Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the use of digital marketing in a specific communications strategy. It reviews examples from Apple and Tesco and explains how they contribute to the promotional aspect of the marketing mix. The effectiveness of the examples is ranked using social media measures. The presentation also defines digital marketing strategy and digital communication strategy.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:
Assessment Submission
Date

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
Online marketing is a part of marketing that uses
internet based technologies like mobile phones,
desktop computers and so on, to advertise their
product and services. This is a platform by
which a easily reach to its target audience.
(Arkhipova and Gurieva, 2018).

WHAT IS DIGITAL MARKETING
STRATEGY?
Online marketing plans helps the business to accomplish
certain goals through various channels of marketing. It
generally includes Social Media Marketing, Search
Engine Optimisation, Email Marketing etc. Through
various digital marketing channels, marketers can easily
access and analyse data in respect to consumer
behaviour and their interest. This survey helps to know
about actual desire of clients.

DIGITAL COMMUNICATION STRATEGY
It refers to a plans that is used by an organisation or a person to reach their potential markets through
various ways of communication. It usually includes social media campaigns and bill board advertising
etc. (DWINANDA, 2018). Communication is defined as a tool through which a marketers easily
influence the customer. In general, it defines as thebest possible way to deal with provide information to
audience related to product.

REVIEW THE DIGITAL
MARKETING EXAMPLES .
Brand 1--------Apple
Brand 2- -------Tesco

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• Apple Company: It is an American multinational
company that is interested in dealing with
customer electronics, computer software and
online services. This organisation is best known
for series of personal computers. Apple is a very
prominent company make popular items with
generous profit margins .
• Target customers: Apple company target
36% women and 64% men.

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• Tesco: It is a famous supermarket chain of UK that currently
exist in 11 different countries. Its headquarters in Welwyn
Garden City, England. It is operates in diversified areas such as
retailing of clothing, electronics, groceries , books, softwares,
telecoms, financial services and so on.
• Target customers: Tesco focus on cost conscious person
who are highly interested in bargains and provide a value
variety of choice.

PROMOTIONAL AND
MARKETING MIX
Promotional mix is one of the important technique of
marketing mix. It generally involves sales, advertising,
personal selling etc. (Paranjape, 2018). It has a wider
scope in market, it is also known as communication mix.
Digital marketing and E-commerce is the major
promotional tool that are used in current era. Whereas,
marketing mix refers to the combination of several
marketing resources in an effective and efficient way to
achieving goals of organisation with maximum level of
customer satisfaction.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES
• Apple
• Awareness: Apple's brand awareness is top of stage in world of global technology. This simple
branding ability and a informative way is helps in contribute success of awareness.
• Followers: It has more than 13 million followers on twitter.
• Likes/interest: It has earned average likes.
• Shares: 2.5 billion
• Responses and feedback: It can bring a positive feedback to its customer. Their clients are satisfied
with product.

CONCLUSION
• It is concluded from this PPT that new innovation of the techniques in the digital marketing creates an
extensive development and growth of firm and also increases sales. Above PPT defines the
effectiveness of these platform on Tesco and Apple. Thus, these methods of sales and advertising of
brand through digital media for connecting with audience.

REFERENCES USED
• Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
• Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher education
market: A case of Africa. In Understanding the higher education market in Africa (pp. 241-262).
Routledge.
• Varma, P. and et.al., 2022. Blockchain for transformation in digital marketing. In Handbook of
Research on the Platform Economy and the Evolution of E-Commerce (pp. 274-298). IGI Global.

THANK YOU