Report on Digital Marketing, Customer Touchpoints, and Data Analysis

This individual report provides a detailed comparison between digital and traditional marketing strategies. It outlines the key differences in their approaches, tools, and techniques, examining the advantages and disadvantages of each. The report then delves into the concept of customer touchpoints, exploring how customers interact with a brand throughout their journey, from initial awareness to post-purchase engagement. It also examines the omni-channel customer journey, emphasizing the importance of providing a seamless and integrated experience across various platforms. Furthermore, the report analyzes the role of online-generated data in supporting and enhancing customer experiences, highlighting how businesses can leverage data analytics to understand customer behavior, personalize marketing efforts, and improve overall customer satisfaction. The report concludes by emphasizing the significance of digital marketing in the current business environment, advocating for its adoption to achieve business goals.

Individual Report

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Difference between the digital or traditional marketing tools & techniques...........................1
2. Customer touchpoints and omni-channel customer journey ...................................................4
3. Online generated data and how it helps in supporting customer experience...........................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing is the strategy which used by the organization to promote their
products or brand. It include the various actions or activities which further help the business to
attract new customers or achieve business goals & objectives (Chaffey and Ellis-Chadwick,
2019). With the help of digital marketing, business find the unique way of promoting their
products or services which further helps in achieving high efficacy as well as objectives. This
report cover various topics such as difference between traditional or digital marketing. In
addition, it include the customer touchpoints, omni-channel and customer data which helps in
improving customer experience.
MAIN BODY
1. Difference between the digital or traditional marketing tools & techniques
Traditional marketing: Traditional marketing is the old version of making strategies to
promote their products in the market among the customers. It include the common offline
marketing tactics and it discussed below:
Illustration 1: Traditional Marketing, 2018.
(Source: Traditional Marketing, 2018.)
 Print media: This marketing strategy include the offline way to promote about their
brand or products (Traditional Marketing, 2018). Such as magazine, newspaper etc.
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organisations gives advertisement in the newspaper and with the help of this people get
aware about latest discount or offers.
 Broadcast: Before digitalization of company, organizations use the broadcast method of
marketing where they spend huge amount on TV or radio promotion. It is very costly in
comparison to the print media.
 Direct mail: Most of the organizations use postcard as marketing method to aware their
customer regarding latest offers or discount which helps in increasing demand of product.
 Telephone: It is the most common method to increase awareness regarding their goods or
services among the people (Kannan, 2017). They call single person and provide product
deals in very detail. For example: Life insurance company.
Digital marketing: It is also called online marketing where most of the action take online
or use of electronic device such as smart phones. With the help of digital marketing, company
target the market and done various activities to connected with customers (Royle and Laing,
2014). There are various methods which help in promoting brand name or products of the
company. Some of them discussed below:
Illustration 2: Digital Marketing, 2018.
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(Source: Digital Marketing, 2018)
With the help of above mention diagram, it clearly represented that there are various
methods of digital marketing to promote their goods & services in order to increase demand and
maximise profit margin of the company. Some of them mention below:
Website: Now each & every business has their own website which provide the facility to
purchase item online through selecting suitable payment mode. Customer link with the company
through customer service and able to track their product.
Social median marketing: It is one of the best promotion strategy where company use
social media sites to promote their product or share information regardant latest discount and
offers.
Email marketing: By using this method, digital marketing team of the company send
product related information to the mail id of customers.
2. Customer touchpoints and omni-channel customer journey
Customer Touchpoint: It is the brand points of customer points from starting to the end
of purchase of goods & services. For example: people find particular company or product
through online advertisements and after that they review and ratings to analyse its efficiency as
well as effectiveness. It include the three process where customer find the way to analyse product
and it discuss below:
 Before purchase: In this process, how customers get the knowledge about any
company's products (Taiminen and Karjaluoto, 2015). So it include the promotional
strategies which select by the company such as social media, rating & review,
testimonial, word of mouth, other advertisement etc.
 During purchase: This process include the purchase of product through online or offline
mode. At the time of purchasing, customer check all the features and come with other
products.
 After purchase: It include the billing process where customer end the process of
purchasing through completing payment. After this, company provide the proof of
purchase through sending mail, provide proper invoices and record in their store as well.
There are different touch point according to the customer or company because online or
offline store follow different process and provide post purchase service accordingly.
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Omni-channel customer journey: It is a multi channel sales approach which provide
integrated customer experience. It provide various facilities where they can shopping from the
sitting their home or anywhere. Customer can use any devise to place order such as mobile
phones, website, telephone etc. Basically this journey include the interaction of customer over
various touchpoints from the sales to post sales services and this process will continue.
Customer expect the seamless customer experience through which communication
channel they select (Tiago and Veríssimo, 2014). People select those organization which have
provide good or valuable experience to their customers because of their products or services.
3. Online generated data and how it helps in supporting customer experience
There are various ways to extract value from the customer data and it further help the
organization to formulate their strategies accordingly. Some of them discussed below:
 Accept big data and analyse them because it helps in understanding customer behaviour
of large population.
 Need to invest in analytics because it is the key factor to analyse big data of customers.
 Use historical data in order to identify previous trends and how it is beneficial in the
future.
 Use social media data which help the company to identify latest trend or customer needs.
CONCLUSION
On the basis of above written content, it has been concluded that digital marketing is the
new technology which used by the organizations in order promote their goods & services. It will
further helps in achieving business goals & objectives through maximising production or
profitability of the company. In the current business environment, company promote more
digitalization in their process in order to save time, efforts and increase the efficiency as well as
effectiveness on the business operations.
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REFERENCES
Books & Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management. 34(2). pp.65-73.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother?. Business horizons. 57(6). pp.703-708.
Online
Digital Marketing. 2018. [Online]. Available Through:
<https://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/>
Traditional Marketing. 2018. [Online]. Available Through:
<https://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/>
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