The Impact of Digital Marketing on Communication Strategies

This essay discusses the use of digital marketing in communication strategies, emphasizing its importance in modern business. It explores various digital marketing strategies such as pay-per-click and search engine optimization, highlighting their contribution to effective communication. The essay also reviews examples like Burberry's digital marketing approach, comparing it with other brands like Next in terms of reach, engagement, and brand awareness. It concludes that digital marketing is crucial for companies to reach a wider audience, increase profitability, and maintain a strong market presence by leveraging digital platforms for communication and promotion. Desklib provides a platform for students to access this and other solved assignments.

Use of Digital Marketing in
Communication Strategy

Table of contents
■ Introduction
■ Idea of digital marketing strategies
■ About digital communication strategies
■ Review of digital marketing examples
■ Contribution of digital marketing to communication strategies
■ Rank of instances for effectiveness by using social media manners
■ Conclusion
■ References

Introduction
Digital marketing is known to be an element of
marketing which utilizes online associated
technology along with internet like computers as
well as other digital platforms that are
implemented by companies for promoting their
product and services. Digital marketing is carried
with different strategies which could be used by
providing communication through customers with
various online platforms so that their offerings as
well as services could be promoted to them.

Idea of digital marketing strategies
Digital marketing strategies are identified to be a
set of planned actions that are to be carried online
for having a reach to a particular business
objective. It generally deals in carrying out
consistent actions at accurate time with most
effective online mediums which could increase
their revenues and improve their relationship with
customers in markets.

About digital communication strategies
Digital communication could be defined to a
process of connecting with customers across
different online platforms that has been used
by companies in order to promote their
offerings. Digital communication basically
consists of launching of social media
campaigns, running banner advertisement,
distributing email newsletters as well as
publishing advertising articles for promotion
mix.

Review of digital marketing examples
There are some of examples which could be
reviewed and used by Burberry as their digital
marketing strategies that are explained as
follows:
■ Pay per click: It could be defined to be an
online advertising technique which is used by
the advertiser as well as publisher that could
carry their advertisement link in order to
promote product as well as services of

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■ Search engine optimisation: It generate defines
to a manner of enhancing quality along with
quantity of website traffic which is possible for
them for bringing it on top of search engine
outcome. It is generally used by companies for
increasing their visibility on their websites as
well as boosting up their content for performing
their business practices in an effective manner.

Contribution of digital marketing to communication strategies
Digital marketing provides a valuable contribution towards
communication strategies for maintaining their positions in corporate
markets. As without having a proper communication companies
could not be able to carry their business practices for promoting their
products in market. In relation to Burberry contribution of digital
marketing towards communication strategies are explained as
follows:
■ Reduce in conflicts: It generally helps company in reducing
conflicts by giving them effective communication towards

Rank of instances for effectiveness by using social media manners
There are different ranks of examples by
which companies could implement for
having effectiveness through social media
ways. As comparison of Burberry with
Next on different factors like reach, track
engagement, awareness as well as
followers is being discussed as follows:

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Basis Burberry Next
Awareness Burberry is a leading company for
outerwear which is recognised
internationally for both women and men.
Company is generating their brand
awareness for exploring, inspiring as well as
protecting with their core ethics.
Company is constantly focused
on creating their awareness by
posting up their offerings on
social media platforms on
regular basis by showcasing their
offerings.
Followers Company is having 18.2 million followers
on its Instagram account where they are
showcasing their offerings.
Next is carrying followers of 2.1
million following rates in its
Instagram account for sharing
their social media practice.

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Basis Burberry Next
Reach Burberry is caring wide reach of
customers with carrying out
their stores and presence of their
stores in global market.
Company is giving its large reach of
customers by opening their stores on
various locations as well as dealing to
customers through online as well.
Track
engagement
Company is using their track
engagement by social media
analytics for having an analysis
of the sentiments, share of voice
as well as other factors.
Next is using various engagement
campaigns for providing a track as well
as evaluation of the shipping along with
delivery of their product items.

Conclusion
It has been concluded from the above analysis that digital marketing is
essential component in present scenarios of markets that is to be carried by
companies for covering a large reach of customers for increasing their
profitability. It is said as a component of online marketing that could
promote offerings with digital platforms for communicating with customers
in a well manner.