Digital Marketing: Strategies, Examples, and Promotional Mix

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Digital Marketing Strategy..............................................................................................................3
Digital Communication Strategy.....................................................................................................3
Review the digital Marketing Examples..........................................................................................4
Example 1: #WhatsYourName by Starbucks.........................................................................4
Example 2: “SpotifyWrapped”...............................................................................................5
Promotional and Marketing Mix......................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital Marketing is a process of promoting and selling products by using online marketing
tools like search marketing, email marketing and social media marketing. Digital Marketing can
also be said as Online Marketing as it helps in reaching large number of customers by using
Internet and various other tools of digital communication. It gives access to people who use their
mobile phones for shopping online. Digital Marketing not only reaches to more and more people
but it carries a lower cost (Gupta and Chokshi, 2020). When an organisation opting for digital
marketing they can measure the conversion rate by identifying the percentage of audience who
get converted into leads, then the number of subscribers and purchaser who purchases the goods
and services. The method which have high conversion rate are social media marketing, email
marketing and SEO, they generate effective and quick communication channel with the
customers. Digital Marketing is considered as most engaging tool because it offers a direct
communication with customers and also evaluates their engagement in real time. The
presentation outlines how digital marketing can be used in specific communication strategy as a
part of promotional aspect and Marketing mix.
Digital Marketing Strategy
Digital Marketing Strategy means a series of planned action that is framed by
Organisation; they use online marketing tools to achieve goals and objectives. The Channels
which is used by Companies can be earned media, owned or paid (Hanlon, 2018). With the help
of plan businesses can build and launch their online marketing strategy with success. The Digital
Marketing Strategies can includes video marketing on YouTube, social media marketing,
podcasting, email marketing, forums and community boards or paid ads.
Digital Communication Strategy
Digital Communication is a medium through which people can connect across online
channels. It includes running banner ads, distributing email newsletter and organising social
media campaigns. It can be said that digital communication strategy is an extension of regular
communication strategy. In both the strategies mostly elements are identical but channels, KPI
and goals are different (Harvey, 2018). The Digital communication strategy includes content
strategy, creative strategy, key performance indicators, digital transformation, marketing
automation and digital brand experience.