Unit 24 Digital Marketing Assignment

Unit Title and Number: Digital Marketing (Unit 24)
Is this a Final Submission
or REFERRAL submission
Word Count
Digital Marketing
1

Table of Contents
Introduction .....................................................................................................................................3
Conclusion ....................................................................................................................................13
References......................................................................................................................................14

Introduction
The report would assess the marketing activities and arrange them to develop the digital
marketing. Several strategies will be evaluating within this report. This report will also
emphasize on the working capability of a company in the competitive market. For being a
marketing analyst, it is essential task for the company to gain the profit by promoting their
services and goods to the customers. Further, it will affect the customer’s perceptions and the
company. The company “Crème Crush” is establishing their thinking within the digital world.
They are confident about their product quality, but they are anxious about their offline marketing
strategy and they are facing many problems in this market. Thus, the report will analyses the
digital marketing strategy of Crème Crush that may be beneficial for the company in future. The
report will also include the limitations and strengths of the various processes and will provide
possible ways by which it can be solved. The report includes critical analysis of various factors
that can improve the digital marketing of Crème Crush. In addition with this, report assess Omni-
channel marketing and SOSTAC model. Further in this report formative discussions have been
made on digital marketing plan and performance metrics. Lastly, present project cover the
aspects related to set of actions as to effectively develop performance within digital marketing.
Assessing the Omni-channel marketing: For the last few years, Omni-channel marketing has
engaged to several companies for becoming the most prominent business feature. The
companies need to give a seamless experience to their customers, regardless of device or
channel. Consumers may involve with a local SME like Crème Crush in their physical store, or
the online site through social media or a catalog. They can easily access their items and services
by calling the company on a phone, by using the mobile app or online site. Every customer has
experienced a complementary and consistent service from the company (Baltes, 2015). Omni-
channel is the marketing strategy in which company may view the experience of their customers.
Multi-channel marketing is consider as a practice by which company interact with their
customers by using effective combination of indirect or direct communication channels such as
retail stores, websites catalogs, mobile and many more. All these are beneficial in managing
better relation with large number of customers and keep them loyal towards its products and
services. This will directly contribute in increasing profitability level of the company at market
place. Now a days, customers are going online to buy products and services as they can interact
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with various companies and select the best from these. Along with this, companies are also
operate their activities at online platform in which they share all the necessary information about
their products and services. Mainly, multi-channel marketing is focusing on marketing efforts on
the basis of multiple channels so that they can easily target every customers who is willing to
buy its products and services as per their needs and wants. One of the main advantage of this
practice is that it may aid in inviting large number of customers towards company products and
services. For communicating with customers, company use various ways or channels like
Twitter, Instagram, and various social media network. Along with this, it also support in
increasing sales and revenue of the company at market place and at the same time make more
engagement with large number of customers. This is the main reason that firm can easily attain
competitive advantage from its rivals.
Omni channel and multichannel marketing are two very distinct and separate marketing
strategies, even though both focus on the use of several channels towards reach customers.
However, multichannel marketing refers to the capability for interact the potential consumers on
several platforms. In case of Crème Crush, multichannel merely focuses to obtain the word out
via the maximum probable number of channels. By using the multichannel, the company may
more engage with their customers. Their management adopts two or more channels to involve
their customers; most popular are email and social media. On the other hand, Omni channel
inter-relates each channel towards involve with their consumers as a holistic whole and make
sure that they are having a wonderful experience with the company’s brand throughout each
channel. The main target is to develop a strong connection among the brand and customers.
Apart from these, there are several pros and cons of multichannel and Omni channel modes of
marketing. In case of Omni channel marketing, it will help the company to remain in completion
as; nowadays customers are very brand conscious and have many questions regarding it. With
Omni channel, this type of questions can be answered within a few hours. However, the process
of Omni channel marketing is very complex (Baltes, 2015). Omni channel marketing will help
Crème Crush to make its products available to the customers more effectively, but the process of
marketing requires man-to-man interaction, so it will require all marketing executives of the
company to be on one place at the same time.
One of the most important benefit of Omni channel marketing is that it significantly offer offer
customers an omni channel experience in addition with this, it empowers users to personalize

their own experience. With the help of this, customers has the control to access the products,
services, and support options on demand. In addition with this, with the help of omni-channel
organization can effectively able to improve consumer experience and further offer them more
channels to make a purchase such as stores, web or mobile. With the assistance of Omni-channel
marketing organization can effectively able to increase their revenue growth while having high
customer retention. Thus, Omni-channel marketing aid in offering customer self-service with the
help of which effective satisfaction to them can be offered.
One of the major weakness of Omni-channel is that, it is complicated and in this there is a need
to large base of individuals in different places on same time. In addition with this, it is important
for organization to have dedicated fulfillment of employees, especial element in their in-store
items and software.
In case of multichannel marketing, Crème Crush can reach to more customers through ads and
promotions. In short, more the number of ads more will be number of customers. However, to
make large number of ads and promotions the overall marketing cost of the company will also
increase, which can be a challenge for Crème Crush. Multichannel marketing will help the
company to understand its customers well but will also require Crème Crush to implement ways
through which they can understand the needs of their customers. With the help of multichannel
marketing, the company can give time to its customers so they can research and know about a
product before buying it (Lamberton and Stephen, 2016). However, to achieve this, company
must keep all tracks of its products to know if something is wrong with it or not. Crème Crush,
keeping these things in mind can succeed in its field of marketing much more than its rivals.
In addition with this, with the help of multi-channel marketing Creme Crush can effectively able
to create strong impression on audience mind. Apart from that increase in consumer engagement
can also be done along with enhancing customer base while lowering consumer acquisition costs.
Thus, multi-channel marketing company have greater chance of communication with customers
and can further sell their products and services to more consumer base. With the help of this they
can further able to get more competitive edge as compare to their competitors.
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While if it is considered in weakness of multi-channel marketing, it relatively lead towards
increasing sales costs and decreasing economies of scale. In addition with this, one of the major
weakness that has been hold by multi-channel marketing include production and cash flow stress.
In case of Crème Crush, the company should assess the experience of customers in order to
research the product’s quality and stay connected with the clients. The company may also
examine the experience of customers by interact all accessible channels. These types of tests
must be performed by internally and externally (Mogos, 2015). On the other hand, the local
company may estimate their success in context to the response of people, rather than estimating
individual views. Their management must have enough information to know the customer’s
interaction in offline and online store. Besides, they would recognize which information or data
is helpful for the company and segment the customer accordingly. They would also utilize the
marketing automation, and the company may capture this data to develop very wealthy profiles
about the customers and their journey. The company may collaborate with the organizations like
DSPs or Acxiom to enlarge the information with more intelligence (Leeflang et al., 2014).
The process of communication is an effective marketing strategy to know customer’s
perceptions. If a consumer has purchased an item previously, the company must consider in their
marketing strategy. Selecting a proper digital market and adopts it to get the competitive edge in
the market (Kaufman and Horton, 2014). The significance of Omni-channel marketing is created
the awareness between customers related to the items and services provided by the company.
Digital marketing strategy for Crème Crush: There are several types of marketing plan
available for Crème Crush making an organization’s marketing strategies. One such model is
SOSTAC and it is mainly focused on six factors.
Situational analysis- In case of Crème Crush, were they are now, internal analysis may be the
overall analysis of the company, whereas external analysis is the examination of extrinsic
surroundings. The company can utilize a number of methods for analyzing contemporary market
situation and competitiveness in the market. Their management may execute SWOT analysis that
may utilize to identify the internal and external environment.
The main weakness Crème Crush is facing is to stay on offline marketing. Moreover, if they
move to online marketing, the possibility of weakness’ is cybercrime and customers’ details such

as identity etc. (Negative feedback, Administrative clutter). Apart from these, another
remarkable weakness of Crème Crush is the decrease for sales. The decrease in the sales affects
the company greatly as the revenue of the company is highly dependent on the amount of sales.
Thus, it is crucial for company to effectively analysis the target customers before offering their
services. When company offer their products by using offline market that may negatively impact
on the profitability level of the company at market place. In addition with this, it has been
determined that declining of sales of Creme Crush relatively affect their competitive image in
market place that lead towards decreasing overall base of customer range.
Objective- Where do we want to be? Objective is the main summary of the company’s objectives
along with their mission. In contrast to Crème Crush they have to increase revenue -sales to
reduce profit margins and increase customer satisfaction and brand name and supports their
managers to stay in focus on the company’s goals and marketing strategies (Mogos, 2015).
Strategies- How do we get there? Crème Crush would plan the marketing strategies to achive a
growth of 5% they could adopt Porter generic strategy to focus up cost and low cost,
differentiation Promotional mix strategy, product line strategy or brand strategy to attain its
objective. Their management must target a market as per customer requirements.
Tactics- How do we get there exactly? Crème Crush must use 4Ps/7Ps of the marketing mix they
can use advertising, sponsorship. This incorporates shaping relevant action, timing, areas of
responsibility and budget planning. Social media (Facebook-Twitter-Instagram)
Action- The details of tactics Crème Crush can take to achieve. Train marketing staff, develop a
plan for transport and communication etc. Marketing plan is set out as per the objectives of
Crème Crush. Mainly, it is used by the company to control their strength.
Control- Crème Crush must control their plan at several stages in contrast to the target or
designing reparative course of action where required. Crème Crush must evaluate the failure or
success of the digital marketing plan review wat you met and set the objectives and correct the
mistake.
The company has to select two options in their digital marketing business: taking the control of
company’s direction and must react towards the forces beyond the control. Taking control, the
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market is better option for Creme Crush and the way to perform, it is known as a coherent
strategy (Opreana and Vinerean, 2015). This strategy is a part of the business success and
emphasizes the steps that company needs to adopt efficiently in the competitive market.
1. The company should make a mission statement, which defines the main business with a
sentence or two.
2. For distinct objectives and measurable targets for the company, goals should be set to capture
a particular market share.
3. The company must conduct a SWOT analysis. It supports to estimate the company’s strengths,
weakness and external threats and opportunities. Further, a coherent marketing strategy gives the
company a bulk of advantages like diversified network, competitive edge and high investment
opportunity in a new market (Kavoura and Stavrianea, 2014).
4. Imply the insights through SWOT analysis to recognize the aspects, which will support the
company’s ability to attain the objectives.
On the other hand, a digital marketing strategy is a method, which direct towards the failure for
estimating all the aspects in the development.
 Long, medium- and short-term business goals should attain in this marketing.
 The strategies are to be attain at the digital level
 Several channels are utilized by the company
 A proper development plan is needed
Analysis Resources required Activities by the company
SWOT analysis for
Crème Crush
 Technology developments
 Latest trends in the market
 Several activities of the
The company Crème Crush
has to implement several
digital tools to balance the

competitors
 Relevant legislation
 Main events
performance of company and
their stakeholders. The
managers adopt the digital
marketing strategy that may
support them to reach out the
local youth that are more
active in social media. This
activity supports the company
to develop their performance
and their management should
be creative to implement
digital strategy (Felix et al.,
2017).
Recognize the
strategic options
and develop the
strategic priorities
for Crème Crush
 Critical issues from the audit
report
 Interior capacity to deliver the
products
 High return on the investment
The most prominent activity
in this analysis is to develop
the proper and detailed image
of digital tools. It supports
their management to make
and plan thee graphs and
charts on Crème Crush
marketing that may be useful
to analysis the overall market
share.
Choose the target
customers and
SMART objectives
for Crème Crush
 Visibility and awareness
 Involvement
 Conversion and Revenue
 Sentiment
Communication skill will be
effective tool to communicate
the customers. A strategy is a
just plan of activity to attain a
desired target.
Select the channels
and tactics
 Owned media
 Twitter stories
 Delta Air lines
 GoPro
 Facebook
GoPro has motivated an
entire fanbase of the people to
taking the amazing products
and services of company.
Measuring the
success
 Data in sales
 Online channel analysis
 Feedback of customers
 Interior interviews
 Competitor analysis
These resources are needed
for estimating the success of
Crème Crush.
Table 1: Digital Marketing plan
(Source: Learner)
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Range of tools to plan an end-to-end Omni-channel marketing campaign
E-commerce websites- In recent time, e-commerce market is utilized to direct the end-to-end
operations at minimal expenses. With eroding the incentives, this strategy has turn out to be less
profitable for the company since they take the highest share in their profits through the service
fees. The company must create a self-owned e-commerce platform that may more profitable for
the company and it is a main component in the Omni-channel strategy (Taherdoost and
Jalaliyoon, 2014). In case of Creme Crush, a practical e-commerce site must be containing the
complete collection of upselling the products and add towards the volumes.
Secure payment gateways- In the digital marketing, security is the most fundamental component.
Cyber attackers always find for the vulnerabilities within the digital infrastructure and way they
may exploit their consumers. The company must focus on security measurements and secured
payment methods for their customers.
Supply chain management- The local SMEs like Creme Crush needs to work on the supply chain
management for the efficient online operations. Further, logistics operators like warehouses,
transporters and shareholders have the high transactional values (Järvinen and Karjaluoto, 2015).
The company needs to develop the lost cost business strategy that may be useful for the supply
chain management.
Mobile applications- Mobile applications develop the communication process and data
information among all types of channels. It also supports to decrease the time of order processing
and directs to enlarge the output. However, most of the customers now prefer the Smartphones to
buy any products and make the purchases utilizing either the dedicated apps or the company’s
website (Patrutiu-Baltes, 2016). The company will focus on their mobile apps to ensure that
every customer should access the app to purchase the products.
Artificial Intelligence- AI may be used to give the customer a personalized experience and they
can experience the offline service as possible. The company should ideally integrate it while they
scale up the operations. The latest technology would also support the company to analyses the
information.

Augmented reality- AR may be used by the company to offer the customers offline shopping
experience (Lamberton and Stephen, 2016). It also gives the buyers with a benefit to obtain a
virtual experience of the item.
Social media addition- The local companies like Crème Crush must open the latest social media
accounts in Facebook and Instagram to make the products more shoppable. By using this
activity, customers should know about the services and latest products of company. Further, they
choose the right product.
Measurement methods and performance metrics within the digital marketing (KPI)
Depending on the digital marketing plan, some methods and metrics would be more important
than others would.
For Crème Crush we can use (KPI) to measure sales to see whether objectives have been
achieved?
Reaped purchase and sales volume customers complaints etc.
Total site visit- It is the large- picture number that the company must monitor and track over time
to prove an idea of how effective the campaigns are. Further, this number must expand steadily
over time. If it reduces month to month, then the company must take overlook the marketing
channels and identify the issue (Kannan, 2017).
The company must maintain its websites regularly in order to retain its customers. Moreover,
Crème Crush must improvise its websites to attract new customers. Anyways, it is not possible to
describe a product well only through sites and this is a big challenge for the company.
Traffic by channels- This is one of the useful segments that emphasizes which one is better and
which one is underperforming in the overall marketing campaigns. Generally, the company must
break this in four channels: Direct visitors- These are the people mainly come to the website by typing the company
URL in their browser. The URL should be maintained well otherwise it would crash or
fail to open if an extended number of visitors visits the URL at the same time (Kannan,
2017).
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 Search or organic-These are the ones arrive at the site based on an exploration query. If
the websites do not clarify every query of the visitor or does not meet the necessities,
then Crème Crush will lose the visitor. In order to maintain this, the company must
ensure that all the questions of the visitors are answered. Referrals- These visitors occurred at the site from a link on another blog or website. If
the URL is not promoted on other third-party websites, it will not be reflected on them.
Therefore, the company must ensure that all of their URLs are updated on a regular
basis.
New visitors versus return visitors- For Crème Crush, it is also a significant distinction to track
the performance of the company’s product and service (Todor, 2016). Return visitors provide a
sign of the usefulness and quality of the products and service. Nevertheless, the limitation to this
metric is that, not all old visitors are satisfied with the products, so they can reflect negatives on
the website, which on the other hand will hinder the new visitors to trust the company as well as
its products.
Time on the site- Corollary towards interactions per visit provides the insight of interest and
engagement of the website visitors. Visitors who spend a lot of time on the site, they are to be the
loyal customers. The company must focus on these customers and their demands. One of the best
ways to drive the sales performance is to track the quality of products through the sales funnel.
This method is significant for the sales leaders who require a high-level understanding of the
team’s sales process. Another indicator is activity ratio and it supports to drive the company’s
sales efforts and estimate the activity ratios.
The company must keep a track of its website visits and must keep the data on how much
time is spent by the visitor for the particular site. To maintain this, Crème Crush must implement
time trackers that can calculate the average visit time on a site (Taherdoost and Jalaliyoon,
2014). This, on one hand, will not only help the company to the average time on website but also
help the company to know the drawbacks of their sites.
Applications of main digital measurement techniques used in the digital marketing
Engagement rate- It defines the interaction level a part of content that gives by the company.
The rate of engagement supports to determine which type of content the company must use and

way it performs according to the social media platforms (Kannan, 2017). It also indicates that
how receptive the audience is to the company’s content.
Open rate- Generally, open rate indicates how many individuals actually open the company’s
websites.
Complaint- To uphold the best rate in delivery and ensure best practices of email marketing are
being utilized, the company needs to their email account must maintain a low complain rate. If it
is high, the company fails to lower it and they may close the account.
Set of actions to develop the performance within digital marketing
 The company must have some form of marketing strategy, as it is necessary to enlarge
the brand awareness. The company may develop their recent strategy and document what
they are doing to enlarge it. As mentioned earlier, there are various pros and cons of the
ways of marketing. Thus, crème crush needs to maintain all these ways in order to
improve its sales.
 The company must make a blog and develop the content. It is the best way to develop
the overall marketing strategy. The blogs must be maintained regularly and must be
updated on a regular basis to cope up with the needs of the customers. This will help the
company to understand the basic needs of its customers and will help them serve the
customers much more effectively (Taherdoost and Jalaliyoon, 2014).
 It will be recommended that while making the marketing strategy, it will be wise to
develop a content calendar. Having a schedule would support to determine the
performance in digital marketing. With the help of this, Crème crush will know which of
its works are done and which are pending. This will enable proper execution of the work
and help the company to achieve its goal.
 Using the social media, company may give the vast amount of data to their customers.
Social media is the platform used by almost everyone nowadays. If the company
publishes its product details, exclusive offers on the social media, more customers will be
attracted towards it. It will therefore develop the reputation of the company on social
media.
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Main objectives which is planned by organization to achieve
Crème Crush is looking forward to increase their sales ration which is lowering down.
For this they are required to further develop social media campaignto as to effectively attract
large base of customers. In addition with this, as to increase sales company is looking forward to
identify target market which can be effectively done by investigating in R&D department. While,
one of the most important objective of Crème Crush is to ensure that customers are aware about
the products and service that are being offered by them. Thus, in order to accomplish this, it is
important for them to conduct social media campaign. In addition with this, as to effectively
accomplish this process it is essential for company to take advantage of price positioning
strategies as to attract both high-income consumer as well as price sensitive customers.
Thus, by considering this process Crème Crush can effectively able to make a significant
increase on their sales ratio that in turn lead towards increasing overall productivity and
profitability.
Conclusion
From the report, it may be sited that a local company like Crème Crush should recognize the
significance of digital marketing and develop several activities to evaluate the success. It has
found that the company has developed a digital marketing plan to assess all types of issues. The
success factor of this company is based in the digital marketing strategy. It enlarges the overall
production and adopts the latest technology to overcome the issues.

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Appendix
Speaker Notes
Introduction
In this task, the major task will be developing the marketing activities for Crème Crush to do
their business within the global context. It is essential for the organization to develop the quality
of their products for attracting the customers. The company “Crème Crush” is establishing their
thinking within the digital world. They are confident about their product quality, but they are
anxious about their offline marketing strategy and they are facing lots of problems in this market.
Thus, the report will analyses the digital marketing strategy of Crème Crush that may be
beneficial for the company in future.
Speaker notes covering power point presentation.
In this presentation we will be talking about the main problem facing Crème Crush, which is a
decrease in sale, about the current marketing channel (multi-channel) and the benefits of the
company by adopting omni-channel marketing promotional campaign to increase sales in
revenue.
We will also be talking about on-line and off-line marketing, consumer trends, what type of
digital marketing tools to use and how this will help Crème Crush to reach their goal. In this
presentation we will be talking about the main problem facing Crème Crush, which is a decrease
in sale, about the current marketing channel (multi-channel) and the benefits of the company by
adopting omni-channel marketing promotional campaign to increase sales in revenue.
We will also be talking about on-line and off-line marketing, consumer trends, what type of
digital marketing tools to use and how this will help Crème Crush to reach their goal.
Digital marketing is the concept of making marketing via the help of digital mediums. The
digital medium basically includes the internet, mobile phones and another advanced level of
communication. The presentation will give concise information about digital marketing and its
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importance (Montague, 2016). The current world is advanced and gets attracted to the
technologies and this can be the best way of making the marketing.
Digital marketing is an approach which gives the opportunity to do effective business with other
companies via implanting the attractive approaches of marketing. In the current time technology
is extending on a large scale which is becoming the reason for increasing digital market (Saura,
et. al., 2017). The different digital marketing channels are like social media, website, and content
marketing and so on. All of these channels give more innovative ways of marketing. The
marketing had implemented on the online and offline marketing approaches, but the online
concept is much better as compared to the offline marketing concept. Offline marketing is the
cost consuming concept of marketing whereas the online marketing concept is comparable cost
efficient (Siedlecki and Depaoli, 2016). The offline marketing is restricted to the particular
region and cannot be able to go to the higher market however the online market gives the
opportunity to extend the business in a significant manner. The digital marketing is beneficiary
for the organization in a significant manner as it provides some opportunities to company growth
and development. It provides a stable structure for company growth and expansion (Hudák, et.
al., 2017). It helps to enhance the workplace environment and helps to build the customers
satisfactory services which assist to make a strong impact on the competitors.
The local companies like Crème Crush, their management may utilize the AI technology to
evaluate the customer demands and their search pattern. For instance, Facebook supports the
company to optimize and automate the customer service. ChatBots would also be an effective
marketing activity to develop digital business. The digital marketing is the innovative concept to
be used for marketing, but it also includes some challenges which affect the organization in some
negative manner. This is most necessary to reduce the probability oh challenges faced in the
company but for that the analysis over such challenges in foremost require (Pogorelova, et. al.,
2016). This includes challenges like rumours, high competition, and skilled employees and so
on.
This is the prime concern of the organizations to attract more customers towards the company
and its productivity. This can be stated that this is most necessary for the companies to attain the
customer's trust and attraction. To accomplish such objective companies can implement the
approaches of key consumer trends (Montague, 2016). These help to make the marketing in an

updated and advanced manner which helps to attract more customers. The consumer trends give
precise information about the significant approaches to attract the more valuable and interested
customers towards the business. This can also be stated that it helps to make the understanding of
the needs of the customers which significantly helps to enhance the growth of digital marketing
(Saura, et. al., 2017). Thus, it can be stated that consumer trends significantly help to grow
digital marketing. The tools of marketing are the most essential requirement for marketing. These
tools can be stated as the base of marketing for the current time of the digital marketing era. The
business tools play a vital role in communicating with the customers and make them understand
the concepts (Siedlecki and Depaoli, 2016). The different type of tools is like social media,
website, video hosting and so on. The digital marketing is cost efficient concept of marketing
which gives the approaches to enhance the productivity and brand equity on significant and cost
consuming manner. The key factors that are responsible for the growth of digital marketing
include; online marketing is the most common mode of trade nowadays. The cost of digital
marketing is much less than that of traditional marketing. Digital marketing provides accurate
results, which on the other hand improves the profit of the company. Digital marketing can be
done through mobile phones, which is the most commonly used device nowadays. Moreover,
Digital marketing attracts more visitors and through its approach makes the visitor convert to
make profit for the company.
The concept of digital marketing can help the organization Crème Crush to expand the market
and also give concise information about the current market value (Hudák, et. al., 2017). This
analysis over the market and customers helps the company to grow in a significant manner. The
tools of digital marketing can help in some different manner to attain the growth and
development for the company crème crush. The tool like social media can help to make
communication with a large number of people in a cost-effective manner (Pogorelova, et. al.,
2016). The video hosting like YouTube can help to make the customers more aware of the
productivity and services with a real-life example. E-Commerce is the well-defined concept of
online shopping which made the experience of bargain hunting more exciting and innovative.
The concept of E-commerce gives a better experience to the people who are busy in their day to
day life (Montague, 2016). This approach explores different ways for the customers to check
new and trendy products via an easy click. The digital marketing platforms are the software or
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hardware or any of the website which gives information about the digital marketing concepts.
The different digital marketing plat for majorly focuses on the content which attracts customers
and different rivalries towards the initiated concept (Saura, et. al., 2017). Some of the examples
of digital marketing platforms are likeExacttarget, Marketo, Marin Software, Vocus, Raventools,
and Webceo. These platforms mainly used for digital marketing. The analysis of digital
marketing gives concise information about the current stage of the company in the context of the
competitors. It also determines the respective company about the requirement and improvements
to make the business more valuable and emerging (Siedlecki and Depaoli, 2016). The company
is focused on to implement the approaches of the digital market on a large scale and also doing
the same to attain growth and development. The major impact of E-commerce reflects on the
economy of the country as this helps to make more business which positively expands the
economy in a significant manner. This also helps to grow productivity and services in a reliable
manner. This helps to reduce competition and makes productivity cost effective (Hudák, et. al.,
2017). Thus, it can be stated that the concept of E-commerce is beneficiary for the country and
business growth. This is concluded from the presentation that digital marketing is the most
essential concept in to grow the current time of business. There was a brief discussion about the
importance and relevance of digital marketing. The concept of e-commerce also discussed in the
presentation and also disclosed the importance of e-commerce in expanding the economy of the
country (Pogorelova, et. al., 2016). Thus, there was a discussion about digital marketing and e-
commerce.
This is all to cover the presentation.
The opportunities and challenges facing the digital marketing
By using the digital marketing, the local company may easily show their innovative ideas and
product qualities to their customers (Shankar et al., 2012). Further, it allows the company to
create advertisements globally and enlarge their consumer base.
Digital marketing has huge drawbacks while a consumer searches for a particular item in the
internet, several products and services appear on the home page. It creates the conflict situation
and offers an alternative to select better and cheaper quality product of another local company.

Analyze the key consumer trends, which are fulfilling the growth of digital marketing the key
factors to grow are: technological tools such as web sites, social media, mobile ads and apps, e-
mail, online videos etc. The tools of marketing are the most essential requirement for marketing.
These tools can be stated as the base of marketing for the current time of the digital marketing
era. The business tools play a vital role in communicating with the customers and make them
understand the concepts (Siedlecki and Depaoli, 2016). The different type of tools is like social
media, website, video hosting and so on.
The local companies like Crème Crush, their management may utilize the AI technology to
evaluate the customer demands and their search pattern. For instance, Facebook supports the
company to optimize and automate the customer service. ChatBots would also be an effective
marketing activity to develop digital business.
Assessment of main tools and hardware that is available to the marketers in contrast to “bricks
and mortar” The tools of digital marketing can help in some different manner to attain the growth
and development for the company crème crush. The tool like social media can help to make
communication with a large number of people in a cost-effective manner (Pogorelova, et. al.,
2016). The video hosting like YouTube can help to make the customers more aware of the
productivity and services with a real-life example. E-Commerce is the well-defined concept of
online shopping which made the experience of bargain hunting more exciting and innovative.
The concept of E-commerce gives a better experience to the people who are busy in their day to
day life (Montague, 2016). This approach explores different ways for the customers to check
new and trendy products via an easy click.
To contrast the “bricks and mortar”, the company must expand their number of partners to access
point-to-point interfaces. Their management will put out the flexible interfaces to increase the
profits from international market (Chaffey and Patron, 2012). To deal with “bricks and mortar”,
the company will also respond quickly to the competitive threats, rather than taking the time to
make the new products.
Evaluate the use of proper digital tools to meet the marketing needs of Crème Crush
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In the global market, local companies like Crème Crush must develop their digital tools to know
the customer demands and needs (Ramsaran-Fowdar and Fowdar, 2013). Feedback on the
products quality can help the company to understand their preferences.
The marketing role of the company must focus at the appropriate market and assess the needs
and requirements of that marketplace. The activities of digital tools must be used by the company
to get the better development (Chaffey and Smith, 2013).
Assess the development of digital marketing and e-commerce platforms to compare physical
channels
The company may motivate their customers to visit their website and give the feedbacks about
services and products.
The internet service is the cheapest and cost-efficient resource of advertising as compare to the
traditional marketing activities (Goldfarb and Tucker, 2011). It enables the company to develop
their campaigns towards accessibility of their budget.
Evaluation and analysis of digital marketing and the impact of the growth of e-commerce
It allows the company to estimate their marketing activities like digital marketing is working or
not. It also supports the marketers to assess and review their online service for the quality
purpose.
The local companies as Crème Crush gets higher level of recognition of their products and
services in the global market by adopting digital tools (Kumar et al., 2013).
Conclusion
The digital marketing of Crème Crush will support them to enlarging their marketing sales and
products quality.
References
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Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital
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Goldfarb, A. and Tucker, C., 2011. Online display advertising: Targeting and
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Kumar, V., Bhaskaran, V., Mirchandani, R. and Shah, M., 2013. Practice prize winner—creating
a measurable social media marketing strategy: increasing the value and ROI of intangibles and
tangibles for hokey pokey. Marketing Science, 32(2), pp.194-212.
Pantano, E. and Di Pietro, L., 2013. From e-tourism to f-tourism: emerging issues from negative
tourists' online reviews. Journal of Hospitality and Tourism Technology, 4(3), pp.211-227.
Ramsaran-Fowdar, R.R. and Fowdar, S., 2013. The implications of Facebook marketing for
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