Digital Marketing Strategy Report: Richmond University, MKT 6800

This report provides a comprehensive analysis of digital marketing strategies, focusing on the case of NatWest. It begins with an introduction to digital marketing and its significance, followed by an examination of the PESTEL factors influencing the success of digital marketing campaigns. The report then delves into the effectiveness of the social web for building brands, comparing strategies of NatWest and Starbucks. Finally, it critically analyzes how modern organizations integrate traditional marketing with digital marketing to achieve strategic objectives, covering various techniques such as influencer marketing and integrating traditional advertising with online platforms. The report concludes by summarizing the key findings and providing a reference list.

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
Effectiveness of the social web for building brands....................................................................5
Task 3...............................................................................................................................................6
How modern organisation Integrate traditional marketing with digital marketing to achieve
strategic objectives......................................................................................................................6
CONCLUSION.................................................................................................................................10
REFERENCES...................................................................................................................................11

INTRODUCTION
Digital marketing can be defined as marketing form that involves implementing
marketing strategy Organisation on electronic devices or Digital platform. As use of digital
channels increases this has become an important opportunity for all businesses to
communicate their audience through digital channels. This report will discuss about digital
marketing strategy of NatWest in which this report will discuss about pestle factors influencing
success of their digital marketing campaigns. Related report will discuss about effectiveness of
the social web for building brands and then will include analysis of how modern organisations
integrate traditional marketing with digital marketing to achieve strategic objectives. NatWest
also known as national Westminster Bank is a major retail and Commercial Bank in UK. It was
founded in 1968 and is headquartered at London, England.
MAIN BODY
Task 1
PESTEL factors influencing the success of their digital marketing campaigns
Political- Political factor is a factor that includes government stability and impact of
government regulations on activities of an organisation full stop digital marketing campaigns
also have impact of political factor. This is because political factor of a country determines
different regulations regarding technology and use of different digital platforms. Digital
marketing of an organisation required collecting data of audience and this is collected to
effectively target potential customers (Rastogi and Trivedi, 2016). This has been affected by
government regulations about data safety and data protection. There are different regulations
in which NatWest needs to follow general data protection regulations. In this organisations
have to take permission before collecting data from users and it is also required to inform them
how the data will be utilised. This this is a significant impact on digital marketing because it is

not possible without data of users in to effectively target them and in practices like Omni
Channel Marketing data of users is of key importance.
Economic- Economic factor also influence the success of digital marketing campaign of
NatWest. This means that digital marketing campaign of date which is only successful when it
has reached a large population and audience and concerned with digital marketing includes
users of digital platform. However in order to be able to utilise digital platform users require to
be connected with internet and only those who can afford such services can utilise digital
platforms. This is why it is important that either internet is affordable or population can afford
internet because of well stable economic status. This means economic environment and
economic stability have significant influence on success of digital marketing campaign of
NatWest.
Social- This is another Pestle factor that has impact on success of digital marketing campaign of
NatWest. This includes preference and opinion of target market and audience about different
digital marketing channels. This means that there are several digital channels but every channel
does not have equal popularity and this is why it is very important for NatWest to consider a
popular digital marketing channel that is used by most of the audience (Achinas and et.al.,
2019). In UK YouTube and Facebook are most popular digital channels that are used by large
audience. NatWest can utilise this opportunity for success of their marketing campaign. In this
environment NatWest also requires to consider that its marketing campaign does not have any
content that that can create this disagreement and disputes because that can negatively
influence it digital marketing campaign.
Technological- This is one of the most important environment having impact on success of
digital marketing campaign of NatWest. This environment includes emerging technological
development and utilisation of various Technologies for creating effective content for social
media campaign and different channels for Digital Marketing campaign. As NatWest is a
banking organisation it also has its own application and website for the purpose of marketing
campaign. Organisations in order to enhance their impact through digital marketing campaign
are also developing different digital channels. For NatWest success of digital marketing

campaign also gets affected by technology of competitors in delivering digital marketing
campaign.
Legal- Legal environment also has an impact on success of digital marketing campaign of
NatWest. Because of increasing unethical and illegal practices on technology several regulations
and laws have been developed by government (Brandsma, 2018). It is very important that
NatWest while developing its social media campaign consider different elements of legal
environment that can have impact on its success. This involves laws and regulation for data
protection and utilisation in addition to this digital marketing campaign success of NatWest also
get affected by different regulations that govern marketing activities for organisation. This
includes avoiding communication of false and misleading or misguiding information. This is
because such elements can create legal difficulties for NatWest and can also affect success of its
digital marketing campaign.
Environment- This although does not have any direct impact on success of digital marketing
campaign of NatWest. However as digital marketing campaign of NatWest that is banking at
home is likely to facilitate banking experience for users in adverse environmental conditions
where users find it difficult to complete conventional banking activities (Achinas and et.al.,
2019). This means that in such circumstances they can utilise NatWest banking at home
services and digital marketing campaign of NatWest that is banking at home communicates its
uses about this service.
Task 2
Effectiveness of the social web for building brands
In present environment of marketing social web has become an important tool for
business is to build their brands. This has become very effective tool to build brands and the
reason behind this is that it enables organisation to connect with the audience to which it really
wants to target and sell its product and services (Bilgin, 2018). In addition to this increasing use
of different social media platforms have enabled organisation to reach large audience with less
effort and social media also enables organisation to create and implement an engaging content.

This means that through social media organisations can create a content that is capable to
engage audience. Engaging audience have high possibilities to convert and as more number of
people gets to know about a product or service it becomes easy for organisation to build a
brand. Several organisations have utilised social media effectively and one of the example of
the organisation is NatWest. This is a leading retail and Commercial Bank in UK and it has
managed to build its brand and for this company has also used social web in its digital
marketing. In 2019 NatWest launched a campaign to help female entrepreneurs that aimed to
create UK is most exciting and accessible business start a program for women. This is because
male only teams of entrepreneurs received more than £5 billion to start the business is
whereas a women only funding was £32 million (MORO, 2019). For this Bakery business is a
place where female business owners get opportunity to showcase their business ideas and they
are giving opportunity through crowdfunded donations. In a partnership with Crowdfunder and
a program was established to help get more ideas. NatWest business decided to repurpose
some of their ads space giving it over to showcase a number of female business owners going
through the program and this allowed them to promote their business. NatWest created a
series of videos to show the success of the scheme and also encouraging women to apply.
Social media was considered to be perfect platform to meet both these requirements. This is an
example how NatWest utilised social media and the way organisations can build their brand
utilising social web. Another example of organisations using social web to build brands is of
Starbucks (Alam and Khan, 2019). Company is using several social media channels to promote
the brand and in an strategies to enhance its brand image and also Starbucks has launched a
new add in UK that illustrate the story of a transgender person and through this ad digital
marketing campaign named ‘what’s your name’ to create an image that everyone is valued by
Starbucks. Different social media channels were used by people to share their stories trying out
their names at Starbucks. Along with this Starbucks also have teamed up with non profit
mermaids which support transgender youth and this is why Starbucks will also sale mermaid
cookies in store across UK. In this campaign using traditional marketing Starbucks created a
buzz on social media sites. In this people bought mermaid cookies and shared it on different
social media platforms and this is how Starbucks created image through social web.

Task 3
How modern organisation Integrate traditional marketing with digital marketing to achieve
strategic objectives
Marketing is an activity of communicating with potential customers and audience.
Communication theory is as follows-
Figure 1 Communication Theory
This figure outlines a model that involves communication by organization to customers and
what are the elements that are involved in this process of communication. Regardless of
traditional or digital marketing this is useful for every type or approach of marketing (Chaffey
and Smith, 2017). But in traditional and digital marketing changes are in content and channel
and certain changes also are in receiver of the message. Once message has been delivered to
audience feedback mechanism have also changed.
In traditional marketing channels of the traditional marketing were TV, newspaper and other
channels where message could be delivered in form of print format. Other than this, magazine
and radio were also utilized as channels for communication in traditional marketing. These
channels have been changed in digital marketing, in digital marketing social media, and other
digital platforms are used as channels for communication (Todor, 2016). In addition to this,
content have also changed in digital marketing in which traditional marketing content was to

attract attention of audience and in digital marketing content is used for engaging customers.
Concerned with receiver, in traditional marketing it was not possible to effectively target
customers and determine to whom message should be sent. This is possible in digital marketing
in which organization can target to whom it want to send its message and sell its products.
Presently organizations are focusing and working on integrating traditional and digital
marketing in order to take advantage of both marketing approaches. In order to achieve its
strategic objectives NatWest can utilise different strategies and techniques and that are as
follows-
Influencer marketing- This is another form of marketing in which traditional celebrity
endorsement is linked with influencers and content and marketing strategy is launched on
digital marketing channels. Influencer marketing does not necessarily involve big celebrities and
also involve people having influence on purchase of a product or service (David Staples, 2018).
NatWest can utilise such people and influencers to link traditional and digital marketing. Many
of the brands are also promoting themselves by social media and digital channels of celebrities
and NatWest can also use this strategy to link traditional and digital marketing.
Integrating traditional advertising with your online properties- This involves integrating
traditional advertising with online and digital channels of the organisation. For example-
providing link of website and social media links on traditional or printed advertisements. This
means that NatWest can provide link of its website on its newspaper advertisements and link
its digital marketing campaign on newspaper advertisements. This will inform audience about
how they can link with digital channels of the company.
Utilising TV ads to draw people to appropriate landing page- This is another way in which
traditional and digital marketing can be linked. This is because TV ads are expensive and only
limited information can be given through TV ads. Using TV ads to draw users and audience to
website for more information is a way in which traditional and digital marketing can be linked.
Traditional Content Platforms and Geotargeting- This is another strategy for integrating
traditional and digital marketing strategy in which traditional content platforms like billboards

and banners are used to drive brand awareness reinforce brand messaging and engage new
audiences (How to Integrate Traditional & Digital Marketing, 2020). In this in order to optimise
the impact of traditional advertising platforms marketers are integrating Geotargeting. This is a
technique in which NatWest can determine geo location of a website visitor and delivers
tailored content to that visitor based on the location. This is how traditional and digital
marketing is integrated.
Advantages of traditional marketing
Easy to reach local audience- This means that to reach local audience traditional marketing is
one of the most easiest and effective way that and NatWest can utilise.
Hard copy marketing are easier to process and recall- this advantage of traditional marketing is
only limited to traditional marketing in which communication is completed by using hard copies
such as newspaper and magazines and this are more effective in processing and recalling
information.
High and proven success rate- This means the traditional marketing methods are tried and
tested and this is why NatWest can be sure of success of traditional marketing.
Easy to understand- This means that traditional marketing is easy to understand and is not
limited to those people who are active on digital marketing channels (Veleva and Tsvetanova,
2020).
Disadvantages of traditional marketing
Less engaging- Content that is used for traditional marketing is a passive form of marketing and
this is why it is less engaging. This only is useful to provide information and not to engage
customer.
It is more expensive- This is one of the most important disadvantages of traditional marketing
that it is more expensive than digital marketing (Durmaz and Efendioglu, 2016).
Difficulty in measuring ROI- This means that with traditional marketing NatWest cannot
effectively measure its return on investment.

Ineffective targeting- This means that in traditional marketing NatWest cannot effectively
target its audience because reach of traditional marketing channel is generalized.
Advantages of digital marketing
Cost Efficient- this means that compared to traditional marketing digital marketing is cost
efficient.
Enables to measure ROI- this is another advantage of digital marketing that through digital
marketing NatWest can measure its return on investment.
Facilitating to tap new markets- this means that NatWest through its digital marketing strategy
and its digital marketing campaign of ‘Banking at home’ can easily tap into new markets (PROS
AND CONS OF TRADITIONAL MARKETING VS DIGITAL MARKETING, 2018).
Engaging content- This means that content in digital marketing is more engaging than
traditional marketing.
Disadvantages of digital marketing
High expertise required- This means that in traditional marketing required expertise was less
and NatWest could effectively market with basic marketing knowledge. In digital marketing
technological knowledge is also required.
Complex- This is another disadvantage of digital marketing that it is very complicated and
complex.
Visibility is negative feedbacks- This means that when customers give negative feedback and
issue complaints on digital marketing they are visible to everyone (Veleva and Tsvetanova,
2020).
Trust- This is one of the main disadvantage of digital marketing that in traditional marketing it
becomes easy for audience to trust product and service of an organisation.

CONCLUSION
On the basis of above discussion, it can be concluded that in recent times having
effective digital marketing has become very important for success of organisation. Considering
this NatWest has also developed its digital marketing campaign as report discussed there are
several elements in external environment affecting success of these digital marketing
campaigns. Later report also discuss the effectiveness of social web for building brands and this
was followed by discussion about integrating traditional and digital marketing. There are
several ways in which network can integrate its traditional marketing with digital marketing
strategy to realise its strategic objectives.

REFERENCES
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image and brand loyalty. Business & Management Studies: An International
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Brandsma, A., 2018. Digital marketing influence in the Dutch retail industry: Developing a
business plan for a digital marketing agency specialized in retail.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management and Business Research.
MORO, I., 2019. Glocal strategies and innovation: The case study of Starbucks.
Rastogi, N.I.T.A.N.K. and Trivedi, M.K., 2016. PESTLE technique–a tool to identify external risks
in construction projects. International Research Journal of Engineering and Technology
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University of Brasov. Economic Sciences. Series V. 9(1). p.51.
Veleva, S.S. and Tsvetanova, A.I., 2020, September. Characteristics of the digital marketing
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Online
How to Integrate Traditional & Digital Marketing. 2020. [Online]. Available Through:
<https://moz.com/blog/integrate-traditional-digital-marketing>.
David Staples. 2018.
Traditional and Digital Marketing: How to Integrate the Two Strategies. [Online]. Available
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