Digital Marketing Campaign Analysis for Virgin Media: Assessment 1

This report provides a comprehensive analysis of Virgin Media's digital marketing strategies. It begins with an introduction to digital marketing and the company's use of various online platforms. The report then delves into a PESTLE analysis, examining the impact of political, economic, social, technological, legal, and environmental factors on Virgin Media's digital marketing campaigns. The second task focuses on the role of social media platforms in building brand awareness and loyalty, comparing Virgin Media's approach with that of EE Limited. The report concludes with an examination of how modern organizations integrate traditional marketing with digital marketing to achieve strategic objectives, including the advantages and disadvantages of both approaches. The report utilizes various academic sources to support its findings and recommendations.

Assessment 1 (Mid-term
assessment)

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Introduction about the company along with digital platforms they are using ......................3
P2 to P8 Impact of PESTLE on digital marketing campaign......................................................3
P9 Conclusion / Recommendations ..........................................................................................4
TASK 2............................................................................................................................................5
P1 Introduction on social media Platform. what is social web. What is Brand?........................5
P1.1 How organisation using Social web to create brand awareness.........................................5
P2 How and what is organisation using social web to create or maintain brand awareness and
brand loyalty as compare to another organisation.......................................................................5
P3 Conclusion and evaluation of the effectiveness of using social web to develop brand
awareness ..................................................................................................................................6
TASK 3............................................................................................................................................7
How modern organisation Integrate traditional marketing with digital marketing to achieve
strategic objectives along with advantages and four disadvantages for traditional and digital
marketing.....................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Digital marketing introduces to the effective use of internet to reach or attract customers
towards the brand. It is a wide field, including content marketing, attracting customers through
email, social media, search platforms and more (Bala and Verma, 2018). For this project Virgin
Media is a selected British telecommunications organisation that provides television, internet and
telephone services within the UK. There are different tasks that will be required for completing
this project. These tasks includes the information about the PESTLE analysis and its impact on
digital marketing campaign of company, effectiveness of social web for building brands and the
modern organisation and their integration with traditional marketing with digital marketing.
TASK 1
P1 Introduction about the company along with digital platforms they are using
Virgin Media is a British telecommunication company that headquartered in Green Park
in Reading, England. Company mainly specialise in providence internet, television and telephone
services in the UK. Company was founded in 2006 by merger of NTL and Telewest, which
created NTL:Telewest. Virgin Media is the leading communication and entertainment company
across United Kingdom. Existing digital platforms used by Virgin Media are online store,
shop.virginmedia.com, digital TV etc. These platforms used by company for creating their brand
awareness.
P2 to P8 Impact of PESTLE on digital marketing campaign
PESTLE is the tool that help in analysing impact of external environment factors over
organisational functioning. The detailed level functioning in respect to each point is presented
below along with impact over organisational digital marketing campaign;
Political: This is the factor that includes the determinants like political stability,
government regulations and working policies. It is important for management of an organisation
to consider these and do operative functions. Virgin Media has business presence in UK where
political conditions are stable. This allows them to built media campaigns of similar nature that
already exist or operative in industry. This will save their time and cost both along with
improving attractiveness.
Economical: This includes the determinants like per capita income and flow of cash in
an economy. Virgin Media has business presence in UK where good level of cash flow exists.

This help an organisational management to build good and effective media campaigns that will
aid in attracting large group of people (Yoga and et. al., 2019).
Social: This includes the factor like age and preferences of society. UK has major
number of individuals who are advanced and having expertise in using of digital tools. The same
is depicted by the literacy rate too. So, the use of digital media campaigns is beneficial for Virgin
Media because this will not only help to connect with vast people but aid in saving cost too.
Technological: This is the factor that includes the aspects like good level of technology
presence and supportive infrastructure. UK is good in both where organisations having
advantage that they will apply the new and digital technologies to do business. The same will
present as opportunity in front of Virgin media that use the digital platforms to build the media
campaigns at expenditure of least cost and improve reach towards wide level. This will definitely
beneficial for an organisation to work as per the standards get the similar amount of returns from
the market.
Legal: This is the factor that includes the aspects like legal laws, labour laws and
employment laws. These will play the dual role for an organisation as one point aid in improving
image but other hand increase workings. Virgin Media has effective presence in UK that allows
the management of an organisation to effective adhere the laws. This creates the opportunity in
form of developing image and brand name (Riyadi and et. al., 2019).
Environmental: This is the factor that includes the aspects like environmental laws and
concerns. UK government has strict regulations regarding environment. This will present as
threat in front of Virgin Media management as they have to focus over reducing carbon footprint
and the use of digital tools in this regard help in fulfilment of environmental objectives.
P9 Conclusion / Recommendations
From the above mentioned information, it has been concluded that PESTLE analysis has
a positive impact on social media campaign (Behera and et. al., 2020). This helped business
organisation by providing the information about political, social, environmental, economical,
legal and technological situation. By identifying these situation, company become able in
development of digital marketing campaign.

TASK 2
P1 Introduction on social media Platform. what is social web. What is Brand?
Social media platforms: Using websites as well as applications to communicate
informally with others, analyse people, and share common interests.
Social web: It refers to the set of social relations that connect people via the world wide
web. This encompasses how software and website are designed as well as developed to foster
and support social interaction.
Brand: It is an identifying mark, logo, symbol, word or name that organisations use to
distinguish their brand or product from others.
P1.1 How organisation using Social web to create brand awareness
There are different steps that will be essential for an organisation in creating of its brand
awareness through social web. These are social sharing, create contests, quality content,
engagement, ask questions, show, don't tell and offer a free demo. These are essential steps that
will be useful for an organisation in developing of its brand awareness in marketplace and in
customer mind. This turn to impact in increasing sales and profitability (Chaffey, 2019).
P2 How and what is organisation using social web to create or maintain brand awareness and
brand loyalty as compare to another organisation
It is important for an organisation to increase brand awareness and brand loyalty among
customers because it assist them in increasing of its profitability and sales. There are different
reasons of using social web, which will be explained as below:
Interacting with customers: This is a biggest reason of using social web. Virgin Media
used social web for providing information about their products or services to the customers. As it
will helps them in increasing of customer base and also improvement of brand image (De
Pelsmacker, Van Tilburg and Holthof, 2018).
Increased sales: This is another reason behind using of social web. With the help of
social web, Virgin Media can easily attract maximum number of customers that result is
increased sales and profitability.
Comparison between Virgin Media and EE Limited whose use social web
Basis of Comparison Virgin Media EE Limited
Promotional strategies in Virgin Media used different Company use different number

social web number of promotional
strategies on social web. These
strategies are social media
dashboard, HootSuite, online
store, shop.virginmedia.com,
digital TV etc. These are
effective strategies of
promotion that used by Virgin
Group for promoting their
brand, product or services
(Deiss and Henneberry, 2020).
of social media platforms for
promoting their brand, services
or products in marketplace.
These platforms are Facebook,
Twitter etc. This will support
company in easily promoting
of its brand.
Effect of social web With the help of social web,
Virgin group can easily attract
large number of customers that
turn to impact over the brand
image of company.
Social web will help EE
limited in increasing of its
sales and also improving of its
brand awareness effectively
and easily.
P3 Conclusion and evaluation of the effectiveness of using social web to develop brand
awareness
From the above mentioned information, it has been concluded that social web is effective
and useful way for an organisation in improving or developing of its brand awareness. With the
help of social web, Virgin Group can easily increase their customer base, enhanced brand image,
increased sales etc. Therefore, social web is useful way for company in development of its brand
awareness in successful manner (Hanlon, 2019).

TASK 3
How modern organisation Integrate traditional marketing with digital marketing to achieve
strategic objectives along with advantages and four disadvantages for traditional and
digital marketing
Virgin Group is a modern and British multinational telecommunication organisation that
is well-known for its quality products, services and promotional strategies. Difference between
traditional marketing and digital marketing will be explained as below in tabular form:
Difference between traditional marketing and digital marketing
Basis of comparison Traditional marketing Digital marketing
Definition Traditional marketing introduces
to any kind of marketing that isn't
online.
Digital marketing is a type of
marketing that will be done over
intranet.
Promotional
techniques
There are different traditional
techniques of promotion such as
print, broadcast, phone, direct mail
and outdoor advertising like
billboards (Herhausen and et. al.,
2020).
There are some useful digital
techniques of promotion that will be
used by an organisation for
promoting their brand. These
techniques are social media ads,
PPC advertising, email marketing
and many others.
Effect on business
performance
Traditional marketing is not useful
for multinational brand because it
takes maximum time and also not
provides valid outcomes.
Digital marketing has positive effect
on brand performance of company.
This will assist business
organisation in promoting of its
services, products or process in
effective manner and without taking
maximum time (Kingsnorth, 2019).
Advantages There are different advantages of
traditional marketing that will be
defined as below:
There are certain effective
advantages of digital marketing that
will be explained as below:

Reach local audience: Following
of traditional marketing helps
business organisation to reach
local audience easily.
Reuse and recycling possible:
Digital marketing will not be need
any physical materials like
pamphlets or posters, but the
biggest benefit of having hard
copies of the promotional
materials is an added advantages
(Low and et. al., 2020).
New audience: Traditional type of
marketing will allows an
organisation to reach a larger base
of population. This type of
marketing support business
organisation to attracts new
audience towards their brand.
Greater exposure: This type of
marketing always has higher
success rate.
Global reaching: Social channels or
website allows an organisation to
find new markets as well as trade
internationally for only a small
investment within the company.
Lower cost: Promotion through
digital platforms not require larger
amount of cost but also provide
effective outputs within less period
of time.
Open new markets: With the use of
social media, company can easily
build customer loyalty as well as
develop a strong reputation for
being simple to engage with.
Increased customer base:
Marketing on social media is
essential for company in increasing
of customer base easily.
Disadvantages There are some disadvantages of
traditional marketing that will be
described as below:
Lack of time to update message:
Traditional marketing requires
maximum time while updating the
message of their brand.
Expensive compared to online
marketing: For promoting brand
There are few disadvantage of
digital marketing that will be
described as below:
Skills and training: For digital
marketing, company will require
skilled and trained employees that
turn to take maximum amount of
capital (Nunan and Di Domenico,

on newspapers and distributing
any pamphlet or flyer, company
require to pay for this every time
and plan for running a campaign.
This require additional cost and
time.
Customised marketing not
possible: In this marketing, the
particular audience cannot be
targeted.
Provides less information: This is
another disadvantage of traditional
marketing that impact on business
performance of company.
2019).
High competition: Optimising
online advertising campaign as well
as developing marketing content
can consume maximum time.
Security and privacy issue: This is
a biggest disadvantage of digital
marketing that impact on business
performance by reducing the
customer base.
Complaints and feedback: Any
negative criticism or feedback of
business brand have negative effect
on their market image.
CONCLUSION
From the above mentioned information, it has been concluded that digital marketing is
important and useful for each and every organisation. Digital marketing supported company by
increasing its brand awareness and also helps them in attainment of competitive advantages.
Digital marketing is important as compare to traditional marketing because it supported in
increasing of sales, enhancing of brand image etc.

REFERENCES
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Behera, R.K. and et. al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.
Chaffey, D., 2019. Digital marketing. Pearson UK.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Herhausen, D. and et. al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90, pp.276-290.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Low, S. and et. al., 2020. Smart digital marketing capabilities for sustainable property
development: A case of Malaysia. Sustainability, 12(13), p.5402.
Nunan, D. and Di Domenico, M., 2019. Older consumers, digital marketing, and public policy: A
review and research agenda. Journal of Public Policy & Marketing, 38(4), pp.469-483.
Riyadi, S. and et. al., 2019. Digital marketing strategies to boost tourism economy: A case study
of atlantis land Surabaya. Humanities & Social Sciences Reviews, 7(5), pp.468-473.
Yoga, I.M.S. and et. al., 2019. Information technology adoption on digital marketing
communication channel. International journal of social sciences and humanities, 3(2),
pp.95-104.