Contribution of Digital Marketing in Communication Strategy

This report analyzes the contribution of digital marketing in the marketing strategy as a tool of marketing-mix. It explores the role of digital communication strategy, reviews digital marketing with illustrations, and explains how it contributes to the communication strategy for respective organizations. It also discusses the measurement of effectiveness of digital marketing communications.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Digital Communication Strategy............................................................................................1
Review the Digital Marketing with illustrations....................................................................2
Explain Using Literature how they contribute to the communication strategy for the respective
organisations, as part of the promotional aspect of the marketing mix..................................2
Measuring Effectiveness of Digital Marketing Communications..........................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

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.
It also builds the effective communication channel so that the can build the effective
communication channel across online channels and this can be done through launching of social
media campaigns and ads. This report will analyse the contribution of the digital marketing in the
particular marketing strategy as a tool of marketing-mix.
MAIN BODY
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. This strategy
helps the company to gain the sustainability in the business environment which helps in
delivering the easy digital platform to send the right message to the people across the world.
Various components of the effective communication strategy are explained as follows:
Target Potential Customers
The comapny is using the effective promotional tool to promote their products and
services in order to acheive the organisational goal in an effective manner. It is vital for the firm
to deliver the right information to the right person. The company is targeting the customers under
age of 25-50.
Determining the Goals and Objectives
This means that the company is focusing on communicating their aim to their potential
customers. The main consideration of the coamony to sustain in the long run. The company's
tagline and slogan shows the values, beliefs of the firm to their customers. Moreover, they are
focusing on generating high volume sale by sending the right message to the right audience.
Key Messages
The company need to develop the clear and concise message to their audience and the key
message leads to have the positive impact on the comapny's success. The message includes the
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beliefs, values and norms of the firm. Wrong statement can lead to have adverse impact on the
comapny's profile.
Tactical Plan
It is the blueprint of the communication plan which involves that how the organisation can
communicate their message to whom and when. It includes the linear strategies in consideration
of attaining the desired goal. Nowadays, company is using the social media platform to deliver
their messages to their customers which save the cost and time both
Measures of Evaluation
These are the important strategies to monitor and control the communication strategies so
that the effectiveness can be retained within the business. Metrics can be analysed by the digital
communications. Moreover, the evaluation of the strategy helps in taking the corrective measures
to eleminates the risk and helps in attaining the goal in an appropriate manner.
Review the Digital Marketing with illustrations
Digital marketing play can significant role in advertising the product and services of the
comapny to their potential customers. The companies changed their traditional approach to
modern approch to acheive their goals and sustain in the large market. Some of the examples are:
 Content Marketing
 Digital Advertising
 Email Marketing
 Text Messages
 Social Media Marketing
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 thre 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: Sainsbury
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It is the leading company which is established in United Kingdom and deals in household
items and home decore. 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 company is targeting 25-50 age group in order to fullfill their needs and wants and
satisfying them in the changing environment. They are having the effective stores and increased
sale volume. They are also offeing the online customer relationship management in order to take
the valuable feedback.
The Goals and Objectives of Communication
The company is working with the consideration of sustaining in the long run and the
Sainsbury is communicating their strategy so that they can have the strong impact on the
customer's hearts and the effective communication leads to have the increasing revenues.
Key Message
The company is focusing on beliefs, values and norms of the British culture. As they are
focusing on providing the best products with respect to valuing the sentiments of their potential
customers. Hence, they are giving their best in proving thhe valuable message to their audience.
Media Methods
The organisation is making the best use of social media platform in order to attract the large
group of customers By launching the online campaigns. They are also emphasis on social media
platforms like instagram, Google ads etc. The company is successfully encouraging their
customers to fulfill their needs and wants.
Monitoring and Control Effectiveness
The organisation is communicating with their customers regularly and having the full aligns
with the operations model to understand and fullfill the needs and wants of their potential
customers. They are more focuses on providing the better customer experience.
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 acheive 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
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digital platform to promote their products. Moreover, the comapny's website is providing all the
necessary information which includes discounts, offers, sale and others.
Measuring Effectiveness of Digital Marketing Communications
Brand: Sainsbury
1. Number of Followers: The maximum number of followers put the impressive impact
about the particular brand and their recognition in the marketplace. The Sainsbury is
having the 305K followers on Instagram.
2. Likes and Interest: These are the method of knowing the interest and the liking of the
individual regarding the particular post. The company is having the likes and the interest
of approx. 185.3 plus interest.
3. Share: It ia thhe medium through which the visiability can be increased as the more
audience share tthe post the more new users attract to this. The audience of the company
sharing the post and showing their interest.
4. Responses and Feedback: the company is focusing on resolving the customer queries by
taking their valuable feedback and improved the quality of their responses.
5. Reach: The social media campaign helps in knowing the number of customers in the
target market so that they can reach to each customer.
6. Awareness: The comapny is using the social media platform in order to attract the large
group of audience and the campaigns become more popular, when people use to post
about it.
7. Track Engagement: it helps with the metrics like breaking data silos in order to create
unified profile of the customer to give them the excellent experience.
8. Turnover: the organisation is having the turnover of
9. Advocacy: the comapny has build the social employee advocacy program in which the
company can show their interest in consideration to the brand.
10. Effectiveness: the company is promoting their brand image by using social media
platform or sites.
CONCLUSION
It is concluded from the above report that digital marketing helps the busienss to acheive
their desired objectives. This also examine the role of communication strategy in advertising
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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.
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REFERENCES
Books and Journals
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.
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