Use of Digital Marketing in a Specific Communications Strategy

This practical marketing guide by Desklib explores the use of digital marketing in a specific communications strategy. It defines digital marketing, explains the communication or promotion mix, and discusses where digital marketing fits within the communication mix. The guide also covers the advantages and disadvantages of digital marketing, provides examples, and offers recommendations for effective digital marketing. The subject is marketing, and the course code and college/university are not mentioned.

PRACTICAL DIGITAL
MARKETING

TABLE OF CONTENTS
• Introduction
• Main body
• Definition of Digital Marketing
• Explain communication or promotion mix
• Explain where digital marketing fits within
communication mix
• Advantages and disadvantages of digital marketing
• Examples which support the above mentioned points and
recommendations for effective digital marketing
• Conclusion
• References

INTRODUCTION
• Digital marketing refers to marketing which is done with the
help of internet and technologies to promote various products
and services. It uses various online channels for marketing
such as social media, search engine, websites, mobile apps
and email.
• Nowadays most of the companies and brands rely on the
digital marketing because it helps in reaching to large number
of people within limited time period. It attracts people because
of the new and creative ideas which is used by the companies
using digital marketing.

Definition of Digital Marketing
• Digital marketing helps in achievement of various marketing
objectives with the use of data, digital media and technology.
Various online platforms and channels are used by
companies such as landing pages, websites, email, social
media and different applications.
• Organisations use various strategies to promote their content
including SEM, SEO, content syndication, pay-per-click, text
and emails. Marks and Spencer hire a expertise team for
handling all the digital media operations so that they can
expand their reach in all over the world.
• They use different social media platforms such as Facebook,
Instagram and Twitter which is very successful manner to
advertise the products and devices.

CONTINUE
• It helps in targeting the audience which can utilise the
products and services so that company can maintain their
customer base. It provides opportunity to company in
interaction with their customers so that they can understand
the needs and wants of the customers.
• It helps Marks and Spencer in producing and manufacturing
products which are highly demanded by the customers.
Organisations can meet the current market needs with the help
of digital marketing as it provides various innovative ideas and
thoughts for designing better quality products.
• People prefer to shop online rather then to visit offline shops
because it saves lot of time of customers and organisations.
Digital marketing can be used without the use of internet
media with the help of SMS, text messages, telemarketing
calls and televisions.

Explain communication or promotion mix
• Communication mix refers to involvement of various tools and
techniques that are used in the communication with potential and
targeted customers. Various tools or mediums can be used in
order to establish effective communication are direct marketing,
through advertising, social media, exhibitions, websites, product
packaging and events.
• It can enhance the desire of customers in order to make them
purchase a particular product or services. Marks and Spencer
communicate with their customers with the help of reviews and
feedbacks so that they can understand what are the changes and
alterations have to carried out.

CONTINUE
• Managers of Marks and Spencer who are responsible for the
segmenting of their target audience can get lot of benefits by the
promotion mix strategies. It provides opportunities to
organisation in building strong relationship with their customers
by interacting with them on regular basis.
• There are various advantages of promotion mix in context to
Marks and Spencer which are discussed below:
• Creates brand image: Advertisements are very
common for customers in recent times because each and every
company promote their products with the help of advertisements.

CONTINUE
• Provide platform for communication: Promotion mix focus on
understanding the needs, wants and language to their targeted
customers. This will help Marks and Spencer in maintaining trust and
loyalty with their customers. This helps them in retaining customers in
effective manner which results in generating higher profits. Marks and
Spencer uses various methods to interact with their customers such as
automated email campaigns.
• Improves promotional campaigns: To promote products and services
in market along with brand image of company, organisations have to
perform promotions. Marks and Spencer put lot of efforts and resources
in promoting their products in their targeted market so that they can
increase their sales. Effective promotional campaigns help in saving lot
of time and money so that they can maintain their budget for producing
and manufacturing of quality products and services.

Explain where digital marketing fits within communication mix
• Communication mix is a broader term which involves
different tools in order to interact and communicate with the
targeted audience. With the helps of these tools, organisation
can effectively carry out there digital marketing practices so
that they can increase their sales.
• Marks and Spencer can effectively advertise their products
and services with the help of digital marketing and
communicate with their audience with the help of
communication mix. Digital marketing is a part of
communication mix which helps organisations in expanding
their reach to new geographical regions.

CONTINUE
• Social media marketing: In recent time, every individual uses social
media for one or another reason. Organisations uses social media
platforms to communicate with their customers along with marketing
and advertising their products. Marks and Spencer uses different
platforms and hire influencers who can communicate and promote
products and services in effective manner. It can also promote their
brand image by regularly posting content and engage the interest of
customers in best possible manner.
• Email marketing: Organisations send email to their customers on the
regular basis so that they can understand the actual behaviour of their
customers. Marks and Spencer assign this task to their digital media
team so that they can send email according to the occasions,
requirements and demands of their customers. They ensure that team
send email pre shopping and post shopping to understand the
experience of their customers. In this way, organisation can interact
with their customers along with marketing their products on large scale.

CONTINUE
• Web advertising: Digital marketing and communication mix are
interrelated with each other which be effectively done with the help of web
advertising. Marks and Spencer regularly develop clickable advertisements
so that it allow users to view the products and services directly. Popular and
famous websites are used by Marks and Spencer so that they can maintain
the interest of their targeted customers. Websites like CNN and ESPN can
be used by organisation to advertise their products.
• Video marketing: It is one of the most popular digital marketing
techniques are video marketing which is used to advertise products and
maintain better communication with the targeted audiences. Marks and
Spencer focus on creating high quality commercials in order to attract the
interest of people from all over the world. Videos helps in establishing the
brand image of company in effective and efficient manner.

Advantages and disadvantages of digital marketing
• Digital marketing is responsible in promoting and advertising the products
and services in all over the world effectively. Organisations earn higher
revenues with the help of various digital marketing tools and techniques.
• Marks and Spencer improved their marketing activities and brand image
with the use of digital media. They have used various techniques like
content marketing, web advertising, social media marketing and many
more. There are both the aspects of using digital marketing including
positive and negative which can be discussed below:

ADVANTAGES OF DIGITAL MARKETING
• Digital marketing proves very beneficial in terms of increasing
sales through promoting and advertising. Marks and Spencer
invest capital in digital marketing which helps them in growth and
expansion. Carious advantages of digital marketing are:
• Global reach: Organisations can easily reach to large
geographical boundaries in less efforts. Marks and Spencer uses
digital marketing in their operations so that they can cut down
excessive cost which incurs in the marketing techniques. Various
techniques of digital marketing helps in growth and expansion of
the business. Organisations can easily display their features and
positive elements so that they can attract large number of people.

CONTINUE
• Improved conversion rates: Organisations uses different and
unique marketing strategies which help them in converting people
in their targeted customers. Marks and Spencer uses two way
communication strategies which engage large number of people in
their organisation. Important leads can easily generated with the
help of digital marketing which is essential for the conversion in
order to increase the sales of company.
• Gain competitive advantages: Innovative and creative ideas for
marketing and advertising the products and services can be done
with the help of digital marketing. Marks and Spencer acquire
larger market area which help them in competing with their
customers in global world. It is easier to understand the online
strategies of competitor which help Marks and Spencer in
developing better strategies so that they can attract more
customers.

CONTINUE
• Higher revenues: Organisations can earn higher revenues
and profitability with the help of digital marketing tools
and techniques. Marks and Spencer can easily understand
the buying pattern of their customers with the help of
various platforms of digital marketing.
• It helps in generating innovative and unique ideas so that
organisation can satisfy the demands of targeted audience.
Various channels can be used by organisations so that they
can gather and store relevant data which can be further
used by organisation in manufacturing of products.

DISADVANTAGES OF DIGITAL MARKETING
• Digital marketing helps in advertisements and promotions but on the
other hand it can delay various operations. Marks and Spencer also
faced various challenges and issues due to the use of digital
marketing which are mentioned below:
• Others can copy promotional strategies: Digital marketing is the
open space which lacks the criteria of privacy. It can be very easy to
copy ideas and strategies for other companies which is a negative
point of digital; marketing. Hackers can hack various confidential
and private information which matters a lot for an organisation. To
minimize this risk, Marks and Spencer keep track on their activities
and remain aware so that they can protect their content from hackers
and competitors.

CONTINUE
• Feedbacks and complaints: Various negative comments
and feedbacks of the haters can destroy the brand image of
the company. Digital marketing provide open platforms
which is visible by the public. Some of the haters and
competitors consciously write irrelevant comments so that
they can harm the image of company. Marks and Spencer
maintain good relationship with their customers and
competitors so that they can eliminate these types of risk.
• Connectivity of internet: Technical world involves various
issues and problems which can hamper the operations of
organisation. Some of the locations do not possess network
connections which negatively impacts on the sale of Marks
and Spencer. Without internet it is difficult for them to carry
out digital marketing.

Examples which support the above mentioned points and recommendations for effective
digital marketing
• Digital marketing proves very effective in modern world
because most of the customers get influenced easily with
the help of digital marketing. It is important for
organisations to maintain their online presence and
reputation so that they can sustain for longer time period.
• . It helps in improving the experience of customers by
satisfying their needs and wants. It manages all the contacts
and data along with the promoting products and services
which is essential part of organisations.

RECOMMENDATIONS
• Organisations should focus on the tools and methods which
they are using for promoting their products and services with
the help of digital marketing. Marks and Spencer uses
different social media platforms according to the customers
segments.
• They should focus on the behaviour of customers in order to
meet their requirements. Marks and Spencer gather reviews
and feedbacks to improve the quality of their products.

CONCLUSION
• From the above report it may be concluded that most of the organisations uses digital
technology in order to expand their reach all over the globe. There are various platforms like
social media, content advertising, video advertising and many more which can be used by
organisations.
• Digital marketing helps in conveying of important and relevant information which helps
customers in attracting towards the brand and company. In order to increase the sale, digital
marketing contributes effective efforts which results in higher profitability.

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