Digital Marketing and Big Data Impact

This assignment delves into the profound impact of big data on digital marketing. It examines various academic research papers published between 2014 and 2018, focusing on topics such as the role of digital channels in industrial marketing, the use of consumer stories in digital marketing, and the skills gap in the digital marketing field. The analysis highlights the evolving landscape of digital marketing and the increasing significance of big data in shaping effective strategies.

DIGITAL MARKETING
AND COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Introduction and objectives..........................................................................................................1
Market situational analysis..........................................................................................................2
Target market and segmentation..................................................................................................2
Marketing mix strategy................................................................................................................3
Implementation and control.........................................................................................................6
Budget and sales projection.........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
In recent time, digital marketing and communication continuously develop day to day
because it make several changes in business and consider more profitability to make effective
results (Karjaluoto, Mustonen and Ulkuniemi, 2015). It helps to communicate very quickly and
take decisions as soon as possible. In this context, present report based on the Marks and Spencer
who is retaining sector business considers several operations in supermarket consideration. They
provide their products and services through online and offline way to make effective results. In
order to gain more profits and revenue, present report focuses objectives, situational analysis and
target market of the chosen business. Furthermore, it focuses on the segmentation, market mix
strategy to develop creativity at workplace.
MAIN BODY
Introduction and objectives
Marks and Spencer is retail industry of the UK market. They consider and develop regular
innovations and creativity in the operations and functions. In order to deals with the different
activities, they focus on the creativity and effectiveness. Furthermore, deals in the perfect
competition with Tesco, Sainsbury, Asda, Morrison, etc. This is because; there are several sellers
and customers so that substitute products are also available in the company. It is deviated from
advertisement campaign for its brand name (Armstrong, Kotler and Brennan, 2015). Hence, it is
selling same products as the other competitors providing. It relies strongly on the brand
awareness to attract many customers in the business enterprise. Moreover, the company also
providing training and development program to attract many customers in the enterprise. As
results, it will assist to look upon the innovations in the business (Paul, Bhuimali and Bhowmick,
2018). In addition to this, following are certain objectives which considered by the chosen
enterprise:
 To employee orientation: In this context, the chosen company has higher expectations to
contribute more within the enterprise. In this consideration, succession management
activities develop to create career path for the employees. Hence, they develop program
for attracting more customers at workplace. In addition to this, they are also requires to
implement creativeness with higher calibre workforce that helps to improve
effectiveness.
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 To make themselves market leader: Marks and Spencer also consider regain their
leadership program in food items. This is because, they consider translating their scale
and authority into the superior quality, value and appeal (Karjaluoto, Mustonen and
Ulkuniemi, 2015).
 To increase sales and objectives: Marks and Spencer belief that there are plenty of room
for improve sales. They considered that operational objectives develop to make effective
functioning.
Market situational analysis
In order to consider situational analysis, there are several elements included which
signifies with different elements such as competitor analysis, market analysis, environment
analysis, etc. Marks and Spencer deals in the UK leading retailer organisation so that they are
dealing with the 21 million customers daily (Urban, Gosline and Lee, 2017).
Situational analysis
 Competitor analysis: Competitors analysis is the procedure in which information
collected for the competitive enterprises exist in the market. The chosen company deals
in UK’s leading clothing business but there are several competitors exist that create
impact on the enterprise. Tesco and Sainsbury are major competitors of the Marks and
Spencer. Sainsbury consider their operations in biggest food chain and compete with
chosen enterprise. Furthermore, Tesco deals to make standard products and services
(Paul, Bhuimali and Bhowmick, 2018).
 Market analysis: Market analysis considered increasing sales around 3.9% in clothing
and 4.1% in food. Therefore, the company develop their online products and services.
M&S consider franchise in different areas of the world to attract more customers at
workplace. Therefore, they are able to attract more customers in one strategy.
Target market and segmentation
Marks and Spencer specially target to UK market. In the market, there are around 95%
customers target in different group. According to similar needs of the products mainly customers
are targeted. It assists to identify need to display it with proper responses in the marketing
actions. Main aim of the chosen business with deals in segmentation is consider differentiation.
There are four kinds of segmentation exist in the market such as demographic, psychographic,
geographic and behavioural. From the above, the chosen company adopt all strategies to target
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their customers (Paul, Bhuimali and Bhowmick, 2018). With this consideration, following
discussion could be implemented in the enterprise:
Demographic: In the clothing consideration, the company able to develop their segment
according to age. Mainly they are target around 20 years of age of group of people. Teenage girls
are also looking for creative and unique dresses so that Marks and Spencer providing it to them.
Psychographic: Social class and personalities are same with different lifestyles. Therefore,
buying behaviour of customers has been known with transaction that provides better products to
target people (Armstrong, Kotler and Brennan, 2015).
Geographic: In addition to this, geographical segment considered with the different
lifestyles. In this way, around 337 stores in 41 nations. Therefore, approach is considered to
make easy shopping for customers (Urban, Gosline and Lee, 2017).
Behavioural: Premium customers of the chosen business regularly operating functions and
operations from the Marks and Spencer. Therefore, the company considered premium pricing on
their products and services to attract them.
In order to create positioning of the chosen business, the company develop their functions
and operations with high premium brand. In this aspect, price has been set with the approach to
increase creativity at workplace. It helps to penetrate customers mind so that they are attractd
towards Marks and Spencer.
Marketing mix strategy
Marks and Spencer consist brand and develop their strategy to operate systematic functions
in the different areas of the world. In addition to his, they adopted different strategy through they
are able to cope up and attain more profits (Chaffey and Ellis-Chadwick, 2016).. In respect to
consider marketing mix strategy in Marks and Spencer, following elements are included in the
business:
Product: Marks and Spencer is the popular brand chain in UK. Portfolio of product in the
marketing mix consider with different items that are classified for men, women, kids, etc. In this
context, the company produce more with different kinds of products such as cashmere, jeans,
linen, cardigans, etc. Furthermore, in footwear section the company develop their functions with
boots, sandals, loafers, etc. They consider branding in each product so that standard could be
maintained in effective aspect. With the help of producing more, the company can develop their
outcomes and results. For men, women and kids, they considered different brand so that they
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offers effective results in the business. Along with this, the company also making sure that they
concentrate on the home ware such as bedroom, living room, and other decorations as well. In
national and international market, the company considered their operations to consider effective
results (Chaffey and Ellis-Chadwick, 2016).
Price: Furthermore, pricing is another element that implements to focus on the relevant
outcomes and results at workplace. In this consideration, the company set competitive pricing
strategy for their products and services. This is because, with develop competitive pricing
strategy the company can attract customers from other competitors. They provide more options
to the customers to develop their effectiveness in the market. It assists to increase competition of
the market and focus on the creative results as well (Paul, Bhuimali and Bhowmick, 2018).
Along with this, the company also focuses on the dynamic pricing strategy in seasonal time
which helps to offers more discount on products to get more customers. In this way, the company
providing their stock products at fewer prices as compare to newly stocked.
Place: Marks and Spencer is international brand that considered more than 1000 stores
those operating in more than 50 nations. Majorly, the company operates functions and operations
in UK with 850 stores. In addition to this, they are also developing activities in Turkey, France,
Ireland, etc. They sold their products and services at online and offline both types of activities so
that it is easily attracting different customers in the business environment. Although, they
provide option of international delivery of limited products so that on the basis of local currency
providing which purchase could be through online (Urban, Gosline and Lee, 2017).
Promotion: Promotional activities considered marketing strategy which is carefully design
and ascertained to align the advertisement activities. In this regard, digital marketing and store
strategy implemented to cope up with the innovative results. Marks and Spencer consider and
emphasis on the common message with different medium of communication. The chosen
business used different kinds of strategies through them can easily attract several customers. For
instance, print media, television, social media, mobile apps, etc. (Armstrong, Kotler and
Brennan, 2015). On the own website of the business, the company also able to create blogs
through special discount could be implemented to attract more people. On the basis of loyalty
program, they are also look upon the shopping investment. It creates positive impact to produce
effective results in the business environment (Urban, Gosline and Lee, 2017).
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People: As it depicts that Marks and Spencer have more than 1000 stores in all over the
market with 50 nations. Therefore, their employee’s strength continuously grows which are
recently 83000. Further, the organisation pays more attention on employees to attain overall
growth and profits as well. In this consideration, special discount has been created by M&S so
that it considered pension benefits, life insurance, etc. With the help of provide reward, the
chosen business able to attract maximum employees participation at workplace. This is because,
different scheme helps to focus on the creativity and attain desired goal in the business
environment. The chosen company also learns with the training and development program that
organised by the business to attract customers at workplace (Hunsberger, 2017). Therefore, it
leads to attain more profits and revenue at workplace. According to the roles, specialised
program has been carried so that effectiveness also developed in systematic manner. Main
important benefit that the cited firm provide to their employees is that flexible working hours. It
assists to support and create effective systematic functions at workplace. It assists to build career
program to promote women and brings more friendly policies (Staton, 2016).
Process: Marks and Spencer consider their stores at different areas such as malls, sub
urban areas, etc. All these stores are maintained properly with organised creative and effective
activities and functions. In addition to this, it is develop beautiful stores which could be easily
compared through different stores such as pantaloons, wills, etc. Marks and Spencer divided their
stores to make convenience for their customers. In each floor, they segregate functions in
sections such as clothing, gifts, flowers, home ware, furniture, etc. (Grishikashvili, Dibb and
Meadows, 2014). In each section, the company develop their operations to focus on the creativity
and development. In order create online development of the products and services, the company
can make their effective strategy to focus on the systematic results. Customers can easily select
stuff, which they required so that it increases effectiveness at workplace.
Physical evidence: Marks and Spencer has more than 1000 stores so that there are several
people working in these stores so that effectiveness increasing to develop target market. With the
help of the major consideration, it has been seen that in different nations qualitative and standard
products are provided by the company to attract more people (Leite and Azevedo, 2017). In
addition to this, in different range of the products, they provide products and services to attract
more people. As results, it assists to make effectiveness in the business. Customers are also
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getting option of home delivery so that it create positive impact on the business functions
(Buchanan, Kelly and Kariippanon, 2018).
Implementation and control
In order to implement effective functions and operations with the control and
implementation activities, it is important to look upon the following analysis:
PESTLE Analysis
PEST analysis concerned with the environmental influences in the business. It is the way
in which acronym stands with the political, economic, social and technological, etc.
Political: In the international market, there are several countries that operate successfully
to develop effective functioning. In this regard, government encourages to the Marks and
Spencer to operate their functions so that effectiveness could be develops successfully (Yadav,
Joshi and Rahman, 2015). Competitors of the chosen business also consider their looking
towards the advantages of high cost structure so that they are able to bit with market share as
well.
Economic: Marks and Spencer specialised their products and services to attract many
customers niche market and focuses to satisfy customers. Therefore, they are able to increase
country economic performances in effective manner (Royle and Laing, 2014). With the help of
the product development activities with import and from abroad, the company can implement
saving which put advantages with higher quality.
Technological: technological elements play very crucial role to consider success in the
business environment. In this context, Marks and Spencer need to focus on the new fashion and
attain more desired results in the business. Therefore, they are able to communicate designer
products to attract customers in the business (Karjaluoto, Mustonen and Ulkuniemi, 2015). In
addition to this, they need to signify their operations with more quick operations and functions to
develop effectiveness in the business.
Environmental: Selling products by the supplier directly is great advantage to the
company. In this aspect, it is important to the company to follow all rules and regulations that are
signifies by the government to keep safety in the environment development. It assists to pay
proper consideration in the business to gather effective results at workplace. Furthermore, bio
diversity also needs to look by Marks and Spencer so that effectiveness could be managed in the
environment (Signori and Flint, 2016).
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Legal: In order to offers high standards of quality products, it is important to meet with
the requirements so that Marks and Spencer known for delivering brand operations with class
quality as well. It will assist to look upon the systematic work performances in the business
environment (Benz and Tanner, 2017).
SWOT analysis
In respect to look upon the creativity, it is essential to implement SWOT analysis so that
business able to attain effective functions and operations in the business environment. In this
regard, following discussion could be implemented for the chosen business:
Strength: Marks and Spencer consider their powerful brand so that their operations are
going successfully. In this way, the company also consider value for the money, convenience and
wide range of product development to attract customers. In this regard, the company also grow
with substantially in last recent years with global expansion (Urban, Gosline and Lee, 2017).
Therefore, it will assists to make competitive advantages in the business and attract several
people as well. IT activities of the company also grow continuously so that they are able to
deliver effective results in the market.
Weakness: However, advertisement activities of the Marks and Spencer are very low so
that they are unable to expand their operations and functions in international boundaries. In
addition to this, in several nations it is not operate so that they are unable to get more customers
from other nations (Paul, Bhuimali and Bhowmick, 2018).
Opportunities: In order to take advantage and merge with strategic alliance, it is
important for the chosen business to consist them global retailers. In this regard, the chosen
business able to attract customers from specific market which assists to gather maximum people
in the business. In addition to this, with consider online tools they are able to make innovative
functions and operations (Tiago and Veríssimo, 2014).
Threats: However, competition is major aspect that creates negative impact on the
business. This is because, in the international areas there is different business existed that
operating and compete with each other. Therefore, it is essential to Marks and Spencer to
consider innovative and unique features so that they are able to attract more people in the
business (Rowley and Keegan, 2017).
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Budget and sales projection
In order to develop maximum operations and functions, Marks and Spencer consider leading
in the different areas of the world. In this way, from the above graph, it has been shows that the
company developing their operations and functions to carry different activities in the world
(Armstrong, Kotler and Brennan, 2015). Therefore, they continuously develop their expansion
with innovations and creativity. It assists to look upon the advantages which revealed with the
retailer operations and attain overall growth in the business environment. It assists to make some
creative results at workplace to solve issues and problem of the country. In 2017, the company
has decreases their sales around 5%. As results, their profitability also reduced continuously
which impact negatively on the business operations and functions. The company is very well
known in term of retailer so that it is important to look upon the advantages to show creativity at
workplace (Chaffey and Ellis-Chadwick, 2016).
Furthermore, in clothing and home-ware they produce more so that online development of
the business activities considers making systematic results. Chief executive officer of the
business also consider their operations and functions in international market to falling out of
fashion from last several decades so that it increases effectives to attract more people in Marks
and Spencer. However, there is structural issues exist that create negative impact on the business
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performances so that it make positive impact on the business environment. In order to expand
creative results, it is important to look upon the analysis and expectations towards the business
development (Mooney and Slobodian, 2016).
CONCLUSION
From the above report, it can be concluded that Marks and Spencer considered their
systematic operations and functions for the effectiveness and creativity. In this regard, successful
operations are also developed that assists to expand operations in different areas of the world.
With the focusing on the creative results, it has been seen that report summarised about the
objectives and development program that assists to make creativity at workplace. In addition to
this, it articulated about the successor plan which carried to operate innovative functions and
operations in the business environment. As results, effectiveness could be increasing.
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REFERENCES
Books and Journals
Armstrong, G., Kotler, P. and Brennan, R., 2015. Marketing: an introduction. Pearson
Education.
Benz, W.R. and Tanner, T., 2017. Marketing Automation Risk Assessment: A Systematic
Review.
Buchanan, L., Kelly, B. and Kariippanon, K., 2018. The effects of digital marketing of unhealthy
commodities on young people: a systematic review. Nutrients, 10(2), p.148.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Grishikashvili, K., Dibb, S. and Meadows, M., 2014, April. Investigation into big data impact on
digital marketing. In International Conference on Communication, Media, Technology
and Design (pp. 146-150).
Hunsberger, S., 2017. The Next Era of HR: Digital Marketing. People & Strategy, 40(4), pp.26-
31.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-
710.
Leite, R.A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto
Hotels’ Managers. International Journal of Marketing, Communication and New Media,
(2).
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing, 3(4),
pp.294-303.
Paul, P., Bhuimali, A. and Bhowmick, S., 2018. Business Information Sciences emphasizing
Digital Marketing as an emerging field of Business & IT: A Study of Indian Private
Universities.
Rowley, J. and Keegan, B., 2017. Looking back, Going forward: the role and nature of
systematic literature reviews in digital marketing: a meta-analysis.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
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Signori, P. and Flint, D.J., 2016. DIGITAL MARKETING INNOVATIONS AND THEIR
ROLE IN SERVICE ECOSYSTEMS, THE EXCHANGE OF VALUE AND SOCIAL
IMPACT. Tiziana Russo-Spenaand Cristina Mele, p.259.
Staton, M.G., 2016. Improving student job placement and assessment through the use of digital
marketing certification programs. Marketing Education Review, 26(1), pp.20-24.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Urban, G.L., Gosline, R. and Lee, J., 2017. The Power of Consumer Stories in Digital Marketing.
MIT Sloan Management Review, 58(4).
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: the new hybrid element of
digital marketing communications. Procedia-Social and Behavioral Sciences, 189,
pp.335-343.
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