Evaluating Digital Marketing in Organizational Communications Strategy

This essay examines the role of digital marketing within a specific communications strategy, focusing on its contribution to the promotional aspect of the marketing mix. It reviews digital marketing examples from brands like Amazon and Marks & Spencer, explaining how these strategies contribute to the organizations' communication goals through social media marketing and brand awareness. The essay also evaluates the effectiveness of these digital marketing communications, utilizing social media measures to rank them. Ultimately, the conclusion reinforces the idea that digital marketing is a cost-effective approach for brands to connect with potential customers through various digital mediums, enabling them to reach a wide audience.

Use Of Digital Marketing In A Specific
Communications Strategy

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 AND DM
• Digital marketing is said to promotion of brands for the purpose of connecting with potential customers
through internet or various other digital mediums. It entails online marketing efforts that are conducted
on Internet.

REVIEW THE DIGITAL MARKETING EXAMPLES
• Digital marketing refers to a form of promotion that includes different channels to promote organisation
interests to wider prospective customers.
• For example, within Marks and Spencer, digital marketing is used to expand global reach, measure return on
investment, improve targeting, build effective relationship and connect immediately with customers.

EXPLAIN USING LITERATURE HOW THEY CONTRIBUTE
TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS
• Communication strategy is said to a plan or tactic which expresses method of a venture to outreach
practices, comprising what the business wishes to share with public as well as whom they are trying to
reach. When organisation put communication strategy into a place, they permit personnel for refer
standardised plan with the aim of interacting with people such as clients, managers and colleagues.

REVIEW THE DIGITAL MARKETING EXAMPLES .
Brand One: Amazon
Brand Two: Marks and Spencer

EXAMPLE 1 -
Amazon is a brand that uses digital marketing strategy to promote its handmade products.
Social media
marketing is one of digital marketing channel used by the company for building brand awareness and
enhancing conversation with target customers. With this, the company promotes buying of handmade
commodities that are produced with care and attention.

EXAMPLE 2 -
Marks and Spencer is another brand who uses digital marketing strategy to promote its arrival of products
online and offline stores. Social media marketing is used by the company in which they post content on
Instagram.

PROMOTIONAL AND MARKETING MIX
• Promotional aspect comprises advertising and public relations for revealing to consumers the reason
they need it along with why they must pay particular price for it. Promotion element is concerned with
activities that are undertaken to communicate with customers and distribution channels to enhance the
sales of the firm.

EFFECTIVENESS AND RANK THE EXAMPLES IN
ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -MEASURING
EFFECTIVENESS OF DM COMMUNICATIONS
Social media measures are way to caliber success of strategies used in social media marketing
by an entity or a brand. There are various social media measures that are employed by a
business for gauging existing trends pertaining in the industry.

CONCLUSION
• From the presentation, it is concluded that digital marketing is online marketing in which
brands promote themselves for connecting with potential customers with the help of internet or
other digital technologies. Millions of people engage in digital marketing because it is easier
as well as cost effective way to reach wide located people.

REFERENCES USED
• Chaffey, D. and Ellis-Chadwick, F., 2019.
Digital marketing. Pearson uk.
• Dimitriadis, N., Dimitriadis, N. J. and Ney, J., 2018.
Advanced Marketing Management: Principles, Skills
and Tools. Kogan Page Publishers.
• Hanlon, A., 2019.
Digital marketing: strategic planning & integration. Sage.
• Kulova, I. and Mihaylov, М., 2018. Digital marketing–the key to successful electronic business.
In
Conference with International Participation “Food Science, Engineering and Technology (Vol. 65, No.
1, pp. 2535-1311).
• Tuten, T. L., 2019.
Principles of Marketing for a Digital Age. SAGE.