Digital Marketing Report: Consumer Trends and Tools Analysis

This report delves into the multifaceted world of digital marketing, presenting a detailed analysis of online versus offline marketing concepts, consumer trends, and the impact of digital tools on businesses like Delowe SMEs. The report explores the key differences between traditional and digital marketing, highlighting the cost-effectiveness and broader reach of online strategies. It examines crucial consumer trends, such as the sharing economy, social shopping, and multiculturalism, and how these influence digital marketing effectiveness. Furthermore, it identifies essential digital tools and hardware available to marketers, including social media platforms, design tools, analytics, and content marketing tools, while also covering Omni-channel marketing strategies. The report includes a comparison between physical and digital marketing, emphasizing the benefits of digital marketing in terms of cost reduction, ROI, and measurability. The report also discusses digital marketing plans, techniques, performance metrics, and ways to improve digital marketing performance, offering valuable insights for businesses seeking to enhance their online presence and marketing strategies.

DIGITAL MARKETING

Table of Content
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1. Difference Between online and Offline Marketing Concepts...............................................3
P2. Key Consumer Trends Contribution in growth of Digital Marketing ..................................5
LO2..................................................................................................................................................6
P3. KEY DIGITAL TOOLS AND HARDWARE AVAILABLE TO MARKETERS...............6
P4. COMPARISION OF PHYSICAL MARKETING AND DIGITAL MARKETING............7
LO 3.................................................................................................................................................9
P5. DIGITAL MARKETING PLAN...........................................................................................9
P6. Omni-channel marketing.....................................................................................................11
LO 4...............................................................................................................................................12
P7 Techniques and performance metrics in digital marketing...................................................12
P8 Improve performance in digital marketing...........................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Digital marketing also referred as online marketing or web marketing when explained in
the simplest form is any form of marketing products or services which involves electronic
devices. It is a technique to achieve marketing objectives by applying internet and its
technologies and media. This form of marketing can be done both online and offline. It includes
managing various ways by which a company forms online presence such as website of the
enterprise, mobile apps and social media pages of the same. Digital marketing techniques are
used to hold up to the objectives of obtaining new customers and providing services to the
existing ones through eCRM (customer relationship management) and marketing automation.
Delowe, a local SMEs which is thinking of establishing their enterprise in the digital world has
been discussed..
This report discusses challenges opportunities and influence of the digital marketing.
Also, essential digital tools(Hubspot,Ahrefs,Proof,TrelloGoogle Adwords) platform and
channels are talk through it. Ways to sort various digital marketing activities, methods to keep
watch on and calculate how effectively the technique is working are some topic on which the talk
is about.
LO1
P1. Difference Between online and Offline Marketing Concepts
Digital marketing landscape is all the variables and techniques which are used by digital
marketer to increased effectiveness of marketing (Chaffey, 2017). Digital marketing landscape
is rapidly upgrading in digital world to help businesses achieve their objectives and compete in
market effectively. Digital landscape involves artificial intelligence, chatbots, social media
marketing, mobile platform marketing, personalized digital marketing, Delowe has to adopt
current digital marketing landscape to increase its food services business to increase sales
effectively. E-commerce also helps digital marketing to improve by analysing the needs and
wants to ensure effective customer satisfaction.
Offline Marketing Online Marketing
Definition Offline marketing is the Online marketing is the web

traditional marketing which
does not involve the use of
internet to deliver information
to its customers and increase
sales.
based channel to increase
communication to its
customers and increase brand
image of company.
Cost It is very expensive in nature
as offline marketing includes
high maintenance of workforce
and inventory to fulfil
demands of customers.
It is cost-efficient as it does not
require any human interference
and collects all the data to
formulate effective strategies
(Desai, Chauhan, and
Kudtarkar, 2019).
Exposure Offline marketing is restricted
to some specific geographical
location due to its high cost.
Delowe do not get more
information from a specific
location to increase the quality
of products and services.
Online marketing can provide
Delowe better market coverage
due to internet platform
(Rohm, Stefl and Saint Clair,
2019). Marketing can be done
all over world and gain better
information of customer tastes
and preferences.
Convenience Delowe can not monitor the
progress of offline marketing
and behaviours of customers
all time (Cole, DeNardin and
Clow, 2017).
In online marketing Delowe
can adopt effective digital
tools which help to evaluate
movement of customers online
24×7.
Personalization It is very costly to personalize
marketing for every segment
and print media marketing is
broad based marketing.
Online marketing provides
better opportunities for
Delowe to use email marketing
and other digital platforms to
personalize marketing to

increase sales effectively.
Social Media Influence Offline marketing also attract
customers from social media
but that is restricted to one
location not from world.
Online marketing can help
Delowe to attract more
customer from around the
world and provide them better
options to purchase from. This
also helps to increase customer
base of company to improve
sales and profitability.
Measurable Delowe is ineffective in
measuring the effectiveness of
marketing strategies which is
implemented (Decarolis and
Rovigatti, 2017). As TV and
radio marketing does not
provide information about
customer behaviours and
bounce rates.
In online marketing Delowe
can use digital analytics tools
to determine online
conversions, movement of
customers on website or any
other digital marketing
platform effectively.
P2. Key Consumer Trends Contribution in growth of Digital Marketing
Consumer trends are very essential aspect of any business organization as it helps to
decide products and services to satisfy them and grow business effectively (Vieira and et.al.,
2019). Delowe has to develop digital marketing strategy in consideration of consumer trends
which helps to support marketing strategies and increase sales and profitability effectively.
Sharing Economy
Consumers current trend is to connect globally with many digital tools like mobile
phones as this helps businesses to communicate their vision and thoughts to customers through
these digital platforms and increase customer awareness (Heinze and et.al., 2016). This helps to
improve sales and market share. Due to increase in globalization it improves the mindset of

customers to understand different product and services available on internet. This trend can help
Delowe to support in growth of digital marketing and increase sales effectively.
Social Shopping
Social Shopping has increased as increase in customer education level and better access
to social websites online due to improved technology made it very easy for businesses to
improve digital marketing. As customers are willing to buy online and improve their
experiences. This trend helps business to understand customer behavioural patterns through
analytics tools to produce customer oriented products which increases their satisfaction and make
them loyal to company. Delowe also need to use social media marketing to increase sales and
gain better information of customer needs and wants.
Diversity and Multiculturalism
Diversity and multiculturalism has improved the digital marketing effectiveness as
customers are more open and accepting of new products which are seen in digital marketing.
(Ritz, Wolf and McQuitty, 2019). As customers are more concerned on what they eat and
focusing on organic food segment in low cost. Delowe need to identify the alternative with help
of research and develop to reduce cost and provide better quality of food products. This can also
help Delowe can also increase quality of packaging to increase health benefits and attract more
customers.
LO2
P3. KEY DIGITAL TOOLS AND HARDWARE AVAILABLE TO MARKETERS
Delaware is a small enterprise which operating in food products. There are many types
of digital tools which are available to marketers are as follows analytics and data ,(Google
analytics ) SEO and blogging ( Uber suggest , Google keyword planner) social media ( Meet
edger) E- mail automation ( active campaign ) visual design ( canava , animoto ) and in content
creation ( Feedly , buffer , snip.ly ).
As digital marketing is a beneficial tool for many marketing purpose. The key digital
tools and hardware that are available to marketers are as follows in contrast if bricks and mortars.
(Todor, 2016.) Firstly are the social media platform is a great tool which cover a large target
audience, social media platform include Facebook, Instagram and Snap chat . It also helps in
scheduling post and measure the engagement. Another tool can be used in contrast of bricks and
mortars are design tool.

Digital marketing pros are it is very low cost. It can access a massive audience . It carters
to multiple demographic simultaneously. Whereas design tool helps in creating ads and content
like social media post and blog posts which helps in doing the graphic design for the webpage
for digital marketing. It posses some drawbacks I.e. creates negative public and privacy issues
also occur in company.
Design tool helps in creating ads and content like social media post and blog posts which helps
in doing the graphic design for the webpage for digital marketing.
Another tool which can be used as analytics tool which include Google analytics (which
is design to trace website traffic) and Facebook insight and twitter analytics are used for matrices
related engagement.(Kannan,2017 ) Tool which is used as compare to Bricks&Mortar are
content marketing tool. The term content marketing tool refers to which help in content creation
and creation. It helps marketers to identify content opportunities and to write the blogs. Another
tool which can be is Omni-channel marketing. The term Omni-channel is the idea of using all
the channels to create on unified experience for the customer. This includes both digital as well
as traditional digital channels and online experience. (De Pelsmacker, Tilburg and Holthof ,
2018).Omni-channel marketing refers to using traditional as well as digital marketing channels to
send relevant message to a brand customer to engage with the brand.
Traditional marketing is the marketing which is use from many decades the hardware
tools which are as follow SEO , Google analytics etc. it is use to target semi- targeted audience
with various offline advertising and promotional method. It is hard to ignore traditional
marketing methods tools of traditional marketing methods are print, broadcast, direct mail,
telephone etc. Traditional marketing involve the rule of four P’s which are Product, Price, Place
and Promotion. Here are some drawbacks of traditional marketing are it is very costly, tough to
measure return on investment, little or there is no interaction with the audience. Another major
drawback is to receive feedback (Heinze, Fletcher, Rashid and Cruz, 2016). Traditional method
cannot discuss about full information of product and price so these was about the traditional
method.
Term digital marketing refers to the marketing which is done online through internet or
an electronic device such as mobile phones.

P4. COMPARISION OF PHYSICAL MARKETING AND DIGITAL MARKETING
Physical marketing is a marketing which is known as traditional marketing which include
print media, broadcast media, direct mail and telephonic whereas digital marketing is the modern
marketing techniques which include social media marketing , Google AdWords and mobile
phones etc. (Mandal and Joshi, 2017.). Here is the comparison between physical marketing and
digital marketing.
PHYSICAL MARKETING DIGITAL MARKETING
Physical marketing is a marketing which is
related to traditional marketing in which
marketing is done through print media
(newspaper, magazines et). Delaware is using
physical marketing as a present marketing
method for the organisation.
Digital marketing is a marketing which is
related to modern marketing in which
marketing is done through online through
internet or with an electronic devices such as
mobile phones (Saura, Palos-Sánchez and
Cerdá Suárez, 2017).
In it is difficult to reach at target audience
because of offline advertisement.
Whereas in the case of digital marketing it is
easy to reach to target audience because of
online advertisement on the social sites which
is access by the individual on the daily basis.
It has more personal approach because
marketers can have face 2 face relationships in
showing the public about the brand and its
name.
In the case of this there is no personal approach
as there is no face 2 face relationship and brand
cannot be explain to audience physically.
Physical marketing can quickly be recognised
by the public simply because they are
previously known to this and has access over it.
So delawe uses the physical marketing
technique.
Whereas in the case of digital marketing it
cannot be recognized easily because it is a kind
of new form of marketing by which most of the
audience are not known and dont know how to
do this marketing.

Benefits of digital marketing as in delawe that it can reduce the cost as physical method is
more expensive as compare to digital marketing because physical marketing involve many tools
for marketing such as print media, broadcast, direct mail etc which are costly. Another benefit by
digital marketing is it gives huge return on investment. It offers substantial return on small
investment. (Chaffey and Ellis-Chadwick,2019 )Social media platform cost less as compare to
physical marketing. Digital marketing is easy to measure in comparison of physical marketing.
In physical marketing there is a lap of weeks and months to evaluate but with the help of digital
marketing it can immediately it can be identify that how is the ad performing. It helps in brand
development which is very beneficial for Delawe (De Pelsmacker, Van Tilburg and Holthof,
2018). It is a digital platforms to build company brand and the reputation towards audience. A
use of website or a blog can be done by delawe to promote its brand webpage can be create name
as Delawe App. Another benefit through digital marketing is it is easy to share which allowed
articles to be shared to many followers at a same time. It helps in expanding the market globally
and makes it digitalize. It allows Ad to be visible in any part of the world by which there are
more target customers for the Delawe.
LO 3
P5. DIGITAL MARKETING PLAN
A Digital marketing plan is a document sharing the details for all the planning for digital
marketing campaigns. So in the context of Delaware need a digital marketing plan for the
following reason which are as follows :
Attract, convenience, convert, and make customer for company Delaware product and service.
Plan all the strategies and action to reach target customer.
Segment the marketing campaign to provide value
STEP 1 : SITUATIONAL ANALYSIS
The first step need to do in developing in digital marketing plan in Delaware is to
understand the marketplace of the Delaware by its customer and clients that what are the target
customer of Delaware is raging from (15 to 50 years) (Todor, 2016). Another point which has to
keep in mind is about market knowledge that what are the recent trends and who are the
competitors . In situational analysis the most important point is which is essential to give

emphasis on is gather information and to analyse it . It will be beneficial in creating a good
digital marketing plan.
STEP 2: ESTABLISH DIGITAL MARKETING GOALS
The another step which involved in digital marketing is establishing digital marketing
goals. Once the market is been place the goals should be clear in the mind that what to do or
what to not do and checking whether the work meeting its goals or not (Kannan, 2017). The best
tool which can be use is SMART Goals . The objectives that has being used for setting up goals
are as follows:
 To establish DELAWE on online platform through digital marketing tools and
techniques.
 To analyse the increase customer base of Delawar
 To implement required resource for achieving the objective developed.
 To ensure availability if adequately skilled personnel for setting digital marketing
platforms.
 To set up online stores within one financial year.
STEP 3 : DEFINE THE MARKETING STRATEGIES
Once the business objectives are set the next step is to plan that how these objectives are
to be achieve. To define the strategies to carry out plan factors are as follows :
 Segmenting target audience Delawe is target audience is ranging form (15 to 50 years).
 Positioning play a vital role in organisation about the values and fo this social media can
be the best platform to reach audience . So that customer choose Delawe
 Content Calender is a key use for ensuring the strategy to make sense which provide
value and helps in long- term and to optimise resource Delawe should use content
calender for posting of topics , dates etc.

STEP 4 : DIGITAL STRATEGIES AND TACTICS
After defining marketing strategies next step involve is digital marketing strategies and
tactics were the objective are attraction , conversion and loyalty by different strategies which
are customer relationships management , SEO strategies and paid media advertisement is being
involved in Delowe (Chaffe and Ellis-Chadwick, 2019).
STEP 5 : MEASURING RESULTS AND KPIs
The last step of digital marketing plan is measuring result which means the strategies
which implement in business has achieve its objectives or not . If yes than the plan is good and if
no there is need to modified the direct marketing plan.
P6. Omni-channel marketing
Omni-channel is a multichannel sales approach so that the customers can have a better
shopping experience. Customers can now shop through mobile, desktop or brick and mortar
store. Omni-channel marketing is used by companies so that they can assist customers on each
step they take for shopping with the company, be it online or offline. To have a satisfaction of
customers using this method would be really helpful and organizations can have loyal customer
base in market for themselves. This will be very beneficial for long run and they will be able to
understand the customers better. Customer satisfaction is more when the customers are focused
on which leads to better experience for them. There is a trust factor which has come in the
customers after so much of improvement which has taken place in digitalization marketing and
simplicity which they have got for the better experience of the customers.
There are a lot of benefits which organization can get if there is used of this channel
which are that there will be a better data collection and analysis (Sponder and Khan, 2017).
There will be 360 degree view of the customers who are linked with the brand, Delowe. This
program will be cost friendly for Delowe because the concentration will be on one method for
making the company get more customer base and more profitability in company. Customers will
be focused on and customer experience will get better so that factor will get loyal customers in
company which will make the company have a good revenue.
From multi-channel evaluation of omni-channel has come up which is that they are
having a better customer base for themselves. In omni-channel the customers are getting mails
and social chat with companies they are linked with which is making the company understand

the customers better and innovate the products accordingly which is making the customers
satisfied. Technology has made customer satisfaction easier and better which is a great
opportunity for Delowe. There is face to face interaction of customers with the company and it is
because of this factor that the company can update the customers about the changes which are
taking place in Delowe. There are a lot of offers and special discounts which can be put out
online for the customers to be aware and through omni-channel the customers will be well aware
of the changes and offers.
Customers did not find online purchasing safe and simple therefore customers were ready
to pay more to get a simple method of purchasing. Omni-channel has made the process so simple
that they are being able to reach out to customers and make a positive impact on them.
Personalization is another option which the customers are being provided online and door to door
service with it so that they can have a loyalty towards Delowe. Customers need assistance with
all the steps they take so that they are sure that they are not making any mistake which will make
them have a loss therefore omni-channel is created so that the customers can get assistance all
the time (Thomas and Housden, 2017). The payments which are being done by customers are
reaching the company directly which is making the payment safe and no third party is involved
which is a great evolution which Omni-channel has got in digital marketing.
LO 4
P7 Techniques and performance metrics in digital marketing
Techniques are required to maintain a check on the digital marketing strategies which the
company is using by having a time frame for the objectives the organization has so that they can
change it if the method is not successful (Negoiţă and et.al., 2018). There are details which the
companies can find out about customers through digital help which is going to be very helpful
for the organization to make the right decisions for the future decisions and strategies which the
company has to make. Tracking the customers and products is way easier for the company and
they are having a better functioning because of the digital marketing. Customers are being able to
know the exact date they will be given their product on and there are better satisfaction level of
the customers.
Performance Metrics in Digital Marketing
Returning Visitors