Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the use of digital marketing in a specific communications strategy. It reviews the digital marketing examples of Dominos and Nike and explains how they contribute to the respective organizations' communication strategy. The presentation also evaluates the effectiveness of the campaigns and ranks them in order of effectiveness. The subject, course code, and college are not mentioned.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
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Contents-Assignment 2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective
organisations, as part of the promotional aspect of the marketing mix.
a. example 1
b. example 2
c. promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION TO DIGITAL MARKETING
• Rising in technological advancements and easy access of Internet has made it significant
the use of digital and social media marketing for the businesses in order to conduct
promotional activities with regards to the products and services being offered. Unlike
traditional mode of marketing, contemporary digital media marketing allows companies to
target huge customer base irrespective of the geo-graphical location.
• Digital marketing makes use of both offline and online modes in order to communicate with
the target audience as it makes use of electronic devices, where as social media marketing
is restricted to only online marketing campaigns. Campaigns used by digital marketing
media include use of internet, mobile advertisement, television, messages, video or audio
content etc.
• Digital marketing is concerned with the promotional activities executed by the business firm
with the aim of make the products and services noticeable and generating interest for the
same sing digital media channels. Numerous tools and tactics used under such marketing
are, email marketing, social media channels, website analytics, search engine optimization
and content curation.
• The further report review and analyses the digital marketing strategies used by the different
brands along with their communication strategy. The report also evaluates the contribution
towards the communication strategy made by these campaigns on the basis of several
factors.
.

WHAT IS DIGITAL MARKETING
STRATEGY?
• Digital marketing strategy can be described as the set of planned actions and steps
taken online with the aim of achieving specific marketing objectives and goals . These
are the consistent actions performed at the right time through most suitable use of
online channels, paid, owned or earned media, to enhance the relationship with
target audience and increase sales revenue of the business firm. Digital marketing
strategy differs from the digital marketing campaign as strategy is the blue print or
desired actions to be taken to achieve long term objectives, whereas digital
marketing campaigns are the tactics used achieve those stated goals and objectives.
A good and effective digital marketing is key to success as businesses keeps opting for
a digital transformation into their operation and new channels to reach audience,
therefore, this strategy helps in keeping business competitive and profitable.

DIGITAL COMMUNICATION STRATEGY
• Communication strategy- Prior to digital era, marketers made of print media, TV, radio, and
billboard advertising which was directed towards the masses but now digital channels are
taking over such as social media networks, emails, messaging apps, e-mail or blogs. Digital
communication strategy is related with selecting the appropriate medium of communication
with the target audience in order to make the campaign more effective and appealing.
Communication strategies can be verbal, non verbal or visuals, which are integrated together
into digital marketing campaign s so that target audience is interacted and developed interest
for the products and services. Few elements of communication strategy are listed below:
 Target Customers
 The Goals - Objectives Of Communications
 Message
 Media Methods
 Monitoring And Control The Effectiveness

REVIEW THE DIGITAL MARKETING
EXAMPLES
Brand 1: Dominos
The social media campaign developed by Dominos was based on the concept of
earn while spreading word of mouth publicity. The campaign used the strategy
of personalised content where customer , who make the tweet with the hash tag
label “let’s do lunch” along with the picture of Pizza, will entitled them to get a
pepperoni pizza at a prices as low as 6.5 Euros than it was prices originally at
15.99 Euros. This campaign was named as “tweet for treats” and was used in
the specific time frame, between 9:00 AM to 11:00 AM.
Brand 2: Nike
Nike makes use of effective and exceptional ads as their digital marketing
strategy, the brand not only sells the products but also offers emotional benefits
associated with the product. Through emotional branding, Nike, induces
emotions among customer through building stories and creates a large base.
Their stories are related with sharing narrative stories of a hero that represents
hardship, fights with enemy and overcoming challenges that leads to glory. The
tag line” just do it” helps and support hero, in response of an enemy who says
“you can’t. “

CONTRIBUTION TOWARDS THE
COMMUNICATION STRATEGY: DOMINOS
 Target Customers: Target audience for the leading and giant fast food chain is between 18-35 years who just end up buying
a pizza without or with a reason. The target customer is classified as the lower-middle class and middle class people who are
mostly working professionals or students who look for a ready to eat instant meal during working hours. People between this
age groups have access to internet and spend most of the time over social media to look up for best deals of discounts and
offers by Dominos.
 The Goals –The prime objective of Dominos to increase the affordability of customers by offering quality meals at low and
discounted price.
 Message: The content of dominos marketing campaigns is enticing one as they always connect and makes things relatable
by using common people in marketing campaigns or using hash tags so that followers link themselves with the brand and
establish emotional connection.
 Media methods: Dominos makes extensive use of digital marketing platforms to promote and drive more traffic over websites
and application. Dominos post ads on Facebook, Instagram, LinkedIn etc. Also, Dominos also posts videos on social media
and use of SMS and E-mail Marketing.

CONTRIBUTION TOWARDS THE
COMMUNICATION STRATEGY: NIKE
 Target Customers: Nike’s target audience comprised of people who falls between the age group of 15- 40 years who
associate themselves easily with the other persona and gets influenced by other’s achievement.
 The Goals :Nike has strong commitment towards making every athlete better through inspiring and innovating across world.
Nike offers durable, high quality and best fits solution to the needs of sportsperson and is committed towards building loyalty
customers.
 Message: Nike’s effective and emotional branding campaigns are designed to inspire and inculcates the feeling to be a
winner in each aspect of life and can do anything if tried once.
 Media Methods: Nike maintains its global presence through use of different social media platforms such as Facebook,,
Twitter, YouTube, LinkedIn and Pinterest.

PROMOTIONAL AND MARKETING MIX
• One of the significant element of marketing mix is promotion which
encompasses all the activities that is concerned with communicating with
customers and informing them about the features and benefits
associated with the products, services or a specific brand. After working
over product and price element marketers decide to introduced and
increased awareness about the products and services with the help of
promotional mix. It is a combination of set of channels, tools and
processes which can be used by any business firm to create a brand
awareness, develop interest of customers and interact with target
audience. Few of the key elements of promotional mix are advertising,
public relations, personal selling, word of mouth publicity, direct
marketing etc.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -MEASURING EFFECTIVENESS OF DM COMMUNICATIONS :
Dominos
1. Awareness- Dominos is one of the leading fast food brand specialised in tasty,
thin crust pizza across globe. The company has positioned itself as a “fastest
delivery” pizza company due to their efficient supply chain management. It’s
online services along with physical outlets and intense marketing campaigns
has contributed towards their rise in sales and brand recognition.
2. Followers- Dominos has approximately 234,000 followers on Facebook , 1.3
million on Twitter and 62.000 subscribers on YouTube.
3. Likes/ shares- Approximately 7.1 million likes on Facebook,
4. Responses and Feedback- Dominos works closely with the customer’s
complaints and feedbacks so as to enhance customer satisfaction and expand
loyal customer base. They are quick in responding to customers and conduct
regular follow ups.
5. Track Engagement- Dominos makes use of different tools and techniques
such as Google analytics, likes and shares over social media platforms,
increase in followings, generation of leads etc.
6. Turnover- Overall revenue was accounted for approximately 4.12 billion US
dollar ,2020
7. Reach- Dominos extend their r reach to target audience by physical outlets
and social media sites such as Instagram, Facebook etc.
8. Effectiveness of chosen media- Dominos has active and highest number of
user over Instagram and Facebook.
Nike
1. Awareness:One of the leading and giant sports and fitness clothing and shoe
company, Nike has a intense brand awareness among target audience as its
“just do it” logo is recognized across globe. It’s sleek, nice, alluring and effectives
design of shoes is desired by everyone.
2. Followers: Nike has a total fan following of more than 33 million over facebook, (
million over Twitter and 165 million followers on Instagram.
3. Likes/ interests: It has approximately likes of 33, 700,000 on Facebook and 2.4
million on Instagram.
4. Responses and Feedback-Nike has a robust and integrated customer
relationship management system which gather data from all the social media
platforms and provide instant response to customers.
5. Track Engagement- Nike maintains and keeps their customer engaged with
numerous activities over social media platforms and measures its engagement
by increased number of like, shares and comments.
6. Turnover- US $ 37.40 billion, 2020
7. Reach- Nike provides majorly its product through physical establishments and
with the help of websites and social media platforms.
8. Effectiveness of chosen media- Nike is getting positive and better results from
Facebook and Instagram, there by these marketing channels can generate better
results for the company.

CONCLUSION
• On the basis of above discussion it has been concluded that digital
marketing and use of social media platforms are playing crucial role for
the success and long term survival of the business. These marketing
methods are assisting companies in staying ahead of competition and
increase its customer base as digital marketing provides company the
opportunity to engage and interact with huge target audience across
globe.

REFERENCES USED
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