Digital Marketing Strategy for Marks & Spencer

This report discusses the digital marketing strategy of Marks & Spencer, a multinational retailer. It covers situational analysis, objectives, implementation plan, budget, and monitoring techniques. The strategy aims to improve the company's digital presence and increase sales.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
STEP 1 Situational Analysis........................................................................................................3
STEP-2 -Linking the digital business with Digital Marketing Strategy......................................5
STEP- 3 Objectives......................................................................................................................6
STEP- 4 design implementation plan to meet objectives............................................................6
STEP 5 Budget ............................................................................................................................8
STEP- 6 Monitoring and controlling...........................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing strategy of the organization describes the series of the action that use
digital marketing channels to achieve the goals and objectives. The channels within the digital
marketing strategy can include earned media and paid media like SEO, Social Media, Content
Writing etc.
This report will cover the digital marketing campaign of Marks & Spencer which is a
British multinational organization operating their business worldwide. M&S top most retail
supermarket chain that sell varieties of product that include, home appliances, food product,
cloths etc. digital marketing campaign will helps them to attract customers and increase their
sales and company will able to show their presence within the market.
MAIN BODY
STEP 1 Situational Analysis
SWOT analysis
Strength
 Marks & Spencer is one of the leading brand within the United Kingdom that they have
build from within past 136 years. Products sell by the Marks & Spencer is with high quality and this brand does not
compromise with their product quality (Chaffey and Bosomworth., 2017),
Weakness
 One of the major drawbacks of Marks & Spencer is that the company heavily relies on
manual operations. It is costly and consumes a lot of time. Marks & Spencer do not offer the clothes to the young and teenagers.
Opportunities
 Increase in the digital presence thorough the digital marking channels and tools can
create higher opportunities for the brand, and they can make more customers and increase
their sales. Improvement in online stores can also create opportunities for the brand to increase their
sales.
Threat
 Competitors are the baggiest threat for the M&S because there are some big competitors
like TESCO, Sainsbury are taking their place by offering huge discount to the customers.

PESTEL Analysis
Political
Marks & Spencer is operating their business in various countries and their business which
means political factors corruptions in the countries have huge impact on the company. Company
have to pay those corrupt politicians, so they can successful run their operate without
governmental interference Digital Marketing Plan, (2018). On the other side they also get
invitation from the political parties to expand their business within their country, so they can
create new jobs and their economy can be grow.
Economical
Economical factors like high inflation rates within the country affect the customers of
Marks & Spencer. Product and services prices also rise with the inflation rates that force
customers to go with the discount stores (Chaffey and Smith., 2017). On the other side decrease
in the prices of raw material has positive impact on the Marks & Spencer, and they can provide
their product and princess to the customers in lower prices and take competitive advantages
within the market where they are operating their business.
Social
Lifestyle and new trends brings the changes and it can create negative impact if company
use the old fashion clothes within the stores. Customers demand for the product that are trending
within the market and it is necessary for the Marks & Spencer leaders and managers to change
their fashionable product according to the needs and demand. Marks & Spencer add value in the
customer by the following the new trends within the market. They have appointed the designers
who design their product that helps to attract customers and satisfy their needs.
technological
Technological factors have both negative and positive impact on the Marks & Spencer,
company is using the old technology within their organization. In result other competitors are
overtaking them (Chaffey and Ellis-Chadwick., 2019). They also need improvement their online
shooing sites, and they also need to use conduct digital marketing strategies to take competitive
advantages. Marks & Spencer marketing team can use the digital marketing tools to run their
campaign and it will help them to bring new customers who can buy their product and services
and company will able to grow within the Retail industry. Improvement in their shooing side can
also create opportunities for the company to build huge customer audience.

Environmental
Companies within the Retail industry are getting strict warning from the governmental
bodies to give their contribution toward the environment and it also include Marks & Spencer.
The issues related with the current climate conditions, are being promoted on a regular basis on
television, in magazines and in newspapers as well. Marks & Spencer have their established their
own Green Policy which they now refer to as “Plan A”. It is an initiative adopted by the
company to have a positive impact on the well-being, communities and on the planet.
Legal
Marks & Spencer legally following all the governmental rules and in year 1998, Marks
& Spencer's become the first British retailer to make the pre-tax profit of 1 billion pound. This
shows that how they are concerned with the legal rules and regulation within the country where
they are operating their business.
STEP-2 -Linking the digital business with Digital Marketing Strategy
Marks & Spencer is one of the largest retailer who are having huge reputation in all over
the world. They are selling their business varieties of the product and services by using both
online and offline digital marketing. Marketing team of the Marks & Spencer have good
experience of the digital marketing, and they are operating their business on various digital
marketing tools (De Pelsmacker, Van Tilburg and Holtho., 2018). Marks & Spencer is operating
their business on the social media sites like Facebook, Instagram, twitter and you tube as well.
This all tool are useful for the company to run their advertisement campaign and bring traffic on
their website and company make the new customers.
Facebook- Marks & Spencer already worked with the infectious social media site
Facebook and fr the experiments the Facebook marketing partner created custom events from the
Marks & Spencer own data to operate new customers from the repeat customers. Then company
did a partnership with the Facebook to run conventional left test. Marks & Spencer is having
314.500 followers on the face book currently where they offer the product to buy directly from
their site.
Instagram- Marks & Spencer also run their digital marketing campaign on the Instagram
which is also an one of the most effective side and most of the people are having their account on
the Instagram that makes easy for the Marks & Spencer to attract customers thorough their
campaign. Currently Marks & Spencer is using the Instagram strategy to attract the millennials

because millennials make the online purchase for the company around 54 percent and 67 percent
on the physical stores (FIDM., 2017). Instagram is famous among the Millennials and to attract
them marketing team of the Marks & Spencer run their campaign that increase their sales and
provide them competitive advantages.
You tube- Marks & Spencer is having their own channels on the you tube, but they are
not that active on this social media platform. It is necessary for the Marks & Spencer marketing
team to understand the importance of this platform as well because there are many influencers on
the you tube who are having millions of followers and famous among the people.
STEP- 3 Objectives
Smart objectives
 To increase sale of product and services by 10 % till the end of 2022
 To increase brand awareness among the people by 20 % till the end of 2022
 To enhance the Organic traffic on the shopping site till the end of 2022
STEP- 4 design implementation plan to meet objectives
STP plan
Segmentation
Most of the clothing product of the Marks & Spencer are sell by the company on the
basis of their gender and age Digital Marketing Strategy , (2019). They will use similar
marketing strategy in their campaign. Psychographics – Clothing product of the Marks &
Spencer will be depended on the lifestyle of the people within the country. They will bringing
trending product to attract customers digitally.
Targeting
Marks & Spencer will use the digital marketing tools like face book, Instagram, SEO,
content marketing to attract their customers and provide them varieties of the offer, so they can
visit companies website and buy product and services (Hanlon., 2019).
Positioning
Though this digital marketing campaign Marks & Spencer wants to become top retail
company, and they want to increase their sales digitally. Position of the brand always matter, and
they come on the top 3 retailers on the Uk, and they want to overtake their competitors like
TESCO.
Marketing mix

Product
Marks & Spencer is selling varieties of the product within the different different segment
like Food, groceries, ad clothing. Marks & Spencer offers the product for woman that include
Blazers, learn, top etc and for the man , T- shirt, Shirt Pent etc. To increase their sales more
company will improve their quality of the clothing product to attract customers.
Price
Marks & Spencer will use competitive pricing strategy and provide discount price to the
customers on their digital campaign (Li., 2018). It will help company to attract customers, and
they will able to increase their product sales as well.
place
Marks & Spencer is operating their business worldwide ad they are having 1000 stores in
50 countries. To expand their business reach more company will use the digital marketing
channels and improve their digital sites, so they can show their presence online and expand their
business and sales both.
promotion
Marks & Spencer marketing team will use the social media and other digital marketing
tools like SEO and contain writing tools to attract customers and promote their campaign. Digital
marketing campaign are more accurate and cheaper than offline marketing.
Process
Marks & Spencer is using the various IT system within their organization and stores that
is making the customers experience better and now they will install inventory management
system to ensure the availability of the resources and mange the inventory (Muhonen., 2017).
People
leaders and managers of the company will provide skill based training to their employees
to make them more effective in their work, so they can help company to achieve goals and
objectives.
Physical evidence
Marks & Spencer is having both online and offline presence that is proof that company is
physically presence and people are aware about the Marks & Spencer brand.

STEP 5 Budget
Marks & Spencer marketing team will run the digital marketing campaign to attract
customers and increaser their sales. They have estimated the budget for the champaign around
70000 pound and it will cover all the promotional activities all other necessary equipments.
Particular Amount (Pound)
Social media advertisement 1500
Continent Writing and SEO 1500
Salary of employees 2000
Training and development 1000
Other expenses 500
Additional amount 500
Total 7000
STEP- 6 Monitoring and controlling
There are various monitoring and control tool that used for measuring and controlling
digital marketing campaign. Marketing team of the Marks & Spencer will use 360 feedback
techniques and Key performance digital to control and monitor the process of their digital
marketing campaign (Pyykkö., 2020).
360 Degree feedback
360 Degree Feedback is the process and system in which marketing manager take the
feedback from the other team member about the feedback and if there are any problems in the
digital marketing champaign then they make strategies to improve it again.
Key performance indicator
Key performance indicators (KPIs) refer to a set of quantifiable measurements used to
gauge a company's overall long-term performance (Rajala and Tikkanen., 2018). KPIs
specifically help determine a company's strategic, financial, and operational achievements,
especially compared to those of other businesses within the same sector.

CONCLUSION
As per the report has been covered case study of Marks & Spencer and create a digital
marketing campaign. This campaign has been established to provide competitive advantage and
company can take higher position within the market where they are operating their business. It
has been discussed the area where company need improvement and analyse how company can
improve their digital presence within the market. Digital marketing campaign of the company
Marks & Spencer has been concluded Situational analysis, smart objectives, STEP plan , Budget
and measuring and controlling techniques.

REFERENCES
Books and journal
Chaffey, D. and Bosomworth, D., 2017. Digital Marketing: Strategy. Implementation and.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P .R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management.72.
pp.47-55.
FIDM, D. R., 2017. SOSTAC: The guide to the perfect digital marketing plan. Journal of Direct,
Data and Digital Marketing Practice.16(2). pp.146-147.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Li, Q., 2018. Digital Marketing Plan For A B2B Company: Case company: Verkotan.
Muhonen, T., 2017. Forming a Digital Marketing Plan For a Start-up Brand.
Pyykkö, R. A. O., 2020. Digital Marketing Plan Steni Finland Oy.
Rajala, I. and Tikkanen, J., 2018. Kojair Tech Oy: Guidelines for a Digital Marketing Plan.
Online
Digital Marketing Plan, 2018[Online]. Available
through<https://www.wearemarketing.com/blog/a-step-by-step-guide-to-structuring-a-
digital-marketing-plan.html. [Accessed on 22th January 2021]
Digital Marketing Strategy , 2019[Online]. Available
through<https://www.smartinsights.com/digital-marketing-strategy/>. [Accessed on 22th
January 2021]