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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