Integration of Traditional and Digital Marketing for Strategic Objectives

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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