Digital Marketing Strategies: Brand Review, Promotional Mix & Ranking

This report provides a comprehensive overview of digital marketing strategies, focusing on digital communication, brand review, and the promotional mix. It analyzes the digital marketing approaches of two major brands, Dove and Apple, examining their target customers, communication goals, and promotional activities. The report assesses the effectiveness of their chosen media and their social media ranking, considering factors like followers, likes, shares, responses, and engagement. It concludes that digital marketing strategies are crucial for global reach and emphasizes the importance of measuring the effectiveness of digital media to ensure it benefits the company. The report also highlights the need for concise and attractive messaging in digital communications. Desklib provides this solved assignment and many other resources for students.

Practical Digital
Marketing

Table Of Contents
 Introduction
 Digital marketing strategies
 Digital communication strategies
 Digital marketing review
 Promotional and marketing mix
 Effectiveness and ranking the brand on social media
 Conclusion
 References

INTRODUCTION
 Digitalization consist of that process which is
adopted by many companies to expand their
business through advertising their brands and
products on social media or any digital content. It is
beneficial for company to gain more customers at
global level and understand their existing market
appropriately. Digitalization help companies to
increase their productivity and profitability.

Digital Marketing Strategies
 Digital marketing strategies
are those plans and actions
which is used by various
companies to achieve their
marketing goal through online
communication with
customers.

Digital Communication Strategies
 Communication is one of the most important
factor which help the companies to understand
their targeted market and increase the brand
awareness among customers. When
communication is done through digital medium
then it is called digital communication.

Digital marketing review
 Brand 1- Dove
Dove is an multinational brand owned by Unilever. It basically sell personal care
products such as soaps, shampoo, body lotion and many others. Dove uses many
digital campaign strategies to attract their customers. They supposed to use paid
advertisements, social media, TVC and many others. Their message which they
communicate their targeted audience is that beauty 'Everyday Moisture is the key to
beautiful skin' which they convey with their different digital mediums.

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 Example 1- Dove
 Target customers- The main targeted customers of Dove are women who are active online. They
targeted the women of 18-35 year of age who prefer to purchase natural and healthy beauty products.
 The goals- The main objective of communication which they want to convey is that the
young girls and women must make a positive relationship with beauty by having confidence among
them self. They convey their goal to encourage the girls and women to reach their dreams through
digital medium like social media, TV ads and many others.

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 Example 2- Apple
 Target customers- Their main targeted customers are those who pay extra for technology products and mainly focus
on advance and modern functioning and designs. Their target age group of 18-45 year of customers in both gender
male as well as female. They also targeted high income customers and that's why their products are high in prices.
 The goals- The main objective of Apple is to capture a large market by conveying good and attractive
communication strategies. Their goal is to increase their selling activities by gaining the customers attention toward
their modern digital products.

Promotional and marketing mix
 Product- Dove is the company which are selling beauty products like soap, shampoo, cream
and many others. Their products specially soap makes the skin softer which is the main reason
for their customers to purchase it. They recently introduce Dove deodorants and keep on
working to develop their product portfolio. On the other hand, Apple focuses to sell
technology products like mobile phone, iPad, digital watches, Laptop and many others. The
software of their devices are unique and attractive for their users which is the biggest reason to
use their products by their customers.

Effectiveness and ranking the brands on
social media
Dove Apple
Awareness Dove basically aware their customers by
advertising their products on TV ads,
newspaper ads, social media ads and
many others.
Apple aware their new product by social
media sites such as Twitter, Instagram
and few others.
Followers 5M 13M
Likes/ Interest 18K 4 M
Shares 50K 1.3M

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Responses and feedbacks Their customers are satisfied with their
products and demanded to have extra product
portfolio. Dove also handle negative
feedback by their polite reply to customers
and ensure that customers will not face the
same issue next time.
Apple is having positive feedback and in case
they receive negative feedback then they
update their devices on the demand of their
customers.
Track engagement Medium High
Turnover 5.1 M US dollar 81.4 B US dollar

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Effectiveness of chosen media It is highly effective as its helping the
company to aware more customers and get to
know about the market about their needs and
wants.
It is also considered as highly effective to
aware their customers about new product
launch date and book their purchases earlier
to develop interest among customers.