Digital Marketing Report: BTEC HND in Business - Unit 24 Analysis

This report delves into the dynamic realm of digital marketing, exploring its evolution and significance in today's business environment. The report begins by presenting an overview of the digital landscape, contrasting online and offline marketing concepts, with a specific focus on Sainsbury's as a case study. It analyzes key consumer trends and insights that are driving digital marketing growth, including content writing, messaging apps, and omni-channel strategies. The report further evaluates the opportunities and challenges within the digital marketing landscape, highlighting both benefits and drawbacks. It then assesses digital tools and hardware available to marketers, comparing them with traditional channels, and examines the development of e-commerce and digital marketing platforms. The report culminates in the development of a digital marketing plan, an explanation of omni-channel marketing's evolution, and an application of tools and techniques to plan an omni-channel marketing campaign. Finally, the report evaluates measurement techniques and performance metrics in digital marketing, and suggests actions to improve performance.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Present an overview of the digital landscape and compare online and offline marketing
concepts. ................................................................................................................................4
P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.....................................................................................................................7
M1 Evaluate the opportunities and challenges facing the digital marketing landscape.......10
Task 2.............................................................................................................................................10
P3 Assess the key digital tools and hardware that a re available to marketers in contrast to'
bricks and mortar' and other physical channels...................................................................10
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels..........................................................................................12
TASK 3 .........................................................................................................................................14
P5 Prepare a digital marketing plan and strategy to build- channel capabilities..................14
P6 Explain how Omni-channel marketing has evolved......................................................16
M3: Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign.
..............................................................................................................................................18
TASK 4..........................................................................................................................................18
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing..............................................................................................................................18
P8: Present a set of actions to improve performance in digital marketing...........................19
M4: Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................20
CONCLUSION .............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Digital marketing is evolving rapidly in this time. It IS also known as online marketing.
In current scenario, digital marketing playing a significant role. Now most of the companies
coming online platforms and doing good business because this is on demand. Digital marketing
is a platform in which companies endorse products , brands and services. With the help of digital
marketing company easily connect with potential customers and influence them. Digital
marketing doing advertising and delivery and with the help of some digital channels such as
internet, social media,websites, email ,mobile, search engine. The organization is consider for
this report is Sainsbury. It is second biggest and most famous retailer of groceries company in
the United Kingdom. The headquarter of this company is in London. This report deal with online
and offline marketing, growth of digital marketing, key digital tools, e-commerce and digital
marketing platforms, omni channels and digital marketing plans and strategies.
TASK 1
P1 Present an overview of the digital landscape and compare online and offline marketing
concepts.
Digital marketing become the most influential method of marketing. The importance of
digital marketing is increasing rapidly and taking most of the market place. Companies doing
businesses with the help of digital marketing channels like social media, websites and mobile
apps. Digital landscape is a system and spaces in the online and digital world which is created by
man. Digital landscape is the collection of social media, websites, email, videos, mobile devices
like android phone, iPhones and tablets. These tools are helpful in digital marketing. Through
these tools company can easily sell their goods and services in digital platform (Chaffey, and
Smith, 2017).
Traditional Marketing
The main focus of traditional marketing is on products of the companies and the purpose
is to concentrate on the production of the products so that companies can do good marketing and
earn more profit. This is a profit oriented marketing so it follow narrow marketing concepts
which is totally based on push marketing.

Sainsbury is the well established and one of the top growing company in UK that offer
good opportunities digitally. With the help of landscape Sainsbury spread business all over the
world and reach out the right customers at the right digital place and satisfy them with high
quality products and services.
Basic Online Marketing Offline Marketing
Meaning It is a internet based marketing which
use technologies and applications to
create and promote brand image of
the company.
Company doing marketing and
create brand image and awareness
with the help traditional techniques
like television, radio, newspaper,
banners, pamphlets and posters.
Cost This is very expensive but affordable.
companies spend lots of money in
promotional activities to increase the
Offline marketing is taking lots of
amount because it based on
traditional techniques so that
Illustration 1: Online and Offline Marketing

sale. marketing on TV, Radio, newspaper
and billboards are more expensive.
Exposure Online exposure is maximum and it
is limitless. Company offer goods
and services globally without any
barriers.
The exposure of offline marketing is
not maximum and promotional
activities is limited. Company cant
not offer goods and services globally
because company needs stores,
outlets to sell.
Convenience Online marketing is more
convenience because customer buy
goods any time and anywhere.
Offline marketing is not convenience
because customer can buy goods
only when stores, outlets and
supermarkets are open.
As per the comparison it can be said that Online and offline marketing both are necessary
for the company. Both have their own benefits. But in this time, online marketing is taking wider
place. Sainsbury marketing growth and shares are very high. Sainsbury offline business well
established and this time company more focusing on inline marketing. With the help of internet
and technologies company performing well in the online platform to attract customers.
Sainsbury fit very well in digital marketing landscapes. To increase online marketing sell
Sainsbury acquired Acquired Argos. Sainsbury launched new technologies so that customer can
shopping easily. Sainsbury use technologies in three areas including faster supply chains,
improved self services and coupon – at till technologies. Sainsbury launched many apps and
platforms with the help of technologies. For instance, Brand Match, Nectar Loyalty Programs,
Mobile scan and go. Apart from this Sainsbury using many digital marketing landscapes like
digital ads, websites, mobile app, search engins because online marketing is very convenience
for the customers as compared to the offline marketing. So that customers easily access company
products and company earn more profit and create a strong brand value (Kannan, 2017).

P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.
Digital marketing refers to the advertising done through various online platform such as
search engines, websites, social media etc. Consumer have different insights and choices which
influence the demand of a product. Consumer insights are the impact of trends in the market,
which aim to maximise the sale of a product or services. Consumer insights are the way for the
marketers to analysis the market and its need. There are various trends and insights that are
contributing to the growth of digital marketing are follows:
 Content Writing- Content marketing is the essential tool for the digital platform. Good
content always matter a lot, which will effect the consumer trends and choices. Marketers
will consider the target market and adding content accordingly. Sainsbury should focus
on content writing and hire good writers to make their advertising effective and also
emphasis on consumer trends and insights that will effect the demand of their product and
services. (Phung, 2019).For example, content writing is very convenient for those whop
are operating and doing businesses all around the world. With the help of content
writing,employees can easily do their work from their native place without any
geographical boundaries. There is a low investment in content writing and company will
get effective and productive results.
 Marketing through messaging apps- Social media is not just for connecting to family
and friends. It the platform through which industries can take much interest in the
development of their product and services. For example, with the use of smart phones,
sainsbury can easily do marketing for their products and services. In smart phones, user
can download some massaging apps like Facebook and whats app. Both apps are using
through smart phones. In this time 1.3 billion are using Facebook and 1.6 billions are
using whats aap so that there are many more benefits of the smart phones including
sending and receiving messages through (whats aap . Facebook, text and email), registrer
contacts, internet browser and barcode scanning etc. Messaging apps aid to reach the
customers very easily. Sainsbuty using digital marketing and promote their products with
the use of messangng apps which customers can use through smart phones (Akar, and
Dalgic, 2018).

 Omni-channel Marketing- It is the practice of doing marketing through various
platforms that includes email, social media and website blog. This is best way of doing
advertising, which enable the marketers to react the large audience. Sainsbury should
adopt these marketing tools for the growth of the organisation. It will help the
organisation in a better way than approaching to a single channel for advertising.
Focusing on this marketing is journey to reach customer and also gets feedbacks. For
instance, online marketing channels deals with social media, public relation, content
marketing, websites, emails marketing, digital marketing, digital advertisement. Omni
channels help marketing of the company and give positive impact on the growth of the
company. More use of online and digital marketing decrease the use of print media. The
role of print media is decreasing day by day because most of the companies using online
platform for promotional and selling purpose.
Illustration 2: Omnichannel Marketing Strategy, 2019
For the companies online review also playing a prominent role. Company can get review quickly
review online with the help of social media. Most of the companies using Facebook, Twitter for
customers services. With the help of digital marketing, company can get instant feedback and
review of their products through online media channels (facebook, what's App, twitter, Instagram
) and also their family and friends.
In this time, every company using digital marketing because everything is now
digitalized. In this present scenario, if company do not promote their products online then
company may not recognized by the people that's why companies using digital marketing so that

they can sell their products to the large number of customers. Some technologies are rising very
quickly like chatbots, artificial intelligence and other technological analytical apps. With the help
of these technology company can easily enhance their market growth at market place.
M1 Evaluate the opportunities and challenges facing the digital marketing landscape.
There are many benefits and challenges of digital marketing landscape which are
discussed below -
Benefits of Digital Marketing Landscapes-
With the help of digital marketing, most of the companies are taking so many benefits
like company can easy reach with their customers, no geographical limitation exist. Companies
easily measure and evaluate the performance of their employees and also their customers. Digital
marketing give platform to everyone so that every individual can start business and achieve big
success. Online promotion helps to create a strong brand image so that small organizations can
use it to compete with the big organization.
Challenges of Digital Marketing Landscapes-
Proper usage of digital marketing landscapes , companies are facing many challenges
such as target the right customer, stick with the changing trend are challenges which is faced by
most of the companies. On the other hand, Covid- 19 and Brexit also a big challenges for the
companies to establish their market. Data privacy and security is necessary for the companies so
I my point of view to keep maintain company data privacy and increased securities are the main
challenges which companies are facing. To access the digital marketing platform, internet is
important. Some of the people are facing internet problems so that they can not easily access
digital media. Few companies are facing internet problems so that it is also a hug challenges of
the digital marketing.
Task 2
P3 Assess the key digital tools and hardware that a re available to marketers in contrast to' bricks
and mortar' and other physical channels.
Digital marketing is the activity of creating awareness of their product and services in the
market. It is the technique of reaching the maximum customer for their advertisement. There are
many tools and technique for the marketing, which have a major impact on customer and also

increases the sale of the specific product and services. Furthermore, Traditional marketing have
so many limitations and is not compatible to the digital marketing. With the consideration of
current consumer trends, digital marketing is more suitable and effective for the organisation.
Here are some tools that impacts on the digital marketing strategy as follows:
 Search Engine Optimization- It is the practice of reducing the traffic on website by
enhancing the quality and quantity of the search engine result. SEO is the technique of
getting page in high rank in search engine as google. Ranking high in the search engine
will increase the traffic in the website. In Google, the page often features paid ads at the
top of the page, which is related to the search result and called “organic search results”.
Sainsbury should practice for the best search engine optimization for the better result in
future growth and for the advertising of the company's product and service in single
platform (Roy, Datta and Basu, 2017).SEO is the process through with company can
easily optimizing your online content through which search engine can show it on the top
results. The main advantage of the search engine optimisation is that when customers
search your company name so customers can get pages rank on top in search engines for
example Google. With the help of search engine customer can easily get and discover
online content co companies. Higher ranking leads the high traffic on the company
website so SEO is really good for the company to improvement purpose. In this time
competition is very high so companies want to take some competitive advantages that's
why most of the famous companies are using SEO so that their brand image increase.
Companies are taking advantages through SEO companies products are taking high
market recognition and stay visible and presentable in search engine results pages. The
use of SEO is very expensive and charges lots of money so it is not not usable by each
and every company.
 E-MAIL marketing- It is the method of sending various types of content to a large no.
of subscribers via email. This content can help the website traffic flow and leads to easy
reach to the customers. This is the healthy marketing strategy to connect to the customers.
It can be used to provide promotional offers to the people. Sainsbury can get more
customer reach through this marketing. It will also discover the large amount of customer
at a single platform.

 Social media marketing- Social media sites like Facebook, Instagram etc. are the online
platform, which enable the organisation or the marketers to reach to the large number of
customers. Marketers can have conversation with the potential customer and with that
organisation can make good relationship with the potential customers. Sainsbury should
adopt these marketing tools to enhance their productivity and growth of the company
(Ratchford, 2019).
 Search engines – Search engines are very useful in this time. People are searching first
when they want to some informations and detains about the companies and their
products. It is a advantage of every one to access and get new information about every
company and their products. But some time people are searching irrelevant content which
is useless.
 Social media managing tools - social media tools are very responsible for each and
everting things which is happing on social media. Social media managing tools like
buffer, agora pluse, sendible, eClincher, Social Pilot are very useful social media
managing tools and every company need these tools to operate their business on digital
platform.
 Smarts phones and Routers – These are the most useful hardware in the digital form.
Everyone using smart phones and routers. Companies can effectively operative their
businesses on digitally and customers can use smart phones and Wi- Fi routers for easily
shopping purpose.
Online marketing is most effective and influencing as compared to the physical channels.
With the help of online marketing, company can easily promote their products and services and
customers also purchase and access their products very quickly from any where.Offline
marketing through like supermarkets and stores are available but to do shopping through
physical channels is very time taking and companies also not promote properly their products
through physical channels. The cost of online channels is very low as compared to the Physical
channels. Promotion on n television and radio is very expensive. so online marketing is very
convenient.

P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.
E-commerce to the electronic transaction of buying and selling of goods or services with
the use of internet. In the exchange of that transaction, money is paid by the receiver. In early
times, the business activity is done through traditional method in which people visit the physical
store and choose to purchase the product and make a payment for that (Jeansson and et. al.,
2017).With the introduction of advance technology, digital marketing has made a significant role
in growth of the business. It offers easy accessibility to the consumer to get their product.
Sainsbury is using e-commerce and making their flow of activity easy with the advancement of
technology. A comparison physical marketing channels and digital marketing platforms are as
follows:
Physical marketing channels Digital marketing channels
Direct marketing- There is a direct contact
between buyer and seller, there is no
involvement of any middlemen or medium.
Organisation have direct contact to the
customer. Door to Door marketing is example
of physical marketing channels.
Social media marketing- This is the exclusive
tool of marketing and extensively used by
every marketers. This allow the organisation to
reach the large number of audience at one
platform. Example of Digital Marketing
Channels are Instagram, Facebook etc.
Print media marketing- It is old way of doing
marketing activities to develop the sale of their
product and services. It includes the
distribution of newspaper, magazines, voucher
etc. this involve high printing cost, which will
increase the overall marketing cost for the
company.
For example -
physical marketing is decreasing day by day.
Hilton is a big hotel and providing their
services from many years. Hilton is using
physical marketing channels that's why hotel
E-MAIL marketing- This is done through
internet with the customer email ID. With this
technique, marketers can reach long list of
customer at one click. In this, marketers can
directly contact to the receiver or their
potential customer.
For Example -
Amazon is the big organization which operate
their business through digital marketing
channels. With the help of online channels
company promote their services all over the

marketing is not more as compared to the past. world.
Due to covide -19, Amazon sales influenced
but in this time company following proper
strategies to recover their loses and generate
more profit.
Zoom is also a big company which using
digital channels for marketing purpose.
Company is offering their services through
digitally all over the world.
The following method have their own advantages and disadvantages. It can chosen on the
basis of business suitability and available resources for the marketing but keeping in mind the
current scenario of the market. Marketers should adopt digital marketing for their adversing tool,
it will help to reach the large amount of audience at a single point of time and platform. It will
make organisation compatible with the other firms with their advancement of technology
(Dougherty, 2019).
M2 Critically analyse the use of appropriate digital tools, both hardware and software, to use in a
specific organisation context to meet their marketing requirements
Both hardware and software digital tools is essential for the Sainsbury company. some
hardware digital tools includes computer processor, monitor, keyboard , memory devices and
some software digital tools are set of interactions, programs, documentations and applications.
both digital tools combine together and give their useful contribution in marketing. The
requirement of these tools is necessary for each and every company.
TASK 3
P5 Prepare a digital marketing plan and strategy to build- channel capabilities.
Digital marketing plan is the documentation of planning the digital marketing campaigns
and actions. IT Can be performed for the short time period and also for long time period, It
depends on the goal and objectives to be achieved. Digital marketing strategy explains the course
of actions which are to be done for the achievement of business goal. This includes the channel