Digital Marketing Strategies and Communications Analysis

This report examines the application of digital marketing within specific communication strategies, focusing on the promotional and marketing mix. The report provides an introduction to digital marketing, defining its role in connecting with customers through various online channels. It then outlines the components of a digital marketing strategy and communication strategy, including target customers, goals, messaging, media methods, and monitoring. Two case studies, Dove's "Real Beauty" campaign and Gillette's "The Best Man Can Be" campaign, are analyzed to illustrate how digital marketing contributes to their communication strategies, specifically within the promotional aspect of the marketing mix. The report evaluates the effectiveness of each campaign using social media metrics like awareness, followers, likes, responses, engagement, and reach, and ranks them accordingly. The analysis concludes by highlighting the significant role of digital marketing in enhancing brand image, facilitating customer communication, and providing quality services. The report uses references from various digital marketing publications to support its analysis.

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

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 refers to the promotion of brand in order to communicate as well as connect with customers by using internet
and other forms of online communication. Basically, it includes various channels like email, social media, web-based advertising
and many more as a marketing channel. Basically, digital marketing use for inviting large number customers by using different
mediums of digital communication. By using digital marketing company can easily serve their products and services to end users.
In addition to this, digital marketing is also consider as a marketing method through which company connect with large number
of customers and provide them services as per their requirements.
• Current presentation is going to discuss about digital marketing and how it can be used in specific communication strategy
including promotional and marketing mix of business organisation.

WHAT IS DIGITAL MARKETING
STRATEGY?
• A digital marketing strategy is consider as a series of planned activities carried out digitally in order to achieve clear business
objectives. It means taking consistent steps at the right time in the most appropriate online platforms in order to maximize sales
and strengthen relationships with target customers.
• The size of a business enterprise and its long-term goals are the most important factors in developing a digital marketing strategy.
If a company is just starting out, it may just need to take a few easy measures across one or two digital platforms.
• With the help of effective digital marketing strategy, targeted customers can be easily reached towards the company products and
services. It also may assist in increasing brand loyalty and make competitive image at market place.

DIGITAL COMMUNICATION STRATEGY
• Digital communication strategy is consider as an effective approach that used by the company to connect with large number of people across online
channels. Along with this, it also includes launching social media campaigns, running banner ads and native advertising articles. These are
contributes in influencing as well as attracting customers towards products that company is offering in marketing through internet. One of the main
advantage of using digital communication strategy is to increase public engagement and at the same time also align measurable objectives with
communication to audience.
 Target Customers: It is important for company to target their customers in market because it provide assistance in planning different
communication platform to target large number of customers.
 The Goals – While implementing digital communication strategy it is vital for business to set clear goal so that they can serve quality
products and services to its end users and make them satisfied.
 Message: At the time of organising marketing campaign, organization must be defined clear message by using attractive slogans, text along
with visual effects. As it directly contributes in attracting large number of customers towards its offerings.
 Media Methods: It is crucial for organization to select right media method platform through which campaign can share the message to its
target customers. In addition to this, Facebook, Instagram and newsletter are the effective method for communicating with audience.
 Monitoring And Control The Effectiveness: After selecting right platform, organization needs to monitor as well as control all the campaign
activities. This will assist in targeting customers and at the same time also make successful campaign.

REVIEW THE DIGITAL
MARKETING EXAMPLES .
Brand 1- DOVE- Real Beauty Campaign
The campaign of Dove real beauty campaign try to change a generation by promoting their
products for women. The main aim of this campaign is to build self confidence in women. It
directly contributes in maximising overall sales of company at market.
Brand 2- GILLETTE- The Best Man Can Be Campaign
This campaign focus on encouraging men to be their best as it promote also promote
corporate social responsibility activities and also includes three year commitment. By this
urging men to speak up and act out against sexual harassment and violence.

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
 Target Customers: The main target of this campaign was to promote their beauty products to women with
the aim of maximising its profitability level.
 The Goals - Objectives Of Communications- The prime objective of organising this campaign was
maximise overall sales that directly contributes in establishing competitive image at wider market place.
 Message: The overall message of this campaign is to change women’s attitude towards perception of
beauty.
 Media Methods: In order to communicate with target customers, campaign use various communication
channel like Facebook because of its power and reach in social media. With the help of this, company give
positive beauty messages to many women. It also contributes in increasing customers base within the
company and also increase its overall profitability level at market place.
 Monitoring And Control The Effectiveness: In order to accomplish all the campaign goals and
objectives, Dove regularly analysis and monitor entire activities. For this, company also encourage
employees to meet all the standard of campaign so that they easily improve overall performance at
competitive market place.

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
 Target Customers: The target of organizing this campaign is to increase product sale by influence
men towards its brand i.e., safety razor and personal care brand Gillette.
 The Goals - Objectives Of Communications: This campaign launched or organise by Gillette with
the aim of inviting large number of customers. As the main focus of this campaign is to encourage
men to be their best. By this company can influence customers and at the same time also increase
their overall sales of specified products.
 Message: This campaign clearly calls out sexual harassment and bulling and also says that some
men are already doing fine. It also focus on addressing negative behaviour among men.
 Media Methods: For communicating with target customers, use different media methods such as
Instagram, Twitter, Facebook and many more. By using these methods, company can easily connect
with their customers and also provide them better services as per their demand.
 Monitoring And Control The Effectiveness: Gillette focus on monitoring all the stages of campaign
and also ensure that each and every activity can be successfully done. By this profitability of
business can be easily maximised.

PROMOTIONAL AND
MARKETING MIX
• Marketing mix is consider as an important tool that used by company to promote as well as deliver best quality products to its customers as per
their requirement. As it includes various aspects related with product, price, place and promotion. By these, company can target large number of
customers and make them aware about products that company sale in market place. Before organising campaign both Dove and Gillette focus on
product price and right place so that company can easily invite customers and also provide them better satisfaction.
• Company also promote its campaign by using social media, Facebook, Twitter. By this customers get easily influences and encourage to consume
its products. Along with this, personal selling, sales promotion digital advertising is also used by company to promote its campaign in market place
with the aim of inviting more and more customers towards its offerings.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -MEASURING EFFECTIVENESS OF DM COMMUNICATIONS :
BRAND 1
1. Awareness- By organising real beauty campaign
Dove can easily increase its brand awareness at
market place. Through which number of women get
attracted towards its beauty products.
2. Followers: Dove real beauty campaign has around
163 million global views on YouTube.
3. Likes/ interests: Dove Real beauty campaign have
approx. 178000 likes on YouTube.
4. Responses and Feedback: Women are emotionally
responds towards Dove real beauty campaign which
improve company performance.
5. Track Engagement: Campaign create emotional
engagement with its target customers.
6. Reach: Towards Dove products, around 5.5 million
unique women reached.
7. Effectiveness of chosen media: Through Facebook,
Dove real beauty campaign reach with large number
of customers and also make competitive image at
market place.
BRAND 2
1. Awareness: Gillette The best men can be campaign promote
organizational brand image and awareness about its razor and other
products. With the assistance of this, large number of customers get
attracted. This will maximise its profitability level.
2. Followers: Gillette has around 466000 followers on Instagram
3. Likes/ interests : Around 783000
4. Responses and Feedback: Customers are positively respond towards
campaign and also give feedback to improve its advertising strategy to
influence customers expectations.
5. Track Engagement: Customers are highly engaged with this campaign
as it focus on encouraging men to speak out towards bullying and
violence.
6. Reach: Gillette products are used by around 750 million men around
the world.
7. Effectiveness of chosen media: By using Facebook and Twitter,
company promote its awareness at market place.

CONCLUSION
• From the mentioned information, it has been concluded that digital marketing play a significant role in promoting brand image at market place. As
it also help in communicating with large number of customers and assist in providing them quality services as per their needs.
• With the use of digital marketing, company can easily connect with customers and understand their requirements towards its offerings. This will
directly contributes in establishing its competitive brand image at market.

REFERENCES USED
• Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
• Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise
Development.
• Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
• Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using digital marketing. European Journal of Marketing.

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