Use of Digital Marketing in a Specific Communications Strategy

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.
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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.