Digital Marketing Strategy

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