MKG203 - Digital Marketing Communication: Strategy, Planning & Mix

This report defines digital marketing communications (DMC) and explores its role in marketing strategy, contrasting it with traditional marketing methods. It highlights three major roles of digital marketing: building a better brand experience, enhancing public relations, and increasing the number of clients. The report also demonstrates an understanding of the DMC environment, focusing on social media marketing, opt-in email marketing, display advertising, and online PR, and applies these to marketing planning. Finally, it identifies the DMC mix, including email marketing, search engine optimization, pay-per-click advertising, social media, online advertising, affiliate marketing, text messaging, blogging, and viral marketing, and discusses their application in marketing management and planning.

Running Head: DIGITAL MARKETING COMMUNICATION
DIGITAL MARKETING COMMUNICATION
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DIGITAL MARKETING COMMUNICATION
Digital marketing communications (DMC) and its role in marketing strategy
Digital marketing communications is an improved way of marketing communication
compared to the traditional marketing communications. The traditional marketing
communication include public relation, personal selling, sales promotion, advertising and
many other ways. Digital marketing communication involves this methods but tend to
perform the methods using digital tools such as use of social media, websites, opt-in mail
marketing, display advertising digital PR and search engine optimization (Friesner,
2018).
The Role of Digital Marketing Communication
Digital Marketing Communication plays a great role in the marketing strategy today.
Mainly Digital marketing has three major roles. This roles include building a better brand
experience, enhancing the PR and increasing the number of clients in an organization.
1) Building a better brand
The brand experience is the product or services an organization offers to its
customers with a label. There are a number of items that customers can term as a
brand experience. They may be events, products, services and many more. Digital
marketing communication will revolve around creating awareness on brand’s
promise. A perfect marketing strategy will achieve the link between the products,
services and the customers. The interaction to the customers is very important as
it creates an emotional connection between the company and the product
consumers or the people receiving the services. Having a positive brand
experience is the optimal goal for every company.
2) Boosting the PR
PR is an online marketing strategy that is used to increase the online presence.
The digital PR agencies include bloggers, influences and vloggers among others.
The PR agencies tend to send high quality back links and many improve the SEO
of a website of a certain organization. Digital PR has many benefit to a company.
It tends to improve the SEO and the ranking. It also boosts the website traffic. The
higher the SEO rating then, more traffic will go to the company’s website. Digital
PR helps in building brand trust. This is achieved by ensuring the customers see

DIGITAL MARKETING COMMUNICATION
the good things where they search for the company online. When accompany
creates engaging content and secures the positive and impartial reviews, then that
will nature the brand image over time. Finally digital PR will lead to an increase
in sale thus increasing the revenue in a business.
3) Increasing Customer
Digital marketing tends to increase the traffic in a company’s website. This is
achievable by implementing reliable customer service platform, having an
effective website and implementing search engine optimization on a website. An
effective website is a key element in promoting a business. In case a customer
requires any help customer service should be reliable. Effective customer service
platforms could be effective live chat on the websites, efficient email responding
and making direct calls to customer. These factors tends to improve the customers
relationships thus increasing the number of customers.
Demonstrate an understanding of the DMC environment and apply it to marketing
planning.
Social media marketing is the media platform for digital marketing communication.
Social networks include Facebook, Instagram, LinkedIn, Twitter and many more. An
organization is likely to meet most potential customers in these networks. Marketing
products and services on this network could attract many potential customer diversely.
An advertiser can focus to over 1 billion people on a network such as Facebook. The
platform offer paid and organic searches. The paid search tend to reach more potential
customers. Opt-in e-mail marketing is another mode of digital marketing. Clients can opt
to subscribe to newsletter, where they will update with the latest products, offers or
discounts offered by the advertising organization. The customer subscribe with their
consent. This is also known as permission marketing. Display advertising involves the
advertisement seen when one visit various sites. Usually the sites with much traffic are
used in advertising. This may attract potential clients to visit the advertiser’s website.
AdSense and affiliates are used in display advertising. The owners of the site get paid by
the number of click per add. Online PR is also another digital marketing strategy that is
used by most organizations. Digital PR enhances a positive perception of a business. This

DIGITAL MARKETING COMMUNICATION
involves having positive blogs, Facebook share, re-tweet. When there is a positive view
of an organization by the world, then the organization build trust with potential customers
and this will attract more customers to buy the products and services.
The marketing plan is very essential in apply the digital marketing communication
environment. First, a company should understand the goals. This may sound so simple
but most people take it lightly and end up failing in the digital marketing communication
strategies integrated in the company. The digital marketing plan should be designed to
save the costs used in the traditional marketing communication strategies. Secondly, the
company should know the targeted audience. A company should focus on a certain
audience but not focus on the entire group, of which a majority has no probability of
using certain product. Most companied tend to focus on the wrong group, putting much
effort on advertising that will not bring any impact to the business. Finally, an
organization should know the marketing strategies that are available and understand how
to use the properly to make maximum benefit of the digital marketing strategies.
Identify the DMC mix and its application in marketing management and planning
The digital marketing communication mix include the elements of the digital marketing.
They include: email marketing, search engine optimization, pay per click, social media,
online advertising, affiliate marketing, text messaging, blogging and viral marketing (Mix
& Shetty, 2018).
1. Email Marketing
This is one of the main form of digital marketing. It involves database marketing.
Usually, delivery is personalized and the email messages are targeted at the right time.
This method is done depending on the individualized buying patterns.
2. Pay per Click (PPC).
The paid search and pay-per-click manages paid adverts. The paid adverts are placed
above and are not as costly as the traditional marketing strategies.
3. Search Engine Optimization

DIGITAL MARKETING COMMUNICATION
SEO increases the websites ranking on the search engines. This is achievable by
integrating SEO tools such as Yoast on the website. The techniques involves the use of
keywords and the number of keywords used in the SEO tools.
4. Social Media
The use of social media channel is a major platform used in DMC. The social media
channel include: Facebook, Twitter, Pinterest, Instagram and others. A company should
understand the target audience and use the social media channels appropriate in order to
get good results. The social media channels tend to improve the brand awareness,
improved customer service and companies gain creativity.
5. Affiliate marketing
Affiliate marketing is similar to online marketing. The website hosting the advert is
recompensed when the sale in made on the company’s website. Brands tend to negotiate
with affiliates in order to provide the best possible promotion and ensure the profit
margins are high.
6. Text messaging
Text messaging has improved in the creating awareness of certain brands. However
companies should take caution not to be marked a spammers. As this could ruin the PR of
a brand.
7. Blogging
Blogging is one of the main channels used in DMC. A good blog on a certain product or
company tends to increase traffic to a company’s website and this leads to an increase in
sales. A companies should use blogging agents in marketing their products.
8. Viral marketing
Viral marketing involves the combination of many elements in the marketing mix. This
involves blogging, email marketing, text messaging and use of the social media channels.

DIGITAL MARKETING COMMUNICATION
References
Friesner, V. (2018). Digital Marketing Communications. Retrieved from
http://www.marketingteacher.com/digital-marketing-communications/
Mix, G., & Shetty, A. (2018). Guide: The Digital Communication Mix. Retrieved from
http://digitalmarketingmagazine.co.uk/articles/guide-on-the-digital-communication-mix/
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