Integration of Traditional and Digital Marketing for Strategic Objectives

This document discusses the integration of traditional and digital marketing for attaining strategic objectives. It explores the effectiveness of social web in developing brand awareness and loyalty. The chosen company, Marks and Spencer, is used as a case study.

Digital Marketing
Strategy
Table of content

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Introduction of chosen company in addition with the digital platforms adopted by company
................................................................................................................................................3
P2. PESTEL analysis of organisation & how such kind of elements impose direct impact on
digital marketing campaign in context of market...................................................................4
TASK 2............................................................................................................................................6
P1. Introduction of social media platform along withwhat is social web and brand?............6
P1.1. How companies make use of social web for creating brand awareness........................6
P2. Evaluate what and how business organisation adopts social web to generate, manage
brand loyalty and brand awareness and make appropriate comparison with another
organisation............................................................................................................................7
P3. Assessment & conclusion of the effectiveness for the chosen company of using social web
to develop brand awareness & justify....................................................................................8
TASK 3............................................................................................................................................9
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives.................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing signifies the modern solution which is applied for issues and
inefficiency of market. In current scenario, the organisation focuses on adopting digital form for
advertising and also promoting its product and services. In assistance of this, digital marketing is
well known technology applied for success and growth of organisation. For current assignment,
Marks and Spencer is taken as a company. It is determined as British international company
provide different kind of product such as home products, food product and many more. And this
company was located in London, England, UK founded in the year of 1884. This assignment
provided description regarding the tools and techniques of digital marketing that is adopted by
chosen organisation. In assistance of this, PESTEL analysis is organised for assessing market
and that imposes direct impact on digital marketing within these tactics. At last, there is a
comparison among traditional and digital marketing in addition with specific examples. The
digital marketing as well as traditional marketing assist in order to increase productivity level in
future period of time (Chaffey and Smith, 2017).
TASK 1
P1 Introduction of chosen company in addition with the digital platforms adopted by company
Marks and Spencer is determined as a British international retailing company who provide
different types of products such as clothing, food products as well as home products and many
more. There are around 80000 subordinate performing different activities and functions within
business organisation and their main focus is to achieve success and growth in future period of
time.
The mission of Marks and Spencer is to provide superior quality goods and services to
its user for achieving competitive edge over rivalries at marketplace.
The vision of Marks and Spencer is to maintain appropriate relation with its user during
particular phase of time period.
Marks and Spencer is well-known company deal with different kind of technology in order
to increase proposition related to digital marketing. This technology allows to the organisation in
order to build connection with its user by using digital platform as well as loyalty services. In a
assistance of this, the technology help company in conducting a loyalty program which is
necessary for success and growth of company. Furthermore, the organisation adopt the

application related to social media for promoting its goods and services which will be beneficial
for company for taking effective decision during particular phase of time period. There are
various social media tools such as Face book, YouTube Instagram that help in attracting ample
of its user and the organisation provide them services as per their need.. They also provide
services of 24*7 to its user and resolve their queries in proper manner. This will assist in
improving favourable brand image as well as reputation of company at market place as well as
increases performance level during particular phase of time period (Chaffey, 2019)
P2. PESTEL analysis of organisation & how such kind of elements impose direct impact on
digital marketing campaign in context of market.
PESTEL Analysis is determined as a tool that is used by organisation to organise external
environmental factor and gather information which imposes direct impact on activity and
performance of organisation. There are various factors which are cover in external environmental
and government imposes direct influence on operation of company. There are various factors that
are connected to digital marketing strategy of organisation that is given below:
Political factors this factor is very important that is it includes factor like exchange rate,
political stability and many more. It is significant for companies to consider this kind of factor
before using digital marketing campaign which imposes direct impact on activity and function of
business organisation during particular phase of time period. Therefore, the company need to
gather data or information regarding regulations and laws in reference of digital marketing. For
instance Marks and Spencer, during organising campaign for market of India required
determining all aspects related to politics that help in protect them from any kind of issues
related to politics during particular phase of time period (Deiss and Henneberry, 2020).
Economic factor there are various economical factors such as interest rate, unemployment
rate, exchange rate and many more which imposes direct impact on activity and function of
business organisation. In reference of digital marketing, the industry is needed to emphasize on
economic situation and accordingly improve plan to offer different kind of services that help in
attracting ample of user which will be beneficial for growth and success of organisation. For
instance, during developing campaign, it is important to consider the economic situation of
region that assists in generating appropriate plan according to the need and wants of customer in
order to satisfy them.

Social factor it is determined as a significant element that imposes direct effect on the
digital marketing company. It has been assessing that social elements are developing
continuously in retail sector. In context of campaign related to digital marketing, it is connected
with how goods as well as services focus on product segment and target customer in an
appropriate manner. For instance, in reference of Marks and Spencer, the organisation is required
to emphasize on effective use of digital technology for attracting ample of its user. They also
focus on using different promotional technique that help in analysing needs and wants of
customer and provide them product according to their need (Grossberg, 2016).
Technological factor it is assess that technology as well as digitalization are interconnected
with improvement in technology and bringing revolution within business organisation during
particular phase of time period. Due to change in technology quickly, it imposes direct impact on
choice and taste of its user. For success and growth of organisation, it is important for Marks and
Spencer to adopt innovative technology for offering appropriate services to its user. The retail
sector is needed to organise appropriate research for collecting information regarding availability
of resources and technology in an appropriate manner. For example, the individual person adopts
innovative technology for buying goods in order to satisfy them. It is important for top
management of Marks and Spencer to focus on digital tool and technique in order to attract user
and specific advertisement is improve for campaign related to digital marketing.
Environmental factor the element of this tool linked with cause as well as influence of
organisation that imposes direct impact on whole operation of company. Digital marketing
signifies the solution which is improved by IT industry for declining or decreasing pollution
level and operating activities and function in an appropriate manner. For instance, reduction in
the adoption of paper and improvement of poster as well as pamphlets by using digital
technology imposes favourable effect on environment. In current time, digitalization is also
determined as a threat for environment and company required to make sure that it is decline in
order to smooth running of business organisation. Therefore, their focus is on conducting CSR
activity that provide value to its environment during particular phase of time period
Legal factor this element is linked with the political factor and signifies proper and unique
for organisation which is improved during particular phase of time period. Legal factor of
different places is differing and change according to the environment. Thus, the company related
to digital marketing help in making sure that promotional plan and ideology is improved by

determining legal policies. The UK law signifies the policy that is connected to discount and
provide deals with proper guidelines by company in order to conduct different kind of activities
and function related to campaign in an appropriate way.
TASK 2
P1. Introduction of social media platform along withwhat is social web and brand?
The social media platform signifies internet as well as mobile platform that is adopted and
control by itself for promoting organisation that involve accounts or make profile on Face book,
Twitter as well as Instagram and many more. It is determined as a web based technology that
signifies improvement, administration and exploitation of social media facility during the period
of time.
Social web signifies the web services interface structure that provides support to social
interaction or connection with individual person. In assistance of this, it signifies social media
platform, forums and many more that help in increasing linkage among social interaction and
individual person around the world (Key, 2017).
Brand is determined as a Logo, marks, sentence, sign, symbol and many more which
organisation adopts to differentiate their product from its rivalries. It signifies that the
combination or integration of one or more element is adopted by Marks and Spencer for
increasing identity related to brand
P1.1. How companies make use of social web for creating brand awareness
In present time, the organisation offer different applications related to social media for
increasing awareness regarding their brand around the world. In assistance of this, social web
company in order to attract ample of its user and increased level of performance during particular
phase of time period. In context of Marks and Spencer, they focuses on using such kind of
application like YouTube, Instagram as well as Face book for increasing awareness of people
regarding their brand and during particular phase of time period. In assistance of this, the
organisation adopt official website in order to provide information regarding prevailed product
and services which is provided by company. It will assists organisation to improve its brand and
increasing level of performance and profitability in proper way.

P2. Evaluate what and how business organisation adopts social web to generate, manage brand
loyalty and brand awareness and make appropriate comparison with another organisation.
Brand loyalty signifies invaluable award which company earn by providing effective
services to its user in order to satisfy them. It has been analysed that top management of Marks
and Spencer focuses on adopting social media for improving and managing awareness as well as
loyalty in respect of Brand (Makrides, Vrontis and Christofi, 2020). The methods help to
increase brand loyalty by using social web which is going to be mentioned below:
Develop smart and effective social media strategy it has been analysed that social media
is not just about posting and interacting,it is also include selling, marketing and many more. It is
significant for top management of Marks and Spencer to improve social media tactics that
involve effective plan for SEO and also it is useful in achieving competitive advantage over
rivalries market place. In assistance of this, the organisation organise appropriate research on its
rival firms while improving strategy related to social media. This will assist Marks and Spencer
to improve appropriate and specific strategy that help in increasing level of performance of
organisation in the market.
Share quality content and be consistent it is important for company to share quality as
well as valuable data information to its user in order to increase understanding regarding the
offering of organisation. In present time, visual content is improved and shared by using social
network which is important factor while executing plan for content of social media. The
marketing manager of Marks and Spencer can adopt videos screenshot, graph in order to attract
more and more user during particular phase of time period. It is considered that there is the
competitor of Marks and Spencer named as ALDI and company adopt social media tool for
increasing brand image and reputation of company in front of customer at market place.
Therefore, they make appropriate comparison among Marks and Spencer as well as ALDI in
reference of social web which is going to be mentioned
Marks and Spencer ALDI
 Marks and Spencer is well-known
company deal with different kind of
technology in order to increase
proposition related to digital marketing.
This technology allows to the
 The management team of ALDI is to
make appropriate use of social content
as well as improve videos that are
presented to its user prevailed in the
market. This will helps organisation to

organisation in order to build
connection with its user by using digital
platform as well as loyalty services. In
assistance of this, the technology help
company in conducting a loyalty
program which is necessary for success
and growth of company. They focus on
using different social media tactics like
face book, twitter used by company for
increasing sales.
provide value to its customer by
offering specific brand.
P3. Assessment & conclusion of the effectiveness for the chosen company of using social web to
develop brand awareness & justify.
It has been analysed at social web is very important for increasing awareness regarding
social web within business organisation. It also provides allowance to company likes Marks and
Spencer to enhance customer base that imposes direct effect on performance as well as
profitability of organisation. In assistance of this, it is used in increasing the marketing presence
related to brand that help in improving appropriate strategy for increasing performance level in
future period of time. Moreover, the social web is very important for attracting large number of
user that results in enhancing sales and income in future period of time. In assistance of this, the
organisation adopt official website in order to provide information regarding prevailed product
and services which is provided by company (Rao, Srivatsala and Suneetha, 2016). It will assists
organisation to improve its brand and increasing level of performance and profitability in proper
way.

TASK 3
Evaluation of how traditional marketing as well as digital marketing is integrated for attaining
strategic objectives.
Traditional marketing signifies form of marketing which is not determined as online and it
includes outdoor advertising, direct mail and many more. From conversion of newspaper to
radio, the traditional method helps in attracting large number of audience in proper manner.
Advantage and disadvantage of traditional marketing
Advantage
Traditional marketing helps organisation to attract large number of audience in appropriate
manner. In assistance of this, it helps in improving superior relationship with its user which will
be beneficial for organisation in future period of time.
Disadvantage
It is determined as a time taken process and high level of cost to organisation that imposes
negative effect on income which is earned by organisation.
Digital marketing signifies the marketing which conduct online facilities like email
marketing, social media advertisement as well as so on. This kind of marketing becomes popular
just because of social, cultural as well as technological shift along with surrounding. There are
various examples such as promoted trip influencer trips and many more.
Advantage and disadvantage of digital marketing
Advantage
It signifies that digital marketing is determined as a cost appropriate in comparison to
traditional marketing. In addition to this, it is a direct method to improve relation with its
audience in an appropriate manner. Furthermore, it help in attracting large number of its user
during particular phase of time period and increasing sales of organisation which will be
beneficial in future period of time (Staton, 2016).
Disadvantage
Sometime, the content which is written on social media sites improves wrong imagination in
mind set of its user. It decreases the brand image or reputation of company which imposes
negative impact on performance of organisation at marketplace.
On the basis of given discussion, it has been analysed that both traditional as well as modern
marketing assist organisation in achieving strategic aim and objective. In context of Marks and

Spencer, they adopt both tool to improve its goods and services, increases awareness regarding
the brand in order to attract ample of its user that imposes positive effect on profit margin of
organisation that help in achieving goals and objective in timely manner.
CONCLUSION
On the given report, it is assess that digital marketing signifies the modern solution which
is applied for issues and inefficiency of market. In current scenario, the organisation focuses on
adopting digital form for advertising and also promoting its product and services. In assistance of
this, digital marketing is well known technology applied for success and growth of organisation.
This assignment provided description regarding the tools and techniques of digital marketing that
is adopted by chosen organisation. In assistance of this, PESTEL analysis is organised for
assessing market and that imposes direct impact on digital marketing within these tactics. At last,
there is a comparison among traditional and digital marketing in addition with specific examples.
Furthermore it is analysed at external environment imposes direct effect on promoting
digitalization along with integrating marketing. The digital marketing as well as traditional
marketing assist in order to increase productivity level in future period of time.

REFERENCES
Books and Journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Grossberg, K.A., 2016. The new marketing solutions that will drive strategy
implementation. Strategy & Leadership.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
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.
Rao, S., Srivatsala, V. and Suneetha, V., 2016. Optimizing technical ecosystem of digital
marketing. In Artificial intelligence and evolutionary computations in engineering systems (pp.
691-703). Springer, New Delhi.
Staton, M.G., 2016. Improving student job placement and assessment through the use of digital
marketing certification programs. Marketing Education Review, 26(1), pp.20-24.