Digital Marketing

Impact of Brexit on digital marketing


In the recent era of globalisation, the corporate world and conglomerates are focusing on digitalisation of the companies for accessing all the international markets and expand their business operational activities strategically across the globe. the aim of the study is to explore the impacts of Brexit on the digital marketing of the UK business (Chaffey, 2015). In the recent years, the growth in adopting digital technology for both small and medium sized business as well as established international companies is increasing rapidly through which the organisations try to make the organisational system digitalise and retain the customers efficiently for securing future sustainable development.


Impacts of Brexit on digital marketing

Brexit has direct impacts on the business of the UK where the positive impacts such as growing independence, free market, international trade and internal legislative system of the UK are associated with some negative impacts such as deterioration of the foreign investment, negative business growth due to exit from European Union (EU) and low employment of the employees from the EU countries. However, in such an era of globalisation, the organisations focus on utilising the digital marketing technique for adopting new customer base across the international nations as well as expanding the operational activities across the globe (Emeis, 2018). The UK business recently targets the developing and emerging countries such as China and other South Asian countries through which they can establish their business and contribute in their economy sustainably (Ryan, 2016). Hereby, internal legislative structure, stable political system and cooperation of the UK Government are contributing factors for business growth in the UK, where most of the multinational corporate companies focus on utilising updated technology and digital marketing system for promoting their business at the international level for strengthening their customer’s base and securing future sustainable development by making their business profitable and enhancing sales volume of the organisation.

Through digital marketing technology, the UK business can achieve sustainable business growth where they can establish their business at different international markets for meeting the organisational success. For example, Tesco, as a famous retail company in the UK, aims at utilising digital technology for developing effective digital marketing strategy to expand their business in China and India which provide an opportunity to the brand to achieve high market growth and secure market share in the emerging economy, which in turn helps the company to digitalise their system and serve the customers in a better and unique way (Ardley, 2018). The strategic planning, of developing mobile application of the brand, social media post, bloggings, posting pictures and on Instagram, Facebook post, uploading short videos as well as e-mail marketing and managing the company’s own website are the strategic planning of the companies for utilising digital technology for developing effective marketing tactics for grabbing the opportunity of market growth and strengthening the customer’s base in long run so that they can promote the brand in the market and improve brand visibility in the international market (Cumming, and Zahra, 2016).

The approach of Digital Single Market (SDM), UK legislative structure, the UK Intellectual Property Office (UKIPO) , Consumer Rights, English Law for managing e-customers, The Data Protection Act 1998 (DPA 1998), English law the new General Data Protection Regulation (GDPR) are effective to enhance the growth of digital business where the small and medium sized business also utilise updated technology and innovation of digital marketing for promoting their business at the international market (McLeay, Lichy and Asaad, 2018; McCullagh, 2017). The government of the UK is effective to handle the economy and empower the efficient staff, technical skilled labour force and engineers to run the operational activities by developing effective technological upgradation and utilising organisational resources and capabilities. In the recent era of global competitive market, all the business in the UK focus on developing effective digital marketing technique for promoting their business and gain highly competitive advantage over other competitive brands operating in the market.


It can be concluded that, the UK business are adopting the latest technology for enhancing innovation and creativity through digitalising their business operations and developing effective digital marketing strategy through apps development, creating attracting company website, and social media advertising for establishing the business strategically by improving visibility, customer accessibility and strengthening customer base worldwide.

Reference List

  • Ardley, B., 2018. After Brexit: Rethinking the structure of the UK economy and its branding strategies. Strategic Change, 27(5), pp.441-446.
  • Chaffey, D., 2015. Digital business and e-commerce management. London: Pearson Education Limited.
  • Cumming, D.J. and Zahra, S.A., 2016. International business and entrepreneurship implications of Brexit. British Journal of Management, 27(4), pp.687-692.
  • Emeis, R., 2018. The Impact of Brexit on the UK Tech Industry. [online] Developers Alliance. Available
  • [Accessed 10 Oct. 2018].
  • McCullagh, K., 2017. Brexit: potential trade and data implications for digital and ‘f intech’ industries. International Data Privacy Law, [online] 7(1), pp.3-21. Available at: [Accessed 10 Sep. 2018].
  • McLeay, F., Lichy, J. and Asaad, F., 2018. Insights for a post-Brexit era: marketing the UK as a study destination–an analysis of Arab, Chinese, and Indian student choices. Journal of Strategic Marketing, pp.1-15.
  • Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

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