Digital Marketing Strategy

This report discusses the key legal and ethical issues of internet usage in IMC of modern organizations, the major factors influencing the success of digital marketing campaigns, the benefits and shortcomings of social media for start-up businesses, and the advantages and disadvantages of partnering with social media. The chosen digital marketing organizations are Mayple and Moburst. The report also covers related theories and provides insights into the effectiveness of the social web for building brands.

DIGITAL MARKETING
STRATEGY
1

Table of Content..............................................................................................................................3
INTODUCTION..............................................................................................................................4
MAIN BODY..................................................................................................................................4
1.0 Key legal/ and ethical issues of Internet usage in IMC of modern organisation and related
theories.........................................................................................................................................4
2.0 Major factors influencing the success of their digital marketing campaigns and related
theories.........................................................................................................................................6
3.0 benefits and shortcomings social media can bring to start-up businesses and the advantage
and disadvantage when a business partner with social media.....................................................7
4.0 Critically evaluate and analyse the effectiveness of the social web for building brands. Use
two organization of your choice to demonstrate your arguments................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
Books and Journals..................................................................................................................12
2

Table of Content
3

INTODUCTION
Digital marketing strategy is a series of actions that help in achieving the goals of the
organizations by carefully selecting the channels of online marketing. These include the earned,
owned and paid media channels that help in supporting the campaign around the particular line
of business. This report contains different questions and the chosen digital marketing
organizations are Mayple and the Moburst organizations. The report covers the ethical issues and
the related associated laws also the ethical issues of internet usage in the modern organization.
Further, the major factors that help in the success of the digital marketing campaigns also the
related theories are analyzed. Apart from this, the advantages of social media help in the start-up
of the business. Furthermore, the analysis of the social web for the development of the brands is
mentioned in this report.
MAIN BODY
1.0 Key legal/ and ethical issues of Internet usage in IMC of modern organisation and related
theories
The legal issues of the internet usage in the IMC of the modern organization are the
issues related to the trademark and the copyrights also the problem in the domain creates issues
in the organization. Further, the copyright laws are created for the interference between the
devices also to have proper communication between the different machines there is needed to
exchange the codes with each other. Similarly, with such issues between exchanging the codes,
the copyrights help the organization for having the safe transferring between the machines. Apart
from this, there must be physical safety as there is always the chance of the accidents to occur as
humans give up on the control of the functions of a machine. The companies in the UK that are
providing devices such as the Internet of Things helps in meeting the support which the
traditional companies cannot be able to meet. In addition to this, another issue is related to the
collection of the data as the cameras installed in for capturing every move of the employers
which they are doing in the public spaces in the organization. (Chaffey and Smith., 2017) Likewise,
sometimes the camera is not able to track the records from the single control center helps in
accessing the records through internet-connected devices.
4

The data security and privacy are other legal issues for internet usage as the devices that
have a connection with the internet can be easily hacked by the users. Also, this is necessary for
the immediate causes such as the cybercriminals usually have the focus on the collection of
payment and the computer network systems. Further, the speed at which such devices are
developed and the lack of security protocols are making such devices vulnerable. Likewise, the
gap that is used to fill the gaps for the privacy as if the organizations are offering the anti-virus
software that helps the organizations for the better future and easily achieving the goals of the
digital marketing campaigns. In this context, the data security and the privacies help the
organizations in achieving their targets and the goals effectively and efficiently. Apart from this,
the legal issues related to the internet are the issues of the liability such as the volume of the data
and the information and the stakeholders of the organizations are increasing because of which the
service providers help in outsourcing the activities of the organizations in the UK. In this
context, the service providers are helping in executing the agreements for the guidelines that are
related to the rules and regulations of the IT Act. Further, the service providers are needed for
balancing the risk allocation as it can be dealt with by the service providers as those who are
having the software of the End User Licensing Agreements (EULA). The agreement is the
incorporation of the related clauses and the rules and regulations that helps in executing the IoT
software services in the organizations of the UK. (Baker and Saren., 2016)
The usage of the internet has both the challenged and the extended uses also help in
discovering the new values that are explanatory in the digital marketing organizations in the UK.
In this context for identifying such issues, the theory is analyzed which is the Social Cognitive
Theory, through this theory the factors that explain and predict the media individual exposure in
the organizations. The social cognitive theory builds on conventional uses by clearly clarifying
the issues related to the internet in the campaigns and helps in identifying the problems free that
help in solving the problems. The marketing communities help in identifying problem-solving,
status-seeking, and help in identifying the peer identity factors and in searching the cognitive
factors. The theory explains the relationship media usage and the media gratifications also it is
familiar with the scholars of the media as the Social Learning Theory as the theory of media
effects. Moreover, the theory helps in demographic differences are attributing with the
explanatory variables through the internet also the social incentives for the employers help in
rewarding the interactions with the other correspondents who are using the internet.
5

2.0 Major factors influencing the success of their digital marketing campaigns and related
theories
Technology is a major importance for the success of the campaigns of digital marketing
in the UK also several factors is affecting the success of the digital marketing campaigns.
Further, factors such as the selection of the right communication tactics mean that in the Mayple
organization there must be a clear understanding of the audiences and have an idea that helps in
driving the selection of the proper choices of the media. For example, the selection of media
tools is according to the choices of the audience such as the Internet is in more demand for the
young people and the newspapers, radio is mostly liked by the elder generation of the audiences.
Apart from this, the marketers have to identify their objectives so that they can easily ensure the
strategies and put more effort so that they can easily achieve the goals of the organizations.
Similarly, the goals of the Mayple organization is divided into two parts such as the general and
the board objectives that must be specific and measurable. The other major factor behind the
success of the campaign knows the audiences by identifying the target audiences and makes
them understand is the major step in any marketing initiative. (Kannan., 2017) In this context,
businesses operating whether on a large or small scale are not focusing on their audiences and
the marketers are making the strategies to reach the audiences cost-effectively and efficiently.
The technology and the talent are also affecting the success of digital marketing
campaigns such as the issues related to the websites, advertisements, software issues and the
other common problems that are playing a major role in the success of digital marketing
campaigns. For example, is the business is experiencing the common issues with the campaigns
then it may likely use such strategies that help in improves the brand of the organization. Other
than this, the talent is the other factor as the experience and the knowledge of the team influences
for incorporating the market strategy as this is important to measure the success of the
organization. Apart from this, time is also considered as the major factor as this is useful for
planning, implementing and monitoring the strategies that are useful for the commitment of time
and helps in solving the problems of the organization. In this context, the strategies of digital
marketing need some specific monitoring for measuring the needs of the organizations. The other
factor is that the cost of whether the business is operating on a small scale can use the limited
budgets for doing digital marketing in their organization. The digital marketing done at the low
cost includes blogging, social media presence and creating videos for marketing and many more.
6

Moreover, attracting the customers and increasing sales helps in identifying how the customers
are using digital marketing for knowing the product information, services and business-related
issues.
The theories behind the success of the digital marketing campaigns are the segmentation
theory that is to better serve the customers so that the market is divided based on the similarities.
Further, the technological advancements that allow mass markets to segments from the one also
enable the customers for providing the information and receive the services and products that suit
them. Apart from this, the customer-led positioning is another theory that helps the company in
making the image of the product in the minds of the customers also for better positioning of the
services of the digital marketing the managers considers not only the specific products but all the
products and services and the needs of the customers. (Pharr., 2019) Moreover, another theory
that helps in the success of the digital marketing campaign is the competitive advantage is that
with the help of the internet platforms the organization can create a competitive advantage in
reaching the maximum potential. Similarly, the consumers who are active on social media are
creating a social media page that helps in increasing the quality among the new and the existing
customers that improves the awareness of the brand among the customers.
3.0 benefits and shortcomings social media can bring to start-up businesses and the advantage
and disadvantage when a business partner with social media.
Faster and Easier Communication: Social media is one of the best ways for start-up
businesses in faster and easier communication. Social media plays a role of USP in any start-up
business, as social media is one of the big factors in establishing a start-up. The factors which
make social media faster and easier in terms of start-up, it contains apps like Facebook,
Instagram and other social apps are quite easy while using them in marketing purpose and also
for selling purpose. For example, new start-up is using social media for getting a customer for
their product and also for all the marketing purpose like promotion, advertising and also for
creating companies name image in mind of the customer. (Järvinen and Karjaluoto., 2015)
Networking and Partnership: Social media is also beneficial in making a good network
and partnership. Social media is considered as one of the easiest and simple way for creating the
network, as network creating becomes easy through it. There are many ways in social media
from which relationships can be formed. The partnership can also be formed by social apps, as
7

they also provide all types of communication either in the message, call or video calling. The
start-up needs a very high level of networking, as it is a new business. The partnership includes
sponsor or the businesses which can help the new business or support it.
Customer feedback: The best and easiest way of getting a customer's feedback is social
media. Through social media getting feedback becomes easy, as they can directly give comments
over the product which new business is selling. This review provides a vital contribution to new
business, as the business able to know about the strong and weak factors. Every new business
needs to get feedback from the customers to fight against the existing business. For example, if a
new business has to make the business big and better than the organization has to use social
media for getting customers feedback.
Track competition: Tracking competitors is one of the big things which new start-up can
do from social media. Social media contains many apps which can help in tracking competitors.
Tracking competitors is like finding those businesses which can impact new business, as they are
consisting of a similar typ e of product and also having a good name in the market. For
example, the start-up has to find the competitors through social media, as it is a new start-.up and
when a new business enters the market, it must know who the competitors who can affect the
business are. (Bång and Hell., 2015)
The shortcoming of social media on new business
Bad publicity: If social media is having the benefit of getting good publicity then it also
consists of disadvantage of bad publicity. Social media can be used for both aspects either
positive or negative. So if any new business gets bad publicity then it becomes a big
disadvantage, as so many people all over the world are using social and they get a wrong and
negative image of the business. So it is a big shortcoming of social media over new business.
The problem will be more visible: Social media makes problems more visible as all the
things of business are within reach of people, as people who are using social media can easily
find all the problems related to the business. There are many positive and negative points of
every business so when these negative points get viral on social media then it becomes a very big
problem for new entrants. New entrants come with many difficulties like competitors, creating
image difficulties, etc. So at that time if social media becomes a problem for it then it becomes a
8

big drawback for new entrants. Apart from this, the competitors can study new businesses: The
big shortcoming of social media over new businesses is that competitors can understand the
strategies of the business. It is a fact that if social media gives benefit than, on the other hand, it
also creates a disadvantage. New entrants also get information about their competitors, so it is
vice versa. (Chaffey and Ellis-Chadwick., 2019)
Advantages of getting a business partner with social media.
Help in getting fame: The most powerful advantage of making business partners with
social media is getting fame. As social media is a very big platform as lots of people is connected
with it, so getting fame or creating an image in people mind is one of the advantages of getting
business linked with social media. Apart from this, the great way of publicity: Business gets
great publicity through social media apps like Facebook, Instagram, YouTube, etc. These all
social apps contain so many users and when business is linked or partnered with such big social
apps then it becomes a very big and positive point for the business.
The disadvantage of getting business partnered with social media.
Sometimes social media becomes a reason for trolling: It also happens sometimes that the
things which business is showing through social media get trolled. (Baltes., 2015) Trolling
contains so many reasons as when people don’t like the things which have shown by the
company over social media. Further, the bad content becomes a problem for business: It’s good
to be partnered with social media but some time due to bad content showed through social media
becomes a big problem to the business
4.0 Critically evaluate and analyse the effectiveness of the social web for building brands. Use
two organization of your choice to demonstrate your arguments.
The two organizations such as Mayple and the Moburst digital marketing organization in
the UK the effectiveness of such is the social web in building the brands. According to the
Mayple digital Marketing, organization branding is not only for the enterprises as it also relies on
the things and the person. Further, the social sites are making it easy to build up the
understanding of the users easily. Similarly, this proves that it is very useful for meeting the
needs of the customers and showing the ability to the world. The social media marketing is
assigning equal weights and everyone can share their different views as the platform and the
tools are different. In this context, with the help of such tools, the brand is built and for this,
9

social media marketing is an important strategy for building such brands in the organization.
Furthermore, on the basis of the Mayple organization the brand building is done through the
adopting the following measure such as Google adores the social media as it is incredible for the
SEO also the nature of the online networking is the highest point for the audiences for scanning
and utilizing the keywords through the social media sites and the web journals. Apart from this,
the number of customers is browsing online for the solutions regarding their issues and they are
cross-checking with the appropriate conclusions and the suggestions. (Mandal and Joshi., 2017)
Similarly, drawing online networking helps in explaining the business whether it is trusted or
not.
The Moburst digital marketing organization in the UK believes that genuine social media
and the interested feedbacks are permitting in the businesses so that it becomes familiar with the
audiences and allowing them to be familiar with the organization's rules and regulations.
Likewise, the customers buy products and services form the brands which they prefer most and
they trust also it engages the social websites and help the customers in solving their questions.
Apart from this, the social media helps in expressing yourself with the longer posts, do not be
uncertain in developing the points with the posts on the different social media accounts such as
LinkedIn, Facebook, etc. also helps in creating a call to action buttons for the social media posts.
Moreover, the Moburst helps the customers when the feedback is being shared by the customers
to them and helps in reinforcing the reactions which they receive from the social media accounts
and the connections with this.
CONCLUSION
It has been concluded that Digital marketing strategies are useful in various organizations
that are operating such and providing such services to the customers. Further, the legal issues
which affect internet usage in the modern organization are that there must be physical safety;
privacy security is such issues that are analyzed in the UK digital marketing sector. Apart from
this, the factors that influence the success of the campaigns regarding digital marketing are the
time, talent and technology-related factors that are making the campaigns successful. Further, the
segmentation theory is analyzed as it helps to fulfil the needs of the customers in a better manner.
Other than this, the benefits, shortcomings and related pros and cons are analyzed for the social
media being used such as faster communication; online networking, etc. are identified.
10

Moreover, the effectiveness of social media in building the brands of the products and the other
is identified for the Mayple and the Moburst organization
11

REFERENCES
Books and Journals
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2),
p.61.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management, 5(6).
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Bång, A. and Hell, J., 2015. Digital Marketing Strategy: Social media and its contribution to
competitiveness.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Pharr, J.M., 2019. Best Practices in Digital Content Marketing for Building University Brands.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
12