Digital Marketing Strategy: PESTEL Analysis, Social Web, and Integration with Traditional Marketing

This document discusses the use of digital technology in Tesco's digital marketing strategy, including a PESTEL analysis. It also evaluates the effectiveness of the social web for brand building, comparing Tesco with Sainsbury. Additionally, it analyzes how modern organizations integrate traditional and digital marketing to achieve strategic objectives.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
Using an organisation of your choice, identify and critically evaluate PESTEL factors
influencing the success of their digital marketing campaigns...............................................3
TASK 2......................................................................................................................................5
Critically evaluate and analyse the effectiveness of the social web for building brands.
Compare two organisations of your choice to demonstrate your arguments.........................5
TASK 3......................................................................................................................................6
Critically analyse how modern organisations integrate traditional marketing with digital
marketing to achieve strategic objectives..............................................................................6
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8
Books and journals.................................................................................................................8

INTRODUCTION
Digital marketing that part of marketing which is related to utilising the internet and
online based digital technology as a tool to communicate the products of the organisation
within the market (Patrutiu-Baltes, 2016). Digital marketing strategy can be defined as an
activity which is formed by the organisation in order to use the digital platforms so that it can
establish the relation to the customer and perform its function in an appropriate manner. In
context of the present report there is discussion about the use of digital technology in context
of Tesco. Tesco is global performing organisation which is operating in retail industry and
providing products under it. In context of the present import this discussion about PESTEL
analysis which impact on performance of digital market with the organisation. There is also a
discussion about effectiveness of social back for building brand image in relation to
comparison of two organisations there is also a discussion about the modern organisation
integration traditional method with digital marketing in order to achieve the strategic
objectives.
MAIN BODY
TASK1
Using an organisation of your choice, identify and critically evaluate PESTEL factors
influencing the success of their digital marketing campaigns
Digital platforms are useful for Organisation in order to meet the requirements and
perform the function appropriately full stop it is analysed that there are a number of digital
marketing tools which can be utilised by the organisation in order to improve its functioning
and perform the functions according to the requirement of current market (Kingsnorth, 2019).
It is also analysed that there are a number of functions which are related to the digital
marketing platform which are performed by Tesco in order to meet its objective for staff also
identified that there are a number of external environment factors which will impact the
choice of digital tool when the market in which Tesco is working.in order to meet these
requirements it is essential for the manager within the organisation to conduct an appropriate
analysis which include pestel analysis. Appropriate pestle analysis of Tesco in relation to its
digital marketing strategies is discussed below:
PESTEL ANALYSIS
It can be defined as an external environment analysis which includes identification of
external factor that can impact on the organisational performance and will lead to changes
within the policies and decision making ability of the organisation. An appropriate analysis of
digital marketing in contact of Tesco is discussed below:
Political factor: Political factors of the prime factor under the pestle analysis which
includes various kinds of policies and regulations which are formulated by the government
and can impact on organisational performance. Identified that there are a number of political

factors which lead to influence the organisational decision making ability under digital
marketing campaign (Zhu and Gao, 2019). In context of Tesco, it is identified that
organisation is operating within the market of UK where it is various kind of social media
platforms which has direct influence of political rules and regulations. It is identify the new
government use various kind of sensor boards which regularly check the content posted by
various organisations on digital platforms. In order to meet this requirement organisation
need function which will perform appropriately.
Economic factor: Economic factors are those factors which are related to economic
stability within the area where organisation is working and include number of factors such as
GDP growth current development and many others. In context of Tesco, there are a number
of economic factor which impact the organisational digital marketing system and strategies.
These factors include continuous development in infrastructure facilities of digital market,
development of digital platform, improving in information technology system of UK and
various others. In context of Tesco, economic factors impacting positively on the
organisational performance where it can easily identify the functions as well as use them in
accordance with its digital marketing campaigns. Better GDP growth helps Organisation in
targeting appropriate customer and digital platforms where it can easily formulate strategies
and manage function in an appropriate way according to the requirement of digital strategy.
Social factor: Social factor act as an important part of external environment analysis
which includes number of factors which can impact on the organisation and related to the
society and it trends within the society. In context of the current situation of digital
marketing campaign used by Tesco there are a number of social factors which impact on the
organisational performance. It includes changes within the trends of society such as focus
towards use of social media platforms and various others. These trends are helpful to the
Tesco in performing its function and managing the function in accordance to the current
requirement (Kannan, 2017). It is analysed in the current department there are various
function which has to be used but as co. this is helpful to the organisation in formulation of
digital marketing strategies according to the current trends and increased use of digital
platforms. Number of functions which can be used under this which promoter score and its
digital marketing campaigns.
Technological factors: Technological factors of external environment factors which
act as an essential part of organisation and health in building appropriate digital marketing
strategies. There are continuous changes within the use of technology which is helpful to the
Tesco in performing its function and utilising the resources accordingly. There is continuous
changes in technology which help your organisation in improving its function and managing
them in accordance with the current requirement. Order to promote the production services.
Environment factor: Environment water also acts as an essential part of Tesco which
is helpful in promoting the organisational objectives and managing the resources in an
appropriate way. Using environmental friendly tools and techniques as well as slogans will
help Tesco in managing its digital marketing campaigns where it came from both the
organisation functions. With the current requirement of business

Legal factor: There are number of legal factors which are essential for the
organisation in order to meet the requirements and performing functions accordingly. It is
analysed that current business environment is full of changes which has to be used in
accordance with the functioning. Include all those rules and regulations which must be used
by the organisation in order to meet the requirements of current business environment. This
need to be fulfilled and order to make a digital marketing campaign effective and use digital
strategies so that organisation can easily attract the customer within the market by following
all the norms rules and responsibilities accordingly (Confos and Davis, 2016).
It can be evaluated from the above mentioned information that there are various
factors which are included under the external evaluated in order to meet the requirements and
perform the functions in an appropriate manner to achieve objectives. All these are impactful
to the organisation in order to meet the requirements and performing the function.
TASK 2
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 can be defined as a link between different peoples which are connected
through World Wide Web in order to maintain the set of social relations. It includes social
web systems which are related to the website and software in order to develop a support
system to foster social interaction. This is an online social interaction from basis of online
activity which includes online shopping education giving social networks and many others. In
context of the current report a clear argument between use of social web and its importance to
the organisation is discussed below which include the comparison between Tesco and its
main competitor Sainsbury (Key and Czaplewski, 2017).
Tesco Sainsbury
It is identified from the functioning of Tesco
that organisation is using appropriate social
web in its digital marketing campaign which
help the organisation in attracting the
customer and various social media platforms
and performing its function in an appropriate
manner. This is also helpful to the
organisation in managing its function
according to the needs and requirements of
the current environment where it can attract
the customer at social functions by managing
the public relations accordingly. In context of
this organisation is using social network
services such as Facebook which enable
people and organisation to connect with each
other and present after women friendly
names by using appropriate system and
listing on the world wide web. It is also
identified that there are various benefits of
It is identified that Sainsbury is not using an
appropriate social web system which is
impacting on the performance of
organisation. Under this Sainsbury has to use
appropriate social web system which will
help the organisation in performing its
function and achieving its objectives in the
area where it is working.

using social web.
TASK 3
Critically analyse how modern organisations integrate traditional marketing with digital
marketing to achieve strategic objectives.
Tesco is a global organisation which performing its function at global level full stop
in context of this it is identified that organisation can use the traditional marketing concepts
with the digital marketing concept in order to improve its marketing segments as well as
improve its marketing strategies (Vinerean, 2017). This is analysed that it is helpful to the
organisation in achieving results in an appropriate way and performing the function according
to the requirements.
Traditional marketing: traditional marketing can you define system different from
digital marketing concept.
Advantages of traditional marketing
 Traditional marketing is hard to ignore as it provide organisation a benefit under
which organisation in target the customers by use of mass media campaigns sstv
billboards stadiums buses and various other.
 Traditional marketing process less potential risk to the brand of organisation where
offline it is easier for the organisation to manage the brand of form and message it
according to their requirements in front of customers (Bala and Verma, 2018).
Disadvantages of traditional marketing
 Traditional marketing can be more expensive in comparison to digital marketing
specially when it is used and manager will implement the total cost of production on
the media buy.
 Traditional marketing doesn't have the same ability to target and subsequent as digital
which impact on the organisational performance in relation to the traditional
marketing concept.
Digital marketing: Digital marketing can be defined as a part of marketing company which
is related to utilising the internet and other sources based on digital technology in order to
improve the organisation function and perform the marketing of the products at digital level
(Zahay, 2020). It is related to performing various functions in order to manage desktop
computers mobile phones and digital media to use these platforms for promoting the products
and services. There are various advantages and disadvantages of digital marketing tools
which are discussed below:
Advantages of digital marketing

 The major advantage of using digital marketing tool is that it allows the organisation
to expand in new markets as well as trade globally so that organisation can use this
function at global reach.
 Digital marketing also include advantage which help the organisation in improving
the conversation rates where organisation can easily implement its policies and
procedure and achieve the objectives by managing functions and attracting large
number of customers (Hanlon, 2019).
Disadvantages of digital marketing
 The major disadvantage of using digital marketing in organisation is that it includes
number of tools and technique which require appropriate knowledge as well as
experience in order to carry out the success in firm mentation of digital marketing
strategies (Key, 2017).
 It is also evaluated that it include a time consuming process where online advertising
campaigns and creating the marketing content consume lot of time as well as can
change the trend within the industry due to to continuous changes and dynamic nature
of industry.
CONCLUSION
It can be concluded from the above mentioned information that there are various
factors which are included under the digital marketing system which has to be analysed by
the organisation for achieving its objective and performing the function in an appropriate
manner. This is also concluded that there are various options available to the organisation
which can be used according to the requirement of digital platforms will and will help the
firm in managing the functions.

REFERENCES
Books and journals
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences.
Series V, 9(2), p.61.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
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.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering, 8(10), pp.321-339.
Zahay, D., 2020. Digital marketing management: A handbook for the current (or Future)
CEO. business expert press.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Vinerean, S., 2017. Content Marketing Strategy. Definition, Objectives and Tactics. Expert
Journal of Marketing, 5(2).