Integration of Traditional and Digital Marketing for Strategic Objectives

This article discusses how modern organizations integrate traditional marketing with digital marketing to achieve strategic objectives. It explores the advantages and disadvantages of both approaches and provides insights into the use of social media for building brands. The article also includes a case study comparing two organizations in terms of their digital marketing strategies.

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Identify and critically evaluate PESTEL factors influencing the success of their digital
marketing campaigns..................................................................................................................1
TASK 2............................................................................................................................................3
Critically evaluate and analyse the effectiveness of the social web for building brands.
Compare two organisations.........................................................................................................3
TASK 3............................................................................................................................................5
Critically analyse how modern organisations integrate traditional marketing with digital
marketing to achieve strategic objectives. .................................................................................5
CONCLUSION ..............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing refers to online advertisement on social media platform, websites,
various applications. It is factor of marketing that use internet based technologies. In traditional
time digital marketing is not available but now days this is very popular in market.
Advertisement is easy now day through digital marketing it increase productivity and brand
value of company (Arkhipova and Gurieva, 2018). Digital marketing strategy is a planning that
helps in achieving particular goals of company on digital platform. The report below is based
on ; H&M clothing company. This company was founded in 1947, this company concept is
based on fashion and providing best quality at best price. H&M stands for Hennes and Marutiz
AB. Company has 550+ outlets in different countries. The report below include the strategic
objectives of traditional marketing and digital marketing and its advantages and disadvantages ,
relevant examples and marketing theory.
TASK 1
Identify and critically evaluate PESTEL factors influencing the success of their digital marketing
campaigns.
PESTEL ANALYSIS: Its an analysis based on a structure or tools used by marketer to
determine and evaluate about the company situation in respect of macro environment and to
monitor external forces which somehow affect the organisation whether small or large PESTEL
will affect both the structure basically a categorization of different forces related with external
environment, through that approach by an marketer (Chaffey, 2019). they will get to identify the
threats and weaknesses of the company too by applying or analysing these factor which directly
impact company profitability too, an organisation will set their policies and procedure according
to the different factor influence in the company or the how impactful is the force this are
determine market players.
This below report is based on the PESTEL analysis of H&M and how these factor influence their
digital marketing campaigns is that :
1. Political factor: These factor involves the situation of how much the government will
intervenes in the economy and how much it will create impact on any industry ,this factor
includes forces like government policy, political stability and their instability how much
the affect the industry, labour laws ,environmental laws and foreign trade policy. It has
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positive impact over the business as H&M operates its functions at international market
by which they have higher market share and profit. On the other hand it has negative
impact as well under which company has to follow different regulations of various
countries by which working efficiency get affected. It also affect marketing campaign as
in this business has to manage and operate various strategies so that working standards
get managed.
2. Economic factor :This factor involves how an economic force will impact the
organisation and due to that how an organisation will operate their business and how they
will manage their profitability criteria (Dahiya and Gayatri, 2018). these factor includes
economic growth,exchange rates, inflation ,interest rates and income of consumer and
business. It has positive impact as in this H&M induce various strategies as by analysing
the different working prospect of each country. On the other hand in has negative impact
as in this due to Brexit and economy recessions working credibility of business get
affected. In this digital marketing campaign also get affected as with this business
performance also get affected as they have to induce strategies on the basis of economic
values.
3. Social factor:This factor deals in all the approach related to socio cultural and there
impact on an organisation which involves shared beliefs and attitude of the people some
of the factor are population growth , culture,age group ,career attitudes etc. It has positive
impact as in this more of the customers get attracted towards fashion brand and with this
price and cost of business get enhanced. On the other hand due to random change in
business H&M has to match up the requirement of marketplace as with this its
sufficiency is affected. In this digital marketing campaign get affected as business make
changes as per suitability of customers preferences so that they get attract in effective
manner.
4. technological factor: It is a factor that specify about technological advancement and with
this H&M make ensure that modification is implemented on random basis. It has
positive impact over business as they also offered online services that make easier for
customers to get attract and retain market attractiveness (Deiss and Henneberry, 2020). It
affect digital marketing and with this the company make changes on digital platform and
make use of effectual social media platform such as Instagram, videos, You tube etc.
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5. Legal factor: In this H&M has to follow various rules and regulations as with this legal
framework is managed and with this working standards and its efficiency get affected.
For this digital marketing technology has been used by which sustained level of balanced
in induced on timely frame.
6. Environmental factor: In this H&M make adequate and effective utilisation of resources
as with this they are able to make effective utilisation of resource so that long term
efficiency is maintained. For this H&M make ensure that all the environment regulations
get followed under which all the resources get promoted in effective basis.
TASK 2
Critically evaluate and analyse the effectiveness of the social web for building brands. Compare
two organisations.
Increase brand awareness :There are several ways of promoting the brand like H&M as
they are
already dealing in large customer base with brand loyalty this UK based company having an
approach of being an international market brand so that right now they are dealing their customer
through reaching with particular segmentation of market by analysing what sort of product or
services will be required by them so basically to promote them they are using social media sites
which are developing their customer base to almost half of the world using social media app
(Kemp, Randon McDougal and Syrdal, 2019),the approach of being socialize will effectively
work for H&M by promoting on sites like ads on you tube, Facebook and Instagram on
continuous basis by aware the customer about the new product ideas and create knowledge about
their services too.
By generating leads: Due to the large reach of customers on social media ,it will
influence them in respect of the product and services which are promoting by H&M on social
media platform is that when a customer or a user of an particular application will undergo with a
advertisement on random basis by just a click on that option and it will be as reminder by a
company that you can even take a look on that product basically to generate lead without any
strong commitment to customer and a users .It will create an awareness through social media
sites and then customer will follow that product or services which are promotes by H&M.
Help in increasing the sale:A social media sites are contributing in the international
industry with full potential of serving them through proper sales execution and provide
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flexibility to the industry as clothing industry H&M will increase their sales both online and
offline by the influence and interaction wit h customers socially a clothing industry will deals
their customer both face to face on retail outlets and stores because of promoting them on social
sites,customer will go for physical experience of product its process of social media to convert
the interested one in purchasing the product by taking an experience of stores this will leads to
increase in sales
Influence the large customer base : when peoples talks about company products or
services by getting influence through attractive advertisement and promoting
approach(Makrides, Vrontis and Christofi, 2020) these influencer will meet and talk about a
particular product or brand to their relatives and friends by that company get direct benefits
through increase in product brand awareness in the large community and its create credibility for
the company, definitely sales aspect will also increase by that and company will also generate
loyalty among the customer base.
Basis H&M Zara
Digital
marketing
strategy
They are promoting their product
related to clothing on large scale is
that by introducing new product
strategy and implement in social sites
is that H&M almost cover the large
social application platform like
Facebook , Twitter ,you tube ,
Instagram these social sources will
tends to help both the customer and
clothing brand industry.
This clothing industry are working by
promoting and advertising their product
into internet marketing through
emails ,content creation with proper
promotions strategy. Their digital platform
works on specific age group is that young
adults and for adults , Zara having an
strategy of targeting the particular segment
of customer through internet marketing.
Usage of
social
media
This industry are continuously shifted
toward the strong image building
through proper utilization of social
media sources (Mogaji, Soetan and
Kieu, 2020).They are having a strong
They are dealing in the internet marketing
criteria which cover almost all factor to
influence their customer base because of
strong brand image they are work in search
engine optimization approach where this
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brand image this will require proper
channelising of social media sites as
well.
industry follow the strategy to be on top
priority of a customer
TASK 3
Critically analyse how modern organisations integrate traditional marketing with digital
marketing to achieve strategic objectives.
Take a strategic imagination for marketing : Company needs to take decisions that what
position company wants in market. Company must have brand value and select right marketing
formulations and need a good market research.
Make a fix role : In market fix the company role. Company needs to create goal achieving ideas
it helps in define company in better way. Company has to set their targets in market so they
achieve goals in terms of productivity and profitability.
CRM software use in company : CRM stands for customers relationship management system.
It is helps in improvement in marketing strategies and build a strong relationship with
customers . And make new customers with loyalty in market and online platform. It needs a
better services quality and better product quality (Saura, Palos-Sanchez and Correia, 2019).
Select best content for channels : it is important to select best content for different channels
because every channels have different format and through this , the company's productivity and
profitability increase. And use right mode of channel is also important to reach out the people.
Right channel can grow business in right way it increase productivity and growth of company.
Going away from local : This factor is create new people opportunities for the sales department.
In this customers from different cities can find business on online platform. Company must think
about the new strategies in market and focus on market trends so they achieve goals and build a
strong relationship with customers and create loyal customers in market as well as on online
platform.
Believe in public relations : This strategy provide low cost marketing. Company must have
great product quality and services to build a strong relationship with customers and it is helps in
create loyal and new customers. For company customers are god for them so it is important to
believe them.
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Combine old promotion techniques with online properties : Company can combine both the
techniques for better growth of company such as ; company can ask to customer for visit their
application and websites . Print coupons and posters for better advertisement. If company can
mix both the marketings then it will give better outcomes.
Traditional marketing ;
Advantages
 Communicate with local people. Such as H&M has stores in past time so customer can
visit their stores and buy clothes.
 Recycling and reuse is possible in traditional marketing. Company not changed their
stores they use old and local stores .
 Marketing methods are very known. Company has same methods and techniques.
 Greater revelation. Company can relate their products to others.
Disadvantages
 Traditional marketing is costly as compare the digital marketing. In past time traditional
marketing is very costly because company has to print posters , paper coupons and etc.
 Custom-made marketing plans not possible. Customized strategies are not working in
past time.
 Give minimum information. Company has less information about products and market
trends and marking methods (Spiller and Tuten, 2019) .
 Time consuming process. This marketing is very time consuming company has to give
time on planning , creating framework and etc.
Digital marketing ;
Advantages
 Reach out people from different areas such as ; H&M has online app so cutomers can
order from different cities and countries , they has payment option according countries
currency.
 It is not costly company can provide any information and services through online app.
 It is easy for maintain the records of customers and products through digital applications.
 It helps in build a strong relationship with customers and make loyal customers.
Company provide genuine services to customers so it is attractive.
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Disadvantages
 company need skilled and educated employees. Some times company hire unskilled staff
so company get stress about their training.
 In market there is high rate of competition. H&M has lots of competitors like Zara,
Marks and Spencer and etc.
 company get maximum complaints and feedbacks . Customers can easily give feedback
or complaint on online app.
 Creating right content for app is very time consuming . Company have to measure return
on investment.
Ansoff matrix on H&M
Ansoff matrix is planning of strategies that provide structure to help managers, employees
and marketers invent strategies for future growth of company. It is use for improve strategies for
industry. H&M adopt the ansoff matrix because it take more strategic planning.
Market penetration : This factor is focus on increasing company sales of existing products
in existing market. H&M company focus on quality, price factor of products and they provide
offers on existing clothes. They launch their clothes according market demand and trend. H&M
is popular for stylish garments and accessories. Such as ; they give discounts and offers on their
existing products during new year and Christmas.
product development : This factor is focus on achieving goals in existing market with new
products. H&M always launch new stylish clothes according market trends. In market company
have loyal customers they only prefer this brand clothes because of quality and trendy garments.
It helps in productivity and increasing stability of company. Such as ; they launch accessories
sections in existing market and it increasing sales also.
market development : This factor is focus on achieving goals new market with existing
products. H&M has 550+ outlets in different cities and countries, they always explore new
market with their existing products. This company has online application and customers can
order from different areas of world they has different payment option according to the countries.
Diversification : This factor is focus on achieving goals in new market with new products.
H&M run clothing and accessories business. They have great quality clothes and accessories ,
so this strategy is safer for the company, if they plan to run business in sports, electronics then
this is risk for company.
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CONCLUSION
It is concluded that digital marketing is very essential in today's world. Because most of
the people uses internet surfing in their free time as well as in their working time also. Building
up a brand on internet can affect the firm in a global reach to their products and services. At
some point traditional marketing is important and at some point online marketing is beneficial.
Market researchers of the company needs to analyse that what strategies they can adopt
according to the needs and requirements of the promotional activities. Therefore, this report
covers the PESTLE analysis to interpret the external environment of the company, how the
brand can be build using the internet, collective usage of digital marketing and traditional
marketing with their merits and demerits followed by the Ansoff's growth model application to
the company.
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REFERENCES
Books and Journals
Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing. 31(2). pp.73-95.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Kemp, A., Randon McDougal, E. and Syrdal, H., 2019. The matchmaking activity: An
experiential learning exercise on influencer marketing for the digital marketing
classroom. Journal of Marketing Education. 41(2). pp.141-153.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and
Research. 8(1). pp.4-20.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal (AMJ).
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education. 41(2). pp.77-90.
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