channel marketing which is actually not possible for the company.
◦ Digital marketing plan for Crème Crush
Digital marketing plan will be developed by using 5 steps for Crème Crush. In doing this,
an attempt will be made to apply some of the stages in the SOSTAC model to come up with a
digital marketing plan for Crème Crush. The relevant stages in the model will be applied as
discussed below:
Situational Analysis: It is the first step in which there is a need to carry out the Internal
analysis that helps to identify the strength, weaknesses, opportunities and threats.. Through this,
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