Use of Digital Marketing in a Specific Communication Strategy

This presentation explores the use of digital marketing in a specific communication strategy. It covers the definition of digital marketing, clarity of information, visual advertisement, search engine optimization, digital marketing channels, and promotional aspects of the marketing mix. The case study focuses on Arcadia fashion group, one of the largest fashion retailers in the UK.

USE OF DIGITAL MARKETING IN A
SPECIFIC COMMUNICATION STRATEGY

TABLE OF CONTENTS
• INTRODUCTION
• Definition of digital marketing
• Clarity of information
• Visual advertisement
• Search engine optimization
• Digital Marketing channels
• Promotional aspects of Marketing Mix
• CONCLUSION
• REFERENCE

INTRODUCTION
• Digital marketing is the process in which
organizational promotions are done through the
means of internet in such a way that high customer
count can be achieved.
• Arcadia fashion is the chosen organization for the
analysis in this report, Arcadia group Ltd. Is one of
the largest fashion retailers of UK which is having
more than 13,000 employee counts and tend to
provide high level of effective organizational
services to customers.

Definition of Digital Marketing:
• Digital marketing is a method in which company and different organizations use internet
and different digital platform to target their customer with the use of different channels
and platforms. It uses various platforms such as email marketing, Facebook, Instagram,
twitter, content marketing etc.
• It allows brand such as Arcadia fashion group to stay visible and attract customers by
their digital marketing or different channels. Digital marketing also help company to
attract new and loyal customers and also help to increase their sales to rise their profits.

Digital Marketing Trends for 2021
• Global pandemic Covid-19 Changed business terms and
marketing terms world-wide. Business and organization try to
adopt new trend for the marketing to recover their loses.
• Arcadia group is also try to recover their position in the market
for that they use different new digital marketing trends which
help company in online marketing. Different digital trends are as
follows,

CLARITY OF INFORMATION
• Digital marketing is an effective way for advertising organizational activities to the
customers in a creative and attractive way such that high level of effective
communication can be achieved.
• Digital marketing tends to showcase the information correctly and efficiently with the
help of imagery and narrations provided to customers because of which customers are
able to identify the level of quality services which are provided by the organizations like
Arcadia to the customers.

VISUAL ADVERTISEMENT
• Marketing is of two different type which are
traditional marketing and digital marketing. In
which traditional marketing is done through the
means of newspaper and pallet paper because of
which this is not as effective in terms of influencing
customers than that of compared to digital
marketing.

SEARCH ENGINE OPTIMIZATION
• Search Engine Optimization (SEO) is the process through
which the quality and quantity of the website traffic can be
diverted towards the company website through the search
• SEO is an effective way through which organizations can
increase their brand awareness through advertising them on
the wide used search engines in such a way that customers
are able to reach the company website in such a way that it is
able to achieve heavy search engine customers.

DIGITAL MARKETING CHANNELS
• Digital marketing channels is the means through which digital
advertisement is done in such a way that company is able to attract wide
range of internet users towards the company website and is aching
increment in organizational sale.

Promotional aspects of Marketing Mix
• For effective promotions Arcadia group us Promotional mix methods which include advertising,
public relations, direct marketing, personal selling, and sales promotions. Promotional mix is
important for organization to attract new customers. These different methods are explained as follows,
• Advertising
• Public Relations
• Direct Marketing
• Sales Promotion
• Personal Selling

CONCLUSION
• From the evaluation in this report it can be concluded that social media is a
effective way of communicating with each other and because of which it is highly
utilized by customers.
• Thus, organizations tend to advertise themselves on digital platforms through
which it can achieve high level of brand awareness and also at the same time
digital marketing is a cost-efficient process because of which it is highly utilized
by the organizations.

REFERENCE
• Behera, R.K. and et.al, 2020. Personalized digital marketing recommender
engine. Journal of Retailing and Consumer Services. 53. p.101799.
• Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal
of Marketing Channels. 24(1-2). pp.27-38.
• Farace, S. and et.al, 2020. Patterns in motion: How visual patterns in ads affect product
evaluations. Journal of Advertising. 49(1). pp.3-17.