The Impact of Digital Marketing on Modern Communication Strategy

This report provides a comprehensive analysis of how digital marketing is utilized within communication strategies, emphasizing its role in modern business practices. It reviews various digital marketing instances such as search engine optimization (SEO) and pay-per-click (PPC) advertising, detailing their contributions to enhancing communication by decreasing conflicts and improving customer engagement. The report also compares the effectiveness of different companies, like Next and H&M, in implementing social media strategies, evaluating factors such as awareness, reach, followers, and engagement tracking. Ultimately, the report concludes that digital marketing is essential for companies aiming to expand their customer base and increase profit margins through effective online communication platforms. The document highlights the importance of integrating digital tools to maintain a competitive edge in the current market scenario.

Use of Digital Marketing in
Communication Strategy

Table of contents
■ Introduction
■ About digital marketing strategy
■ Review of digital marketing instances
■ Contribution to digital marketing in communication strategy
■ Rank of examples for effectiveness by implementing social media ways
■ Conclusion
■ References

Introduction
Digital marketing is considered to be a component
of marketing that utilizes online related
technologies as well as internet such as computers
and other digital platforms which are used by
companies in order to promote their product as
well as services. Digital marketing is performed by
various strategies that could be implemented for
having communication with customers through
different online platforms so that their services and
offerings could be promoted towards them.

About digital marketing strategy
Digital marketing strategies are considered to be a
set of planned actions which are performed online
for or reaching to a specific business goal. It
basically deals in performing out consistent actions
at right time with most efficient online modes that
could increase revenues along with enhance
relationship through customers. Digital marketing
benefits companies in order to move consciously
along with confidently in their business operations.

Review of digital marketing instances
As some of instance that could be reviewed as
well as implemented by Next as a digital
marketing strategy are explained as follows:
■ Search engine optimisation: It refers to a way
of improving quality as well as quantity of
website traffic that is possible for them in
order to bring it up on top of search engine
result.

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■ Pay per click: It is referred to be an online
advertising tool where advertiser and publisher
could carry their advertisement link for
promoting products and services of companies.
It is also defined to be cost per click model. This
is used for driving traffic to websites where
product and services of company are promoted
in markets towards customer.

Contribution of digital marketing to
communication strategy
Digital marketing generally gives a valuable support to efficient
communication for business for keeping their positions in market.
Without having a proper communication companies could not be
capable to perform their practices by implementing digital marketing
platforms. In relation to Next support of digital marketing towards
communication strategy which could be stated in various terms that
are as follows:
■ Decreasing conflicts: Digital marketing basically benefits
company to decrease conflict by providing effective

Rank of examples for effectiveness by implementing social media ways
There various rank of examples of companies for
providing effectiveness by implementing social media
methods. As comparison of Next with H&M on various
factors such as awareness, reach, followers along with
track engagement. It could be compared on various
bases by utilising their effectiveness of social media
ways for performing their business operations in digital
market world. Its effectiveness in relation to relation of
social media methods are as follows:

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Basis Next H&M
Awareness Company is regularly focus on
generating their awareness by posting
up their offerings on social media
platforms on constant basis by
showing their offerings.
H&M is majorly concerned in
performing their corporate social
responsibility on constant basis so
that awareness of their offerings in
mind-sets of customers are to be
kept.
Followers Next is having followers of 2.1
million following rates in its
Instagram account for sharing their
social media practice.
Company is carrying followers of
37.2 million on its Instagram
account with social media platform.

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Basis Next H&M
Reach Company is providing its large
reach of customers by opening
their stores on different
locations along with dealing to
customers with online as well.
Company is performing out a large reach
of customers through to performing their
stores and presence in global markets.
Track
engagement
Next is implementing various
engagement campaigns for
providing a track and evaluation
of the shipping as well as
delivery of their product items.
H&M is keeping its focus on giving their
track engagement through delivering as
well as shipping with email confirmation
from their customers that could track
their parcel online.

Conclusion
It has been concluded from above presentation that digital marketing is a
necessary element in in recent market scenario that is performed by
companies for having a covering of large reach of customer base that could
increase their profit margin. It is a element of online marketing in which
companies could promote their offerings through digital platforms in order
to communicate with customers well.

References
■ Imanova, G., 2021. Identification and Ranking of Key Factors for Pattern of
Consumer Buying Decisions in Digital Marketing. In 11th World Conference
“Intelligent System for Industrial Automation”(WCIS-2020) (pp. 237-245). Springer
International Publishing.
■ Munjal, S. and Singh, A., 2021. Going digital is the only way forward for the Indian
hospitality and tourism industry. Worldwide Hospitality and Tourism Themes.
■ Nayli, Z., 2021. MARKETING STRATEGY OF FAMILY WELFARE EDUCATION
STUDENT’S PRODUCTS AND SERVICE OF UNSYIAH IN DIGITAL
ERA. Journal of Tropical Science, 1(1).