Practical Digital Marketing for Specific Communications Strategy

This presentation covers digital marketing strategies like SEO, PPC, content marketing, social media marketing, affiliate marketing, marketing automation, email marketing, and online PR. It explains how to use them in a specific communications strategy and provides insights from case studies of Google and Starbucks. The presentation is based on research articles from IEEE and Routledge.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation
Regent College London

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

SEARCH ENGINE OPTIMIZATION (SEO)
• Search engine optimisation is an activity of improving the quality and quality of website traffic. Through search engine
optimisation the company can increases its visibility when individual search for any similar organisation that deals with same
products and services.
• The importance of search engine optimisation is to enhance the brand visibility online. Organisation can maintain and build
strong relationship with customers through search engine optimisation and also improve their experiences.
• It is one of the digital marketing strategies that helps in driving more people to particular site and increases their website
presence. It also increases the conversion due to which the sale of company also gets enhanced and also the firm can grab more
loyal customers.

PAY PER CLICK (PPC)
• Pay per click is another digital marketing strategy in which advertisers pay for each advertisement when it is clicked by people to
publisher.
• Pay per click is also known as cost per click which is offered by social networks and search engines. It is an activity through
which organisation can gain higher visibility on search engines.
• Though Pay per Click, Company can reaches to audiences cost effectively and also lead to positive ROI. It is an effective digital
marketing strategy as it offers multi layered targeting options and also provide instant traffic.

CONTENT MARKETING
• Content marketing is also a digital marketing strategy which focuses on creating and developing the valuable and creative content
that helps in attracting more and more customers towards brand.
• It is a strategy which is used by Organisation in order to attract, retain and engage the people by sharing videos, posts and articles.
• Through content marketing company can answer the questions of people due to which they can build trust with customers and
also connect with them.

SOCIAL MEDIA MARKETING
• It is a digital marketing strategy which focuses on increasing the market presence through using different social media sites.
• The social media marketing is one of the effective marketing as it has number of active users who engage on different social
media sites.
• Social media marketing helps in increasing the brand awareness and also improves the search engine rankings of company.

AFFILIATE MARKETING
• Affiliate marketing is another digital marketing strategy in which the money is earned by publishers by promoting products and
services of particular company in order to increase the sale and growth.
• The Organisation compensates third party publishers for driving the sale and productivity of business. The affiliate marketing
helps in promoting the brand and also increases the new leads.
• Affiliate marketing is low cost start up which is easy to start and it also takes low risk as the firm has to pay for the performance
rather than for every click. So through affiliate marketing company can increase their sale and also boost the reputation of
Organisation.

MARKETING AUTOMATION
• Marketing automation is also a digital marketing strategy that focuses on planning, coordinating, managing and measuring the
marketing campaigns of Organisation. In this strategy firm uses software in order to automate marketing activities.
• The marketing automation helps in increasing the conversion rate and also personalised marketing strategy due to which firm can
increases its sale and manage the data effectively and efficiently.
• The Strategy helps in increasing more and more customers due to which company can get more detailed picture of potential
customer behaviour. It helps in increasing the marketing efficiency due to which firm can grab more customers and also improves
their experience.
• The marketing automation also helps in enhancing the ability to generate more and better qualified leads that helps in increasing
the growth and productivity of business.

EMAIL MARKETING
• Email marketing is a digital marketing strategy that provides message to customers through email. The Organisation generally
uses this digital marketing strategy in order to advertise and promote the products and services of brand.
• The email marketing is sued when company have to provide detailed information of new launches and discounts information so
that they can convey the message and reaches to maximum number of people.
• It is an easy process which get started quickly in order to provide information to customers and also it helps in driving sales by
engaging more and more people towards the company.
• Email marketing is a low cost strategy as compare to other marketing channels. The Organisation can easily track their efforts in
promoting the products and services.

ONLINE PR
• Online PR is another digital marketing strategy that helps in improving results from other digital marketing communication
techniques.
• The online public relations activity is used by Organisation in order to increase their online presence and attract large number of
people by maintaining harmonious relationship with them.
• Through online public relation organisation can provide messages to customers and it is also considered as inexpensive tool as
compared to other traditional PR techniques.

SUMMARY
• In this report the chosen companies are Google and Starbucks both the organisations are well reputed and have great presence in
Market. The best digital marketing strategy which must be used by Google in order to attract more and more audiences towards
the features and other products of Google is Social media marketing, the company must focus more on creating and developing
strong customer base on social media marketing so that they can share the information and solve the queries of people related to
the products and services. Social media marketing helps in reaching to large number of people and also provide valid information
to customers related to the products and services. Starbucks must apply email marketing in order to increase its online presences
in Market. Through email marketing company can increase its brand image by providing valid information to customers via
sending emails.

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REFERENCES
• Chauhan, P., Agrawal, M. and Chauhan, G.K., 2015. Understanding the Critical Aspect of Digital Marketing for
Meaningful Strategic Marketing Perspective. Journal of Marketing & Communication, 11(3).
• Leung, K.H. and Mo, D.Y., 2019, December. A fuzzy-AHP approach for strategic evaluation and selection of digital
marketing tools. In 2019 IEEE International Conference on Industrial Engineering and Engineering Management
(IEEM) (pp. 1422-1426). IEEE.
• Bengel, A., Shawki, A. and Aggarwal, D., 2015, October. Simplifying web analytics for digital marketing. In 2015
IEEE International Conference on Big Data (Big Data) (pp. 1917-1918). IEEE.
• Hsiao, T.C., Han, C., Qi, M. and Yu, X., 2016, May. The development and research of digital marketing in the
contemporary society. In 2016 International Conference on Applied System Innovation (ICASI) (pp. 1-4). IEEE.
• Stoychev, I., 2020. Digital and social media marketing strategy. In Digital and Social Media Marketing (pp. 98-120).
Routledge.