Analyzing Digital Marketing in Contemporary Communication Strategy

This report examines the role of digital marketing within a specific communications strategy, covering key aspects such as the communication mix, advantages, and disadvantages. It begins by defining digital marketing and its importance in promoting brands through various online channels, including social media, email, and search engine optimization. The report then discusses how digital marketing integrates into the communication mix, emphasizing its impact on promotional activities and the need for marketers to use the right elements to attract customers. It further analyzes the benefits of digital marketing, such as global reach and lower costs, alongside its drawbacks, including technology dependency and time consumption. The report concludes with recommendations for companies to focus on defining their target audience and understanding their preferences, referencing examples like Marks and Spencer's use of Facebook for marketing. Ultimately, it highlights the vital role of digital marketing in improving business performance and the importance of selecting effective strategies to reach a wide audience and build a strong customer base.

Use of digital marketing in a specific communications strategy

• Introduction
• Digital Marketing
• Communication Mix
• Where Digital Marketing fits within Communication Mix
• Advantages and Disadvantages of Digital Marketing
• Recommendations
• Conclusion
• References
CONTENT

• Digital marketing is a process of promoting brand in order to reach maximum number
of audience by using internet and various other types of digital communication.
Through digital marketing, company can advertise and market their product, person
or service by using digital technologies, internet services and electronic devices. The
examples of digital marketing are pay per click, social media, email, search engine
optimization and many others. Digital communication plays a great role in digital
marketing as it helps in performing chief functions with company.
INTRODUCTION

 Digital marketing is also known by name online marketing which helps in promoting
brand and its product and services to consumers.
 It is a platform that boosts the sale and profitability of business by reaching maximum
number of audience through digital communication.
 Digital marketing mainly include social media, web based advertising, email,
multimedia message and text. The main role of digital marketer is to use varieties of
digital channels in order to build brand awareness and generate leads.
 Digital marketing is one of the fastest growing platforms that are known for its reach,
accuracy, measurability and cost effectiveness.
Digital Marketing

Communication mix is a process of communicating with target audience by using various
tools and techniques such as product packaging, events, advertising, direct marketing,
exhibition and so on.
It is important for organization as it helps in communicating brand positioning and
delivering it to consumers.
Communication mix generally includes various ways through which company can
communicate with their potential customers.
Communication Mix

Digital marketing creates a direct impact on promotional mix
such as advertising recognition and avoidance. There are various
digital streams that allow users to opt out of seeing certain ads
and also have advertisement blockers.
But in order to reach the target audience, digital marketers
requires right element of communication mix that helps in
communicating and attracting customers to buy the product and
services of brand.
Where Digital Marketing fits within Communication Mix

Advantages of digital marketing
Global reach: It is one of the benefit of digital marketing that it reaches to large
number of target audience and provide information about the products and services.
Lower cost: Lower cost is also an advantage of digital marketing as it helps in
promoting business locally and internationally at cost effective method.
Multiple strategies: It is another advantage of digital marketing as it contains various
strategies that can be used by different types of businesses according to their budget.
Advantages and Disadvantages of Digital
Marketing

Disadvantages of digital marketing
Dependability on technology: It is one of the disadvantages of digital marketing,
people generally get depended on digital technologies in order to promote their business
and attract customers towards the brand.
Time consumption: Time consumption is also a disadvantage of digital marketing, it
requires a lot of time to reach and attract customers towards the product and services of
company.
Facing high competition: There is a global competition in digital marketing, if
organization thinks that they can reach to global audience by using digital marketing
tools they have to face high competition.
Advantages and Disadvantages of Digital
Marketing

There are various companies that use digital marketing
tools to promote their brand and provide relevant information
about their products and services. For example, Marks and
Spencer has used Facebook platform to provide information
about its new arrival and collection. Through providing
information they generate interest among audience to buy new
collection of clothes.
It is being recommended from the above information that
organization must focus on defining their target audience and
also understand their taste and preference. They can conduct
surveys, study preferences and also collect data.
Recommendations

From the above information it is being concluded that digital marketing plays a vital
role in improving the performance and growth of business. It is important for
business to use right digital marketing strategies that helps in reaching to
maximum number of audience and creates strong customer base. There are
several components of digital marketing, company can select the effective one
and implement accordingly.
CONCLUSION

 Hanlon, A., 2020. Ethics in Digital Marketing and Social Media. The SAGE
Handbook of Marketing Ethics, p.424.
 Staton, M.G., 2016. Improving student job placement and assessment through
the use of digital marketing certification programs. Marketing Education
Review, 26(1), pp.20-24.
 Carvalhosa, P., Portela, F., Santos, M.F., Abelha, A. and Machado, J., 2017,
April. Pervasiveness in digital marketing–a global overview. In World
Conference on Information Systems and Technologies (pp. 391-398). Springer,
Cham.
 Ilyas, G.B., Munir, A.R., Tamsah, H., Mustafa, H. and Yusriadi, Y., 2021. The
Influence Of Digital Marketing And Customer Perceived Value Through
Customer Satisfaction On Customer Loyalty. Journal of Legal, Ethical and
Regulatory Issues, 24, pp.1-14.
REFERENCES