Practical Digital Marketing

This presentation provides an overview of practical digital marketing strategies, focusing on communication strategy, effectiveness, and the promotional aspect of the marketing mix. It includes examples and literature analysis, with a specific focus on Sainsburry's digital marketing campaign. The presentation explores the use of social media measures and provides insights into the role of digital marketing in achieving business objectives.

Practical Digital
Marketing

Table of Content
• Introduction
• Review of digital marketing examples.
• Explain using literature how they contribute to the communication strategy for the
respective organisation, as part of the promotional aspect of the marketing mix.
a) example 1
b) promotional and marketing mix
• Effectiveness and rank examples in order of effectiveness, utilising social media measures.
• Conclusion
• Reference

Introduction
Digital marketing is the consideration of taking the
support of internal sources and the various digital
communications tools in promoting the specific
brand to their potential customers. A digital
marketing refers to the promotion of products and
services via using the digital tools such as social
media marketing, e-mail marketing, context writing
and many more.

What is Digital Communication Strategy
It is the strategy of reaching to their target audience by having
the effective use communication strategy and this is also used
for providing the right message to the right person in respect to
their brand by choosing the right medium to attain the higher
revenue.

Digital communication strategy
• Target Potential Customers
• Determining the Goals and Objectives
• Key Messages
• Tactical Plan
• Measures of Evaluation

Review the Digital Marketing Examples
Sainsburry has shifted to traditional approach to digital and introduced their digital campaign which is
offering the innovative ideas and new trends in the marketplace. The company is focusing on
positioning of their brand in the mind of their potential customers. It is the leading company in the
United Kingdom and using digital marketing tools. They are planning to launch their content hub on
their website so that they can give the full description about their brand and products.

Explain Using Literature how they contribute to the communication
strategy for the respective organisations, as part of the promotional
aspect of the marketing mix
Brand: SainsburyIt is the leading company which is established in United Kingdom and deals in household items and home decor. They are doing great via using the
digital marketing tools. they have shifted to their brand from traditional to online and also launched the campaign to attract the large group of
customers.
• Target Customers
• The Goals and Objectives of Communication
• Key Message
• Media Methods
• Monitoring and Control Effectiveness

Promotional and Marketing Mix
Promotion is the aspect which advertise the products and services of the company so that they can
attract the large group of customers. It is the strategic tool to achieve the organisational goal in an
efficient and effective manner. Sainsburry is using the social media platforms to advertise their
products and services to the large pool of audience. The company is using the digital platform to
promote their products. Moreover, the company's website is providing all the necessary information
which includes discounts, offers, sale and others.

Measuring Effectiveness of Digital
Marketing Communications
• Number of Followers:
• Likes and Interest:
• Share:
• Responses and Feedback
• Reach

Continue…
• Awareness
• Track Engagement
• Turnover
• Advocacy
• Effectiveness

Conclusion
It is concluded from the above report that digital marketing helps the
business to achieve their desired objectives. This also examine the role of
communication strategy in advertising their message to the large audience. It
also helps in establishing the strong brand image in the Market. The report
ranked in consideration of effectiveness via using social media measures.

References
• Meriläinen, K., 2017. From floating to leading: The transformation of digital marketing
capabilities through ICT uptake in tourism SMEs. In Information and Communication
Technologies in Tourism 2017 (pp. 89-100). Springer, Cham.
• Purwar, S., 2019. Digital Marketing: An Effective Tool of Fashion Marketing. In Proceedings of
10th International Conference on Digital Strategies for Organizational Success.
• Tanase, G.C., 2018. Artificial intelligence: optimizing the experience of digital
marketing. Romanian Distribution Committee Magazine, 9(1), pp.24-28.