Digital Marketing Strategy – Assessment 2

This presentation discusses digital marketing strategy, digital communication strategy, and reviews the digital marketing examples of Starbucks and Spotify. It also covers the promotional and marketing mix and effectiveness of campaigns. References are included.

Digital Marketing
Strategy – Assessment 2

Table of Content
 Introduction
 Digital Marketing Strategy
 Digital communication strategy
 Starbucks Campaign
 Spotify Campaign
 Promotion and communication mix
 Rank
 Conclusion
 References

Introduction
 In this modern world most of the consumers are dependent on the digital
means for their daily needs which increases the trend of digital marketing in
the market.
 Marketing is an essential function of every organization which helps them to
attract more customers towards their products and services.
 Digital marketing helps the organization to use internet so that they can
attract their customers towards their goods and services and expand your
business globally with the help of internet.

Digital Marketing
 Digital marketing refers to the promotion of goods and
services with the help of digital channels like websites
email social media mobile applications search engines
and many more.
 Advertising with the help of these channels helps an
organization to communicate with a large customer base
with more reaction of consumers on the products and
services.

Digital Marketing strategy
 Digital marketing strategy refers to a strategic plan of an organization related to the
marketing of their products and services through digital channels in order to
achieve the appropriate and specific goals and objectives of business.
 The digital marketing strategy also helps an organization to enhance their
relationship with the customers by providing them their feedback related to the
products and services and also enhance their revenues.
 In order to make an effective strategy for digital marketing it is essential for the
organization to make a proper research regarding the online channels which are
most visited by the consumers and find out several types of online channels that
are owned earned or paid media

Continue………..
 Some of the tools which are used in digital marketing strategies are
mentioned below:
 Search Engine Optimisation (SEO)
 Pay-per-click (PPC)
 Content marketing
 Email marketing
 Social media marketing
 Voice Search Optimisation
 Video marketing

Digital communication strategy
 Digital communication strategy refers to the strategic plan of an organization to
establish communication between various people all over the world with the
help of online channels.
 Digital communication provides an opportunity to the organizations to
communicate with their clients in order to get feedback for their products and
services and increase awareness about their business all over the world.
 It is beneficial to use digital channels to communicate with the clients as it is a
cost effective method for the company and also helps the company to reach
global customers by increasing the inbound traffic in the organization.

Review the digital marketing examples
 There are several organizations in the market which are using
digital marketing platform to communicate with their customers
and attract them towards their brains.
 The examples of two major brands can be discussed for their
digital marketing campaign to understand the importance of this
campaign to communicate with the customers are Starbucks and
Spotify.
 Starbucks provides coffee to their customers on the other hand
Spotify music to make them relax in their daily life.

1. Starbucks Campaign
 The various essentials of Starbucks digital marketing campaign are given below:
 Target Customers: The target customers of the company are the youngsters as
well as adults who are coffee lovers.
 The Goals - The goal of the organisation is to improve their sales as well as reach
of customers towards their coffee and other products offered by the company..
 Message: The message of Starbucks is to have a relaxed and chill time with
friends make lifelong memories with them.
 Media Methods The Company use social media marketing in order to promote
their products and services and among so many tools of social media the
company uses Facebook.

2. Spotify Campaign
 Spotify is a music company who provides varieties of music to their listeners.
 Target Customers: The target customers of Spotify all types of listeners off the market all
over the world who loves to listen music in their free time.
 The Goals: The goal of Spotify is to provide effective music facilities to their customers in
order to more premium members in their company.
 Message: The message which has been provided by Spotify is that they have music for
everyone on their application.
 Media Methods: There are several media channels used in the digital marketing campaign
and in order to launch their marketing campaign Spotify uses Instagram the most.

Promotional and marketing mix
 Marketing mix provides essential elements of an organization on which
an organization should focus in order to produce their marketing
strategy in case of digital marketing campaign the company should also
use the elements of marketing mix that are product price place and
promotion which are discussed below for both Starbucks and Spotify.
 Product - Starbucks provides effective cafeterias to their customers
with high quality coffee and other products so that customers are able
to have fun with their friends whereas Spotify provides music to their
customers which can also be used by Starbucks and their cafes to
provide a good environment to their customers. Both the organizations
are concerned with the quality of their products.

Continue………..
 Price - Starbucks as premium pricing policies in which
they provide their products at premium prices to their
customers which shows that the company offers a branded
products and their offers provided on their products help
them to have competitive advantage in the market.
 Place - Place refers to the distribution channel and the
availability of Starbucks stores all over the world provides
them a large distribution channel in international market.
 Promotion - Promotion is the best way to attract
customers and shows an effective marketing strategy of
the company.

Effectiveness and Rank
 It is seen that the campaign of Spotify was more successful.
Spotify Starbucks
Followers: 1.1 million 1 million
Likes/ interests: 0.8 million
Shares: 0.5 million
Followers: 1 million
Likes/ interests: 0.7 million
Shares: 0.55 million

Conclusion
 The above discussion helps to conclude that digital marketing campaign is an effective tool
for an organization to achieve growth in the market.
 The examples of Starbucks and Spotify helps to analyze the effective use of marketing
campaigns with the help of Facebook and Instagram which helps both the companies to get
a brand image in the market.
 This study also helps us to analyze the marketing mix of both the companies in effective
manner so that they can have an idea to create an effective marketing campaign for the
organization.

References
 Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Routledge.
 Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(7), pp.118-127.
 Serohina, N., Petryshchenko, N. and Andrlic, B., 2019. Digital marketing in
hotels. МАРКЕТИНГ І ЦИФРОВІ ТЕХНОЛОГІЇ, 3(3), pp.35-42.

Thank You