BMP3006 - Practical Digital Marketing: Communication Strategy Analysis

This practical assignment explores the application of digital marketing strategies within a communication framework, focusing on a case study of Marks & Spencer. The assignment delves into various digital tools, including social media platforms, SEO, and email marketing, highlighting their significance in promoting products and services. The report examines the role of digital marketing in achieving competitive advantages and outlines specific strategies such as influence marketing, search engine optimization, pay-per-click advertising, and social media marketing. It recommends strategies like email marketing for personalization, emphasizes the importance of SEO for search engine ranking, and suggests the use of YouTube and influencers for promotional activities. The assignment analyzes various digital marketing strategies and their impact on brand promotion, concluding with recommendations for enhancing Marks & Spencer's digital presence and effectiveness.

Practical Digital Marketing

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 how Mark'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 like Mark'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 the Mark'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 the Mark'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 and Mark'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 will be 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

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 method Mark'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
and Martinez., 2020). They also use social media to take feedback and suggestion and
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 the Mark'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. In 2017 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
brand promotion, positioning and electronic business in Montenegro. Technology in
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.