Practical Digital Marketing: Strategies, Communication, and Effectiveness

This presentation covers the basics of digital marketing, including strategies, communication, and effectiveness. It provides practical examples from Monzo Bank Ltd. and McDonald's, exploring content marketing, guerrilla marketing, and marketing mix. The presentation also discusses the importance of designing a strategy that effectively communicates with targeted customers.

PRACTICAL DIGITAL
MARKETING

TABLE OF CONTENT
1. INTRODUCTION
2. DIGITAL MARKETING STRATEGY
3. DIGITAL COMMUNICATION STRATEGY
4. PROMOTIONAL AND MARKETING MIX
5. EFFECTIVENESS OF DIGITAL MARKETING TOOL
6. CONCLUSION
7. REFERENCES

INTRODUCTION
 Digital Marketing is the element of marketing.
 It is performed through several online and internet based platforms like google, yahoo and many more.
 This report will give an idea about various digital marketing strategy and how they act as
communication strategy for any organization.

DIGITAL MARKETING STRATEGY
 Digital marketing strategy are set of actions.
 A successful digital marketing strategy can be formed while keeping several factors in mind: buyer
persona, organizational goals, current strategy and budget.
 There are number of digital marketing techniques which include; Content Marketing, Search Engine
Optimization, Inbound Marketing, Outbound Marketing, Guerrilla Marketing and many more.

DIGITAL COMMUNICATION STRATEGY
 Digital communication strategy enables the organizations to promote its brand.
 It includes, launch of social media campaign, email newsletters, advertisement article.
 It helps in identifying and segmenting the customers, to build brand, analyse and many more.

EXAMPLE:1 CONTENT MARKETING
 As per the views of Pulizzi (2018), it is one of the leading marketing technique in digital marketing
communication.
 It increases in organic search traffic, expand brand awareness, clearly defines the brand objective and
goals, increase social media engagement and many more.
 In contrary note, Holliman & Rowley (2017), that it is a type of investment as it does not reflect the
immediate results.
 It is very difficult task to find the ideas for content as well as measure them.

CONTD.
 One of the firm which utilizes this technique in effective manner for the betterment of their growth and
expansion is Monzo Bank Ltd.
 In May 2019 it has launched its first major video campaign named Monzo – You Make Monzo, Monzo
is the best example to define the benefits of Content Marketing.
 Which was shown on television and also posted on YouTube.
 The campaign is designed to target their millennial customers.
 Through video, it has presented a number of hassle and embarrassing payment situation, which can be
easily solved or managed with Monzo account.

EXAMPLE:2 GUERRILLA MARKETING
 According to the study of Dinh and Mai (2017), it reflects that Guerrilla Marketing has three variable:
Creativity, Clarity and Surprise.
 Guerrilla marketing cost very low, it puts the unique and memorable image in market and easily get
viral.
 Nufer (2019), critically evaluated that Guerrilla marketing strategy work very slow.
 It needs time in order to achieve the goal.

CONTD.
 One of the leading fast food company, which uses Guerrilla Marketing as core strategy to reach huge
customer base is McDonald 's.
 McDonald's is a fast food company, has it outlets over the worldwide.
 The firms use this technique to creatively catch customers attentions.
 Through this practices McDonald's target the Youth as its prime customers. Its major aims is to attract
the people.

PROMOTIONAL AND MARKETING MIX
 Marketing Mix refers to model which is used by company to promote brand, products or service in the
market.
 It mainly consists of 4Ps; Price, Product, Promotion and Place.

MARKETING MIX: MONZO BANK LTD.
 Price: Price is very crucial components in Banking sector. Monzo basically uses three pricing techniques;
cost-plus, transaction value base and challenging price.
 Product: Monzo offers wide variety of product and service which include; current and saving account,
certificate of deposits, mortgage.
 Promotion: As it is online bank, its promotional activities is consist of advertisement through social media
platforms, personal selling and public relation.
 Place: Monzo is online bank, it has its personalized banking application. Most of the service offered are
managed through application only.

MARKETING MIX: MCDONALD'S
 Price: McDonald's offers food at competitive value driven price to its customers.
 Product: It offers both Veg and Non-veg food to customer. Firms primarily sells breakfast, burger, fries,
chicken, sandwich and others.
 Promotion: Its advertisement are most notable among promotion tactics. McDonald's uses television,
magazine and social media platforms to communicate with its customers.
 Place: Place refers to distribution channels, McDonald's have different-different distribution channels
across world.

EFFECTIVENESS OF DIGITAL MARKETING TOOL
 Example:1 Content Marketing (Monzo Bank Ltd.)
Basis Outcome
Awareness Campaign result in increase of Brand Awareness with 40% to 45%.
Followers It attracted 2,50,000 new customers.
Likes/Interest 54% of consumer want more videos like that.
Response/Feedback 78% of clients used video to learn about product and services.
Reach It has increase the firm reach from 1,50,000 customers to 4,00,000
customers.
Effectiveness of Chosen Media Content marketing not only upgrade the marketing strategy in terms of
technology, but also pulls significant increase in website visitors, leads
and traffic. The high quality content is more valuable to audience.

CONTD.
 Example:2 Guerrilla Marketing (McDonald's)
Basis Outcome
Awareness It helps in increasing general brand awareness as well as to promote
new items, meals ,deals and offers.
Followers It attracts the Youth with new creative ideas.
Likes/Interest Major customer base are impressed with the activity performed by the
firm in order to address it customers.
Response/Feedback Feedback is received in terms of increase revenue.
Reach As the Youth are it targets market, so they are influence them through
discount coupon and stickers, it results in expanding the customer
base.
Effectiveness of Chosen Media Guerrilla Marketing utilizes strategy to get consumer attention and
create buzz about the brand product or services in the market. Good
Strategy attract the consumer by creating an emotional appeal, and it
result in successful operations.

CONCLUSION
 With the above discussion, it has been concluded that digital marketing plays a vital role in success of
organization in current era of digitalization.
 Strategy should be designed in a way that it transfer the exact communication to targeted customers.
 Making a accurate choice among the number of strategy is an important task.
 In discussed example Monzo Bank Ltd. and McDonald's has achieved a great success.
 They have used Content Marketing and Guerrilla Marketing respectively as their Digital Marketing
Strategy.

REFERENCES
 Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
 Ho, J., Pang, C. and Choy, C., 2020. Content marketing capability building: a conceptual
framework. Journal of Research in Interactive Marketing.
 Jost, J.,2019. Monzo Bank Company Background.
 Nguyen, N., 2017. A tool for digital communication implementation in the marketing funnel.
 Roze, U., 2020. Digital Marketing Strategy Implementation project.