The Role of Social Media in Building Brand Value for Organizational Products

DIGITAL MARKETING
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Explain three ethical issue related to the usage of the Internet in modern organization.............1
TASK 2............................................................................................................................................2
Critically evaluate some of Key economic, social and technical factor influencing Digital
marketing campaigns..................................................................................................................2
TASK 3............................................................................................................................................4
Evaluation of benefits and shortcomings that social media bring for start-up business.............4
TASK 4 ...........................................................................................................................................6
Critically Evaluate and analyse the effectiveness of social media in building good brand value
of the organizational product......................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is a type of marketing by which company promote its products and
introduce them to people via some social media platforms like Facebook, Instagram etc. Digital
marketing strategy plays an important role as it allows companies to compete with other
companies and take advantages Chaffey & Ellis-Chadwick, (2019). This study is based on Boots
company which is a beauty and health retailer and pharmacy chain in UK and other countries.
Headquarter of this company is in 1849 by John Boot. This present study is going to show some
advantages and disadvantages of social media platform in business activities. Organization saves
their time cost and increase their sales with it. Further it will also show some ethical issues and
laws related to ethics which company need to follow for protecting themselves against ethical
issues in using internet. Some macro environmental factors like social, technological and
economic also impacts on operations and activities of the company in positive and in a negative
manner.
TASK 1
Explain three ethical issue related to the usage of the Internet in modern organization
Privacy: It is one of the biggest ethical issue which is faced by all the organization who is using
internet in their day to day operation. As it get difficult for all the organization to secure the
information of the company from the different interested party. As Internet gives exposure to
many unveiling or unknown party about the Sensitive information of the company in the market.
Privacy of the Boots data used to evolve as a Legal implication, but there are many ethical issue
which is also linked with the same. As Is organization is having the idea of how their account is
analyzed by the different parties online? Also to what extent the information of the organization
is monitored? This is one of the biggest concern for the boots as it can harm the organization
very badly as organization used to have the variety of the information of the consumer and it is
the organization responsibility to keep all the data safe any misuse of such data may affect the
company Chaffey & Ellis-Chadwick, (2019). For example: Facebook has faced the issue like this
in the past as the data of the consumer was hacked from the Facebook with the help of the
internet which has eventually resulted in loosing the trust of the consumer and also Facebook has
to pay a huge amount of penalty for the same issue.
Intellectual Property: It is the another big ethical issue which is faced by the Boots due to the
usage of the internet in the organization as it get difficult for the organization to safe the patents
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and the copyright of the organization. As with the help of the internet many uninterested party
used to used the logo of the company or the slogan of the company which is again the law of the
copy right and patent. Also as they try to use the logo or slogan in that way that the brand value
of the company get suffered. This is one of the biggest issue which has been increased due to the
usage of the internet as the external parties are more explore to the different intellectual right of
the company. For example: As Boots used to deal in the beauty industry and there are very high
number of the small business who used to deal in the same industry they generally used the logo
of Boot and slogan to sell the product of the company. At the same time the quality of the
product does not used to match the same level as a result Boot has to face all the wrong
criticization from the market.
Customer Relation: It is one of the another big ethical issue which has been found of using the
internet in the organization as all the organization used to interact with the customer with the
help of the internet only in the organization. As the ethical prospect of the business is to build a
relation with the customer in the market as it helps the business in getting in the relationship with
the customer to sell the product of the company but the usage of the internet has reduced the
amount of customer interaction in the organization as all the organization used to connect with
the customer with the help of the internet which does not create that bond with the customer in
the market Kannan (2017) At the same time internet has helped the organization in improving
CSR activity but used to affect the customer bonding in the organization.
TASK 2
Critically evaluate some of Key economic, social and technical factor influencing Digital
marketing campaigns
Their are many factor which used to affect the digital marketing campaign of the Boot as Digital
marketing requires the help of the different aspect to be followed in the sequence to implement
the Digital marketing campaign. Some of the such factor are as follows:
Economic Factor are the factors that affect the economy and includes interest rates, tax rates,
law, policies, wages, and governmental activities. These factors are not in direct relation with
business but it influences the investment value in the future.
Employment rate: It is one of the biggest economic factor which used to affect the Boots
company digital marketing campaign in the organization. As at the time the employment rate is
low in the country most of the customer used to not have a good income that's the reason they
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