Digital Marketing Strategy for Marks and Spencer

Marks&Spencer-Digital
Marketing Strategy
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Step 1 situational analysis............................................................................................................4
Step 2 link digital business with digital marketing strategy ......................................................5
Step 3 formulate objectives .........................................................................................................6
Step 4 Design of implementation plan.........................................................................................6
Step 5 Budgeting .........................................................................................................................8
Step 6 Measure the Digital Marketing campaign........................................................................9
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................11
2

INTRODUCTION
Digital Marketing plan is considered as a document sharing the details for all planning
regarding digital marketing actions or campaigns. It details among several other things such as
strategies in order to accomplish the goals at the digital level. It also focuses on short, medium as
well as long term goals, actions as well as development plans, investment and budget and also
timing and road map. Report focuses on Marks and Spencer which is known as one of the major
multinational retailer in England. Founded in 1884 through Michael Marks and Thomas Spencer
within Leeds. Report also focuses on Pestle analysis, Swot analysis, STP and 7 Ps of the
Marketing mix.
MAIN BODY
The digital marketing process consists of 5 steps which is followed. This enable in creating
an effective campaign. Similarly, M&S will also follow this process which is defined as below
Step 1 Research – In this data is gathered regarding business, target market, competitors, etc. it is
an important step as decision are taken in it. So, on basis of it campaign is developed.
Step 2 Create – it is a step where goals and strategy is set on basis of data collected. Also, entire
plan is created in this step. Hence, all activities are formed in it as well (Jain, 2020).
Step 3 Promote – here, the plan developed is promoted. This is done with help of various ways
such as search engine, e mail, message, etc. besides, different channels are used for it.
Step 4 Analyse – This step is useful in analysing of data and outcomes. For that Google analytics
and many other tools are used for it. Here, monitoring and performance of digital campaign is
done.
Step 5 Optimise - it is last stage where optimization of campaign is done. This is done to analyse
outcomes of campaign and making changes into it.
Step 6 measure digital marketing campaign
Marks and Spencer groupl plc is known as one of the major British retailer in England
that specialises home products, selling clothing as well as food products mostly their own label.
It can be listed on the London exchange as well as founded within 1884 through Michael Marks
as it has currently 959 stores all over the U.K that includes 615 only sell foods goods and also by
television advertising as it also provides online food delivery. Within 1998 the firm became first
British retailer in order to make pre- tax profit but it went sudden slump that took firms as well
as its stakeholder to surprise.
3

Step 1 situational analysis
Pestle analysis
Political factors
One of the major aspect regarding modern day politics within the free trade that has been
established between several nations. Marks and Spencer mainly operates within United Kingdom
as it greatly benefits from this. It is the free trade that enables Marks and Spencer to import
foreign products for sale at cheaper prices within their stores (Hollensen,2018).
Economic
Price has been considered as a big factor within retail industry as from budgets supermarkets
these are new rivalries that are stealing away from the market share regarding more premium
brands through boosting consumers in order to enjoy products at much lower prices. Marks and
Spencer follows competitive marketing strategy.
Socio cultural
Within the last few years Marks and Spencer, has seen wide scale enhance within the
consumption regarding ready meals as these are considered as a massive opportunity for any type
of the food sorte Marks and Spencer has dominate within this industry.
Technological
Online shopping and self checkout are the two most big trends within the retail industry as Marks
and Spencer within food stores is focuses more on self checkout trend in order to save money
and time which Marks and Spencer can pay for cashiers and also consumers also checkout faster
comparatively. While online shopping gives foodstuff and other thing to home. When in
pandemic Corona arrived several people stayed at their home that time online shopping becomes
popular necessity thing for people from all over world.
Environmental
Marks and Spencer provides environmental friendly and sustainable products.
It also sourcing fresh milk from RPSCA ensured dairy farms.
Legal
With frascatic landlord Marks and Spencer faces financial disputes.
Swot analysis
Strength
4