Contemporary Issues in Marketing: M&S Digital Marketing & AIDA Model

This report examines the importance and applications of digital marketing tools, such as email marketing, social media marketing, website building tools, chatbots, and content marketing tools, within the context of an M&S (Marks and Spencer) marketing campaign. It elaborates on the AIDA (Attention, Interest, Desire, Action) model and its application in planning five pieces of marketing communication. The report highlights how these tools contribute to brand awareness, customer base building, cost-effectiveness, and brand image development for M&S. It references various academic sources to support its analysis of digital marketing strategies and their impact on customer engagement and purchasing decisions.

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Importance and applications of digital marketing tools:..............................................................3
AIDA models:..............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
The digital marketing is referred as the advertisements which is delivered through the
channels of digital such as social media, email, websites, search engines etc. digital marketing
tools are use for the business to advertise the products and brands. Marks and Spencer is the
retail industry in the UK. This report will discuss the importance and applications of digital
marketing tools as well as elaborate the marketing communication campaign with the examples.
This report will elaborate the AIDA model to plan 5 pieces of marketing communication.
MAIN BODY
Importance and applications of digital marketing tools:
Digital marketing tools are important for the various aspects for the products and services
of the M&S company.
 Brand awareness: the social media marketing is the important for the brand awareness
because those customers who don't know about the brands that helps in aware the
customers and attract the customers towards the brand of product with the help of pay per
click and another type of promotions (Bala and Verma, 2018).
 Building the customers base: it helps in build the customers base for product and brand
of the company to build a strong customer relationship. With the CRM tools like oracle
and Hub Spot which can manage easily. It helps in focus on the client retention, brand
reputation and growth of the business.
 Cost effective: digital marketing is the cost effective because the digital marketing tools
is provided some basic features which is free of cost that include the search engine
optimization tools, paid advertising tools, analytics and reporting tools, email marketing
tools, customer relation ship management tools.
 Brand image: digital marketing helps in built the brand image of the company. The
marketing campaign of the company is make strategies for the companies brand image
which helps in develop the growth of the business as well as effectiveness of the
company.
Types of digital marketing tools:

 Email marketing tools: Email marketing is used by the M&S company for the global
marketing the competitive market place. It helps in deliver the messages to the targeted
audience and customers as well as it also deliver to the retain customers or already
engaged audience with the company. The email marketing helps in reach the targeted the
results of the company as well as it also provide the return on the investment (Rosokhata,
2020). The email marketing tools include the GrowMeOrganic, MailChimp, SendinBlue,
etc. this all email marketing tools are used for marketing communication.
 Social media marketing tools: Social media marketing is the biggest tool which are play
a wide role in the platform of market. The social media marketing helps in achieve the
business growth and their developments through the posts. There are various tools which
helps in enhance the marketing strategy of the company is Buffer, Hoot-suite, Sprout-
social. The Hoot suite is consisted the multiple platform in the one stream that include the
Facebook, twitter, LinkedIn, WordPress, etc.
 Websites building tools: websites is the most useful for the marketing communicational
tools which is used by the every company for interact with the customers directly through
the digital marketing. The website tools is included the various types of tools such as
WordPress, Wix,etc. The company get opportunities to expand in the competitive market
through the web pages communication methods as well as capture the entire focus of the
customers (Prathapan and Sajin Sahadevan, 2018).
 Chat bots: chat bots is the most effective communication tools in the digital marketing.
Chat bots helps in provide the answers of the customers questions automatically and it is
effective tools which is mostly used by the companies. M&S company are also use the
chatbots tools for communicate as well as interact with the customers directly.
 Content marketing tools: the web content is use the analytics tools for gather the
information and data of the website performance. It helps in analyse and organize the
website overall performance. The content marketing tools include the Yoast,
BuzzSumo,etc.
AIDA models:
The company developed the marketing strategy on the AIDA models for the brands
developments. AIDA stands for attention, interest, desire and actions. It helps in represents the
customers journey with the company. The customers are analysis the AIDA model of the

company before purchasing decisions (Ullal and Hawaldar, 2018). The AIDA model of the
company is consider the marketing communication to their targeted customers which helps to
customers to purchase as well as complete their desired actions.
 Attract attentions: the marketing communication of the company helps in grab the
customers as well as engage them for targeted the performance of the company. The
content marketing tools is away to attract the customers to the company websites.
Contents create helps in attract the customers as well as solve their problems which are
faced by customers and provide information about company that what company actually
does.
 Develop interest: After attract the attentions, the company have to generate the interest
in the customers regarding the products and services. The company should establish the
goal for the customers that they like the products and brands of the company. The web
sites marketing tools helps in attract the customers as well as generate the interest in the
customers through the images of brands and products (Bayazovna, 2020). It helps in
attract the customers as well as develop interest in the customers for purchasing and
buying the company products.
 Desire: the company must develop the stimulate in the customers that they want it. In the
AIDA models it establishes the known and like but it should establish the want. The want
desire is essential for the company with the help of content they believe in the desire but
the content must be relevant as well as email marketing can also use for develop the
desires in the customers.
 Action: generate desire in customers is not enough, the customers should take action for
purchase the product and brand. The company should generate the goal in the customers
is they are getting it. It helps customers to close to as purchasing decision which is the
achievements of the business.
CONCLUSION
In the conclusion, digital marketing tools are essentials for the business awareness and
build the brand image and that include the email marketing, social media marketing, etc. This
report is discussed the AIDA models to plan the 5 pieces for the effective communication about
the brand and services of the M&S company.

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.
Bayazovna, G.N., 2020. Marketing communication strategy and its essence. (1 (85)). pp.18-21.
Prathapan, M., Sajin Sahadevan, D. and Zakkariya, K.A., 2018. Effectiveness of digital
marketing: Tourism websites comparative analytics based on AIDA
model. International Journal of Innovative Research & Studies.8(4). pp.262-273.
Rosokhata, A.S., and et.al., 2020. Improving the classification of digital marketing tools for the
industrial goods promotion in the globalization context.
Ullal, M.S. and Hawaldar, I.T., 2018. Influence of advertisement on customers based on AIDA
model. Problems and Prospective in Management (December, 2018) Vol.16(4). pp.285-
298.
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