Digital Marketing Analysis: Morrison's Strategies, Tools, and Metrics

This report provides a comprehensive analysis of digital marketing, focusing on its application within Morrison's Supermarkets. It begins with an introduction to digital marketing, highlighting its cost-effectiveness and measurability compared to traditional methods. The report then delves into the digital marketing landscape, exploring the use of various online platforms like social media, websites, and email. A comparative analysis of online and offline marketing concepts is presented, outlining their respective strengths and weaknesses. The report further examines key digital tools available to marketers, such as SEO, social media marketing, and content marketing, contrasting them with brick-and-mortar approaches. It also discusses the development of e-commerce and digital marketing platforms, the evolution of omnichannel marketing, and the importance of digital measurement techniques and performance metrics. The report concludes by summarizing the opportunities and challenges Morrison faces in the digital marketing realm.

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Digital Marketing Landscape...................................................................................................3
2. Comparative analysis of online and offline marketing concept...............................................5
3. Key digital tools available to marketers in contrast to brick and mortar along with other
physical channels ........................................................................................................................7
4. Difference between the development of e-commerce, digital marketing platforms and
channels as compared to other physical channels........................................................................9
5. Evolution of Omni channel marketing...................................................................................10
6. Omni-channel marketing plan................................................................................................11
7. Key digital measurement techniques and performance metrics............................................13
8. Improve the performance in digital marketing......................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is the component of merchandising that use cyberspace and online
based digital applications such as laptops, computers, mobile phones and other digital platforms
in order to boost services and products of the company. With the help of effective digital
marketing, company is able to reach enormous audiences in both cost effective and measurable
ways (Key, 2017). Digital marketing lead towards reaching more customers for less amount of
money rather than traditional methods of advertising. This marketing technique is highly
effective and important as organizations are easily able to track and monitor their campaigns of
marketing particular products in the market space.
Morrison is the largest chain of supermarkets in the UK and is headquartered in Bradford.
The company has 494 supermarkets across UK with around 110,000 employees working which
provides their services to approximately 11 million customers each week. Morrison is a super
market which is thinking about the establishment and enhancement of its presence in the digital
marketing world because of that the company approaches the marketing consultant of Cambridge
digital, a marketing consultancy company (López García, 2019).
In this report it will be analysed the concept of digital marketing and its online and offline
marketing concepts of Morrison. Along with the above mentioned concept, this report will also
highlight the thought of digital tools, platforms, channels, digital marketing activities with multi
channel capabilities and various methods to evaluate digital marketing effectively.
MAIN BODY
1. Digital Marketing Landscape
Digital marketing is an activity which helps the organizations in order to achieve the
motive of extreme level of income generation in the company through different instrument and
plan of action. Morrison is the reputable company which have been accommodating the analogue
merchandising tendency. The organization is a public limited supermarket company as it is a
fabulous representation of digital marketing because of its various online and offline stores. The
different kind of instruments or source being used to evolve digital marketing concept which
includes the digital platforms such as social media, websites, email, etc. (Buchanan, 2018). The
effective execution of these sources supply the way of applying different digital strategies and
tools as per the productivity and progress of the company. Digital platforms such as search

engine optimization, pay per click, marketing automation, etc. are various sources which helps in
achieving the total marketing abilities provided through the digital platform and concepts.
Digital marketing concept has overtaken the traditional method of marketing. It is the
major component of all successful marketing organizations such as Morrison (Rathore, 2020).
The arrival of digital marketing is the requirement if the marketers to sustain and stay in front of
their competitors and also at the same time able to deliver great competition on digital marketing
strategies and approaches.
Digital commercialism in context of e-commercialism led to a tremendous transmutation
of employment and reasoning abilities which affect the total marketing strategies that is being
developed in Morrison. E- commerce has been characterized as the way of selling and
purchasing of goods and services with the help of utilizing internet as a primary medium of
exchange. It acts as the way of providing the central movement of goods and services from
suppliers to their targeted customers. This marketing concept has a significant impact on small-
medium enterprises retail marketers in order to compete with large organizations in terms of
customer reachability (Nikunen and et.al, 2017). In Morrison also, the e-commerce plays a vital
role in context of approaching more of consumers in the market.
E-commerce offers an ideal commerce physical process in order to do digital enterprise
and amend the global presence of the business in the market. It also adjusted the workflow of the
organization and give serious effect on the society and business activities at a global level
(Ištvanić, 2017). With the involvement of e-commerce in business activities as well as in
Morrison, there has been a sudden addition in online shoppers as it made consumers life easier,
convenient and approachable in nature. The functions offered by Morrison in order to smoothing
the practicality of easy returns helps the customers to return or exchange the goods at their
convenience of home. For the customers of Morrison, e-commerce has made the shopping
experience seamless.
Various benefits also has been accessed with the help of e-commerce by the customers of
Morrison as they are able to operate the system at any time and from anywhere
(Hight, 2019).

2. Relative investigation of online and offline marketing concept
Online commercialism is the procedure of selling goods and services through the medium
of online portal such as email, websites, social media, etc. while on the other hand the concept of
offline marketing can be illustrated as it is a process of selling of products and services offered
by the company through offline channels i.e. newspaper, templates, telemarketing, print ads, etc.
(Camilleri, 2021). In relation with online commercialism which is also known as digital
marketing uses marketing strategies that uses the cyberspace in order to offer promotions of
goods, promotion and to draw the marked audiences.
Comparative analysis of online and offline marketing concept.
Categories Online marketing concept Offline marketing concept
Effectively develop brand
image
This particular marketing
strategy helps to create more
effective ways of developing
brand image. Morrison uses
online marketing according to
present scenario in order to
enhance its customer base and
to promote its products and
services.
This marketing strategy is less
useful in current scenario in
order to build powerful image
of brand.
Easy to measure With the help of different
online tools and techniques
such as AdWords, Google
Analytics, etc. the Morrison is
able to measure its overall
growth and marketing strategy
easily in terms of digital
marketing (Krizanova, 2019).
The overall method of
measuring progress of
company promotions and
procedures becomes hard
because it is difficult to
monitor the audience from
target market with the help of
newspaper or TV.
Convenience Online marketing plan of
action has no time period
This selling strategy limits the
consumers in order to leverage

limitations. As it supply
plasticity to the customers of
Morrison for purchasing the
products at any time and from
anywhere in the world.
the goods offered by the
company within a specific
quantity of time.
Cost-effective On comparing the total cost of
promoting goods and services
through digital marketing and
traditional marketing, the
minimum effort has been
applied in order to regulate the
resources through digital
platforms. That is the reason
that Morrison uses this
technology in recent times.
The cost generated with the
promotion of products by
traditional marketing is found
to be higher in comparison to
digital marketing (Pramuka,
2017).
Potential for subjection This marketing strategy deliver
the messages of promotion in a
very quick way with the help
of digital marketing strategies.
Morrison also take advantage
of this strategy in order to
approach various customers.
Offline marketing strategy has
been able to approach limited
number of customers having
various demands. This limits
the potential of digital
marketing in order to enhance
the popularity of products and
services offered by firm.
Key consumer trends that are driving the growth and development of digital marketing are
categorised as: Engaging multifariousness: With the development of new selling directions, digital
marketing helps the organization in achieving the different form of merchandising in
terms of controlling the demands of consumers who belongs from varied background.

Morrison also uses the trend of Influencer marketing sector in terms of publicity their
products on all social media platforms and on blogs as well. Smarter advertising: It is a way of advertising specific projects which includes
fascinating creature which act as the point of developing interest among the consumers
for the interest to buy a particular product. In Morrison, this kind of advertising has been
used by the company in order to approach various customers or increase their customer
base (Galindo, 2018).
 Global reach: In Morrison, the development of marketing strategies related to digital
marketing concept helps the organization to develop new marketing trends that fulfil the
desire on national as well as international level. The company created mobile Morrison
application as they are well aware that the people are totally dependent on mobile phones
and devices now days. The application provides lots of opportunities to purchase
products by synchronizing the app on various devices. In such ways customers are able to
scan the barcode of product and the product will be directly added to the Morrison's
basket (Zahay, 2018).
Opportunities for Morrison with digital marketing are that it is an easy way of
promotion of their products and services within the market space in limited time frame as well as
cost. Moreover, customers have better options to choose among for satisfaction of their
respective requirements.
Challenges faced by Morrison in digital marketing is that it have limited number of
individuals that have sufficient skill, capabilities and knowledge to market product or services
through use of digital media. Furthermore, another challenges is high competition of brands as
there are various companies that are making use of digital platform to attract customer’s.
3. Key analogue tools accessible to marketers in contrast to brick and mortar along with other
corporal transmission
Currently, the customers are in the world of internet. The interaction between customers
and organization are through the medium of digital world with the help of social media,
AdWords, etc. (Vojvodić, 2019). The various platforms used by Morrison are:

 Social media marketing: Morrison enhance its promotion with the mode of social media
marketing. The company is available on Facebook, Twitter and Instagram. Organization
believes that social media is the best platform to promote its services. Company utilize
these platforms in order to promote their goods via using videos, advertisements, content
writing, etc. This tool helps Morrison to target more people at one time. Search engine optimization: This particular tools helps to achieve the highest rating in
search engine results in pages like Yahoo, Google, Opera, etc. In case of Morrison, when
the customers type the name in search engine, the first link they provide is the official
link of the company which provides the groceries of Morrisons. The business of Morrison
is highly focused on marketing due to which they make many changes in google
algorithms (Cheng, 2020). Email Marketing: Morrison focuses on email marketing as it is found to be the fastest
marketing process which helps the fastest growth of the company if doing effectively.
However, autoresponder and redirected links are few options that Morrison must take
care about.
 Content marketing: In order to strategies the promotion marketing, the Morrison uses
content marketing because it updates the company with the latest market trends and
content which helps to make it the most durable way to stand in front of competitors.
Morrison ensures that their content is reliable in nature and smart enough to attract more
of customer base.
In context of Brick and Mortar, Morrison uses platforms:
Brick and Mortar is a term which is used to denominate enterprises which directs
traditionally instead of though digitalization or internet. These mediums specifically use physical
stores in which the interaction from the consumers are become face-to-face. This concept
stationed a large number of stores, shops, etc. The stores and shops serves its purpose in unique
way that the online store can never fulfil. Morrison also offers offline services with the medium
of its various stores at approachable places which provides dailies consumables, food and
essential commodities. While on the other hand, brick and mortar channels sometimes not able to
attract the younger generation customers as they are more prone to digital, marketing rather than
traditional marketing (Hoberg, 2020).

Other physical marketing channels:
The other physical marketing channels includes radio, magazine, TV, newspaper, etc.
This medium of marketing is the traditional method of reaching consumers in the market space.
The benefits of the physical marketing for Morrison is that company uses hoarding which
includes billboards and other road side advertisements which serve the purpose of attracting
more consumers (Raju, 2018). On the other hand, Morrison uses magazine advertisement to
attract particular segment customers but its effectiveness is questionable for the company. Lots
of companies uses various traditional modes but sometimes those kinds of material has been
ended up in the bin within the next minute without even viewing them. However, it does consist
of various drawbacks which includes the cost of printing as it is not cheap to print hoardings,
templates, broacher, etc. Television and radio Stations of the cross are the most commonly used
traditional marketing tool which many business concern is still invested in and thus the Morrison
as well up to some extent. These mediums of marketing give an opportunity to its targeted
audience to view or listen when in relaxed environment and feel focused (Oettl, 2018).
4. Deviation between the evolution of e-commerce, digital marketing platforms and transmission
as compared to other corporal impression.
The development of e-mercantilism was in the 90s in which the emergence
revolutionized the entire traditional way of business. Morrison used this online horizontal surface
to reach out to their targeted customers, wider than ever. Businesses and customers now take
benefits from the long-term kinship and improved perceptive. With the help of e-commerce,
business marketing involves various transactions such as business to business, business to
consumer, customer to customer and customer to business. Development of e-commerce
includes the electronic marketing transactions which makes the strategy simpler, quicker and fast
and also the Morrison is able to reduce the cost of paper work as transactions are done with the
help of internet. It enables the organization to establish a broad marketplace existence and also
provide an inexpensive arrangement channels for promotion of goods and services (Enache,
2018). It is more convenient for Morrison to provide 24/7 services to their consumers. However,
the traditional customer also faces lack of staff services due to these digital marketing strategies.
Also, the items bought online requires some time to wait for its delivery rather than physically
purchasing product from the stores of Morrison.

On the other hand, the development of digital marketing channels and platforms form
an inherent feature of customers marketing behaviour. There is a rapid and continuous increase
in customers that uses the online and digital marketing tool in recent times. Digital marketing
uses the usage of digital devices through different platforms such as websites, social media,
emails, etc. in order to connect both existing and targeted customers as well. Morrison is well
aware about their customers that they are more use to their smartphones, laptops, computers and
the internet that thus increased the use of digital marketing process in their company in order to
achieve profit maximization and increase their customer base (Wibisurya, 2018). This kind of
tools are beneficial for Morrison for implementing the marketing process in their working easily.
Development of physical marketing channels is very slow at present times as compare
to digital tools because now days people prefer to shop from the comfort of their home rather
than going on the stores and purchase. Thus, the development of physical stores of Morrison also
effected with the involvement of digitalization in the recent scenario. And the another reason is
that the physical marketing is quite expensive rather than digital marketing.
It has been analysed that, for some consumers the e-commerce is not useful because they
think that it is not safe to do online shopping while some think that it is comfortable to purchase
products after inspecting it properly from the comfortable place. Online business of Morrison
have effective customer service support which provide the option to their customers to return
their goods if not satisfied (Marley, J., and et.al, 2017). The another difference is that the
customers have to wait for their product while purchasing online instead of physical store
purchase as it provides instant delivery of product but the product also can return as fast if
consumer have to.
5. Evolution of Omni channel marketing
Development of Omni channel marketing plan comes into existence with the help of
various different ways such as mobile devices and online applications. Morrison provides
services to their consumers in a very high speed world with high paced style. With the evolution
of omni channel the involvement of mobile phone in the life of customers plays a vital role.
Mobile phones is the understanding for the profitable development of Morrison. Company uses
extremely progressive omni channels in order to collect responses and portion substance. It
offers unique strategies to share its information with their consumers (Peltier, 2017). With

increase in the collection and new marketing transmission, this does not mean that the customers
are not at all adopting traditional purchasing methods, this give rise to the concept of omni
channel. It provides customers to purchase, return and difficulty resolution proficiency through
the medium of call centre and stores. The benefits of Omni channel includes that Morrison uses
the precocious customer intelligence service solvent to resoluteness the consumers query
however, involves a lot of sacrifice and challenges as well.
6. Omni-channel marketing plan
In order to achieve perfect outcome and bringing Morrison business regaining market
share in the industry, the omni channel product marketing plan has been evolved. In the
marketing plan there has been six steps which includes:
Situational Analysis
The current position of the company has been evaluated with the help of SWOT analysis of the
company.
Strengths
 Offers large product portfolio.
 Efficient supply chain and distribution
network.
 Morrison is one of the big super market
in UK.
 Online retailing shopping has increased
the business of the company.
Weaknesses
 Limited number of geographical reach.
 Lack of consistency with regard to
customer satisfaction.
 Previous issues related to farmer rights
highly affects the brand image.
Opportunities
 Rising demand for private caterers can
be fulfilled by the company.
 International expansion of Morrison
stores.
 Growing market for organic products.
Threats
 Increasing competitors in the market
place within same industry.
 Increase in taxes and change of
government policies.
 Economic crisis.
Objectives
 Specific:To enhance revenue from online sales for growth and expansion of business.

 Measurable: To increase 15% net profit with the use of omni channels to attract
customers within organization.
 Achievable: To understand that the set objectives are achievable in limited time frame or
not.
 Realistic: To measure the outcome of digital marketing on sales volume and profitability
of company.
 Time: To strengthen customer satisfaction level by delivering quality services in order to
build strong brand image of company by 31st March.
Strategy
The customers are divided for Morrison on the foundation of their liking to convenience
of availability of goods, value of currency, originality of products and services for purchasing
food items.
For targeting, the Morrison uses undifferentiated strategy for their superstores as the
company wants to convey same communication to everyone. The stores are not looking for
target niche group of customers.
The segmented customers will be positioned by applying befitting advertising strategies.
Company offers hot deals on seasonal food items, great amount of advertisement for a newly
opened stores, providing excellent services.
Tactics
Marketing mix of Morrison includes: Product: Morrison prepares and delivers fresh food products as the company have their
own manufacturing production facilities that ensures the best quality. Price: Organization endlessly improves consumers content with the help of diminution
their monetary value and supplying improved quality of goods and services. Place: Morrison serves their services all over the UK along with physical stores around
660 which offer employment to approximately 117,000 employees.
 Promotion: The company aims to make their stores a pleasant place to shop which offers
customer rewarding scheme through various discount cards.