Digital Marketing Report: Strategies and Analysis for Egg Free Cakes

This report provides a comprehensive analysis of digital marketing strategies for Egg Free Cakes, a London-based company. It begins with an overview of digital marketing, comparing it to traditional methods and identifying key consumer trends driving its growth. The report then assesses digital tools and hardware, contrasting them with physical channels and examining the development of e-commerce and digital marketing platforms. A significant portion is dedicated to developing a digital marketing plan and strategy, focusing on multi-channel capabilities and the evolution of Omni-channel marketing. The report evaluates measurement techniques and performance metrics in digital marketing, concluding with recommendations for improving performance. The analysis covers various aspects including social media, email marketing, and e-commerce platforms to enhance marketing efficiency.

Digital Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Overview of digital marketing and its comparison with traditional marketing methods......3
P2 Identification of key consumer trends that fuel the growth of digital marketing..................5
TASK2.............................................................................................................................................6
P3 The key digital tools and hardware that are available to marketers are assessed in contrast
to brick and mortar as well as other physical channels...............................................................6
P4 The development of e-commerce, digital marketing platforms, and channels are examined
with the comparison of the physical channel..............................................................................7
TASK 3............................................................................................................................................7
P5 A digital marketing plan and strategy are developed to build multi-channel capabilities.....7
P6 Explanation of the evolved of Omni-channel marketing.......................................................8
TASK 4............................................................................................................................................9
P7 The measurement techniques and performance metrics in digital marketing are evaluated 9
CONCLUSION..............................................................................................................................10
P8 A course of action is presented to improve performance in digital marketing...................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
Digital marketing is a synonym for the modern method of marketing. It is the process of
delivering marketing message to targeted audience through medium of various digital channels
(Bala and Verma, 2018). Examples of digital channels are search engines, social media, mobile
apps, etc. There are various benefits of adoption of digital marketing such as wide coverage,
strong impact, etc. More will be discussed later in this report. This report is focusing on Egg free
cakes limited, company situated in London. The main business idea of this company to provide
egg free cakes to population of London. Company is planning to use different digital marketing
methods so that they can deliver marketing message with better efficiency and effectiveness.
This decision is being taken by company as it is facing continuous decrease in their sales and
after an in depth study of causes, it can be concluded that company is facing these issues due to
out dated methods of marketing.
TASK 1
P1 Overview of digital marketing and its comparison with traditional marketing methods
Literal meaning of digital marketing means promotion of goods and services through
digital or electronic media. There are several components in digital world those can be adopted
as channels of advertising, such as, internet, mobile phones, television, radio channels, etc. These
all methods are very common in today's techno – savvy environment. If a company is not
adopting these methods, then it faces severe consequences as well. In simple words, digital
marketing can be understood as incorporation of digital channels in operation of advertising or
promotion of company.
Traditional marketing methods refers to the tools and techniques those are not included in
digital mode. Some of the main channels through which traditional marketing is done are print
media, broadcast, direct mail, phone calls or billboards, etc. These all methods helps business to
reach targeted audience. This method of marketing becomes primary choice of advertisers due to
the reason it is tried and tested. It is basically the part of everyone's lives. For example,
pamphlets in newspapers (Chaffey and Smith, 2017).
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There are certain fundamental difference between these two methods of marketing:
Basis Traditional marketing Digital marketing
Channels Traditional media like
newspaper, billboards,
magazines, etc. (Chaffey,
2019).
Digital channels like social
media, email, internet
browsers, etc.
Targeted audience This method of marketing
covers a short range of
audience.
Digital channels have a large
and wider impact on targeted
audience.
Impact Though, it is a relatively old
method, but it has a long
lasting impact on minds of
customers. For example, a
person may remember a
newspaper ad, seen 5 years
back. This is due to its
attractiveness.
Digital marketing may also
have a strong impact
depending upon design of
advertisements and also its
place of publication.
Intensity of interaction This method do not allow any
interaction with the customer
as it is just a one way
communication process.
Digital marketing allows two
way communication with
customer. This benefit allows
companies to carry out their
promotional task with more
effectiveness.
Associated cost This is the most important
factor that needs to be
considered, in traditional
method, associated cost is
comparatively higher as it
involves cost related to
printing, procurement of place
This method is relatively
cheaper as it do not involve
any extra cost. It is just a
process of selection of suitable
digital platform and putting
out the marketing message on
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to advertise, etc. this channel.
P2 Identification of key consumer trends that fuel the growth of digital marketing
Digital marketing is identified as the fastest growing industry in business world. This
increased importance is due to changed needs and wants of customers and also altered service
pattern (Chaffey, Edmundson-Bird and Hemphill, 2019). Egg free cakes company is also eager
to turn around their marketing strategies with incorporation of digital marketing. This decision is
take based on the grounds of trends and insights of customer and also it has been identified as the
root cause for reduction in revenues over last period of time. Customer also relates to these
massive ideas for generating and capturing the highest values from an organisation and some key
trends and insights lead them to engage with this platform. There are various trends and insights
which fuel the process of digital marketing in chosen company.
 Focus of saving of time: There is an increased focus in saving of time and cost both of
customers. The main demand of customer these days is to receive services and products
at low cost and also at lowest possible time. To enable this convenience for customers,
Egg free cake box is attempting to adopt voice search options on their digital page. This
will ensure serving of products at lowest possible cost and time as well. The company
also offers the opportunity to the user by digital marketing and engage with them in
answering the question and thought.
 Smarter conversation: A very good technique to boost revenues and sales of the chosen
company is to establish a good interactive relationship with customers. Customers buys
the products and services of company only in the case when they are totally satisfied and
also they have complete knowledge about the thing that they are buying. This
communication can be made possible and efficient with the help of digital marketing.
Incorporating the feature of chat box or digital conversation will encourage customers of
Egg free cake box company to communicate better with the company. This will also
enable them to be satisfied with the service and they will automatically convert into loyal
customers.
 Better capacity of digital platform: Online marketing has a huge potential and capacity
to add information in marketing message. This is comparatively less in physical mode.
This encourages customers to associate with business and also persuades other customers
to relate to company (Goldman and et.al., 2020). This technique will result in increase in
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sales and revenues. Egg free cake box is focusing on incorporating feature of adding vast
information and also making it customer friendly. This will help organisation to come in
lucrative form and also in attracting customer's attention towards company.
TASK2
P3 The key digital tools and hardware that are available to marketers are assessed in contrast to
brick and mortar as well as other physical channels
There are different tools and hardware those can be used in digital marketing so that they
can achieve the desired goals and objectives. Increased use of technology will encourage
different customers to interact more with the company. Egg Free cake box company will use
these tools and methods in distinction with physical methods. These methods are listed below:
 Social media: The most famous tool in digital marketing is social media. These include
dimensions like Facebook, Instagram, Twitter, Yahoo, etc., which are increasingly used
by a major part of population all around the globe. Important advantage of this technique
is that is in access of huge part of public that it will serve a huge coverage of targeted
audience. Egg free cake box can use this channel so that required purpose can be served.
Main purposes served by this medium are providing informative tour guidance, digital
content or video to inform the user and also make the potential customers of the company
(Herhausen and et.al., 2020).
 E-mail Marketing: This channel has gained recognition in latest times. According to this
medium, there is a mail sent by marketers to targeted audience. This mail contain
information relating to product specifications, price, features or request to buy that
product or service. Chosen company can use this medium to send message to targeted
audience about the products and services offered by the company and this process aims at
converting the targeted user into a potential and loyal customer. Egg free cake box
company can also use some creative ways to make the email look much more attractive
and personalized. This mail should look more fascinating and there should be a separate
category of customers only to whom this mail will be sent. This method can also be
adopted to take the orders and also feedbacks from customers. Main feature of this
channel is that it involves two-way communication process.
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P4 The development of e-commerce, digital marketing platforms, and channels are examined
with the comparison of the physical channel
E-Commerce refers to the process of taking up operations of business on online basis,
these operations include buying, selling and also transferring funds among different participants
and it has become a advance process and platform for doing business (Hudák,Kianičková and
Madleňák, 2017). Major developments in e- commerce has dynamically reduced the barriers of
physical boundaries and also the complexities that business may confront in physical channels of
business. These above mentioned issues for Egg free cake box has become history for the
company due to adoption of this modern method of operating in business world. There are
various categories of business which are enabled by online mode and they are B2C, B2B, C2C,
and C2B with retail, wholesale, subscription businesses without going to a physical store or brick
and mortar. There is a indisputable advantage of e-commerce for Egg Free cake box and that is
customers of the company can easily access to the website of the company, place their order and
also make payment in almost no time. This saves a major time of customers, which they will
have to spend in going to physical store and make relative purchases. The development of the
digital marketing platform and e-commerce offers customer opportunity to access the online
store, inspect them with catalogue investing where it is hard to be done in the physical network
or traditional shop.
Major difference between physical mode and online mode of business is that former
include only customer touch fact sales, whereas, online mode such as social media includes
personalised service for buyers, which is a major attraction point for customers. In brick and
mortar stores, a loyal customer is eager to go because of the personal trust of service providing.
Egg free cake box company uses e-commerce and digital marketing platform for the customer in
product and service searching, online booking and online payment where it is very complex and
time-consuming in the physical channel (Joseph, 2019).
TASK 3
P5 A digital marketing plan and strategy are developed to build multi-channel capabilities
Multichannel is basically the combination of both the methods, online and offline mode
as well in marketing techniques. This will result in gaining attention of customers and also in
capturing customer value. Combined strategy will help management to produce result
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symmetrical to customer's needs and preferences. This combination includes various channels
like print media, website, email marketing, billboard, etc. Process of developing multichannel
marketing in company, Egg Free Cake box company may manage a website full of information
on services, Email-marketing, tour blogging, mobile messaging, making a billboard for
advertising, newspaper marketing, both online and offline payment systems with a reservation
system (Kannan, 2017).
Multi-Channel marketing strategies:
A multi-channel marketing plan is basically a communication plan for marketing. It
focuses on selection of inbound marketing techniques, content types and channels that will drive
customer acquisition for defined product categories. During the process of integration of multi-
channel offline and online activities, marketer needs to consider all the touchpoints across the
whole customer journey (Yadav and Rahman, 2017). There are various needs that will be
fulfilled by Egg Free cake box company before implementing the multi-channel program:
 Clear, realistic goals which the management is confident about achieving them;
 Formulation of best strategy that will help business to achieve desired goals and
objectives amid high competition;
 Sufficient details of the tactics and actions needed to translate the strategy into action;
 A method to check actions are complementing the formulated plans and objectives.
SOSTAC contains a general marketing strategy which can be applied in various commercial
situations. It includes an in-depth SWOT analysis, which helps businesses get ready for
marketing campaigns; the main difference is that SOSTAC also focuses on the implementation
stages of the process, on marketing communications and now, digital marketing.
Following is a digital plan which is formulated using SOSTAC model:
 Situation – This is the very first stage in which the present situation of the company is
being analysed. In present case, the condition is that company is facing issues of
decreased volume of sales and the main reason behind this is outdated marketing
techniques. This makes it mandatory to adopt a digital marketing plan.
 Objectives – This is the end result that management of the company wants to achieve in
the process. In present context, the objective is to increase sales by promoting company
on online platform as well.
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 Strategy – This is the step in which the way or channel through which the set goal and
objective will be achieved is decide. In present context, a website will be created and this
will be used to advertise company.
 Tactics – This is the further assistance that is received to reach the end goal. In present
case, it is being observed that social media platform is the additional channel that will be
used to reach out to targeted customer.
 Action – This is the process in which all activities are lined up in order which they have
to be taken forward. In present case, first website will be created and then social media
sites will be used.
 Control – After implementing whole action plan, next step is to evaluate the results. This
will be helpful in calculating the deviation between actual results and expected results. In
present case, sales volume will be used as the parameter to judge the effectiveness of
action plan.
P6 Explanation of the evolved of Omni-channel marketing
Omni channel marketing relates to the process of multi-channel sales and proportioning
ways which is provided by the organisation to the customer to give the purchase with different
choices and perspectives. In Egg Free Cake Box company, Omni channel marketing offers
integrated marketing communication and channel flow where a customer may buy a product
from using a mobile phone, website, telephone or physical channel as bricks and mortar stores.
 Multi-channel to Omni channel: Major limitation associated with multi-channel
marketing is when a company has to give more time and cost in order to tract elements
for engagement in business. On the other hand, Omni channel makes the customer
connected with the process of the chosen company which is integrated and centralized.
There will be a communication between the organisation with the main aim of tracking
the taste and preference of customers (Kingsnorth, 2019). This also includes tracking of
view, pattern and busying behaviour of an individual customer.
 Phones to Application: There is an urgent need of identifying some innovative and
artistic ideas so as to develop the Omni channel marketing plan of the chosen
organisation in this report (Saura, Palos-Sánchezand and Cerdá Suárez, 2017). To
develop the customer relationship program of the company, it has to connect with the
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mobile phone call, direct messaging apps and also video calls and also with TV, fridge,
cars and so on. This technique will help management to coordinate better with its
customers. In recent, the Egg Free Cake Box company as a service-based organisation
engaging with Omni channel marketing because of managing their customer loyalty by
targeting a certain number of customers to recognize and making engaged with an
organisation's products and services. Company may use Omni channel marketing to offer
a customer online and offline offers on cakes and other products and also online payment
or direct payment options and other facilities to track a customer from all aspects in the
time of service purchasing (Laudon and Traver, 2016).
TASK 4
P7 The measurement techniques and performance metrics in digital marketing are evaluated
Mere application of any program is not enough in an organisation, it is important that
company also monitors and controls the applied technique. Same is the case with application of
digital marketing in Egg Free Cake Box company, management should ensure that this strategy
has been applied in efficient manner or not. Following are some of the techniques and metrics
those can be used by the management of chosen organisation in order to evaluate the
effectiveness of digital marketing:
 Identify business objectives: The company must set up a objective before implementing
the strategies of digital marketing. These objectives must be clear and realistic. This
technique will help in giving clear directions so as to achieve desired goals. Company
uses its core digital marketing objectives to achieve the highest customer satisfaction so
as to gain competitive advantage over other firms in the market place (Nikunen and et.al.,
2017). It uses an attractive website and uses some Omni channel tools to maintain
customer. Organisation also inspects the social marketing channels route and its
performance with producing and dissemination of more stories, web, and content for
achieving the highest social acceptance.
 Setting targets for each objective: After identification of end goals and objectives, next
step is to determine short term targets based on each objective. Egg Free Cake Box
company uses digital marketing for increasing the overall service providing to the
customer. The organisation uses digital platforms like social media marketing and email
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marketing to get 5000 views in a day and highest response within a week (Piñeiro-
Oteroand Martínez-Rolán, 2016).
 Website traffic: This is major concern for firms adopting digital marketing in their core
marketing plan. Evaluation and look into traffic on company's website is a useful tool to
monitor the success of digital marketing program in company. If the website is getting
hanged again and again, than it is a clear shame for the program. Company should use
some of the website optimization techniques, such as, relevant keywords and keywords
for promoting customer communication channel.
P8 A course of action is presented to improve performance in digital marketing
Egg Free Cake Box company can adopt some action plan in order to improve the
performance of company in area of digital marketing. This will be helpful in saving the cost and
efforts invested in application of this program in organisation:
 Discover the current Trends: Digital marketing is the relatively fast-moving platform
for marketing where an organisation has to focus on the current marketing trends and
changing environment. Egg Free Cake Box company have identified the beneficial and
influential tour blog and join in the various discussions about the opportunity and
challenges of digital marketing.
 Outline Realistic Goals: Predicting realistic objectives is very important to achieve the
core marketing goal, so the organisation has to focus on the ability of digital marketing
and tools which will be used. Egg Free Cake Box company makes a plan in the smarter
process by following the past action achieved by the digital platform. In this process, Egg
Free Cake Box company determines the predictable uncertainty and barriers to generating
the highest view and response in digital marketing (Pogorelova and et.al., 2016).
 Inspection into network of digital marketing: It is important to analyse every medium
before entering into that. Therefore, it becomes necessary for Egg Free Cake Box
company to analyse the network of digital media in order to improve the performance of
digital marketing program of company. Therefore, management of company makes an
inspection into communication tool designed for customers as website optimization tool
and core performance of company through generating feedbacks from customers. The
organisation also inspects the social marketing channels route and its performance with
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producing and dissemination of more stories, web, and content for achieving the highest
social acceptance.
CONCLUSION
In accordance with this report, it can be elucidated that digital marketing is a process of
automation of various business operations and than making targeted audience aware about
presence of business in the market. This is basically the process of transmitting marketing
message through online mode to targeted audience. This report clearly explains the complete
marketing landscape and comparison between online and offline marketing techniques. This
report is focusing on furnishing practical knowledge about various concepts like e- commerce,
multi channel marketing plans, recommendations those can be adopted to improve business
operations in online mode. Furthermore, Egg Free cake box company can adopt these discussed
concepts and ideas to improve their marketing strategies. The chosen organisation also uses some
metrics and techniques as webpage traffic, website view counting, social engagement of content
and response for performance measurement of digital marketing.
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