Use Of Digital Marketing In A Specific Communications Strategy

This presentation discusses the importance of digital marketing in today's world and how it can positively impact an organization. It covers various digital marketing strategies like SEO, PPC, Content Marketing, Social Media Marketing, Affiliate Marketing, Marketing Automation, Email Marketing, and Online PR for effective communication.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation

Use Of Digital Marketing In A Specific Communications
Strategy
Group Members’ Name & ID

DIGITAL MARKETING STRATEGIES
• Digital Marketing
• Digital Marketing Strategies:
 Search Engine Optimization (SEO)
 Pay Per Click (PPC)
 Content Marketing
 Social Media Marketing
 Affiliate Marketing
 Marketing Automation
 Email Marketing
 Online PR

INTRODUCTION
Marketing can be considered as an important function of an organisation as it helps in
influencing the audience towards the organisation and products and convert them potential
customers so that they can result in the increase in the revenue of organisation (Lubenov, L.,
2019). It can be considered as the essential function as it help in doing the promotion of product
and services offered by a business organisation.

DIGITAL MARKETING
It can be defined as the marketing which is done by the use of electronic devices in order to
convey the message and information to the audience and measure the impacts. In simple words,
it can be defined as the marketing campaigns which can be seen on the screen of various devices
which include phone, computer, table and any other device. The act of selling the products and
services by the use of several channels which include mobile apps, SEO, social media and
emails is known as Digital Marketing.

SEARCH ENGINE OPTIMIZATION (SEO)
It can be defined as the process of improving the both quality as well as quantity of website
traffic to a website from search engine. It's main purpose is to improve the site in order to
increase the visibility when the audience search for the product or service which are related to
the business on Google, Bing or any other search engines (Morais and et. al., 2021).

PAY PER CLICK (PPC)
It can be considered as the most effective channel of advertisement in digital form. In the
growth of a business organisation, this strategy plays an important role. Under this strategy,
organisation pay the fees to the advertiser for every click they get from the visitors on their
advertisement. Same in the case of advertisement agencies, they can charge from their client
when they get actual click on their ads.

CONTENT MARKETING
It is a strategic marketing approach which do focus on the creation and distribution of valuable,
consistent and relevant content have been done for the purpose of attracting and retaining the the
audience which give result in driving the action of profitable customers. The content which is
used in the advertisement must attract the customers on all social media which include
Facebook, Instagram, Twitter and many more. In simple words, the content of any advertisement
plays an important role as it is the bases of attraction of customers on any ad.

SOCIAL MEDIA MARKETING
Social media is a technical platform that helps in sharing of thoughts, ideas and information by
structuring a virtual network across an area or the whole world. The immense potential of
social media created opportunities for the businesses to go global and open the area of their
network and sales to the whole world. For example, Burberry uses Facebook to connect with its
customers and inform them about the new collections and the offers availed in their stores. It
helps the companies in connecting with the customers, creating awareness among them about
the product and boosting the sales of the firm.

AFFILIATE MARKETING
Affiliate Marketing is a performance based marketing in which an organisation affiliates a
person for advertising the company's products and services. The affiliates are the third party
persons or employees of the firm who get motivated to advertise the product so as to get
promoted in the cooperation or reward from the owner of the product. For example, Amazon , in
order to advertising fees, started a program in which different websites and bloggers put their
links of their products on the page of the Amazon and pay the charge on the sale of the good.

MARKETING AUTOMATION
Marketing automation is defined as the use of technologies or the software to automate the
marketing activities or it is defined as the managing various processes and multifunctional
campaigns on different channels. When the company or the marketing person is using the
automation marketing with the helps of email, social media and texting (Chaffey and et. al.,
2019). It is the platform that is used by the marketers to make the plan, measuring all the on-
going activities in the market campaigns, both online and offline so that they can coordinate
effectively in order to provide customer services.

EMAIL MARKETING
It is the form of marketing that can make the customers on the email by making the list of aware
of new products, discounts and other services. It is also often use to educate the audience by
keeping them engage in the purchasing via sending email time to time. It is the powerful
marketing channel that uses email to promote their brand to the large pool of potential
customers. It also helps the customer of the latest items or the offers of the different brands so
that they can make the easy purchasing as per their convenience and choices (Deiss 2020).

ONLINE PR
Online public relation is one of the best mode of communication by the use of digital tools. It is
highly effective in nature as in this organisation adopts the use of internet to communicate with
number of customers within the public realm. Online PR is mainly evolved over the many past
years that are now extends far beyond the use of printed newspaper, magazines, etc. this tool is
very effective tool for a particular business enterprise to interact and understand the demand of
customers so that company offer quality goods and services to them for gaining fruitful results
within marketplace. Online public relation is very effective because is helps in exposing the
brand to number of people within the target market so that brand image of an organisation is to
be developed effectively and efficiently (Goswami 2019).

SUMMARY
From the above PPT, it is concluded that the marketing can be done in two ways i.e. online or
digital marketing and second one is traditional. The digital marketing has a vital role in the
today's word of technology. It implies a positive impact on the organisation as it leads to the
attraction of customers with the use of electronic device in a cost and time effective manner as
compared to the traditional ways of marketing.

REFERENCES
Aksoy, N.C., Kabadayi, E.T. and Alan, A.K., 2021. Digital Marketing: Reviewing the Field
Through Science Mapping Technique. In Handbook of Research on Technology Applications for
Effective Customer Engagement (pp. 141-162). IGI Global.
Al-Thagafi, A., Mannion, M. and Siddiqui, N., 2020. Digital marketing for Saudi Arabian
university student recruitment. Journal of Applied Research in Higher Education.
Baines, P., Fill, C., Rosengren, S. and Antonetti, P., 2021. Marketing and Innovation.
Bernstein, G., 2021. Digital Marketing: A Deep Dive & Path Forward.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Deiss, R. and Henneberry, R., 2020. Digital marketing for Dummies. John Wiley & Sons.

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