Integration of Traditional and Digital Marketing for Strategic Objectives

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
External: Fast Fashion Industry Analysis: Using relevant strategic tools to analyze the external
environment.................................................................................................................................3
TASK 2............................................................................................................................................5
Critically evaluate and analyse the effectiveness of the social web for building brands.
Compare two organisations of your choice to demonstrate your arguments...............................5
TASK 3............................................................................................................................................7
Critically analyse how modern organizations integrate traditional marketing with digital
marketing to achieve strategic objectives....................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and journals......................................................................................................................9

INTRODUCTION
A business strategy can be defined as a system which is used by the business in order to
plan the different activities which can be used to achieve the objectives of business organization.
In context of the current report there is use of M&S it is a global firm which is performing its
function in fashion industry (Schilling and Shankar, 2019). Organization is providing number of
clothes to different individuals in order to meet their requirements. This report includes
discussion about the various strategies which are adopted by the organization in order to meet the
requirement by using internal and external environment. In context of the current report there is
discussion about pestel analysis which is related to scanning the external environment of marks
and Spencer in order to conduct appropriate functions related to digital strategies full stop along
with this there is also a discussion about social web as well as use of traditional and modern
marketing tools in order to conduct the appropriate system and maintain functional requirements
up to date.
MAIN BODY
TASK 1
Using an organisation of your choice, identify and critically evaluate PESTEL factors
influencing the success of their digital marketing campaigns
PESTLE Analysis of M&S
Political Factors:
Political factors basically mean that how the government impacts our company or
industry. Factors like taxes, political stability or instability, trade policy etc. comes under
political factors.
M&S has the benefit of trading they have their head quarter in UK but other centers in
many countries which helps to import at less price because of which they get high profit margins.
They also have benefit of working with European market where they can trade freely without
any restrictions of tariffs and taxes (Ginter, Duncan and Swayne, 2018). They believe it is
important to maintain good relations with government to work smoothly so they timely reply the