Digital Marketing: Communication Strategy, Campaigns, and Analysis

This report examines the evolving landscape of digital marketing, emphasizing its importance for organizations seeking to adapt to the digital age. It defines digital marketing and explores various strategies like social media marketing, PPC, content marketing, and SEO, along with their benefits. The report also delves into digital communication strategies and highlights the effectiveness of these methods in reaching target audiences and enhancing customer engagement. Two case studies, Tesco and Sainsbury's, are presented to illustrate real-world marketing campaigns, their objectives, target customers, and media methods, followed by a comparative analysis of their performance. The report concludes by underscoring the significance of digital marketing for modern businesses and its role in achieving organizational goals. References from various academic sources support the concepts discussed.

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

• Introduction
• Digital Marketing
• Digital Marketing Strategy
• Digital Communication strategy
• 1st Platform
• 2nd Platform
• Rating
• Summary
• References
Contents

• It is vital to note that the world is changing towards
digitalization and it is important for the organisation to
adopt the same. (Hollebeek and Macky, 2019).
• It is vital for an organisation to change according to the
market as it helps them to achieve the goals and
objectives on time and achieve success. There is
discussion related to digital marketing and strategies
that can be formulated by a business organisation to
achieve growth and success.
INTRODUCTION

• Digital marketing is one of the updated components of
marketing under which there is use of internet as well
as technologies like laptop, mobile and computer.
• The aim behind digital market is to attract and persuade
the customers towards the organisation (Kumar and
Mittal, 2020). It is seen that digital marketing helps to
communicate effectively with the customers along with
that it has a greater reach.
• It is a well known fact that the traditional market
concepts have now gone down and organisations that
are using only traditional marketing will not be able to
attract the customers.
DIGITAL MARKETING

Digital marketing strategy
• The goal of a digital marketing strategy is to achieve specified
corporate objectives. It is described as a series of actions taken by
an organisation in order to achieve a given goal (Anjanette, 2018).
• The important element is that it makes use of appropriate online
channels to help the company improve its client relationships while
also increasing income. It is critical to develop a plan of action that
incorporates internet channels such as owned, earned, and paid
media.
• The proper implementation of a digital marketing plan aids in the
growth of a company (Rolfs and AHLQUIST, 2021).

Digital marketing tactics
• Social media marketing
• Pay-per-click (PPC)
• Content marketing
• Search Engine Optimisation (SEO)
• Email marketing
• Voice Search Optimisation
• Video marketing

Digital communication strategy
• Digital communication can be defined as the process through which businesses use online
platforms to communicate with people all over the world. The major goal is to improve
communication with the firm's consumers and clients in order to entice them to the company.
• It is seen that Marketing reach the promotion's target audience, and corporations able to raise
awareness to an ever-increasing number of customers. (Rohm, Stefl and Ward, 2021)
• It is a tool that is used by organisation to reach the public and attract customers to gain the
organisational objective and on more profits..

• It is one of the costs efficient methods that help to attract customers. It helps to enhance the recognition
of brand. Along with that it enhances visibility of the venture.
• Customers have a presence on social media sites, which benefits in increasing customer trust.
Customers' engagement is also improved as a result of the social media marketing plan (Dery,
Sebastian and van der Meulen, 2017).
• In addition to increasing incoming traffic, social media is a great tool to reach out to new customers. It
aids in attracting more clients to the company.
• It has been noted that in the case of social media marketing, the conversion rate is higher, which is
beneficial to the corporate entity.
Benefits

• It is important to note that digital marketing is one of the effective way of communicating with the
customers. It is seen that there are all the youth generation customers available on social media
platforms and it is analysed that they get influenced with this digital marketing campaigns (Kuusisto,
2019).
• This digital marketing has helped to increase awareness at the time of this covid-19 pandemic when
people spend most of their time on social media and these campaigns remind them about the
organisation and the efforts made by them
Digital marketing leads to effective
communication

TESCO MARKETING CAMPAIGN
• This campaign was launched by TESCO to bring
consistency in the market and in front of
customers.
• The task is to raise awareness among customers
and attract them towards the organisation
(Wawrowski and Otola, 2020).
• They are planning to post content on everyday
basis and let the customers know about the
customers. It is good way to communicate with
customers.
• They have different page for their clothing line.

CONTINUE…
• Target Customers: They have targeted all the customers of UK. It helps to attract and
reach more number of customers.
• The Goals: The goal of the campaign is to bring consistency and sell more products by
rising awareness (Zuhdi, Daud and Shankar, 2019). It is observed that if an
organisation is consistent it helps to create an image in the mind of customers and
that is beneficial for the company.
• Message: They want to provide the option of live chat to all the customers. The
company is available for its customers 24*7. If an organisation will provide effective
service that they will be able to establish strong position.
• Media Methods: They targeted basically the platforms such as:

SAINSBURY’S #FOOD DANCING: DID IT
SING ON SOCIAL
• On its own social media networks, Sainsbury's has shown a lot of
affection for the food dance promotion.
• Target Customers: The younger customers of UK were
basically targeted by the campaign. It is seen that young
generation has more kink on social media platforms (Tang,
2020). So the company has targeted young people.
• The Goals: To spread awareness and increase the reach in market
by something innovative and creative.
• Message: The message was to enhance awareness and message
by the company that is to avoid the price competition. They want
to remind customers about the USP. Through these creative ways
the organisation is able to spread the message to more people and
attract them towards the company.