Digital Marketing Analysis: WHSmith and Omni-Channel Strategies

This report provides a comprehensive analysis of digital marketing strategies, focusing on the retail company WHSmith. It begins with an introduction to digital marketing and a comparison of online and offline marketing concepts. The report then delves into consumer trends, technological advancements, and the evaluation of opportunities and challenges in the digital marketing landscape. It assesses key digital marketing tools, compares e-commerce and physical channels, and examines the development of e-commerce platforms. Furthermore, the report develops a digital marketing plan, explores omni-channel marketing strategies, and evaluates measurement techniques and performance metrics. The analysis includes an evaluation of the impact of digital marketing on e-commerce growth and concludes with a discussion of the implications of the strategies. The report covers various aspects of digital marketing, from the overview of the digital marketing landscape to the development of a digital marketing plan and strategy. It highlights the importance of understanding consumer behavior, utilizing digital tools, and measuring marketing effectiveness to achieve success in the digital age. The report emphasizes the need for a well-defined digital marketing strategy to drive growth and improve performance, making it a valuable resource for businesses seeking to enhance their online presence and reach their target audience effectively.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1:Overview of digital marketing landscape and compare offline and online marketing
concepts..................................................................................................................................1
P2:determine and analyse key trends of consumer and insights that are fuelling success of
digital marketing.....................................................................................................................3
M1:Evaluate opportunities and challenges facing digital marketing landscape....................4
TASK 2............................................................................................................................................5
P3:Assess key digital marketing tools or hardware that are available to marketers in contrast
to bricks and mortar, physical channels.................................................................................5
P4:Analyse development of e-commerce and digital marketing platforms and channels in
comparison to physical channels............................................................................................6
M2:Critically examine use of suitable digital tools both software and hardware to use in
particular company context to meet marketing requirements................................................7
D1:Demonstrate critical analysis and evaluation of digital marketing landscape and affect on
growth of e-commerce............................................................................................................8
TASK 3............................................................................................................................................8
P5:Develop a digital marketing plan and strategy to build....................................................8
P6:Describe how omni channels marketing has evolved.....................................................12
M3:Apply tools an techniques to plan and end to end omni channels marketing campaign12
TASK 4..........................................................................................................................................13
P7:Determine and evaluate measurement techniques metrics in digital marketing.............13
P8:Present a set of actions to improve performance in digital marketing............................14
M4:Evaluate critically application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................16

D2:Develop a coherent and logical digital marketing strategy and determine its implications
..............................................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Digital marketing refers to utilize of internet, social media, mobile devices, search
engines and other platforms to reach customers. It is based on on promote products and services
through different digital channels. In current scenario it become more popular among market
because it's reaching rate is high is market and budget friendly also. Below report based on
WHSmith retailing company, they operate chain of high rate of street, airport, hospital and
motorway services or station shops selling books, railway station, ports and many more. This
organisation situated in Swindon, UK and founded in 1792 by Henry Staunton and Carl Cowling.
Below report include on knowledge of opportunities, obstacles and impact of digital
surroundings (Afrilia, 2018). Analyse key digital techniques, platforms and mode, comparing
and contrasting bricks and mortar and various physical modes. How to organize digital
marketing activities and build multichannel abilities in company. Techniques of monitoring and
analysing digital marketing effectively.
MAIN BODY
TASK 1
P1:Overview of digital marketing landscape and compare offline and online marketing concepts
Digital marketing landscape is defined as advertising and promoting products and
services online that is via internet and networks. In context of WHSmith, it is one of leading
international retail organization which uses online marketing to promote their product and
services with help of various tools available for marketing such as, search engine optimization
which works like ranking company's website on priority while searching for it on browsers,
social media marketing which consist many social media sites such as Facebook, Instagram,
Twitter, YouTube and many more to advertise their company (Bala and Verma, 2018). products
and services using attractive content on such sites, google ads which works like placing ads in
different other well known sites so that customer can make attention towards it, pay per click
which works like if consumer click on ads available on site for more information then company
needs to pay for it.
Difference between Offline and Online Marketing
Basis Offline Marketing Online Marketing
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Focus It mainly focuses on product
and services they are serving
to their customers.
It mainly focuses on content of
marketing in order to gain
attraction towards them.
Channels of marketing They advertise with help of
mass media, phone centre,
telephone, newspapers,
magazines and many more.
They advertise with help of
media, web content, search
engine optimization, social
media, google ads and many
more.
Channels of communication It generally communicates
with their customers using
mobile number, staff knowns
and many more.
It generally communicates with
their customers using e-mails,
chats, social media and many
more.
Target audience Their target audiences are met
at different places which
means they are scattered at
various locations.
Their target audiences are met
at one place, they are not
scattered which means internet.
Cost It has a high cost in marketing
process.
It is cost effective in nature
which means low in cost as
compared to offline marketing.
Reach It's reach is limited and cannot
directly reach to individuals
due to some barriers.
It's reach is unlimited, wide
and expanded which means
they can directly reach to
individuals with low barriers as
compared to offline marketing.
Visibility of buyers Visibility of buyers is
available due to physical
meetings.
Visibility of buyers is not
available due to virtual
meetings.
Management of people They have to manage large
number of people.
They have to manage less
people as compared to offline
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marketing.
Basis Online marketing Offline marketing
Mode of use Online marketing uses marketing to
have reach.
Offline marketing uses mode of
marketing to reach customers.
Aim Major aim is to provide quality
products and services
Main motive of carrying offline
marketing is to serve quality products.
Channels of
communication
Online marketing chooses various
modes of communication like
internet, social media etc.
Offline marketing choose various
modes of communication like
television, newspapers etc.
Goals Goals to online marketing is to
cover large reach of customers.
Objective of offline marketing is to
build more customers.
Similarity: Online and offline marketing both are use for reach people and both have same
motive and aim. Both have different concepts and tools but perform marketing activities for
same purpose, that is provide good quality to customer and enhance their experience.
A measurement framework is the critical way of linking the organisational goals and
objectives to the business and also to the individual levels. They make sure that everyone easily
understands how the roles will align with the organisation and fulfil the specified goals and
objectives. And also some measurement frameworks can help the organisation to set the action
and also helpful to align the measurement activities.
P2:determine and analyse key trends of consumer and insights that are fuelling success of digital
marketing
Consumer demands
Demands of consumer are fluctuating frequently in terms of products and services they
are getting from organizations. In context of WHSmith, they are using digital marketing to
manage changing demands of the consumer in books, stationary, entertainment products and
many more so that they can meet their expectations in a more innovative manner.
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Technology updates
Technology is updating day by day at a very great pace so organizations need to focus on
technical aspects while marketing digitally for better growth (Chaffey and Ellis-Chadwick,
2019). In context of WHSmith, they have good technical team who are always updated about
new and advanced technology so that they can apply that in marketing their products online to
gain attention from customers in a more amended manner.
Fashion, taste and preferences
Fashion is a thing which usually changes timely as per changing taste and preferences of
customers mainly in retail industry. In context of WHSmith, digital marketing team has a
specialised people who ensures current trends in fashion so that they can accordingly generate
promoting activities on internet for improved performance of marketing team digitally.
Communication and interaction
It is one of important factor which fuels growth of digital marketing because
communication and interaction with customers are on the large and expanded basis (Finotto, V.
and Mauracher, 2020). In context of WHSmith, they uses various social sites to interact with
customers in order to convince them for products or to gain proper and immediate feedback
from them that highly develops digital marketing growth in company.
M1:Evaluate opportunities and challenges facing digital marketing landscape
Opportunities
There are various opportunities for WHSmith while using digital marketing landscape
techniques because they can reach globally across the world for advertising their activities, they
can operate in a lower cost as compared to traditional marketing, they can even measure results
of their performances in a more improved manner, can apply personalization concept while using
online marketing and they can target multiple markets at a time.
Challenges
There are different challenges which WHSmith can face while using digital marketing
landscape techniques such as proper skills and training is needed to be provided to their
employees to operate technical devices in an organization, they can face high competition in
market because online marketing is more in trend now a days and moreover, it is slightly time
consuming process with security and privacy issues that is why technology needs regular updates
and servicing for better working and functioning in an organization.
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Web analytics
Web analytics is the analysis and also the measurement of the some specified data to
analyse and to understand of the user behaviour towards the web pages. Web analytics platforms
also helps to to measure many activities and behaviour that is going through the social media as
for example: like how many users have visit the sites, and how long they are searching, how
many pages and content they are visiting.
Advantages
one of the biggest advantages of using web analytics tools that , it helps to see who and
how the audience or peoples moving through the website. This is main key to analyse and to do
planning for the sales and marketing of the company.
Disadvantages
Generally there are also some disadvantages of using the web analytics tools, some of
the data analytics tools is used to giving the information about yourself, and also about the
company and visitors. This means that things is no longer confidential. So, as long the company
are not working on something really sensitive, this might be the thing that will be dangerous.
TASK 2
P3:Assess key digital marketing tools or hardware that are available to marketers in contrast to
bricks and mortar, physical channels
Bricks and mortar refers to physical presence of company or enterprise in structure and
building. This term used to define to organisation that leases retailing shops, production facilities
of factory and warehouses for operations. Through this WHSmith company can make effective
framework of digital marketing strategies which they execute in market and different areas
(Hofacker, 2018). There are different digital tools and techniques which are available to
marketers to contrast in bricks and mortar which lead to full fill need. In this company they use
hardware digital tools such as quality of products and tracking tools in their business operations
to promote their services or product. Company adopt Bricks and mortar to improve quality and
quantity of products so that they provide better services and quality to users. Software
applications are their own application, websites and many other, through this company enhance
their reaching rate in different markets and countries. Business based on Bricks and mortar also
offer customer with the quick gratification when a purchase is made. Some customers are wary
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of utilizing the credits cards and other sources of online payments. These users are connected
with legitimacy with the bricks and mortar business. It as a physical presence can foster a
perception of the trust. Bricks and mortar tool helps in building trust among staff members by
using some strategies.
Strength
Measurable results: the main purpose of KPI is to obtain the track information. This
shows the exact and proper results in the form of numericals that is matrices and statistics. Also
KPI gives information on daily,weekly,and monthly basis, on the basis of needs of the company
or the type of goals and objectives.
Weaknesses
Decrease in quality: the main focus is obtaining the results for fulfilling the short-term
goals. so there is a more chance of loosing the concentration on their work quality, and because
of focusing on the financial goals,there are more chance for the giving metrics more importance
than the quality of task.
P4:Analyse development of e-commerce and digital marketing platforms and channels in
comparison to physical channels
In current scenario digital marketing or e-commerce platforms are become more popular
in market to promote their products and services at international level and generating more
profits by increasing sales in various locations.
 Cost pricing: Reason behind that organization are adopting online digital marketing
channels is to reduce extra cost as purchasing (Key, Czaplewski and Ferguson, 2019).
With the utilize of online platforms products will be offer at cheaper price as compared to
buying stuff through offline. WHSmith is utilize digital marketing channels to develop
and promote their products and services as carrying up organisation operations, online is
cost effective method.
 Wide products and service assortment: In terms of WHSmith industry there is
development via digital marketing as all products and services are available on online
platforms.
 Handling quires of consumers: With rising use of digital marketing, it become more
easy for consumers to put their queries in simple manner. In WHSmith, firm is providing
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different applications and services of online to manage queries of consumers to that
company provide customer satisfaction.
 Technology use: In present scenario each individual is adopting internet with good
network to improve experience. People are shifting from offline shopping to online
shopping so it beneficial for business in achieve better growth. For WHSmith it is very
important to adopt new and trendy technology for develop digital marketing plan for
better outcomes.
 Providing effective quality to consumers: It is must to provide best quality to
customers in products and services to it helps in enhancing brand values and goodwill in
market (Kingsnorth, 2019). Although WHSmith company follow all market trends as per
demand of market and customers also. In present their main focus on expanding their
business in more countries and become popular.
It has been observed as per above points, there are various factors that are used by
company for reaching more people in different market locations (Matidza, Ping and Nyasulu,
2020). Company efficiently maintain their quality of services and products so they can explore
and expand more. Technology play huge role in best growth of business and due to increasing
technology competitors also rising to avoid this company require effective strategies that they
can execute on digital channels and social media platforms.
M2:Critically examine use of suitable digital tools both software and hardware to use in
particular company context to meet marketing requirements
According to point of view of, Robert Veitch, 2021, there are different digital software
and hardware tools that are utilize by organisation in order to have maximum performance in
their business operations. As management of software and hardware has become a analysable
business task to perform. There are different software tool such as their own websites,
application and many more and hardware tools such as their tracking tools of their sales that
WHSmith uses to increase its operations. It has been evaluated and examine that it is essential
for each industry to use various digital marketing tools of software and hardware in terms to
create huge consumer range to reach or attract and target more people. As these tools, software
and hardware assist in develop websites of firm (Muljono, 2018). In context of WHSmith
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industry is using different tools of digital marketing, hardware tools such as smart gadgets and
software tools such as own application, tracking app and search engine optimizations to reach
efficiency level in their business operations. In terms of promote their products and services
industry is using smart techniques and tools and its official application to develop their websites
and as well as manage queries of consumers.
D1:Demonstrate critical analysis and evaluation of digital marketing landscape and affect on
growth of e-commerce
According to Olga Andrienko, 2020, there are different modifications that has required
due to increasing cases of coronavirus condition in digital marketing landscape of various
organisation. As due to Covid pandemic user's interest in online purchasing has enhanced to
fulfil demand. It has been evaluated and examined that is digital marketing landscape is path
which different business enterprises uses to have a huge reach in different places and
marketplaces and target people in every segments in terms to generate maximum revenue and
profits (Muniesa, and Giménez, 2020). Due to increasing coronavirus pandemic it impacted
business operations of different organisation and digital marketing landscape has made
favourable as well as against impact on success of e-commerce. With its increase most of
consumers are shifted to online marketing instead offline marketing to have prevent from Covid
and safety for them that is a favourable affect on success of e-commerce for industry and
whereas there is a security risk of being hacked lots of strategies and information of WHSmith.
Which build a negative affect on its success rate.
TASK 3
P5:Develop a digital marketing plan and strategy to build
Multichannel marketing defines to blending of various distribution and advertisement
platforms for purpose of marketing activities. Channels of distribution consider a website,
emails, retail store-front and many other. In context to WHSmith industry, they use various
platforms to promote their services and products to reach more people in market.
Marketing plan: It refers to basic report that outline the different strategies of marketing
for future and it includes overview of marketing of enterprise and goals of advertising
(Niculescu, Dumitriu, Purdescu and Popescu, 2019). company focus on marketing plan for
spreading awareness about the products and services. Through this company can enhance brand
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values and image in market. They adopt market strategies as per market trends such a exploring
new markets through digital and social media marketing so they reach more potential people. It
makes for to full fill customer's needs and market demands. Company develop a marketing plan
through SOSTAC approach which helps in better development and achieve targeted goals of
business. Through this model company can implement market plan in effective and efficient
manner.
SOSTAC model
It refers to marketing model founded by PR smith in 1990 and formalized in1998. It
defines to make on an depth condition analysis which provide information of subsequent
decisions which are made about tactics and strategy. There are six fundamentals that are
explained below as;
 Company need to identify brand, in this company can identify what is unique about their
brand and services, so that they an create buyer personas to reach potential people and
target more audience. Buyer personas depend on location, age, income, job title, goals
and interest or hobbies.
 Situation: This is first step to analyse situation of company and track position or check
status where they are. As per tracking outcomes company take one step up for making
marketing plan. In context to WHSmith, they have more than 1,600 stores and 450
overseas outlets (Oktaviani and Rustandi, 2018). There are two division of their
operations as per location type that are high street and travel. Their current priority is to
focus on US. In this part of plan company analyse suitable situation and market
conditions as per trend.
 Objectives: In this step, Organisation make and set business objectives as per current
market trends and customer's needs ad expectations. Their major aim is to become well
known high street book seller, newsagents and stationer. They need to enhance cash flow,
profitability and etc. In this company can analyse current objectives and set as per market
situation so they get favourable outcomes. As per analysis company need to set goals in
particular, timely, relevant, measurable and attainable manner.
 Strategy: IN this step, WHSmith organisation need best strategies and their focus
require on expand business in various countries and become popular. Current focus is on
US to exploring more. They can set strategies as per different country's scenario and
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