Use of Digital Marketing in Communications Strategy

This presentation discusses the concept of digital marketing and its importance in communications strategy. It covers digital marketing and communication strategies, examples of brands using digital marketing, promotional mix, and effectiveness of social media measures. The presentation concludes with references to relevant literature.

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

Contents
• Introduction
• Digital marketing strategy
• Digital communication strategy
• Examples of reviewing digital marketing
• Promotional mix
• Effectiveness and ranking in order of effectiveness by using social media measures
• Conclusion
• References

Introduction
The digital marketing is a concept of using digital
technologies to reach the viewers and turning them into
customers for product and services. It is an interactive,
measurable & targeted marketing approach. The modern
world is surrounded by digital media by using smartphones,
tablets, etc. It is defined as marketing effort which take place
on internet. The business uses numerous digital channels for
their product and services which give chance to reaching
people on platforms where lot of money and time is spend.
The digital marketing helps in interacting with the prospects
and ability of reaching to global marketplace.

Digital marketing strategy
It is defined as quantifiable and integrated marketing of products or
services by applying digital innovation for customer achievement
and transforming them into clients in a sustainable fashion. In
traditional marketing print media, TV commercials, bill broads were
used for business to market their product or service. The electronic
devices, social media and other technologies & techniques are
utilised that is accessible on internet for conveying the promotional
massages to prospective clients and their impact is measured. From
traditional marketing, digital marketing is much better which takes
use of different channels helping in enhancement of brand and
customer experience.

Digital communication strategy
In present internet viewpoint, digital communication is being
crucial. The marketers, public relation representatives and
managers needs tool & techniques for connecting with
consumers across touch-points. The communication
professionals can build strategic campaigns with right
resources that helps in reaching target audience and offers
personalized experiences. The digital communication is
described as way of connecting with people through online
channels which may include launch of social media campaigns,
distribution email newsletters, publishing native advertising
articles etc.

Examples of reviewing digital marketing
• Brand 1- Dove
It is an brand of personal care of multinational consumer
good company Unilever. It has expanded its product
range involving shampoos, moisturisers, skin care etc. IT
uses integrated marketing communication for
contribution in marketing campaigns which involves
social media, websites, print etc. This help Dove in
creating strong message and awareness is spread in
expanding consumer base & target audience.

CONTINUE…
• Brand 2- Pantene
It is a brand of hair care product which is owned by Proctor &
Gamble. It promoted in communication strategy by developing
campaigns for delivering motivation massages to women
regarding hair. The recent campaign with Priyanka Chopra
#GoGentle encourages women for being strong minded and bold.
It targets to men, women and children to satisfy their needs. The
Pantene has product for Frizz control, Anti-dandruff, Dry-hair
therapy etc. The product has its own website which offers the
information and hair care tips by re-launching brand of shampoo
in different variants.

• Dove- In consumer market it has high brand
recognition by implementing unique promotional
strategy by choosing woman to show difference
between before and after use of products. It uses the
social media platform of Twitter and Facebook which
creates the fan following, As a part of real beauty
campaign it involves real world beauties for brand
promotion which helped in acquiring an distinct
image apart from sales growth and leading to happy
customers

CONTINUE…
Pantene- It is an strong brand having high brand
recall which adopts aggressive marketing strategy. It
is related with beautiful hair and created campaigns
with stars like Iman, Kelly Le Brock, Priyanka
Chopra etc. The campaign targets on women with
commercials emphasizing on benefit of using hair
care brand. It promotes through print and digital
media in magazines, newspapers, movies etc.

Effectiveness and ranking in order of effectiveness
by using social media measures
• Dove- The uses several platforms of social media for
generating awareness regarding the brand. It has 672k
followers on Instagram which created 40 million media
impression. On Facebook it has 27527431 likes with 676k
followers. It has posts of 1281 on Instagram. On Twitter it
has 194k followers. It has turnover with approx. 5.1 billion.
It has total market share of 5% of using 17,000 crore soap
market.

CONTINUE…
• Pantene- This product also generates awareness to reach
customers by having own website that provides information
and tips for hair care. The brand has 471k followers on
Instagram with 550 posts. On Facebook it has 658 million
followers for the product. The market share of brand is 13%.
The Pantene has 574195 likes on Facebook. It has turnover
of approx. 5.57 billion.

From above analysis it is being concluded that digital marketing in present times has its
own importance which is an communication medium used for product promotion by
using social measures. The use of this provided organisation an opportunity of reaching
to large customers for the enhancement of growth and success and increases credibility
for the brand. The brand of Dove and Pantene used digital marketing effectively to
create the awareness and image in global world.

References
• Brandão, T.K. and Wolfram, G., 2018. Digital Connection. In Digital Connection (pp. 91-107).
Springer Gabler, Wiesbaden.
• Erragcha, N., 2018. Using Social Media Tools in Marketing: Opportunities and Challenges. Digital
Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, pp.666-
683.
• GABELAIA, I., 2019. THE RELEVANCE OF SOCIAL MEDIA MARKETING SKILLS FOR
MANAGERS IN A CHANGING DIGITAL WORLD. Quality-Access to Success, 20.
• Jaman, S.F.I. and Anshari, M., 2021. Facebook as marketing tools for organizations: Knowledge
management analysis. In Research Anthology on Strategies for Using Social Media as a Service and
Tool in Business (pp. 117-131). IGI Global.

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