Communication Plan of Marks & Spencer

Running head: COMMUNICATION PLAN OF MARKS AND SPENCER
COMMUNICATION PLAN OF MARKS AND SPENCER
Name of the Students
Name of the University
Author Note

1COMMUNICATION PLAN OF MARKS AND SPENCER
Marks and Spencer group is a British multinational retailer company. The company
mainly specializes in selling food, home and clothing products of high quality. Digital
marketing has become very popular these days and helps in the efficient marketing (Chaffey
and Ellis-Chadwick 2019). The company is famous because of the various marketing
methods it has embraced which has helped them in successfully communicating with their
stakeholders and making them aware about their new products which has helped them in their
profits. Digital marketing has become very popular these days and helps in the efficient
marketing.
Media selection and content strategy
Marks and Spencer has a very strong communication with their stakeholders and has a
strong social media presence like Twitter, Instagram and Facebook. Marks and Spencer along
with a strong social media presence should consider other digital marketing methods as well
to enhance their communication with their desired stakeholders like the following:
Search Engine Optimization (SEO)
SEO is considered to be a process which helps in increasing the quantity and quality
of a website traffic by growing the visibility of a web page or website to the users of the web
search engine (Adams, 2013). Marks and Spencer can incorporate this marketing method
which will help them increase the visibility of their website which will help the company to
reach out to a wide range of audience in no time. Through their website they can
communicate and provide information about the company which people can access (Jantsch
and Singleton, 2016).

2COMMUNICATION PLAN OF MARKS AND SPENCER
Content marketing
Content marketing is considered be a sort of digital marketing which mainly focuses
on making and distributing attractive content for the target audience of an organisation
(Pulizzi, 2013). The content generally aims on being relevant, valuable and most importantly
consistent (Jefferson and Tanton, 2015). Marks and Spencer should come up with creative
content that will help in drawing the attention of the customers and will also help in
conveying latest news and marketing their products to their target audience in a unique
manner.
E-mail marketing
E-mail marketing is considered to be one of the most famous kinds of digital
marketing. E-mail marketing has got a personal touch as it encourages direct communication
with the target audience (Farris et al 2017). The company through e-mail can make their
audience aware of informations like new collection, sales and many more (White 2014). This
will not only help in fruitful marketing but will also help in establishing a positive
relationship with their clients (Chaffey and Smith 2013).
Communication Plan
Types of
marketing
Objective Method Responsible
Person
Expected
outcome
Time frame
Search
Engine
Optimization
(SEO)
To increase
the visibility
of the
website of
Marks and
Spencer.
Will use this
method and
ensure the
keywords are
added so that
the website
comes at the
top while
searching for
the brand
SEO
specialist
People will
be more
aware of the
company and
the brand and
may people
will visit the
official
website.
1-2 months

3COMMUNICATION PLAN OF MARKS AND SPENCER
online.
Content
marketing
To attract the
customers
and draw
their
attention.
Will produce
attractive
content like
blogs as well
as vlogs
which will
feature the
products of
the company.
Content
writer
People will
be aware of
the products
of the
company and
will consider
making a
purchase.
2- 4 months
E-mail
marketing
To connect
with the
audience at a
personal
level and
provide them
with the
information
they need.
Will sent e-
mails to the
customers
and the target
audience
about the
new
collections,
sales,
discount
vouchers and
lookbooks.
Marketing
employees
The
customers
will get to
know about
their new
products and
consider
checking the
website or
the store for
new
collections
and make a
purchase to
get the looks
sent to them.
Every
alternative
month
Message
Marks and Spencer will convey their messages through e-mails, attractive videos and
blogs which will help in attracting the existing customers and help in maintaining a positive
relationship with the customers and will also attract their target audience to be aware of the
products of the brand and influence them to make a purchase. According to scholars, digital
marketing helps in communicating in a better and a faster manner with their target audience
(Chaffey and Ellis-Chadwick 2019).

4COMMUNICATION PLAN OF MARKS AND SPENCER
KPI
Key Performance Indicator (KPI) is said to be a quantifiable measure which is
basically used to evaluate the positives and the success of a company or an employee in
achieving the objectives for the performance (Smith 2013). The KPI of Marks and Spencer
will be the following:
Search Engine Optimization
KPI 1 month 2 months
SEO 0.5% 1%
Content marketing
KPI 1month 2 months 3 months 4 months
Content
marketing
0.2% 0.5% 1% 1.2%
E-mail marketing
KPI Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
E-mail
marketing
0.1% 0.3% 0.4% 0.5% 1.2% 1.5%
It can be seen that there will be a slow progress however, Marks and Spencer will be
able to take small steps so that they can achieve their aims and objectives in order to
communicate efficiently and properly with their stakeholders.
Marks and Spencer if uses this communication plan then it will help the in reaching
out to a wider range of audience and will help in attracting their target audience which in the
long run which will be beneficial for the organisation.

5COMMUNICATION PLAN OF MARKS AND SPENCER
Reference
Adams, R.L., 2013. SEO White Book: The Organic Guide to Google Search Engine
Optimization. CreateSpace Independent Publishing Platform.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
Farris, P., Bendle, N., Pfeifer, P. and Reibstein, D., 2017. Key marketing metrics: the 50+
metrics every manager needs to know. Pearson UK.
Jantsch, J. and Singleton, P., 2016. SEO for Growth: The Ultimate Guide for Marketers, Web
Designers & Entrepreneurs. SEO for Growth.
Jefferson, S. and Tanton, S., 2015. Valuable content marketing: how to make quality content
your key to success. Kogan page publishers.
Pulizzi, J., 2013. Epic content marketing: How to tell a different story, break through the
clutter, and win more customers by marketing less. McGraw-Hill Education.
Smith, B., 2013. KPI Checklists. Metric Press.
White, C., 2014. Email Marketing Rules: A Step-by-step Guide to the Best Practices that
Power Email Marketing Success. CreateSpace Independent Publishing Platform.