Digital Marketing Strategy

This report discusses the importance of digital marketing strategy and its impact on business success. It focuses on the case study of Sterling Bank and their digital marketing campaign. The report covers topics such as situation analysis, objectives, marketing plan, and implementation. It also explores the use of digital platforms, social media marketing, email marketing, and search engine optimization in the campaign. The report concludes with a discussion on monitoring and evaluating the campaign and setting a budget for it.

Digital Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Situation Analysis .......................................................................................................................3
Digital business and digital marketing strategy...........................................................................5
Objectives....................................................................................................................................5
Marketing plan ............................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as promoting company's products and services in front of potential
customers in market. This report is based on the case study of Sterling Bank in respect to its
digital marketing campaign. The organisation is located in United Kingdom and also engaged ij
banking sector. This report would evaluate different aspects related to the digital marketing
campaign of company. Henceforth, report will emphasis over the situation analysis in respect to
the Sterling Bank. Linkage will also have established in between digital business and also digital
marketing strategy of company. Objectives will also formulate to achieve the best level of
outcomes against the digital marketing plan of company. Implementation plan will also address
in this project to meet all different objectives of digital marketing. Furthermore, report will
emphasis over budgeting and measuring and evaluation of the entire campaign success.
MAIN BODY
Situation Analysis
Situation analysis summarises the internal and external factors associated with the
business environment where Sterling Bank is conduction and operating its business operations.
PESTEL Analysis
External business environment is summarising with the external factors that directly
impact over the business operations of the Sterling Bank. This analytical tool comprises with the
political, economic, social, technological, environment and legal factors influence the overall
business operations of organisation.
Political factor: Political factor comprises with the current political situation of United
Kingdom. Policies of United Kingdom government has been very much favourable such as easy
licensing policy to companies and new organisation, foreign policy and many such policies that
has supported the Sterling Bank in channelizing its business operations. Policies formed by
government provide a strategic direction to company for delivering its business operations and
practices (Leite and Azevedo, 2017). BREXIT is a key incident happened in recent time in

United Kingdom that has created negative impacts over the business operations of the Sterling
Bank. This entire incident could create major restrictions over the business operations of
company.
Economic factor: Economic factor comprises with the economic situation of country. In United
Kingdom economic position have always been strengthened that has supported the Sterling Bank
in conducting its business activity. Per capita income of people also motivated to take loans and
other borrowings. Inflation in economy is also sustained in controlled way that could also
improve the purchasing owner of customers in market which also resulted into more saving of
number of customers in the Sterling Bank (Daradkeh, Gouveia and Sen, 2018).
Social factor: People in United Kingdom has been keen towards opening up bank accounts and
also to put the money into the bank. This awareness in the people of United Kingdom improved
the overall growth possibility of the company in market (Zohra and Barman, 2019). IT could
easily attract people and customers to attached with the services offer by the Sterling Bank.
Technological factor: Company has been constantly active in advancing its technology. United
Kingdom government has also focused towards enhancing and boosting the technology of the
country so that better and more effective growth possibilities can be started in favour of the
Sterling Bank. Company consider technology in all its operations such as marketing, sales and
other such practices.
Environment factor: Company has been engaged in many social responsibilities with the
support of people based in United Kingdom. Activities like plantation and many such activit4es
are conducted (Garg and et.al., 2020).
Legal factor: Sterling Bank has also focused to cope up with all the regulations attached with
laws like equality act, anti-discrimination and many such acts (Senyo, Liu and Effah, 2019).
SWOT Analysis
This tool is used to assess about the internal environment of company.
Strength of Sterling Bank
 High brand value
 Diversity in operations
 Technological advancement
 Resources

 Skilled human resources
Weakness of Sterling Bank
 High income of people in United Kingdom
 Inflation in economy
 Changes in business environment constantly.
Opportunities of Sterling Bank
 Technological development opportunity
 Digital marketing opportunities
Threat of Sterling Bank
 Competition in market is aggressive
Digital business and digital marketing strategy
Digital business is denoted as conducting business operations over digital platforms.
Company try to engage with potential customers over digital platforms to sale its products.
Digital business is all about selling products over different digital platforms. IN order to gain
healthy success against the digital business it is essential for the company to channelizes an
effective marketing and promotion campaign over digital platforms. Company can only attract or
get engage with customers if it is active over digital platforms in respect to promoting products
offer by company (Kosunen, 2018). Sterling Bank is also active over digital platforms to
entertain massive success in term of digital business operations. Both the digital business and
marketing are interlinked with each other in gaining the product sale to ultimate customer base.
Sterling Bank is engaged in delivering financial services and facilities which required company
to get engage with the potential customers over various digital platforms. On the basis of the
platform company chooses for its digital marketing it forms its digital business strategies.
Objectives
Entire digital marketing plan can be designed based on the following objectives. These
objectives will support the organisation in guiding towards the digital promotion planning of
company.
Improve brand value of company
Sterling Bank will aim to cherish the brand value of company in the respective market.
This is the key objective that will drive the entire marketing campaign of the company.
Marketing team will try to enhance the overall brand value of company which will further

resulted into improved brand loyalty. Marketing team finalised all the products that can easily
attract to potential customers for achieving the overall objectives behind the entire campaigning
of organisation (de Ruyter, Keeling and Ngo, 2018). Sterling Bank is currently presented as
among the reliable brand that deliver the feasible services related to banking and finance. With
the support of overall brand value of company it can achieve or meet the overall objectives
behind channelizing business operations.
Boost sales of company
Marketing campaign of company always aim to boost up the overall sales turnover of
organisation. Sterling Bank is trying to enhance the sales turnover of organisation with the
support of overall marketing and promotion campaign of company (Heinze and et.al., 2018). The
marketing strategies will try to deliver the expected sales of company which will allow to meet
all different business objectives.
Improve customer relationship
Company will also try to cherish the customer relationship through the marketing
activities deliver by organisation. This is a key area that marketing campaign will cover in order
to deliver the entire marketing campaign (Rashid, 2020). Customer relationship will also merge
the customer loyalty in against to deliver the marketing activities of company.
The above mentioned objectives are among the key objective part of marketing and
promotion campaign of organisation. All the objectives will set a right direction for the overall
marketing and promotion campaign deliver by organisation.
Marketing plan
Aim
 To boost sales by 30%
Objectives
 All objectives behind the marketing campaign are specific as increasing sales, brand
value and other such objectives (Sommer, 2019).
 The success of the marketing campaign can be measured with the support of sales of
company (Micheaux and Bosio, 2019).
 IT is achievable for company to meet the objectives behind marketing campaign.
 It is realistic to gain the 30% boost in sales, polish brand value of company and other
objectives (Pourmohammadi and et.al., 2020).

 Company will try to achieve the objectives within the time spam of one financial year.
Strategies
Marketing campaign will follow the below mentioned strategies for this marketing
campaign.
Digital marketing: IN this strategy company will use digital platforms such as Amazon Prime,
Netflix to target customer (Kumar And et.al., 2017). These strategies will allow the organisation
to achieve the overall objectives behind the marketing campaign deliver by company.
Social media marketing: Company will also use social media marketing which allow company
to use different social media platforms and application for channelizing its marketing campaign.
Company will use Facebook, Instagram and other social media handle over which Sterling
Bank is active in current time (De Pelsmacker, Van Tilburg and Holthof, 2018). This strategy
will allow company to control the marketing strategy and achieve all objectives behind the
entire marketing and promotion campaign.
Email marketing: Company will also use email marketing in this campaign. IT will offer
effective and attractive offers to all the existing customers of company (Johnson and et.al.,
2019).
Search engine optimisation: Sterling Bank will also use search engine optimisation strategy.
Under this it will source its campaign over internet (Zahay, 2020).
Monitoring and evaluating campaign: The first step towards monitoring marketing campaign
is to set a clear and precise goals which would be very helpful in measuring the performance of
the campaign. It must be clear in the mind of marketer that what he wants to achieve through
this campaign. Defining KPIs for measuring the performance of campaign is must. This
includes website traffic, number of new versus returning visitors, page views and at last the rate
of return as compared to what has been spent on the campaign. All this clearly states the success
and failure of the campaign (Keegan and Rowley, 2017). The next step towards monitoring is to
select the right tools like social media and networking sites and identifying whether or how
much target has been achieved and how much is still remaining thus help in achieving targets
on time. Common tools for measuring and evaluating digital marketing campaign are as
follows:
Traffic on website: This helps in knowing how much traffic is there on website which is being
used for marketing is the best way to know the working or success of a campaign (Saura,

Palos-Sánchez and Cerdá Suárez, 2017).
Source of traffic: This tells us about the source from where the number of visitors are coming
like by clicking on the links available on social networks, or those who directly login your
website or the visitors from some other website who have been transferred to your website
(Oklander and Oklander, 2017). This helps in concentrating on that particular source from
where the number of visitors are large.
New & returning visitors: This is one of the best tool which tells us about how useful and
beneficial our content or advertising is that the visitors are getting attracted to repeat their visit
(Chaffey and Smith, 2017). The largest the number of returning visitors is, indicating the
success of the campaign and usefulness of the same to the visitors.
Sessions: It refers to how frequently or the number of times the website receives visitors
(Hanlon 2019). This helps in knowing how useful the particular website is to the population it
targets.
Page Views: It provides the information to the marketer about the number of pages viewed in a
particular time period which indicates that whether the whole content or only some pages are
beneficial to the target customers (Krizanova and et.al., 2019).
Budget
Sterling Bank has set a budget of £ 500000. Company has done a secondary research to
set the campaign on the basis of its objectives. This budget will allow company to implement
the campaign in best way possible (Li and et.al., 2019). Company will get to easily deliver the
planning stage of campaign, implementation and control or evaluation stage of campaign in this
budget.
CONCLUSION
We will conclude from the above report that digital marketing is the best and modern tool for
marketing functions which helps in reaching large number of customers with minimum resources
and time. This practice is getting improved every now due to technological advancement. This is
a very useful tool for the marketer who promote the products and brand in a more effective and
efficient manner. It helps in reaching right or target population along with helping buyers to get
the required knowledge for solving their various problems related to products they buy and

consume. Thus, marketer can achieve their goals and marketing function by relying and
developing a well organised digital campaign which induces potential buyers to utilise and
recommend the same to their known persons which is the sign of success for any campaign.

REFERENCES
Books and Journals
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Daradkeh, Y., Gouveia, L. and Sen, S., 2018. Strategic Thinking and Brands move to the Digital
transformation. Matter: International Journal of Science and Technology. 4(1). pp.88-
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De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
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