Digital Marketing: Overview, Trends, and Tools

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Overview of digital marketing landscape and comparison of online and offline concept....1
P2: Analyse the consumer trend and insight that are fuelling the growth of digital marketing. .3
TASK 2............................................................................................................................................4
P3: Various digital tools and hardware which are available to marketer in physical channel....4
P4: Evaluate the development of E-commerce and digital marketing platforms and channel in
comparison to physical................................................................................................................5
TASK 3............................................................................................................................................6
P5: Developing a digital marketing strategy and plan for the purpose of building multi-channel
capabilities:..................................................................................................................................6
P6: Explaining evolution of omni-channel marketing:................................................................8
TASK 4............................................................................................................................................9
P7: Determination and evaluation of techniques of measurement and performance metrics in
relevance to digital marketing:....................................................................................................9
P8: Presentation of set of actions that enhance performance in digital marketing:...................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing means advertising use through digital channel for the promotion of
business and transfer of ideas from one person to another by search engine, websites, email,
social media. It is extending to non-internet channels also which provide digital promotion such
as television, mobile phone (Buchanan and et.al., 2018). This report based upon Cambridge
Digital's client Vodafone group plc. It is a British multinational telecommunications company. It
is founded on 16 September 1991. It is located at Newbury, Berkshire, England and its
headquarter is located in London. Vodafone owned and operated network in 22 countries and
had partner network in 48 further countries. They provide IT services to corporate client in 150
countries. In this report, there is an understanding of opportunities, challenges and impact of
digital environment in the market. There is key digital tools, platforms which is use by the
marketing firm in comparing and contrasting the Bricks and mortar model. Organization use
digital marketing activities and build multi-channel capabilities. There is different method for
measuring and monitoring digital media effectively in the business entity.
TASK 1
P1: Overview of digital marketing landscape and comparison of online and offline concept
In the Organization, digital landscape is an electronic place where the consumer spends
their time engaging with buying and selling of goods and services. There are some phases are
used by marketer to get handle on complex world.
 Awareness- In this phase customer is the digital landscape, they become aware of the
paths and places accessible to them (Chaffey and Smith, 2017). They can aware through
digitally channel such as social media. In the Vodafone, they aware the consumer
regarding the new offer and new pack over internet so all are aware of their details.
 Search- At this phrase customer use a particular path, this is more complex to search
over the internet. In Vodafone there are some touchpoint as search engine, search on
economical sites provided for consumer.
 Research- In this phrase customers do the research in detail and shop through retails, as
well as talk to store representative. They are comparing items by different price at various
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place. In Vodafone, buyer see the offer and pack detail online and then research at
various platform to differentiate the price.
 Conversion- In this phrase they check the shopping carts and payment options. They
experiencing at large level. In Vodafone they do conversion of Brand website and E
commerce site.
 Advocacy- In this phrase consumer has to give feedback regarding the services and
product offer by company so there is no conflict arise in the services. In Vodafone, every
customer shares their feedback regarding the networks which is available at every area
and internet connectivity is also very good (Chaffey, 2019).
Basis Online concept Offline concept
Focus It is focus on the content. It is generally focus on
product.
Communication It is useful in communicate
customer with email, chat,
social media.
It is useful in communicate the
customer with mobile number.
Target audience In this customer meet at one
place
In this customer is at different
place.
Manage There are less people is
available to manage.
There are large number of
people is present for manage.
Cost It is cost effective It is high in cost.
Visible In this prospective buyer is not
visible.
In this prospective buyer is
visible.
In the Vodafone, they use both online and offline concept because in this telecom
industry. Consumer recharge their services through retail shops of mobile phones and they
recharge online also through various apps and through their own platform in the UK.
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