Digital Media Communication and its Role in Marketing Strategy

This article discusses the role of Digital Media Communication (DMC) in marketing strategy. It explains the DMC environment and its application in marketing planning. It also identifies the DMC mix and its application in marketing management and planning. The article covers topics such as social media, email marketing, SEO, and online advertising.

Running head: DMC
Digital Media Communication

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Table of Contents
Digital marketing communications (DMC) and its role in marketing strategy.............3
Demonstrate an understanding of the DMC environment and apply it to marketing
planning..........................................................................................................................4
Identify the DMC mix and its application in marketing management and planning.....5
References......................................................................................................................8

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Digital marketing communications (DMC) and its role in marketing strategy
Marketing is a significant element for any company. As a marketer, I have used DMC in
marketing strategy. DMC is used by the marketer to gain the transparency of the product,
company,and brand in the market. There are certain methods for marketing and one of it
is known as digital marketing. Digital marketing is the key channel of marketing
communication. DMC means practicing the entire online and digital channel to market
your organization’s products and services (Tumblr, 2018).
It is also practiced to endorse my company and brand in the market. Digital marketing is
known as the future of marketing. It is implemented by me to arrive at millions of users
on the digital place.DMC not only support me in promoting the products and services in
the international marketplace but also provides the support for marketing and generating
a brand name in the global market as well (Karjaluoto, Mustonen, and Ulkuniemi, 2015).
Social media marketing involves the new world of apps with technology. It is a platform
in which there are millions of users who active for accessing the data. We can use
different social media websites such as Facebook, Pinterest, Twitter, YouTube, Instagram
and many more. Social media is a big platform that connects us to customers at the
international level (Ryan, 2016).
Marketing does not really alter that much as people do not change but, if we
communicate differently in selling something, it could change their preferences. It is
proclaimed that inbound marketing is the future, “social media has transformed the whole
thing”, and “promotion is dead”. However, a certain example from Hoffman states that
Traditional live TV presenting is not "dying" at all, and a large number of people is not
practicing the DVRs to skip the advertisement of TV. There is one example of Pepsi
when the corporation has moved it whole spending of advertisement from television ads
to social media (Harvey, and Sanchez, 2018).

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The point is that no marketing approach is always best for every purpose, brand, product
or industry. In some situation, TV advertisement should be a part of the promotion mix
and sometimes not. As well, we can see sometimes content marketing is the best method
to go and sometimes not. Inbound methods can also provide the maximum value and
sometimes it is traditional outbound ones (Tiago, and Veríssimo, 2014). Here, I wanted to
go back to the past to see the future where we have been, why it matters and how we
should involve it in digital marketing.
Demonstrate an understanding of the DMC environment and apply it to marketing
planning
In the current business atmosphere, advertisement entails the digital marketing
communication environment. We can apply it in our marketing planning. In a nutshell,
DMC entails the bringing together different kinds of communication techniques for
offering a common message and creates the desired impact on the perception and
behavior of customers (Valos, et. al., 2016).
In current modern times, we have almost been a target to DMC activities in marketing
planning. We like social media pay per click and SEO for endorsing our brand and
engaging the customers in our company through these platforms. If you guys buy online
too much, you are probably competent to understand why. After paying what we have
bought online using our charge card, it’s also sensible to look at our statements. While we
shop online, there is not any mode to understand whether a website is secure for us.
Based on whether we are shopping online, we might be giving away a fortune to shipping
charges and sometimes equaling the true price tag of the products and services
(Hänninen, and Karjaluoto, 2017). In my experience, shopping online was never as
simple as it is with retailmart. Credit card fraud is a serious concern that can hurt our

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financial resources. It also permits the users for selecting the products and services from a
wide range of products with services.
Traditionally, marketing and communication had been the completely different role that
each had their own department. Marketing focuses on the concern like brand awareness,
sales,and customers. Communication dealt with each people in the external atmosphere
with which company communicated like community, media, financial analyst, and
government (Jackson, and Ahuja, 2016).
Video content has become key techniques for me as a marketer for making liaison with
the active users and grabbing their attention towards the company. Whenever, we post a
single video content, the probability of getting spotted increases by 53 times on Google.
In current times, advertising and promotion are no longer sufficient for remedies to
traditional marketing. An integration of both traditional with digital marketing is required
to attain the goal of business. The digital marketing communication enables us to learn
and implement all the marketing activities with digital space in marketing planning (Fill,
and Turnbull, 2016).
Identify the DMC mix and its application in marketing management and planning
Digital marketing communication will utilize certain techniques that are adapted to deal
with the online marketing challenges. There will, of course, be creative and innovative
online modes that are also employed by us within the digital marketing communication
mix. The online corresponding is known as digital media channels and is engaged in off-
line campaigns and many online. Digital marketing communication technique involves
pay per click advertising, display ads, and search engine optimization amongst others
(Jackson, and Ahuja, 2016). We should not forget to use social media as well.
Digital marketing communication is an essential digital marketing corresponding of
traditional marketing communication mix. Conventionally, the off-line world would

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utilize the marketing communications mix that included advertising, public relations,
personal selling, sales promotion, and direct marketing (Fill, and Turnbull, 2016).
Social media
Social media management is not just about the sending out tweets. It is regarding
managing an image of the brand via multiple social media. It may be Facebook or Twitter
and Linkedin or Pinterest (Valos, et. al., 2016). It’s also regarding integrating proactive
development of business, providing high extent of revenue channels with customer
support. It also helps in supporting the lower level of funnel. Social media management
has to become grown-up and multifaceted over the last years with high availability of
reporting techniques and higher category of social networks (Hänninen, and Karjaluoto,
2017).
Email marketing
Email marketing is a types of digital marketing. It entails database marketing, segmenting
your customer data and providing the modified and targeted the message at the
appropriate time. As email marketing has grown, it has become gradually more
customized with brands such as Tesco and Amazon delivering the emails that are
modified to each customer as per their pattern of buying behavior (Fill, and Turnbull,
2016).
SEO (search engine optimization)
Search engine optimization is the art of gaining the transparency of websites in the search
engines. It could be performed by gaining the ranking of specific keywords and
increasing the number of keywords that a site for ranking. There are certain SEO tools
such as on-site technical assessment and enhancement to the creation of content,
blogging, outreach and blogging & link-building (Tiago, and Veríssimo, 2014).
Online advertising

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Online advertising is different from pay per click in that you are promoting on other
people’s websites. For example, you may want to purchase the banner space on particular
websites and you would pay the owner of websites either based on the amount of
impressions or amount of click received by adverts (Valos, et. al., 2016).

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References
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences,and
participation. UK: Pearson.
Hänninen, N. and Karjaluoto, H., 2017. The effect of marketing communication on
business relationship loyalty.Marketing Intelligence & Planning, 35(4), pp.458-472.
Harvey, K.E. and Sanchez, L.M.P., 2018. Digital Demands Convergence of Strategies,
Media, and Messages: Firms Mix Content, Social, and Native Marketing. In Diverse
Methods in Customer Relationship Marketing and Management (pp. 137-162). USA: IGI
Global.
Jackson, G. and Ahuja, V., 2016.Dawn of the digital age and the evolution of the
marketing mix.Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-
186.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in
industrial marketing communications.Journal of Business & Industrial Marketing, 30(6),
pp.703-710.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. USA: Kogan Page Publishers.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media:
Why bother?.Business Horizons, 57(6), pp.703-708.
Tumblr (2018).Digital marketing.[Online]. Available at:
https://www.tumblr.com/search/digital%20marketing (Accessed: 05 October 2018).
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L.,
2016.Exploring the integration of social media within integrated marketing
communication frameworks: Perspectives of services marketers.Marketing Intelligence &
Planning, 34(1), pp.19-40.