" Entrepreneurial Leadership and Project Managementtising. This channel includes graphical designing advertisements. After making the graphicaladvertising the company can put those content into their websites, e-mails, instant messagingapps etc. This kind of advertisements can be text, images, even audio or video clips. Theseadvertisements can be visible to the audiences by going through their internet searches,emails or can be by the hoardings of the road sides. These advertisements are required to bevery relevant and should contain effective information of the Marks & Spencer products oth- erwise these could be misplaced of information to the audiences also (Dadzie, 2015).Social Media MarketingSocial media marketing is the most crucial channel for Marks & Spencer. Media is anything,everywhere in this days. The company a target most of their audiences through social mediamarketing defiantly. Social media is the only channel that cannot be ignored by almost anyperson in this world so, the marketing process will be very easy and most effective for notonly for the Marks & Spencer but any companies of the worldwide. The standard marketingmediums which are available traditionally are television, radio, social media site advertise- ments. When we open any website or apps in mobile we cannot avoid me from being viewingadvertisements which are default by the website or mobile application that we are accessing(Role of Social Media in Tourism Marketing, 2016). So, social media advertisements or marketing will be the most and accurate channelfor the Marks & Spencer. Almost 80% in this world uses social media sites, so this is themain key channel for the company to target their audiences by providing advertisements intothe pages of Facebook. The company can promote their products, offer discounts via adver- tisements on sites or through mobile apps. Digital marketing is the most effective and valu- able process in this days for targeting new customers towards the company products becauseeverybody is addicted to social media. People uses most of the times into social sites even inPage 4 of 21Entrepreneurial Leadership and Project Managementthe relax time of their office. So, the company can process their products adds to the socialmedia sites or into the mobile applications that will help the company in target their audi- ences or customers mostly (Jessen, 2014).Two online marketing platforms and their use for target new customers.There are many online platforms available online for marketing but the top most platformswhich can help in target new customers for Marks & Spencer are:? Facebook? TwitterFacebookFacebook is the top most platform for marketing and target new customers. Almost 80% peo- ple uses Facebook daily. So, target new customers will be very easy and effective for thecompany by selling ads to the timeline of Facebook. Facebook is casual and has a friendlyenvironment of the company is great for marketing and target new people. New people createaccounts every day on Facebook which is a plus point for Marks & Spencer that they can tar- get a lot of people every day almost. Marks & Spencer need to create a business fan page andhave to promote that page through the company by placing the link to that fan page. Thisonline marketing Facebook business page revolves around further by the conversations withthe audiences through the posts of company related articles, company products images, vid- eos of company products or marketing videos etc. by viewing those posts in the business pagetimeline audiences can share those posts and comment in the posts also. Those post can createnew audiences if they like the products picture or videos (Chu and Manchanda, 2016). TwitterPage 5 of 21Entrepreneurial Leadership and Project ManagementTwitter is another good and effective tool for online marketing. Twitter can help Marks &Spencer to broadcast their updates related to their new products or offers across the web.People follows Twitter pages and all the twits made by the company comes in the timeline oftwitter users. By the broadcast of new updates daily via twitter can attract new customers to- wards the company surely. The customers can retweet the official posts made by the companywhich will go to the timeline of other customers. By using Twitter as marketing platform canrevolve around dialogs and communication for the company so, the company can be sureabout interact with Twitter as much as they can.Analyze how the digital marketing can be integrated into the traditional marketing mix.The digital marketing has emerged in recent years with very cost friendly way, driving themarketing results positively. The companies must have to remember about the traditionalmethods also depending on the specific goals of the company. Traditional vs. Digital, thisclash is not required where the companies can use digital marketing with the traditionalmethods instead of making a clash between them.The digital marketing can be integrated into traditional marketing mix through some steepswhich are:1. Identification of key transformations of digitalchannels – before the integration ofthese two the company has to understand what channels are driving in performanceand business impact and how to utilize technology in a cross-channel for identifyinghow and when the two different channels impact each other. 2. Recognize the targeted audiences – recognition of audience is the translation ofthird party data into a digestible format. Leveraging the both past and present datawill allow marketers in mapping out what type of digital content will perform with thetraditional method.Page 6 of 21 "