Digital Marketing Strategy

Digital Marketing Strategy

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY......................................................................................................................................3
Task 1...............................................................................................................................................3
PESTEL factors influencing the success of their digital marketing campaigns............................3
Task 2...............................................................................................................................................5
Effectiveness of the social web for building brands....................................................................5
Task 3...............................................................................................................................................6
How modern organisation Integrate traditional marketing with digital marketing to achieve
strategic objectives......................................................................................................................6
CONCLUSION.................................................................................................................................10
REFERENCES...................................................................................................................................11

INTRODUCTION
Digital marketing can be defined as marketing form that involves implementing
marketing strategy Organisation on electronic devices or Digital platform. As use of digital
channels increases this has become an important opportunity for all businesses to
communicate their audience through digital channels. This report will discuss about digital
marketing strategy of NatWest in which this report will discuss about pestle factors influencing
success of their digital marketing campaigns. Related report will discuss about effectiveness of
the social web for building brands and then will include analysis of how modern organisations
integrate traditional marketing with digital marketing to achieve strategic objectives. NatWest
also known as national Westminster Bank is a major retail and Commercial Bank in UK. It was
founded in 1968 and is headquartered at London, England.
MAIN BODY
Task 1
PESTEL factors influencing the success of their digital marketing campaigns
Political- Political factor is a factor that includes government stability and impact of
government regulations on activities of an organisation full stop digital marketing campaigns
also have impact of political factor. This is because political factor of a country determines
different regulations regarding technology and use of different digital platforms. Digital
marketing of an organisation required collecting data of audience and this is collected to
effectively target potential customers (Rastogi and Trivedi, 2016). This has been affected by
government regulations about data safety and data protection. There are different regulations
in which NatWest needs to follow general data protection regulations. In this organisations
have to take permission before collecting data from users and it is also required to inform them
how the data will be utilised. This this is a significant impact on digital marketing because it is

not possible without data of users in to effectively target them and in practices like Omni
Channel Marketing data of users is of key importance.
Economic- Economic factor also influence the success of digital marketing campaign of
NatWest. This means that digital marketing campaign of date which is only successful when it
has reached a large population and audience and concerned with digital marketing includes
users of digital platform. However in order to be able to utilise digital platform users require to
be connected with internet and only those who can afford such services can utilise digital
platforms. This is why it is important that either internet is affordable or population can afford
internet because of well stable economic status. This means economic environment and
economic stability have significant influence on success of digital marketing campaign of
NatWest.
Social- This is another Pestle factor that has impact on success of digital marketing campaign of
NatWest. This includes preference and opinion of target market and audience about different
digital marketing channels. This means that there are several digital channels but every channel
does not have equal popularity and this is why it is very important for NatWest to consider a
popular digital marketing channel that is used by most of the audience (Achinas and et.al.,
2019). In UK YouTube and Facebook are most popular digital channels that are used by large
audience. NatWest can utilise this opportunity for success of their marketing campaign. In this
environment NatWest also requires to consider that its marketing campaign does not have any
content that that can create this disagreement and disputes because that can negatively
influence it digital marketing campaign.
Technological- This is one of the most important environment having impact on success of
digital marketing campaign of NatWest. This environment includes emerging technological
development and utilisation of various Technologies for creating effective content for social
media campaign and different channels for Digital Marketing campaign. As NatWest is a
banking organisation it also has its own application and website for the purpose of marketing
campaign. Organisations in order to enhance their impact through digital marketing campaign
are also developing different digital channels. For NatWest success of digital marketing