Analyzing Digital Marketing & Communication Strategies with Examples

This report provides an overview of digital marketing and communication strategies, emphasizing their importance in today's digitalized world. It explores how companies use digital technologies to promote their products, communicate with customers, and gather feedback. The report reviews digital marketing examples from Zara and Morrison, analyzing their target customers, communication goals, and marketing mix (4Ps). It concludes that digital marketing is crucial for businesses to build customer trust, understand their needs, and adapt their products accordingly. The document also highlights the benefits of digital communication strategies in targeting customers and choosing suitable messages and media. Desklib provides students access to similar assignments for learning.

Use of digital marketing in a
specific communications strategy

Table of Content
• Introduction
•Main Body
•Digital marketing strategy
•Digital communication strategies
•Review the digital marketing examples
•Promotional and marketing mix (4 Ps)
•Ranking the examples
•Conclusion
•References

Introduction
Digital marketing is the way of promoting a product
or a brand through digital devices such as using
internet sources, social media, e-mails and many
more. In today’s scenario, most of the companies
opted digitalization for the marketing of their
products. Hence, it is essential for the companies to
select the best suited medium of digital marketing for
their products to increase the overall sale and
profitability. The following presentation covers digital
marketing and communication strategies, review of
the digital marketing examples, marketing mix of one
brand, ranking the examples and conclusion.

Digital marketing strategy
Digital marketing is best known by their innovative ideas of
promoting a product by using digital technologies such as TV
ads, social media and many more. Hence, digital marketing is
the process of using advance and modern technology to
promote a brand or a product to attract the customers. The
ads of any product on hoardings at roadsides, advertising
products on social media, TV’s, using computers for sending e-
mails about the new product launch and many more are the
examples of digital marketing strategies.

Digital communication strategies
Digital communication strategies are those strategies which are opted by a company
with the main aim to communicate with their customers through digital devices to
convey their message to customers like benefits of using their products, prices of their
products and collecting feedback from customers that whether they like or dislike the
products. Hence, it is a way by which companies reach to their targeted customers and
get to know about their needs and wants so that they will fulfil it and gain customer
satisfaction. In digital communication strategies companies basically get to know about
their targeted customers and their needs and wants. They make a communication goal
which tells that why is necessary to communicate with customers and what benefits will
gained by companies to communicate their customers on regular basis.

Review the digital marketing examples
Brand 1- Zara
Zara is Spanish clothing and accessories brand which is founded in 1975 by Amancio Ortega
and Rosalia Mera. It is headquartered in Arteixo, Spain. It basically sells women clothing and
accessories. It recently opted to sell men wears, children clothing and shoes for every
segment.
Target customers- Zara basically targeted women of high income sections because they have
high prices for their cloths and they offer best designs and best quality which satisfy their
customers quickly. Their main targeted customers are from age group of 18- 40 who are
working professionals. They spend very less on advertisements, they offer quality and believe
to gain customers by using word of mouth strategy where customers share their experience of
using the brand to their known ones and influence them to buy from the same brand.

Continue…
Brand 2- Morrison
Morrison is retailing company of UK which is founded in 1899 by William Morrison and it is
headquartered in Bradford, England, UK. It basically sells food and drink items, clothing, CDs,
DVDs and magazine. It recently chooses to sell electronic devices too.
Targeted customers- Morrison mainly target residential people who are interested to buy
household products. They mainly target household women of age group from 16- 54 because most
the time women purchase household items than men.
The goals- Their main goal to communicate with their customers is to know their perception for
the company and identify customer behaviour so that they will make changes accordingly in their
business.

Promotional and marketing mix (4 Ps)
Product- Zara sell women wear, men wear and kids wear. They also sell shoes and
accessories to their customers. They introduce 10,000 new designs of their clothes
every year which fulfil the needs and wants of customer’s related to recent trends.
They recycle their security tags and hangers. They use ecological fabrics such as
organic cotton in the production of their most of the clothing dresses.
Price- The prices are little high for maintaining high perceived value from customer’s
side. Their prices are differing in different countries according to purchasing habit of
the customers at different countries. They also charge additional prices in case their
customers order designs according to them. They spend low cost on promotional
activities as they did not use expensive promotional techniques.

Ranking the examples
. Factors Brand 1- Zara Brand 2- Morrison
Awareness They mainly use Instagram and
Facebook for awareness of their
brand.
They mainly use Twitter for
awareness of their brand.
Followers Instagram- 44 million
Facebook- 29.7 million
339.9K followers
Likes/ interests At an average of 68,146 likes
per instagram posts.
At an average of 27,994 likes
per Facebook posts.
At an average of 10,567 likes
per twitter post.

Continue…
Shares 3,116,652,000 / 93.5 million 13. 89 million
Responses and feedback They have strong and personal
connection with their customers.
Hence, they them self call their
customers and ask for feedback and
in case they receive bad feedback
then they try to solve the issue.
They have a team of customer
service department who are
responsible to solve the issues of
their customers. They receive
complaints over phone calls or
through e-mail and social media
and they solve all queries as soon as
possible.
Track engagement Comments- 982 per post
Likes- 68, 147
Comments- 567 per post
Likes- 10, 567
Turnover 14 billion euro 205 billion pounds.

Continue…
Reach They have international reach and
they gain followers and customers
across the globe.
They have international reach as
their stores are available in many
countries and their customers are
from various countries.
Effectiveness of chosen
media
Instagram and Facebook is most
popular social media nowadays
which is having many followers and
most of the customers follow Zara
official account to aware them self
about their new product.
Twitter is one the safest platform
which is considered with true and
loyal information. Hence, many
customers use twitter to analyse
true information about the company
and their products.

Conclusion
From the above information it is concluded that digital marketing is one of the best way of
promoting in today’s digitalized world where every customer uses digital sources to search,
purchase and perform many other activities as a customer. It is essential to communicate with
customers on regular basis to gain their trust and also to analyse their need and wants so that
companies produce their products accordingly. Digital communication strategies help to target
customers, make goals, choose suitable message and media and many others. Hence,
digitalization in business is beneficial in many terms.