Practical Digital Marketing: Use Of Digital Marketing In A Specific Communications Strategy

This report analyzes the effectiveness of digital and social media marketing by taking two examples of different organizations and understanding how digital marketing contributes to the communication strategy of organizations. The report discusses the target customers, goals and objectives of communication, marketing and media method of McDonald's and Starbucks. It also explains the promotional and marketing mix and ranks the examples in order of effectiveness. The report concludes that digital marketing is necessary for organizations to reach a large number of people in a cost and time-effective manner.

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Use Of Digital Marketing In A Specific
Communications Strategy•Name:
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Executive Summary
It has been found that the concept of digital marketing is very wide and it is getting necessary to
understand the same because by the use of digital marketing, business organizations can provide the
product and services related information to the huge level in a cost and time effective manner. This report
will help the organizations in knowing about the digital and social media marketing by taking two
examples of different organization and analyzing the effectiveness of media channel which they are using.

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
In order to reaching to the large number of
people for the purpose of selling goods and
services, various tools has been used by the
organisations. Digital marketing is a concept of
doing marketing by the use of various online
platforms (Urbinati and et. al., 2020).

What is digital marketing strategy?
•With the use of internet or electronic devices,
the planned activities which are undertaken by
the organisations in order to providing the
product and service related information so that
they can convert the general audience to the
potential customers (Yu 2019).

Digital communication strategy
It can be defined as the process of doing communication by the use of various channels
or online platforms. While establishing relationship with public, it is necessary to have
proper communication between them (Olbrich and et. al., 2019).

Click to add picture
Review the digital marketing examples .
•Brand 1--------McDonald's
•Brand 2- -------Starbucks

Example 1 - how they contribute to the
communications strategy
•Target Customers: McDonald's is taking youth to it's primary target customers. Befor entering in the Indian
market, it was a family place but after starting services in India, children become an important part for them.
•Goals and Objectives of Communication: To inform about the various exciting offers in order to attracting the
people which leads to the increase in sales and generation of revenue. The goal was to present some tasty dishes
within attractive style (Moore, G., 2021).
•Message: They are providing the messages regarding the taste and quality of product with the help of various
exciting toys and offers.
•Media Method: The marketing department of McDonald's is majorly using twitter account in order to influence
the people.

Example 2 - how they contribute to the
communications strategy.
•Target Customers: The target audience of Starbucks is middle to upper-class men and women. It's the percentage of the
general public who can afford their higher priced cups of coffee on a regular or daily basis. The primary customers
consist of men and women aged 25 to 40 who are hip, contemporary and willing to shell out a few extra dollars for a
speciality drink.
•Goals and Objectives of Communication: To attract the customers or working people as they like coffee most. The
people of age group of 25 to 40 are the young people as they can do spend money on drink.
•Message: Providing a peaceful place to sit and enjoy the coffee so that the customer can feel relax (Jafari-Sadeghi and
et. al., 2021).
•Media Method: Starbucks is mainly focus on Instagram in order to do advertisement of the organisation and influence
the people so that they can be the potential customers of the organisation.

promotional and marketing mix
•Promotional element of marketing mix refers to do the promotion of products and services by using
various tools which leads to the generation of revenue. To select any of the tool for promoting the sales, is
in the hand of organisation. The marketing department have to analyse the situation and all aspects and
then they have to select any best one to reach at the desired position of organisation. There are various
promotional tolls which include advertisement, personal selling and many more but major task is to
influence others (de Oliveira and et. al., 2021.
•McDonald's: This organisation is using Twitter as an effective tool which can be used to improve the
digital communication.
•Starbucks: They are using Instagram as a tool for the purpose of doing promotion of products and
services. They are majorly focusing on the people of age group of 25 to 40 which use Instagram more and
get easily attract towards it.

Effectiveness and rank the examples in
order of effectiveness,
•McDonald's
•The marketing manager of McDonald's
is using twitter as the best social media
platform to reach to the customers.
•The followers of this organisation on
twitter is constantly increasing as it is
almost 40 million.
•The success of any post of twitter can be
examined only when the audience will re
share the post and people do not easily re
share the post.
•Starbucks
•They are using Instagram in order to
creating awareness in the group of people.
•There are million of followers on the
official Instagram page of Marks and
Spencer.
•People show interest in the product by
doing like, comment and share of post
shared by the organisation (Abeza and wt.
al., 2020).

Conclusion
•It has been concluded from the above report that now a days, digital marketing is
influencing the people most as every person increase the use of internet. Through
internet, any organisation can perform their marketing activities in time and cost
effective manner. In order to performing all the marketing activities in an effective
manner, they are required to have skilled marketers having skills of all the aspects of
digital marketing which include SEO, SMO, Email marketing and many more. Now a
days people are using various social platforms. Hence it is the best option for marketers
to attract the customers by the use of social media. Along with this, above mentioned
two examples clear all the aspects related to the digital marketing along with there target
customers, goals and objectives of communication, marketing and media method.

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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