Practical Digital Marketing

This project explores practical digital marketing strategies and campaigns on platforms like Instagram and YouTube. It discusses the importance of social media marketing in promoting brands and engaging customers. The project includes examples of successful campaigns by Nike on Instagram and Pepsi on YouTube.

Practical digital marketing

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................3
MAIN BODY.................................................................................................................................3
Example 1- Nike Instagram campaign.......................................................................................3
Example 2 – Pepsi you tube campaign.......................................................................................5
CONCLUSION..............................................................................................................................6
REFERENCES...............................................................................................................................8
Books and Journals.....................................................................................................................8
Online.........................................................................................................................................8

INTRODUCTION
Digital marketing is the usage of measuring of web for understanding the online based
resources of reaching the customers clients. It helps the marketing of the company digital means
and acts as a channel for developing consumers (Parvez and et.al.,2018). This project will help
in understanding the different ways of communication in digital marketing. In this project the
company is different strategies of the company are explained. This project also explains the
promotional aspects of the marketing mix. In this project the rank of the examples and their
effectiveness are measured for understanding measurement of the social media. In this project
the digital marketing communication in understood from an academic point of view.
MAIN BODY
Social media marketing has become very influential and important in today’s business
world. The networking connections are a great way of promoting the brand and its products on
digital platforms (Chaffey, and Smith, 2017). It is important to use the marketing platforms
which are accessible to large audience and is used by them. Social media can do this in at a very
effective rate. Social media targets on the everyday habits of the customers which make the
organisation develop some major leads. With the help of social media, company can tell their
story openly and freely to the world. Interacting with audience will give more exposure and will
the organisation understand the needs and demands of their customers. This is very helpful as it
requires less investment and helps in reaching out to more audience. While having a small
budget, company can create brand awareness with the help of social media channels.
Example 1- Nike Instagram campaign
Current Instagram users are in millions and the posts liked every day are in billions. The
engagement level on instagram is very high. The fact that many companies are active on
instagram comes with no wonder (Kannan, 2017). Nike is very determined on putting their
efforts on a platform generating large number of followers for the brand. Nike is very ahead in
this game of social media marketing and instagram is an important part of one. Instagram
helping Nike to gain more communication and brand promotion by
Focus on target audience: Having a personal interaction with customers is very
important for them to keep coming back and for big brands like Nike it is very hard. But with

the help of instagram, it is possible. Nike’s instagram campaign has opened the opportunity to
give customers all the centre of attention by considering their passion with Nike’s products
(Bala, and Verma, 2018). Nike is committed to keep the main focus on its customers. The
content from Nike’s instagram page has helped in gathering the focus on community and
encouraging the customers to participate in the sharing. The company regular gives
opportunities to the members of the community to share their experience by highlighting on
their sole inspiration behind it to help other learn and see. Instagram has helped Nike to thank
its customers for their participation in bringing the whole of the community together by inviting
their fellow mates and joining to be the members of same community. Nike has put a spot light
on not just for promoting their products but also on their overall lifestyle.
Nike decided to show their gratitude towards its customers and followers when the company
reached one million followers (Chaffey, and Ellis-Chadwick, 2019). Nike took instagram to
thank them by sharing some of the best photographs clicked by their followers and associated
with the brand. All these posts got more than seven hundred thousand likes and seven thousand
comments. This way the company show their gratitude by no prices no incentive but just
organic love from their fans in return of some appreciation. This helped Nike built a strong
customer base which are loyal to the brand and trust it over any other.
Inspire in the way of selling: Having a large audience on Nike’s instagram page, the
company occasionally posts product shots on their feed. The pictures of its products on the
instagram fit the visual storytelling on instagram (López García, and et.al., 2019). Promoting
their shoes and other Nike products on their feed fulfils the idea of inspiring actions taken from
the community and making them involves in these actions. It can be inspiration for being fit and
healthy which is created by Nike. Instagram has helped the company evolve from old school
means of promoting their product and forming a new way of virtual story telling which is shared
equally among its complete audience. Nike has set great examples of suing instagram to
promote their product while communicating effectively with their audience and followers. The
content shared by Nike on their instagram feed represents the value and reputation of the brand
and used instagram efforts to focus on lifestyle branding.
Thoughtful campaigns: Nike has made its brand value by designing some campaigns
only for instagram. It started Nike photoid as an addition to Nikeid. It is the customised
platform which was launched back in 2013. The company took instagram to invite users tpo

apply for instagram image colour palette in Nike shoe. They can chose from the available colour
from the library for each of the footwear (Khan, 2018). By the use of this, users can not only
share their creative approach on the shoes to social media platforms but also order their
customised shoes. This approach of customised campaign on instagram helped in increasing the
use engagement, increasing sales for customised shoes and motivated them to be innovative
from just one campaign.
Build a community: Nike with the help of instagram has built a large community which
has improved their communication and customer engagement. The success of the brand s very
related to the community that Nike has created. Be it a runner, footballer, basket ball, tennis
player or take any person doing whatever sport, Nike has touched their lives upto great extent
by making normal people feel like athletes (Nike’s instagram strategy focuses on its audience,
2014). The instagram account of Nike fulfils this criterion. Nike has also made many sub
accounts on instagram like Nike running, Nike football and so on which continues to supply the
passion to the community with the help of related posts.
Example 2 – Pepsi you tube campaign
From gen Z to senior citizens of the country use YouTube as the prime source to pass
their time or learn something new. Pepsi has used this opportunity and took their chances of
using you tube as their marketing strategy. The company did very well and currently has 8.79
thousand you tube subscribers on their channel with lot of views on their published videos.
Pepsi can identify the secret to success by their you tube channel and has earn real benefits from
this idea of digital marketing (Balan, 2017). Giving the advertise in between the videos can help
the company built more brand awareness and make them know about their new products. The
TV campaign of Pepsi was customised using the help of you tube tools to reach out to specific
audience. The company experienced their sales were increased to some percentage while having
three times more return on the spending on advertisement. The videos uploaded by the company
send out many useful information and helpful story for their audience. People use you tube to
go through some movies or long videos, Pepsi has made so sure to attack their audience with
their products useful specially during this time.
Pepsi is one f the leading brands in the soda industry and selling to customers present all
over the globe. The company has added many flavours to the mouths of their customers and are

known for their marketing and promotion techniques. Pepsi is a great marketer and you tube is
the favourite channel for video makers (Jakupovic, 2019). The popularity of you tube has grown
a lot over the time as being one of the best chance to marketing channel and has come out to
come into the growing video marketing trends. Video are great way of promoting the product
and considered as an important marketing tool as it provides the opportunity to reach out to
maximum customers and target audience very easily. The video of Pepsi on the you tube creates
a level of excitement and increase the demand for the product. This is a great way to achieve the
audience engagement. This form of digital marketing is not applicable for customer service but
is very affective for customer communication and engagement while marketing their product.
The going live option on the you tube provides a platform for open communication between
leads of company and their audience. Pepsi aggressively uses video for marketing their product
(Viertola, 2018). Pepsi has multi form of accounts on you tube where the main account has
eight lakhs followers. The company is very active in uploading new videos on regular basis and
sometimes upload many videos in a single week. These videos are used for promoting Pepsi
products in general.
Company uses celebrities for promoting their products which will help in gaining more
views for the videos. From singers to local artist, from actors to actresses and many more have
been featured in Pepsi advertisements. You tube offers exposure to a large audience. Large part
of this audience is made from the youth and younger people who are looking to fulfil their
cravings for music and entertainment (Hanlon, 2018). The Uncle drew series from Pepsi was a
super hit receiving millions of views. The increase in these chapters was accompanied by
increased in the number of views. All this content drives more and more people towards the
company.
CONCLUSION
With the help of this project the digital marketing measures for making communication in
order to reach the customers and their clients. This helps the marketing of the company for the
digital means for acting as a channel of the development of consumers. In this project
understands different ways of communication which is made with the customers. This project
also aids the company to understand the promotional aspects of the marking mix and its affects
on the company. In this project the examples and racked according to their effectiveness and its

helps in the measurement of social media. This project helps in the digital marketing and also its
communication for understanding the academic point of view.

REFERENCES
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of Management,
IT & Engineering, 8(10), pp.321-339.
Balan, C., 2017, September. Nike on Instagram: Themes of branded content and their
engagement power. In CBU International Conference Proceedings (Vol. 5, pp. 13-18).
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Jakupovic, R.M., 2019. YouTube as a Career and a Marketing Tool.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Khan, S., 2018. Instagram as a marketing tool for luxury brands. International Journal of
Management, Business and Research, 8(2), p.126.
López García, and et.al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet, 11(6), p.130.
Parvez, S.J.,and et.al.,2018. Digital marketing in hotel industry. International Journal of
Engineering & Technology. 7(2.21). pp.288-290.
Viertola, W., 2018. To what extent does YouTube marketing influence the consumer behaviour
of a young target group?.
Online
Nike’s instagram strategy focuses on its audience, 2014. [Online]. Accessed through :<
https://www.circussocial.com/blog/social-listening/nikes-instagram-strategy-focuses-
on-its-audience/>