Digital Marketing in Communication Strategy: Campaign Analysis Report

This report delves into the critical role of digital marketing within contemporary communication strategies. It defines digital marketing and its channels, emphasizing its advantages over traditional methods. The report then explores digital communication strategies, highlighting the impact of technology on business-consumer interactions and the prominence of social media. A significant portion of the report reviews digital marketing campaigns of Sainsbury's and Morrison's, analyzing their strategies, promotional mixes, and the effectiveness of their social media presence, including metrics like followers, interactions, and shares. The conclusion underscores the importance of effective marketing for customer reach, brand awareness, and customer engagement in the digital age. The report references several academic sources, providing a comprehensive overview of the subject.

Use of digital marketing in a
specific communications
strategy

 Introduction
 Digital marketing strategy
 Digital communication strategy
 Review of digital marketing campaigns
 Promotional and marketing mix
 Ranking social media campaigns by their effectiveness
 Conclusion
 References
Table of Contents

Digital marketing strategy is an essential element of
communication strategy in the current corporate world. This is
because widespread adoption of digital technology due to
global increase in internet usage has completely changed
communication between business firms and consumers. The
digital world is highly stimulating and provides consumers
large amount of content.
Introduction

Digital marketing is defined as the
process of using digital channels to
attain promotional objectives of the
company. Business firms all over
the globe are using digital
marketing channels not only
because of the increasing influence
of digital platforms on consumer
behaviour but also the various
benefits of digital marketing
channels in comparison to
traditional marketing channels.
Digital marketing strategy

Apart from this, Search Engine
Optimisation, Pay per click marketing,
email marketing, content marketing and
mobile marketing are other types of
marketing channel which are part of the
marketing strategy of a business firm. This
includes communicating consumers,
promoting business products, building
brand personality and generate brand
awareness
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The digital communication strategy focuses on usage of
digital tools to effectively communicate with the consumer.
Digital technology has impacted the way in which business
firms communicate with the consumers. Every aspect of
the communication which includes personal selling, direct
selling public relations, advertising and sales promotion are
affected by the introduction of digital technology in the
communication sphere of business firms. Digital
technology has improved corporate consumer relationship
and interaction quality by large amount.
Digital communication strategy

This has transformed
communication approach of
business firms to become more
direct and personalised. Social
media is one of the primary
digital too used by business firms
to communicate with their
consumers. Social media enables
the firms to be creative with their
messaging and formulate more
emotional connection with their
consumers.
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Brand 1: Sainsbury’s
Sainsbury’s is the second
largest retail brand in UK. The firm
created a digital marketing campaign
for Christmas in order to attain high
sales during the Holiday Period. The
main digital marketing channel used
by the company is social media
platform of YouTube and Twitter.
The main content off this campaign
were three advertisement videos.
Review of digital marketing
campaigns

Brand 2: Morison’s
Morrison’s is British
retail organisation which faces
heavy competition from
national as well as
international retail firms in
UK. The company developed
Morrison’s Makes It as a part
of their digital marketing
strategy.
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At Sainsbury the promotional strategy of the company is
inclined with the development of the process which
fascinate organisation to connect with their target
audience. Moreover, marketing mix is a set of components
that a company uses to improve its product and services in
the marketplace. Sainsbury is a chain of supermarkets that
runs with its own label with 30000 plus product lines
Promotional and marketing mix

 BRAND 1 Sainsbury
 Awareness- Sainsbury increasing the
brand awareness with the help of social
media, pay per click and magzines.
 Followers- 1.7 million follower
 Interaction per post- 2110 interaction
per post
 Share and comments on average per
post- 598 comments and 325 shares as
per post on average,
Ranking social media campaigns by their effectiveness

 BRAND 2 Morrison
 Awareness: Through Twitter ,
pop-up ads and so on.
 Followers: 32.2 Million
 Retweet/ interests: Approx.
234,863
 Shares: Above 32k
 Replies and Response:
Consistent
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