Digital Marketing.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Digital Landscape and Online and Offline Marketing Concepts. ........................................3
P2 Key Consumer Trends .........................................................................................................5
TASK 2............................................................................................................................................6
P3 Key digital tools and hardware that are available to marketers in contrast to' bricks and
mortar' and other physical channels............................................................................................6
P4 Development of e-commerce and digital marketing platforms and channels in comparison
to physical channels....................................................................................................................7
TASK 3 ...........................................................................................................................................8
P5 Digital Marketing Plan and Strategy to build- channel capabilities. ...................................8
P6 Omni-Channel Marketing ..................................................................................................10
TASK 4..........................................................................................................................................11
P7 Evaluate the measurement techniques and performance metrics ........................................11
P8: Present a set of actions to improve performance in digital marketing................................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital Marketing is become a crucial part of every organization. With the help of digital
market, organizations actively create a valuable brand image and promote their products and
precious services without any boundaries limitation. Digital marketing landscape is like an
electronic place in which customers connect with the content and spend some time and also
purchasing some products and services. Through digital channels all the promoting and selling
activities is done and these digital marketing channels are emails, search engine, websites, apps
etc. For this report ASDA company is chosen. ASDA is a most famous supermarket retailer
which headquarter situated in Leeds, England in the year 1949. The report deal with the
importance and usages of digital marketing and identify the difference between online and
offline marketing. And, besides from this this report determine some key customers trends and
identify the key digital tools and also show the comparison between physical channels and digital
marketing. This report develop digital marketing plan and explain about omni channels and also
identify a set of action which help to increase the performance of digital marketing.
TASK 1
P1 Digital Landscape and Online and Offline Marketing Concepts.
Digital marketing is consider as a fast and quick technique of marketing. Every company
are come on digital platform and taking the benefits of it. Digital marketing is helpful in
promotional and selling activities of the firms. Through digital marketing landscapes, all the
digital marketing activities accomplished. Digital market landscapes is a accumulative form of
websites, social networks, you tubes,emails and other audio and video tools which help to sell
and advertise the products (Alcañiz, Guixeres and Bigne, 2019).
Traditional marketing is consider as that types of marketing in which companies use
traditional and old techniques like print media ( newspapers, magazines, posters and brochures)
and TV, radio, billboards etc.
ASDA is popular British company which spread their business all over the world.
Through digital marketing landscapes. ASDA operating business very smoothly all over the
world. Company come on online platform and promoting and selling their products which help
in increase the market value of the company. Company using online and offline marketing both
and the difference between online and offline marketing are as follows-

Basic Online Marketing Offline Marketing
Means Online marketing is use through
digital marketing channels like
websites, emails, applications, search
engine and in this marketing
advanced tools and technologies are
involved (Arts, et. al.,2018).
In offline marketing, organizations
doing marketing through traditional
channels such as newspapers, radio,
banners and pamphlets etc.
Cost- Effective
Online marketing is extensive but
anyone can afford it. Now companies
doing online marketing improve
sales.
Offline marketing is really expensive
because it use traditional marketing
channels like advertisement in
newspaper, TV, radio, big banners
etc.
Challenges Some challenges which online
marketing are facing are technology,
database, privacy, security,
engagement.
Some challenges consider in the
offline marketing are retail traffic,
direct mail cost, circulation and
database etc.
Convenience This marketing is more comfortable
and convenience for the companies
because companies can promote and
sell their products across the world.
This marketing is not that much
convenience for the company
because it has a boundary limit and
customers need to visit
supermarkets, stores and outlets for
shopping.
This comparison shows that online and offline marketing both have different importance
but in this time online marketing taking a huge place in the marketplace. ASDA company using
both marketing but to promote their products and services but in this time with the use of online
marketing company performing very well and maintain market growth effectively. The scope of
online marketing is reach on a wider place ASDA using each and every for of digital marketing
landscapes and constantly enhance their business globally.

P2 Key Consumer Trends
Digital marketing is taking a massive place all over the world. With the help of this
companies can easily doing marketing activities anytime and anywhere. All the consumers
contain various choices that affect the demand of the products and services. ASDA company
consider many key consumer trends which influence the growth of digital marketing are
discussed below-
Content Marketing
Content marketing is consider as an important strategic marketing elements which mainly
concern with the generating and delivering the values , relevancy and also analyse the content
that attract and impress the audience. It is consider a most valuable tools in digital marketing
platforms. Which helpful to affect the consumers choices and their trends. A good content is
effective and its marketing is crucial. ASDA company target market and mainly focus in content
marketing to attract the consumers. ASDA appoint effective content writers which help to create
influential content and boost the company market. For example, content marketing is not
expensive and content market is limitless so ASDA can hire best employees from all over the
worlds who can do content marketing on behalf of company anytime and anywhere (Balducci,
et. al., 2017).
Marketing with the help of Messaging apps
In this time companies, doing marketing activities with the help of messaging
apps. Messaging apps easily and beneficial for ASDA and useful for each and every consumers
in a frequent way. For example, ASDA company is doing a good marketing with the help of
messaging apps like W hats App, Facebook. With the help of smart phones, every consumer can
easily install these apps and buy ASDA company products and company can easily promote their
products and services through messaging apps and receive quick review and feedback from
consumers.
Omni-channel Marketing
Omni-channel marketing is consider as an multichannel sales platforms which
offer the people with combined shopping experience. People can do scan buy through online
from their desktop and mobile. ASDA company using omni-channel marketing very effectively
through emails, websites, blogs and other social media platforms. For example, ASDA consider

omni-channel marketing because it is positive affect on the growth of the ASDA and maintain
the customer relation, email marketing, content marketing , online advertising etc. Due to Omni-
channel marketing the importance of print media is declining. Through online marketing ASDA
receive quick review and easily analyse the taste and preference of consumers so company can
easily do modifications according to the consumer needs (Balfaqih, et. al.,2016).
TASK 2
P3 Key digital tools and hardware that are available to marketers in contrast to' bricks and
mortar' and other physical channels.
Digital marketing is helpful to generate awareness about companies products and services
very easily and effectively at the whole market place. Through this company reach every
customers and try to satisfy their requirements. Apart from this, tradi6tional marketing have a
many limitations and criteria as compared to digital marketing. ASDA company is using many
key digital tools and hardware that easily available to the marketers which are discussed below-
Search Engine Optimisation ( SEO)
It is most useful techniques which is used by many companies and it help to
reduce the traffic on social websites through increasing the over all quality of the outcome of
search engine. Most famous companies is using this because it help to put the company page on
the top on search engine like Google. Top rank in the search engine enhance the traffic in the
company websites. In search engine, pages ads are mostly paid forms which take top rank.
ASDA need to use SEO which help to increase the company sale. SEO is a ongoing process in
which organization can effectively optimizing your content online so that search engine can
display it on the top outcome. The prime benefit of SEO is that customers can easily find your
company on Google at the top rank. SEO charge high cost and it is really expensive (Beritelli
and Schegg, 2016 ).
Emails
With the use of emails, company can deliver and receive numerous kind of
contents to a huge number of subscribers. This is consider in a healthy and effective marketing
strategies which helps to engage with the customers. Email content help in website traffic and
also lead the customers to easy reach. This is also useful to gather large number of customers in a
single platform.

Social Media
Social media is work like a influencer and manager actively each and every
personal and business activities. Social media platforms includes Facebook, Instagram, Twitter,
you tubes are the most useful by the ASDA company and customers both. Through social media
marketer can easily connect with the customers and stablish a good communication. This digital
tools helps to evolve the efficiency and productivity of the ASDA company (De Pelsmacker,
Van Tilburg and Holthof , 2018).
Smart phones
Smart phones using by the each and every individual and this is most appropriate
hardware. Through smart phones anyone can easily access the social media and also buy
products and services of ASDA company. ASDA can effectively promote their products and
receive quick feedback of their clients and customers.
P4 Development of e-commerce and digital marketing platforms and channels in comparison to
physical channels.
In this time, E- commerce businesses are ruling the whole market. With the help of
digital marketing, e-commerce businesses are doing really well. E- commerce is known as
electronic commerce in this all buying , selling, payment transaction activities of products
complete with the help of internet. Before decade all companies used the traditional method for
buy, sell and payment activities and customers only purchase products on physical channels like
stores and shops. Now every company are taking the advantage of digital marketing and doing
their business on e- commerce basis. ASDA is also doing business through digital platform and
deal large number of people all over the world. In this report a comparison are given which show
the difference between physical marketing and digital marketing channels ( Kannan, 2017)
(Key, 2017).
Physical Channels Digital Channels
 Through physical marketing channels,
ASDA can do direct contact with their
customers and there in not involvement
exit of middleman. Door to door and
face to face marketing comes under
 In this time, digital media channels are
using by every companies. ASDA use
digital marketing channels and smooth
operate their business also in other
countries. Some effective digital

physical marketing.
 In physical marketing channels, print
media involve. In this channel ASDA
promote their products in a tangible
form some print media channels like
newspaper, magazines, banners,
posters etc. ( Liu, Perry and Gadzinski,
2019).
 The importance of physical marketing
channels is declining because it charges
high cost and less effective as
compared to the digital marketing. For
example , Hilton hotel is consider the
physical marketing channels then hotel
marketing is became low as compare to
the past.
marketing channels are Facebook,
Instagram , twitter etc.
 Email marketing is consider a most
appropriate tool of digital marketing. In
this marketing, customer email Id and
internet are essential features. Through
this ASDA reach larger number of
customers on only one single click and
company can do directly contact to the
customers.
 Digital marketing is necessary to
establish business with in short note.
Like amazon and zoom is a big e-
commerce company and use digital
media to spread their business all over
the world.
Both physical and digital marketing channels have their own benefits and drawbacks.
Marketer should adopt these tools according to their business. The importance of digital
marketing is more as compared to the physical marketing channels.
TASK 3
P5 Digital Marketing Plan and Strategy to build- channel capabilities.
For the growth of every businesses, a working digital marketing plan is appropriate and it
helps to maintain all the marketing and promotional activities of the companies so it is important
to develop this plan, In plan is like a documentation of proper planning of marketing campaigns
and their actions for short and long both time period (Palmatier, Stern, and El-Ansary, 2016).
Digital marketing plan useful to accomplish the ASDA company objectives. The digital
marketing plan of ASDA as discussed below-

SOSTAC ma dole is apply to develop the digital marketing plan for the ASDA company this
model is helpful to maintain the performance of ASDA company. This model explained below-
Vision
The Vision of ASDA to become the most trustable and valuable retailer company
in the world that can help to their customers to save money and live better life.
Mission
To enhance their market and become the best Britain retailer company.
Situational Analysis
Situational analysis is really important for the companies. With the help of situational analysis,
ASDA identify evaluate the internal and external elements. This is also helpful to analyse the
company capabilities, number of potential customers and also environment of business. Strength -The main strength of the company is a massive range of products , successful
marketing campaigns, numerous brand and its services. Weaknesses -Some weaknesses includes limited global appearance, restriction on
business entry, fake advertisement and horse meat scandal. Opportunities – Company expand their market in different locationwhich help to reach
local people.
 Threats -Some threats include changing policies of Government, other retailers like
Sainsbury, Aldi, Tesco.
Objectives
The main objective of ASDA is to make products and services which more affordable
for each and every customers and ASDA reducing the packaging to accomplish the company
goal.
Strategy
Company need to use a effective digital marketing strategies so that it can manage
properly all their loyal customers. ASDA main agenda is to offer low cost products to their
customers. ASDA charge lower cost for their food, merchandise and also clothing products so
that customers consider the value of money (Pauwels, et. al., 2016).
Tactics

In tactics, company consider the information and details about the strategies . To
identify the tactics ASDA company use the marketing mix strategy. With the help of marketing
mix ASDA easily consider the 4 P's of marketing that is products, price, place and promotion.
Action
Company make a most effective and influential action plan for their digital
marketing plan. In action plan, ASDA consider the budget of the digital marketing plan and use
effect cost of each digital marketing tools.
Control
Company need to know that where company stand in the market so ASDA need
to use Key performance indicator and benchmarking techniques to control and monitor the plan.
With the help of KPIs company understand and easily measure the performance of the company
and know the position of the company at the marketplace (Payne, Peltier and Barger, 2017).
P6 Omni-Channel Marketing
Omni-channel marketing is consider as a multi-channel content strategy which used to
increase the customer loyalty and satisfaction and also create good relationship across the
channels. In omni-channel marketing, all traditional and digital both channels involved. The
Evaluation of the Omni-channel marketing are discussed below-
From multi-channel to the omni-channel
Happy and satisfied customer is the key of every company. Customers journey
with the company is more dynamic and different than past. Most of the customers need and
require the personalised service so they want to keep in touch with the company so its necessary
that company give all the notifications through SMS to every customer as an reminder and
inform them about new products and services and their offers and discounts. This is a massive
modification in the technologies (Saghiri, et. al.,2018).
From Phones to apps and beyond
Phones and applications are more responsible in the evaluation of the omni-
channel marketing. Through phones and apps ASDA easily connect with customers and serve
massive number of people at a single point of time.
From contacts to Events

Omni-channel marketing evolve their market and contain all the activities which
leads to shift and moving for the customers supports. This marketing consider event of the
contact and engagement with their customers.
TASK 4
P7 Evaluate the measurement techniques and performance metrics
In present scenario, digital marketing and its metric is really helpful to measure the
performance of the company. ASDA use effective measure techniques which helps to analyse
and evaluate the performance of the ASDA and also help in decision making process. These
measurement techniques help to measure the growth of the company. Measurement of
performance metric techniques are discusses below-
Key Performance Indicator (KPIs)
KPIs is a most useful techniques which is helpful to measure the performance of
the ASDA company and also show that where company stand in the market and also show that
how ADSA achieve the objective and goal. Key performance indicators also useful to give right
direction to the company so that company can easily obtain the market growth.
Measurable Metrics
With the help of measurable metrics, ASDA most frequently measure and analyse
the performance and the progress of the company. Metrics are really useful in decision making
process, maintain company image, good financial growth and all the other operations of the
company. Through measurable metrics, ASDA easily consider all the activities like bounce rate,
product order status, cost per click and exit rate which help to provide better outcome (Wulf,
Mettler and Brenner, 2017).
Web Analytical measurement techniques
This is necessary for every company. ASDA also doing web analysis so that company easily
understand the marketing scenario and gather data of customers through the websites.
P8: Present a set of actions to improve performance in digital marketing
Digital marketing performing very well and also maintain each and every protocols of the
company but there are some types of actions given which helps in improve the performance of
the company in context of digital marketing. Some actions are taken by ASDA which explained
below -

Follow a effective digital marketing strategy
To improve the performance of the digital marketing, ASDA need to pay attention
on the current strategies which help to update in latest trends and help to manage the position of
the company in the market.
Give proper training to company team
To proper skills up of ASDA employees, company need to provide proper
training so that employees keep up to date themselves. Company also arrange some workshop
and advanced training session so that employees learn new digital technologies (Yrjölä, Spence
and Saarijärvi, 2018).
Attend digital marketing related channels and blogs
ASDA need to join some digital marketing related channels and groups on social
media so that company can follow all the trends and install new features at right time. This will
help in improve the performance of the digital marketing of the company.
Participate in Digital marketing Webinar
ASDA need to attend webinar related to the digital marketing and implements all
the given and relevant tools and information on company digital marketing strategies. If
company follow webinars then company can learn new and latest facts about digital which will
be helpful to improve the performance of digital marketing.
CONCLUSION
According to this report, it is concluded that the scope and importance of digital
marketing is evolving rapidly and digital marketing landscapes are most essential form of
promote and sell the companies products worldwide. ASDA using online marketing which help
enhance the market growth. This report analysed the importance of online and offline marketing
importance and also develop e- commerce and online marketing platform and compare with the
physical channels. This report develop a digital marketing plan and its strategies which helps to
establish channels capabilities. Through key performance indicator, company measure the
performance. With the help of omni-channel marketing company can easily promote their
products any areas and satisfy their customers all over the world.
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