Digital Marketing Strategy: Communication, Promotion & Examples

This report provides an overview of digital marketing strategies, focusing on digital communication and promotional mixes. It begins by defining digital marketing and its importance in today's technological landscape, emphasizing its role in reaching a large audience and targeting specific customer segments. The report reviews digital communication strategies, highlighting the importance of setting organizational goals and identifying target customers. It then analyzes two digital marketing examples: Cashmere Sale's 50% sale campaign, aimed at brand awareness and demand increase, and TJ's Burger's Big Burger XL campaign, focused on promoting a tasty burger. The contribution of each campaign towards the communication strategy is examined, considering their goals, target customers, and messaging. Furthermore, the report discusses the promotional and marketing mix, emphasizing the 4Ps (Product, Price, Promotion, and Place) and how companies like Cashmere Sale and TJ's Burger use these elements to reach their target audience. The examples are ranked based on awareness, followers, likes/interests, and responses/feedback. The report concludes that digital marketing is essential for promoting a brand image and connecting with a large audience, providing marketers with valuable insights into customer behavior and new opportunities for customer engagement.

Digital Marketing

Table of Content
 Introduction
 What is Digital marketing strategies?
 Digital communication strategy
 Review the digital marketing examples
 Contribution towards the communication strategy
 Promotional and marketing mix
 Rank the examples
 Conclusion
 References

Introduction
Digital marketing refers to selling and advertising of the products or services through digital
platforms such as social media, website, email and mobile apps. Basically it involves the use
of electronic devices that connects the company to its customers through internet or any other
online communication. In today's world of technology digital marketing has helped
organizations to reach a large number of audience and target the customers who are more
interested in buying the products or services.

What is Digital Marketing strategy?
• A digital marketing strategy is a series of planned actions that use
online platforms to reach various goals.
• In simple terms, it can be described as the taking actions at the
right time by using most suitable online channel in order to
improve the customer relationship and to increase the revenue.
• The two most important factor on which digital marketing strategy
depends upon are the size of the organization and company's long
term goal.

Digital communication strategy
Digital communication is the process through which people get
connected across online channels. This strategy might include
running banners, launching various campaigns, or publishing
advertisements.
The Goal: Digital communication's first step is to set an
organization's goal in mind so that they can carter the products and
services for its customers.
Target Customers: Once a company sets a goal, it is important to
determine the type of audience the company wants to serve.

Review the digital marketing examples
Brand 1- Cashmere Sale- The Cashmere 50% Sale
The main motive of the Cashmere sale's campaign of 50% sale is to promote its product in order
to make people aware about the brand and increase the demand for The Cashmere Sale each
year.
Brand 2- TJ's Burger- The Big Burger XL
The campaign's main focus was to promote their tasty burger and to determine how many people
prefer to buy and eat.

Contribution towards the communication
strategy
Example 1: Cashmere Sale- The Cashmere 50% Sale
The Goal: The primary goal of the campaign was to make
the brand awareness and to increase the demand for The
Cashmere Sale.
Target Customers: The main target for this campaign were
men and women to promote their woolen products and to
maximize its profitability level.
Message: The message of this campaign was to tell people
about the quality product it is offering.

Continue…
Example 2: TJ's Burger- The Big Burger XL
The Goal: The goal of the company is to promote
tasty burger to the customers.
Target Customers: The targeted audience of the
company were youngsters majorly as they prefer
fast food more to eat.
Message: The overall message of the company is
to promote tasty burger and to make everyone's
Easter happy.

Promotional and marketing mix
• Marketing mix is a tool used by firms to achieve the planned
goal like profit maximization, brand image, etc. by focusing
on the product and its promotion in the market.
• Market mix consist of four elements known as 4P's (Product,
Price, Promotion and place). By using these elements, a
company can reach to its targeted audience and promote their
products or services.
• To provide the customers best products Cashmere Sale and
TJ's Burger focused on the right platform and price to reach
more audience.

Rank the examples
BRAND 1:
•Awareness: The Cashmere Sale
Campaign made people aware about the
brand and its woolen clothes.
•Followers: This campaign increased the
followers of the company on Facebook.
•Likes/interests: Around 45320
•Responses and Feedback: The response
was positive and customers gave their
feedback to improve promotion strategy.
BRAND 2:
•Awareness: Campaign made people aware
about the tasty burger TJ's burger was
offering.
•Followers: Instagram followers were
increased because of this campaign.
•Likes/interest: Around 140000
•Responses and Feedback: Response was
positive and customers gave feedback on
increasing the taste more in future burgers.

Conclusion
It can be concluded from the above information that digital marketing is an essential tool in
promoting a brand image at market place. It helps in connecting the large number of audience
with the company and in providing them the quality products or services. Basically, digital
marketing has become the core of everything in the market today. Marketers can collect
important insights into target customer’s behaviour by implementing digital marketing
strategies and opens a door to new opportunities of customer engagement. One of the main
advantage of digital marketing is that it helps a company to reach more customers and build
their relationship with them.

References
Foster, B., 2020. Church marketing manual for the digital age. School Marketing e-Handbook.
Ghimire, A., 2018. Marketing plan: A case study of Pizza King Restaurant.
Hanlon, A., 2019. The digital dilemma: An investigation into social media marketing within organisations.
Owen, K. and Amuchie, F.S., 2018. A Critical Review of the Importance of Reputation Management Policy
in a Digital Age. Journal of Social Media & Digital Marketing-JSMDM. 1(1).
Zhou, Y. and et. al, 2021. Research on the impact of the Internet on the informatization teaching reform of
marketing in universities. In Computational Social Science (pp. 576-583). CRC Press.