Unit 24 - Digital Marketing

DIGITAL MARKETING

Contents
Introduction......................................................................................................................................3
LO 1.................................................................................................................................................4
P1 Overview of the digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................4
P 2 Determine and analyze the key consumer trends and insights that are fuelling the growth
of digital marketing......................................................................................................................5
M 1 Evaluate the opportunities and challenges facing the digital marketing landscape.............6
LO 2.................................................................................................................................................6
P 3 Key digital tools and hardware that are available to marketers in contrast to ‘bricks and
mortar’ and other physical channels............................................................................................6
M 2 Analyze the use of appropriate digital tools, both hardware and software, to use in a
specific organization context to meet their marketing requirements...........................................7
P4- Development of ecommerce and digital marketing Platforms and generals in comparison
to physical channels.....................................................................................................................7
LO3..................................................................................................................................................9
P5 Digital marketing plan for Tesco............................................................................................9
P6- How Omani channels of marketing has evolved.................................................................11
M3- tools and techniques to plan end to end Omni channel......................................................11
LO4................................................................................................................................................12
P7- Measurement performance metrics in digital marketing....................................................12
P8- Action to improve the performance in digital marketing....................................................12

M4- Key digital measurement techniques.................................................................................13
Conclusion.....................................................................................................................................13
REFERENCES..............................................................................................................................14
Introduction
Digital marketing is also in form of marketing of product and services that involve
electronic devices and tools. it is a new trend that is helping brands to expand their business

digitally and attracting customers effectively. Digital marketing and conclude E- marketing,
Google ads, social media platforms etc.
This report will cover case study of Tesco which is an British multinational retail
company we’re selling varieties of product to their customers (Kotane, Znotina, and Hushko.,
2019). It is third largest retailer organisation in all over the world on the basis of revenue
generated by them.
This Report will demonstrate an understanding of challenges, opportunities an impact of
digital environment. it will also examine key digital tools, platform and channels comparing and
constructing bricks and mortar and physical channel’s The report will also include marketing
campaign and in the end of this report will evaluate methods of monitoring and measuring digital
marketing campaign.
LO 1
P1 Overview of the digital marketing landscape and compare online and offline marketing
concepts.
The landscape of digital marketing is considered to be a place on an electronic platform
through which consumers can avail the options of buying goods and engage with content. With
the help of this platform they are able to promote their brand all over the world through the
platforms that have access. Other than this it also allows them to communicate with them on a
personal level. There are many differences between online and offline channel of marketing.
Online as the name suggests is the platform where goods are bought and sold online such as
email, social media etc. the focus of this marketing is more on content. They tend to work with a
platform that does not belong solely to them such as third party platforms of media, email etc.
buyers on this platform are not visible. But the benefit of this platform is that they have less
people to manage through which they are able to increase their level of profits. They do not have
to go elsewhere as they can meet their prospective clients at one place. On the other hand the
channel of offline marketing sells goods through different medium such as ads in newspapers,
telemarketing etc. Marketing offline needs to communicate with their customer and for that they
take the help of their staff. Although the cost of marketing is high as compared to online