Digital Marketing: A Revolution in Technology Integrated Marketing

This document explores the landscape of digital marketing, consumer trends fueling its growth, digital tools vs physical channels, and more. It focuses on how M&S Company uses digital marketing to reach global customers and enhance customer satisfaction.

Digital marketing

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
LO1.............................................................................................................................................................4
P1 Digital marketing landscape...............................................................................................................4
P2 Consumer trends fueling growth of digital marketing........................................................................5
P3 Digital tools in contrast to brick and mortar physical channels..........................................................6
P4 E commerce and digital marketing in comparison to physical channels.............................................7
LO3.............................................................................................................................................................7
P5 Digital marketing plan........................................................................................................................7
P6 Omni channel marketing....................................................................................................................9
LO4...........................................................................................................................................................10
P7 Performance metrics in digital marketing.........................................................................................10
P8 Set of actions to improve performance in digital marketing.............................................................11
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................12
INTRODUCTION
Digital marketing can be understood as one of the biggest revolution of technology
integrated marketing where companies uses various marketing tools , hardware and online

channels to reach global customers and expand into international horizons. M&S company is one
of the biggest retailer company where digital marketing is an important business function which
has brought enhanced customer satisfaction and high quality products being delivered to
customers. The report explains in detail various fundamental areas where companies have
structured their business through digital marketing platforms and how it differentiates with old
brick and mortar business where companies are only focused to gain customers through physical
chains. Report further explains the tools, software which are part of e- commerce and digital
marketing platforms through which customers can be attracted and also deliverance of customer
satisfaction services is effective. Report explains digital marketing formulation along with Omni
channel marketing and the various tools which can be used by companies to check their
performance on business standards. Report further discusses various marketing elements,
expansion ideas through which M&S business goals can be achieved with better strategic
planning and usage of digital marketing tools to gain high goodwill and long attained customer
segment market shares (Chaffey and Ellis-Chadwick, 2019).
LO1
P1 Digital marketing landscape
Digital marketing can be understood as constantly evolving state of digital media
advertising with social media marketing channels and influencer marketing where search engines
optimization enables companies to leverage promotion activities. There is high involvement of
web development, marketing from video contents and podcasting which enables companies to
deliver high growth promotional avenues in business functions for gaining large segments of
customers worldwide. Digital marketing landscape gives companies competition among all
companies and brands where all customers can reach products and services are wide ranging on
various scenarios. M&S company highly stresses on various factors of digital media platforms,
marketing through technological usages which enables to reach large segments of customers
worldwide. Video production and email marketing segments are highly effective and work as
strong digital marketing tools to promote business scale, generate higher promotional avenues
and strengthen the parameters of company productive cycle. Online and offline marketing

concepts are highly vivid and different from each other which can be understood from varied
aspects and implications they have on business of companies (Zhu and Gao,2019).
M&S by Digital marketing landscape generate high impactful market revenue scenario
among consumers by strong promotional strategies, leveraging new determinants on which
further progressive actions can be taken for long term business growth. Online marketing
concepts enable customers to look upon company’s websites, networking systems worldwide
where they can directly shop their purchases and look upon various creative models on which
company services all products. Online market concepts are highly functional and cost effective
when technology framework of company is strong and dynamic and the customer preferences are
met with various new products, fast and impactful customer services with quick focus towards
delivery. Whereas offline marketing concepts are not effective to reach large segments of
customers worldwide, research ability is well where technology is also not strongly used. Offline
marketing is traditional selling concept where companies focus towards offline selling, with
mouth publicity factor and also the products are in less reach among consumers. Offline and
online marketing concepts are highly vivid from each other as the resources used within
procedures are different which also impacts further on their reach among consumers in market
share. Online market of websites and networking systems are not only highly effective and fast
with positive synergy of competition, but highly focuses towards gaining varied aspects of latest
trends with innovation. Whereas offline marketing lacks these tools of promotion and is limited
to direct selling from shops and stores, promotion is less and also factors of production are not
vitally enhanced (Kingsnorth,2019).
P2 Consumer trends fueling growth of digital marketing
There are various key consumer trends and insights which fuel the growth of digital
marketing among companies business , where it becomes highly relevant and important to work
towards changing preferences and demands of customers. M&S Company works as the view
where Digital marketing concepts and consumer trends are highly interrelated to each other on
various terms and parameters as companies focus on strategic planning, based on changing
consumer trends. Consumers in today dynamic business world have strong demands for various
creative innovative products through which various standards are effectively reached on various
grounds, there is strong demand for fast delivery systems and impactful services. Customers look

after various innovative fashionable and latest trend products which are not only preferred to be
shopped easily from company websites and portals, later it is highly demanded that customer
satisfaction service should be strongly delivered. M&S searches through various metrics and
fundamental networking systems about the various latest trends, products which simplify their
lives on various patterns. Brands are highly functional to leverage latest tools of digital
marketing, social media presentation and advertising through which overall productivity is
developed. Challenges of digital marketing can be assessed on various parameters through which
it can be analyzed that initialization and activation of technology is costly investment for small
medium sized companies. Whereas opportunities of digital marketing are that there is high reach
of customer segments into varied areas, promotion patterns can be established effectively and
moreover company goodwill is enhanced when digital marketing is strong (Saura, Palos-Sanchez
and Correia,2019).
LO2
P3 Digital tools in contrast to brick and mortar physical channels
There are various digital tools in digital marketing which enables companies to present
their business activities, digital media services among customers worldwide, with large extension
and distribution of innovative services. M&S highly emphasize on Paid social media advertising,
email marketing where it recognizes as an effective digital marketing tool by companies where
customers are targeted on social media platforms and with strategic planning are leveraged to
keenly address all functional efficient demands of customers. Advertising and email marketing
are highly effective tool to instantly share all potential information of various products launches,
services and gain feedback along with grievances based on various horizons company plans to
focus marketing functions. Whereas the brick and mortar physical channels are constructively
less formative for business and slow with no technology framework and less promotional
avenues. Research is less established at business functions which also impacts on goodwill and
long term consumer demand highly. The physical channels in brick and mortar business of
companies are focused towards only physical supply of goods, products and services which
impacts the company viability to teach the set business targets effectively. The digital tools
enable brand so advertise effectively in their businesses to reach large horizons of customers,
quick force of management strongly enables companies to research better whereas these

elements are completely missing in brick and mortar business where supply is focused only
through physical chains among companies and it impacts the time of delivery which further
impacts customer satisfaction levels variably. These factors in detail define various parameters
on which today changing digital marketing differs from old brick and mortar business where
companies are only reliable on physical channels for distribution of products (Ritz,Wolf. and
McQuitty,2019).
P4 E commerce and digital marketing in comparison to physical channels
Development of E-Commerce and digital marketing media services can be analyzed with
vivid expansion and high customer integrated services by companies where business functions
are integrated with latest technology and innovation. M&S Company by E-commerce is highly
appreciative by people worldwide and is the global marketing trend which has brought customers
close to marketing activities advertised by companies on various ways. Digital marketing tools
and software have brought fast services by companies globally where latest preferences,
demands of customers are surveyed on various grounds and further being implemented in
company business revenues. Physical channels in comparison to digital marketing platforms are
slow in growth, the reach is limited of brands and the functional efficiency is also less
productive. There has been reported nil growth in companies who are not adaptive with latest
technology, digital tools are not investing in promotional avenues of social media to reach
customer segments. E commerce on other hand facilitates users to choose from varied pool of
products, leverage services based on latest marketing tools, and gives long term huge profits on
which further expansion can be fragmented. For example M&S Company, which is one of the
biggest retail brand with high quality fashionable apparels uses digital marketing tools and e
commerce to reach large segments of customers which are sectored on various parts of world.
Marketing requirements are functioned and planned with high structural use of latest media tools
and programming through networking channels through which further productive expansion is
reached. Physical channels on other hand are variably less productive in researching latest
market segments trends, determinants on which customers can be attracted are highly low which
explains the vivid difference from digital marketing platforms (Guoan and Xue,2019)

LO3
P5 Digital marketing plan
Digital marketing plan can be understood as document and an action plan which shares
planning for digital marketing campaigns in company where emergence and integration of
actions are focused to attain long term business objectives. Digital marketing plan formulates
structural role and the various arenas which company plans to structure out for reaching large
segment customers worldwide and the procedural steps which will be followed for leveraging
strong efficient targets completion. M&S Company by formulating strategic digital marketing
plan have to undergo the bellow ascertained steps which will be highly focused towards
integration of innovation, creative development and building competency within all scenarios.
USP (Unique Selling Product)
M&S brand has high quality fashionable clothes which are delivered to customers with strong
business ethics, innovation technology within all channels of marketing enables company to
perform strong services which are interlinked with digital marketing platforms.
SMART GOALS
 Specific: To spread its digital marketing and promotional functions into untapped countries
market for gaining leverage into customer segmented groups, which is highly important for
extending strong marketing goals (Diez-Martin,Blanco-Gonzalez and Prado-Roman, 2019).
 Measurable: The goal will be measured by various metrics, data analytics which will add to
strength of digital marketing plan of M&S as measuring will restructure resource utilization
factor.
 Attainable: The goal will be attained by top management and strong cooperation among all level
employees in teams where marketing functions are highly attainable towards optimistic business
growth.
 Relevant: The relevance factor emphasizes digital marketing functions of company to be always
relevant among all goals establishment, leveraging efficiency and strong optimization among
timely completion of business objectives which will further enhance company presentation pof
marketing goals.

 Timely: These goals are targeted with timely completion, 6 months target where role of M&S to
bring strong effective digital marketing strategies will be aimed to achieve.
Digital marketing methods
Social media marketing is the most innovative and strongly powerful tool of marketing
promotion through digital media where company focuses to strengthen its presence on online
media portals such as Facebook, twitter and many more platforms to share productive
information on product portfolio among consumers. M&S digital marketing plan with high focus
towards social media marketing will enable company to strengthen its marketing among
consumers worldwide and rapidly evolve on various preferences and optimistically gain long
term goodwill.
P6 Omni channel marketing
Omni channel marketing is an innovative approach which provides customers with
complete seamless, highly innovated and shopping experience from initial to last procedural step.
Each channel woks together to create unified message, voice and face of brand for the company
which also impacts further positivity perspectives on various levels and brings efficiency for
further high profitability. Omni channel marketing strategy is well organized structure where
customers experience high quality services of products delivery with no matter where customer
is physically present (Hanlon,2019).
 Omni channel enables to segment customers categories into their preferences, age groups and
varied interest which further ads to productive synergy of customers. The company operates its
business under Omni channel marketing by messaging the customers who have pre-visited
stores, websites of company and have been regular shopper which also explains their varied
interests. M&S through this channel focuses on bringing large business ethics, serving
customers with varied innovative services of marketing which further adds to goodwill of
company.
 Omni channel enables company to publicize various content of marketing on which company
operations are based, customers are contacted through mobile messages and website adds which
significantly develops overall productivity on which further goals can be formulated. M&S

company through Omni channel chains of advertising share an evocative marketing model with
customers where they can directly do purchasing with strong ease. The company leverages
strong focus towards various marketing goals to reach large customers quickly and through cost
effective technology.
 Omni channel marketing paves out channels for companies where customers preferences can be
undertaken analysis , respond percentage is quick by company services which also restructure
various tools on which further productivity is gained. The listen and respond factor is
developed, where company determinants are highly focused to bring customers close to
marketing department for delivering strong innovative business services. M&S company gives
huge importance to customers satisfaction services and digital marketing techniques, which
develops overall technical viability enhancement and functionally eliminate any barriers (Zohra,
and Barman,2019).
LO4
P7 Performance metrics in digital marketing
The performance metrics in digital marketing can be measured with various metrics and
tools through which detailed analysis on M&S present marketing performance can be analyzed
with the set benchmarks, production goals and determination to deliver best marketing services.
Bounce rate: This metric enables company to analyze the percentage of people who visit
websites and networking chains and return back without any meaningful conversation. Bounce
rate is highly effective in serving the various business objectives and analyzing what changes
needs to be brought in company for gaining efficient marketing structure. The digital marketing
platform is highly innovative business arena where customers preferences can be understood and
based on various preferences further productivity, strong business goals can be established.
Traffic by source channels: This metric is highly effective in researching various parameters,
levels and the functional key elements within marketing channels , production scenarios where
traffics is analyzed on basis of the various people who are coming to websites for shopping. It is
an interesting and innovative marketing channel on which further productivity can be
programmed and performance can be evaluated on various sources.

Interaction per visit: Customers interaction on shopping websites of company, portals enables in
gaining information on various paradigms where new fashion trends, feedbacks of customers can
be analyzed through various performance metrics. Interaction works as an innovative tool by
company to reach the viable potential customer segments with large reach on varied segments.
Interaction data with customers measures the preferences of customers, rapid evolving steps
which needs to be undertaken and resource planning for gaining an enlarged view on future
optimization (Chien,Smith and Fransen, Adobe Inc, 2019).
Digital measurement techniques and performance metrics are highly interrelated with
each other based on varied paradigms through which it can be understood that M&S Company
by strategic planning through data collected from these sources can serve better.
P8 Set of actions to improve performance in digital marketing
There are various improvement actions within performance of digital marketing through
which M&S Company can regain strength on its marketing department functions for large reach
among consumers and competitive spirits through which further enhanced services can be
delivered by employees. Digital marketing is highly competitive avenue where new retail
companies and brands are emerging daily to gain customers confidence , attract through various
strategies which will also bring goodwill among customers and high profitability goals.
 M&S Company internal staff needs to be trained with advanced productive marketing services,
researching abilities and potentialities to serve customers effectively. The internal management
employees need to have diverse knowledge and creative skills to serve customers feedbacks
and grievances effectively which will not only motivate them, but also potentially develop
company goodwill to leverage various business goals (Durai and King,2019).
 Further the company by programming strategic planning of marketing essentials where diverse
business strategies within various business aspects can be analyzed, program its future
marketing scenario where synergy of customers expectations can be achieved. There shall be
high focus given to various new fundamental issues by which rational advancement goals can
be achieved within company. M&S company to develop further viable business distribution
through online marketing platforms needs to reform its strategies and gain access with further
various new functional scenarios under which there can be high integration of technology
taken.

 M&S company to integrate new changes on digital marketing platforms have to focus on
bringing new customer satisfaction services under various horizons which will further add to
internal strength, external market business presentation will be enhanced. Further company due
to various business objectives, goal expansion and vivid cultivation of productive horizons
through digital media platform will perform its services effectively.
CONCLUSION
The report can be concluded with explanation that digital marketing is one of the most
effective and strongly innovative business regulation method through which companies
globally are amalgamating their marketing methods. M&S Company is one of the biggest retail
brand in clothing and fashion industry worldwide where targets of marketing are highly
focused towards using latest technology networks and supply chains to reach the set global
benchmarks. Report concludes the various benefits, challenges das well formulation of digital
marketing plan explaining M&S brand functionally undertakes various new initiatives to
spread within target customers. Report concludes various points if using Omni digital
marketing methods, where technology plays an active role to productively bring customers and
company close to each other through various channels. Report further concludes various new
recommendations which will enable M&S to reflect on various digital marketing platforms and
tools through which further activities of development can be built for strengthening
competitive edge among global brands (Langan, Cowley and Nguyen,2019).

REFERENCES
Books and journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chien, J. C. J., Smith, K. G. and Fransen, P.R., Adobe Inc, 2019. Digital Marketing Content
Control based on External Data Sources. U.S. Patent Application 15/716,348.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research Challenges in
Digital Marketing: Sustainability. Sustainability, 11(10), p.2839.
Durai, T. and King, R., 2019. Impact of Digital Marketing on the Growth of
Consumerism. Available at SSRN 3344421.
Guoan, Z. H. U. and Xue, G. A. O., 2019. The digital sales transformation featured by precise
retail marketing strategy. Expert Journal of Marketing, 7(1).
Hanlon, A., 2019. Digital Marketing: Strategic Planning & Integration. SAGE Publications
Limited.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Langan, R., Cowley, S. and Nguyen, C., 2019. The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education. 41(1). p.32-46.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses. Journal of Research in Interactive Marketing.
Saura, J. R., Palos-Sanchez, P. R. and Correia, M. B., 2019. Digital marketing strategies based
on the e-business model: Literature review and future directions.
In Organizational Transformation and Managing Innovation in the Fourth
Industrial Revolution (pp. 86-103). IGI Global.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management. 7(1). pp.33-37.
Zohra, M. F. and Barman, A., 2019. Digital Marketing & It’s Campaigns.