Digital Marketing Strategy

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