Digital Marketing Portfolio Report: Marketing Strategies Analysis

This report is a comprehensive analysis of digital marketing strategies, focusing on brand positioning, social media marketing, and mobile marketing tactics employed by various companies. Task 1 delves into the influence of digital marketing communications, specifically social media, on consumer purchasing decisions, using Marks and Spencer as a case study. Task 2 examines the positioning strategies of leading beverage brands like Coca-Cola, Pepsi, and Nescafe, highlighting how they differentiate themselves in the market. Task 3 explores the digital, social media, and mobile marketing strategies of shoe brands, including Reebok, Adidas, and Nike, providing insights into their marketing approaches. The report covers marketing planning, segmentation, targeting, and how these companies use digital platforms to reach and engage with their target audiences, ultimately aiming to provide a thorough understanding of the effectiveness and impact of these strategies.

Digital Marketing
Portfolio

Contents
TASK 1.......................................................................................................................................................3
Introduction.............................................................................................................................................3
Main Body...............................................................................................................................................3
Conclusion...............................................................................................................................................5
TASK 2.......................................................................................................................................................5
Introduction.............................................................................................................................................5
Main Body...............................................................................................................................................5
Conclusion...............................................................................................................................................7
TASK 3.......................................................................................................................................................7
Introduction.............................................................................................................................................7
Main Body...............................................................................................................................................7
A Future Strategy in the Next Five Years................................................................................................9
Conclusion...............................................................................................................................................9
REFERENCES........................................................................................................................................10

TASK 1
Introduction
There are different communications disciplines that are used by various
organizations/brands in order to promote their products (Baert and et. al., 2016). In this task, it is
explained which digital marketing communications discipline that is used by Marks and Spencer
influenced me the most to purchase its product.
Main Body
Marketing Planning can be defined as the process that involves analyzing the current
situation of the market and the various available marketing opportunities, selection of target
markets, determining marketing objectives etc. It is an important aspect for a company because it
helps it in reaching out to new segments of customers and thereby enhancing overall profits. Not
only this, marketing planning also helps the management of the company to make sure that all
activities relating to marketing of products and services work in coordination with each other.
This helps the firm in attaining its desired goals and objectives within the decided time-frame.
Also, it becomes easier for the management to evaluate new opportunities in the market and
measure the progress of existing marketing activities. All organizations have a marketing
team/department that is primarily dedicated towards deciding the different marketing activities
so as to attract a greater number of customers and encourage them to purchase the products.
I recent made a purchase from Marks and Spencer, a multinational retailer of clothes,
household, food and beverage products. The company was founded by Michael Marks and
Thomas Spencer in the year 1884. The company markets its products through various digital
marketing communications disciplines like content marketing, email marketing, digital
advertising etc. But the company’s presence on various social media platforms is what had big
influence on me. Marks and Spencer has got a wide presence on platforms like Facebook,
Twitter etc., Instagram being the most popular (Baker and Hart, 2016). The marketing team of
the company posts regular updates about their existing products, new launches, offers, discounts
etc. This is basically done in order to keep the customers engaged and connected with the brand.
Social media marketing has been beneficial for the company because it has increased awareness
among customers and also improved its overall search engine rankings against other brands in
the market.

Social media marketing is one of the most cost-effective digital marketing tools today
which is basically used to increase the visibility of a brand to the customers (10 Advantages of
Social Media Marketing for Your Business, 2020). Due to this, people get familiar to the brand
and its product offerings. All of the content that is posted by Marks and spencer on its social
media pages is well thought of and thus engages the customers. Customers can comment their
feedbacks or any other thing related to their experience or purchase. The marketing professionals
of the company then respond to the same. This has helped the company to stay connected to its
customers in an efficient way. There are very less times that any customer posts something
negative for the brand because the company has always tried to provide high quality products to
its customers without any kind of compromise. This can also be linked to the marketing planning
of the company because all the marketing strategies that are opted by it are planned as well as
executed in a very effective manner.
In order to develop content that is relevant to the audience, Marks and Spencer carries out
market research. This helps them to understand the needs as well as expectations of the
customers in the market. While browsing through the Instagram page of the company, what
caught my eye was that it was structurally laid and there were posts about all the recent as well
as previous launches by it (Bakhtieva, 2017). The visuals were not dull but instead colorful, and
the message that the company was trying to put across was also done effectively. I observed that
Marks and Spencer pays its major attention to the content that is posted on Instagram apart from
its online website. The up to date content as well as the company’s response to any concern that
a customer may have, moved me to make a purchase from the brand. This was also because
Marks and Spencer is one of the oldest fashion brands that has managed to maintain the quality
of its products and services till date without any kind of compromise.
Therefore, marketing planning plays an important role in increasing the awareness of a
company’s products as well as services among customers. Also, there are various digital
marketing communications disciplines that are used by different organizations. I found that
Marks and Spencer uses social media marketing in order to generate awareness as well as
promote its products in the market among customers. This also applies to other organizations
within the fashion industry who want to enhance their overall sales as well as profitability.

Conclusion
From the above task, it can be concluded that marketing planning contributes
significantly to a company’s overall growth as well as profitability. And that social media
marketing is one of the most widely used marketing tools for the promotion of products and
services in the market.
TASK 2
Introduction
Positioning is referred to the place a brand or a company occupies in the minds of
customers and how does it differentiate itself from other brands in the market. Coca-Cola, Pepsi
and Nescafe are the three most popular beverage brands in the United Kingdom (Bly, 2018). All
of the three brands use different positioning strategies.
Main Body
In marketing, segmentation, targeting and positioning is a framework or an approach that
is commonly used by brands or companies in order to reach out to the right customers in the
market. All the tools, segmentation, targeting as well as positioning help the companies to align
their products with the right customers. The positioning of three beverage brands, Coca-Cola,
Nescafe and Pepsi is explained below –
Coca-Cola
The target customers of Coca-Cola are people who are in their youth, the targeting is not
based on the gender. Most of the marketing activities of the company are geared towards the
young generation, although some of them are tailored as for elderly people. Coca-Cola has
positioned its products within the soft drink market. In order to position itself in the minds of
people, the company has adopted various advertising and promotional activities (Erkollar and
Oberer, 2017). This is done in order to create an increased demand as well as awareness in the
market. Coca-Cola has a presence across various online platforms, for example- the company has
its own website that is interactive as well as different social media platforms.
The respective company runs various digital marketing campaigns in order to promote
its products among customers and position in the minds of the youth. Some examples of the
positioning strategies of Coca-Cola include “Delicious Happiness” and “VerdaderoAmigo”

(What You Can See From Coca-Cola’s Digital Marketing Strategy, 2020). These strategies have
helped the company in engaging directly with the target audience as well as position itself
effectively in the minds of millennials. Also, in order to provide a personalized experience to the
customers, the company has adopted the strategy wherein if a customer tweets his/her name with
#cokemyname, their names as well as a unique fact about it will be posted on their Facebook
page.
Pepsi
Pepsi is another popular beverage brand in the United Kingdom that has a large market as
compared to any other beverage brand in the nation (Johnsen, 2017). This also means that the
company has a wide range of customers who are loyal to it. Pepsi has positioned itself as a
forward thinking as well as an action-oriented brand in the minds of people. This is the one of
the main reasons why people associate themselves to the brand. The brand considers itself to be
refreshing, bold and robust which is why the youth relates to it. Product positioning is an
important component of a marketing plan within a company.
While Coca-Cola has positioned itself as a brand that represents happiness and moments
of joy in the minds of people, Pepsi has positioned itself in a way that it wants people to have
fun. In a recent positioning strategy against Coke, Pepsi positioned itself as a follower wherein it
tries to appeal a completely different customer segment than Coca-Cola. The company has tried
to associate itself with a younger, much more energetic and a fun-loving segment. And for this,
the company reached out to as many customers as possible and position itself in this way. Pepsi
is a widely recognized company and keeps changes it positioning strategy in order to reach out to
a large number of customers and encourage them to buy its products.
Nescafe
Nescafe is one of the biggest and widely recognized companies that has the biggest share
in the coffee market. The company has positioned itself as a brand that offers healthy and instant
coffee beverages to the customers who love drinking coffee (Kingsnorth, 2019). This can be seen
from the kind of advertisements and promotional campaigns that are carried out by the company.
Nescafe is a brand that has a positive perception in the market among people. As a result, the
company has been selling its products from a very long duration of time. The most recent

positioning strategy of the company is that it has designed its products in such a way that
importance is given to the needs as well as lifestyles of the customers.
The overall positioning strategy of the respective company s right in the sense that it
places more importance to the needs of the customers (Meier, Portmann and Terán, 2019). Also,
Nescafe has positioned itself in such a manner that people are able to relate to it and that it takes
into account competition as well as quality of its products in the market. Nescafe is a brand that
also focuses on the overall taste as well as quality of its products when they are offered to the
customers. Apart from this, the company has also positioned itself as a brand that is concerned
about the health of its customers.
Conclusion
From the above task, it can be concluded that positioning helps brands in communicating
with their customers in the best possible way. Not only this, it also helps them in cooping with
different changes that take place in the market.
TASK 3
Introduction
Digital marketing has become an important aspect of marketing in organizations and
made it easier for them to reach out to greater segments of potential customers and also, retain
the existing ones. In this task, three shoe brands and their digital, social media and mobile
marketing strategies have been discussed.
Main Body
Digital, social media and mobile marketing strategies are employed by different
companies in order to market their products among the customers.
Reebok (Digital Marketing)
Reebok is an international footwear and apparel company that offers high quality
products to its customers. It is headquartered in Bolton, United Kingdom and was founded in the
year 1958. The company markets its products through various offline as well as online channels
like website, social media platforms etc. Reebok is a brand that takes its digital marketing
strategy very seriously which is why the brand has got a presence across various digital

platforms (Niculescu and et. al., 2019). Some of the digital marketing practices opted by
respective company include search engine optimization, pay-per-click, email marketing, social
media marketing, video marketing, content marketing etc.
A digital marketing strategy is considered to be an important tool for any business and
helps it in reaching out to a large number of customers. Reebok employs digital marketing
campaigns whenever a new product is launched or there is a sale or offer running on its website.
Digital marketing has also helped the company in converting more leads to permanent
customers. This further leads to an increase in the overall profitability as well as sales of the
company in the market (Santoso, Kauf and Aristo, 2019). Since high quality products are offered
by Reebok, it has a loyal customer base. Subsequently, there is also an increase in the overall
return on investment (ROI) of the company.
Nike (Social Media Marketing)
Nike is a international corporation that is basically associated with the designing,
development, manufacturing, marketing and sales of shoes and apparels. It uses social media in
order to run its various online promotional campaigns. Nike has got a presence on all the major
platforms of social media such as Facebook, Instagram and Twitter. It has basically diversified
overall presence by creating separate pages on all these platforms. The company makes use of
social media marketing in order to build a lifestyle and sense of community among the
customers. This is basically done in order to attract as many people as possible and encourage
them to buy its products.
This has proved out to be beneficial for the brand because it is widely recognized by
people internationally. This is also because the brand can communicate with its customers and
vice versa. There is a sense of community and connection among the people which is also why
they are connected to it (Son, 2019). Although now the brand focuses more on advertisements
rather than just posting public content on Facebook. Nike is a brand that has got followers in
millions and the content that is posted by it on social media platforms is also top performing.
Adidas (Mobile Marketing)
Adidas is a multinational brand that offers high quality products to customers worldwide.
The company was founded by Adolf Dassler in the year 1949 and is headquartered in Germany.

The company has evolved its overall mobile experience in order to cater the segment of
customers who are digitally savvy. The mobile application of the company is constantly updated
and any issues that come up are fixed. Shoppable video content, personalizing the mobile
experience for shoppers have become one of the most important things in marketing. This is
because nearly everyone today owns a smartphone and also has access to internet.
Videos have become a key component of mobile marketing today and helps companies
market their products and services in an effective manner. This is because it gives marketers a
chance to connect directly with their audience/customers. For customers also, video marketing is
becoming a much ore preferred way to receive messages that are related to marketing from
different brands. In order to gain a competitive advantage against other brands in the market,
Adidas has effectively used mobile marketing so as to offer personalized experiences to the
customers. But the company is planning to go even beyond personalization and offers
experiences that are tailored according to the customers’ behavioral preferences (Adidas,
Glossier Take Mobile Marketing To New Heights With Personalization, Shoppable Video, 2020).
A Future Strategy in the Next Five Years
The market is currently seeing a rise in the usage of virtual reality as well as artificial
intelligence. So, a successful strategy for the future will be that companies install soft wares that
help the customers in finding the right fashion products based on their individual preferences
(Yamamoto and Lloyd, 2019). Companies can also do this with the help of their online websites
as well as mobile applications.
Conclusion
From the above task, it can be concluded that digital marketing is used effectively by
organizations operating within the fashion industry. The main purpose of companies behind
implementing this is to increase their overall sales as well as profitability. Not only this, digital
marketing also helps them in improving their efficiency as brands.

REFERENCES
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Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big
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