Integration of Digital Marketing and Modern Marketing

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.