Digital Marketing Strategies: A Comprehensive Analysis

This report provides a comprehensive overview of digital marketing, contrasting it with traditional marketing approaches. It delves into key differences across various aspects like products, price, promotion, place, and process. The report then explores customer touchpoints and the omnichannel customer journey, emphasizing how businesses can connect with consumers across multiple channels. Furthermore, it analyzes how digital marketing enhances company performance by expanding the consumer base and improving brand value. The report also examines how digital marketing elevates customer experience through improved shopping experiences, enhanced quality, and better customer service. The conclusion highlights the significance of digital marketing for both organizations and customers in the modern business landscape, reinforcing its impact on customer engagement and overall business success.

This project has been designed to
allow students the opportunity to
explore the digital marketing
landscape and discuss how digital
technologies ha

Table of Contents
INTRODUCTION...........................................................................................................................3
Difference between traditional and digital marketing tools and techniques................................3
Customer touchpoints and Omnichannel customer journey........................................................5
Improvement of Company Performance and Customer Experience by Digital Marketing.........5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is the concept in which internet is use for buying and selling products
and services. With the help of digital marketing company can sale their products and services
with the help of tools such as mobile, websites, applications etc. And customers also buy
products and services from those mediums (Karjaluoto, Ulkuniemi and Mustonen, 2015). With
the help of digital marketing customer enjoy shopping, company also improve their market and
customer share.
In this study will include the difference between digital and traditional marketing as per
marketing mix concept. Also, in this study will discuss customer touchpoints and omnichannel
customer journey and also include the improvement of company performance and customer
experience from digital marketing.
Difference between traditional and digital marketing tools and techniques
Basis Traditional Marketing Digital Marketing
Products In the traditional marketing concept,
selling of products is quiet complex
because company follow the old concept
of marketing (Kingsnorth, 2019). In this
company have to improve the
availability, customer support and
quality by the mouth publicity of
products. It will consume time of
organization.
For the selling the product
companies are using the method
of digital marketing by this
organization can improve the
quality, image and branding of
their products. With the help of
internet company can also earn
the support of the customers
towards the products.
Price In traditional marketing products and
service price is high. Because it will
take, high manufacturing cost.
With the help of digital
marketing company can provide
their services and products at
low price because in this method
of marketing manufacturing cost
is low.
Promotion In traditional marketing the concept of
promotion is high because in this
But in case of digital marketing,
the promotion is time and cost-

company management is using old
methods of marketing. For an example
promotion of the products and services
company can using the methods such as
advertising, communicating with
customers etc. that will consume time
and money of the company.
efficient because all the things
such as personal
communication, branding, sales
promotion are conduct through
the internet easily.
Place Place plays significant role in the
marketing. In case of traditional
marketing business is followed old
concepts of marketing and for
advertising and selling of their products
they have to be go one place to another
place which is very complex (Järvinen
and Karjaluoto, 2015). Also, according
to this method particular place people
are only available to purchase the
products and services of the company.
With the help of digital
marketing concept, company can
serve their products and services
anywhere in the world. Because
in the digital marketing all the
products and services are
provided at online apps and
websites. Customers can
purchase their products online. It
will improve the company
profitably, customer base and
market share.
Process Traditional marketing process is very
complex, because it will consume time
in manufacturing, than packaging,
promotion and it will improve the
process of marketing of products.
Whereas, in digital marketing
process is flexible and easy
(Karjaluoto and Ulkuniemi,
2015). With the help of digital
marketing concept company can
easily improve quality and
manufacturing of products by
the internet and it will reduce the
time of process.
Positioning In traditional marketing concept
organization can only promote their
In case of digital marketing
concept, company can promote

services at local market area. their products and services at
international level.
People Traditional marketing is old concept. As
per this concept of marketing, company
can not know about the customer
interest. It will consume time of
company management and customer
support system.
With the help of digital
marketing concept company can
learn many things about the
customers and it will improve
the productivity (Levy and Gvili,
2015). Because, with the help of
internet company can easily
know about customers like and
dislikes.
Customer touchpoints and Omnichannel customer journey
Customer touchpoints is the method, from this company can reach to the consumers.
According to this customer can find out the products and services of organization online websites
and applications, shops, customer supports etc. In the other words, is the method by which
consumers and company can easily be in contact with each other (Taiminen, 2016). For
identifying the touchpoints of consumer organization can amp the total journey of customer and
with the help of this they can identify the way by which they can satisfy the needs of customers.
Omnichannel is the method which are suing by the organization or business to know and learn
about customer shopping experience. With the help of this approach consumer come into the
shop because they ordered product online and desire to picking it up. With the help of this
marketing concept organization can enhance their digital marketing share.
Improvement of Company Performance and Customer Experience by Digital Marketing
Company Performance:
Large Consumer Base: With the help of digital marketing company can improve their large
consumer base, because all products and services are provided online (Karjaluoto and
Ulkuniemi, 2015). For this people are purchase company products and service from anywhere.
And it will improve the productivity of company.
Brand Value: Digital marketing is also helpful for enhancing the brand value of organization
because customer are aware about company and their services.

Customer Experience:
Improvement in shopping experience: With the help of digital marketing concept customer enjoy
the experience of shopping from anywhere such as from home, office etc. And also, customer
provide their feedback to company for products and services. So, it will improve the customer
shopping experience.
Quality and Customer Services: Digital marketing also improve customer experience by
providing them good quality products and services (Channon and Caldart, 2015). Also, company
can provide them customer services which are listened the problem of consumers and give the
sufficient answer.
CONCLUSION
From the bases of above study it has been concluded that how much digital marketing is
important for organization and customers. In this study has been concluded the difference
between digital and traditional marketing and how organization use this concept. Also, from the
bases of above study has been concluded the customer touchpoints and omnichannel for show
the customer journey experience. And also in the end of study has been discussed important of
digital marketing for company performance and customer experience.

REFERENCES
Books and journals
Channon, D.F. and Caldart, A.A., 2015. McKinsey 7S model. Wiley encyclopedia of
management, pp.1-1.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Karjaluoto, H. and Ulkuniemi, P., 2015. Digital communications in industrial marketing. Journal
of Business & Industrial Marketing.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Levy, S. and Gvili, Y., 2015. How credible is e-word of mouth across digital-marketing
channels?: the roles of social capital, information richness, and interactivity. Journal of
Advertising Research. 55(1). pp.95-109.
Taiminen, H., 2016. One gets what one orders: Utilisation of digital marketing tools. The
Marketing Review. 16(4). pp.389-404.