Use of Digital Marketing in a Specific Communications Strategy

This presentation focuses on the use of digital marketing in a specific communications strategy. It explains what digital marketing is and how it can be used to extend reach, deliver personalized messaging, and build genuine interactions with target customers. The presentation reviews examples of Ipsy and Desigual and their contribution to the promotional aspect of the marketing mix. It also ranks the examples in order of effectiveness using social media measures.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
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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
• This Assessment focuses on digital marketing and how it may be applied in a particular
communications plan. Digital media and social media marketing are usually seen as the
most appropriate and modern kind of marketing, and also the most effective means of
communicating with the desired audience.
• Digital communication refers to the method of interacting with others using internet
platforms. This includes establishing social media campaigns, sending e - newsletters,
displaying banner adverts, and creating local advertising articles. Businesses could use
digital communication to extend their reach, deliver personalized messaging, and build
genuine interactions with their target customers.
• I would explain this with the support of different situations such as reaching out to
consumers via e-mail and interacting with social media to actively communicate with
consumers on a large scale.
• Digital marketing is described as the promotion of businesses through the utilization of the
internet and other forms of digital communication to engage with prospective clients. This
includes not only email, social networking sites, and web-based marketing, but also textual
and audiovisual interactions as a marketing channel.

WHAT IS DIGITAL MARKETING
STRATEGY?
• A digital marketing strategy is a set of planned actions performed online
in order to attain certain corporate goals. In layman's terms, it means
engaging in continual initiatives at the right time using the most relevant
internet channels in order to increase money and develop relationships
with consumers. It enables companies to have a better knowledge of
their market share. It is all very common to overestimate the possibilities
of digital services in the absence of a well-defined plan. Moreover, it is
possible that they will possess a complete understanding of the online
marketplace's characteristics, such as consumer habits, rivals, and
customer demographics.

DIGITAL COMMUNICATION STRATEGY
• Communication strategy- Communication strategy refers to the identification of the most
advantageous communication objectives, and also the recognition of a specific brand and its
character approach. A strategy should be linked to the business's core and should be taken
very properly. Employees of the firm are required to be completely committed to the
organization's strategy.
Target Customers
The Goals - Objectives Of Communications
 Message
Media Methods
Monitoring And Control The Effectiveness

REVIEW THE DIGITAL MARKETING EXAMPLES
Brand 1-------- Ipsy
Ipsy is a monthly subscription service that offers members a beauty bag with
five premium cosmetics samples for $12 per month . Depending on the
customer's interests, the goods include skincare, fragrances, nail and skin care,
and cosmetics.
Brand 2- ------- Desigual
Desigual is a fashion brand from Spain. Its headquarters are located in
Barcelona, Spain. Desigual releases two collections each year that are spring-
summer and autumn-winter. The firm has 11 physical and online sales
channels, and distribution is centered in logistics facilities in the United States
and Hong Kong.

IPSY- HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE RESPECTIVE
ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
 Target Customers: Ipsy's target demographic is young and well-versed in the latest developing cosmetics. They
do not narrow their aim by segmenting ages and lifestyles, giving them access to a far broader market and a
competitive advantage.
 The Goals - The major goal is to develop a beauty exploration platform that is open and friendly to everyone.
 IPSY's aim is to inspire everyone to showcase their individual beauty.
 Media Methods: Ipsy has developed distinct advantages through social media platforms such as Instagram.
They are using Instagram and Facebook widely as marketing tool. Recognition is growing as a result of
appealing visuals, intriguing data, and proactive use of hashtags. Ipsy's feeds reflect the wide range of
commercial elements recognised by social media marketing channels.
 Monitoring And Control The Effectiveness : Key Performance Indicators are performance metrics that
evaluate certain Ipsy targets.

DESIGUAL- HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
 Target Customers: Desigual's target market is price-conscious, and well-versed in recent fashionable ideas. They
do not narrow their aim by separating demographics and lifestyle, giving them exposure to far broader market.
 The Goals : The goal of Desigual was to expand their proportion of sales to younger clients and also to have at
minimum one product in every single wardrobe on the planet. Also has a goal to reduce the carbon footprint by
25% by 2025
 Message: They give a sustainable business potential, fashion, and excellence at the greatest price to all people
today, tomorrow, and in the future.

PROMOTIONAL AND
MARKETING MIX
• It is important to employ the marketing mix as the foundation of the
business strategy in order to create goods, services, and messages that
successfully connect the target market. Promotion is a significant
component of the marketing mix, and the promotional mix engages
businesses with its target demographic in order to generate leads. Ipsy
and Desigual both utilise a variety of promotional tactics to promote
their products and services. They both uses social media widely using
Instagram and Facebook. Influencers are playing a huge role in promotion
of their products. It one of the most popular marketing strategy used by
both the organisations.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -MEASURING EFFECTIVENESS OF DM COMMUNICATIONS :
IPSY
1. Awareness- IPSY, the world's largest beauty subscription service, has
proceeded to turn the beauty model on its head. Rather of shopping in the
traditional method of selecting products, putting them to a cart, and checking
out when completed. Customers make a set monthly payment. In exchange
for their money, consumers receive a monthly bundle of products chosen by
the company. While consumers often get to pick their specific things, they
could frequently register choices on product kinds, and the goods they get are
generally worth more than the monthly membership cost.
2. Followers- 3.1 million followers on Instagram
3. Likes/ interests- 57,24,443 likes on Facebook
4. Shares- Sharing of posts are greater than Desigual
5. Responses and Feedback- The customer service is fantastic. Every month,
clients receive an Ipsy glam bag, which continues to expand.
6. Track Engagement- The company monitors its productivity with numerous
methods such as Google analytics, social media performance, and so on.
7. Turnover- $500 million in 2019
8. Reach- They have their own site in which people from across the globe can
puchase.
9. Advocacy- Disputes arising under these conditions shall be governed by the
laws of the State of California. Sponsor's decisions are final and binding. In
any dispute involving Sponsor, no claimant shall be allowed to seek or receive
indirect, punitive, incidental, or consequential damages.
10. Effectiveness of chosen media- It has the highest number of followers on
Instagram and they could promote heavily using Instagram.
DESIGUAL
1. Awareness:They have always stood for honesty, equality, variety, and the right to
express one's desires, which distinguishes us as a responsible and ethical
business. Their 2020-2023 Strategic Sustainability and CSR Plan comprises their
numerous programmes and activities for the next three years addressing
product, suppliers, environment, workers, clients, and community.
2. Followers: 1 million followers on Instagram
3. Likes/ interests: 3,95,00,591 likes on Facebook
4. Shares- Not much sharing of posts
5. Responses and Feedback- People liked the items because they were
fashionable and trendy.
6. Track Engagement- Monitoring their activity on different social media sites such
as Facebook, Twitter, and Instagram.
7. Turnover- €359 million in 2020
8. Reach- The total number of stores are present in 107 countries, with 428 mono-
brand stores
9. Advocacy- The firm intends to eliminate single-use plastic from its product
packaging by 2021 and minimise its carbon footprint in order to achieve carbon
neutrality by 2050.By joining The Fashion Pact, Desigual is bolstering its 2020
Sustainability and CSR Strategy, which aspires, among other things, to develop
collaborations throughout its value chain.
10. Effectiveness of chosen media- As the company had a big number of Twitter
followers, the company can continue with its advertising campaign.

CONCLUSION
• Based on the prior discussion, it is easy to indicate that digital marketing
plays an important part in today's world, since all organisations use this
sort of marketing approach. The use of digital marketing into a
communication plan not only improves the organization's contact with
consumers, but also ability to make a transaction and convert them from
prospective to regular customers. In this presentation, it covers
contributions to the various companies communications strategies as
part of the promotional element of marketing, as well as the
performance and ranking of the instances in order of efficiency, using
social media metrics.

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