Digital Marketing Strategy for LIDL: BMP3006 Presentation

Verified

Added on  2022/12/05

|13
|646
|170
Presentation
AI Summary
This presentation analyzes the application of digital marketing within a specific communications strategy, using LIDL, a German international supermarket chain, as a case study. The presentation defines digital marketing and reviews its various forms, including Twitter and Instagram, and how they contribute to an organization's communication strategy. It explores how LIDL utilizes these platforms, focusing on both written and visual communication strategies to engage its target audience. The promotional aspects of the marketing mix are discussed, with a ranking of Twitter and Instagram based on awareness, followers, reach, and effectiveness. The analysis incorporates academic literature and real-world examples to support arguments. The presentation concludes by summarizing the key benefits of digital marketing, such as increasing consumer loyalty and gaining brand credibility.
Document Page
BMP3006 Practical Digital Marketing
Assessment 2 - Presentation
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Use of digital marketing in a specific communications
strategy
Name & ID
Document Page
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
Document Page
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
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
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
Document Page
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.
Document Page
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.
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
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.
Document Page
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
Document Page
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.
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
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.
Document Page
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.
chevron_up_icon
1 out of 13
circle_padding
hide_on_mobile
zoom_out_icon
[object Object]