Digital Marketing Strategy for Marks & Spencer

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.