Mkt 205 Digital Marketing

Module Title: 205MKT Digital Marketing

Assignment Title:  Course Work / Individual Report

Submission Date: 7th February 2017

Module Leader: Ms. Tan Wei Lin Linda

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Student Name: Chung Hooi Feng

Student ID: 7363652

G1575341U

Campus: PSB Academy, Singapore

(2200 words)

Table of Contents

Executive Summary        3

Introduction        4

Difference between Traditional Marketing and Digital Marketing        5

Impact and Changes of Digital Marketing to the Organisation        6

Topshop’s History        7

Topshop’s Digital Marketing        8

Recommendation        11

Conclusion        12

References        13

Executive Summary

Marketing is a vital approach for companies and it comprises several effective tools. Traditional marketing has been practiced for few years and currently advanced technology and digital has brought new traditions of performing companies’ business that impact heavily to the organization.

   The objective of this study is to compare traditional marketing and digital marketing by showing the dissimilarities of characteristics between them in order to discover which marketing approach is much effective. A chosen company that has practiced from traditional marketing until transformation into digital marketing with retail store in the fashion industry has been analysed. The impact toward the organisation are identified to better understand which marketing method can achieve company’s business goal and growth sales with better relationships with consumers in the market.

Introduction

Historically, the best and essential approach of branding and growing sales is marketing the product to consumers. In the past, traditional marketing methods, for instance radio, TV commercial, billboards, ads in magazines or newspaper and business cards. Nowadays, most practices are changing toward digital marketing for various causes. Digital marketing focuses on using banner advertisements, website and also social networks. Both target to accomplish the same objectives which are attracting consumers, building a brand image, and sticking its claws in the market. Inappropriately, there are many individuals who are investing more in digital marketing practices and leaving traditional marketing approaches behind. However, the most effective and useful technique of marketing is combined using of digital and traditional marketing methods rather than just practicing any of its own. Hence, to further understand about digital and traditional marketing, break them down and analyse based on certain aspects (Meloche, 2014).

Difference between Traditional Marketing and Digital Marketing

(KARR, 2013)

   It’s clear that there are advantages and disadvantages of both marketing approaches but focus on the same objectives. Outcomes on traditional marketing approach can’t simply be measured. Survey and findings have to be conducted to interpret the outcomes. However, in digital marketing, the outcomes and data are documented effortlessly. Marketers could check whether the strategy is functioned or not via Google Analytics in order to reform better marketing strategies.

Impact and Changes of Digital Marketing to the Organisation

Practicing of digital delivers a 15% to 25% improvement in effectiveness of marketing included consumer-engagement metrics and return on investment. Nevertheless, there are many level of enhancement are achieved such as:

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