Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the importance of digital marketing in communication strategies and its role in promoting products and services. It provides examples of H&M and Burberry and their use of social media measures. The effectiveness of each brand's strategy is analyzed and ranked.

Use of digital marketing in a specific
communications strategy
Name & ID

Contents
 Introduction
 Digital marketing strategy
 Digital communication strategy
 Examples of reviewing digital marketing
 Two brands have been taken for reviewing digital marketing
 Promotional mix
 Effectiveness and rank the examples in order of effectiveness and utilizing the social media measures
 Conclusion
 References

Introduction
The internet has provided the numerous prospects to business in the
international economy with current time period. The digital marketing
comprises profits by using technology effortlessly in several patterns in
digital mass media transmission. Digital marketing is constituent of the
advertising which can in henceforth the publicity, announcement,
procurement, vending processes of the corporate. Through digital
marketing, businesses can efficiently attach with their businesses offer
them acceptable properties and facilities (Abraham, J.A., 2018). The
digital marketing defines the communication and marketing of goods and
services with the aim to retain the audiences to clients by creating through
digital technologies. The digital marketing helps in flow of information,
track the procedures to benefit the company.

DIGITAL MARKETING STRATEGY
The business purposes and aims are achieved through digital
marketing defining the sequence of activities by including the online
channels which are in the form of remuneration, possessed media. A
strategy of online marketing policy is created with the practice of
digital marketing in the aim of recruitment with the accomplishment.
In the opinion of the client channel performance and market place
activities for product and services it is a network of digital marketing
strategy that is knowledgeable to researcher. The strategy of digital
marketing can be online and offline in the purpose of the future
development (Chester, J. and Montgomery, K., 2008).

DIGITAL COMMUNICATION STRATEGY
It defines the process of connecting individuals across the globe by the
application of online channels. The introduction of social media
campaign is commenced successfully with the advertisement,
newsletter, e-mail, publication integral promotion apprenticeships. The
digital communiqué is cast-off by the association for increasing their
influence distribution messaging by generating obliging association by
the spectators. The digital communication campaigns helps the business
in introducing a brand creates awareness in the consumers regarding the
products and services to stimulate the purchasing power of the
customer for product through marketing channels (Crittenden, V.L. and
Crittenden, W.F., 2015).

EXAMPLES OF REVIEWING DIGITAL MARKETING
• Brand 1-H&M
H&M takes societal media profiles on the Facebook, Instagram, Twitter,
YouTube, Pinterest and various more and owed to the outcome of image
and videos on Instagram and Facebook are examined and recognize first
societal media platforms. In the context to the H&M it always offers the
new product of clothing to remain in connection with the customers and
in the future to have forthright peak. H&M is the greatest brand of retail
fashion having 1 million followers on Facebook with 26.4 million
followers. It is a fast fashion clothing company for men, women and
teenagers having 5000 stores operated in 74 countries.

CONTINUE…
Brand 2- Burberry
Burberry dealing is in fashion market by supplying trench coats, leather
goods; cosmetics etc. The Burberry uses Twitter for the products to
publicizing them operatively. With the assistance of Instagram Burberry has
created 3761 posts on Instagram and also has 22.9 million followers by
following their brand. The chief filter account has more than 8.6 million
followers by which Twitter symbolize the goods of establishment by
engaging their consumer base. It is acknowledged as self-same advanced
figure and too replicate the accomplishment of organization which achieved
by advertisement on Instagram (Hughes, A., 2018).

PROMOTIONAL MIX
H&M- The H&M is a powerful brand by creating knowingness of the clothing in the customer market, to encourage
its product and kinds the utilization of advertisement and campaigns for yielding perceptibility in the aid of the
consumer in respect to brand. The product is promoted through television and print media. It also makes the usage of
newspaper, billboards and magazines. Through twitter, Face book and You Tube it generated fan following by having
media presence on the social platform. To increase the presences of retail stores the use of large sales force is taken
by emphasising on personal selling and taking part in trade exhibitions.

CONTINUE…
Burberry- The marketing activities emphasis on the Burberry through promotion by having the significant share of
apparel industry. Burberry utilizes promotions of all types of like TV, online ads, print ads, billboards etc. in its
marketing mix. In social media marketing the position of the Burberry is being familiarised and contemporary. The
brand message of the Burberry is interconnected effortlessly to customers by investing in digital marketing which
heavily rely on endorsement of celebrity. The advertisements are designated to be situated in high class periodic to
score the direct audience. Principally viral advertising is utilised as a promotional approach and less of TV
advertisements are seen promotion the Burberry brand. Some of the celebrities include Kate Moss, Agyness Deyn.
The adoption of digital technology is the important component of prosperity for promotions (Kayumovich, K.O and
et.al., 2020).

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF
EFFECTIVENESS AND UTILIZING THE SOCIAL MEDIA MEASURES
40 million media impressions are created by H&M. On Instagram the brand has 412K followers and on
Facebook, it’s 24.3 million. The product generates alertness by using the societal media presence of
social platform on Facebook, Instagram, Twitter, You Tube etc. The international customers are
targeted by the brand which receives the reliable answer and reactions from clients. The path
appointment is unremitting of the creation. The turnover of H&M is approx. 53.7 billion. It has gain
Approx. 567,478 likes and interest for the product. The effectiveness of choosing media is on Face
book and advertisement on television. The total share for the brand is above 19k (McQuade, S and
et.al., 1996).

CONTINUE…
The Burberry produces responsiveness by exploitation the social media presence of social platform on
Facebook, Instagram, Twitter, You Tube etc. The product characters to worldwide clients which accepts
the dependable criticism and answers from clients having a continuous track engagement of the product.
On Instagram the brand has 614K followers and on Facebook, it’s 658Million. It has gain Approx. 127,
0343 likes and interest for the product. it has a market share of 13%. The turnover is approx. 5.57 billion.
The usefulness of choosing media is You Tube and face book. The Burberry has the high effectiveness of
using social media presence. Burberry uses various knowledges for meeting the prospects of target
customers. It delivers the capability of online shopping which chiefs to upsurges in sales and advances
the image (Mogos, R.I., 2015).

CONCLUSION
From the above presentation it has been concluded that digital marketing comprises the intermediate of
communiqué over societal media, sites, and e-mail. The portion of digital marketing is important
portion in socialising of digital marketing owed to the communal marketing which is obliging for an
organisation to scope in the course of the ultimate measure of clients in knowledge to growth their
expansion and achievement. The digital marketing is a platform castoff by the salespersons for
approving their product by important the produce in such an income that increases trustworthiness. The
brand H&M and Burberry proficiently usages the digital marketing for the promotion of invention and
produce cognizance in the customers. The sales and profitability of the organisation is increased by
practising the several communication strategies so that extra customers reach to product. With this it is
also concluded that for the company social media content is valuable to increase customer involvement
and brand awareness.

[phone]
[e-mail]
REFERENCES
• Abraham, J.A., 2018. Factors influencing adoption of digital marketing in commercial banks operating in
Tanzania: a case of Dar-es-salaam city (Doctoral dissertation, The University of Dodoma).
• Chester, J. and Montgomery, K., 2008. Interactive food and beverage marketing: Targeting children and youth
in the digital age (No. id: 1810).
• Crittenden, V.L. and Crittenden, W.F., 2015. Digital and social media marketing in business education:
Implications for student engagement.
• Hughes, A., 2018. Market Driven Political Advertising: Social, Digital and Mobile Marketing. Springer.
• Kayumovich, K.O and et.al., 2020. Opportunities of mobile marketing in tourism. Journal of Critical
Reviews, 7(12), pp.94-98.
• McQuade, S and et.al., 1996. Marketing to the digital consumer. The McKinsey Quarterly, (3), pp.4-5.
• Mogos, R.I., 2015. Digital marketing for identifying customers’ preferences–A solution for SMEs in obtaining
competitive advantages. International Journal of Economic Practices and Theories, 5(3), pp.240-247.

Thank you