Digital Marketing Strategy

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.