Analyzing Digital Marketing in a Specific Communication Strategy

This essay provides a comprehensive overview of digital marketing and its application within a specific communication strategy. It begins by defining digital marketing and its importance in modern business, highlighting its role in promoting products and services through online platforms. The essay then discusses the communication (promotion) mix, detailing elements such as advertising, direct selling, sales promotion, and public relations, and explains how digital marketing integrates into this mix. It examines the advantages of digital marketing, including its global reach, cost-effectiveness, and ability to track performance and gather customer data. The disadvantages, such as the need for specialized training and the time-consuming nature of content creation, are also addressed. The essay uses Zara as an example to illustrate how companies combine traditional and digital marketing strategies, particularly through social media. The conclusion reinforces digital marketing as an effective tool for sales and brand awareness, while also acknowledging its potential drawbacks, referencing key sources and academic journals.

USE OF DIGITAL MARKETING IN
A SPECIFIC COMMUNICATIONS
STRATEGY

TABLE OF CONTENTS
• INTRODUCTION
• THEORETICAL DEFINITION OF ‘DIGITAL MARKETING
• COMMUNICATION (PROMOTION) MIX
• ‘DIGITAL MARKETING’ FITS WITHIN THE COMMUNICATIONS MIX
• ADVANTAGES OF ‘DIGITAL MARKETING’
• DISADVANTAGES OF ‘DIGITAL MARKETING’
• CONCLUSION
• REFERENCE

INTRODUCTION
• Digital marketing is an online way of advertising
the products and services on online platform that
contributes in covering the large market and
increase the sales of the organization.
• Along with this, it is one of the most common and
effective strategy that has been used by the firm so
that it connect with the targeted audience.
• Furthermore, the presentation will discuss about
the digital marketing and the way it helps the
organization in communicating with the customer
as well as promoting their business in the
competitive market (Vieira and et.al.,2019. ).

THEORETICAL DEFINITION OF ‘DIGITAL MARKETING’
• Digital marketing is selling the products and commodities on
online platform in order to increase the sales.
• In other words, it can be define as process of making used of
internet, mobile service, social media and search engine as
well as other channels in order to reach their customer.
• In this way of marketing organization sell the product through
connecting with them electronic (Alhawamdeh,2021).
• Along with this, it new way of approaching the customer and
effective way of understanding the needs and demand of
customer as compared to traditional method.
• Furthermore, it provides the organization with various tools
such as affiliated marketing, social media and SEO that
contributes in promoting the business (Juswadi, Sumarna and
Mulyati, 2020)
• However, promotion helps the organization in reaching the
customer that results in increasing the sales of the firm.

COMMUNICATION (PROMOTION) MIX
• ADVERTISING
• The main purpose behind advertising is to connect with
the customer as well as increase the sales of the firm.
• DIRECT SELLING
• This is approach is one to one communication between the
sales representative and potential customer.
• SALES PROMOTION
• It is a set of short term activities that are designed to
encourage immediate purchase (Alhawamdeh, 2021).
• This is a basically a camping that is for a limited frame of
time that includes sales, discount and coupon for attracting
large customer.
• PUBLIC RELATIONS
• This type of promotional approach determines the way
customer is treating the brand.

DIGITAL MARKETING’ FITS WITHIN THE COMMUNICATIONS MIX
• Digital marketing is way of connecting with the customer
in order to increase sales and brand awareness in
competitive.
• On the other hand, communication mix is the process
that has been used by the marketer in order to select
right channel for promoting the business.
• Along with this, the main purpose of communication and
digital marketing is to attract the customer as well as
increase the brand awareness.
• Furthermore, digital marketing and communication mix
deals with the promotion factor of marketing mix in order
to enhance the performance of the business.
• Promotion mix is consist of 4 factors such as
advertisement, Sales, public relation and direct selling.

ADVANTAGES AND DISADVANTAGES OF ‘DIGITAL MARKETING’
• It helps the organization in generating global reach such as
online website allows the company to find the new market
as well as trade globally that contributes in earning profit.
• The properly planned and well targeted digital marketing
campaign will contribute in reaching the right customer at
lower costs as compare to traditional marketing methods
(Spivakovskyy, and et.al., 2022. ).
• It help in tracking the performance of the company in the
competitive market that allow the firm to know if
marketing campaign goes well or not.
• Along with this, it helps in gathering the information about
the customer taste and demands from online website (Zhu
and Gao, 2019).
• It helps in segmenting customer according to their
purchase style that contributes in keeping them satisfied

DISADVANTAGE
• The organization has to conduct training
programme as for dealing with digital marketing
staff need to have right knowledge and skill. So
that it can keep the platform and trends up to
date (Juswadi, Sumarna, and Mulyati, 2020).
Thus, it increase the operational cost of the firm.
• It is also a very time consuming method as
creating marketing content takes a lot of time
an most importantly organization has to measure
there return on investment (Putri, 2021).
• High competition - while you can reach a global
audience with digital marketing, you are also up
against global competition.

EXAMPLE
• Zara is one of the famous brand that sell clothing
material to their customer.
• For marketing organization make use of both
traditional as well as digital marketing in order to run
their business.
• Moreover, the company is using social media
marketing such as it promote their product and
services on various site (Alhawamdeh,2021).
• Likewise Instagram and Facebook that allows
company to use feature like online shopping through
those site.
• And organization can make use of Hashtag feature in
order to attract customer.

CONCLUSION
• It has been concluded that digital marketing is one of the most effective way
of selling goods and products.
• Along with this, the present has also summarized about the communication
mix and way it has been related to digital marketing.
• Lastly , it has depicted about the way digital marketing can be boon and ban
for the business.

REFERENCE
• Books and journal
• Alhawamdeh, Z. M., 2021. The implementation of the Marketing
Communication Mix using Internet Platforms on Turkish Cypriot
Hotels. International Journal of Business and Management. 14(3). pp.124-124.
• Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala,
D. Verma (2018). A Critical Review of Digital Marketing. International Journal
of Management, IT & Engineering. 8(10). pp.321-339.
• Juswadi, J., Sumarna, P. and Mulyati, N. S., 2020. Digital Marketing Strategy
of Indonesian Agricultural Products. Blue-collar. 16(23.61). pp.43-57.