Digital Marketing Plan for Multi-Channel Capabilities Report

This report provides a comprehensive overview of digital marketing, encompassing the analysis of the digital marketing landscape, key consumer trends, and the comparison between online and offline marketing concepts. It delves into the key digital tools and hardware available to marketers, contrasting them with traditional 'bricks and mortar' and other physical channels. The report examines the evolution of e-commerce and digital marketing platforms, highlighting the shift towards multi-channel capabilities. It includes the development of a digital marketing plan and strategy, explaining the evolution of omni-channel marketing and evaluating measurement techniques and performance metrics. The report uses Goodhood, a local London company, as a case study to illustrate various marketing strategies. It concludes with actions to improve performance in digital marketing, covering topics like SWOT analysis and the use of tools such as Google Analytics, SumoMe, and MailGenius.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1: Present an overview of the digital marketing landscape and 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.....................................................................................................................4
LO 2.................................................................................................................................................5
P3 Assess the key digital tools and hardware that are available to marketers in contrast to
'bricks and mortar' and other physical channels..........................................................................5
P4. Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................6
LO 3.................................................................................................................................................8
P5 Develop a digital marketing plan and strategy to build multi channel capabilities...............8
P6 Explain how omni channel marketing has evolved...............................................................9
LO 4.................................................................................................................................................9
P7. Determine and evaluate the measurement techniques and performance metrics in digital
marketing.....................................................................................................................................9
P8. Present a set of actions to improve performance in digital marketing..................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
Books and Journal.....................................................................................................................10

INTRODUCTION
The process which uses technologies which are digital for selling there product and
services is known as digital marketing. Digital marketing is mainly used when there is access to
internet. Digital marketing is very helpful for organisations for selling there products and
services at a very high level. People in today's world are so internet friendly that making them
the target is the easiest for the company's. The selling of products is twice as much as from the
retailers. Digital marketing gives more variety of products than the other types of marketing
options. The practice of digital marketing has become very common and for entrepreneurs this
type of marketing is the easiest to target. Entrepreneurs get a success from this type of marketing
very fast or early.
LO 1
P1: Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.
In the coming years digital marketers will have a huge demand in the world and this is
not belief but this will happen in the comping years. The access to internet in UK is 9 out of 10
people on an average and is expected to reach its maximum in 2025 and this is all because of
development in the country which is taking place rapidly (Tatlow-Golden and et.al., 2017).
Advertising and digital media which includes pay-per-click, video production, social media
marketing, search engine marketing, etc are rapidly developing continuously is known as digital
marketing.
Online Market Offline Market
 Online marketing is also known as
digital marketing. This process includes
internet and they advertise products and
services through internet. Example-
social media's, email, web sites, etc.
 Offline marketing which is also known
as traditional marketing is a concept of
using advertising products through
printing and releasing them. This does
not include internet. Example-
billboards, radio, etc.
 The advertising of products and
services are for a longer time duration
 The advertising is for a limited time.
Payment has to be made and only for

and since most of the people of UK are
using internet that makes the work even
easier for selling products and services.
that period will the advertising will be
broadcasted and not for more time.
 The targeting of audience is very easy
for online marketing, sites like
facebook, instagram, etc help the
company's to target the customers
accordingly.
 Offline marketing can not target a
particular audience and has limitations
for targeting audience.
 Online marketing can improve itself
very fast by getting online feedback
from the customers and the online
marketing strategy they use for the
promoting there products and services
are very effective to get more and more
customers.
 Offline marketing takes time to collect
data which is the feed back from the
customers and for getting the store and
products better it consumes more time.
The strategy they use for promotion is
very slow and gets few customers to the
store.
 The online market is removing the
offline marketing rapidly due to the
consumption of products is more online
than offline. More profit than offline
marketing.
 The offline market is slowing being
removed or are converting themselves
to online marketing so that they can
make the same profit as the online
marketing.
P2. Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing.
The digital trends change every year and a company which is doing digital marketing
must be ready to get in the new changes in the technology in the company. The company is ready
to deal with the digital trending changes those companies can grow faster and become the
leading companies of the year (Bhowmik and Bag, 2017). Getting in the change with the change
in digital trends will not just help the company to grow but also make the relationship better with
the customers. Goodhood is a local company in London who uses digital marketing as well as

have retailer stores in the London. There are many marketing trends coming up, few of which
are-
 Smart chat- Chatbot are the automatic reply to customers inquiry. 45% of the
online market has started to use chatbot for there company. Chatbot helps the
company's to engage the customers and make them have a great experience with
the organisation. Nowadays whatsapp has become very popular in messaging so
the organisations which have become online marketers, they also have started to
use whatsapp as well (Chaffey and Ellis-Chadwick, 2019). Goodhood has to
improve on this technique which the other big brands have started to use.
 Voice Search- This is developing rapidly in the digital marketing and by 2020
50% of the customers will be entertained by this formula. The big brands are
thinking of changing the voice search by entertaining the customers by enabling
voice devices because it is very affordable and providing the customers with there
needs. The major change they are looking for is to provide the customers with the
promise of the change or the inquiry they are looking forward for will be solved.
Goodhood is a local brand therefore they are very low in bringing up the company
in this field is slow. They have started using voice search but the response to this
slow. Satisfaction on the customers is not complete.
 Live Videos- This has been very effective for the company's from the last 3 years.
Facebook, instagram and you-tube are those social media networks who
introducing this kind of live streaming because this engages a lot of customers on
offers on real time and is cost friendly for the company's (Chaffey and Smith,
2017). There is a greater effect on the customers through live streaming than
newsfeed or posting them. Goodhood is making low profits so this technique is
very useful for them. Goodhood is a company who is selling women clothing and
they do use live streaming to engage a lot of customers locally.
LO 2
P3 Assess the key digital tools and hardware that are available to marketers in contrast to 'bricks
and mortar' and other physical channels.
Tools

The tools which Goodhood can use for its selling of products and services to the customers are-
 Google analytics- This is a free tool which helps the company to get its information about
the customer feedback, demographics of the audience, action taken, etc. Goodhood must
take these informations and work upon it so that they can improve on there quality of
work.
 SumoMe- This is a very useful tool for Goodhood to understand there customers which
reads and tracks a reader when they are on the Goodhood site. Plans can be changed
according to the data analysis of the customers or the readers (Saura and et.al., 2017).
 MailGenius- This is again a free tool which Goodhood could use to send out mails to
there customers without reaching the spam box of there customers. Goodhood runs a
delivery test on the mail address of there so that there mail does not come in spams and
the customers do pay attention to there mails so that Goodhood could send out offers and
get in more clients.
Hardware
The hardware of the digital marketing is the most important aspect of this type of market.
The physical elements which make up a computer are known as hardware. Hardware includes,
memory, CPU, monitor, etc. The hardware of Goodhood company is very good so that they can
deal with there customers on a daily basis (Ryan, 2016).
Brick and Mortar
Goodhood is selling its products and giving its services through both, retailer and digital
selling. This company beliefs in both the methods because online and offline have their own
positive and negative impacts. Offline market has a face to face dealing with there customers so
there is a different kind of relationship and bond. Offline stores have more loyal customers and
that gets the same clients again and again. But online selling does not have loyal customers.
Brick and Mortar find it difficult to selling there products and services nowadays after Amazon
has come into digital marketing (Yadav, Joshi and Rahman, 2015). But multiple large online
company's have opened retailer stores to make the customers aware of the advantages of the
offline marketing, bricks and Mortar theory is exactly that.
P4. Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.
E-commerce Channels Physical Channels

 E-commerce are having no boundary
wall to there company. They can reach
anywhere and everywhere in the entire
world. A person can order something
from one end and get it delivered
anywhere in the world.
 The store can not move or get anything
delivered to there house so they have a
boundary line which they can not
break.
 Customers find this very useful because
the customers do not have to travel
across the world to get the products but
can get it delivered to there door step.
 The customers have to travel across
cities and world to get products which
are offline.
 There are a lot of variety which are
available online and the customers get
what they want to very quickly.
 Customers have to go from one store to
the other to get what they need to
satisfy them.
 There are new customers every day in
the online market. Today's world is
getting internet friendly therefore they
prefer more online marketing.
 The local market and offline markets
are slowing vanishing and people are
becoming more unemployed due to
online market coming in the society.
 This does not consume time of the
clients and if fast and door to door
service is also provided.
 This process not just takes time for the
customers to go from one store to the
other for shopping but it also does not
provide home services in many of the
offline market.
 One can even compare the products
online with full details.
 The comparing the products live is
always better than online. Trying the
clothes is always a better option then
buying something and then not being
able to return them.
 There is no bargaining on online
marketing but there are a lot of offers
 Bargaining and offers are both present
in the local or offline market.

which come online rather than offline.
LO 3
P5 Develop a digital marketing plan and strategy to build multi channel capabilities.
A document which has all the details and are shared for preparing a plan for the organisation of
digital marketing actions and campaigns. The digital marketing plans are as follows-
Situational Analysis-
A detail analysis should be taken out of the external and internal factors of the company.
The best method one can opt for analyzing a company is SWOT analysis. SWOT analysis is
strength, weakness, opportunity and threat, if Goodhood analysis there product on these aspects
then the company can launch more products and will help them make better decisions.
Establishing Digital Marketing Goals-
Goodhood company has to first do the SWOT analysis so that they can then have a place
in the market with keeping the strong points in there mind. Then they can clearly think on the
ideas of action they should be taking to get profit. There is a smart goal setting which Goodhood
can work upon, the smart goals setting includes specific, measurable, attainable, relevant and
timely goals.
Define the Marketing Strategy-
The business which is Goodhood first take out the objectives of the company and when
they figure that out they will plan there strategy with keeping these factors in mind-
 Segmentation of audience targeting- Understand the audiences needs, tastes and
preferences. All the variables differ from people to people and there has to be more of
varieties added to the online shopping sites to satisfy their needs.
 Positioning- The positioning of the products and services have to be really carefully done.
 Content strategy- There has to be creativity and innovation for attracting more customers.
Digital Strategies and Tactics-
The company, Goodhood will first take out the objectives and then when the have a
platform in e commerce then they will have to take a step forward by having CRM, SEO
strategies, social media, email marketing campaigns, paid media advertising, etc. This is done to
establish the market online and make the customers aware of the company coming online.
Measuring Results and KPIs-

When the company is done with the other steps then they analysis the sells and result they
have done in that year. All the above steps are very essential to be kept in mind when the
company is being established on digital marketing only then they will work efficiently and gain
profit (Yasmin, Tasneem and Fatema, 2015).
P6 Explain how omni channel marketing has evolved.
First came the offline market and later came the online market. Offline marketing was
very appreciated by the people when this idea had just come into the market but slowly people
got so busy that they did not have time to go out for shopping or any other market areas. This
happened sue to the change in the mentally of the people because with time goes by the people
around also start to change. Online market came out of this offline market because the local
market areas did not make enough profit. The online market started off well because the people
did not have to go to the market anymore and were getting everything in hand.
There are a lot of drawback in online market services and the company is working upon
those fields. Online marketing is a very effective and profitable in today's world but the
drawbacks are not making it grow as much as it is supposed to be. It is not that the online
company's have started understanding there drawbacks and are now working upon them so that
they can improve for the company's benefit. There is a drastic change in the online market
company's or sites. Things like EMI, online transactions, cash on delivery, etc are added for the
convenience of the customers. Online shopping sites and company's who have their own sites
have become very flexible and have more and more varieties of products so that they can make
there customers satisfied.
The company's in the online marketing field have become very popular in the world and
has almost everything which is needs in daily products or home decor or anything which a
person would need. The only major drawback is local markets are not making enough profits
now (Baltes, 2015). Many people have lost jobs and which is not good for the society and the
living of people.

LO 4
P7. Determine and evaluate the measurement techniques and performance metrics in digital
marketing.
The measurement techniques and performance metrics in digital marketing can be
measured by KPI which is key performance indicator. KPI is a study of measuring the efficiency
of the company achieving their goals. KPI focuses on the over all development and performance
of the business.
Monthly new leads-This method is widely used to check the new leads acquired by the company
from last month. It is done by a software known as pipeline management to easily check the new
leads by dates and latest data with information. To improve this company must increase the
budget of cost per click, create content and optimize it with SEO, try new tactics of marketing
such as give discounts and promote through social media (Stephen, 2016).
Qualified leads per month-Company approves the customers who are gonna pay for their
services and they are categorized into three groups leads which are evaluated by marketing team
and then forwarded to sales team. From there sales team accept the lead and follow up on it then
the sales people put it into the sales cycle.
Cost per lead generated-By this a company evaluates the cost of acquiring a new client. So that a
company can know if the client is worth their effort and time or not. To measure it companies
combine the resources spent on marketing and compare them with monthly leads. To improve
this companies must check the type of free and paid campaigns they offer and what works best
for them and accordingly increase the time and budget on that department. To generate more
traffic on website and new leads share promoting content with offers on social media.
P8. Present a set of actions to improve performance in digital marketing.
Good hood company can improve the quality of working efficiency on the technologies
they are using online. The company is doing good but they are not efficiently working properly.
The new methods which are coming in are very effective but the company is not so good with
dealing with the changes in methods and processes. The company was just a retailer store in the
beginning but now is doing digital marketing as well because they need to grow and digital
marketing is helping them grow but since they are technology friendly they are not being able to

do so well. The year they came online the store or the company make twice the amount they
make every year but the company is not adapting to the new changes so they are not being able
to grow.
The change is slow to getting in new technology therefore they are not growing faster but
they are growing and will eventually. Goodhood is online and are getting feedback from the
customers and they are paying attention to the customers to improve on those points. Goodhood
beliefs that if the customers are happy then more customers will come eventually and slowly
(Todor, 2016).
Conclusion
The company, Goodhood is trying to improve and has started targeting customers for
selling its products. Women clothing is the main product that this company is selling and getting
women customers to there site is the easiest target. They are coming up with lots of varieties in
the products so that they can make the customers satisfied and they can have more and more
profit. Goodhood is new to this type of marketing and they need to improve and adapt to this
style of marketing soon otherwise it can even turn out to be very negative for them.

References
Books and Journal
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V. 8(2).p.111.
Bhowmik, S. and Bag, S.N., 2017. Prospects and scope of digital marketing in indian industry: a
review. International Journal of Management Research and Reviews. (4).p.490.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Saura, J.R. and et.al., 2017. Understanding the digital marketing environment with KPIs and web
analytics. Future Internet.9(4). p.76.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology.10.pp.17-21.
Tatlow-Golden, M. and et.al., 2017. A safe glimpse within the" black box"? Ethical and legal
principles when assessing digital marketing of food and drink to children. Public health
panorama. 3(04). pp.613-621.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V.9(1).p.51.
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of
digital marketing communications. Procedia-social and behavioral Sciences, 189,
pp.335-343.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration.1(5). pp.69-80.