Digital Marketing Strategy for Marks and Spencer

Marketing strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview of the digital marketing process.................................................................................1
Creation and analysis of the digital marketing campaign...........................................................2
Link digital business with the digital marketing strategy...........................................................5
Formulate objectives...................................................................................................................5
Development of the implementation plan...................................................................................6
Budgeting....................................................................................................................................6
Measure the campaign.................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing strategies are refers to plan procedures that has to be undertaken for the
accomplishment of the goals and objectives of the marketing campaigns of the
company(Mothersbaugh, Hawkin, and Kleiser, 2019). And digital marketing is described as the one
of the marketing component which is done by using the internet and online based digital
technology such as desktop computers, mobile phones, digital media and platforms so that
greater reach can be achieved with the minimum amount of cost. This report is based on the
MARKS AND SPENCER company which is an British based multinational retailer along with
the headquartered in London, England. It is specialised in selling cloths, home products and food
products that is mostly with the own label. This report is consist of the overview of the digital
marketing process that is used by the company and the creation and analysis of the digital
marketing campaign.
MAIN BODY
Overview of the digital marketing process
In today's scenario there is an revolutionary transformation in the marketing trends.
Companies as well as consumers are shifting towards the digital marketing campaign as because
of the benefits and advantages provided by the digital marketing as compared to the traditional
marketing methods(Perreault, 2018). With the help of this, the marketing team of the M&S
company can target the customers globally and can grab the access to the maximum population
in order to establish the brand in the large market and to stand strong among the competitors.
Process of the digital marketing is consist of the predetermine flow or steps that are explained
below in relation to the M&S company(Chiang, 2018).
 Research: in this stage, all the necessary and essential information is need to be gathered
by the M&S company whether it is related to the product, services and target audience
and market. Which is further used for the decision making.
 Create: here all the information and data is evaluated and strategized to create the
marketing campaign. With the consideration organisational goals and objectives and the
vision of the stakeholders.
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 Promote: once the marketing campaign has been created and strategized, then, marketing
team of the respected company will started the promotional activities for the product and
services(Ibrahim, and Harrison, 2020).
 Analyse : the results are to be analysed in terms of sales and revenues, this help in to
identifying the area that need to be improve for the better outcomes.
 Optimize: At this stage company report to goals and refine the strategies that provides
support in to increase the productivity of outputs.
Creation and analysis of the digital marketing campaign
marks and Spencer is British based multinational retailing company having headquarter in
London, England. This has been dealing in clothing, home products and home foods mostly by
its own label. This is currently having a 959 stores across UK from which 615 sell only food
products. M&S is founded by Michael Marks and Thomas Spencer in 1884, it also listed on the
London stock exchange along with this, it is a constitute of the FTSE 250 index. It also provides
online food delivery services by Ocado retail.
Situation analysis
situation analysis is refers to the process of critically evaluation and analysis of the
internal and external conditions or situation which has the direct impact on the performance and
productivity of the company(Tozanlı, Kongar,. and Gupta, 2020). For this, here SWOT analysis
has been used for the analysis of the internal environment and PESTLE analysis for external
environment.
SWOT analysis: This is refers to the strategic planning technique which is used by the company
in order to evaluate the company's strength, weakness, opportunity and threat. That help the
company to understand about what they do well and to address what they are lacking in to
minimize the future uncertainty and risk. Factors of this analysis id discussed below in context to
the M&S company:
STRENGTH WEAKNESS
 Marks and Spencer has been working
in te market from last 136 years along
with this, it is an one of the leading
retailing company in UK.
 As per the report 2019, the sale of the
some stores of the company was
declining as because of the poor supply
chain and non availability of the
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