Report on Digital Marketing Applications in Communication Strategy

This report examines the application of digital marketing within communication strategies, highlighting its importance in today's competitive business environment. It defines digital marketing and outlines key strategies such as SEO, social media marketing, and content marketing. The report also discusses digital communication strategies and reviews the value of digital marketing through examples like Tesco's 'lower prices campaign' and Sainsbury's 'helping everyone eat better campaign.' Furthermore, it elaborates on the promotional and marketing mix, emphasizing their role in boosting sales activities. The conclusion underscores digital marketing's potential to enhance productivity and decision-making, providing businesses with opportunities to thrive amidst uncertainties. The document is available on Desklib, a platform offering a range of study tools and solved assignments for students.

USE OF DIGITAL
MARKETING IN A SPECIFIC
COMMUNICATIONS
STRATEGY

INTRODUCTION AND DIGITAL MARKETING
DIGITAL MARKETING STRATEGY
DIGITAL COMMUNICATION STRATEGY
REVIEW OF DIGITAL MARKETING
EXAMPLE 1
EXAMPLE 2
PROMOTIONAL AND MARKETING MIX
CONCLUSION
 Table of content

DIGITAL MARKETING IS A TECHNIQUE THROUGH WHICH A RESPECTIVE
BUSINESS FIRM GETS A GOOD BOOST IN SALES ACTIVITIES THROUGH
INVESTMENT OF COMPARATIVELY LESSER RESOURCES THAN TRADITIONAL
MARKETING TECHNIQUES. OPERATING MARKETING ACTIVITIES OF THE
FIRM BY USING DIGITAL PLATFORMS HELPS COMPANY TO DISPLAY ITS
PRODUCTS AND SERVICES SEEKING TO LARGE CONSUMER MARKET AND
THROUGH EFFECTIVE USE OF RESOURCES IN THE GIVEN PROCESS.
Introduction and Digital Marketing

A DIGITAL MARKETING STRATEGY IS A TECHNIQUE WHICH IS USED
IN A BUSINESS FIRM TO UNDERTAKE SERIES OF ACTIONS AIMED AT
ACCOMPLISHMENT OF FIRM'S DESIRED GOALS AND OBJECTIVES IN
SPECIFIED TIME PERIOD. THE MARKETING DEPARTMENT IN THE
WORKFORCE WITH AN AIM TO PULL MAXIMUM MARKETING BENEFITS
FROM INVESTMENT OF OPTIMAL FIRM'S RESOURCES, USES TECHNIQUES OF
DIGITAL MARKETING. IN THIS VARIOUS GOALS AND OBJECTIVES OF A
BUSINESS FIRM IS PROCESSED FROM USAGE OF DIGITAL MARKETING
STRATEGY. IT INCLUDES SEVERAL TOOLS;
Digital Marketing Strategy

THE SEARCH ENGINE OPTIMISATION IN ITS SIMPLEST FIRM REFERS TO
REGULARLY IMPROVING COMPANY'S WEBSITE TO INITIATE BETTER
VISIBILITY OF ITS PRODUCTS AND SERVICES WHILE BROWSING THROUGH
INTERNET. WHEN A CONSUMER OR CUSTOMER BROWSE THROUGH ANY
SEARCH ENGINE I.E. BING, GOOGLE, ETC. THEN THE PROBABILITY OF
APPEARING COMPANY'S PRODUCT AT FIRST PLACE FOLLOWED WITH ITS
SUBSTITUTE BRANDS AND COMPETITORS COULD BE INCREASED THROUGH
SEO DIGITAL MARKETING STRATEGY.
 SEO

SOCIAL MEDIA MARKETING IS RECOGNISED AS ONE OF THE MOST
COMMONLY FOUND STRATEGY AND THE MOST EFFECTIVE STRATEGY TO
CONDUCT RESPECTIVE MARKETING ACTIVITIES IN THE BUSINESS FIRM. AS PER
STATED BY JENN CHENN, 2021, GLOBALLY FOR ABOUT 3.6 BILLION INDIVIDUALS
ARE USING SOCIAL MEDIA AND THIS NUMBER TENDS TO INCREASE TO 4.41
BILLION IN 2025 (36 ESSENTIAL SOCIAL MEDIA MARKETING STATISTICS TO KNOW
FOR 2021, 2021). THIS TYPE OF DIGITAL MARKETING STRATEGY INITIATES
EFFECTIVE USE OF RESOURCES AND A FIRM USING THIS STRATEGY COULD SAVE
UP TO GOOD MONETARY RESOURCES WHICH CAN FURTHER BE INVESTED TO
ANY OTHER REQUIRED AREA IN BUSINESS OPERATIONS.
 Social media marketing

THIS TYPE OF MARKETING IS FOCUSED ON PUBLISHING OR CREATING
CONTENT IN FORM OF ANY ARTICLES OR BLOGS BEING PUBLISHED ON
INTERNET. IN THE RESPECTIVE MARKETING TECHNIQUE VARIOUS ARTICLES
THAT PROMOTES GIVEN PRODUCTS AND SERVICES OF A COMPANY ARE BEING
PROMOTED. IN ADDITION TO THIS, AN INFORMATIVE ARTICLE OR BLOG CAN
CLEAR SPECIFIC IMAGE OF COMPANY'S BRAND WHICH CONTRIBUTES TOWARDS
DEVELOPING BETTER GOODWILL OF COMPANY IN GIVEN REGION OF
OPERATIONS. THIS TYPE OF DIGITAL MARKETING STRATEGY IS CONSIDERED TO
BE AN EFFECTIVE TECHNIQUE THROUGH WHICH A COMPANY COULD GAIN A
BETTER COMPETITIVE ADVANTAGE IN ITS GIVEN OPERATIONAL PLACE (GIBSON
AND O’RAWE, 2018).
 Content Marketing

A DIGITAL COMMUNICATION STRATEGY REFERS TO A PLAN OF
ACTIVITY THROUGH WHICH A RESPECTIVE COMPANY CAN COMMUNICATE
EFFECTIVE WORKING TO EXTERNAL STAKEHOLDERS IN GIVEN COMPANY. IT
IS AN INCLUSION OF USING VARIOUS PLATFORM SUCH AS TV, RADIO, PRINT
MEDIA AND MANY MORE. SUCH TYPE OF STRATEGY ARE SOMETIMES ALSO
USED AS AN INFORMATIVE BASED STRATEGY. IN THE STRATEGY
RESPECTIVE CONSUMERS OF THE COMPANY ARE PROVIDED WITH
RELEVANT INFORMATION LIKE FOR ANY NEW PRODUCT OR SERVICES
BEING LAUNCHED BY COMPANY IN GIVEN MARKETPLACE.
 Digital communication strategy

IN RESPECT WITH CREATING A GOOD VALUE OUT OF DIGITAL MARKETING
THEORIES AND MODELS, OPERATIONAL DEPARTMENT OF THE FIRM
ARRANGES SEVERAL DIGITAL MARKETING CAMPAIGNS. IN SUCH
CAMPAIGNS VARIOUS PRODUCTS AND SERVICES OFFERED BY THE GIVEN
COMPANY ARE BEING DISPLAYED AND ARE PROVIDED WITH RELEVANT
INFORMATIVE DISPLAY IN RESPECT TO MOTIVATE BUYERS TO MAKE
PURCHASE OF RESPECTIVE BRAND.
 Review of digital marketing

ACCORDING TO SHOTS NEWS, 2020, TESCO ANNOUNCED FOR DELIVERING
ITS RESPECTIVE GROCERY PRODUCTS WITH QUALITY OF SERVICES AT
LOWER PRICES TO ITS VALUABLE AND LOYAL CUSTOMERS. THE
RESPECTIVE CAMPAIGN HIGHLIGHTED COMPANY'S APPROACH TOWARDS
LOWERING DOWN ITS PRICES TO INCREASE ITS SALES. THIS INITIATED WAS
ALSO FOCUSED TOWARDS CONTRIBUTING TOWARDS SOCIAL CAUSE OF THE
GIVEN COMPANY AND HELPING INDIVIDUAL TO REDUCE DAMAGE CAUSED
BY EFFECT OF COVID-19 ON VARIOUS INDIVIDUALS (TESCO LAUNCHES
MAJOR NEW CAMPAIGN FROM BBH, 2020).
 Example 1: Tesco lower prices campaign

AS PER DATA OF FOOD AT THE HEART, 2021, SAINBURY ORGANISED THIS
CAMPAIGN WHICH FOCUSED ON PROVIDING BETTER QUALITY OF
PRODUCTS WITH SERVICES TO VALUABLE CUSTOMERS OF THE BUSINESS
FIRM. IN THE CAMPAIGN VARIOUS PRESENTATION DEDICATED EFFORTS
TOWARDS HIGHLIGHTING QUALITY MEASURES UNDERTAKEN BY THE
GIVEN COMPANY IN ITS PRODUCTION PROCESSES. THIS CAMPAIGN
ENABLED COMPANY TO INCREASE ITS MARKET PRESENCE AND TO
INCREASE ITS GOODWILL IN GIVEN OPERATIONAL MARKET OF THE
COMPANY.
 Example 2: Helping everyone eat better campaign by
Sainsbury

PROMOTIONAL MIX REFERS TO TOOL WHICH IS DEDICATED TO PULL
BETTER EFFICIENCY OF THE FIRM IN TERMS OF ITS PROMOTING ACTIVITIES.
THIS INITIATES CREATING OF DEMAND FOR SEVERAL PRODUCTS OR
SERVICES BEING OFFERED BY COMPANY IN ITS RESPECTIVE OPERATIONAL
REGION. IT HAS ITS FOLLOWING COMPONENTS;
ADVERTISING
PERSONAL SELLING
SALES PROMOTION
PUBLIC RELATION
DIRECT MARKETING
 Promotional and marketing mix