BMP3006 Practical Digital Marketing: Communications Strategy Analysis

This presentation provides an analysis of the digital marketing and communication strategies employed by KFC and Dove. It examines their use of various online channels such as Facebook, Instagram, YouTube, LinkedIn, and Twitter to promote their products and engage with their target audiences. The presentation highlights specific marketing activities, such as KFC's sponsorship of mukbangs and Dove's advertising campaigns emphasizing natural beauty, and evaluates their effectiveness based on social media metrics like followers, likes, shares, and engagement. The analysis also considers the promotional aspect of the marketing mix and references academic literature to support arguments about digital marketing communications. The presentation concludes by emphasizing the importance of effective marketing and promotion in reaching target audiences and ensuring product success. Desklib offers a wealth of resources for students, including solved assignments and past papers, to aid in their studies.

Practical Digital Marketing

Table of content
• Introduction
• Digital marketing strategy
• Digital communication strategy
• Example 1: KFC
• Example 2: Dove
• Promotional and marketing mix
• Conclusion
• References

Introduction
Digital marketing is one of the most important
segment in the marketing nowadays. It refers to the
use of online channels by the companies in order to
promote their products. It is important for the
companies to make sure that the company is having
a presence on online channels as it is extremely
beneficial for the companies. The online media
helps the company in having a wider reach and will
also help the company in attracting potential
customers segment. One of the major benefit that
the company can have from digital marketing is
that the company can save a huge amount of cost as
compared to traditional marketing.

Digital marketing strategy
Digital marketing strategy is the planning by
the company about the marketing activities
that the company is gong to adopt. Their is
various types of marketing activity which the
company can choose from and the choose of
the company must be on the basis of the
product that the company is going to launch. It
is important for the company to make sure that
the marketing strategy that the company is
choosing is according to the product as well as
according to the market that the company is
trying to capture.

Digital communication strategy
communication strategy refers to the planning by
the company about the methods that they are going
to adopt in order to communicate with their
customers. It is important for the company to make
sure that they are having effective communication
with their customers as it will help the company in
providing essential information to the customers,
also it will help the company in providing
assistance to the customers 24/7.

KFC
The company has its presence on five social media
channels that is Facebook, Instagram, Linked In,
Twitter and YouTube. As the company is a fast food
chain the major product that the company is
providing to its customers is fried chicken. The
company has used various techniques to which they
can attract large number of customers. Some of
activities that are helping the company is
sponsoring mukbangs on YouTube so that
mukbangers can give review about the products of
the company which can help the company in
increasing their customer base.

Dove
The online presence of the company is strong
because of the strong advertisement campaign of
the company. The advertising campaign of the
company stated that the product of the company has
a quarter of cleansing milk in it which can give
velvety smooth skin to the users. The bathing soap
of the company has made headlines with its
performance and was able to make a strong and
loyal customer base. The company has strengthen
its social media presence with the help of mobile
ads. The brand is owned by Unilever and the
company majorly uses Facebook to promote their
brand.

Example 1: KFC
The target customers of the company is the middle
class and the upper middle class people. The company
uses marketing strategy that can attract and target the
people of the middle class group as it will help the
company in attracting the right audience. The major
aim of the company is to provide best in class fried
chicken and food to its customers.

Example 2: Dove
The company's target segment is the women of
18 to 35 age group. The company focuses on the
problem of hair fall. The company produces
natural healthy beauty products and makes sure
that the company is providing products that can
give smoothing effect to the skin and hair of the
consumers. The company provides product
saying that they will not provide damage to the
skin or hair of the customers.

Brand 1: KFC
Awareness- high
Followers- 1.2 million
Likes/ interests: 58K
Shares: 16K
Responses and Feedback. relevant
Track Engagement. high
Turnover. $122.5 billion
Reach. medium
Advocacy: Routine Antibiotics? No thanks
effectiveness of chosen media: YouTube
Brand 2: Dove
Awareness- high
Followers- 19 million
Likes/ interests: 5 million
Shares : 98K
Responses and Feedback. relevant
Track Engagement. medium
Turnover: $5.1 billion
Reach. high
Advocacy: self esteem first
effectiveness of chosen media: Instagram

Promotional and marketing mix
Promotion mix is a part of marketing mix and help the company in analysing which marketing strategy can
best suit the company. It is important for the company to make sure that they are using correct marketing
strategy in order to reach to a wider audience and in order to make sure that the company is in the right
direction. The marketing mix of the company unable the company to choose the right marketing mix
according to the products of the company and according to the market in which the company is launching
their product.

Conclusion
From the above presentation it is concluded that the right marketing and promotion of the product is very
important as the company is able to provide the right information to the customers also the company will be
able to reach to the target audience. The promotion activities of the company decide whether the product of
the company is success or failure. It is important for the company to make sure that the promotion of the
company is not creating any controversy which can be harmful for the company.

References
Aidan, A.J., 2018. Mirror, Mirror@ the E-Mall: On-Line Buying Intent for Luxury Clothes and Fashion
Innovativeness of Gay Males. In Digital Marketing Strategies for Fashion and Luxury Brands (pp.
178-194). IGI Global.
Borges and et. al., 2020. The strategic use of artificial intelligence in the digital era: Systematic literature
review and future research directions. International Journal of Information Management, p.102225.
Cheung and et. al., 2020. Driving COBRAs: the power of social media marketing. Marketing Intelligence &
Planning.
Hakim, T. and Almahdi, H.K., 2020. Impact of Proximity Marketing Devices on Buying Decision-
strategical Approach by Small and Medium Size Retail Entrepreneurs. Journal of Management
Information and Decision Sciences, 23(3), pp.187-198.

Thank you