Use Of Digital Marketing In A Specific Communications Strategy

This presentation discusses the use of digital marketing in a specific communications strategy. It explains the concept of digital marketing strategy and communication strategy. It reviews examples of Starbucks and Amazon and how they use digital marketing to contribute to their communication strategy. It also discusses the promotional and marketing mix. The presentation concludes with the importance of effective communication in organisations.

Use Of Digital Marketing In A Specific
Communications Strategy
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Table of Content
● Introduction
● Review the digital marketing examples .
● Explain using literature how they contribute to the communications strategy for the respective organisations, as
part of the promotional aspect of the marketing mix.
– example 1
– example 2
– promotional and marketing mix
● Conclusions
● References

Introduction and Digital Marketing
Digital marketing is defined as the tool which enable the
company to have effective brand recognition in the large
market. It is the medium of advertising their products and
services by using online platform so that they can have good
customer base. As it s the best way to reach to their maximum
customers and promote their brand awareness in an well
defined manner.

What is digital marketing strategy?
Every organisation formulae the strategic plan before going to
the final results so that they eliminates the uncertainties and
loses form the operations. Digital marketing is border concept
in the current time as everyone is addicted to social media so
it increase the consumption of social media platform which
means digital marketing is having significant place in the
organisation. So, the company must make the full
consideration of making the strategic pan so that they can
utilise the digital sources in an effective manner in order to
have good brand recognition in the large market.

Digital communication strategy
Communication strategy are necessary for the effective analysis and meeting customer demand and their
requirements so that they can sustain in the market for long period of time. Communication helps in soling various
queries and transferring one's ideas to other so that they can effectively use in their given field. There are mainly two
types of communication which is verbal and non-verbal by which the individual can have the effective exchange of
their idea and information
.Target Customers
● The Goals - Objectives Of Communications
● Message
● Media Methods
● Monitoring And Control The Effectiveness:

Click to add picture
Review the digital marketing
examples .
● Starbucks
● Amazon

Example 1 - Starbucks is the leading company ad chain of coffee house which is offering in
different locations and they are best known for their coffee. Company is having good brand
image but they are having the desired to expand their functions. For that, they are using social
media platform such as Twitter, Facebook in order to have effective market campaign so that
they can effectively target the customer in the large market.
 Target Customers- Above the age group of 10 years.
 The Goals - Objectives Of Communications- customer engagement
 Message- Aware their customers about the new offers and discount
 Media Methods- Social media marketing.
 Monitoring And Control The Effectiveness- Key performance indicator

Example 2 - Amazon is the suitable example for the digital marketing as the company is working
globally and providing wide range of products line on online platform by using affordable pricing
strategy. Organisation is using different channels like Instagram and Facebook in order to offer their
new products and services in the target market. They are also giving informative results regarding
the delivery of their products and services. They are majorly depends upon the social media
marketing for their e-commerce.
 Target Customers- All categories of customers.
 The Goals: Objectives Of Communications- Global seller of every product.
 Message- To offer every type of products to each customer.
 Media Methods- Social media platform such as Twitter, Facebook,
 Monitoring And Control The Effectiveness- Key performance indicator

Promotional and Marketing mix
Promotion mix is the concept which helps in evaluating all the factors and tactics of promotion tat is needed for the
organisation in relation to the marketing mix. These factors are collaborates with the marting factors that are
explained as follows:
● Product
● Place
● Price
● Promotion

Conclusion
It is concluded from the above presentation that there are different ways by which effective communication can be
there within the organisation. As communication give the freedom to give their suggestions and feedbacks and also
have more customer engagement by which they can reach t the higher level of profitability an growth.

References
● Dakouan, M.C. and Benabdelouahed, M.R., 2019. Digital Inbound Marketing: Particularities of Business-to-
Business and Business-to-Customer Strategies. In Strategic Innovative Marketing and Tourism (pp. 119-128).
Springer, Cham.
● Morais, E.P., Cunha, C.R. and Sousa, J.P., 2021, June. Digital Marketing and Big Data: a bibliometric analysis of
scientific production from the Scopus database. In 2021 16th Iberian Conference on Information Systems and
Technologies (CISTI) (pp. 1-5). IEEE.
● Neuhaus, T., 2021. A Nudge Psychology Perspective on Digital Marketing and Communication: Learning From
the Nigerian Scam. In Innovative Perspectives on Corporate Communication in the Global World (pp. 122-140).
IGI Global.

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