Digital Marketing Landscape and Consumer Trends - Ted Baker

Unit 24:
Digital Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Presenting overview about digital marketing landscape along with comparison among
offline and online concepts of marketing....................................................................................1
P2. Determining addition to analysing consumer trends along with insights which fuel digital
marketing growth.........................................................................................................................2
TASK 2............................................................................................................................................4
P3. Assessing digital tools as well as hardware which are available to marketers in comparison
to bricks and mortar as well as other physical channels..............................................................4
P4. Examining development of e-commerce addition to digital marketing platforms and
channels against physical channels..............................................................................................4
TASK 3............................................................................................................................................5
P5. Developing digital marketing plan addition to strategy to devise multi-channel capabilities
.....................................................................................................................................................5
P6. Explanation of evolution of omnichannel marketing............................................................8
TASK 4............................................................................................................................................8
P7. Determining and evaluating measurement techniques together with performance metrics in
digital marketing..........................................................................................................................8
P8. Presenting set of actions for improvement of digital marketing performance......................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
An element of marketing in which internet along with online based technologies are used for
promotion purposes is termed to digital marketing. It has changed the way businesses addition to
brands makes use of technology in promotion of offerings (Schreiner, Rese and Baier, 2019).
The concept is full of tactics, programme and insight to promote and sell commodities with the
help of leveraging online promotional tools including search marketing, social media and many
more. For the project, selected company is Ted Baker which is clothing retail firm having
headquarters at London, England. Goals of the organisation is to become most engaging lifestyle
venture.
The report highlights opportunities, challenges together with impacts of digital
environment and examine key digital platforms or channels with comparison to physical
channels. It also determines ways for organising digital marketing practices, building multi-
channel potentials and evaluate methods for monitoring along with measuring digital marketing.
TASK 1
P1. Presenting overview about digital marketing landscape along with comparison among offline
and online concepts of marketing
Digital marketing and digital landscape
In accordance to Katsoni and Poulaki (2021), digital marketing is delineated as
promoting ventures to connect with potential audiences through Internet or other types of digital
communication. For example, when marketing consultant of Ted Baker uses or involve digital
communication in marketing campaigns then it refers to digital marketing.
Field of marketing have experienced huge evolutions in the way business concerns
communicate with target users, ways in which consumers interact with entities and ways in
which customers communicate with each other. In case with Ted Baker, digital marketing
landscape is evolving valuable tool for considering whole realm of digital marketing addition to
prioritising resources in different areas to spend. There are some digital technologies like mobile
phones, email, the Internet and social media which are said to digital marketing landscape. All
these tools and techniques aid marketers and managers of company to sell goods or services.
Differences between online and offline marketing concepts
Basis Online marketing concept Offline marketing concept
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Definition It is a way for notifying potential
consumers for offering of an
establishment through using
Internet or online channels (Kotane,
Znotina and Hushko, 2019).
It refers to attracting target audience
towards products and services
without using Internet and entering
into browser strings by using hands.
Exposure Use of online marketing at Ted
Baker exposes the venture to
maximum audiences or wider
geographical location.
However, offline marketing in Ted
Baker restricts exposure to local
community and specific
geographical location.
Purpose Purpose of online marketing in the
company is to sell products within
few durations of click and offer
audio or content on internet with
low cost.
Purpose behind using offline
marketing in an institution is to offer
exactly what customer demand and
providing personalisation.
Key benefits associated to digital marketing in Ted Baker
 Global reach: Digital marketing allow marketing consultant of Ted Baker to tap in new
market as well as trade effectively with small investment.
 Openness: By using digital marketing along with managing it carefully, organisations are
able to build customer loyalty together with build a reputation for easy engagement.
 Huge investment returns: To a business, nothing matters more than investment return
they make (Payne, Peltier and Barger, 2017). In case with Ted Baker, digital marketing
benefits by offering substantial returns on small investments.
P2. Determining addition to analysing consumer trends along with insights which fuel digital
marketing growth
In digital era, consumer trends are most focused towards convenience and speed. Through
digital channels, it becomes easy for consumers to access website of company anytime and
anyplace via smartphones. It is significant for marketing consultant of Ted Baker to have
understanding about preferences, demands, requirements and trends so to devise suitable
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