Impact of Digital Marketing on Communication Strategy: A Report

This report examines the structure and use of digital marketing within a specific communications strategy, focusing on examples from Dove's #ShowUs campaign and Apple's #ShotoniPhone campaign. It reviews the digital marketing strategies employed by these brands, explaining how they contribute to the promotional aspect of the marketing mix. The report assesses the effectiveness of each campaign using social media metrics such as awareness, likes, engagement, and turnover, ranking them accordingly. It concludes that digital marketing is a significant tool for modern businesses, highlighting its role in building brand awareness and fostering customer trust. The analysis also touches upon the core elements of the marketing mix: product, price, place, and promotion, providing a comprehensive overview of digital communication strategies and their impact.

Structure 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 a process that plays a
significant role in the modern era.
• The businesses these days focus upon showing
an online presence with an intention of spreading
awareness regarding the brand in the market that
helps in increasing the sales of the organisation.

What is digital marketing strategy?
• Digital marketing strategy is basically a plan that focuses upon
outlining the ways in which the business makes efforts to attain the
goals with the help of various online channels such as social media
and search.
• Most of the strategy plans are based upon the summarizing the
online channels along with the digital marketing techniques along
with deciding the investment of various channels and tactics.

Digital communication strategy
• Digital communication hold abundant significance in the present
scenario. The requirement of digital communication has been at rise
due to the internet friendly generation.
• Earlier, when there was no digital media, the professionals used
various sources of communication strategies like television, radio,
print media as well as bill board advertising. The imp
– Target Customers
– The Goals - Objectives Of Communications
– Message And
– Media Methods
– Monitoring And Control The Effectiveness

Continued..
The impact of digital communication strategies have been discussed
below.
– Target Customers
– The Goals - Objectives Of Communications
– Message And
– Media Methods
– Monitoring And Control The Effectiveness

Click to add picture
Review the digital marketing example.
• Brand 1- dove
Product- Soap bars
Message-
• Brand 2- Apple
Product- Iphone
Message-

Example 1 – Dove #ShowUs campaign
•Target Customers- The target of Dove is upon females of all age groups
•The Goals - Objectives Of Communications- The objective of communication of Dove is to break the
stereotypes that have been in the market since ages regarding the beauty standards.
• Message- The message of Dove is that the beauty has no standards and limits to be measured.
•Media Methods- Dove uses various media methods in order to promote its product with the help of
social media, print media and electronic media as well.
•Monitoring And Control The Effectiveness- The organisation has launched various campaigns that have
further led to enhancement in the sales of the products.

Example 2 – Apple #ShotoniPhone
campaign
•Target Customers- The target of Apple is upon the working professionals
•The Goals - Objectives Of Communications- The objective of the campaign launched by Apple was to
promote its cell phones in the market after the launch.
• Message- The message that was delivered by apple was that customers can shoot their content with the
help of their smartphone range and get a sense of professional shoot.
•Media Methods- Apple uses various media methods, both online and offline methods to promote their
products in the market.
•Monitoring And Control The Effectiveness- Apple has been successful in monitoring and controlling the
effectiveness of the advertisements with the help of user generated content through various social media
platforms.

Promotional and marketing mix
The marketing mix strategies of the organisation comprises of
four elements namely product, price, place and promotion.
The concept of marketing mix have been discussed as follows-
• Product
• Price
• Place
• Promotion

Effectiveness and rank the examples
BRAND 1
Awareness- to break the beauty stereotypes
Followers- 7 million
Likes/ interests- 6.5 million
Responses and Feedback- Became a photo
sensation
Track Engagement- 650k times use of
hashtags
Turnover- 5.1 Billion
effectiveness of chosen media – Created
genuine value of organisation among
customers
BRAND 2
 Awareness- to promote the launch of new iphones in
the market
 Followers- 23 Million
 Likes/ interests – 13 million
 Responses and Feedback- It gave rise to various
hashtags too
 Track Engagement- Gave a boost of 28% engagement
 Turnover- 138 Billion
• effectiveness of chosen media- It has built trust among
its customers.

Conclusion
• It can be concluded from the study that digital marketing is a very significant concept in the present
era. The concept is suitable and has become the need of the era because of the techno savvy
requirements.
• The focus of the presentation has been upon the digital marketing strategies along with the
communication strategies of the organisation. The presentation has analysed two marketing
campaigns while comparing the impact of the campaign.
• The effectiveness of each product campaign has been compared on the basis of their performance.
Also, the presentation has discussed various elements of marketing mix such as product, price, place
and promotion.

References used
 Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
 Ivaschenko, A., Stolbova, A. and Golovnin, O., 2019, October. Spatial clustering based on
analysis of Big Data in digital marketing. In Russian Conference on Artificial Intelligence (pp.
335-347). Springer, Cham.
 Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
 Nikunen, T. and et.al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223), 12(2).

Thank you