Demonstrate a critical analysis and evaluation of the digital marketing landscape and how the growth of e- commerce has influenced marketing practices.

Scenario & Activity - digital marketing

You work for Cambridge digital as a digital marketing analyst. Your organisation has been approached by a local same ‘DEWOLE’ that is thinking of establishing their presence in the digital world. It has been using leafleting as their main marketing activity which is not going very well and the sales are continually decreasing every quarter. They are confident about the quality of their products but they are worried that their offline marketing strategy may not be working as well as before.

The owners believe embracing digital marketing will help them to reach out to local youth who are more active in social media. Also they think it will be beneficial the to have a customised fully developed website so that it can be integrated with online payment systems and online services like UberEats, just way, Deliveroo or hungryhouse.com. They have already commissioned a web developer but they are not fully aware of its potential for advertising and promotion

Question 1

Demonstrate a critical analysis and evaluation of the digital marketing landscape and how the growth of e- commerce has influenced marketing practices. Your evaluation and analysis must include a comparative analysis of online and offline marketing concepts, the key consumer trends and insights that are driving the growth and development of digital marketing including the opportunities and challenges facing the digital marketing landscape.

Intro -what you’re going to talk about digital marketing landscape ( rephrase the question)

Discussion - what other people have said concerning the topic (about digital marketing landscape), channels, overview, challenges and opportunities.

How has the digital marketing evolved - examine the advantages and the disadvantages of the online and offline channels. How it the digital marketing landscape has shaped marketing practices over the years

Comparative analysis of online and offline marketing concepts.

Key consumer trends and insight and impact on digital marketing

Impact of the growth of e-commerce on marketing practices

Question 2 - provided a critically assessment of the key digital tools that are available to marketers, including hardware and software in contrast to brick and mortar, and other physical channels required to meet organisational marketing requirements using the scenario above. Also examine the difference between the development of e-commerce, digital marketing platforms and channel as compared to other physical channels

Define the tools

Talk about the impact of the tools on peoples lives

The importance of the tools

Explain bricks and mortar and other physical channels of marketing

This report will also critically asses the key digital tools that marketers use