Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the role of digital marketing in communications strategy for organisations. It reviews two examples - Apple's Shot on iPhone and Dove's Project #ShowUs - and evaluates their effectiveness using social media measures. The presentation also explains the concept of digital marketing strategy and digital communication strategy. References used in the presentation are also provided.

Structure of
Use Of Digital Marketing In A Specific
Communications Strategy
• Name:
• ID:

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
Digital marketing is referred to the process of advertising with the help of various digital channels which
include websites, search engines, email, social media and mobile apps. The various media channels are
available in the market which can prove helpful and effective while endorsing the various products and
services of the brands. The process of digital marketing include various methods such as content writing,
website designing, social media marketing, social media management etc. The concept of digital marketing
can be considered as revolving around the 5 Ds that are digital devices, digital media, digital platforms,
digital technology and digital data.

What is digital marketing strategy?
The digital marketing strategy can be referred to a strategy that helps the current as well as the potential digital
marketers to gain knowledge in aspect of the recent or the current trends in digital marketing. The concept of digital
marketing strategy consists of google analytics, social media marketing and online reputation management. Digital
marketing strategy can be referred to practising a series of action that are performed with the help of various online
marketing channels with an aim to accomplish the desired goals of the organisation. Each business has its unique
strategy that are in accordance with the goals and objectives of the organization.

Digital communication strategy
Digital communication strategy plays a very crucial role in having an impact upon the organisation. Digital communication strategy,
when planned in a prominent way help in achieving impact of the organization. The digital communication strategy are
applicable for various types of organizations such as non profit organizations, government agencies as well as association The
impact of digital communication strategy considers the following aspects on the various organizations.
 Target customers- The communication strategies help in attracting the potential and current customers. The communication
strategy helps the organization to focus upon the target customers and it further facilitates the organization to focus more upon
the needs, habits and preferences of the target customers.
 Goals- The digital communication strategies facilitate the organizations to accomplish the goals of the organizations in a more
effective and efficient manner as the digital communication strategy helps the organization to have a wide reach resulting in
better revenues.
 Message- The communication strategy helps the organizations to convey the messages regarding the products and services of the
organization. The organizations that focus upon the digital communication strategy tend to deliver strong messages to the
audience.
 Media methods- The various digital communication strategy helps the organization to have better modes of media methods to
communicate in the market with the audience. The various media methods include electronic media, social media channels,
content marketing, etc.
 Monitoring and control the effectiveness- The digital communication strategy helps the organization to convey the message
regarding the products and services of organization. The digital communication strategies help in monitoring the performance of
the media methods which can further be evaluated and hence controlled as per the needs and goals of the organization.

Click to add picture
Review the digital marketing examples .
• Brand 1- Apple shot on Iphone
The shot on Iphone is a social media campaign of apple in order to
promote its smartphones in the market. The message generated by Apple
was that customers can shoot content with the help of their smartphone
range.
• Brand 2- Dove #ShowUs
The campaign of Dove was established in order to promote all types of
beauties in the world. The campaign was launched to break the
stereotype of Beauty. The message conveyed by Dove is that beauty has
no limits and no standards.

Example 2 - Dove: Project #ShowUs
The campaign of Dove was established in order to promote all types of beauties in the world. The
campaign was launched to break the stereotype of Beauty.
 Target Customers- The target customers of Dove are females of all ages.
 The Goals – The goal of the campaign was to break the beauty stereotypes in the industries where only fair
skin, slim personalities were considered as beautiful.
 Message- The message conveyed by Dove is that beauty has no limits and no standards.
 Media Methods- The media methods used to promote the campaign was social media marketing.
 Monitoring And Control The Effectiveness- The campaign launched has been monitored with the help
social media statistics and has led to an increase in the sales of the products.

Effectiveness and rank the examples in order of effectiveness, utilising the social media
measures -Measuring effectiveness of DM Communications :
Apple
Awareness- The shot on Iphone is a social
media campaign of apple in order to promote
its smartphones in the market.
Followers- 23.1 Million
Likes/ interests- 12.9 Million
Responses and Feedback- The successful social
media campaign led to the rise of various
other hashtags too.
Track Engagement- It resulted in 28% more
engagement.
Turnover- 137.7 Billion
effectiveness of chosen media- Apple built
trust and created value among its customers.
Dove
Awareness- The campaign of Dove was established in
order to promote all types of beauties in the world. The
campaign was launched to break the stereotype of
Beauty.
Followers- 691000
Likes/ interests- 650000
Responses and Feedback- The campaign had become an
internet sensation with over 5000 photos in image
library.
Track Engagement- The audience engagement increased
to 650000 through hashtags.
Turnover- 5.1 billion
effectiveness of chosen media- Dove created a genuine
rapport with sharing the values with the target
customers.

Conclusion
It can be concluded from the study that digital marketing has a very crucial role to play in the various industries. The
digital marketing helps the organisation in having a wider reach for their products and services in the market. Digital
marketing is referred to the process of advertising with the help of various digital channels which include websites,
search engines, email, social media and mobile apps. The various media channels are available in the market which
can prove helpful and effective while endorsing the various products and services of the brands. The study also
highlights the concept of digital communication strategies and focuses upon various communication strategies of
brands that helped them in capturing the market.

References used
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Thank you