Digital Marketing Strategy for Brand Awareness and Loyalty

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 .