Digital Marketing Strategy

This report explores the concept of digital marketing strategy and its importance in achieving organizational goals. It discusses the evaluation of PESTLE factors in digital marketing campaigns, the effectiveness of social media for building brands, and the integration of traditional and digital marketing strategies. The report focuses on the case of E-Bay, a multinational e-commerce corporation, and provides insights into its marketing practices.

Digital Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Evaluation of PESTLE factors that influence on success of organisation digital marketing
campaigns....................................................................................................................................3
TASK 2............................................................................................................................................5
Analyse and evaluate the effectiveness of social media web for building brands......................5
TASK 3............................................................................................................................................7
Analyse how organisation integrate traditional marketing with digital marketing to achieve
strategic objective........................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
The term digital marketing strategy is explicated as a series of action that utilise online
marketing channel for accomplishing organisation goals and objectives. Digital marketing
transmission undertakes paid, earned and owned media which is used to launch and build online
marketing strategy with success. Search engine optimization, search engine marketing, pay per
click advertising, content marketing and many more are the example of online digital marketing
strategy. This report is written from perspective of E-bay which is an American multinational e-
commerce corporation which is situated in San Jose, California and it facilitate consumer-to-
consumer and business-to-consumer sales by use of company website (Baugh, Ben-David and
Park, 2019). Moreover, this report will highlights on macro environment of business through
applying PESTLE factors to understand influence of digital marketing campaigns. Comparison
between two organisation which is based on social web will also be focused in this report.
TASK 1
Evaluation of PESTLE factors that influence on success of organisation digital marketing
campaigns
E-Bay is recognised as a major player in the global e-commerce market and it is
specialised among online retail/auction, marketplace and classified listing of products. In the
present scenario, E-bay is performing their work within international market so with use of
PESTLE model or factor it is easy for management or authorities to formulate effective strategy
that figure out issue related with external aspects of company. PESTLE model that make success
related with E-Bay business is mention as follow:
 Political factor- Political and government aspects of a country influence on external
business environment as governing authorities or decision maker pertinent on business.
Example- Organisation online marketplace is subject towards the government influence
among European countries because of bounding sale of different products (Bertola,
2020). In context of digital marketing strategy political interference work as an
opportunity because it is used to manage business because it is used to promote
company functions at global level. The term political factor relates with marketing
campaign of E-bay because it aids management for completion of work by decided

policies and rules of government. Example- marketing campaign aids persons to
complete task according to decided rules and government.
 Economic factor- The aspect of monetary or economic aspects present different trend
that impact on development of e-commerce business. This is because digital technology
changes with rapid speed so it is complex for organisation to formulate and design new
software to match company work with existing digital marketing strategy. Moreover, it
is successful for business because economic aspect provide support in online
marketplace and ticket exchange business (de Ruyter, Keeling and Ngo, 2018).
Example- European countries are developed and economic stable so it is easy for E-bay
to expand their online business.
 Social factor- In context of social aspect PESTLE, sociocultural trends is assess with E-
bay remote environment because e-commerce or online business is only successful if it
offer products according to behaviour of individual, including employee's and other
stakeholder of business. Social plans perform an important role and it aids management
to use social media application and promote E-bay with local techniques of business.
Example- To promote products with local celebrities for organisation work. With digital
marketing strategy increase in online activity offer opportunity that aids to improve
market size of business among global market. Further, success of business depends on
online activity user worldwide (Dodson, 2016). Social external factor generate
opportunity to attract investor and consumer by formulating effective website.
 Technological factor- The aspect of technology factor enumerates macro-environment
of business that is used to reflect the technological trend. Digital marketing strategy
influence on market for making change in business as it considers information
technology to empower with asset (https://www.webretailer.com/b/online-marketplaces-
uk/). This result organisation perform business with motive of managing business for
obtaining competitive-edge in market. Example- Digital marketing strategy of E-bay is
focus to formulate website that is easily used among mobile devices. It leads employees
for reach towards more buyers in order to increase sales and profits for business.
 Environmental factor- Natural environment is concerned about the macro-
environmental factor which generate impact on business performance. External
environment define material and environment conditions for generating global

perspective that support E-commerce industry (Fulgoni and Lella, 2014). Increase in the
availability of renewable energy products define opportunity for business by generating
sustainability trend among internal environment of E-bay. CSR strategy of respective
organisation achieve success by preferring about online marketplace services. This also
improve E-bay's corporate social responsibilities to work with motive of satisfying
individual needs and wants.
 Legal factor- Legal rules, regulations and system are included in the legal model of
business. E-bay is a multinational e-commerce business so it comply that all functions
which are performed by organisation must be completed with legal formalities. With
improve in regulatory support of globalisation market manage and complete their work
according to government policy and regulations. Digital marketing campaign of
respective organisation is influenced because rules of each country is different from
origin country (Gandini, 2019). Like, E-bay experience different threats among
organisation due to tight and complex regulations which generate complexity for
business to manage work at global level.
TASK 2
Analyse and evaluate the effectiveness of social media web for building brands
Social-media make prominence among the organisation by performing all work that
generates different medium among business to complete all work as per socialize transformation
as it make a communication process more easy. E-Bay utilise social-media tools for formulating
organisation brands as it leads to sell organisation products with or under brand name of E-bay.
Social-media generate brands for business that increase in company traffic that enhance company
profits by engaging population among company brands. Along with this organisation recognise
traffic that make information on regular basis.
With the analyse of social-media of E-bay it is recognise by management that most
marketers develop, design and complete work according to social-media perspective. This results
organisation gain benefits among workplace which make consistent results for organisation to
complete work as per multinational market (Kosasi and Yuliani, 2017). Budget perform an
important role and it leads E-Bay business to manage work according to international market.

This also results that management improve the sales of business through analysing social-media
campaigns.
Comparison between E-Bay and Amazon on social web basis.
It is to be stated that it is highly important for any brand to be effectively use social web
for there brand success and goals. Having a strong social media presence enables a brand to
achieve goals and success prominently. Social web allows a brand to build a meaningful business
partnerships, reduction in the cost of marketing and improving of the sales. It also gives a major
impact towards the growth in economy (Gandini, A., 2019). E-Bay and Amazon both are the
multinational company. The comparison between E-Bay and Amazon in terms of social web is
mentioned below
E-Bay Amazon
On the basis of website E-Bay is a auction website and
it is an online marketplace for
consumers that facilitates the
sale of products. The
efficiency of E-bay is based on
certain products on which
buyers are largely want to
purchase (Baugh, Ben-David
and Park, 2019).
Amazon has a retain website
on which customers usually
visit the site. The efficiency of
Amazon rely on various
factors including competition,
uniqueness of products and
brand awareness which are
crucial factors for building a
brand.
Number of visitors on social
web
More than 1.5 billion
customers in the world have
been visit the website every
day at current. They receive
larger number of visitors
Amazon has more than 2.4
billion customers visit the
website every day in current
period. They receive larger
number of visitors.
Buyers loyalty E-Bay has 180 million active
buyers and 2 billion of daily
transactions. The annual
revenue of E-Bay comes from
60 million loyal buyers
Amazon buyers are tends to be
wealthier. Researcher suggest
that amazon includes 30
million loyal buyers includes
males and females.

(Bertola, 2020).
Effectiveness E-Bay has less competition,
customer loyalty, few
restrictions and easier in
getting the list of items.
Amazon has lower price of
products, buyers trust which
includes loyalty, more
branding opportunities and
fulfilment services.
From the above discussion, it has been concluded that E-Bay and Amazon both are the
multinational brands. E-Bay facilitates large number of products and services daily. The buyers
loyalty of E-bay gives a major impact in building of a effective brand image (Tseng, 2019).
TASK 3
Analyse how organisation integrate traditional marketing with digital marketing to achieve
strategic objective
Digital marketing strategy is defined as an effective technique that leads to complete all
work according to digital aspect for business. Mobile channels is acquired by organisation to
perform all work in an organised manner that refer management grow and enhance its size by
engaging persons who are professional and fast learners. This also leads E-Bay to complete their
work with more efficiency through providing responsibilities to authorised persons. Digital
marketing strategy aids management to complete all task in an organised manner. It also results
that E-Bay perform their work with more efficiency (Laverie, Humphrey and Bolton, 2018).
From the perspective of digital marketing aspect it is easy for management to complete all task
as per opportunity, action and strategy that access potential results to create benchmark related
with digital marketing. Social media, E-mail marketing, search engine etc. leads an organisation
to complete all work as per new plans and tactics. Some steps that are used by E-Bay
management for amendment of traditional marketing into digital marketing for performing their
work with appropriate techniques of business plan.
 Initial- This stage perform work with no strategy because organisation work for unclear
goals. Tools such as SEO are not active and it leads management to manage and perform
task as per goals and objectives that are unclear. It create confusion for customer in
deciding journey for buying products in an unproductive manner and this is because
management share to broadcast brand identity (Liu, Perry and Gadzinski, 2019).

 Managed- Organisation set different priorities and as per company goals it is not design
with proper structure for signed target as keywords define subject that match with
objective of E-bay. In context of E-bay management ensure about different sets for
leading respective organisation into the E-commerce sector of business. Moreover, with
plan and decided foot steps E-Bay analyse and manage initial aspect and convert them
towards desired goals of company.
 Defined- Multinational marketing plan develop and formulate goals of organisation and
it leads management to manage work according to decided structure. From perspective of
organisation this is analysed by management of E-Bay model that company make
approach to complete task according to goals of company (Tseng, 2019). Moreover, to
define all objectives of business all stakeholder of E-bay define their work methods due
to which it is easy for upper authorities to work according to digital marketing strategy.
 Quantified- With the model of retention and LTV it is analysed by management that
plans are formulated by organisation for a longer period. E-Bay is performing their work
at global level so all resources which is allocated by management to internal employee's
are engaged towards completion of task as per programmatic language. With segmented
life-cycle E-Bay is able to complete their work according to requirement of market. In
simple term quantified stage aids to understand and analyse changes which is required by
management for changing work from traditional marketing to digital marketing.
 Optimised- Implement with digital transformation techniques and structure leads
management to complete their work according to decided structure. Programme makes
attribution among evaluation of options. It makes attribution and evaluation to access
about touchpoints which make targets for content marketing. Further, with target brand
management use technique such as KPI to reduce problems of business.
Inter-relation between digital marketing and traditional marketing
Advertisement that exists in magazine and newspaper generate similar effect which is
presented among social media platforms. Marketing perspective is related with each other
because both specific methods aids to attract customer for enhance sale of E-bay. Both digital as
well as traditional marketing perform an important role and it aids individuals to generate
awareness about products at a large level. Moreover, by advertising of product and services for
different individuals E-bay consider that promotion of product is completed according to location

and buyer activeness on market. Thus, both traditional and digital marketing relate with each
other because for B2B business traditional marketing is effective and for B2C digital marketing
is more appropriate at a same place.
Advantages and Dis-advantages and traditional marketing
Advantages Reach local audience- Use of traditional marketing make all task easy and it leads
management to perform their work as per reach of local audience. Direct mail, telephone
and customer services are some aspects which is used by organisation to complete their
work in an appropriate manner (Viana, 2016). Local audience is approach easily by the
E-Bay because it is used to complete work in an organised manner by attracting local
audience to improve company goodwill. Print- With study of various communication perspective it is analysed by management
that organisation score different influence through the printed word. Magazine,
newspaper, poster etc. are some example of print. This is also viewed as one of the
credible and trustworthy source. Print also offer advantage of engaging readers among
business for longer period. Easy to understand- Employee's with help of internet make aspects that is easy to
understand because this make easy for people to complete task through understanding
marketing functions of company. Save hard copies- Target audience hold or keep the hard copies of the advertising as it
helps for managing work on repetitive basis. This is also easy for management to work
with designer because management develop and make images that complete task
according to vectors.
Dis-advantages It is less engaging- This is known as one of passive form for marketing and this is very
actual engagement. Along with this print media not involve person due to which
complexity is generated among business for completing task with purchase factor. High expenses- The more passive form of marketing is to make advertisement due to
which it is complex for management to complete work with decided perspective. In the
context of expenses charges related with customer are high. In context of company print
publications are high in cost.

 Complex to measure ROI- This is complex to overview and understand that successful
business make campaign by which task are managed to perform work with measurement.
This leads individuals for managing task according for marketing campaign that make
measure to generate task for business.
 Tradition period- Most person are focused towards the percent by which management
make plans to complete work as per plans. Traditional marketing plans that is reliable
ways of keeping business that make perspective in public to manage task with USP.
Dis-advantages and advantages of Digital marketing
Advantages Target a vast audience- E-Bay reach towards a large number of individual through the
the perspective of geographic location. Social sites make plan which is used to reach
about the block away. This also makes continent to perform work in easy manner. Enter into new market- Digital marketing explore about makes perspective which is used
to explore and understand about areas for entering into market. To provide all information- By the use of digital marketing tools it is easy for
management to complete all work with right information. In context of E-Bay there are
different personalise to get attention. Engage large number of persons- Through the social-media organisation consider and
engage changes which relates with target audience. In the context of business there are
different task performed by management as it make personalise content to transfer
information with speed.
Dis-advantage Negative feedback- The major drawback of digital marketing is the negative feedback and
complaints is visible for general public. So it is complex for management to share
information in short period. Limitation of search engine- Digital marketing is subject towards search engine as it is
complex for companies to follow all guidelines that are acceptable. Moreover, theories of
marketing perform different role in business. Requisite expertise in field- The truly exploit for managing work as per digital
information that makes perspective for completion of task as per regular changes that
makes perspective of strategy.

 Work in different industries- Each industry perform work with different motive and most
of them are considered towards size of business that leads to complete work with
operations and digital marketing methods.
CONCLUSION
The above discussion concludes that social web is a crucial factor for an organisation to
be considered for achieving goals and success. Social web or social media is a set of social
relations which link the people through World Wide Web. It has been suggested that social web
is utmost important for E-Bay to have a great impact on the organisation. The report includes
PESTEL factors that influences the success of digital marketing campaigns. The discussion
involves a evaluation and analysation of the social web for building the brands. E-Bay and
Amazon are the two large e-commerce businesses which suggest that social web gives a major
impact in increasing the effectiveness of brand image. In addition to this, the report also suggest
that there are various objectives or aims that can be followed to achieve goals and success if the
modern organisation integrate traditional marketing with the digital marketing.

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