Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the use of digital marketing in communication strategy, with examples of successful campaigns by Sainsbury and L'Oreal. It also covers the components of promotional and marketing mix and their application. The effectiveness of the campaigns is evaluated using social media measures.

Use of digital marketing in a specific communications
strategy
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Table of Contents
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

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INTRODUCTION
Digital marketing is a marketing strategy
wherein online tools & techniques are used for
promoting a product or service. It is related with the
use of internet and other softwars for the purpose of
promotion. The presentation includes different
techniques of digital marketing with the example of
successful digital campaigns. Further, it will cover
use of marketing mix and its components for the
purpose of communication

Digital communication strategy
In current time, digital marketing has become a
crucial way to maintain communication with the
target segment. It is related to use of different
mediums such as emails, websites, blogs and more
in order to stay connected with audience.
Additionally, different social media platforms such
as Face book, instargram, You Tube and more are
also used with an aim to connect with the people
effectively (Sinha, Healey and Sengupta, 2020).
CONT..

REVIEW THE DIGITAL MARKETING
EXAMPLES
Sanisbury marketing startegy
Sainsbury is one of the prestigious supermarket chains in UK. It is the second largest retailer of the
country. The company basically deals in groceries and other general items. In Sainsbury, they
understand the significance of digital marketing for the purpose of communication.

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CONT..
Target customers: It is the segment of customers
that is being targeted by the company (Pandey,
Nayal and Rathore, 2020). In Sainsbury, they are
targeting women of different age groups with their
social media campaign. They are targeting the
women who like to dress properly and enjoy the
beauty.
The goals: In present scenario, main aim of the
campaign is to aware the society regarding
diversity. They wish to spread the thought that each
and every women has its own unique identity and
beauty irrespective of their age, caste, and more.

EXAMPLE 2
• Loreal: It is a renowned company that deals in personal care products. It is a cosmetic company that is
operating at global level. The major products of loreal are hair colour, skin care products and more. The
company used digital marketing tools in order to promote the products widely. For this purpose, they
also make efficient use of social media platforms such as Face book, Twitter, Instra gram and more.
These platforms help the company to connect with the target segment efficiently.

CONT..
• Target customers: In the campaign, they are targeting women who have desire to look good in order to
stay confident.
• Goals: Here, the campaign of loreal aims to facilitate diversity and inclusion among the people of
different culture and religion.
• Message: In the present scenario, L’Oreal provides message to women belong from different race and
culture that they all are equal and deserve to feel good by having good looks and beauty.

PROMOTIONAL AND MARKETING MIX
• Promotional mix:
• A promotional mix is the combination of different advertisement tools that are adopted in order to gain
the attention of customers. It helps in gaining the attention of large population. In promotional mix,
different components of marketing and advertisement are included which further help the company in
promotion (Domazet and Neogradi, 2019).

CONT..
Advertisement
Direct selling
Sales promotion
Public relations

CONT..
Marketing mix refers the collection of
different elements like product, price,
place and promotion.

CONT..
Component of marketing mix
•Product
•Price
•Place
•Promotion

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF
EFFECTIVENESS, UTILISING THE SOCIAL MEDIA MEASURES
Sainsbury ‘s engaging social media campaigns
1.Awareness- 9/10
2.Followers- 8/10
3.Likes/ interests- 7/10
4.Shares 8/10
5.Responses and Feedback- 6/10
6.Track Engagement 5/10
7.Turnover 8/10
8.Reach 7/10
9.Advocacy* 7/10
10. Effectiveness of chosen media- 6/10

CONT..
Loreal social media campaigns
Create Digital Advertising strategies
Awareness- 8/10
Followers- 6/10
Likes/ interests- 8/10
Shares – 6/10
Responses and Feedback- 6/10
Track Engagement- 7/10
Turnover- 8/10
Reach- 9/10
Advocacy- 7/10
10. effectiveness of chosen media- 6/10

CONT...
• Awareness: For a company, it is important to spread awareness about their activities. In present
scenario, Loreal is using appropriate social media platforms such as Instragram for promotion purpose.
• Followers: There are nearly 315663 followers of Loreal over Instragram which shows the effectiveness
of campaign.
• Like: Due to higher market reputation of company its post gets remarkable likes over Instragram
significantly.
• Share: It is stated that there are a lot of followers of Loreal at social media who share its posts multiple
times. It is due to the trust and faith of customers over brand.
• Response: It is analyzed that marketing campaign of Loreal is getting exponentially great response by
getting remarkable reviews, feedbacks and suggestions from customers.

CONCLUSION
• It is assessed through above-mentioned information that Digital marketing is a marketing strategy
wherein online tools & techniques are used for promoting a product or service. There is discussion
regarding different marketing campaigns of Sainsbury and Loreal. Further, it is concluded that
promotional and marketing mix are applied by the company so that they can maintain proper
communication with audience.

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REFERNCES
• Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
• Sinha, M., Healey, J. and Sengupta, T., 2020, July. Designing with AI for Digital Marketing. In Adjunct
Publication of the 28th ACM Conference on User Modeling, Adaptation and Personalization (pp. 65-
70).
• Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations: structured
literature review and future research directions. Journal of Business & Industrial Marketing.
• Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on the e-
business model: Literature review and future directions. Organizational transformation and managing
innovation in the fourth industrial revolution, pp.86-103.
• Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.