Digital Marketing Landscape, Tools, and Strategies: A Detailed Report

This report analyzes the digital marketing landscape, focusing on online and offline marketing concepts, consumer trends, and the evolution of e-commerce. It examines key digital tools and hardware available to marketers, contrasting them with traditional 'bricks and mortar' approaches. The report delves into the development of e-commerce and digital marketing platforms, comparing them to physical channels, and outlines a digital marketing plan to build multi-channel capabilities, including the evolution of omni-channel marketing. Furthermore, it addresses measurement techniques, performance metrics, and actions to improve digital marketing performance. The report uses Ford as a case study to illustrate the application of digital marketing strategies and tools.

Submission Front Sheet
Programme
Unit Title and Number: Digital Marketing
(Unit 24)
Unit QCF level/Code Module Tutor Name
/Email
Credit Value 15
Assignment Code
Cohort Name January 19 A Assignment Date Set
Student’s Name Student’s Registration
Number
Submission Date Distribution Date
Is this a Final Submission
or REFERRAL submission
Word Count

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Digital marketing landscape / online and offline marketing concepts.........................................3
Key consumer trends and insights that are fuelling the growth of digital marketing..................5
LO 2.................................................................................................................................................6
Key digital tools and hardware available to marketers in contrast to ‘bricks and mortar’ and
other physical channels................................................................................................................6
Development of e-commerce and digital marketing platforms and channels in comparison to
physical channels.........................................................................................................................6
LO 3.................................................................................................................................................8
Dgital marketing plan and strategy to build multi-channel capabilities......................................8
Evolvement of Omni-channel marketing ..................................................................................11
LO 4 ..............................................................................................................................................12
Measurement techniques and performance metrics in digital marketing..................................12
Actions to improve performance in digital marketing...............................................................12
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................14

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INTRODUCTION
Digital marketing is defined term which is important for all organisation to use this and
increase the organisational productivity. The management of company are thinking to grow their
business by using many resources and technical advancement that helps to aware people and
increase the organisational productivity. For running a business and increasing organisational
productivity management are using digital marketing that help to introduce from new strategy
and tactics in relation to a business and maintain the business effectively (Fjellström and
Osarenkhoe, 2019) . As a digital marketing analyst of Cambridge Digital marketing company
provide suggestion to medium and large size of organisation for running their business and
activities properly. For running business and using digital technology Ford has been selected
that is American multinational auto maker selling the different model of cars and uses digital
marketing in order to attracts the customers and increase performance. The management of such
organisation are playing an important role who analysis the market and deliver quality if
products and services in challenging environment (About Ford organisation, 2020). This report is
considering different topics such as opportunities, challenges and impacts of digital environment,
digital tools, platforms and channels that compare and contrasting bricks, digital marketing
activities and multi-channel capabilities. Moreover report covers methods of measuring and
monitoring digital marketing.
LO 1
Digital marketing landscape / online and offline marketing concepts
Digital marketing is consider as component of marketing that uses internet and online
based digital technology like as computers, mobile phones and platforms to promote the products
and services. Every organisation wants to increase their performance and market share by
increasing sales and satisfy the customers by using digital market. This helps to increase the
organisational sales and profitability in challenging environment and managing the performance
(Şişcan and Baba, 2019).
In context to Ford, managers are using digital marketing for the purpose of aware the
customers regarding new product and services which can helps to increase the organisational
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performance. In emerging trend traditional media also known as push marketing that involves
radio, television and print media that can help to increase the performance and manage the
activities (Yoga, Korry and Yulianti, 2019).
The comparison between online and offline marketing concepts are as defined:
Basis Online Marketing Offline Marketing
Meaning This is defined as practices of
leveraging web based channel that
uses by organisation for spreading
out messages regarding a product,
brand and services in changing
environment.
This is a type of marketing that do
not involves online marketing
such as web sites, social media,
pay per click and blogging. This
is traditional method of sharing
information and increasing the
business performance.
Uses by Ford is using digital and online
marketing by understanding
customers demand and provide
information on web sites, social
media, global marketing, celebrity
adds etc. that helps to increase the
organisational productivity.
The offline marketing is uses by
other companies who don't wants
to accept the changes and working
from traditional method that has
affected the business (Ingawale
and Bhagat, 2020).
Involvement In online marketing websites, email
marketing, social media, email
marketing, per pay click
advertisement and display ads that
are uses to run the business and
maintain good performance.
Small size businesses that are
using offline methods such as,
radio, print collateral and other
sources that can be uses to share
the ideas and information for new
products and services. Ford is not
using T.V for marketing.
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Effectiveness and
brand awareness
Online marketing concept is great
channel for developing brand and
maintaining good performance
which h is showing higher
satisfaction.
This is not effective as compared
to online and creates challenges
for developing the brands.
From the above it has defined that traditional marketing is not not dead properly because
still some organisations such as small are using traditional marketing methods for promoting
their products. They are complement of digital as uses some online and offline sources to
marketing their products. Ford is larger size organisation that uses digital or online marketing
methods for promotion and increasing sales instead of offline.
Key consumer trends and insights that are fuelling the growth of digital marketing
In emerging environment, the needs and wants of customers are changing day by day
where it is important for organisation to deliver the best quality of products by informing through
various resources that can help to increase organisational productivity. In context to Ford
organisation consumer trend and insights which are running in growth of digital marketing are as
defined:
Voice search – This is undoubtedly rising in popularity that required to search the voices.
With the help of digital marketing management of Ford are searching the voices by using smart
speaker like as Apple Homepod, Google Home, Amazon's Alexa which h helps to deliver the
more targeted specific content and increases the organisational performance (Kotler, 2019).
Smarter chat – It is been seen that chatbots are rising from recent years that is possible
through digital marketing which h helps to improve the customer experience and increase the
organisational sales. For instance, people who are interested cars visit the websites of Ford and
contacted via chatbots and asked to get the information regarding particular products which help
get instant answers by chatting that helps to bring improvement in organisational performance.
Augmented and Virtual Reality Marketing – This is defined as major applications
which are using by some marketers that may bring static and unreal environment in more
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realistic experience. In context to Ford, management are using Virtual reality marketing by
showing the cars and model with their featured. This helps to improve the customers experience
and maintain the good performance in challenging environment. This also bring changes in
existing process and marketing by stating the information regarding a product and services. In
Today's world, societies and people are not required for longer period but in some places and
operating the digital mode there is required of humans who can help to manage all activities. In
short, it cannot be said that humans are not required instead of this the working number of human
are reduced due to VR, AR and other technologies.
LO 2
Key digital tools and hardware available to marketers in contrast to ‘bricks and mortar’
and other physical channels
In business environment it has defined that tools and hardware in relation to a business
are important that are uses to reach the potential customers and maintain brand image. For
running a business and increasing profitability bricks and mortar are using by management that
are as defined physical presence of organisation or business in building and structure which help
to take the right decision and increase the profitability. In other term bricks and mortar
businesses is an often use to an organisation that possesses and leases retail dealerships shops
which help to performing operations (Sheridan, 2019). In Ford organisation, there are bricks and
mortar stores that help marketers and management to increase the sale by offering the cars and
other services face to face in store which increases the performance and maintain the profits.
This can help to accept the challenge and changes by using digital marketing which help to bring
improvements and deliver kind of services. The marketers of Ford are using different tools and
software for Bricks and Mortar as:
Video Transcript – This involves e-commerce sites and organisation websites that use to
engage people in business activities and maintain the profitability. Brick and Mortar are
providing a right location and ways to operating business and increase the sale by informing and
delivering best quality of products and services. From the discussion it can be considered that
digital channels bring customers to the dealerships for services such as buying a car, maintaining
a car and spare parts for a car.
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Development of e-commerce and digital marketing platforms and channels in comparison
to physical channels
The activities and performance of business organisation are increasing with the help
digital marketing that helps to maintain the high productivity in changing environment. E-
commerce is defined as activity which us uses by organisation by electronically for buying and
selling the products and services via online method. This can help to bring improvement in
selling and buying process and increase the performance. Such as Ford organisation is providing
various benefits to its customers to make the buying and selling decision through digital mode.
Moreover, it provide a facility to making payment through digital mode that make the easy
working and increases sales percentage (Appel, Grewal, Hadi and Stephen, 2020). Click and
collect for car parts is another benefits of digital channel that make easy buying for customer by
clicking at once and get it available by using e-commerce mode that make happy to people.
The uses of digital platforms and internet – The tool is digital platform and internet
that can be used by the organisation for the purpose of delivering best quality of products and
services. The Ford's marketers are using digital platforms such as official websites that can help
customers to select the model and make the buying decisions. Or even booking test drives digital
platforms are useful that save the time and extra cost of customers with the help to internet that
make easy bookings.
Role of digital marketing in relation to 7Ps – 7P's such as product, price, place,
promotion, physical evidence, process and people are consider in digital marketing which is
playing the important role in business. The marketers are using them for the purpose of selling
the products and services effectively. This is using by Ford organisation while introducing new
car model and services in auto mobile sector that help to increases the performance and attracts
the customers. Marketers are setting competitive prices and uses print media, social media,
newspapers, and online websites etc. that are uses to promote the products. This organisation is
providing the cars in UK and many countries by opening many stores which helps to increase the
organisational performance in challenging environment. Moreover, marketers are using online
process and maintaining attractive structure of their organisation which helps to understand
easily. The last is people who are working in Ford are marketers, sales manager, finance manager
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etc. who are working in organisation and increases the business performance. This also involves
person who are working in organisation who surveys to improve the customer services that
increases the workings.
Consumer life-cycle stages of digital adoption – This is defined as technology life
cycle that divides potential new technology in to five categories that are as defined:
Innovators: This is first stage in which organisation introduces new products and
services by understanding the needs and wants of customers and increases the business
performance. In context to Ford, people IT users are first people who have high risk tolerance
capacity and bring innovation in organisational performance.
Early adopters: This is considering the social economic characteristics which are similar
to innovators helps to increase the business performance by brining innovation in products and
social communities that leads to high productivity (Adoption of technology life cycle, 2020).
Early Majority: This is defined as next segment of market in which innovation is
adopted in social class and income individuals that help to perform all functions and activities in
organisational productivity.
Late Majority: This group adopt the innovation after the average member of society
which helps to adopt the changes and deliver the good customers experience. In context to Ford,
management are accepting the changes and technology in their operation that can help to operate
the business successfully and increase profitability (Sari, 2019).
Laggards: This is categorised in to individuals that are considered as last adoption to an
innovation that helps to contact with family and friends by using digital mode. In Ford,
individual are getting the information regarding products and service by using digital mode that
increases sales and profitability.
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LO 3
Dgital marketing plan and strategy to build multi-channel capabilities
Digital marketing plan – This is defined as document of sharing the details for all
planning and activities that helps to give the details of all activities that needed to perform. It is
important for management to make the digital plan and strategies which can help to build the
organisational performance and profitability in changing environment. If an organisation is able
to make effective business plan then it can operate the business and increases the performance by
accepting challenges. In other words, marketing plans are serving a document that states how
organisational goals and objectives are achieved and how its productivity will be increases by
using multi channels (Kemp, Randon McDougal and Syrdal, 2019). In context to Ford,
management are playing important role as they analysis the needs of people and formulate plans
which can help to attain the business goals. A digital marketing plan is prepared by management
for the purpose of attaining the business goals that are as defined:
Executive Summary – Ford is a American multinational auto mobile company that was
founded in 1903 by Henry Ford for the purpose of providing different model of cars to customers
and increases the organisational sales. This organisation is selling the different types of cars as
for commercial use, luxury vehicles, pick up and trucks that attracts customers and increases the
organisational productivity (Yoga, Korry and Yulianti, 2019).
Vision and mission - “To leading the auto mobile sector in all countries and increase the
organisational sales.”
Objectives -
 To increase the sale of cars and other vehicles by 60% within 2022.
 To increase the market share by 50% within 2022.
 To bring innovation and changes in their manufacturing process.
 To handling the distribution process
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 More uses of digital technology that can help to inform customers regarding
products.
Situational analysis – In marketing plan situational analysis is needed that help to carry
out the internal and external analysis for the purpose of running business and increasing
performance. The management of Ford Company is stating the situational analysis by defining
SWOT analysis that are as defined:
Strength Weakness
 Ford is an auto maker company that
provides different model of cars and
increases the sales.
 This uses to digital technology for the
purpose of aware of people and
increases the performance.
 The Ford is having skilled and talented
employees who accept the challenge
and changes in their activities.
 Ford is having many competitors who
are selling the cars of different design
and features that create the competition.
 Not accepting changes easily.
 Not focusing on target market.
 Changing in needs and wants of people
(Kayumovich and Annamuradovna,
2020) .
Opportunities Threats
 The management of Ford is targeting
people who need cars in their budget.
 Adoption of competitive prices.
 Full monitor and control over market
and customer needs.
 Financial issues.
 Changes in foreign investment.
 Not proper delivery and distribution of
cars in rural areas.
 Changes in climate.
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 Delivery of right products and services
that are managing the performance.
Marketing strategies -
Segmenting the target audience – The management of Ford are addressing needs,
preference, taste and interest of customers so their expectation can be met in certain time.
Positioning – This is effective strategy that is using by Ford organisation to reach the
target audience and create a value proposition for business. This can help to deliver the quality of
products and maintain a good position in changing environment.
Uses of channel – This is important strategy for the purpose of accomplishing goals by
using different channels such as social media, Blogs, emails and others that uses by Ford in order
to inform and increase sales (Kingsnorth, 2019).
Digital strategies – For attaining the decided goals and objectives marketers are using
CRM, web optimisation, social media, market campaign and digital marketing that help to
perform all task and attain the business goals.
Measuring and control – This is ending phase that uses by management of Ford
organisation for measuring and controlling the activities by using KPI tool that states what
activities are relevant and ensures all functions and plans are implemented successfully.
This plan is valuable for organisation as it helps to inform, educate and persuade that by
implementing such marketing strategies and tactics business would be improve their
organisational performance. This will also help to increase the business performance in changing
environment and maintain the high performance by taking the competitive advantages. This will
be done in UK by using skills and experience to run activities. Ford is focusing on new
technology and business process which can attracts the number of customers and deliver them
best quality and design of cars.
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Evolvement of Omni-channel marketing
Omni channel – This is defined as strategy and approach which is used by organisation
for increasing sales and marketing. This provides benefits to customers of buying products with
fully integrated shopping experience and increases the performance. In changing environment,
digitalisation is increasing where companies has taken the wider place to operate the business by
introducing new products and services that can help to deliver the quality of products and
services (Sari , 2019). In Ford Company, management are using the omni-channel marketing via
online method that provides the information regarding new model of car and services so all
activities can be perform effectively. The benefits of omni-channel marketing are as defined:
Efficient integration – This marketing provide a online and offline channel to exploit the
potential and increases the efficiencies of marketing activities. Ford company is using Omni
channel to maintain the good relations with customers by providing online and offline messages
and information which help to take the right decision.
Online and offline merge – In Omni channel online and offline process are uses by Ford
in which cars are sold out by using both channel that increases customers satisfaction and
running the positive experience in challenging environment (Appel, Grewal, Hadi and Stephen,
2020) .
LO 4
Measurement techniques and performance metrics in digital marketing
Digital marketing is the effective process that uses by management in order to promote
their products and services by tracking the results. Ford organisation is using the different
Metrics for the purpose of tracking results and delivering best services that are:
Web traffic sources: This refers as traffic sources in websites such as direct, referral,
search and others activities that are possible through digital marketing and help to increase the
performance.
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Online conversion rates: This is another metrics in relation to digital marketing helps
employer and customers to share their information and queries and make the right business
decisions (Ianenko and et. al., 2019).
Customer lifetime value: The Ford organisations is using the digital marketing for
informing customers and deliver the best quality and model of cars at reasonable cost which
attracts them and increases the selling activities.
Therefore, above mentioned metrics are uses by Ford organisation which helps to
measure the relationship between lifetime value of customers and cost of acquiring those
customers by offering quality of products.
Actions to improve performance in digital marketing
From the above discussion it has been defined that organisation should set the actions and
strategies for improving digital marketing that can help to attracts the customers and deliver the
best quality of products. In Ford, management should have proper planning and strategies after
setting the goals that can support to run business and increase the brand image in changing
environment. There is need to assess the technology and digital marketing then should be
provided training to employees so new model of cars can be introduced in marketing uses
different channel of marketing for the purpose of providing information and sharing of ideas that
can help to improve the business performance and maintain high profitability. The management
of organisation should create ultimate buying journey and touch point by providing attractive
services which can help to maintain the good performance and productivity by attracting
customers and driving changes successfully (Ianenko and et. al., 2019). Focusing on trend, new
technology, designs, reasonable prices and good relations with dealers are attractive aspects are
are having in Ford which make different from competitors and helps to operate the business
successfully by taking right actions.
CONCLUSION
From the above report it can be concluded that digital marketing is modern process that
uses by organisation for creating good relationship between customers and managers by
providing them information. This help to deliver the right messages to right people who can
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make buying decision and increases the competition. There are different ways of increasing
performance as having right plan and its implementation that can help to deliver right products.
Digital marketing plan is prepared by marketers by analysing the market that states what step
should be taken for attaining business goals in certain time.
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Sheridan, M., 2019. They Ask, You Answer: A Revolutionary Approach to Inbound Sales,
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