Evaluating Digital Marketing Strategies: A Boots Company Report

This report provides a comprehensive analysis of a digital marketing strategy, focusing on the Boots company, a major UK retailer. The report begins by outlining three key ethical issues related to internet usage in modern organizations, such as privacy, intellectual property, and customer relations. It then critically evaluates economic, social, and technical factors influencing digital marketing campaigns, highlighting factors like employment rates, consumer perception, and technological advancements in presentation and simplification. The report further assesses the benefits and shortcomings of social media for start-up businesses, emphasizing audience reach and brand image. Finally, the report critically evaluates the effectiveness of social media in building brand value for the Boots organization, offering insights into how digital marketing strategies impact business operations and brand perception. The report concludes with a summary of the findings and references.

DIGITAL MARKETING
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Explain three ethical issue related to the usage of the Internet in modern organization.............1
TASK 2............................................................................................................................................2
Critically evaluate some of Key economic, social and technical factor influencing Digital
marketing campaigns..................................................................................................................2
TASK 3............................................................................................................................................4
Evaluation of benefits and shortcomings that social media bring for start-up business.............4
TASK 4 ...........................................................................................................................................6
Critically Evaluate and analyse the effectiveness of social media in building good brand value
of the organizational product......................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is a type of marketing by which company promote its products and
introduce them to people via some social media platforms like Facebook, Instagram etc. Digital
marketing strategy plays an important role as it allows companies to compete with other
companies and take advantages Chaffey & Ellis-Chadwick, (2019). This study is based on Boots
company which is a beauty and health retailer and pharmacy chain in UK and other countries.
Headquarter of this company is in 1849 by John Boot. This present study is going to show some
advantages and disadvantages of social media platform in business activities. Organization saves
their time cost and increase their sales with it. Further it will also show some ethical issues and
laws related to ethics which company need to follow for protecting themselves against ethical
issues in using internet. Some macro environmental factors like social, technological and
economic also impacts on operations and activities of the company in positive and in a negative
manner.
TASK 1
Explain three ethical issue related to the usage of the Internet in modern organization
Privacy: It is one of the biggest ethical issue which is faced by all the organization who is using
internet in their day to day operation. As it get difficult for all the organization to secure the
information of the company from the different interested party. As Internet gives exposure to
many unveiling or unknown party about the Sensitive information of the company in the market.
Privacy of the Boots data used to evolve as a Legal implication, but there are many ethical issue
which is also linked with the same. As Is organization is having the idea of how their account is
analyzed by the different parties online? Also to what extent the information of the organization
is monitored? This is one of the biggest concern for the boots as it can harm the organization
very badly as organization used to have the variety of the information of the consumer and it is
the organization responsibility to keep all the data safe any misuse of such data may affect the
company Chaffey & Ellis-Chadwick, (2019). For example: Facebook has faced the issue like this
in the past as the data of the consumer was hacked from the Facebook with the help of the
internet which has eventually resulted in loosing the trust of the consumer and also Facebook has
to pay a huge amount of penalty for the same issue.
Intellectual Property: It is the another big ethical issue which is faced by the Boots due to the
usage of the internet in the organization as it get difficult for the organization to safe the patents
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and the copyright of the organization. As with the help of the internet many uninterested party
used to used the logo of the company or the slogan of the company which is again the law of the
copy right and patent. Also as they try to use the logo or slogan in that way that the brand value
of the company get suffered. This is one of the biggest issue which has been increased due to the
usage of the internet as the external parties are more explore to the different intellectual right of
the company. For example: As Boots used to deal in the beauty industry and there are very high
number of the small business who used to deal in the same industry they generally used the logo
of Boot and slogan to sell the product of the company. At the same time the quality of the
product does not used to match the same level as a result Boot has to face all the wrong
criticization from the market.
Customer Relation: It is one of the another big ethical issue which has been found of using the
internet in the organization as all the organization used to interact with the customer with the
help of the internet only in the organization. As the ethical prospect of the business is to build a
relation with the customer in the market as it helps the business in getting in the relationship with
the customer to sell the product of the company but the usage of the internet has reduced the
amount of customer interaction in the organization as all the organization used to connect with
the customer with the help of the internet which does not create that bond with the customer in
the market Kannan (2017) At the same time internet has helped the organization in improving
CSR activity but used to affect the customer bonding in the organization.
TASK 2
Critically evaluate some of Key economic, social and technical factor influencing Digital
marketing campaigns
Their are many factor which used to affect the digital marketing campaign of the Boot as Digital
marketing requires the help of the different aspect to be followed in the sequence to implement
the Digital marketing campaign. Some of the such factor are as follows:
Economic Factor are the factors that affect the economy and includes interest rates, tax rates,
law, policies, wages, and governmental activities. These factors are not in direct relation with
business but it influences the investment value in the future.
Employment rate: It is one of the biggest economic factor which used to affect the Boots
company digital marketing campaign in the organization. As at the time the employment rate is
low in the country most of the customer used to not have a good income that's the reason they
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does no show that much of the interest in the organization digital marketing campaign but when
employment rate is high and the income is stable the consumer used to show much interest in the
Boots company digital marketing campaign and as the employment rate is to high in the UK it
help the organization in getting good response on their digital marketing campaign.
Recession: It is another big economic factor which used to affect the digital marketing campaign
of Boots company as at the time of recession all the company try to cut down the cost of the
company by reducing the activity of the digital marketing campaign. As the economic of UK is
at positive side it generally help the company in getting good amount of the financial resources
to attract the customer digitally.
Social factors are any variable which arises from culture, environment, community, family,
organization, society, government, the state, the media, technology, religion, ideology, discourse,
language, communication, and which influences the individual to think and act in a certain way.
Consumer Perception: It is the biggest reason which prove as a big factor for the boot to
improve the digital marketing campaign of the organization. As the perception of the consumer
used to change on the regular basis it used to tempt the organization to evaluate the campaign on
the regular basis according to the consumer preference. This eventually help the company in
seeing that much of the success in their digital marketing campaign Stephen (2016).
Buying habits: As generally the product which used to be produced by the Boots company is
purchased by the consumer who belongs to the teenage group and the same group of the
consumer also used to use the social media on the regular basis. That's the biggest reason the
social media campaign of the organization is proving that crucial for the organization to earn a
good name in front of the consumer.
Technical factor: Technical factor are the factor which relies or related to the presence and
development of technology, on either a local or global scale. This is one of the biggest factor
which used to influence the digital marketing campaign of the organization.
Presentation: This is one of the biggest reason or the point which has been improved in the
digital marketing campaign of the Boots company as with the help of the new technology
organization is able to present the promotion in more better way in front of the different audience
at a social media platform. For example: In the past organization was generally using poster in
their social media campaign to promote the product of the company in the market but now a days
with the use of the different technology organization used to promote the product of the company
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with the help of the different animation in their campaign which help the company in attracting
the eye of the consumer.
Simplification: It is the another big factor which has helped the Boots in attracting the customer
with the help of the digital marketing campaign as with the help of the technology Boot is able to
simplify the process of the digital marketing in the organization as there are many CRM or the
portal which help the company in managing all the function of the social media under one root
itself. The CRM and portal are the one of the biggest creation of the technical factor in real.
TASK 3
Evaluation of benefits and shortcomings that social media bring for start-up business
Social media refers several applications that makes an individual ans businesses more
able to create as well as share content with others. With its help many organizations are making
their marketing activity more effective Malhotra, (2015). Marketing activities which are being
done by social media platforms and applications like Facebook, Instagram are called digital
marketing. In the context of Boots company who is a beauty and healthy retailer and pharmacy
chain in the UK also makes an effective use of these applications and digital marketing for
attracting wider range of customers around worldwide. The main objective of this company is to
increase the value of the company for making beneficial to its stakeholders. There are several
advantages and disadvantages of using social media in business activities which are being
described as follows:
Approach to large audience: It can be said that there are many people who are spending
their lot of time on social media platforms. So, it is the biggest opportunity for Boots company to
reach a large pool of people that may take interest in products and services offered by the
company. According to a research, approximate data has been shown that how many people
spend and use social media platforms. Approximate 77% people spend their time on You tube,
68% on Facebook, 35% on instagram and 29% on snap chat Advantages of social media in
digital marketing, (2019). The ability to attract and introduce products and services to them can
be the biggest advantage for the company. By doing this they can increase their sales and
revenue as well.
Increased brand image: Other main advantage of using social media platforms as a
marketing is it can increase brand image. When company connect with interested leads then it
can expose them to its brand. It also provides ability to upload and post organic content for free
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and this ability can also allow to Boots company to build brand recognition with target people. It
can also be said that the more people get exposed with the brand, the more they are likely to
become familiar with it. They are also more likely to stay with the company as a potential
customers. It makes able to people and employers to share content and informations. For
example, if an individual like to purchase products from Boots company, so they will definitely
share products of the company with their friends and relatives that increase brand image
Taiminen & Karjaluoto, (2015).
Evaluation of performance: With the help of social media platforms in business
activities, Boots company can evaluate and measure the effectiveness of its performance. The
main aim of performing all activities of marketing or marketing campaign is to attract people and
to know that how many people get influenced. It can only be known with social media platforms.
With the help of Facebook, instagram, company's website, it can tract its campaign to see of it is
driving valuable results or not. They can also see that how many people have visited with
company's website by seeing the comment and like box. By evaluating performance, Boots
company can make changes in strategies accordingly and take competitive advantages.
Reduce time and cost: Social media platforms are being used in several activities of
business because it saves time and cost of both the company and people. When people want to
order something then they only need to see products and have to complete some formalities and
can get their products at their home door. So, it can be said that they do not have to go outside
and do not have to make special time for it. It can be done anytime anywhere which saves their
travelling cost and time. Company also receive order online and deliver to its to their customers.
From the above it can be said that there are several advantages of digital marketing and
using social media platforms like Instagram, Facebook and others in business activities. On the
other hand it has some disadvantages as well which can have negative impacts on its operations
and performance as well. Some disadvantages and shortcomings of social media are discussed
as below:
Negative feedbacks: The main disadvantage of social media platform is it can decrease
the brand image of the company with having some negative views and feedbacks of customers.
There are different types and culture of people live in the society and the world who have
different tastes and preferences. Some like products and some do not like. If they do not like
products then they give some negative feedbacks on company's website which can influence
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other people in a negative manner Todor, (2016). New people do not think twice when making
buying decision on the behalf of negative feedbacks. So, it can be said that it can decrease sales
and image of the company.
Risks of privacy and fraud: At the time of confirming online orders, people have to do
some formalities like they have to enter their name, date of birth, address and other things. There
are several other fraud companies that can take undue advantages of this and those people who
do not have proper knowledge of using internet they can become the victim of this. They have to
suffer many problems like leakage of personal data etc.
TASK 4
Critically Evaluate and analyse the effectiveness of social media in building good brand value of
the organizational product
Social web used to play a very crucial role in building brand for the organization. As explained
earlier also Social web help the organization in increasing the market area coverage of the
organization which will eventually help the company in promoting the company in front of larger
market which eventually help the company in building good brand value in the market. Another
reason which has proved crucial in improving the brand value is that the social web has helped
the company in increasing the exposure of the company with the consumer in the market by the
way of different social media platform and communication tool. This has eventually increased
the amount of the exposure to a brand and has increased traffic which eventually help the
company in improving the brand value as social media help the company in developing loyal
fans and generate lead for the organization. For Example: Uber is one of the organization who
has used the social media platform as the premium platform to promote the service of the
company in the UK which has helped the company in getting and building a good customer base
in the UK.
Social media also help the company in reducing the cost of the marketing for the organization as
Social media marketing is one of the form of the marketing requires a less amount of the finance
as compare to the other form of the company Todor, (2016). This eventually help the company in
saving the cost of the company which eventually increases the profit margin of the company.
Many organization also used to lower down the price of the company product to get a
competitive advantage in the market. Another reason of social media platform reducing the cost
of the company is that there are many companies who do not have the outlet to sell the product
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of the company they just promote their product online and used to sell the same product in the
market by providing the services like home delivery to the customer. For example: One of the
leading Phone producing organization in India One plus has started their operation by selling
their product with the help of the social media platform and then move on to the website selling
and in the recent past has launched own store in the Country.
CONCLUSION
After going through the above report it has been summarized that there are more than one ethical
issue which used to be faced by the organization due to the usage of the internet in the
organization namely privacy and intellectual property are two of them. After that the report
summarized that economic, social and technical factor influencing Digital marketing campaigns
of the organization as the economy of the UK is in good place and also the organization active
enough to adopt the change which help the company in getting support from social as well as
technical factor in their campaigning. After that the report goes on to summarize critical
evaluation of social media platform and also the role of social web in developing the brand value
of the organizational product
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Malhotra, N. K. (2015). Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs.
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Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania
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Online
Advantages of social media in digital marketing. 2019. [Online]. Available through
<https://www.slideshare.net/ojasvipat/final-digital-marketing-at-nike>
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