Strategic Digital Marketing Report

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