Use of Digital Marketing in a Specific Communications Strategy
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This presentation discusses the use of digital marketing in a specific communications strategy. It covers topics such as digital marketing strategy, digital communication strategy, review of digital marketing, examples, promotional and marketing mix, and more.
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USE OF DIGITAL MARKETING IN A SPECIFIC COMMUNICATIONS STRATEGY
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INTRODUCTION AND DIGITAL MARKETING DIGITAL MARKETING STRATEGY DIGITAL COMMUNICATION STRATEGY REVIEW OF DIGITAL MARKETING EXAMPLE 1 EXAMPLE 2 PROMOTIONAL AND MARKETING MIX CONCLUSION Table of content
DIGITAL MARKETING IS A TECHNIQUE THROUGH WHICH A RESPECTIVE BUSINESSFIRMGETS A GOODBOOSTINSALES ACTIVITIESTHROUGH INVESTMENT OF COMPARATIVELY LESSER RESOURCES THAN TRADITIONAL MARKETINGTECHNIQUES.OPERATINGMARKETING ACTIVITIESOFTHE FIRM BY USING DIGITAL PLATFORMS HELPS COMPANY TO DISPLAY ITS PRODUCTS AND SERVICES SEEKING TO LARGE CONSUMER MARKET AND THROUGH EFFECTIVE USE OF RESOURCES IN THE GIVEN PROCESS. Introduction and Digital Marketing
A DIGITAL MARKETING STRATEGY IS A TECHNIQUE WHICH IS USED INABUSINESSFIRMTOUNDERTAKESERIESOFACTIONSAIMEDAT ACCOMPLISHMENTOFFIRM'SDESIREDGOALSANDOBJECTIVESIN SPECIFIEDTIMEPERIOD.THEMARKETINGDEPARTMENTINTHE WORKFORCE WITH AN AIM TOPULL MAXIMUM MARKETINGBENEFITS FROM INVESTMENT OF OPTIMAL FIRM'S RESOURCES, USES TECHNIQUES OF DIGITAL MARKETING.IN THISVARIOUSGOALS ANDOBJECTIVESOF A BUSINESSFIRMISPROCESSEDFROMUSAGEOFDIGITALMARKETING STRATEGY.ITINCLUDESSEVERALTOOLS; Digital Marketing Strategy
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THE SEARCH ENGINE OPTIMISATION IN ITS SIMPLEST FIRM REFERS TO REGULARLYIMPROVINGCOMPANY'SWEBSITETOINITIATEBETTER VISIBILITY OF ITS PRODUCTS AND SERVICES WHILE BROWSING THROUGH INTERNET. WHEN A CONSUMER OR CUSTOMER BROWSE THROUGH ANY SEARCHENGINEI.E.BING,GOOGLE,ETC.THENTHEPROBABILITYOF APPEARING COMPANY'S PRODUCT AT FIRST PLACE FOLLOWED WITH ITS SUBSTITUTE BRANDS AND COMPETITORS COULD BE INCREASED THROUGH SEO DIGITAL MARKETING STRATEGY. SEO
SOCIAL MEDIA MARKETINGISRECOGNISED ASONEOFTHEMOST COMMONLYFOUNDSTRATEGYANDTHEMOSTEFFECTIVESTRATEGYTO CONDUCT RESPECTIVE MARKETING ACTIVITIES IN THE BUSINESS FIRM. AS PER STATED BY JENN CHENN, 2021, GLOBALLY FOR ABOUT 3.6 BILLION INDIVIDUALS ARE USING SOCIAL MEDIA AND THIS NUMBER TENDS TO INCREASE TO 4.41 BILLION IN 2025 (36 ESSENTIAL SOCIAL MEDIA MARKETING STATISTICS TO KNOW FOR2021,2021).THISTYPEOFDIGITALMARKETINGSTRATEGYINITIATES EFFECTIVE USE OF RESOURCES AND A FIRM USING THIS STRATEGY COULD SAVE UP TO GOOD MONETARY RESOURCES WHICH CAN FURTHER BE INVESTED TO ANYOTHERREQUIREDAREAINBUSINESSOPERATIONS. Social media marketing
THIS TYPE OF MARKETING IS FOCUSED ON PUBLISHING OR CREATING CONTENTINFORMOFANYARTICLESORBLOGSBEINGPUBLISHEDON INTERNET. IN THE RESPECTIVE MARKETING TECHNIQUE VARIOUS ARTICLES THAT PROMOTES GIVEN PRODUCTS AND SERVICES OF A COMPANY ARE BEING PROMOTED. IN ADDITION TO THIS, AN INFORMATIVE ARTICLE OR BLOG CAN CLEAR SPECIFIC IMAGE OF COMPANY'S BRAND WHICH CONTRIBUTES TOWARDS DEVELOPINGBETTERGOODWILLOFCOMPANYINGIVENREGIONOF OPERATIONS. THIS TYPE OF DIGITAL MARKETING STRATEGY IS CONSIDERED TO BE AN EFFECTIVE TECHNIQUE THROUGH WHICH A COMPANY COULD GAIN A BETTER COMPETITIVE ADVANTAGE IN ITS GIVEN OPERATIONAL PLACE (GIBSON ANDO’RAWE,2018). Content Marketing
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A DIGITAL COMMUNICATION STRATEGY REFERS TO A PLAN OF ACTIVITY THROUGH WHICH A RESPECTIVE COMPANY CAN COMMUNICATE EFFECTIVE WORKING TO EXTERNAL STAKEHOLDERS IN GIVEN COMPANY. IT IS AN INCLUSION OF USING VARIOUS PLATFORM SUCH AS TV, RADIO, PRINT MEDIA AND MANY MORE. SUCH TYPE OF STRATEGY ARE SOMETIMES ALSO USEDASANINFORMATIVEBASEDSTRATEGY.INTHESTRATEGY RESPECTIVECONSUMERSOFTHECOMPANYAREPROVIDEDWITH RELEVANTINFORMATIONLIKEFORANYNEWPRODUCTORSERVICES BEINGLAUNCHEDBYCOMPANYINGIVENMARKETPLACE. Digital communication strategy
IN RESPECT WITH CREATING A GOOD VALUE OUT OF DIGITAL MARKETING THEORIESANDMODELS,OPERATIONALDEPARTMENTOFTHEFIRM ARRANGESSEVERALDIGITALMARKETINGCAMPAIGNS.INSUCH CAMPAIGNS VARIOUS PRODUCTS AND SERVICES OFFERED BY THE GIVEN COMPANY ARE BEING DISPLAYED AND ARE PROVIDED WITH RELEVANT INFORMATIVEDISPLAYINRESPECTTOMOTIVATEBUYERSTOMAKE PURCHASEOFRESPECTIVEBRAND. Review of digital marketing
ACCORDING TO SHOTS NEWS, 2020, TESCO ANNOUNCED FOR DELIVERING ITSRESPECTIVEGROCERYPRODUCTSWITHQUALITYOFSERVICES AT LOWERPRICESTOITSVALUABLEANDLOYALCUSTOMERS.THE RESPECTIVE CAMPAIGN HIGHLIGHTED COMPANY'S APPROACH TOWARDS LOWERING DOWN ITS PRICES TO INCREASE ITS SALES. THIS INITIATED WAS ALSO FOCUSED TOWARDS CONTRIBUTING TOWARDS SOCIAL CAUSE OF THE GIVEN COMPANY AND HELPING INDIVIDUAL TO REDUCE DAMAGE CAUSED BY EFFECT OF COVID-19 ON VARIOUS INDIVIDUALS (TESCO LAUNCHES MAJORNEWCAMPAIGNFROM BBH,2020). Example 1: Tesco lower prices campaign
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AS PER DATA OF FOOD AT THE HEART, 2021, SAINBURY ORGANISED THIS CAMPAIGNWHICHFOCUSEDONPROVIDINGBETTERQUALITYOF PRODUCTS WITH SERVICES TO VALUABLE CUSTOMERS OF THE BUSINESS FIRM.IN THECAMPAIGN VARIOUS PRESENTATION DEDICATEDEFFORTS TOWARDSHIGHLIGHTINGQUALITYMEASURESUNDERTAKENBYTHE GIVENCOMPANYINITSPRODUCTIONPROCESSES.THISCAMPAIGN ENABLEDCOMPANYTOINCREASEITSMARKETPRESENCEANDTO INCREASEITSGOODWILLINGIVENOPERATIONALMARKETOFTHE COMPANY. Example 2: Helping everyone eat better campaign by Sainsbury
PROMOTIONAL MIX REFERS TO TOOL WHICH IS DEDICATED TO PULL BETTER EFFICIENCY OF THE FIRM IN TERMS OF ITS PROMOTING ACTIVITIES. THIS INITIATES CREATING OF DEMAND FOR SEVERAL PRODUCTS OR SERVICES BEING OFFERED BY COMPANY IN ITS RESPECTIVE OPERATIONAL REGION. IT HAS ITS FOLLOWING COMPONENTS; ADVERTISING PERSONAL SELLING SALES PROMOTION PUBLIC RELATION DIRECT MARKETING Promotional and marketing mix
MARKETING MIX STRATEGY IS AN INCLUSION OF VARIOUS STRATEGIC TOOLS USED IN A WORKPLACE TO BOOST UP SALES ACTIVITIES OF THE COMPANY. THE RESPECTIVE STRATEGY UNDERTAKES ANALYSIS OF CURRENT MARKET CONDITIONS OR SITUATIONS AND THAN EVALUATES BETTER WORKING OF THE FIRM IN TERMS OF ITS MARKETING ACTIVITIES. IT INCLUDES; PRODUCT PRICE PLACE PROMOTION Marketing Mix
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FROM THE ABOVE REPORT IT CAN BE CONCLUDED THAT, SEEKING TO CURRENT BUSINESS ENVIRONMENT CONSISTING OF HIGH COMPETITION AND UNCERTAINTIES DIGITAL MARKETING TECHNIQUES PROVIDES GOOD BOOST TO PRODUCTIVITY OF A COMPANY. BY ANALYSIS OF TRENDING INTERNAL AS WELL AS EXTERNAL ENVIRONMENT OF THE BUSINESS FIRM MARKETS OF THE FIRM ARE PROVIDED WITH GOOD OPPORTUNITIES TO PROMOTE FIRM'S PRODUCTIVITY THROUGH ENSURING BETTER DECISION- MAKING. Conclusion
CAPPIELLO, A., 2018. TECHNOLOGY AND THE INSURANCE INDUSTRY: RE- CONFIGURING THE COMPETITIVE LANDSCAPE. SPRINGER. GENTSCH, P., 2018. AI IN MARKETING, SALES AND SERVICE: HOW MARKETERS WITHOUT A DATA SCIENCE DEGREE CAN USE AI, BIG DATA AND BOTS. SPRINGER. References