Use Of Digital Marketing In A Specific Communications Strategy

This presentation discusses the use of digital marketing in a specific communications strategy. It covers different social media platforms, reviews of campaigns by Starbucks and Redbull, and the promotional aspects of the marketing mix. The presentation provides insights into how digital marketing can be used to promote products and services effectively.

Use Of Digital Marketing In A Specific
Communications Strategy

Table of Contents
• Introduction
• Review on Different Social Media Platforms
• Overview of Digital Marketing campaign: Starbucks- red and Redbull Summer.
• Social media Campaign help in communication Strategy: Starbucks-Red and Red-bull
• Promotional Aspects of Marketing Mix
• Ranking of Social media Platforms
• Summary

Introduction to digital marketing
Digital marketing refers to using of digital media
to promote products or services on internet.
Digital marketing include text forms, images,
graphics and videos. It is a process used by
companies for promotional activities which also
include branding of company and company's
products and services, advertisements, establish
connection with viewers and customers around the
world , influence the user of internet services etc.

Review on Different Social Media Platforms
• Facebook The media have over 2 billion daily active users. Popular in all age. The platform provide
wide range of users for business; provide audience, run advertisements and post live videos on
Facebook.
• Twitter have 335 million monthly active users. Popular among young adults. The platform is best for
business that want to share timely updates, provide customer service or share relevant articles.

Overview of Digital Marketing campaign
In 2016, Starbucks held a contest to challenge
artists from around the world to create the next
holiday cup that would be released. The
customers have given chance to pick up a plain
red holiday cup and make their own
masterpiece. For the campaign on December
Starbucks stores in the US and Canada released
a limited number of plain red holiday cups.

Overview of the Campaign of Red bull Summer
The campaign aimed were first to drive awareness
of the extension of the brand's new offerings.
Through social media platform like Instagram
campaign was introduced based on boosting
awareness and sales of Red bull's new tropical
flavored “Summer Edition” energy drink.

Social media Campaign help in
communication Strategy
Starbucks-Red Digital marketing Campaign Results
The contest of Starbucks received responds over 1,200 submissions and picked 13 designs among them,
which are from six different countries.
Starbucks make their customer not only purchase Starbucks to submit their art, but had to post about
them on social media, allowed the contestants’ followers to see and also judge their work of art and of
course, put that infamous Starbucks logo at the centre.

Continue
Red-bull Digital marketing Campaign Results
The campaign's trend helped company to reach 1.2 million consumers.
10 points lift in top of mind awareness among viewers in Social Media Platforms.
Social media have played a big role in how Red Bull is marketing its new drinks. In this strategy each
flavour of the drink have linked with a specific hashtag.
Red bull have became trend hashtags for the campaign like #thissummer and #redbullsummeredition was
introduced over Instagram account of the company.

Promotional Aspects of Marketing Mix
Getting audience to try product: Mostly in promotion company almost used to get people to try their new
product or try to get non-users to try an existing product. Sometimes free samples are given in order to
promote them through different event maybe online or other ways.
Creating awareness: Companies through promotion like ads on social media platforms and local radio or
television, ads in local papers etc. can create awareness of a new company product.

Ranking of Social media Platforms
Instagram: The platform enable business create
eye catching visuals and also inspire creativity. It
provide social network where product based
business and influences can thrive. The app helps
to trend among viewers anything that can
imaginable.

Twitter
Twitter: It is a fast and some business if use
strategically can thrive on Twitter. Here is also helps
in trend anything but related fields can be popular
with simple #hashtags. Business like entertainment,
sports, politics and marketing etc.

summary
It is noted that Digital Marketing is entirely new attempt that requires a new ways and methods of
approaching customers and explore new ways to understand how customers behave as compared to
traditional marketing methods. Digital marketing is very much broad field, which include attracting
customers through Email, social media platforms, websites, different search engines and much more.

REFERENCES
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D., Smith, P. R. and Smith, P. R., 2013. eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International Journal
of Research in Marketing, 34(1). pp. 22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan
Page Publishers.
Wind, J. and Mahajan, V., 2002. Digital marketing. Symphonya. Emerging Issues in Management, (1),
pp. 43-54.

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