Integration of Traditional and Digital Marketing for Achieving 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