Digital Marketing Strategy

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