Strategic Use of Digital Marketing in Organizational Communication Mix

This essay examines the strategic application of digital marketing within organizational communication strategies. It begins by defining digital marketing and its role in a broader communication strategy, emphasizing key elements such as target customers, goals, messaging, media methods, and monitoring effectiveness. The analysis focuses on examples from Gillette and Spotify, detailing how these companies leverage digital channels to enhance their promotional efforts as part of the marketing mix. The essay concludes by highlighting the importance of understanding customer mindsets and utilizing social media platforms to achieve higher profits and growth rates, emphasizing the integration of promotional tactics with the overall marketing mix including price, place, product, and promotion.

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

Contents-As2
• 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 DM
Digital marketing is the method of promoting their
products and services through various digital channel
which company can cover the large group of potential
buyers. With use of such techniques, company can
effectively make the best use of their resources and
establish good brand image in the market by attract good
customer base.

WHAT IS DIGITAL MARKETING STRATEGY?
These are the blue print or the action plan which is
being framed by the companies so that they can
effectively run their business operations in a
effective manner and also leads to eliminate the
uncertainties and looses for the organisation.
Digital marketing is the wider concept that
includes search engine optimization, pay per click,
email marketing, social media marketing.

DIGITAL COMMUNICATION STRATEGY
Communication strategy are important which interpret the customer demand and their requirement in the market. It also
helps in accomplishing the task in an systematic manner as it helps the person to have the easy flow of communication by
which they can understand the prospective of the other employees. Certain points which must be considered for framing
marketing strategy are explained as follows:
• Target Customers: It is the main consideration of the customer to find their prospective buyer so that the large pool of
potential customers which can be loyal to their brand.
• The Goals: When the individual or the organisation is having the communication then the aim or the purpose of the
communication must be clear for which the company is having communication in different ways.
• Message: When the individual or the company is having effective communication then it is important to have some
content to be deliver to their prospective audience.
• Media Methods: There are various method by which the individual can have the effective communication such as
Facebook, Instagram, emails and Whatsapp.
• Monitoring And Control The Effectiveness: KPIs.

REVIEW THE DIGITAL MARKETING EXAMPLES .
Example 1:
Gillette
Example 2:
Spotify

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE
COMMUNICATIONS STRATEGY FOR THE RESPECTIVE
ORGANISATIONS, AS PART OF THE PROMOTIONAL
ASPECT OF THE MARKETING MIX.
• Target Customers: Gillette is targeting the young and educated individual who spends a lot of time on social
media and prefer to shop there. The company is having target group of people aged between 18-34 years.
• The Goals- Objective of communication: the main motive of the organisation is to have customer engagement
and also provide various offers on special occasions which can leads to boast the overall sale.
• Message: the message of the company is send the goal of the them so that the company can effectively reach to
their desired goal.
• Media Methods: the company is using social media platform like Facebook, Twitter etc. in order to reach to their
potential customers
• Monitoring And Control The Effectiveness: The company is having large customer base which they can increase
their sale by offering necessary items.

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE
COMMUNICATIONS STRATEGY FOR THE RESPECTIVE
ORGANISATIONS, AS PART OF THE PROMOTIONAL
ASPECT OF THE MARKETING MIX.
• Target Customers: The company is having the good customer base which is dominated by the Millennials and
29% of their user belong to the age group between 25-34 as people are buys in share music and generating their
interest for the brand.
• The Goals: the main consideration of the company is to be the leading company in the music steaming area
across the world.
• Message: The message of the company is clear that they want to be most likely brand in the music steaming in the
world.
• Media Methods: The company is conducting advertisement by Twitter, Facebook and Instagram.
• Monitoring And Control The Effectiveness: The company is using key performance indicator in order to find the
loop holes in the operations.

PROMOTIONAL AND MARKETING MIX
Promotion mix is the concept which analyse all the factors that
are important for the tactics of promotion in relation to the
marketing mix of the company. Such factors combine with the
marketing factors that are explained as follows:
• Price
• Place
• Promotion
• Product

CONCLUSION
It is concluded from the above presentation that there are various communication channel by which company can
effectively covey their message to the large audience and making use of social media platform. It helps in
understanding the mindset and viewpoint of the other customer and full fill their needs. These aspects helps the
companies for their higher profits and growth rate.

REFERENCES USED
• Chawla, Y., Kowalska-Pyzalska, A. and Silveira, P.D., 2020. Marketing and communications channels for diffusion
of electricity smart meters in Portugal. Telematics and Informatics, 50, p.101385.
• Key, T.M. and Keel, A.L., 2020. How executives talk: Exploring marketing executive value articulation with
computerized text analysis. European Journal of Marketing.
• Lehnert, K., Goupil, S. and Brand, P., 2020. Content and the customer: inbound ad strategies gain traction. Journal
of Business Strategy.

THANK YOU