Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the importance of digital marketing in today's world and how it can contribute to the communications strategy of an organization. It reviews the examples of Dove and Tesco and explains how they use digital marketing to achieve their goals. The presentation also analyzes the effectiveness of Instagram and Twitter as promotional tools.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
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Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective organisations, 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, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION AND DM
As the technology is growing, method of doing
advertisement is upgrading and understanding about
all the concepts of digital marketing and social
media marketing is becoming an essential part for
every business organisation (Naudé 2019). Digital
marketing can be defined as all the efforts which are
made by organisation in order to providing the
information regarding product and organisation with
the use of internet or electronic devices.

WHAT IS DIGITAL MARKETING STRATEGY?
The collection of preplanned steps which are
undertaken in an organisation for the purpose of
meeting the desired position and earn huge
amount of profit as well is known as digital
marketing strategy (Moore, G., 2021).

DIGITAL COMMUNICATION STRATEGY
It refers to the process of making connections among the people by using various online
platforms. Publishing native advertising articles, running banner ads, social media
campaigns are the various channels which are generally used by organisations to do the
same.

REVIEW THE DIGITAL MARKETING
EXAMPLES .
Brand 1--------Dove
Brand 2- -------Tesco

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE
COMMUNICATIONS STRATEGY
• Target Customers: Dove’s target audience was comprised of highly engaged women active on digital and
social media. The brand focused on females, ages 18 to 35, who valued natural, healthy beauty products.
• Goals and Objectives of Communication: to help inspire young girls and women to develop a positive
relationship with beauty (Jafari-Sadeghi and et. al., 2021). The goal was to help raise their self-esteem and
encourage them to push for their dreams.
• Message: They are providing massages regarding the quality of their products with the symbol of peace.
• Media Method: The management of Dove is using Instagram account in order to providing all the product
related information

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE
COMMUNICATIONS STRATEGY.
• Target Customers: They are targeting on the customers getting middle income with their young children. They are
providing the products of daily use to their customers. These are the basic need of customers and they have to buy the
same. They are also accepting online orders as well.
• Goals and objectives of Communication: They are providing daily required products. Hence they want to make
available all the products just nearby their consumers and retain them (Urbinati and et. al., 2020).
• Message: They are providing message regarding the services they are offering to the general public in order to increase
the revenue generation. They want to cover the complete audience. For the same purpose they are opening various
branches at different location.
• Media Method: Tesco Plc. is majorly using twitter so that they can provide information of their new stores to their
followers which result in attraction of customers.

PROMOTIONAL AND MARKETING MIX
There are various elements of marketing mix such as price, place, promotion and people. Promotional element
of marketing mix include various activities which leads to the promotion of goods and services under which
they provide the product related information to the audience. There are various promotional tools such as
advertisement, sales promotion, direct marketing, public relation and many more (de Oliveira and et. al., 2021).
It is the responsibility of marketing department to analyse and select the best promotional tool so that they can
do promotion of products and services and attract the customers towards the organisation.
•Dove: They are using Instagram to promote their products as they are providing products for the the ladies
having age between 18 to 35 as the people of this age group use social media more and now a days Instagram is
on top.
•Tesco Plc.: This organisation is using Twitter as a promotional tool which is one of the oldest social media
platform. This tool is very helpful in improving the digital communication.

EFFECTIVENESS AND RANK THE EXAMPLES IN
ORDER OF EFFECTIVENESS,
• Dove
• Instagram has been used by the
organisation in order to creating
awareness about their products.
• There are more than 43M followers on
Instagram account of Dove.
• Audience follow the official Instagram
page of Dove and show their reactions
by doing like, comment and re share the
post on their timeline.
• Tesco Plc.
• The marketing department of Tesco is using Twitter as it
is the oldest social media platform in border to reach the
customers.
• People don't like to re share any post on their own
timeline, it is the reason that why people don't re share
post much. But the success of any post on twitter can only
be track by the number of shares.
• There are almost 467K followers on official Twitter page.

CONCLUSION
• From the above report it is concluded that the digital marketing is the best source of doing
promotion of products and services in a cost and time effective manner. For the same
purpose, the organisation is required to have marketers having proper digital marketing
skills. The example of two different organisations has also been taken to know about the
various tools of marketing along with this, effectiveness of both the tools has been analysed
along with there target customers, goals and objectives of communication, message and
media method. The effectiveness of both the tools have been analysed which is very
important for both the organisation. Any organisation can select any of marketing tool
according to their compatibility.

REFERENCES USED
• Abeza, G., O’Reilly, N., Finch, D., Séguin, B. and Nadeau, J., 2020. The role of social media in the co-
creation of value in relationship marketing: a multi-domain study. Journal of Strategic
Marketing, 28(6), pp.472-493.
• de Oliveira, E.R., Cremonezi, G.O.G., Casagrande, J.L. and de Souto, A.J., 2021. Marketing strategies:
innovation in retail during the restriction and social distance measures caused by the Covid-19
pandemic. Brazilian Journal of Development, 7(7), pp.67155-67173.
• Jafari-Sadeghi, V., Garcia-Perez, A., Candelo, E. and Couturier, J., 2021. Exploring the impact of
digital transformation on technology entrepreneurship and technological market expansion: The role of
technology readiness, exploration and exploitation. Journal of Business Research, 124, pp.100-111.

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