Exploring Digital Marketing in Modern Communication Strategy

This report delves into the crucial role of digital marketing in shaping and enhancing communication strategies for businesses. It defines digital marketing, highlighting its various components such as email marketing, pay-per-click advertising, and social media marketing. The report emphasizes how digital marketing strategies, like search engine optimization and pay-per-click advertising, contribute to effective communication by promoting products and services. It further analyzes the effectiveness of social media measures, comparing Tesco and Marks and Spencer based on turnover, social media followers, engagement, advocacy, and awareness. The conclusion underscores digital marketing as an essential element for companies seeking a competitive edge in the corporate marketplace.

Use of Digital Marketing in
Communication Strategy

Table of Content
 Introduction
 About digital marketing
 Digital marketing strategies that contributes to communication
strategy
 Effectiveness for having utilising social media measures
 Conclusion
 References

Introduction
As digital marketing is generally defines to any online
marketing efforts such as email marketing, pay per click
advertising tools, social media marketing which is used by
companies in order to promote products as well as services
for generating out profits margins. As it is generally
defines to online marketing for promoting out products as
well as services. As this digital marketing plays an
important role in implementing communication strategy
for carrying out business practices effectively by making
profits.

About digital marketing
Digital marketing is defined to a concept of
marketing which deals in utilizing internet as
well as online related digital technologies like
desktop computers, mobile phones as well as
other digital media platform for promoting out
products as well as services. As it is also known
as online marketing that is used by companies in
order to promote their brand for connecting
through their potential customers by

Digital marketing strategies that contributes to
communication strategy
As digital marketing strategies directly
helps in contributing to their
communication strategies. As in relation
to Tesco certain digital marketing
strategies that helps company in
contributing to their communication
strategy by taking out effective use of
promotional strategies as well as
marketing mix of their products as well as

Continue..
Search engine optimisation: As this digital
marketing strategy is used by Tesco and it is
considered to one of most effective digital
marketing initiatives. As it is defined to a
process of enhancing website of company so
that it could be able to rank them highly in
search engine outcomes for having keywords
as well as phrases that are associated to
company's business.

Continue..
Pay per click advertising: This
digital marketing strategy is said to
be most cost effective as well as
powerful marketing strategy that is
used by Tesco in order to generate
about their products as well as
services through promotional
techniques along with marketing
mix in minds of customers.

Continue..
As when customers of Tesco click on their advertisement it will arrive at
their landing page along with it sees a call to action for converting out their
decisions in order to purchase their products by signing up for an email,
newsletter as well as others actions. As Tesco is implementing pay per click
advertising as their digital marketing tool in order to carry out their business
operations for promoting out their products through promotional techniques
as it is said to be one of most cost effective paid advertising measures that
are used to promote their groceries products.

Effectiveness for having utilising social media
measures
As effectiveness of digital marketing strategies
could be used by carrying out different ranks
of examples by utilising social media methods.
As Tesco is being compared to Marks and
Spencer which is also a British multinational
retail company by comparing them on basis of
their effectiveness of digital marketing
platforms by their performance could be
evaluated in effective terms by identifying
effective reach of customers on high basis.

Continue..
Basis Tesco Marks and Spencer
Turnover As Tesco is having annual revenue that is amounted to
almost 53 billion pounds.
As Marks and Spencer is carrying
an annual turnover of worldwide
revenue of 10,181 million.
Followers As Tesco is carrying out nearly 465k followers on
social media that helps them in promoting their
products.
As company is carrying up of 1.8
million followers on social media
through they are promoting their
products and services.

Continue..
Track engagement As company is carrying out its track
engagement in carrying out effective
marketing strategies through stagnation in
their working capabilities.
As Marks and Spencer is using track
engagement of overhauling marketing
strategies in their operations.
Advocacy As Tesco is suing effective strategies as well
as policies of equal rights and amendments
to carry business practices.
As company is following up strategy
of anti retaliation policy in business
operations.
Awareness As company is making awareness programs
by using out search engine optimisation as
well as pay per click.
Marks and Spencer is making
awareness in minds of customers by
using out influencing marketing
strategies.

Conclusion
It has been concluded from above report that digital marketing is considered to
be an essential component that is to be used by companies in order to have
effectiveness of working in corporate marketplace. As this presentation
explains about role of digital marketing strategies that helps in giving out
contribution to communication strategies to carry out their business practices
effectively. As this presentation explains about role of digital marketing that
could be used to have communication strategies.

References
• Bălan, C., 2021. How Does Retail Engage Consumers in Sustainable
Consumption? A Systematic Literature Review. Sustainability .13 (1). p.96.
• Butkouskaya, V., Llonch-Andreu, J. and Alarcón-del-Amo, M.D.C., 2021. Inter-
Country Customer-Perspective Analysis of Strategic Antecedents and
Consequences for Post-Purchase Behaviour in Integrated Marketing
Communications (IMC). Journal of International Consumer Marketing, 33(1),
pp.68-83.
• Guan, S. and Wang, X., 2021. Research on Telecom Operator’s Market Strategy
Change from Virtual Value Chain View: Take Guangdong Telecom Company
Limited as An Example. In E3S Web of Conferences (Vol. 235, p. 01062). EDP
Sciences.

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