Digital Marketing Report: Customer Touchpoints and Data Analysis

This report delves into the realm of digital marketing, providing a comprehensive overview of its core concepts and applications. It begins by contrasting traditional marketing techniques with their digital counterparts, highlighting the evolution of marketing strategies in the modern era. The report then explores customer touchpoints, examining how businesses interact with consumers across various channels, and the importance of understanding the omnichannel nature of the customer journey. Furthermore, it analyzes how the data generated through digital marketing activities enables marketers to map this journey, improve company performance, and enhance customer experience. The report provides real-world examples and insights, drawing on academic sources to support its findings, and concludes by emphasizing the significance of digital marketing in today's business landscape.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1) Differences between traditional and digital marketing......................................................3
2) Customer touchpoints and omnichannel nature of customer journey................................4
3) How analysis of data generated through digital marketing activities enables marketers to
map this journey to improve company performance and improve customer experience.......5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing is defined as the concept of marketing of products and services with
use of technologies in form of internet, mobile phones, advertising and other sources (Chaffey
and Ellis-Chadwick, 2019). It is helpful for business to achieve growth and success at
marketplace. This is performed with digital marketing channels that transmits, accelerate and
creates product value from business to consumer with help of network. The report covers
difference among traditional and digital marketing, customer touchpoints, omnichannel journey
and kinds of online data used by customer to get experiences.
MAIN BODY
1) Differences between traditional and digital marketing
Marketing is the concept of study and management exchange relationship that assist in
fulfilling need and demand of consumers in appropriate manner (Järvinen and et. al., 2012). It
aid in identification, anticipating and satisfaction of requirement of consumers to earn high profit
margin and sustain at marketplace. This is used by all types of business to create awareness
about their products and services so that they can easily earn maximum profits. The difference
between traditional and digital marketing tools and techniques are described below:
Traditional Marketing
This is referred as kind of advertisement and promotion that is used by organisation at
early stage in order to market their product. As it is the easiest and simplest method which helps
in promoting goods and services. Traditional marketing consists of pamphlets, billboards,
advertisements, print media and many more (9 Traditional Marketing Techniques That Still
Matter, 2019). The various kinds of tools and techniques that are used by traditional marketing
are described below:
Word of Mouth- It is the method where individual share their own experience regarding
products and services which they have already purchased and used. With this tool, individual get
influence and buy those products for their own uses that helps in maximizing profitability ratio
of organisation.
Billboards- This means printed and hand images at canvas in order to create awareness
among consumers. Such types of tools are used at highways, hallways, roadside for getting

attention of consumer regarding goods, service and brand. As it uses more images, pictures and
less text for users.
Digital Marketing
This is also called digital or modern or online way for marketing products and services by
using mobile phones, social media, application, website and others (Digital Marketing – Tools
and Techniques, 2019). The business has to use online marketing channels that are linked to
system on internet for creating, transmitting and accelerating product value through organisation
to final consumers with aid of digital network. It is the most easiest method of doing promotion
and leads to reach large number of users in proper manner. The various types of techniques and
tools that are applied in digital marketing are mentioned below:
Social Media- The social media includes Instagram, Twitter, Facebook, YouTube and
others that assist in creation of promotion for goods and services. As large number of people are
addicted towards social media which helps business to promote products in appropriate manner.
Website- This is called the gateway of brand which helps in reaching their visitors and
customers. The organisation are using websites to create promotion of their product, brand,
services that is done through digital technology.
2) Customer touchpoints and omnichannel nature of customer journey
Customer Touchpoints
Customer touchpoints are defined as brand's points of consumer contact which are from
start to finish (Leeflang and et. al., 2014). The customer touchpoints includes packaging,
discounts, quality, support service, leasing, channel of communication and so on. For example,
customer can find business through online or advertisements, view their reviews and ratings,
visiting websites, shopping at retail store and contacting consumer services (8 Customer
Touchpoints That Matter More Than You Think, 2019). The consumer come in contact with
brand during and after they have purchase products and services. In the era of digital marketing,
several touchpoints helps in gaining long experiences to users which is online advertising where
35% of audience are aware about products and services through online advertisements. There are
different channels which helps in getting aware to consumers and leads to touchpoints for them.
Omnichannel nature of customer journey
Omnichannel customer journey is defined as key interaction over various touchpoints
among prospect or consumers during point of sales in customer life cycle. Here, the platform

used for customer assist in omnichannel customer journey through integration of all types of
individual communication by using video, digital voices that leads business to be aware about
goods and services for remaining competitive at marketplace. Similarly other way for optimal
customer experience which is used across various kinds of channel by using conversion funnel
having four stages such as awareness, interest, desire and action. The customer journey can be
improved through channels which provide information to them for purchase.
3) How analysis of data generated through digital marketing activities enables marketers to map
this journey to improve company performance and improve customer experience
In the era of digital marketing, marketer can track activities of each and every customers
and collecting information about their preferences, taste, need, demand and send them message
(Ryan, 2016). In intent to purchase stage, data are gathered through web cookies. The data
collection can be intent of purchase, unique identifier, interested products, transactions and so
on. These collected information by marketer helps business to improve their performance and
track consumer's area interest to provide them with required products and services in an effective
and efficient manner. This also assist consumers to evaluate various options of different
organisations and comparing them with others that assist in decision making which enhances
experience level. Therefore, in this way, data collected by digital marketing helps organisation to
provide benefits to consumer and people to earn sustainability and profitability (Taiminen and
Karjaluoto, 2015).
CONCLUSION
This assignment summarised that digital marketing is very important which helps in
creating awareness and promotion of products and services. The traditional marketing includes
word of mouth, bill boards, newspaper and digital marketing includes websites, social media and
other which helps in creating promotion about brand and products. Customer touchpoints is
influenced by online advertisement and customer experience. Similarly, different channels helps
in creation of customer journey. The marketer is using online for data collection in order to
improve performance for accomplishment of goal and objectives.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Järvinen, J. and et. al., 2012. Digital and social media marketing usage in B2B industrial
section. Marketing Management Journal. 22(2).
Leeflang, P. S. and et. al., 2014. Challenges and solutions for marketing in a digital
era. European management journal. 32(1). pp.1-12.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Online
9 Traditional Marketing Techniques That Still Matter. 2019. [Online]. Available through:
<https://www.onlinemarketinginstitute.org/blog/2018/06/9-traditional-marketing-
techniques-still-matter/>.
Digital Marketing – Tools and Techniques. 2019. [Online]. Available through:
<https://www.infunotion.com/digital-marketing-tools-and-techniques/>.
8 Customer Touchpoints That Matter More Than You Think. 2019. [Online]. Available through.
<https://blog.globalwebindex.com/marketing/customer-touchpoints/>.