Digital Marketing Strategy

Digital Marketing Strategy
Table of Contents

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Digital marketing and its impact on UK business.......................................................................3
Analysis of macro environmental factors in context to chosen organisation..............................3
TASK 2............................................................................................................................................6
Critical evaluation and analysis of effectiveness of social web for brand building:...................6
Task 3..............................................................................................................................................8
Define traditional marketing.......................................................................................................8
Advantages........................................................................................................................8
Disadvantages....................................................................................................................9
Define digital marketing.............................................................................................................9
Advantages........................................................................................................................9
Disadvantages..................................................................................................................10
Comparison along with contrast between traditional and digital marketing.............................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is defined as the use of internet in order to reach consumers. Along
with this, it is a component of marketing which utilizes online and internet based digital
technologies such as mobile phones, desktop computers & other digital platforms and media to
promote goods and services (Chaffey, 2019). In the present report, Virgin Atlantic is taken into
consideration. It is a British airline that was founded in year 1984 and its head office is in
England. The company has recently launched an application named as “Virgin Atlantic crew
Planlt app. This online application is designed to help cabin crew in providing an outstanding
service to its customers. Digital marketing impact on the UK Business as it avail various benefits
to gain growth and development. The report will cover impact of digital marketing on UK
business and also describes macro environmental factors associated to respective organisation.
TASK 1
Digital marketing and its impact on UK business
Digital marketing is also termed as online marketing, it is an approach which primarily
relies on internet in order to connect with potential and target audience by different digital media
platforms and channels.
In year 2017, the overall expenditure of United Kingdom in advertisement on digital
platforms amounted to 3.6% across various media for means of digital marketing topping at
45.4%. In UK, the internet user rate at present is around 85% and daily internet users is 48.1
million (Mekonnen, 2018). This shows digital marketing impact positively on UK business as it
help them to reach large number of customers within short span of time which in turn leads to
increase in growth and development of UK economy.
Analysis of macro environmental factors in context to chosen organisation
Macro environmental factors influence a company from outside and impact directly on
the performance as well as operations of an organisation (Pinto and Pinto, 2020). The factors are
discuss below in context to chosen organisation:
Political factor: It is about an extent a government intervenes within the economy. It
involve elements such as tax policy, labour law, trade restrictions, labour law etc. It is analysed
that Virgin Atlantic is facing different political challenges because of spread into foreign
countries that is Australia and USA. For instance, tariff ad customs imposed by U.S. Government

reduces the number of bookings that it get from U.S. This impact negatively on performance and
profitability of respective organisation in a negative manner. The company is recently launched
a digital marketing campaign known as “Looking for Linda” with an objective to attract large
number of customers by providing exclusive offers, garnering 14000 entries and grow its social
media followers as well. It is important for the company to follow all the government legislations
so that the campaign is implement in a proper manner.
Economical factor: This factor have high influence on how a company operate business
& how profitable it is. It include elements that is inflation rate, interest rate, exchange rate,
disposable income and many more (Hanlon, 2019) . In context to Virgin Atlantic, due to Brexit ,
inflation rate of UK is increases and decline the buying willingness of people living in UK. This
impact negatively on sales of Virgin Atlantic and reduces its profitability and revenue level. It is
determined that this campaign allow company to improve its conditions. Along with this, it also
help in attracting large number of customers so that the conditions is improved in a proper
manner.
Environmental factor: This factor is becoming crucial because of raise in scarcity of
raw materials, operating business ethically, carbon footprints, pollution targets that is set by
government. With reference to Virgin Atlantic, its higher ensure to decline the use of carbon
footprints and it has also started a campaign to save environment as a CSR activity. In addition to
this, it follow all the environmental laws that assist in developing positive brand image and also
save it from any of the penalties charged by government for harming environment. It is analysed
that the this help company to decline the use of carbon footprints and paper advertising as the
digital campaign is take place electronically. In addition to this, decline in use directly contribute
towards the protection of environment and also help in developing image and strengthening
market performance as well.
Legal factor: It is significant for an organisation to follow all the laws proposed by
government such as consumer rights & laws, product safety, health and safety and so on. It is
determined that Virgin Atlantic follow all the laws and legislations so that they can implement
activities without any delays and government penalties as well. In addition to this, GDPR is a
new set or rules and policies that is designed to provide EU citizens more control on their
personal information. Its main objective is to simplify businesses and citizens in European
unions that can fully advantageous from digital economy (Saura, Palos-Sanchez and Correia,