Digital marketing consultancy report for ‘The Cheese Shop’ in Nottingham

Scenario: As consumers transact with organisations by digital means, the nature of customer acquisition is
changing.
The impact is being witnessed within organisations of all sizes and sectors across the globe. Retail outlets in
town centres are closing in favour of digital access to products and services. Businesses are increasingly
using online services such as Skype, Zoom and communicating via social media, and charities are using ‘tap
to donate’ buttons in shop windows on the High Street.
It is important for marketers to understand the digital disruption presented by the changing customer
behaviour in their sector. In your role as Marketing Manager of your own organisation, or an organisation of
your choice, you have been asked to review the opportunities and challenges in providing or improving
digital products and services.
The overall consultancy report comprises of 3 separate tasks, which are parts of the process to identify, and
then respond strategically to changes in the organisation’s digital marketing environment.