Digital Marketing Strategies: Communications, Brands & Social Media

This report examines the use of digital marketing within specific communication strategies, focusing on how organizations leverage internet technology and digital channels to reach consumers. It defines digital marketing strategy as a course of action to achieve marketing goals, emphasizing the importance of setting objectives and executing campaigns. The report reviews digital communication strategies, highlighting the importance of messaging and brand recognition, using Zara and Tesco as examples to illustrate promotional and marketing mix (4 Ps) elements. It also analyzes social media measures, including awareness, followers, likes, shares, responses, and engagement, to rank the brands' effectiveness. The conclusion emphasizes the importance of digital marketing for reaching large audiences, increasing brand recognition, and gaining a competitive advantage, supported by a list of references.