Digital Marketing Strategies of Shoe Brands

Digital Marketing
Portfolio

Contents
TASK 1.......................................................................................................................................................3
Introduction.............................................................................................................................................3
Main Body...............................................................................................................................................3
Conclusion...............................................................................................................................................5
TASK 2.......................................................................................................................................................5
Introduction.............................................................................................................................................5
Main Body...............................................................................................................................................5
Conclusion...............................................................................................................................................7
TASK 3.......................................................................................................................................................7
Introduction.............................................................................................................................................7
Main Body...............................................................................................................................................7
A Future Strategy in the Next Five Years................................................................................................9
Conclusion...............................................................................................................................................9
REFERENCES........................................................................................................................................10

TASK 1
Introduction
There are different communications disciplines that are used by various
organizations/brands in order to promote their products (Baert and et. al., 2016). In this task, it is
explained which digital marketing communications discipline that is used by Marks and Spencer
influenced me the most to purchase its product.
Main Body
Marketing Planning can be defined as the process that involves analyzing the current
situation of the market and the various available marketing opportunities, selection of target
markets, determining marketing objectives etc. It is an important aspect for a company because it
helps it in reaching out to new segments of customers and thereby enhancing overall profits. Not
only this, marketing planning also helps the management of the company to make sure that all
activities relating to marketing of products and services work in coordination with each other.
This helps the firm in attaining its desired goals and objectives within the decided time-frame.
Also, it becomes easier for the management to evaluate new opportunities in the market and
measure the progress of existing marketing activities. All organizations have a marketing
team/department that is primarily dedicated towards deciding the different marketing activities
so as to attract a greater number of customers and encourage them to purchase the products.
I recent made a purchase from Marks and Spencer, a multinational retailer of clothes,
household, food and beverage products. The company was founded by Michael Marks and
Thomas Spencer in the year 1884. The company markets its products through various digital
marketing communications disciplines like content marketing, email marketing, digital
advertising etc. But the company’s presence on various social media platforms is what had big
influence on me. Marks and Spencer has got a wide presence on platforms like Facebook,
Twitter etc., Instagram being the most popular (Baker and Hart, 2016). The marketing team of
the company posts regular updates about their existing products, new launches, offers, discounts
etc. This is basically done in order to keep the customers engaged and connected with the brand.
Social media marketing has been beneficial for the company because it has increased awareness
among customers and also improved its overall search engine rankings against other brands in
the market.