Digital Communication Strategy: A Case Study of Denizen & Samsung

This presentation analyzes the digital marketing and communication strategies of Denizen by Levi's Strauss and Samsung Galaxy Flip. It examines the role of digital marketing campaigns in improving communication strategies and achieving communication objectives for both brands, focusing on target consumers, promotional mix, and brand awareness. The presentation also ranks the brands in order of effectiveness, concluding that an effective digital marketing strategy is crucial for gaining a competitive advantage and influencing consumer behavior. The document is available on Desklib, where students can find more past papers and solved assignments.

Practical Digital Marketing

Table of Contents
 INTRODUCTION
 Digital marketing strategy
 Digital communication strategy
 Review digital marketing examples
 Promotional and Marketing mix
 Ranking brands in order of effectiveness
 CONCLUSION
 REFRENCES

INTRODUCTION
Digital and social media marketing are one of the most popular channels used by
business firms to communicate and interact with the consumers. It is important for
business firms to have strong social media presence as it helps the company attain
marketing objectives in a cost effective manner. This presentation looks at the role
of digital marketing campaigns on the communication strategy of two brands. The
first brand is Denizen by Levi's Strauss and the second brand is Samsung Galaxy
flip by Samsung electronics.

Digital marketing strategy
Digital marketing strategy refers to a set of
planned actions completed by the company
through online channels in order to attain
marketing objectives. Effective digital
marketing strategy positively impacts on the
revenue of the company by connecting the
target consumer base of the firm with the use
of suitable online channels such as social
media and search engine optimization.

Digital communication strategy
Communications strategy of a company is a plan
which includes information about the most
effective ways of sharing information to the target
consumer in order to attain communication
objectives and increase profitability of the
company. Communication strategy ensures that
ensures that vital information is shared with the
correct people both internally and externally
which helps the company attain business
objectives in a timely manner.

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 Goals: This refers to the desired end
results of a communication strategy. These
are the first step towards development of
an effective communication strategy.
Communication goal of a company is
constructed to be measurable.
 Message: The subject matter needed to be
communicated to the target consumer
audience is part of this element of the
communication strategy.

Review digital marketing examples
 Brand 1
 Denizen by Levi's is a brand
which produced denim fabrics
including Denim jeans and jackets,. The
bran offers quality craftsmanship and
authentic style which has played an
important role in global success of
Levi's Strauss.

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 Brand 2
 Samsung electronics is a
multinational conglomerate which
consists of various brands under
the Samsung brand name. Galaxy
flip by Samsung is the latest
smartphone introduced by the
company which aims to offer
folding glass feature in this brand.

Example 1: Denizin
The role of digital marketing campaign “Fit
for every body” by Denizen Levi's in
improving communications strategy and
accomplishing communication objectives
is discussed below:
 Target consumer: The target consumer
base for fit for every body marketing
campaign consists of young demographic
who wear denim products.

Example 2: Samsung galaxy flip
The role of digital marketing campaign to
introduce Samsung galaxy flip in
achieving communication objectives of
the company is provided below:
 Target consumer: The target consumer
base for this marketing campaign are
technologically literate consumer base
who are able to purchase foldable
smartphone sold at premium pricing.

Promotional and Marketing mix
 Product: Denim ware lie which is
suitable for every body type
effectively communicates youthful
emotions which assists increase sale
of the products. The USP of
Samsung Galaxy flip is the centre of
digital marketing strategy which
helps the company stand out from
the brand.

Ranking brands in order of effectiveness
Brand 1: Denizen from Levi's Strauss
 Awareness: The marketing
campaign of Denizen was able to
increase brand awareness as it
reached large number of
consumers.
 Followers: 21.3k
Brand 2: Samsung galaxy flip
 Awareness: Samsung was able to
increase awareness about flip
features of their new product in a
global scale with the help of this
digital marketing campaign.
 Followers: 4.6 million