Digital Marketing Landscape: E-commerce Impact, Tools, and Planning

This report provides an overview of the digital marketing landscape, comparing online and offline marketing concepts while analyzing consumer trends that fuel digital growth. It evaluates benefits and challenges for organizations like Reckitt, assesses digital tools versus physical channels, and examines e-commerce development. The report also discusses the role of digital marketing communications in relation to the 7Ps, consumer life-cycle stages of digital adoption, and automated sales activities. It develops a digital marketing plan with multi-channel capabilities, explores omni-channel marketing, evaluates measurement techniques, and suggests actions to improve digital marketing performance. Desklib offers a wealth of resources for students, including solved assignments and past papers.

DIGITAL
MARKETING
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Table of Contents
INTRODUCTION ..........................................................................................................................3
Presenting an overview of the digital marketing landscape & comparing online as well as
offline marketing concepts..........................................................................................................3
Determining & analysing the key consumer trends as well as insights that are fuelling the
growth of digital marketing.........................................................................................................4
Evaluating the key benefits & challenges facing selected organisations in the digital marketing
landscape.....................................................................................................................................4
Assessing the key digital tools & hardware which are available to marketers in contrast to
‘bricks and mortar’ and other physical channels.........................................................................5
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................7
The role of digital marketing communications in relation to the 7Ps.........................................8
Consumer life-cycle stages of digital adoption...........................................................................8
The role of different automated and non-automated sales and support activities.......................9
Demonstrating the critical analysis and evaluation of the digital marketing landscape & the
imapct of the growth of e-commerce..........................................................................................9
Developing a digital marketing plan with respect to multi channel capabilities........................9
Omni-channel Marketing and its evolution...............................................................................11
Evaluating the measurement technique & performance metrics in digital marketing..............12
Presenting a set of actions to improve the performance in digital marketing...........................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
With the changing time and growing economy the companies now are heading towards
digitalization and using digital marketing into their practices. The concept of digital marketing
denotes to a conduct of an activity of promoting company's products or services through a digital
platform. This could be like internet website, emails, social media channels, search engines, or
any other method which involves access of mobile or computer (Bagheri, Eslami and Ghaderi,
2021). The present report talks about the understanding for opportunities, impact and challenges
of digital environment, the tools of digital marketing, channels & platforms, with a combination
of difference between brick and mortar marketing. Further, the report also includes the activities
of digital marketing and various methods that monitors as well as measures the effectiveness of
digital marketing with respect to Reckitt company from UK.
Presenting an overview of the digital marketing landscape & comparing online as well as offline
marketing concepts.
Overview of digital marketing landscape
The digital marketing refers to a process or strategy that interconnects the audiences and
the advertisers via various digital platforms. The channels comprises of search engine, social
media, videos, etc. which presents a global reach to the companies. The concept of digital
marketing landscape denotes to a common denomination for company's websites, mobile phones,
e-mails or social media networks that are utilized in order to sell organisational product or
service (Geçit and Kıyak, 2021).
The company Reckitt is a UK based retail consumer product company that offers its
services across the globe. The retail consumer product company adopts digital platforms or
channels to promote its business as well as gethers customers feedback through online reviews
submission.
Comparison between online and offline marketing
Online Marketing: This refers to such method of marketing company's product or services which
which involves digital platforms such as e-mails, social media, internet websites, etc.
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Offline Marketing: This refers to such marketing technique by which a company promotes its
products or services through physical mode such a newspapers, hoardings, magazines, word of
mouth, etc.
Online Marketing Offline Marketing
The major focus of online marketing is on the
content.
The major focus of offline marketing is upon
products or services.
This includes social media, e-mails, internet
content, etc.
This includes newspapers, hoardings,
pamphlets, etc.
Through online marketing a company can have
a wider reach round the clock.
Specific location or particular customers are
focused through offline marketing.
Determining & analysing the key consumer trends as well as insights that are fuelling the growth
of digital marketing.
The concept of digital marketing is experiencing continuous development or growth in
terms of consumer trends. Retail consumer product company Reckitt can enhance its sales
through targeting huge customers and managing the marketing functions more smoothly. The
key consumer trends as well as insights are described below: Focus upon sustainability: With the changing market environment and development, the
companies are required to pay their focus towards paperless economy or digital economy
for managing their activities. Reckitt through digital marketing tries to use less of paper
advertisement and more of digital that allows them to maintain sustainability within their
retail consumer product company as well as in society(Gupta and Nair, 2021).
 Customer driven mission & goodwill: Reckitt pays its emphasis upon managing their
goodwill as well as driving the retail consumer product company 's mission so to enhance
the satisfaction level of customer's. The most efficient way to drive mission as well as
maintain goodwill is digital marketing.
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Evaluating the key benefits & challenges facing selected organisations in the digital marketing
landscape
The different opportunities which Reckitt experiences by the use of digital marketing
landscape are mentioned below: Flourishing presence through social media: Advertising through social media can help
business easily in maintaining their presence over social media platform. There is a
requirement for stretching the Reckitt online presence with an aim to enhance their
consumer's satisfaction. It could also assist in generating customer attraction towards
their new offerings or branch.
 Customer experience: It is an opportunity for businesses in adapting & analysing the
digital technology for increasing the level of customer's satisfaction. Reckitt through this
is working on managing their online presence as well as developing permanent
customers satisfaction & experience (Gupta and Jeyaraj, 2021).
Where there is an opportunity there is a presence of challenges which a company is
required to face with the time. The various challenges that Reckitt faces in respect to digital
marketing are mentioned below: Data secrecy and privacy: Every company who is using digital platforms for their
business are required to comply with the rules of GDPR and maintain full secrecy about
the customer's data. In the world of theft there is a high chance of loosing customer's data
via hacking or knowing login passwords. Reckitt being a international retail consumer
product company company faces this challenge of safeguarding their customer's data as
well as the company's internal data which should not be revealed to the society or hacked.
 Targetting correct audience: The most important thing that a company will do is
determine their target customer's within the market. With the amount of internet users
rising day by day & their changing demands almost next second, catering the right
customer has become biggest challenge for Reckitt.
Assessing the key digital tools & hardware which are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels.
Key Digital Tools and platforms
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 Social media platforms: The most common part of integrated digital marketing tool is
social media platforms like Facebook, Twitter, Instagram or Snap-chat are the finest way
for company's to get engage with their customer's & generate buzz for their brand. For
instance Reckitt can use Facebook Ads Manager, that permits them to run ads & track the
performance of such advertisement (Khan and Kushwah, 2021). Email marketing tools: The another tool in a digital marketing toolbox is email
marketing. These help companies in creating email campaigns which amplifies their
content & encourages customer's to become more engaged with them having extra steps
such as signing up & buying their offerings. General email marketing tools comprises of
email platforms such as Gmail that permits Reckitt to develop email & automate their
campaigns. Search Engine Optimization (SEO) Marketing: SEO generally goes parallelly with
content marketing. This is a marketing tool in which a company takes certain steps for
their website to be ranked higher in the list of google search. Reckitt by this can set its
rank and attract more and more customer's as generally the user access top ranked or top
listed website.
Key Physical channels of marketing
The physical channels for marketing denotes to the promotion of company's product or
services without the use of any internet or digital platform. This could be in any form such as by
word of mouth, through billboards or by any means. Some of the channels with respect to
physical marketing is mentioned below: Billboard marketing: This type of marketing is denoted as the most common form in
which companies presents their product and service information in a public area which is
to be pasted on the top of road in a form of hoardings. Through this Reckitt can cater high
traffic area and attract customers who passes from that advertisement for their services
(Kumar, 2021). Guerilla marketing: This refers to the presentation of surprise element or the
bombardment of the company's offerings especially to those who has not expected to the
kind. This allows Reckitt to have a lasting thought for the product on the minds of
customer's and gets attracted towards the product or services.
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Brick and mortar
The concept of brick and mortar denotes to a form of business in which the company is
operating with minimum one physical position where the consumers can have a visit. This is the
store-front through which a company is able to sell its items or services straightly to their buyers.
Restaurants, retail consumer product company or any coffee shops comprises of the brick and
mortar structure.
Any business through this brick and mortar form is generally denoted as the traditional
form of business in which face to face presence is essential from both buyer and seller's side.
retail consumer product company Reckitt are considered as the brick and mortar business (Ma, X
and et. al., 2021).
Digital hardware tools:
Mobile Smartphones are the most common digital hardware which is beign commonly
used by the companiesa as wel as by the customer's too. Within this, a company is able to cater
more and more customer's because now-a-days most of the customer's spends their lot of time in
using those phones. Hence, it is the best hardware tool for developing marfketing and attracting
customer's. Maximum of the youth is now a habitual of social media which can be easily
accessed through smartphones so it is very easy for Reckitt to publish its advertisments on social
media and cater large customer's (MANUCHARYAN, 2021).
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels
In the curremt market scanerio the most developing business platform comprises of a
digital and E-commerce platform as comapred to the traditional method of marketing. After the
happening of World wide lockdown the industry is mostly operating with its digital technologies
and sustaining its survival. It is the e-commece platform which is brining sales to Reckitt and
generating various benefits to the firm. Now-a-days with the busy schedule or not prefering store
shopping people are now making their purchases from online mode which is only possible
through digital or e-commerce platforms. With the changing customer's preferences Reckitt is
also selling its products online and is shifting towards the e-commerce platforms for its sales.
The company is also making its marketing digitally via facebook, instagram, youtube short
videos and by other means of channel. Such digital platforms are providing greater benefit to the
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company as comapred to the physical or offline channels (Perbangsa, 2021). The various merits
and de-merits of digital marketing is mentioned below:
The role of digital marketing communications in relation to the 7Ps
The digital marketing provides a great benefit to the firm as each component from 7P's
brings a better understanding along with an opportunity of profitable business. The 7P's are
described below:
Product: The product of Reckitt in online marketing is completely displayed in digital form with
all its spefications written along with it.
Price: In case of online markting the pricing element comprises of several strategies that are
singhle purchase model, free model or even a software as a service model. Reckitt through online
sale also offers its items on discounts or with various other opportunities.
Promotion: The promotion of product by Reckitt is done through digital marketing
communications, online advertising or via other means through which a company attracts more
customers.
People: The major people who are involves in this category is a team who is responsible for
maintaining the digital platform along with some customer service executives who are hired to
assist or solve the quaries of their customer's (Polat, 2021).
Process: The process here is denoted with a concept of product delivery along with a core
experience with it. When the order is placed online it is the duty of company to deliver their
product to the customer's.
Physical Evidence: The physical evidence with this respect comprises of a product design,
experience, libery or other post purchase souvenirs of Reskitt.
Consumer life-cycle stages of digital adoption
The consumer life cycle stages in context to Reckitt is mentioned below:
Innovators: These includes such who are hoghly interested in trying or adopting new products.
Customer's in this case are ready to bear risk and tries innovative product into their use.
Early Adopters: These are those who wish to adopt the latest technmology into their product and
are categorised as the younger adopters.
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Early Majority: These are those who are highly conservative and waits for early adopters tohave
their feedback with respect to financial investing decisions.
Late Majority: People of this kind are skeptocal and does not carries huge belief in management.
Such kind of people makes their connection with early majority customers and determines an
indication for the appearance of complete maturity in market.
Laggards: This is considererd as the last group in the cycle. They shows the change aversion &
are not motivated from the opinion leaders. They majorly focuses upon the reliability of the
products which they have already used (Robin, Gaber and Wright, 2021).
The role of different automated and non-automated sales and support activities
Automated sales refers to the concept of sales procedure through a computer software
that automatically processes the repetitive or administrative activities. The main role of sales
automation is to take care of e-mail reminders, pricing, standard contracts, inventory control and
the continuous documentation of the product or service. Whereas non-automated sales is
opposite to the automated sales and requires an intevention of human resource at each stage of
sale process (Shcherbakova, Gulin and Sukhov, 2021).
Demonstrating the critical analysis and evaluation of the digital marketing landscape & the
imapct of the growth of e-commerce
The digital marketing landscape is highly prominent as this provides a growth for e-
commerce as well as enhancement in sales & profitability. This is very useful for Rekitt as this
provides an emphasis upon hardware like laptops, smartphones and many others. This provides
different informations related to the items & services to their customer's which denotes a positive
imapct on the e-commerce of company (Syafikarani, 2021).
Developing a digital marketing plan with respect to multi channel capabilities
The digital marketing plan is focused with a plan that is being formulated by the
company in order to have efficicent utilisation of resources and target lareg audience. With the
dveloping technologies methods of digital marketing are also increasing because of which it
becomes important for Rekitt to develop an effective stratgey which assists company in
achieving its objectives.
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The multi channel marketing identifies the procedure that provides assistance to develop
a communication with company's customers which could be done through mobile call, e-mail,
digital advertisements, social media and many others, in the present world single marketing
strtategy or channel is not sufficient to cater large population size so the companies goes for
multi-channel marketing. With the assistance of multi-channel Reckitt is able to communiate
with its business and customer's as per their comfort. For this a proper marketing plan is needed
to be developed which comprises of a SOSTAC model that is described below:
SOSTAC MODEL
Summary: Reckitt is going top launch a new product that is an electronic device in which the
company is not opearting previously and the marketing plan is developed for the same.
Objective: The main objective of Reckitt is to enhance its annual sales & generate more income
within a period of 3 years. Other than this, the company also carries an objective of catering
more market share generally by 10% more.
Situational Analysis:
To evaluate the current situation of Reckitt, SWOT is the best tool which describes
company's internal strengths and weeakness with outside opportunites and threats. The SWOT
for Reckitt is mentioned below:
Strength The company is a well established
international brand in terms of
customer care products and its main
product that is Dettol which is highly
recommended in each county and in
each houses.
Weakness
 The company is generating less profits
due to the adoption of cost effective
technique.
Opportunity The company is having a great
opportunity of launching new items in
the market as it has a wider reach
globally.
Threat
 There are more firms in the market
which provides a tough competition to
Reckitt due to which it is tough to
maintain its sustainability.
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Strategy: In order to accomplish the company's objectives, it is necessary to have a proper straget
which can be done through the application of STP model. The customer segment for company is
hospitals and houses where the health care products are being utilized. Reckitt targets its
customer's on the basis of income and category of people. The company adopts competitive or
cost effectyive pricing technique to make a strong sustainability of their offerings in market and
being a competitive firm this could be the best pricing strategy for them (Tripathi, Srivastava and
Vishnani, 2021).
Tactics: In order to have profits the company focuses upon majorly four tactics such as product,
price, place & promotion which are mentioned below:
 The product for Reckitt will be an electronic device which is a new line for the company.
 The pricing method which they are going to adopt is a competitive pricing.
 The company would commence its sales in the regins of UK and slkowly will expand its
presence across the world. Comapny is going to pormote its products through digital channel as well as through
billboards.
Action: The company would develop a budget in order to manage its actions of promoting its
product.
Control: The company will measure its plan and take corrective actions to control the variatioon
if found any or to have a control over the various complexities in time so that can achieve its
results effectively.
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Omni-channel Marketing and its evolution
The concept of omni-channel refers to a cooperation and integration of the different
channels that a company adopts in order to communicate twith its customer's possessing an aim
of developing a high brand image. This comprises of a physical stores as well as thr digital
marekting channels. Omni-channel majorly holds a goal of creating a convenient falwless
experience for its users. The omni-channel marketing imvolves a flawless connection of
messaging, offline & online touchpoints and the branding which is generally a customer centric
view marketing tactic (Yuwei, 2021).
Evaluating the measurement technique & performance metrics in digital marketing
Different metrics for digital marketing performance are mentioned below:
Key Performance Indicator:
The Key performance indicator is a combination of the quantitative evaluation that
provides a wholesome long-term performance in company. This also provides an assistance to
identify the organisational strategic as well as financial operations for a greater business
achievement.
Most visited pages:
This is recognized as a web page that could hear their maps as well as KPI settle on a part
to have constant concentration for their sites which is being visited byu the customer's. This
would be beneficial to Reckitt in order to enhance their page reminders.
Presenting a set of actions to improve the performance in digital marketing
The various actions that are needed to be taken are mentioned below:
Focus on conversations:
The data is highly essential pillar for attaining objectives within digital marketing
strategy. It is very significant for Reckitt to focus upon the conversation with its customer's.
Improving customer service:
Digital marketing must pay its focus upon customer services as customer services is the
major key to enhance the loyalty that results into the achievement of objectives (Zeng and et. al.,
2021).
Creating ultimate buying journey:
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