Digital Marketing Strategy

This report discusses the digital marketing strategy used by Wizard, a leading IT company in the UK. It covers the effective use of digital platforms, PESTLE analysis, and the integration of traditional and digital marketing for strategic objectives. The report also explores how social media platforms are used to create brand awareness and loyalty. The comparison with another organisation and the evaluation of the effectiveness of digital marketing are also discussed.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Introduction of Wizard with effective digital platforms considered by company..................3
PESTLE analysis and these factors impact the digital marketing campaign.........................4
TASK 2............................................................................................................................................6
Introduction of social media platform considering what is social media and brand?............6
Analyse what and how business organisation tends to use social web to develop, maintain
brand loyalty and awareness and make effective comparison with another organisation......7
Evaluation of the effectiveness of an organisation for using social web to create effective
brand awareness & justify......................................................................................................8
TASK 3............................................................................................................................................8
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives.................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing refers to the effective and modern solution for the concerning
marketing issues including the inefficiency. Considering the present condition, most of the
organisations tends to make effective use of several digital platforms in terms of promoting and
advertising the concerning products and services. Along with this, the digital marketing concept
tends to become popular for the effective development and suitable evolution of effective
technologies considering the business practices (Kingsnorth, 2019). The present report is based
on Wizard, which is the IT company and offer CRM solutions which is the UK's leading
business software provider that significantly place exact CRM system for the company and also
best for the breed solutions to the market considering the offerings. The report tends to cover the
digital marketing techniques and tools which is opted by Wizard. Moreover, PESTLE analysis is
conducted in terms of evaluating market conditions that tends to impact the digital marketing
strategy. Lastly, traditional and digital marketing concept is being compared with effective
examples.
TASK 1
Introduction of Wizard with effective digital platforms considered by company
Wizard is the prominent IT company that tends to offer effective quality of CRM
solutions across UK. It is the UK based company specialises in the execution of complete and
effective software solutions to enhance the marketing, sales, other services and support
productivity. Hence, these solutions termed as the customer relationship management solutions.
The mission of company is to provide innovative and quality products and services to
their customers in terms of achieving competitive advantage at the market area.
Moreover, the vision of company is to become the first choice of customers in terms of
maintaining suitable relations with their potential customers.
Wizard prominently started a new marketing campaign for the updated and accurate
management of information with the objective of enhancing digital marketing proposition across
UK. For this, the software used as the technology of company that tends to permit company to
develop effective connection with their customers with the help of digital platforms for
customers and effective services. Besides this, the accurate management tends to enable effective
development for the loyalty programmes in terms of tracking redemption for real time.

Furthermore, company tends to make effective use of social media applications for the
digital tools for effective promotion. In regard of this, Facebook, Instagram and YouTune tends
of offer prominent number of customers considering the short period of time. Besides this, the
digital team tends to offer 24*7 services to their customers in terms of resolving customer
queries in an effective manner (Vieira and et. al., 2019). Therefore, it is helpful in terms of
developing effective brand image and also improve the performance level of company.
PESTLE analysis and these factors impact the digital marketing campaign
PESTLE analysis is the effective framework which is opted by company in terms of
conducting effective macro analysis and also collect effective information regarding the impact
of these factors for the effective business activities and overall performance. It tends to undertake
effective factors that cover various areas for the external business environment and depict the
influence on the suitable business operations in the sector. This factor depict the effective
relation for the impact on the prominent digital marketing strategies of an organisation. Political: This factor plays significant role as it tends to include various elements like
political stability, exchange rates, taxes and many more. It is essential for company to
consider these factors before conducting digital marketing campaign. It tends to impact
the digital marketing campaign of the company which is essential as they need to collect
information regarding the rules and norms which are imposed for the specific area
considering the digital market (Chaffey, 2019). For instance, at the time of conducting
marketing campaign, Wizard need to undertake suitable political aspects of UK in terms
of offering safe and reliable solutions considering the political issues that leads to decline
chances for legal charges. Economical: It depict the effective economy for the several regions which are different
and also has diversified impact on the business as per the kind of industry which they
tends to impose a the market area. In terms of having effective digital marketing
campaign, IT sector need to put emphasis on the prominent economic condition and also
tends to develop suitable plans in terms of offering effective digital marketing campaign
which is helpful to attract effective customer base (Bala and Verma, 2018). For instance,
Wizard tends to develop effective marketing campaign in terms of having prominent look
on the economic condition of area which is useful in developing suitable plans to address
the needs of customers effectively.

 Social: It is undertaken as the essential element that tends to impact the digital marketing
campaign and it is analysed that social factors need to be change and develop
prominently within the retail sector. As in terms of digital marketing campaign, it is
concerned with addressing the prominent products and services for the broader segment
and target audience prominently (Yoga, Korry and Yulianti, 2019). For instance,
considering the marketing campaign of Wizard, the company tends to put emphasis on
making effective use of the digital technologies in terms of attracting individuals by
promoting several plans which are quite flexible for the effective segment. Technological: It is identified that digitalisation and technology both are co-related with
the effective development of technology and prominent revolution occur because of the
effective concept of digital marketing. For this, technology tends to change rapidly and
also has direct impact on the effective preferences of customers. In terms of sustaining
and gaining success in market for the longer period of time, it is essential for Wizard to
make effective use of unique technology in terms of offering prominent customer service
(de Ruyter, Keeling and Ngo, 2018). Hence, it is important for company to effectively
conduct research in terms of collecting information regarding availability of technical
resources and tends to make effective use of technology in proper manner. For instance,
most of the individuals of UK tends to use innovative technology in terms of purchasing
effective product by preferring to offer effective CRM services to their potential
customers. For this, it is important for the higher management of Waitrose to focus on the
prominent digital tools in terms of attractive and effective promotion for the development
of digital marketing campaign. Legal: This factor is related with the political elements by considering the particular laws
for organisations which are developed by legal care takers and also consider political
parties. For this, legal framework tends to include several places for economy and
undertake change according to the economic environment and overall conditions (López
García and et. al., 2019). Hence, digital marketing campaign of retail sector tends to
make sure effective promotional plans including ideologies which are developed by
undertaking legal policies. It also tends to undertake effective laws of UK considering the
policies which are related with offering discounts and offering deals which are cleared

with effective guidelines by the company including the campaigning activities which are
executed in effective way.
 Environmental: These factors are related with causes and impact of company on the
significant operations. For this, digital marketing depict the effective solution which is
developed by the IT industry in terms of declining the pollution level and destroy the
traditional marketing for the operational activities by imposing on the overall
environment. For instance, declining the usage of papers for the promotion by
considering the social media and digital technology that positively influence the
environmental conditions.
TASK 2
Introduction of social media platform considering what is social media and brand?
Social media platform refers to the mobile purchasing and internet which is useful and
controlled by the seller to promote business services by considering the profile on Facebook,
Instagram and many more. It is considered as the web based technology that undertake effective
development and management of social media offerings and effective solutions.
Social media is the web services and interface that leads to support effective social
interactions among human beings (Hanlon, 2019). Along with this, it undertake e-commerce
portals and social media platforms. Furthermore, it tends to set as the social interactions that
leads to link people by world wide web.
Moreover, brand is the effective concept of analysing symbol, mark, sentence and logo
by which company tends to use various products from their competitors. For this, it is also
identified that effective combination for more than one component is used by Wizard to develop
their brand identify.
How companies make use of social media for creating brand awareness
In present times, organisations tends to use social media platforms in terms of spreading
awareness for the large number of individuals regarding brand. Along with this, social media
also helpful for organisations in terms of attracting large number of customers and improving
their performance level (Kotane, Znotina and Hushko, 2019). In terms of Wizard, they tends to
make effective use of significant applications like YouTube, Instagram and so on. Besides this,
company also tends to have prominent website for the effective information which is available

regarding the products and services which are offered by company. Hence, it is useful to promote
their brand and improve overall performance considering the profitability.
Analyse what and how business organisation tends to use social web to develop, maintain brand
loyalty and awareness and make effective comparison with another organisation
Brand loyalty depict the rewards by which company tends to earn by caring of their
customers and after that purchase products and services. It is also identified that higher level
management of Wizard tends to make effective use of social media in terms of developing and
maintaining brand awareness and loyalty. For this, the effective ways are developed by the social
media that are mentioned as underneath:
Develop prominent and effective social media strategy: It depict that social media is not
only about posting things it also tends to interact with effective factors considering marketing,
selling and promotion of effective activities. It is essential for the higher management of Wizard
to develop social media strategy by considering the cohesive plans and also link for effective
development in terms of remaining in the competition (Saura and et. al., 2019). Along with this,
it also tends to help company to organise effective market research for their competitors at the
time of developing social media strategy. It is helpful for Wizard to develop prominent strategy
and also tends to improve overall performance of company.
Share quality content: It is essential for company to share effective quality and
prominent information of customers as by this, it become easy for them to achieve effective
understanding regarding effective offerings of an organisation. Furthermore, visual content is
developed and also shared by the social networks which is an important factor in terms of
planning for the social media content. Besides this, the marketing manager of Wizard tends to
make prominent use of videos and screenshot by which they can make effective content more
attractive and memorable for their customers.
For this, it is identified that the major competitors of Wizard is Workbooks who tends to
offer CRM solutions to the SMEs by making effective use of social media in terms of developing
and managing brand loyalty considering brand awareness. For this, the prominent comparison in
terms of social media is mentioned as:
Wizard Workbooks
It is identified that company need to make The managers of respective company tends to

effective use of its marketing campaign which
is for the effective management of information
with the help of software in terms of
connecting with their customers. Along with
this, company tends to organise effective
digital marketing campaign that tends to
advertise the social media applications
including Facebook, Instagram and so on. It is
helpful for company in terms of improving the
sales level and profitability in prominent way.
make effective use of social content in terms of
developing videos and so on which is
presented to customers to prevail in market
(Correia, 2019). It is helpful for company to
make effective memories and also valuable for
brand within the mind of customers.
Evaluation of the effectiveness of an organisation for using social web to create effective brand
awareness & justify
It is identified that social media plays an important role in terms of spreading awareness
and advertise brand at the market area. It also tends to permit Wizard to enhance their customer
level in terms of increasing the customer level that put positive impact on the overall
performance and profitability (Mekonnen, 2018). Moreover, it is also helpful to raise market
presence of brand and effective development for strategy for the market performance in terms of
increasing in an effective way. Moreover, social web is useful to reach large number of
customers to enhance their sales and revenues.
TASK 3
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives
Traditional marketing: It refers to the effective form of marketing which is not present at
the online as here direct mail, print, outdoor advertisements and many more are considered. For
this, newspaper to TV and radio is traditional method used for marketing in terms of targeting
audience in an effective way (Rohm, Stefl and Saint Clair, 2019).
Advantage & disadvantages of Traditional marketing

 Benefits: Traditional marketing is helpful in terms of reaching for the local audiences in
prominent way. It is also helpful in terms of developing long term relations with their
customers. Drawbacks: It is considered as the time consuming process that occur effective cost to an
organisation that negatively impact revenues which are earned by company.
Digital marketing: It depict the concept of marketing considering the online factors
including promotion, email marketing, social media advertisement and so on. This form of
marketing is successful due to social, technological and cultural shifts (Deiss and Henneberry,
2020).
Advantage & disadvantages of Digital marketing Benefits: It is identified that digital marketing is cost effective comparison to traditional.
It is prominently direct effective ways to develop relations to target their audience in
prominent manner. It is helpful in terms of reaching large number of individuals for the
short period of time to increase their sales.
 Drawbacks: It depict that most of the times social media tends to develop wrong meaning
for the perspective of customers and they also does not interpret the message offered to
them (Ivanov and et. al., 2019). As it tends to decline the brand image of company and
negatively impact the market performance.
CONCLUSION
By considering the above discussion, it is identified that digital marketing is essential in
terms of enhancing the effective level of performance and profitability. Along with this, it is
useful for an organisation to provide something effective and unique by developing positive and
effective image in front of customers. For this, various digital marketing platforms are opted by
organisations including social media platforms that tends to permit company to gain effective
vision regarding the external factors by impacting the overall business performance and
operations. Furthermore, it tends to identify the external factors the put positive impact on the
digitalisation and integrating marketing. Along with this, digital and traditional marketing were
effective observed by identifying the effectiveness which is useful in accomplishing business
objectives within stipulated period of time.

REFERENCES
Books and Journals
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.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Correia, M.B., 2019. Digital marketing strategies based on the e-business model 41 33 11:
Literature review and future directions. In Organizational Transformation and
Managing Innovation in the Fourth Industrial Revolution (pp. 86-103). IGI
Gl 41 33 11obal.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ). 26(3). pp.199-203.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Ivanov, M and et. al., 2019. Time for a marketing curriculum overhaul: Developing a digital-first
approach. Journal of Marketing Education. 41(1). pp.47-59.9. The digital marketing
with the application of cloud technologies. In SHS Web of Conferences (Vol. 65, p.
04019). EDP Sciences.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital
marketing. Scientific Journal of Polonia University. 33(2). pp.28-35.
López García, J.J and et. al., 2019. Digital marketing actions that achieve a better attraction and
loRohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum
overhaul: Developing a digital-first approach. Journal of Marketing Education, 41(1),
pp.47-59.yalty of users: An analytical study. Future Internet. 11(6). p.130.
Mekonnen, A., 2018. Digital marketing strategy for affinity marketing: Utilising the new
marketing arena. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 87-105). IGI Global.
Rohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education. 41(1). pp.47-59.
Saura, J.R and et. al., 2019. Time for a marketing curriculum overhaul: Developing a digital-first
approach. Journal of Marketing Education. 41(1). pp.47-59.
Vieira, V.A and et. al., 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science. 47(6). pp.1085-1108.
Yoga, I.M.S., Korry, N.P.D.P. and Yulianti, N.M.D.R., 2019. Information technology adoption
on digital marketing communication channel. International journal of social sciences
and humanities. 3(2). pp.95-104.