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.