Practical Digital Marketing: Communication Strategy for Burberry

This presentation outlines how digital marketing can be used in a specific communication strategy, using Burberry as an example. It covers the definition of digital marketing, explains the communication (promotion) mix, and describes how digital marketing fits within this mix. It also discusses the advantages and disadvantages of digital marketing, provides recommendations for optimizing digital marketing strategies, and concludes with the importance of adapting to the rapidly digitizing world. The presentation references academic literature, case studies, and real-world examples to support its arguments, emphasizing the role of digital channels in connecting companies with consumers.