Digital Marketing Strategy

This article discusses the benefits and shortcomings of using social media for start-up businesses. It explores the advantages and disadvantages of platforms like Facebook, YouTube, LinkedIn, and Instagram, and how they can impact the success of a business. The article also covers key economic, social, and technical factors that influence the success of digital marketing campaigns, as well as the legal and ethical issues of internet usage in integrated marketing communication. The case study focuses on Thomson Travel Group, a UK-based company in the travel industry.

Digital Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Critically analyse and evaluate what you think are the three key legal and/or ethical issues of
Internet usage in Integrated Marketing Communication of modern organisation using theory
and examples...............................................................................................................................3
TASK 2............................................................................................................................................5
Identify and critically evaluate key economic, social and technical factors influencing success
of their digital marketing campaigns using theories...................................................................5
TASK 3............................................................................................................................................6
Critically analyse and evaluate the benefits and shortcomings social media can bring to start-
up businesses. What are the advantages and disadvantages for a business partner with social
media...........................................................................................................................................6
TASK 4............................................................................................................................................9
Critically evaluate and analyse effectiveness of the social web for building brands using two
organisations to demonstrate your arguments.............................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing strategy is defined as series of actions which helps in achieving goal
and objectives of company through selecting of various online marketing channels (Baltes,
2015). There are different channels such as earned, paid and owned media which support
common campaign for specified line of business. The digital marketing strategy assist in
identification about what makes business unique and getting message to audience with use of
mixture of digital channels. This helps in revealing new opportunities and expanding business in
order to reach customers. The organisation given for assignment is Thomson Travel Group
which was founded in 1965 headquarter at Luton, England, United Kingdom. It deals in different
products such as package holidays, cruise lines, hotels, resorts, charted and scheduled passenger
airlines. This report covers legal and ethical issue of digital marketing along with factors
influencing success of digital campaigns. There are different key approaches to digital marketing
and effectiveness of social web for building brands.
TASK 1
Critically analyse and evaluate what you think are the three key legal and/or ethical issues of
Internet usage in Integrated Marketing Communication of modern organisation using
theory and examples
There is highly use of internet at business environment which leads in rise of ethical as
well as legal issues at marketplace (Brennan and Croft, 2012). With increase in digital marketing
it has impact business in positive and negative way. Integrated Marketing Communication (IMC)
is defined as concept that ensures about various forms of messages and communication which
are linked together. This also integrate promotional tools so that work can be done in harmony
and efficient manner. There are various key legal and ethical issues of internet usage in
Integrated Marketing Communication of modern organisation which is explained with help of
theory,
Social Cognitive Theory is used in various field such as education, communication which
holds portions of individual's knowledge acquisition in order to interact, influence and
experience various things. This is the extension of social learning theory founded by Albert
Bandura. When there is IMC, then there is rise in legal and ethical issues for business which are
described below:

Legal Issue of Internet Usage
It occurs when provided decision, scenario or activity creates conflict within society's
moral principles. With rise in uses of technology there is increase in legal issues that create
problem for achievement of goal and objectives. It is very important to analyse legal factors for
avoiding issues. Some of the legal issues of internet usage in IMC are as follows:
Use of Personal Information- With the usage of internet there is rise in using of
personal information by others which is regarded as legal issues (Chaffey and Bosomworth,
2013). It is very important for organisation to use those data and information in an effective and
efficient manner so that other cannot misuse. The respective organisation has to use internet for
doing their business where data and information of users are exchanged that can create problem
for them. Therefore, it is very important to use each and every information in effective manner
without creating any issue for customer and business.
Cyber Crime- It is defined as threatening person in terms of their financial health and
security. The issues which arise because of cyber crime are copyright infringement, unwanted
mass surveillance and others. Most of the organisation which run their business in society has to
use internet that leads to rise in cyber crime. The data and information are taken for providing
services which leads to legal issues for internet usage.
Ethical Issue of Internet Usage
It is defined as issues where situation is arise between ethical and unethical values,
principles. In this issue, moral values are decline that leads to problem for others. The usage of
internet leads to following ethical issue such as:
Ethical Issues in Promotion- There are different types of promotion tools which are
used by business for promoting their business such as Facebook, Instagram, YouTube and so on
(Chaffey and Smith, 2013). Sometimes these shows fake advertisement which is against ethical
values and principles that leads to decline value and image of organisation.
Ethical Issues in Packaging- The ethical issues arise in packaging where label
information is incorrect, packaging graphics are fake, safety of packaging and environmental
implication. This is also the ethical issues arise due to use of more internet at marketplace. In
modern era, there is usage of more internet for providing benefits to individual but on the other
hand, it rises different issues and problems for people.

TASK 2
Identify and critically evaluate key economic, social and technical factors influencing success of
their digital marketing campaigns using theories
Digital marketing campaign is defined as online marketing which put an effort by
company to drive conversion, revenue, traffic and engagement. It is performed in order to
overcome goals of organisation and consists of one or more digital channels in efforts. There are
various factors which helps in influencing success of digital marketing campaigns such as:
Economic Factors- The economy of United Kingdom is stable which is providing
benefits to consumer as well as organisation in terms of money. TUI Group is key driver for
success and growth through providing unique holiday experiences to their customers. The
respective organisation is using digital marketing campaigns in order to create awareness among
users to avail services and package to gain better experience. It has used artificial intelligence in
order create brand awareness for people (TUI continues digitalisation campaign – Cooperation
with start-up Utrip, 2018). This platform helps in enabling holidaymakers to save time for
planning trips and offering them relevant recommendations. There are large number of
organisation which are involved digital marketing campaign to earn high profits and revenues.
TUI is also regarded as Europe's first advertising campaign in order to reposition TUI brand.
This has launched first international advertising campaign in eight different European market.
This includes use of TV, print, digital, and others which consider all age group people in various
holiday situations (TUI’s first Europe-wide advertising campaign on the repositioning of the TUI
brand, 2016). In this economic factors assist in influencing success of digital marketing
campaigns.
Social Factors- This factors includes demographics components which includes age,
income distribution, need, demand and so on (Holliman and Rowley, 2014). As large number of
people are using different social media such as Facebook, Instagram and others which creates an
opportunity for enterprise to enhance their business and create awareness about products and
services. According to the social theory, it is very important for organisation to use digital
marketing campaigns for creation of awareness among users. There are large number of users
who search various website in order to fulfils their requirements. The respective organisation has
to use various digital campaigns at different places and website for fulfilment of consumer's

requirements. Therefore, in this way, social factors influence success of digital marketing
campaigns for better outcomes.
Technical Factors- With rise in technology, there is change in need and demand of
people (Kannan, 2017). It is the important factors which helps business to survive and sustain at
marketplace in effective and efficient manner. This factors includes research and development,
innovation and so on. The respective organisation has to choose best technology in order to
achieve success and growth at marketplace. Due to technology, TUI has successful launched
their artificial intelligence campaign at different places to create awareness among customers.
There are also some companies which focus on investing in equipment and services for
implementing digital marketing campaigns. For example, organisation want to perform video
marketing then It requires digital camera, audio recording equipment, in order to handle
recording and video editing. Technical factors itself helps in success and growth of business at
marketplace that leads to rise profits and gain in effective and efficient manner. Therefore, in this
way such factors influence in success of digital marketing campaigns.
All these mentioned factors plays an effective role in success of digital marketing
campaigns that provide benefits and profits to business. With the analysis of respective factors
provide guideline to business to use innovation and unique marketing campaigns for business
growth.
TASK 3
Critically analyse and evaluate the benefits and shortcomings social media can bring to start-up
businesses. What are the advantages and disadvantages for a business partner with social
media
Social media platforms assist users in connecting, giving and sharing data and
information to million of others (Khan and Siddiqui, 2013). There is significant role of social
media in success and growth of business. Here, social media for start-up has increased which
creates marketing opportunity and gain priority day by day. The different social media are
considered as integral parts of lead generation, content distribution and brand awareness with
customer acquisition strategies for enterprise. The respective organisation is also impacted
through rise in social media. For start-up business, it has shortcoming in terms of real time
feedback and complaints of customer which are open for scrutiny from public. There is more use

of personal resources and increase use of business for managing and controlling social media
campaign which is disadvantage for start-up business. The various types of social media along
with their advantages and disadvantage are as follows:
Facebook
This is outlined as online social networking website where individuals and business
create profile and share information about themselves and their products, services and so on
(Kingsnorth, 2019). It is the easiest way of creating awareness among society people so that they
know about organisation and their products. The advantages and disadvantages for business
partner with Facebook are as follows:
Advantages- It includes: Facebook Business Page- It provide marketing platform which helps in creating business
page at Facebook. This assist in introducing business to world of Facebook such as
comment, share and like that can be post by business page. If any organisation is service
based then they can sale their product at Facebook.
 Building Relationship- This helps in building relationship with others as users can share
opinion, feedback, leave review where they ask their questions that increase customer
loyalty (Advantages & Disadvantages of Facebook and How to Leverage Them, 2018).
Disadvantages- It includes: Time Consuming Work- There are various automated services which work for concern as
they post content for business and at end of day organisation is liable to answer their
question which is time consuming work.
 Price of Advertisement- Facebook also charges for advertisement as large business can
easily pay it and small business has issues for paying for advertisement.
YouTube
It means to upload a video for creating awareness among users (Leeflang and et. al.,
2014). There are large number of people who uses YouTube and organisation can post
advertisement of their business in middle of video so consumers get aware of it. The advantages
and disadvantages of YouTube are as follows:
Advantages- It includes:

 Free Uploading- YouTube is free to upload videos for users and get an opportunity to
earn money from advertisement revenue sharing (6 pros and cons of using YouTube for
marketing, 2019).
 Viral Effect- This social media is worldwide popular and used by large number of people
on daily basis. It carries short and sweet voice, emotional and heart touching video and
encouraging and inspirational.
Disadvantages- It includes:
 Annoying Advertising- There are many annoying advertisement which creates problem
for users. In such case, they also skip to watch important videos related with business.
LinkedIn
It is social networking site which is designed for business community (Mandal and Joshi,
2017). The main objectives is to allow members for document network and establish people
whom they can know and trust. It is free where business can make aware to users and network
members are called connections. The advantages and disadvantages are as follows:
Advantages- It includes: Facilitates Networking- This is social network which is used by business owner or
professional that facilitates for networking. With creation of network help to provide
benefits to business .
 Great for B2B- The B2B can be done through LinkedIn which helps in rising growth and
success of business (The Disadvantages and Advantages of LinkedIn for Business, 2017).
Disadvantages- It includes: Lack of Reaching Young Consumers- It focus on career more than business where adult
uses for their business. It is not possible to reach young consumers for providing services.
 Expensive- If any businessman is using premium account for their own use then they
have to pay high cost to avail such facility which is expensive in nature.
Instagram
It is defined as free online, social network and photo sharing application through use of
mobile application. This is used for different purposes where they can create awareness about
business and their products and services. The pros and cons are:
Advantages- It includes:

 Connect Target Audience- It is fastest growing social network which is used by large
number of users. This helps in enhancing business and their activities and operations.
 Visual Representation of Business- It helps in promoting brand and their products and
services. The posting of eye catching photos helps to increase sales and revenue (The
Advantages and Disadvantages of Instagram for Business, 2017).
Disadvantages- It includes: Advertising is Difficult- It is very difficult in targeting local markets as compared to
others.
 Not Everyone is Using Instagram- There are many people who don't use Instagram so it
not suitable for business to create awareness through such application.
TASK 4
Critically evaluate and analyse effectiveness of the social web for building brands using two
organisations to demonstrate your arguments
Social web is defined as collection of social relations which assist in linking people
through World Wide Web (Rakić and Rakić, 2014). This goes through about how software and
websites are developed and designed in order to foster and support social interaction. The main
goal of website is representing company, selling products, generating business leads, attracting
more visitors, gaining return on investment and promoting sales of products and services of
company. Each and every organisation surviving at marketplace has to develop their social web
for building their brands and products. Website plays an significant role in business success and
growth. This assist in providing idea about products and services to visual appearance for
website functions. The designing of website helps to rank website in search engine results and
brand business. This also let consumers about quality of services provided by organisation. The
effectiveness of social web for building brands are as follows:
Navigation- The social web help to increase interest of audience in order to move to page
of interest (Royle and Laing, 2014). If there is proper navigation links then it creates trust on
website. This assist in relating to customer concern. When each page of website has proper
navigation then there is no chance for hidden things in website that helps in building trust for
website. For example, Thomson Travel Group has made website where it clearly mention
navigation for users so that they can trust on website. Similarly, on other side, Thomas Cook

does not have navigation at their website which does not assist in creating trust among users in
effective and efficient manner. Therefore, as webpage has buttons to track navigation without
looking for other webpage of website.
Content- It is also the effectiveness of social web which plays an effective role in
providing informative and quality content (Saura, Palos-Sánchez and Cerdá Suárez, 2017). This
helps in grabbing attention of audience with attractive titles and website. This is the part of social
web where content should described with clear picture of products and services. As per age of
people, tone and content should be displayed. Content should be very easy and simple to
understand with purpose. For example,Thomson Travel Group has target business class people
so they uses high level tone and content for their website and users. Thomas Cook has also
targeted middle and high class people and use simple and easy content for creating awareness
among users.
Primary Image- The visitors who uses social web are attracted by visual images that
leads in grabbing potential customers. In order to make social web, gif images and info graphics
helps in grabbing attention of users (Role of website design in building your business brand,
2019). Business has to make simple and eye catchy website and using images to grab attention of
people. In case of uploading unnecessary images, leads in slowing performance of business.
Thomson Travel Group has used images at website in order to attract large number of people for
their products and services. The images used by respective organisation provide full information
about their upcoming goods and keeps on updating it. Similarly, Thomas Cook has used different
images which are eye catchy which helps in attracting large number of people.
Popular Posts- The social web should be created which is popular among various posts
so that it can attract large number of people in an effective and efficient manner (Taken Smith,
2012). This helps in providing benefits to readers in terms of similar kinds of information.
Thomson Travel Group can uses popular posts in order to attract large number of people. There
are many users who want to buy products and services if they get similar things on two different
organisation. Thomas Cook does not focus on looking towards popular post as they create their
own to provide goods and services.
CONCLUSION
The above report concluded that digital marketing strategy helps business to achieve
success and growth at marketplace. There are various legal and ethical issues of internet usage

which are faced by integrated marketing communication. According to social cognitive theory
need and demand of consumers should be fulfilled. The ethical issues includes promotion and
packaging and legal in terms of cyber crime and use of personal information. These both issues
are very common for each and every organisation that leads to decline in profits and sales. The
economic, social and technical factors influence success of digital marketing campaigns. As need
and demand of people keeps on changing through help of internet or digital marketing business
can know more about them and produce accordingly to achieve maximum profits and gains. The
different types of social media are used by business such as Facebook, YouTube, Instagram and
LinkedIn for promoting their business at market. Social website leads to build brand among users
which should be very eye catchy and attractive.

REFERENCES
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