Use of Digital Marketing in Communication Strategy

This presentation discusses the concept of digital marketing strategy, its contribution to communication strategy, and review of digital marketing examples. It also compares the effectiveness of social media measures used by H&M and Zara. The presentation concludes that digital marketing is an essential component for companies to cover a wide reach of customer base for increasing their profit margin.

Use of Digital Marketing in
Communication Strategy

Table of contents
■ Introduction
■ Concept of Digital Marketing Strategy
■ Review of digital marketing examples
■ Contribution of digital marketing to communication strategy
■ Rank of examples for effectiveness by using social media measures
■ Conclusion
■ References

Introduction
Digital marketing is defined to an element
of marketing which utilizes internet and
online related digital technologies like
computers, digital media and other
platforms to promote products and
services. Digital marketing carried by
different strategies which is used to make a
communication with customers with online
platforms so that product and services are
to be promoted in minds of them.

Concept of Digital Marketing Strategy
Digital marketing strategies are said to be set
of planned actions that are carried online to
reach particular business objectives. In general,
it deals in carrying consistent actions at
accurate time with most effective online
channels for increasing revenues and
improving relationship with customers of
company. Digital marketing strategies helps
companies to move consciously and

Review of digital marketing examples
Some examples which has been reviewed and
used by H&M as their digital marketing strategy
are as follows:
■ Search engine optimisation: It define to a
method of enhancing quality and quantity of
website traffic to a webpage from search
engines. It motives in drawing greatest number
of traffic which is possible to a website by
bringing it to top of a search engine outcome.

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■ Pay per click: It is defining to be an online
advertising model where advertiser pages and
publisher each time an advertisement link for
promoting their company's product. It is also
known as cost per click model. Pay per click is
used to drive traffic to websites where company’s
product and services are promoted in market. It is
commonly related with first tier search engine
like Google advertisement, Amazon advertising
and Microsoft advertising.

Contribution of digital marketing to
communication strategy
Digital marketing provides its valuable contribution to have effective
communication for businesses in order to maintain their positions in
market. As without having effective communication business will not
be able to carry their practices by using their digital marketing
platforms. In relation to H&M contribution of digital marketing to
communication strategy could be stated in different terms that are as
follows:
■ Interaction on social media: Social networks carries an essential
role in business world. It is taken as an opportunity for H&M to
interact with large number of customers at a time.

Rank of examples for effectiveness by using social
media measures
There is different rank of example of companies for
having effectiveness by using social media measures.
As comparison of H&M with Zara on certain factors
like awareness, followers, reach and track
engagement. It could be compared on different
factors by utilising effectiveness of social media
measures for carrying out their business practices in
digital world. Its effectiveness in terms of utilising
social media measures are explained as follows:

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Basis H&M Zara
Awareness H&M is highly concerned on carrying
out corporate social responsibilities on
regular basis so that their awareness of
their products in minds of customers
are to be maintained on regular basis.
Zara is constantly focused on
creating awareness by posting
up their videos on YouTube on
regular basis by showcasing
their offerings.
Followers Company is having followers of about
37.2 million followers on Instagram
with social media platforms.
Zara is carrying followers of
44.8 million followers on its
Instagram social media account
for building wide customer base.

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Basis H&M Zara
Reach H&M is carrying out a wide reach of
customers by carrying out their stores
and presence in global market.
Company is having its reach of
customers by opening their
various stores along with dealing
with online basis.
Track
engagement
Company is focus on having their track
engagement by delivering and shipping
through email confirmation towards
customer by tracking their parcel
online.
Zara is using various engagement
campaigns for having a track and
analysis of the shipping and
delivery of their products.

Conclusion
It could be concluded from above the presentation that Digital marketing is
an essential component in present scenario which is carried by companies in
order to cover a wide reach of customer base for increasing their profit
margin. It is a component of online marketing where promotion of product
and services are being carried with different digital platforms.

References
■ Birn, R. and Stone, M., 2021. KEY ISSUES IN MANAGING
MARKETING RESEARCH AND CUSTOMER INSIGHT. The
Routledge Companion to Marketing Research.
■ Moore, G., 2021. Fashion promotion: Building a brand through
marketing and communication. Bloomsbury Publishing.
■ Nadanyiova, M., Majerova, J. and Gajanova, L., 2021. The usage of the
CSR concept and its communication in Slovak companies in the process
of globalization. In SHS Web of Conferences (Vol. 91). EDP Sciences.
■ Rehman, T.U., 2021. Theoretical Context of E-Banking for Digital
Enterprise Transformation. In Disruptive Technology and Digital
Transformation for Business and Government (pp. 91-109). IGI Global.

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