Regent College London: Digital Marketing Presentation - BMP3006

This presentation provides an analysis of digital marketing strategies, focusing on examples from Sainsbury and Loreal. It begins with an introduction to digital marketing and then reviews specific examples of marketing campaigns by both companies. The presentation explains how these campaigns contribute to the communications strategy, specifically within the promotional aspect of the marketing mix. It then evaluates the effectiveness of each campaign using social media measures such as awareness, followers, likes, and shares, ranking the examples in order of their effectiveness. The presentation also discusses the target customers, goals, and media methods used by each company. The analysis includes a discussion of the marketing mix and promotional tools used by each brand. The conclusion summarizes the key findings, highlighting the importance of digital marketing for interacting with customers and enhancing communication with target segments. The presentation references various academic sources to support its analysis.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation
Regent College London

Use of digital marketing in a specific communications
strategy
Name & ID

Table of Contents
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
Digital marketing strategy
• Digital marketing is an approach under which online techniques and methods are used
in order to promote products and services at wide level. It is associated with selling
and promoting a product significantly by using online marketing tactics such as social
media marketing, search engine optimization, content marketing and more (Kannan,
2017).

REVIEW THE DIGITAL MARKETING
EXAMPLES
Sanisbury marketing startegy
Sainsbury is a renowned company which deals in groceries and general items such as clothing, fashion, accessories
and more. As per the requirement of current time, they make use of various social media platforms in order to
attract more number of buyers. It is analyzed that company has its own website where people can easily buy
products (Kannan, 2017). They also make effective use of various social media platforms such as Face book, instra
gram, You tube and more in order to communicate with target segment in an efficient manner. Here, a campaign
was run by company in which they feature diverse women for showcasing their summer collection of clothes.

CONT..
• Target Customers: It refers to the segment of customers from whom company prepare products and
services. In present campaign, Sainsbury targeted women of all age groups and income level by
providing a range of clothes. The major target of those women who wish to dressed up and enjoy life in
any circumstances.
• The Goals: Main Goal of campaign is to demonstrate that all the women have right to be happy with
their own body shape and complexion. The goal is to provide confidence to women regardless their
physical characteristics (Chaffey and Smith, 2017).

EXAMPLE 2
• Loreal : It is a renowned company which deals in personal care products. It is one of
the largest cosmetic companies across the globe which deals in number of products
such as hair color, skincare, sun protection, make up, perfume and more. The
company uses digital marketing approach in order to enhance its current market share
in significant manner. It is analyzed that company ensures great presence over
different social media platforms in order to connect with target segment (Dodson,
2016).

CONT..
• Target customers: Here, they are targeting to women of all race, culture across the globe. So, the target
customers of company are females who wish to look good in order to feel confident.
• Goals: Main aim of company is to bring equality and diversity by minimizing differences prevailing
within society.
• Message: With the campaign, they wish to provide message that all women are equal and deserve to
look good in order to live with confidence.
• Media methods: Here, a lot of media methods such as facebook, instra gram, You tube, Twitter and
more are used by company for making the campaign successful.
• Monitoring and evaluation: In this, organization also monitors the success of their marketing
campaign on regular basis in order to make further improvement (Mogaji, Soetan and Kieu, 2020).

PROMOTIONAL AND MARKETING MIX
• Marketing mix is considered as the combination of different elements. It helps in order to maintain
proper communication and interaction with target audience. In marketing mix, there is a tool called
promotion under which different strategies are used for communicating with audience in significant
manner (Pandey, Nayal and Rathore, 2020). In context of Sainsbury, promotional techniques play a
vital role in providing appropriate message to target segment. Here, they use different tools such as
digital marketing advertisement, social media platforms so that they can effectively communicate with
target segment. Further, promotion is helpful in maintaining long term relationship with customers so
that they stay with brand for longer run.

CONT..
• In reference of Loreal, they also uses a lot of tools of promotion in order to maintain
necessary communication with target audience. For success of their campaign, it is
important to use the promotional tool without which it is not possible to get connect
with customers. Promotional tools are helpful for brand in terms of getting response
from customers which will help to know their reviews, feedbacks about products and
services which are being offered by organization.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF
EFFECTIVENESS, UTILISING THE SOCIAL MEDIA MEASURES
• Awareness: In context of Sainsbury, customers are highly aware with their campaign. They keep in
touch with customers through social media accounts for spreading awareness.
• Followers: It is analyzed that brand has a remarkable followers over social media. It has 1.7 million
followers over face book due to the success of its marketing campaign.
• Like: It is analyzed that company has nearly 1.7 million likes over its face book page which depicts
success of the marketing campaign run by organization.

CONT...
• Awareness: It is important aspect of marketing campaign as per which company tries to spread
awareness. Here, Loreal has been spread awareness related to campaign with the help of its social
media platforms and other promotional tools.
• Followers: Loreal is a renowned brand thus able to maintain a good base of followers which are
315663 at Instr gram which shows success of marketing campaign of organization.
• Like: It is stated that organization has a good base of fans over social media and gets nearly 1000 likes
per post significantly.
• Share: It is analyzed that due to remarkable number of followers the post of Loreal is shared by users a
lot of time which shows the faith and trust of customers over brand.
• Response: Here, the marketing campaign run by Loreal got a great response from customers. They
used to share reviews, feedbacks over social media platform of company.