BMP3006: Digital Marketing and Communication Strategy Presentation

This presentation examines the use of digital marketing by Coca-Cola, focusing on how various strategies contribute to its communication strategy. The presentation defines digital marketing and provides examples such as video production, search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing. It explains how these examples contribute to Coca-Cola's communication strategy, including external and internal communications, and how they promote brand awareness and understanding among stakeholders. The presentation also explores the promotional aspects of the marketing mix, detailing advertising, sales promotion, public relations, personal selling, and direct marketing. The conclusion highlights the benefits of digital marketing, such as its cost-effectiveness and ability to target a wide audience, ultimately helping organizations connect with existing and prospective consumers. References to academic literature are included to support the analysis.

Practical
Digital
Marketing

Table of Content
Introduction
Definition of digital marketing
Review of digital marketing examples
How digital marketing examples contribute to communication strategy for the entity
Promotional aspects of marketing mix
Conclusion
References

Introduction
Digital marketing is another name of online marketing that promotes brand for making connections with
potentials using internet or any other form of technologies (Blazheska, Ristovska and Gramatnikovski, 2020).
For the presentation, digital marketing examples used by Coca-Cola are reviewed. Coca-Cola is a popular brand
that manufactures carbonated soft drinks. It works with the mission to refresh the globe in spirit, body along with
mind for inspiring happiness and optimism moments through actions, to make different and create value.

Definition of Digital Marketing
Digital marketing strategy is delineated to organisational plan which outlines ways an organisation will attain
marketing objectives through online channels including social media, search engine optimisation, etc
(Charlesworth, 2020). For example, technological advancements in marketing strategies have made working
fairly easy for marketers of Coca-Cola to measure efficacy of marketing campaigns through using digital
analytics dashboards like Google Data Studio, Adobe Analytics and Google Analytics.

Review of Digital Marketing Examples
Digital Marketing examples are digital marketing channels or platforms that are employed by the company to
achieve marketing objectives (Laverie, Humphrey and Bolton, 2018). Coca-Cola marketers tackle digital marketing
with the help of an effective strategy by looking towards impact. Digital marketing examples used in Coca-Cola are
as follows:
Video production
Search Engine Optimisation
Pay Per Click
Social Media Marketing

How digital marketing examples contribute in
communication strategy of the entity
One of digital marketing example used in Coca-Cola is Pay Per Click advertising for targeting as well as
communicating with most qualified audience. One of communication strategy of Coca-Cola is external
communication for promoting awareness in which the digital marketing strategy contribute through allowing the
entity to reach qualified audience and increasing conversation with them so to gain leg up against rivals.

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Video production is another digital marketing example which contribute widely in communication strategy of
Coca-Cola. Communication strategy of Coca-Cola is internal communication for promoting understanding.
Video production about activities or process of manufacturing soft drink improves understanding among
internal stakeholders and acts as powerful way to distribute organisational message (Salkovska, Batraga and
Zilina, 2017).

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Search Engine Optimisation is digital marketing example employed by Coca-Cola to improve ranking of
company in search engine outcomes. Moreover, search engine optimisation contributes in strategy of external
communication for connecting with searchers. Moreover, it helps in bringing faster visibility of brand, product
and services that improves connections with wiser searchers and give quick results (Sawhney and Ahuja, 2021).

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Social Media Marketing is digital marketing example used by marketers and managers of Coca-Cola to have
presence in various platforms in social world. It contributes widely in organisational communication strategy
of external communication for promoting actions. It is a powerful way for companies all sizes to promote
actions of reaching prospective together with potential customers (Salkovska, Batraga and Zilina, 2017).

Promotional aspects of Marketing Mix
Promotional aspect of marketing mix is termed to one of element of marketing mix that includes tactics for
planning and implementation to persuade consumers for making purchase of products or services
(Charlesworth, 2020). For example, when an organisation sells in fair generic manner, its promotional tool
is price oriented including discounts.

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Key promotional mix of Coca-Cola are as follows:
Advertising: A promotional mix of any form of presentation along with promotes ideas and offerings is said to
advertising
Sales promotion: It is defined to set of techniques and activities that encourage influx of population as well as
maximise product sales.
Public relations: It refers to strategic communication process which builds beneficial relationship among
business concerns and their publics in mutual manner.

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Personal selling: Market promotional tactics wherein organisation promote offering through face to face
or direct and personal interaction among seller and individual consumer.
Direct Marketing: A category of promotion that aims to target customers directly. Some kind of direct
marketing includes emails, catalogues and coupon mailers

Conclusion
From the presentation, it has been concluded that digital marketing benefits an organisation to target people
from far geographic locations. It is any advertising done through digital channels for endorsing products,
services and brands. Business concerns leverage digital marketing channels with the hope of connecting
with existing and prospective consumers. It is more cost effective and require limited efforts to achieve
success in competitive market.

References
Aksoy, N. C., Kabadayi, E. T. and Alan, A. K., 2021. Digital Marketing: Reviewing the Field Through Science
Mapping Technique. In Handbook of Research on Technology Applications for Effective Customer
Engagement (pp. 141-162). IGI Global.
Blazheska, D., Ristovska, N. and Gramatnikovski, S., 2020. The impact of digital trends on marketing. UTMS
Journal of Economics, 11(1).
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Fierro, I., Arbelaez, D. A. C. and Gavilanez, J., 2017. Marketing Digital: Una nueva herramienta para
internacionalizar la educación. Pensamiento y Gestión, (43), pp.240-261.

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Laverie, D., Humphrey, W. H. and Bolton, D. E., 2018, May. Integrating customer journey mapping and integrated
marketing communications for omnichannel and digital marketing education: An abstract. In Academy of Marketing
Science Annual Conference (pp. 205-206). Springer, Cham.
Noyola-Medina, A. M., Pinzón-Castro, S. Y. and Maldonado-Guzmán, G., 2018. Innovation and digital marketing
adoption in mexican small business. J. Mgmt. & Sustainability, 8, p.18.
Salkovska, J., Batraga, A. and Zilina, B., 2017, May. Digital Marketing as Innovative Marketing Technology. In New
Challenges of Economic and Business Development–2017: Digital Economy: International Scientific Conference (pp.
543-552).
Sawhney, A. and Ahuja, V., 2021. Drivers of Social Media Content Marketing in the Banking Sector: A Literature
Review. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(3), pp.54-
72.

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