Practical Digital Marketing

This presentation covers the basics of digital marketing, including strategies, communication, and examples. It also discusses the effectiveness of social media measures and the promotion aspect of marketing mix. The presentation concludes with references to further reading.

Practical Digital
Marketing

Table of Content
• Introduction
• Digital marketing strategy
• Digital communication strategy
• Review the digital marketing examples
• You- tube and promotion aspect of marketing mix
• Instagram and promotion aspect of marketing mix
• Effectiveness and rank of examples in utilising of social media measures
• Conclusion
• References

Introduction
Digital marketing is defined as the process making
consumers aware of the product and services as well
as the brand image using online techniques and
tools effectively. It allows the business organisation
to directly connect and interact with the target
customers using various channels across the online
mediums. It helps business organisation to enhance
their overall performance and profitability as well as
it helps the business organisation to gain
competitive advantage in the market place
effectively

Digital marketing strategy
A digital marketing strategy is a plan that allows the
business organisation to achieve desired goals and
objectives through carefully choosing the marketing
channels. It is the set of planned actions carried out
online by the business organisation in order to
achieve desired goals and objectives of the business.
It is also defined as the series of actions taken by
the business leading them to achieve organisational
goals through effectively selecting the online
marketing channels

Digital communication strategy
The digital communication strategy is defined as
the process of launching social media campaigns,
distributing emails newsletters, advertising articles
and banners in order to create awareness about the
product and services among the target customers
effectively. The use of digital communication
allows the business to attract large number of
customers and expand their reach effectively,
share necessary information and message and
build valuable relationship with them leading to
retain them for long period of time. The various
digital communication tools includes the print
media, radio, Billboard advertising, TV and so on

Review the digital marketing examples
The use of the digital marketing helps the business
organisation to enhance their overall performance
through satisfying the needs and wants of the
customers as per their taste and preference. It also
allows the business to attract large number of
customers and retain them for long period of time.
There are various digital marketing examples
taken into consideration by the business
organisation in order to attract their target
customers.

Example 1
How social media platform contribute to the
communications strategy for TESCO's
 Target customers: The customers of all age
group were targeted by the company in order to
increase their sale and profitability.
 The goals and objective of communication:
The main objective of the communication
strategy is to attract large number of customers
to buy their product and services as well as
make them aware of their new campaign “the
price that takes you back campaign” also.
Leading to increase their customers base and
profitability.

 Message: The message of was to make consumers
aware of the low prices offered by the Tesco, in
order to deliver this message the campaign “the
price that takes you back campaign” was started
by the Tesco.
 Media methods: The media method used by the
Tesco in order to make consumer aware of their
message was various social media platforms like
Facebook, Instagram, Twitter
 Monitoring and control the effectiveness: The
communication strategy used by the Tesco was
regularly evaluated and monitored by the company
in order to achieve the desired goals and
objectives.

Example 2
How Facebook contribute to the
communications strategy for Taylor and Heart's
 Target customers: For this campaign the
women's preferring luxury jewellery were
targeted by the company in order to increase
their sale and performance in the marketplace.
 The goals and objective of communication:
The main goals and objectives of the
communication strategy is to attract large
number of customers and increase their sale
effectively. The main goals behind the Taylor
and Heart's starting this campaign was to attract
large number of women preferring luxury
jewellery.

 Message: In order to create awareness among
the target customers by the Taylor and Heart's
the campaign named “ Taylor and Heart's Love
is now campaign” was started by the company
with the aim of making consumer aware of the
services.
 Media methods: In order to make the
communication strategy more effectively the
media used by the “ Taylor and Heart's is the
Facebook because of the large number of user
available on this platform effectively.
 Monitoring and control the effectiveness: The
communication strategy used by the company is
effectively monitored and controlled in order to
achieve desired gaols and objectives and
enhance their overall performance in the
marketplace,

Promotional and marketing mix
Social media platform and promotion aspect of marketing mix
 Social media platforms are the increasing marketing tools used by the business organisation in
order to increase their customers base and enhance their overall profitability and productivity.
Social media platform includes tools like Facebook, Instagram, Twitter and so on. These platform
allows the companies to post content and videos regarding the product and service of the company.
 Posting creative content about the product and service or positing attractive picture about the
product will help in attracting large number customers and retaining them for long period of time.

Facebook and promotion aspect of
marketing mix
Facebook is one of the most essentials and commonly used form of social media
platform allowing the business to directly interact and communicate with their target
customers and make them aware of the product and services through posting
attractive pictures and videos regarding the product and services offered by them. In
case of Taylor and Heart's a campaign was started using the Facebook tool “ Taylor
and Heart's Love is now campaign” in order to attract the women preferring luxury
jewellery.

Effectiveness and rank of examples in
utilising of social media measures
 Social media: The various social media
platform are the most effective tools used by the
business organisation around the globe in order
to attract large number of customers and enhance
their overall performance in the marketplace.
 Facebook: It is one of the most widely used
form of social media platform having large
number of users around the globe effectively.
This is also considered to the biggest online
platform allowing business organisation like
Taylor and Heart's to promote their product and
services and smoothly carry out their campaign.

Conclusion
From the above presentation it has been concluded
that effective strategic marketing helps the business
organisation to achieve desired goals and objectives
and enhance their overall performance. It also helps
in identifying and attracting target customer base
and make them aware of the product and services
effectively using suitable marketing channels.

References
 Patil, K. and Khathuria, D., 2020. Digital Marketing in Fashion
Industry. Indian Journal of Computer Science, 5(2&3), pp.22-27.
 Tamara, D. and Leonard, A., 2020. DIGITAL MARKETING AS A KEY
STRATEGY TO SUPPORT FOOD INDUSTRY GROWTH: CASE OF PT.
DFZ, INDONESIA. EPH-International Journal of Business &
Management Science (ISSN: 2208-2190), 6(1), pp.20-31.
 Solomon, D.B., 2021. Identity Politics and Its Impact on the
Spread of Digital Marketing:(A Framework to Manage Country
Level Political Risk in Ethiopia). Balboa Press.
 Gauvreau, J.L., 2020. An accessibility primer for digital
communications. Journal of Digital & Social Media Marketing,
8(2), pp.129-143.