Digital Marketing Strategy for Brand Awareness and Loyalty

This document discusses the significance of digital marketing strategy in creating and maintaining brand loyalty and awareness. It explores how companies like River Island utilize social media platforms to promote their brand and compares their strategies with other companies. The document also includes a PESTLE analysis of River Island and its impact on the digital marketing campaign.

Digital marketing
strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Introduction of respective organisation along with the digital platforms used by company......3
PESTLE analysis of company & how such factors affect in digital marketing campaign with
the market/ industry.....................................................................................................................4
TASK 2............................................................................................................................................5
Introduction of social media platform along with what is social web and brand?......................5
Evaluate and highlight what and how business entity uses social web to create, maintain brand
loyalty and brand awareness and make comparison with another company...............................5
Evaluation & conclusion of the effectiveness for the chosen company of using social web to
develop brand awareness & justify.............................................................................................7
TASK 3............................................................................................................................................7
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing strategy depict the effective and prominent solution for the suitable
marketing problems undertaking the inefficiency and so on. Undertaking the present situation,
maximum companies need to make prominent use for the various digital platforms in order to
promote suitable products and services (Polanco-Diges and Debasa, 2020). Besides this, the
concept of digital marketing tends to become quite popular for the prominent development and
effective evolution of suitable technologies for the suitable business practices. Besides this, the
report is based on river island which is a street fashion brand and tends to operate its business in
the worldwide market and established in 1948 by Bernard Lewis in London. It is a private owned
company by the Lewis family. For this, report tends to undertake effective PESTLE analysis
which is organised to analyse the overall market situation and also leads to influence the overall
digital marketing strategy. At last, traditional and digital marketing concept are being compared
with prominent examples.
TASK 1
Introduction of respective organisation along with the digital platforms used by company
River Island is the effective clothing company that leads to provide suitable quality of
products and accessories and it is the UK based company which is specialised in effective
dealing of concerning accessories and also tends to have prominent solution to improve their
overall sales, marketing and other services to support effective productivity.
For this, the mission of company is to offer effective quality of products and services to
their customers in terms of accomplishing effective competitive advantage within the market
area.
Besides this, the vision of company to become effective choice of customers considering
the effective maintenance of prominent relations with their suitable customers.
River Island prominently started a new marketing campaign considering the accurate
knowledge and effective management for the concerning objectives to improve the digital
marketing statement across UK. In relation with this, company leads to opt effective technology
for company that tends to allow them for creating effective connection with their customers that
helps in for the effective digital platforms undertaking their customers and prominent services.

Moreover, the prominent management leads to enable suitable development for the loyalty
programmes to track redemption for the real time.
Away with this, organisation also leads to make prominent use of the applications of
social media undertaking the digital tools for prominent promotion. Along with this, Instagram,
Facebook and YouTube leads to provide effective number to their customers for the short period
of time. For this, digital team also leads to provide their services to 24*7 to their customers in
terms of resolving suitable queries to their customers (Palmatier and Crecelius, 2019). Along
with this, it is useful to develop suitable brand image to enhance the performance level of an
organisation.
PESTLE analysis of company & how such factors affect in digital marketing campaign with the
market/ industry
PESTLE analysis refers to the tool which helps the marketers to analyse the external factors that
can affect the organisation. Using this tool the companies track the environment factors in which
they will be introducing the new product. This analysis would include prominent factors like
political, economic, social, technological and so on. The below analysis will be based on River
Island which deals in clothing, textiles and operate at the global level. Political: Political factors includes the government policies which affects the economy of
the country. In terms of River Island there are many external factors such as the stability
and the taxation policies which affects the organisation and leads to the growth and
increased profits in the organisation. In today's world the political stability is not much
secure and due to that the company is not making huge investments to avoid risks and to
avoid uncertainty (Heinze and et.al., 2020). There can be some issues which a brand can
face and should be solved immediately before it gets worse. Economical: Economic Factors refers to the overall economy of an organisation. It sees
how the business is operating and how profitable it is. There are many economic issues
which a company has to undergo and in terms of River Island it has to look over the
economic growth and taxation. As the stage of the economy is not good and government
is also not spending much and due to this the brand also had to face loss in investments
and downfall in profits (Miklosik and et. al., 2019). During this period the brand had to
sell the products at lower costs .

 Social: Social Factors analyse the social environment and focus on consumer needs and
wants. The major social factor that brand had to face is lifestyle change and the career
growth. There are many employees who just work for few months and then switch to
another job which creates difficulty for the organisation to find new employees after
every few months. The brand always looked up for young generation employees because
they know much about the changing lifestyle but they get busy with their education and
focus on that rather than working with them (Gupta, 2019). In today's world people trust
more on feedbacks rather than advertising of products. Technological: Technological Factors refers to the changing technology and new ways
of producing goods and services. In terms of River Island, the brand initiated various
technology to expand its reach. Different customers have different preferences, some like
online shopping and some not, so the brand initiated online shopping to attract the
customers and to meet their preferences (Heinze and et. al., 2020). River Island expanded
its brand and connect with large customer segment worldwide. Legal: This factor is concerned with the effective political factors undertaking the
specific laws of an organisation that are being developed by the legal regulatory and also
undertake political parties. In relation with this, legal framework leads to undertake
prominent places for the overall economy and consider changes as per the economic and
environmental conditions. Besides this, digital marketing campaign of the retail sector
leads to make sure suitable advertisement plans considering the ideologies for the legal
policies and norms (Lee and Johnson, 2019). It also leads to consider prominent norms
of UK undertaking effective policies which are concerned with offering suitable deals
and discounts which is clear and provide suitable guidelines undertaking the campaigning
activities which are implemented in suitable manner. Besides this, company also tends to
use General data protection regulation in the operations and functioning of company
which is useful for them in terms of protecting their laws and regulations with the help of
effective privacy and also tends to addresses the personal data outside the European
Unions.
 Environmental: These factors are related with the prominent impact of an organisation
and suitable causes for the prominent operations. In relation with this, digital marketing
represent the effective solution which is created by the IT sector in order to eliminate the

pollution level and also leads to destroy the traditional marketing factors for the
operational activities by impacting it on the overall business environment (Palmatier and
Crecelius, 2019). For example, eliminating the use of papers for the suitable promotion
by undertaking the social media and digital technology leads to put positive impact on the
environmental conditions. With the help of GDRP, the overall objective of company is to
simplify the regulatory environment for the business functioning which is reliable for
both citizens and European Unions on the grounds of digital economy.
Conclusion
Therefore, by considering the above discussion it is identified that digital marketing is
beneficial in terms of offering several benefits to the effective production and functioning of
company which seems quite effective for the service industry. Despite from this, effective
environmental analysis is helpful for company in order to examine the suitable risk factors and
develop prominent tactics to overcome them.
TASK 2
Introduction of social media platform along with what is social web and brand?
Social media platform depict as the effective purchasing through mobile phones and
internet which is helpful and also controlled by the seller to advertise the effective business
services by undertaking the social media profile including Facebook, Instagram and so on (Ritz,
Wolf and McQuitty, 2019). It is also undertaken as the internet based technology which is
prominent for effectively developing and managing the prominent social media offerings
considering suitable solutions.
It is undertaken as the effective internet service and interface that undertake the effective
support for the social media interactions between the human beings. Besides this, it include e-
commerce sites and social media ways. Besides this, it include the prominent set for the social
interactions which link individuals with the help of world wide web.
Besides this, brand is also an effective concept to identify the sentence, symbol, mark and
logo by which an organisation leads to opt several commodities from their competitors which is
also examined for the prominent combination for more than one element that is helpful by River
Island to develop their image to effective recognition.
How companies make use of social media for creating brand awareness

In modern times, companies leads to opt social media platform and sites to spread
awareness for the large number of individuals for the brand. Moreover, social media is reliable
for company to attract large number of customers to enhance level of performance. Along with
this, River Island leads to make suitable use of prominent application including Instagram,
YouTube, Facebook and many more (Dumitriu and et. al., 2019). For this, company also need to
have suitable and prominent website for having effective knowledge that is valuable and also
available for the products and services which is provided by company. Therefore, it is reliable in
terms of promoting their brand by improving the effective performance for the suitable
profitability.
Evaluate and highlight what and how business entity uses social web to create, maintain brand
loyalty and brand awareness and make comparison with another company
Brand loyalty represent the suitable rewards by which organisation leads to earn by
caring for their customers and also take care of them after the suitable purchase of products and
services (Azizah and et. al., 2019). It also examined that higher level of authorities of River
Island leads to make prominent use of social media considering the prominent development and
maintenance of brand loyalty and awareness. In relation with this, prominent methods are used
and developed by the social media which is discussed as below:
Develop effective social media strategy: It represent that social media is useful for
suitably posting things that leads to interact with prominent factors undertaking marketing,
promotion and selling for the suitable activities. It is also important for the higher authority of
River Island to develop prominent social media strategy including cohesive plans by linking for
the prominent development to remain competitive in the business environment (Goldfarb and
Tucker, 2019). Besides this, it also helpful to conduct prominent marketing research for their
rivals while developing social media strategy. Hence, it is useful for River Island to develop
effective strategies that leads to enhance overall performance of an organisation.
Share quality content: It is important for an organisation to share prominent information
for suitable quality of customers as due to this, it becomes quite easy to develop effective
understanding to offer prominent products and services to company. Besides this, visual content
is created in terms of sharing things through social networks which is essential to develop
effective plans for the social media (Morgan and et. al., 2019). Moreover, the marketing manager

of River Island need to make effective use of videos and screenshot by which they tends to make
prominent content which is quite attractive and memorable for the potential customers.
Besides this, it is analysed that the major competitors of River Island is ASOS who leads
to provide prominent products to company considering quality factors and trendy designs with
the help of social media in terms of having effective brand awareness and loyalty. Moreover,
effective comparison for social media is discussed as:
River Island ASOS
It is examined that organisation need to make
effective use of marketing campaign
undertaking the prominent information which
is useful for the software in terms of
connecting with their customers (Lee and
Johnson, 2019). Besides this, organisation need
to conduct prominent digital marketing
campaign which tends to advertise the social
media applications undertaking Instagram,
Facebook and many more. It is also useful to
enhance the sales level and profitability in an
effective manner.
The managers of company leads to make
prominent use of social media and its content
regarding the prominent development with
videos and many more which is represented to
their customers to prevail within the market
(Azizah and et. al., 2019). It is useful for an
organisation to make suitable memories which
is valuable for the brand undertaking the mind
of customers.
Evaluation & conclusion of the effectiveness for the chosen company of using social web to
develop brand awareness & justify
It is analysed that social media is important in order to spread awareness and promote
brand for the effective market area. It leads to allow River Island to improve their customer level
to enhance the customer level which put positive impact on the overall profitability and
performance (Karaağaoğlu, and Çiçek, 2019). Besides this, it is also useful to increase the market
presence of brand and also undertake the prominent development for the effective strategy
considering the market performance to enhance things in prominent way. Furthermore, social
media is helpful to reach for the huge number of customer to improve their sales and
profitability.

Conclusion
Therefore, it is identified that social platforms are effective in order to run smooth and
successful business organisation. Besides this, it also tends to create effective image in terms of
spreading awareness among the individuals which is helpful for company to acquire large
number of customer base.
TASK 3
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives
Traditional marketing: It depict the suitable form of marketing which is not present at
the online platform and also promote through direct mail, print, outdoor promotion and many
more (Ritz, Wolf and McQuitty, 2019). Besides this, newspaper, radio and TV are considered
as the traditional method which is helpful for effective marketing to target their audience in
prominent manner.
Advantage & disadvantages of Traditional marketing Advantages: Traditional marketing is useful to reach for the local audiences in an
effective manner. It is also reliable to develop long term relations with their customers
which is useful for long term survival (Charlesworth, 2020). With the help of traditional
marketing company can prominently reach towards the local customers and for this, radio
is the best option to advertise the business.
 Disadvantages: It is undertaken as the time consuming procedure that occur for the
prominent cost to the company by putting negative impact on the overall revenues that
are earned by an organisation (Dumitriu and et. al., 2019). This marketing method take
lot of time and also respond quite late towards the changes in comparison to digital
marketing.
Digital marketing: It represent the effective concept of marketing undertaking the online
components considering the email marketing, social media promotion and many more. This form
of marketing is effective because of technological, social and cultural shifts (Miklosik and et. al.,
2019).
Advantage & disadvantages of Digital marketing

 Advantages: It is analysed as the prominent digital marketing factor which is cost
effective as compared to traditional marketing. It is also effective and direct for the
effective ways in terms of developing prominent relations in terms of targeting their
customer base in an effective manner (Zhu and et. al., 2020). It is also useful to reach
towards the large number of customers within the short period of time in terms of
enhancing their overall sales.
 Disadvantages: It is represented as the effective thing for the social media in terms of
developing the wrong meaning for the prominent viewpoint of customers and also does
not interpret the message which is provided to them. For this, it leads to decline the
overall brand image of an organisation and also negatively impact the performance of
market.
Conclusion
Therefore, it is analysed that marketing plays an important role in regard of increasing
sales and profitability of company which beneficial regarding the running and functioning and
also tends to increase brand image of company. Besides this, both traditional and digital
marketing plays an important role at their own place in order to have effective promotion of
products.
CONCLUSION
By undertaking the preceding discussion, it is analysed that digital marketing is important
in terms of improving the effectiveness of the overall performance and profitability. Besides this,
it is also helpful for company to offer something prominent and innovative in terms of creating
positive image among the customers. Along with this, several digital marketing platforms are
opted by an organisation considering social media that leads to allow company to gain prominent
vision for the external factors that put huge impact on the business functioning and the
performance of operations. Besides this, it also leads to analyse the macro factors as well that
positively influence the digitalisation and integrate marketing. Furthermore, traditional and
digital marketing were effectively opted and identified undertaking the efficiency which is
helpful to achieve business goals for the specified period of time.

REFERENCES
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