Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the role of digital marketing in a specific communications strategy. It reviews examples of Coca Cola and Red Bull and explains how they contribute to the promotional aspect of the marketing mix. The effectiveness of these examples is ranked based on social media measures. The presentation concludes with the importance of choosing the right tools for promoting products and services and effectively communicating with potential customers.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
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Assessment Submission
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Contents-As2
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

INTRODUCTION AND DM
Digital marketing is also known as online marketing. This
tool is used to promote the company product and services
via internet or other forms of digital media(López García
andEt. al., 2019) . Digital marketing helps the
organisation to connect with the potential customer
effectively through different online channel. This not only
include email, social media, search engine optimization
(SEO)as a digital marketing channel but also include text
and multimedia messages as marketing tool.

WHAT IS DIGITAL MARKETING
STRATEGY?
Digital marketing channel may be define as a plan of actions that
helps an organisation to achieve the specified goals through
appropriate online marketing channel such as earned, owned and
paid media. Some important marketing strategies are social
media marketing, email marketing, SEO marketing, mobile
marketing etc. which help an organisation to understand the
market better and help them to increase the market share(Mogaji
Soetan and Kieu 2020)

DIGITAL COMMUNICATION STRATEGY
• This is the process of building relationship with the different people or customer across the globe through various
online marketing channels. An organisation can use the digital communication in growing their business by
connecting with the people more and build relationship with them. This strategy helps in increasing the customer
base by not only focus or target on the new customer but also on the existing customer. The main objective of this
strategy is to communicate with the customer effectively and efficiently and helps an organisation to understand
the need and demand of customer.

REVIEW THE DIGITAL
MARKETING EXAMPLES .
Brand 1--------Cocacola
Brand 2- -------Redbull

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• The coca cola company is a international brand of US
founded in 1892 and headquarters are in Atlanta,
Georgia. The company is a multinational beverage
corporation first founded by John Stith pemberton in
1889 as Coca Cola and then sold to Asa Griggs Candler
in 1892 for 2300 $.
• Target customers:- The company target each and every
customer who is thirsty. Company communicate to
everyone but the most potential consumer are the age
group from 12-30.

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• Red bull is a well known multinational brand of Austria founded
in 1987 by Dietrich Mateschitz and Chaleo Yoovidhya. The
company is one of the leading seller of the energy drink across
the globe with 7.9 billion cans sold in a year.
• Target customers:- the company target most the age group of
person between 18 to 35. The main target of the company in
demographic segment are teenagers, collage students and
working professionals.

PROMOTIONAL AND
MARKETING MIX
• The promotional mix may be define as the mix of different
promotional tools which are used by the organisations for
continuous maintaining or increasing the demand of the goods
and services. The promotional mix is the combination of
public relations, sales promotion, advertising, personal selling
and direct marketing.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES
 Awareness
 Followers
 likes/interest
 Shares
 Turnover
The company is well known around its potential customer. Around
7.1 billion people on earth recognize the logo of Coca Cola . Due to
this the brand awareness of the company is high in the market.
3.11 million followers on twitter
Around 2.3 million likes on twitter
Almost 6.6 k shares on the channel.
Around 33.1 billion US dollar turnover in year 2020 world wide
The Red bull GmbH channel of Instagram generates millions of
customer. But the company more focus on the video/reels advertising
and face few problem in the way of success. Due to this, its awareness
is medium.
14.9 million followers on Instagram.
Around 1.7 million likes Instagram.
Almost 5.7 k shares on the channel.
Around 6.31 billion Euros turnover in year 2020 world wide.

CONCLUSION
• From the above PPT it is concluded that digital marketing plays a very vital role in the success of the company.
This help in growing their business across the globe. For the success of the organisation it is very important to
choose a proper plate for the promotion of the product and services. Proper tools like promotional mix or
marketing mix should be use in a very strategic manner to communicate with the potential customer effectively. By
using social media channel like Instagram and Twitter, Coca cola and Red bull company has been compare on the
different bases like awareness, revenue, follower and many more.

REFERENCES USED
• Muñoz Granizo, D.P., 2019. Plan de marketing digital para posicionar la marca créditos" J&M" en el cantón
Milagro: modelo B2C.
• Ravaglia, V., Brivio, E. and Graffigna, G., 2018. Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications.
• Sanders, T., and et.al., 2018. Internet sex work: Beyond the gaze. Cham, Switzerland: Springer International
Publishing.
• Wang, H., 2019. A Study on the Effects of Digital Marketing towards Sales: A Case Study of Y Store.

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