BSS041-3 Digital Business Management: Online Presence & CRM Report

This digital business consultancy report analyzes an organization's website and Customer Relationship Management (CRM) strategies online, focusing on Marks and Spencer. It examines the use of internet marketing, social media engagement, and website effectiveness in building customer relationships. The report evaluates Marks and Spencer's online presence, including their website and social media marketing strategies, and recommends actions for improving customer engagement and attracting a younger audience. The analysis covers internet marketing strategies, the use of social media for customer feedback, and the expansion of online presence into new markets. The report concludes with recommended actions for Marks and Spencer to enhance their brand reputation, attract more website visitors, and create a user-friendly online experience, highlighting the importance of digital marketing in today's business environment. Desklib provides a platform to access this and many other solved assignments for students.

Consultancy Report Template
Client Company name goes here
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
(max ½ page)1
Provide a brief summary of the report
Project background and Objectives
Customer relation management is the process where the business and the administration of the
organization will interact with the customers with the help of data analysis and using large amount of
information. Marks and Spencer is a British company which is which works in the fashion retail industry.
The company is headquartered in London, England and is specialized in selling clothing items and home
products from its own label. The company operates in different countries and have a good online presence
with an active website running in a lot of international market (Hanson and Kalyanam, 2020). This online
presence of the company helps it to take the orders which are not restricted from the geographical point of
view. Customer relation management is the combined part of the practices and strategies which are used
by the company to analyse and increase the interactions with the customers. This is important to identify
the needs and demands of the customers. One such method is the use of online platforms to gain the
attention and collect the information which will help the company to generate profits and work up to the
expectation of its customers.
Objectives:
 To understand the concepts related to customer relationship management.
 To analyse the use of internet marketing in building customer relation.
 To provide recommendations for improving the customer relation through website.
Methodology
Marks and Spencer have considering about for collecting the relevant data and make their sources with
having the proper estimation about various things. While collecting data in using the identification issues
or opportunities in collection of sources. While in this conducting about review all policies, procedures that
might be applicable for all employee who are working in organization. This could help more about in
collection of sources what about the issues have been taken and how usually the employee deal with their
situation (Miller, Liu and Ball, 2020). Along with this how usually this might be helpful for them in
converting about various things. Employee equity plan that are to be required with having the high
estimation and make sure for having their more effective things and also keep their attention towards how
the sources or data have been gathered. Select issues or opportunities and set goals this could be taken
with how the internet marketing and various marketing concepts that could be used for their organization.
Moreover, this could also lead them for working with many things and kindly make sure for having their
high ensuring about their goals and objective. As this have been said that goals setting must be important
for taking the proper estimation and given them for working with very high impacted over collecting the
data.
Plan approaches and methods surveyed with employee in organization and customer about how the
company make their business strategy towards them for making their motivation. Along with this from
customer about how the products and services that have been taken for them and kindly make sure for
having their proper sources and keeping them with high sources (Özemre and Kabadurmus, 2020). These
should also include the local community and many other people who might be having the knowledge and
try to make sure for having their right and appropriate decision. Depending on factor about how code
grounds, that could reflects with high estimation sources and preparation about those activities for making
their decision. Qualitative and quantitative data methods are been highly used for the business through
which the process for collection data that could be proper achieved. Analyse and interpret data this could
keep the scholar for knowing about how the collection from the various methods and that might be
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important for them and make sure for having their effective concepts. While this could also help the proper
sources about their things and outcome about how this can work (Mirhoseini and et.al., 2021). Act on
results which could keep the estimation about how the effective things and that could help the organization
for knowing about for making their growth and objective in keeping their collection in sources.
Research / analysis results
Internet marketing is the process which is related to the strategies being used by the companies to market
their products and services. This is done on the online platforms and some digital means of marketing. It
includes the use of different online platforms and tools such as content delivery systems like websites,
emails and variety of sources for social media. Marks and Spencer has a well active website which is aimed
to offer best experience for its customers related to their products and services. The company will focus
mainly on the content which is posted for the internet marketing process. Marketing over the internet is
increasing in the corporate world. There are different business strategies used by Marks and Spencer such
as different pricing strategies and innovation. The online means are used by the company to help the brand
gain the desired attention from the targetted audience. This marketing strategy of the company will help the
company in positioning itself in the market and attaining the desired goal. Marketing approach for the
company is shifting towards the digital ways to have a better engagement with the customers (Kayumovich
and Annamuradovna, 2020.). Social media is the platforms which allows the company to receive feedback
on direct basis by the help of providing direct feedback links after each purchase. Marks and Spencer have
moved to the digital marketing aiming to be multichannel and proving its step ahead in the e- commerce
industry. The company is ensuring that the online is added across all the marketing and purchasing
channels. Internet marketing allows the company to connect with the customers present in any corner of
the globe with the help of technology and its advancements. Social media provides the company with the
space where each customer and the target audience are free to express their views and thoughts about the
services and products offered by the company. This helps the company to improvise in the areas they lack
and continue the things in which it is best at. This helps the company to understand the expectation of the
customers. Moreover, internet marketing helps in gaining the attention of all the potential customers
making them to buy the product.
Company is looking forward to expanding its online presence for its customers and into new markets. The new
websites are launching in different countries which will offer the customers a wide range of clothing option along
with the home products. This launch is done using the low cost approach along with the website platforms with the
orders fulfilled through the brand in the established distribution network. Business on online is been growing
strongly as there are more customers who prefer to shop on the range of e- commerce options and websites. These
initiatives by the company are effective and successful in generating the collective input about the customers. The
digital campaign of the company has focused to celebrate and share with the customers the main must have
products from the company. These channels have proved to be the source to grow the customers and has made it
easy for the customers to search what all is present in the physical stores. The digital marketing campaign for the
company is a success as the people can use the shoppable Instagram which will develop using the highly popular
sites for marketing. Other social media is used to post the inspirational videos and direct links from which the
customers can purchase. This new way of engaging with the customers is about having the digital focus on the
must haves of the company. It creates collaboration across the business and increases the level of critical thinking
which is executed across the target range of digital channels.
The aim of the company is to attract the young generation such as millennials and gen Z which prefer more
to shop online. The company is using the appeal strategy for the young generations which involves sharing
the pictures on the social networking sites such as Instagram (Katsikeas, Leonidou and Zeriti, 2019). This is
an ideal platform which helps in reaching the demographics. The main reason behind Marks and Spencer
having the social media marketing is because they know that customer will not come to them but the
company have to find them with the preferred networks. The company uses social media sites such as
Instagram to share a wealth of content from its own account. It is focused to share the material which the
younger generation is looking for. This content includes fashion, food and social conscious content such
as promoting the body positivity. Another strategy of the company for marketing on social media is
experimenting with the Instagram stories which allows posting photos and videos for temporary time to
gain more attention and promote the limited sales and offers. This allows interacting with people with the
help of these posts and linking them with the direct site to purchase. The features of polls and questions
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help the company to gain the point of view of customers regarding the trends and related information.
Recommended actions
Marks and Spencer is focusing on increasing the reputation of the brand in the market among the young
and the older generation of group. To gain the attention of the younger generation, the company is using
social media and working with the current trends of these generations. With the social media approach the
company is trying to gain the young shoppers and trying to brand out themselves creating a new
generation of fans for the company. The company must aim to attract more visitors for the e- commerce
website while focusing on the attracting quality visitors to make more purchases. This will increase the
traffic on the site giving more visibility to the company. The process of surfing through the site of the
company should be easy and user- friendly as this will be the first experience of the potential customers
regarding the products and services. The experience of navigating through the site must be satisfactory for
the users (Grubor and Jakša, 2018). There must be enough incentives for the customers in order to make
them have their first purchase. It is important for the companies to be capable of capturing the maximum
information about the customers and their choices and demands during the action of purchase. Online
forms is an easy way to help with the same and is also easy to operate. Companies like Marks and Spencer
must promote the development of virtual groups where the products and services from the company can
be discussed and is also helpful in resolving the queries of the customers. It is very important to create a
differentiation in the content posted the modes of internet marketing as there are many competitive
companies using these platforms for the marketing and the different and more relatable content will gain
the attention of more audience. The company can invest more in the designing of the online sites to make it
very attractive. The internet provides an alternative and much more effective way to attain the customer
relation with the use of technology.
Reference
Mirhoseini, A. and et.al., 2021. A graph placement methodology for fast chip design. Nature. 594(7862).
pp.207-212.
Özemre, M. and Kabadurmus, O., 2020. A big data analytics based methodology for strategic decision
making. Journal of Enterprise Information Management.
Miller, R., Liu, K. and Ball, A.F., 2020. Critical counter-narrative as transformative methodology for
educational equity. Review of Research in Education. 44(1). pp.269-300.
Grubor, A. and Jakša, O., 2018. Internet marketing as a business necessity. Interdisciplinary Description of
Complex Systems: INDECS, 16(2), pp.265-274.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.). Thomson/South-
Western.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a digital era:
Opportunities, challenges, and research directions. International Marketing Review.
Kayumovich, K.O. and Annamuradovna, F.S., 2020. The main convenience of internet marketing from traditional
marketing. Academy, (1 (52)).
Miller, R., Liu, K. and Ball, A.F., 2020. Critical counter-narrative as transformative methodology for educational
equity. Review of Research in Education. 44(1). pp.269-300.
Mirhoseini, A. and et.al., 2021. A graph placement methodology for fast chip design. Nature. 594(7862).
pp.207-212.
Özemre, M. and Kabadurmus, O., 2020. A big data analytics based methodology for strategic decision
making. Journal of Enterprise Information Management.
Record of Activity
In this section, you have toprovide a breakdown of all the activities undertaken by you. Indicate what was
done at various points in time. Think about different sections of the report, breakdown different task within
each of the sections.
Complete the table below, include more rows and columns as necessary
Date Hours Summary of work/ Activity undertaken
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spent
29/08/21 2 Project background and objectives
30/08/21 5 Methodology
31/08/21 10 Research analysis and results
01/09/21 3 Recommendation
Print name
Signed
Date
* Note: Guidance text is provided in RED under each heading.
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