Use of Digital Marketing in Communication Strategy

This presentation explores the concept of digital marketing strategies and their contribution to communication strategies. It includes examples from H&M and Burberry and ranks their effectiveness in promoting products and services through social media ways. The presentation also covers the idea of digital communication strategies and reviews different digital marketing examples.

Use of Digital Marketing in
Communication Strategy

Table of contents
■ Introduction
■ Concept of digital marketing strategies
■ Idea of digital communication strategies
■ Review of digital marketing examples
■ Contribution of digital marketing to communication strategies
■ Rank of examples for effectiveness by implementing social media ways
■ Conclusion
■ References

Introduction
Digital marketing is a component of marketing
practices that could utilise online related
technology with internet by taking use of computer
along with different digital platforms which are
used for promotion of companies of offerings.
Digital marketing is performed through various
strategies that could be implemented by giving
communication towards customers with several
online digital platforms so that their product as
well as services could be availed by them.

Concept of digital marketing strategies
Digital marketing strategies are examined to be a
set of planned practices which had to be performed
online for creating a large reach to a particular
business goal. It basically handles in performing
consistent and regular actions at a correct time with
effective online modes by which they could be able
to increase their revenues as well as improve their
customer relationships in market.

Idea of digital communication strategies
Digital communication strategies are basically
referred to be a method of connecting to customers
across various online platforms which could be
implemented by companies for promoting their
product as well as services. Digital communication
generally involves launching of social media
campaigns, sharing email newsletters, publishing
advertising articles along with running banner
advertisement for having an effective promotional
mix of company’s products.

Review of digital marketing examples
There are some of examples that could be reviewed
and implemented by H&M as a digital marketing
strategies which are as follows:
■ Search engine optimisation: This digital
marketing strategy basically defines to a manner
of improving quality as well as quantity of
website traffic that is possible for them in order
to bring it on top of search engine results.

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■ Pay per click: This digital marketing strategy
example could be referred as an online
marketing tool that is used by publisher and
advertiser for creating their advertisement link
for promoting offerings of companies. It is also
known as cost per click tool that could be used
by companies for driving traffic to website
where offerings of companies are promoted in
markets in view of customers.

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■ Mobile marketing: It defined to be a digital
marketing advertising practice which promotes
products as well as services of company through
mobile devices like tablets as well as
smartphones. It makes implementation of
different features of modern mobile technology
that could consist of location services for
tailoring marketing campaigns that are related to
individual’s location.

Contribution of digital marketing to communication strategies
Digital marketing gives a valuable support to
communication strategies for keeping their positions in
markets. In accordance with H&M contribution and support
of digital marketing in communication strategies are as
follows:
■ Analysing customers and their requirement: Nowadays
social media performs an effective role in performing
communication strategy by keeping a knowledge of
customers and their needs towards company for fulfilling

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In accordance with another fashion brand Burberry
digital marketing supports it communication
strategy in various ways that are as follows:
■ Interacting with social media: Social media
basically performs and necessary function in
global world. It is carried with a possibility for
Burberry to perform communication interaction
with large amount of customers at a particular
point of time.

There various rank of instances by which
company could be compared by using their
effectiveness of social media manners. There
is a comparison of H&M with Burberry on
various factors like track engagement,
awareness, reach, followers, turnover as well
as feedbacks. On this basis effectiveness of
implementing social media ways could be
identified that are as follows:

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Basis H&M Burberry
Awareness Company is highly focused on
performing their corporate social
responsibility on constant basis so
that awareness of their offering
could be kept in minds of
customers for availing them.
Company is leading in outer wear that is
recognised internationally for both men
as well as women. And creating their
brand awareness for exploring, protecting
as well as inspiring with their core ethics
towards customers.
Followers H&M has followers of about 37.2
million on its Instagram account to
promote their products with social
media platform.
Burberry is having followers of 18.2
million on its Instagram account where
they are showcasing their product as well
as services for promotion.

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Basis H&M Burberry
Reach Company is performing a large reach
of customers by performing their
practices on it stores and presence in
global business market.
Company is performing large reach
of customers by having their stores
and outlets in different parts of
countries
Track
engagement
H&M is focused on providing their
track engagement by shipping as
well as delivering of their offerings
with email confirmation to
customers by tracking their order
online.
Company is implementing their
track engagement method as a social
media analytics for providing
analysis of their sentiments, share of
voice along with other aspects.

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Basis H&M Burberry
Turnover H&M is carrying their retail brand
turnover with 1700 crores with 14 %
higher every year.
Burberry is having a worldwide
revenue which is amounted to 2.34
billion as their turnover.
Feedbacks
and reviews
Company carries customer rating of
3.27 stars from 938 reviews that
indicates that customers are highly
satisfied with their product purchases
and they are mentioning their quality
of products with reasonable prices.
Company is having a rating of 4.7
with reviews of customers 5,944 and
indicates that they are providing
quality products with an affordable
price

Conclusion
From above analysis it could be concluded that digital marketing is a necessary
component which is in trend in present market scenario that is used by companies in
order to build their effective customer base. Digital marketing basically provides a large
customer base with generation of profit margin and it is an online marketing platform
that promote offerings with digital modes in order to communicate with customer at a
time. This presentation explains about contribution of digital marketing for providing
communication strategies which has been used by H&M to carry their business practices
by interacting with customers.

References
■ Chowdhury, R.A. and Chowdhury, R.A., 2021. Digital marketing. Building a
Salesforce-Powered Front Office: A Quick-Start Guide, pp.97-109.
■ Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in
independent businesses: experiences of restaurant entrepreneurs in India and the
United Kingdom. Worldwide Hospitality and Tourism Themes.
■ Elhajjar, S., 2021. Digital marketing jobs: What are recruiters looking for?. Journal of
Education for Business, pp.1-7.gy for an Indoor Beach Volleyball Arena.
■ Keppler, S., 2021. Digital Marketing Strate

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