Use of Digital Marketing in a Specific Communications Strategy

This presentation explores the use of digital marketing in a specific communications strategy. It discusses the definition of digital marketing and reviews examples of Twitter and Instagram. It also covers the promotional aspects of the marketing mix and provides a ranking of Twitter and Instagram. The presentation concludes with a summary and references.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation

Use of digital marketing in a specific communications
strategy
Name & ID

• Introduction
• Definition of digital marketing
• Review of digital marketing examples
• How Twitter contributed to communication strategy
• How Instagram contributed to communication strategy
• Promotional aspects of marketing mix
• Ranking of Twitter and Instagram
• Summary
• References
Table of Content

Introduction
• Digital marketing in practical manner means utilisation of Internet by companies
for reaching wider audiences. For the project, selected company is LIDL which is
German International Supermarket Chain that carry out operations globally with
12000 stores

• The term digital marketing is delineated to promotion of brands among potential
customers with the help of internet along with other digital communication
(Chaffey and Smith, 2017).
Definition of digital marketing

Review of digital marketing examples
• There are various forms of digital marketing that organisations widely adhere for
conveying promotional messaging together with measuring its impacts (Ritz, Wolf
and McQuitty, 2019). For example, one of form of digital marketing is Twitter that
is said to a microblogging system which permits businesses for sending together
with receiving short posts that are known as tweets.

How Twitter contributed in communication
strategy
Twitter plays key role in contributing towards communication strategy of an
organisation. For example, marketing team of LIDL uses communication strategy of
written communication in order to capture attention of audience and getting their
points in clear manner.

How Instagram contributed in communication
strategy
• Instagram is a digital platform which permits businesses in creating as well as
sharing photos, stories, and videos with the audiences they care about (Sudhakar,
Kattepogu and David, 2017). . Another communication strategy adopted by
marketing manager of LIDL is visual communication strategy which is a graphical
representing information to audiences efficiently and effectively creating
meanings.

• Marketing mix refers to foundation model for an organisation that is historically
centred for commodity, price, place addition to promotion. Promotional mix is
delineated to set of technique which is utilised by enterprises for pursuing
marketing related goals in target market.
Promotional aspect of marketing mix

Ranking
TWITTER
1.Awareness: 7 out of 10
2.Followers: 373.5 K
3. Reach: International
4. Effectiveness of chosen media: Twitter
effectively help LIDL in gaining valuable
customer insights, developing brand
personality, delivering customer support
and cultivating a community.
INSTAGRAM
1. Awareness: 9 out of 10
2. Followers: 702 k
3. Likes/ interests:
4. Effectiveness of chosen media:
Instagram assist LIDL in effective
manner to visualise needs of target
audience on preference charts,
getting familiar with hashtags and
emphasis on quality rather than
quantity.

Summary
• From the presented information, it is summarised that digital marketing is all about
marketing a brand or its offerings through an electronic device or the internet.
There are many kinds of digital marketing including Twitter and Instagram that
increases consumer loyalty, targeting right audience, Obtain Better Conversion
Rates and gaining brand credibility.

References
• Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning,
optimizing and integrating online marketing. Taylor & Francis.
• Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success
for small businesses. Journal of Research in Interactive Marketing.
• Sudhakar, B.D., Kattepogu, N. and David, A., 2017. Marketing Assistance and
Digital Branding-An Insight for Technology Up-Gradation for
MSME’s. International Journal of Management Studies & Research, 5(1),
pp.2455-1562.

Thank You