Use of Digital Marketing in a Specific Communications Strategy

This report discusses the use of digital marketing in a specific communications strategy, including examples of Twitter and Instagram. It also covers digital marketing strategies such as SEO, SMM, and content marketing, as well as real-life examples of these strategies. The report ranks Netflix and YouTube based on social media measures and provides references for further reading.

USE OF DIGITAL MARKETING
IN A SPECIFIC
COMMUNICATIONS
STRATEGY

Table of content
 INTRODUCTION
 DIGITAL MARKETING
 DIGITAL PLATFORM

INTRODUCTION
 Business can use digital communication to widen their power, spread specialized messaging & form a worthless
relationship with their worldwide audience.
 It is a way of expanding a business & promote its brand to large number of customers.
 The report will discuss the definition of marketing strategies & their example like Twitter and Instagram & how
these strategies used for communication.
 Furthermore, the report will discuss the digital marketing strategy & their examples.

DIGITAL MARKETING
 Digital Marketing is also known as online marketing, is the publicity of
brands, business, person, product & services to potential customers
who using the internet & other types of digital communication.
 This includes social media, email marketing, text & multimedia
messages, web-based advertising & more. Twitter grant users to reveal
stories regarding current biggest news & events.
 Conversations on Twitter are equally like face-to-face confrontation
with consumers every day.
 Instagram is represented by square images. Everything on Instagram
like photos or videos that anyone share is square.
 The Girl Scouts were among the first users when twitter led its mobile
app. This is generally accessible between January to March every year.

DIGITAL PLATFORM
Netflix
 Netflix is an original programming production company which provide top media services.
 It delivers subscription based video from the library of television series and its own production house as demand
occur.
 It has played major role in independent film distributor. Moreover, it has 209 million subscribers in the world
except in Mainland china, Syria, North Korea and Crimea.
YouTube
 YouTube is the online video sharing platform that is owned by google.
 It has more than one billion active user on monthly basis.
 Moreover, content were being shared at a rate of grater then 500 hours of content per minutes.

WHAT IS DIGITAL MARKETING
STRATEGY & EXAMPLE
Search Engine Optimization (SEO):
 The aim of SEO is to bring a business to higher rank in Google search results.
 Eventually increasing search engine traffic to the businesses' website. To attain this,
SEO marketers analysis words & phrases peoples are using to find any information
online.Social Media Marketing (SMM):
 This involves everything a business does through social media channels.
 SMM is just simply forming posts for social media's & responding to comments.Content Marketing :
 This uses storytelling & information allocating to promote brand awareness.
 Ultimately, the aim is to have the editor take a step towards becoming a consumer,
such as signing up for an email list, ask for more information or purchase making.

RANKING OF NETFLIX & YOUTUBE ON THE
BASIS OF SOCIAL MEDIA MEASURES
 The most common & important measures of social media is based on impressions, engagement, share of voice,
guidelines & modifications, response rate & time.
 This combines will give a overall perfect view of any social media performance.
 YouTube can present its worldwide audience far easier & quicker than Netflix.
 Netflix only give a persons entertainment source like movies or television shows.
 While YouTube gives various types of services like TV shows, food recipes, promotion channel of any art and many
more free of cost.

REAL LIFE EXAMPLES OF DIGITAL
MARKETING STRATEGIES
Zappos
 Zappos is an online shoe commerce, sets the gold quality for online customer
care.
 It provide a 365-day money back guarantee and they also doing free shipping
to customers.
 Customers easily return or exchange products which they purchase on site.Lego's “Rebuild The World”
 Lego was made for innovative advertising.
 Recently, the Danish toy company commence their first marketing operation in
30 years.
 In their ad, Lego looks behind the toy industry at international challenge.

CONCLUSION
 The report has concluded the introduction of digital marketing & its examples such as Twitter and Instagram, also
their contribution in communication & its ranking.
 The study has also focus on digital marketing strategy & examples.
 It also discussed the digital platform. The report has also given the ranking to example on the basis of effectiveness
and its utilization.
 The study has also discussed the current studies on digital marketing strategies based on real life examples.

REFERENCES
 Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital marketing environment with KPIs and web
analytics.
Future Internet,
9(4), p.76.
 Teguh, M. and Ciawati, S.T., 2020. Perancangan Strategi Digital Marketing Communication Bagi Industri Perhotelan dalam Menjawab
Tantangan Era Posmodern.
Bricolage: Jurnal Magister Ilmu Komunikasi,
6(01), pp.051-064.
 Vieira, V.A., de Almeida, M.I.S., Agnihotri, R. and Arunachalam, S., 2019. In pursuit of an effective B2B digital marketing strategy in
an emerging market.
Journal of the Academy of Marketing Science,
47(6), pp.1085-1108.
 De Reuver, M., Sørensen, C. and Basole, R.C., 2018. The digital platform: a research agenda.
Journal of Information Technology,
33(2),
pp.124-135.
 Trabucchi, D. and Buganza, T., 2020. Fostering digital platform innovation: From two to multi‐sided platforms.
Creativity and
Innovation Management,
29(2), pp.345-358.
 Samiei, M., Farzadi, S. and Taheri, M., 2020. Ranking of production and management risks of digital resources in digital libraries by
means of Shanon Entropy and Fuzzy TOPSIS Techniques.
International Journal of Digital Content Management,
1(1), pp.27-42.
 Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and performance metrics.
Journal of Innovation &
Knowledge,
6(2), pp.92-102.
 Rohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul: Developing a digital-first approach.
Journal
of Marketing Education,
41(1), pp.47-59.