Digital Marketing Strategy Report: MKT6800, Richmond University

This report, prepared for Richmond University's MKT6800 Digital Marketing Strategy module, critically examines digital marketing strategies, focusing on Marks & Spencer (M&S). It begins with an introduction to business strategy and M&S, followed by a PESTEL analysis to evaluate the external factors influencing the success of M&S's digital marketing campaigns, considering political, economic, sociological, technological, environmental, and legal factors. The report then delves into the social web's effectiveness in building brands, comparing M&S with a competitor, and analyzing how they utilize social media platforms like Facebook, WhatsApp, Instagram, Twitter, and LinkedIn. Finally, it analyzes the integration of traditional and digital marketing techniques, discussing the advantages and disadvantages of each, and how M&S combines both to achieve strategic objectives. The report concludes by summarizing the key findings and insights regarding M&S's digital marketing approach.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
PESTEL factors influencing the success of their digital marketing campaigns..........................3
TASK 2 ...........................................................................................................................................5
Social web for building brands....................................................................................................5
TASK 3............................................................................................................................................6
Traditional marketing and digital marketing...............................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10
Books and journals ...................................................................................................................10

INTRODUCTION
A business strategy can be defined as a system which is used by the business in order to
plan the different activities which can be used to achieve the objectives of business organization.
In context of the current report there is use of M&S it is a global firm which is performing its
function in fashion industry (Schilling and Shankar, 2019). Organization is providing number of
clothes to different individuals in order to meet their requirements. This report includes
discussion about the various strategies which are adopted by the organization in order to meet the
requirement by using internal and external environment. In context of the current report there is
discussion about pestel analysis which is related to scanning the external environment of marks
and Spencer in order to conduct appropriate functions related to digital strategies full stop along
with this there is also a discussion about social web as well as use of traditional and modern
marketing tools in order to conduct the appropriate system and maintain functional requirements
up to date.
MAIN BODY
TASK 1
PESTEL factors influencing the success of their digital marketing campaigns
PESTLE Analysis of M&S
Pestel analysis examines the factors of an organization in a very systematic and strategic manner.
It gives an in depth idea of political, economical, sociological, technological, legal and
environmental factors of the organization. Unlike Swot analysis it doesn't focuses on internal
factors rather the external ones. It focuses on both small and large projects. The PESTEL
Analysis of M&S is mentioned below which is a large retail organization.
Political factor – This include all those function which is related to rules and regulation
formulated by government. This is related to political stability in business environment which
will impact on performance of business function. As M&S operates its working internationally
Government Policies, Political Stability, Restrictions for Trade Practices, etc. affects the working
on a greater scale.
 Opportunity – Present scenario of unemployment in UK creates an opportunity for M&S
to take advantage of the prevailing schemes and subsidiaries for employment as it
creates huge employment.
 Threat – Follow up of all compliances makes it hard to run the ongoing working, as
M&S works for a social cause even.

Economical factor – It include all those factors which are related to economic functions which
can impact on performance of antiabortion. These conclude various economic factor which has
to be perform in order to manage objectives of organization. This include number of factors such
as economic growth, employment ration and many other. In context of M&S being an
international organization focuses on exchange rates, inflation rates, unemployment rates, etc.
 Opportunity- As M&S works world wide it can take benefit of the prevailing exchange
rates to gain high profit margins.
 Threats- When rates of raw materials increase due to inflation it creates a barrier for
smooth working.
Sociological factor- these are those factors which is related to performing functions by
considering changes in business environment. These are related to performing business function
and identifying impact of business function on organization needs. This is also identified that
there are different changes which impact on performance of M&S in business function. Factors
like population growth, health consciousness, lifestyle changes, etc. makes M&S work with the
ongoing trends.
 Opportunity- Due to pandemic, people prefer online shopping which created a good
opportunity to exceed.
 Threats- When demands are not met according to the prevailing lifestyles the growth rate
reduces
Technological factor- it include all those function which are related to changes in business
technology which impact on performance of business function and leads to changes in
organization function. There are number of changes in business environment which impact on
performance of business and leads R&D enhancement, Technical awareness and incentives, etc.
makes M&S work with technical advancement.
 Opportunity- To enhance world wide reach being technical friendly can help its growth
and reach to large customers.
 Threats- As M&S operates globally, there are chances of online frauds, for which proper
plans should be made.
Environmental factor- these cat as an important sources in business environment. This is
related to all those functions and impact which are faced by business organization which are
related to impact on natural business environment on business function of firm. In order to
improve environment, Climatic and Weather changes, Pressure from NGO's have to be
considered deeply.
 Opportunity- Company has recycled a multitude of plastic thus resulting in care to the
environment and less wastage of resources.
 Threats- As M&S deals in non durable items, the weather conditions have to be kept in
mind before production.

Legal factor- this include all those functions which are related to performance of
organization functions and using these functions according to needs of business firm. Under this,
there are number of rules and relation such as employee performance and management which
cane use to achieve business objectives. Every firm has to abide by the legal compliance like
consumer protection laws, health and safety laws, copyright and patent laws, etc. to work in the
long run with sustainable growth.
 Opportunities- To be recognized as a leading organization health and safety of the
employees should not be neglected.
 Threats- Working globally M&S may happen to break some of copyright and patent laws
which may indulge it with legal actions.
This is related to using the functions which are related to aching better results and performing
function in effective way. PESTEL Analysis shows that M&S had emerged globally and it
caters the demand of the changing trends among the diverse level of customers which enhances it
to be recognized as an emerging organization. PESTLE analysis is a tool to analyze macro-
economic factors and there implication on business. M&S is such an old brand which has an
established name in UK market but has faced issues like Brexit and discount competition. The
company competed due to its sustainability concept and fair way of working, maintaining good
relations with government and taking all the technological changes as when required.
TASK 2
Social web for building brands
Social web can be defined as a link between different peoples and organisation which is
helpful to the organization in order to connect with different individuals and establish
relationships in order to maintain the marketing function. The social web use the platform of
world wide web which is related to maintaining an appropriate site and using the social media
platforms in order to market the products and services of the organization (David and David,
2016). In context of marks and Spencer organization is using an appropriate system where there
are a number of functions which are performed by the manager in order to maintain the social
web of organization. Company is also maintaining a separate image within the market by using
the social networking sites so that it can easily perform its function and achieve the objectives. In
context of marks and Spencer there are a number of products and services which are listed on the
social web where organization use an appropriate marketing campaign so that it can perform the
functions and compare its products and services with other competitive within the market.

Tesco Sainsbury
Marks and Spencer is performing its function
at global level where it is required for the
organisation to use an appropriate social web
system so that it can attract the customer and
retain them for a longer period of time. In
context of this organisation is using
appropriate system which helps the
organisation in managing media platforms
and using them in accordance with the
products and services offered by it within the
market (Morden, 2016). There are a number
of functions which are performed by it
according to the requirements which include
the social web system. In this marks and
Spencer is operating an appropriate site
which consist different kind of information
regarding the production services which are
offered by the firm within the market. In
context of this organisation is also using
various kinds of social media platforms such
as Facebook WhatsApp, Instagram Twitter
LinkedIn to promote the production services
and perform its function according to the
requirements so that it can manage its
platforms and use them in accordance with
the current business environment of digital
technology.
Zara is a main component of marks and
Spencer which is also operating and social
web which help to the organisation in
improving its function returning the
objectives of online system. In context of
digital platforms Zara is lacking from its
competitors where it is not using an
appropriate system as well as its function in
online systems. This is also identified that is
not performing appropriate tools and
techniques in order to maintain the social
web effective and performing the function at
these online platforms. This will impact on
the profitability of organisation and to
dissatisfaction among the customer because
of low availability of production services at
the social websites.
TASK 3
Traditional marketing and digital marketing
Marks and Spencer is a global organization which is performing its function at global level
it is essential for the organization to use both traditional marketing concepts as well as modern
marketing concept so that it can easily match them in accordance with the requirement and
perform the function in an appropriate way. It is mandatory for the form to achieve the objectives
by using these resources in an appropriate manner and marketing the production services
according to the needs and requirements. This is also essential for the firm to maintain an
appropriate system within the market and perform its function by integrating both traditional
methods of marketing and non-traditional methods of marketing (Aguinis, Edwards and Bradley,
2017).

Traditional marketing: traditional marketing can be defined as that part of marketing
system which is related to using the traditional methods of marketing in which advertisement of
line newspaper advertisement and various other kind of tools and techniques are included. And
this system organization used to advertise the about the products and services within the market
by using appropriate channels of distribution. there are a number of advantage and disadvantage
of traditional marketing which are discussed below:
 Traditional marketing is essential part of every organization does it provide benefit of
attracting customer at the larger level where it include mass media campaigns which will
help the organization in attracting the customer at larger level.
 One more benefit which can be availed by traditional marketing is related to using the
concept to identify the potential risk within the market and building a brand image in
offline manner. This is helpful to the organization in attracting the large number of
customer throughout the organization in offline manner and retaining this customer by
using appropriate tools and techniques in future advertisement methods.
Disadvantages
 The major disadvantage of this model is related to using high level of cost within
advertisement campaigns as well as time consuming process which impact on the media
system of organization and will lead in effectively.
 One more disadvantage of using traditional method is that there are no same ability as the
digital marketing concept because digital marketing target the customer in a particular
manner and help the organization in improving its functions where traditional market and
techniques used to target the customer at larger level where they cannot target a specific
customer within the market.
Digital marketing: Digital marketing concept can be defined as a system which is used
by the organization in order to market the product by the use of digital technology and processes.
In order to improve the organizational functioning and achieve the objectives of organization in
context of marketing marks and Spencer also is digital marketing concept so that it can easily
market its product within the market and perform the function in accordance with the current
requirements (Hitt, Ireland and Hoskisson, 2016).

Advantages of digital marketing
 The major advantage of digital marketing is that organization can easily explain its
market and perform the function in an appropriate manner where it can target the
customer at global level by the use of single platforms such as Twitter and Facebook.
 Global marketing is also important for the organization as it help in attracting the
customer in an appropriate manner by improving the conversion rates in easy to system
maintenance. This is because digital marketing target the customer in a direct vendor
which help in targeting customer appropriately and improving the conversion rate of
advertisement into the customer.
Disadvantages of digital marketing
 Digital marketing include different kind of tools and techniques with required number of
knowledge’s in order to perform the functions of digital marketing. This also requires
appropriate research as well as identification of appropriate tool which can be used to
market the product within the market in accordance with the digital platforms.
 It is difficult under the digital marketing system to bring new content within the market
because of continuous changes within the trend and in identification of an appropriate
research system. This makes it impossible for the form to use the system and perform the
function in an appropriate way and lead to dissatisfaction among employees.
CONCLUSION
It can be concluded from the above mentioned information that there are various
functions which has to be performed by the organization according to the needs and
requirements. This is also identified that there are various functions which help in managing the
objectives and using these objectives according to the requirements. There are a number of
functions which help in improving the objectives and matching them according to the
requirements of organization and achieving them in an appropriate way.

REFERENCES
Books and journals
Schilling, M.A. and Shankar, R., 2019. Strategic management of technological innovation.
McGraw-Hill Education.
Ginter, P.M., Duncan, W.J. and Swayne, L.E., 2018. The strategic management of health care
organizations. John Wiley & Sons.
Rothaermel, F.T., 2016. Strategic management: concepts (Vol. 2). McGraw-Hill Education.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function.
Macmillan International Higher Education.
Trigeorgis, L. and Reuer, J.J., 2017. Real options theory in strategic management. Strategic
Management Journal, 38(1), pp.42-63.
Morden, T., 2016. Principles of strategic management. Routledge.
David, F. and David, F.R., 2016. Strategic management: A competitive advantage approach,
concepts and cases. Florence: Pearson–Prentice Hall.
Aguinis, H., Edwards, J.R. and Bradley, K.J., 2017. Improving our understanding of moderation
and mediation in strategic management research. Organizational Research
Methods, 20(4), pp.665-685.
Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2016. Strategic management: Concepts and
cases: Competitiveness and globalization. Cengage Learning.