Digital Marketing: Strategies and Effectiveness

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BOODY...............................................................................................................................3
TASK 1............................................................................................................................................3
P1:Digital platform of Britain gas...............................................................................................3
P2: PESTLE Analysis..................................................................................................................3
P3: Politics in digital marketing..................................................................................................4
TASK 2............................................................................................................................................5
P1: Social media advertisement...................................................................................................5
P2: Effectiveness of social media advertisement.........................................................................5
P3: Effectiveness of social web...................................................................................................6
TASK 3............................................................................................................................................7
Traditional marketing and Digital marketing..............................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is the marketing process which is done by organizations through the
means of internet and strategies made to improve the effectiveness of digital marketing are called
digital marketing strategy. Britain gas is one of the largest gas and electricity provider of UK,
which gas, electricity and other house appliance services to its customers. Evaluation of micro
and macro environment of digital platform is done in this report with that analysis of
effectiveness of company’s digital platform is done in this report. Evaluation of effectiveness of
implementation of social media marketing is also done in this report. With that evaluation of
difference between traditional and digital marketing is also done in this report.
MAIN BOODY
TASK 1
P1:Digital platform of Britain gas
British gas is an home service provider in UK which provide gas, heating, plumbing and
electrical energy options to its customers. Britain gas Lite is the online digital platform which is
used by Britain gas to provide smart electricity services to medium and small scale enterprises.
This smart digital platform provide high effectiveness over monthly usage analysis such that
customers can efficiently manage their usage and can make payment with much more ease than
compared to traditional process (Bala and Verma, 2018). This new development has made a
significant impact on company’s economical growth because it is able to provide ground
breaking innovative ideas to customers at which they are able to tack their usage which will
provide a better utilization of their services.
P2: PESTLE Analysis
PESTLE analysis is used by organizations to identify the external factors which are having a
direct impact on organizational working in which it comprises of external factors such as
political condition, economical, social, technological, legal and environmental condition of that
geographic location. Now digital marketing is done through the means of internet which is
completely a technological factor but with that there are other factors also which plays an
important role in affecting the digital marketing done by organization (Baltes, 2016). These
factors include political factors which have to consider while promoting product or services. The
social issues also plays an important role in deciding digital marketing because it consist of

activities such as average age of targeted audience, cultural environment of that targeted
geographic segment, current market trend and lifestyle of customers. These factors are analysed
in detail because through this detailed analysis British gas will be able to identify the
requirement of customer which will empower them to develop strategy such that they are able to
attain high organizational gains which will increase the efficiency of goal achievement for the
organization (Dodson, 2016). Technological factors provide an ability to identify the
effectiveness of advertisement which has to be done by the organization through this high
advertisements can be done in such a way that high output can be achieved at minimum
expenditures. Legal factors consist of legal laws such as governmental policies, taxes payments
and copy right issues these factors are necessary because if the organizational advertisement is
not as per governmental laws or any controversial element then legal actions can be taken against
the advertisement. Thus organization has to follow PESTLE elements even while doing digital
marketing.
P3: Politics in digital marketing
Political factors play an important role in affecting the organizational activities because British
gas has to follow the rule and regulations developed by the governments. This was seen in the
events of BREXIT where UK’s decision of leaving EU has made an negative impact on
company’s working because it has to pay taxes in the areas which were freely available before
the events of BREXIT (Durmaz and Efendioglu, 2016). These factors are also affecting the
digital marketing because geographic reach of organizations is limited and now it has to
improvise its pricing strategy such that it is able to maintain the loyalty of its customer and can
limit the chances of brand switching for which digital marketing is used.
TASK 2
P1: Social media advertisement
With the increment in technological development customers are showing high interest in
communicating with each other through the means of social media. Therefore organizations like
British gas are also using digital advertisement for increasing brand awareness which will result
in increment in organizational sales. Thus social media marketing or digital marketing is much
more cost efficient and much more effective than traditional marketing because company can