MKT 6800: Digital Marketing Strategy Report - Analysis of ASDA

This report provides a comprehensive analysis of ASDA's digital marketing strategy, addressing key aspects such as PESTEL factors influencing its success, the effectiveness of the social web in building brand image, and the integration of traditional and digital marketing methods to achieve strategic objectives. The report begins with an introduction outlining the scope and objectives, followed by a detailed PESTEL analysis of ASDA, examining the political, economic, social, technological, environmental, and legal factors impacting its digital marketing campaigns. Subsequently, it evaluates the social web's effectiveness in building brand images, comparing ASDA's approach with that of a competitor. Finally, the report critically analyzes how ASDA integrates traditional and digital marketing to achieve its business goals, supported by relevant marketing theories like consistency and planned behavior. The report concludes by summarizing the findings and highlighting the advantages of integrated marketing strategies for modern companies.

Digital Marketing Strategy
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
PESTEL analysis in context of ASDA........................................................................................3
TASK 2............................................................................................................................................4
Analyse and evaluate effectiveness of social web for building brands images in market...........4
TASK 3............................................................................................................................................6
Modern companies integrate traditional and digital marketing to achieve business objectives
and goals......................................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Digital marketing strategies of companies describe a range of appropriate actions that
utilize online marketing sources to achieve different objective and aims in systematic manner. It
includes paid, earned and owned media. The current report will be based on ASDA, which is
known as one of the leading and the best retail supermarkets in the United Kingdom.
Organization served millions of buyers and satisfied all of them successfully. With dedicated
workers and management, firm serve people from its network of physical outlets and online
presence. This study will explain PESTEL framework and its factors that influence or affect
digital marketing events success. Furthermore, this assignment will define social web
effectiveness in regard to build brands in specific market or sector. It will also define integration
of digital & traditional marketing by modern companies to gain strategic objectives.
TASK 1
PESTEL analysis in context of ASDA
Political factor-
Changes in tax rate, trade policy, political stability and instability are the examples of
political factors that can impact business success and strategy. In context of ASDA, changes in
trade policy make barriers in success of their current marketing campaigns and strategies as it put
negative impact on these elements (Pulker and et.al., 2019). For example, when firm wants to
expand their venture in new market and promote within it, they have to pay extra charges on new
trade rule which is not possible for company to do in short term period. Without trading
successfully, organization could not be able to conduct further practices like marketing in new
place where they decide to enter.
Economic factor-
Inflation, interest rates, exchange rates, economic growth and unemployment are the
elements of this category. Unemployment is one of the economic factors that put positive impact
on success of ASDA digital marketing campaigns (Ritz, Wolf and McQuitty, 2019). For
example, due to this factor company get the best opportunity in context of hiring new applicants
who have appropriate skills, knowledge about IT and abilities to develop effective content relate
to products and services advertisement. By recruiting new applicants company can obtain several
benefits in term of increasing organizational efficiency to get success and desire outcomes after
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launch of campaigns. New workers are able to provide innovative ideas that can be used for
making current practice much effective than now.
Social factor-
In recent time, instead of news paper and magazines people like to collect information
about topics in which he or she are interested through social media channels or sources. It can be
consider as life style change that put impact on outcomes of digital marketing plan of ASDA
positively. For example, in the whole world, everyone are on social media sites where they create
own accounts to get data about products, services and ventures in which people are highly
interested in form of buying. It increases chance of current plan success because people by
watching marketing campaign drive towards purchase that are quite common.
Technology factor-
Development of digital marketing platforms is one of the elements that influence success
of digital marketing plans and campaigns in positive manner by providing great opportunity to
ASDA marketers. With this factor, supermarket can give tough competitive to its rivals by
developing effective promotional campaign and advertise it on the top leading social media
channels, where number of subscribers are more than other platforms. Firm can invest in
implementation and usage of advanced digital marketing tools and sources that provide different
benefits to its business in term of increasing their sales, profitability and productivity level.
Environmental factor-
Government and consumers in all over the world are demand to reduce carbon footprint
by companies, which make them able to save environment and prevent natural beauty of earth
from harmful factors like air, land and water pollution that impact human and wild life cycle in
negative manner. In regard to ASDA, this factor affect positively because company already
contributed in CSR practice and develop further plans to reduce carbon foot print by using
several ways. It enhances operational efficiency and build positive brand image in retail market
which in return contribute in success of marketing efforts of supermarket.
Legal factor-
Changes in laws and policies of government relate to marketing activities of companies
have an impact on success of their advertisement efforts. Modifications in Consumer protection
Act, 1986 is one of the components that put negative impact on marketing content and digital
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promotion campaigns success of firm. Due to this factor, company have to make change within
their current attempts that consumes a lot of time and attempts as well.
TASK 2
Analyse and evaluate effectiveness of social web for building brands images in market
Social web is set of community relationship that connects one person to other one
through World Wide Web (WWW) (Šerić, 2017). It encompasses how software and websites are
developed and effectively designed to foster and support social communication and
collaboration. It can be define as way or mode through which people can interact with each other
by using internet, as it also covers actual hardware, systems and software’s that are especially
created and designed to support that interaction.
The analysis of social webs and effectiveness of social web for building web is highly
wide for gaining stronger presence and competitive domains specialisation within larger goals
productively, to create stronger paradigms of new innovations as large consumer preferences.
Social webs are effective tool for forming brand image and new work growth goals among
various aspects, to leverage stringent presence within competitive domains and also to be largely
focused on new arenas. Social webs enable persuasion power to be framed among audiences
within digital platforms, new digital efficacy to be operated widely and also to develop stronger
goals formative as per larger working demands within businesses. ASda and Tesco are both two
of the largest retail company within UK industry and globally also for technical innovation
among world goals of larger business scenarios to keep up with goodwill parameters.
Asda Tesco
Asda has been less represent able for coming
up with varied new digital strategies of social
webs marketing paradigms, and also for
creativity of larger goals efficacy within
wider scenarios. The company has been
unable to keep up with new competitive
aspects for attracting new targets of
customers widely,
Tesco has been more highly advanced
competitive for creating new advanced larger
digital marketing strategies, to use innovative
new social webs for communicating vision
among consumers (Carvalhosa and et.al.,
2017).
Asda is lacking keen growth in digital
services and online digital parameters of
Tesco is more comparatively competent for
consumers working enhanced services,
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consumer’s preferences services, where new
capital investments are widely demanded and
also there is new quest demanded among
major potentialities to keep up with revenue
targets.
digital goals formulation and new technical
innovation among larger domains
specialisation. This is also widely important
for keeping up with diversity of goals
formulation and new working efficacy.
Asda has been also lacking growth among
investment horizons, to leverage focus on
diverse new keen expansion of varied
creative horizons where there is wider
competitive demands, among leveraged
aspects for determining new horizons where
retail industry has been actively heading.
Strategic planning is largely needed for
gaining stable paradigms of active innovation
and new quest active growth for reaching
higher profits.
Tesco has larger and more interactive digital
social media marketing strategies, new scope
segments for new demands pertaining within
wide retail industry competitiveness to gain
larger goals efficacy. The brand has been
heading as comparatively heading with
digital strategies and larger productive
persuasion of online scale marketing where
factored on growth is enabled.
Asda has comparatively less new primitive
focus to keep up with efficacy parameters of
digital media and upscale services, among
wide consumer services and for creating
diverse interactive competitive goals within
future business scenarios.
Tesco is also keenly using varied new
parameters of primitive new digital social
webs arena where social handles pages and
web platforms are highly used to diversely
promote various products and services
(Cateora, Gilly and Graham, J 2020).
TASK 3
Modern companies integrate traditional and digital marketing to achieve business objectives and
goals
With development of technology trends and preferences of people keeps on changing so
company in order to meet their needs tries to adapt to external changes that contribute it in
gaining competitive advantages. Modern organisation like ASDA has effectively integrated
digital and traditional marketing technology in order to attain its respective goals. Therefore,
Marketing theory like Consistency and planned behaviour can be used to state the way ASDA
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have integrated both traditional and digital marketing method to attract maximum number of
customers within organisation. Such as:
Consistency: Needs and preferences of people are ever-changing or dynamic in nature so
it is responsibility of marketing manager to understand current trends and decide appropriate
method that could satisfy requirements of customers. Like previously, company market products
through traditional method such as advertisement in newspaper, TV, billboard, promotional
offers and personal selling. So, ASDA initially market its products through using traditional
method but with changes in external environment it have adapted to digital platform to meet
customers expectancy (Kotler and et.al., 2020). Thereby, it have make use of both online and
offline method to promote products so that customers can be motivated to be par t of firm for
satisfaction of their respective requirements.
Planned behaviour: It is another theory which can also be used to understand the way
ASDA have integrated traditional and digital marketing so that it can gain competitive
advantages in retail sector of United Kingdom. Marketing manager has conducted market survey
in order to find out existing trends or factor that can motivate individuals to select it rather than
other competitors in market. It predict behaviour of individual on basis of existing norms, value,
belief and attitude of individuals thus manager is able to know that most of the people like to
have online shopping (Ten Marketing Theories Writers Should Know, 2013). Thus it helps
ASDA marketing manager to understanding that social media or digital technology along with
traditional marketing can contribute in promote products and services and attainment of company
objectives. Therefore, on the basis of prediction company have integrated both method of
marketing so that diverse range of individuals can be motivated to select ASDA for fulfilment of
their requirements.
ASDA low pricing strategy, promotion through billboards, mouth publicity, promotional
offers are some of the key method of marketing that are used to influence maximum number of
individual within organisation. Recently, marketing manager have create official website of firm
so that people can easily visit web page, review several products and services, promotional offers
and make order as per their needs and conveniences. It has also put image and video on several
social sites in order to generate awareness of company among wide range of customers so that it
can enjoy high profit margin and sales for longer run. Digital media have contributed in building
strong relationship with customers thereby adding new and new prospect from different parts of
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world and contributing in achievements of goals. Therefore mix use of traditional and digital
marketing technology by modern organisation has helped in growth and expansion of firm within
limited time frame and cost.
Advantages of traditional marketing
Reach local target audience: One of the biggest benefits of traditional marketing is that
it can be easily approachable to local people or residents that are living close to stores of ASDA.
Company can easily influence local customers to visit or have a look within stores in order to get
products and services as per their requirements.
Easy to understand: Traditional method of marketing is more ease to understand by
number of people thus it save time and induce large number of local people to be part of firm for
satisfying their wants in best possible manner (Warokka and et.al., 2020).
Disadvantages of traditional marketing
There are some disadvantages of traditional marketing for ASDA which can be
illustrated as follows:
More expensive: ASDA needs to invest more amount of capital or incurred high expense
in order to promote products or company through traditional methods. As advertisement in TV,
magazines and newspaper is much more expensive at the same time it is able to reach limited
number of individuals.
Difficulty in measuring ROI: Marketing manager find difficult to measure overall
outcome or return that company gain from use of traditional method. Thus, unable to understand
whether it was fruitful to sell products through billboard, promotional offers or not (Traditional
Marketing, 2020).
Advantages of digital marketing
Generate awareness among vast audience: Digital marketing has contribute in growth
and expansion of ASDA by creating awareness among large number of individuals that are living
in society. Post of ASDA products on several social sites are watched by number of people thus
it helps in building strong brand image or reputation of organisation in limited time frame.
Enhance customers engagement: Now- a days, people spend their most of the time
surfing on internet or playing games, watching videos. So, email, content marketing or image
post by company contribute in engaging people and further pursuing to visit stores in order to
have more information about firm (Morrisey, 2017).
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Disadvantages of digital marketing
Negative feedback: It is greatest threat of using digital marketing by ASDA is that
negative feedback or more complaint about products and services may results in dissolution of
brand image and loss of number of customers. Thus it may resulted in losing existing as well as
new prospect so company needs to improve its operation as per feedback to retained its market
share in retail industry.
Requisite expertise: In order to effectively use digital method of marketing ASDA must
have highly talented, skilled and experienced employees that can handle customers through
innovative technology. It is pre- requisite that firm needs to have skilled and highly determined
employees so that they can manage digital technology and effective promote products and
services to customers in minimum cost and maximum benefits.
Therefore, it have been understood that both digital and traditional marketing have
advantages as well as disadvantages so company by making use of both techniques is able to
delivered maximum satisfaction level to end users and promote its growth.
CONCLUSION
By summing up above discussion, it has been analysed that ASDA and its business are
facing several challenges due to some external factors that has affected success of their digital
marketing campaigns in negative manner. By analysing overall situation and considering these
elements organization overcome on time through developing effective plans and strategies.
Furthermore, from above study it has been concluded that social web provides a lot of benefits to
ASDA in term of building its strong brand image in retail industry and increasing web traffic that
is quite important and helpful for business. Moreover, it has been indentified that by using digital
and traditional marketing channels supermarket obtained competitive advantages which in return
increased their consumer base even better.
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REFERENCES
Book and journals
Carvalhosa, P and et.al., 2017, April. Pervasiveness in digital marketing–a global overview.
In World Conference on Information Systems and Technologies (pp. 391-398). Springer,
Cham.
Cateora, P. R., Gilly, M. C. and Graham, J. L., 2020. International marketing. McGraw-Hill
Education.
Kotler, M and et.al., 2020. Organizational Platform for Digital Marketing. World Scientific
Book Chapters, pp.317-343.
Morrisey, S., 2017. The Importance of Social Media Customer Care in Your 2018 Digital
Marketing Strategy.
Pulker, C.E and et.al., 2019. The nature and quality of Australian supermarkets’ policies that can
impact public health nutrition, and evidence of their practical application: A cross-
sectional study. Nutrients. 11(4). p.853.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses. Journal of Research in Interactive Marketing.
Šerić, M., 2017. Relationships between social Web, IMC and overall brand equity. European
Journal of Marketing.
Warokka, A and et.al., 2020. Digital marketing support and business development using online
marketing tools: An experimental analysis. International Journal of Psychosocial
Rehabilitation, 24(1). pp.1181-1188.
Online
Ten Marketing Theories Writers Should Know. 2014. [ONLINE]. Available through :<
https://mywebwriters.wordpress.com/2014/10/10/ten-marketing-theories-writers-should-
know/>.
Traditional Marketing. 2020. [ONLINE]. Available through :< https://acodez.in/traditional-
marketing-vs-digital-marketing/>.
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