Digital Marketing Strategy Report

DIGITAL MARKETING
STRATEGY REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
ROLE OF DIGITAL MARKETING STRATEGY.........................................................................3
ASSESSMENT OF COMPANY'S CURRENT ONLINE PRESENCE.........................................3
DIGITAL MARKETING STRATEGY..........................................................................................5
(1) SITUATIONAL ANALYSIS................................................................................................5
(2) OBJECTIVES- ......................................................................................................................7
(3) STRATEGY- .........................................................................................................................8
(4) TACTICS- .............................................................................................................................8
(5) ACTIONS- ............................................................................................................................9
(6) CONTROL- .........................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing strategy involves an assessment of specific goals that are achievable
through online channels (Ratnadianti, Fahmi and Hannan, 2020.) Where business became
computer and mobile based, a well-executed digital marketing strategy can be crucial to
organizational success. For the purpose of analysing the role of digital marketing strategies, the
M&S is chosen to take into consideration. It is a B2C type of organisation which is involved in
the business of food, cloth and other household items. It is a multinational organisation which is
being operated in more than a hundred countries. The report will be discussing the present
scenario of the entity and will also develop a digital marketing strategy.
ROLE OF DIGITAL MARKETING STRATEGY
Digital marketing refers to the strategy which helps your business achieve specific digital
goals through carefully selected online marketing chain such as paid, earned and owned media.
In modern business environment where the multinational institutions are operating their business
in more than one country and serving number of people with different character. It is not possible
to personally reaching the customers and promote the product or convince them, here digital
marketing strategy plays an untraceable role and it helps the entity in not only reaching a wide
range of potential customers but also helps in convincing them for buying the products (Hall,
2020.)
ASSESSMENT OF COMPANY'S CURRENT ONLINE PRESENCE
As it is discussed, M&S is operating its business over a hundred countries which is not
possible without online presence that's why the organisation is also having a good presence in its
markets. It is following multiple channels including digital marketing channel to reaching the
potential customers. As it is working on the maxim “ A happy customer is valuable” (Juswadi,
Sumarna and Mulyati, 2020,) After launching their online platform it has experienced a great
boost in its total selling and even made new customers as well. As it had launched Percy and
Penny sweets with limited edition after their marketing campaign. For it they used Facebook to
encourage customer to create a story about Percy and his girlfriend Penny, which was then

translated into a bag of sweets. It is good piece of evidence that with the time the evolution
process within the organisation is also rejuvenated.
The company had also introduced its own Instagram account which is targetting the
people who are active on social media and looking for such products. Since the organisation is
having a good market of clothing as well so for giving a boost to cloth selling, convincing the
young customers is the key that's why it also started uploading the advertisement on the
Instagram account.
Marks and Spencer is having its own online store chain where it is selling mostly clothes
and other brands of the products. These stores are giving a huge coverage to the customers from
the place where they are, they can easily access the online store and can place their orders on it.
It has further provided better facilities like proper online segmentation for the set of customers
and provides the range of choices to get the product of preference. Along with it the M&S also
ensure a strong SEO( Search engine optimization) so that the customers can effortlessly access
the portal. In 2021 the online sales account for 34.4% of M&S clothing and home goods. At the
same time the entity is having more than 1,037 stores in UK and around 472 online stores across
the world (Abu-Dalbouh, 2020.) The unique recognition of M&S is due to their unique ideas and
rapidity in introduction of new missions. They have mixed traditional and dynamic concepts
together to attract their potential customers and it all came their way by vastly prevailing of
digital marketing.
For rejuvenation of the way of approaching customers M&S has also launched E-gift
card scheme in which after making prepaid payment ones can avail this service and such card
can be gifted to the intended people. This is a digital attraction for the customers. In UK such E-
gift cards can be redeemed at any store of M&S, this gives a full prove resilience to its
customers. Further it has issues E-vouchers as well. It is making the way easier for the company
to get closed to its customers.
But should it be called suffice for M&S since all other competitors such as- Debenhams,
Lawson, Macy's, John Lewis Partnership, Aldi UK, Asda etc. are spending more and even