Integration of Digital Marketing and Modern Marketing

This report discusses the integration of digital marketing and modern marketing, including the advantages and disadvantages of both approaches. It also explores ways in which traditional marketing can be combined with digital marketing for maximum effectiveness.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Evaluation of PESTLE factor that influence success of digital marketing campaign................3
TASK 2............................................................................................................................................5
Critical evaluation and analysis of effectiveness of social web for building brand..................5
TASK 3............................................................................................................................................6
Integration of digital marketing and modern marketing.............................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Advancement in digital technologies have enforced company to adapt to make use of
innovative technology in order to promote or market products and services to maximum
individuals. This report makes use of Pestle Analysis in order to understand factors that have
contribute in success of digital campaign, analysis effectiveness of social web. At last cover
advantages and disadvantages of traditional and digital marketing and the way they have
contribute in success of ASOS.
TASK 1
Evaluation of PESTLE factor that influence success of digital marketing campaign
ASOS was initially started its operation in 3 June, 2000 that offers online clothes, shoes,
accessories and beauty products to customers so that company can earn large profit margin.
Company aims to satisfy needs of younger generation so it has make use of digital technology to
market products and achieve its goals.
Pestle is an framework that is used to analysis all macro factors that is policies of
government, economic condition, social, technology and environmental that influence business
strategy and operation. Several factors of Pestle that contribute in success of digital marketing
campaign of ASOS can be illustrated as follows:
Political Factor: It state about government regulation, laws like tax policies, trade restriction,
political stability that needs to be abide by each and every organisation while operating their
respective function. ASOS have tried to abide all legal laws and regulation that have save
company from high penalties and contributed in effective operation of digital marketing
campaign in external environment (Warokka and et.al., 2020). Free trade regulation has helped
company to expand its business through digital marketing and exporting products to other
countries for satisfaction of customers’ requirements.
Economical condition: ASOS has its main operation and headquarter in United Kingdom that is
suffering from economic slowdown so company have planned to offer products or services at
lower prices so that maximum number of customers are motivated to be part of firm. ASOS due
to have online presences is able to promote digital marketing campaign at minimum cost thus
deliver maximum value products or services to customers at minimum price. Organisation have
considered economic policies of countries in order while formulating effective digital marketing

strategies that have contributed in gaining maximum outcome. Unemployment rate in United
Kingdom is high so ASOS is able to higher talented and skilled employees at minimum wages
thus enhance profitability of organisation.
Social factor: It can be stated that social factor is dynamic or ever changing as taste and
preferences of people keeps on changing as per situation, trends in external environment. ASOS
Marketing manager by analysing that most of the younger generation are making use of internet,
social media to have fun and enjoyment decide to pursue digital marketing campaign. Thus,
company by making use of social platform like Facebook, Instagram or Twitter is able to
generate awareness among customers and promote brand image of enterprise (Durmaz and
Efendioglu, 2016). Official website of company provide ease to customers to view types of
products and services company deals thus select as per their requirements. Therefore, it can be
stated that social factor has contributed in success of digital marketing campaign initiated by
ASOS as it has lead in creation of awareness among maximum number of individuals that are
living in particular society.
Technology factor: There are rapid development in technology so it has force company to invest
in new and innovative technologies so that maximum value can be delivered to end individuals.
ASOS have effectively adapted to innovative technology or digital media or have make use of
social media platform to induce customers to select its products rather than other competitors in
market. Company through digital media is able to build and maintain strong relationship with
range of customers by understanding their needs and find best alternative that could be used to
satisfy them (Hubbard, 2018). So, overall investment and use of innovative technology by ASOS
have yield in maximum outcome by generating awareness among millions of people that are
residing in different parts of world.
Environmental factor: With increase in number of firm, pollution and wastage of resources has
also increased so it government, people living in society are forcing companies to incorporate
sustainable management practices. So ASOS through digital marketing campaign have create
awareness among people about several steps that have been taken by company to promote
optimum utilisation of resources or minimise amount of wastage. It has provided complete
detailed related to ethical value, principles and stainable practices promoted by company through
digital campaign thereby it have motivates maximum customers to select its products and
services.

Legal Factor: Government of United Kingdom have made several policies related to digital
marketing campaign so that no harm or problem can be caused to people residing in society.
ASOS marketing manager have tried to follow all legal laws like protection of crucial
information of customers, employees, no use of unethical practices to market products like
false advertisement or fraudulent practices in order to gain competitive advantages (Visser,
Sikkenga and Berry, 2019). Thus, it contributed in creating strong brand image of enterprise
in minds and hearts of several individuals.
TASK 2
Critical evaluation and analysis of effectiveness of social web for building brand
Social web can be termed as websites, software that helps in establishing strong link or
social relationship between people thus includes activities like share of information, online
shopping, learning and gaming. All the software and websites are designed mainly for building
strong social interaction between company and potential customers. So, that they can be aware of
quality, type of products and services in which company deals thus they can make accurate
decision to purchase for satisfaction of their respective requirements (Saini, 2017). ASOS is
online fashion retailer that have social web in order to build strong brand image and attract more
and more customers to make purchase from it so that it can grow and expand its business in
United Kingdom and in different parts of country. Social web is best platform for building strong
brand image because it helps in effective collection of data related to recent taste and preferences
of people.
Social web is generally regarded as a bubble which generally used to link different people
through world wide web. This certainly means that more number of the customer in the market is
able to get idea about the product of the company in the market. It had been understand that
brand value is certainly linked with the brand awareness in the market. It had been highlighted
that if more number of the customer are their in the web they all used to get the information
about the offering of the company in the better way, this will ultimately help the company in
building good sort of image of company in front of other and it will also help the company in
building good brand name in the market (Chaffey, 2019). Hence it had been understand that
Social web generally used to help the company in building good brand image in front of the
other in the market. Another reason for highlighting the same is that social web in general used

to create the situation in the organization in which company finds it easy to understand the need
and preference of the customer in the positive way in the organization. It will also help the
company in getting good sort of knowledge of market as well organization generally used to take
different decision on the basis of the same (Steenkamp, Batra and Alden, 2003). This help the
company in building good brand value in front of other individual in the market as well.
Looking at the negative aspect of the same it had been identified that there are variety of
different type of negative comment which are also seen by the organization on different social
media handle. It had been understand that this used to create the negative image of the company
in front of the consumer and competitor generally take advantage of same. This is really non
controllable thing (Warokka and et.al., 2020). This ultimately used to create the negative brand
value in front of the other in the market and impact the performance of the business in long run.
TASK 3
Integration of digital marketing and modern marketing
Traditional marketing can be defined as marketing of products and services through
physical stores, sales promotional strategies or by advertisement in newspaper, magazines and
articles etc.
Advantage and Disadvantage of Traditional marketing
Advantage
 Reach larger target audience: It is one of the biggest advantage of using tradition
marketing in the organisation, as it had been identified that with the help of traditional
marketing company will find it very easy to reach larger number of the customer in the
market.
 Save hard copies: This is another benefit of this type of marketing, it had been
understand that this marketing generally used to help the company in keeping the hard
copy of variety of advertisement material which are given to the consumer in the market
(Saini, 2017).
 Easy to understand: It is another sort of benefit of this type of marketing, it had been
identified that there are many consumer in the market who are not having internet in
general. Traditional marketing will prove very crucial or handy for the organization to

bring good sort of understanding in term of whatever information are passed on to the
customer.
 Proven successful method: It is another sort of benefit which is linked with traditional
form of marketing (Visser, Sikkenga and Berry, 2019 ). It had been identified that it is
accepted by better number of the consumer in the market and this method of marketing
has also proven one of the most successful form of marketing for all the customer in the
market.
Disadvantage
 Less engaging: It had been analysed that this form of marketing is more passive form of
marketing. As there is very less amount of engagement of customer in this form of
marketing (Kannan, 2017).
 More expensive: It is another sort of disadvantage link with traditional form of
marketing, as it had been understand that this form of marketing is little bit expensive in
term of resources require to carry out different operation of traditional marketing in an
organization.
 Difficult to measure: Another disadvantage of this form of marketing is that there is no
fix measure to generally understand the impact of traditional marketing. As taking
feedback under this form of marketing is generally a tough task.
 Difficult to target customer base: Also, it had been understand that under this form of
marketing it generally used to get it to difficult to select the target customer base of the
company and target them with the offering of the company (Visser, Sikkenga and Berry,
2019).
Digital technology is used of electronic devices such as mobile phones, computer to generate
awareness among vast number of individuals about products and services in which company
deals. There are different digital channel like social media, email and content marketing that
could be used by enterprise in order to achieved their objectives.
Advantage and Disadvantage of Digital Marketing
Advantage
 Global Reach: It is the biggest advantage which is linked with digital marketing, as it
had been analysed that with the help of digital marketing company is able to target the
customer at global level as well.

 Low cost: This sort of marketing technique is very useful at the time of reducing the cost
of the company in the long run. It had been identified that using this sort of marketing
technique in the organization will help the company in lowering down the cost of variety
of the different task which are carried out in organization.
 Personalization: This sort of marketing technique in the market has helped the company
in personalizing variety of different activity of organization. It had been analysed that
company is able to understand the customer in better way and develop product according
to their need in market (Warokka and et.al., 2020).
 Openness: This marketing technique generally helps the company in building good
customer loyalty in the market. This will ultimately create good sort of reputation for
being easy to engage with other in the market.
Disadvantage
Skills and Training: It get difficult to plan different training activity in the organization, as skill
requirement used to change on regular basis in organization.
Time consuming: It is another issue for the organization as it had been identified that this sort of
marketing technique in the organization used to consume good sort of time of organization to
carry out different activity in an organization.
High Competition: Another issue related to this marketing technique is that there is high level
of competition which is faced by the organization on different digital marketing platform.
Comparison between traditional and digital marketing
There are variety of different step which are generally taken in the organization to
integrate traditional marketing with digital marketing in the organization. Some of the ways of
integrating digital marketing with traditional marketing in ASOS are as follows:
By providing knowledge about different platform: One of the difficult task for all the
organization is to make different customer aware about different social media platform through
which product of the company can be promoted in front of consumer. ASOS generally used to
publish the address of different social media handle in their traditional marketing material. This
generally used to help the company in getting knowledge about different social media so that
they can follow companies page as well (Chaffey, 2019). This step used to help the company in
getting good sort of the customer on the social media platform of the company and with the help
of that customer only company finds it easy to touch the consumer very easily and company will

also get the benefit of well aware customer base in the market. Hence, social media marketing is
very much dependent on traditional marketing.
Another way trough which digital marketing is integrated with traditional marketing is by
combining the direct mail marketing with Email marketing in the organization. As Email
marketing generally include sending email to the customer to aware them about different
offering of the company in the market (M.T.P.M.B. and Veríssimo, 2014). At the same time
direct mail marketing generally includes mailing out fliers, postcards, letters and prospects to
different customer in the market. This sort of integration in the organization used to help the
company in improving the customer base of the company and also making all the customer
aware about the offering of the company in the better way in front of other.
CONCLUSION
After going through the report it had been understand that there are variety of the factor
which are affecting digital marketing of the company. After going through the factor it had been
understand that there is good sort of positive impact which is seen by the organization in their
digital marketing as compare to negative impact. After that report highlights the role or the
effectiveness of social web in regards of building good brand value in front of the other in the
market. In the end in task 3 it had been concluded that there are variety of the benefit which are
seen by the organization by integrating traditional marketing with digital marketing and for
doing the same there are variety of different step which are taken by the organization in long run.

REFERENCES
Books and journals
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brand value. Journal of International Business Studies. 34(1). pp.53-65.
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Hubbard, Z. S., 2018. The Online Entrepreneur's Digital Marketing Handbook.
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