Digital Marketing: Strategies, Data, and Consumer Behavior Analysis

This report provides a comprehensive overview of digital marketing, beginning with an introduction to the field and its evolution from traditional marketing. The main body of the report delves into key aspects of digital marketing, including the digital landscape and its differences from traditional approaches, the role of data and analytics in driving success, the facets of the digital consumer and the research tools used to understand them, and the principles of web design, website management, and usability. The report explains how the digital landscape is a collection of systems connected with satellites to make business activities fast and well-organized. It also provides a detailed comparison between traditional and digital marketing, highlighting the advantages of digital marketing in terms of reach, accuracy, and adaptability. The report then explores the technologies and management of data and analytics, such as web analytics and Google Analytics, that drive digital marketing. It discusses the importance of Omni-channel strategies in improving customer experience. Furthermore, the report examines the characteristics of digital consumers and the research tools used to understand their behavior, including tools like Google Analytics and social media analysis platforms. Finally, the report analyzes the principles of web design, website management, and usability and their role in successful digital marketing initiatives. The conclusion summarizes the main points and emphasizes the benefits of digital marketing strategies. The report references relevant books and journals to support its findings.

DIGITAL MARKETING

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
1. Understand the digital landscape and explain how it differs from traditional marketing
management...........................................................................................................................................3
2. Explain the technology and management of data and analytics that drive digital marketing and
underpin its success.................................................................................................................................3
3. Explain the facets of the digital consumer and the research tools that enable such an explanation
4
4. Explain and analyze the principles of web design, website management and usability and their
role in the success of digital marketing initiatives...................................................................................5
CONSLUSION...............................................................................................................................................6
REFERENCES................................................................................................................................................7

INTRODUCTION
The digital marketing is the selling and purchasing of the products by the use of
information technology. it includes marketing via social media, e mail , internet etc. The digital
marketing is used in all the organization to achieve fast success and growth in the market. The
digital marketing was developed from the year 1990 to 2000. Before this people use to do door to
door sales strategy for the promotion of their products and services. The digital marketing helped
a lot in making the promotional strategies and in exploring the awareness among the customers
to use social media for the shopping purpose. The customers found digital media more attractive
and useful for them.
MAIN BODY
1. Understand the digital landscape and explain how it differs from
traditional marketing management.
Ans – The digital landscape is the collection of the systems which are connected with the satellites. This
system is created to make the business activities fast and well organized.
DIFFERENCE BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING
TRADITIONAL MARKETING DIGITAL MARKETING
The traditional marketing helped us in providing
the wide reach within the target customers and
the branding methods which were done without
the use of internet.
The digital marketing helps us to provide a
interaction with the customers with the help of
internet.
The message spreaded by the marketing manager
or the sales men were not reached to the
targeted customers.
The message spreaded by the direct marketing
hits the customers very quickly
Analytical data collected by traditional marketing
strategies are in accurate.
Analytical data collected by direct marketing
strategies are more accurate.
Advertisements strategies can’t be changed with
the time(Habibi, and et.al., 2015).
Advertisement strategies can be changed easily
with the change in time and preferences of the
customers.
The messages of the ads and marketing are
pushed to the customers.
Customers engages themselves because of
proper interaction and target with the correct
customers.
Large investment is required in the making and
performing the marketing strategies.
A very little investment is required in doing the
marketing of the products and services.
It includes business cards, handouts, news papers
and magazines for the promotion of products and
services.
It includes social media, mobile applications,
websites and YouTube videos’ for the promotion.
Promotion- promotion is done via personal
selling, direct sales, sales promotion etc.
Promotion- in this promotion is done through
social media.

Place- the products are available on stores Place- they are usually available online.
Product- in this usually products are furniture,
clothes etc
Product- here, products are electronics, footwear
etc.
Price- the prices are shown along with marketing Price – in this there is no info on pricing in
marketing.
2. Explain the technology and management of data and analytics that drive
digital marketing and underpin its success.
 Web analytics is the only used technology in the process of digital marketing.
 The web analytics is used in creation of websites which helps in making marketing strategies
more simple and successful in the business.
 The marketing plans and the launching of the products among the desired customers are done
because of the web analytics (Saini, 2017).
 The Google analytics is also used in the forming of digital marketing and making it successful in
the business.
 It gives the correct data, information and the languages which can be used in the digital
marketing strategies.
The Omni channel nature of the customer journey and its importance in the digital area
Omni channels are the strategies used by various organizations to improve connection between
employees of their organization and their customers. The experience of the customer who uses
products and services of the organization is improved.
The nature of their customer journey is as follows:
 It gives a smooth and continues integration with all the customers with the help of
communication done by digital technologies.
 It gives competitive advantage by the help of optimal CX which is available in almost all the
channels of communication (Guercini, and et.al., 2018).
Importance of Omni channel in the digital era:
 The browsing on the mobile apps becomes easy and quick.
 Gives facility to save the favorite product on the official website where the customer is
shopping.
Customer journey- it refers to process of buying of products by customer from company and
points where they interacted with them. It helps businesses gain insights into mutual points of
customers and how can improve the customer experience, and define what customers, and
prospective customers, need in order to complete a purchase.
3. Explain the facets of the digital consumer and the research tools that
enable such an explanation
The facet of the digital consumers is as follows:

 They are emotionally touched with those digital strategies which they can relate
with their personal life (Krueger and et.al., 2015).
 They remain connected with the changes made in the market and the trending
items.
 The digital marketing strategies meet up with the perception of the customers. They
gets what they desired and expected from the organizations.
 A digital customer understands the changing market situations and technologies
easily.
Research tools that enables the explanation are as follows:
 Sumo Me
 Google Analytics
 Platform based social media analyze
 Google keyword planner
 Yoast
 Meet Edgar
 Promo Republic (López, and et.al., 2018)
The analysis of data available through social media marketing enables marketers to map this journey
to improve company performance and improve the customer experience
the data is gathered via google analytics and on basis of it data is analysed. so, data is collected
and categorized on basis of customer segment. this enables in getting insight on how data is gathered
and then decision are taken. it becomes easy for marketer to analyse data and get insight about
customer needs. they find out touch point where customer meet and what improvement is required in
it. Then, accordingly strategies are developed
 It is helpful in tracking the orders placed by the customers on the websites.
 Customers can free comment their feedbacks and reviews on the website which will help
the other customers in doing the shopping.
 The analysis data gives the better suggestion and recommendations to their loyal customers
regarding their next purchase.
4. Explain and analyze the principles of web design, website management
and usability and their role in the success of digital marketing
initiatives.
Principles of web design
 Simple is the best
Keeping the things simples the best way to do digital marketing customers finds overdesigned
websites very complicated and not useful.
 Consistency

It matters a lot because the process do making an website involves the proper grammar, color,
front size, headings etc. If these are perfect then only website can be launched (Çizmeci, and
Ercan, 2015).
 Typography & Readability
The main body or the content written on the website must be readable by the customers and it
should be typed in a clear format so the words written can be visible.
 Mobile Compatibility
The website designed must support all the mobile phones systems such as IOS, android and
windows. All the screens such as mobile, tablet, laptops etc. must support the website.
 Color Palette and Imagery
The colors used in the formation of the website must be pleasant and should give an positive
impact on the customers.
 Easy Loading
The size of image putted on the website, codes etc must be made in a specific size so that
websites don’t take a lot of time in loading.
 Easy navigation
In this the three click rule should be made on the website so that customers can easily click on
the search and get what they want from the website.
 Communication
The website should communicate the facilities and the new launched products they have so that
the customers stays long on the website (Syed, 2015).
CONCLUSION
The repot can be concluded by mentioning all the strategies made in the digital marketing. there is
difference between traditional and digital marketing. as in traditional marketing is done via direct selling
and in digital social media is used. moreover, omni channel are the strategies used by various
organizations to improve connection between employees of their organization and their customers. The
tools used in formation of website to the researches and analyzes made before doing the digital
marketing are mentioned in the report. The difference between the traditional marketing and digital
market is described and how digital marketing is much more successful than the traditional marketing is
elaborated.

REFERENCES
Books and Journals
Habibi, and et.al., 2015. E-marketing orientation and social media implementation in B2B
marketing. European Business Review, 27(6), pp.638-655.
Saini, R., 2017. Role of Social Media Channels in Promoting Digital Marketing-An Exploratory
Study. Asian Journal of Research in Marketing, 6(4), pp.16-23.
Guercini, and et.al., 2018, July. INSIGHTS INTO THE INTERFACE BETWEEN
ENTREPRENEURIAL AND DIGITAL MARKETING. In 2018 Global Marketing Conference
at Tokyo (pp. 705-706).
Krueger and et.al., 2015. Nonprofit adaptation to Web 2.0 and digital marketing
strategies. Journal of Technology Research, 6, p.1.
López, and et.al., 2018. Estrategias de marketing digital por medio de redes sociales en el
contexto de las PYMES del Ecuador. CienciAmérica: Revista de divulgación científica de la
Universidad Tecnológica Indoamérica, 7(2), pp.39-56.
Çizmeci, F. and Ercan, T., 2015. The Effect of Digital Marketing Communication Tools in the
Creation Brand Awareness By Housing Companies. Megaron, 10(2).
Syed, A.Z., 2015, November. Applying sentiment and emotion analysis on brand tweets for
digital marketing. In 2015 IEEE Jordan Conference on Applied Electrical Engineering and
Computing Technologies (AEECT) (pp. 1-6). IEEE.