Use of Digital Marketing in Communication Strategy

This presentation discusses the importance of digital marketing in corporate marketplace and its role in supporting communication strategies. It covers various digital marketing strategies such as pay per click advertising and search engine optimization. The effectiveness of social media measures is also evaluated through a comparison of two companies.

Use of Digital Marketing in
Communication Strategy

Table of Content
Introduction
Concept of digital marketing
Strategies of digital marketing which contributes to communication
strategy
Effectiveness for providing utilisation social media measures
Conclusion
References

Introduction
As digital marketing is basically said to be any
online mode of marketing efforts like email
marketing, pay per click, social media
marketing as well as advertising techniques that
are implemented by companies for promoting
services and products in order to generate
profits in marketing. As digital marketing
generally plays an essential role in terms of
using communication strategy for performing
out business operations efficiently through
making of profits.

About digital marketing
Digital marketing is termed of meaning of
marketing that could deal in implementing
internet along digital tools such as digital tools
such as desktop computers, digital media
platforms as well as phones in order to promote
out products as well as services. Digital
marketing could also be said as online marketing
which is implemented as internet along with other
types of capable customers by using out internet
and other forms of digital communication.

Digital marketing strategies that contributes to
communication strategy
As digital marketing strategies basically helps
in supporting out communication strategies
which could help in supporting out strategies of
communication. In relation to Marks and
Spencer various digital marketing strategies
which helps company in supporting out their
communication strategies could be carried out
by performing out effective implementation of
various promotional tools along with marketing
mix of company's products and services.

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Pay per click advertising technique: As this
strategy of marketing is considered to be
most price effective along with powerful
strategy of marketing which is implemented
by promotional tools with marketing mix in
mind-sets of customers. As pay per click
strategy of advertising is referred to be a
paid form of advertising that rely on auction
related system of workplace of company.

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As Marks and Spencer is using tool of pay per click as
a marketing technique for performing out business
activities in order to promote out their products by
promotional techniques. As for different companies
this technique is to be defined to be having started by
digital marketing for searching out for a quick boost.
As this marketing technique is beneficial for Marks
and Spencer to perform online marketing as it propels
its websites to top of their search results which could
benefit in fulfilling objectives of company through top
search results.

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Search engine optimisation: As this marketing
technique is implemented by Marks and
Spencer along with it said to be one effective
digital marketing initiatives. As it could be
referred to a method of improving company's
website so that they could be able to rank them
with highly search engine results in order to
have keywords along with phrases which are
related to business of company. As search
engine optimisation of Marks and Spencer
performs out a goals of carrying out more traffic
to websites from their staff members for their
targeted audiences.

Effectiveness for having utilising social media
measures
As efficiency of strategies of digital marketing could be
implemented by performing out carious ranks of instances
through using social media measures. As Marks and Spencer is
differentiated to Tesco which also a British multinational retail
company through differentiating them on base of digital
marketing platforms through their performance which could be
evaluated in effective relations by determining platforms of
digital marketing by performance that could b evaluated in
efficient basis by identifying effective reach of users. As
differentiation of Marks and Spencer with Tesco on base of
effectiveness on specific aspects such as awareness, followers,
shares, feedbacks and responses with track engagement along
with turnover and advocacy aspects are explained as follows:

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● Basis ● Marks and Spencer ● Tesco
● Turnover ● Marks and Spencer is
performing out an annual
turnover of globally revenue
of 10,181 million.
● As Tesco is carrying out
annual revenue which is
amounted to approx 53
billion pounds.
● Followers ● As company is having of 1.8
million followers on its
social media by which they
are promoting its products
as well as services.
● As Tesco is performing out
nearly 465k followers on
their social media which
helps them in promoting
their retail products.

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● Basis ● Marks and Spencer ● Tesco
● Track engagement ● Marks and Spencer is
implementing track
engagement of overhauling
marketing strategies in its
practices.
● As company is performing
out its track engagement in
having effective marketing
strategies by stagnation in
its working potentials.
● Awareness ● Marks and Spencer is
preparing awareness in
mindsets of customers by
through strategies of market
influencing.
● As company is creating
awareness programs by
implementing out search
engine optimisation and pay
per click.

Conclusion
As it has been concluded form above presentation that digital marketing is said to be an important
element which should be implemented by various companies for having effectiveness of working
in corporate marketplace. This presentation carries an explanation of function of strategies of
digital marketing which helps in providing support to communication strategies in order to
perform out business operations effectively. As presentation covers function of digital marketing
which could be implemented in order to have communication strategies. Along with it contains
differentiation of two companies on basis their effectiveness for having utilisation of social media
methods.

References
• Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital marketing. CRC
Press.
• Dursun, N., 2021. An Analysis of How Private Art Institutions Evaluate their Digital Presence During
COVID-19. Galatasaray Üniversitesi İletişim Dergisi .(7). pp.34-59.
• Dyahrini, W., Firmansyah, E. and Purba, J.M., 2021. The Effect of Digital Marketing, Digital Money on
Performance PT. Indosat (Case Study in Bandung Sales Area). Psychology and Education Journal .58
(1). pp.6343-6349.
• Gerasimenko, V., 2021. Digital Strategy Implementation in Marketing: New Performance and Risks.
In Digital Strategies in a Global Market (pp. 13-27). Palgrave Macmillan, Cham.

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