Evaluating Digital Marketing in Communications Strategy: Apple & M&S

This essay explores the use of digital marketing within the communication strategies of Apple Inc. and Marks & Spencer. It reviews specific digital marketing examples employed by both companies, analyzing how these contribute to their overall communication strategies, particularly focusing on the promotional aspect of the marketing mix. The effectiveness of each example is evaluated and ranked, utilizing social media measures to determine their impact. The essay concludes by highlighting the importance of adopting digital communication strategies in today's technologically driven world, emphasizing the need for businesses to identify the most valuable digital sources for their specific industry and business type, as demonstrated by the approaches of Apple and Marks & Spencer.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
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Assessment Submission
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Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective organisations, as
part of the promotional aspect of the marketing mix.
a. example 1
b. example 2
c. promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION AND DM
Digital marketing refers to the practice of advertising
through digital channels such as search engines, website,
social media etc. it is important to first set the target
audience and then decide which digital platform will be
suitable for the business organisation. The various
platforms are website, social media, television,
advertisement etc. As the world is highly reliable on the
technology this aspect has been becoming more serious
for the business organisations(Arni and Laddha, 2017).

WHAT IS DIGITAL MARKETING
STRATEGY?
It is the plan of connecting with people across online channels
to reach specific goals of the business organisation. This
involves launching social media campaigns, banners,
advertisements etc. The businesses introduce the digital
communication to generate awareness, build a brand, improve
customer experience, delivering customer service etc. To plan it
involves making an itinerary to ensure that the company makes
the most out of the time and budget When a business
organisation stats to develop a digital marketing plan the
marketer start thinking for every aspect and this motivates to
learn more.

DIGITAL COMMUNICATION STRATEGY
• It is a process of connecting with people through online channels.
• Identifying the business goals- The start of the digital communication strategy begins with determining the
objectives of the business organisation. It involves growing the brand awareness through digital platforms.
• Gain insight into the target audience- The second step involves identifying who is target audience and according
to that the business organisation can choose the digital platform. For example if the target audience is youth hen
the use of social media is a better option for it.

REVIEW THE DIGITAL
MARKETING EXAMPLES .
Brand 1--------Apple
Brand 2- -------Marks & Spencer

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• APPLE INC. - It is a multinational technology
company that deals in consumer electronics, computer
software and online services. It was founded by Steve
Jobs in 1976. it is the worlds largest company in
technology and sells computers, mobile phones,
watches etc.
• The company uses twitter as a digital communication
strategy to product its products and services in order to
achieve the goals of the company(Ravaglia, Brivio,
and Graffigna, 2018).

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• Marks and Spencer- It is a British multinational retailer which
is headquartered in London. It sells clothing, home and food
products in its organisation and popularly known for its clothing
sector due to exclusive designs
• Targeted customers- The company target in customers who are
between the age of 20-35 and are fashion conscious. The young
ladies and men who look for new unique apparels and are
worried about their looks(Byrne, Kearney and MacEvilly, 2017)

PROMOTIONAL AND
MARKETING MIX
The above examples are related to promotional and marketing
mix strategy. As every business organisations uses various tools
to promote its products and services in order to be more effective
and efficient to achieve the objectives of the business
organisation. It is also very important for the organisation to
consider the external factors which means the use of marketing
mix tool so that it can influence the consumers to purchase its
product.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES
Every company has different ways to promote its products and convey the right message to its customers. Apple uses
twitter in order to differentiate itself and launches ins product on twitter itself to capture wide market. The launching
of the product notifies on twitter and there also are millions of users where it creates a buzz and launches an event
before launching its series of mobile phones. Even the company launches its event on twitter itself to capture wide
market.

CONCLUSION
• From the above discussion it can be concluded that it is important for every business organisation to adopt the
digital strategy of communication. As the world is changing and the technology is developing the youth is highly
reliable on the social media and digital platforms. The business organisations can promote their products online
and use the effective digital source according to its industry and business type. As the apple and marks and Spencer
uses digital platforms such as twitter and Instagram as there medium of communicating to its customers. Both the
platforms are effective in their own way because it varies from the business to busines. It is important for the
organisations to identify which source will be more valuable to its organisation.

REFERENCES USED
• Muñoz Granizo, D.P., 2019. Plan de marketing digital para posicionar la marca créditos" J&M" en el cantón
Milagro: modelo B2C.
• Ravaglia, V., Brivio, E. and Graffigna, G., 2018. Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications.
• Sanders, T., and et.al., 2018. Internet sex work: Beyond the gaze. Cham, Switzerland: Springer International
Publishing.
• Wang, H., 2019. A Study on the Effects of Digital Marketing towards Sales: A Case Study of Y Store.