Analyzing Digital Marketing Communication Strategy and Effectiveness

This essay provides an analysis of digital marketing communication strategies, examining examples from Verdant Leisure and John Good Logistics. It reviews how these strategies contribute to the organizations' communication strategy as part of the promotional aspect of the marketing mix. The essay evaluates the effectiveness of these digital marketing efforts, utilizing social media measures such as engagement, reach, and feedback, to rank the examples in order of effectiveness. The promotional mix, including product, price, place, and promotion, is also discussed in relation to the companies' product positioning techniques. The conclusion highlights how these communication strategies have helped the companies in attracting a larger potential consumer base and emphasizes the importance of social media advertisements as a promotional tool.

Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective organizations, 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, utilizing the social media measures
5. Conclusions
6. References

Introduction and DM
• Digital marketing is a marketing strategy in which company achieves its goals through online marketing
channels. This presentation will discuss the use of digital marketing and communicating strategies by considering
examples. Engagement with social media campaigns- communication strategy will be used.
• The promotional and marketing mix strategies will also be discussed to know the effectiveness of digital
marketing communication strategies.
• According to Bala and Verma (2018), Digital Marketing is defined as “Fulfilling marketing objectives of a
company through Application of digital technologies”

What is digital marketing strategy?
• Digital marketing strategy is the series of actions that helps to the achieve company goals through carefully
selected online marketing channels. These channels include paid, earned, and owned media, and can all support a
common campaign around a particular line of business.

Reviewing the digital marketing examples .
1. Verdant Leisure
It is a private company that offers holiday homes.
The post shared the news about their acknowledgment as 13th Best company
to work in UK.
2. John Good Logistics
Its business includes arranging and shipping of transportation of freight and
cargo.
The post shared the 5 Tips for choosing an outsourced warehouse supplier, to
showcase their best work.

John Good Logistics
In the post the company shared tips for selecting supplier of warehouse facilities showcasing
their best work. The campaign helped the company in maintaining and attracting a large
consumer base (John Good Logistics, 2021).
 Target Customers: Companies across different industrial sectors.
 The Goals – To know whom warehousing functions can be subcontracted for attracting a large customer base.
 Message: The message was to providing tips for choosing an warehouse supplier.
 Media Methods: Blog posting with a link of article on Facebook.
 Monitoring And Control The effectiveness: The company's presence on social media is mediocre which is used to
track and monitor the activities associated on social media.

Promotional and marketing mix
• Promotional mix used in these examples is Advertising through social media. It is a part of marketing mix for
Product Positing technique of the companies.
• Product: The existing products were promoted in the campaign.
• Price: Products were promoted at Value-based prices.
• Place: Social media's like Instagram and Facebook were used.
• Promotion: Advertisement through social media.

Effectiveness and rank the examples in order of
effectiveness, utilizing the social media measures -
Measuring effectiveness of DM Communications :
Vedant Leisure
1. Awareness- recognition as Best UK Family
Holiday Park Company.
2. Followers-
3. Likes/ interests NUMBER
4. Shares -NUMBER
5. Responses and Feedback-
6. Track Engagement- 689, 651 Global Traffic
Rank.
7. Turnover- $18.2M per year
8. Reach- Across the globe
9. Advocacy- The Verdant Health Commission
10. Effectiveness: Highly effective.
John Goods Logistics
1. Awareness- mong top British companies for
international sales.
2. Followers- 798
3. Likes/ interests-
4. Shares -
5. Responses and Feedback-
6. Track Engagement- 861, 731 Global traffic Rank.
7. Turnover- $75.3M per year
8. Reach- Across the Industries
9. Advocacy- The National Shippers Strategic
Transportation Council (NASSTRAC)
10. Effectiveness: Mediocrely effective.

Conclusion
• It can be concluded that the Communication strategies used by John Goods Logistics and Verdant leisure have
helped the companies in attracting a larger potential consumer base.
• The companies have been using social media advertisements as promotional mix to promote their existing
products at value based pricing.
• The effectiveness of these strategies is measured on the basis of likes, shares, engagement and feedback, etc.
received on the posts shared by respective companies.

References used
Journals:
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of
Digital Marketing. International Journal of Management, IT & Engineering. 8(10). pp.321-339
Rizaldi, A. and Hidayat, H., 2020. Digital Marketing Communication Strategy. Jurnal Entrepreneur dan Entrepreneurship.
9(2). pp.57-66.
Online:
Smashing a 28% YoY sales target after transforming the customer experience. 2021. [online]. Available Through :
<https://www.attacat.co.uk/case-studies/verdant>. [Accessed on 12 july 2021].
John Good Logistics. 2021. [online]. Available Through : <https://www.crunchbase.com/organization/john-good-logistics>.
[Accessed on 12 july 2021]