Digital Communication Strategy: A Case Study of Starbucks & Spotify

This report provides a comprehensive analysis of digital marketing strategies, focusing on the communication approaches employed by Starbucks and Spotify. It begins with an introduction to digital marketing and its importance, followed by an exploration of digital communication strategies. The report then delves into specific campaigns by Starbucks and Spotify, examining their target customers, goals, messaging, and media methods. A comparative analysis of their promotional and marketing mix, including product, price, place, and promotion, is presented. The report concludes with a ranking of the campaigns' effectiveness and emphasizes the significance of digital marketing for achieving organizational goals. The examples of Spotify and Starbucks illustrate the effective use of marketing campaigns through social media platforms to enhance brand image. Desklib offers a wealth of resources for students, including solved assignments and past papers to aid in their studies.

Use of digital marketing in a
specific communications
strategy

Table of Content
 Introduction
 Digital Marketing Strategy
 Digital communication strategy
 Starbucks Campaign
 Spotify Campaign
 Promotion and communication mix
 Rank
 Conclusion
 References

Introduction
 In this Era most of the customer are rely on the digital marketing for their
daily requirement that enhance the trend of digital marketing in the
Marketplace.
 Marketing is very important activity for every company that support the
company to attract more consumers towards the company in order to
enhance productivity.
 Digital marketing support the company to use internet so the organisation
can enhance their productivity and get more opportunity towards the
organisation in order to expand their business with the help of digital
marketing.

Digital Marketing
 Digital marketing is the term which advert to the
promotion of the product and services which are adopted
by the organisation by the support of digital channels like
Search Engine Optimisation social media platforms and
several more.
 Advertising is a concept through which the organisation
communicate with their customer in order to enhance
their productivity and solve the problems of their
consumer.

Digital Marketing strategy
 Digital marketing is a strategy which refers to the appropriate strategic plan of an
company which is associated to the marketing and promotion of their goods and
services by using several digital channels. In order to accomplish their goals and
objective the organization is using digital channels.
 Digital marketing also support the company to improve their connection with their
customer by solving their problem and providing them appropriate feedback
switch is associated to their organization information
 In order to formulate appropriate Strategies for Digital Marketing it is very
important for the company to develop amended Strategies and use proper
investigation which is linked with online channels.

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 Some of the tools which are used in digital marketing strategies are
mentioned below:
 Video marketing
 Pay-per-click (PPC)
 Search Engine Optimisation
 Email marketing
 Social media marketing
 Content marketing
 Video search Optimisation

Digital communication strategy
 Digital communication is a strategy which support the company to develop
communication among the customer and the organization across the world with
the support of digital marketing and online channels.
 Digital communication caters several opportunity towards the company so that
the organization can communicate with their clients in order to get
opportunities. In addition to this it also support the company to get feedback
from their customer and solve their queries in order to create more customer
base.
 It is Very beneficial for the organization to adopt digital marketing channels in
order to communicate with their clients because it is very cost effective strategy
for the organization..

Review the digital marketing examples
 There are various companies in the Marketplace which are adopting
digital marketing strategies in order to communicate with their clients
and attract them towards the organisation in an appropriate manner.
 There are example of two major brands which is associated to the digital
marketing campaigns in order to analyse the significance of the
campaign so that the company can communicate with their customers.
The two example of marketing campaign is Starbucks and spotify.
 Starbucks is the organisation which provide coffee to their clients on the
other hand Spotify is the organisation which music company in order to
make their clients relax in their life.

1. Starbucks Campaign
 There are several importance of digital marketing campaigns of Starbucks which
are mentioned below:
 Target Customers: The target consumer of the Starbucks organisation are youngster
and adults because they are much addicted towards coffee.
 The Goals The aim of the company is to enhance their productivity and create more
customer base towards the organisation in order to get more opportunities..
 Message: The message of the company to provide relaxation and appropriate time
with their friends in order to make beautiful memories with them.
 Media Methods The organisation is using social media marketing and social media
platforms in order to enhance their productivity and promote their goods and
services which are provided by the organisation

2. Spotify Campaign
 Spottily is the organization which is a music company and provide varieties of the music
towards the music lover
 Target Customers: The target customer of the Spottily organization is all kinds of Listener who
love to listen the music and make them feel relaxed.
 The Goals: The aim of the organization is to provide varieties of the music in order to get
premium members towards the organization and make their listener more relaxed.
 Message: The message that the organisation is wants to convey that they have varieties of the
music for their members on their application.
 Media Methods: The organisation is using various kind of social media platform by the use of
social media platform and digital marketing campaign in order to enhance their capability. The
organisation is using Instagram as an priorities..

Promotional and marketing mix
 Marketing mix provides essential elements of an organization on which
an organization should focus in order to produce their marketing
strategy in case of digital marketing campaign the company should also
use the elements of marketing mix that are product price place and
promotion which are discussed below for both Starbucks and Spotify.
 Product - Starbucks provides effective cafeterias to their customers
with high quality coffee and other products so that customers are able
to have fun with their friends whereas Spotify provides music to their
customers which can also be used by Starbucks and their cafes to
provide a good environment to their customers. Both the organizations
are concerned with the quality of their products.

Continue………..
 Price - Starbucks as premium pricing policies in which
they provide their products at premium prices to their
customers which shows that the company offers a branded
products and their offers provided on their products help
them to have competitive advantage in the market.
 Place - Starbucks has a broad distribution channel in the
international market due to the existence of shops all over
the world..
 Promotion - Organisation is using amended Strategies
and channels in order to promote their product and
services. Like social media platform digital marketing and
many more

Effectiveness and Rank
 It is clear that Spotify's marketing was more successful..
Spotify Starbucks
Followers: 1.1 million 1 million
Likes/ interests: 0.8 million
Shares: 0.5 million
Followers: 1 million
Likes/ interests: 0.7 million
Shares: 0.55 million

Conclusion
 From the above mentioned report it has been concluded that digital marketing campaign is
very amended techniques for the organisation in order to achieve their goals and objectives
in the Marketplace.
 In addition to this this report also support the company to analyse about the marketing mix
of the both Organisation in an appropriate manner in order to formulate effective
marketing campaigns for their organisation so that the organisation can get more
opportunities.
 The example of Spotify and Starbucks organisation support the company to another lies
about the amended use of marketing campaigns by the support of social media platforms
that support the organisation to enhance their brand image

References
 Chanias, S., Myers, M.D. and Hess, T., 2019. Digital transformation strategy making in
pre-digital organizations: The case of a financial services provider. The Journal of
Strategic Information Systems, 28(1), pp.17-33.
 Frosio, G.F., 2017. Reforming intermediary liability in the platform economy: A European
digital single market strategy. Nw. UL Rev. Online, 112, p.18.
 .Hagg, E., Dahinten, V.S. and Currie, L.M., 2018. The emerging use of social media for
health-related purposes in low and middle-income countries: A scoping
review. International journal of medical informatics, 115, pp.92-105.
 Hamilton, M., Kaltcheva, V.D. and Rohm, A.J., 2016. Social media and value creation: the
role of interaction satisfaction and interaction immersion. Journal of Interactive
Marketing, 36, pp.121-133.

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