Digital Marketing Report: Strategies for Multi-Channel Capabilities

This report provides a comprehensive overview of digital marketing, focusing on its application to Sykes Holiday Cottages. It begins by defining digital marketing and comparing it to offline marketing, highlighting the evolving digital landscape. The report then analyzes key consumer trends, such as artificial intelligence and micro-moments, driving the growth of digital marketing. It explores digital tools and hardware available to marketers in both physical and online channels, including SEO and social media marketing. The development of e-commerce and digital marketing platforms is examined, along with the role of sales automation. A digital marketing plan and strategy are developed to build multi-channel capabilities. The report also discusses the evolution of omni-channel marketing and evaluates measurement techniques and performance metrics, concluding with actions to improve performance in digital marketing.

Digital Marketing

INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 An overview of digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................1
P2Analysing the key consumer trends and insights that are fuelling the growth of digital
marketing.....................................................................................................................................3
LO2..................................................................................................................................................4
P3 Key digital tools and hardware that are available to marketers in bricks and mortar and
other physical channels................................................................................................................4
P4 Development of e-commerce and digital marketing platforms and channels in comparison
to physical channels.....................................................................................................................5
LO3..................................................................................................................................................6
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities...............6
P6 Omni-channel marketing has evolved....................................................................................8
LO4..................................................................................................................................................8
P7 Evaluate measurement techniques and performance metrics in digital marketing................8
P8 Present a set of actions to improve performance in digital marketing...................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing refers to a use of advanced technology like using internet, social media, mobile
phones, search engines optimisation and many other channels that is adopted by the company to
reach the target market and attract more and more customers. It is basically used to promote the
goods and services and connect with larger number of audience. This report is based on Sykes
holidays cottages who use traditional method to promote their business because of this they
cannot earn more profit. So this project helps in understanding the opportunities, challenges and
impact of using digital marketing in the business environment. For this manager analyse some
digital tools, platforms and channels that helps in contrasting bricks and mortar and physical
channels and organise its activities to build multi-channel capabilities in the organisation. Further
it explains the methods of monitoring and measuring digital marketing to attract more people and
increasing the sales in the current marketing environment(Key, 2017)
.
LO1
P1 An overview of digital marketing landscape and compare online and offline marketing
concepts
Digital marketing landscape - Digital marketing refers to that tool that is used to promoting the
goods and services through social media, internet, mobile phones and attract more people within
very short period of time. Digital marketing landscape refers to the system of that space that was
crested by a man in the digital world. It gives a modern touch to the human’s life and complete it
by providing everyday activities. It is a regularly evolving state where company advertise
including influencer marketing, pay-per-click, search engine optimization, podcasting, web
development, video conferencing, content marketing and many more. Sykes holiday cottage use
digital marketing tools to prioritise their resources at international level. They provide the
services of self- catering holiday accommodation in UK and overseas. to aware about their
services digital manager of a company suggest to use the internet to promotes business so it will
attract multiple customers within a short period of time. By using this technique firm can connect
their customers and clients 24*7(Vien, 2015)
.
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Comparison between online and offline marketing concepts
Basis Online marketing concepts Offline marketing
concepts
Concepts It refers to that concept of
digital marketing where
company can use the strategy
to promote goods and
services through various
online media like webmail,
content marketing,
podcasting, official website
and social media(Kingsnorth,
2019)
.
It defines the traditional
marketing concept where
organisation use various
channels like radio,
television, newspaper and
billboards etc to promote
their goods and services and
for making planning,
organisation and directing
the various activities of the
business.
Availability It is available for 24*7 for
the customers, clients and
other stakeholders. Here,
anyone can visit anytime to
see the outlet, goods and
services. Shopping from
using this tool customers are
very comfortable.
It is not available at any
time for the people who
want to shop the goods. In
this a customer can only
visit at that time when the
stores are open. There is a
restriction of time.
Cost and time incurred Online marketing concepts
involves a small amount of
money as compare to offline
marketing because it attracts
many customers at one time
because now a days people
are more addicted to use the
internet rather than reading
newspaper, listening radio
It involves large cost and
more time because here the
company use traditional
method to promote the
goods offerings and today’s
environment are addicted to
using comfortable things. In
this firm cannot reach large
target audience with short
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etc. period of time.
P2Analysing the key consumer trends and insights that are fuelling the growth of digital
marketing
Digital marketing is the activity of marketing that uses the internet and online based technologies
like computers, laptops, mobile phones and various digital media to advertise their product and
services. Marketing manager of Sykes holidays cottage analyse that because of using traditional
media they cannot achieve the target of earning profits and cover the large area. To expand and
explore their business unit, organisation appoints and hires a digital analyst who suggest various
tools and techniques that is helpful in promoting the firm products in the market place. For this it
includes various trends that fuelling the growth of using digital marketing that are as explained
below(Kingsnorth, 2019)
.  Artificial intelligence- It refers to that tool which is used in promoting the goods and
services through digital platform. Here, the computer system perform the tasks that is
require human intelligence like vocal recognition, decision-making, visual
perception and translation between language. Here the digital analyst of a Sykes
holidays cottage plans to operate a software of AI that helps the company to make a
innovate and attractive adds that adores the customers eyes and the people repeatedly
see them and encourage towards them. This helps in increasing the revenue with
high profit margins. It assist the firm to do a business on global level and attracts and
admire more customers towards thier product and services.
 Micro – moments – It refers to that device which is small in nature but very useful
like mobile phones. It is the best source in current environment where people learn,
discover, watch and buy the things they want and need. It is used at the time of
making decisions and when the preferences shaped. In context of Sykes holidays
cottage, manager could use this tool to promote the business at large level. In this
they promote there self accommodating hotel services that people enjoy when they
want to travel. Here, the firm attracts numbers of customers in short period of time
and within a cost effective manner.
Importance, challenges and opportunities of digital marketing
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The major benefits of a digital marketing is that it provides a strategize with the valuable
data and analytics and it improves the conversion rates that is most important for the company
for expand and explore the business. It faces some challenges regarding like shifting from brands
and suppliers to customers, negative publicity, growth of micro-moments and their impacts. This
all problems are faced by the Sykes holidays cottage and to overcome this challenges company
finds opportunities so that they will earn more profits. In this digital analyst helps in finding and
identifying the various facts like increase the number of online people that may help the
company to sales their goods offering very easily. For this they regularly examine the market,
customer taste and preferences etc. And aware the customers about the particular services and
products. So that they will increases the sales and encourage their employees to work very
effectively with the digital marketing tools(De Pelsmacker, Van Tilburg and Holthof, 2018)
.
LO2
P3 Key digital tools and hardware that are available to marketers in bricks and mortar and other
physical channels
Digital tools and platforms
Online marketing is best according to the current requirement of the environment as
compare to traditional marketing. Digital marketing is very cost effective and less time
consuming as well as it also covers the larger coverage. There are various online channels in
comparison with physical channels are described below. Search engine optimization - It refers to the process of encouraging and increasing the
quality and quantity of the web traffic by increasing the visibility or a web page to the
number of people who use the internet and a web engine. It offers the indirect
improvement of outcomes that excludes the visitors and the purchase of paid placement.
Here the quality of the website plays an important role in this. It is included to the
promotional tool of the marketing mix which the company use to advertise their brand in
front of large audience. It is totally different from physical marketing where marketers
print the adds and supply it to the people but it does not cover the large area. Social media marketing- It refers to that marketing tool that is used by the company to
build the brand image, covers large area geographically, increases sales, drive website
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traffic. It includes face book, Instagram, twitter, you tube etc. Here the marketing
manager of respected company involves the wide area by using psychographic and
demographic. Advertisement using this media covers and includes low cost as compare to
the television, newspaper and radio. For instance, on social media company can evaluate
and monitor their campaigning performance easily it also includes less time. But in
physical marketing evaluation and monitoring cannot be done easily it includes some
hindrances and fake data. It includes pricing, product and promotional elements of
marketing mix and in this social media plays an important role in marketing mix.
P4 Development of e-commerce and digital marketing platforms and channels in comparison to
physical channels
Development of e-commerce impact
Digital marketing plays and contribute in the growth of the e-commerce. It helps in
creating and managing the efficient marketing for the company and the industry. Internet
penetration is the best example that is related to growth of the e-commerce. Development and
increasing the use of digital marketing and e-commerce helps the business to earn more profits
and more revenues and it also increase the brand image of the organisation. Paid search engine – it refers to the inexpensive and scalable form of marketing
campaign which the company can used to promote their goods and services through large
number of audience. It includes the pay-per-click and PPC campaigns that is very useful
tools in paid search engine. This tool enhances the sales of e-commerce firm and industry
to visualise their product in front of large people. Affiliate marketing- It refers to that campaign marketing which is useful in earning the
income for every time when the company can promote their products and services.
Various e-commerce companies and firm are lots of cash through the affiliate marketing.
It is also beneficial for the local people who earn money within a short period of time. It
does not need more capital(Levy and Gvili, 2015).
Role of sales automation in e-commerce
Automation can be very useful and applied to every parts of the business. It is beneficial
for fulfilling the customer demands by providing them services in a very managing form. It is
basically used to small and medium sized business where there are limited resources and by
looking on those company can make use of automation tools to attract more customers and
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increasing the sales. It includes various systems like customer service, returns and refunds,
email marketing, order fulfilment etc. The trump card of this sales automation is that it can
notify the whole system about the stock, customer information, pricing of goods and services
and many more. For instance it helps the industry to increases the sales and revenue at the
current market place.
LO3
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities
Using a digital marketing techniques in the organisation, it may face many challenges and
finds more opportunities for the related sector and which is fruitful for the company. Major
challenges that were faced by the industry at the time of providing the services related to
the self catering holiday accommodation are as follows-
 Search engine optimization create and present a great challenge in front of the
digital analyst that to present on the top of the web-page updates. Because of
increasing the brand image in the business environment.
 Social media is another factor that create a challenge in front of the manager is that
due to restriction on facebook and many other competitors present affect the sales
of the business. To overcome this firm can innovate and modify the products on
time to time basis.
It also gives some opportunities when using digital platform that are as follows.
 The best opportunity that is recognize by the company by using e-commerce platform is
that the use of micro-moments by the people like mobile phones usually people are
attracted towards them. This will enhances the company sales and their brand image.
 More use of internet helps the organisation to connected with their clients, customers and
stakeholders at a time and produce and delivers the products according to the needs and
wants of them. It will enhances the customer loyalty and increases the preferences to buy
there products(Karjaluoto, Ulkuniemi and Mustonen, 2015)
.
Company overview
Sykes holidays cottages is one of the prominent and excellent service provider company
of self-catering holiday accommodation that operated in United Kingdom and Ireland. It has
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approx 8000 holiday cottages in all over the country and awarded as a British travel award.
Manager of a company thinks to explore and expand the business in new geographical area for
this they used digital tools and platforms so that many more people know about the company and
their product offering. For this they adopts some tools like social media, search engine
optimization, official website and many more to attract more other customers who buy their
services and enjoy it.
Mission
It is based on the company vision according to the set vision firm makes a vision for this
they use effective tools to aware about their products to the customers. They provide a healthy
environment to their employees so that they work efficiently and effectively. This will enhances
the sales and increases the profit margin.
Vision
The vision of the company is to provide a perfect and convinces cottages that the
particular person is looking for. It main aim to satisfy all the customers need and wants and built
a strong relation with their consumers.
Objectives
The main aim is to indentify the customer experience and the satisfaction level by using
following information regarding the target and potential market. To achieving this objective
company can use various promotional tools and effective pricing. Another aim is to increase the
sales by 10% and profits by 15%.
For advertise their business Sykes holiday cottage use some promotional tools and sell it to the
consumers. Some of them are as follows. Social media – It is an online media where people can share anything he/she wants to
share. It includes instagram, you-tube, twitter and face book. Sykes holiday cottages use
this media platform to enhance and grow their business at global level. It helps the firm to
analysing the current trends that was present in the market and according to that they
make and modify their products and services. It enhances sales and market share. Search engine optimisation - By using this technology in promoting the products and
services is very attractive and effective. In context of Sykes holiday cottage, digital
analyst suggest that they spend their lot of time on maintaining the website and make on
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the top. This helps in future terms to increase the sales and brand image(Järvinen and
Karjaluoto, 2015)
.
Financial resources
Particulars Amount ($)
Promotions 20
Hiring process 10
System software installation fee 1
Equipments 2
Total 33
P6 Omni-channel marketing has evolved
Omni –channel marketing refers to that marketing which is used to integrated the customers
experiences by using various media channels like mobile devices, telephones, bricks and
mortar store and a personal computers. It helps in providing the same each and every
information and data that is useful by the customer. In context of Sykes holiday cottages,
marketing manager or the digital manger analyst ensures that the use of this channel helps in
providing the information regarding the customer satisfaction, their need and wants.
Therefore it also helps in maintain the customer relation and good loyalty preferences in the
mind of the customers. In this e-commerce platform plays an important role to ensure the
company revenue and profits on the basis of sales.
LO4
P7 Evaluate measurement techniques and performance metrics in digital marketing
Analysing all the tools and techniques relating to the digital marketing helps the Sykes holiday
cottage to monitor and measures the performance metrics and measurement techniques to know
the cost and sales of the company this can be explained below(Kannan, 2017).
Measurement techniques and performance metrics
 Online sales – this is an effective and efficient tool and technique to measure the
sales and revenue by tracking and examine the Google analytics. It is very simple
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to analyse the sales and the customer feedback. It is very cost effective and
company cannot spend more on this type of technique to measuring the sales of the
product.
 Performance and revenue technique- It is the essential tool and application to
monitor the performance of the employees and the revenue earned by the
organisation. By using this technique Sykes holiday cottage monitor and measure
the profits, growth and revenue of the firm .
P8 Present a set of actions to improve performance in digital marketing
Sykes holidays cottage is one of the prominent business in the UK. Therefore it is the new
entrant of using the digital platform to enhance and explore the organisation internationally
and earns more and more profits. For instance, digital analyst use some activities and
strategies to improve the performance of the marketing by applying some actions.
At primarily they gives the proper training to their employees about the use of
technology and the finance department set the budget to save the money, time and cost
that was incurred in making the use of online marketing. And they also track the social
media channels and their competitors who are present in the same industry. To beat them
they use innovate and modified products that helps in enhancing the sales and revenues of
the company(Chaffey and Ellis-Chadwick, 2019).
CONCLUSION
The above explained report, it is concluded that using the digital marketing tools helps in
increasing the sales and cover the wide area as compare to offline media or traditional
marketing. Here the customer trends also enhances the brand image with high market
growth. In this digital tools easily available in bricks and mortar sectors that attract more
consumers. Further e-commerce play a important role in advancing the use of internet and
increases the sales and revenue. Further it explains the product life cycle to enhance the life
of the products by on online media. It also used in improves the performance and monitor
and measures the sales and profit of the company.
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REFERENCES
Books and journa
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Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
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Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
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Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
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Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
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Saura, J.R. and et. al., 2019. Digital marketing strategies based on the e-business model:
Literature review and future directions. In Organizational Transformation and Managing
Innovation in the Fourth Industrial Revolution (pp. 86-103). IGI Global.
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