Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the importance of digital marketing in promoting goods and services of organizations. It focuses on social media marketing methods and provides examples of Twitter and Instagram. The presentation also covers the promotional aspect of marketing mix and the effectiveness of media reach.

Use of digital marketing
in a specific
communications strategy

Table of Content
INTRODUCTION
Digital marketing
Review of digital marketing examples: Twitter and Instagram
Twitter contributed to communication strategy for Girls Scouts Ads
Promotional aspect of marketing mix
Instagram contributed to communication strategy for Starbucks Ads
Promotional aspect of marketing mix
Ranking of Twitter and Instagram
Summary
REFERENCES

INTRODUCTION
Digital marketing is defined as the process of promotion
which used by the organisations through use of internet or
electronic devices. This is necessary for an organisation to
promote goods and services in the market so that they can
achieve their goals and objectives.

Digital marketing
Digital marketing is refers to the activity which is done
for the purpose of promoting goods and services in the
market. This is necessary for the organisation that they
should make a digital marketing strategy. Some important
digital channels include websites, mobile apps, email,
search engines, social media, etc.

Review of digital marketing examples:
Twitter and Instagram
Digital marketing helps an
organisation to achieve their goals and
objectives. Two important examples
are of social media marketing which
include Twitter and Instagram.

Twitter contributed to communication
strategy for Girls Scouts Ads
In organisation communication with customers is very
important in order to understand their purchase habits.
Dove uses Twitter for the purpose of advertisements and
promotion of goods and services. There is campaign of
Dove i.e. #showus.

Promotional aspect of marketing mix
Marketing mix is the model that used by organisations for
the purpose of promoting goods and services in the
market.
In the advertisement of Dove, Show us campaign was run
on many platforms such as Twitter, Facebook, Instagram,
etc. It is found that approximate 7020000 posts were
posted with mentioning #showus.

Instagram contributed to communication
strategy for Starbucks Ads
Communication strategy is crucial for organisation as they
will be able to interact with the customers.
One important example of this platform is Starbucks that
run their business very well by using social media
platform. They launch a campaign of The Unicorn
Frappuccino campaign of Starbucks.

Promotional aspect of marketing mix
In order to promote the goods and services of Starbucks,
they include social media marketing in their promotional
strategy as they believe that it is an effective method for
the purpose of promotion.
They use Instagram in their promotional strategy so that
they will attract customers towards their new products.

Ranking of Twitter and Instagram
In today's business environment, Twitter and Instagram
run their business very well and there are many
organisation that run their business with the account on
these social media platforms. There is the statistics which
is mentioned below that shows ranking of Twitter and
Instagram.

Continue…
Twitter
They has approximate 316 million monthly users.
It is found that approximate 80% are mobile users.
Instagram
They have approximate 400 million monthly users who uses
Instagram.
It is found that Starbucks has approximately 17,821,970 followers on
their Instagram account.

Basis Dove Starbucks
Awareness 2.5 million 3 million
Followers 2 million 2.8 million
Likes 130K 150K
Interests 2 millions 2.5 million
Shares 6000 8000
Responses 1050k 200kk
Effectiveness of chosen
Media
90.00% 95.00%
Reach Global except few countries All over the world

Summary
It can be concluded from the presentation that digital
marketing is an important method of promoting goods and
services of organisations.
In digital marketing, social media marketing methods
plays an important role as it assists in achieving the goals
and objectives in effective manner.

REFERENCES
Bala, M. and Verma, D., 2018. A critical review of digital
marketing. M. Bala, D. Verma (2018). A Critical Review of
Digital Marketing. International Journal of Management, IT
& Engineering, 8(10), pp.321-339.
Riva, A. and Pilotti, L., 2021. Digital marketing strategy: a
comparison of international world-leading
companies. Economia Aziendale Online-, 12(3), pp.329-349.

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