Analysis of Digital Marketing in a Specific Communications Strategy

This report examines the application of digital marketing within a specific communications strategy, defining digital marketing and its place in the communication mix, which includes advertising, personal selling, sales promotion, public relations, and internet marketing. It highlights the advantages of digital marketing, such as maintaining global reach, improving conversion rates, and enhancing customer engagement, while also addressing disadvantages like dependability on technology, time consumption, and security/privacy issues. Recommendations for improving digital marketing strategy, such as developing attractive and informative content, are provided. The report concludes that effective digital marketing is crucial for promoting products and services, attracting customers, and maintaining effective customer relationships.

Use of digital marketing in a
specific communications
strategy

Table of content
INTRODUCTION
Explanation of digital marketing
Communication mix
Where ‘Digital Marketing’ Fits Within The Communications Mix
Advantages of digital marketing
Disadvantages of digital marketing
Recommendations
CONCLUSION
References

Introduction
Digital marketing is considered online marketing that help
organisation to deliver advertisement through using different
digital channels. It helps organisation to promote its products
and services in potential market segment in order to enhance
business sales and profitability. Digital marketing plays
important role in organisation communication strategy and
lead overall business efforts in right direction.

Explanation of digital marketing
Digital marketing: Digital marketing is defined as the use
of digital channels for the purpose of marketing
organisational products and services for attracting larger
number of customers. It is an act of improve business
selling through implementing different digital marketing
platforms such as social media, mail, search engine
optimisation and mobile applications.

Communication mix
Communication mix: Communication mix is considered as the tool with is undertake by
organisation to communicate necessary information regarding business and its products and
services in potential customers. It is the combination of various marketing methods through with
business can maintain effective relationship with customers.
 Advertising: Advertisement in considered as the most effective way to communicate with
audience and it impact in customers purchasing behaviour.
 Personal selling: Personal selling is related communicating benefits and features of products
to end customers directly and influence then to convert from a lead to a prospective customer.

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 Sales promotion: Sales promotion is another marketing technique in
which organisation conducts marketing campaigns for the purpose of
increasing interest and demand of customers in its products and services.
 Public relation: Public relation is defined as the process of created
effective relation with customers in order to gain competitive
advantages.
 Internet marketing: Internet marketing is the form of marketing in
which internet is used to deliver promotional messages to customers
through using different digital channels like email, social media, search
engine and other.

Where ‘Digital Marketing’ Fits Within
The Communications Mix
Digital marketing is related to promoting business
products and services through using electronic
mediums. It is important for the business to use
digital marketing platforms to attracts larger number
of customers and improve business sales.

Advantages of digital marketing
Through using digital marketing, organisation get various advantages
that enable business to gain competitive advantages and attain specific
goals and objectives on time. Tesco uses different digital marketing
for promoting organisational products and services. Some advantages
of digital marketing are explained below:
 Maintain global reach:
 Improve conversion rate
 Enhance customer engagement

Disadvantages of digital marketing
There are various disadvantages of digital marketing that
impacts overall business performance and efficiency in
competitive business environment. It is important for Tesco to
analyse drawbacks of digital marketing than develop effective
strategies to attain determined goals and objectives. Some
disadvantages of digital marketing are explained below:
 Dependability on technology
 Time consuming
 Security and privacy issue

Recommendations
It is important for organisation to develop effective strategy and
implement them in effective manner to attain determined goals
and objective in efficient manner. Some recommendations for
improving digital marketing strategy are explained below:
 It is recommended Tesco to develop attractive content that
includes picture, effective information and data that attracts
larger number of customers that lead business towards growth
and success.

CONCLUSION
As per above presentation, it can be concluded that it is
important for organisation to use digital marketing
platform to promote its products and services as well as
attracting larger number of customers. Effective digital
marketing plays important role in organisational
communication mix that help business to maintain
effective relationship with customers.

References
 Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International journal of research in marketing, 34(1), pp.22-45.
 Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
 Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Routledge.
 Puthussery, A., 2020. Digital marketing: an overview.