Digital Marketing Report: Marks and Spencer Case Study Analysis

This report provides an analysis of digital marketing strategies, using Marks and Spencer as a case study. It begins by defining marketing and digital marketing, highlighting the importance of the marketing function and marketing mix elements such as advertising, personal selling, sales promotions, public relations, direct marketing, and packaging. The report then explores how digital marketing is used within the communication mix, emphasizing strategies like content marketing. The second part of the report focuses on Marks and Spencer's social media content, including the 'End of Season Sale' and 'Marks and Spencer Spend it Well' campaigns, and their impact on sales. It also examines the effectiveness of various campaigns and the role of social media in enhancing e-commerce trade and customer engagement, concluding with an overview of the benefits of social media marketing in the retail sector.

Practical Digital Marketing

Table of Contents
INTRODUCTION.................................................................................................................................3
Part 1.....................................................................................................................................................3
LO1. Importance of marketing function and marketing mix..............................................................3
LO2. Elements of communication mix..............................................................................................4
LO3. Digital marketing use in communication mix...........................................................................5
Part 2.....................................................................................................................................................6
Social media content..........................................................................................................................6
Effective campaigns..........................................................................................................................7
Effectiveness of social media content................................................................................................8
CONCLUSION.....................................................................................................................................8
REFERENCES....................................................................................................................................10

INTRODUCTION
Marketing is defined as promoting company’s products and services in front of
potential customers. Digital marketing is more about channelizing digital mediums for
promotions. This report is based on the case study of Marks and Spencer Company in respect
to its digital marketing promotional activities. Company was established in the year 1884 by
the founders Michael Marks and Thomas Spanker. Organisation deals in different retail
products like clothing line, home products and food products. Headquarter of the company is
located in United Kingdom. Company is also listed in London Stock Exchange. This report is
based on the digital promotions of the company. Henceforth, report will give emphasis to
importance of marketing function and marketing mix also. Different elements related to
communication mix will also analyse in this report. This report will also focuses on the
strategies that can allow digital marketing to be used in the communication strategy.
Furthermore, report will also project about the social media content of the company. Precise
information in respect to the company’s social media marketing will be given in this project.
Part 1.
LO1. Importance of marketing function and marketing mix
Marketing is the tool used to promote company’s products and services in the target
market in front of potential customers. Different significance of the marketing function for
the company can be projected in following points.
Improve sales: Marketing allows company to achieve all its sales targets. This function put a
significant impact over the sales of company and it further allows the organisation to improve
the sales potential of company.
Support in meting up objectives: Marketing put a larger impact over the sales of company
and also on the brand value of organisation (Brindle, 2017). Both the factors influence the
growth of company. It can be stated that marketing allows company to achieve all the
different objectives set by company for the business.
Improve brad value: Marketing functions allow company to enhance the brand value. Brand
value also involves brand awareness, promotions, brand loyalty and various other aspects.
Marketing allows company to achieve all these factors that significantly enhances the growth
of company in market.

Importance of marketing mix
Marketing mix is a set of factors or elements that involve in the marketing campaign
of company. Marketing mix factors and elements improves the significance of the company’s
marketing campaign. This is more like conducting a research for company’s marketing
campaign (Critchlow and et.al., 2019). Marketing team at Marks and Spencer has always
been active towards marketing mix elements every time company is about to launch its
marketing campaign. It can be projected that all the elements involve in marketing mix not
just support company in achieving its sales targets but further it allows company to improve
the products of company based on the market requirements.
LO2. Elements of communication mix
Communication is a part of company’s marketing and promotional activity. This
involves the following factors.
Advertising: Advertising is among the most common part of communication mix. The
concept of communication mix is to communicator with potential customers of company in
respect to the products offer by Marks and Spencer Company. Advertising is all about
promoting company’s products with the support of effective communication mix.
Personal selling: Personal selling is also an important part of communication mix. Personal
selling involves sales executive of company go personally to sale company’s products in
market (Domazet and Neogradi, 2019). Communication mix allows executive of Marks and
Spencer Company to sale its products effectively by promoting the products well.
Sales promotions: Communication mix factor also involve sales promotions. This is among
the major part of communication mix is to seal the products of Marks and Spencer Company.
Communication mix is all about conveying the features of the products to all potential
customers of company. This is among the major part of communication mix is to promote the
products in such a way that company can register its sales targets,
Public relation: Public relation is further immensely depends upon how effectively the
communication is conducted with potential customers of the Marks and Spencer Company.
Communication mix allows company to establish an effective public relation with all
different stakeholders of the company. Public relation immensely depends upon how
effectively the communication is done about the products of company. Public relation

supports company to improve the sales potential and also to enhance the capacity of
organisation in term of raising profitability.
Direct marketing / Internet marketing: Communication mix also favour in direct
marketing or on the internet sale. It becomes necessary for the organisation to convey the
product features in order to register the sales of company (Ghotbifar, Marjani and Ramazani,
2017). Effective communication allows company register its sales targets. Marks and Spencer
Company also involve in e-commerce trade. Communication mix allows company to register
the sales targets of company at both the medium online along with offline mode of sales.
Packaging: Packaging also involves communication mix. Packaging involves presenting
products of company in such a way that it can attract te buying decision of customers in
market. Communication mix support in projecting the products of Marks and Spencer
Company in such a way that all potential customers can instantly agree to buy the products
offer by company.
The above elements are a part of communication mix. All the above factors allow
company to establish a healthy relationship with customers and other key stakeholders of
company. Communication mix allowed Marks and Spencer Company to establish a long term
relationship with all potential customers of company that has enhanced the growth potential
of company in market.
LO3. Digital marketing use in communication mix
Digital marketing is all about channelizing promotion campaigns of company at all
digital channels. Marks and Spencer Company has been active over all the productive social
media networks like Facebook, Instagram and other networks. Communication mix allows
company to project its products in such a way that marketing campaigns over social media
can allow company to attract the potential buyers of products offer by Marks and Spencer
Company. Communication mix not juts cover the communication conducted in verbal form
but it also involves written advertisements done by company (Järvinen and Taiminen, 2016).
Strategies like content marketing immensely depends upon how efficiently company has been
capable to do communication mix. Communication is the key behind the success of
company’s marketing campaigns. Digital marketing involve both video marketing and
content marketing. Communication mix influence both the marketing campaigns of company.
Marks and Spencer Company has been very active over e-commerce trade. Effective use of

communication mix in its marketing campaigns played a significant role for the company in
achieving such an effective growth and success in business.
Part 2
Social media content
Marks and Spencer Company has been very active over different social media
networks in regards to its marketing and promotional activities. Marketing team of Marks and
Spencer Company has been potentially used the social media network so that sales potential
of company can enhances. Apart from all the social media content the two most influence
contents can be projected in the following manner that has expanded the sales of the company
at different level.
End of reason sale
This is among the most aggressive content marketing strategy company has
channelized for promoting its products in market. End of reason sale is the promotional
strategy in which company introduce its top collection at an exclusive prices. All different
products of company are available in the scheme. This marketing strategy has played a
significant role for the company to achieve the higher growth in market. This marketing
concept has always allowed company to achieve all the sales targets of company in a
financial year. This strategic tool provides a boost to the company in order to generate the
business in market (Johnsen, 2017). Company channelizes this strategy over all social media
network Marks and Spencer Company has been active such as Facebok, Instagram,Twitter
and other social media handles. The concept of End of reason sale has given significant
benefits to company in order to generate effective sales in market. In this scheme company
has offered all its products part of the product portfolio of the Marks and Spencer Company.
This scheme has not just provided a boost in sales related to all new launch along with it
supported the sales of all existing products offer by Marks and Spencer Company.
Marks and Spencer spend it well
This is another crucial campaign launched by company over all different social media
and marketing platforms used by Marks and Spencer Company for its promotion activity.
This campaign has a slogan call as “After all we only got one life”. This campaign is based
on the philosophy that we all have one life so spend wherever you have to buy the products

offer by Marks and Spencer Company. This strategy has worked really well for the company
in order to achieve its sales targets. In this strategy company has motivated potential
customers of company all across the globe to spend on improving the standard of living.
Both the above motioned contents of marketing have put significant impacts over the
sales of company. These have also enhanced the growth of company.
Effective campaigns
Different campaigns Marks and Spencer Company has launched over its social media
handles to attract potential customers.
(Kumar and et.al., 2020)
This campaign has motivated to all the customers to buy the products offer by
company. This campaign is based on the fact that we all have this one life so we should spend
more on fashion and other retail products offered by Marks and Spencer as a part of
improving the standard of living of people. These campaigns influence the purchasing
decision of customers as it motivate to spend more on buying products offer by company.

(Romo, García-Medina and Romero, 2017)
This campaign of company over social media has supported the sales of company.
This campaign motivated all potential customers available over different social media
network of company towards purchasing products of Marks and Spencer Company.
Promotion is always a crucial functional activity that allows company to achieve its business
objectives. This campaigns of marketing supported company to enhance the e-commerce
trade of company to meet its business objectives. Marks and Spencer Company is among the
top brand in UK in respect to e-commerce trades. In this campaign company has also granted
effective discounts to its customers to attract the decision making of customer base of
company.
Effectiveness of social media content
Social media is the new era of marketing and promotional activities undertaken by
company. In today’s era the business is moving towards the e-commerce trade. Social media
marketing has allowed company to attract potential customer base especially over social
media network. This has significantly enhanced the potential of Marks and Spencer Company
in respect to entertain the e-commerce trade. Company is among the top brand based in
United Kingdom involved in e-commerce trade associated with retail sector. Social media
promotions of company has contributed significantly in such a process (Zahay and
et.al.,2019). Social media marketing content has allowed company to significant sustain the
existing customer base of company along with it allowed company to attract the new
potential customers in market. Retail sector is among one of the fastest growing sector part of
business environment and social media has improved the growth potential of the sector by
allowing companies to promote products over these networks. Social media content looks

authentic and allows customers to select the best suitable products out of the plenty of options
available at the company’s website and social media handle.
CONCLUSION
This report has projected about different factors related to digital marketing.
Marketing allows company to achieve all different objectives associated with the business of
company. Marketing mix elements allow company to enhance the potential capabilities of
different social media campaign company launched in order to achieve all the different
business objectives. Communication mix allows company to drive different operations like
content marketing, promotions, sales, public relation and other operations. Digital media has
played a transformation for the companies to achieve all different objectives behind the
business. E-commerce trade is the modern way to conduct the business. Digital marketing
allow company to improve the potential, of business in regards to the e-commerce trade.

REFERENCES
Books and Journals
Brindle, F., 2017. The impact of digital marketing disruption on the localization
industry. Multilingual. March. pp.44-47.
Critchlow, N. and et.al., 2019. Digital Feast: Navigating a digital marketing mix, and the
impact on children and young people’s dietary attitudes and behaviours.
Domazet, I. S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital
Marketing in the Banking Industry. In Managing Diversity, Innovation, and
Infrastructure in Digital Business (pp. 20-40). IGI Global.
Ghotbifar, F., Marjani, M. and Ramazani, A., 2017. Identifying and assessing the factors
affecting skill gap in digital marketing in communication industry
companies. Independent Journal of Management & Production. 8(1). pp.1-14.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management. 54. pp.164-175.
Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big
technological break. Maria Johnsen.
Kumar, B. and et.al., 2020. Digital mediation in business-to-business marketing: A
bibliometric analysis. Industrial Marketing Management. 85. pp.126-140.
Romo, Z. F. G., García-Medina, I. and Romero, N. P., 2017. Storytelling and social
networking as tools for digital and mobile marketing of luxury fashion
brands. International Journal of Interactive Mobile Technologies (iJIM), 11(6).
pp.136-149.
Zahay, D. and et.al.,2019. Effective resource deployment in digital marketing
education. Marketing Education Review. 29(3). pp.182-192.