Digital Marketing Strategy – VODAFONE

This document discusses the digital marketing strategy of Vodafone and how it integrates traditional marketing with digital marketing to achieve strategic objectives. It explores the effectiveness of the social web for building brands and compares Vodafone with BT Group plc. The document also provides insights into macro-environment factors and market opportunities. It discusses how Vodafone uses the PESTEL framework and highlights the advantages of traditional and digital marketing.

Digital Marketing Strategy – VODAFONE

Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Critically analysed the macro-environment factors in order to organisation grape market
opportunities ...............................................................................................................................3
TASK 2............................................................................................................................................5
Effectiveness of the social web for building brands. Comparison between Vodafone and BT
Group plc.....................................................................................................................................5
TASK 3............................................................................................................................................7
How modern organisation Integrate traditional marketing with digital marketing to achieve
strategic objectives.......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Digital marketing is the advertising that is via digital channels. These channels are search
engines, social media, websites etc. These are the effective channels of digital marketing that
will helps an organisation in endorse of its brands, services and goods. There are different
strategies of digital marketing which is Pay-Per-Click marketing, social media marketing, search
engine optimization etc. All these are main strategies of digital marketing that helps business
organisation in promoting and marketing of its products or services in marketplace (Kingsnorth,
2019). For this project, Vodafone is a given British multinational telecommunications company.
Company was founded in 1991 by Ernest Harrison and Gerry Whent. There are some tasks that
will be required for completing this project. Information of these tasks includes PSTLE factors,
efficiency of the social web for making brands and modern organisation. Along with this,
Integrate traditional marketing by means of digital marketing to achieve strategic objectives.
These are important information that will be needed for competing this project.
TASK 1
Critically analysed the macro-environment factors in order to organisation grape market
opportunities .
PESTEL is model which effectively organisation utilised in order to achieved goal and
objective of company. These frame work mostly company utilise to gaining competitive
advantages so on that basis company developing new strategies so easily exploit market
opportunities. In reference of Vodafone utilise strategy in effective and efficient way and they
analysed PESTEL model effectively because there are so many factors influencing due to
organisation expand their business operation. There are so many factors which are discussed
below.
Political-: Political factor essential factor which organisation effectively utilised in order
to enhancing profitability in near future. It includes various laws and regulation which governed
by government. Macro environment factors affects various condition of company in order to
organisation effectively followed such rules and regulations. The political condition of United
States is strong and stable. In relevance of Vodafone, it focused various opportunities which are

available in external environment such as tariff plan and technology which are effectively used.
It includes political problems which faced by organisation due to affect their business operations
and functions. Government provides various traffic plan regulation and limitation which
company adhere to follow them and accordingly offered plan to customers. This factor impact on
business operation because organisation not followed such rules so they cannot smoothly run
business operations.
Economic-: These component basically shows the country and market condition as well
as situations such as tax rate, interest rate, inflation rate, demand and supply of
telecommunication company. The economic condition of US is strong and stable on that basis
Vodafone has more options are available to expand the business operations. There are ample
number of options are available in order easily established the business, activities and functions
as well as higher disposable incomes present various kind of opportunities such as sell
company's traffic plan on higher rates. Top level management of organisation formulating new
strategies and plan due to easily enhancing profitability of business. It includes operates the
functions in that way to fulfil all economic condition and generating more sales revenue. This
factor is also impact on company in order to tax rate affect the business because it operates in
another company so impact on profitability and productivity.
Social-: Under these elements refers to includes such as values, belief, religious and
traditions and attitude towards product and services of customer because operations operates in
many countries on that basis follow values and culture. In reference of Vodafone, right use of
traffic plan and their product as well as services so increasing productivity of company and
demand of product and services. Social factor highly impact the company culture and business
activity because they cannot serves services according to the customer needs which result affect
the company goal and objectives.
Technological factors-: These factors influencing company in order to operate business
functions in order to set criteria at marketplace. It considered as various kind of advancement
tools and techniques which adapting by organisation in order to improving effectiveness of
business. Technology factor involves so many trends and changes which affect business model
in order to Vodafone uses those technique which affect other telecom industry. There are plan
more feasible and reliable so customer easily get purchased. There are so many other factors
such as mobile market utilizing effective technology which helps to integration in business and

successfully achieving organisation goal. Vodafone providing various services such as 4G and
5G so accordingly used the advanced technology. Technological factors affect the business
productivity and brand image in order to other competitors are present at market place so affect
the image in the market.
Environmental-: It includes business sustainability and growth of company depends on
these factor. Organisation conduct operations and activity these factors plays major role.
Vodafone managers provides those product and services to customer which are eco-friendly and
doesn't not impact on environment as well as business functions. There are ample numbers of
factors are involved which helps to developing goodwill at marketplace. It utilise those product
and services which easily recycle and doesn't harm environment. Vodafone used recycling
products and service and their packaging in that way which are not harmful for environment.
This factor also impact on business because it affecting brand image of company at marketplace
so organisation essential to using recycling products which not harm to the environment.
Legal Factors-: These factors plays vital role in order to organisation followed such rules
and legislation. It includes employment agreement law, Wages act and many more which are
affect business operations when organisation not considered effectively. In context of Vodafone,
it includes their government pressure on privacy, security of data and developing limitation on
technology which organisation has bound to fulfil all the requirement. They provides tariff plan
so fulfil the legality to another country. This is highly impact on business performance because
organisation not fulfilled the legality condition and laws so organisation faces so many issues
when operates business in another country affect goodwill of company.
Hence, all the above concept on the basis of organisation uses PESTEL framework due to
analysed the external environment in order to enhancing productivity of organisation.
TASK 2
Effectiveness of the social web for building brands. Comparison between Vodafone and BT
Group plc
Social web refers to the set of social relations hat connect group f person via the WWW
(World Wide Web). It incorporates how websites as well as software are intended and
established to maintain and also further social interaction. The part of web-based media in
building brands is a critical one. With web-based media, everything customers can impart their

voice and insight (Chaffey, 2019). Having a solid web-based media presence permits a brand to
create business associations, decrease promoting costs and improve deal. Social web is effective
and useful for business organisation as it helps them by communicating information regarding
the product or services to the customers. As it increases customer base that results are higher
productivity, increased sales, improved brand image etc. These are major advantages of social
web for an organisation which will be explained as below:
Increased customer base: This is a biggest advantage of social web that helps Vodafone in
building of its strong brand. In this information about the business products, services are
provided to the customers (Zhu, 2019). This creates customer loyalty towards the brand that turn
to effect in building of strong brand of the company. Along with this, proper communication
about the business products or brand helps company in increasing of sales and productivity.
Induce Better Relationship with Customers: Having presence via online media Channels
Company can guarantee better presentation as well as sustain a relationship with clients. These
days, individuals are scanning on the web for surveys, recommendations and decisions of a
specific brand. Here online media assumes a fundamental part by giving a stage to present brand
image on which clients can trust and depend.
Comparison between Vodafone and BT Group plc
Basis of Comparison Vodafone BT Group plc
Promotional strategies There are different numbers of
promotional strategies used by
Vodafone for promoting their
brand in market. These are
TV, print, billboards, digital
media etc.
Company uses multiple media
channels to advertise its
products. Company uses
traditional media, which
consist of an advertisement on
television and radio. This is
helpful because of its large
reach and capability to attract a
million numbers of customers
(Riyadi and et. al., 2019).
Branding Vodafone has a strong brand
presence in national as well as
BT group plc also has a strong
brand presence in marketplace

international marketplace.
Vodafone is a well know and
popular brand that helps
company in making of strong
brand. Main focus of this
organisation is to promote
products on online because it
helps in saving of time and
also effective in attracting of
large number of customers
easily (Yoga and et. al., 2019).
because of its quality services.
Company mainly focus on
using traditional marketing
because their motive is to
attract all types of customers
either educated or non-
educated.
TASK 3
How modern organisation Integrate traditional marketing with digital marketing to achieve
strategic objectives
Traditional marketing refers to any type of promotional activity on marketing action
taken by the company or business owner which is not online and do not include internet as a
mean to conduct the marketing effectively. That means print, broadcast, direct mail, phone and
outdoor advertising like billboards are not included or used as a marketing tool. Some good
examples of traditional marketing tools are newspapers and radios which enable the company to
reach targeted audiences (Kannan, 2017).
In contrast to traditional marketing, digital marketing is a form of promotion and
awareness strategy adopted by company which includes online sources and internet to do so. the
best example of digital marketing tools and strategies adopted why organisations are social
media ads, email marketing, PPC advertising and many other. The major factor which
contributed to success and popularity of digital marketing are cultural, technological and societal
shift which took place in the business environment and market.
One of the key which is important for businesses to use while making promotions in
today's world is digital marketing. In today's scenario customers has a very common practice and

routine to make market research through digital media and purchase goods online. This reflects
on necessity and importance of digital marketing and digitalization in the business environment.
Vodafone is a large organisation that is serving to several different belonging to
numerous markets around the globe capturing a large customer base and a huge segment group
of the population (Saura, Palos-Sánchez and Cerdá Suárez, 2017). The company make use of
both the channels for making promotions that are traditional as well as digital. Vodafone do
make use of radios and newspapers for providing advertisements and attracting customers as a
traditional promotional plan and activity. Secondly the company also indulges in digital
practices, make use of internet and online platforms to conduct marketing.
For making digital marketing processes Vodafone uses social media ads, email marketing
and its own official application which is useful when connected to internet on any digital device.
A modern organisation like Vodafone integrate its traditional marketing system with digital
marketing practices by placing out common marketing campaigns on both the channels and
rendering the exact same information through all the channels two different customer segments.
Most commonly through traditional marketing Vodafone attracts the older market
segment and customers. On the other hand through digital means of marketing and promotions
company attracts the youth as well as keep them informed about the different offers and
packages that I regularly being updated and introduced. The newspaper articles and
advertisements provided are similar to the social media promotions made. The offers and
packages which are promoted through traditional marketing in newspapers are exactly presented
on the social media and most specifically on the company’s official application which is known
as My Vodafone or Vi (Chaffey and Smith, 2017).
Hence, this is how Vodafone integrates and combines its online that is digital marketing
and traditional marketing plans and campaigns. First the exact same information is provided on
both the channels through different means the company is using. Secondly all the information
that is being provided to customers are authentic and true along with the offerings which can be
prevailed by customers through digital or physical sources that are used by Vodafone to provide
customers the required services and support from the firm.
Advantages of Traditional and Digital Marketing
Traditional marketing Digital marketing
The first and foremost advantage that is The first and the key advantage which is

served by traditional marketing phenomena
and tools to the organisations using them
and in this case Vodafone is improved and
higher reach to local audiences in an easy
manner. Vodafone make use of radio
advertisements as well as local edition of
newspaper advertisement by which
company can easily target the potential
customers in a particular location and area.
enjoyed by organisations and businesses by
using digital marketing as a promotional
tool is of low cost. Marketing and
advertising is a costly affair and considered
as the biggest financial burden for
businesses. in context of Vodafone this
trouble is huge as the company is large and
diversify it in multiple countries. But with
the help of digital marketing the company is
provided with a more affordable and flexible
alternative to the traditional method. The
impact which is provided or imposed
through digital marketing is huge and
productive yet the cost is really low.
The second advantage which is provided by
traditional marketing channels and tools to
the business that is Vodafone is is flexibility
and is for customers to understand the
information being provided. Traditional
marketing is a less complex and formal tool
of promotion which results in easy
understanding for the customers or the
public and that leads them towards making
purchases from the form which is a strong
aspect related to the Marketing concept in
traditional manner.
Another very important advantage provided
by digital marketing to the customers or the
business owners who are using it for
spreading awareness and information about
their offerings in the market is high return on
investment. A major concern for an
organisation like Vodafone is returns on
their investment. This concern is reduced by
digital marketing as the phenomena of a
substantial return on small as well as large
investments (Bakhtieva, 2017).
Disadvantages of Traditional and Digital Marketing
Traditional marketing Digital marketing
The disadvantage of traditional marketing
which is very common and that became the
The key disadvantage related to digital
marketing in Vodafone context is is

key factor of people moving to digital
marketing is higher cost involved and
expensive methods for conducting
promotional actions. The newspaper articles
and advertisements which Vodafone
provides a very costly and expensive affair
for the company which is one of the biggest
disadvantage of traditional marketing.
increased and higher dependability of the
business on technology which can lead to a
disadvantage as some times technologies
cannot be trusted properly.
Also so the time consumed in traditional
marketing activities is long to execute and
refine them properly in comparison to
digital campaigns and promotions (Key and
Czaplewski, 2017).
Along with it another disadvantage is
created by security and privacy issues as
with increasing digitalization the threat to
misuse of digital tools and practices is also
increasing. Vodafone can lose its sensitive
information to the unauthorised users.
CONCLUSION
It has been concluded from the above mentioned information or report that digital marketing
is important for business in promoting of their brand in marketplace. PESTLE factors are
essential and important for company as it helped them in its digital marketing campaign.
In this, political, environmental, social, technological, legal and economical factors
played important role in development or improvement of digital marketing campaign.
Social web helped business organisation in communicating of information regarding the
product or services to the potential and new customers. As it supported them in
increasing of customer base and also in enhancement of brand image of the business.
There are two types of marketing which are modern and traditional. Both are effective
but today’s modern technology is more important for an organisation. As it facilitated
company in marketing of its product, services or brand without consuming maximum
time and also provide effective outcomes.

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