Digital Marketing: Overview, Trends, and Tools

This document provides an overview of digital marketing, including the comparison of online and offline concepts. It analyzes consumer trends and insights that fuel the growth of digital marketing. It also discusses the various digital tools and hardware available to marketers in physical channels. Finally, it guides the reader in developing a digital marketing strategy for building multi-channel capabilities.

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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P2: Analyse the consumer trend and insight that are fuelling the growth of digital marketing
In the digital marketing, consumer trend is very useful for the company because if they
do not follow latest trend then the business is out of the business line and profit is also not earned
by them because no one is purchase that product. It is relying on various channel such as social
media, content marketing, online advertising, search engine optimization. They can use these
channel for different needs and preferences according to the trend and patterns (Chester and
Montgomery, 2017). There is some factor which is consider for effective digital marketing for
the company to increase the growth of their market share-
 Changing technology- It means in traditional time there is promotion is done
through television or print media or through posters which give no return. After
the digital marketing come, all the campaign by the organization is done over
internet and promotional activity is held over social media such as Facebook and
most trending is Instagram. In Vodafone, by changing in technology their
platform is also allocated into various apps and recharges are done through online
debit card and net banking which is good for the consumer, from this time and
money is not waste because most apps offer discount in the recharge amount
according to the user registration.
 Changing trends- It means doing business over internet they have to follow the
customer trend. So they can increase their brand digitally. They use that campaign
which is more attractive and it help them to identify the right approach for
specific consumer for increase the sales. In Vodafone, they can share the pack
detail according to the usage by the customer and their competitor usage to
remain in the market which is very important for the company for expansion.
 Changing channel of communication- Within the organization, communication
is very important for the marketing. Marketer use different channel for good
interaction with consumer (De Pelsmacker, Van Tilburg and Holthof, 2018). For
this they use the email, social media and blogs, in the Vodafone, there is good
communication is necessary because is any client is incurring any problem related
to any pack they can call to customer care and easily solve their issues within a
minute over phone or through mail.
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 Changing the rules of game- In the organization digital marketing help entity
engage with consumer more efficiently. Through this use businessman can
convert lead into business and earn profit through them by presenting the product
or service in a unique way or in innovative way. In Vodafone, they can create
strategy for the use of this platform, they present innovative poster and
advertisement to attract the new user and increase their revenue (Vieira and et.al.,
2019).
TASK 2
P3: Various digital tools and hardware which are available to marketer in physical channel
In all organization, various tools and hardware is used for expansion or growth of their
entity. This allow them to check their performance of their campaigns with the competitor and
launch the new product effectively. They follow the Brick and Mortar model for digital tools.
Brick and mortar – This model refers to the traditional business of the physical store in
which consumer browse and make purchase. There is a face to face communication with the
shopkeeper, these shops find difficulty time in the era of digital marketing. Some firm also
connected to web based businesses so they give better compete to online firms. In this model
customer can speak any problem regarding product to owner. In these some buyer uses the credit
card for shopping which can also be used in physical store that helps in built the trust.
This model includes restaurants, grocery stored and merchandise to evaluate the
performance of the entity and make decision. In the Vodafone, there are lot of retail shops are
built for providing the services to lot of consumer so they can discuss the pack with shopkeeper
and then decide which pack is benefit for them this increase the brand loyalty of the company.
Various digital tools and hardware used by organization
In the Vodafone, there are some tools which are used for expansion are-
 Social media platform- It is the very important platform for marketer to engage with
audience through social media like Instagram, Facebook. There are some tools which are
mainly built for digital marketing (Ruyter Keeling and Ngo, 2018). In the Vodafone,
there is a team for marketing which promote their brand over all social media so it is in
the reach of every user.
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 Design tools- It is the tool used for organization in creating ads and content for blogs or
post related to their product or service. In Vodafone, they used different path for design
like Canva and Photoshop for creative poster and unique design according to festival.
 Analytics tools- This tools help the company from google analytics to social media
analytics which help marketer to improve their campaign. In Vodafone, they use the tool
name as Periscope that store data of sales and user information.
 Content marketing tools- In the organisation, this tools help in write the correct content
by the content writer which is post on social media to remain constant contact with the
audience. In Vodafone, they give opportunity to the employee regarding this field so they
can post some creative post and content on their website to attract the customers.
 Email marketing tools- In this tools marketers create email campaign that motivate the
users by send the email to every customer about their offer and discount which is running
at that time. In Vodafone, they use this tools for sending the mail to their users about new
services new pack which help in maximise the campaigns.
Physical channel used by organization
 Convenient solutions- it means customer get exact answer at the right time with the right
place and content. By meaningful experience, physical channel is providing effectively
and well as loyalty. In Vodafone shopkeeper give them accurate answer related to their
query about the pack detail of the service.
 Knowing customer wants- In this they have deep knowledge of the customer needs and
requirement (Durmaz and Efendioglu, 2016). In Vodafone they can improve the
performance by using the feedback.
 Reaching new audience- In the physical channel they can easily increase their audience
by their ability and solve the query in short period of time.
P4: Evaluate the development of E-commerce and digital marketing platforms and channel in
comparison to physical
In the organization, using digital marketing E-commerce helps in increase the sales and
profit by acquire customer and establish brand value. Customers not only just purchase product
from word of mouth but they read the review on all platform for purchase. There are some
benefits that are generated through digital marketing platform and development of E-commerce
as in comparison with physical channel.
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 Search engine optimization- It is the technique for increasing the quantity of
traffic in website through search engine. They promote the product through
content and other promotional activities. It is not happening in physical mode. In
Vodafone they also use this technique to increase the user by quickly search for
this company.
 Search engine marketing- It focus on increase the visibility of website to
increase search engine ranking. It is useful for provide short term result. It is the
paid ad campaign which is based on the website name. So users actively search
for their website. In Vodafone, they also made paid campaign to become popular
in the market in telecom industry (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
 Social media marketing- Social media become a promotion tool in the UK
through this organization post regular product and service on the Instagram and
Facebook. So everyone is recognizing their brand easily and it is in the reach of
every consumer. In, Vodafone they use paid social media as a part of their
strategy to reach out more consumers and increase their sales.
 Email marketing- It is the flexible channel for retailers which help in providing
the feedback by customer regarding the shopping. Company use this campaign as
per customer needs. In Vodafone, they send the mail regarding the feedback form
to users so they can give their experience which help in increasing their brand
name.
TASK 3
P5: Developing a digital marketing strategy and plan for the purpose of building multi-channel
capabilities:
Digital marketing plan refers to a strategic formulation of actions or campaigns that
organization is planning for marketing digitally. It indicates achievement of business goals and
customer attractiveness at digital level and formation of multi-channel capabilities for entity.
Multi-channel capabilities can be defined as approach of utilizing various channels by firm with
the motive of communicating with customers (Dwivedi and et.al., 2020). It includes channels
such as, direct mail, social media platforms, text messages, etc. Following is the formulation of
digital marketing plan of Vodafone for reaching target audience efficiently:
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 Creating a Customer Persona: It refers to collection of quantitative and qualitative data
or information of target audience. This persona represents traits and requirements of
potential customers. It can be developed by researching about customer needs, wants and
experience through customer feedbacks and analytical analysis of collected information.
This strategy will enable Vodafone to know its customer better and enhance its customer
base by targeting right audience and improving experience and satisfaction level of
existing buyers by constant improvisations (Saura, 2020).
 Identification of goals: In this step, marketing department should evaluate specific
targets for example, improvisation in conversion rate, reaching new customer segment,
enhancing brand awareness etc. This activity will enable Vodafone to set objective of
digital marketing campaign and measure as well as monitor its actual progress with
decided one.
 Focus should be on blogging: Blogging involves creating a content. Building high
quality content enables Vodafone to reinforce its presence on social media, improve
visibility on search engines, increase attractiveness of customers, generate leads and build
authority on online platforms.
 Evaluation of existing or available digital marketing channels: It indicates evaluating
digital channels or platform that firm is already utilizing and assessment of further
available and potential online channels that business can use to improve effectiveness of
digital marketing strategy. This strategy will boost brand building activities of Vodafone
and improve its customer or market reach.
 Automation of marketing: Process of marketing is getting more and more automated
with technological transformations. Marketing automation points out digital technologies
and software platforms that marketing department of Vodafone can use for marketing
online at multiple channels.
 Optimum utilization of mobile in this Mobile-first era: Mobile optimization involves
attractive design of site, page speed, and similar other practices that ensures good
experience to people who are using site of business on mobile. Vodafone can also prepare
mobile responsive design that ensures quick assessment of customer queries.
 Simplification: Motive of online marketing is to reach large number of customers.
Hence, website design and its utilization process should be in such a way that customers
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can use it easily, that is, it should not be complex. For simplification of customer
experience Vodafone can eliminate asking for unnecessary or irrelevant data to
customers. It will enhance customer engagement.
 Tracking of process: Monitoring and tracking customer reach, attractiveness, and
engagement through digital strategies is vital for Vodafone to ensure achievement of
desired results and application of required improvements (Nikunen and et.al., 2017).
P6: Explaining evolution of omni-channel marketing:
Omni-channel can be defined as multiple channel marketing strategy that focuses on
creating a unified customer experience. It is a customer centric approach and includes both
traditional as well as digital marketing channels for the purpose of improving customer
engagement. Integration of this channel improvises customer's shopping experience as they don't
have to search for the marketed product, they have the flexibility to reach at shopping page at
just one click. This concept was firstly introduced in 2010. Although introduced earlier, this
approach gained attention and popularity in 2013. At this time, Vodafone applied omni-channel
approach for enhancing personalized customer experience. It became a buzzword in the world of
marketing at that time and hence, became a necessity for marketers. In 2014, it came out as a
vital component of digital marketing due to increasing trend of personalized and simplified
shopping exposure. Application of omni-channel marketing strategy showcased huge impact on
sales of Vodafone as it enables customers to directly link to shopping page which increases their
attractiveness and tendency to buy. Firm also provides discount codes on mobile that boost
online in-store purchase. It builds common customer journey despite of being at various digital
promotional platforms (Hanlon, 2019). It resulted in enhanced sales, care and services. It
eliminates hinder in buying procedure and ensures instant result of promotional attractiveness,
hence, provides competitive advantage to company. Application of omni-channel has evolved on
various basis which are further discussed below:
 Need of automation: In this constantly evolving digital era, people don't prefer to invest
their time and energy on searching for product for buying purpose. Customers require
most of their task to be done automatically. Concept of omni-channel ensure automation
of process by directly linking promotional site with shopping page. Hence, reducing
efforts of customers and enhancing their service experience.
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 Pattern of purchasing: Purchasing pattern of customers are changing, so, method of
approaching them should also change. With day by day increasing competitions,
customers are having so many options and alternatives. Till the time customer think of
buying a product of company, it may happen that they get influenced by some other
competitive product or buyers are not able to identify same product. This emerged the
need of providing instant buying alternatives to customers (Herhausen and et.al., 2020).
Emerging omni-channel approach has fulfilled this instant conversion requirement of
marketers.
 Creating synergy: Online platforms has vast visibility and diversified uses. Need of
marketing design of an organization to approach customer through their preferred
channel and integrate their conversion procedure within minimum duration has demanded
evolution of omni-channel. It created synergy among various departments and smooths
buying procedure.
TASK 4
P7: Determination and evaluation of techniques of measurement and performance metrics in
relevance to digital marketing:
Measurement techniques: It refers to methods of measuring and tracking success of
digital marketing campaigns. It provides base for improvisation and opportunity of enhancing
performance and directing towards achievement of marketing objectives. Application of
measurement techniques in Vodafone enables it to overview performance of digital marketing
campaigns and compare its success with initial set goal. Following are the measurement factors
or techniques that organization should evaluate while analysing effectiveness of digital
marketing:
 Analysing website traffic: Tracking website visits provides broad overview to company
of its market recognition. It gives rough idea of big picture to Vodafone about
effectiveness of its digital marketing strategies (Kingsnorth, 2019).
 Traffic by channels or sources: It refers to segmenting different channels of digital
marketing and identifying its traffic, such as, social media, online website, referrals etc.
This process provides opportunity to Vodafone to pinpoint most effective online
marketing channels, so that the company can focus more on these sources and ensure
optimum utilization of platforms.
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 Comparison of new visitors with existing one: This distinction ensures quality check of
firm's marketing content. For example, if Vodafone is having high number of new
visitors of its online platforms as compared to previous period, it indicates that content of
its marketing campaign is efficient in driving traffic and vice versa.
 Per visit interactions: This technique suggests interpretation of number of pages that
user visited, time duration of their stay on website, etc. This assess Vodafone to identify
its key attractive features in digital promotions or online sites that attracts customers and
encourage them to visit (Kannan, 2017).
 Mobile traffic: In this changing era, use of mobile phones are constantly improving. This
creates a need for marketing department of companies to evaluate visitors of online
traffic through mobile devices. It encourages Vodafone to improve its customer
experience by providing features that enable smooth operation of online platform at
mobile devices.
 Sources of traffic: This measurement technique focus on determining sources which
drives customers to site of business. Vodafone can highlight these sources and directs
marketing efforts towards it for gaining best result of its digital marketing campaigns.
Performance metrics: Performance metrics which is also known as KPIs (Key
Performance Indicators), refers to a tool that marketing department uses to track and measure
performance of marketing campaigns. Digital marketing team of Vodafone can analyse
performance of different online tools that it uses to promote products and services of company. It
helps firm in determining goals and target of marketing and measuring its vulnerability. Some
important factors of performance metrics in relevance to promotions at digital platforms are
explained below:
 Online conversion rates: It consists evaluation of number of visitors at digital
promotional platforms and how many of those visitors are converted among those visitors
that is, number of people among visitors that actually purchased product of Vodafone by
being influenced through such promotions.
 Customer lifetime value: This program tracks customer experience. In this approach,
life time value of customer is calculated and it is compared with cost incurred in
acquiring those customers. For example, if cost of acquiring customer for Vodafone
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through digital platform is $40 and lifetime value of customer is $60, it indicates that this
deal is profitable for organization.
 Click through rate: It covers ratio of number of users that clicked on specific link as
compared to number of users that visited it. It can be utilized by Vodafone to track
success of its internet marketing (Key, 2017).
P8: Presentation of set of actions that enhance performance in digital marketing:
Performance in digital marketing indicates its achievement of decided objectives through
selected digital platforms. Following actions can be implemented by marketing design team to
improve its digital marketing performance:
 Optimize use of SEO: SEO, i.e., Search Engine Optimization enables creation of focus
keywords that ensure effective reachability of content. Improvised use of this tool will
assure that effectiveness online promotional strategies of Vodafone is maximized and
target market is reached by firm effectively.
 Tracking of social channels: Social media platforms which involves Facebook, Twitter,
LinkedIn, Instagram, YouTube etc. has a power to broaden market presence of company
as use of these applications is increasing day by day. Hence, marketing department of
Vodafone should give priority to social media channels for improvising effectiveness of
digital marketing.
 Content enhancement: Content plays a critical role in attracting visitors. If marketing
content of company is not up to the expectations of customers than brand image of the
firm will get affected and firm will have to face difficulty in lead generation. Hence,
creation of optimum content for digital promotion of Vodafone that customers can relate
with is essential process. Content can be further improvised with the help of videos, links
and images (Kim, Kang and Lee, 2019).
 Focus should be on continuous improvement: Mind-set of continuous improvement
should be adopted by marketing structure of Vodafone. Reason is that, trends of
customers are constantly changing which leads to change in their demands hence,
constant monitoring and improvement by firm enables it in avoidance of hindrances and
gap between company offerings and customer expectations.
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CONCLUSION
By this report it can be concluded that, Digital marketing is an approach of marketing that
involves utilization of online platforms for targeting audience. Digital marketing landscape refers
to an internet based platform where customers can be engaged with the use of content and visual
attractiveness. Further, while comparing online and offline marketing concepts it can be stated
that former focuses on content while later focuses on product. Key consumer trends such as,
personalization, mobility, improving use of social media etc. leads to enhancement in digital
marketing. Various digital tools and e-commerce platforms improve customer reachability.
Company can gain maximum advantage of digital marketing by developing efficient digital
marketing plan. Other than this, trend of omni-channel is also increasing. Omni-channel
indicates linkage between multiple channels to improvise customer's buying experience. Along
with it, performance metrics as well as management tools assess monitoring of digital marketing
which can be further improvised by certain set of actions.
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