Analyzing the Role of Digital Marketing in Communication Strategies

This report delves into the crucial role of digital marketing within communication strategies, highlighting its significance in today's business environment. It explores various facets of digital marketing, including social media marketing, content marketing, and search engine marketing (SEM), illustrating how these tools contribute to enhanced customer engagement and brand awareness. The report provides real-world examples, such as Reebok and Stella McCartney's social media campaigns, to demonstrate the effectiveness of digital marketing tactics. Furthermore, it examines the measurement of marketing effectiveness and concludes that digital marketing empowers businesses to achieve higher profitability, broader market reach, and stronger customer relationships. The report also provides insights into the ranking of effectiveness of different digital mediums.

ROLE OF DIGITAL MARKETING IN
COMMUNICATION STRATEGY

Table of Content
1. Introduction
2. Digital Marketing
3. Communication Strategy
4. Contribution of Digital Marketing in Communication
5. Social Media Marketing
6. Content Marketing
7. SEM
8. Measurement of Effectiveness
9. Summary
10. References

INTRODUCTION
Digitalization of business operations in the field of marketing
and promotion is facilitating business institutions in leading
competent and profitable practices in the market
environment.

Digital Marketing Strategy
Digital marketing is an element that assists the
business firm in communicating the vision and
mission of the company to millions of audience
worldwide. The goal of digital marketing is to elevate
the customer engagement and attraction towards
the business organizations products and services.

Communication Strategy
 Communication strategy concentrates
upon delivering the marketing and
promotional messages of the business
enterprises to their respective customer
segment in an appropriate and advanced
mechanism.
 It ensures that Effective interaction is
facilitated among the organizations and
their customer lineup so as to increase the
overall sales and profitability of the same
within the market domain

Contribution of Digital Marketing in
Communication Strategy
 It can be stated that celebrity partnership on social media
platform has proven to be an extremely effective marketing
tool as it influences the followers and persuade the same to
invest into products and services offered by the concerned
organization
 Reebok has introduced social media campaign with famous
celebrity Victoria Beckham in order to capture the attention of
its global audience. Reebok has facilitated partnership with
Victoria Beckham in order to enhance its current market reach
to a next level.

Continue
 Stella McCartney is a global brand loved by millions of customers
across the globe. The recent innovative idea of company of
leading a well-designed social media campaign was extremely
brilliant. The campaign initiated the customers to post a picture of
their plants in order to promote a healthy and sustainable
environment. The concept behind the respective campaign was to
deliver the sustainable goals of the company that is to promote
climate and environment friendly products and services within the
global market. The respective marketing tactic helps the company
to lead better interaction with its current line of customers and
also elevated the engagement of the same within the companies .

Social Media Marketing
 The global audience is very much
aligned into social media trends,
campaigns etc. Hence, various
leading business firm utilizes the
respective platform in order to
interact and form better
relationships with their target
customers. Social media helps to
create a much-needed buzz for
company's products and services
turn results in the increment of sales
operations led by the company

Content Marketing
 In addition to that, content
marketing is also one of the tools
that helps the organization to
increase their market position and
awareness within the industry.
Content marketing involves the
creation of intriguing and
exhilarating content that can be
valuable enough to capture the
attention of millions of online
customers.

SEM
 Search engine marketing is
also an effective marketing
mechanism through which
companies aim to enhance
the visibility of their official
website by increasing the
number of audience reach to
the same.

Rank in order of Effectiveness
Ranking Digital Mediums
utilized by
Debenhams
1 Social media marketing
2 Search engine
marketing
3 Content marketing

Summary
 From the above discussed information, it can be derived that
he emergence of digital marketing within the market domain
has helped the business enterprises to level up their marketing
function and reach new heights within the market in terms of
their profitability, brand awareness, market position, global
dominance and customer reach. Digital marketing is a very
effective and reliable tool that can help the firms to dominate
their market industry.

References
 Saura, et. al,2020. Digital marketing for sustainable growth: Business
models and online campaigns using sustainable strategies.
 Ghotbifar, F., Marjani, M. and Ramazani, A., 2017. Identifying and
assessing the factors affecting skill gap in digital marketing in
communication industry companies. Independent Journal of Management
& Production, 8(1), pp.1-14.
 Anjum, A., Thomas, M.R. and Prakash, P.K., 2020. Digital Marketing
Strategies: Effectiveness on Generation Z. SCMS Journal of Indian
Management, 17(2), pp.54-69.
 Pererva, P., Kobieliev, V. and Dolyna, I., 2020. Digital Marketing
Opportunities and Paradoxes of Communications. МАРКЕТИНГ І
ЦИФРОВІ ТЕХНОЛОГІЇ, 4(4), pp.6-13.