LSBM200 Digital Marketing Report: Analysis of Strategies and Trends

This report delves into the realm of digital marketing, providing a comparative analysis with traditional marketing methods, highlighting key differences in customer reach and engagement. It explores customer touchpoints, including online shopping, live chat, and customer care, and discusses the omni-channel nature of the customer journey. Furthermore, the report examines journey mapping as a tool to enhance company performance and improve customer experience, offering insights into pre-tour, during-tour, and post-tour interactions. The report also provides a list of references including books and journals that support the analysis.

Digital
Marketing

Table of Contents
INREODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Difference between traditional and digital marketing.................................................................3
Customer touch point and omni-channel nature of the customers..............................................4
Journey map to improve company performance and improve experience of the customers......5
CONCLUSION................................................................................................................................6
REFERENCEES ..........................................................................................................................7

INREODUCTION
Digital marketing is a method in which organization use digital marketing tool for
marketing, digital marketing is totally different then traditional marketing . This is best way to
increase business growth in the market. Digital marketing include display advertising, mobile
phones, internet, technology and many other digital medium. This report will provide difference
between digital marketing and traditional marketing, And also explain how it can beneficial for
business. It will explain customer touch point and the provide multichannel nature of the
customer journey. This report will analyze the data generation through digital marketing activity
enable marketers to map this journey to improve company performance and improve the
customer experience.
MAIN BODY
Difference between traditional and digital marketing
Traditional Marketing Digital marketing
Traditional Marketing one of the strong tool of
marketing which provide wide rich to the
customer without using internet (Baltes.,
2015). This marketing include radio,
newspaper, print advertisement and many
more.
Digital marketing helps to reach customers by
using internet, there are many social media
platforms and digital technology which
organization can use for digital marketing
Traditional marketing is more expensive then
the digital marketing, if any company want's to
give advertisement of their product on T.V
then channel can charge according to the
duration of the Advertisement. They have sign
agreement with that channel, small firms
cannot use traditional marketing because it is
expensive for them. This tool is moistly used
by famous brand who have enough money
Digital marketing is not that much expensive
and even small firms can get better start from
digital marketing. Organization can reach to
more customer and they can also target the
audience according to their product.
Advertisement will show to people who are
have interest in that product and they have
search for simpler product before (Chaffey and
Ellis-Chadwick., 2019). This can be a great
start for new and small business.
Message by this marketing strategies can not Message hit to the target market because

desire target market, because this will visible
for everyone, no matter if they are interested or
not. Company cannot see analytical data
because this marketing tool do not show any
data.
company can choose their target market and
they can also decide which age group and
people they want to show and they can see
analytical data because it can be provide by
social media platform
Message is directly pushed to audience , If they
are not interested then also people have to see
without any interest and most of the time
people ignore message
Message is provided to people who are in
interested to busy that product otherwise it will
be not visited by people who do not have any
interest.
Customer touch point and omni-channel nature of the customers
By tracking and identifying the customer couch pints company can make more growth
and progress in their business this helps customers also because they can satisfied by the services
and product provided by company (Chaffey and Smith., 2017). Here are some customer touch
points:-
Shopping online -The customers touch point is website of any company on e-commerce
clothing side, the customer goals is to find the perfect size which can fit on their body. During
the purchase customer can be unsure about size and may be customer can change in their mind.
In this case company can provide size cart of the clot5hing so customer can choose according to
his regular size.
Live chat on mobile apps -Customers face problem when their product does not arrive on time,
they started wondering about product when it will arrive , many company provide option where
they can see live location of their product and also provide when it can expected to deliver to
customer.
Calling the contact center -after the delivery of the product when customer open the currior
and customer find that it is not exactly how it was looking online then customers are feel free to
contact to the customer care of the company and give request for return and customer's money
will be credited to their account.
Omni-channel nature of the customer journey
An ominichannel customer journey consist of key interaction between customer and
company during the sales and throughout the customer lifestyle, when customers get shameless

services from the company then they change their communication channel (Järvinen and
Karjaluoto., 2015). Customers mostly choose brands product and company who can provide
better facility and customer touch points. It can be crucial for any business to integrates these
omnichannels communication into an integrated , shameless platform.
Journey map to improve company performance and improve experience of the customers
Explore Itineraries Book you Tour Pre-tour During Tour Post tour
Touch pints  Details of the
tour
 customers
can take
helps from
support
channels for
pre booking
(Ryan.,
2016).
 online
website of
the company
 Booking
page for
tours .
 Applicatio
n of the
company
 Customers
can take
detail of
the ticket
 details of
the tour
 Tour
guide is
provi8ded
by
company
 Photos
are
availabl
e on the
website
Thinking
and feeling
 Customers
are facing
problem
because
brochures are
not printable
 company do
not provide
 Process id
complicate
d
 app does
not open
sometimes
 There is
no direct
way to
print ticket
 few
informatio
n available
 Customer
s are
unhappy
to buy
expensive
souvenir
 not able
to
 Photos
are not
clear

discount for
tour
communi
cate with
local
people
Ideas for
improveme
nt
 Company
should
provide more
channels
 they should
provide
options for
tour details
 Process
should be
simplify
 hints
should be
add for
form
filling
 Direct
print
service
 provide
informatio
n
 Guide
should
have
better
communi
cation
skills
 Clear
and
proper
photos
should
be
posted
on the
website
CONCLUSION
As per the above report has been analyzed difference between tradition and digital
market on the basis of customer reach and analyze . This report has been briefly explain
customer touch pint which conclude online shopping , live chat and customer care and also
explain omnichannel nature of the customer journey. This report has been provide Journey map
to improve company performance and improve experience of the customers.

REFERENCEES
Books and journal
Baltes, L. P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V.8(2). p.111.
Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017.Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
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., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications.Journal of Business & Industrial Marketing.
Ryan, D., 2016.Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology.10. pp.17-21.