Digital Communication and Marketing Tools: Importance and Application

This report discusses the importance and application of digital communication and marketing tools in an organization. It covers the AIDA model, digital communication plan, and examples of digital communication channels. It also explains how digital communication is effective for a business organization.

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Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
The various example of digital communication..........................................................................1
Digital communication plan........................................................................................................2
Explaining about AIDA Model...................................................................................................2
Importance and application of digital marketing tools................................................................3
Explaining how digital communication is effective for a business organisation........................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Contemporary issues in marketing are used to describe the problem and opportunities of
marketing that are relevant and present in current time (Zhang. and Cui, 2021). This makes
important for the company in order to analyse and determine the issues which creates problem
for them in order to market their product and service in the market for gaining the attraction of
the consumer in effective manner. Digital communication is used to transfer physical data over
point-to-multipoint or point-to-point communication channel. The following report is prepared in
order to demonstrate the ability for using one of the range of digital marketing tools in effective
way. It further describes about the importance and application of digital marketing tools in an
organisation.
The various example of digital communication
Digital communication is a type of communication that relies on the use of different technology
which helps company in order to convey message and information regarding to their products
and brands to their customers. There are many methods are available in digital communication
that describes as digital communication channels (Androutsopoulos and Stæhr, 2018). These will
cover phone calls, email, video conferencing, SMS, web chats, blogs, podcasts as well as videos.
Some of the example of digital communication that helps company in order to interact with their
customers for increasing their sales are described below:
Mock-up web pages- This describes the static design of web pages that shows final llof
of a company’s product in order to gain attraction of more customers towards it. This will help
company in order to market their products in different web pages by properly understanding how
they look like after developing it.
Social media posts- This involve sharing content on different social media channels from
their profile. This will make company in order to share their content from their account in
different social media channels in order to gain attraction of many customers towards their
products and service.
Blog articles- This describes that blog articles makes people to discuss on the particular
information which has been published in a websites. This will also be an effective method that
help company in order to make communication with their customers by attracting them towards
by publishing their blog articles in their websites.
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Digital communication plan
A digital communication plan refers to a document which helps in determining goals of the
company in order to make proper communication with their customers from different digital
marketing channels (Savakar and Ghuli, 2019). In order to develop a digital communication plan
it is important for the company to consider certain steps and that are described below:
Identifying business goals- This describes the first steps for creating digital
communication plan of an organisation. This makes company in order to determine their goals
and objectives which they want to achieve. This will helps company to grow their brand
awareness, increase lead volume, increase shareholder value as well as increase their sales in
effective manner.
Gain insight to the target audience- This is the next step which makes company in
order to determine their target customers in order to gain their attraction for their product and
service. This will also help company to select best social channel that increase their sales by
properly understanding needs and wants of their target customers in better manner.
Measurement- This refers to the final step which makes company in order to measure
the performance for their digital marketing strategy. The company can use Key performance
indicators in order to measure their performance in digital communication plan.
Explaining about AIDA Model
The AIDA model is used to trace the journey of customers by Awareness, Interest, Desires and
Actions. This refers to a best marketing model in comparison to other traditional marketing
model (Khilnani, Schulz and Robinson, 2020). It determines cognitive stages of an individual
when they are performing their buying process related to product and service. This will help
company in order to make their digital marketing strategy by understanding the buying process
of customer. This includes four factors in order to understand the buying decision of customers
which has been described below:
Awareness- This factor make company in order to create brand awareness of their
product and service in different digital communication channels in order to make consumer
aware about their offerings.
Interest- This makes company in order to provide various benefits from their products
and service to their customers in order to generate their interest for their product and service.
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Consumers search in different digital marketing channels to find which product and service
profit more benefits that are more interesting to them.
Desire- This makes company in order to make their content more interesting which helps
in making emotional connections in order to make their product and service desirable to their
final consumers.
Action- This describes that the company need to perform certain actions that are required
in engaging customers towards their product and service for increasing their sales. The company
need to use different digital communication channels for making their customer engaged with the
organisation.
Importance and application of digital marketing tools
Digital marketing tools are most effective tools which helps company in order to connect their
business with their potential customers through online platforms. There are various of marketing
tools exist which helps company in order to market their product and service in different online
platforms which includes Google Analytics, Mailchimp, BuzzSumo, Asana, Buffer, and many
more. Application of these digital marketing tools is important for the company in order to gain
attraction of global consumer for their goods and service. These tools are less expensive in
comparison to other marketing methods which help company to increase their profitability
(Lupton and Feldman, 2020). One of the most important feature of these tools is that it can easily
be access in mobile phones which helps consumer to make their purchases from their mobile
phones in order to make their purchasing more interesting and easier. The digital marketing is
flexible which helps company in order to market their product and service according to their
suitability and conveniently. This will help company in order to make their expansion more
effective by promoting their goods and service in different digital marketing tools in order to
gain attraction of global customers towards their products and service. Digital marketing uses
different multimedia in order to make effective marketing content of an organisation for
attracting more customers towards their products and service in better manner. One of the best
use of these digital marketing tools is to help company to communicate with their customers for
understanding their needs and wants as well as solving their queries related to the product and
service of the company.
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Explaining how digital communication is effective for a business organisation
Digital marketing is a type of interaction which has been making through network connection. It
includes different kinds of channels and tolls which includes email, video conferencing, instant
messaging, web chat, social media and so on. This will company to engage customers in fast,
secure and convenient manner. Digital communication help company in order to gain seamless
experience with their stakeholders and customers by making face-to-face interaction with them
through AI, chatbots and many more digital communication tools. This will also help company
in order to build effective employee engagement by transforming their employees into
storytellers for their brand in order to attract more customers towards their products and service
(Carr, 2020). The other valuable benefit that digital communication provides to the business
organisation is to make scalable and customisable content for their products and service. This
will company in order keep their employees motivated, connected and informed which helps in
achieving their organisational goals and objectives in better manner. It also allows company in
order to provide more and better engaging customer experiences which help company in order to
grow their business in better manner;.
CONCLUSION
From the above mentioned report, it has been concluded that contemporary issues in marketing
create problem and opportunity for the company in order to operate their business. Mock-up web
pages, social media posts as well as blog articles are some examples of digital communication
which helps company in order to communicate with the target customers on online platforms.
Identifying business goals, gain insight to the target audience as well as measurement are some
steps which need to be considering while developing their digital communication plan. AIDA
model is best marketing model which help company to understand the buying decision of their
customers by analysing their awareness, interest, desirable and action.
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REFERENCES
Books and Journals:
Zhang, L. and Cui, T.J., 2021. A wireless communication scheme based on space-and frequency-
division multiplexing using digital metasurfaces. Nature electronics, 4(3), pp.218-227.
Androutsopoulos, J. and Stæhr, A., 2018. Moving methods online: Researching digital language
practices. In The Routledge handbook of language and superdiversity (pp. 118-132).
Routledge
Savakar, D.G. and Ghuli, A., 2019. Robust invisible digital image watermarking using hybrid
scheme. Arabian Journal for Science and Engineering, 44(4), pp.3995-4008.
Khilnani, A., Schulz, J. and Robinson, L., 2020. The COVID-19 pandemic: new concerns and
connections between eHealth and digital inequalities. Journal of Information,
Communication and Ethics in Society.
Lupton, D. and Feldman, Z. eds., 2020. Digital food cultures (pp. 35-49). London: Routledge.
Carr, C.T., 2020. CMC is dead, long live CMC!: Situating computer-mediated communication
scholarship beyond the digital age. Journal of Computer-Mediated
Communication, 25(1), pp.9-22.
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