BMP3006: Analysis of Digital Marketing in Communication Strategies

This presentation examines the application of digital marketing strategies within communication frameworks, specifically focusing on the contributions of Twitter and Facebook to promotional aspects of the marketing mix. It begins with an introduction to digital marketing and its strategic importance for businesses aiming to promote goods and services effectively. The presentation then reviews examples from Burberry and Tesco, illustrating how these companies leverage Twitter and Facebook to engage customers, build brand awareness, and drive sales. The analysis delves into the promotional aspects of the marketing mix, highlighting how social media platforms facilitate direct customer interaction, content sharing, and targeted advertising. It also includes a ranking of Twitter and Facebook based on their effectiveness, supported by current studies and real-world examples. The conclusion emphasizes the significance of digital marketing in enhancing customer engagement and increasing profitability. The presentation cites relevant academic references to support its arguments.

Use of digital marketing
in a specific
communications strategy

Table of content
 Introduction
 Digital marketing strategy
 Review the digital marketing examples
 Example 1 How twitter contributed towards communication strategy for Burberry ads
 Twitter and the promotional aspects of marketing mix
 Example 2 How Facebook contributed towards the communication strategy for Tesco ads
 Facebook and The promotional aspects of marketing mix
 Ranking of Twitter and Facebook
 Current studies on digital marketing strategies
 Conclusion
 References

Introduction
 Digital marketing is a term which is used by marketing
management of the company or organisation. It is used for
promoting of the goods and services sold by organisations in
effective manner. As there is a marketing of the products and
services through digital platforms. These digital platforms could be
search engine optimisations, social media websites etc. the
products and services are being advertise through social media
advertisements

Digital marketing strategy
 Digital marketing strategy is referring to the efforts made by company or organisation in promoting and
marketing of their products and services in effective manner and this results in increasing of the company
profits. This is done through digital marketing platforms such as a social media marketing, search engine
optimisation, direct selling and email marketing etc. Digital marketing strategy are the actions which are
made by company in order to achieve their goals and objectives. Above discussed are the some of the
components of digital marketing strategy and this results in enhancing of the customer towards their
brands and their products and services.

Review the digital marketing examples
 Digital marketing strategy is very much important for every
company and it helps in increasing of the enhancement of the
customer base. This can be done through social media strategy.
 Twitter: Twitter is the social communication tool which is used
by the organisations in contacting with the customers and
making updates by the company.

Cont..
 Facebook: This is another social site platform in which company uploads many of the pictures and other
events in the company so that they could attract customer towards their products and services. They can also
follow the person who they like. And this is a platform in which people can comment like and share the posts
and pictures.

How twitter contributed towards communication
strategy for Burberry ads
 Twitter is considered as one of the biggest platforms of the
world. As it consists of lot of tweets and comments which
involves users together and helps the organisations in bring
customer towards their products and services. In context with
the Burberry ads, this organisation is a British luxury fashion
house which has a headquarter in London. Company is doing
their promotion though twitter in very effective manner. They
promote their products and services which is of use to the
customer through twitter.

Twitter and the promotional aspects of marketing
mix
 Twitter is used as the promotional aspect for the marketing
mix. Twitter helps organisation in promoting and marketing
of the products and services. So, twitter handle will help the
company in getting engaging with the customers and other
users who are twitting in the website and company post.
Company makes promotion of their products in order to
make brand promotion through twitter. So, twitter help the
customers in getting engaging with the company and to
make tweets and give ranking of their products

How Facebook contributed towards the
communication strategy for Tesco ads
 Facebook is also considered as a the one of the biggest
social media platforms used by many of the organisations
in order to promote their product. Asa this platform used
effectively by Tesco, company has made a Facebook page
and this helps in increasing of their customer base. In that
there they post many of the picture and videos and do
their campaigns related to their products. As the time of
occasions, company provide many of the discounts and
offers so this attracts customers.

Facebook and The promotional aspects of
marketing mix
 Facebook is considered as a best promotional aspect of the marketing mix. This will help the
customers in getting aware about the company products. As Tesco is a supermarket store which
consist of variety of products and services. So, this brings customer towards their brand and they also
offer discounts at the time of occasions and festivals which everything will be updated on the
Facebook page and this provides all details about the company and its products.

Ranking of Twitter and Facebook
 Twitter: Twitter is having highest number of followers and following. Because it consists of various
tweets which is created by many numbers of uses. Then on those tweets there can be retweets and if there
are many retweets then this becomes most famous. Company is reaching over 69 million users. In todays,
era, twitter is mostly working in an effective manner and this consist of many numbers of tweets and
retweets.

Cont..
 Facebook: Facebooks is declared as one of the biggest online social media and social networking
service. This is used by many of the organisation in creating of their page and this results in increasing
number of their followers and likes and comments (Salom, 2021). In Facebook, user can share, like
and comments on the page or post which they are feeling suitable.

Current studies on digital marketing strategies
 Currently both of the company are suing twitter and Facebook page in promoting
tehri products and services. Burberry is having 527 tweets and there are any
number of followers also on their page and their post. Tesco is using Facebook
page to promote their products and their brand.

Conclusion
 From the above presentation it is concluded that company uses various types of social media strategies
and communicating strategy in order to gather customer and attract them towards their products and
services. Twitter and Facebook are one of the biggest platforms of digital marketing and this helps the
organisation in being engaging with the customer and making promoting their products to them. It can
be concluded that it will help the company in increasing their customer base and their profitability both.

References
 Ferreira, M.M., 2020. Business Plan for a Digital Marketing Agency:“M4 Design” (Doctoral
dissertation).
 Hasanah, U. and Kurnia, E., 2020, January. Marketing Strategy By Rice Craps As A Culinary Tourism In
Digital Era In Economic Development Creative Based Local Wisdom. In Proceeding International
Seminar of Islamic Studies (Vol. 1, No. 1, pp. 51-54).
 Kayumovich, K.O., 2020. Digital marketing strategy and tourism. Proceeding of The ICECRS, 6.

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