Benefits and Drawbacks of Social Media for Modern Businesses

This article critically analyzes the benefits and shortcomings of social media for modern businesses. It also discusses the advantages and disadvantages of business partnerships with social media platforms like Facebook, YouTube, LinkedIn, and Instagram. Relevant examples are used to illustrate the arguments.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Critically evaluate PESTLE factors influencing the success of one of their digital marketing
campaigns. Use relevant theories to illustrate your answer. ......................................................3
TASK 2............................................................................................................................................6
Critically analyse and evaluate what you think are the three key legal issues of Internet usage,
taking into consideration ethical issues and the associated laws developed to control the
ethical approach to Digital Marketing within the Internet business environment. By using the
same organisation in task 1, Illustrate your answer with relevant theory...................................6
TASK 3............................................................................................................................................7
Critically analyse and evaluate the benefits, shortcomings social media can bring modern
businesses and the advantages and disadvantages when in business partnership with social
media such as Facebook, YouTube, LinkedIn and Instagram. Use relevant examples to
illustrate your arguments.............................................................................................................7
These are some disadvantage of when company partnership with social media are discussed
below- .........................................................................................................................................9
TASK 4 ..........................................................................................................................................9
Critically evaluate and analyse the effectiveness of the social web for building brands.
Compare two organisations of your choice to demonstrate your arguments..............................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is playing a crucial role in this time. Digital marketing using some
digital channels like websites, social media, search engines and mobile applications for
advertising and delivering purpose. Digital marketing is the effective methods through which
companies promote their brands, products and services with the help of online media channels.
Digital marketing strategies consider as a practice of marketing company goods and services to
the customer with the help of digital and online media includes webpages, applications, audio
and video. Marks & Spencer company is chosen for this project. Marks & Spencer is a big
multinational retailer company. This company providing goods and services from many decades.
This company established in 1884. Company headquarter situated in London. This project deal
with digital marketing campaigns and evaluate the macro environmental factors with the help of
PESTLE analysis and identify the impact of these factors on digital marketing campaigns. This
project also evaluate the three legal issues and associated with digital marketing and also identify
the advantage and disadvantages of social media.
TASK 1
Critically evaluate PESTLE factors influencing the success of one of their digital marketing
campaigns. Use relevant theories to illustrate your answer.
PESTLE analysis is necessary to measure external macro environmental factors. PESTLE
analysis includes political, economical, social, technological, legal and environmental factors and
all these factors consider as a outside factors which affects companies. Marks & Spencer is a
large British organization which deals with home products, food products and clothing (Chaffey
and Smith, 2017).All of PESTLE factors affect the success of the digital marketing campaigns of
the company. The explanation are discussed below-
Political Factors
Political factors includes plans , policies, government policies , stability and taxation ,
trade etc. These factor affects the external environment of the companies and it consider as a
uncontrollable factors. Pricing regulation of the country , free trade are affects positively of
company digital marketing campaigns. There are two important factors includes political
stability and taxes which affects company digital marketing campaigns. Marks & Spencer

company have full support of Government because it is a well established and has a strong
historic values (Chaffey, 2019 ).
 Positive Impact- Free trade is one of the best positive aspect of the political factors with
the help of free trade company easily operate to other countries. With the help free trade
company easily import other countries products . With the help of free trade, Marks and
Spencer easily deliver products and services to the foreign countries so people of other
countries purchase and use company products so it influence success fully the digital
marketing campaigns.
 Negative Impact- If the UK government increase tax rate then company increase price of
the goods and services which impact negatively on the products selling and digital
marketing campaigns also affected. The uncertainty situation over Brexit to a challenge
for the Marks & Spencer for the tread regulations and tariffs between United Kingdom
and European Unions (Cole, DeNardin and Clow, 2017).
Economical Factor
Economical factors like inflation rate , foreign exchange, interest rate, wages and
exchange rate and growth rate of the country. UK economy is a open economy and largest
economies in the whole world. Fi cal and monetary polices are managed properly. This company
is also listed on the LSE ( London Stoke Exchange).economical factors affects digital marketing
campaign in both way positively and negatively.
 Positive Impact- Company gives many discounts and offers so that company easily take
competitive advantage. Marks and Spenser follow a proper pricing regulation policy so
that company attract the customers all over the worlds it influence the digital marketing
campaigns. Company set pocket friendly price as compared to their competitors.
 Negative Impact- Rise in inflation affects the companies products and services price.
Financial crises deal to decrease the demand of the product it affects company digital
marketing campaigns negatively. Brexit impact the GDP rate of the country (Confos and
Davis, 2016).
Social Factor
These factors consider cultural, health consciousness, population growth rates, age
distribution, and safety and security. Customers buying power affected by this factor through
social, personal, regional and cultural basis. Marks & Spencer understand the market and also

know that what is acceptable or nor by the customers. Digital marketing campaign helps to
spread the market all over the countries.
 Positive Impact- The current marketing trends is about to change and so company offer
less expensive cloths in the market. Marks & Spencer come with the new concept,
“Ready Meals” it increase the market wider scale and the consumption increase. It
consider the huge opportunity for the company through digital marketing campaign
(Domazet and Neogradi, 2019 ).
 Negative Impact- Consumer are choosing high speed rail over airlines on short haul
routes. Travelling through airways is the time consuming, before travelling in arrival and
departure process. Most of the companies are pop up in the market every year with new
trends so the reputation of this company become less trendy brand for younger customers.
Technological Factor
Technological factors consider change in technology , operations, development. Marks &
Spencer is a big company and with the help of technologies company execute their business in
online platform. Marks & Spencer focusing on new technology models which helps to opertate
business easily.
 Positive Impact- Marks & Spencer use technology transformation programs that help
the company to conduct the business digitally so that company offering their products
and services to the diversified customers. With the help of digital marketing campaign
company easily reach the local people of the foreign countries.
 Negative Impact- Most of the time technology give negative impact I the company.
technology error and server problems are consider ion the technological factors which
influence the customers buying behaviour (Finotto and Mauracher, 2020).
Legal Factor
In legal factors, rules and regulation , policies of the government consider. This is a very
large company so Marks & Spencer need the proper government to do business. Marks & Spence
continuously giving the training to their employees so that they can easily deal with the different
countries legal factors and increase sales properly.
 Positive Impact- Company getting support of the UK government so that company
successfully conduct their digital marketing and its campaign. This company came under
the public scrutiny.

 Negative Impact- Brexit impact negatively on the company market.
Environmental Factor
These factors consider the environmental need of the company. this factors related to the
current condition of the climate and environment.
 Positive Impact- Marks & Spencer following environmental law so that company
easily sustain in the environment. Company made own Green Policy which give good
impact on the environments so also help to increase the digital marketing campaign.
 Negative Impact- Use of plastic bags and carry bags affects the environment. Covid –
19 Pandemic Also Influence The Market And Digital Marketing campaign Badly.
TASK 2
Critically analyse and evaluate what you think are the three key legal issues of Internet usage,
taking into consideration ethical issues and the associated laws developed to control the
ethical approach to Digital Marketing within the Internet business environment. By using
the same organisation in task 1, Illustrate your answer with relevant theory.
The usage of Internet on demand and it cover all the market. Advance and latest
technologies help to promote the products of the company and also enhance the brand value of
the company. proper utilization of the internet usage can give the best result and also give a
identification to the next level in the whole market place. In this time most of the companies
operating their business through online and digital media and also develop the big network.
There are many benefits of the internet usage but some drawbacks also affect the whole digital
market (Goldfarb, and Tucker, 2019). Marks & Spencer is a big brand and the market value of
this company is very high and this company also dealing with the digital marketing platforms to
promote and advertise the company products. Some time company also face some legal issues
which are discussed below-
Three key Legal Issues
legal issues create many problems when company use internet on online platform. Three
essential legal issues are -
Copyright protection issues- The is also consider the most important legal issue. While
promoting and publishing content online in websites so its necessary to protect your content.
Most of the companies easily copy your company content so its must to the company to use

copyright policy so that no one can easily use company content. Government made Copyright
protection Act through which all the company easily copyright to their contents (Heinze and et.
al., 2020 ).
Privacy issues - When company operate their business in online with the use of internet
so company face some privacy issues. This is a most common legal issues which most
companies are facing. Company need to focus on privacy of their products and services so that
another people can not easily access it. Government build many laws and acts to resolve these
issues.
Trademark Security Issues – Company need a proper trademark protection and
security. Not having a trademark protection is a big legal issue in the field of digital marketing.
Trademark includes company logo and symbol which present the company all over the web sites
and web pages so its must to protect it. Digital marketing is a huge market place so there are
many fraud companies also available who access your company site and copy it to make
customers fool so it important to protect company trademark. Government made Trademark
protection Act so that all the companies who are operating their businesses online with the use of
internet can easily protect their trademarks ( Key, 2017).
TASK 3
Critically analyse and evaluate the benefits, shortcomings social media can bring modern
businesses and the advantages and disadvantages when in business partnership with social
media such as Facebook, YouTube, LinkedIn and Instagram. Use relevant examples to
illustrate your arguments.
Social media totally based on the technologies through thoughts , ideas , knowledge and
information share. Social media build virtual networks so that it perform their work with the help
of internet. With the hep of social media, every one easily communicate. It consider as an low
cost tolls which help in social interaction and usage of technology and all the tools related to
internet and mobile based. Social media give opportunity to the marketer to launch , promote,
deliver their products. Marks & Spencer now mainly focusing on the social media and launching
many digital marketing campaign name “It;s On” it is a Christmas campaign for their customers
so that people can easily scroll and so shopping
Benefits of Social Media

There are many benefits of social media which companies are taking for running business
and increase sales. With the help of social media, company can communicate with their clients
and customers more fluently. Social media make easier communication between company and
their customers. For modern businesses social media creates many opportunities. With the help
of social media, companies easily get their customers feedbacks and many new companies and
start ups connect with new people and clients it improve the companies networking which helps
for the companies market growth. Most of the companies doing partnership through social
media. Through social media platforms companies easily launch and promote their products and
impress their potential and and new customers and also track their competitors position in the
markets (Liu, Perry and Gadzinski, 2019 ).
Advantages of when businesses partnership with social media
There are many advantages of when the businesses deals with the social media platforms.
Some advantages are discussed below-
 Increased awareness of Brand – Social media is the most effective platform to increase
the brand awareness of companies products. It help to improve their companies products
and services visibility. Some social media platform like Facebook, you tubes, Instagram
are very helpful to endorse companies brand and innovative products. Social media is
also provide opportunities for those businesses who currently entry in market so it make
easily for the new businesses to promote their products through Facebook and Instagram
so that people will aware about that company and products they are offering so social
media is help increased the brand awareness
 Increase Customer Satisfaction – Some social media platforms like Facebook, you
tubes, Instagram and LinkedIn help to create a good networking and communication
process. Through these media platform, companies easily connect with the other
companies and generate a huge network. Modern businesses and other companies
communicate with their customers and clients and satisfied them with their quick
response solution services. Businesses and social media partnership creates massive
impact on the growth of the businesses.
 Help in improve brand Loyalty – Every company want to improve their brand loyalty.
This is the main goal of very old and new company. Social media helps to improve the
loyalty of the customers. Company keep satisfying the customers needs

so that it help to improve the customer loyal. To get a customer loyalty , companies need to
engage with them and also developing a strong bond with them. For instance , company promote
products on Facebook and also communicate with then satisfy them with answers so company
create brand loyalty in front of customers (Saura, Palos-Sanchez and Correia,2019).
 Reduce promoting and marketing cost - In this time Facebook is come up with new
marketing features so that modern businesses can do their business and easily promote
and sale their company products. All the social media platforms Facebook, Instagram are
available to promote their products free so that it help to reduce the marketing cost of the
products.
Disadvantage of when the businesses partnership with social media
These are some disadvantage of when company partnership with social media are discussed
below-
Security and privacy Issues – It is one of the most common disadvantage of the social
media. When a company do partnership with social media platforms like Facebook, You tubes
and Instagram so some time company are facing some security and privacy problems it give
negative impact on the businesses and the customers.
Risk of inappropriate behaviour on sites – In this time most of the people are using
social media all around the world so sometime it create risk to deal with the bad people.
Sometime customers only doing time pass and waste the time of the company.
TASK 4
Critically evaluate and analyse the effectiveness of the social web for building brands. Compare
two organisations of your choice to demonstrate your arguments.
Social web consider as a set of social relations that engage group of person with the WWW
(World Wide Web). It includes how websites and software are established in order to help and
support and also promote social interaction. The main role of social web is building brand of the
company. in this time ,Social web is necessary for the success of the company. Through web-
based media, customers can easily convey their voice and insight. Having a strong web-based
media appearance permits a brand to generate company associations, and it help to decrease in
promotional costs and make deal more effective. Social web is supportive and effective for
companies as it helps and companies by communicating information about the product or

services to their customers. As it help to enhance customer base that outcomes are consider
higher productivity, increased sales rate, improved brand loyalty and image. There are some
advantages of social web for companies which discussed below -
Helps to improve customer base - This is a big advantage of social web which helps Marks
& Spencer in building of effective and most influencing brand. With the help of social web,
company easily increase the customer base rate which will help to accomplish company
objectives .The information related to the businesses products and services are provided to the
customers. It will help to create the customers loyalty and increase the customer satisfaction
level. Customer loyalty is necessary before every businesses so with the help of social webs ,
businesses easily improve their customers loyalty which help to build the strong brand and image
of the company (Taheam, Sharma and Goswami, 2016).
Build good Relationship with Customers – Social web helps to create the strong
relationship with the customers. Having a strong presence through online media platforms
Company can guarantee good presentation and strong a relationship with customers and clients.
In this time, most of the individuals are scanning on the web for research ,surveys,
suggestions,recommendations, decisions and feedback of a specific products and brand. In this
time, online media playing a important and fundamental role by offering a stage to present
products and brand image on which customers and clients can trust and also depend on it.
Comparison between Marks & Spencer and ZARA
Basis of Comparison Marks & Spencer ZARA
Promotional strategies of
the company
The promotional strategies in
the marketing mix of Marks &
Spencer is to continuously
promoting and advertising the
products and services of the
brand through television, print
media, online media channels,
newspaper billboards and
digital marketing campaign.
ZARA is a most famous and
big brand in this time. This
company using various and
multiple online media
channels to promote and
advertise products of the
company. ZARA also using
traditional media, which
consider of an advertisement
and promote product on

television and radio. This is
very helpful to get customer
attention and create a
effective capability to attract
million of customers all
around the world.
Branding of the company Marks & Spencer has a strong
product and brand presence in
nationally and internationally.
Company deal with huge
market place. Marks &
Spencer is a well established
and know and popular brand
that helps all businesses in
building a strong brand. Main
focus of this company is to
advertise and promote
products thorough online
media channels because it
helps in time saving and also
create a great impact and
attracting of huge number of
customers and clients all over
the world very easily and
effectively.
Zara is a most influential
brand also has a strong brand
presence in whole
marketplace because of
quality of products and
services. ZARA Company
mainly concerning on using
a traditional marketing
because ZARA main
purpose is to attract and
influence all types of people
and customers so that
company cover whole
market.
CONCLUSION
As per this project, it is concluded that digital marketing playing a crucial role for every
types of businesses. Most of the companies are using digital marketing campaigns to promote

their brans all over the world. Most of the companies using digital marketing strategies to
enhance their band and products image. This project analysed PESTLE analysis to know the
success of digital marketing campaigns ans impact of political, economical, social,
environmental and technological on the digital marketing and its campaigns. This project also
analysed the legal issues which companies are facing when companies use internet.

REFERENCES
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