Role of Digital Marketing in Communication Strategy: A Case Study of Airtel Limited

PRACTICAL DEGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing refers to the form of marketing which is used to promote the good and
services with the use of internet and online based digital technologies that includes computers,
mobile phones and and other digital platforms and media. As now digital platforms increasingly
incorporated in the marketing plan of the businesses and day to day life routine. People are more
often to use digital devices instead of visiting physical shops, along with the internet digital
marketing has extended to the non- internet channels that provides the platforms such as
television, mobile phones, callback and on hold mobile ringtone. This report is based on the
AIRTEL limited which is an multinational telecommunication services company, it specialises in
providing GSM, 3G, 4G LTE, 4G+ mobile services, this operates in the 18 countries across south
Asia and Africa. This report will includes the role of digital marketing in the communication
strategy as a promotional aspect of the marketing mix (Chaffey and Ellis-Chadwick, 2019)
MAIN BODY
Marketing is refers to the sum of all activities that undertaken to promote the goods and
services and to communicate them to the potential customers. Digital marketing is one of the
form of the marketing that a company use to communicates it product to the customers with the
use of digital based platforms. Digital marketing categorised in various types are explained
below:
Content marketing: this is the form of marketing that mainly involves creating,
publishing and distribution of the content for the targeted and potential customers through online.
This provides support in to attract the prospects and transforms prospects into the customers
through developing and sharing of the valuable free content. This form does not involves the
direct selling instead it build the trust and connection with the potential and targeted customers.
Content marketing has associated with the anticipating and meting the exiting customers needs to
get the valuable information, this idea of content marketing has been developed so that brand
will able to give some valuable to get something valuable in return. With the the help of this
airtel will able to attract attention of the customers and generate leads, expand their customers
base and also help in to generate and increase the online sales of the services. In addition to this
this also provides the support in to increase the brand awareness and credibility and engage the
online community users with the company as that will enhance the brand recognition.
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