Integration of Traditional and Modern Digital Marketing Activities

Digital Marketing
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
Digital platforms used by the company and the pestle analysis with respect to digital
marketing campaign....................................................................................................................4
TASK 2............................................................................................................................................6
Importance of social web on the brand building.........................................................................6
TASK 3............................................................................................................................................8
Integration of traditional and modern digital marketing activities .............................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
.........................................................................................................................................................1

INTRODUCTION
Digital marketing is an marketing activity which involves the use of digital platform. This
type of marketing involves the use of internet and various online platforms for their marketing
activities. The increase in the use of technology has given the rise for the usage of digital
marketing. The marketing through digital platform provides various merits or advantages to the
organisation. Through digital marketing an organisation would be able to target the large number
of audience at a single time. This technique also saves the cost for the organisation, can well
targets the market and much more. For reference purpose this report has taken an example of a
company, Sainsbury. The company is a multinational British company which is engages itself in
supermarket sector. Sainsbury company was founded in the year 1869 by James Sainsbury. The
company has the second largest chain into the market place when comes to supermarket sector.
This report discusses about the various platforms where the company has establish itself
through the use of digital platforms along with the PESTEL analysis of the company for their
digital campaigns (Cole, DeNardin and Clow, 2017). The report also includes the importance of
social media platform and social web used by company. Apart form this, the use of modern as
well as traditional use of marketing by company has been also presented in report.
TASK 1
Digital platforms used by the company and the pestle analysis with respect to digital marketing
campaign
The digital platform said to be a stage where the organisation can put itself at the online
stage and can market or advertise their products or services they which they have to offer. These
digital online platforms provide the organisation in facilitating the interaction between the
targeted market and the organisation. There are various digital platform which are available to
the company for performing their digital marketing activities. Sainbury organisation also uses the
digital marketing platform for their marketing purpose. Some of the platforms where the
company has establish itself may include:
Facebook: Facebook is the online social media platform originated in America. It is an
online social media platform where the people log in make friends, post their photos, feeds or
status, make groups and also can chat (De Pelsmacker, Van Tilburg and Holthof, 2018). The
organisation have the page upon facebook in which they regularly post about their ads,

campaigns, new products, reviews, feedbacks, and much more at there. Through facebook the
organisation would be able to
Company's own site: The organisation Sainsbury the company and its working can get
to know about it. It also helps in educating the targeted customers about the Sainsbury has its
own website from where the customers can visit and make the purchases for the products or the
services which they have to offer to the targeted market. The company also runs the discounts
and offers to the site which the customers can avail and make the purchase.
Use of SEO's: The organisation uses the SEO approach to make their site appeared at
first when any person search about the company or supermarket categories (Goldfarb and
Tucker, 2019). Through this the people who does not know about the company and its working
can get to know about it. It also helps in educating the targeted customers about the Sainsbury
has its own website from where the customers can visit and make the purchases for the products
or the services which they have to offer to the targeted market. The company also runs the
discounts and offers to the site which the customers can avail and make the purchase.
counts and offers which the company has brought up for them. counts and offers which the
company has brought up for them.
The pestel analysis of Sainsbury company with regard to digital marketing campaigns
The PESTEL analysis is a framework through which the organisation would know about
the external factors and its impact upon the business and its operations. The external factors are
the factors which run or operate independently and an organisation cannot control the same but
the impact of these factors upon the business is much high. The organisation forms the policies
by reviewing and analysing these factors. The pestel analyses of Sainsbury company with regard
to its digital marketing campaigns can be as follows:
Political factor: The political factor includes the rules and regulations which are formed
by the government of the state. It also includes the degree towards which the government can
control the actions of organisations (Herhausen and et al., 2020). In the case with Sainsbury
organisation, as the organisation is a multinational company which operates in various countries
and states there the organisation has to decide that he has to target a segment of its total audience
or it is targetting the whole audience or the marketing purpose. The company has to prepare its
advertisements which is need to set must understand the political outlook of that country or state
Digital marketing activities within the reach and regulations of countries.