BMP3006: Digital Marketing Strategies Presentation - Regent College

This presentation, prepared for the BMP3006 Digital Marketing course at Regent College London, provides a comprehensive overview of digital marketing strategies. It defines digital marketing and explores various techniques, including Search Engine Optimization (SEO), Pay-Per-Click (PPC), Content Marketing, Social Media Marketing, and Email Marketing. The presentation uses H&M as a case study, demonstrating how these strategies can be applied to promote products and services, enhance customer engagement, and drive revenue. It concludes with a summary of the key concepts and a list of references. The presentation highlights the importance of digital marketing in connecting with customers and building brand awareness in the modern business landscape. The presentation is a valuable resource for students studying digital marketing.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation
Regent College London

Use Of Digital Marketing In A Specific Communications
Strategy
Group Members’ Name & ID

DIGITAL MARKETING STRATEGIES
• Digital Marketing
• Digital Marketing Strategies:
 Search Engine Optimization (SEO)
 Pay Per Click (PPC)
 Content Marketing
 Social Media Marketing
 Email Marketing
• Summary
• References

DIGITAL MARKETING
Digital marketing is a tool which uses internet or online based technologies to promote the products and
services of an organisation. Digital marketing is also known as online marketing which is the technique of
promotion of brand to connect with customers using internet or digital communication platforms. Digital
marketing is majorly classified in different categories which involves social media marketing, content
marketing, mobile marketing, analytics, email marketing, search engine optimization, pay per click and so on.
This PPT will define the use of digital marketing and digital marketing strategies through which an
organisation can communicate with their customers effectively.

Digital Marketing Strategies:
Digital marketing strategy is a channel strategy which is used for marketing through which a business can
promote their products and services by which organisation can manage channel integration. The digital
marketing strategy helps business prioritize products with the help of different channels. There are
different social media platforms which can be used, some of the digital marketing strategy has been
discussed below:

SEARCH ENGINE OPTIMIZATION (SEO)
• Search engine optimization (SEO) is a digital marketing strategy which focuses on website presence in search
results on search engines like google. This digital marketing strategy helps in improving the quality and quantity of
website traffic for a website from search engine.
• In relation to H&M, the company follows different digital marketing strategies and search engine optimization is
one of the strategy which is followed by the brand to enhance their ranking on search engines which will help them
in communicating with customers at larger level and improving their image that will be a helpful technique for
increasing customer engagement.

PAY PER CLICK (PPC)
• Pay-per-click (PPC) is another digital marketing strategy and is also
known as cost-per-click (CPC) which is used to drive traffic to website
of an organisation. This digital marketing strategy is associated with
first tier search engine. Pay per click is a digital marketing strategy that
helps in displaying advertisements which are also known as banner ads
and are shown on website with related content that agreed to show ads.
• In relation to H&M, the company use social media platforms which are
a source for promoting advertisements and pay per click strategy can be
implemented for driving customer retention and connecting with large
number of customers.

CONTENT MARKETING
• Content marketing is a marketing approach for creating and distributing valuable, relevant and consistent content
which is helpful in attracting good number of audience with an objective of driving profitable customer retention.
It can be seen that there are several types of content marketing, some of these involves- blog, podcast, infographic,
eBooks, videos, visual content and many others.
• In relation to H&M, the company use content marketing such as blogs, videos and photos which helps the brand to
connect, communicate and interact with large number of audience and helps organisation in generating higher
revenues for maximizing profitability and making business more successful.

SOCIAL MEDIA MARKETING
• Social media marketing is the approach of digital marketing strategy in
which social media platform and websites are used to promote a
product or service. Nowadays, the most practiced digital marketing
approach is social media marketing which involves use of various
social media platforms through which products and services are
promoted to increase customer engagement, generate higher revenues
and enhance brand value and brand image in the industry.
• In relation to H&M, the company use social media platforms such as
Instagram, Facebook and Twitter through which they promote their
products and services which are offered by the organisation.

EMAIL MARKETING
• Email marketing is another type of digital marketing strategy
which is a technique of sending a commercial message to a group
of people by using emails. The email marketing strategy helps in
enhancing customer loyalty, build trust and increase brand
awareness in the industry.
• In relation to H&M, the company also use e-mail marketing
technique of digital marketing through which they aim to connect
with large number of customers. This is a traditional form of
digital marketing technique which helps the brand in connect with
huge audience by delivering their message and offers through e-
mails which is a helpful strategy for promoting the products and
services which are offered by the company.

SUMMARY
From the above PPT and report, it can be concluded that digital marketing is one of the technique which helps an
organisation in promoting their selling goods and services by using digital or online media platforms through which a
business can engage with large number of customer and gain better consumer insight. It can be seen that H&M
majorly used social media marketing and platforms such as Instagram and Facebook to share and promote their
products and services offered by the company.

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REFERENCES
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical
Review of Digital Marketing. International Journal of Management, IT & Engineering. 8(10). pp.321-339.
Chester, J. and Montgomery, K. C., 2017. The role of digital marketing in political campaigns. Internet
Policy Review. 6(4). pp.1-20.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital marketing. CRC
Press.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Herhausen, D and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing Management. 90.
pp.276-290.
Hofacker, C and et.al., 2020. Digital marketing and business-to-business relationships: a close look at the
interface and a roadmap for the future. European Journal of Marketing.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of Marketing
Channels. 24(1-2). pp.27-38.