Digital Marketing Strategy Report: M&S Analysis, MKT 6800

This report analyzes the digital marketing strategy of Marks and Spencer, a British international retailing company. It begins with an introduction to digital marketing and the chosen company, detailing the digital platforms employed. The report then presents a PESTEL analysis, examining the political, economic, social, and technological factors impacting Marks and Spencer's digital marketing campaigns. It highlights the significance of these factors in shaping the company's strategies, such as adapting to economic conditions and leveraging social media. The report explores how Marks and Spencer uses various social media platforms, including Facebook, YouTube, and Instagram, to engage customers and build brand loyalty. It also discusses the integration of traditional and digital marketing approaches to achieve strategic objectives, emphasizing the importance of considering customer needs and preferences. The report concludes by comparing traditional and digital marketing methods, supported by specific examples to illustrate the impact of digital marketing on the company's growth and success.

Digital Marketing
Strategy
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Table of content
INTRODUCTION..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Introduction of chosen company in addition with the digital platforms adopted by company
................................................................................................................................................3
P2. PESTEL analysis of organisation & how such kind of elements impose direct impact on
digital marketing campaign in context of market...................................................................4
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INTRODUCTION
Digital marketing signifies the modern solution which is applied for issues and
inefficiency of market. In current scenario, the organisation focuses on adopting digital form for
advertising and also promoting its product and services. In assistance of this, digital marketing is
well known technology applied for success and growth of organisation. For current assignment,
Marks and Spencer is taken as a company. It is determined as British international company
provide different kind of product such as home products, food product and many more. And this
company was located in London, England, UK founded in the year of 1884. This assignment
provided description regarding the tools and techniques of digital marketing that is adopted by
chosen organisation. In assistance of this, PESTEL analysis is organised for assessing market
and that imposes direct impact on digital marketing within these tactics. At last, there is a
comparison among traditional and digital marketing in addition with specific examples. The
digital marketing as well as traditional marketing assist in order to increase productivity level in
future period of time (Chaffey and Smith, 2017).
TASK 1
P1 Introduction of chosen company in addition with the digital platforms adopted by company
Marks and Spencer is determined as a British international retailing company who provide
different types of products such as clothing, food products as well as home products and many
more. There are around 80000 subordinate performing different activities and functions within
business organisation and their main focus is to achieve success and growth in future period of
time.
The mission of Marks and Spencer is to provide superior quality goods and services to
its user for achieving competitive edge over rivalries at marketplace.
The vision of Marks and Spencer is to maintain appropriate relation with its user during
particular phase of time period.
Marks and Spencer is well-known company deal with different kind of technology in order
to increase proposition related to digital marketing. This technology allows to the organisation in
order to build connection with its user by using digital platform as well as loyalty services. In a
assistance of this, the technology help company in conducting a loyalty program which is
necessary for success and growth of company. Furthermore, the organisation adopt the
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application related to social media for promoting its goods and services which will be beneficial
for company for taking effective decision during particular phase of time period. There are
various social media tools such as Face book, YouTube Instagram that help in attracting ample
of its user and the organisation provide them services as per their need.. They also provide
services of 24*7 to its user and resolve their queries in proper manner. This will assist in
improving favourable brand image as well as reputation of company at market place as well as
increases performance level during particular phase of time period (Chaffey, 2019)
P2. PESTEL analysis of organisation & how such kind of elements impose direct impact on
digital marketing campaign in context of market.
PESTEL Analysis is determined as a tool that is used by organisation to organise external
environmental factor and gather information which imposes direct impact on activity and
performance of organisation. There are various factors which are cover in external environmental
and government imposes direct influence on operation of company. There are various factors that
are connected to digital marketing strategy of organisation that is given below:
Political factors this factor is very important that is it includes factor like exchange rate,
political stability and many more. It is significant for companies to consider this kind of factor
before using digital marketing campaign which imposes direct impact on activity and function of
business organisation during particular phase of time period. Therefore, the company need to
gather data or information regarding regulations and laws in reference of digital marketing. For
instance Marks and Spencer, during organising campaign for market of India required
determining all aspects related to politics that help in protect them from any kind of issues
related to politics during particular phase of time period (Deiss and Henneberry, 2020).
Economic factor there are various economical factors such as interest rate, unemployment
rate, exchange rate and many more which imposes direct impact on activity and function of
business organisation. In reference of digital marketing, the industry is needed to emphasize on
economic situation and accordingly improve plan to offer different kind of services that help in
attracting ample of user which will be beneficial for growth and success of organisation. For
instance, during developing campaign, it is important to consider the economic situation of
region that assists in generating appropriate plan according to the need and wants of customer in
order to satisfy them.
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Social factor it is determined as a significant element that imposes direct effect on the
digital marketing company. It has been assessing that social elements are developing
continuously in retail sector. In context of campaign related to digital marketing, it is connected
with how goods as well as services focus on product segment and target customer in an
appropriate manner. For instance, in reference of Marks and Spencer, the organisation is required
to emphasize on effective use of digital technology for attracting ample of its user. They also
focus on using different promotional technique that help in analysing needs and wants of
customer and provide them product according to their need (Grossberg, 2016).
Technological factor it is assess that technology as well as digitalization are interconnected
with improvement in technology and bringing revolution within business organisation during
particular phase of time period. Due to change in technology quickly, it imposes direct impact on
choice and taste of its user. For success and growth of organisation, it is important for Marks and
Spencer to adopt innovative technology for offering appropriate services to its user. The retail
sector is needed to organise appropriate research for collecting information regarding availability
of resources and technology in an appropriate manner. For example, the individual person adopts
innovative technology for buying goods in order to satisfy them. It is important for top
management of Marks and Spencer to focus on digital tool and technique in order to attract user
and specific advertisement is improve for campaign related to digital marketing.
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