Digital Marketing Application in Communication Strategy: M&S Food

This report explores the application of digital marketing within a communication strategy, using Marks & Spencer (M&S) as a case study. It reviews specific M&S digital marketing campaigns, such as the 'This is just not food, this is M&S food' and 'M&S Christmas Food' campaigns, analyzing their target customers, goals, messaging, and media methods. The report discusses how these campaigns contribute to the promotional aspect of the marketing mix, emphasizing the importance of a well-defined digital communication strategy encompassing target customer identification, clear objectives, effective messaging, appropriate media channels, and continuous monitoring. The effectiveness of each campaign is ranked based on brand awareness, customer reactions, feedback, and reach, concluding that digital marketing is crucial for businesses to promote products, build customer relationships, and gain a competitive advantage. The report also highlights the role of other digital marketing mediums, such as content marketing, marketing automation, SEO and email marketing, in improving consumer engagement and profitability.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:
Assessment Submission
Date

Contents-As2
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 a strategy that involves using online or internet marketing tools such as search marketing, social
media marketing, and email marketing platforms to promote and sell items. As a result, by utilizing such digital
communication media, digital marketing aids in reaching a huge number of clients. To put it another way, it allows
consumers to buy from their electronic devices, such as cell phones and computers.
•The presentation's goal is to help you understand what digital marketing is and how communication strategy plays a
critical part in an organization's promotion and marketing mix. This presentation will define the usage of digital
marketing and digital marketing tactics as a means for a company to successfully interact with its consumers.

WHAT IS DIGITAL MARKETING
STRATEGY?
• A digital marketing strategy is a method that entails a set of pre-planned activities that are outlined by a company.
These methods assist a company in achieving its goals by utilizing various digital marketing channels, both owned
and paid. A business plan may assist a company in efficiently executing its digital marketing strategy and
achieving the intended results.
• There are a variety of social media sites to choose from, and some of the digital marketing strategies are- Social
media marketing, forums, sponsored ads, community boards, email marketing, podcasting, and YouTube are all
examples of digital marketing methods that may be used to promote a company's products and services.

DIGITAL COMMUNICATION STRATEGY
A digital communication plan is a method for a company to communicate with its customers via numerous online channels and
platforms.
•Target customers- Identification of the target market and consumers is critical since it aids in the design of various media
channels that will be utilized to reach out to a large number of people.
•The goals- The organization's objectives must be clearly defined, since this will aid in the sale of more items and the attraction
of a large number of consumers.
•Message- The marketing campaign's message must be properly established by the organisation, whether through slogans,
visual effects, or text, since this may assist attract more customers.
•Media methods- An organisation must select the appropriate media channel for disseminating the message throughout the
campaign; digital media platforms that can be employed include Twitter, Facebook, Instagram, and newsletters.
•Monitoring and controlling the effectiveness- Following the selection of the appropriate media platform, the organisation must
monitor and oversee the whole campaign on a regular basis, which will aid in the targeting and reaching of more customers, as
well as the organisation of a successful and effective campaign.

REVIEW THE DIGITAL MARKETING EXAMPLES
Brand 1
This is just not food, this is M&S food
Brand 2
M&S Christmas Food

EXAMPLE 1
THIS IS JUST NOT FOOD, THIS IS M&S FOOD
•Target customers- The goal of this campaign was to expand the number of goods in the food line. The main goal of
this campaign was to attract more consumers by increasing the number of food products available and launching a
new food line.
•The goals- The goal of M&S's campaign was to attract customers by promoting the company's food items and food
line. The campaign emphasized the distinctiveness and high quality of the company's food goods.
•Message- The message was communicated clearly, with the brand emphasizing that no other food compares to M&S
cuisine.
•Media methods- M&S employed a variety of media outlets in this campaign, including a popular TV programme
and videos that went viral and attracted a large number of consumers.
•Monitoring and controlling the effectiveness- M&S closely monitored and managed the whole campaign, focusing
on ensuring that all actions were carried out as planned.

EXAMPLE 2
M&S CHRISTMAS FOOD
•Target customers- The goal of this campaign was to advertise their food goods throughout the Christmas season, which
would help them increase sales of the food line by providing consumers with Christmas presents.
•The goals- The goal of this campaign was to boost the sale of food items since this would help the firm improve its
position and generate more income and profit.
•Message- Customers were given the message through this ad, which urged them to obtain a festival atmosphere from
their products.
•Media methods- M & S employed a variety of advertising techniques and media channels to acquire clients. The firm
dressed up as Santa and spent every minute with consumers, ensuring maximum customer happiness. They also marketed
their products and services via Facebook, Twitter, and their official website.
•Monitoring and controlling the effectiveness- M&S routinely monitored and regulated all operations that were planned
and controlled by continually assessing the performance of their employees and focused on reaching the required standard
that would aid in the achievement of campaign objectives.

PROMOTIONAL AND MARKETING MIX
•A promotion mix is a collection of different tools and strategies that a company uses to advertise and sell its
products. Such promotional tools are also known as components of the promotional mix, which includes advertising,
personal selling, publicity, and sales promotion.
•A marketing mix strategy is a marketing method that includes a pricing, location, product, and promotion plan to
target a large number of customers and help an organisation achieve its goals. This will also assist a company in
acquiring a competitive edge.

RANK THE EXAMPLES
BRAND 1
 Awareness- M&S was able to increase brand recognition among
customers and the industry as a result of this campaign, which
resulted in an increase in sales and maximum profits.
 Reactions and Feedback- The feedback and responses that the
brand received from its campaigns were overwhelmingly
favorable, resulting in a strong brand image, increased product
sales, and a healthy profit margin.
 Reach- The campaign was able to reach a large number of
people since the company was able to attract numerous
customers with appealing and intriguing advertisements. M&S
employed a variety of promotional tactics to reach out to more
customers, including television, hoarding, and advertisements
on social media sites.
BRAND 2
 Awareness- The firm was able to raise client
awareness with this campaign, which resulted in
increased revenue.
 Reactions and feedbacks- Customers' responses and
feedback were favourable, which aided the brand in
achieving maximum customer satisfaction.
 Reach- The campaign was able to reach a large
number of customers because the Rand was able to
attract a large number of customers via efficient
promotional and digital marketing techniques.

CONCLUSION
•From the foregoing, it can be concluded that digital marketing is a powerful resource for businesses to use in
promoting their purchasing and selling of items. Digital marketing enables a company to reach a larger number of
consumers and build stronger relationships with them, allowing it to meet its goals and acquire a competitive
advantage in the marketplace.
•Other digital marketing mediums such as content marketing, marketing automation, pay-per-click, SEO, and e-mail
marketing, on the other hand, generated benefits for the organisation and improved consumer engagement for the
brand, resulting in higher revenues and profitability for the company.

REFERENCES USED
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Marketing and Halal Industry. 2(1). pp.15-28.
• Polanco-Diges, L. and Debasa, F., 2020. The use of digital marketing strategies in the sharing economy: A literature
review. Journal of Spatial and Organizational Dynamics. 8(3). pp.217-229.
• Muhammedrisaevna, T. M., Bakhriddinovna, A. N. and Rasulovna, K. N., 2021, March. Use of digital technologies in
marketing. In E-Conference Globe (pp. 281-284).
• Peter, M. K. and Dalla Vecchia, M., 2021. The Digital marketing toolkit: a literature review for the identification of
digital marketing channels and platforms. New Trends in Business Information Systems and Technology. pp.251-265.