Integration of Traditional and Digital Marketing for Achieving Strategic Objectives

This document explores the integration of traditional and digital marketing in modern organizations, using BMW as a case study. It discusses the advantages and disadvantages of both marketing types and how they are used to achieve strategic objectives.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Brief introduction of company and digital platform digital platform they are using...................1
Brief evaluation of the ways PESTLE will have an impact on Digital Marketing Campaign
with the market or industry..........................................................................................................2
TASK 2............................................................................................................................................3
Introduction on social media platform, social web and brand.....................................................3
Evaluating and analysis about how and what the company is using social web for creating or
maintaining brand awareness and loyalty....................................................................................4
Evaluation and conclusion of effectiveness of using social web for creating brand awareness
with justification..........................................................................................................................5
TASK 3............................................................................................................................................5
Critical analyse of the ways modern organisation integrate traditional marketing along with
digital marketing for achieving strategic objectives....................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
The term digital marketing strategy is defined as a plan which guides or directs a business
to reach digital goals by using carefully chosen online marketing channels including paid, earned
as well as owned media. Effective digital marketing strategy helps to take adequate decision for
making an organisation successful online (Slavova, 2016). For understanding digital marketing
strategy, BMW is selected organisation. It is a car manufacturer that designs, manufactures and
provide luxury vehicles across the globe. The headquarters of BMW are in Munich along with it
produces cars or other motor vehicles in other countries also.
The report examines micro addition to macro environment of digital marketplace. It
further assess emerging new technologies with their relevance along with potentials for the
brand. At last, it includes integration of traditional marketing with digital marketing for the
purpose of achieving strategic objectives.
TASK 1
Brief introduction of company and digital platform digital platform they are using
Introduction of organisation:
BMW is a multinational business that is specialised in producing motorcycles addition to
luxury vehicles. The firm was established in 1916 at Munich, Germany. The mission of BMW is
to become leader in automotive industry that provides premium services and products for
mobility of a person across the globe. It aims to use renewable energy for purpose of production
and creating values. The entity implements distinct marketing mix for selling its products in
distinct socio-economic segments.
Digital marketing platform
A solution which supports multiple functions in realm of marketing on Internet is defined
to digital marketing platform. In context to BMW, the company uses various digital marketing
platforms to expose towards wider customer base on smaller adverting budget. According to
Moth (2013). BMW uses digital marketing platforms including Facebook, Google+, Twitter and
Pinterest in order to generate awareness among its target population related to its new models.
On Facebook page, BMW has attracted millions of fans and entertains them with updated models
of its cars. BMW feeds tweet once per day and educate consumers by posting suitable product
information.
1

Brief evaluation of the ways PESTLE will have an impact on Digital Marketing Campaign with
the market or industry
PESTLE analysis is a tool that is applied by organisational managers to understand all
factors of area that the company is planning to target. Digital marketing campaign refers to
online strategy of entity to promote business through enhancing traffic, engagement addition to
conversions (Vaculčíková, Tučková and Nguyen, 2020). In case with BMW, it have organised a
marketing campaign on Instagram with name of “#Driving Luxury Instagram influencer
marketing campaign”. The factors which will have an impact on the digital marketing campaign
of BMW are as evaluated:
Political: The elements that are related to political factors having possibilities to impact
digital marketing campaign includes stability of government, monopoly controls and trade
restrictions (Nurmi and Niemelä, 2018). In case with BMW, it is evaluated that all these factors
impacts widely of digital marketing campaign as it includes laws together with decisions made
by political system of a country. Political factors is widely related with digital marketing
campaign that is “#Driving Luxury Instagram influencer marketing campaign” of BMW as
political authorities only permits or grant approval to initiate the campaign within the market.
While planning the digital campaign, it is important for managers to analyse the political
condition of country wherein the digital campaign will be launched and the ways political
situation will impacts on the campaign.
Economic: Dimensions including GNP trends, interest rates and business cycle have
possibilities to impacts positively and negatively on digital marketing campaign of an
organisation (Brandsma, 2018). In case with digital marketing campaign of BMW, economic
factors such as business cycle will have long lasting impact on the campaign as in period of
boom and bust, expansion are rapid and severe contractions are experienced in automotive
market.
Social: Social factors including changes in lifestyles, level of education attitudes and
demographic profits impacts campaigns organised on digital platforms. In aspect to BMW, when
the company understands requirements of customers for motorcycles and cars as per their
lifestyle and demographic behaviour which attracts maximum customers towards the campaign.
Technological: Presently, technological factors have transformed digital marketing
through making campaigns more immersive and personalised for populations as well as creating
2

ecosystems which are widely integrated that results in positive impacts on digital marketing
campaign (Nguyen, 2017). In context to BMW, technological factors including rate of
technology change and new technological processes will have immense impacts on its digital
marketing campaign immensely within automotive industry.
Legal: There are numerous legislations which will have impacts on digital marketing
campaign within the market the company operates. In case of BMW, there are certain laws
which relate specifically for digital marketing campaign. If managers will adhere laws including
Data Protection Act, 1999, Fair Information practice and many more then it will have positive
impacts of the campaign to promote the brand in target market.
Environmental: The factor covers surrounding elements which directly of indirectly
impact marketing campaign on digital platform. In association to BMW, some of factors which
will play useful role in digital marketing campaign could be environmental offsets, global
climatic changes, weather circumstances, etc. It has been evaluated that these factors will have
potential positive impacts when they are favourable to digital marketing campaign of the
company within pertaining industry (Moskaleva, 2020).
From the discussion, it is concluded that digital marketing is kind of promoting
commodities through electronic devices. PESTLE analysis describes key elements that will have
wider and long lasting impacts of organisational digital marketing campaign within the industry
they are performing activities. It is recommended to marketing team of BMW that they must use
other digital marketing or online platforms comprising Alltop and LinkedIn to promote the
brand.
TASK 2
Introduction on social media platform, social web and brand
Social media platform: It consists of applications or websites that is used by people to
share their thoughts, ideas, experience, feelings, information and interests. Hence, it can be said
that it is an interactive internet based platform (Šerić, 2017). Moreover, social medial platform is
web based technology which enables improvement, development as well as management of
online solutions. By using social media platforms, experts of BMW are able to devise social
media websites with accurate and complete functionality.
3

Social web: This structure is comprised of e-commerce portals and social media platform
that is developed to encourage social interactions among people. It is set of social dealings which
link people via World Wide Web (KUMAR, 2019). Within BMW, managers uses social web for
designing and developing software addition to websites which supports and foster social
interaction.
Brand: It is a symbol, logo or word that represents a company. It is legally protected with
trademark that resists any other firm to copy its brand name. Building and maintaining a
powerful brand benefits in word of mouth marketing, enhancing credibility, customer
recognition and ease of purchase. BMW is an automotive brand that sells luxury vehicles to
target population.
Evaluating and analysis about how and what the company is using social web for creating or
maintaining brand awareness and loyalty
Brand awareness indicates extent to which customers recognize product of firm by its
brand name (Hughes, Bendoni and Pehlivan, 2016). BMW is using social web to connect with
its customers in various ways. BMW has Facebook, Instagram and Twitter accounts which it
uses to promote there products and engage customers. Promotional videos are shared and
advertisement campaigns are created by firm on YouTube. Website of an organization provides
information to its customers about products offered, its online stores and services provided. It is
assumed by various other businesses that building their brand awareness is critical. However,
social web works to make it happen as it is a platform that have ton of population at one
location. By creating something share worthy, BMW extend its reach to large audience and
enhancing awareness about its vehicles through posting attractive images and videos on digital
platforms including Pinterest, Facebook and many more. For the purpose or droving mass
awareness, BMW managers uses Twitter so to harness powers of the platform for connecting
brands introducing something new and unique with engaged together with receptive audience
(Samson, 2019). Twitter has assisted BMW managers to grow the business. By posting once in a
day makes good impression among target population and the more a business post then it
generates recognition in the market.
In contrary, other organisation, for example, Rolls Royce whose CEO embraces
Instagram as well as YouTube for generate awareness of brand among target consumer group.
The organisational managers uses Instagram which is its present Phantom to promote its
4

vehicles. Moreover, Rolls Royce has marketed new cars through social media such as Instagram
in which it boasts more than million followers. The entity focuses towards outright performance
despite of style and discretion for attracting customers or audiences who prefers sporty driving
features. Rolls Royce creates lot of entertaining videos and upload them on YouTube as well as
Instagram that leads to creating brand awareness. It have been explored that videos on social
media are powerful way to generate awareness of the brand. It is forecasted that videos on such
social web enhances brand awareness by around 170%, improves intent to buy by 270% and
fosters brand favourability by nearby 500% (Ramadan and Farah, 2017).
Evaluation and conclusion of effectiveness of using social web for creating brand awareness with
justification
According to Moskaleva (2020), it is evaluated that social web provides various benefits
to a company in context to create brand awareness as social web attracts customers, builds
loyalty as well as develop the brand. In context to BMW, using social web such as Twitter
allows for easy addition to effective brand building. By adding images in tweets together with
using Twitter video leads to brand awareness among customers and generating engagement. At
same time, Conducting polls so that new conversations are created on social web helps in
reaching out to large influencers within or outside the industry and having chats so to expose
products leads to creating brand awareness for BMW effectively.
TASK 3
Critical analyse of the ways modern organisation integrate traditional marketing along with
digital marketing for achieving strategic objectives
Strategic objectives refers to big image goals for an organisation. These are some kinds
of performance objectives that define what a firm will do to meet its mission (Bala and Verma,
2018). In context to BMW, some of its strategic objectives are increasing profitability, expanding
market share, increasing sales and maintaining outstanding customer service. For this purpose,
various marketing tools including traditional marketing and digital marketing are integrated
together.
Traditional marketing is part of marketing which is not online. In other words, traditional
marketing ranges from newspaper to radio that helps in reaching wider target audiences
(Giovanardi and Lucarelli, 2018). Some of examples of traditional marketing methods are direct
5

mail, print, outdoor advertising such as billboards and broadcast. In BMW, various managers
relies on offline strategies including trade shows, referral, direct sales, print advertisement and
television. However, with changing requirements, digital marketing concept is also adopted by
the firm. Digital marketing is part of marketing in which Internet or other online based
technologies are used to reach maximum audiences in limited time. For example, marketing
professionals of BMW uses email marketing, search engine optimisation, social media marketing
and content marketing to generate awareness among customers about its models or offerings.
The advantaged and disadvantages of both marketing types in context to BMW are as follows:
Basis Traditional marketing Digital marketing
Advantages  Traditional marketing helps
managers of BMW to reach
and meets needs of local
target population easily.
 The marketing is easy to
understand.
 It saves hard copies of
advertising materials, for
example, magazine ads and
many more.
 It fosters flexibility of
creativity.
 With digital marketing
methods, managers are able to
tailor content.
 The marketing type of more
engaging and cost effective
(Turner, 2017).
 It fosters instant publicity of
organisational products.
 Measuring ROI with digital
marketing becomes easier for
BMW managers.
Disadvantages  Traditional marketing
consumes huge resources and
efforts.
 It creates complexity to
measure ROI.
 The marketing is less
engaging (Berkovich and
Benoliel, 2020).
 It takes longer time for
 Negative feedbacks left by
company makes customer
unhappy.
 The marketing depends widely
on technologies.
 It encourages higher
transparency of pricing that
increases competition.
 Training and expertise us
6

execution as well as refining. required to manage digital
marketing.
According to Nurmi and Niemelä (2018), it is analysed that BMW managers integrates
traditional and digital marketing for the purpose of achieving all its set strategic objectives. In
this aspect, managers set strategic vision for marketing, develops personas, use CRM software,
selects right content channels, goes beyond local, considers public relations, combine traditional
advertising or other method with online properties. By following the mentioned activities, BMW
integrates traditional marketing with digital marketing so that strategic objectives are attained
within set time frame.
Other than this, managers of company also uses marketing theory that maximises sales,
position its products in marketplace and offers diverse benefits to business. In context to BMW,
managers uses marketing mix theory which helps in determining offerings. As per the theory, an
organisation, for example, BMW is required to undertake set of actions which promotes the
brand in market. It includes price, product, physical evidence, place, process, promotion and
place. The products of BMW includes motorcycles, aeroplane engines and car models. Pricing
strategy which is adopted by BMW is based on pertaining trends. One of strategy is premium
strategy in which it offers its cars or other vehicle at premium rates. The prices of the company
vary by great deals that depends on series, models or extras which buyers intends to buy. Various
promotion channels including amazing television commercials, social media platforms and
others are used for promote its production. The establishment have highly skilled people who
manages dealerised networks to sale the auto-motives (Giovanardi and Lucarelli, 2018). Through
application of marketing mix theory, the company understands what the offerings can offer to
target audience and it helps in planning effectively all offerings of business. The theory also
assist professionals to make optimum usage of strengths addition to avoiding unnecessary costs.
CONCLUSION
As per the report, it have been concludes that it is crucial for modern organisations to
devise and implement digital marketing strategies for reaching enormous audiences in limited
duration. There are numerous platforms which helps businesses to reach enormous audience in
cost effective manner. PESTEL analysis is an effective framework which is used for scanning
7

external environment to analyse influences of impacts on company. Social web includes set of
social relations which link or connects people via Internet. It engrosses the ways websites or
software are developed to encourage social interactions. In fast changing business world,
managers are integrating traditional marketing with digital marketing so that all the recognised
strategic objectives are accomplished on time and as per requirements. Marketing theory such as
marketing mix theory is adopted for determining a product as well as offerings of brand.
8

REFERENCES
Books and Journals:
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Berkovich, I. and Benoliel, P., 2020. Marketing teacher quality: critical discourse analysis of
OECD documents on effective teaching and TALIS. Critical Studies in Education.
61(4). pp.496-511.
Brandsma, A., 2018. Digital marketing influence in the Dutch retail industry: Developing a
business plan for a digital marketing agency specialized in retail.
Giovanardi, M. and Lucarelli, A., 2018. Sailing through marketing: A critical assessment of
spatiality in marketing literature. Journal of Business Research. 82. pp.149-159.
Hughes, M. Ü., Bendoni, W. K. and Pehlivan, E., 2016. Storygiving as a co-creation tool for
luxury brands in the age of the internet: A love story by Tiffany and thousands of
lovers. Journal of Product & Brand Management.
KUMAR, A., 2019. Luxury Brands on Social Media Platforms. Digital Media and Wireless
Communications in Developing Nations: Agriculture, Education, and the Economic
Sector, p.225.
Moskaleva, A., 2020. Marketing strategies for attracting tourists from Russia, Finland and
Estonia. Case company Delta Apartments.
Nguyen, T. M. L., 2017. Strategic marketing in education and training industry: Panda Training
Ltd.
Nurmi, J. and Niemelä, M. S., 2018, November. PESTEL analysis of hacktivism campaign
motivations. In Nordic Conference on Secure IT Systems (pp. 323-335). Springer,
Cham.
Ramadan, Z. B. and Farah, M. F., 2017. The advent of the'social moment of truth'in online
communities. International Journal of Web Based Communities. 13(3). pp.364-378.
Šerić, M., 2017. Relationships between social Web, IMC and overall brand equity. European
Journal of Marketing.
Slavova, M., 2016. Digital Marketing. Ikonomiceski i Sotsialni Alternativi, (3), pp.36-48.
Turner, P., 2017. Implementing integrated marketing communications (IMC) through major
event ambassadors. European Journal of Marketing.
Vaculčíková, Z., Tučková, Z. and Nguyen, X. T., 2020. Digital marketing access as a source of
competitiveness in traditional Vietnamese handicraft villages. Innovative Marketing.
Online:
Moth. D., 2013. How BMW uses Facebook, Google+, Twitter and Pinterest. [Online]. Available
through: <https://econsultancy.com/how-bmw-uses-facebook-twitter-pinterest-and-
google/>
Samson. E.J. 2019. How BMW Drove Mass Awareness on Twitter. [Online]. Available through:
<https://adage.com/article/twitter/how-bmw-drove-mass-awareness-its-new-x2-vehicle-
launching-twitter/2210291>
Staff. R. 2020. Rolls-Royce cars CEO seeks younger customers via social media. [Online].
Available through: <https://in.reuters.com/article/us-autoshow-geneva-rollsroyce/rolls-
royce-cars-ceo-seeks-younger-customers-via-social-media-idUSKCN0W34H7>
9