Digital Marketing: Opportunities, Impact, and Challenges

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 Overview of digital marketing ...............................................................................................3
P2 Factors for growth of digital marketing .................................................................................4
LO 2.................................................................................................................................................6
P3 Digital tools and hardware......................................................................................................6
P4 Development of e-commerce platform and marketing platform............................................7
LO 3.................................................................................................................................................9
P5 Digital marketing planning.....................................................................................................9
P6 Omni-channel.......................................................................................................................12
LO 4...............................................................................................................................................12
P7 Performance metrics in digital marketing.............................................................................12
P8 Actions for improvement......................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Digital marketing is predominately the efforts as well as the activities which the
organizations carry out for advertising the products and services on large platform and thus
attracts the customers through the use of some form of electronic media.
Sainsbury is basically the growing chain in supermarkets being established in 1869 by John
James Sainsbury and headquartered in London, U.K. It is a renowned grocery and retailer which
mainly deals in supermarkets, fuels, cafe, banks etc.
This report gives a brief about opportunities, impact and challenges of digital
environment, Digital tools and channels in comparison to physical channels, Organizing digital
marketing activities and multi-channel capabilities and measuring and evaluating digital
marketing.
MAIN BODY
LO 1
Opportunities, impact and challenges of digital environment
P1 Overview of digital marketing
Digital marketing is basically all the activities as well as the efforts which the
organizations carries out in order to reach the consumers with the help of some electronic media
or internet. In short, it encompasses the use of mobile devices, social media websites, search
engines etc for attracting the new customers and retching the existing customers. This has been
the most popular concept which is being used by the organizations and thus helps them to
understand the changing needs as well as demands of the customers (Chaffey and Ellis-
Chadwick, 2019). Digital marketing generally targets the particular market and thus helps to
interact with them through the use of various digital tools in order to generate the revenues and
enlarge customer base.
Comparison between online offline marketing concept

Online marketing concept Offline marketing concept
Online marketing concept is basically
marketing the products and services through
the use of online platform and tools like
internet (Yadav, Joshi and Rahman, 2015).
Offline marketing concept encompass
advertising the products and services via
traditional methods like newspaper ads, radio,
magazines etc.
Online marketing have a wide exposure area
and thus reaches the wider audience as the
customers are targeted through various tools.
Offline marketing limits the exposure and
viewership and thus poses restrictions on the
marketer as it only reaches the audience who
reads newspaper or listens radio.
In terms of the cost-effectiveness, online
marketing is less costly and thus does not incur
much cost for promoting the products and
services.
Offline marketing is costlier as it requires
posting ads on billboards, banners etc.
P2 Factors for growth of digital marketing
The various factors which are vital in the growth of digital environment to Sainsbury are
Importance of consumer insight
The various digital marketing tools like internet, social media websites etc helps
Sainsbury to understand the needs as well as demands of the customers (Ryan, 2016). As through
these tools, company can easily connect with their target customer, this will eventually help them
to know the current market trends as well as expectations of consumers from the retail market.
Effective marketing activities
Another opportunity which is available to the Sainsbury due to the growth of digital
marketing is that they will come to know the pros and cons of various marketing activities which
will eventually help them to select the best one. Through a profound research on digital
marketing, company will be able to estimate that which activity will leave a long term effect on
consumers which which will help them in generating revenue.
Rise of consumer power
Due to the emergence of digital marketing, there has been a rise in the consumer power
due to which it has given rise to immense opportunities to the marketeers of Sainsbury. As more