Digital Marketing Strategy

Digital Marketing Strategy

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Ethical issues of the IKEA in digital marketing.........................................................................1
TASK 2 ...........................................................................................................................................3
Pestle analysis .............................................................................................................................3
TASK 3............................................................................................................................................5
Critical analysis of the social media ...........................................................................................5
TASK 4 ...........................................................................................................................................7
Analyses and evaluate the effectiveness of the social web for the building brands ...................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing at higher level refers to advertisement delivered delivered via digital
channels like search engines, social media, websites, e mails and the mobile applications (Spiller.
and Tuten, 2015).. The term covers wide range of the marketing activities, that are not
universally agreed. It refers to marketing of goods and services with the use of digital
technologies over internet through apps on mobiles, display advertising and many other digital
mediums.
TASK 1
Ethical issues of the IKEA in digital marketing
In integrated digital marketing there are many types of tools and techniques used. This is
a way of advertising products through social media, internet, etc. It requires effective design and
content through which marketing is done (Chaffey,and Ellis-Chadwick, 2019). However, it is
necessary for business to maintain security of data and information in it. Alongside, they have to
work in ethical way so that their brand image is not hampered. In digital marketing there are
many ethics that has to be followed. But sometimes, many ethical issues occur which highly
impact on marketing activities and brand image of organisation. The organisation needs to be
transparent in order to sustain in market. They must provide relevant and precise data of products
and services. These marketing channels are based on systems over internet that could create,
accelerate & transmit the value of product from producers to terminal consumers through digital
networks. The development of digital marketing began in 1990s and is evolving with the
dynamic business environment. Digital reforms are very properly included in the marketing
strategies of businesses. It is helping the organization to expand their business cross borders. The
report will reveal about the use of digital marketing in the business and its importance in the
growth of the business. It will also include the marketing strategies PESTLE for analying the
market factors influencing the businesses.
Data protection and privacy law
This is the main ethical issue that occurs in digital marketing. It is important for business
to protect and secure data of consumers. The data is related to age, gender, etc (Ryan, 2016). of
people. But sometimes, they work in unethical way and provide crucial data to third parties. So,
this activity in illegal in marketing and some countries as well. Here, companies often leak data
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of consumers by giving fraud advertisement. It also impact on marketers as well. For example –
Facebook and Google often practice this to earn extra income (Mooney. and Slobodian, 2016).
Misleading Advertisement
Advertising is majority the concern for the digital marketing companies like IKEA as it s
consider as the another grey area such as an advertisement about the toothpaste that it 100%
makes the yellow teeth white but in reality it is up to 40% it makes the effect as the test shows
that. The reasons marketers cab legally get way due to the firm can complete 99.99% under the
lab conditions (Kannan, 2017). Digital marketing allows the companies like IKEA to reach the
new audiences mostly by internet ,smartphones devices and computers.
There are some differences within the educational background between the target market
and marketers that can be difficult to relate as well as draw within the target market effectively.
IKEA must be careful as not to lose the connection to the target market's interest as well as
priorities. Scams and Fraud Various examples are available that the people commit fraud by
the help of the social media. Security issues Personal accounts of the people have access by the
security agencies that makes the privacy compromised as they are visited through any
investigation officer regarding any problem that can be mistakenly as well as unknowingly
discuss on the internet (Chaffey,and Ellis-Chadwick, 2019). Cheating Most of the individual
have a negative bad impact on the issues regarding the bad health . Since Exercise is a key for
the good health mos of the people can avoid it and becomes lazy as they spend most of the time
on social media sights. People also sleep late at night and wake up late at morning and the
outcomes brings the disorder in their routine life. This will shows that how the
Bad it affected their health (Chaffey. and Smith, 2017).
IKEA is the leading marketing brand that has been very popular in furnishing sector.
Every organization somehow faced some issues related to ethically, legally etc. as IKEA also
might have been through from such issues which is related to Digital marketing. IKEA presented
their image in very unique manner. IKEA itself is a big world for customers. It has well
designed, low cost products and specially eco-friendly. For that IKEA stores having own play
area for students where they handle children which is called Smaland. Parents can drop their
child off in the play area for upto 1 hour free of charge as they go shopping. IKEA having
different strategies to prevent themselves from the ethical issues. Also, it includes more leading
approaches towards protecting enviornment.
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