Evaluating Digital Marketing Strategies within Communication Mix

This report explores the role of digital marketing within a communication strategy, focusing on its impact on brand awareness and promotional aspects of the marketing mix. It reviews digital marketing examples from brands like Cadbury and Apple, explaining how these contribute to their respective communication strategies through platforms like Instagram and Twitter. The report evaluates the effectiveness of these strategies using social media measures, ranking them based on their impact. It concludes that a robust digital marketing strategy is essential for businesses to effectively compete and grow their brand in today's market, emphasizing the interconnectedness of marketing mix elements and the importance of adapting to new technologies.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:
Assessment Submission
Date

Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective
organisations, as part of the promotional aspect of the marketing mix.
a. example 1
b. example 2
c. promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION AND DM
Digital marketing is the process in which marketing is
being done on the digital platform with the objective
increasing brand awareness in the market place.
Although the business spread awareness in both ways
traditionally and non traditionally both ways. But in
current era business is being promoted mostly on
social media apps like Instagram, Facebook and many
others (LincÃ, M. and Jaroslav, ., 2021).

WHAT IS DIGITAL MARKETING
STRATEGY?
• It is set of planned actions performed online to reach
particular business objectives. In easy words this means
actioning consistent actions at the right time through the
most suitable online programs to gain income and improve
relation with the audience. It can widely break into certain
classification which is listed in below :-
• Search engine optimization (SEO)
• Pay per click
• Social media marketing
• Email marketing

DIGITAL COMMUNICATION STRATEGY
It is concerned with the choices that individual and
organisation make, utilising digital platforms and
technologies , to meet their communications objectives.
The procedure includes concept of communications
and content to broadly understanding stakeholders,
listeners and users. Social media permits people across
the globe to connect with family friends and many
others easily.

REVIEW THE DIGITAL
MARKETING EXAMPLES .
Brand 1-------Cadbury
Brand 2- -------Apple

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
Instagram :- This is refers to the application which helps
the business in spreading awareness and growing the brand
value in the market place. Whereas it is impactful in making
the business effective it influence the new consumers that
makes them loyal consumers for the business.

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
Twitter:- this is app which connects the people easily
this is app where business owner connect through
discussing on current topics that gives the good brand
value to the company . The company like apple
spread business offers in the market they constantly
advertise the promos and ads through twitter although
these all the marketing strategies are being done with
the aim of growing the business image.

PROMOTIONAL AND
MARKETING MIX
• Promotion and marketing mix are correlated with this
directly because the business promotes their offers
through digital media after pandemic every one is
connected with the social media apps so these plays a
vital role in making marketing strategy. It includes
online webinars and many others that consist the content
of offering goods (Hamouda 2018).

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -MEASURING EFFECTIVENESS OF DM COMMUNICATIONS :
Instagram :-
• Provides awareness through social application may by giving coupen codes and vacation offers .
• Responses and feedbacks maximise the brand value in the eyes of the users already the company is
well recognised in the market place.
Twitter :-
• Keeps updating with the new arriving models and its features so people can book their cell phones
first and offers for first buyers.
• The reviews and feedbacks through the users increase the business image in the mind of new
consumers.

CONCLUSION
It is concluded from above PPT that business is required a marketing strategy to grow the trade name effectively
in the market place and moreover it is essential to promote the business so it is mandatory to adapt a new
technology in the company in order to have advantages in competing with other rivals the above discussed
points has explained above the digital media strategy and communication strategy and further it has explained
the marketing mix and promotion are link with these concept.

REFERENCES USED
• Ali, A.A.H., Nazarov, A.D. and Kondratenko, I.S., 2020, May. The Role of Advertising in the Organization of
Digital Marketing Concept. In 2nd International Scientific and Practical Conference “Modern Management
Trends and the Digital Economy: from Regional Development to Global Economic Growth”(MTDE 2020) (pp. 31-
41). Atlantis Press.
• Amini, S., Amini, V., Taheri, H. and Ehteshamrasi, R., 2019. The relationship between Media advertising and the
emotional response of the insurance products customers. Consumer Behavior Studies Journal, 5(2), pp.111-134.
• Daems, K., De Pelsmacker, P. and Moons, I., 2019. Advertisers’ perceptions regarding the ethical appropriateness
of new advertising formats aimed at minors. Journal of Marketing Communications, 25(4), pp.438-456.
• Gusic, N. and Stallone, V., 2020. The digital advertising ecosystem: status quo, challenges and trends. In 18th
International Conference e-Society, Virtual Conference, 2-4 April 2020 (pp. 36-42). IADIS Press.