Digital Marketing in Communication Strategy - Regent College London

This presentation provides an overview of digital marketing and its significance in contemporary communication strategies, particularly highlighting the role of social media platforms. It delves into examples of digital marketing strategies, focusing on Instagram and Twitter as key platforms. The presentation discusses the promotional aspects of these platforms, highlighting user engagement and brand building. Real-world examples, such as Girls Scout's Twitter campaign and Starbucks' Instagram strategy, illustrate the practical application of these concepts. The presentation concludes by emphasizing the importance of digital marketing in today's technological landscape, driven by increased internet usage and screen time, while also pointing out that Desklib provides students with access to a wealth of study resources, including past papers and solved assignments.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation
• Regent College London

Use of digital marketing in a specific
communications strategy
• Name & ID

Example of contents

Introduction
 Digital Marketing is referred to the advertising that is
delivered through the various digital channels.
 The various digital channels include websites, search
engines, email, social media along with various mobile
apps. These are helpful in endorsing various products,
services as well as brands in the market.

Digital marketing strategy
Digital marketing is referred to the marketing methods
that are conducted with the help of electronic devices and
digital technologies.
The concept of digital marketing includes various online
marketing efforts that are conducted on the internet.

Digital marketing has various types of examples that can be followed by
various organisations in order to promote their products in the market. One
of the very common digital marketing platform that is discussed and is very
common is social media marketing.
Social media marketing is a tool that basically comprises of various social
media platforms that help in connecting with the audience while building
the brand image of the product and also increases sales of a particular
organisation by driving the website traffic towards the organisation.
Digital marketing strategy
examples

(your 1st platform)
 Instagram has evolves as a huge social media network in terms
of mobile as well as web visibility. The social media platform
has been evolving at a rapid pace and there are no trace of slow
down yet.
 Despite this there are only 28% people who use Instagram as a
social media marketing tool. It Promotes visual data and it is
determined that visual data are more likely to capture the minds
of the people.

1st Platform and the promotional
aspect in the marketing mix
Instagram is considered useful due to the following reasons-
 It has approximately 200 million monthly active users
 Over 60 million photos are uploaded on the platform everyday
 1.6 billion likes happen on every single day
 Engagement rates is 20% higher than twitter
 Nearly 57% users access the website everyday

(2nd platform)
Twitter
 Twitter can be considered as an efficient tool for promoting
the blog posts, product updates, public releases, etc. Links in
the tweets can be used in order to increase the traffic
towards the website of an organisation.
 Twitter is considered as an excellent site for facilitating real
time engagement of the organisation with the customers
(Herhausen and et.al., 2020).

2nd Platform and the promotional
aspect in the marketing mix
Twitter can be considered as a huge individual brand and can
be effective due to the following reasons.
 Twitter has approximately 353 ,million active users on a
monthly basis.
 It promotes interaction through quick messages among the
users of the social media platform.
 Twitter has imposed a word limit of up to 320 characters that
can be utilised for the engagement among the users.

Ranking
Instagram Twitter
Instagram is helpful in creating an
interactive community.
Instagram facilitates the users to share
content through different packages such as
images, videos, stories, reels as well as
IGTV feature.
Instagram provides an opportunity to work
with the influencers that help in increasing
the engagement of the users. The
accounts that have the followers between
1k and 5K are considered as the most
engaged users.
Twitter helps in conveying the message on
the social media platform in form of an
elevator pitch like message.
Twitter helps in creation of quick and in time
delivery of indigestible and succinct
messaging along with snippets of the
information.
Twitter aims at offering quick tips or links to
articles, news and resources.

Current studies on digital marketing
strategies… real life examples
Contribution of Twitter in the Communication strategy for Girls Scout Ads
 Girls Scout is a non-profit organisation that started 100 year ago in order
to help girls to find their passion and talent as well as strengths. The
organisation noticed that customers had issues in finding their
representatives.
 Hence the organisation used an app card by the name @GirlScouts
through the twitter app install campaign that allowed users to download
and further open the cookie finder app from the twitter account.

Continued..
Contribution of Instagram in the communication strategy for Starbucks
 Starbucks have been making products that are designed in order to
suit with the appropriateness of Instagram. The photogenic and
vibrant product of Starbucks, Unicorn Frappuccino was an instant hit
on the social media platform.
 Starbucks posts pictures of its pictures in a unique way and uses
hashtags in order to create excitement among their users. Hence the
customers act as the content creators for the brands like Starbucks.

Summary
 It can be concluded that Digital marketing is of huge significance in the present time. The need of
digital marketing has evolved due to the technological up gradation as well as increased screen time
of various individuals.
 Digital marketing is basically referred to one of the components of digital marketing that uses
internet along with the various digital technologies and electronic gadgets. The study has discussed
concept of digital marketing while discussing the digital marketing examples like twitter and
Instagram along with the promotional accept of marketing.

References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A
Critical Review of Digital Marketing. International Journal of Management, IT & Engineering,
8(10), pp.321-339.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online reviews
and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.