Use of Digital Marketing in a Specific Communications Strategy

This presentation discusses the use of digital marketing in a specific communications strategy. It explores examples of Twitter and Instagram contributions to advertising campaigns, as well as the promotional aspect of the marketing mix and its ranking. The presentation provides insights into the concept of digital marketing and its effectiveness in reaching potential consumers.

BMP3006 Practical Digital Marketing

Use of Digital Marketing in a Specific Communications Strategy
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Contents
• Definition of Digital Marketing
• An example of Digital Marketing
• Twitter contribution to the communication strategy for girls Scouts Ads Campaign
• How Instagram contribution to the communication strategy for Starbucks Ads Campaign
• promotional aspects of marketing mix
• Ranking
• Summary

INTRODUCTION
A digital marketing is based on the method or process of advertising delivered through distributed
channels such as search engine, email, website and other mobile applications. When using different
online media channels, digital marketing is applicable by which organizations endorse good as well as
services. Potential consumers are heavily rely on the digital means that research particular product and
service. In this report, it will discuss about the concept of digital marketing, identifying different
communication strategy for established the effective coordination with different people. Furthermore, it
will describe about the promotional aspect of marketing mix and find its ranking.

Definition of Digital marketing
Digital marketing is simply means using online
based resources, web to reach towards client or
consumers. In another way, it is simplified the
meaning, digital marketing through promotional
campaign as channel to target large number of
consumers in global marketplace. For Example-
Google marketing insight has found that 48% of
client start their inquiries on search engine while
30% look to brand e-commerce website, 20%
search by using mobile applications.

Digital marketing strategy
• It is defined as series of different actions that use for online marketing channels to achieve the desirable
goal and objective. The distributed marketing channel can include paid, owned and earned media. This
type of digital marketing can make an effective plan that allows to build or launch online marketing
with success.

Review the digital marketing example
• Twitter: It is the most common social networking platform where use interact with messages called as tweets.
Different users are using this platform to be registered or unregistered in this platform. Generally, the registered
users have a power to access like, retweet, tweet, post while unregistered user can simply read or see the messages.
• Instagram: It is another example of digital marketing, which is mainly providing the services owned by Facebook.
It allows for user to share image, video, file and photos on the social network services. In most cases, organization
can be use this platform for advertising the particular products and services. In order to target the large number of
client, who have been already using the Instagram.

Twitter contribution to the communication strategy for
Girl Scouts Ads Campaign
• The Girls Scout is becoming traditional organization in the global world, which is mainly used twitter
as platform for increasing their cookies sales business. Usually, it has been created the application
installation campaign on the twitter to establish the link with consumers. It was rise in app search of
different mobile application. As per estimation, there are 19,500 plus application already installed to
allot as tweeter.
• The Girl Scout cookie program that offer unique opportunities to engage with different online
marketing. In order to learn about the idea about e-commerce and become establish as new identity of
entrepreneur.

Instagram contribution to the communication strategy for
Starbucks Ads Campaign
• Starbucks is a leading multinational chain of coffeehouses and roaster, which providing the different
type of coffee to their potential consumers. This company is launched the Starbucks Unicorn
Frappuccino so that many consumers to purchase the products. That can possible when organization
upload the photos on Social media networking such as Instagram. This will help for organization to
attract interested consumers, who want to purchase items. It is the best way to identify that instagram
contribution as communication strategy for influencing potential client towards brands.

Promotional aspect of Marketing Mix
• Main aim of promotion is to increase public awareness, develop interest, increase sales and production,
and improve marketing publicity. Sometimes, it may include different event marketing, trade shows
and other exhibitions possible because of digital marketing. it is consider as important aspect to
specific the marketing mix which include product, price, place and promotion.
• Promotional is one of the most common element in the marketing mix. These are advertising, direct
marketing publicity, sales promotion. It may specific attention of client to pay each of elements in the
promotional. On the other hand, promotion is primarily methods of communication that a marketers
provide information about particular good and service.

Ranking
On the basis of ranking, Twitter is the highest popularity in term of digital marketing because there are
various famous celebrity, biggest brand to use them. This will help for influencing the individual’s in
context of information gaining.
• Twitter can be used in different perspectives:
• It is always promotes one’s research on the different social media platform or tool.
• It can be reached on the different individual to the social media so that it help for potential consumer to
check availability of particular goods and services.
• It will be creating an avenue to follow the different field experts, identifying their own opinion or view
point.

Summary
• From above discussion, it has concluded that digital marketing is consider as important aspect in
context of promotional activities. Through this, client can be established the interaction with other
brand regarding particular product as well as service. In this report, it has summarised about the
suitable example of digital marketing such as instagram, twitter. These are becoming very popular
social media networking, all consumers are using this platform of promoting the brands in global
marketplace. Thus, large number of potential clients have been attracted towards service to purchase
particular item according to need or requirement. Furthermore, it can be identified the contribution of
digital marketing and communication strategy for Girl Scouts Ads Campaign in order to promote the
opportunities. However, it has been described about the promotional aspect of marketing mix, ranking
the digital marketing strategy on the basis of their demands in global world.

REFERENCES
• Herhausen, D., Miočević, D. and Kleijnen, M.H., 2020. The digital marketing capabilities
gap. Industrial Marketing Management. 90. pp.276-290.
• Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a digital
era. International Marketing Review.

Thank you!