Structuring the Use of Digital Marketing in Communications

This essay examines the strategic integration of digital marketing within broader communication strategies, highlighting its crucial role in modern business. It defines digital marketing and digital communication strategies, emphasizing their impact on target customers, objectives, messaging, media methods, and effectiveness monitoring. The essay analyzes two case studies: Dove's 'Show Us' campaign and Marks and Spencer's Christmas food campaign, evaluating their effectiveness based on awareness, follower engagement, feedback, turnover, and media reach. It also discusses the promotional aspect of the marketing mix (product, price, place, and promotion) in relation to these campaigns. The analysis concludes that digital marketing is vital for brand awareness and customer engagement, leveraging various online channels to enhance brand image and goodwill. The document is available on Desklib, a platform offering study tools for students.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
• Name:
• ID:

Introduction and DM
Digital marketing is referred to the process of advertising with the help of various digital channels which include
various search engines, websites, email, social media and mobile apps. These methods are used by various
organizations in order to endorse various goods, brands and services. The customers are hugely dependent upon the
digital means in order to research for the products. Digital marketing can be referred to various efforts done in order
to facilitate marketing process with the help of electronic devices.

What is digital marketing strategy?
Digital marketing strategy is referred to a set of well planned actions that are performed online in order to accomplish
the business goals. The digital marketing strategy can be referred to the process wherein consistent actions are need
to be performed at the right time and at the right online platform in order to attract the suitable audience. This helps
in increasing the revenue generation of the organization whereas help in building better relationships with the
audience.

Digital communication strategy
Digital communication is referred to the process of connecting with people with the help of various online channels. The various
processes of digital communication might involve launch of social media campaigns, distribution of email newsletters, publishing of
native advertising articles or running banner advertisements.
The communication strategy has its impact upon the various aspects that are discusses below-
Target customers- The organizations that focus upon its communication strategy tend to attract the right customers for the
organization more accurately.
Objectives- The communication strategy help in attaining the objectives and accomplishing the objectives of the organization as they
get a wider reach and increases the chances of increasing revenues.
Message- The communication strategy of the organisation help in developing awareness of the brands in the market.
Media methods- The communication strategy helps in providing better, improved and innovative platform to the organization to
promote its products and services over various electronic media channels such as social media, email marketing, etc.
Monitor and control effectiveness- The communication strategies communicate the message to the audience which can be monitored
as in to check if the desired outcomes have been obtained or not and thus various measures can be applied in order to accomplish the
desired goals through the campaigns.

Example 1 - how they contribute to the communications strategy for the
respective organisations, as part of the promotional aspect of the marketing mix.
Dove Show Us campaign
This campaign of Dove focused of sharing the message that all people are beautiful in their on ways. The Capitan organised by Dove encouraged and
motivated in breaking the stereotypes and accept people the way they are. The hashtag which has been used by Dove for this campaign is #Show Us.
 Target Customers- Dove majorly focused on targeting all women of all age and profession through which they can tell that all people are beautiful and
must be accepted the way they are. The company followed gender segmentation strategy for targeting more number of customer all around the globe.
 The Goals - Objectives Of Communications- The objective of ShowUs campaign was to spread the message of defining beauty has no bar and all people
are beautiful in the way they are.
 Message- The message which has been shared through this campaign was to shatter the stereotype of beauty standards and accept all individuals as
the way they are.
 Media Methods- The media methods which has been used by Dove for conducting their ShowUs campaign was Facebook, Twitter and Instagram
through which they can reach to larger number of customers. The campaign opted for social media platform through which they can engage with more
customers at larger geographical area.
 Monitoring And Control The Effectiveness- The company regularly monitored their performance and analysed with their desired performance standards
through which they can identify the engagement of customers and further take actions for improvements to target customers at larger scale.

Example 2 – Marks and Spencer Christmas food campaign
The marks and Spencer food campaign consists of 12 different advertisements which are a blend of short and long edits that ensure viewers introduce the food favorites on a
regular basis.
 Target Customers- The target customers of the organization are males and females below the age of 35 years.
 The Goals – The brand aims to deliver style as well as quality to its customers during the festive season.
 Message- The message of the campaign is to showcase quality and value of the products in the most authentic way.
 Media Methods – The media methods used by marks and Spencer are television, smart social networking sites and customer relationship management.
 Monitoring And Control The Effectiveness- The organization has actively contributed its efforts towards the social media network in order to engage with the
audience and have a wider reach along with increased revenues.

Promotional and marketing mix
The marketing strategies are explained below-
Product- Product is referred to the goods and services of the organization which it deals in.
Price- Price is referred to the cost that is paid by the customer in exchanges of the the products or the services.
Place- The place is referred to the medium of distribution of the product. The place helps in deciding the
accessibility of the product to the customers in the market.
Promotion- The promotion helps in promoting the product in the market in order to attract various customers towards
the product.

Effectiveness and rank the examples in order of effectiveness, utilising the social media
measures -Measuring effectiveness of DM Communications :
BRAND 1
1. Awareness- Dove was able to create and spread
awareness from their campaign as their message
influenced many users and women all around the
globe. The awareness was regarding the
acknowledgement of beauty that needs to be
celebrated by each and everyone.
2. Followers- 27 million on facebook
3. Likes/ interests – 1.7 million
4. Responses and Feedback- Dove empowered
women and succeeded in over 80 countries.
5. Turnover- $5.1 billion
6. Reach- 40 articles were published in the press.
7. effectiveness of chosen media – The brand chose
social media platform which was highly successful.
BRAND 2
1. Awareness- The brand aims to deliver style as well as
quality to its customers during the festive season. The
message of the campaign is to showcase quality and
value of the products in the most authentic way.
2. Followers- 1.8 million on instagram
3. Likes/ interests- 5.6 million
4. Responses and Feedback-
5. Turnover- 9.17 billion British Pounds
6. Reach.- The campaign had a reach of over 47 million
shoppers with the help of social and print media.
7. effectiveness of chosen media- Marks and Spencer
focussed upon social media platform among which
instagram was given the priority. The campaign was
effective in a cost saving manner.

Conclusion
• From the above information, it can be concluded that5 digital marketing plays a critical role in creating brand
awareness and increasing customer engagement for a business. There are several approaches and mediums which
are used by organizations in order to connect and target larger number of customer through which they can
enhance their brand image and goodwill in the organization

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Thank you