This presentation discusses the use of digital marketing in a specific communications strategy. It explains how digital marketing contributes to the promotional aspect of the marketing mix for organizations. The presentation reviews examples of Zara and H&M and ranks their effectiveness using social media measures. It also covers the goals, target customers, message, media methods, and monitoring and control of effectiveness for each brand. The presentation concludes by emphasizing the importance of digital marketing in contemporary marketing and its role in interaction with customers.