Digital Marketing Strategy

Digital Marketing
Strategy

Table of Contents
Introduction......................................................................................................................................3
Task 1 ..............................................................................................................................................3
PESTEL analysis that helps in understanding the success of digital marketing. .......................3
Task 2 ..............................................................................................................................................4
Effectiveness in building the brand using social web ................................................................4
Task 3 ..............................................................................................................................................6
Critically analyse traditional marketing with digital marketing in achieving strategic
objectives. Advantages and disadvantages for traditional and digital marketing. .....................6
Conclusion.......................................................................................................................................9
References .....................................................................................................................................10

Introduction
Digital marketing is a form of marketing products or the components of marketing on
internet or online based digital technologies including mobile phones, digital media and social
media platforms to promote goods and services. Nowadays digital platform is in huge demand
and it helps in increasing the sales of organisation and daily life activities as well. It can also
stated that consumers are spending most of their time in the online shopping websites or apps
rather than going to the physical shops. The discussion is based on Apple organisation, an
American multinational technology company, which was founded by Steve Jobs on 1 April 1976
and it has a major store is UK as well which symbolizes as Apple(UK).
The report includes PESTEL analysis that helps and increasing the success of digital
marketing campaigns. It also includes effectiveness and critical evaluation of the social web for
building the brand. In addition to this, the report suggest that how the organisation achieves
strategic objectives with the help of advantages and disadvantages of digital and traditional
marketing (Tatlow-Golden and Parker, 2020).
Task 1
PESTEL analysis that helps in understanding the success of digital marketing.
Apple (UK) is one of the most reputed and a recognizable brand in technology and
electronics. Researchers believed that Apple is an only organisation in electronic market which
has a strong revenue and high return of investment.
Political factors of Apple (UK): In United Kingdom, inequality in income is seems out
to be major political issue. The organisation has been a set target in the growing nationalism that
can be able to reduce the market share. Some other factors that has a major political impact on
the chosen organisations are reduction and increase in the taxes, bureaucracy, corruption, tariffs
and many others are some of the components which can be negatively impact on the organisation
Apple (UK). Therefore, if apple uses digital marketing or Facebook then there can be possibility
to increasing the advertising options and targets the audience. Apple is affected by introduction
of BREXIT in UK as the trade between UK and EU is now difficult.
Economic factors of Apple (UK): Cost advantages of apple products including
smartphones, watches can be affected by the increased labour costs. The headquarter of Apple
(UK) is in America, from which if the prices of the products increases due to some reasons

including market growth, rise in inflation and many others then it will automatically impacted
towards the increasing price of products in other countries including UK, India as well. Apple
has to take care of various taxation policies of different countries along with foreign exchange
policy in order to make sure that they are not affecting profits of company.
Social factors of Apple (UK): The products of Apple give a major impact on the
lifestyle of people and especially the younger adults who are between the age of 18 to 25. Some
social factors includes buying behaviour or habits, wealth, religion, education level and many
others. There is a backlash against stylish and expensive products among consumers in the
Europe and United States. The marketing strategy of Apple music has been created a good
resentment and led to public criticism from some major recording songs that could demolished
the brand's image. Social web is also turning the preferences of consumers on which company
needs to focus.
Technological factors of Apple (UK): It includes some variables that are being used for
evaluating the available alternatives and various technological capabilities. Market awareness
and intellectual property. IT is all about technology is taken into the consideration when talking
about the digital marketing. The efficient ways of websites and the close attention to customers
are all included in the technological factors (Zainuddin, 2020). Apple needs to bring in
innovation and make sure that they are technologically updated in order to stay in market.
Environmental factors of Apple (UK): It can be suggested that environment is a fast
growing consideration in the marketing. The major impact is on design, packaging and the waste
material. Apple itself created an opportunity which can able to fully accessible brand's
environmental positioning. Any positive changes in the brand can boost the profile and appealing
to the eco-friendly customers.
Legal Factors of Apple (UK): These are such type of issues which not only affected the
perception of brand but also affected the bottom line of the organisation. News reports indicate
that Apple is planning to enter another highly-regulated sector which helps the Apple
organisation to increase regulatory, insurance and litigation costs at Apple.