Digital Marketing: Brand Communication Planning and Effectiveness

This report evaluates the effectiveness of digital marketing, focusing on Marks and Spencer as a case study. It examines the marketing mix (product, price, place, promotion) and key elements of the communication mix (sales promotion, public relations, personal selling). The report further explores how social media channels like LinkedIn, Facebook, Twitter, and Snapchat are utilized in brand communication planning. It concludes that digital marketing techniques are essential for promoting goods and services, highlighting their cost-effectiveness and impact on branding.

Effectiveness of
Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
Description and discussion of the Marketing mix with examples..............................................3
Description and discussion of the key elements of the communications mix with examples....4
Explanation how each social media channels are utilised as part of a brand
communications planning. .........................................................................................................5
An explanation of why the digital media content is effective :- .........................................6
CONCLUSION ...............................................................................................................................6
References:.......................................................................................................................................8

INTRODUCTION
Digital marketing is also known as online marketing. This may be defined as the process
of promoting the goods and services of the company in order to connect with the potential
customers with the help of internet or other form of digital communication(Abirou and
Abghour, 2022). In the present era digital marketing is being considered as one of the most
important or powerful sources of marketing and these are very cost effective in nature. The
chosen company for this report is Marks and Spencer. The following report is going to cover the
marketing mix on the chosen company and key elements of the communication mix. This report
also cover that, how social media channel help in branding the company products and in the
company communication strategy.
Part 1
Description and discussion of the Marketing mix with examples
Marketing mix mat be defined as those strategical tool of marketing that comprises of
different numbers of elements which not only help the company in improving their image in the
competitive market but also help in making good relationship with the people in a very effective
manner(Al-Jawaldeh and et. al., 2022). This tool play a very important role in position and sales
of the company goods. With the help of this tool an organisation can place their product in front
of the customers at the place, at the right time and at a very right price. In context to the Marks
and Spencer, 4 PS of marketing mix has been discussed below:-
 Product:- this element comprises of all the goods and services in which company deals
in order to satisfy the needs and requirement of the individuals or group of members that
are present in the market. The phase of making and selling of goods and services has the
dynamic life cycle activity which comprises of maturity phase, growth phase and the
phase of diminution in sales. The growth phase comprises of development process in the
company, the maturity phase comprises of finished goods which are ready to sale in the
market and the phase of sale decline comprises of those goods which are return or
rejected by the consumer. In context to the Marks and Spencer, the company deals in
variety of products that are clothing, food, home product and many more. This element
help the firm in doing the market research of the goods and services and also help them
in getting more demand of the consumer.

 Price:- this strategy is being considered as one of most important element of the
marketing mix which help in the growth and success of the organisation in the
competitive market. It is very important for them management of the company to work
appropriately and take the proper measure in order to set the prices of the
goods(Basaran, 2022). In relation to the Marks and Spencer, this element help the
company in identifying all the pricing strategy and also help them in adopting
appropriate strategy of pricing. By adopting proper pricing strategy they can stand in the
market for a long period of time. The low cost pricing strategy has been followed by the
company which help them in enjoying the competitive advantage over their rivals.
 Place:- this component of the marketing mix help the organisation in positioning their
goods and services. It is very important for the management of the company to place
their product in a very appropriate manner, so that customers can easily see it or
products are conveniently available for them. An appropriate supply channel has to be
followed by the company like retail outlets, online portals, website and many more
which help them in enjoying the competitive advantage over their rivals. In context to
the Marks and Spence, this element help the company in adopting an effective supply
channels so that they can place their product at a right place.
 Promotion:- this element help the firm in promoting their goods and services in the
market and also help in developing a good reputation of goods and services among the
customers(Fernandes, Nettleship and Pinto, 2022). In context to the Marks and Spencer,
different types of digital marketing techniques has been adopted by the company which
help them in promoting their offerings in the market. Methods like, social media,
website etc. used by the company in order to attract more and more consumer.
Description and discussion of the key elements of the communications mix with examples
Communication mix may be defined as those method which help the organisation in
communicating with their potential customers in the target market. In context to the Marks and
Spencer the management of the company works on different types of communication mix
process by taking marketing campaigns in TV and Newspaper.
 Sales Promotion:- this method is very useful for the organisation as it help in increasing
the sales of the product for a short period of time by offering tempting offer to their
customers. This also result in increasing the customers base for the company. In relation

to the Marks and Spencer, the company can increase their sales and customer base by the
offering several reward point and discount coupons to the audience.
 Public Relation:- the aim of this communication mix is to increase the brand awareness
of the company product for their desired audience with the help of media. This is
basically a magnify technique which are used in order to develop a optimistic view of
product by taking support of print media(Jung and et. al., 2022). In relation to the Marks
and Spencer, in order to represent this mission the company is going to hire some talented
employees which help in increasing the customers base for the company. Along with this,
this also help in increasing the goodwill of the firm in the market.
 Personal selling:- this element of the communication mix comprises of selling the goods
and services of the company by meeting the people personally. It is very important for the
firm to hire some talented and experienced employee which motivate the people to
purchase their goods. In case of Marks and Spencer, it is very important for the
management of the company to identify the taste and need of the consumer so that they
can acquire majority of the consumer in the market.
Part 2
Explanation how each social media channels are utilised as part of a brand
communications planning.
Linkedln :-
It is being involved as one of the huge professional network over the internet . This
techniques can be utilised by the single as well as the company in extent to find out the
correct occupation and to connect with the right person(Volchek and Buhalis, 2022). This is
a social networking site which is outlined for the company expertise. With the assistance
of this social networking website as an organisation can share operations related
information with the customers. this tool help the company in knowing the view point of the
consumer respect their commodity. The response of the consumers is act as an chance for them.
Facebook :-
This is also been considered as the most popular and crucial digital stage which helps the
company in growing their consumer base(Lin, Shao and Wang, 2022). It assist the
organisation to reach broad range of users in less time and in the most effective ways.
It has been observed that this covers almost 62% of the young generation aged 18 to 30

majorly uses this application. This digital platform assist them in act with big inferior of client at
a very minimal value. In improver to this, this create various type of chance for the institution by
poster add derivative on Facebook.
Twitter :-
Twitter is being reasoned as one of the most utilized social media platform by the system.
This tool also aid in processing message activities for the concern. It has been observed that
Twitter have direct messaging dimension. This feature help them in improving authentic
connection with their client by using trusty speech. This act an chance for the governance as they
initiate various types of complacent which socialize their precede. this digital platform also help
the dependable in processing a good brand value in the mind of customer by rehearse robust
schedule and developing digital merchandising drive.
Snapchat :-
This social media platform is being considered as one of the most famous as well as popular
platform among the youngsters. The most important feature of this platform is that, this allow the
organisation to take the picture of their product and send it to number of people at the same
time(Panjaitan and Panjaitan, 2022). This characteristic is act as possibility for then arrangement
which assist them in processing message scheme in a very effectual mode. This also aid the
institution to make crucial connexion with their user in order to create good picture in their head
about the commodity of the institution.
An explanation of why the digital media content is effective :-
The most crucial utilisation of social media content is that assist the company in
bringing large amount of traffic on their websites. The stage consist of various kinds
of capable users and business firms. These media content assist the company impressing
more and more users and improves a good brand image in the eyes of the business
entity as it assist them in covering huge amount of market share.
CONCLUSION
From the above report it has been concluded that, if a company wants to promote their
goods and services in the market then they have to use digital marketing techniques. These
techniques are very useful and very cost effective nature. This report concluded the marketing

mix of the Marks and Spencer and also conclude the communication mix. This report also
concluded the use of social media channels like LinkedIn, Facebook, Twitter, Snapchat which
help in branding of the company products.

References:
Books and Journals
Abirou, M. and Abghour, N., 2022. A Review of Blockchain and the Benefits for Digital
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Al-Jawaldeh, A. and et. al., 2022. A new global policy framework for adolescent nutrition?. The
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Basaran, U., 2022. Gamification in Marketing: A Case Study From a Customer Value
Perspective. In Handbook of Research on Cross-Disciplinary Uses of Gamification in
Organizations (pp. 137-165). IGI Global.
Fernandes, T., Nettleship, H. and Pinto, L.H., 2022. Judging a book by its cover? The role of
unconventional appearance on social media influencers effectiveness. Journal of
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Jung, S. and et. al., 2022. The Role of the Self-Presence for Interactive Large Digital Displays:
Gesture Interactivity and Mirrored-Self Image for Advertising Content. International
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Lin, X., Shao, B. and Wang, X., 2022. Employees' perceptions of chatbots in B2B marketing:
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Volchek, K. and Buhalis, D., 2022. Marketing Attribution. In Encyclopedia of Tourism
Management and Marketing. Edward Elgar Publishing.