Use of Digital Marketing in a Specific Communications Strategy

This presentation explores the use of digital marketing in a specific communication strategy, with Unilever as an example. It defines digital marketing and explains where it fits within the communication mix. It also discusses the advantages and disadvantages of digital marketing and provides recommendations for effective implementation.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation

USE OF DIGITAL MARKETING IN A
SPECIFIC COMMUNICATIONS
STRATEGY
Name:
ID:

Contents
• Introduction
• A full theoretical definition of ‘Digital Marketing’
• An explanation of Communication (promotion) mix
• A description of where ‘Digital Marketing’ fits within the Communications mix
• Advantages and Disadvantages of ‘Digital marketing’
• Recommendations

Digital marketing can be defined as the part of the
marketing that is focused on to use the internet and online
related technologies. It helps them to promote goods and
services in the market.
Implementation of digital technologies facilitates the
managers of the company to cover the large area of the
market. For this report, Unilever company has been
undertaken into the account.
It is a British multinational consumer goods company that
is situated in the London, England.

A Full Theoretical Definition Of
‘Digital Marketing’
Digital marketing is a very crucial concept that helps the
organization to achieve various marketing objectives with the
implementation of the digital media, technology and devices.
In order to use digital marketing organization uses various kinds
of platforms and ways such as social media, applications,
websites, pages, posts, videos etc. in order to attract large number
of customers towards the business.
Digital marketing consists of various elements that are used by
the organization that are SEO, SEM, pay per click, e-mails,
messages, etc.

An Explanation Of Communication
(Promotion) Mix
Communication mix can be referred to as the use of the various tools that can
be used in order to communicate with the customers in the market. These tools
helps the organisation to effectively co-ordinate with the customers in the
market.
Some of the tools that can be used by the companies are direct marketing,
social media, websites, applications, advertisements etc.
These tools influence the behaviours of the particular customer to buy the
products of the company.
In regards to the Unilever company, they always focused on to use effective
ways and communication channels so that they can effectively co-ordinate
with the customers related to the products and the services.
It also facilitates the managers of the company to take regular feedbacks from
the customers inn regards to the products. Through this the become able to
create an effective brand image in the eyes of the customers.

A Description Of Where ‘Digital Marketing’ Fits Within
The Communications Mix
• Communication is a very important concept that consists of
various kinds of tools in order to communicate with the
customers in the market.
• Implementation of these tools facilitates the organisation to carry
out the digital marketing techniques effectively.
• In relation to the Unilever, marketing department of the company
can effectively carry out the digital marketing with the help of
communication tools.
• It can be said that digital marketing can only be executed
effectively with the help of the communication mix. Some of the
points are described below that show the relation between the
digital marketing and communication mix:

Advantages of ‘Digital marketing’
• There are various advantages and disadvantages present that the
organisation faces while carrying out the digital marketing.
• Some of the advantages and disadvantages are mentioned below:
• Advantages
• Competitive advantages: Digital marketing helps the
organisation and the companies to bring innovation in the
products and the services after analysing needs and wants of the
customers in the marketplace.
• Unilever become able to competitive edge in the market as they
effectively deliver products and services into the market through
which they are able to create an effective brand image in the eyes
of the customers.

Disadvantages of ‘Digital marketing’
• Copying of promotional strategy: It is one of the main disadvantages of
using digital marketing in the company.
• It consists lack of privacy and other company can easily copy the strategy
which comes out to be the biggest negative point of using digital marketing.
• In relation to the Unilever, they have also faced this problem which delays the
process of production in the company.
• Complaints and feedbacks: It is the another main disadvantages of digital
marketing because mostly haters and competitors of the company puts
negative comments and feedbacks related to the product with the aim of the
decreasing the brand image of the company.
• In relation to the Unilever company they always focus on to maintain goods
relation with their customers so that they can increase the number of positive
comments and feedbacks.

Recommendation
• One of the main element that the organisation should consider is
that they should use effective tools and ways in order to promote
the products and the services.
• In relation to the Unilever company they can undertake effective
channels which will help them to target the customers on the
various bases.
• Through this they will become able to attract large number of
customers towards their products and services.
• Another main element that the organisation should focus is on that
they effectively analyse the behaviours of the customers.
• Through this they can become able to provide the products
according to the needs and wants of the customers.

Summary/Conclusion
From the above report, it has been analysed that digital marketing can be used by the organisation in
order to promote the goods and services in the market. It has been evaluated that it increases the
customer engagement with products and services of the company. After that the detailed explanation
of the digital marketing has been undertaken into the account. Along with that concept of the
communication has also been undertaken into the account.

References
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital marketing. CRC
Press.
Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. com.
Gutnik, S., 2021. Application of Data Mining and Machine Learning Methods to Enhance the
Effectiveness of Digital Marketing Strategies. In Digital strategies in a global market (pp. 131-144).
Palgrave Macmillan, Cham.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the digital
marketing of financial services to vulnerable customers. Australasian Marketing Journal, pp.j-ausmj.
Munsch, A., 2021. Millennial and generation Z digital marketing communication and advertising
effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), pp.10-
29.

Thank you!