Unit 24: Digital Marketing

Digital Marketing

INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 An overview of digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................1
P2Analysing the key consumer trends and insights that are fuelling the growth of digital
marketing.....................................................................................................................................3
LO2..................................................................................................................................................4
P3 Key digital tools and hardware that are available to marketers in bricks and mortar and
other physical channels................................................................................................................4
P4 Development of e-commerce and digital marketing platforms and channels in comparison
to physical channels.....................................................................................................................5
LO3..................................................................................................................................................6
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities...............6
P6 Omni-channel marketing has evolved....................................................................................8
LO4..................................................................................................................................................8
P7 Evaluate measurement techniques and performance metrics in digital marketing................8
P8 Present a set of actions to improve performance in digital marketing...................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing refers to a use of advanced technology like using internet, social media, mobile
phones, search engines optimisation and many other channels that is adopted by the company to
reach the target market and attract more and more customers. It is basically used to promote the
goods and services and connect with larger number of audience. This report is based on Sykes
holidays cottages who use traditional method to promote their business because of this they
cannot earn more profit. So this project helps in understanding the opportunities, challenges and
impact of using digital marketing in the business environment. For this manager analyse some
digital tools, platforms and channels that helps in contrasting bricks and mortar and physical
channels and organise its activities to build multi-channel capabilities in the organisation. Further
it explains the methods of monitoring and measuring digital marketing to attract more people and
increasing the sales in the current marketing environment(Key, 2017)
.
LO1
P1 An overview of digital marketing landscape and compare online and offline marketing
concepts
Digital marketing landscape - Digital marketing refers to that tool that is used to promoting the
goods and services through social media, internet, mobile phones and attract more people within
very short period of time. Digital marketing landscape refers to the system of that space that was
crested by a man in the digital world. It gives a modern touch to the human’s life and complete it
by providing everyday activities. It is a regularly evolving state where company advertise
including influencer marketing, pay-per-click, search engine optimization, podcasting, web
development, video conferencing, content marketing and many more. Sykes holiday cottage use
digital marketing tools to prioritise their resources at international level. They provide the
services of self- catering holiday accommodation in UK and overseas. to aware about their
services digital manager of a company suggest to use the internet to promotes business so it will
attract multiple customers within a short period of time. By using this technique firm can connect
their customers and clients 24*7(Vien, 2015)
.
1