Digital Marketing Report: Analyzing Creme Crush's Online Strategy

This report delves into the digital marketing landscape, focusing on Creme Crush, a soft drink company established in 1911. It begins by comparing online and offline marketing concepts, analyzing the challenges and opportunities within the digital marketing sphere. The report identifies key consumer trends that drive digital marketing growth, such as voice search and augmented reality, and examines the digital tools and hardware available to marketers. Furthermore, it critically analyzes the use of appropriate digital tools within the Creme Crush context. The report also examines the development of e-commerce and digital marketing platforms and channels, including email marketing, PPC, SEO, and social media marketing. Task B focuses on developing an omnichannel marketing strategy for Creme Crush, including a detailed digital marketing plan, and the application of various tools and techniques. Measurement techniques and performance metrics are evaluated, and recommendations for improving digital marketing performance are provided, concluding with a comprehensive overview of the digital marketing strategy for Creme Crush.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
1. Overview of digital landscape and compare between online and offline marketing concepts
and challenges of digital marketing landscape. ..........................................................................1
Comparison between online and offline marketing concepts-.....................................................1
Determine and analyse key consumer trends and insights that fuelling the growth of digital
marketing.....................................................................................................................................2
Key digital tools and hardware that avail to marketers in terms to bricks and mortar and other
physical channels. .......................................................................................................................3
Critically analyse use of appropriate digital tools and both hardware and software to use within
crème and crush context to meet marketing environment. .........................................................4
Examination of development of e-commerce and digital marketing platform and channels. ....5
Demonstrate critical analysis and evaluation of digital marketing landscape and impact of
growth of e-commerce. ...............................................................................................................6
TASK B...........................................................................................................................................7
1. Omni channel marketing .........................................................................................................7
2. Develop logical digital marketing strategy for crème crush and its implication.....................7
3. Develop digital marketing plan and strategy to build multi-channel capabilities. .................8
4. Application of range of tools and techniques to plan an end to end omni channel.................9
5. Determine and evaluate measurement techniques and performance metrics in digital
marketing.....................................................................................................................................9
6. Present set of actions to improve performance in digital marketing.......................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing refers to strategy that includes selling of product and services through
online medium that includes mobile phones, computers etc. (Ryan, 2016). It involves different
channels through which marketing can be done easily by the company.
Present study will be based upon Creme Crush company. It is selling soft drink to
customers and was establishes in 1911.
Report will include comparison between online and offline marketing concept that will
help in evaluating challenges that will be faced in marketplace. It also includes trends and
insights that will help in growth of digital marketing. Different tools that will be used for
meeting marketing requirements. Furthermore, it will include Omni-channel marketing and
implication of digital marketing strategy in the company. It also emphasizes on marketing plan
and different tools that will be using in Omni-channel marketing.
TASK A
1. Overview of digital landscape and compare between online and offline marketing concepts
and challenges of digital marketing landscape.
Overview of digital marketing landscape
 Digital marketing landscape defined as constantly evolving state of digital media and to
conduct advertisement that inclusive of influence marketing, social media marketing,
search engine marketing and pay per click advertisement.
 This is an effective approach that can be used to attract people by creating their own
landscape.
 Therefore, it is kind of field that need constant retooling and updating with latest
technical advancement that can be used to keep with changing markets.
Comparison between online and offline marketing concepts-
Internet marketing has potential to attract customers. There are number of the firm that uses
human methods of business promotion such as promotion, printing, distribution of leaflets,
billboards and transport advertising etc. Henceforth, there are two method of digital marketing
that defined in below context manner as are-
Online marketing- It is termed out as internet marketing or digital marketing and can be taken in
form of advertising and marketing. Thus, one of better use of this is to use internet to deliver
promotional messages to customers.

Offline marketing- This is defined as process that aids to build brand awareness, to reach users
and generate sales to firms. Therefore, there is no need of internet under this method. In addition
to it, offline marketing defined as tool that involved of attracting the target audience.
Differences between online and offline marketing
Offline marketing follows traditional approach and this is way to notify potential
customer about the commodities. Therefore, offline marketing is the method that is involve of
advertisement, public transport, radio television, press and radio etc.
On the other hand, online marketing involves of promotion of goods and services on the
network and it can be done with the help of text and graphic materials. It is inclusive of filling
out web resource with content, by placing banner ads, use of social networks and emailing
newsletters. By the use of this method those who are not target customer can also look over the
target audience. Therefore, it can be stated that in most forms of offline marketing strategies has
cleat targeting in the internet promotion.
On the other hand, effectiveness of online advertising is easier to measure service that
designed to reflect the experience of user. Additionally, both kind of advertisement method aids
to aids to attract customer with help of catching their emotions. There are some aspects inn
which comparison can be shown effectively. Therefore, these are as-
Cost- At this, online marketing is more affordable than offline marketing. Thus, in offline
marketing spend a lot of money to maintain stock exchange, pay rents and bills etc.
Exposure- offline promotions have its own limit. Therefore, this reaches out globally and
gets maximum exposure.
Convenience- There is no barrier to internet marketing. Henceforth, customers visit web and
buy products and service at any time.
Social media influence- Online stores can get promoted with social media approach easily.
If the firm are providing the best service than it can directly and indirectly people start referring
to online stores.
Determine and analyse key consumer trends and insights that fuelling the growth of digital
marketing.
Organisation face more and more challenges when it’s come to the digital marketing. Thus,
growth and revenue is key priority for each enterprise and due this the customer within the

market are shifting their focus over converting leads to digital approach. Digital marketing is one
of the potential threat that aids to add more advantage to working enterprise.
In addition to this, digital trends within the market evolves every year and the marketer must
be aware about the changes in order to adapt emerging technologies. It will be helpful to gain
competitive advantage within market. Thus, it is one of effective term that leads to improve the
relationship with existing customers. Therefore, key consumer trends that aid as to fuel the
growth of digital marketing as-
Voice search- There are two types of voice search and these are implemented by smart speakers
such as Amazon Alexa, Apple Homepod, google home etc. Thus, to grow business performance
they must put their focus over to outreach to customers. As a result, firm can use these
opportunities in order to deliver the more targeted, specific content that can lead to enhance their
click through rates.
Smarter chat- Chabot’s play crucial role to enhance and improve customer experience that allows
to better engage with their audience. It offers real time assistance to customers in order to get
more information about product.
Micro moments- The users can able to processes their online activities that use smartphones,
marketers that continue to leverage micro moment to gather the audience attention. This also
supports to full fill their instant decision. Henceforth, this kind of micro moments to create
targeted content and advertising.
Augmented and virtual reality marketing- It is one of the major and most effective application
that can be used by the marketers. This is most effective tool that aids to bring most realistic and
effective way to enhance customer experience.
Email based marketing- This is term that is getting smarter by engaging customer with email the
firm can convert into loyal customer experience. By reinforcing more personalized manifestation
of sending engagement based emails is more individualized and hand crafted way to attract
targeted users.
Key digital tools and hardware that avail to marketers in terms to bricks and mortar and other
physical channels.
Digital platforms are strong drivers of innovation and also plays crucial role in digital
society and economy. Therefore, it also works as to enhance consumer choice, improve
efficiency and also competitiveness of industry. Thus, role of digital marketing is very crucial for

undertaking business growth. Hence, this can be stated that digital marketing is considered as
pivotal tool to business growth.
Different types of digital tools and digital hardware to support and enhance marketing.
Digital marketing is one of the cost-efficient techniques that aids to connect with business
and this also allows business to get connect with a greater number of the customers. Henceforth,
digital marketing tools are as-
 Traditional marketing media- This includes of billboards, banners, newspaper, television
and radio etc. It has approach that put consideration over reaching high number of people
and ensure success. Thus, it is crucial to analyse the return on investment as it is costly
marketing tool.
 Digital marketing media- The computer software technical advancement is one of crucial
term that allows to reach potential customers with target customers. Henceforth, digital
marketing tools are as mobile marketing, search engine optimization, interactive online
advertisement etc.
 Social media marketing- This is subset of digital marketing media. Thus, primary object
of social media approach is to develop an interactive and online relationship with
customers. Henceforth, the social media tools are as blogging, tweeting, networking,
bookmarking and commenting on social media website as Twitter, Facebook, Pinterest
and YouTube etc.
 Promotional marketing tools- It is inclusive of items such as business cards, press kits,
information videos and tangible marketing tools. Therefore, it can be stated that
promotional items are enhancing sales and contributes to build brand awareness.
Critically analyse use of appropriate digital tools and both hardware and software to use within
crème and crush context to meet marketing environment.
As per the view of stated that digital marketing tools plays crucial in order to enhance
and improve the customer experience towards product and services. By the use of effective
strategies and better digital advancement affect the growth within the enterprise in positive as it
attracts customer within market. Traditional and digital media marketing will be helpful to crème
and crush to expand their activities at digital platform. Therefore, digital marketing has become
the umbrella term that aids to be effective marketing techniques. Additionally, overall aim of
reaching better marketing techniques to drive more organic traffic to website.

Examination of development of e-commerce and digital marketing platform and channels.
Digital marketing termed out as marketing of product and service with use of digital
technical. Therefore, develop of e-commerce technique now days as it plays crucial role as to
add fuel to business growth. Therefore, digital marketing channels are defined in following
manner are as-
E-mail marketing- At this, business leads to perform varied online marketing strategies. By
the use of collecting information like phone, email address from potential customers the entity
can able to send them timely updates. Therefore, it is one of effective digital marketing channels
that aids to conduct business practices effectively.
Pay per click advertisement- It is method that deliver highly targeted traffic of potential
customer within the short period of time. However, the one of effectiveness of PPC ads is to
relay on how to choose potential customers by optimizing the visual and contextual information
on ads.
Search engine optimization- It is involved of several activities that inclusive of keywords
research, making the use of both on page and off page information, organic building and other
related activities. Herein, customer use this channel in terms to analyse information about the
brand, product, service etc.
Display advertising- Digital marketers can reach out to the potential customer by placing
relevant ads on third parties’ site. Henceforth, this is inclusive of boxes, banners, interactive ads,
video ads etc. This is the tool that aids to create greater brand awareness and also generate high
target traffic into sales.
Social media marketing- It is one of the most phenomenal channels within digital era.
Therefore, digital marketing aids to enhance brand awareness for product and services. By the
use of social media marketing entity can reach out to highly targeted potential customers.
Online public relation- It is channel that considered to be the most effective part of content
marketing and this also useful to create promotional content to generate branding and create
traffic with the use of online PR networks. Thus, better public relation aids to enhance business
activities in better mode.

Demonstrate critical analysis and evaluation of digital marketing landscape and impact of growth
of e-commerce.
As per the view of stated that digital marketing has created lot of buzz in the market.
Hence, E-commerce business need to find out the ways of varied digital marketing strategies.
Advertisement with the help of digital channel such as search engines, social media and
marketing plays effective role to enhance business performance. Thud, digital marketing
approach aids to reach out potential customer within the market. Therefore, online marketing
techniques supports to carry out business activities in better and effective manner. However, it
can be stated that digital marketing strategies aids fuel to growth of an enterprise.
Role of digital communication in relation to 7 Ps-
Price- It is component that plays crucial role within marketing mix. On the online
marketing, there are almost hundreds of commodities that avail to customers. Henceforth, the
organisation pricing policy may get vary over time, place and circumstances.
Product- In this digital era, the firm can able to analyse the needs and wants of the customer
easily. However, enterprise needs to produce commodities that helps to satisfied the needs and
desires of user.
Place- This is the method that work as to deliver the product and service to customers.
Henceforth, at digital platform the online mode of deliver proceeds by the organisations.
Promotion- It is term that aids to promote product and service to customer in market.
Therefore, promotion mix connect with terms as marketing, advertising, personal selling, sales
promotion etc.
People- To undertake better use of digital approach, the people as customer service agents
plays crucial role. They work as to sort out the issues of customer relate to query about the
products.
Process- In this, online policy and procedure will be used to deliver product and service to
customers.
Physical environment- Branding is very crucial to undertake business activities
systematically. Henceforth, products, logo and entire message aids to enhance public image of
commodities within market.

TASK B
1. Omni channel marketing
Omni channel marketing is the process of providing consistent experience to customers
either through online or offline marketing. It consists of different channels that will help in
facilitate interaction between different consumers and helps in increasing productivity of Creme
Crush. It is and important strategy that will help in gaining consumers experience rating through
online sources. Consumers are the king of market so it is necessary to satisfy their needs and
wants. This strategy will help in connecting with more consumers and help in knowing their
purchase intention by analysing feedback that will be given by them.
By adopting this marketing strategy Creme Crush develop large market share that will
build customer relationship management for the future course of action. In addition to it as it
facilitates different marketing channels through which consumers are more involved by taking
different purchasing decision that also helps marketer to know consumer preference in the
market (Kannan, 2017). It will be providing different experience to consumers that enhance
productivity of Creme Crush. Through this channel company can gather information easily
regarding the trend that is being running in the marketplace. Consumers are more involved with
company that provide them gaining different experience that will be creating different
perspective for the future.
Therefore, this strategy is increasing day by day as marketers are using this approach that
will help in facilitating gaining more opportunities in the market. Through this Crème and Crush
able to review experience of customers it will improve its services for the future. This channel
will help in covering market by measuring performance of the company and helps in gaining
more profit (Taiminen and Karjaluoto, 2015). Customers are shifted from one channel to another
that will provide simple research to marketer and achieving objective of the company. It mainly
focusing on improving experience of consumer so that this will help them in providing best
experience and increase market share for the future. Most of the companies are using this
strategy for increasing productivity and profitability.
2. Develop logical digital marketing strategy for crème crush and its implication.
The enterprise as crème crush mush have use of multi-channel marketing platform to get
message across. Therefore, consumer within the enterprise able to interact with enterprise. There
are different marketing plan banner ads, affiliate networks, social networks etc. By the use of

multichannel marketing the firm can enhance their business growth systematically (Langan,
Cowley and Nguyen, 2019). In addition to this, the unprecedented technical advancement
changes over the past few years. Therefore, some beneficial aspect of multi-channel marketing is
as-
 It is effective in order to enhance the sale and also allows to have business growth. With
help of using different range of channels firm can potentially visible to new customer
groupings.
 This become the marketing to become increasingly more informed and intelligent and
target customer via specific combination of channels.
 Multi- channel marketing is cost effective.
 It enables entities to get engage with audience on frequent and interactive basis.
Challenges of multi-channel marketing-
By skilful use of marketing analytics, intelligence can be gained with about the marketing
channels. Therefore, content remains one of the biggest challenges in multi-channel marketing.
3. Develop digital marketing plan and strategy to build multi-channel capabilities.
A sound digital marketing plan needs detailed understanding of brand own situation and
the best way to engage customer is to have clear framework measuring success. Henceforth,
effective plan requires clearly and defined outlines for objectives, rights tactics for audience and
this all with irresistible value proposition (Saura, Palos-Sanchez and Correia, 2019). Thus, it can
be defined with SOASTAC framework as-
Situation analysis- In order to adopt better and suitable digital marketing the entity needs to
analyse the situation of market. After identifying the suitable customer within market, the
effective digital method can be selected.
Objectives- Initially, the one common object of Creme crush will be relating to brand
awareness lead generation, acquisition, conversion and time bound.
Strategy- At this segment group will be targeted. Henceforth, to attract the customer within
the market the entity will use method of selling as online, offline etc.
Tactics- In order to covey the customer, Creme crush will adopt digital marketing approach
so that wide range of customer can attracted towards it.
Action- At this stage, the desired tactics will be implemented and course of action will
conducted to have the set goals.

Control- This is defined as to measure monitor and control the taken actions. If there is any
deviation between it than controlling measure must be taken.
4. Application of range of tools and techniques to plan an end to end omni channel.
Application of techniques to undertake plan of action relates with end to end omni
channel the firm needs to follows multichannel approach to sales that aids to provide integrated
and seamless shopping experience (De Pelsmacker, Van Tilburg and Holthof, 2018). This is one
of the effective method if they do shop from desktop or mobile device.
5. Determine and evaluate measurement techniques and performance metrics in digital
marketing.
Digital marketing tactic are effective if marketing team measures and track the
performance of marketing campaign. Therefore, digital marketing teams uses number of tools to
promote their commodities and services. Henceforth, by tracking the results it is crucial to
determine targets and goals to measure out the performance of desired goals (Rohm, Stefl and
Saint Clair, 2019 ). Thus, performance of crème crush will be measured with help of customer
and by undertaking the brand awareness of product and services.
6. Present set of actions to improve performance in digital marketing.
In this, constantly changing environment the marketers needs to look over the
commodities that continuously needs to be update and refine digital marketing strategies.
Therefore, digital marketing objectives aids to maximise the impact of profitability over
enterprise (Kingsnorth, 2019). Thus, crème crush needs to undertake following set of actions to
improve performance within digital marketing as-
To get the good result, the entity needs to review and revamp digital marketing strategy to to
improve the growth of enterprise and revenue percentage each year.
The firm should work as to create ultimate buying journey for customers so that can aid to
optimize the online and mobile shopping experience.
For have improved digital marketing resource the entity needs to get engage with audience and
that is inclusion of webinars, online promotion of the live events. To streamline the process of
event promotion there is need to create better digital marketing.

CONCLUSION
Hereby, it can be concluded that Digital marketing defined as to conduct marketing of
commodities and services using digital technologies. Therefore, digital advertising termed out as
advertising that delivered through digital channels such as search engine, website, social media,
email etc. Thus, present report is based on to implementing digital marketing strategy for Creme
and crush.
Furthermore, report has covered the various activities as overview of digital landscape
and to have comparison between online and offline marketing concept, to determine that how
digital marketing activities aids to build multi channel capabilities within an enterprise and to
undertake evaluation on methods of monitoring and measuring digital marketing.