MKG203 Module 2: Digital Marketing Communication Report Analysis

This report delves into the realm of digital marketing communication, providing a comprehensive overview of its various facets. It begins by defining digital marketing communication and its role in the broader marketing strategy, emphasizing the impact of the digital revolution on marketing practices. The report explores different types of digital marketing platforms, including social media, search engine optimization (SEO), and pay-per-click (PPC) advertising. Real-world examples of companies employing digital marketing communication are presented, with detailed analyses of Airbnb and Starbucks. The Airbnb case study highlights its innovative approach to hospitality services, while the Starbucks analysis examines its effective use of social media platforms like Facebook, Twitter, Instagram, and Pinterest. The report also covers the importance of digital marketing platforms in modern business operations. Overall, the report serves as a valuable resource for understanding and implementing successful digital marketing strategies.

Running head: DIGITAL MARKETING COMMUNICATION 1
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https://www.tumblr.com/edit/digitalmarketing%20revolution.com
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DIGITAL MARKETING COMMUNICATION 2
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Link: https://www.tumblr.com/edit/digitalmarketing%20revolution.com
Digital marketing communication refers to the practice of marketing of goods and
services by use of digital technologies, mostly on the Internet. The marketing concepts have been
transformed due to the digital revolution that led to the rise of digital marketing that has led to
the development of the marketing world. The role of marketers has also changed significantly
since they are currently required to develop the policies that would lead to the boosting of the
customer awareness of the existing products in the markets. Moreover, the perception of
marketing has changed to the identification of needs and finding of ways to satisfy the needs.
Today, digital marketers are over-relying on social media as a platform for lead
generation. They are focusing too much on page inquiries, follower growth and mentions.
However, this is a cause for concern given recent trends in social media trends such as
Facebook’s recent algorithm overhaul that affected the original reach of business social media
pages (Chaffey, 2017).
Types of Digital Marketing communication
We are leaving for a much developed time where technology and internet services are
recorded to have a significant impact on the current way of life. The effect is facilitated by the
fact that the world is based on business and business activities and technology is recorded to

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influence business activities as well (Chaffey D. &., 2015). The involvement of technology and
advanced internet services has been the reason behind the introduction of digital marketing. In
digital marketing, there are different forms of digital marketing platforms that a business owner
might use; some tend to be common more than others. Some of these online digital marketing
platforms include;
Social Media
After the developed technological devices and advanced internet services started working
together, they facilitated the introduction of social media. This kind of platform has not been
there for long but the impact that it has managed to gain from the short period it has been
working has made it receive such a significant awareness. Of late a significant number of people
are joining some of the influential social media platforms on a daily basis (Chen, 2016). Initially,
when it was introduced, it was used for interaction purpose of people at a long distance, but after
been recorded that it has a significant number of online users, then businesses tend to use this as
a way of getting potential clients.
Search engine optimization (SEO)
Search engine optimization, not a marketing tool but one of its top duties in a business
operation is to market their products and services. This kind of digital marketing deals mostly
with the ranks of the company that has implemented it in their operations. Their servers have
created an online search engine like the Google Search where a client can search any business
they want and get access to it (Gupta, 2018). It is an idea that is most preferred if you are after
being on top of your competitors on an indeed specified market structure.
Pay per click

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How these digital marketing works are you post your advert over different online
platforms that mostly revolves around social sites, and you pay people to like the advert. Pay per
click and SEM in SEO are closely related in that the more likes or views you get in your advert,
the higher chances you have of being on top of the search engines (Roberts, 2016).
Example of digital marketing websites
Airbnb
Airbnb is digital marketing platform founded by Joe Gebbiawhich engages in offering
hospitality services to its customers. The clients are able to rent or lease short-term
accommodation lodges with less effort and strain. Its presence in the business world has saved
tourists and travelers the task of physically moving from town to town in search of short-term
residing places. These lodgings include; home stays, hotel rooms, vacation rentals, or apartment
rentals. Surprisingly, the company does not own any of these facilities. Its role is too broke and
seeks the accommodations from the owners on behalf of the guests (Yannopoulou, 2013). In so
doing, it also promotes the facilities of the owners. Therefore, their source of income is from the
commissions from both the hosts and guests for every booking.
The company is largely characterized by three million listed lodges, in sixty-five
thousand cities and one hundred and ninety-one countries. The host is responsible for setting the
cost of the lodges. The Company has its website and mobile applications that are compatible
with various operating systems. The cost of registering and creating an account is zero. For every
booking, the company charges the host 3-5% commission and the guest 6-12% commission. An
additional charge to guests for ‘experiences' such as excursions is included by the host out of
which the Airbnb earns 20% commission. Upon logging into an account, the guest selects the

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host menu and gets to see the offered services. The host is the one who determines the prices of
the lodgings with guidance from the Airbnb Company (Ryan, 2016). For each booking, a host
has 24 hours to accept or decline a booking. If space is reserved, the host coordinates the time to
meet and the contact information with the guest.
Humans are naturally adventurous, and people will always like to tour various parts of
the world to fulfill this urge. The financial capabilities of these individuals are what determines
where they visit, how often, and the length of time they spend in those places. This is what forms
the foundation of the Airbnb Company together with the related companies. With the
demographic and income data we can approximate the tourist and travelers market at disposal. In
the United States, $23 billion was spent on the vacation rentals in the year 2012. This figure
accounts for only one-fifth of the United States lodging market. Integrating the market from
other countries would push this figure to about $80 billion as at 2017. This is the current market
which is expected to grow as economies of various countries continue to grow.
Companies practicing digital marketing communication
Starbucks Company
Great coffee and amazing varieties together with excellent staff are what comes into the
mind when one hears the name ‘Starbucks'. To the knowledge of only a few, Starbucks is well
known for its killer digital and social media marketing strategies. The company's social media
pages and sites including Instagram, Facebook, Twitter and even Pinterest are all active
(JAIN&SHAH, 2017). Below is a compilation of facts about Starbucks and its digital and social
media strategy as well as the way it employs them to involve customers.

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Facebook-Starbucks Company has a record of more than thirty-seven million likes and 31
check-ins (JAIN&SHAH, 2017).The company is not very active on Facebook (does not post
very often) but when it posts it ensures that the posts are ultra-clever and quite eye-catching thus
creating a perfect balance between the fun consumers contest for (helpful tips for the lovers of
coffee) and sales messages that are finely crafted to entice their customers (Järvinen, 2018).
Twitter- the Company has followers who are over 11.8 million and more than eighty-three
thousand tweets (JAIN&SHAH, 2017). Starbucks uses a way that is somehow unorthodox but
quite smart to connect with its customers. Most of its tweets are retweets from the customers
who mention them in their tweets. The company keenly monitors its customer base to notice and
handle any complaints before they get noticed by others. If complaint tweets are noticed by
others especially its competitors, they can be used against them thus painting a bad image on the
company.
Instagram- Starbucks Company boasts of over 13.3 million followers and more than 1200 posts
(JAIN&SHAH, 2017).Instagram is one of its social media strongholds. The company posts high-
quality pictures which are amazingly clicked serving as eye candies for many people. In addition,
the company has a library of soothing images which directly relate to the lovers of coffee
community.
Pinterest- through this social media site, the company has differentiated itself clearly from other
brands having almost 290, 000 followers and more than 3.3 million pins (York, 2016).The
company has managed to maintain one of the best accounts on Pinterest with its barista flavors
which are visually appealing and by posting coffee gadgets that are cool and amazing recipes. It
also posts some of the coziest, luxurious and peaceful places where one can enjoy their

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mesmerizing coffee. Customers get attracted through this plan and even more fulfilled at the end
as they can manage to make their own coffee.
References
Jain, s., & shah, a. (2017).effect of social media marketing on starbucks. International

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Educational Scientific Research Journal, 3(1).
Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K., 2017. Internet marketing: strategy,
implementation, and practice. Pearson Education.
Chaffey, D., & Smith, P. R. (2015). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge
Chen, Y., & Xie, J. (2016). Online consumer review: Word-of-mouth as a new element of
marketing communication mix. Management science, 54(3), 477-491.
Gupta, S., Miglani, S., & Sundriyal, V. (2018). Search Engine Optimization
Techniques. International Journal of Engineering, 2(9)
Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2018). DIGITAL AND SOCIAL
MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION. Marketing
Management Journal, 22(2)
Roberts, M.L., and Sashay, D., 2016. Internet Marketing: Integrating online and offline
strategies. Cengage Learning.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Yannopoulou, N., Moufahim, M., & Bian, X. (2013). User-generated brands and social media:
Couchsurfing and AirBnb. Contemporary Management Research, 9(1).
York, E. B. (2016). Starbucks gets its business brewing again with social media. Advertising
Age, 81(8), 34.