Comparative Analysis: Digital Marketing in Communication Strategy

This essay explores the use of digital marketing strategies in communication, focusing on Apple and Lamborghini as examples. It reviews their digital marketing approaches, particularly their use of Twitter and Instagram, respectively, to promote their products and services. The analysis delves into how these strategies contribute to the promotional aspect of their marketing mix, emphasizing the importance of digital communication in conveying the right message to customers. Furthermore, the essay evaluates the effectiveness of these strategies, ranking them based on social media measures and concluding that a strong digital presence is crucial for businesses in today's online-dependent world. Desklib provides access to similar solved assignments and resources for students.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:

Contents-As2
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 AND DM
Digital marketing refers to the promoting of the
products and services through digital channels such
as social media, search engines, websites, email,
mobile applications etc. In this modern era it is very
important for the business organisations to adopt the
digital marketing strategies in order to meet the
customers needs and wants because the consumers
heavily rely on the digital platform to search and buy
any products or services

WHAT IS DIGITAL MARKETING
STRATEGY?
It describes the series of action that uses online
marketing channels to achieve the business
organisations goals and objectives. There are
various strategies that can be used to promote
the products of a company such as by the use of
social media it can use Instagram, twitter,
Facebook which allows the organisations to
build and launch the online marketing strategy
with a success to the company.

DIGITAL COMMUNICATION STRATEGY
In today's era it is very important to have a digital communication for the brand to give the right
message and information about the products and services to its customers. Before the digital age the
brands use to promote through advertisements, televisions , radio etc but these channels are still important
to consider while adopting the new technologies such as email marketing, social networks, blogs, apps
etc. It is the process of connecting with the people across the online platforms.

REVIEW THE DIGITAL
MARKETING EXAMPLES .
Brand 1--------APPLE
Brand 2- ------ LAMBORGHINI

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
APPLE INC.- It is a multinational technology company that
deals in consumer electronics, computer software and online
services. It was founded by Steve Jobs in 1976. it is the
worlds largest company in technology and sells computers,
mobile phones, watches etc. (Laverie, Humphrey and
Bolton, 2018).
The company uses social media which is twitter as its digital
communication strategy to promote its products and services
in order to achieve its objectives and goals.

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
Lamborghini- It is an Italian brand and manufacturer
of luxury sports car. The company is owned by
Volkswagen group through its subsidiary Audi. It
focused in producing new products and model lines to
the brand portfolio and brought to the market and it
was observed that there was increase in the
productivity for the brand.
It uses Instagram as a digital marketing strategy to
promote its products.

PROMOTIONAL AND
MARKETING MIX
The business organisations uses various tools to
promote its products and services in order to be
more effective and efficient to achieve the
objectives of the business organisation. It is also
very important for the organisation to consider
the external factors which means the use of
marketing mix tool so that it can influence the
consumers to purchase its product.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -MEASURING EFFECTIVENESS OF DM COMMUNICATIONS :
Both the companies have their own way to promote its products in their best way. As apple uses twitter and
Lamborghini uses Instagram as their marketing strategies.
For Lamborghini the adoption of Instagram as digital marketing strategy is best because this strategy helps
the company in providing the visual pictures of the products which attracts customer in having a look for a
lavish lifestyle and the design which it creates to capture the huge potential audience from the Instagram
account as in today's era people spend their leisure time scrolling or surfing internet.

CONCLUSION
From the above discussion it can be concluded that it is very important for the business organisations to
have a digital communication strategies in order to promote its customer and to serve the best for its
customers while attracting new customer as well. As today's world in highly dependent on the online
platforms and make most of its decision by sources it from internet. Both the example used above of
apple and Lamborghini uses digital marketing strategies to promote its brand and attract customers.

REFERENCES USED
• Cole, H.S., DeNardin, T. and Clow, K.E., 2017. Small service businesses: Advertising attitudes and the
use of digital and social media marketing. Services Marketing Quarterly, 38(4), pp.203-212.
• Johnsen, M., 2017. Multilingual Digital Marketing: Managing for Excellence in Online Marketing.
Maria Johnsen.
• Kirmond, L., 2020. Localization Strategy for Business-to-Business Digital Marketing with a Focus on
Industrial Metrology. In Digital and Social Media Marketing (pp. 293-297). Springer, Cham.
• Laverie, D., Humphrey, W.H. and Bolton, D.E., 2018, May. Integrating customer journey mapping and
integrated marketing communications for omnichannel and digital marketing education: An abstract.
In Academy of Marketing Science Annual Conference (pp. 205-206). Springer, Cham

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