BMP3006 Practical Digital Marketing: Communication Strategy Use

This presentation explores the use of digital marketing within communication strategies, focusing on examples from companies like H&M and Burberry. It reviews digital marketing strategies such as search engine optimization, pay-per-click advertising, and mobile marketing, and analyzes their contribution to communication strategies by examining customer analysis, social media interaction, and brand awareness. The presentation ranks the effectiveness of these strategies based on factors like engagement, reach, followers, and turnover, comparing H&M and Burberry's performance. It concludes that digital marketing is essential for building a customer base and promoting offerings through digital channels, supporting communication strategies and business practices.

Use of Digital Marketing in
Communication Strategy

Table of contents
■ Introduction
■ Concept of digital marketing strategies
■ Idea of digital communication strategies
■ Review of digital marketing examples
■ Contribution of digital marketing to communication strategies
■ Rank of examples for effectiveness by implementing social media ways
■ Conclusion
■ References

Introduction
Digital marketing is a component of marketing
practices that could utilise online related
technology with internet by taking use of computer
along with different digital platforms which are
used for promotion of companies of offerings.
Digital marketing is performed through various
strategies that could be implemented by giving
communication towards customers with several
online digital platforms so that their product as
well as services could be availed by them.

Concept of digital marketing strategies
Digital marketing strategies are examined to be a
set of planned practices which had to be performed
online for creating a large reach to a particular
business goal. It basically handles in performing
consistent and regular actions at a correct time with
effective online modes by which they could be able
to increase their revenues as well as improve their
customer relationships in market.

Idea of digital communication strategies
Digital communication strategies are basically
referred to be a method of connecting to customers
across various online platforms which could be
implemented by companies for promoting their
product as well as services. Digital communication
generally involves launching of social media
campaigns, sharing email newsletters, publishing
advertising articles along with running banner
advertisement for having an effective promotional
mix of company’s products.

Review of digital marketing examples
There are some of examples that could be reviewed
and implemented by H&M as a digital marketing
strategies which are as follows:
■ Search engine optimisation: This digital
marketing strategy basically defines to a manner
of improving quality as well as quantity of
website traffic that is possible for them in order
to bring it on top of search engine results.

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■ Pay per click: This digital marketing strategy
example could be referred as an online
marketing tool that is used by publisher and
advertiser for creating their advertisement link
for promoting offerings of companies. It is also
known as cost per click tool that could be used
by companies for driving traffic to website
where offerings of companies are promoted in
markets in view of customers.

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■ Mobile marketing: It defined to be a digital
marketing advertising practice which promotes
products as well as services of company through
mobile devices like tablets as well as
smartphones. It makes implementation of
different features of modern mobile technology
that could consist of location services for
tailoring marketing campaigns that are related to
individual’s location.

Contribution of digital marketing to communication strategies
Digital marketing gives a valuable support to
communication strategies for keeping their positions in
markets. In accordance with H&M contribution and support
of digital marketing in communication strategies are as
follows:
■ Analysing customers and their requirement: Nowadays
social media performs an effective role in performing
communication strategy by keeping a knowledge of
customers and their needs towards company for fulfilling

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In accordance with another fashion brand Burberry
digital marketing supports it communication
strategy in various ways that are as follows:
■ Interacting with social media: Social media
basically performs and necessary function in
global world. It is carried with a possibility for
Burberry to perform communication interaction
with large amount of customers at a particular
point of time.

There various rank of instances by which
company could be compared by using their
effectiveness of social media manners. There
is a comparison of H&M with Burberry on
various factors like track engagement,
awareness, reach, followers, turnover as well
as feedbacks. On this basis effectiveness of
implementing social media ways could be
identified that are as follows:

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Basis H&M Burberry
Awareness Company is highly focused on
performing their corporate social
responsibility on constant basis so
that awareness of their offering
could be kept in minds of
customers for availing them.
Company is leading in outer wear that is
recognised internationally for both men
as well as women. And creating their
brand awareness for exploring, protecting
as well as inspiring with their core ethics
towards customers.
Followers H&M has followers of about 37.2
million on its Instagram account to
promote their products with social
media platform.
Burberry is having followers of 18.2
million on its Instagram account where
they are showcasing their product as well
as services for promotion.