Digital Marketing in Communication Strategy

This presentation discusses the ways and roles of digital marketing in accomplishing communication strategy goals, including attracting customers and improving relations.

BMP3006 INDIVIDUAL PRESENTATION

INTRODUCTION
Any form of marketing that involves electronic devices or internet is known as digital marketing (Kannan, 2017).
This presentation is going to discuss some ways and roles of digital marketing in accomplishing goals of communication
strategy. It shows some benefits of digital marketing such as: attracting customers, improving relation and others.

Digital marketing plays a vital role in accomplishing goals as it is known as one of the main key function that helps
company in attracting customers by making them aware about effectiveness of products and services. One of the main reasons
behind effectiveness of digital marketing that can make marketer able in becoming successful is communication. An ability of
interacting with customers and different behaviours of people makes them able in attracting and retaining them (Ghotbifar,
Marjani and Ramazani, 2017). Functions of marketing that are being done by making use of internet is known as digital
marketing.
Usage of digital marketing in communication
strategy

Cont....
There are several benefits of digital marketing in improving communication such as:
• It helps in interaction with people: By making use of internet and some digital platform in marketing such as Instagram,
Facebook, Yahoo, e-mail and other internet advertising helps marketer in communicating with global customers. People of all
over the world have their personal and professional Ids on these platforms and by connecting and sending requests to people,
marketer can communicate with them. There are several platforms where, employers can direct message to people and
communicate with them and make them aware about their products and services that they want to sell (Patrutiu-Baltes, 2016).
Customers also find easier in getting information via all these platforms and internet. It saves their time and cost as well. So, it
can be said that digital marketing is one of the easiest and effective ways of communicating and accomplishing goals of
communication strategy.

Cont...
• Helps in improving relation: Some strategies of digital marketing such as search engine optimization, social media and e-mail
marketing also plays a main role in accomplishing communicational goals. IT improves communication and relation with
customers. When customers are being given opportunity to search anything and any type of products that they want to buy and
get them at their home door then it makes them feel valued. In social media and web marketing, customers are allowed to share
their views, suggestions by providing feedbacks in feedback or comment box to company. When company consider their views
and make improvements accordingly and give timely response to customers then it makes them loyal. Loyal and satisfied
customers are more likely to stay with the company for the long run that improves their relation (López García and et.al., 2019).

Here are some more examples of link of digital marketing and communication strategies such as:
• SEO: It is a process of improving website by which it can be ranked highly in SEO as it can help company in increasing sales
and increasing interaction. For this company requires using higher and effective key words and whenever customers search some
items then they can view highest rank of company’s name on the top of the list. They become familiar with website of company
and it helps in improving relation that is main goal of communication (Lemos and Joshi, 2017).
• E-mail marketing: E-mail marketing is all about existing customers as it is being used by companies and retailers including
Marks and Spencer for retaining existing customers and improving relation with them. Company can attract new ones customers
as well and improve brand awareness. In this type, company provides valuable information to all of its target market and
customers related to products and make them aware. Brand awareness and improved brand encourage customers for buying
products whenever they are ready and it is possible when company gets in touch or contact with customers. So, it can be said that
this digital marketing strategy can accomplish its goal of staying at the top of mind of potential customers and retaining them.

CONCLUSION
From the above study it has been summarized that digital marketing is the main key of success of companies as it
helps them out in improving communication and relation with customers. It has discussed ways as how some strategies of
digital marketing such as: SEO, E-mail, social media and others help in meeting goals of communication strategies.

• Books and journals
• Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and implications. Psychology &
Marketing. 33(12). pp.1029-1038.
• Bandyopadhyay, C. and Ray, S., 2019. Digital Marketing and Communication for Social Enterprises. In Media Trust in a Digital
World (pp. 251-262). Springer, Cham.
• Ghotbifar, F., Marjani, M. and Ramazani, A., 2017. Identifying and assessing the factors affecting skill gap in digital marketing
in communication industry companies. Independent Journal of Management & Production, 8(1), pp.1-14.
• Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in
Marketing. 34(1). pp.22-45.
REFERENCES

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