Digital Marketing Landscape and Consumer Trends

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.