Unit 24: Digital Marketing

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Overview of digital marketing landscape and comparison of online and offline marketing
concepts..................................................................................................................................1
P2. Identification and analysis of key consumer trends and insights for the growth of digital
marketing................................................................................................................................3
TASK 2............................................................................................................................................4
P3. Assess key digital tools and hardware in contrast to 'bricks and mortar' and other physical
channels..................................................................................................................................4
P4. Examine development of e-commerce and digital marketing platforms and channels along
comparison to physical channels............................................................................................5
TASK 3............................................................................................................................................6
P5. Prepare a digital marketing plan and strategy to build multi-channel capabilities..........6
P6. Describe evolution of omni-channel marketing...............................................................7
TASK 4............................................................................................................................................7
P7. Determine and evaluate measurement techniques and performance metrics in digital
marketing................................................................................................................................7
P8. Set of actions for improving the performance in digital marketing.................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is a concept which is having wide scope and network that undertakes all
channels of marketing which can be utilised in promotional process of a product or service via
using internet as mediator. These methods also include traditional methods of promotion such as
television commercials and mobile handset etc. These methods are considered as most effective
methods of marketing as these methods are able to cater huge people at a time with the help of
advertising their product or services (Chaffe, Hemphill and Edmundson-Bird, 2019). Under this
report, Trading Scents Group Limited is taken which is having their headquarter in UK. Along
with this the report contains synopsis and comparative study of concepts of online and offline
and examination of those concepts on the basis of customer needs and trends. Furthermore this
report includes evaluation of digital marketing concepts with a new digital marketing plan and
numerous techniques which are used in digital marketing in order to improve overall
performance of business.
TASK 1
P1. Overview of digital marketing landscape and comparison of online and offline marketing
concepts
Digital marketing is defined as the aspect which is related to all those marketing services
which are used by companies with the view to attract more and more customers with the use of
internet platform and electronic media. Digital marketing involves various modes such as social
media marketing, search engine optimisation, content marketing etc. It is helpful for the business
as with the help of these tools they can measure the real time feedback and effectiveness if their
businesses. These tools are having ability to make the business successive in very short time
duration as these it is cost efficient and needs very low numbers of team members. By shifting to
digitalisation, the concept of digital marketing has emerged as in current scenario most of the
people are active on internet and they prefer online shopping over traditional shopping. So it can
be concluded that digital marketing is an emerging concept which is used by businesses in order
to cater huge customer range via internet (Vrábliková, 2017).
Different methods can be used by businesses so as to promote their products and services
in the way of performing marketing activities. Marketing activities are bifurcated into two types
which is traditional and digital marketing. In traditional approach billboards, TV commercials,
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radio, print media advertisements were used in promotional activities but in modern era the
techniques are totally opposite as compared to traditional techniques. The comparative analysis
between both the methods is shown as below:
Basis Offline Marketing Online Marketing
Meaning Under this method without using
internet, the product and services are
advertised in the marketplace.
Under this method with the use of
internet as a medium of exchange,
goods and services get advertised in
the marketplace.
Channels Newspaper advertisements, TV
commercial, radio, hoardings, banners
etc.
Content marketing, search engine
optimisation, cloud technology, Email
marketing etc.
Long term
exposure
It is used for giving short time
exposure
It is used to create long term exposure.
Targeting This gives the power to choose the
target market among huge population.
Huge audience can be catered and
reach out with the help of social
websites such as Facebook, intagram,
twitter etc.
Real time
results
A range of limited data can be taken
from traditional channels.
These methods renders real time
feedback and progress report of digital
strategies.
With the above mentioned report it can be summarised that digital marketing is
advantageous as these methods help Trading Scents in promoting their products to all their target
customers so as to boot their sales in a short span of time (Durmaz and Efendioglu, 2016). These
methods are low cost methods so this provides the company extra profits on capital which lead
them to have greater competitive edge in the marketplace as along with real time feedback so as
to introduce any improvements as according to the need of customers.
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P2. Identification and analysis of key consumer trends and insights for the growth of digital
marketing
Digital marketing is the output of adoption of digitalisation techniques by the world.
These methods are highly effective in order to promote goods and services by the businesses
with the purpose to attract more persons from the marketplace and convert them into future
customer as well. By using digital marketing Trading Scents will be able to attain their marketing
objectives and evaluate their business activities in a considerable manner. Numerous channels
are used by business in order to promote their goods or services so with the aim to get market
sustainability and high growth within market place (Hudák, Kianičková and Madleňák, 2017).
Marketing activities can be developed in an effective manner if they are made on the basis of
customer insight and customer perceptions. Due to online branding and digital marketing the
buying of customer has increased over the years as now the customer is able to choose the best
product or services within their budget and other criterion. On the other hand digital marketing is
having numerous challenges as due to instant feedbacks gathered from customer it can generate
negative publicity as if feedbacks are negative. Further as due to digital marketing it is easy for
the customers to switch the brand as switching cost is nil. On the other hand it is not possible for
the companies to track and monitor the multitude of devices used by customer so as to decide the
channel for marketing.
Some trends of digital marketing are explained as below:
Social content: Now days the population is active on sites of social media so they get
influenced from the content and information shown on those websites. Due to this information
the trend of using social sites has emerged in recent times. As these tools are having low cost
investments and a much easy way to cater their target customers. In this process the person who
has used product and services of a company rate those as according to their experience and this
help other customer in their buying decision.
Smarter advertising: The industry is having huge competition within the business which
is running in the same segment so as to beat rivals (Tuten and Solomon, 2017). When
advertisements are displayed in desirable manner as per the customer then it helps the company
to attract customers. In current scenario due to digital advancement population is wholly
dependent on internet and they prefer to get information on that media only.
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Conversational marketing: This marketing method is used to interact with the
customers so in reference to pass the massage associated with product and services. In the
context of Trading Scents this method may be useful for them so that to aware customers by
interacting them and maintaining transparency.
TASK 2
P3. Assess key digital tools and hardware in contrast to 'bricks and mortar' and other physical
channels
Digital marketing is considered as an activity of catering customers and enhancing
awareness for products and services so that to attract Potential customer so as to enhance sales
(Johnsen, 2017). Various techniques are used by businesses in order to operate marketing
activities. On the other hand tradition tools do have so many limitations when compared to
digital marketing, so in current era of internet the digital marketing is the most suitable tools for
every business. Major digital tools are discussed as below:
Social media marketing: Online platform such as Facebook, Instagram are offering a way
to communicate with huge customer throughout the globe. This tool is effective so that to
establish communication between their customer and to maintain healthy relationship among
them. As in context of Trading Scents, they may use Facebook for showcasing their new range to
active customers as this method is the easiest way to attract huge audience.
Email: With the use of electronic mail the organisation tries to communicate with their
customers. For this purpose the business is required to create a business email ID. This method
can be opted by business for the purpose of providing promotional offers to their customers and
to attract them. Trading Scents may send email to their target customer and make them aware
about the new products and their offers (Tancharoenwong, 2018).
Search engine optimizations (SEO): This is the most trending tool among digital
marketing. It is associated with all those search engines which are logged on by persons so that
to have access over product and services. The search engines are used by the people in order to
find those product and services which are required by them.
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P4. Examine development of e-commerce and digital marketing platforms and channels along
comparison to physical channels
E commerce is an activity which deals in transaction of buying and selling of product and
services via internet in lieu of monetary payments (Selman, 2017). With the introduction of
internet, concept of digital marketing has emerged in the businesses. With the help of E
commerce and digital marketing, effective results can be drawn in order to succession of a
business. Comparative study of both the methods is shown as under:
Physical marketing channels Digital marketing platforms
Direct marketing- Under this method product
and services are promoted directly to the
customer without any mediator in between. As
the business is having direct communication
with their clients.
Social media marketing- This tool is an
effective tool of digital marketing under which
social media sites such as Facebook, Twitter,
YouTube is used as a advertising platform so
as to market their product throughout the
globe.
Print media marketing- This is a tradition
approach of marketing under which
advertisement are shown with the use of
newspaper, pamphlet and magazines.
E-mail marketing- Under this method with the
use of emails, product is advertised. This helps
the marketing team to establish communication
with their clients.
As per above analysis it can be concluded that all the methods are having their own
limitations and business choose methods as per their need and requirement. Trading Scents
should choose social media marketing so as to their marketing tool.
The role of digital marketing communications in relation to the 7Ps is defined as with
the help marketing communication the type of product or services can be conveyed to the public
and further prices are communicated to the customer (Kelsey, 2017). When the product is ready
for sale then this is the next step to tell the audience about the place where the product will be
available for them. After this promotional tools are to be selected as according to the market
need. Process of distribution includes all the methods and software which are required in
delivery procedure. Furthermore marketing communication is essential so as to differentiate the
product from other rivals so that to give distinct identity to product.
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TASK 3
P5. Prepare a digital marketing plan and strategy to build multi-channel capabilities
Digital marketing plan is a written document which includes all the pertinent information
related to the marketing plan of action for a company (Kemp and et. al., 2019). This can be
created for a short term or long term time gap as according to the objective of the business and
appropriate time to achieve that. The digital marketing plan for Trading Scents is represented
below:
Vision: Vision of Trading Scents is to become a worldwide leader in their own industry
by supplying benchmarked quality products to their customers.
Mission: Mission of the company is to enhance their customer base by manufacturing
new products in the marketplace.
Marketing objective- To promote their new ranges of perfumes which are extracted
from flowers. By delivering their new vegan scents they are planning to increase their sales by
20% within six months and with the use of social media marketing as tool of marketing.
Situational analysis: In order to understand the current market position in their industry,
SWOT analysis is performed:
Strengths: Trading Scents is having a renowned local identity in UK. They are known
for their natural fragrances scents and their affordable rates. They have a decent customer base
which is getting so many perfume options in the shops of Trading Scents.
Weaknesses: The Company is not having any shop or outlet outside UK, which limits
their existence in outer countries. As the company is a small company so not have sufficient
funds to expand their business in other countries and to opt for traditional methods of marketing.
Opportunities: Trading Scents may expand their business in some other countries by
having joint ventures with companies in the same segments. Along with this they can use new
emerging tools of promotion so as to capture new customers.
Threats: Market of UK is having very intense competition which can create problems in
sustainability of their business. Along with this the customer demands are highly fluctuating in
nature.
Marketing strategy: Social media marketing is used by Trading Scents in which they
are using Facebook and YouTube as their tools so as to reach out customers.
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Social media marketing: This is the most effective tool of digital marketing in which
goods are advertised to the customers so as to spread awareness about product by using internet
as medium.
Target market: Target Scents is bifurcating their target market on the basis of
behavioural and demographic segmentation.
P6. Describe evolution of omni-channel marketing
In order to provide integrated experience to the customer’s omni channel marketing is
used. Under this seamless experience is given irrespective of the channel or devices used by
them with the help of shopping on online website or by shopping at physical outlets (Larter,
2016). This is used so that to cater every customer in similar manner and to provide them best
services or products. Evolution of Omni channels marketing is explained as under:
Offline and online merge: So many online and offline marketing channels are having
their own pros and cons. So Omni channel are associated with all those channels which are
helpful for the businesses in providing integrated experience to the customers. So under first
evolution concept online and offline methods were pooled so as to provide assistance to
businesses in getting customer satisfaction.
Transformation within to omni channel marketing: Earlier the companies were focused
on their goals and objectives but in current time organisation are customer centric and change
their strategies for marketing as according to customer needs. For this research are performed by
the companies.
TASK 4
P7. Determine and evaluate measurement techniques and performance metrics in digital
marketing
Various techniques are undertaken by businesses so as to find out the organisational
performance and contribution given by digital marketing techniques in the business. As in
context of Trading Scents, it is vital to examine the performance so as to take proper strategic
decisions for further level of expansion (Rishi and Bandyopadhyay, 2017). Various methods and
metrics are used by the company so as to achieve their business objectives, which are explained
as under:
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Key performance indicator: Under this method the company is taken which is having the
best performance within a specific business industry and benchmarked and then performance is
being evaluated. As in reference of digital marketing practices, those tools and practices which
are used by competitors are to be measured so as to match their level. This is advantageous for
Trading Scents so as to take out comparative study between their performance and the
performance of best company within their industry (Lembrych-Furtak, 2017).
Measurable metrics: In order to take out effectiveness of digital marketing campaigns
several digital marketing metrics are used. Trading Scents may use those metrics those have
bounce rate and interactions so as to generate best results in real time effect. By using these
metrics the customer satisfaction level increases as level of accuracy has increased due to high
reliability.
As with purpose of Trading Scents, they are using those metrics and techniques which are
rendering those higher advantages and those who fulfil their objectives in an appropriate manner.
P8. Set of actions for improving the performance in digital marketing
Trading Scents is a small company which are dealing in scents within UK, and they use
various methods of digital methods in order to get sustainability in this competitive market. With
the help of numerous ways their performance is being measured some of them are explained as
under:
Customer services: Customers acts as a significant part of whole marketing process as
with the help of customer the goods are sold and profits earned by companies. With the help of
digital marketing, the customers can be catered in a better way and their needs can be recognised
in a better way. So digital marketing help them to establish continue communications with their
customer so as to assist them.
Customer oriented: Trading Scents is supposed to emphasis on customer choices and customer
values. It is essential for the company to enhance their sales and this is possible only of they
become customer oriented and modify their product as per needs of customers. They are required
to develop a customer base which can be their regular customers so to get high growth and
customer satisfaction (Ozuem, Patten and Azemi, 2019).
Purchasing journey: Digital marketing techniques help the business in recognising need of
their buyer so as to modify their product as per expectations of their buyers. For this products are
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to be made with appropriate quality and standard so as to attract customer and enhance their
brand recall value so as to persuade buying decision of their customers.
CONCLUSION
From the above detailed report it can be concluded that digital marketing is the method of new
era and an effective method to promote products and services of a company. These methods are
totally dependent upon using internet as mediator. Digital marketing assist the company is
getting competitive edge in intense competition environment (Muljono, 2018). On the other hand
this is helpful in achieving goals in considerable manner and in early time. Further omni channel
marketing are used so as to mix various channels of marketing and to render the best to customer
so that to have sustainability and high customer base.
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REFERENCES
Books & Journals:
Chaffey, D., Hemphill, T. and Edmundson-Bird, D., 2019. Digital business and e-commerce
management. Pearson UK.
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management and Business Research.
Hudák, M., Kianičková, E. and Madleňák, R., 2017. The importance of e-mail marketing in e-
commerce. Procedia engineering, 192, pp.342-347.
Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big
technological break. Maria Johnsen.
Kelsey, T., 2017. Introduction to social media marketing: A guide for absolute beginners.
Apress.
Kemp, A., Randon McDougal, E. and Syrdal, H., 2019. The matchmaking activity: An
experiential learning exercise on influencer marketing for the digital marketing
classroom. Journal of Marketing Education. 41(2). pp.141-153.
Larter, L., 2016. Pilot to profit: navigating modern entrepreneurship to build your business
using online marketing, social media, content marketing and sales. Morgan James
Publishing.
Lembrych-Furtak, R., 2017. Marketing challenges and opportunities in multi-channel
distribution. Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia.
51(2). pp.151-158.
Muljono, R.K., 2018. Digital Marketing Concept. Gramedia Pustaka Utama.
Ozuem, W., Patten, E. and Azemi, Y. eds., 2019. Harnessing omni-channel marketing strategies
for fashion and luxury brands. Universal-Publishers.
Rishi, B. and Bandyopadhyay, S. eds., 2017. Contemporary issues in social media marketing.
Routledge.
Selman, H., 2017. Marketing digital. Ibukku.
Tancharoenwong, A.S., 2018. Facebook as a Digital Marketing Tool: Facebook’s Engagement
Strategy for Maternal and Child Health Page. UTCC International Journal of Business
and Economics, 10, pp.3-17.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Vrábliková, M., 2017, October. The business performance measurement as a tool of creation of
innovative intentions. In Conference Proceedings from International Scientific
Conference PEMF 2017 (Vol. 1, pp. 37-47).
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