Digital Marketing Landscape and Strategy Report for Ted Baker

This report provides a comprehensive analysis of digital marketing strategies, focusing on the case of Ted Baker, a clothing retail company. It begins with an overview of the digital marketing landscape, comparing online and offline marketing concepts, and identifying key differences. The report then delves into consumer trends and insights that drive digital marketing growth, such as the increasing power of online consumers and the importance of personalization. It assesses digital tools and hardware available to marketers, contrasting them with traditional physical channels, and examines the evolution of e-commerce and its platforms. The report includes the development of a digital marketing plan, including strategies for developing multi-channel capabilities and explaining the evolution of omnichannel marketing. It also determines and evaluates measurement techniques and performance metrics in digital marketing, providing recommendations for improving digital marketing performance. This report is designed to provide a detailed understanding of digital marketing and its practical applications in a real-world business context.

Unit 24:
Digital Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Presenting overview about digital marketing landscape along with comparison among
offline and online concepts of marketing....................................................................................1
P2. Determining addition to analysing consumer trends along with insights which fuel digital
marketing growth.........................................................................................................................2
TASK 2............................................................................................................................................4
P3. Assessing digital tools as well as hardware which are available to marketers in comparison
to bricks and mortar as well as other physical channels..............................................................4
P4. Examining development of e-commerce addition to digital marketing platforms and
channels against physical channels..............................................................................................4
TASK 3............................................................................................................................................5
P5. Developing digital marketing plan addition to strategy to devise multi-channel capabilities
.....................................................................................................................................................5
P6. Explanation of evolution of omnichannel marketing............................................................8
TASK 4............................................................................................................................................8
P7. Determining and evaluating measurement techniques together with performance metrics in
digital marketing..........................................................................................................................8
P8. Presenting set of actions for improvement of digital marketing performance......................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
An element of marketing in which internet along with online based technologies are used for
promotion purposes is termed to digital marketing. It has changed the way businesses addition to
brands makes use of technology in promotion of offerings (Schreiner, Rese and Baier, 2019).
The concept is full of tactics, programme and insight to promote and sell commodities with the
help of leveraging online promotional tools including search marketing, social media and many
more. For the project, selected company is Ted Baker which is clothing retail firm having
headquarters at London, England. Goals of the organisation is to become most engaging lifestyle
venture.
The report highlights opportunities, challenges together with impacts of digital
environment and examine key digital platforms or channels with comparison to physical
channels. It also determines ways for organising digital marketing practices, building multi-
channel potentials and evaluate methods for monitoring along with measuring digital marketing.
TASK 1
P1. Presenting overview about digital marketing landscape along with comparison among offline
and online concepts of marketing
Digital marketing and digital landscape
In accordance to Katsoni and Poulaki (2021), digital marketing is delineated as
promoting ventures to connect with potential audiences through Internet or other types of digital
communication. For example, when marketing consultant of Ted Baker uses or involve digital
communication in marketing campaigns then it refers to digital marketing.
Field of marketing have experienced huge evolutions in the way business concerns
communicate with target users, ways in which consumers interact with entities and ways in
which customers communicate with each other. In case with Ted Baker, digital marketing
landscape is evolving valuable tool for considering whole realm of digital marketing addition to
prioritising resources in different areas to spend. There are some digital technologies like mobile
phones, email, the Internet and social media which are said to digital marketing landscape. All
these tools and techniques aid marketers and managers of company to sell goods or services.
Differences between online and offline marketing concepts
Basis Online marketing concept Offline marketing concept
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Definition It is a way for notifying potential
consumers for offering of an
establishment through using
Internet or online channels (Kotane,
Znotina and Hushko, 2019).
It refers to attracting target audience
towards products and services
without using Internet and entering
into browser strings by using hands.
Exposure Use of online marketing at Ted
Baker exposes the venture to
maximum audiences or wider
geographical location.
However, offline marketing in Ted
Baker restricts exposure to local
community and specific
geographical location.
Purpose Purpose of online marketing in the
company is to sell products within
few durations of click and offer
audio or content on internet with
low cost.
Purpose behind using offline
marketing in an institution is to offer
exactly what customer demand and
providing personalisation.
Key benefits associated to digital marketing in Ted Baker
 Global reach: Digital marketing allow marketing consultant of Ted Baker to tap in new
market as well as trade effectively with small investment.
 Openness: By using digital marketing along with managing it carefully, organisations are
able to build customer loyalty together with build a reputation for easy engagement.
 Huge investment returns: To a business, nothing matters more than investment return
they make (Payne, Peltier and Barger, 2017). In case with Ted Baker, digital marketing
benefits by offering substantial returns on small investments.
P2. Determining addition to analysing consumer trends along with insights which fuel digital
marketing growth
In digital era, consumer trends are most focused towards convenience and speed. Through
digital channels, it becomes easy for consumers to access website of company anytime and
anyplace via smartphones. It is significant for marketing consultant of Ted Baker to have
understanding about preferences, demands, requirements and trends so to devise suitable
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marketing activities. In context to digital marketing of Ted Baker, some consumer trends and
insight that fuel development are as determined:
Rising online consumer power: Ample number of click tools are available on Internet
that helps in transforming experiences of consumers and offering insights about offering which
improve their buying decision making journey (Bongers, Schumann and Schmitz, 2021). For Ted
Baker, powers with consumer are increasing as consumers are making optimum usage of wider
digital tools for making rational buying. Rise of Internet along with mobile commerce plays
important role in removing geographic restrictions for making purchase that results in fuelling
digital marketing growth of company.
Personalisation: Presently, customers are looking for personal services that provides them
great shopping experiences. Through deep learning addition to machine vision, artificial
Intelligence crunch out massive data amount. In this, applications personalisation meets
Artificial Intelligence. In context to Ted Baker, this is significant for marketing consultant to
ensure that applications offered to consumer must provide highly personal addition to smoot
experiences. By meeting higher expectations with highly personalised solutions, growth of
digital marketing is possible.
Challenges as well as impacts of digital marketing of Ted Baker:
 Growth of micro moments: Micro moments exist at the time when an individual
reflexively turns towards device such as increasingly smartphone in order to act on
requirement for buying something (Weimar, Holthoff and Biscaia, 2020). For Ted Baker,
it is one of challenge that marketing consultants face while using digital marketing as it
results in changes in initial demand of customers through using internet enabled devices
that decreases sales volume and profitability of the entity.
 Competitive environment: Digitalisation of all things has transformed various services
in simplifies together with effective communication source. People including consumers
are spending their time to read content on social media and browse on Internet to avail
better viewing experiences. For grabbing attention of large audiences, competitors of Ted
Baker are using huge digital techniques that is a challenge for the entity to sustain.
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TASK 2
P3. Assessing digital tools as well as hardware which are available to marketers in comparison to
bricks and mortar as well as other physical channels
Digital tools are said to programs or online resources which makes activities easier to
complete. However, physical channels are use of touchpoints for reaching new audiences and
meeting needs of current customers conveniently through NFC tags or QR codes (Schreiner,
Rese and Baier, 2019). Similarly, bricks and mortar is said to physical presence of entity or
traditional street side establishment which provides good to customer personally at store or
outlet. In case with Ted Baker, use of digital platforms, tools and hardware present opportunities
for marketing consultant to rethink business in order to deliver better experiences and lowing
costs that maximises generation of revenue. In comparison to bricks and mortar or physical
channels, some digital tools that supports marketing of Ted Baker are as assessed:
Search Engine Optimisation: It is a digital marketing tool that enhances visibility of site
at the time people search offerings associated to company on various search engines including
Bing, Google, etc. in comparison of physical channel or bricks and mortar, search engine
optimisation is suitable digital marketing tool that is opted by marketers for various purposes. In
Ted Baker, use of search engine optimisation against any physical channel benefits in bringing
higher close rates, promotes cost management, develop brand credibility and establish awareness
in market.
Content curation tools: In order to sustain in dynamic business environment, marketers
of a company need to fill content calendars so to reach maximum people in possible manner
(Payne, Peltier and Barger, 2018). In case with marketing consultant of Ted Baker, it is not
possible each time to put something unique in all the post or content they create. In this context,
Content curation tool is digital tool that helps in sifting, sorting addition to sharing best content
for target audiences that fill gaps and keep customer satisfied which bricks and mortar or other
physical channel lacks.
P4. Examining development of e-commerce addition to digital marketing platforms and channels
against physical channels
In 2000s, Ecommerce evolved with major developments in day to day lives on an individual.
In last 50 years, industries have made huge leaps and bound towards age of digitalisation. A
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generation ago, Ecommerce was just a pipe dream and now, it is popular way for shopping
among people. From its humble initiation in 1970s to 1990, at the time when people began
creating Ecommerce websites to its explosion for now tools, platforms and technology, it has
gained huge popularity for becoming ubiquitous element in shopping (Marfice, 2020). Prior
evolution of Ecommerce, physical channel or Bricks and Mortar were dominant kinds of
commerce. In previous age, marketers were using physical channels such as dual distribution,
direct sales and reverse channels.
In present day, technology have developed to huge extent. In this aspect, marketing
consultants of Ted Baker have adopted digital marketing platforms, online transaction and
Ecommerce for meeting customer needs and providing great experiences through Internet or
various automated sales together with support activities. These play role of responding quickly
towards spending huge time on practices that enhances sales and lead to generating revenue for
business.
Growth of online transactions addition to Ecommerce have continued enhancement of
B2B and B2C trade that influence transportation patterns, inventory holding, product availability,
consumer behaviour, etc in contrary to physical channels (Sahu, Deng and Mollah, 2018). Use of
B2B and B2C related Ecommerce by digital marketing consultant to Ted Baker have resulted in
making sales online to develop brand image globally. Evolution of Ecommerce has developed
product line that left behind multiple kinds of physical channels as passageway of time.
TASK 3
P5. Developing digital marketing plan addition to strategy to devise multi-channel capabilities
Digital marketing plan refers to a document that entails details about whole planning of
marketing campaign of the business addition to actions. Likewise, digital marketing strategy can
be said to set of planned practices undertaken online for attaining specific goals including
developing multichannel potentials and so on (Kotler, Kartajaya and Setiawan, 2021). For Ted
Baker, marketing consultant have prepared a digital marketing plan along with strategy for
developing multichannel potentials. The plan for digital marketing campaign for Ted Baker is
below:
Particulars Description
Organisational Ted Baker is a clothing retailer who have hug stand-alone outlets and
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overview stores in UK. It operate on industry of Apparel Stores and have
headquarters in London, UK since 1988.
Initiatives There are various initiatives undertaken by marketing consultant of Ted
Baker in form of organising campaigns and events to foster presence
through online platforms and offline channels. The entity has its own
website on Internet to build presence, improve awareness and attract
customers towards its offerings. To gain recognition in wider aspect,
Ted Baker have used social media, email marketing along with
knowledge-based platforms that are Pinterest, Facebooks and many
more to enhance crafting multichannel strategy.
Objectives Key objectives behind digital marketing plan at Ted Baker:
 To improve market share by 30% till 2023.
 To increase proportion of visits to website by 10% till 2024.
 To foster sales by 35% till 2024.
Situational analysis To analyse situations, SWOT Analysis of Ted Bakers is below:
Strengths:
 Digital marketing plan
for Ted Baker is
effective for attracting
wider target market for
its innovative offerings.
 Digital marketing plan
have chance to build
popular brand image in
the sector.
Weaknesses:
 Technology adoption is
key in digital marketing
plan which requires
huge funding.
 The plan costs huge and
its maintenance
becomes critical to
operate in dynamic
business scenario.
Opportunities:
 Building organisational
presence in emerging or
untapped market through
digital platforms.
 It open doors for
Threats:
 Intense competition
from digital channels is
threat for the plan of
Ted Baker.
 Changes in legislation
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achieving sustainable
positions.
as well as safety
standards.
Marketing strategies For digital marketing plan, marketing head of Ted Baker have set
certain marketing strategies. One of it is STP strategy for Omni channel
capability that includes:
Segmentation: Through demographic basis, marketing head of the
company have segmented whole market to from group as per gender,
income, age, educational level and ethnicity (Basha, Raju and Rehman,
2018).
Targeting: For digital marketing campaign, target group is people
among age group of 18 years to 65 years, high- and medium-income
class and having religious preferences.
Positioning: To position the plan, Ted Baker uses email marketing,
social media platforms, content marketing and relationship marketing.
Budget Projected budget of digital marketing campaign to build omni-
channel strategy for Ted Baker is underneath:
Particulars Amount (In £)
Research and development 2800
Salaries to professionals and
employees
2000
Promotional expenses 2500
Sales supporting tool 2000
Other expenses 700
Total 10000
Control In case with digital marketing plan of Ted Baker, tools and approaches
to monitor and control the program are KPI, measurable metrics,
performance measures and measurable metrics.
P6. Explanation of evolution of omnichannel marketing
Marketing have undergone quick changes and moved towards personalisation through
various channels and devices. Omni channel marketing refers to seamless integration of
messaging, touchpoints and branding as target audience move towards sales funnel that enables
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more impactful experiences. It evolved in 2000 for defining shopping experience that spread
multichannel approaches in an industry (Souiden, Ladhari and Chiadmi, 2019). Using omni-
channel marketing, digital marketing consultants makes brands accessible on various online
addition to offline channels and keeps comprehensive customer journey. It significantly shift
need of marketers for providing seamless experiences irrespective of device or any channel.
Within Ted Baker, use of omnichannel marketing yield best outcomes. Through this
approach marketers ensures consistency of experiences to customers in each aspect of shopping.
Moreover, use of the strategy benefits in better data collection along with analysis, greater
synergy across channels, better brand visibility and achieving higher returns on investment. It is
also effective to address all levels through which customer makes buying decisions and provide
consistency in their experiences from initiation to finish phases. Omni channel is said to an
operational view which permits customers to complete process and transaction in each channel.
It anticipates that target market starts in an individual channel and later move towards another
with resolution. To implement omnichannel marketing strategy, it is essential for institutions to
walk in shoes of customer, measure everything, segment audience and devise messages to
address behaviours.
TASK 4
P7. Determining and evaluating measurement techniques together with performance metrics in
digital marketing
Digital marketers have ample knowledge about measurement techniques and performance
metrices for digital campaigns (Hao, Xiao and Chon, 2020). Some techniques used by marketing
consultant of Ted Baker are below:
Measurement techniques: To measure effectiveness of digital marketing campaign and
strategy, marketing team of Ted Baker uses measurement techniques including analytics
platforms and key performance indicators. Google Adwords, SAS, Logi Analytics and Python
are certain analytics platforms used in Ted Baker as they benefit in providing accurate results
and encourage more collaboration. However, the technique consumers huge time and efforts that
is its limitation.
Quantitative indicators, lagging indicators and process indicator are some elements of KPI
that marketing manager of Ted Baker use to measure effectiveness of digital marketing strategy.
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It benefits in finding issues, accurately measure performance and making data backed related
decisions. In contrary, it needs huge resources and have high learning curve that restrict
measurement of strategy.
Performance metrics: It is integral to measure success of program, plan and strategy of an
organisation (Willems, Brengman and van de Sanden, 2017). One of technique that is adopted by
marketing consultant of Ted Baker is Online measure that assist in monitoring performance of
the strategy or plan for analysing whether it is on track. Pay per click, Referral traffic and
Pageviews are some tools of performance metrics that benefits by telling story about digital
campaign or strategy of company.
P8. Presenting set of actions for improvement of digital marketing performance
Digital marketing performance is an approach to bring together all practices across various
digital channels to achieve success. While making plans to improve digital marketing
performance, certain number of actions are devised by marketing manager. In case with Ted
Baker, some set of actions to improve performances of digital marketing strategy, campaign or
plan are presented below:
Population measures: Essential measures of population associated to marketing
campaign or strategy includes population demographics, perception, attitude and behaviour
(Ngoc, Pearce and Smith, 2018). In case with digital marketing plan of Ted Baker, measuring
behaviours and preferences of target population while executing the campaign will help in
looking towards area where marketing team is lacking and area that needs major development. In
the campaign, the recommendation will assist in making decision for improving content of blogs
and other channels as per target people to achieve efficient outcomes.
Exploring current trends and predicting future ones: All the digital marketers are
required for exploring current trends and making prediction about future ones so to make
modifications in digital marketing campaign or activities. By implementing practices as per
current and future trends, marketing consultants of Ted Baker will be able to improve
performances in campaign in proper manner.
CONCLUSION
From the report, it is concluded that digital marketing helps organisations to convert new
purchasers into rabid fans that makes huge purchase. It makes it easier for marketers to develop
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awareness addition to engagement prior and after sales. Digital marketing benefits in kickstarting
word of mouth together with social sharing to shorten journey of purchaser through presenting
rights offered at accurate period. Personalisation as well as rise of consumer purchase online are
some trends that fuel growth of digital marketing. Competitive environment addition to growth
of micro moments are challenges of digital marketing. E-commerce is all about purchasing and
selling goods over electronic network. Omni channel marketing is cooperation and integration of
various channels that are opted by business concerns to make interaction with target market to
create consistent experience. Digital tools and platforms play significant role in helping business
to improve experiences for employees, customers, partners and many more.
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