Strategic Digital Marketing Report

This report discusses the importance of digital marketing and its impact on a company's performance. It explores the SOSTAC model and provides a case study on Debenhams. The report also outlines a multichannel digital marketing strategy for the company.

Strategic Digital
Marketing Report

Executive Summary
Digital Marketing is one of the advance concept of marketing the product and services
among the maximum number of customers. File discusses about the different factor which
can affect the company through which it can be understood that how plans and policies
related to digital marketing is required to be made. SOSTAC model carries the information
about the adoption of technology where concept of digital marketing mix has an important
role. In order to identify about the performance of a company, KPI has been used within the
file.

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Conduct situation analysis for digital marketing including micro and macro environment
and provide systematic review of the environment. Then apply the digital business model
canvas (BMC)........................................................................................................................3
2)Apply SOSTAC model to develop successful digital marketing strategy and outline
implementation plans with specific focus on digital marketing mix.....................................6
3)Develop a multichannel digital marketing strategy and explain in detail how your
company can/must exploit these channels based on its strength identified through first two
tasks........................................................................................................................................8
4)Define your KPIs for each online channel/activity based on your main business
objectives and your BMC.......................................................................................................8
5)Impact assessment on the business as a whole...................................................................9
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................10

INTRODUCTION
Digital Marketing is explained as the process marketing which depends upon the online
based digital technologies for the purpose of promoting company and their products and
services. It is necessary in current scenario because it simply allows to attract more of
customers through which can be increased and tough competition can be given within the
market. In context of the file the chosen organisation is Debenhams which is a British
Multinational retail sector organization. Company was founded in the year 1778 by William
Clark whereas its headquarter is in Oxford Street, London, UK. It is one of the company
which is looks for B2B and B2C form of business and able to deal successfully since long
time period. The vision of a company is to become a leading international, multi-channel
brand (Atwong, 2015). On the other side, the mission of a company is to inspire the world
and trying to bring changes in shopping style in the world. In context of the file, concept
related to digital marketing will be explained and how any of the business organization is
required to tackle within any of the situation. Along with this, different models will be
explained and decision will be based on analysis on internal and external factor which can
influence the company.
MAIN BODY
Conduct situation analysis for digital marketing including micro and macro environment and
provide systematic review of the environment. Then apply the digital business model canvas
(BMC)
In present scenario, role of digital marketing in increasing day by day which has been
very effective for both customers as well as for companies. It is because number of options
are made available for the customers through which they can easily decide about the product
for which they willing to buy. In context of Debenhams, concept of digital marketing can be
effective for them because it will simply uplift their sales and it can provide the platform to
reach out the maximum number of customers (Boelsen-Robinson, Backholer and Peeters,
2015). But, before entering into digital marketing world, it is necessary to understand about
the internal and external factor that can influence the organisation.
SWOT Analysis: It is strategic planning technique which allows the organisation to
determine about their internal position of the company. This model can provide the way to
improve the performance of a company through which goals can be accomplished. In context

of Debenhams, their digital marketing manager and team can decide and analyse that how
they are required to take any of the future decision.
Strength Weaknesses
 Debenhams is among one of the
organisation which have already
covered huge market share.
 Developing their channels with the
help of involving in partnership.
 Company have weaker market
position within the premises of UK.
 Store sales are decreasing for them
which is reducing profit for them.
Opportunity Threats
 Development can be done in the
field of digital market.
 Entering new market with the help
of technology.
 Expenses are increases which may
lead to shut down many of its store.
 Enhancement of competition.
Evaluation of SWOT Analysis: The above SWOT analysis shows that company has
been struggling to sustain within the market because of its physical store which are reducing
its overall profit (Karjaluoto, Ulkuniemi and Mustonen, 2015). It will be important for the
company to take the help of digital marketing and online store to increase its profit.
PEST Analysis: This is explained as the analytical tool for any of the business
organisation which deals in external area due to which organisation can be affected. If any of
the entity can find that area which can affected them then better decision can be taken for
better result. In context of Debenhams, they are one of the organisation which is looking to
explore their business through digital marketing as it can allow them to take competitive
advantage from the market. Below, there is the detail analysis of the model.
 Political Factor: It is the factor which is related with the government decision, rules
and regulations which may create issues or provide benefit to the organisation in
attaining their targets in specific time period. In context of Debenhams, they can be
benefitted from this particular external factor, because lots of positive decision has
been taken by the government where they promote the concept of digital marketing.
 Economic Factor: This factor connects within economic trends, impacts of taxes,
inflation and many more. In terms of Debenhams, they are among the organisation
where government of UK and even other nation is allowing to sell their products

through the source of online at a very law taxes which is one of the positive sign for
the digital marketing manager of the company (Dodson, 2016).
 Social Factor: In this full rapid changes environment, people have very less time
because of their busy schedule, they prefer those actions and decision which can save
their time. In context of Debenhams, the concept of digital market can be effective as
it is one of the time saving process and even people will get the idea about their
preferences even by seating at any place. In short, customers are showing their
preferences in the field of online purchasing which can be effective for them.
 Technological Factor: The modern world is full of technology were they likes to see
more use of technologies which can making their work easy and faster. As company
like Debenhams deals in retail sector they can be helpful with the help of new
technologies (Chaffey and Smith, 2017). Technologies like digital marketing and
online marketing can allow the customers to show their preference towards the
organisation which will directly allow them to accomplish their goals.
Evaluation of external factor: In context of Debenhams, there is a great positive
sign for them from external factor because there is very less chances that any of the external
factor will create issues for them at the time of entering into the concept of digital marketing.
Even it will allow them to reach maximum number of customers at a very short time of
duration.
Business Model Canvas: It is explained as strategic management and lean start-up template
which allow the organisation to develop its documents for its business model. It is a visual
chart which will show about the product value proposition, infrastructure, customers and
many more related to Debenhams which is planning to develop themselves in digital field.
Designed for: Designed by:
Date:
28th
April
Version:
Business Model Canvas Debenhams Pvt.
Ltd
Digital Marketing
Manager
Key Partners Key
Activities
Value
Propositions
Customer
Relationships
Customer
Segments
 Facebook
 Instagram
 Google
and many
Focusing on
the
requirement
of a
Concept of
Digital Marketing
for them for the
purpose of
Different services
will be provided to
customers for making
their online
It will mainly focus
towards the age
group of 18 to 55
years of age of

more. customer’s
so that their
needs can be
fulfilled.
purchasing the
product through
online means
(Juska, 2017).
experience better and
effective.
 Self-service
 Personal
Assistance
 Automated
Services and
many more.
people. Also
company will focus
on mass marketing.
Key
Resources
Channels
Digital
Marketing
Team,
Customers,
Key partners,
employees
and many
more
Paid Search
Content Marketing
Social Media and
many more.
Cost Structure Revenue Streams
 Investing for the training and development
program of the employees.
 Investing capital with key partners for effective
promotion
 Other paid promotion.

2)Apply SOSTAC model to develop successful digital marketing strategy and outline
implementation plans with specific focus on digital marketing mix
SOSTAC Model stands for Situation, Objective, Strategy, Tactics, Actions and
Control. It is one of the planning model which is allows the business organisation to take
growth in the market through digital technologies. In context of Debenhams, it is one of the
most effective model for them at the time when they are planning to enter into the new
market. Below, there is the detail explanation about the model.

 Specific: It is the primary stage in the model where it is necessary for the organisation
that where they stand in present scenario. Looking at scenario, it can be said that
company like Debenhams has been performing well but still there are some of the
area where they are needed to work because customers within their physical store are
decreasing at a regular interval.
 Objective: It is that respective stage within the model which simply says that
objective is required to be set by the organisation in order to take competitive
advantage from the market (Kannan, 2017). In context of Debenhams, their digital
marketing manager is required to determine what can be the main source of
expanding their business. Here, manager can focus towards the area which they will
mainly target for attracting more customers towards the organisation.
 Strategy: In this particular strategy, it is essential for the digital marketing manager to
decide how they can reach to the goals which they decided to attain. In context of
Debenhams, they can take the help of digital marketing mix for reaching out there.
Firstly, company can prepare its objective such as at what are the place the place they
are going to target i.e., UK only, or to the other part of the world as well. It order to
do promotion, company can take the help of key partners company with whom they
will like to enhance their business. In order to attract more number of customers,
company can focus on moderate price strategy where every class of people can afford
it and enjoy the services of a company.
 Tactics: It is the stage where company decides the process to reach out their goals in
specific time period. In context of Debenhams, manager can take the help of PPC
campaigns, Affiliate marketing. Both of this tactics can be effective for the
organisation because it directly allows them to attain their goals (SOSTAC®
marketing planning model guide, 2020). Affiliate Marketing will be done through the
process of company’s key partners who has involved themselves with the business.
 Actions: It is that particular stage where digital marketing manager of the company
will look for the implementing the tactics and plans which they have developed. It
will certainly allow the organisation to take lead. Company can take the help of 5W’s
i.e., who, what, where, when, How? etc. to reach out maximum number of customers.
 Control: The final stage is used for the purpose of analysing whether goals has been
accomplished or not. It can be reviewed with the help of past and present performance
and interactions of customers with the company. Also, if it is not accomplished then it
is necessary to analyse the key area in it.

3)Develop a multichannel digital marketing strategy and explain in detail how your company
can/must exploit these channels based on its strength identified through first two tasks.
Multichannel digital marketing strategy can be explained as the process where organisation
takes the help of multiple channel for the purpose of promoting its product through online
sources. This mainly includes digital ads, websites, social media and many more. In context
of Debenhams, they are mainly focusing in websites and social media for attaining their
goals. Below, there is the detail process how company can improve their overall performance
by exploiting all of the areas.
 Social Media: It includes Instagram, Facebook and many other sides where millions
of people spends their time in present time. In context of Debenhams, they have been
focusing this particular field because they have involved Facebook, Instagram and
many more as their key partners which will certainly uplift their performance (Kotler
and et. al., 2017). Company can reach out maximum number of customers through
this process as per their preferences and choice which can be helpful in attaining the
goals of a company.
 Website: It is the another process through which digital marketing manager of
Debenhams can take lead within the market. Here, they can provide detail information
about every single product. Also, online selling can be done through personal website.
Even company will have the option to go for promotion through the process of PPC
campaigns, Affiliate marketing.
Both of this marketing strategy will allow the organisation to work a per their strength
and allow to attract more number of customers towards the organisation who can perform
better in accomplishing the goals of an entity.
4)Define your KPIs for each online channel/activity based on your main business objectives
and your BMC.
Key Performance Indicator is one of the effective tool which can allow the
organisation to evaluate their performance of past and present situation. Discussing about
Debenhams, they can be benefitted from this particular tool because they will get to know
that how effective digital marketing has been for them. Below, KPI has been done for
different online channel in detail:

 Social Media: It is one of the online channel which has improved the position of
company because it has made more aware about the product. More number of
customers has started to connect with the entity like Debenhams which is one of the
positive sign for the company. It will simply uplift their overall performance.
 Website: It is the second particular process which is very crucial for the company.
With the help of KPI. It has been found that company has been able to improve its
overall sale (De Pelsmacker, Van Tilburg and Holthof, 2018). It allows the
organisation to close its most of the physical store and give more focus towards online
sources. In simply words, profit percentage has been increases in recent period of
time.
After having the evaluation, it has been found that company is able to perform better
since they have shifted themselves towards digital marketing and it will also allow them to
attain their goals in short time period.
5)Impact assessment on the business as a whole
Overall impact of digital marketing has been good for the organisation like
Debenhams because they are able to take healthy lead in the market. As company is able to
earn healthy amount of profit, it means they can conduct different motivational programs
which can be effective for the organisation. Production department will get the opportunity to
speed up their production of products, marketing team will work more effectively to attract
more customers (Chaffey and Ellis-Chadwick, 2019). The key stakeholders of the company
are employees, customers, partners company and many more. All of this member will be
benefited because of the improvement in the performance. In short, introduction of digital
marketing has been effective for the organisation like Debenhams.
Recommendation
It can be recommended to the organisation like Debenhams to work in the field of
digital marketing as it will allow them to obtain effective result. Also, it is one of those
technology which will attract more number of customers towards the organisation and even it
will reduce their overall expenses. In short, it can be said that management of the company
must look for the skilled and knowledge team which can perform as per the requirement of a
company.

CONCLUSION
From the above discussion, it can be concluded that whenever any of the business entity
perform it is business activity, they must be able to bring changes marketing strategy for
attracting customers. Digital Marketing is one of the way through which company can easily
attract more number of customers were organisation can easily take the help of multiple
channel through which promotion can be done. SOSTAC model is one of the effective model
for the entity whenever they try to take the help of digital marketing for promoting their
product.

REFERENCES
Atwong, C. T., 2015. A social media practicum: An action-learning approach to social media
marketing and analytics. Marketing Education Review. 25(1). pp.27-31.
Boelsen-Robinson, T., Backholer, K. and Peeters, A., 2015. Digital marketing of unhealthy
foods to Australian children and adolescents. Health promotion international. 31(3).
pp.523-533.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Juska, J. M., 2017. Integrated marketing communication: advertising and promotion in a
digital world. Routledge.
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
Kotler, P. and et. al., 2017. Marketing for hospitality and tourism.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management. 72. pp.47-55.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Online
SOSTAC® marketing planning model guide. 2020. [Online]. Available Through:
<https://www.smartinsights.com/digital-marketing-strategy/sostac-model/>