Digital Marketing Landscape and Consumer Trends

This report analyzes the importance of digital marketing for companies and how it enables strong brand value accomplishment. It explores the digital marketing landscape, key consumer trends, various digital tools, and compares digital marketing channels with physical channels.

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1; Digital Marketing Landscape................................................................................................3
P2: Key Consumer Trends Fuelling Growth of Digital Marketing.............................................5
LO2..................................................................................................................................................6
P3: Various Digital Tools............................................................................................................6
P4: Comparison Between Digital Marketing Channels and Physical Channels..........................8
LO3..................................................................................................................................................9
P5: Digital Marketing Plan..........................................................................................................9
P6: Omni-Channel Marketing....................................................................................................11
LO4................................................................................................................................................12
P7: Measurement Techniques and Performance Matrix............................................................12
P8: Set of Action to Improve Performance................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Digital marketing refers to as one of the most integral component of marketing that
utilizes internet and digital technologies such as advanced computers, mobiles and social media
platforms to promote business and services among consumers around the world.. This report
analyses importance of digital marketing for companies and how they enable strong brand value
accomplishment with completion of goals. Organizations use multiple channels with use of
innovative technologies and machinery which enable them to analyse campaigns, content and
strategies for promotion and business marketing campaigns. Sainsbury is one of the biggest retail
brand in UK offering wide ranges of products and services to customers, along with many stores
in internal boundaries. This report explains digital marketing landscape, its spread avenues and
how it differentiates with offline marketing concepts for companies in operating their business
structure. It also analyses the latest customer trends and insights which fuel the growth of digital
marketing structures and tools that are available to marketers in contrast to bricks and mortar and
physical channels. It explains development and importance of e-commerce for digital marketing
platforms along with marketing plan along with formulation of business strategies to build multi
channel capabilities to expand in diversified sectors of world. This report also analyses how
omni channel marketing has evolved as an innovative tool of marketing segmentation, in
company business operations and also evaluates the performance metrics and measurement
techniques in digital marketing, along with set of actions to improve performance in digital
marketing.
LO1
P1; Digital Marketing Landscape
Digital marketing landscape can be understood as constantly evolving state of digital
media platforms where social media, marketing through websites and innovative ideas to
promote business ideas enable companies to build dynamic growth. Sainsbury is one of the
biggest retail giant of UK having large number of stores in countries with large varieties of
products and services. Digital marketing landscape has given large boost to customer market
share for high quality shopping experience through internet and also wide categories of brands to
choose their products from. It has largely brought world closer by giving high competitive
growth to brands in industries on social media platforms and networking websites, where brands
can reach to various segments of customers (Ali and Anbarasu, 2020).

Opportunities of digital marketing
 Sainsbury by digital marketing strategies position itself as strong brand among other
competitors in industry as promotion of business activities and wide portfolio of products
on company websites will enable customers to have high quality shopping experience.
Online marketing concepts will provide sainsbury with wide promotional platforms to
reach new segments of customers and expand its business scale.
 Digital marketing through online services allow company to deliver quick solutions to
customers grievances and feedbacks regarding products quality and serve them with high
efficiency standards. Sainsbury through digital marketing landscape can establish close
contact with customers who have high loyalty towards brand to maintain good repurchase
opportunities (Badre,2020).
 Digital marketing landscape has given boost to global business by enabling companies to
build cost effective advertising channels and enhance accountability principle of business
towards consumers. Sainsbury can establish brand promotion activities around the whole
world, through social media advertising and websites services to enrich customers
shopping experience and establish an easy reach to worldwide audience.
Comparison of online and offline marketing concepts
 Online and offline marketing concepts varies largely on the percentage of consumers they
are able to reach in market share. Offline marketing doesn't allow company to reach large
segments of customers and hinders business growth opportunities, whereas online
marketing concepts enable dynamic growth and promotional opportunities for companies.
Brands can build strong image in competitive global scenario where digital marketing
promotion has large role to play in captivating market share (Kakalejčík, Bucko and
Danko,2020).
 Online marketing concepts enable companies to expand their business scale dynamically
in new sectors by advertisements and feedback services to customers on websites and
shopping portals. Whereas offline markets limits the customer interaction for companies
to only physical stores and hinders promotion of products and services. Offline market
disables managers to increase business revenues as it is only limited to local customers
and services are not up to mark due to less technology factor.

P2: Key Consumer Trends Fuelling Growth of Digital Marketing
The key consumer trends which has fuelled growth of digital marketing in Sainsburury
can be understood as follows:
 Changing preferences for customers to have high innovation standards in products quality
and services has fuelled digital marketing extensively, as there is high demand for
efficient quick feedbacks along with delivery when people purchase through websites.
Sainsbury's goals are to focus on keeping customers highly satisfied by delivering strong
quality in all goods and maintain close connectivity with them through social media
advertising activities (Kambil, Davis and Weinberg,2020).
 Customers are increasingly looking for online shopping avenues where they can have
easy quick access to branded products where they can get complete content and details
regrading company business values and what makes product unique. These trends have
highly fuelled the growth of digital marketing into Sainsbury operational structure.
Brands have high competition among each other to impact strong customer base where
Saisnbury can gain competitive edge as brand gas already established goodwill among
customers.
 Customers are increasingly active on social media and sites where they look for new
brands and companies products with innovative products and reviews of previous buyers
before purchasing. This trend has highly fuelled growth of digital marketing strategies by
Sainsbury as it aims to be reach performance standards with efficiency long with
maintain brand equity for long term in industry (Kankonkar and Desai,2020).
 Digital marketing has emerged as buzz word in global scenario where e-commerce has
highly globalized the business scenario of all companies and how they reach to their
customers. Business models are highly innovative due to digital marketing trends where
companies are facing high competition to reach benchmarks in performance statements.
Sainsbury aims to build high potentialities through digital marketing and promotional
activities as it has large customers segments who have high loyalty towards brand
products. Nectar card is loyalty card utilised by consumers who come for shopping at
Sainsbury stores which helps to promote brand name and more the customers visit stores,
higher the points are shown at Nectar card.
Challenges of digital marketing

 High capital investments- Digital marketing involves advanced technology usage and
modernization in working structures of company which leads to high capital investments.
Often it becomes hard for management to finance out the required capital as big retail
giants have wide business goals to address and large uncertainty in operating through
dynamic business world (Priya, 2020).
 Advertisements of limited products- Digital marketing also limits some products
advertisements as it becomes hard for company to present innovative food items and food
grocery for example in their portfolios. Customer link and conversation is also limited to
only online platforms through internet where they can face internet access limitation and
poor connectivity problems.
 Risk of hacking strategies- Hacking promotional strategies by competitors in industry is
also challenge of digital marketing as promotional activities by brands can often create
data theft issues. It becomes difficult for companies to keep control ion these factors as
they are extensively out of control for management. Large advertisements on social
media platforms also makes hard for companies top keep up with the latest changing
trends and technology factors.
LO2
P3: Various Digital Tools
In today's digital world, marketers can make use of various digital tools and hardware to
aid them in their marketing operations and market to a wider audience at the same time. Social
media platforms, online websites, dedicated smartphone applications etc. have proved
themselves to be of invaluable use to marketers in their quest to market effectively to as wide a
customer base as possible. The internet has ushered in a new age for marketers and has opened
their profession to new challenges, opportunities, threats and paradigms. What is even more
influential is their ability to use these new technological marketing tools in order to generate
revenue for the business by servicing customer's issues in a timely and efficient manner, growing
their brand image online and running paid advertisements (Chaffey and Ellis-Chadwick, 2019).
Use of these tools is also cheaper for the businesses as opposed to traditional marketing methods
and results in decreased marketing costs as well which increases businesses profitability.

All marketers are familiar with the marketing mix which focuses primarily on the four P's
that majorly affect marketing operations of any business. Use of digital tools and hardware by
marketers also has a massive impact on the traditional four P's.
Price: Marketing through digital platforms such as social media, online sites and smartphone
applications reduces marketing costs significantly as opposed to traditional methods of
marketing through pamphlets, magazines and radios, while addressing a greater number of
clients simultaneously. Prices of food items at Sainsbury are relatively low in comparison to
other store which helps in achieving strong market share and gaining customers goodwill due to
affordability factor.
Product: Using digital tools and hardware, marketers can showcase a wide variety of products to
customers without actually having to bring the product to physical store and showcasing it.
Digital tools have simplified product marketing and has helped marketers market to a huge
number of potentially interested customers. The products factors have high features and
innovative applications helps to gain large customer market, as 90 % people come in Sainsbury
stores for buying their household supplies.
Place: Using the current digital tools and hardware, marketers can advertise any product from
any place in the world to any place in the world. This effectively solves major marketing
problems which were caused due to geographical restrictions placed on the transport or sale of a
product domestically (Kannan, 2017). Sainsbury are UK supermarkets which is strong place
factor and has helped company to establish strong competitive place among consumers around
the world.
Promotion: The most significant use of digital tools and hardware to marketers is in the
promotion and advertisement of products and services to potential clients. Not only can
marketers now promote and advertise their products to anyone with an internet connection, they
can now also focus their promotional efforts upon clients who are genuinely interested in the
product, increasing their customer reach and marketing efficiency at the same time. Sainsbury
has taken large steps to promote and keep the market highly pursued to its advantage which will
help in gaining high profitability revenues.
There are different types of digital tools, which marketers can make use of such as:
Social Media: Marketers can make use of social media platforms to advertise their products
globally to millions of people at minimal input costs. The various platforms on internet which are

shopping portals and social media handles, through which company can gain high customer base
goodwill among market share.
Websites: Marketers can advertise and promote their products on the internet by creating a
website. This website can also generate additional revenue by running paid ads.
Smartphone Apps: Marketers can create smartphone applications to better advertise and promote
their products to millions of smartphone users.
Content Creators: Marketers can collaborate with multiple content creators online in order to
effectively advertise products and services to a wider market, with the help of creator (Chaffey
and Smith, 2017).
Search Engine Optimisation: Marketers can better optimise online search engines in order to
better connect potential customers to their required desired products. Search engine optimisation
factors helps in gaining data on quantity and quality of people who come on Google and websites
for gaining information on company services and the variety of products which are offered
before public.
P4: Comparison between Digital Marketing Channels and Physical Channels
There are multiple significant differences between digital and physical channels of
marketing.
Digital Marketing Physical Marketing
Provides a wide reach of potential clients to
marketers, not restricted by geographical
limitations with the option to advertise to
particular sections of market in order to
increase marketing efficiency.
Provides a limited client base for marketers to
advertise to. Geographical limitations do end
up restricting physical marketing operations.
Marketers cannot promote to particular
sections of the market in an effort to increase
their marketing efficiency.
Cost of marketing digitally is quite less as
compared to traditional methods, as websites,
social media platforms and smartphone
applications are all quite cheap to create,
Cost of marketing in physical approach is
substantially high as compared to digital
alternatives. Face to face marketing has a high
human cost whereas marketing through other

implement and market through traditional means such as newspapers,
magazines, pamphlets, radio etc. all have high
additional costs attached.
High level of interaction is observed between
potential customers and marketers using digital
tools and hardware. Such interaction increases
the chances of marketer to make the final sale.
Low level of interaction is observed between
potential customers and marketers using
traditional physical approach of marketing.
A lot of marketing tasks can be outsourced to
digital software that have been created to aid
the functions of digital marketers (Kingsnorth,
2019).
No marketing functions can be automated by
the marketers using traditional physical
channels, increasing their stress and decreasing
their motivation levels.
Digital marketing trends change very
frequently with marketers having to always be
in the marketing circle to be notified of these
changing trends to perform efficiently.
Traditional marketing trends do not have the
tendency to fluctuate like digital marketing
trends do and can stay relevant for a long
period of time.
Digital marketing approach is still in its
infancy with new breakthroughs and downfalls
in marketing using digital tools happen very
frequently.
Traditional physical channel of marketing has
been in operation for more than 100 years and
has become stable field with major
breakthroughs becoming a thing of the past.
It is quite easy to damage brand reputation
while marketing through digital platforms, as
one small accidental mishap has the potential
to reach millions of people.
It is not as easy to damage brand reputation
when marketing via traditional physical means
as both the target audience is smaller and more
steps are involved in marketing process (De
Pelsmacker, Van Tilburg and Holthof, 2018).
Using digital tools and hardware to aid in
marketing approach, marketers can collect and
analyse relevant consumer data to improve
their marketing operations and increase
efficiency.
It is quite hard to collect and analyse relevant
consumer data while marketing through the
traditional physical marketing approach, unless
additional resources are spent simply on data
collection.

LO3
P5: Digital Marketing Plan
A productive digital marketing plan for Sainsbury.
Digital Marketing Plan
Executive Summary
This digital marketing campaign is created for Sainsbury. This plan includes various
productive marketing strategies to company, which will help in attract lots of customers in
market. Marketing Team of company should follow this plan in their operations.
Aim: Gain large customer base in the retail industry.
SMART Objectives
Specific: It is a specific goal of company, because currently there is huge competition in retail
industry.
Measurable: Marketing team is able to measure value of this target by interacting with
customers.
Achievable: Company is able to achieve this target by using this productive digital marketing
campaign.
Realistic: Gain large customer base is a logical goal or aim of company.
Time-Oriented: Company need to give some additional time to this plan for achieving decided
target on time.
STP Model
Segmentation: Before implementation of this plan, marketing team of company need to divide
their whole market in small market segments.
Targeting: After segmentation, team should target customers on the basis of their age, income,
interest, etc. With the support targeting, it'll able to save their lots of time and money.
Positioning: At the end, team need to run their promotional activities through digital marketing
(Malik, 2017). This is a stage where company aware to customers about their products and
services.
Market Analysis
There are various internal and external factors of Sainsbury's business environment
impact it in both terms positively or negatively. In this case, top-level management should use

useful techniques to deal with these factors.
4Ps of Marketing Mix
Product: Company should produce some specific or exclusive products to attract new
customers.
Price: It needs to offer favourable prices in the market.
Place: Marketing team need choose a specific place to run this marketing plan.
Promotion: In promotional activities, team need to use those all useful digital marketing tools
and gadgets.
Budget
Top-level management of Sainsbury should pass needed fund for its marketing team.
Then team will able to run their digital marketing campaign through this fund (Helsen, 2019). A
specific budget is too necessary to implement this plan in proper manner.
Monitoring & Evaluation
Marketing manager of company is responsible to supervise all activities which its team
will run under this digital marketing campaign. This is very important task for manager to get
positive results from this marketing campaign.
P6: Omni-Channel Marketing
Omni-channel marketing now one of the most marketing tool for the businesses, because
with the help of omni-channel a company can easily attract lots of customers towards brand.
Omni-channel is too useful for Sainsbury too, because it provides the best way to build large
customer base in this digital time. The actual definition of omni-channel marketing is, a channel
which companies uses to interact with their customers in respective market. Many times
companies or businesses send promotional messages on customers' mobile number, email, social
media etc. so this is type of marketing is also called omni-channel marketing (Juska, 2017).
Currently most businesses taking huge advantages from this style of marketing. Each company
always add this marketing tool in their digital marketing campaigns. Marketing team of this
company should take advantage from this marketing strategy, in which it first needs to take
contact numbers of customers when they come in their store to buy something. Then it needs to
send promotional messages on those customers' numbers. It'll able to inform customers about
their current discount and offers in stores through these promotional messages. This is a basic

way to take advantages from this strategy. There are some major roles and importance of omni-
channel marketing has been mentioned below;
Build Effective Brand Image: When any company use omni-channel marketing, then it'll able
to build effective image of its brand in market. It provides facilities to companies for interacting
with their customers. In this case, customers are like to buy products and services through those
businesses or companies which has effective interaction values. Currently those businesses are
achieving high success which like to interact with their customers through messages and emails.
Then their good or brand image is automatically improving. That's why omni-channel marketing
is important in build effective brand image.
Motivate Customers for Buying: Omni-channel marketing help to company for motivating
their employees to buy something. For example; Sainsbury sends a message to their all
customers to inform their current offers and discount. In this case, this step of company will
motive their employees to visit in its supermarkets or stores. This strategy is currently employing
by many companies in their marketing campaigns.
Improve Performance: This marketing strategy is important in attracting lots of customers, in
which when a company attracts lots of customers then its performance will automatically
improve (Birkett, 2017). Currently there is huge competition in retail industry, so with the
support of this strategy Sainsbury is able to gain huge competitive advantage in this industry.
This is a modern time, where almost all people have smart gadgets like; phones, tablets, laptops
etc. In this case, omni-channel strategy gives facility to the company for building effective
relationship with customers through these gadgets. These are some major points which shows the
importance of omni-channel marketing in current time.
LO4
P7: Measurement Techniques and Performance Matrix
There are various measurement techniques and performance metrics available to Saisbury
for measuring their digital marketing campaigns. Some major measurement techniques and
performance metrics has discussed below;
Web Traffic Sources: To measure performance of digital marketing, there is company need to
analyse web traffic sources. Suppose company's official website shows number of people who
visit on its site. In this case, marketing team of company can easily identify that how many
people engaged through current digital marketing campaign. Mainly rush increase on sites only

on that time when company runs any digital marketing, in which marketing team enables to
measure how much new people visit on site.
Brand Awareness: Marketing team of company should ask random people about their brand in
question form, like; you know about Sainsbury or not. If most customers will give answer is yes,
the team can know that company people are aware about company (Kurnianti, Erfiana and
Wijaya, 2019). On the other side, if people replied in no, then team will able to understand that,
company has not effective brand awareness. This is another productive way for company to
measure their performance of digital marketing.
Social Media Ratings: Marketing team should properly check their rating on social media.
Currently customers are able to show their satisfaction level towards company on social media.
If people have given good ratings to company's products and services, in which team will able to
know that digital marketing campaign is effective. On the other side, if people have given poor
ratings to company on social media, then team will able to understand that digital marketing
campaign is not much effective. Sainsbury is able to improve quality of their digital marketing
campaign through this technique.
Returning Visitors: Analysis of return visitors also help to marketing team for measuring
performance of digital marketing. In this case, team should consider how much people again and
again visiting on company's official website or social media handles (Kamal, 2016). If team get
that some people are returning on site, then it'll able to know their current digital marketing
campaign is productive.
These are major measurement techniques and performance metrics which will help to
company in knowing their digital marketing campaign effective or not. Currently most
companies uses these same techniques and metrics to measure performance of their marketing
campaigns. However, company need to give some additional time and cost when it use these
techniques and metrics.
P8: Set of Action to Improve Performance
A productive set of actions to improve digital marketing campaign has been mentioned
below. Sainsbury is really able to improve performance of its digital marketing campaign, if it'll
implement such ways in their business environment which has mentioned below;
 Use Current Trends: This is the best way to marketing team of company for improving
their digital marketing campaign. Reason is, most people relate with such things which

currently trending in the market. Suppose, people currently like to use social media
platforms (Clark, 2015). For example; Instagram, Facebook, Twitter, Snap-Chat etc. In
this case, marketing team of company is responsible give first priority to these platforms
for running their digital marketing campaigns. It should complete the market research to
analyse what things currently trending in market. This way will really support to
marketing team for improving their digital marketing campaign.
 Set Realistic Goals: Marketing team of Sainsbury need to set a realistic goal before
starting its digital marketing campaign. Realistic goals are necessary to develop some
logical marketing strategies. Otherwise, an unrealistic goal always runs full marketing
campaign in improper channel. To set a realistic goal, team should complete market
research, because a systematic market research inform team about there is growth
opportunities has or not. In this case, set realistic goal is another way to marketing team
for improving level of its digital marketing campaign.
 Analyse the Previous Activities: It is major responsibility of marketing team to learn
from their previous digital marketing activities. No company can full run their marketing
campaigns in systematic manner, because all companies makes little-bit mistakes in their
marketing operations. In this case, these mistakes gives opportunities to companies learn
how to avoid mistakes during any marketing campaign. Previous mistakes will help
Sainsbury's marketing team too (Radovic, 2017). If team learn from previous mistakes,
then it'll never repeat those mistakes in the future, so this is a very productive way to
improve digital marketing campaign of company.
These are some logical ways for marketing team of Sainsbury. Team should follow these
ways in their current digital marketing campaign to make it more productive.
CONCLUSION
It can be concluded that with the support of digital marketing Sainsbury is able to gain
large customer base in retail industry. Digital marketing provides opportunities to company for
raising its market share in respective market. There is digital marketing is completely a part of
online marketing, because it only operates on electronic tools and gadgets. Offline marketing is
called traditional marketing which companies using form long time. There are various key tools
and hardware available for company like; Smart phones, computers, laptops etc. These tools are
very necessary for a marketing team to conduct its digital marketing campaign. Currently e-

commerce and digital marketing platforms are very popular in all around the world. Each
business able to take huge advantages from these platforms. A productive digital marketing plan
also has included above which help to company for attracting lots of customers in retail industry.
This plan includes various marketing strategies which support to company in gaining huge
competitive advantage. Omni-channel marketing is also a perfect marketing tool for
organizations. Various measurement techniques and performance metrics has mentioned above
which helpful in measuring current performance of marketing campaign. Lastly, marketing team
of Sainsbury should follow some productive ways to improve performance of their digital
marketing.

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