Debenhams: Digital Marketing Communication Strategy Analysis

This report examines the application of digital marketing within Debenhams' communication strategy. It begins with an introduction to digital marketing and its importance, followed by an overview of communication strategies. The report then delves into the specific contributions of digital marketing ...Read More

Use of digital marketing in a specific communications
strategy
Name & ID

Contents
1. Introduction
2. Digital Marketing
3. Communication Strategy
4. Contribution of Digital Marketing in Communication Strategy of Debenhams
5. 360 Degree Marketing
6. Types of digital mediums
7. Measurement of Effectiveness (Ranking)
8. Summary
9. References

INTRODUCTION
• In the current digital era, business
organisations are capitalising upon
advance digital mediums in order to
enhance their reach towards the global
audience..
• The proposed presentation will highlight
upon the role of digital marketing and
communications strategy within the
Debenhams. It will also reflect upon the
types of digital medium capitalised by the
company in order to increase the
customer engagement and retain the
same as well.

Digital marketing strategy
• Digital marketing be characterised
as one of the integral component
of marketing communication that
facilitates the utilisation of
internet as well as digital platform
such as laptops, PCs ,mobiles,
tablets, pads etc. in order to
optimise the promotion of the
products and services offered by
the firm within the target market.

CONTINUE
• Digital marketing can considered to be the most valuable and utilised
marketing tool within the global industry.
• The reason for the same can be stated as the effectiveness and
efficiency provided by the same to the business firms in regard with
profit maximisation, productivity, customer engagement, customer
retention, customer reach, international reach, enhanced audience
etc.

COMMUNICATION STRATEGY
• The marketing communication strategy focuses
upon elevating the attention of the consumers
towards the business firm and enhancing their
interest in context to the organisational
products and services.
• In order to maintain consistency in sales and
operations on a global platform as well as in the
domestic market, it is very necessary for
business forms to rely upon a competent and
powerful marketing communication strategy.

CONTRIBUTION OF DIGITAL MARKETING IN
COMMUNICATION STRATEGY OF DEBENHAMS
• Incorporation of digital marketing provides numerous benefits to the
advancements of communication strategy formulated and implemented
Debenhams.
• It is very necessary for the business enterprises to design their digital
marketing strategies in accordance with the latest technological
advancements within the industry so as to lead their communication
operations in the better manner and to increase the performance of the
work operations as well.
• Communication strategy is required to deliver the right vision behind the
marketing operations in order to connect with the consumers and build
the company more relatable.

CONTINUE
• The company also provide the necessary focus on establishing unique
selling proposition within its marketing tactics that can help the company
to differentiate its existing offering from the substitute and the other
competitors within the respective industry.
• The marketing strategies of Debenhams are an amalgamation of various
promotional tools and techniques in the field of digitalisation such as
radio, internet, social media, television, newspaper and other forms of
print media etc.

CONTINUE
• Through the effective capitalisation of marketing communication
strategy, Debenhams aims to facilitate connectivity as well as
communication with individuals globally with the help of online mediums
and channels available digitally within the industry.
• It can be said that Debenhams has taken into consideration a variety of
digital platforms through which it exercises its marketing communication
strategy in an advance and prominent way so as expand its customer
reach in the future run.

360 DEGREE MARKETING
• Debenhams also relies upon 360° marketing in order to lead the
marketing campaigns that have the potential to reach the maximum
number of customers so as to increase the sales and the overall
profitability of the firm to a greater context.

TYPES OF DIGITAL MEDIUMS
• Social media marketing can describe as a tool of marketing that
focuses upon the incorporation of social media platforms such as
Snapchat, Instagram, LinkedIn, Facebook ,Twitter etc. in order to
market the products and services delivered by the company to their
respective target customers.
• Debenhams also incorporates content marketing within its
marketing tactics. Content marketing involves creation of attractive
and interesting content such as videos featuring celebrities and
influencers, new concepts, articles, debates et cetera in order to
capture the interest of the individual towards the business activities
and engage the same within the content.

CONTINUE
• Email marketing is a form of digital marketing tool that involves sending
emails related to companies policies, discounts and bonuses to the
customers, new modifications and specification, launch of new products
and services, etc. in order to communicate in a consistent manner with
the customer.
• Search Engine optimisation is one of the most popular tools of marketing
available within the digital industry. The idea behind this concept is to
increase the search for the company’s products and offerings by ensuring
that the website or the article related to the business firm is illustrated
among the top results on the search engine.

MEASUREMENT OF EFFECTIVENESS
Ranking Digital Mediums utilized by Debenhams
1 Social media marketing
2 Search engine optimisation
3 Content marketing
4 Email Marketing

Summary
• From the above discussion, it can be summarised that digital marketing is one of the
biggest reforms that has ever taken place within the field of marketing and
operations. It has changed the entire scenario for marketing and has open new doors
for opportunity and growth in the business environment.
• Technology has played a prominent and vital role in the success of digital industry
and its contribution in raising the standard of marketing. It can be stated that
Debenhams has facilitated and optimised upon the right set of marketing tools and
digital strategies in order to capture an high percentage of market share within its
respective industry.

References
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Dynamics, 8(3), pp.217-229.
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