LSBM200 Digital Marketing Report: Customer Journey Analysis

This report, prepared for the LSBM200 Digital Marketing module, offers a comprehensive overview of digital marketing strategies, contrasting them with traditional approaches. It begins by highlighting the importance of digital marketing in today's business environment, emphasizing its role in enhancing market share and competitive advantage. The report then delves into the core differences between traditional and digital marketing techniques, focusing on aspects such as potential growth, efficiency, and cost-effectiveness. A significant portion of the report is dedicated to explaining the omnichannel nature of the customer journey, illustrating its significance in the digital arena. Furthermore, it analyzes how data derived from social media marketing can be leveraged to improve company performance and enhance customer experiences. The report uses L'Oreal as a case study, examining how various social media platforms like Facebook, Instagram, and Twitter are utilized to promote products, maintain brand image, and engage with customers. The conclusion reinforces the importance of digital marketing and its impact on sales, profitability, and customer experience. The report also includes a detailed reference section with books and journals cited.

Digital Marketing
1

Table of Contents
2

INTRODUCTION...........................................................................................................................1
Main body........................................................................................................................................1
Difference between traditional and digital marketing............................................................1
Describe the omnichannel nature of the customer journey and its importance in the digital
arena.......................................................................................................................................2
Explains how the analysis of data available through social media marketing enables marketers
to improve company performance and improve the customer experience.............................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
Books & Journals...................................................................................................................5
3

INTRODUCTION
Digital marketing plays an important for boosting its market share in order to gain
competitive advantage over rival firm at marketplace. In addition to this, there are different kind
of digital technology such as internet and smart phones which is used to promote products and
services at marketplace. This report is carried upon L’Oreal. It is the international company of
cosmetics brands around the globe which is located on Clichy. This company was founded by
chemist named as Eugene Schuller in the year of 1909. In this assignment, difference between
traditional and digital marketing is mentioned. And also describe how to use social media for
improving the performance level of business organisation (Stanton and Stanton, 2016).
Main body
Difference between traditional and digital marketing
There is different kind of digital marketing techniques such as social media, emails as well
as websites in order to make good relations with its customer. And also, it helps the customer in
sharing their ideas n an effective manner (Rao, Srivatsala and Suneetha, 2016). Whereas, in case
of offline services, there are medium of exchange in which buyer express their view in respect of
products and services. Thus, they want to switch their brand which is provided by its competitive
firm. There are several differences which are going to be mentioned below:
Basis Digital Marketing Traditional Marketing
Potential for
growth
Herein, through different technique
of digital marketing such as emails,
internet which is used for attracting
large number of customer towards
their brand at marketplace (Key,
2017).
In case of traditional marketing, the
information spreads like a rumour;
it imposes both favourable and
adverse influences on performance
level of company.
Efficiency for
development of
brand
Digital market is a means through
which brand reflection of
organisation is improved. It helps
the customer in making comparison
In reference of digital market,
conventional brand have less
capability to showcase accurate
illustration of their recognised brand
4

among two products of company in
front of consumer at marketplace.
to its buyers.
Cost The digital marketing is costly in
comparison of traditional marketing
because due to promote their
product brand with the use of
advertising, publicity as well as
newspaper that helps in achieving
positive outcomes.
Traditional marketing is severe
bulletin pumping of money for
increasing more and more profit at
marketplace. It helps them in
increasing sales as well as
profitability level within
organisation.
On the basis of above mentioned topics, it is necessary for business organisation to use
different channel of digital marketing such as advertising, e-mail and internet for promoting
products and services in the market. It helps the business firm in increasing sales and profit in
upcoming period of time.
Describe the omnichannel nature of the customer journey and its importance in the digital arena
An omnichannel customer journey signifies the main connections over multiple touch
point among buyer and business firm throughout the sales as well as lifecycle of customer. The
communication may start as well as end on various channels, which enhances the difficulty of
delivering a regular experience when buyer alters their communication method. In addition to
this, it helps in increasing satisfaction as well as motivation level of customer. It aid assistance in
achieving competitive advantage over rival firm at marketplace. It assists in boosting sales and
profitability level in future period of time. It helps in decreasing the cost of digital marketing
channel in order to connect with customer during the period of time (Domazet and Neogradi,
2019).
Explains how the analysis of data available through social media marketing enables marketers to
improve company performance and improve the customer experience
There are different social media marketing channel which helps the marketer in improve
the performance level of company as well as boosting experience of customer at marketplace.
There is different kind of social market used by L’Oreal that is going to be mentioned below:
5

Face book: This channel is used for publicity as well as promotion of products and
services in front of customer (Dodson, 2016). It helps the marketer in identifying the need and
wants of consumer in order to provide them products as per their demands. It aid assistance in
increasing experience level of client at marketplace.
Instagram: Herein, it is adopted by business firm to maintain the brand image and
reputation in front of customer. It helps them in retaining for a longer period of time.
Twitter: This social media marketing channel is used for give promo of products and
services. It helps in increasing success and growth of firm in future period of time. The main
motive of marketer is to assess what the customer wants. Therefore, they make effective strategy
and tactics in order to analyse it in proper manner (Taiminen, 2016).
Advertisement: It is the paid form of non presentation of goods and services by the
identified sponsor of organisation. It assists in increasing profit of business firm in future time
period as well as increases experience of customer.
From the above mentioned topics, it has been examined that social media marketing tool
is used for improving the performance level of company in the market. In addition to this, it
increases the level of experience of customer at marketplace. And also, it assists in retaining
client for a longer period of time. It increases sales as well as profit in future period of time
(Albee, 2018).
.
6

CONCLUSION
On the basis of above mentioned report, it has been analysed that digital marketing plays
an important role for promoting the products and services at marketplace. It helps in increasing
experience level of customer. In addition to this, by the use of digital market, the company
increase sales as well as profitability level in upcoming period of time. Apart from this, there is a
difference between traditional and digital marketing as well as how to use social media for
improving the performance level of business organisation is also mentioned in this report. At
last, the firm adopt ominchannel of customer journey and its significance on digital arena.
7

REFERENCES
Books & Journals
Albee, A., 2018. Digital relevance: developing marketing content and strategies that drive
results. Springer.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital Marketing
in the Banking Industry. In Managing Diversity, Innovation, and Infrastructure in Digital
Business (pp. 20-40). IGI Global.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Rao, S., Srivatsala, V. and Suneetha, V., 2016. Optimizing technical ecosystem of digital
marketing. In Artificial intelligence and evolutionary computations in engineering systems (pp.
691-703). Springer, New Delhi.
Stanton, A.D.A. and Stanton, W.W., 2016. The relationship between Big Data, data science,
digital analytics and the skills and abilities needed to optimise marketing decisions. Applied
Marketing Analytics, 2(3), pp.265-279.
Taiminen, H., 2016. One gets what one orders: Utilisation of digital marketing tools. The
Marketing Review, 16(4), pp.389-404.
8