Digital Marketing Plan: Growing E-commerce for Caffe Tropea, London

This report analyzes digital marketing strategies for Caffe Tropea, a London-based restaurant, comparing online and offline marketing concepts. It examines consumer trends, insights, and key digital tools available to marketers, along with the development of e-commerce and digital marketing platforms. The report outlines a digital marketing plan to build multi-channel capabilities and discusses the evolution of omni-channel marketing. It also covers measurement techniques, performance metrics, and actions to improve performance in digital marketing, evaluating the digital marketing landscape and its impact on the growth of e-commerce. The study concludes by assessing the implications of a digital marketing strategy for Caffe Tropea.

Digital marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1: Digital marketing landscape and compare online and offline marketing concepts.........1
M1 Opportunities and challenges of digital marketing..........................................................2
P2: Determine and analyse the key consumer trends and insights that are fuelling the growth
of digital marketing................................................................................................................3
P3: Key digital tools available to marketers and other physical channels.............................4
P4: Development of e-commerce and digital marketing platforms and channels..................5
M2 Digital tool use for marketing requirements....................................................................6
D1 Evaluation of digital marketing landscape and impact on growth of e-commerce..........6
P5: Dgital marketing plan and strategy to build
multi-channel capabilities.......................................................................................................6
P6: Evolution of omni-channel ..............................................................................................8
M3: Tools and techniques to plan an end-to-end omni-channel marketing campaign..........9
P7: Measurement techniques and performance metrics in digital marketing.........................9
P8: Actions to improve performance in digital marketing...................................................10
M4 Key digital measurement techniques and performance metrics used in digital marketing.
..............................................................................................................................................10
D2 Digital marketing strategy and determine its implications.............................................11
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Digital marketing is they way of selling goods and services through online mode by
various means such as social media, search engine, email, various mobile apps, websites and so
on. This is the new way of approaching customers by using internet and attract them to buy the
products or services(Alvarado Garzón, 2020). In this report, Caffe Tropea is taken into
consideration which is restaurant in London, UK. It is cosy cafe which provide services of classic
Italian fare and English breakfast or meal with coffee and cocktails. The report will discussed the
concept of digital marketing by comparing the online and offline modes. This will also explain
the value of customer perception and determine developing effective digital marketing activities.
Further, it will state the digital tools that are available to the marketers and digital marketing
platforms. Apart from this, it will explain the digital marketing plan and strategy to build multi-
channel capabilities and omni channel.
MAIN BODY
P1: Digital marketing landscape and compare online and offline marketing concepts.
A digital marketing industry oftens called as landscape that is guide to the professionals
in order to understand the different areas of digital marking that connect or work together. So a
digital landscape is a platform where the products or services are sold through the collection of
different means such as websites, social network, mobile devices and so on(Anjum, and et. al.,
2020). With reference to Caffe Tropea, it may spread awareness about their cafe or services by
using any method of marketing which is best and cost effective. The comparison of the methods
has been done below in order to get the best method of marketing. Online marketing is the way
of advertising which assist in disseminating the information to the consumers or companies over
the internet. Whereas, offline marketing is done without using internet which uses offline
channels to create awareness about their product or services. Therefore, the comparison is made
between the inline and offline marketing which are described as under:
Basis Online marketing Offline marketing
Cost It is more affordable because it is
cheaper to run websites or different
apps on the internet. This method is
Whereas, offline marketing is
more expensive to display ads on
TV, radio, newspapers and so on.
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cost effective because the
development of web is not so
expensive as the other offline
methods.
Therefore, an individual has to
bear high marketing cost to
spread awareness about the
product or the business.
Number of prospects It is reachable to all individuals
because they all present online
because the can easily access the
information by using internet
services.
It is reachable to only those
people who prefer reading
newspapers , watching television
and listening radio. So
Targeted It targets worldwide because the use
of internet available everywhere in
the world. So people can easily
access the information without any
barrier as it reaches quickly ant part
of the world(Bernal Villegas, and
Grajales Moreno, 2020).
It targets only specific areas
because only those people can
access information who prefer
newspapers, watching TV and
listening radio. So these are the
limitation which does not
guarantee the dissemination of
information.
Measurable result It can easily measure results such as
view rate, conversion rate and
effectiveness of advertising by
using online marketing such as
google Webster and other tools.
On the other hand, it is difficult to
measure the effectiveness of
print, radio, and TV
advertisement because it is not
possible to where the customers
will make their purchase from.
M1 Opportunities and challenges of digital marketing
Following are the opportunities and challenges are as under:
Opportunities
Easy customers reach: Digital marketing help a business concern in reaching to the customers
with the help of social media such as Facebook, twitter, Instagram and on. This help in
communication about the products features.
Challenges
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High competition of brand: This is a challenge for an organisation because when the customers
search about the products of a company so many other product and services are also appear to
them of their competitors which may influence the customer to buy the products.
P2: Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.
There are many consumer trends that help in growing the digital marketing, are described
as under:
 Consumer spend more time in spending more time on phones: Mobile has a
significant role in marketing as consumers spend more time on it for shopping and other
activities. This help them to remain update about the new products of the company as the
digital marketers represent them an opportunity to get that products or services.
 Growing demand for convenience: the customers experiences convenience when they
make online dealing through the internet and get the speedy delivery of their purchasing.
This help them in saving more time and get products at their home with the service when
they buy the home appliances.
 Bargaining hunting creeps into more sectors: An online shopping provide the
consumers more ways to interact with the company for dealing. They are able to get the
product at the discount prices approx 60% less than they pay in person at the
departmental stores.
In context to Caffe Tropea, there are several factors that may assist in analysing the
trends of the customers which are delineated as under:
Technology: in relation to Caffe Tropea, it can use latest technology to solve the queries
of the customers and provide them instant response by adopting artificial intelligence(De Lemos,
Vieira, and Pinho, 2020). This helps in getting the review of the customers and may able to
enhance the experience of the customers.
Mobile digital marketing: This is the best platform to attract the customers because all
the customers uses the internet and social media which enable them to access the information
easily. So Caffe Tropea, can make its own website and some mobile element to send messages to
the customer about their products or services.
The customer insight is all bout a deep understanding of the customers their behaviours
and their preferences or needs. This insight enables the marketers to improve the experiences of
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the customer and assist in enhancing their profits(Fadillah, and Retnaningsih, 2020). In relation
to the Caffe Tropea, it can use the insight of the customers to reach to the full potential and get
the best result with less money. It helps in reaching to the right people through the right channel
and at the right time. So the customer insight is essential for the better performance of the
marketing movement. So here are some benefits of consumer insight which Caffe Tropea may
take for marketing process that are described below:
New growth opportunities: It help in understanding the behaviour of the customers or
their taste for the product which provide opportunity to the marketers to bring product according
to their needs. This result in selling of the same products to the customer hat they are asking for.
Develop tailored marketing strategies: The behaviour of the customers reflects on the
strategies of the marketers because they strive to bring the product which may fulfil the demand
of the customers. So they get assistance in making their strategies for designing their products.
Thus in this way, Caffe Tropea, can easily analyse the trends and insights of the
customers which help in understanding the preferences or taste of the customers.
P3: Key digital tools available to marketers and other physical channels.
Digital tools are the tools which are used in making promotions of the products and
services to connect with the potential customers(.Febriyantoro and Arisandi, 2019). This can be
done by using the internet and other forms of digital communication that are available to the
marketers. So, Caffe Tropea, can different tools to support marketing which are depicted below:
Social media marketing tool: There are many social media platforms such as Facebook,
Instagram, Snap chat and so on which provide assistance to the marketers to engage with their
audience. With reference to Caffe Tropea, it can use Buffer as smart perception which allow to
the customer to rebuffer and share. This result in spreading awareness for the products and easily
reachable to the customers.
Email marketing tool: Caffe Tropea, can use this tool which enable the marketers to
create email campaigns that encourage their users to get more engage with their brand name.
These tools may include the platforms like mail chip and constant contact that permit the
marketers to build email list to initiate their email campaign.
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Content marketing tool: The marketer use this content marketing tool such as
CoSchedule and Hubspot which help in content creation. In relation to Caffe Tropea, it can find
the content to get engage the audience through blogs and social media posts.
Design tools: This is another tool used in digital marketing which help in creating ads
and the content like social media post and blogs(Gringarten, 2020). In context to Caffe Tropea,
the marketers can use the designs tools such as Canva and Photoshop that enable in changing a
image into good design.
Thus, these marketing tools help an entity in getting engaged with customers and
encourage them to get an experience of purchasing their products. These tools increase the
impact of various campaign and increase awareness about the business.
P4: Development of e-commerce and digital marketing platforms and channels
E-commerce is the activity of buying or selling goods and services over the internet. It
provide easiness in making transaction digitally via internet. These days, it has become famed
because the user of internet has been increased in making online dealings that leads to increase in
the development of e-commerce(Hasbi, and et. al., 2021). Developing of e-commerce refers to
the process of evolution of technical aspect of the e-commerce website. This service industry
assists the business owner to make their own user friendly websites in order to reach their
products to the customers. E-commerce also provide the social media platform, search engine
operations, e-mail in order top attract the more customers and facilitates buying via online mode.
Digital marketing has evolved with tree continue innovation in the technologies which facilitates
the audience to keep update about the offerings of the company. Before this, an organisation uses
TV, billboards, newspapers and so on for promotion. However, after the emergent of the
innvation in technologies and the use of internet provides way to make promotion. The digital
market has come into the picture where the customers make all their transaction digitally that is
the only medium of growing business of e-commerce. In context to Caffe Tropea, digital
marketing mainly focus on creating the appropriate channels so that e-commerce business
transaction can be made casually. There are various digital channels that are examined for for
growing e-commerce business are depicted as under:
E-mail marketing: This is the most effective channel of the digital marketing because it
provides the retailer actual return on investment. This is the best way of enhancing the customer
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service experience because when an order is placed and payment is made then confirmation
message come immediately with digital invoice.
Social media marketing: It has become the most easiest way to reach out to the
customers for making brand recognition because most of the individual are active on social
media whether through Instagram, Facebook or nay other mode. So, this get the Caffe Tropea, to
social media a part of their strategy to get more individuals.
There are many simple and cost effective ways for the physical stores of any kind which
can add itself for digital presence(Hassan and Ramos, 2020). The ways are describes as under:
Website: The small business like Caffe Tropea, must have website to generate more
customers and make them aware for their offerings. The cafe must get the lead to attract the new
customers which may help in enhancing its business.
You tube channel: Caffe Tropea should make its own channel because search engine and
social media platform give priority to the videos. The right video help the customers in getting
engaged with the stores.
M2 Digital tool use for marketing requirements
With reference to Caffe Tropea, it can use various tools to interact with the customers
which are delineated as beneath:
 Surveys: Caffe Tropea can use this method to bring new product or to improve its
existing products. It may altos get know to know about their rivals as well in order to
overcome the competition.
 Google analytics: Caffe Tropea has it website so it can use google analytical in order to
know the visitors and wher they come from.
D1 Evaluation of digital marketing landscape and impact on growth of e-commerce
The digital marketing is necessary for the businesses in order to make the customers
aware about the products of the company. Therefore, digital marketing can be done by using the
e-commerce as it helps in acquiring the more customers. On this platform, the customers are able
to read the reviews about a product and its features. Hence, digital marketing come into picture
which help the e-commerce business to make awareness about the product of the company.
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P5: Dgital marketing plan and strategy to build
multi-channel capabilities.
SOSTAC model is a model which is used for marketing and business planning and helps
in improving the individual channel tactics such as SEO, email marketing and so on. The model
has been depicted in context to Caffe Tropea as below:
 Situational analysis: This analysis provide information about the current growth of an
organisation with the help of SWOT analysis. In relation to Caffe Tropea, it can get to
know about its strength, customers, intermediaries and the competition prevailing ion the
market.
 Objectives: This help in knowing the vision for the digital channel in relation to Caffe
Tropea. An organisation can get the projection of the sales volume and cost savings and
help it knowing the position it want to be in future.
 Strategy: In relation to Caffe Tropea, it can help in summarising the way to get the
objective of an organisation by segmenting, targetting and positioning.
 Tactics: With reference to Caffe Tropea, it help the organisation in creating marketing
mix by using various communication tools.
 Action: As regard with Caffe Tropea, it help in modifying the structure and the role of
organisation
 Control: In context to the Caffe Tropea, it help in determining the achievement of goals
of the business organisation.
Multi-channel marketing marketing is the process of using various marketing
communication channels whether it is online or offline in order to engage the targeted audience.
In context to Caffe Tropea, a digital marketing plan may be develop in such manner which are
describes as under:
Focus on the customers: The cafe need to focus on the customers in order to assure
positive brand experience. This will help in making the personal connection between the
customers and cafe(.Ikhsan, and et. al., 2021). The marketer may be able to make messaging,
recommendations and sales strategies by focusing on the need of the customers. The strategies
ensures that the customers user receive the same experience through every channel.
Leverage automation: The answer to the queries of the customers across multiple
channels is automation. In relation to Caffe Tropea, the marketers can manage all the campaign
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aspects across multiple channels or platforms from one location. It can schedule multiple
communication to resolve the complaint of the customers.
Use the data: The data can be collected from the user profiles so that the marketer may
eliminate the pain point of the customers in purchasing process. This may encourage the
customers to be loyal for an organisation. The data which is collected from the user profiles
allow the important personalization that is needed to inform the larger strategy.
Final thought: The cafe can use the software to make multi-channel strategies which
requires technology, data and trends with the market creativity and knowledge of the customer
base(López-Pinto Ruíz, 2021). The automation solution may provide the unique profiles to the
marketer which help in making focus on the customers preferences.
P6: Evolution of omni-channel
Omni-channel is a collection and cooperation of various channel which an organization
can use to interact with customers in order to increase the value for its brand. It is a consumer
centric view where the customers are capable to interact with bran from the numerous channels
such as social medial, e-mail and so on. An omni-channel provide an opportunity to the
customers to purchase online from various stores. It is one of the fast growing concept for the
retailer and the customers. The concept of omni-channel was introduced to the marketing world
in 2010 which define a shopping experience that are accessible to the customers in all platform.
The companies need to be very careful to set the omni-channel solution because they require
partners that are innovative, creative and imaginative in providing the solution. They need to be
proactive so that the solution they prove must support completely to the users.
A customer is able to call about their issue by sending an email about their billing and
also post on social media so that their queries can be resolves. This solution increase the
experience of the customers and make them loyal for an organisation. The omni marketing
strategy is also revenant for the coming years which help the business to reach to the full
potential and access the competitive advantage through marketing(Richards and Marshall,
2019)). A omni-channel solution is a best way to sort out the problems of the customers across
all channel and for keeping track record of all channels. The omni-channel encourage the
customers to engage with brand which result in generating the revenue for the business. The
customer become loyal by using an attractive strategy. Therefore, Caffe Tropea need to
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understand the need of the customers by using omni-channel strategy and ensure that accurate
data is collected for providing them better services.
M3: Tools and techniques to plan an end-to-end omni-channel marketing campaign
The omni-channel marketing can be effective by the following tools and technique:
 E-commerce websites: This help the company used to manage end to end operation of
their business with less expensive. This platform is beneficial for the sellers as they can
sale their products through the websites which are easily accessible by the customers.
 Mobile applications: These helps the sellers and buyers to improve their
communication and exchange of information. The buyer can order the product in few
minutes with assistance of their smartphone.
P7: Measurement techniques and performance metrics in digital marketing.
There are various metrics to evaluate the performance I n digital marketing which are depicted as
under:
Overall website traffic: It is essential to have an website in order to establish an online
business presence and it can use portal for developing the blogs to attract the customers.
Therefore, it is important digital marketing matrices which help in increasing the overall number
of visitors on the websites which is an indicator that is observed carefully.
New v/s returning traffic: It is an efficient way to measure the effectiveness by
comparing the new visitor with the number of returning visitors on the websites. An evaluation
period is established which is usually of weeks or a month to use this matrices. When the
percentage of the return customers is more so it indicates how the content is well engaging.
Mobile traffic: Most of the people uses mobile devices to browse the internet which
make the mobile a critical component the plan of action(Romero Silvestre, 2021). It is important
that the pages are mobile friendly so that the experience of the user can be optimize and decrease
the bounce and exit rate. To make evaluation of he strategy it is important to find out the
percentage of of the person who access the mobile devices.
Bounce rate: It indicates the number of person who visits the website of the company
and left quickly without opening the page and showing any action on it. A high bounce rate give
an indication that it must be optimised and this can be happen when the wrong audience is
attracted.
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Cost per visitors: This is a cost which is calculated on the total investment made to
acquire the visitors which indicated that how much the brand earn with each visitors. So it is
recommand to compare both matrices in order to decide the right track. It is calculate by dividing
the visitors generated by the amount invested.
P8: Actions to improve performance in digital marketing.
Digital marketing facilitates increased sales of the business by making the products
digitally accessible to the wide range of customers to fulfil their requirements according to their
preferences. It assists the businesses in developing a large customer base. The company can take
following set of functions to improve performance in digital marketing :
 Recommendations from stakeholders : Businesses can get view of its stakeholders
such as its marketing staff and sales executives etc. for analysing the market and its
trends to have a thorough understanding of the position of one's business in the market
and for taking actions to strive for increasing the value of business by increasing its sales
a revenues and customer base.
 Consideration of marketing metrics : Company should develop some key marketing
metrics for its business. For large companies, the main marketing metrics or key
performance indicators can be viewers of website of the company, number of downloads
of content, free trials, registration for webinars etc.
 Create a marketing scorecard : After considering the key performance indicators and
marketing metrics, businesses can develop their dashboards for analysing marketing
effectiveness. By adopting the technology of automation processes and data
visualization, it can take help of excel documents.
 Access to wider audience : By the use of E-commerce and developing own website,
businesses can target the larger segment of customers and make access to marketing
campaigns and communications to develop a larger customer base and increase the
visitors for website.
M4 Key digital measurement techniques and performance metrics used in digital marketing.
Following are the measurement techniques of digital marketing which are as under:
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