Digital Marketing Strategies: Practical Analysis & Effectiveness

This report provides a comprehensive overview of digital marketing strategies, focusing on digital communication techniques and the effectiveness of various digital marketing tools. It explores strategies such as content marketing and guerrilla marketing, using examples from Monzo Bank Ltd. and McDonald's to illustrate their practical application and impact. The report also examines the marketing mix (4Ps) for both companies, detailing their approaches to price, product, promotion, and place. Furthermore, it analyzes the outcomes and effectiveness of the chosen media for each company, highlighting the importance of selecting the right strategy to communicate effectively with targeted customers. The conclusion emphasizes the vital role of digital marketing in organizational success and the significance of making informed choices among available strategies, with Desklib providing additional resources for students.

PRACTICAL DIGITAL
MARKETING

TABLE OF CONTENT
1. INTRODUCTION
2. DIGITAL MARKETING STRATEGY
3. DIGITAL COMMUNICATION STRATEGY
4. PROMOTIONAL AND MARKETING MIX
5. EFFECTIVENESS OF DIGITAL MARKETING TOOL
6. CONCLUSION
7. REFERENCES

INTRODUCTION
 Digital Marketing is the element of marketing.
 It is performed through several online and internet based platforms like google, yahoo and many more.
 This report will give an idea about various digital marketing strategy and how they act as
communication strategy for any organization.

DIGITAL MARKETING STRATEGY
 Digital marketing strategy are set of actions.
 A successful digital marketing strategy can be formed while keeping several factors in mind: buyer
persona, organizational goals, current strategy and budget.
 There are number of digital marketing techniques which include; Content Marketing, Search Engine
Optimization, Inbound Marketing, Outbound Marketing, Guerrilla Marketing and many more.

DIGITAL COMMUNICATION STRATEGY
 Digital communication strategy enables the organizations to promote its brand.
 It includes, launch of social media campaign, email newsletters, advertisement article.
 It helps in identifying and segmenting the customers, to build brand, analyse and many more.

EXAMPLE:1 CONTENT MARKETING
 As per the views of Pulizzi (2018), it is one of the leading marketing technique in digital marketing
communication.
 It increases in organic search traffic, expand brand awareness, clearly defines the brand objective and
goals, increase social media engagement and many more.
 In contrary note, Holliman & Rowley (2017), that it is a type of investment as it does not reflect the
immediate results.
 It is very difficult task to find the ideas for content as well as measure them.

CONTD.
 One of the firm which utilizes this technique in effective manner for the betterment of their growth and
expansion is Monzo Bank Ltd.
 In May 2019 it has launched its first major video campaign named Monzo – You Make Monzo, Monzo
is the best example to define the benefits of Content Marketing.
 Which was shown on television and also posted on YouTube.
 The campaign is designed to target their millennial customers.
 Through video, it has presented a number of hassle and embarrassing payment situation, which can be
easily solved or managed with Monzo account.

EXAMPLE:2 GUERRILLA MARKETING
 According to the study of Dinh and Mai (2017), it reflects that Guerrilla Marketing has three variable:
Creativity, Clarity and Surprise.
 Guerrilla marketing cost very low, it puts the unique and memorable image in market and easily get
viral.
 Nufer (2019), critically evaluated that Guerrilla marketing strategy work very slow.
 It needs time in order to achieve the goal.

CONTD.
 One of the leading fast food company, which uses Guerrilla Marketing as core strategy to reach huge
customer base is McDonald 's.
 McDonald's is a fast food company, has it outlets over the worldwide.
 The firms use this technique to creatively catch customers attentions.
 Through this practices McDonald's target the Youth as its prime customers. Its major aims is to attract
the people.

PROMOTIONAL AND MARKETING MIX
 Marketing Mix refers to model which is used by company to promote brand, products or service in the
market.
 It mainly consists of 4Ps; Price, Product, Promotion and Place.

MARKETING MIX: MONZO BANK LTD.
 Price: Price is very crucial components in Banking sector. Monzo basically uses three pricing techniques;
cost-plus, transaction value base and challenging price.
 Product: Monzo offers wide variety of product and service which include; current and saving account,
certificate of deposits, mortgage.
 Promotion: As it is online bank, its promotional activities is consist of advertisement through social media
platforms, personal selling and public relation.
 Place: Monzo is online bank, it has its personalized banking application. Most of the service offered are
managed through application only.

MARKETING MIX: MCDONALD'S
 Price: McDonald's offers food at competitive value driven price to its customers.
 Product: It offers both Veg and Non-veg food to customer. Firms primarily sells breakfast, burger, fries,
chicken, sandwich and others.
 Promotion: Its advertisement are most notable among promotion tactics. McDonald's uses television,
magazine and social media platforms to communicate with its customers.
 Place: Place refers to distribution channels, McDonald's have different-different distribution channels
across world.