Digital Marketing Report: Digital Strategies for Sainsbury's (BUS123)

This report provides a comprehensive analysis of digital marketing, specifically focusing on the application of various strategies for Sainsbury's. It begins with an overview of the digital marketing landscape, comparing online and offline marketing concepts, and identifying key consumer trends such as artificial intelligence, chatbots, video marketing, and social messaging apps. The report then assesses digital tools and hardware available to marketers, contrasting them with traditional 'bricks and mortar' approaches, and examines the evolution of e-commerce and digital marketing platforms. A significant portion of the report is dedicated to developing a digital marketing plan and strategy for Sainsbury's, emphasizing multi-channel capabilities and the SOSTAC framework. The analysis extends to the evolution of omnichannel marketing, measurement techniques, performance metrics, and actions to improve digital marketing performance. The report concludes with a summary of key findings and references used in the research.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Present and overview of digital marketing landscape & compare online and offline
marketing concepts.......................................................................................................................3
P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing..........................................................................................................................5
TASK2.............................................................................................................................................6
P3 Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels..........................................................................6
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels..................................................................................................7
TASK3.............................................................................................................................................8
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities...............8
P6 Explain how Omni-channel marketing has evolved.............................................................10
TASK4...........................................................................................................................................10
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing....................................................................................................................................10
P8 Present a set of actions to improve performance in digital marketing.................................11
CONCLUSION..............................................................................................................................12
References......................................................................................................................................13

INTRODUCTION
In today’s era business market and technology are continuously changing. Due to changing
demands and requirements of customers it is necessary for marketing organisation to promote
their products and services accordingly. Digital marketing is way of promoting products and
services across the globe through different digital channels. Sainsbury is a supermarket which is
headquartered in United Kingdom (Diamond, 2019). The company is dealing with groceries,
apparels and cosmetics. Digital marketing is a great way which can be preferred by Sainsbury for
their promotions. The report comprises of online and off-line marketing concepts along with
customers trends for digital marketing. There are also description about various development of
e-commerce and e-commerce channels. Different guidelines and techniques for measurement of
digital marketing performance is also explained in the report successfully.
TASK1
P1 Present and overview of digital marketing landscape & compare online and offline marketing
concepts
Marketing is playing an important role in enhancing and improving performance of
organisation in progress of organisation. It is a suitable process with the help of which
organisation can easily reach their target (Sitrarasu, 2020). Digital marketing is beneficial for
organisation as it is developing the growth of organisation in terms of their profit and
productivity. Online and off-line marketing are different approaches which are used by
organisations in order to advertise their products. Online advertising consist of social media
platforms and advertisement through internet. Whereas off-line marketing consist of traditional
techniques such as newspaper, brochure, billboards and so on. There are a number of
opportunities and challenges of digital marketing as discussed below:
Opportunities
Easy to research and reach target: Little marketing is an effective way to research about and
reach a number of customers at a time. There are a number of different social media platforms

which can be used by Sainsbury in order to make sure that the company successfully reaching lot
of customers through Facebook, Instagram, Twitter and so on.
Global advertisements: Digital marketing is a great way with the help of which organisations
can easily access to international boundaries (Diamond, 2019). They can have an effect at a
global level and Sainsbury being a huge international grocery store can easily advertise globally
and open their stores in a number of different regions.
Challenges
Limited links and access: In digital marketing it is not easy to understand behaviour of the
customers over internet. This makes it difficult for organisation to make sure that they are
creating a sales funnel which is targeting potential customers and understanding their needs and
requirements.
Competition: Another major challenge of using digital marketing is that there are a number of
competitions in the market. There are huge competitors like Tesco, Morrisons and son who were
also actively using digital marketing strategy in their organisation. It is necessary for Sainsbury
to make sure that they are not using the same strategy as their competitors.
Online marketing concept Off-line marketing concept
This marketing concept is very easy to
implement and does not require a physical
location.
It is easily accessible by a number of
consumers at a wider level.
The response through this digital marketing
concept is very fast and can we examine
through different online strategies.
It helps in promoting and advertising at a
global level successfully.
This concept requires a physical place for
distribution of products.
It can be conducted within a specific
boundary.
There is different brand or company
carrying out campaigns in this process.
Customers trust this medium of marketing
more than the online marketing concepts.

P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing
Landscape of digital marketing
It is a comparison between modern as well as traditional use of marketing in today’s time.
Digital marketing landscape has widened the concept of promotion and advertising widely.
Traditionally TV, hoardings, newspaper but used by Sainsbury in order to market the product
and brand. While the period have changed the requirements of customers have also changed and
as per the development of technological tools company is now using different social media tools
like Facebook, Instagram, twitter and so on.
The key consumer trends and insights regarding growth of digital marketing
Artificial intelligence: As the development of technology is taking place there are a number of
companies like Microsoft and Uber who are using different robots in their organisation.
Sainsbury can also develop different artificial intelligence software in a company which will help
them to satisfy customers and also reduce the burden on their employees. It is a great trend which
will help in effectively bringing in opportunities for the company and digital marketing as well.
Catboats: It is another new trend and technology in digital marketing. It is an instant messaging
chat which is real-time and can be used 24 hours (Gaur, 2019). A number of companies have
developed this through which they are providing 24 hour services to their consumers using
artificial intelligence.
Video marketing: Video marketing is a popular method used in digital marketing. It is seen that
70% of consumers have shared the brand videos and it have improved advertising for a number
of companies. Sainsbury is also using advertisement through videos which include live videos,
one ratio one video, 360° videos and so on.
Social messaging app: There is a number of different social messaging app which are a part of
digital media tools. Since buddy is using this messaging apps in order to communicate with their
customers and providing them information regarding any offers of products and services
available. They are using Facebook for these messages.

Comparison of bricks and mortar tools with digital tools
In store technology: It is a tool or can also be said to be a technology which is assisting payment
for customers. Since but we have different QR code in the product centers which is helping in
interactive mirrors and payment as well.
TASK2
P3 Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels
There are a number of different tools available in the market for Sainsbury in order to
develop the digital marketing. Below mentioned are some of the stores which will help them to
eliminate the competition from brick and mortar:
Design tools: Design is an important tool in digital marketing as creativity in advertisement and
the content is necessary. There are a number of advertisement which are heavily designed in
order to make sure that their effective enough to attract customers (Qurratu'Aini and Hapsari,
2019). Extensive graphic is used in designing along with dynamic images to promote the
products and services. Market tools and canvas are some of the examples of designing tools.
Advantages: Advantages of using design tool is that it helps in creating effectiveness and also
new ideas and thoughts are generated through these tools. This can also help in development of a
campaign.
Disadvantages: Designing tools does not have much security and there is a lot of risk associated
with these tools as the subscription period of these tools are also very less.
Analytical tools: Analytical tools are helping the advertisements for promoting digital marketing
concept through making use of different analytics on Facebook and Twitter. It helps in providing
track about status and also processing different sites of social media in order to understand the
engagement of customers. It helps in maintaining digital marketing existence and also small-
scale retailers can make effective use of it.

Advantages: Advantages of analytical tools include use of data to easily track potential
customers and also develop tracking websites in order to understand the conversion rate.
Disadvantages: Disadvantages of these tools are they require high and software and also cost for
these tools are very high as only professionals can use it due to technical knowledge required.
Content marketing tools: Content marketing tools are those tools which helps the marketers to
focus on content of their advertisement and campaigns. There are a number of different
marketing strategies such as SO schedule and hub spot which are famous in providing content.
Advantages: Various advantages of these tools include reliability of content and identifying areas
in which the content can be developed in order to attract customers.
Disadvantages: Major disadvantage of these tools are that content bloggers are required. The
quality of content is highly dependent upon the development and the data which is provided to
the content writer on day today basis which requires a lot of efforts.
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels
Sainsbury is a company which is using digital methods in order to develop their e-commerce and
digital marketing tools so that they can effectively promote their company through digital media.
Bricks and mortar is defined as a strategy which is held businesses to run their physical stores
(Vaculčíková, Tučkov and Nguzyen, 2020). These businesses have been in competition with
online businesses such as Amazon, Walmart and so on. Major reasons behind development of e-
commerce and digital marketing channels are mentioned below:
Segmentation: One of the major reasons behind development of digital media techniques is that
it helps in segmenting the market. It is specifically targeting the potential customer segments and
also developing e-commerce along with traditional system.
Influencer marketing: A community consists of different identification and notes which helps in
influencing the customers known as influences. It is an important part of digital marketing which
is allowing influencers to advertise the brand through social media platforms which can be
effectively used by Sainsbury in local community.

Data driven advertisements: This is the trend of data driven advertising and this helps in
increasing the reason why digital marketing and e-commerce is better than the traditional
activities. At every level user generated data is used in order to make sure that the customer
journey is enhanced at every level (Herttua, Jakob, Nave and Zylka, 2016). The company is not
exposing the privacy of customers but still collecting data regarding them which will help them
in creating the offerings according to demand and needs of customers. This also helps Sainsbury
to make effective plan in order to make sure that they are focusing upon their potential
customers.
All these are the reasons for development of digital marketing in e-commerce. It is helping
in improving the marketing methods for an organisation. Sainsbury is also taking benefits from
these digital media tools in order to make sure that they are controlling the cost of the
organisation along with effectively promoting their products and services at a global level.
TASK3
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities
Marketing plan requires growth and development in effective manner. Multichannel marketing is
providing to explore new opportunities and a multichannel marketing plan is more reliable for
organisations. Smart objectives are to be considered and a number of tactics are used for data
profiling so that the structure of marketing plan can be accurate.
SOASTAC Framework: There are seven different steps involved in this strategic plan. This can
be adopted by Sainsbury in order to prepare a plan for their organisation as mentioned below:
Situation analysis: Sainsbury have affectively started using online digital platforms it is
necessary for organisation to make sure that they do not use outdated technologies and
software’s and keep updating their technologies.
Objectives: The major objective of organisation is to make sure that they are increasing their
sales revenue by 30% in upcoming to 6 months. The organisation is effectively achieving this
through specific resources and ideas they are generating from market.
Strategy: Create a strategy Sainsbury is using multichannel business so that they can cope up
with the changing scenario of the market in which they are working.

Tactics: A number of tactics adopted by Sainsbury are used to improve the digital marketing
techniques such as referral cards, discount, cash prizes and different offers.
Act: order to make sure that all these tactics are used efficiently organisation is generating leads
from their website. While generating this need Sainsbury have realized that they need to provide
sales and discounts at peak period such as March and June.
Convert: It is necessary for Sainsbury to make sure that all their efforts are converted into good
results that re bringing benefits for organisation. Organisation need to make sure that their efforts
are helping them in achievement of objective effectively.
Smart objectives
Specific: It is necessary that the objectives that are created by Sainsbury are achievable and very
specifically designed. They must be clear and all the employs must be clearly communicated the
unique objectives of organisation.
Measurable: It is required by organisation to make sure that their objectives are measurable and
they can analyse the achievement of objective (Jorge and et. al., 2018). Sainsbury make sure that
they’re using feedback from customers through online and off-line mood to measure their
objectives.
Achievable: Necessary that the objectives that are developed by Sainsbury are the set target and
achievable in nature. If the employees feel that the objectives are unachievable they would not
put their maximum efforts towards it.
Realistic: The objectives that are determined by Sainsbury must be realistic and reachable. It is
often considered that the objectives should not be too high to achieve in case of any errors.
Time bound: Is necessary that the objectives which Sainsbury is creating are rigid and provide it
with a time boundary. The major objectives of Sainsbury require to be developed along with
their finishing roles and given deadlines.
Implications of marketing plan: Aim of marketing plan is to make sure that more and more
users are attracted and they are converted into potential customers for the organisation increasing
goodwill of organisation.

Measurement of framework of marketing plan: In order to make sure that examination and
analysis of effectiveness of digital marketing tool is done there are some KPI involved. In order
to enhance online business conversion rate is to be increased in organisations. Measurement is
also done by aiming to analyse the potential consumers and audience. Some of the important
KPIs include increase profit and sales growth along with organic traffic on the website.
P6 Explain how Omni-channel marketing has evolved.
Omni channel marketing have affected businesses to various extends. This is because all
the organisation and now using more than one channel for distribution as well as marketing.
Evolution of Omni channel has brought development and strategies an approach of a number of
organisation.
When taking Sainsbury into context the organisation is using omni channel as they are
merging up with different brands selling their products online as well as off-line (Taiminen,
2016). This is an easy way which will help organisation to effectively interact with their retailers
as well as customers. It also helps in increasing goodwill of an organisation through attaining
proper feedbacks and working on those feedbacks.
Sainsbury is also offering off-line sales and online sales. The off-line sales consist of the
product description according to the consumers whereas online sales are convenient enough to
provide home delivery to the consumers who are busy in their lives. With the help of
development in information technology services both off-line and online channels of scenes but
you are effectively satisfying the requirements of customers increasing profitability for the
business.
TASK4
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing
There are different techniques for measuring performance metrics which can be used by an
organisation for sensory digital marketing concepts. Below mentioned are some of such
techniques:

Total site visit: This helps the organisation to get an idea on how effective the organisation
campaign is and what is the traffic that is drive towards the campaign through digital marketing.
Advantages: It is an essential technique which helps to measure the number of customers who
are visiting the website. It is a fast and responsive technique for organisation and also helps in
gaining access information about campaign.
Disadvantages: It requires depth knowledge of digital market and also continuous tracking
which is time taking (Ruan and Siau, 2019).
Traffic sources for channels: Traffic sources for channel is useful in segmenting the traffic
sources and pinpointing different areas from where the traffic is coming to organisations website.
It will also help in identifying potential traffic for campaign.
Advantages: It can effectively tell the impact of campaign and also generate higher traffic for the
campaign.
Disadvantages: It requires proper market research and is a time consuming technique which can
only be conducted by professionals.
Bounce rate: This is the number of those customers who are visiting the website but leaving it
right away. This helps in understanding the flaws of website.
Advantages: The interest of visitors can be determined through it along with examining the
numbers of visitors at every feature of website.
Disadvantages: This requires regular upgradation of the website and also proper knowledge of
website and market.
It is necessary that company uses all the above-mentioned metrics in order to make sure
that they are measuring the digital marketing performance and all their positive impact on
marketing strategy of organisation.
P8 Present a set of actions to improve performance in digital marketing
There are a number of set of activities which can be used by organisation to improve their
performance in digital marketing some of which are mentioned below: