Marks & Spencer: Digital Marketing, Consumer Trends & E-commerce

This report provides a comprehensive analysis of digital marketing strategies for Marks and Spencer, a well-established retail company. It begins by comparing online and offline marketing concepts, highlighting the importance of digital marketing in today's business environment. The report identifies key consumer trends such as the significance of online reviews, the impact of interactive content, and the role of technology in driving digital marketing growth. It explores various digital tools and hardware, including QR codes, email marketing, and content marketing, and their application in enhancing marketing practices. Furthermore, the report discusses the development of e-commerce and digital marketing platforms compared to physical channels, emphasizing the importance of multi-channel and omni-channel marketing strategies. It also covers the use of CRM platforms and social media marketing to improve customer relationships and brand engagement. Finally, the report touches on the integration and cooperation of various channels in omni-channel marketing to provide an integrated shopping experience for customers. Desklib offers a wide array of similar solved assignments and resources for students.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1:................................................................................................................................................1
P2:................................................................................................................................................2
TASK 2............................................................................................................................................3
P3:................................................................................................................................................3
P4:................................................................................................................................................4
TASK 3............................................................................................................................................5
P5:................................................................................................................................................5
P6:................................................................................................................................................6
TASK 4............................................................................................................................................6
P7:................................................................................................................................................6
P8:................................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing can be describe as the marketing practices of business that could be performed
through the support of digital platform. It is essential for organisation to consider digital
marketing practices in order to promote and advertise its products and services in more effective
and efficient manner (Saura, 2021). This report is based on Marks and Spencer company. This is
a well established company which is providing products and services in retail market area. This
was developed by Michael Marks and Thomas Spencer in year 1884. Head office of Marks and
Spencer company was located in London, England, UK. This organisation is conducting its
business practices in worldwide market area. This report includes information about digital
marketing along with the comparison of online and offline marketing concept. In this key
consumer trends has be determined along with the key digital tools. This report consist of
development of e – commerce and digital marketing platforms. In this digital marketing plan and
strategies has been developed and omni-channel marketing. Apart from this, it includes
evaluation of the measurement techniques and performance metrics in digital marketing. set of
actions to improve performance in digital marketing has been includes in this report.
MAIN BODY
TASK 1
P1:
Digital marketing landscape can be describe as the evolution of the digital marketing practices in
order to provide high quality products and services for successfully enhancing business practices.
It has been determined that digital marketing is significant for offering unique ways to meet
consumer where they are engaged with the potential and existing consumers as well as capturing
the voice of consumer and allow them to be a significant part of brand (Purwanti, 2021). There
are two types of marketing concept which is majorly classified into online and offline market
area.
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Online marketing concept includes digital marketing practices that consider of different internet
tools in order to conduct marketing practices in more effective and efficient manner. Online
marketing concept includes different tools such as email, website, social networking platforms
and so on. Online marketing can improve very quick by getting online feedback from the
customers and the online marketing strategy they use for the advancing there products and
services are very effective to get more and more customers. Advanced marketing uses every
touch point of your day by day use of the internet to reach customers.
Offline marketing is consider as the traditional marketing concept that includes print media and
other tools for performing marketing activities (Saura, Palacios-Marqués and Ribeiro-Soriano,
2021). for example billboards, radio, news paper and so on. Offline marketing take time to
collect information which is the feed back from the customers and for getting the store and
products better it consumes more time.The strategy they use for advancement is very sluggish
and gets few customers to the store. Traditional marketing then again involves traditional
channels, like billboards and printed media.
P2:
There are different consumer trends and insight that will assist organisation to fuelling the
growth of digital marketing as well as enhancing overall performance. It is essential that Marks
and Spencer company is focusing on determining the key consumer trends or insights in order to
enhance overall performance and growth of digital marketing practices. Key consumer trends
and insight is mention below –
 Reviews – It is essential for an organisation to consider a review section where its
customers can share their views about the company (Krishen and et.al., 2021). This will
lead to have major impact on overall performance and productivity of business as well as
help in developing better relationship with potential customers. reviews is currently
trending as customers are interested in writing views after purchasing of products as well
as read reviews before purchasing of products.
 Interactive content – This is very important for Marks and Spencer company to develop
an interactive content that will assist in presenting ideas and message to customers in
very creative and innovative manner. This will lead to enhance overall performance of
business. interactive content is a customer trends as this support in engaging customers
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with company marketing activities and lead to fuelling growth of digital marketing
practices.
 Technology – It has been determined that technology play very important and significant
role in order to enhance overall performance level of business. Through new and advance
technology respective company will be able to carry out marketing practices in more
creative manner (Kim, Kang and Lee, 2021). Technology can be consider as the crucial
customer trends which is necessary for fuelling growth of digital marketing. Through the
support of effective technology Marks and Spencer company will be able to perform
digital marketing practices in more creative and innovative manner.
TASK 2
P3:
There are different digital tools or hardware that is significant for marketers in contrast to bricks
and mortar as well as other physical channels. It has been determined that key digital tools are
significant for bricks and mortar company to conducting its marketing practices in more creative
and innovative manner. This will lead to enhance overall performance of organisation as well as
performing business practices in better manner. Different tools and hardware which could be
consider by marketers are mention below -
 QR code –Quick Response codes are a response mechanism for mobile users. This is one
of the new and effective digital tool that helps in scanning in order to improve sales of
business (Olson and et.al., 2021). Organisation can be placed in different places in a
shop window, on point of sale in store, on paper advertisements, and so on. In store, they
can be used to provide more item data at the point of sale. QR codes offer a quick method
for responding to advertisements, access vouchers, and learn item details basically by
checking quickly. This is helpful for customers just as association for successfully
perform its business activities.
 Email marketing – This can be describe as the digital marketing tools that could be
consider by organisation in order to enhance and improve marketing practices. This will
assist in grabbing attention of customers for increasing sales and profitability of business.
These help marketers create email campaigns that intensify their content and encourage
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their users to become more engaged with their brand making extra strides like pursuing
events and purchasing products. It is important that Marks and Spencer company is
considering E-mail marketing practices in order to provide personalized email to
potential customers. These platforms likewise provide investigation for every email
campaign, making testing and advancement quick and easy. Through this digital
marketing tool Marks and Spencer company will be able to perform marketing practices
as well as enhance organisational activities.
 Content marketing – This can be explain as the digital marketing tool through which
company will be able to develop new and creative content for influencing large number
of customers towards business (Kim, K.H. and Moon, 2021). They can help marketers
identify content opportunities and specialty engaging site and web-based media posts that
will resonate with their audience. Content is nearly guaranteed to be huge and to generate
attention for a specific event or news story.
P4:
It has been analysed that in the recent years e- commerce, digital marketing platforms as
well as channels has been developed in comparison to physical channels. It is essential that
company is conducting different task and activities in order to enhance digital marketing
practices as well as accomplishment of desired goals. It has been determined that development of
digital marketing platform and channels is due to evolution of internet as well as electronic
media. E-commerce is a business where buying and selling completely depends on the internet.
Therefore the Digital Marketing comes into the picture, as it is the primary medium to help E-
commerce organisation to develop. Now a days customers are also preferring digital marketing
practice over traditional marketing or any physical channels. It has been determined that e –
commerce and digital marketing platforms are developing as comparing to physical channels as
digital channels are able to attract more and more customers towards business. The speedy
development of smartphones and internet give comprehensive access to selling and buying
merchandise at an ease. Utilizing Digital Marketing, E-commerce creates huge revenue as it
helps to acquire customers and brand value. This is significant for providing information to
customers in less time and cost as comparison to physical channels. Customers are not any more
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dependent simply on content or a word-of-mouth before purchasing an item; they make sure to
read the reviews about an item on every one of the platforms on which the item is listed.
TASK 3
P5:
Multi channel capabilities of an organisation can be describe as the practices of
considering different media channels in order to spreading marketing message. It has been
determined that there are different multi channels which could be consider by Marks and Spencer
organisation such as email, print media, social media, mobile, TV and so on. all of these are
effective in order to attract and influence large number of customers towards business as well as
enhance overall performance level of organisation. it has been determined that consideration of
multiple channels will assist respective company to interact with their customers across multiple
touch points for a more comprehensive campaign (Kim, K.H. and Moon, 2021). This will lead
to affect overall performance level of business as well as assist in attaining desired goals.
 Use CRM platforms – It is important for Marks and Spencer company to have a proper
customer relationship management platform that will assist in develop better relationship
with potential customers. The best multi-channel marketing strategies likewise work to
ensure their customers receive that same positive experience and messaging through each
and every channel, and that means brands should not send the same marketing messages
across all mediums. because a CRM permits business to follow how users move across
your channels and discover trigger events, association can run targeted campaigns for
users to improve sales and conversions. Through this platform respective organisation
will be able to develop positive relationship with company and lead to enhance overall
performance of business and attain desired goals.
 Social media marketing – There are different social media that will help Marks and
Spencer company to conduct marketing practices in effective and efficient manner. Social
media is likewise a great method for advancing products or resources naturally to your
followers, and engage with consumers. It is essential for respective company to use
social media marketing activities with the consideration of different marketing platforms
such as Facebook, Instagram, Twitter and so on in order to improve overall performance
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level of business. Chances are, people that follow your brand on social media have likely
purchased from you before. marketing teams can use social media to assemble their brand
and establish a voice that can make them famous to follow and share.
P6:
Omni channel marketing can be describe as the integrated and cooperation of various channels
organisation that is used in order to interact with consumer. This is significant in order to provide
integrated shopping experience to customers as well as enhance overall business practices. The
concept of omni channel was first introduced to the marketing scene in 2010. The term was
devised to describe a shopping experience that extends beyond multi-channel retailing. It is
essential that Marks and Spencer company is considering omni channel marketing in order to
attract more and more customers towards business along with this lead to influence sales or
profitability of business. An ideal omnichannel shopping experience would be accessible to
customers on all stages, from customary square and-mortars to the advanced universe of text
message, emails, and online shopping Omnichannel is tied in with proceeding with a consumer's
shopping experience across multiple stages.Through the support of Omni channels respective
company is able to provide opportunity to customers to purchase online or in store in order to
purchase products or services. This has been evolved in order to provide better experience to
customers as it consider customer centric view of marketing tactics. Retailers should integrate
every available channel to create a seamless shopping experience for customers. Omni channel
plans to encourage evaluation and interaction between a customer and the retailer.
TASK 4
P7:
There are different ways that could be consider by company in order to measure digital
marketing activities. It is essential that Marks and Spencer company is considering effective
measurement techniques and performance metrics in digital marketing with the motive of
enhancing overall performance level of business. through this respective company will be able to
determine the actual digital marketing activities along with its impact on business performance
or profitability.
6

Total site visits – This can be describe as the effective technique for an organisation as this will
assist in providing information about the total site visits through digital marketing activities. This
is the higher perspective number you should monitor and track over time to give you an
unpleasant idea of how effective your campaigns are at driving traffic (Kim, K.H. and Moon,
2021). it has been determined that through performing digital marketing practices in creative
and attractive manner there are various people who will visit site of Marks and Spencer
company. this tool will assist in measuring of digital marketing. This number ought to develop
steadily over time; in case it drops month to month, it's time to take a hard gander at your
marketing channels to identify the problem.
Returning Visitor Metric – This can be describe as the metric that is significant for providing
information about the number of customers who re return visitor on the site. The Returning
Visitor Metric tracks what happens when someone returns to your website multiple times. It has
been analysed that customer who like any product or services will return to the website of Marks
and Spencer company in order to check product or purchase it. This will lead assist in
determining potential and interested customers for respective organisation. This metric permits
computerized marketers to see how effective they are at building and retaining an audience
online. This is especially essential to demonstrate the value of content marketing efforts.
Bounce rate – This tool is effective for identify the number of customers who visit the site but
leave it right away without conducting any actions. It has been identified that if bounce rate of
organisation is high then this refer to issues in digital marketing practices. The bounce rate is the
number of people who visit your site and leave immediately without performing any meaningful
activity. A high bounce rate can point to several defects in advanced marketing, Poor campaign
targeting, irrelevant traffic sources, weak landing pages, etc.
P8:
It is essential for Marks and Spencer company to conduct set of actions and task in order to
improve performance in digital marketing practices. It is crucial that respective company is
focusing on improvement of performance in digital marketing so that it is able to enhance its
overall performance as well as gain competitive edge over other rival companies. It has been
determined that there are different set of actions which needs to be consider by Marks and
Spencer company for enhancing performance in digital marketing is mention below –
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 Gain proper understanding regarding customers – It is important for respective
organisation to gain proper and accurate understanding regarding customers needs and
wants. This will help in taking right decision for business and creating appropriate
strategy for growth and development. In order to improve performance in digital
marketing Marks and Spencer company should identify the needs or wants of customers
so that appropriate strategy for growth could be developed. By identifying customers
wants respective company will be able to perform digital marketing practices in more
effective manner.
 Conversion instead of leads – It is essential that Marks and Spencer company is focusing
on conversion of leads. It has been determined that this could be consider as one of the
most important pillars of winning digital marketing strategy is data (Kim, K.H. and
Moon, 2021). It is important that respective company is conducting different task and
activities in order to convert large number of customers as the potential customers of the
business.
 Effective customer services – This is one of the significant action that will lead to directly
enhance digital marketing practices. Through this respective company will be able to
develop strong and better relationship with its customers as well as accomplish desired
goals. Marks and Spencer company needs to develop long term values for its customers
in order to improve its business practices and attain desired goals.
CONCLUSION
From the above report it could be concluded that digital marketing is one of the crucial
aspects of business that will lead to have positive impact on organisation as well as influence its
overall performance. Online marketing concept includes different tools such as email, website,
social networking platforms and so on. digital or online marketing activities are better as
compare to traditional marketing practices. It is essential for an organisation to consider a review
section where its customers can share their views about the company. it has been determined that
consideration of multiple channels will assist respective company to interact with their customers
across multiple touch points for a more comprehensive campaign. There are different ways that
could be consider by company in order to measure digital marketing activities.
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REFERENCES
Books and Journals
Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-102.
Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(7),
pp.118-127.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs via
data-driven strategies: Reviewing the current state of research. Journal of Small Business
Management, pp.1-36.
Krishen, A.S. and et.al., 2021. A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research, 131, pp.183-195.
Kim, J., Kang, S. and Lee, K.H., 2021. Evolution of digital marketing communication:
Bibliometric analysis and network visualization from key articles. Journal of Business
Research, 130, pp.552-563.
Olson, E.M and et.al., 2021. Business strategy and the management of digital
marketing. Business Horizons, 64(2), pp.285-293.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B markets.
Erlangga, H., 2021. Effect Of Digital Marketing And Social Media On Purchase Intention Of
Smes Food Products. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(3), pp.3672-3678.
Pollák, F. and Markovič, P., 2021. Size of Business Unit as a Factor Influencing Adoption of
Digital Marketing: Empirical Analysis of SMEs Operating in the Central European
Market. Administrative Sciences, 11(3), p.71.
Varadarajan, R. and et.al., 2021. Digital product innovations for the greater good and digital
marketing innovations in communications and channels: Evolution, emerging issues, and future
research directions. International Journal of Research in Marketing.
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