Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the concept of digital marketing and its importance in modern business strategy. It analyzes successful examples of digital communication strategies and explains the promotional and marketing mix. The presentation also covers how to measure and rank the effectiveness of digital marketing campaigns. The subject is Practical Digital Marketing and the course code is BMP3006. The presentation is relevant for students studying digital marketing or anyone interested in learning about effective communication strategies.

Practical Digital Marketing

Table of content
• Introduction
• Digital marketing
• Digital marketing strategy
• Review of the examples of digital communication strategy
• Analysis of Example 1
• Analysis of Example 2
• Promotional and marketing mix
• Measuring and ranking the effectiveness
• Conclusion
• References

Introduction
The report has aims to provide the usefulness
of digital marketing. It is a strategy and
concept to sell goods and services into
marketing. It is an important strategy which
becomes the need for every business in
modern world. Every little things going
digital and involving social media promotions
to enhance sales and turnover. Digital
technologies are widely spreading into market
where business finds innovative and attractive
solution to reach their customers.

Digital marketing
Digital marketing is a concept of using
online channels and tools to reach the wide
number of customer which has covered large
areas. Today's business are adopting digital
ways to communicate with their buyers in
most interactive and attractive form. Modern
business are shift to modern business strategy
As it is the major digital platforms on which
customer spend most of their time.

Digital communication strategy
Communication strategy is refers to enabling
active communication and interaction with
others. It is all about using right channels and
source which will be easy to reach people and
gain insight about their actions which they
take towards business.
• Target Customers
•The Goals–
•Message:
•Media Methods:
•Monitoring And Control The

Review of the examples of digital
communication strategy
•Example 1: ASDA is one of the greatest
supermarket of the UK, England. The
organisation use digital marketing strategy to be
active into market. They mainly promote their
new products, offers and schemes through social
media channels like Facebook, Twitter and also
put updates on website.

Continue
•Example 2: The another best example of
digitally grown organisation is Marks and
Spencer. The company is a huge clothing
brand which believes in promoting through
Instagram, campaigns, e-mail marketing and
SEO strategy.

Analysis of Example 1
•Target Customers: The target customers of ASDA are scattered in many locations.
•The Goals-Objectives Of Communications: The company has its objective of communication
to attract customer who are loyal and already existed.
•Message: The company wants to deliver the message of quality and usefulness of the products
through using communication strategies and tools
•Media Methods: The ASDA will likely to use the best communication media methods.
•Monitoring And Control The Effectiveness: The ASDA will monitor and control the
effectiveness of their strategy through taking feedbacks from customers, scorecards.

Analysis of Example 2
•Target Customers: The targeted customers for Marks and Spencer are above the age group of 9.
•The Goals - Objectives Of Communications: The marks and Spencer has their goal to operate
in different market and global expansion.
•Message: The company wants to deliver the message of sustainability and great quality of
products for which they will be using social media channels.
•Media Methods: The marks and Spencer use many media methods
•Monitoring And Control The Effectiveness: The Marks and Spencer has monitor their control
and effectiveness in the online sales market.

Promotional and marketing mix
•Price: The Price of Asda and Marks and
Spencer varies as according to the product.
•Place: It is the most important part of marketing.
• Promotion: The company use promotional
strategy in order to be active into market.
Promotions are crucial part for both Asda and
Marks and Spencer.
•Product: Both the companies have quality
products. Asda provide valuable consumer goods
whereas, M&S provide standardised luxury
clothing into market.

Measuring and ranking of
effectiveness
Basis TESCO M&S
Awareness 3 million 4 million
Followers 2 million 1.8 million
Likes 140K 130K
Interests 2.5 millions 2 million
Shares 5000 6000
Responses 100k 50k
Reach Global except few countries All over the world
Effectiveness of chosen
Media
90.00% 95.00%

Conclusion
•The report has concluded that digital marketing is the crucial strategy for every organisation.
These strategy involves selling and distributing products through using digital tools and
techniques. The report has analysed that, the companies have different objectives, customer
gaols, message and targets to use communication into organisation. Also, it has analysed that in
efficiency, M&S has much effectiveness than Asda.

References
• Rashika, S.S. and Maiya, U., 2019. YOUTH’S PERCEPTION TOWARDS
DIGITAL MARKETING. Advance and Innovative Research, p.45.
• Erittra, S.W., 2021. Digital marketing campaign analysis of Square Food and
Beverage Limited.
• Kartono, J., 2020. Penerapan Promotion Mix dan Digital Marketing (Doctoral
dissertation, Universitas Internasional Batam).

Thank you