Practical Digital Marketing

This presentation provides an overview of practical digital marketing strategies and their impact on communication strategies for brands like Marks & Spencer and Tesco. It covers topics such as Twitter and Facebook contributions, promotion, ranking, social media measures, real-life examples, and references. The presentation also discusses the application of digital marketing to non-internet platforms.

Practical Digital
Marketing

Table of Content
• Digital marketing
• Twitter contributes to communication strategy for Marks & Sponsors
• Twitter contributes to communication strategy for Tesco
• Facebook contributes to communication strategy for Marks &
Sponsors
• Facebook contributes to communication strategy for Tesco
• Promotion
• Ranking
• Social media measures
• Real life examples
• Refernces

Digital Marketing
Digital marketing is an
advertising aspect that uses internet
and other online platform to promote
company's products & services such
as personal computers, cell phones,
cloths, essential items etc.
Application to non-Internet platforms
separates digital marketing from web
marketing.

Twitter contributes to communication
strategy for Marks & Sponsors
Marks & Spencer
(@marksandspencer) faced difficult
circumstances in 2016, losing
importance with women aged 45-
plus. @marksandspencer has
developed its Christmas campaign
from around fresh, likeable character
of Mrs. Claus, reflecting the ideals
and personalities of women
throughout the United Kingdom.
M&S decided to create hype about
the forthcoming launch of its #
LoveMrs. Claus campaign, and once
that's TV ad was released.

Twitter contributes to communication
strategy for Tesco
Tesco runs more twitter accounts than
any one might shake a riding crop, with
a different from its business units.
Maximum 16, with customer care
accounts, real food, Clubcard, work,
wines and special offers. Tesco is one of
the first brand of UK to introduce a
Promoted Moments campaign. The
operation, named the
'#FeelGoodCookbook,' was developed
by Bartle Bogle Hegarty. It contains
videos and photos of great recipes that
users can view like an e-book. It's also
going to pin the cookbook to the peak of
its Twitter profile.

Facebook contributes to communication
strategy for Marks &Spencer
M&S has also collaborated on direct
reaction projects with Contagious
Media. The Facebook Marketing
Partner generated scientific
techniques from M&S 'own
information for the project,
distinguishing new clients from
repeat business. Instead, to execute
a transition lift experiment that
used these customized
transformations, they collaborated
with Facebook.

Facebook contributes to communication
strategy for Tesco
Tesco plans to give unique deals and
discounts to Facebook followers,
and uses the Facebook accounts to
connect with customers and address
customer service requests. The store
introduced the page in late February
and has a separate Club card page
as well. Every day, Tesco only
appears to post one notification

Promotional Aspect
In order to match its promotional plan with digital marketing and in
consumer generally, Marks & Spencer very needs to select its
marketing strategy. M&S emphasizes communicating a shared
message through all communication networks. Print advertising, TV
advertising, web ads as well as other social media campaigns are
used by Marks & Spencer. The business uses its own website to
advertise its brand, women's, men's and children's apparel.

Ranking
The major social networks are typically available in several languages
and allow users to communicate throughout geographical, political,
or economic boundaries with friends or individuals. Currently 3.6
billion internet users are using social networking sites, and as smart
phone use and mobile social networks gradually gain momentum,
these numbers are only expected to rise.

Social Media Measures
One such model is AIDA planning that serves as a tool to direct digital
marketing activities and also helps to draw potential companies to make
transactions. This model focuses primarily on the phases a customer is going
through during his business of determining to either buy things or not. It
requires emphasis on four levels, desire, motivation and practice. It indicates
that they impose many marketing methods at the first level of attention to
draw potential buyers and render them aware of the products. The next phase
is curiosity whereby brand must provide important tidbits to consumers that
they are really searching for to develop their interest in product

Real World Examples
In present time most of the organizations are based on digital marketing
and use different application to engage with customers and increase
their revenues. Social media marketing has now been one of the most
powerful methods for marketing their comparatively larger-scale
items and/or services, capable of reaching and attracting millions of
consumers at a moment to the associated with some item.

References
• Constantinides, E., 2014. Foundations of social media
marketing. Procedia-Social and behavioral sciences, 148, pp.40-57.
• Kannan, P.K., 2017. Digital marketing: A framework, review and
research agenda. International Journal of Research in
Marketing, 34(1), pp.22-45.
• Erokhina, T.B., Mitko, O.A. and Troilin, V.V., 2018. Digital
marketing and digital logistics in consumer
communication. European Research Studies. 21. pp.861-867.
• Brandsma, A., 2018. Digital marketing influence in the Dutch retail
industry: Developing a business plan for a digital marketing agency
specialized in retail.