Overview of Digital Marketing and Consumer Trends

This document provides an overview of digital marketing and compares it to offline marketing. It discusses key consumer trends and insights that are fueling the growth of digital marketing. The document also explores various digital tools and hardware in contrast to brick and mortar channels.

Digital marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Overview of Digital Marketing and comparison between offline and online
marketing concepts...................................................................................................................3
P2 Analysis of key consumer trends and insights which leads towards growth of
digital marketing........................................................................................................................5
M1 Challenges and Opportunities faced in context of digital marketing..........................6
LO 2.................................................................................................................................................7
P3 Key digital tools and hardware in contrast to brick........................................................7
P4 examine the development of e-commerce and digital marketing platform and
channels.....................................................................................................................................8
M2 critical analyse of digital tools, both hardware and software.....................................10
D1..............................................................................................................................................10
LO 3...............................................................................................................................................10
P5 develop a digital marketing plan and strategy to build multichannel capabilities.. .10
P6 explain Omni channels marketing evolved...................................................................11
M3 applying tools and techniques to plan and end to end Omni channel marketing
campaign..................................................................................................................................12
LO 4...............................................................................................................................................13
P7 determine and evaluate measurement techniques and performance metrics in
digital marketing......................................................................................................................13
P8 present the step of actions for improve performance in digital marketing...............14
M4 critical evaluation of application of key digital techniques and performance metrics
used in digital marketing........................................................................................................15
D2..............................................................................................................................................15
CONCLUSION.............................................................................................................................15
REFERENCES............................................................................................................................17
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INTRODUCTION
Digital marketing is encompass with all marketing efforts which are used an
electronic devices or other internet. This is the use of internet, mobile services and
devices, social media, search engines and other channels to reach out the customers.
This creates more effectiveness and working ability for customers and company. The
present report is based on Amazon which is large online services Provider Company.
Present Days Company wanted to enhance their digital presence into market place.
With the aim of this, report will present summary of digital marketing as well as compare
online and offline marketing concepts. This wills going to determine and analysis the
key consumers’ trends as well as fuelling digital marketing and its growth. This will
assess the various digital tools and hardware or software available for marketers in
control to bricks and mortar as well as other physical channels. This will examine
development of e-commerce. Digital marketing platform and channel in comparison to
physical channels. This will also develop marketing plan for digital growth and strategy
to multichannel capabilities. This will cover importance and evolved of Omni channel. At
the end of report will determine measurement techniques of digital marketing. Present
the sets of actions to improve performance in digital marketing.
LO 1
P1 Overview of Digital Marketing and comparison between offline and online marketing
concepts
Digital marketing - It is the component of marketing that utilizes internet's and online
based technologies such as mobile phones, desktop computers and other digital media
and platforms to promote products and services of that company. Due to rapid increase
in technologies, digital marketing is becoming popular day by day (Chaffey, 2019). The
digital marketing was started in 1971 by Ray Tomlinson sent the very first mail. Also it is
beneficial for both the marketer and consumers to choose digital platform as it a easier
way of reaching to the customers and also customers can easily choose and compare
varieties of different products easily.
Digital Marketing landscape - The digital marketing landscape refers to all the
products and tactics that a person can use as a digital marketer. Some common
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products and strategies in digital marketing include marketing and content writing, and it
is used only to get high returns. The digital marketing landscape of Amazon is often
linked with various shareholders, customers, suppliers and other employees. The digital
marketing landscape must be enough big to take the business on a digital platform. The
digital landscape doesn't require a big size of link system, so connected with every
person.
Comparison between online and offline marketing concepts:
Basis Online Marketing Offline Marketing
Definition It refers to growing and
expanding the business
unit on a digital platform.
This includes using the
benefits of e-commerce.
It refers to expanding and
growing the business unit
on a physical platform. This
doesn't include the use of
e-commerce.
Cost The online marketing
involves very low cost as
there is no need of physical
structure to grow the
business.
The offline marketing
involves a huge cost as
compared to online, as
there is requirement of
physical structure.
Global reach In online marketing it is
possible and easier to
expand the business all
over the world as digital
network has a global reach
(Kingsnorth, 2019).
The offline marketing
restricts global reach as it is
not possible to grow
business physical all over
the world.
Public relations Online marketing restricts
public relation as the whole
work of marketing is done
digitally and the manager is
unable to make public
relations.
Offline marketing enables a
manager to make public
relations as the marketing
is done physically and by
this it is possible to make
public relations.
Physical infrastructure The online marketing The offline marketing
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doesn't need physical
infrastructure as marketing
is done on digital platform.
requires physical
infrastructure as the
marketing is done
physically.
Process The process of digital
marketing is too long and
thus requires skill and
trained personnel to
perform the operations.
The process of offline
marketing is not much
lengthy and it can be done
by unskilled casual worker.
There is no need of trained
personnel.
P2 Analysis of key consumer trends and insights which leads towards growth of digital
marketing.
Consumer trends in Digital Marketing are as follows -
Voice Search - The voice search is nowadays is very trending among the customers.
The consumers resolve their queries and problems through voice searching on internet.
Amazon is also using its voice search named as Amazon Alexa. This helps the
consumers to receive their answers immediately. This also helps to resolve the
customer’s queries in regards to Amazon products.
Smarter Chat - The chat bots demand its rising among the customers. As per the
research 45% consumers are taking help of these chat bots (Dodson, 2016). This is
helpful for communicating with consumers in Amazon. This provides real time
assistance to the customers about the product related queries. It provides dedicate
support and helps to do proactive interactions.
Micro - moments - The customers are processing online activities by using smart
phones. The Marketers such as Amazon have opportunity to leverage the micro
moments. It helps to attract audience attention. This helps in a way when the customers
go to search engine and ask for nearby stores for finalizing their product purchase, the
company can take advantage of it by opening its stores in middle of the cities.
Virtual Reality Marketing - This is also trendy nowadays among the customers. It
helps to bring static reality by creating unreal environment (Kannan, 2017). Suppose a
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customer wants to purchase goggles than they can take help of this virtual reality
feature and can put and try goggles on their face. This helps the customer to decide
whether the product suits on them or not. Amazon can also take help of this feature by
giving ads of augmented reality and asking them to try and purchase their products.
Live Video - It is one of the fastest growing digital segment. Live streaming is effective
digital marketing strategy. Social sites are popular among the youngster. Hence, the
Amazon can take advantage of this by doing live streaming on Facebook, Instagram or
YouTube. They can do effective marketing of their products on this social media
channels through doing live streaming. Live streaming content is also free and company
salesman can go live anytime.
Browser Push notifications - It is one of the popular web browser technology
(Hofacker, Golgeci and Gligor, 2020). Amazon is using web browser technology. This
helps to communicate with their customers. Companies also use push notification to
retain their customers. Amazon retarget their customers or shoppers to do shopping of
company' products which is already listed in their shopping carts.
M1 Challenges and Opportunities faced in context of digital marketing
Online reputation management - There is challenge that customers sometimes give
negative feedback and review about the products of Amazon. This can spoil the
reputation of company's products and services. The disgruntled customers can even
write bullshit in the chat box. The company can turn this into opportunity by putting an
eye on customer’s queries and problems. By recognizing small issue they can further
make improvements in their product qualities. This can also helps to boost company's
reputation when a satisfy customer gives positive reviews and feedback for the
company.
Social Media interaction - Challenge is that company starts using social media
platform but how to be sure that posts are engaging with customers or not. This defines
opportunity that company should provide only relevant information to the customers in
order to promote their brand. Social media platform provides an opportunity to re-share
the posts (Heinze, Fletcher and Cruz, 2020). Hence if any customers like the product
and re-share it to their timeline or stories, the company's sales get increased.
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LO 2
P3 Digital tools, hardware in contrast to brick.
A digital platform is consisting with the various services within the digital marketing.
This is representing a unique combination of hardware as well as software services of
company used for deliver its digital strategies to customers in effective manner. There
are various digital platforms which are help to generate revenue of amazon in effective
and in valuable manner (Alghizzawi, 2019). In respect of that here is mention some
aspects which are help to increase revenue of amazon are as follows:
 Satisfied customers: digital marketing and its edition into business is help to
meet the standards of customers and they are highly satisfied or happy with the
content and entertainment provided then they are keep coming back towards
company. That is most likely for publication with friends. Satisfied customers are
shared their views with others through that people like to shop with company.
This increase customer base and revenue by purchasing power.
 Paid ads: with the help of digital publication that had select by company for
offering other businesses to pay their ads in their digital editions (Ways to
improve digital marketing, 2020). This will also help to attract more customers to
their site with little income.
 Online presence: this is other aspect with is help to create online presences and
engage with audience. This gives extra to customers to interact with and help
them for learning more about the company and its products. This will provide
various information’s to customer in classified manner. With the strong presences
trough use of digital editions and customers will more confident for selecting best
product and services.
Those are the different ways to increase revenue of company in effective manner. With
the help of this amazon have great opportunity to enhance digital presence and revenue
of company. on the other side, digital communication plays an important role in 7p’s of
communication are help to make best strategy for company (Bala and Verma, 2018).
Like product is refers with quality, image and feature of product which are communicate
with customer. Promotion is best way to communicate with customers by using
marketing communication, personal promotion and sales promotion as well as branding.
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Price is implication for setting price in digital marketing which is sets by considering
positioning, discount and credit. Place is consider for distribution through digital
marketing place like sale support, channel etc. people attract with individual marketing
activities, customer contact and training skills. Process has focus on customer, business
leads and design feature. Physical evidences refer with sales, product packaging and
online experiences. There are various digital tools and hardware which are as follows:
 SEO and blogging: this refers with goggle keyword planner and yoast. Those
are the potential keywords pack the biggest punch. This help to search and the
various changes over the time in effective and valuable manner.
Social media marketing is refers with the al those apps which are generally used by
companies and people to reach out products (Buchanan and et.al., 2018).
 Email automation tools are generally used by company which is help to
organize active campaign of business at market place.
Those are the best tools and hardware which are help to enhance business and its
effectiveness. Through that company is able to increase revenue and attract more
customers.
P4 growth of e-commerce as well as digital marketing platform and channels.
E-commerce is electronically activity through that customer are buying and
selling of products and services. Typically e-commerce transition includes the purchase
of online books like the amazon. E-commerce is continuously developed at market
place and in effective manner. This is growing at market place and taking a most
important part of shopping (Chaffey, 2019). Most of the customers are generally used e-
commerce for payment of their purchase. Customers get updates about new product
launches, exclusive deals and promotional channels as well as one tap purchase choice
has the caused an exponential growth in ecommerce. This is easy to track with
smartphones allow to get access about the location specific, building, offerings and a
more imitate customers business relationship which are help to attract more customers.
As stated above, digital payment reach far the beyond retail market. This gaining
attention from the youth users like for payment which are becoming more and more
popular. Additionally, the digital remittance space is poised to reach out the higher
success and in progressive manner. This changed the business to business payment
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space. There are various digital marketing channels which are different from
physical channels are as follows:
Physical marketing channels are refers with leaflet drops, print media, direct
mailing, solus distribution and outdoor (Confos and Davis, 2016). Those are the
physical approaches to marketing. On the other side, digital marketing is refers with
websites, social media advertising, banner advertising and other website or on the
search engine result page, blogging and email marketing. Those are helps to create
various benefits for business in effective and in valuable manner. Digital marketing
channels are more suitable for enhancing growth of business in effective manner as
compare with physical marketing. Present youth and people are like to shop and use
more digital channels for purchase their product and services in effective manner. Here
is adding some of the benefits of both marketing channels are as follows:
Digital marketing channels Physical marketing channels
Digital marketing generates higher
conversion rates.
In this marketer will effortless reach out
their targeted local audience.
This help to improve brand recall the
values and in more probably to recall and
again to trying for find the product or
services offers (Dodson, 2016).
This has more personal approach because
marketer can have a person to person
relationship in showing the public about
their brand name.
Online advertising is help to reduce target
audience in very short span of time.
Print media is use of newspaper in flow to
focus on all advertisement.
Social media optimization has turn to into
important sources of connections between
people and their favourite brand.
Broadcast marketing is referring with
advertising through TV and radio.
M2 critical analyse of digital tools, both hardware and software.
All the digital tools are effective for managing proper success of business in
effective manner. Those are help to enhance and increase revenue of business
(Järvinen and Taiminen, 2016). Use of hardware and software are completely help to
generate effective sales in positive manner. On the other side, company not use those
than company has affect to business in negative manner.
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D1
Digital marketing landscape and Growth of e-commerce is creating effective and
more positive impact on business like amazon. Present day, customers and youths are
like to payment with e-commerce as well as like shop with digital market. This help to
enhance effectiveness of company in more effective and valuable manner.
LO 3
P5 digital marketing plan to build multichannel capabilities.
Here is including digital marketing plan for Amazon Company.
Situational analysis:
This step is important which help to analysis the complete situation of market is
by using SWOT model.
Strength Weakness
 Strong and effective brand name.
 Brand assessment
 Customers oriented
 Differentiation
 Cost leadership.
 Easily imitable business model
 Product flop and failure
 Limited brick and motor presences
ae
Opportunity Threat
 Improve technological measures
and organizational policies.
 Expanding physical stores.
 More acquisitions
 Opportunity to penetrate expands
its operations in developing
markets.
 Government regulations
 Increasing cybercrime
 Aggressive competition.
Goals for digital marketing strategy:
 To increase 10% sales in existing customers till the end of 2020.
 To improve organic traffic conversation rate 24% by till half year.
 To 15% of visitors should be returners by the end of the year.
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 To increase customer attraction towards company.
Marketing strategy:
 Target audience is youngsters and youth who prefer online shopping.
 Positioning is higher at market place. Channel of communicate with customer is
social media, blogs, email marketing.
 Content strategy of company is to social media and research on market.
Digital strategies and tactics;
 Organize training and development program for employees.
 Increase digital automation within company.
 Increase investment on research and development department for market
analysis.
 Taking personal views from customers.
Analysis performance:
In order to analysis market and performance of company here is taking KPIs.
This indicates to company about completing working by managing whole market and its
work. As well as company can take reviews of customers. This is complete by keeping
in mind technology can turn greatest to create personalized, automated and ultimately
help to get success.
P6 Omni channels marketing evolved.
Omni channel consisting with multichannel sales approach. That is providing the
proper customer satisfaction with integrated shopping experiences. The customers can
shop online from desktop and mobile apps or in the brick and motor stores which are
creating experiences will be seamless. This provides consistent experiences across
different platform, customising message for different audiences (Kannan, 2017). With
the help of this company have effective and valuable experiences from customers which
are create more effectiveness for business in effective manner. This is the big part of
strategy which is including sales and marketing provide customers with fully integrated
with shopping experiences. Through that amazon have chance to gain better, real time
understanding of customers and promoting business. There is including some steps for
creating Omni channels are as follows:
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 Accept a customer marketing culture is help to change perception of customers
towards company.
 Target and learn everything about the customer is important because customers
are effective and valuable part of company. Through that amazon is able to work
with needs of customers as well as target to customers in effective manner.
 Personalise is most critical aspects of this strategy which is help to make
valuable to customer (Omni channel, 2019). Here company is analyse needs of
customers by personalise their needs.
 Be proactive across all platform is provide complete customer experience which
amazon have need to present on channels customers spend most of their time.
 Test, measure, test and repeat will improve overtime collect and analyse more
customers’ data. This help to build smoother user experience in the future.
Through this Omni channel is evolved with marketing. This creates various benefits for
company such as high customer retention and loyalty, better customer insights, instant
revenue growth and smoother customer journeys (Kingsnorth, 2019). This is effective
and valuable for company.
M3
There are various tools and techniques which are help to develop effective and best
digital marketing plan for business (Heinze and et.al., 2020). Omni channel is creating
more effectiveness for business which the help of this, company is able to use multiple
channels at the same. Through that company is select best channel for measuring
performance and improve performance of company at market place.
LO 4
P7 determine different measurement techniques or performance metrics in digital
marketing.
That is important to measures and evaluates measurement performance metrics
in digital marketing. this will help to make and evaluate business strategy for Amazon
Company by analysing their mistakes at workplace in effective and valuable manner.
Digital marketing metrics and KPIs are values which are used by companies marketing
team to measures and track performance of marketing campaign (Mandal and Joshi,
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2017). Digital marketing team are use tools for promoting services and product as well
as tracking results often be time consuming and difficult. Those are very important and
effective for business to measures its performance at market place in effective and in
valuable manner. There are various digital marketing metrics and KPIs which are
explains below in effective manner:
 Overall site traffic is establishing a base line to adding new components to
marketing efforts. This will lift in overall traffic to the website are helps to give a
more complete picture beyond a click through reports.
 Mobile traffic is comes with mobile devices because trend and understanding
various users. This help to access all the mobile devices which are gathered
customer attention (Patrutiu-Baltes, 2016).
 Traffic sources to determine the users are getting with the sites in effective and
valuable manner. Search traffic have aim for enhance percentage of traffic which
comes to site through the branded keywords which are highlighted marketing
hard work are important for amazon.
 New vs returning traffic is based on website goals to purchase cycle of
customers. This is looks to increase new or returning users.
Those are very important and effective techniques and KPIs which are help to
measures and analysis performance of business in effective and valuable manner
(Piñeiro-Otero and Martínez-Rolán, 2016). With the help of this, company is able to
make more effectiveness for business and its workplace.
P8 present the step of actions for enhance performance.
For the company amazon it is very important and necessary to sets out the
actions in order to improve performance in digital marketing. This has the major impact
on the B2B marketing strategy. This is the right tool and little bit of know, however it will
be able to measures content proper effectiveness as well as avoid pandemonium. Here
is mention 4 ways to improve digital marketing are as follows:
 Assess tech is budget being allotted with gaps in workflow. That is help to save
the time and money. This is the effective and valuable way to measures
performance and improves performance of digital marketing (Ritz, Wolf and
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McQuitty, 2019). This includes marketing automations, content management
platform as well as social media platform, monitoring, engagement.
 Optimize SEO optimization s commonly mentioned within the B2C circles and
just important to audit with score within the business to business environment.
This creates more effectiveness for business. With the help of this, amazon is
able to analysis the overall performance of company at market place.
 Measures content reach in earlier post about the marketing metrics, talked
about the measures the reach content (Saura, Palos-Sánchez and Cerdá
Suárez, 2017). Through that company have proper ad effective knowledge and
information about market like engagement per month by the type page view and
open rate, number of engagement by content and persona sale. Through that
amazon create complete market scenario and situation. With the help of this,
company is able to access their services and added some more features into
products and services. Through that customers are attract and performance of
digital marketing is continuously improved in proper manner.
 Track the social channels become more prevalent in the business to business
spaces. With the recent and current survey, content marketing as well as social
marketing sharing big amount of marketers but in that some methods are more
effective and remaining are normal. Use of social media is creates higher power
of presences and reach out biggest customer base. Through that company
amazon have chance to enhance their digital presence and improve work
performance at market place.
Those are most valuable and effective way to improve performance of company
amazon in effective manner. With the help of this company is able to track complete
market and activities of customers.
M4
There are various key digital techniques and performance metrics which are help
to improve digital presences and performance of company. Social media marketing,
SEO and blogging are the best digital techniques and tracking social channels, assess
tech are the best key performance tracker (Watrobski, Jankowski and Ziemba, 2016).
Those are help to improve performance of company at market place in effective and in
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valuable manner. This creates positive impact on company in order to increase
revenue. However, if company is not able track performance than it is create negative
impact on business.
D2
A digital marketing strategy is a plan which is help to business for achieve
specific digital goals through that company need to carefully chocies online marketing
channels such as paid, earned and owned media (Zhu and Gao, 2019). This help to
company for achieving higher success at market place. Through business have
chances to gathered customers and increase revenue.
CONCLUSION
From the above study, it had been concluded that the digital marketing has very
important part of company which helped to reach out customers. The report has
presented with summary of digital marketing landscape. Online and offline marketing
had effective concept to determine consumer trends. This has also included with digital
marketing and physical channels for more success of company. Present day e-
commerce has continuously developed which has liked by youngsters. The report had
developed by digital marketing plan with strategies for build capacity and importance of
Omni channel. Measurement techniques helped to analysis performance and actions
helped to improve performance at market place.
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Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences.
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Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—
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marketing/>
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