Report- Leon’s Restaurant

Impact of digital marketing on different stakeholders

Today, our society is driven by digital technology. The impact is such that there are places in the
world where the residents may not have clean water, but they own smartphones. Another incredible
influence on people’s lives, nowadays, is digital marketing. It affects people’s interactions, work,
purchases, and habits. Digital marketing plays an essential role in business transactions and politics
in UK. Entrepreneurs have utilized innovative technologies to reach and expand their market
segments. Digital marketing has enabled businesses to market and compete against other brands.
This is achieved by monitoring their competitions, engaging with their customers and suppliers,
developing their brands and saving time and other resources. The use of interactive media has
enabled multinational companies like LEON’S UK to connect with more customers to increase
their market size and profits. Comparably, digital marketing has enhanced UK democracy by
directly connecting the politicians with the people to update them about policies, development
programs, candidates and government's general performance. The use of interactive tools has
significantly assisted in predicting different election polls in UK, for instance, it helped determine
the party which won the majority of seats in the general election. This article aims to show how
digital marketing has enhanced the interaction of businesses and politicians with the UK people.
Many businesses don’t consider a digital change as a valuable movement for their business. They
are either scared of the up-and-coming challenges and costs that digital brings to the table or
convinced they don’t need any digital activity. Mostly because they are “generating enough
revenue”. First and foremost, there is never enough revenue. In most cases, the second reason is
the consequence of the first. Sean Taylor, an American Football player, said that nobody should
be scared of death. When that time comes, it comes. The similar situation is with digital
transformation, but the time has come with the Web 2.o in 2006. If your company doesn’t have
any digital activity now, you are behind several years. Although you are making money on a daily
basis, you are missing numerous opportunities outside your zone of comfort. Now is the time to
be responsible towards your employees, customers, and other stakeholder and take action. Choose
wisely with whom you are partnering – marketing is no longer about the stuff you make, but about
the stories, you tell (Seth Godin). If digital advertising is the pudding, then content creation is the
living proof of your company to your desired audience. In other words, if you don’t consider
various types of content, it isn’t possible to know which audience reacts the best to particular
content format. In this situation, we use the advantage of 1st and 3rd party data to differentiate the
possibilities of certain digital channels for the company, define which stakeholder group will
benefit the most from a particular digital channel, distinguish what type of content will persuade
the most each specific group in the chain, and adapt the advertising budget according to current
company’s strategic goals (i.e. generate leads, increase users’ engagement, strengthen retention
rate, extend the company’s partnership network, increase the distribution volume of the company’s
products).

Reference:

Morgan P Miles, Jeffrey G Covin (2000), Journal of Business Ethics; 23, 3; ABI/INFORM Global
pg. 29

The impact of online media on stakeholder engagement retrieved from http://www.cmgt.uni

leipzig.de/fileadmin/downloads/Publications/publication_pdf/Hoffmann_Lutz-
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The impact of digital platforms on roles and responsibilities in value creation among
stakeholders of an ecosystem Retrieved from http://hj.diva-
portal.org/smash/get/diva2:1321065/FULLTEXT01.pdf