Digital Marketing Communication Strategy: Examples and Analysis Report

This report delves into the realm of digital marketing and its pivotal role within communication strategies. It defines digital marketing and communication strategy, highlighting the effectiveness of online advertising through various technological devices and the internet. The report emphasizes the importance of Social Media Marketing (SMM) in reaching today's digitally-engaged audiences, citing its rapid spread of information. It then provides an in-depth analysis of real-world examples, specifically examining the digital marketing campaigns of Nike and Sainsbury. The report evaluates how these companies leverage SMM, including Facebook Messenger and AI technology, to engage customers and promote products. The contribution of each example to communication strategy is assessed, emphasizing communication goals, plans, target audiences, and channels. Finally, the report ranks the effectiveness of each campaign, concluding that Nike's use of advanced technology and AI gives it a competitive edge over Sainsbury, though both companies demonstrate effective SMM strategies. The report concludes that digital marketing and communication strategies are vital for business success.

Digital Marketing

INTRODUCTION
Marketing can be defined as the advertising, promoting,
selling and buying of goods and services. Digital
marketing can be defined as the online advertising using
technical devices and internet connections with an
organization. Communication strategy can be defined as
the communicating with a large group of customers
regarding promoting and selling the products to them
(Chaffey and Ellis-Chadwick, 2019). The following discussions
are made on how the digital marketing can be used in
communication strategy, evaluating real time examples of it,
how examples contributes the company in communication
strategy, ranking of examples in terms of effectiveness on using
using the social media measures and proper findings and
conclusion.

How digital marketing can be used
in a communications strategy
Digital marketing is effectively used in a communication
strategy because it consist various measures to adopt such
strategies like the use of social media marketing. SMM is an
efficient way that can be used in communication strategy
because today's generation are more on virtual world rather
than physical world and they are more involve in social sites
like Facebook, Instagram, Twitter, YouTube and many more
sites in which any news related to any topic spreads like fire in
a forest. Thereby, online marketing through SMM is
considered a very fast way of promoting and selling the
products in a market place (Camilleri, 2018).

Conti..
Communication strategy has proven effective in terms of
digital marketing because it helps the company in
communicating with their customers in a more potential
way with an instant feedback and results from the customers
in an immediate mode. Moreover, organization can
communicate to the wider range of customers globally or
internationally thereby expansion of a business is more easy
as compared to the traditional marketing and moreover, it is
cost effective way of marketing and communication with
the customers. Therefore, digital marketing can be more
easily used in it's communication strategy of an
organization.

Reviewing the digital marketing
examples
One of the example taken of the company Nike, it's digital
marketing strategy is effective in terms of promoting it's
product as they have collaborated with the Facebook
messenger app or site where people generally use for chatting
and sharing text messages to different people. So Nike has
chosen the artificial intelligence technology to promote their
shoes, snickers and many other products according to the
interest of the people so that they open up the site and review
their more products for purchasing. Therefore, they have used
the social site for digital marketing in a very effective way
using advanced technology for the customers and for an
organization as well (Chaffey and Smith, 2017).

Conti...
Another example taken of the company is Sainsbury, it's
digital marketing strategy is efficient in terms of promoting
it's products as they started the campaign on Facebook,
Instagram, Twitter and YouTube channels from the name of
#FoodDancing activity, which depicts that the food they are
offering are fresh and healthy at reasonable prices, so that
more and more customers could get attracted towards
purchasing the food items for the company. Therefore,
digital marketing strategy of the company has targeted the
specific audiences who believes that they will definitely get
convinced with their marketing strategy and proved an
efficiency in promoting and using of the SMM by an
organization.

Contribution of examples in
communications strategy
There is a great contribution of communication strategy in digital
marketing in an organization as Nike has wisely achieved two major
components of communication strategy that are communication goals
and communication plan. Their social media marketing strategy helped
them in making goals that how and in how much time and how many
customers they can target. Also it supported the firm in making the plan
of marketing that how they can use technology to reach wide range of
customers. Sainsbury has also wisely achieved two another major
components of communication strategy that are target audiences and
target channels. They have mainly focused on some part of the market
that means they have targeted the market and customers for their
promotion as they were knowing that who will take interest and who
will not by advertising on four most used social sites in the world that
are Facebook, Instagram, Twitter and YouTube (Bala and Verma,
2018).

Ranking the examples in order of
effectiveness, utilising the social media
measures
Two examples are reviewed in the report and both has used their social
media marketing measures effectively but there is a difference that
who has used the technique most efficiently and potentially in terms of
promoting and selling their products via digital marketing. Therefore,
if compared both Nike and Sainsbury, the most effective digital
marketing campaign is of Nike because Nike has used the advanced
technology in promoting the products by collaborating with the
Facebook which is considered the most efficient step by the company
and moreover using artificial intelligence is another reason that why it
is ranked more than Sainsbury. Sainsbury is also effective in terms of
using SMM but after comparison Nike is considered the most effective
one (Minculete and Olar, 2018).

CONCLUSION
It is concluded that digital marketing is a necessary concept
to learn about in a business world for better marketing
strategy in an organization. Communication strategy is
another important concept for the company for better
spreading awareness of the goods and services in a market.
It is significant to analyse the relationship between the
digital marketing and communication strategy, to examine
the digital marketing examples in real time, to identify the
contribution of examples in communication strategy and to
determine the ranking of examples in order of their
effectiveness in social media measures. Hence, this report
covers all such areas for better understanding and
observation of digital marketing.

References
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing,
tourism economics and the airline product (pp. 85-103). Springer, Cham.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital
marketing. In International conference Knowledge-based organization (Vol. 24,
No. 2, pp. 63-69). Sciendo.

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