Integration of Traditional and Digital Marketing for Strategic Objectives

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