Digital Marketing Strategy

Digital Marketing
Strategy

Table of Contents
TASK 1............................................................................................................................................3
Critically analyze and evaluate what you think are the three key legal and/or ethical issues of
Internet usage in Integrated Marketing Communication of modern organization. ...............3
TASK 2............................................................................................................................................5
Identify and critically evaluate some of the key economic, social and technical factors
influencing the success of their digital marketing campaigns................................................5
TASK 3............................................................................................................................................7
Analyze 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 such as Facebook, YouTube, LinkedIn and Instagram................................................7
TASK 4 .........................................................................................................................................10
Evaluation as well as effectiveness of Social Web for the purpose of brand building........10
CONCLUSION-............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is the marketing of products or services using digital technologies on the
Internet, including through mobile phones Apps, using display advertising, and any other digital
mediums. OCADO is a British online supermarket that describes itself as 'the world's largest
dedicated online grocery retailer'. In contrast to its main competitors, the company has no
chain of stores and does all home deliveries from its warehouses. This report covers questions
such as ethical code of conduct of the business, issues on economic, social and technological
factors, effectiveness of social web and the advantages and disadvantages of social media.
TASK 1
Critically analyze and evaluate what you think are the three key legal and/or ethical issues of
Internet usage in Integrated Marketing Communication of modern organization.
Privacy, Transparency and Awareness-
The privacy of users is the most important factor in this aspect. OCADO deals online
with their customers so they need to respect the privacy of their customers. It is difficult for the
company to gather information so that they can implement this strategy in a effective manner.
Company must respect the privacy of the client and protect their information which is sensitive.
While gathering the information the audience which is targeted by the company must know
about the aspect. They must know about the details of the information that is asked by the
company and tell them the way to contact them if they have any query or question in mind.
Company needs to provide them with the option of pop up window or a dialogue box so that
customers can engage in a conversation whenever they want. Company can have a leverage
over them by using this as they are providing them the service even if they don't want to read
it. Beyond the stages of research company needs to maintain the aspect of transparency.
Audience are educated and they understand the working pattern if the advertisement so the
company must use strategies so that they can attract them and get their attention easily. For
the companies which serve in digital marketing it is a challenge to make the advertisement in
an effective manner. Many companies use the referencing of self humour so that they can get
better results. One drawback of this is it is not suitable for every product and this results in low
awareness for some products but it is essential for the company to have the same level of reach

and awareness at the time of launching a campaign. At that time company must take suitable
products and decide the best way which will help to capitalize it. (Narasimhan, (2016))
Market Research and finding the audience-
Company must look for strategies at the time of beginning stage. They must never
make false assumptions in the research as it can affect the whole strategy of marketing and it is
not ethical for a company to have this code of conduct in their organization. OCADO must take
the help of digital marketing at the time of beginning and they must use the strategy according
to the audience they have targeted so that they can appeal to them. In order to raise a
campaign a good marketing research is necessary and if the company has put any false
assumptions it will create a problem for that as it can make the campaign and research bias.
Company must divide the people into categories on the basis of age, income, interests, hobbies
education etc. so that they can get the results from the conducted research. If the companies
targets more no of people then risk of biasness will be higher if they don't proceed their
operations in ethical manner. The decisions of the company will be more on assumptions and
stereotypes. If the company does not have a strong ethical code of conduct then the awareness
of culture in the people will not be accurate in the mind of the company and it will wrongly
appeal the impression of the company in the eyes of the customer.
Awareness from Third Parties-
Sometimes companies don't have much resources in the technological aspect so they
have to be aware of the privacy issues. The reason is all the companies such as OCADO sells
their products at a common place and most of them are not aware of the factor of collection of
that data which is sold by the companies and third party sites took it. Companies need to hire a
professional for this job so that he or she can prevent the security of the company from these
third party sites. (Priluck & Topol, (2018))
TASK 2
Identify and critically evaluate some of the key economic, social and technical factors
influencing the success of their digital marketing campaigns.
Economic Factors-