This report explores the practical aspects of digital marketing, focusing on a case study of Mark's & Spencer's. It discusses the use of social media, SEO, and other strategies for effective communication and promotion.
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Table of Contents INTRODUCTION...........................................................................................................................3 Use of Digital marketing in the specific communication strategy or the promotional strtegy strategy.........................................................................................................................................3 REFERENCES................................................................................................................................7
INTRODUCTION At the business level Digital marketing refers to the advertising and delivering of the goods thorough the Digital tools like Social media platforms, SEO, Emails etc. Digital marketing is the Futuristic method that can be used by the companies to take competitive advantages. This report will cover case study of Mark's & Spencer's which is an British multinational company. They are selling varieties of the product to their customers that include products like Home appliances, furniture, clothes, food product and grocery product.Mark's & Spencer's is using the digital marketing strategies to take competitive advantages, and they are also having digital presence. This report will outline that how digital marketing can used by the company as a specific communication strategy. It will also provide information that howMark's & Spencer's can use the digital marketing for their promotional purpose, so they can achieve their goals. LO4 Use of Digital marketing in the specific communication strategy or the promotional strtegy strategy Digital marketing strategy is an communication strategy that help companies to convey their message to their customers digitally. It is one of the best marking method that can be used by the organization likeMark's & Spencer's (Chaffey and Ellis-Chadwick., 2019). Their are various tools like social media platform SEO and many more that can be used by the Mark's & Spencer's to take competitive advantages and it work for the company as a promotional strategy. It is necessary for the company to have presence on the all marketing channels to promote their product and services. It is most effective method of the marketing because company can target the customers who are searching for the specific product and that increase the chances for the Mark's & Spencer's to sell their product easily. Social media is one of the most popular strategy that also used by theMark's & Spencer's and they are having verified account on the platform like Facebook, Twitter, Instagram etc. Digital marketing strategies There are various strategies that can be used by the marketing team of theMark's & Spencer's, it is necessary for the marketing team of the company to have n knowledge of the all the strategies like Influence Marketing , Email marketing, Search engine optimization, Pay per click strategies, Retargeting ads, Vital marketing, social media marketing etc. Most of the
organization who are leading the marketing are using digital marketing strategies because this is helping them, to rank on the search engines and each and every strategy are interlinked with each other because whenever customers search for the product on the SEO, It suggests all the platform that sell simmiler products. Having presence in the most of the platforms can be useful for the company to research to the customers, and they can rake on the top as well (Chaffey and Smith., 2017). Digital marketing will be the future trends andMark's & Spencer's is already taking the advantages but they can be more focused on the digital marketing as compare to the Reasonable marketing. There are some strategies that can be used by the Mark's & Spencer's more effective like E- mail marketing, This is one of the best way to personalize with the customers thorough the digital marketing. They can provide some discount offers to specific customers, so they can be more personalize with their customers and convene customers top by their product and services. It will helps them to gain loyalty of the customers, and they will able to gain competitive advantages within the market where they are operating their business. Search Engine Optimization Search engines optimization is the process of optimizing the companies online content so that a search engine likes to show as top result for the searches done by the people.Mark's & Spencer's is having good ranking on the SEO but it can be improved more and company can improve their rank on the Search engine. They can do it thorough the publishing more content on the website and hire the blog writers who should have the knowledge of Keywords that can bring their content to the top list. Mark's & Spencer's can hire the Bloggers who can write the content for their website and make it more innovative and keywords can be used to come in the result of company. It will increase the Traffic on the website and people who are looking for the product that are sell by the Mark's & Spencer's can reach directly to their website and buy products and satisfy their needs. It willbe beneficial for the both customers and the organization. Customers and satisfy their needs and company (Lui and Au., 2017). Their are some additional ranking factor that can be confided by the marketing team of the Mark's & Spencer's like Mobile Friend list, Technical SEO, user experience etc. Pay per click pay per click is an advertising model that based on the Click and pay, which means that Mark's & Spencer's have to pay for every time customers click on their ads. It is on of the most
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effective method and company do not have to pay for the Impression. They will only have to pay for the ads that were clicked by the people. On the tools alike google advertisement where companies promote their product and services. During the creation of the advertisement marketing team of the Mark's & Spencer's get option pey per click and pay per impression. Marketing team can use the Pay per click strategy, so they can have some advantages otherwise they will have to pay for the specific impression. As the good working SEO and the pay per click methodMark's & Spencer's can use to promote their product that sell by them like clothes , advertisement, home appliances etc (Melović and etnal., 2020). people will click on the advertisement to see the product will buy and company will get the advantages, and they will able to show the presence within the market where they are operating their business. Social media Marketing Social media marketing is one of the best and most effective strategy among all. Their are various platforms like Facebook, Instagram, You tube Twitter etc. that can be used by the companies to take competitive advantages. Mark's & Spencer's is already having good hold and their marketing team using the social media for the product marketing. It is helping them to get huge traffic on their website. Marketing team of the Mark's & Spencer's known that social media is the futuristic approach and all the business will shift yo the social media in the upcoming times.M&S use all the platform to run their marketing campaign and they are also having the verified social media accounts that s helping them to attract customers effectively (Rodrigues andMartinez.,2020). Theyalsousesocialmediato takefeedbackandsuggestionand information collet by the b marketing team of the Mark's & Spencer's is used by the operational team where they develop and improve product according to the customers needs and their demand. Recommendation of the social media platform You tube You tube is on of the best recommended platform that can be used by theMark's & Spencer's to run their promotional activities more effectively. People are now shifting toward the you tube and their are various creators who are having millions of subscribers on the social you tube.Some of the organizations like Tesla, Hotel Hilton etc. are also using this strategy to advertise their product and taking the help of you tube influencer, and they found that it is
effective and helping them to sell their product more effectively within the market.Mark's & Spencer's can make their own you tube account and share the experience of their customers, It will help them to create good image in the customer mind and also improve their brand image within the market (Saura., 2020). They can also take help of You Tube influencers who having the million's of the subscriber. They can approach them to visit their local place so people can who leave nearly can visit the stores of the Mark's & Spencer's. Summery As per the report has been explains how effective digital marketing can be for the Mark's & Spencer's and also discuss various tools available for the M&S for the promotion purpose like content writing, E- mail marketing and many more. It has been decrease use of search engines and also provide strategies that can be used by marketing team of the Mark's & Spencer's to rank their website of the SEO. This report has been concluded PPC that means pay per click model that is usefully for help them to avoid extra spending on the advertising. It also has been exampling the importance of social media and how it can be useful for the Mark's & Spencer's to take competitive advantages, in the end of this report has been provide recommendation of the social media platform that can be used by the M&S.
REFERENCES Books and journal Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK. Chaffey, D. and Smith, P. R., 2017.Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis. Lui, R. W. and Au, C. H., 2017, December. Designing simulation games for information systems education—A case study in teaching for digital marketing. In2017 IEEE 6th International Conference on Teaching, Assessment, and Learning for Engineering (TALE)(pp. 290- 295). IEEE. Melović, B., and etnal., 2020. The impact of digital transformation and digital marketing on the brandpromotion,positioningandelectronicbusinessinMontenegro.Technologyin Society.63. p.101425. Rodrigues, D. and Martinez, L. F., 2020. The influence of digital marketing on recruitment effectiveness: a qualitative study.European Journal of Management Studies. Saura, J. R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics.Journal of Innovation & Knowledge.