Analyzing Digital Marketing in Communications Strategy: A Case Study

This report explores the application of digital marketing within specific communication strategies, focusing on how it supports the promotional aspects of the marketing mix. It reviews examples from Gillette and Spotify, detailing their target customers, communication goals, messaging, media methods, and monitoring effectiveness. The analysis highlights the use of social media platforms like Twitter and Facebook to enhance customer engagement and brand loyalty. The report also touches upon the importance of the promotional mix in relation to product, place, price, and promotion, concluding that effective communication through various digital channels is crucial for understanding customer viewpoints and driving firm growth. Desklib provides a platform for students to access this and other solved assignments for academic support.

Use Of Digital Marketing In A Specific
Communications Strategy
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Table of Content
● Introduction
● Review the digital marketing examples .
● Explain using literature how they contribute to the communications strategy for the respective
organisations, as part of the promotional aspect of the marketing mix.
– example 1
– example 2
– promotional and marketing mix
● Conclusions
● References

Introduction and Digital Marketing
Digital marketing refers to the advertising of products and
services through digital channel so that they can cover the large
group of their potential customers. Using such brands helps the
company to establish the good brand image in the market so
that they can make the best use of their resources so that they
can have the large customer base.

What is digital marketing strategy?
These are the strategic plan which is being framed by the
organisation in order to run various operations in an
appropriate manner and also can eliminates the
uncertainties ad losses for the company. Digital era is the
broader concept which include the risk and knowledge to
so all the functions can be effectively accomplished. So
the organisation is planning to have the better utilization of
their resource so that company can have the better results
in their profitability and growth.

Digital communication strategy
Communication strategy are necessary for the evaluate, interpret the customer demand and their requirement in the
global market. Communication also helps in accomplishing the systematic task as it helps the individual to have free
flow of communication in order to understand the prospective of other employees within the organisation.
●Target Customers:
●The Goals - Objectives Of Communications:
●Message:
●Media Methods:
●Monitoring And Control The Effectiveness:

Click to add picture
Review the digital marketing
examples .
● Gillette
● Spotify

Example 1 - Gillette is the American brand which is offering safety razors and other
personal care products owned by the multinational corporation Proctor & Gamble (P&G).
Hence the company is having good brand image but they are looking for expanding their
market such as twitter, Facebook so that they can have the market campaign that can
increase the customer engagement as well as the loyalty of them.
Target Customers- Young and educated people
The Goals - Objectives Of Communications- customer engagement
 Message- Send the company's objective so that they can reach to their potential customers.
Media Methods- Social media marketing.
Monitoring And Control The Effectiveness- Key performance indicator

Example 2 - Spotify is a Swedish audio streaming and media provides services company which
is founded by Daniel Ek. They are offering world's largest music streaming and they are using
certain channels t advertise their brand such as Facebook, Instagram to attract the large pool
of customers and give them a relevant information for the customers. The company is
basically depends upon the social media marketing and ads. Campaigns.
Target Customers- Aged 25 to 34
The Goals: Objectives Of Communications- leading music streaming company in the world.
 Message- To give every customer access to music.
Media Methods- Social media platform such as Twitter, Facebook,
Monitoring And Control The Effectiveness- Key performance indicator

Promotional and Marketing mix
Promotion mix is the concept which helps in evaluating all the factors and tactics of promotion tat is needed for the
organisation in relation to the marketing mix. These factors are collaborates with the marting factors that are
explained as follows:
●Product
●Place
●Price
●Promotion

Conclusion
It is concluded form the above presentation that there are different ways by which communication can be done
through the various social media platform. Communication helps in understanding the viewpoint of other and make
customer engagement with the marketing strategies that are beneficial for the growth of the firm.

References used
Loura, I., 2018. 5Ps: A Conceptual Framework for Digital Marketing Campaign. ASBM Journal of
Management, 11(2), pp.65-77.
Marchiori, D.M. And et. al., 2020. Digital marketing: a quantitative approach on the scientific
production. International Journal of Electronic Marketing and Retailing, 11(4), pp.384-428.
Naraine, M.L., Pegoraro, A. and Wear, H., 2021. # WeTheNorth: Examining an online brand community through a
professional sport organization’s hashtag marketing campaign. Communication & Sport, 9(4), pp.625-645.

Thank you