Digital Marketing Report: Customer Experience and Analysis

This report delves into the realm of digital marketing, contrasting it with traditional marketing approaches, and highlighting the shift towards digital strategies. It explores the key differences between traditional and digital marketing, emphasizing the importance of online platforms and tools. The report then examines customer touchpoints and the omni-channel nature of the customer journey, recognizing the multiple avenues through which customers interact with brands. Furthermore, it underscores the significance of consumer data analysis in enhancing customer experiences, explaining how businesses can leverage data to better understand customer needs and preferences. The report concludes by summarizing the key findings, emphasizing the vital role digital marketing plays in achieving company goals and fostering customer satisfaction. The report is a valuable resource for students seeking to understand the evolving landscape of marketing and the critical role of data-driven strategies.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Difference between traditional and digital marketing............................................................3
Customers touchpoints and omni channel nature of the customer journey............................4
Consumer data analysis and their importance to support a superior customer experience....5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing is the way of promoting products and services of an organization by
using digital technologies like internet, mobile phones etc.
This report is going to show some differences between traditional and digital marketing
which helps an organization to select the best one out of both (Chaffey and Ellis-Chadwick,
2019). Further, it will also show customers touchpoints and trends on the basis of that company
satisfy them. After getting customers data their analysis also plays an important role for
supporting a superior customer experience.
Difference between traditional and digital marketing
Marketing is a procedure that consists of several activities done by a marketing manager
for promoting products of an organization. By making different tools of both digital marketing
and offline marketing, marketing manager create awareness of their products and services. There
is a difference between digital or online and traditional or offline marketing. Some main
differences are described as follows:
Basis of difference Digital marketing Traditional marketing
Meaning It is a type of electronic
marketing which helps the
company to direct interact its
customers across the world in
digital space.
It is a conventional mode of
marketing in which an
organizations interacts with its
customers with the help of
various offline advertising as
well as promotional methods.
Purpose The main aim of digital
marketing is to increase
revenue, saving time and being
in a competition by knowing
needs of customers.
The primary aim of traditional
marketing is to use the proper
media mix to deliver many
impression by providing the
right promotional incentives to
customers (Xu, Frankwick and
Ramirez, 2016).

Methods or sources Search engine optimization, E-
mail, social media marketing,
lead generation etc.
Prints (magazines,
newspapers)
Telephone (SMS marketing)
Broadcast (TV, Radio)
In the context of importance, it can be said that digital marketing that it helps out
customers and the company to reach out to the potential customers all around the world. With the
help of online marketing, many companies are providing 24*7 customers services which makes
customers feel valued and respected (Opreana and Vinerean, 2015).
On the other hand, traditional or offline marketing let marketing manager cross paths
with potential buyers at trade shows. It allows customers to get the actual taste of products and
services that are being promoted by the company.
Customers touchpoints and omni channel nature of the customer journey
Customers touch points refers brand's points of an organization of customers contact.
Nowadays with the help of digital marketing, customers find any type of business online and see
reviews given by existing and visited customers and then visit Website of an organization.
Identification of needs and customers touch points is the first step to create a customers journey
map. An omni channel customer journey is interaction over multiple touchpoints between
customers and a company. Some touchpoints are described as follows:
Website: Company's Website is the best way and touchpoint that allows customers to get
details of each product and other things related to the company. By seeing traffic on Website,
companies also can get needs of customers and can make an effective contact with them.
Website can be easily viewed on a range of devices (Homburg, Jozić and Kuehnl, 2017).
Search engine optimization: Search engine optimization is other main touchpoint as
many people use this search engine to find a product and get details of that products. Marketing
manager and the company needs to more focus on quality of content by using relevant keywords
for providing effective informations to customers. The better quality and SEO can allow to the
company to highly appear in search results.
Voice search: It is also called the best tool that allows the company to solve customers
queries at immediate level. Companies can take several opportunities with this help to satisfy
customers needs and provide them informations about products and services.

So, it can be said that customers touch points are beneficial for both customers and the company.
It allows customers to get informations and allow companies to know needs of customers and
being in a contact with them (Manser Payne, Peltier and Barger, 2017).
Consumer data analysis and their importance to support a superior customer experience
Consumer data plays an important role. Data is the key in marketing which helps an
organization in satisfying them and providing products as per their requirements. After collection
of data, it is also important for the company to analyse them for making them more relevant and
supporting superior customers experience.
Target audience and analysis of data gathered by marketing manager given an informed
view of that who are the customers, what is their needs and everything related to products. This
analysis (Alhelalat, 2015). Some reasons that shows importance of customers data analysis
which can improve the overall performance of the company are:
For an entrepreneur and investor it is important to know about the details of the company
and things in which they are getting themselves into. These marketing and customers data
analysis, companies can know about those companies and competitors who are providing the
same features of products to customers. By analysing customers data, they can take competitive
advantages which can improve their overall performance. So, it can be said that organization
can beat the competition and analyse all those factors that are increasing competition.
In addition, customers or marketing data analysis given an idea to the company that all
strategies which are being used by the market. It gives several answers on which basis company
can improve customers experience. Some questions are: Is there any room for improvements?
Are company's resources being efficiently used?
CONCLUSION
From the above study it has been summarized that digital marketing played a vital role in
accomplishing company's goals. It has also shown some key factors that made digital marketing
differ from traditional marketing. Purpose, methods has been shown as differentiate basis.
Further, it has also discussed some customers touch points or omni channel nature of customers
by which an organization satisfied them. Customer data analysis also played an important role as
it supported to the company to increase customers satisfaction.

REFERENCES
Book & Journal
Alhelalat, J.A., 2015. Consumer behaviour analysis of hospitality students' evaluation and
satisfaction with their universities. Tourism and hospitality management. 21(2). pp.127-
143.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing. 11(2). pp.185-197.
Opreana, A. and Vinerean, S., 2015. A new development in online marketing: Introducing digital
inbound marketing. Expert Journal of Marketing. 3(1).
Xu, Z., Frankwick, G.L. and Ramirez, E., 2016. Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal
of Business Research. 69(5). pp.1562-1566.