Analysis of Digital Marketing in Specific Communication Strategy

This report examines the application of digital marketing strategies within specific communication frameworks. It begins with an introduction to marketing and digital marketing, highlighting the use of online platforms like social media for promoting goods and services. The report then provides a review of digital marketing, with a focus on Twitter and Instagram. It explores the contributions of these platforms to communication strategies, using the Girls Scout and Starbucks as examples. The analysis includes a comparison of Twitter and Instagram in terms of their marketing efficiency. The report concludes by summarizing the importance of digital marketing for modern businesses. References from established academic sources are included to support the presented information.

3006
Use of digital marketing in a
specific communications strategy

Table of contents
• Introduction
• Digital marketing
• review of digital marketing example
• How twitter has contributed in communication strategy for Girls
Scout
• How Instagram has contributed in communication strategy for
Starbucks
• Ranking of twitter and Instagram in terms of efficiency
• Conclusion
• References

Introduction
The Marketing is defined as the activity
which is undertaken by the company to
communicate and promote its offering to
the people. It includes selling
advertisement and delivering the product
to the consumers or other companies. it
is a set of activities, institutions and
process which is used to create,
communicate, delivered and exchange
the offering which have value for clients,
customers, society and partners.

Digital marketing
Digital marketing can be defined as the act of
communicating, promoting and selling the goods and services
by leveraging the online marketing strategies or tactics like
search marketing, social media marketing, email marketing
etc. It is a component of marketing which mainly makes
utilization of Internet and the online based technologies like
mobile phones, desktop computers and many other digital
media platforms with the sole motive of promoting the goods
and services

Review of digital marketing example
Nowadays digital technology has
seen a rapid increase in its usage
whereby the organizations deploy
digital technologies of marketing in
their system. Social media has been
in the center as people are very
active on this platform. Social
media marketing is designed to use
the platforms and websites of social
media in order to promote the
offering of the company

Twitter
From a study conducted, it was concluded
that there are 145 million active users on
the Twitter on daily basis. It is considered
as the gold mine of opportunities and
customer insights which can help in
building the brand, win fans and drive the
sales. it is intimidated as the fast paced
network which involves creating,
distributing and publishing the content for
the audience, purchaser personas and
followers by the social media platform.

Instagram
Instagram is considered as one of the most
effective social media marketing tool as it
has millions of people who are actively
engaged on daily basis on this platform.
The marketing on this platform is worth it
as it does not provide the brand with an
additional channel in order to attract with
audience but it has allowed many
businesses to have direct purchase from
this platform. It is considered as one of the
great platform for showcasing the images,
videos and promotion of products.

How twitter has contributed in
communication strategy for Girls Scout
Girls Scout is the youth
organization in the USA which is
established for the girls in USA
and the one who are living
abroad. It is aimed to prepare the
girls to promote courage,
compassion, leadership,
confidence and active citizenship
by the activities such as
community service, campaign,
etc.

How Instagram has contributed in
communication strategy for Starbucks
Starbucks is a multinational
company which deals in
coffee houses. It uses
Instagram for making
communication with the
customers. It has 18 millions
followers on the Instagram. It
promotes its products by using
videos and pictures so that the
customers can get the real
insight of the offering which is
makes.

Ranking of twitter and Instagram in terms of
efficiency
Both Instagram and Twitter has its
own benefits and existence in the
social media world. On one side
Twitter offers only 140 word limit
to create a content on its platform
while there is no such character
limit in the Instagram which
provides the customer with
immense opportunity to create a
creative content for its users.

Conclusion
It is concluded from the above PPT that marketing is
considered as an essential activity to promote the product and
services to the audience. In the digitalization world, the digital
marketing has seen a rapid growth as brands are using
continuous digital marketing platforms in order to promote
their offering. Instagram and Twitter are considered as the top
most social media marketing platform which are used by the
companies to build a communication.

References
• Kannan, P.K., 2017. Digital marketing: A framework, review
and research agenda. International Journal of Research in
Marketing, 34(1), pp.22-45.
• Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing.
Pearson UK.
• Hanlon, A., 2018. Digital marketing: Strategic planning &
integration. Sage.