Multi-Channel Digital Marketing: A Crème Crush Analysis

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Digital Marketing
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Table of Contents
Introduction......................................................................................................................................3
LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital
environment.....................................................................................................................................4
P1 Present an overview of the digital marketing landscape and compare online and offline
marketing concepts..........................................................................................................................4
P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing..............................................................................................................................6
LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and
mortar and other physical channels.................................................................................................7
P3 Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels.........................................................................................7
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.....................................................................................................8
LO3 Determine how to organise digital marketing activities and build multi-channel capabilities
in an organisation...........................................................................................................................10
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities................10
P6 Explain how omni-channel marketing has evolved..................................................................14
LO4 Evaluate methods of monitoring and measuring digital marketing effectively....................16
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing.......................................................................................................................................16
P8 Present a set of actions to improve performance in digital marketing.....................................17
Conclusion.....................................................................................................................................19
Reference List................................................................................................................................20
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Introduction
Digital marketing has become one of the most crucial parts of business, which is offering
significant competitive benefits to the organizations, over others, in order to sustain the business
growth in the increasingly competitive market. Digital marketing has now become a major
component of all the successful marketing organizations. However, with the continuous evolving
landscape, it is crucial for the marketers to stay ahead of their competitors and deliver cutting –
edge digital marketing strategies and approaches to win over the race in this digital era.
In this regards, the key emphasis of this following assignment is to understand the opportunities,
challenges and impact of digital environment on business; to evaluate the digital tools, platforms
and channels, by comparing bricks and mortars as well as other physical channels. In addition,
the current assignment is also determining the way through which digital marketing activities are
arranged and multi channel capabilities in the organization are built. Further, assignment would
also help in evaluating the methods of monitoring and measuring the digital marketing strategies
effectively. The assignment is mainly emphasizing upon making the SME Crème Crush
understand the importance of digital marketing for reaching out to the local youth, who are more
active in social media and to suggest them strategies for devising their digital marketing tools
and activities.
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LO1 Demonstrate an understanding of the opportunities, challenges and impact of the
digital environment
P1 Present an overview of the digital marketing landscape and compare online and offline
marketing concepts
Digital marketing is referred to the key marketing domain, which uses digital technologies for
promoting the products or services. The digital marketing landscape is a continuously evolving
state of digital media, which involves “social media marketing search engine marketing,
influencer marketing, pay-per click advertising, search engine optimization, web development,
content marketing, pdcasting, video production and mobile marketing”. Although internet is the
sole source for digital marketing, but mobile devices and social media platforms are also crucial
for its usefulness. Within the period between 1990s to 2000s, rise of digital media has
revolutionized the industry trends, through changing the perception of customers and the way of
developing relationship in business field (Ryan, 2016). The increased availability of the digital
platforms has made people influenced towards online shopping and virtual communication. As a
result, considering the consumers’ changing perception and needs, the marketers have also
modified their traditional marketing concepts, by incorporating digital marketing landscape.
Considering this, Crème Crush SME should also emphasize upon digital marketing landscape,
which is more time and cost-saving, while offering competitive edge to the organization.
Reviewing the digital marketing landscape, some key trends have been identified in the current
market situation, which includes, “voice search, progressive web apps, personalization, social
media, transparency, visual recognition and chatbox” for communication.
Online marketing – Online marketing is the marketing process, which involves marketing tools
using internet and social media platforms for advertising and spreading awareness about the
company’s products to the customers. The key target of online marketing is to grab attention as
much as possible customers, especially the tech-savvy young generation (Chaffey and Ellis-
Chadwick, 2019).
Offline marketing – Offline marketing does not involve internet and uses traditional marketing
tools, including television, radio, billboard, leaflets and others to spread awareness about
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products or services offered by an organization. It is beneficial to reach over the areas, where
internet access is not available; but it takes more time and can cover less geographical area,
compared to online marketing.
Concepts Online Marketing Offline Marketing
Cost More affordable than offline
marketing
Less affordable than online
marketing
Exposure Online promotions does not
have limits and reaches out
maximum exposure globally
Offline promotions have its
own limit, never guarantees
maximum exposure
Convenience Internet marketing does not
possess any time barrier,
enabling customers to buy
product or service any time
they want
Offline marketing expects
sales of products or services,
when their outlet is open
Personalization Through web traffic and
purchase history tracking,
specific offers could be given
to customers and targeted
through promotions (Quinn et
al., 2016)
In offline outlet, it is difficult
to apply, especially in case of
large organization for
customer retention, which
could lead to biasness issue
Social media influence The online stores can be
promoted through social
media easily. Directly or
indirectly people initiate to
refer online stores, which also
increases traffic and sales
Offline marketing can get
social followers, but it is
usually limited in the regional
boundary (Edelman and
Heller, 2015)
Challenges Technological security Cost and high time
Key emphasize Content Product
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P2 Determine and analyse the key consumer trends and insights that are fuelling the
growth of digital marketing
Consumer trends, their changing perception and demands are influencing the growth of digital
marketing and adoption of the digital marketing tools in business practices highly. The key
consumer trends offered several opportunities to the marketers. For instance, the trends related to
consumer behaviour indicate significant importance of the consumer insight and understanding
of the effectiveness of the digital marketing activities. In this context, it is noteworthy that with
increased accessibility of internet the online consumer power has been raised, which has shaped
the marketers’ strategies related to marketing plan. Nowadays, with more internet access and
increased use of smart device, people spend most of the time surfing on the internet on their
smart devices, when they require buying something; and communicating over social media, from
where they gain awareness about products or services. Current trends in UK indicate that
consumers are no longer giving much time to gain awareness from traditional media; rather, they
prefer to search directly on online search engines (Edelman and Heller, 2015). It is also a
noteworthy trend that people prefers to shop from the brand, which has its own informative
website or which is involved in more digital marketing and related performance.
Digital marketing is further enabling the consumers to be engaged in organizational decision
making, by offering feedback on the products or service improvement, which s strengthening
relationship. It is noteworthy that digital marketing is utilized by the marketers for strengthening
relationship with other stakeholders too. Further, it is also noteworthy that currency is one of the
most important trends that are fueling the growth of digital marketing. It is because, it is offering
procedures to pay in cashless process (Stephen, 2016).
However, the impact is not only positive. The marketers are also facing some challenged. For
instance, the rise of digital technology has encouraged the shift from brands and suppliers to the
customers and their experience of the brand. In addition, in one hand, digital technology is
helping the marketer to spread awareness to a lot of people quickly over a wider geographical
area; but negative publicity also spreads quickly on digital platforms, harming the business. In
this regard, the growth of “micro-moments” related digital technologies are also noteworthy,
which have also shaped the business growth significantly (Katsikeas, 2018).
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LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks
and mortar and other physical channels
P3 Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels
In business purposes, the digital tools are highly being used for reaching to wider population,
increasing sales and generating higher revenue. The role of digital marketing in the 7Ps of
marketing mix is inevitable, as it is a key strategy in promoting the products and services in the
innovative ways. There are different types of digital tools and hardware available in market for
supporting and enhancing the marketing effort. Here, “bricks and mortar” is referred to the
physical presence of an organization or a business in a structure or building, in contrast to online
or virtual presence on digital platforms (Zook and Smith, 2016).
In contrast to the “bricks and mortars” and other physical channels, the following digital tools are
available to the marketers.
E-mail – It uses internet for sending mails from sender to receiver within very few moments. It is
used for sending formal letters and important business communications.
Google Drive – It is a key digital storage space used by marketers. With the use of g-mail, data
and information can be saved for long period with secured and personalized manner, unlike
physical procedures, which has risk of lose.
Skype – It is a virtual interface for communicating and video conferencing, used for business
purpose highly. It is eliminating the need for physical presence from long distance and travelling.
Microsoft office – It is writing tool, which is used in business for documentation purpose, which
is highly user friendly and easily accessible than physical channels (Leung et al., 2016).
Google chrome – It is a search engine used with internet access for gathering information at
anywhere anytime, using a digital device, which eliminates the need for physical space.
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Dropbox – This tool is used for designing group work in modern workplace and enhancing
efficiency.
In contrast to physical channels and “bricks and mortars”, some hardware are available to
marketers for promoting digital marketing, which are:
Tablets – Digital device, used for many purposes in business.
Smart phones – Used as a human interface, for handling business in a smart way, saving cost
and time, as well as utilizing fewer resources.
Personal computers – In business, PCs are used for several purposes, including designing,
planning, documenting, scheduling, data storing, communicating and other purposes.
Keyboard – Used for inputting devices and entering information in system, this takes less time
than physical channels (Ryan, 2016).
Hard Disk – It is the hardware for data storage.
Speaker – Used for communicating and listening to information about business or any other
purposes from the system.
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P4 Examine the development of
e-commerce and digital marketing platforms and channels in comparison to physical
channels
The development of E-commerce platforms and digital marketing has increased extensively in
the last decade and the World Wide Web has changed the way we socialize, market and the way
we work contemporarily. An evolution in the hardware and technologies have provided a direct
correlation with E-commerce, which has again helped in growing the process of advertising,
marketing, purchasing of the products and services and this method has been able to eradicate the
rival traditional shopping in different ways (Chaffey and Ellis-Chadwick 2019). The technology
joints like Amazon, Google, Paypal, and 80% of the companies have changed the face of the
journey through online shopping, which has been accelerating in the last decade and provided
impactful changes in the process of marketing these years.
There has been an extensive rise in the online marketplaces, seamless shifts of mobile devices for
online shopping has been observed, tremendous growth in digital marketing and advertising
online has been noticed and the practice of digital modification and optimisation has been used
to mainstream consumer shopping. The online marketplaces have become a very popular place in
comparison to physical systems, as people do not have to go distances to buy and get the desired
products without any hassle (Nagwanshi and Dubey 2018). The platforms have been able to sell,
advertise, and attract people to shop and some of the major players like Amazon and Google
have changed the way people consume in the contemporary market.
The online marketplace has become popular as the prices are quite less in most of the products
and the customers can even get a review of the products and services provided by the people
online. There has been an increase in the market representation online by 26.1 per cent within the
last 10 years (Nosrati et al. 2013). Mobile friendly purchasing was not available before but
nowadays the customers can have a good experience of the full spectrum of services through the
smallest screens without even entering the brick and mortar retail location (Zhang et al. 2017).
This has been an advantage as the vast majority of people have started to involve themselves in
mobile-friendly purchasing and it has been seen that 9 million subscribers in the UK have
introduced themselves in the same after the year 2008.
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Online and digital marketing facilities have increased extensively and the use of mobile
optimisation has been one of the major changes attracting the younger demographics extensively
in comparison to the traditional systems, and has helped the companies to replace various
methods of marketing to increase their sales (Kannan 2017). It has not been possible for the
traditional marketing processes to set up in all places around the world, which have been
apparent with the digital marketing and the companies have to be brand consistent so that they
can maintain the attachments with the consumers and this process has been difficult and complex
extensively. Social media has become a game changer and offline marketing systems are being
slowly eradicated.
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LO3 Determine how to organise digital marketing activities and build multi-channel
capabilities in an organisation
P5 Develop a digital marketing plan and strategy to build
multi-channel capabilities
Company Name: Crème Crush
Summary
This study will be focused on creating a digital marketing strategy so that the company Crème
Crush can build multichannel capability is within the organisation can attract more customers
with the help of the internet. Therefore, the company will have to focus on performing a brief
situation analysis, setting the objectives of the digital marketing plan, defining the Strategies and
carrying out actions and controls.
SWOT analysis
Strengths:
 Unique and varied products
provided to the customers
 Makes their own products and
services
 All the stores are located in a high
traffic area
 Products have less fat so it attracts
a different kind of people
 Good market share
 Increased goodwill
 Investments in new technologies
make the tasks faster
Weaknesses:
 Education all the products and services
are lacking
 The company do not have experience in
making and managing the products
 Relying on specific vendors
 Continuous change in the prices
 Seasonal business
 Lack of brand recognition
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Threats:
 Health conscious customers
 Currently changing markets
 Extensive competition
 Threat of brand recognition
Opportunities:
 Opportunity to choose a niche
 Increase of young customers
 Different varieties of products can be
made to attract customers
Objective setting
 To increase the sales of the company
 To focus on establishing multichannel capabilities through digital marketing
 To target and position themselves to recover from the losses
Strategy
Segmentation, targeting and positioning
Segmentation basis Segmentation and targeting
Geographic
Region The UK- London, Manchester and Liverpool
Density Urban
Demographic
Age All ages
Gender All Genders
Income Middle to High-income group
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