LO2 Examine Key Digital Tools, Platforms and Channels

1- An explanation and description of all the important elements
related to digital marketing and discussion of the most important
digital marketing channels, as well as providing a basic comparison
between marketing channels.
Digital marketing is the use of the Internet, mobile devices, social media, search engines,
and other channels to reach consumers. Some marketing experts consider digital
marketing to be an entirely new endeavor that requires a new way of approaching
customers and new ways of understanding how customers behave compared to traditional
marketing.
Digital Marketing Channels :
Website Marketing
A website is the centerpiece of all digital marketing activities. Alone, it is a very powerful
channel, but it’s also the medium needed to execute a variety of online marketing campaigns.
A website should represent a brand, product, and service in a clear and memorable way. It
should be fast, mobile-friendly, and easy to use.
Pay-Per-Click (PPC) Advertising
PPC advertising enables marketers to reach Internet users on a number of digital platforms
through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter,
Pinterest, or Facebook and show their ads to people searching for terms related to the
products or services. PPC campaigns can segment users based on their demographic
characteristics (such as by age or gender), or even target their particular interests or location.
The most popular PPC platforms are Google Ads and Facebook Ads.
Content Marketing
The goal of content marketing is to reach potential customers through the use of content.
Content is usually published on a website and then promoted through social media, email
marketing, SEO, or even PPC campaigns. The tools of content marketing include blogs,
ebooks, online courses, infographics, podcasts, and webinars.
Email Marketing
Email marketing is still one of the most effective digital marketing channels. Many people
confuse email marketing with spam email messages, but that’s not what email marketing is all
about. Email marketing is the medium to get in touch with your potential customers or the
people interested in your brand. Many digital marketers use all other digital marketing
channels to add leads to their email lists and then, through email marketing, they create
customer acquisition funnels to turn those leads into customers.

Social Media Marketing
The primary goal of a social media marketing campaign is brand awareness and establishing
social trust. As you go deeper into social media marketing, you can use it to get leads or even
as a direct sales channel.
Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the Internet has brought new
life to this old standby. With affiliate marketing, influencers promote other people’s products
and get a commission every time a sale is made or a lead is introduced. Many well-known
companies like Amazon have affiliate programs that pay out millions of dollars per month to
websites that sell their products.
Video Marketing
YouTube has become the second most popular search engine and a lot of users are turning to
YouTube before they make a buying decision, to learn something, read a review, or just to
relax. There are several video marketing platforms, including Facebook Videos, Instagram, or
even Tok-tok to use to run a video marketing campaign. Companies find the most success
with video by integrating it with SEO, content marketing, and broader social media marketing
campaigns.
SMS Messaging
Companies and nonprofit organizations also use SMS or text messages to send information
about their latest promotions or giving opportunities to willing customers. Political candidates
running for office also use SMS message campaigns to spread positive information about
their own platforms. As technology has advanced, many text-to-give campaigns also allow
customers to directly pay or give via a simple text message.
Compare digital marketing channels :
Organic Vs. Paid
Fortunately, cost per acquisition is easy to figure out for Paid Search – it’s a default metric
available in most analytics programs. Organic CPA isn’t a default metric Google gives you,
but it’s easy to add a note in a custom dashboard where you note the amount spent on SEO

and do basic math to arrive at your CPA. We’ve also got total goals by medium and a
breakdown of some important conversions based on each channel they come through.
Organic vs. Social / Referral
Social media is a valuable traffic channel for many companies. Social media promotion tends
to be less about generating direct conversions and more about engagement – getting visits to
your website, getting people engaged with your company.
2- An evaluation by providing a detailed explanation of the pros and
cons of the main digital tools and devices available to marketers on
and other physical channels.
Advantages of digital marketing :
 Global reach - a website allows you to find new markets and trade globally for only a
small investment.
 Lower cost - a properly planned and well targeted digital marketing campaign can
reach the right customers at a much lower cost than traditional marketing methods.
 Trackable, measurable results - measuring your online marketing with web
analytics and other online metric tools makes it easier to establish how effective your
campaign has been. You can obtain detailed information about how customers use
your website or respond to your advertising.
 Personalization - if your customer database is linked to your website, then whenever
someone visits the site, you can greet them with targeted offers. The more they buy
from you, the more you can refine your customer profile and market effectively to
them.
 Openness - by getting involved with social media and managing it carefully, you can
build customer loyalty and create a reputation for being easy to engage with.
 Social currency - digital marketing lets you create engaging campaigns using content
marketing tactics. This content (images, videos, articles) can gain social currency -
being passed from user to user and becoming viral.
 Improved conversion rates - if you have a website, then your customers are only
ever a few clicks away from making a purchase. Unlike other media which require
people to get up and make a phone call, or go to a shop, digital marketing can be
seamless and immediate.
Disadvantages of digital marketing :

 Skills and training - You will need to ensure that your staff have the right knowledge
and expertise to carry out digital marketing with success. Tools, platforms and trends
change rapidly and it's vital that you keep up-to-date.
 Time consuming - tasks such as optimising online advertising campaigns and
creating marketing content can take up a lot of time. It's important to measure your
results to ensure a return-on-investment.
 High competition - while you can reach a global audience with digital marketing, you
are also up against global competition. It can be a challenge to stand out against
competitors and to grab attention among the many messages aimed at consumers
online.
 Complaints and feedback - any negative feedback or criticism of your brand is can
be visible to your audience through social media and review websites. Carrying out
effective customer service online can be challenging. Negative comments or failure to
respond effectively can damage your brand reputation.
 Security and privacy issues - there are a number of legal considerations around
collecting and using customer data for digital marketing purposes. Take care to
comply with the rules regarding privacy and data protection.
3- Study the development of e-commerce and digital marketing
platforms and channels compared to physical channels.
Digital marketing is the channel that promotes and sells an organization’s product more
specifically in an innovative way. The relationship between the digital marketing and the e-
commerce channels has marked in the technological place of marketing. The success of the
Almarai company business currently relies on both digital marketing and ecommerce
channels.
The physical channel includes the manual services which cause face to face contact between
the seller and the customer. The physical channels include manual delivery services and it
also facilitates the marketing purpose on similar type of services. There are some benefits of
physical channel marketing that is, businessman can easily reach the domestic audiences and
it is easy to understand for all types of people along with keeping the materials to be safe.
The last point describes that the materials containing the hard copy like cash register and
other type file records of database are readable and can be browsed and checked repeatedly
without being worried about the loss of files.

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The ecommerce marketing is a vast concept compared to the internet marketing and it only
deals with the transaction of the business of Almarai company via various electronic
mediums like credit cards, ATM’s, fax machines, telephones, mobiles and internet. The tools
of Internet marketing tie together the innovative and technical aspect of internet technology
including design, advertising and development sales. The e-commerce marketing is
considered to be the aspect of business sales (Pathak, 2019).
It contains data exchange in order to facilitate the payment and financial aspect of the
transaction of business. The digital marketing cost efficient and helps in developing the brand
through providing real time results that are not available doing physical channel of marketing.
The results and data are recorded automatically and the interactions with the audiences are
much clearer than the physical marketing. The e-commerce platform based on the internet
marketing has several services that provide security, instant service, discounts and much
more to the customers. The interaction with the audience have been made easy by the digital
marketing with the utilization of social media networks where a physical means of marketing
doesn’t allow any interaction with audiences. Through this medium of communication, the
interaction with the customers are encouraged in terms of prospect, followers and clients to
consider action and visiting website along with reading the products and services are visible
in the marketing process.

4- Make a detailed analysis in which you clarify your point of view on
the use of appropriate digital tools, hardware and software, to be
used in the context of the company chosen to meet the marketing
requirements of this company
Hardware
Computer Information system- It is a touch screen machine for facilitating the computation
amount of food. It is utilized the amount of food purchased by the consumer at the payment
counter.
Credit card swipe machine- To provide a flexible and customizable solution to the
customers, it provide the service through swiping credit cards (Morse, Chew and Google,
2016)
Wi-Fi- Certain Almeria offers the free Wi-Fi as an incentive strategy in order to attract
customers for surfing the internet at the stores and at the same time consumers will purchase
foods items.
Periodic Automatic Replenishment (PAR) – It is the stock management hardware that used
with software that provides the tools to in requirement to enhance the accuracy of food
orders. It improves the service speed as well and grows the satisfaction of customer with the

lo2Examine key digital tools, platforms and channels, comparing and contrasting
bricks and mortar and other physical channels
solutio
ns of
softwa
re that
spans
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zation
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the
front
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r to
the
back
office.
Software
Punch card- It is the system of time attendance with installed software of time clock
that replace the old machine of punch card with clock in and clock out method in
order record the attendance of staffs (Agnew et al., 2020)
Websites- In order to get information regarding the history of Almeria, product and
promotions, home delivery and others, the customers can check in to the website
https://www.almarai.com.ar
POS System- It is the system utilize by Almeria in their physical locations at which
products could be sold to customers in a point of sale location. It is a software
terminal in replacement of a computer with a cash register (Lam et al., 2018). It is
very delicate than the cash registers when utilized traditionally. This system software

lo2Examine key digital tools, platforms and channels, comparing and contrasting
bricks and mortar and other physical channels
includes the capability to track the orders of customer, manages the inventory and
processes the credit cards as well.