Benefits and Drawbacks of Social Media for Modern Businesses

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