Evaluating Digital Marketing Campaign Impact on Ted Baker in the UK

This dissertation investigates the impact of digital marketing campaigns on the performance of the luxury brand Ted Baker in the UK. It begins by defining digital marketing campaigns and their importance in today's business environment. The problem statement highlights Ted Baker's reliance on traditional marketing methods and the need for digital transformation. The research aims to identify the impact of successful digital marketing on the brand's performance, with objectives including understanding digital marketing concepts, determining the impact on Ted Baker's UK performance, and evaluating potential campaigns for growth. The research questions focus on defining digital marketing, assessing its impact on Ted Baker, and identifying growth-maximizing strategies. The literature review covers the concept of digital marketing, its benefits, and various strategies such as social media and content marketing. It further discusses the impact of digital marketing on Ted Baker's performance, including challenges faced during the COVID-19 pandemic and the potential of digital campaigns to maximize growth using models like the RACE framework.

Dissertation

Table of Contents
INTRODUCTION...........................................................................................................................4
Background of the organisation...................................................................................................4
Problems statement......................................................................................................................4
Rational of the research...............................................................................................................5
Research Aim...............................................................................................................................5
Research Objectives.....................................................................................................................5
Research Questions......................................................................................................................5
Scope and limitation of the research............................................................................................5
LITERATURE REVIEW................................................................................................................6
REFERENCES..............................................................................................................................11
Books and Journals:...................................................................................................................11

Title: To understand what are the effects of a successful digital marketing campaign on luxury
brand performance

INTRODUCTION
Digital marketing campaign can be understood as the implementation and execution of
marketing strategy among the entire communication channels so the company can engage more
customers with their brand, product and services. It has been termed as the effort put by the
markets on their online marketing in order to drive conversions, engagement, traffic to increase
the revenue of the company. It includes various channels such as social media, website, Content,
SEO addition to Ads (Azoury. and Daou, 2020). To define the concept of Digital marketing
campaign the selected company is Ted Baker which is the luxury brand and located in the UK.
The report covers the impact of the digital marketing campaign on the performance of
organisation. Further, it defines the concept along with benefit of digital marketing campaign on
the development of business. At last it highlights the potential digital marketing campaign with
models which enhance the growth of firm.
Background of the organisation
In recent times, most of the firm use online platform to promote their brand, product and
services across the globe. It enables the management of the company to add value to the targeted
customers along with use various communication channels such as email, social media and many
more in order to increase the effectiveness of the company (Booth, 2019). The selected company
is Ted Baker which deals in the fashion items and offer high standard quality product to the
people in UK. It was established by the Ray Kelvin in 1988 at Galsgow, UK. It is the street
clothing retail firm which deals in various items such as shirts, suits, dresses with proper original
detailing.
Problems statement
The problem statement of this topic and research as it has been determining that Ted Baker use
traditional method of marketing in their company which affect the performance and profitability
in recent times. As new start up use innovative techniques and execute digital strategy which
reduce the customer base of the company. In digital world it is important for the firm that they
use digital marketing in their promotional activities which helps them to engage the people and
convert the target audience into loyal customers in order to gain completive advantage over
competitors (Dobscha, 2019).

Rational of the research
The benefit of the conducted research is it helps the researcher to get clear insight about
the topic and its effectiveness for further work. It enables them to improve their understanding
and develop skills to meet the desired objectives of research work. It helps them to know about
the concept of digital marketing as well as how Ted Baker use it in their activities which leads to
increase in their profitability and customer base (Gawrysiak, Seth. and Williams, 2020). By this
they get clear direction to use the research methodology and information presented in Literature
along with data collected by various sources in their work in order to provide valuable
information to the users.
Research Aim
To identify the impact of a successful digital marketing campaign on luxury brand
performance. A study on Ted Baker, UK
Research Objectives
 To identify the concept of the digital marketing campaign.
 To determine the impact of a successful digital marketing campaign on Ted Baker’s
performance in the UK.
 To evaluate the potential digital marketing campaigns that will help Ted Baker to
maximise its growth.
Research Questions
 What is the concept of the digital marketing campaign?
 What is the impact of a successful digital marketing campaign on Ted Baker’s
performance in the UK?
 What are the potential digital marketing campaigns that will help Ted Baker to maximise
its growth?
Scope and limitation of the research
There is wider scope of this research it helps the firm to know about positive and negative
impact of the digital marketing which enable the management of Ted Baker to make effective
strategy to implement it in their promotion in order to meet the mission or objectives of the

company. It also helped them to find out effective solution for their problems to get better
opportunity for future development (Lee and Cho, 2020).
The limitation of the research is they use quantitative method in order to collect numerical data
to provide accurate information to the readers. But they are unable to use theoretical data while
completing the research work which create difficulties for other to understand it appropriate
manner (Lehnert, Goupil and Brand, 2020).
LITERATURE REVIEW
Literature Review includes overview, analysing, evaluating and summarising the presented
information and knowledge related to the topic in order to conduct research effectively. It helps
of the researcher to gain understanding and know about the existing debate or research relevant
to specific topic in order to present that in report. By analysing the previous research on the
digital marketing Campaign in the performance of luxury brand in UK (Noorbehbahani Salehi,
and Zadeh, 2019).
Concept of the digital marketing campaign
According to the perception of the Simplilearn (2022), it has been determine that the
marketing Champaign evolve in such as manner like from radio to TV advertisement further it
shifted to online or digital marketing after the rise in trend of internet. It has been seen that half
of the population of the globe are the user of digital and social media platform where they get
full information about the various brand, their innovation, product and services to meet their
needs. Digital marketing refers to the online medium by which company can spread awareness
about their brand across the world through internet access and posting details on the profile of
company. In dynamic world, it has contributed huge in development of the economy as well as
generate huge employment among youth (Pandey, Nayal and Rathore, 2020). Marketers of the
company use various components and strategies of digital marketing in order to connect with
people to increase their brand value, sale and customer base. In all over all world many
companies employ digital marketing in their operations in order to target their segment online
through by computer and mobile. It has been seen that it has significant return on investment
which is incurred by company for the achievement of organisation goals.

According to the perception of authors The various benefits of the Digital marketing
Champaign are its required low investment and huge return on investment, help in reach to the
customers in less time or innovative manner (Peter and Dalla Vecchia, 2021). there are various
methods of the digital marketing such as social media marketing, content marketing along with
multimedia marketing which helps the firm to make their services different from other in order to
gain leading position in the market. Digital marketing campaign can be understood as the
effective program which is organised by the company to drive the attention of public towards
their business operation which enable them to increase their sale, profitability. The digital
marketing campaigns includes various aspects such as B2B, B2C, C2C, C2B which helps the
company to interact better with customers (Puthussery, 2020).
In order to implement the digital marketing Champaign in the company the marketer
must conduct the deep research in order to know about the recent trends or customer demand.
Further, they make various strategies and evaluate these in order to select the best for betterment.
Then they execute it for achieving the desired objectives along with measure them to make
changes to reduce issues in future (Rindfleisch and Malter, 2019).
Impact of a successful digital marketing campaign on Ted Baker’s performance in the UK
According to the viewpoint of Rigby (2020). It has been identified that the management
of the company make strategy to make digital transformation in the organisation to increase their
sales, revenue along with customer base. It has been identified that company suffer from huge
loss due the climate change along with impact of COVID 19. The sales of the company decline
by the 36% which also reduces that the revenue of the company by the almost 1.5% from the
past years. In order to increase these, they make plan to organise digital marketing Champaign in
organisation to spread awareness about their brand across the world so people get to know about
their online services to increase their experience (Seymour and Blakey, 2020).
It also enables them to gain competitive advantage over competitors by driving the
attention of target audience to increase the sales. Further they make plan to expand their product
line by introducing the new product which leads to increase in profitability and brand name. in
order to mitigate the risk of the COVID 19 and dynamic market condition the company take
decision to invest in the digital Champaign by using e marketing and provide information on the
various platform to engage target audience with them. It has been determined that the revenue of
the Ted Bakers decline by the 5.3% along with2.4% of physical store and online store. So the

management of the company purchase less and spend more on their online marketing for the
achievement of the goals. It also identified that after implementing digital marketing strategy in
the marketing process the company received positive result as it helped them to reduce problems
which they faced during the time of pandemic. It has been identified that the digital marketing
has positive impact on the success of Ted Bakers as it helps them to reduce the cost of company
which they incurred in tradition method of marketing in order to attract the customers. as it helps
them to save funds which they further invest in productive project and expansion for growth
(Tong, Luo and Xu, 2020).
Potential digital marketing campaigns that will help Ted Baker to maximise its growth
As per the viewpoint of Gilliland (2017), the marketers of the Ted baker must use various
tools of digital marketing such as social media marketing and content marketing in order to
attract the people who like to try new things and add unique dress design in their wardrobe to
look beautiful and fashionable. It also helped them to gain knowledge about the taste, needs,
desired and culture of the targeted audience to organise their campaign related to them in order to
add value to increase the customer experience.
Social media marketing- It is most effective marketing strategy which include various
platforms such as Instagram, Facebook, Twitter, LinkedIn and many other which helps the
marketers of the Ted Bakers to drive the attention the youth, teenage and user of these platform
towards the operations of the company. It also allows them to share details about their product,
services, brand and innovation by making attractive videos, Pictures and Reels so people change
their behaviour and buy product and services of the company.
Content marketing- It is new and most trendy method of marketing which will helps
the company to increase the overall performance and productivity of the company. In this the
marketers of the Ted Bakers can hire the influencers and professionals to make effective content
along with promote the product and brand on their profile of various platform so their followers.
It helps the company to engage them with business as the followers has trust on influencers and
change their perception to purchase the Clothing product of Ted Bakers which leads to increase
in sale and revenue of company. It will also enable the company to convert the people into loyal
customers for long term in order to gain leading position in the respective industry or global
market (Wilson and Stephens, 2022).

.
RACE digital marketing model
It is most effective digital marketing approach which is used for executing effective
marketing campaigns as it provides proper structure or guidelines in order to plan the marketing
strategy of their company. There are four stages of this model such as reach, act, convert and
engage. It is valuable model for generating digital marketing policy due to it offers single
approach that can be implemented to each stage of a digital marketing. The steps of the RACE
framework support Ted Bakers to make clear and realistic strategies, objectives, tactics and
KPI’s required for achieving its marketing aims. The description of the model and its acute
analysis and application in case of luxury brand Ted Baker are as follows-
 Reach: It is first stage which focus on developing awareness about the brand so that
targeted Audience recognize the brand along with get clear information or aware about its
products. In Ted Baker can work together with famed online fashion portals like Harper’s
Bazar and digital Vogue in order to spread awareness about its luxury products to
generate greater brand awareness among high income consumers.
 Act: It is related with the activities of businesses is on generate effective or favourable
brand interaction with loyal consumers on offline or online channels along with for future
improvement. At this stage, Ted Baker must make effective policy by offering consumers
rewards for giving contact details addition to taking action such as subscribe to brand
website to guidance their decision making positively.
 Convert: at this step the real action of changing potential consumer to loyal consumer is
accomplished. Ted Baker can make their personal brand website and offering discounts
and special gift codes can also be used by Ted Baker for the conversion stage. It enables
them to influence the purchasing decision of consumer so they are take decision in favour
of company (Yao. and Bao, 2022).
 Engage: This stage focused in developing strong relationship with consumer so the
company increase their loyal customer base. Ted Baker requirements to develop effective
digital loyalty program to increase consumer engagement and retain them for life long
after sale of product.

The benefits of the model are that it improves consumer relationship management. It also
enables management to maximise the sales of organisation. It allows to influence the behaviour
of consumer to goods of the firm. It aids the product to attract consumer segment by
implementing appropriate channels for growing brand recognition. Moreover, the Limitation of
the model is that huge investment is needed by the Ted Bakers in implementing or developing
digital technological competency Along with financial resources. the management have to take
crucial actions that will aid the company to enhance the consumer engagement addition to
loyalty are not accessible in the Model. It also not provides instant results in terms of sales or
revenue along with rises expenditure of the business in promotion and publishing. Along with
this, it is different tactic and complicated stage desires to be utilised to make sure the appropriate
interaction is accomplished with various consumer segment.

REFERENCES
Books and Journals:
Azoury, N. and Daou, L., 2020. Business and Social Media in the Middle East. Springer
International Publishing.
Booth, D., 2019. Marketing analytics in the age of machine learning. Applied Marketing
Analytics. 4(3). pp.214-221.
Dobscha, S., 2019. Handbook of research on gender and marketing. Edward Elgar Publishing.
Gawrysiak, J., Burton, R., Seth, J. and Williams, D., 2020. Using esports efficiently to enhance
and extend brand perceptions–A literature review. Physical Culture and Sport. 86(1).
pp.1-14.
Lee, H. and Cho, C.H., 2020. Digital advertising: present and future prospects. International
Journal of Advertising. 39(3). pp.332-341.
Lehnert, K., Goupil, S. and Brand, P., 2020. Content and the customer: inbound ad strategies
gain traction. Journal of Business Strategy. 42(1). pp.3-12.
Noorbehbahani, F., Salehi, F. and Zadeh, R.J., 2019. A systematic mapping study on
gamification applied to e-marketing. Journal of Research in Interactive Marketing.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New trends in business
information systems and technology. pp.251-265.
Puthussery, A., 2020. Digital marketing: an overview.
Rindfleisch, A. and Malter, A.J. eds., 2019. Marketing in a digital world. Emerald Group
Publishing.
Seymour, A. and Blakey, P., 2020. Digital Sport Marketing: Concepts, Cases and
Conversations. Routledge.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science, 48(1), pp.64-78.
Wilson, R.D. and Stephens, A.M., 2022. The challenges of B2B innovation: using marketing
analytics to plan and implement a successful digital catalog adoption. Journal of Business
& Industrial Marketing, (ahead-of-print).
Yao, A.Y. and Bao, Y., 2022. Leveraging visual cues and pricing strategies: An empirical
investigation of the pre-owned luxury market. Journal of Global Fashion Marketing,
pp.1-16.
Online
Simplilearn, 2022. The Scope of Digital Marketing in 2022. [Online]. Available through: <
https://www.simplilearn.com/the-scope-of-digital-marketing-article>
Rigby, 2020. [Online]. Available through:
https://internetretailing.net/strategy-and-innovation/ted-baker-unveils-new-digital-first-
transformation-strategy-as-it-resets-following-799m-pre-tax-loss-21480/

Gilliland, N., 2017. [Online]. Available through: https://econsultancy.com/ted-baker-uses-360-
video-and-instagram-stories-for-new-ss17-campaign/