Integration of Traditional and Digital Marketing for Strategic Objectives

This document discusses the integration of traditional and digital marketing in modern organizations to achieve strategic objectives. It explores the advantages and disadvantages of both approaches and provides relevant examples and marketing theory.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Task 1.........................................................................................................................................3
Using an organisation of your choice, identify and critically evaluate PESTEL factors
influencing the success of their digital marketing campaigns. Use relevant theories to
illustrate your answer.............................................................................................................3
Task 2.........................................................................................................................................6
Critically evaluate and analyse the effectiveness of the social web for building brands.
Compare two organisations of your choice to demonstrate your arguments.........................6
Task 3.........................................................................................................................................7
Critically analyse how modern organisations integrate traditional marketing with digital
marketing to achieve strategic objectives. Provide four advantages and four disadvantages
for traditional and digital marketing. Illustrate your analysis with relevant examples and
marketing theory....................................................................................................................7
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................10
Books and journals...............................................................................................................10

INTRODUCTION
Digital marketing is an essential element of every organisation because in the current
environment there is continuous increment with in the tools and techniques which are used by
organisation in order to promote the digital functions (Atshaya and Rungta, 2016). With the
continuous growth of digital functions there is continuous increment within the concept of
digital marketing. Under this concept organisation is required to perform various functions
which can be used in order to achieve better results. The current report based study of
Amazon. It is an American multinational organisation which is dealing is e-commerce
platform. In context of this there are different functions which are included under the report
which are related to organisational functioning as well as use of digital transaction. Report
consist discussion about pastel factors which impact the digital marketing campaign of
organisation. There is also discussion about the effectiveness of social web and width for
building the brand and identifying the organisational main competitor in this. There is also a
discussion about use of traditional and digital marketing methods in order to achieve the
strategic objectives.
MAIN BODY
Task 1
Using an organisation of your choice, identify and critically evaluate PESTEL factors
influencing the success of their digital marketing campaigns. Use relevant theories to
illustrate your answer
For the organisation to scan the external environment factors which can impact on the
organisational performance as well as achievement of his goal in order to make digital
marketing campaign effective. At this system organisation need to identify different factors
which can be used according to the requirements and perform the function in an appropriate
manner. In context of amazon it is a global organisation where it is required by the firm to
manage different external factors in accordance with its digital marketing strategies and
campaign. This makes it essential for the form to use this resources and achieve their
objectives in a timely manner (Chaffey, 2019).

Political factor: political factors are those factors which are related to the rules and
regulation formulated by the government in order to maintain the political stability as well as
perform the business functions within the economy. In context of Amazon there are various
factors which have to be analysed by the organisation and can be used in accordance with the
needs and requirements. This system Amazon is operating at global level where it is required
by the firm to follow the rules and regulation of different organisation and perform this
function according to the requirements. Amazon is a global performing organisation where
there are number of factors which have to be considered by the firm in orders to achieve the
objectives (Confos and Davis, 2016). Amazon is using appropriate functions which are
related to organisational performance as digital campaigns. A number of political uncertainty
is which are faced by the government due to harsh attitude of Jeff Bezos full stop this also
impacted on digital marketing campaigns of organisation as well as lead to negative publicity
within the market.
Economic factor: economic factors can be defined as those factors which are related
to the organisational performance within the economy where the organisation is working full
star in context of Amazon it is a global performing organisation where it is needed by the
firm to manage the function according to the requirements and achieve the objectives in an
appropriate manner. This is also essential for the management within the organisation to
formulate effective strategies which are related to economic environment. In context of the
current time there is economic stability in most of the nation where Amazon is working for
this help the Amazon in performing its function and managing the function according to the
requirements (De Pelsmacker, Van Tilburg and Holthof, 2018). There are a number of
functions which can be performed by the management of Amazon in order to minimise the
negative impact of economic factors false in context of the current time these factors are
impacting positively on the performance of digital marketing campaigns as organisation can
use effective strategies which will support digital media and economic development is also
trending to word increment in the use of digital sources which will help score in formulating
strategies according to it.
Social factor: social factors are those which are related to the functions performed by
the organisation within the society. In context to this there are a number of social factors
which are used by the organisation according to the requirements for staff social factor also
influence functioning of organisation as well as performance of its objective within the
market where it is trading. In context of Amazon there are a number of social factors which

are considered by the organisation such as income level of individuals social background
thinking which help score in formulating effective system as well as using appropriate
methods under the digital marketing plan of organisation. This also help organisation in using
different social media platforms as well as formatting effective digital marketing plan which
can be used in order to maintain the function and achieve the objectives within the target
market. Amazon is also using different tools and technology in order to minimise the impact
of social environment where it analyse the environment and use different strategies according
to the trends within the society so that it can attract the customer within the market by the use
of digital marketing functions (Deiss and Henneberry, 2020).
Technological factors: Technological factor act as a most important part of every
business strategy as well as digital marketing function. This is because there is continuous
development within the technology which is used by the organisation for this organisation
required to use appropriate technological changes under their digital marketing function so
that they can perform that function in an appropriate manner. digital marketing is a function
which is performed by Amazon in order to attract the customer at by the use of digital
technology. Under this technological factor as a direct influence where continuous changes in
the technology and tools used in the digital marketing has to be used by the organisation
according to the requirements.
Environmental factor: environmental factors are those factors which are related to
the organisational functioning. Environmental factors include all those natural factors such as
pollution climate change carbon emission and many other which are related to the digital
marketing campaign of organisation useful in context of Amazon organisation can use digital
marketing platform by promoting organisational functions such as use of renewable energy
sources and various other initiatives which are started by the Amazon while working. In
context to this it will help the organisation in performing the function according to the
requirements and achieving its objectives (Ivanov, 2019).
Legal factor: legal factors can be determined as those factors which are related to the
rules and regulations which are used by the government in order to manage the functioning of
business organisation in context of current business environment and many other which has
to be followed by the organisation to manage its digital function impact on digital marketing
organisation as company has to use effective policies where it can maintain the environment

by using appropriate tools as well as when is the benefits of employees the following
different rules and regulations.
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 is an effective part of every organisation which help in performing number
of functions and achieving the business objectives by managing the content on organisation
website. It can be defined as those function which is used by the organisation in order to
manage the effectiveness of social sites and using a social media platform such as facebook,
instagram and twitter in order to manage the organisational content so that it can attract the
customer within the market. Include an appropriate site which is operated by the organisation
in order to perform its function and achieve the business objectives according to the
requirements (Kamal, 2016). It is an essential part of every business organisation is there are
a number of functions which are performed under the social web system. Amazon is using an
appropriate system which is helpful to the organisation in maintaining an appropriate social
web system. There is a discussion between amazon and its competitor in relation to the
effectiveness of social web to the organisation which is mentioned below:
Amazon global performing organisation where organisation is using an appropriate
social web system. Under the social welfare system of amazon organisation is registered in
world wide web system. The registered web link of organisation is amazon.in. This link is
operated by the organisation in order to provide the services and use digital marketing
campaigns of the organisation by listing them on organisational site. Amazon in improving
the digital marketing campaigns effectiveness where organisation can list the data as well as
use different approaches in order to manage its functions according to the needs and
requirement of social web (Kannan, 2017).
On the other side of the main competition of amazon within the market is flipkart.
Flipkart is not using an appropriate web system which impact on the organisational
performance where it is required by the firm to manage appropriate systems on its social
web.opportunities within the market.

Task 3
Critically analyse how modern organisations integrate traditional marketing with digital
marketing to achieve strategic objectives. Provide four advantages and four disadvantages for
traditional and digital marketing. Illustrate your analysis with relevant examples and
marketing theory.
Marketing include different kind of tools and techniques which are related to
traditional and modern tools. In context of the present and comment it is essential for every
organisation to use both traditional as well as digital marketing in an appropriate way so that
organisation can perform its function and implement the marketing function in an appropriate
way. There are different parts of traditional and digital marketing which has to be performed
in accordance with the needs and requirements of the current business environment.
Traditional marketing include print direct mail broadcast telemarketing and various other.
Traditional marketing: traditional marketing can be termed as that marketing part
which incorporates different forms of advertising and marketing. Traditional marketing is
important which is helpful in developing the business by using appropriate methods which
doesn't involve digital technology. The common methods which are used in the traditional
marketing approach are print direct mail broadcast telemarketing and various others. There
are different advantages and disadvantages of traditional marketing system which are
discussed below:
Traditional marketing is helpful to the organisation in reaching to the local audience
where
advantages
 Company can easily reach to the local individuals by the use of appropriate option and
serve as a quickest way (Kingsnorth, 2019).
 Traditional marketing also enable organisation to use and recycle existing systems
where various posters and pamphlets can be used in the recycling process which help
in saving various function and effort of organisation.
 New audience is also a factor where traditional marketing allow the organisation to
reach the large population across the many demographic areas.
Disadvantage

 Lack of time to update the message act as most common disadvantage of traditional
marketing where it is impossible for organisation to change the functions at the time
of implementing the strategies.
 Traditional marketing statistics is used for advertisement which impact on
organisational performance because it is impossible for editing this test within the ads
and lead to unhappy customer.
 What is advantage of using traditional marketing method is that it doesn't cover larger
information about the products and services which organisation want to convert to its
customer. This impact negatively on the organisational performance and lead to
dissatisfaction
Digital marketing: digital marketing is that function of business which is related to
use of digital tools media and technology in order to improve the functioning of organisation
as well as achieve the organisational goals and objective by implementing the marketing
function. This is an essential content in the current time which includes number of advantage
and disadvantage in order to achieve the business objectives (Kotane, Znotina and Hushko,
2019).
Advantages of digital marketing
 Global reach is a first advantage which can be used by the organisation in order to be
the objectives. It allowed the organisation to find a new market where it can perform
its function at global level with smaller investment.
 Low cost is also an advantage which can be used by the organisation in context of
digital marketing fullstop where a digital marketing campaign can reach the right
customer without implementing the high cost in comparison to traditional marketing.
 Use of digital marketing provide more personalized experience to the organisation
where it can easily target the specific customer within the market and offer the
products and services in order to their purchase decisions.
 One more advantage of using digital marketing system is related to measuring the
online market with web analytical techniques which provide scalable and measurable
results in order to improve their objectives and achieve function in an appropriate
manner.
Disadvantage

 The major disadvantage of using digital marketing is related to requirement of higher
skills and training. This is because digital marketing factor require appropriate
knowledge of digital tools and technology in order to use these functions and achieve
appropriate results (Patrutiu-Baltes, 2016).
 It is also and time consuming process which is helpful to the organisation in using the
online advertisement campaigns in creating the marketing content which can be used
according to the requirement and performing appropriate function in order to
maintaining the return on investment process.
 One more function which is analysed under the digital marketing function is related to
high competition. In context of the current marketing strategy it is analysed that
digital marketing involve high competition within the market where it is required to
perform the functions and grabbed the attention of number of customer with
challenges.
It can be evaluated that both of the functions has their own advantages and disadvantages
for stop this is essential for amazon to use the traditional as well as digital marketing concepts
in an appropriate v so that organisation can take decisions appropriately. This is also used by
the firm to manage the function and achieve the business objectives according to the needs
and requirements so that form can perform its function and gain maximum competitive
advantage (Piñeiro-Otero and Martínez-Rolán, 2016).
CONCLUSION
It can be concluded from the above mentioned information that there are various
functions which can be used in accordance with the needs and requirements of current
business environment. It is also analysed that there are various functions which are performed
under the business market conditions which involve identification of different factors false
top digital marketing is effective part where there at various kind of external factors which
impact on organisational performance and help in achieving business objectives. It is also
identified that by using appropriate system organisation can manage its functions and achieve
better results and desired time.

REFERENCES
Books and journals
Atshaya, S. and Rungta, S., 2016. Digital Marketing vs. Internet Marketing: A Detailed
Study. International Journal of Novel Research in Marketing Management and
Economics, 3(1), pp.29-33.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management, 72, pp.47-55.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Ivanov, M., 2019. Cloud-based Digital Marketing. In CEUR Workshop Proceedings (Vol.
2422, pp. 395-404).
Kamal, Y., 2016. Study of Trend in Digital Marketing and Evolution of Digital Marketing
Strategies. International Journal of Engineering Science, 6(5), pp.5300-5302.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
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.
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.m
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics
and actions. In MBA (pp. 37-74). Springer, Cham.