Comprehensive Digital Marketing Strategy Evaluation: Marks & Spencer

This report analyzes the digital marketing strategy of Marks & Spencer, evaluating the impact of PESTEL factors on their digital campaigns, specifically the "MUST HAVES" campaign. It assesses legal issues related to internet usage, including privacy, data collection, intellectual property, and advertising regulations. The report further examines the benefits, shortcomings, advantages, and disadvantages of social media within the organization, including cost-effectiveness, measurability, and adaptability, while also addressing issues like internet fraud. Finally, the report evaluates the effectiveness of social media in building the brand, considering the changing fashion trends and customer engagement on platforms like Facebook and Instagram, and the importance of engaging visual content. The analysis provides insights into how Marks & Spencer can optimize its digital marketing efforts to reach target audiences and maintain its market position.

Digital Marketing Strategy
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Table of Contents
INTRODUTION..............................................................................................................................3
TASK 1............................................................................................................................................3
Evaluation of impact of PESTEL factors on success of digital campaign of Marks and Spencer
.....................................................................................................................................................3
TASK 2............................................................................................................................................5
Evaluation of legal issues of internet usage.................................................................................5
TASK3.............................................................................................................................................7
Evaluate the benefits, shortcomings, advantages and disadvantages of social media within the
organisation..................................................................................................................................7
TASK 4............................................................................................................................................9
Evaluate and analyse the effectiveness of the social web for building the brands......................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUTION
A digital marketing is define as the process of marketing where with the help of various
digital technologies the company can attract large number of customers Patrutiu-Baltes, (2016).
With the use of digital marketing strategies such as search engine optimization, email marketing,
etc company can engage with customers across the globe. With the help of various digital
marketing platform company can generate leads and influence customers to buy their products
and services. The organisation taken for this report is Marks & Spencer. The company has
established its brand name in the marketplace with its wide range of products. It was established
by Michael marks and Thomas Spencer in year 1884. The company is dealing in clothing, home
products, food products and many other. The topic covered in the report are PESTEL analysis of
the company that influence the success of their digital marketing campaigns. The key legal issues
of internet usage, benefits, shortcomings, advantages and disadvantages of social media.
Evaluate and analyse the effectiveness of the social web.
TASK 1
Evaluation of impact of PESTEL factors on success of digital campaign of Marks and Spencer
PESTEL analysis is a inspection tool that studies the impact of external environmental
factors on the subject matter. It is an important measure to estimate the performance of specific
thing Kingsnorth, (2019). In context of chosen topic, i.e., digital marketing campaign, effects of
external environmental factors is measured. This is important to develop an overall
understanding of different factors that may affect the campaign and its success. In context of
chosen organisation which is Marks and Spencer, they have released their very first digital
marketing campaign, i.e., “MUST HAVES”. They have started this campaign with a view of
developing new inspirational product campaign for clothing and home products on online
platform. They have kept their focus on mainly three digital platforms which includes, VOD,
Google Advertising and Instagram (Digital marketing campaign, 2020). This campaign has been
launched by the company with the main aim of celebrating and sharing wardrobe essentials for
the upcoming season. This includes apparels and products in various ranges like women wear,
Menswear, Kids wear, Home and Beauty.
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There are major external environmental factors that affect the success and operations of
this campaign in real world. These impacts can be understood by conducting PESTEL analysis
on the subject matter.
 Political factors: This segment relates with the impact of political situation of UK and its
effect on the digital campaign. This can result in bad impact on internet access by general
public, which is obviously not a good cause for the digital campaign. In relation with
present context of “MUST HAVES” campaign of chosen company, they have a strong
point of stable conditions in hosting country Yüksel, (2012).
 Legal factors: These elements relates to several legal policies and strategies. They will
greatly impact the success or failure of digital marketing campaign in hosting country.
These factors include licensing laws, taxation laws, etc. in case of given situation; cyber
security laws will have a great impact on success of campaign. Marks and Spencer should
take care of all related legal laws so as to prevent any intervention of authorities in
operation of digital campaign Song, Sun and Jin, (2017).
 Environmental factors: These elements do not have a serious effect on digital
campaigns as they relate with the impact on natural environment and surrounding. As the
digital campaigns are completely on online mode, therefore do not have serious impacts.
The company is not using paper and pamphlets for its promotional activities as all the
activities are perform using various digital platforms hence taking proper majors to
protect the environment Pan, Chen and Zhan, (2019).
 Economical factors: Money and finance is the main factor that determines the
development and growth of any business. There are several economic determinants that
affect the growth of any country and business as well. There are several factors those can
be stated as examples in this case, such as, exchange rates, interest rates, inflation rate,
unemployment rates, level of disposable income, etc. In the given context of digital
campaign of Marks and Spencer, the main economic measure that will affect the success
of this campaign is level of disposable income. The main aim of this promotional tool is
to create awareness for company’s product among target customers and if targeted
customers are not having enough income to spend on these products, then, ultimately,
campaign will be a total fail. Therefore, it becomes important to consider all economic
factors so as to determine the feasibility of campaign Chaffey and Bosomworth, (2012).
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 Social factors: These are the elements that basically characterize the surroundings in
which the campaign is being organised. For example, average age of population, sex
ratio, taste and preferences of customers, cultural and traditional beliefs, current trends in
market, etc. In the given case of digital marketing campaign of Marks and Spencer, the
company is mainly affected by the changing fashion trends in market of United Kingdom.
The company needs to concentrate on this factor and should come up with new
innovative ideas in order to satisfy the changing demand. People are spending most of
their time on various social media platforms such as facebook, instagram, etc hence it
will be benefitical for company to use put engaging visual content on these platform to
attract large number of customers Nurmi, and Niemelä, (2018).
 Technological factors: Technology is the most growing concept in today's business
world. Everything is getting automated an in online mode. Therefore, it is important to
analyse technological capabilities of hosting country. This is important so as to design
digital marketing plan in an efficient and effective manner. In the given case of digital
campaign of chosen company, they need to check various technical segments so as to
prepare an efficient marketing plan Ortega and et.al., (2019).
From the above discuss it has been concluded that Marks & Spenser is focusing on these
external factors and taking corrective steps in order to maintain its position in marketplace.
TASK 2
Evaluation of legal issues of internet usage
While designing a digital marketing plan, there are several factors that need to be considered,
one of these theories is PESTEL analysis Stokes, (2013). Another important aspect in this respect
is to consider the key legal issues that the management can confront with in the process of
designing and implementing the digital marketing plan. These legal issues are explained below:
 Privacy and data collection: Digital marketing plan is not just a one way
communication, rather, it is a two way process. This means that not only the marketer is
communicating the message to targeted audience. They are also receiving data from its
customers. This process may seem very simple, but it is actually very complex and
presents the business with very tough challenges. The main challenge arises, in case
when business is collecting data with complying to legal policies. The chosen company
will have to gain permission from customers before obtaining their information. Marks
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and Spencer is in slightly more favourable situation in UK, as in this country there are
certain easy and permissive laws for people who already have been converted into
customers. The most important step taken by campaign is that it asks for all related
permissions from the customer at the entry gate only Chaffey, (2019). This will assist in
obtaining data with ease and simultaneously following all legal policies. Next step in this
process is to keep the obtained data secure. If this data gets stolen or any breach is done,
it will put a question mark on whole campaign. This will result in total failure of whole
process.
 Intellectual property rights: The next challenge arises is to consider intellectual
property rights. At the very first stage, the considerations to be made for own intellectual
properties like trademarks and copyrights. In the next step, company needs to look down
on the matter that they are not exploiting some other intellectual property protection. To
overcome this challenge company should first of all check the proposed branding or
marketing plan and should verify that it is not infringing some other marketing plan. Next
step is to get registered. This means that after verifying all the areas, if the proposed plan
is true and fair is all respects, the company should get it registered and make it their own.
In case of need of some legal assistance, management can also hire a lawyer, so that
every step is taken by following all legal compliance. After following all these steps,
company will able to frame their digital marketing plan in accordance of all legal policies
and this will prevent any legal intervention in digital marketing plan. This legal
intervention comes from authorities like Federal Trade Commission which has the main
motive of keeping an eye on privacy, anti spam legislation and also making the marketing
process all true Zhu and Gao, (2019).
 Advertising: The FTC requires that advertisements and marketing messages must
not mislead consumers or unfairly affect consumers’ behaviour or decisions about
the product or service Mandal and Joshi, (2017). Unfair or deceptive advertising is
prohibited, which means that any marketing must tell the truth and not leave out
any relevant information that a consumer would be interested in. The most
important element is this context is that company should have afresh pair of eyes
who can look the marketing message from outside the company so that it will judge
the marketing message with true and unbiased approach.
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The organisation have to face many challenges and difficult whiling reaching to to target
audience with the help of digital channels. It is important to make sure that they would be able to
use digital platforms effectively and focus on security as many illegal practices are taking place.
TASK3
Evaluate the benefits, shortcomings, advantages and disadvantages of social media within the
organisation.
In the current scenario the organisations and the individuals are highly dependent on
technology so they are using various social platforms as the source of entertainment and
information Tiago and Veríssimo, (2014). In context of Marks & Spence the use of social media
such as facebook, instagram, you-tube, etc has provided benefits, advantages, disadvantages and
short-comes which are explained below-
Benefits of social media
 Cost effective- One of the biggest benefit which Marks & Spencer is experiencing by
using social media is that it is cost effective. With the help of minimum cost they are able
to providing information about its range of new products and collection to wide range of
customers across the globe. As company is operating across the globe so it become easy
and convenient for them to reach its potential customers Andrei and Prisecaru, (2014).
 It is measurable- The company is able to monitor and control the marketing campaigns as
with the use of social media they would be able to track the result of its campaigns. As
these tools help the company in knowing from which area they are getting response and
the areas where they need to focus. Moreover it helps in identifying the current trends so
that they can formulate the new digital marketing strategy in order to obtain desire results
Vinerean, (2017).
 Provide scope to make changes- In context of Marks & Spencer they are running various
campaigns on social media platforms so according to the response of customers they
would be able to change their strategy Kannan, (2017).
Shortcomings of Digital marketing
 Issues of internet fraud and cybercrime- In context of Marks and Spencer, they are facing
trust issues while dealing on online platforms. Many people still don’t believe on internet
marketing due to safety reasons as on daily bases the internet fraud is taking place due to
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which try are experiencing less sales. Many people are relying on traditional ways of
purchasing due to which their online market is experiencing less number of sales Chaffey
and Jones, (2015).
 Website breakdown and no internet access- The primary key to access online marketing
is the internet connectivity and those people who don’t have proper internet access are
not able to shop online. Something due to technical issues something website of the
company shop function which lead to frustration among customers. Thus due to these
practices there are high changes of loss of customers and lead to dissatisfaction among
employees Goldfarb and Tucker, (2019).
 Continuous updating requirements- In context of Marks and Spencer they are operating at
globe level so has large customer base which uses their website on daily bases. They need
to be prepared in advanced and need to make sure that they are available with the latest
versions on their website in order to provide convince to its customers. The out-dated
website with low quality context lead to loss of customers Li, S. and et.al., (2011).
Advantages of Social media
 Able to reach large audience- In context of Marks and Spencer they are reach to large
number of customers as millions of people are using various social media platforms such
as facebook, instagram, snapchat, youtube and many more.. The company use different
visual context on different social media platform according to the traffic in order to make
engaged it customers and to attract new potential customers Herhausen and et.al., (2020).
 Direct connection with its customers- Social media is that platform which allow the
marketers of company to have direct interaction with its customers. In context of Marks
and Spencer they are able to build direct connect with its customers which has helped
them in understanding the needs and requirements of its customers. Thus they are able to
bring extraordinary range of products which has attract the customers are providing tough
competition in the marketplace.
 Better services- The company has able to build direct connection with its customers
which has helped them in solving customers issues quickly and in better way. As they are
able to address the customers which has helped in building positive image of brand.
Disadvantages of social media
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 Issues related to feedback- One of the major disadvantage of social media that if
customers are unhappy or unsatisfied with the services of company then they post
negative comment. These post effect the brand reputation of the company and lead to loss
of customers Diez-Martin, Blanco-Gonzalez and Prado-Roman, (2019).
 Time consuming process- It is the time consuming process as the marketing team need to
continuously monitor and regulate the campaigns in order to identify whether it is
working or not. If the current campaigns are not able to provide desire results then they
have to change their strategy and need to desire new campaigns. Thus it requires due
attention and innovation in the marketing campaigns which is a time consuming process.
 Doesn’t provide immediate results- The investors want to see the immediate result of the
marketing strategies which is not possible in case of social media marketing. The
management and the investors need to be patient as the results obtain from online
marketing are slow but effective in nature Morgan and et.al., (2019).
From the above discuss it can be concluded that changes are taking place very frequently and
preferences and needs of customers changes. In current environment people are highly dependent
on social media so company should use it in order to gain profit by taking measures for pros and
cons.
TASK 4
Evaluate and analyse the effectiveness of the social web for building the brands.
The social web play an important role in the businesses as they are capable of providing effective
and efficient results which helps in formulating better image of company Fulgoni and Lella
(2014).
Contribution of social web in building brand image- In context of Marks and Spencer the
company is using digital and social media platform in order to make people aware about the new
collection and range of products of the company. Social media is the best platform which
company is using in order to attract and engage its potential customers. The company is serving
its customers from online, mobile and in store. Moreover the focus of the company is to use
digital channels in order to enhance its brand reputation in marketplace that is focusing on
Google advertising and Instagram marketing Stokes, (2011). They have launched its digital
campaigns with help of celebrates in order to attract more number of customers and to build its
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brand image in marketplace. The motive behind using various digital channels is to provide
convince to busy customers and to build the trust among customers. The company shifted from
TV advertising to the Google inventory advertising so that customers can easily find them on
online platform. In current scenario people are highly dependent on technology and spend their
most of time on various social sites. The use of digital media has enhance its value in
marketplace as they are facing high competituion. The social media platforms which Marks and
Spencer uses the most are facebook, instragram, you-tube and many more. These are the popular
social media platforms where large number of people are active on regular bases. The company
post its context in visual from where they inform its customers about its new collection, discount
and other exciting deals. Whereas in context of Zara there primary motive is to provide high
quality cloths at affordable prices. The company believe in providing good services rather than
involving itself in the promotional activity. The brand make less expenses in its promotional
activities but with the changing world and digitalization the company is using social web to
provide information to its customers. Hence with the help of various social media channels it is
enhancing its brand value and reputation. The target audience of the company is young adults
and teenagers. These people spend their most of time on various social media channels so the
company has great opportunity to attract them and enhance its brand value. The company is
using visual content on various popular social media platforms such as facebook, instragam,
snapchat, printerest and many other with the motive to engage its potential customers. Moreover
they are using diiferent different content on different platform according to the needs and
requirement of various social platforms. The company run a number of integrated campaigns
which helps in driving the attention of many customers and increases the engagement for the
brand. The social media strategy of Zara is highly dependent on visual elements and they have
photo-oriented synchronized layouts which helps in engaging customers and helps in enhancing
its brand image and value at marketplace Hawkins and Mothersbaugh, (2010). Moreover the
company make uniformity in its collection and in the range of its products which helps
customers in knowing the bases of content of Zara. This organically of Zara helps in creating the
brand identity that attract the customers. A significant part of Zara's online media achievement
can be ascribed to support from their buyers which incorporate design centred influencers and
bloggers. There are innumerable Instagram accounts exclusively devoted to garments from the
retailer Low and et.al., (2020). Each season, there's a Zara thing moving via online media and
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their image related hashtags represent a huge number of results. From Zara's image story, it's
obvious that to become and stay reasonable in the present business scene, each brand needs a
decent online media advertising technique.
CONCLUSION
From the above study it has been concluded that social media play very important role in the
business operations of the organisation. The digital marketing has become one of the major part
of marketing department where with the help of various social media platform they would be
able to engage and reach to large number of customers. This is the most simple and cost effective
method which provides effective results to business and helps in growth and development of the
organisation.
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Online
Digital marketing campaign. 2020. [Online]. Available through:
<https://corporate.marksandspencer.com/media/press-releases/2018/mands-launches-most-
digital-marketing-campaign-to-date-must-haves>
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