BMP3006 Practical Assessment 2: Digital Marketing Strategy Analysis

This presentation analyzes the use of digital marketing in communications strategies, using Sainsbury and L'Oreal as examples. It reviews their digital marketing approaches, including social media campaigns, target customers, and goals. The presentation explains how these strategies contribute to the promotional aspect of the marketing mix, considering elements like product, price, place, and promotion. It then assesses the effectiveness of each example based on social media metrics such as awareness, followers, likes, shares, and responses. The conclusion summarizes the effectiveness of digital marketing and its role in product promotion. References are provided for further reading.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation

Use of digital marketing in a specific communications
strategy
Name & ID

Table of Contents
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
Digital marketing strategy
Digital marketing is an effective approach which is concerned with the use of online tools and
techniques for the purpose of promotion and advertisement of product and services in marketplace.
There are a lot of tools such as mobile devices, internet, software and other tools are used for
promoting products in digital manner. In this, a lot of online techniques such as search engine
optimization, social media marketing, content marketing are applied in significant manner (Kannan,
2017).

REVIEW THE DIGITAL MARKETING
EXAMPLES
Sanisbury marketing startegy
Sainsbury is a renowned company which deals in groceries and general items such as clothing, fashion, accessories
and more. As per the requirement of current time, they make use of various social media platforms in order to
attract more number of buyers. It is analyzed that company has its own website where people can easily buy
products (Kannan, 2017). They also make effective use of various social media platforms such as Face book, instra
gram, You tube and more in order to communicate with target segment in an efficient manner. Here, a campaign
was run by company in which they feature diverse women for showcasing their summer collection of clothes.

CONT..
• Target Customers:It refers to the segment of customers which are specifically targeted by company for
selling their product and services at wide level. In present scenario, Sainsbury is targeting woman of all
age groups as well as income level through offering variety of clothes. Here, they are targeting such
women who like to dressed properly in order to get good vibes.
• The Goals:The goal of campaign is to provide the message to society that each and every woman
deserves to look good and be happy regardless of their complexion and body shape. In this, main aim is
to boost the confidence level of women in significant manner (Hanlon, 2018).

EXAMPLE 2
• Loreal :It is a well known company which deals in wide range of personal care products at global
level. Here, It is one of the largest cosmetic companies at global level which provides different product
like sun protection cream, hair colour, skin care products and so on. It is analysed that organization
makes efficient use of different digital marketing strategies for gaining attention of target segment in an
efficient manner. For this, they ensure to have significant presence over different social media
platforms where they can easily get connected with target customers at global level.

CONT..
• Target customers: With the campaign, they are targeting women of all cultures and race across the world. In this,
target segment is women who wish to look good and feel confident (Key, 2017).
• Goals: Main goal of organization is to introduce diversity and equality among all race and culture by minimising
differences which prevails at different levels in society.
• Message: In the present scenario, L’Oreal provides message to women belong from different race and culture that
they all are equal and deserve to feel good by having good looks and beauty.
• Media methods: For promoting the present campaign, organization uses various digital platforms like Instragram,
Twitter, Face book and more in significant manner
• Monitoring and evaluation: They also monitor the campaign in different intervals so that they can bring
appropriate improvement in the campaign for gaining positive outcomes in future period of time (Domazet and
Neogradi, 2019).

PROMOTIONAL AND MARKETING MIX
• Marketing mix is a combination of various elements such as product, price, place and promotion. These
different tools of marketing mix are helpful in terms of maintaining effective communication as well as
interaction with target segment at global level. Different elements of marketing mix have their own
importance which significantly contribute in providing competitive edge to company (Puthussery,
2020). There is an element called promotion which is really significant in present time for having
proper communication with customer. In reference of Sainsbury, they use an appropriate promotion
mix by including different techniques of promotion such as direct selling, public relation, sales
promotion and more.

CONT..
• In reference of Loreal, they use different tools in terms of promotional mix with the
intention to maintain proper communication with customers. In case of present
campaign, it is quite difficult to get connected with customers without having a proper
promotional tool. So, they use new and advanced approaches of promotional mix for
getting positive response from customers. With the use of social media platforms, they
are able to receive appropriate reviews, suggestions and feedbacks of customer for
making improvement in existing product of company.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF
EFFECTIVENESS, UTILISING THE SOCIAL MEDIA MEASURES
• Awareness: In context of Sainsbury, target segment are well aware with the campaign which us being
run by company. In this, they maintain proper interaction with customers for spreading awareness
among target segment (Pandey, Nayal and Rathore, 2020).
• Followers: It is stated that organization has a remarkable followers over social media platforms. It has
nearly 1.7 million followers over Face book which is vital for success of campaign.
• Like: It is analyzed that there is nearly 1.7 million likes over face book page of organization which
shows the success of campaign.

CONT...
• Awareness: For a company, it is important to spread awareness about their activities. In present
scenario, Loreal is using appropriate social media platforms such as Instragram for promotion purpose.
• Followers: There are nearly 315663 followers of Loreal over Instragram which shows the effectiveness
of campaign.
• Like: Due to higher market reputation of company its post gets remarkable likes over Instragram
significantly.
• Share: It is stated that there are a lot of followers of Loreal at social media who share its posts multiple
times. It is due to the trust and faith of customers over brand.
• Response: It is analyzed that marketing campaign of Loreal is getting exponentially great response by
getting remarkable reviews, feedbacks and suggestions from customers.