Use of digital marketing in a specific communications strategy

This presentation discusses the importance of digital marketing in the current business environment and how it can be used as a tool for effective communication strategy. It covers the basics of digital marketing strategy, digital communication strategies, and reviews the digital marketing strategies of H&M and Morrison's. It also discusses the promotional and marketing mix (4 Ps) and how social media measures can be used to rank higher. The presentation includes references for further reading.

Use of digital marketing in a
specific communications strategy

Table of Content
•Introduction
•What is Digital marketing strategy?
•Digital communication strategies
•Review the digital marketing using examples
•Promotional and marketing mix (4 Ps)
•Ranking using social media measures
•Conclusion
•References

Introduction
Digital marketing component of marketing that has
completely evolved the marketing concepts in the business
environment by delivering the message of organisation to
consumers through to digital channels. Digital marketing is
tool that utilizes the internet technology advertise and
promote the belongings of an organisation through digital
media and platforms. For the promotion of products and
brand digital channels are utilised by the organisation such as
email, social media, mobile apps, search engines and
websites.

What is Digital marketing strategy?
In the current digital business environment to grow
organisation have started creating their online presence for
which digital marketing strategy are utilised. Digital
marketing strategy is a tactic that contains a course of action
in order to achieve marketing goals of an organisation. The
marketing goals of an organisation are determined using
business objectives. In order to develop digital marketing
strategy a marketer firstly set the marketing goals then
develop a digital marketing campaign and execute it to attain
the marketing goals.

Digital communication strategies
Digital communication strategy that are opted by an organisation
has a main purpose of communicating the message to the
customers through the digital devices such as the benefits of
product prices of product or either gathering the feedbacks and
reviews from the customers on the basis of their usability. Most
important component of digital communication strategy is
message which is a creative content developer organisation
according to the features and attributes of their product which is
going to be convert to their customers in order to attract potential
consumers towards the organisation they were creating brand
recognition.

Review the digital marketing using examples
Brand 1 H&M
H&M is a multinational clothing retail organisation that is
known for fast fashion clothing for every category of
consumer’s men, women, kids and teenagers. The H&M stands
for Hennes & Mauritz and was founded in 1947 and
headquartered in Stockholm in Sweden. The brand is the second
largest clothing retailer of the world behind Zara. The company
operates in more than 70 countries and has numerous numbers
of stores. Company also has an E-Commerce presence in 33
countries.

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Brand 2 Morrison’s
Wm Morrison's is it British retail organisation headquartered in
Bradford, England, UK. The organisation was founded by
William Morgan in 1899. The basic products sold by Morrison’s
are food and beverages, clothing’s, magazines etc. Company
also sells electronic devices.
Target customers- The main target audience of Morrison’s are
the residential people those who buy household products which
are the primary customers are the men and women from age 16
to 54 household items are mostly purchased by men and women
of the house.

Promotional and marketing mix (4 Ps)
Product: H&M clothing retail company that offers
designer and high quality clothing and apparel for
men women teenagers and kids all across the
globe. The organisation has minimum 2600
merchandise within its product portfolio which
core products are clothing like jeans and trousers,
jumpers, cardigans, T- shirts, sleeved jersey and
many more. The products of H&M also include
jewellery, bags and shoes. The cloth material of the
H&M products are organic and environment
friendly.

Ranking using social media measures
Factors Brand 1- H&M Brand 2- Morrison’s
Awareness To create awareness they
mostly use social media
channels and mainly
Instagram.
Morrison’s to create their
brand and product
awareness uses Twitter as
the main social media
channel.
Followers Instagram: 37.1 Million
followers.
339.9K followers
Likes/Interests The average of 40,000 to
45,000 likes on per
instagram post.
At an average of 10,567
likes per twitter post.

Ranking using social media measures
Shares 3,116,652,000 / 93.5
million
13. 89 million
Responses and Feedbacks H&M is most active brand
on the social media
compared to the other
brands strong connection
with their customers. H&M
Regularly interact with
their customers and ask for
their feedbacks and reviews
on the products.
There is customer service
department that resolve the
complaints of the
customers related to the
products and services. The
company receive their
complaints through phone
calls email social media
inbox and try to solve their
problems quickly.

Ranking using social media measures
Track engagement Comments- 982 per post
Likes- 146, 147
Comments- 567 per post
Likes- 10, 567
Turnover $24.8 billion The company has 205
billion pounds turnover.
Reach H&M is a multinational
organisation that has large
number of followers and
their products are available
all across the globe through
physical and online stores.
Morrison has an
international reach as the
stores are available in the
multiple countries.

Ranking using social media measures
Effectiveness of chosen
media
H&M has chosen
Instagram as the media to
advertise and promote their
products and brands and to
communicate with the
consumers. the H&M has
highest followers, likes and
comments compared to the
competitors like Zara.
Twitter is the chosen media
by Morrison which is
highly effective for the
organisation as it is the
safest and the loyal
platform also customers use
Twitter to gain true
information.

Conclusion
It is understood from the above information digital marketing has become
the essential part for the organisation in order to gain competitive
advantage and to communicate with their customers directly in the
masses. The digital marketing is not only the platform where the
organisations can interact with consumers but also can provide the
consumers a platform to buy the products online. The current competitive
environment it is very important to build strong and an outstanding
digital communication strategy that can target potential consumers there
was a meeting the goals and objective of the organisation effectively
along with that also increases the brand recognition.

References
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increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning
industry. Oeconomia Copernicana. 8(3). pp.463-478.
Bartosik-Purgat, M., 2019. Digital marketing communication from the perspective of individual consumers:
A cross-country comparison. Entrepreneurial Business and Economics Review. 7(3). pp.205-220.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Charlesworth, A., 2018. Digital marketing: A practical approach. Routledge.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online reviews and
hotel performance. International Journal of Hospitality Management. 72. pp.47-55.

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Fatin, T. and Rahman, N., 2020. Measuring Digital Marketing Performance: A Balanced Scorecard
Approach. International Journal of Applied Management Theory and Research (IJAMTR). 2(1). pp.1-
15.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of
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Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page
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Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on the e-
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