Digital Marketing Strategy – VODAFONE

This document discusses the influence of PESTLE factors on the success of Vodafone's digital marketing campaigns. It also explores the effectiveness of the social web for building brands and compares Vodafone with BT Group plc. Additionally, it examines how modern organizations integrate traditional marketing with digital marketing to achieve strategic objectives.

Digital Marketing Strategy – VODAFONE

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Influence of PESTLE factors on the success of their digital marketing campaigns of
Vodafone..................................................................................................................................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 introduces to the advertising delivered via digital channels. These
channels are search engines, social media, email, mobile apps and websites. 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 are ssearch engine
optimization (SEO), Pay-Per-Click (PPC) marketing, webinar production. Content
marketing (Blogging & Article Writing), downloadable content offerings (eBooks, Whitepapers,
Webinars), email marketing, social media marketing and video production. 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, effectiveness of the social web for
building brands and modern organisation Integrate traditional marketing with digital marketing
to achieve strategic objectives. These are important information that will be needed for
competing this project.
TASK 1
Influence of PESTLE factors on the success of their digital marketing campaigns of Vodafone.
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 because so many
opportunities are present in external environment. The political condition of UK is strong and

stable so they increases various opportunities. Vodafone remote various opportunities due to
free trade policies & stable political condition. It considered as organisation to grow as well as
political problems cannot affecting business operations in these countries. Government provides
various traffic plan regulation and limitation which company adhere to follow them and
accordingly offered plan to customers.
Economic factors-: These factor basically indicates market and industry conditions and
they impact business model. The United states has strong and stable economic condition on that
basis Vodafone has wide options are available to grow and success of business. There are ample
number of options are available in order to rapid growth of economy so organisation easily
expand their business operations, activities and functions along with higher disposable income
provides opportunities to sell company's traffic plan on higher rates (Kosasi and Yuliani, 2017).
Manger of organisation developing new strategies regarding support for growing the business
technology. It includes operates the functions in that way to fulfil all economic condition and
generating more sales revenue.
Social factors-: Under these factors refers to influences consumer behaviour and
expectation as well as it includes values, belief, religious and traditions and attitude towards
product and services. In context of Vodafone, right use of traffic plan and their product as well as
services so increasing revenue of company, enhancing productivity and demand for company
product and services.
Technological factors-: These factors influencing company functions in order to set
criteria at marketplace. It includes various kind of advancement technology which utilise
organisation and they affect business condition and situation. These 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 growing mobile market
increasing technological integration in business which all are things increasing opportunities for
company. These are techniques help to business for growth and success in market and gaining
competitive advantages (Key, 2017).
Environmental factors-: These factors help to business in order to sustainability of
business. Organisation conduct operations and activity these factors plays major role. In
relevance of Vodafone, it provides those product and services to customer which are not adverse

impact on environment as well as business operations. These is one of factor organisation
developing brand image in front of customer and enhancing goodwill at market place. It utilise
those product and services which easily recycle and doesn't harm environment.
Legal Factors-: These factors plays vital role in order to indicates laws, rules and
regulations which are impact of laws on businesses. In respect of Vodafone, United Kingdom
government pressure on privacy and developing more limitation on technology firm and they
impose costly regulators compliances requirements.
Therefore, These is PESTEL framework which effectively used by organisation in order
to enhancing profitability and productivity of company (Thorpe, 2018).
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 in order to support and also foster 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 The promotional strategy in
the marketing mix of
Vodafone is to insistently
promote or advertise the
products of the brand via TV,
print, online, billboards 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
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).
BT group plc also has a strong
brand presence in marketplace
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
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.
The first and the key advantage which is
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
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.
The key disadvantage related to digital
marketing in Vodafone context is is
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
From the above mentioned information, it has been concluded that digital marketing it
important and significant part of the business success and growth. 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.

REFERENCES
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