Communication Strategies: Starbucks, DiGiorno, and Digital Marketing

This report delves into the realm of digital marketing, defining its core activities and showcasing its various channels like websites, social media, and mobile applications. It reviews examples of digital marketing platforms such as Twitter, Facebook, Instagram, and YouTube, highlighting their roles in connecting with consumers. The report then analyzes the communication strategies employed by Starbucks and Delivery DiGiorno, examining how social media campaigns, including hashtags and promotional tactics, have contributed to their marketing success. It explores the promotional aspects of the marketing mix within the digital landscape, emphasizing the importance of building relationships, tracking trends, and achieving a competitive edge. The report concludes by ranking the effectiveness of platforms like Twitter and YouTube in achieving marketing goals and summarizing the key benefits of digital marketing in today's business environment.

Marketing in a
specific
communication
strategy

Contents
Definition of Digital Marketing
Review of Digital Marketing examples
How social media campaigning helped communication strategy for Starbucks
How Twitter helped in communication strategy for Delivery DiGiorno
Promotional aspects of Marketing mix
Ranking
Summary
References

Definition of Digital
Marketing
Digital marketing mean set of those activities that an organisation undertakes to communicate
with customers for maximum outreach in order to make them aware about quality and benefits
of their products and services through online channels (Corniani, M., 2006).
Digital marketing includes channels like websites, emails, social media, mobile applications,
messaging applications, gaming apps or websites etc.

Review of Digital Marketing
examples
Twitter
Twitter is an online social media site which have users worldwide. The site provides it users to
post their opinions, activities, photos/ videos/ blogs/ articles through tweets and also follow the
trending tweets and news in the world, opt to message others, celebrities, brands, companies,
organisations or associations can create an official page to accommodate many users altogether.

Review of Digital Marketing
examples
Facebook
Facebook is another social media site which helps people across seas to connect with each
other, shares activities, photos, thoughts and exchange messages. Facebook messenger is an
application developed by Facebook for chatting, sharing photos and videos, and make video calls
with connected. In its business expansion policy, Facebook took over other popular digital
platforms like WhatsApp and Instagram, and processed integrations(Stokes, R., 2013).

Review of Digital Marketing
examples
Instagram
Instagram is a digital application in social media, owned by Facebook since 2012. the application
became frequently popular among its users and acquisition by Facebook worked as an icing on
the cake. Like every other social media platform.

Review of Digital Marketing
examples
YouTube
Youtube is credited to bring digital revolution in the world. This platform is widely popular
among users as the best video platform. Videos of various categories can be uploaded on the
website after creating a channel on Youtube.

How Social media contributed to the
communication strategy for Starbucks
The campaign helped Starbucks in the following ways:
Hashtag got widely trending on social media.
Generated popularity of brand in new sets of consumers.
Touched emotional aspects of people.
Showed Starbucks' social accountability.
Widened the targeted marketplaces.
Helped raising funds for Mermaids to help Third gender population.
Knowing about perception of consumers. To diversify their services if necessary.
The digital marketing strategy on social media, with a clear and simple hashtag and touching a
politically sensitive issue had proven very impactful of the Starbucks.

How Social media contributed to the
communication strategy for Delivery
DiGiorno
New consumers came to know about the brand and nature of services it provides.
Using a food commodity as a part of campaign also proved benefiting.
The campaign catered 55.3 million impressions from this campaign, that marks the success of
campaigning.
Also Delivery DiGiorno asked for inputs from customers according to their curiosities and
responded accordingly.
Actual delivery of pizzas to consumers signified the authentication of campaign.
The campaign had an combination of organic interests and promoted tweets.
Developed relations with Twitter as a campaign partner in future.

Promotional aspects of
Marketing Mix
Digital platforms can be used for communicating ends of the products to the consumers.
Digital platforms can be used to wide outreach of business.
Digital platforms can be used for developing good relations with consumers.
Digital platforms can be used to know about changing preferences and inclinations of consumers.
Digital platforms can be used track performance and strategies of competitors.
Digital platforms can be used to achieve competitive edge.
Digital platforms can be used for personal selling.
Digital platforms can be used for direct marketing of products and services with technological enhancements.
Through Digital marketing a business can build long term relations with social media platforms.
Digital platforms helps businesses to follow new orders, trends and developments in the industry.

Ranking
Ranking of Twitter
Twitter helps in following ways:
Widen the consumer base.
Establish direct contact with users.
Generate awareness of new information and value additions among consumers.
Ranking of Youtube
Achieve efficiency in advertising.
Present products in video formats.
Offer additional informations.
Provide reviews of users.
Attract more range of consumers.

Summary
Digital marketing is a more quicker efficient way to reach out to customers.
Provide better ways to develop direct and long term relations with customers.
Help in following the trends and developments in market.
Helps in achieving good competitive edge and making products and service more compatible.
(O’Connor, B., 2015)
Effective ways of presentation of products and services with new technology and in structured
and concise manner.