Digital Marketing: Overview, Tools, and Strategies

This document provides an overview of digital marketing, including a comparison of online and offline marketing concepts. It analyzes key consumer trends and insights that are helpful in growing digital marketing. The document also explores the key digital tools and hardware available to marketers and the development of e-commerce and digital marketing platforms. It evaluates methods of monitoring and measuring digital marketing effectiveness and provides a set of actions to improve performance.

Digital marketing

INTRODUCTION...........................................................................................................................1
P1 Overview of the digital marketing landscape and compare online and offline marketing
concept....................................................................................................................................1
P2- Determination and analyse key consumer trends and insight that are helpful in growing
digital marketing.....................................................................................................................2
TASK 2............................................................................................................................................3
P3 Key digital tools and hardware that are available to marketers in contrast to “ bricks and
mortar” and other physical channels.....................................................................................3
P4- Development of e-commerce and digital marketing platforms and channels as compare to
physical channel.....................................................................................................................4
TASK 3............................................................................................................................................5
P5- Develop a digital marketing plan and strategy to build multi channel capabilities.........5
P6. Omni-channel marketing evolved....................................................................................6
TASK 4............................................................................................................................................6
P7- Evaluate method of monitoring and measuring digital marketing effectively................6
P8-A set of actions to improve performance in digital marketing.........................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing involves of marketing of services and products via digital channels with
the access of internet. It involves advertising and display of organisational offerings to customers
to enhance organisational profitability. Digital marketing proves to be an effective measure
through which entities can offer efficient online shopping experiences to customers
comparatively to physical shops (Heinze, Rashid and Cruz, 2020). Present report has been
conducted on B &M, company operate their functions in retail industrial sector with having it’s
headquarter in Liverpool, United Kingdom. Report include formative discussions on online and
offline marketing concept of the opportunity, challenges and impact of digital marketing up on
respective company. Report also includes development of e-commerce and digital marketing
platform, digital marketing plan, Omni channel marketing and actions to make improvement in
digital marketing performance.
TASK 1
P1 Overview of the digital marketing landscape and compare online and offline marketing
concept
Digital marketing model is a modern concept in which organisations promote their services
and products among large base of consumers. Due to emergency in technology digital marketing
proves to be an effective measure through which entities can build strong market presence and
can enhance their profitability by offering the product and services on many digital sites. Digital
marketing facilitate B & M to build strong relationship with consumers through which entity can
further ensure their long-term sustainability in retail industrial sector.
Comparison between online and offline marketing concepts
Basis of Difference Online Marketing Concepts Offline Marketing Concepts
Meaning Online marketing states, leveraging
webpage channel through which
necessary and essential message or
information can be provided to
customers in context with company
services, brand and product with the
use of different forms of online
Offline marketing did not involve
any form of online marketing, in
this involved organisation offer
their services products and
information to customers via
offline measures.
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techniques and tools.
Tools It mainly involved Google, email,
social media, search engine
optimisation and more.
In this tool like print publication,
television, flyers, calling radio etc
are included.
P2- Determination and analyse key consumer trends and insight that are helpful in growing
digital marketing
Digital marketing provide organisation with electronic measures through which they can
promote their brand, services, product among consumers with the use of email marketing,
content writing, social media, app development etc. With the implementation of digital
marketing in their strategies B & M can maximize efficiency of their business operations.
However there are some certain form of consumer trends and insight by understanding of which
entity can conduct the digital marketing process in efficient manner.
Chatbots:-
It allow organisation to provide real-time assistance to their consumers by facilitating
human conversion with the use of artificial intelligence. By taking advantage of chatbots which
is one of the most important drivers of online marketing B & M can effectively fulfil needs and
demands of consumers by providing them effectively support by resolving their issues and
problems with accurate suggestion.
Email marketing:-
This measure proves to be a significant fuel to the growth of digital marketing efficiency
that further allows B & M to maintain loyalty of their customers towards entity. In this respective
organisation can send regular mail to their subscribers whenever company bring new services
and products with amazing discounts and benefits. It helps entity to evaluate consumer traffic
and further increase profitability with the use of attractive online marketing measures.
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TASK 2
P3 Key digital tools and hardware that are available to marketers in contrast to “ bricks and
mortar” and other physical channels
There are different form of digital marketing tools through which companies can maximize
their revenue generation rates with tools like email marketing, Facebook, social media platforms,
design tools etc (Vrontis, El Nemar and Themistocleous, 2020). It enhances organisational
capability to influence attention of maximum number of consumers. With the assistance of
digital tools B&M attract new base of customers with the help of evolved or advanced
technologies like cloud, IoT, analytics, artificial intelligence and more.
Content marketing-
It is basically an indirect way in which information and data related to organisation,
services and product are effectively designed and put among consumers in a unique way. It
allows B&M to attract maximum number of consumers through which entity have significant
capability to enhance their profitability (Makrides, Vrontis and Christofi, 2020). In terms with
B&M entity management team hire best professional writers to promote organisational offerings
successfully in target base of audience. In context with Brick and mortar which offer their
services and products via physical store it becomes difficult for employees to fulfil every
individual please in efficient manner.
Search engine optimization (SEO)-
With the assistance of this management team of B&M have ability to maximize their
number of visitors on company website. It is a renowned as well as an effective marketing tool
through which B&M can provide detail information of their offerings on their website in order to
gain more competitive advantages. In this B&M showcase their services as well as product on
their website through which customers can easily offer easy shopping experience with just one
click to their customers. Comparatively in physical stores consumers are required to search for
each and every product check more amount of time.
Search engine marketing-
It is a form of paid advertising in which B & M involved in the process of promoting their
website by maximizing their visibility in search engine result pages. With help of this measure
management team of B & M have capability to attract maximum number of individual attention
towards organisational offerings which is not possible in terms of physical stores.
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P4- Development of e-commerce and digital marketing platforms and channels as compare to
physical channel
With the increase in number of users of e-commerce platform there is wide opportunities
for organisation to undertake advantage of different type of e-commerce platform through which
they can not only serve customers effectively but also allow entity to enhance their market reach
with high- tech security comparatively to physical channels (Giovannoni, 2020). In physical
channels retailer or employer physically interact with customers that develop ordinal
relationship. In this advertisement measures like radio, broadcasting, newspaper, television ad
and magazine facilitate entity to perform their digital marketing effectively. In terms with B&M
it is essential for managers to take advantage of efficient marketing strategy in order to gain more
competitive advantage. In this by engaging in continuous research and analysis to identify
external and internal business environment factors, company can undertake different digital
platforms through which they can conduct their business at wide scale while satisfying consumer
wants. E-commerce development allows B&M to enhance their organisational growth
comparatively to physical channels:
Easy to record data
In this by taking advantage of high tech software BN&M can secure personal information
in data of customers with high-tech code. Respective entity by taking advantage of experience
business analyst can track customers visiting detail on company official website and application.
It allow organisation to identify their purchasing behaviour through which they can attract them
according to their searching list.
Targeting local and international customers-
With the expansion of technology all across the globe facilitate efficiency of digital
marketing it provide significant opportunity to B&M to maximize their digital marketing area
and offer their services and products to last base of consumers with efficient media channel to
grab consumers attention towards their organisational offerings. It allows entity to serve
international and local customers and further company to connect them with efficient
communication measures to satisfy their needs accordingly.
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TASK 3
P5- Develop a digital marketing plan and strategy to build multi channel capabilities
Situational Analysis:
In order to ensure growth and development it is essential for B&M to analyse different
types of factors in order to evaluate their impact upon organisational strategies (Saputra and et.
al., 2020). In this, SWOT analysis proves to be effective through which respective entity can
develop effective digital marketing plan according to set guidelines and procedures
Strength Weakness
With having strong brand equity and leadership style
B&M perform their operations with great strength.
B&M is not having any form of standardised scale to
ensure more competitive growth comparatively to rivals.
Opportunities Threat
Due to rapid increase in technology, B&M can
undertake use of many digital platforms to
offer their products as well services overseas.
Increase in aggressive competition in retail
industrial sector maximise sense of threat for
B&M to gain profitable advantages.
Mission: B&M mission is “To offer wider range of product and service and aware
potential buyer about same through digitalisations”.
Vision: “To become most leading company by providing utmost quality goods and
services to potential.
Business objectives: To improve customer relationship by 18%, with the help of
effective promotional technique utilised by marketing team by end of August month.
Total Forecasted Budget
Particular 23/08/19
Manufacturing cost 2000
Promotional expense 1500
Advertisement expense 800
Cost of adopting new technology 800
Catalogues 150
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Total Cost 5250
P6. Omni-channel marketing evolved
Omni Channel Marketing is an efficient form of marketing approach that evolves constantly
by the passing years; it underlines organisational success through consumer engagement business
organisation in different ways (Kumar and Singh, 2020). It mainly involve physical channel,
mobile application, websites and online. Thus it is essential for B&M to implement Omni
channel as it allows them to fulfil consumer expectations in a proper and personalized manner
with the assistance of different gadgets and channels. In this entity can also undertake advantage
of diverse innovative technology through which they can effectively respond and listen to
consumer by preferred devices and channels.
TASK 4
P7- Evaluate method of monitoring and measuring digital marketing effectively
Digital marketing facilitate organisation to generate maximum revenue and assure
organisational growth and development in respective industrial sector. It is essential for
management to monitor and measure digital marketing as to ensure efficient future processes to
deliver services and products to customers adequately. In this entity is required to properly
engage in the process of determining financial budget to implement digital marketing activities,
understand interest and behaviour of online consumers. Mentioned below there are some
measures through which B&M marketer can undertake marketing strategies to enhance
efficiency of their digital marketing:
Marketing Campaign:
In this method leader of B&M is required to have systematic planning in order to conduct
their marketing campaigning in target segment. In this process related to the manner in which
initiation of campaign are required to be done along with the measures to track each and every
stage accordingly (Alves, Sousa and Machado, 2020). In this B&M by taking advantage of
search marketing performances such as pay-per-click ads and SEO positions can analyse and
track marketing campaigns. It allows entity to offer their product and services on digital platform
in effective manner.
Key Performance Indicators:
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With the assistance of this performance indicator B&M can allow themselves to evaluate
organisation growth ladder. In context to B&M management by aligning KPI's with
organisational marketing goals can develop long as well as short term objectives that include,
generation of new lead, building brand awareness and adding value in marketplace.
B&M marketing manager is required to track digital marketing metrics that involve social
media, email marketing metrics, website traffic for growth. Employees of entity need to critically
evaluate email open rate, social reach, and social engagement of active online users and overall
ROI in order to assure organisational successful growth.
The performance evaluations of social metric are represented under-beneath:
Source: ©2019 FreshSparks
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P8-A set of actions to improve performance in digital marketing
Due to increase in evolution of technology digital marketing play a crucial role to enhance
organisation competitive growth. With the assistance of digital marketing B&M can underline
their current positioning in respective industrial sector. Leaders within organisation emphasize
upon formulation of marketing team in order to engage with their on-site and off-site clients.
Mentioned below there are some certain measure through which digital marketing performance
can be significantly improved:
Review Digital Marketing Strategies:
In this measure manager of organisation is required review different digital marketing
strategy applied by leaders in order to enhance overall competitiveness of entity. For this B&M
management outsource experts to have accurate advises and set estimate budget for their online
platform promotional activities, through which they can overcome inappropriate cost in
marketing campaign issues in a significant manner.
Go social, mobile and local on digital marketing strategies:
With the assistance of digital marketing strategies manager can select efficient social
media platform to conduct their advertising activities (Kayumovich and Annamuradovna, 2020).
In this entity is required to undertake different Smartphone applications like Instagram,
facebook, twitter etc to aware customers with organisation services and products. With the help
of this B&M can reduce significant incurring inappropriate capital investment on the digital
marketing activities.
Implementing a multi channel digital marketing campaign:
By implementing multi channel digital marketing campaigns B&M can improve
efficiency of their digital marketing through which they can interact customers in efficient
manner. B&M ensure that employees possess positive approach in order to provide satisfaction
to different mindset of consumers according to their behavioural conduct.
Data Managers:
In this B&M allot roles and responsibility to data manager in which they are responsible
to manage website, social media pages in order to directly communicate with potential set of
customers. Data manager is having essential responsibility to make customers aware related to
the features, cost of services and products. B&M ensure that their data manager effectively
enhance curiosity among consumers in order to influence their purchasing behaviour.
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CONCLUSION
As per the above relation it has been concluded that digital marketing provide business
organisation with the benefit of promoting and offering their organisational offerings on different
digital platforms. It enhances their market reach that automatically maximize their economic
growth, through this company can enhance their overall sales by providing their customers to
maximum number of consumers. With the help of actions like reviewing digital marketing
strategy, implementing multichannel digital marketing campaigns and more digital marketing
performance can be effectively improved through which organisation can enhance their overall
profitability and productivity.
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REFERENCES
Books and Journals
Heinze, A., Fletcher, G., Rashid, T. and Cruz, A. eds., 2020. Digital and social media marketing:
a results-driven approach. Routledge.
Kayumovich, K.O. and Annamuradovna, F.S., 2020. The main convenience of internet
marketing from traditional marketing. Academy, (1 (52)).
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The Role of Digital Marketing and Online
Relationship Quality in Social Tourism: A Tourism for All Case Study. In Digital
Marketing Strategies for Tourism, Hospitality, and Airline Industries (pp. 49-70). IGI
Global.
Saputra, D.H and et. al., 2020. Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah.
Yayasan Kita Menulis.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. com.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and
Research, 8(1), pp.4-20.
Busca, L. and Bertrandias, L., 2020. A Framework for Digital Marketing Research: Investigating
the Four Cultural Eras of Digital Marketing. Journal of Interactive Marketing, 49, pp.1-
19.
Vaculčíková, Z., Tučková, Z. and Nguyen, X.T., 2020. Digital marketing access as a source of
competitiveness in traditional Vietnamese handicraft villages. Innovative Marketing.
Kayumovich, K.O., 2020. Digital marketing strategy and tourism. Proceeding of The ICECRS, 6.
Vrontis, D., Bassam, B., El Nemar, S. and Themistocleous, C., 2020. The impact of digital
marketing as compared to traditional marketing's impact on university-bound students.
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