Digital Marketing: Overview, Trends, and Tools

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
Main Body.......................................................................................................................................4
TASK 1............................................................................................................................................4
P1) Demonstrate an overview of digital marketing and draw a comparison between online and
offline marketing concepts.....................................................................................................4
P2) Analyse the key consumers trends as well as insights that are fuelling the growth of
digital marketing.....................................................................................................................5
M1: Evaluate the opportunities and challenges facing the digital marketing landscape.......6
TASK 2............................................................................................................................................7
P3) Discuss various key digital tools and hardware in contract to “ bricks and mortar” and
other physical channels...........................................................................................................7
P4) Examine how the e commerce and digital marketing platforms are developed in
comparison of physical channels............................................................................................8
M2: Critically analyse the use of appropriate digital tools, both hardware and software, to use
in a specific organisation context to meet their marketing requirements...............................9
TASK 3..........................................................................................................................................10
P5: Develop a digital marketing plan and strategy to build multi-channel capabilities.....10
P6: Explain how omni-channel marketing has evolved.......................................................11
M3. Application of tools and techniques for planning as well as end to end omni channel
marketing campaign.............................................................................................................11
TASK 4..........................................................................................................................................12
P7: Determine and evaluate the measurement techniques and performance metrics in digital
marketing..............................................................................................................................12
P8: Present a set of actions to improve performance in digital marketing..........................12
M4. Critically evaluating implication of key digital measurement techniques addition to
performance metrics in digital marketing.............................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES-.............................................................................................................................14

INTRODUCTION
There is changes are being adopted at organizations as per the prevailing market trend.
According to current trend now offline marketing is not the only way to promote products and
services. It is essential to adopt evolve techniques to enhance the presence of company at market
place (Alavi, 2016). Here Digital Marketing has come out as an recent trend of marketing.
Digital marketing is a technique to promote the products and services of company at global level
with various tools. In the present report TESCO is taken into consideration has headquarter in
UK. It provides a range of groceries and general products through retail outlets all over the
globe. The report comprises various tools of digital marketing that are being used by company
along with the comparison of online and offline marketing tools. In addition, recent consumer
trends, development of e- commerce with digital tools and Omni channels along with
measurement techniques and guideline to improve in digital marketing techniques are also
included in report.
Main Body
TASK 1
P1) Demonstrate an overview of digital marketing and draw a comparison between online and
offline marketing concepts
Digital marketing is wide concept that helps to enhance business profit by increasing its
visibility at market place ( Anjum, Thomas and Prakash, 2020). Digital marketing is technique
to promote products and services through internet and electronic devices and technologies. It is
a tool that are being widely used by companies in order to attract more number of buyers. In
context of TESCO, managers of organization adopts digital marketing practices to gain
competitive edge.
Opportunities-
Nowadays the way to promote product and services has been changed. Here, ample of
opportunities are present in the field of digital marketing for TESCO That are mentioned below:
 Easy target reach-With the help of DM managers of company can easily enhance their
business in global market. There are various methods such as social media marketing,
email marketing can used by entity to target international audience.

 Global Advertisement- There is another opportunity to advertise the product as well as
services of company at international level (Anjum, Thomas and Prakash, 2020). TESCO
is the retail giant that is catering the need of global audience. Here, it is essential for
organization to adopt effective digital marketing practices in order to promote products in
cost effective manner at global level.
Challenges:
 Security Threat- It is the biggest constraint for digital marketing. Personalized data and
confidential information of TESCO can easily hacked by unauthorised users. So the
company need to be proactive while carrying out DM practices.
 Competition- Nowadays most of the companies are using digital methods to attract
consumers. There are other rivalries of company such as Sainsbury, ASDA are
undertaking digital methods to promote their product. Thus, it is difficult for company to
create a difference at competitive market place.
Difference between Online and Offline Marketing Concepts
Online Marketing Offline Marketing
 It is evolve concept that can be easily
implemented and access by consumers
as well as marketers of TESCO
 It comprises various tools such as
Social media, content and email
marketing, SEO and many more.
 Online marketing incur lower cost for
TESCO
 It has limited accessibility to merely a
region or country. With offline
marketing global audience can not be
targeted.
 Whereas it includes TV commercials,
radio, billboards, hoardings, newspaper
and so on .
 It generate higher marketing and
promotion cost for company.
P2) Analyse the key consumers trends as well as insights that are fuelling the growth of digital
marketing
Market and consumers trends are essential to analyse to meet with the demand arises at
market place (Kumar and Singh, 2020). Nowadays companies need to make modification in