BTEC Level 5 Unit 24: Digital Marketing Plan and Strategy Report

This report, prepared for BTEC Level 5 Higher National Diploma in Business Unit 24: Digital Marketing, provides a comprehensive overview of digital marketing concepts and strategies. It begins with an introduction to digital marketing, comparing online and offline marketing approaches, and analyzing key consumer trends driving its growth. The report then assesses digital tools and hardware in contrast to traditional 'bricks and mortar' channels, followed by an examination of the development of e-commerce and digital marketing platforms. A digital marketing plan and strategy are developed to build multi-channel capabilities, alongside an explanation of omni-channel marketing evolution. The report concludes with an evaluation of measurement techniques and performance metrics, proposing actions to improve digital marketing performance. The assignment uses Trading Scents Group Limited as a case study to illustrate the application of these concepts.

BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
Digital Marketing

BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
Learner Assessment Submission and Declaration
When submitting evidence for assessment, you must sign a declaration confirming that the work
is your own.
Learner name: Assessor name:
Issue date: 16/09/2019 Submission
date: 14/12/2019 Submitted on:
Programme: BTEC Higher National Diploma in Business
Unit: Unit 24- Digital Marketing
Learner signature: Date:

BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
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.....................................................................................................................................2
TASK 2............................................................................................................................................3
P3. Assess key digital tools and hardware in contrast to 'bricks and mortar' and other physical
channels.......................................................................................................................................3
P4. Examine development of e-commerce and digital marketing platforms and channels along
comparison to physical channels.................................................................................................4
TASK 3............................................................................................................................................5
P5. Prepare a digital marketing plan and strategy to build multi-channel capabilities...............5
P6. Describe evolution of omni-channel marketing....................................................................6
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................................................................................................................................8
REFERENCES................................................................................................................................9

BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018

BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
INTRODUCTION
Digital marketing is a term which has wide scope that covers all marketing channels
which can be used to promote the products or services on the internet. Meanwhile, the
advertisements are also displayed on all those mediums which are included in traditional
approaches for example, mobile phones, television, etc. It is considered as one of the most
effective mode by which large number of public can be reached through the advertisements of
products or services (Armstrong, G. and et.al., 2014). In this report, Trading Scents Group
Limited has been chosen which is located in Surrey, United Kingdom. Furthermore, this report
covers overview and comparison of online and offline marketing concepts, analysis of key
consumer trends, assessment of key digital tools and hardware, examination of development of
e-commerce and digital marketing platforms. In addition to this, a digital marketing plan has
been developed together with explanation of onmi-channel marketing. Along with this,
evaluation of different techniques and performance metrics in digital marketing has been done
which is followed by set of actions for improving the performance.
TASK 1
P1. Overview of digital marketing landscape and comparison of online and offline marketing
concepts
Digital marketing has been defined as a term which is associated with combined
marketing services which are used to attract, engage and convert customers online. It is done
with the use of internet and electronic devices. There are numerous channels such as content
marketing, influencer marketing, social media, online advertising etc. It is useful in showing the
real-time progress so that performance of the organisation can be measured effectively. It is a
broad term which has the capabilities to make the business success in a short span of time
(Baker, M.J. and Hart, S. eds., 2016). Furthermore, it is also cost effective and easy to handle by
hiring a team for the same purpose. Digital marketing has come into the scenario of business
world because of the shift that has been taken in digitalisation. There are majority of population
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
who are active on internet and like to prefer online shopping. Hence, digital marketing is a new
approach for reaching wide range of customers with the help of internet.
Organisations can carry marketing activities of promoting and advertising the products
and services through several ways. These have been categorised into tradition and digital
marketing. Former is connected with display of products on authentic modes such as billboards,
television, radio, newspaper etc. and latter in the new way which is completely opposite to
traditional approach. Therefore, both of these are different from each other which have been
elaborated below:
Basis Offline Marketing Online Marketing
Meaning It is the strategy in which goods and
services are advertised without the use
of internet.
It is advertising and promoting
products and services through the
medium of internet.
Channels Print in newspaper, radio, television,
banners and many more.
Usage of web content, email
campaigns, video advertising etc.
Long term
exposure
It is for a short span of time. It is is useful in providing long term
exposure.
Targeting It offers limited ability to target the
chosen audience (Boone and Kurtz,
2013).
Large number of people can be
reached with the advertisement on
sites like Facebook, Google and
Instagram.
Real time
results
Limited data can be obtained from
offline marketing channels such as
newspaper, radio station and many
more.
It provides real time information and
details about the progress immediately
after implementation of digital
marketing advertisement.
With the above-mentioned comparison, it can be said that digital marketing is useful in
and appropriate way through which Trading Scents can advertise and promote existing as well as
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
new collection of perfumes. It requires low costs as well as provide results which can be
measured by taking into account the real time information.
P2. Identification and analysis of key consumer trends and insights for the growth of digital
marketing
Digital marketing is the outcome of the change occurred in the world through
advancement in the technology and digitalisation. It is an effective method of promoting goods
and services to attract large number of targetted customers (Chaffey and Ellis-Chadwick, 2019).
With the help of digital marketing, Trading Scents can achieve the marketing goals and manage
the business activities efficiently. Number of channels are there in this concept which can be
used according to the suitability of the entity. These channels are fruitful in increasing the growth
of business. Some examples of the same are Facebook, YouTube, Google Analytics and so on
can be selected. These are effective in unlocking and tapping several opportunities by which
profit and sales can be maximised. Some of the trends that are responsible for the growth of
digital marketing have been analysed below:
 Social content- Vast population have become active on social media sites wherein they
see the content and information shown on such sites. This is a major change which has
increased the availability of customers on social media sites. It is requires low investment
for reaching to target audience. People see the reviews about the product or services
online before making a decision to purchase the same or not (Chaffey and Smith, 2017).
 Smarter advertising- There is huge competition between the organisations operating in
an industry in order to outperform each other. Individuals get attracted to those
advertisements which are recorded or presented in the way they want. With the evolution
of digitalisation, people have become dependent on the internet and wish to include the
same in the advertisement.
 Conversational marketing- This is about showing the goods and services with a
message with a view to interact with the customers. Consumers have now become aware
about marketing strategies which give them chance to interact with the management of
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
the company in order to get all the details about the products and services. It can be
useful for Trading Scents to give all the details about its products.
TASK 2
P3. Assess key digital tools and hardware in contrast to 'bricks and mortar' and other physical
channels
Digital marketing is the activity of reaching the customers for raising awareness about
products and services with a view to attract existing and potential individuals. There are
numerous tools and techniques available to an entity for performing marketing activities
(.Charlesworth, 2014). Furthermore, traditional approaches have many limitations and
disadvantages as compared to digital marketing. This makes digital marketing more suitable in
the organisations in current scenario. Some of the popular and widely used tools have been
discussed below:
Social media marketing- Social media sites such as Facebook, Instagram etc. are the
online platforms which offer huge chances to interact with variety of customers worldwide. It is
effective in having a conversation with the target audience by creating healthy relationship with
them. In the context of Trading Scents, it can use Facebook as a mode for showing its new
collection to the users who are active on the above-mentioned social site. This can proved to be
an easy way to attract large number of people (de Vicuña Ancín, 2018).
E-mail marketing- In this approach of digital marketing, organisation use electronic
mail as a way of interacting with selected audience. In order to promote the products or services,
entities need a email id which is for business use. Generally, it is much easier method to connect
with the customers. It can be used to provide promotional offers to the people for persuading
them. With reference to Trading Scents, it can use e-mail marketing to target some specific
group of people (Saura, Palos-Sanchez and Correia, 2019).
Search engine optimizations (SEO)- It refers to the collection of tools and best practices
for helping the organisation get more traffic. It is the trending digital marketing approach which
is being used by large number of entities. It is directly linked with the search engines which can
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
be accessed by individuals to have the information about products and services. People use
search engines to look for the product or services which they require.
P4. Examine development of e-commerce and digital marketing platforms and channels along
comparison to physical channels
E-commerce stands for electronic commerce which refers to commercial transaction of
buying and selling goods or services using the internet. In exchange of such dealing, money is
paid to complete the transaction (Dodson, 2016). Earlier, the business activities were conducted
through traditional way which is the physical existence of outlets where people come, try things
and make decision to purchase or not. With the transformation in digital technology, the concept
of digital marketing has evolved with the time which is drastic change. E-commerce as well as
digital marketing are effective methods which can help business to grow. A comparison of these
with physical channels of marketing has been provided underneath:
Physical marketing channels Digital marketing platforms
Direct marketing- It is the method in which
products or services are presented to the
customers directly without involving any third
party. Organisation has direct contact with
customers and there is no participation of
middleman.
Social media marketing- This is an effective
tool of digital marketing which allows the
management to have instant communication
with a large number of customers. Some of
these are Facebook, Instagram, and more,
which can be used for reaching audience from
different countries of the world.
Print media marketing- It is the traditional way
of conducting marketing activities of
promoting the products or services. It is still
being used by many entities (Frick, 2013). It
includes newspaper, pamphlet, magazines etc.
which are very basic.
E-mail marketing- In this, goods or services are
promoted and advertised through e-mails. This
requires internet, email id of receiver,
description of goods etc. The marketing team
can communicate with the receiver directly.
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
The above-mentioned methods have their own pros and cons in order to judge their
suitability for business activities. With reference to Trading Scents, it should choose social media
for digital marketing as wide range of individuals are active users on social media platforms.
TASK 3
P5. Prepare a digital marketing plan and strategy to build multi-channel capabilities
Digital marketing plan refers to a document containing relevant and important
information for all the planning related to digital marketing actions. It can be formed for a time
period ranging from short to long depending on the goals and objectives to be achieved.
Furthermore, digital marketing strategy defines course of actions which are to be taken for the
attainment of targets (Fulgoni, 2014). A digital marketing plan for Trading Scents has been
formulated below:
Vision- To become global leader in this industry by providing quality products.
Mission- The mission is to increase customer base and market shares in the regions
targetted by the company.
Marketing objective- To promote and advertise new collection of perfumes on social
media platforms in order to achieve about 35% and the time limit for the same has been fixed for
6 months.
Situational analysis- This is to understand the current position of the entity in the market
so that it can develop appropriate strategies for business activities.
Strengths- Trading Scents has a name which is popular in local limits of UK. It provides
good quality products with unique fragrance which is also affordable. It also has wide range of
perfumes which gives option to the customers to choose from. Furthermore, it has expanded
customer base.
Weaknesses- The business activities of the company is restricted within national
boundaries of UK and there are economic crisis exist in the country. Furthermore, it does not
have sufficient funds to switch the traditional marketing approach with digital marketing.
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
Opportunities- Trading Scents can tap market of developing countries. Also, it can
collaborate with other entities operating in the same segment of products. Furthermore, it can use
new methods of digital marketing for advertising its products (Carlson and Lee, 2015).
Threats- UK market has fierce competition for the organisations which can be a threat
for Trading Scents to survive in the long run. Along with this, the demand of customers change
frequently.
Marketing strategy- Trading Scents is going to use social media marketing in which
Facebook and Instagram are the platforms which will be preferred by it for reaching the
customers.
Social media marketing- This is an effective tool for reaching large number of
individuals by presenting the goods in an attractive way which looks sophisticated. It should be
shows in the in which customers want to see (Pulizzi, 2013).
Target market- Target customers for promoting perfumes of Trading Scents are the
millennials who are between the age group of 20-32.
P6. Describe evolution of omni-channel marketing
Omni-channel marketing refers to sales approaches by multichannel with a view to
provide an integrated shopping experience to the customers. In other words, it means that an
organisation use different kinds of channels for creating an unified experience for the buyers. It
is used by entities for attracting large number of customers who can increase the growth of the
business. The evolution of omni-channel marketing has been described below:
Online and offline merge- There are marketing channels which are available online as
well as offline and each of these provide their own advantages and disadvantages (Järvinen, J.
and et.al., 2012). Omni-channel includes every possible marketing channels for creating an
integrated experience. Therefore, this was the first step in the evolution whereby concepts of
online and offline were combined for helping the companies in advertising their products or
services. This helps in bringing new and unique experience to the customers which leads to high
satisfaction. Also, it has been developed for bringing positive experience.
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
Transformation within to omni channel marketing- Earlier, companies used this to
provide experience to the customers according to the objectives and goals. But now, it has
change and the focus has been shifted towards consumer focused omni channel which takes into
account the demands and needs to meet them (Kingsnorth, 2019). Organisations use data and
information available with them to be used to for making strategies and plans to be implemented
within the organisation.
TASK 4
P7. Determine and evaluate measurement techniques and performance metrics in digital
marketing
Different kinds of techniques are available for measuring the performance of organisation
and contribution provided by digital marketing in business. In the context of Trading Scents, it is
imperative for evaluating and measuring the performance in order to make appropriate decisions.
This is helpful for the growth of the entity which can take the business to a next level. There are
some metrics and measurement techniques which can be used by Trading Scents to attain
organisational goals. Some of the techniques are as follows:
Key performance indicator- In this technique, a company consider the best performing
entity in a specific industry as the standard against which the first mentioned company measure
its performance. With reference to digital marketing, practices related to digital marketing of
competitors who are outperforming can be taken as the base for measuring the current level of
performance of Trading Scents. This is useful in stating the the difference which can be obtained
with a comparison (Kotler, P. and et.al., 2017).
Measurable metrics- There are metrics of digital marketing which are used for
measuring the effectiveness of digital marketing used by companies. Trading Scents can use
more than one metrics which are exit rate, bounce rate, interactions per visit, and many more.
These are beneficial in providing results based on real time data. The authenticity and accuracy
level are high and one can rely on the outcomes so gathered.
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
With reference to Trading Scents, it can use any of the metrics as well as techniques
which are suitable for the company (Miller, 2012). Also, it should depend on advantages and
disadvantages for the purpose of choosing it.
P8. Set of actions for improving the performance in digital marketing
Trading Scents is a company which is operating in the limits of UK and uses different
kinds of methods for sustaining in the competitive environment. There are various ways through
which Trading Scents can measure its performance in order to improve it. Some of the actions
which can be taken by this company are as follows:
Customer services- Customers are the essential part of the company to whom goods and
services are sold in order to make profit. The main objective is to understand the needs and
requirements of target audience to with an aim of fulfilling them (Martínez, 2014). Digital
marketing help organisation to remain connected with the customers even after completion of the
transaction.
Customer oriented- Trading Scents should focus on the customers for determining their
choices and demands which in order to attract new employees. It is important in increasing sales
and profits of the organisation. In the context of Trading Scents, it should make policies to
transform the customers into potential one who can make sales on a repetitive basis. This is to
enhance the growth of the company.
Purchasing journey- The techniques of digital marketing help in identifying needs of the
customers so that products can be manufactured according to their expectations. This is to
include the quality which is appropriate for the organisation to provide greater satisfaction to
them. Trading Scents should make efforts for enhancing experiences of the customers which can
help in attracting other individuals as well.
CONCLUSION
From the above report, it has been concluded that digital marketing is the new way of
promoting and advertising goods and services in the new era of technology. It is the entire new
way of carrying marketing activities with the use of internet. This to gain competitive advantage
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BTEC Level 5 Higher National diploma in Business
Unit 24: Digital Marketing
Centre Code: 01018
and help the company grow in fierce competition. Furthermore, it is useful for achieving the
goals and objectives in an efficient way. There are different channels of digital marketing which
can be used to present the goods and services in an unique way. Apart from this, there is a
concept of omni channel marketing which helps in providing unified experience to the customers
which help in retaining them for a long time.
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REFERENCES
Books & Journals:
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
de Vicuña Ancín, J.M.S., 2018. El plan de marketing digital en la práctica. Esic editorial.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Frick, T., 2013. Return on engagement: Content, strategy and design techniques for digital
marketing. Routledge.
Fulgoni, G.M., 2014. “Omni-Channel” Retail Insights and The Consumer's Path-to-Purchase:
How Digital Has Transformed the Way People Make Purchasing Decisions. Journal of
AdvertisingResearch, 54(4),pp.377-380.
Carlson, A. and Lee, C.C., 2015. Followership and social media marketing. Academy of
Marketing Studies Journal, 19(1), p.80.
Järvinen, J. and et.al., 2012. Digital and social media marketing usage in B2B industrial
section. Marketing Management Journal, 22(2).
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Martínez, M.D., 2014. Plan de marketing digital para PYME.
Miller, M., 2012. B2B digital marketing: Using the web to market directly to businesses. Que
publishing.
Pulizzi, J., 2013. Epic content marketing: How to tell a different story, break through the clutter,
and win more customers by marketing less. McGraw-Hill Education.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
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