Digital Marketing Strategy: E-commerce, Tools, Omni-Channel & Metrics

This report provides a comprehensive overview of digital marketing, focusing on its landscape, concepts, and comparison with offline marketing. It delves into the trends and insights that drive digital marketing, evaluating opportunities and challenges, and demonstrating the impact on e-commerce platforms. The report assesses digital tools and hardware in brick-and-mortar settings, comparing e-commerce and digital marketing platforms to physical channels. Furthermore, it covers the development of digital marketing plans and strategies, the application of tools and techniques in omni-channel marketing, and the evolution of omni-channel approaches. The report also determines and evaluates measurement techniques and performance metrics, presenting actions to improve digital marketing performance, critically evaluating measurements to understand performance, and developing a coherent digital marketing strategy. The document is available on Desklib, a platform offering study tools and resources for students.

Unit 24 Digital Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 demonstration of digital marketing landscape and concept and comparison of online and
offline marketing:.........................................................................................................................3
P2 Determination and analysing of trends and insight that fuel the digital marketing:...............4
M1 Evaluation of opportunities and challenges in digital marketing:.........................................5
D1 demonstration of impact of digital marketing on e-commerce platform:..............................5
P3 assessment of digital tools and hardware in brick and mortar:...............................................5
P4 Examination of e-commerce and digital marketing platform comparison to physical
channels:......................................................................................................................................6
M2 Critical analysing digital tools in meeting the marketing requirement:................................6
P5 Development of digital marketing plan and strategies:..........................................................6
M3 Applying tools and techniques in omni-channel marketing:.................................................7
P6 Evolving omni channel marketing..........................................................................................7
P7 determination and evaluation of measurement techniques and performance metrics:...........8
P8 Presentation of set of actions to improve the performance of digital marketing:...................9
M4 Critical evaluation of measurement and metric to understand performance of digital
marketing:..................................................................................................................................10
D2 Development of coherent digital marketing strategy:..........................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
The digital marketing refer to the promotion, connection, marketing with online, and they
use potential customer and target their customer via online channels for the betterment of the
company. Digital marketing also include the digital communication between the organization
and consumer. Usually digital marketing include the social media and web media for the
promotion of the channel. This report includes the information about the digital marketing and
Astra zeneca Plc company how they will promote the company to attract the consumer for the
betterment of the company. How organization uses the techniques , tools and engage their
customers for their organization.
MAIN BODY
P1 demonstration of digital marketing landscape and concept and comparison of online and
offline marketing:
In 21st era, the word digital is common to every one. Digital technologies have brought
easiness to human life and improved the lifestyle of people. Digital marketing is one of the best
method used by business organization to communicate with their audience and try to create an
awareness about the brand (Bala and Verma, 2018.). This is a new way to reach desired customer
and know what exactly their wish from the business. Digital marketing unlock various
opportunities for the firm to maximize their reach to target the desired audience, this has become
one of the most important part of the business organization.
Comparison of online and offline marketing:
Basis Online Offline
Concept Online marketing means the promotion
of product and service through digital
platforms.
Offline marketing means reaching people
directly to sell the products and service.
Reach Online marketing help business
organization to reach as many
audiences as possible, this has wider
range of different customer bases
Offline marketing help business reach a
limited number of audience within a region
or a location, this has limited number of
audience which can be the target market

which can be the target market for the
business organization (Kreutzer, 2016).
but have various limitation.
Impact Online marketing impact the growth of
business product sales, this has greater
impact on the performance of company
in the target market.
Offline marketing can be very powerful but
as compared to the online marketing , this
has less impact. The audience of offline
marketing is completely segregated to the
company can not have enough benefit from
this type of marketing.
Cost Online marketing and its campaign is
costly, it requires proper planning of
the cost to have online marketing
campaign.
Offline marketing is also very costly,
business arrange various things to make a
offline marketing campaign.
P2 Determination and analysing of trends and insight that fuel the digital marketing:
Trends, fuel the growth of digital marketing, a business organization have to identify
various trends and insight that help them to reach as many audiences as possible (Chaffey and
Ellis-Chadwick, 2019). Trends in digital era keep changing as the taste and preference of the
customer tend to change with time, if the company have the capacity to identify the current
trends then they can be successful in online era. There are certain types of customer trend and
insight that fuel the digital marketing such as:
AI power: the fastest and latest technology providing fuel to the digital marketing, this is one of
the most powerful trend. Using AI technology create, manage and monitor marketing campaign
for the company (Tuten, 2020). Many companies started to use these AI bots to optimize their
online promotion of the product, these usages of these bots tend to increase after the impact of
COVID-19 pandemic.
Environment awareness: awareness about the environment tend to increase after the impact of
COVID-19, this is one of the most powerful consumer trend which fuel the digital marketing.
People are now more aware about the environment as they understand the importance of nature,
consumer mainly younger one started to create various environment saving campaigns to reach

as many audiences as possible, and they try to create trends which influence large number of
group of people.
M1 Evaluation of opportunities and challenges in digital marketing:
Digital marketing is a broad term which include reaching audience to sell the product and
services, there are certain opportunities and challenges of digital marketing such as:
Convergence platform: digital marketing provide convergence platforms which allow companies
to convert their audience in potential customer. This is one of the best opportunity for digital
marketer to landscape the digital marketing.
Regulation: the biggest challenge in digital marketing is regulation, these regulation are been
imposed by the government to the company that take huge part from the overall profit of
business organization.
D1 demonstration of impact of digital marketing on e-commerce platform:
Digital marketing benefits every business, this help them to reach as audience and target
the desired market. Much e-commerce business organization use these digital marketing to
increase the product sales, this allows them to target market according to their wide range of
product. Digital marketing have greater impact on the sale of e-commerce business firms.
P3 assessment of digital tools and hardware in brick and mortar:
Marketer of the company have availability of various tools and hardware that help the in
brick and mortar, the brick and mortar means physical location of the company. Digital
marketing tools such as social media platform, analytic tools and email marketing (Ryan, 2016).
Marketer of the company develop various marketing strategies which help them to segregate
audience according to the marketing campaign. The physical location of the company means
where the establishment of the company is and the location from where company distribute their
product and service such as:
Social media tools: social media tool is one of the most effective tool which allow marketer to
create a marketing campaign to increase the awareness about the physical stores of the company
(Alves, Fernandes and Raposo, 2016). A marketer can create marketing campaigns to show the
location of the company or channel where a customer can purchase product and service. Social
media platform can be very beneficial of the marketer to aware the audience about physical
channels of the company.

Video transcript: when the business organization plan to create marketing strategies for the
physical channels of the company, then they prefer video transcript. This is one of the best way
to use in the digital marketings to show the video of stores and shops to attract potential
customer (Vojvodić, 2019). Many e-commerce platforms use video transcript in their marketing
campaign and to improve the performance of physical channels.
P4 Examination of e-commerce and digital marketing platform comparison to physical channels:
Digital marketing platforms such as e-commerce site are more effective as compared to
the physical channels. The e-commerce website means the online presence of company whereas
physical channel means physical stores or shop of the company. In today's digital world, every
business organization is now operating in online world, they have been selling their product
through these digital platform. The comparison of e-commerce platform to physical channels
such as:
E-commerce platform: e-commerce platform means the electronic form of store of the
company which sales products online, e-commerce is one of the most successful platform of
digital marketing. This help customer to select the product through their smartphone and make
an order which later will be delivered to the physical location of the company.
Physical channels: when a business organization manufacture goods, they try to sell them with
the help of online platform and through physical channels. Physical channel means stores and
shops of the company from where the customer can purchase the product. Physical channels may
be beneficial for business but this can not be as beneficial as e-commerce website of the
company.
M2 Critical analysing digital tools in meeting the marketing requirement:
Digital marketing tools are very beneficial in meeting the marketing requirement of Astra
zeneca Plc, the company tend to use hardware and software tools to meet the marketing
requirement. They have been using lead enrichment tool to improve their existing marketing
campaign and up coming marketing campaign.
P5 Development of digital marketing plan and strategies:
Every digital marketing campaign require plan and strategies to build capabilities to
manage multi-channel, these plans are made with proper market understanding. There are certain
stage of development of digital marketing plan such as:

Identifying customer persona: identification of customer persona means understanding what
exactly a customer want from the market and gathering of all necessary data and information
which later can be used in selecting the target market (Russo Spena, D’Auria and Bifulco, 2021).
Persona of customer is one of the most important thing in marketing plan without this a marketer
can not develop marketing plan. Customer persona may include information such as age, gender,
taste and preference. These informations are very essentials in the planning of marketing.
Identifying goals and tools: every marketing plan have goals and objectives which require a
effective digital tool, every marketer know how importance of goals of the marketing campaign
without the goals a marketer can not understand the purpose of the marketing. Even if the
marketer have planned to use multi-channel to communicate with their audience they require a
goal which need to be accomplished. Whereas marketer also try to identify various tools which
help them in planning the marketing strategies, these tools are analytic, social media and
performance matrix.
M3 Applying tools and techniques in omni-channel marketing:
Omni channel is one of the most effective approach to meet the customer require and
improve customer experience. To plan a successful omni-channel marketing campaign, the
company have to use right tools such as:
KPI dashboard: KPI dashboard of omni-channel allow business organization to understand the
key performance area of marketing campaigns. Omni-channel allow business to monitor both
digital as well as traditional marketing performance of the company and the KPI dashboard can
be very beneficial for the company in the performance identification of each and every campaign
of the company.
P6 Evolving omni channel marketing
Omni channel refer the multichannel approach to the organization. By this channel they
provide the multichannel approach and perfect experience for the better experience in the online
shopping. Nowadays the customer is more dynamic and diverse. They always want easy and
accessible. With these channels they customer expectations increases and therefore the
promotion of the company also according to their target market. After evolving the omni
channels approach organization also want the application of their own by this they will easily
access towards the customer and start a non-human interaction which will be beneficial for the
organization. For setting up this channel techniques organization need to be very careful with

this by they need to search for a perfect partner in order to promote their brand and establish
their recognition in the market and as well as to the new customer.
By the help of omni channels organization also get feedbacks from their customer fr the
betterment of the organization and their review by this the company will get more improvement
and enhance the issue which they are facing according to their customer demand. Omni channel
also help the organization to identify the sentiments by analysing the demand and new
technology for the event happening and give the information about the organization to their
existing customers as well as the new customer which company targets through the new market
channels via omni channels. Omni channel also demand high cost but the effect of this will also
get high after the implementation of the diverse channels where organization promote their brand
and get as much as recognition among the market. With the help of omni channel it help the
organization to be diversified their business as globally and it helps the business in advancement
of the organization. This will help the brand in the customer issue by their online portals
customer get review and ask the queries they have about the organization.
P7 determination and evaluation of measurement techniques and performance metrics:
Every marketing campaign need to monitor to get the outcome of the digital marketing,
the performance of the digital marketing of the company depend upon how effectively is was
done. There are certain techniques to measure performance of digital marketing such as:
Website traffic: website traffic is one of the best way to identify the performance of the digital
marketing of the company, when the company notices the improvement in website traffic flow
that means all the marketing campaigns have been performing well in the online world (Shiller,
Waldfogel and Ryan, 2018). Website traffic means the flow of customer on the official website
or e-commerce store of the company, a perfectly designed digital marketing plan can help
company to attract customer to their website marketer monitor the website traffic to make
improvement.
Visitor matrix: visitor matrix means the analysis of customer and their activity on the
company's website, this matrix the best techniques to navigate which part of the website need
improvement. Visitor matrix allow marketer to understand the flow of visitor on the website, this
help business organization to measure the performance of sales of the product by using digital
marketing platform. Every marketing plan is developed to attract customer to the website, from

where they can purchase the product and to review the performance these traffic, marketer use
visitor matrix.
Return on investment: understanding the return on investment is one of the most effective way
to measure performance of the marketing campaigns, every marketing campaign is been
designed to attract customer to the website which later are been converted to potential customer.
Marketer of the company understand the ROI before starting the marketings campaign, they try
to record the data before and after, this help them to measure performance of campaign with the
help of revenue of the company. Marketer of every business organization use this basic
technique to measure the performance of the campaign.
P8 Presentation of set of actions to improve the performance of digital marketing:
The performance of digital marketing campaign depend upon the affords of the marketer
and budget of the marketing campaign. Many marketer even can bring the desired result with
less or insufficient cost of the marketing. Performance plays a vital role in the digital marketing
which need to be effective in all terms but there are certain set of actions which allow business
organization or digital marketer to improve the performance such as:
Conversion over lead: when the digital marketer try to focus more on conversion rather than
lead, then they can improve their digital marketing campaigns. Conversion rate is one of the
most important pillar of marketing strategies (Karthik, Rao and Narsimlu, 2020). Marketer need
to understand that every campaign generate leads by reaching the target audience but more
important is conversion of those leads, conversion means converting visitor into potential
customer. If the marketer tend to focus more on conversion rate, then the performance will be
improved.
Filling the gap: a marketer of the company must identify the gaps in the process, these gaps can
effect the performance of overall marketing strategies. These gaps need to analyse before it cause
huge losses to the company. Gaps include weak keywords, less effective campaigns, low cost,
weak targeting of customer and market. A marketer can easily fall into these gaps which result in
failure of the campaign. Gap identification is one of the best action to improve the performance
of the digital marketing campaigns.
Customer service: customer service is the best way to improve the performance of the
marketing campaign, when the marketer try to improve the online experience of the customer
they tend to improve the performance of marketing campaigns (Wamba and Carter, 2016).

Customer is overall purpose why a digital marketing campaign is been made, if the company
have habit of providing customer service then they can convert them into permanent customer.
Digital marketing can help business organization to improve the customer experience.
M4 Critical evaluation of measurement and metric to understand performance of digital
marketing:
There are certain key digital measurement techniques used in the digital marketing such
as:
Incremental sales: all digital marketing campaigns are been designed to increase the sales of the
products, understanding the sales matrix is one of the most basic techniques of performance
measurement. Marketer of Astra zeneca Plc compare the sales before starting the marketing
campaign with the sales of after the marketing, this allows them to easily understand the
effectiveness and performance of the every marketing campaign. The sales of company mainly
depend on how well their campaign have performed in the market.
Purchase funnel: purchase funnel is one of the most used tool to understand the behaviour of
the customer on the website (Dierks, 2017). This allows company to identify area from where the
visitor is returning and becoming a barrier, purchase funnel is been used to bring improvement in
the marketing strategies of the business organization.
D2 Development of coherent digital marketing strategy:
There are certain steps in logical marketing strategies such as:
Goal and objectives: goals and objectives is the basic and most important step in the developing
marketing strategies, without the gaol and objectives a business organization can not achieve the
desire results. There are certain goals and objectives of Astra zeneca Plc which allow them to
develop a logical marketing strategy.
CONCLUSION
Summarize report conclude the information about the organization and how they will
implement digital marketing in their organization by which they use channels and perfect
channels for their organization. Organization determine and evaluate the methods by which they
measure and monitoring the effectiveness of digital marketing. As the company need to improve
their digital marketing appearance therefore they need to develop a range of framework and hire
a knowledgable person for this who understand the digital marketing and techniques for this to

apply in the organization. This report also conclude the digital activity by the company.
Conclude the omni channels and variety of the channels by which organization promote their
business and brand.

REFERENCES
Books and journals
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and
implications. Psychology & Marketing, 33(12), pp.1029-1038.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Dierks, A., 2017. Re-modeling the brand purchase funnel. Wiesbaden: Springer Gabler.
Karthik, P.V.V., Rao, P.G.P. and Narsimlu, M., 2020. Case Study: Lead Conversion of Digital
Marketing Data Using Predictive Analytics. In ICDSMLA 2019 (pp. 510-519).
Springer, Singapore.
Kreutzer, R.T., 2016. Online-marketing. Wiesbaden: Springer Fachmedien Wiesbaden.
Russo Spena, T., D’Auria, A. and Bifulco, F., 2021. Customer Insights and Consumer Profiling.
In Digital Transformation in the Cultural Heritage Sector (pp. 95-117). Springer, Cham.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Shiller, B., Waldfogel, J. and Ryan, J., 2018. The effect of ad blocking on website traffic and
quality. The RAND Journal of Economics, 49(1), pp.43-63.
Tuten, T.L., 2020. Social media marketing. Sage.
Vojvodić, K., 2019. Brick-and-mortar retailers: Becoming smarter with innovative
technologies. Strategic Management, 24(2), pp.3-11.
Wamba, S.F. and Carter, L., 2016. Social media tools adoption and use by SMEs: An empirical
study. In Social media and Networking: Concepts, methodologies, tools, and
applications (pp. 791-806). IGI Global.
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