Digital Marketing Strategy

This document discusses the concept of digital marketing strategy and its impact on brand awareness and loyalty. It explores the use of social web and social media platforms by companies like Waitrose to create and maintain brand loyalty. The document also evaluates the integration of traditional and digital marketing for strategic objectives. The case study focuses on Waitrose's digital marketing tools and techniques.

Digital Marketing
Strategy

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Introduction of respective organisation along with the digital platforms used by company
................................................................................................................................................3
P2. PESTLE analysis of company & how such factors affect in digital marketing campaign
with the market/ industry........................................................................................................4
TASK 2............................................................................................................................................6
P1. Introduction of social media platform along with what is social web and brand?...........6
P1.1. How companies make use of social web for creating brand awareness........................6
P2. Evaluate and highlight what and how business entity uses social web to create, maintain
brand loyalty and brand awareness and make comparison with another company................6
P3. Evaluation & conclusion of the effectiveness for the chosen company of using social web
to develop brand awareness & justify....................................................................................8
TASK 3............................................................................................................................................8
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives.................................................................................................................8
Advantage & disadvantages of Traditional marketing...........................................................8
Advantage & disadvantages of Digital marketing..................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is defined as a modern method for marketing issues & inefficiency. In
the present situation, almost all the companies make use of digital platforms in order to advertise
and promote their goods as well as services (Chaffey, 2019). In addition to this, digital marketing
concept is become popular with high development & evolution of technologies within business
practice. For the present report, Waitrose is taken into consideration. It is a British supermarkets
that deals selling of groceries and food as well. The company was founded in the year 1906 and
its head office is situated in London, United Kingdom. The report will cover digital marketing
tools & techniques used by Waitrose. In addition to this, PESTLE analysis is conducted in order
to evaluate market conditions & its impact on digital marketing within strategy. Furthermore,
digital and traditional marketing phenomenon is being compared along with some examples.
TASK 1
P1 Introduction of company with the digital platforms used by respective organisation
Waitrose is one of the biggest supermarkets that offer high quality grocery and food in
market. It is the part of Britain’s largest employee-owned retailer that is John Lewis Partnership.
The organization has around 388 shops globally and has around 53,000 staff members who
perform activities in a proper manner which is one of the reason of its success and higher growth
as well.
The mission of Waitrose is “to offer quality and innovative products to customer in order
to attain competitive advantage at marketplace”.
The vision statement of company is “To be the first choice of customer by marinating
effective relationship with customers”.
Waitrose is recently rebranded its name as “Waitrose & partners” and has signed a deal
of five years with a technological organisation that is “Eagle Eye” with an aim to improve digital
marketing proposition. The software as a technology organisation allows company to develop a
real-time connection with its customer by digital platforms & loyalty services (Deiss and
Henneberry, 2020). In addition to this, Eagle-eye Platform enables company to develop as well
as manager loyalty programmes at the time of tracking redemption within real time.
Moreover, the company make use of social media platforms as a digital technique for
promotion. These platforms are YouTube, Facebook, Instagram in order to reach large number

of customer in short span of time. Along with this, the respective organisation also has a digital
unit who provide 24* 7 assistance to customer and resolve customer queries in an appropriate
way. This will help in developing image at marketplace and also enhance its performance level.
P2. PESTLE analysis of respective organisation and how these factors impact on digital
marketing campaign
PESTLE analysis is a framework which is adopt by company to conduct external
environmental analysis & collect information about impact of such factors on business activities
and performance as well. It consist of sic factors that covers different area of external business
environment & showcase the impact on business operations within the industry. The factors are
given below in relation to impact on digital marketing strategies of company:
 Political- This factor shows an important role as it involve elements such as exchange
rate, political stability, taxes and many more. It is important for an organisation to
consider all such factor before conducting digital marketing campaign. The influence it
on digital marketing campaign of retail sector & business is important as they require to
collect data related to regulations & laws imposed within particular region in context to
digital marketing. For example, Waitrose while conducting campaign for Indian market
need to consider all such political factor in order to safe from any political problems &
decline chances of legal charges.
 Economic- It is stated that economy of various regions is assorted and has diversified
impact on business activities according to the type of industry & sensibility they impose
in marketplace. In case of campaign, retail industry is required to focus over economic
conditions & accordingly develop plans to provide within digital marketing campaign as
it assist in attracting large customer base (Gallardo, 2018) . For example, while Waitrose
develop campaign it is significant to focus on economic conditions of region which help
in creating effectual plans in order to address customer requirements properly.
 Social- It is consider as another important factor that impact on the campaign of digital
marketing. It is analysed that such factors is changing & developing regularly within the
retail industry. In relation to digital marketing campaign, it is related with how goods as
well as service addresses wider segment & target audience effectively. For example, in
context of Waitrose the market campaign, the entity is needed to focus first on

developing use of digital technologies in order to attract people via promoting various
plans that are flexible & varies in context to the segments.
 Technological- It is analysed that digitalisation and technology are interrelated with
development in technology as well as revolution that has taken place due to the concept
of digital marketing. In addition to this, technology is changing rapidly & impact directly
on choice & preferences of customer. In order to gain success as well as sustain in market
for longer time, it is significant for Waitrose to adopt innovative technology in order to
provide effective service to customers. Therefore, respective industry is required to
conduct proper research to gather information about availability of technical resources
and to make use of technology in an efficient and effective manner (Goldman, 2020). For
example, in Europe and UK almost people uses innovative technology in order to
purchase product which is the reason they prefer online order of grocery rather than of
visiting stores. It is significant for managers of Waitrose to emphasis on digital tools so
that an attractive and different advertisement is formed for campaign.
 Legal- This factors is somewhat associated to political factors and consist of accurate and
specific laws for companies that are developed via legal care takers & local political
parties. Legal framework of various places & economy is different & change as per the
economic environment and conditions as well. Therefore, digital marketing campaign of
retail sector have to ensure that promotional plans as well as ideologies is developed by
considering legal policies. The laws of United Kingdom stated that policies associated to
discount & offers deals is to be cleared with appropriate guidelines by an organisation so
that all the activities of campaign is implemented in a systematic manner.
 Environmental- Environmental factors of this framework associated to the cause &
influence of company and impact on the overall operations of an organisation. Digital
marketing is a mean or basically a solution created by information technology sector in
order to decline pollution level and destruct traditional marketing as well as operating
activities imposing on environment. For example, decline in the use of papers as well as
development of posters & pamphlets because of digital technology impact positively on
the environment (Hanlon, 2019). In the present time, digitalisation is also a threat for
environment & organisation need to ensure decline its affect on factors and

environmental conditions in which they are performing CSR activities with an aim to add
value to the environment.
TASK 2
P1. Introduction of social media platform along with concept of social web and brand?
Social media platform is defined as an internet and mobile platform that is mainly used as
well as controlled by seller in order to promote business which involves accounts or profiles on
Instagram, Facebook, Twitter and so on. It is a web-based technology which enables
development, management and deployment of social media services and solutions as well.
Social web is termed to web services, structure & interface which support social
interactions within humans. In addition to this, it consist of e-commerce portals, social media
platforms and forums as well. Moreover, it is a set of social interactions which link individuals
through world wide web.
Brand is basically an identifying logo, symbol, mark, sentence and word which a business
entity uses to differentiate products from its competitors or others as well. It is determined that
combination of more than one element is used by Waitrose in order to develop brand identity.
P1.1. How companies make use of social web for creating brand awareness.
Nowadays, companies are using social media applications in order to aware large number
of people about brand. In addition to this, social web assist companies to attract large number of
customers and enhance its performance level as well. With reference to Waitrose, it make use of
applications such as Facebook, Instagram, YouTube and Twitter in order to aware people and
reach large number of people within short span of time. In addition to this, the company has
official website on which all the information is available about the products as well as services
offer by company. This will help company to promote brand and enhance performance as well as
profitability in an appropriate manner.
P2. Evaluate and highlight what and how business entity uses social web to create, maintain
brand loyalty and brand awareness and make comparison with another company.
Brand loyalty is defined as an invaluable rewards which an organisation earn by caring of
its customers that is before and after the buying of goods as well as services. It is analysed that
higher authorities of Waitrose make use of social web in order to develop and maintain brand

awareness and brand loyalty (Heinze, 2020). The ways to develop brand loyalty by social web is
given below:
Develop smart and effective social media strategy: It is stated that social media is not
about posting as well as interacting which involves selling, marketing advertising and so on. It is
important for higher authorities of Waitrose to develop social media strategy which involves a
cohesive plan for SEO, link building in order to remain within the competition in addition to this,
it help company to conduct research on its competitors while developing social media strategy.
This assist Waitrose to develop effective and unique strategy so that it can enhance performance
of company at marketplace.
Share quality content and be consistent: It is significant for an organisation to share
quality and valuable information to customers so that it become easy for them to gain
understanding about offerings of company. Now a days, visual content is developed & is shared
by social networks that is significant factor while planning for social media content (Liu, Perry
and Gadzinski, 2019). Marketing managers of Waitrose can make use of videos, infographics
and screenshot graph so that they can make content more attractive and memorable for
customers.
It is determined that major competitor of respective organisation is ALDI and company
make use of social media wen on order develop and manage brand loyalty and brand awareness.
The comparison among Waitrose and ALDI in context to social web is given below:
Waitrose ALDI
 It is determine that respective
organisation make use of “Eagle Eye”
software that assist in connecting with
customers. in addition to this, company
conduct digital marketing campaign
which is promoted and advertise on
social media applications such as
Facebook, YouTube and Instagram.
This help company to enhance the level
of sales as well as profitability in an
effective manner.
 The managers of ALDI make use of
social content and also develop
infographics, videos which is presented
to customers prevailing at marketplace.
This assist company to make memories
and value of brand in mind of
customers.

P3. Evaluation & conclusion of the effectiveness for the chosen company of using social web to
develop brand awareness & justify.
It is evaluated that social web plays vital role in order to aware and promote brand at
marketplace. It allow organisation such as Waitrose to increase its customer base level that has
positive impact on its performance and profitability level. In addition to this, it help in raising
market presence of brand and development of effective strategy so that market performance and
share is increased in an appropriate manner. Furthermore, social web also help in reaching large
number of target and potential customers that leads to increase in sales and revenue level as well.
TASK 3
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives.
Traditional marketing: It is defined as any form of marketing which is not online and
these are direct mail, print, outdoor advertising, billboards and so on. From newspaper to
radio, traditional method of marketing assist to reach target audience in an appropriate
manner.
Advantage & disadvantages of Traditional marketing.
Advantage: Traditional marketing help companies to reach local audiences in an effective
manner. In addition to this, it assist in developing long term relationship with customers.
Disadvantage: It is a time consuming process and occurs high cost to company that
negatively impact on revenue earned by company.
Digital marketing: It is define as a marketing take conducts online such as PPC
advertising, email marketing, social media advertisement and many more. This form of
marketing has become successful because of technological, social and cultural shifts with the
surroundings. Some of the example is influencer trips, promoted trips and so on.
Advantage & disadvantages of Digital marketing.
Advantage: It is determined that digital marketing is cost effective as compare to the
traditional marketing. Along with this, it is basically a direct way to develop relation with target

audience in an effective manner. ,Moreover, it assist in reaching large number of people within
short span of time that leads to raise in sales as well as profitability of company.
Disadvantage: It is stated that sometimes social media content develops a wrong meaning in
mind of customer if they are not interpret the message given to them. This decline the brand
image of company and impact negatively on its market performance.
From the above discussion, it is said that both traditional and modern marketing help
business entity to achieve strategic objectives (Yaghtin, Safarzadeh and Zand, 2020). In relation
to Waitrose, it make use of both traditional and digital marketing method to promote its product
and develop brand awareness, such marketing assist in reaching large number of people that has
direct impact on sales and profitability of company in a positive manner, which is considered as
an objective of respective organisation.
CONCLUSION
From the above discussion, it has been conclude that digital marketing plays an important
role in order to improve level of performance as well as profitability. In addition to this, it help
company to offer something attractive and unique in market which develop a positive as well as
distinct image in mind of customer. There are various digital marketing platforms used by
companies such as social media application which allow business entity to reach large number of
people within short span of time. PESTLE analysis is conducted in order to gain insight about
external factors and their influence on business performance and operations as well. Moreover, it
is determined that external factors mainly have positive impact on promoting digitalisation as
well as integrating marketing with it. Furthermore, digital marketing and traditional marketing
were examined & identifies productivity and effectiveness as it help in attaining business
objectives in a timely and proper manner.

REFERENCES
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