BMP3006 - Practical Digital Marketing: Strategy and Promotion

This presentation provides an in-depth analysis of digital marketing strategies and their role in communications, focusing on promotional and marketing mix elements. It defines digital marketing, highlighting its use of online tools like search, social media, and email to reach a broad customer base. The presentation explores digital marketing strategies, including creating business plans and utilizing platforms like social media, forums, and paid advertisements to achieve organizational objectives. It also examines real-world examples, such as the M&S Christmas Food campaign, to illustrate how companies target customers, define goals, craft messages, and utilize media platforms. The presentation contrasts digital and traditional communication strategies, emphasizing the importance of identifying target markets, setting clear objectives, and monitoring campaign effectiveness. Furthermore, it discusses the promotional mix, including advertising, personal selling, publicity, and sales promotion, and the marketing mix (product, price, place, promotion), illustrating how these elements contribute to gaining a competitive advantage. The conclusion summarizes the importance of digital marketing as a key tool for businesses to promote products, connect with customers, and achieve their goals.

Digital marketing is an approach which helps in promoting and selling
products with the help of using online or internet marketing tools which
involves: search marketing, social media marketing and email marketing
platforms. Therefore, digital marketing helps in reaching large number of
customers by using such mediums of digital communication. In other words,
it offers access to people to shop from there electronic devices, such as mobile
phones and laptops (Dodson, 2016). The presentation aims to you define
digital marketing and how communication strategy plays a crucial role in
promotion aspect and marketing mix of an organisation.
Example 1: “M&S Christmas Food”
Target customers- The target of this campaign was to promote their food
products on the occasion of Christmas which will help them in increasing the
sale of the food line by offering Christmas gifts for customers.
The goals- The objective of this campaign was to increase the sale of the food
products, as this will be helpful in enhancing the position of the company and
will lead to higher revenue generation and maximum profitability for the
business.
Message- The message through this campaign was delivered to customers and
it encouraged the customers to get a festival vibe from their products.
Media methods- Several promotional strategies and media platforms were used
by M and S to attract customers. The company made a welcoming Santa and
celebrated every minute with the customers which will ensure maximum
customer satisfaction and promoted their products and services by using
Facebook, Twitter and their official website (Piñeiro-Otero and Martínez-
Rolán, 2016).
Monitoring and control the effectiveness- M&S regularly monitored all
activities which were planned and controlled all activities by continuously
monitoring the performance of their staff and focusing on meeting the desired
standard which will help in accomplishment of campaign objectives.
Digital marketing strategy is a tactic which involves a sequence of planned
actions which are defined by an organisation. Such strategies help an
organisation to accomplish their objectives by using different digital marketing
platforms which are owned or paid. By creating a business plan, it helps an
organisation to effectively execute their digital marketing strategy and meet the
desired outcomes. Digital marketing strategies can involve promotion of
products and services offered by the company via social media marketing,
forums, paid advertisements, community boards, email marketing, podcast or
YouTube (Gaitniece, 2018).
Digital communication strategy is an approach which helps an organisation to
connect with people by using various online channels and mediums. These
communication strategies involve: running banner advertisements, emails,
newsletter and different social media platforms. Digital communication
strategy and traditional communication strategy are slightly different.
Whereas, most of the components of both strategies are similar but the
channels which are used in targeting customers are different and objectives
which need to be accomplished also different in both strategies.
Target customers- Identification of target market and customers is very crucial
as it helps in planning various media platforms which will be used to target
numerous customers.
The goals- The objectives of the organisation must be clearly define which will
be helpful in selling more products and attracting huge number of customers.
Message- The message of the marketing campaign must be clearly defined by
the organisation by using slogans visual effects or text, as this can be helpful in
attracting more customers.
Media methods- An organisation must choose the right media platform which
will be used by the throughout the campaign for sharing the message, the
digital media platforms which can be used involves Twitter, Facebook,
Instagram or newsletter.
Monitoring and control the effectiveness- After choosing the right media
platform, organisation must regularly monitor and control the whole campaign
which will help them in targeting and reaching more customers and organize a
successful and effective campaign (Heinze and et.al, 2016).
PRACTICAL DIGITAL MARKETING
Introduction
DIGITAL MARETING STRATEGY
Conclusion
From the above mentioned information, it can be summarized that digital
marketing is one of the important tool for business which help them in
promoting their buying and selling products. Digital marketing supports an
organisation to reach more number of customers and establish strong
connection with their customers which will help in accomplishing planned
objectives and gaining competitive advantage in the industry.
References
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating
strategic, targeted, and measurable online campaigns. John Wiley
& Sons.
Gaitniece, E., 2018, September. Digital Marketing Performance Evaluation
Methods. In CBU International Conference Proceedings (Vol. 6, pp.
DIGITAL COMMUNICATION
STRATEGY
Example 2: “This is just not food, this is M&S food”
Target customers- The target of this campaign was to increase the food line products.
The major focus of this campaign was to attract more customers by offering more food
products and introducing a new line of food products.
The goals- The aim of this campaign launched by M&S was to attract customers by
promoting the food products and food line offered by the company this campaign quoted
uniqueness and best quality of food products which are offered by the company (Thomas
and Housden, 2017).
Message- The message was clearly delivered which focus Don ensuring that there is no
other food like M&S food.
Media methods- The various media platforms which were used by MNS in this
campaign involves famous TV show and videos which went viral and held in attracting
numerous customers.
Monitoring and control the effectiveness- M&S regularly monitored and controlled
whole campaign and focus on ensuring that all activities are executed as per the plan.
Promotion mix is a composition of various tools and techniques which are used by an
organisation to promote and sell their products. Such tools are helpful in promotions and
are also known as components of promotional mix which involves advertisement,
personal selling, publicity and sales promotion. The promotional mix strategy affects the
demand of the products by delivering the organization’s message to the people. The
campaigns which were launched by M&S food line used Facebook Twitter, TV, their
official website and social media platform to attract more customers by promoting their
offers and services. Marketing mix strategy is a marketing technique which involves
price, place, product and promotion strategy by which numerous customers can be
targeted and organisation can meet their desired objectives. This will also help an
organisation in gaining competitive advantage (Wang, 2020). Before launching the
campaigns, M&S focused on choosing the right place, which will help them in attracting
right customers at right time, as this will lead to a successful campaign. For marketing,
the company used social media platforms such as TV, Facebook, Twitter to attract
customers for generating higher revenues and maximizing profitability for the business.
PROMOTIONAL AND MARKETING MIX