Integration of Traditional and Digital Marketing: Benefits and Drawbacks

MARKETING STRATGEY
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
PESTEL analysis to determine external factors impact on digital marketing campaigns
success....................................................................................................................................3
TASK 2............................................................................................................................................5
Effectiveness of social web and comparison between two companies..................................5
TASK 3............................................................................................................................................7
Modern companies integrate traditional advertisement with digital marketing and its benefits
and drawbacks in context of business....................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Marketing tactic refers to a venture entire game plan in context of reaching at target
market and turning them into permanent buyers who in exchange of money purchase quality
products or services. It combines all aspects of consumer journey and provides visibility to each
functional units of a firm. The current assignment will be based on Mark & Spencer, which
consider in list of leading British international retailers. It is one of the most well known and
famous brands in the United Kingdom. Firm has served its services and delivered products in
wide target market, which is return increased its sales. This study will explain impact of PESTEL
factors upon success of digital marketing campaigns of chosen brand. Furthermore, this report
will define social web effectiveness in context of building brands and will also describe
comparison between two companies.
Moreover, this assignment will justify how modern firms integrate traditional marketing
with digital one to achieve business objectives. It will clarify four benefits and disadvantages for
digital & traditional marketing as well.
TASK 1
PESTEL analysis to determine external factors impact on digital marketing campaigns success
PESTEL analysis is one of the best strategic frameworks that have been utilized by
several marketers to examine and monitor external marketing or macro environment (Nurmi and
Niemelä, 2018). It is very useful tool because it allows a company to form an impression of
elements that might affect a venture and its operational efficiency. Here, this model can use in
regard to Mark & Spencer digital marketing campaign.
Political factor-
Government policy relate to trade, political stability, tax policy, trade restrictions and
foreign trade rules are included in category of political factors (Thomson, 2019). In context of
Mark and Spencer Company digital marketing campaign success, change in tax policy put
negative impact on brand expansion strategy of firm and also affect its marketing tactic as well,
because without expanding venture in new place the success of advertisement is not possible.
According to this factor, company needs to pay extra charges or tax on trade procedure which
directly impact financial performance of venture in negative manner and decrease sales of
supermarket. This element restricts management to enter into profitable market and serve in
existing one which is not suitable for growth and success of marketing attempts.
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