Digital Marketing Strategies for M&S

DIGITAL
MARKETING

Table of Contents
INTRODUCTION ...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Digital marketing audit.....................................................................................................................3
Customer segment and development of persona.........................................................................6
Customer journey in relation to targeted segment.......................................................................6
Digital marketing strategies(500).....................................................................................................6
Objectives....................................................................................................................................6
Digital marketing strategies.........................................................................................................7
RACE model................................................................................................................................7
Digital marketing plan (900)............................................................................................................8
Performance evaluation(400).........................................................................................................10
key performance indicators in relation to M&S's performance evolution plan.........................10
CONCLUSION .............................................................................................................................11
REFERENCES...............................................................................................................................12

INTRODUCTION
Digital marketing can be define as that function in organisation which is related to
marketing strategies of organisation by utilizing online tools of marketing in relation to
promotion of product and services for targeting customers (Chaffey and Smith, 2017). This
report is base on study of M&S in current market. It is British multinational organisation which is
operating in business of clothes and accessory. Under this report, a proper digital marketing
audit is conducted. This is consist of discussion on key competitors of organisation and there
strategies of digital marketing. There is also identification of various digital marketing objectives
which are formulated according to current strategies of organisation. Along with this, new digital
marketing plan will also be discussed to manage digital marketing function in M&S. In end, there
is performance evaluation with appropriate plan. This is useful in achieving objectives of digital
marketing plan.
MAIN BODY
Digital marketing audit
Swot analysis: It is a framework that is undertake by an organization in order to
formulate strategies and policies for the future growth and development. In marks ans Spencer,
managers are using digital platforms in order to enhance their market share. The SWOT analysis
of digital technologies of company is outline below:
Strength Weakness
 The company has wide presence on
digital platforms such as Facebook,
Instagram and many more.
 Effective and user friendly design of
website helps organization to grab the
attention of consumers.
 It offers an efficient online platform
along with mobile application to
potential buyers where they can buy
products within a single click
 Website of M&S is not able to get
higher ranking on google because of
this they are not getting much traffic of
users.
 They do not have efficient human
resources who are good to use digital
techniques and platforms to enhance its
presence.
 Company is depend on outside sources
for data analytics and digital

( Chaffey, 2019). capabilities to increase in number of
consumers.
Opportunities Threats
 They can enhance their presence on
various digital platforms such as
LinkedIn to target new consumer
segments for instance working
professionals
 There is a wide scope in digital
marketing. They can use personalized
and customized email marketing to
attract more number of buyers (Confos
and Davis, 2016).
 They can associate with other digital
agencies in order to improve the
website ranking as well as to gain the
competitive advantage
 It has threat from other competitors
such as Primark, Zara ans many more
as they are using online platforms in an
efficient manner to enhance their
revenue.
 Automation and mobile friendly
techniques is also a constrain in the
success of company as buyers prefer
more customized and personalised tools
for online shopping.
 Security and privacy is the major issue
in the use of digital technology as there
are various hackers who can easily
access data and confidential
information of organization.
Comparison between Marks & Spencer, John Lewis and Zara in context of digital presence:
Basis Marks & Spencer John lewis Zara
Build a website Build a attractive
corporate website is
the effective way to
present their brands
and products. Marks
and Spencer is one of
the company which is
invest in the creation
John lewis is one of
the leading company
across the globe but it
use different strategy
in context of corporate
website. It is great
appearance, mobile
friendly easily access
In context of Zara, It is
one of the more
fashionable and
dynamic company
which use their
website in very
different way as
compare to its