Effectiveness of Digital Marketing for Brand Growth and Communication Strategies

This report discusses the effectiveness of digital marketing for brand growth and communication strategies. It covers the marketing mix and communication mix, and how social media channels like LinkedIn, Facebook, Twitter, and Snapchat can be used for brand promotion. The report also explains the effectiveness of social media content for the growth of a brand and company.

Effectiveness of digital
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART1.............................................................................................................................................3
Describe and discuss the marketing mix with example..........................................................3
Discuss and describe the key elements of the communication mix with example.................3
PART 2............................................................................................................................................3
Explain how each of the social media channels are used as part of a brand and company
communication strategy with example...................................................................................3
Explain the effective of social media content for the growth of brand and company............3
CONCLUSION................................................................................................................................3
REFERENCES:...............................................................................................................................4
Books and Journals.................................................................................................................4

INTRODUCTION
In recent time digital marketing is most popular marketing tool which is used by
company to promote their product and services to large number of customers in their target
market (Anjum, Thomas and Prakash, 2020). Digital marketing has been termed as the platform
or element of marketing which uses the online and internet based digital technologies like mobile
phone, computers and digital platforms and media to promote brand, goods and services.
This report highlights the importance of the marketing functions and the marketing mix. Along
with that it explains elements of the communication mix. Further, it covers how digital marketing
can be used in communication strategies.
PART1
Describe and discuss the marketing mix with example
Marketing mix has been described as a set of marketing tools which the company use to
make effective marketing strategies to meet their objectives effectively in target market. In
includes various area to make marketing plan (Dogra and Kaushal, 2022). This term classified
into 4Ps such as place, product, price and promotion which help professionals to make profitable
marketing campaign in order to add value and attract large number of customers. For Example,
marketers of Tesco use this tool to increase their effectiveness and customer base. The 4ps of
marketing mix are as follows-
Product- It includes product and service, quality, variety, type, design, colour and other
elements of product and services. Addition to how company modified their products time to time
as per recent market and customers demand. For example, Tesco offer their products which are
better in quality and provide various services to customers to meet their expectations. Along
with they have to use better quality of raw material for production, sustainable material for
packaging to provide healthy items to customers.
Price- It includes cost, price strategy, offers, discounts, rewards and many other things
which the company offer to customer in exchange of products and services (Dolega, Rowe and
Branagan, 2021). To set the effective price of product , the company must utilise the resources
fully without wasting it on necessary production steps. It helps them to reduce cost, time and
wastage and set affordable price of their product to increase customer base. For example, In

Tesco they can also offer various discounts, offers, gifts and vouchers to their customers so they
drive the attention of public towards their company to increase sales and profitability.
Place- It includes area, place, location, online and offline stores to make easy for
customers to buy product and services in less time to meet their needs. For example, Tesco have
to open their stores at main and popular location which make more convenient for people to
reach and buy products and services. In recent time almost all company open their online store
and provide free delivery to customers so they purchase product in less time form any where.
Promotion- It is most important element in marketing mix which includes marketing
activities, advertisement and promotional tools which a company use to promote their product
and services. For example, in Tesco use direct marketing and advertising tool to spread
awareness about their brand and items. Also digital marketing are trending now which the
marketers of company can use to reach large number of people in global world for the
achievement of objectives (Farisi and Sendhil, 2021).
Discuss and describe the key elements of the communication mix with example
Communication mix includes all the tools that a company can use to communicate with
their buyers and potential buyers about their product and services. It consists various elements
such as social media, direct marketing, personal selling, public relation, websites, exhibition,
events and many more. It is most important term which the company have to use to communicate
and interact better with their customers to increase their brand value and profitability. The
elements of communication mix are shown below which an organisation use to spread awareness
about their innovation, product and services.
Direct marketing- It refers to the most popular communication marketing tool in that
professional of an organisation know about the needs and expectation of their targeted people as
well as their objectives and service for that they create a effective content (Ghai and Rahman,
2018). For example, marketers of Tesco use this communication tool to communicate about their
operations to stakeholder by sending them mails about special offers, items on discounts,
vouchers and many other scheme to their customhouse base in order to engage them for long run.
Advertising- In this communication tool, marketers spend huge amount of money to
promote product or services at large scale. For advertisement, they give ads on TV, radio, New
paper, You tube, pamphlets, posters and other to drive the attention of customers. It is very

attractive and expensive in which company have to hire a advertisement agencies to run ads on
many platforms about their brand and products.
Public relations- This communication tool is most effective and traditional which enable
an organisation to increase their brand value in less cost. It work as a promotional tool for
company in this regular customers promote the product which they buy to other people for better
quality (Hajoary, 2021). For example, in Tesco, Customers are recommended to their relatives
to buy the products of company to meet their needs and expectation
Digital marketing- It is most trendy and effective communication tool which helps the
company to interact directly with their customers to solve their issues and take their suggestions
for improvements. For example, Tesco use this tool to make better connection with their
customers and allow them to give feedbacks on comments on website, post and other on social
media which increase their experience.
PART 2
Explain how each of the social media channels are used as part of a brand and company
communication strategy with example
LinkedIn- It is one of the most famous and effective marketing online places to engage
customers in their decision making within their target segment or market who are the buyers of
their product and services. In this professionals of a company can make their LinkedIn profile in
which they give all the information about their number of employees, launched date, product and
services, websites, contract number, location and many other (Kannan, 2020). LinkedIn pages of
a company are helpful for them to share their article or updates as well as spread awareness
about their brand. Also they can share images, effective content, videos, and make groups to
target the people and make them customers for long time. It is very powerful tool in which
company can post effective marketing content which leads to increase in their customer base,
sales and profitability.
Facebook- It is most popular social media platform which is develop by Mark
Zuckerberg in which people can communicate with each other without physical contract and
from any where. There are various effective features in Facebook also which a company can use

for the promotion and marketing. In this marketers can upload a pic, video on the page of their
company which provide all information to people. Also, professionals of company interact and
answer the queries of people regarding their products and services (Munsch, 2021). There are
various features which helps the company to reach large number of customers which leads to
increase in their customer base, profitability at low cost. The businesses pages of Facebook
enable them to communicate with customers and helps them to know more about new
technology, trends for future.
Twitter- It is another social media platform which is very popular medium to spread
breaking news, communicate directly with potential users, digest bite sized content. In this
marketers can post a written mail and tweet on the profile of their twitter account to share the
new of their company such as new product launch, new services, expansion of their business in
new market and country. In this they also share images and video of their company product and
services to drive the attention of audience. People between the age of 20 to 60 are the user of
twitter which use it to get news about their country, market, company, trends, technology,
political events and many other. In this people also share their opinion, advice, ideas and
suggestion about a issue and topic regarding all these.
Snap chat- It is new type of communication tool in which people get to know about daily
activities and routine of others. Using this tool for business and promotion can be a effective
method to reach new segment or target youngsters to achieve the goals of company. In which
marketers of a company make shortcuts of each customers groups and share pics, videos, and
message about their events or business operations to a single tap which save their time and cost
for other business activities (Özoğlu and Topal, 2020). In this people can maintain a streak and
know more about the personal and professional life of each other. It helps them to connect more
to local area people and share live news about organisation.
Explain the effectiveness of social media content for the growth of brand and company.
Social media content has been described as the content which includes pics, logo, tag
lines, music, ads, video, poster and other that is created by company to promote their products
on social media networks like Twitter, Facebook, Instagram and other. It allow the company to
interact more with customers as well as know about their behaviour, taste, preference and
expectations. It helps the company to spread awareness about their product and services to large
number of customers at low cost and time. It also assist them to engage and drive attentions of

public towards their activities, innovation and company to increase their sales addition to
revenue. Today half of the population across the world are the user of social media platform
which enable the professionals of company to add value to customers so they get full information
about the product line and events of firm (Poddar and Agarwal, 2019). It helps an organisation to
reach large number of customers in international market in order to get leading position in their
particular industry. Social media platform helps the company to know about their issues,
problems and positive and negative response about their product and services and use it to make
effective strategy for the future improvement which maximise the sales and profitability of
company. By this they also get information about their competitors and other country for their
expansion plan and future growth.
CONCLUSION
It is concluded that form the above presented information, digital marketing is most
effective marketing tools which helps an organisation to reach large number to customers to
achieve their goals effectively. There are four components of Marketing mix such as product,
place, price and promotion which helps management to make effective marketing plan to add
value to meet customers expectations. By using elements of communication mix such as public
relation, digital marketing, direct selling and advertisement a company can increase their brand
value. Further, the various channels of social media like LinkedIn, Facebook, Twitter and Snap
chat helps the company to promote their brand at low cost and time. Social media marketing
helps the company to increase their effectiveness and productivity.

REFERENCES:
Books and Journals
Anjum, A., Thomas, M.R. and Prakash, P.K., 2020. Digital Marketing Strategies: Effectiveness
on Generation Z. SCMS Journal of Indian Management. 17(2).
Dogra, P. and Kaushal, A., 2022. The impact of Digital Marketing and Promotional Strategies on
attitude and purchase intention towards financial products and service: A Case of
emerging economy. Journal of Marketing Communications. pp.1-28.
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services. 60. p.102501.
Farisi, S.P. and Sendhil, K., 2021. A Study on Digital Marketing Strategies and Effectiveness
Towards AM Motors Malappuram.
Ghai, S. and Rahman, O., 2018. Measuring effectiveness of campaigns using digital marketing &
its impact on youth. International Journal on Global Business Management &
Research. 7(3). pp.19-30.
Hajoary, D., 2021. Some application of Digital Marketing: A mini-review.
Kannan, P.K., 2020. Key Components of a Digital Marketing Strategy. In The Routledge
Companion to Strategic Marketing (pp. 231-244). Routledge.
Munsch, A., 2021. Millennial and generation Z digital marketing communication and advertising
effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing
Science. 31(1). pp.10-29.\
Özoğlu, B. and Topal, A., 2020. Digital marketing strategies and business trends in emerging
industries. In Digital business strategies in Blockchain ecosystems (pp. 375-400).
Springer, Cham.
Poddar, N. and Agarwal, D., 2019. A comparative study of application effectiveness between
digital and social media marketing for sustainability of start-ups. International Journal of
Business Insights & Transformation. 12(2).