Digital Marketing: Effectiveness and Communication Strategies Report

This report delves into the multifaceted world of digital marketing, analyzing its effectiveness in contemporary business environments. It begins by defining digital marketing and its significance, emphasizing its role in connecting with users through online platforms. The report then dissects the marketing mix, using the UK-based company M&S as a case study to illustrate key principles such as product, price, promotion, place, process, people, and physical evidence. Further, the report explores the communication mix, outlining essential factors like advertising, sales promotion, public relations, direct marketing, and personal selling. Task 2 examines the strategic use of social media channels like LinkedIn, Facebook, Twitter, and Snapchat, highlighting their roles in brand awareness, customer engagement, and business growth. The report concludes by synthesizing the findings, reinforcing the importance of digitalization and digital marketing strategies for business success, and emphasizing the crucial role of user feedback and online reviews in influencing consumer decisions.

Effectiveness of Digital
Marketing

Table of Contents
INTRODUCTION ........................................................................................................................1
TASK 1 ...........................................................................................................................................1
What is marketing mix and its principle - ..................................................................................1
Depict and discourse the key factors of the communications mix. ............................................2
TASK 2............................................................................................................................................3
Explain how each of the social media channels are used as part of a brand’s or company’s
communications strategy. ...........................................................................................................3
Explain how these are effective in business - ..........................................................................3
CONCLUSION ............................................................................................................................4
References:.......................................................................................................................................4

INTRODUCTION
Digital marketing is stated as the utilisation of digital channels to advertise a goods
and services. The aims of this approach is to link with the users directly through online
platforms. It is a broad practice easily due to there are so many platforms accessible. Posting
on social media is a form of digital marketing (Memon and et., al., 2018.) . Posting on social
media is a form of digital marketing. It includes e mail marketing and other marketing
strategies. It assist in branding and spreading awareness and generating leads. It involves some
of the principles as traditional marketing and is often includes a new way for business to
approach users and analysis their attitudes. Business concern collaborates traditional and
digital marketing tools in their policies. In this report will cover the impact of digital marketing
on business further it will explain communication mix and it factor. In task two it will explain
the various application that spread brand awareness in the marketplace And how these will
impact the business.
TASK 1
What is marketing mix and its principle -
A marketing mix of several ideas and plans adapted by a marketing representatives to
promote a specific goods and services. Some concepts and thoughts combined together to
make final policies assisting in making a brand popular amongst the masses from marketing
mix. In this section will consider a Mark and Spencer company which is UK based company and
in below it describes the marketing principles by consideration of this company (Labanauskaitė,
Fiore and Stašys, 2020).
Bases Marketing concept
Product It is related with the company and it states that the goods an d
services offered by the company. The company M&S, serves
services in the clothing and they provide quality goods in
reasonable rate so that mass market can afford the goods of the
brand.
Price It is the term which is link with the valuation of the goods and
services. It is analysed that the business keeps the cost by having
1

a valuation and calculation of profits and other expenses that is
used while producing a goods. In M&S they provides skimming
valuation as they provides the goods in resaonable rates so that
people can buy them easily.
Promotion It is term which is link with the adverting and other activity that
is done with the aim of spreading awareness of the goods and
services. The company M&S, provides the promotion through
social media and traditional way of the promoting goods.
place It is the location where goods being sold in market place so that
people can reach easily. M&S provides services in global
country as of they provides the stores in every area so that
people can easily reach to the stores.
Process It is technique and procedure in which goods have been
produced and supply in marketplace. M&S has almost more than
500 employees in all over the world so they have a huge supply
network and they provide both offline and online services both
so that people can buy goods easily.
People This is link with the company employees and other person who
is related with the company . M&S, has huge amount of people
and various department that makes the operations successful and
helps in achieving goals.
Physical evidence It is link with the term which states that the goods and services
that is provided by the industry to the suers in order to satisfy
them and make them a loyal user of the company. M&S, is the
company which have a quality goods and having a attractive
inventory that influence people to buy goods from them.
2

Depict and discourse the key factors of the communications mix.
Communication mix is the factor which is link with the marketing and it includes
various manners that an organisation can communicate with its users. Due to the
marketing communications is of utmost significance in current era the
communication mix and the marketing tools utilise within it are also essential to
marketing. It includes the crystal clear communication aims having transparency
creates a good and positive effects on the business activity. It includes some factors
that are listed in below -
1. Advertising - it is one of the most opted factor in this . It assist in convey the
content a huge audience over geographical and raise sales for a very long
time. The company like tesco, promotes goods by considering the ethics and
they must take care of during making ads for the brand. The advertising can
be repeated any numerous of times, as these are more expensive than others
factors and they can manage what section of their brand image they wish to
highlight (Hasan, and et., al., 2019.).
2. Sales and promotion - the final aim of the marketing team is to sell the
goods and convey the message in marketplace. It includes rebates, discounts
and paybacks ,buy one get one free kinds offer. As per the industry there are
many various manner to run sales promotions and various tips and methods.
3. Public relation - it is situation when the sales man approaches the buyers
directly as they have to communicate directly either verbally and in writing and
it is included one of the most reliable ways of communications. It creates a
buzz and motivation others to do the similar. The equally goes with the press
conferences ,face to face meetings and many others.
4. Direct marketing - it includes emails, fax, and mobile phones are utiised
by the companies to communicate directly with respective users without
including an other person. The direct connection that company makes with the
users is the key attraction of digital marketing. It permits brands to come in
their personal space just as email box , Facebook wall .
5. personal selling - it is the term which uses the door to door services or face to
face meeting with the clients in to attract them in marketplace, it is the only
3

things that company makes an effective activity or marketing drive to make a
personal communication (Gentsch, 2018).
TASK 2
Explain how each of the social media channels are used as part of a brand’s or
company’s communications strategy.
It is the social platform which Is used to promote the company goods and other activity
so that they can have the business in an effective ways. This is implied that the below discuss
point assist in attaining the company goals successfully (Yang, Gu and Guo, 2020).
1. LinkedIn - it Is a social media platform that could be utilised to make brand
awareness and connection with buyers. By posting engaging content and involving in
industry discussion businesses using this so that they can reach to the capable users and
investors. Business directors can use this to grow their email marketing list with their
expertise connections and networks. It is a professional platform designed to assist
management of Sainsbury to launch and reinforce business relationship.
2. Facebook - in this marketing is a level that offers a assortment of extremely mark paid
advertise and organic posts, permitting brands to put their merchandise and employment
in front of the huge audience. Since last decades, it has displacement from the most large
social intermediate on the net into one of the biggest market. It helps in integrating
system they can mix it with marketing channels just as email mag , mobile marketing
search engine marketing and Facebook messenger advertising to improve a promotion
mix that will raise the brand outreach (Rėklaitis and Pilelienė, 2019).
3. Twitter - This is how concern use Twitter to make and scatter contented to targeted
gathering and build gathering involvement for their brand and instantly make sales. it
assist institution get in touch with a wide organization of possible customers from
approximately the world. In information, more than 300 million monthly active users are
on Twitter. Construction a mark and effectual Twitter selling scheme is a multi step
process. The basic step involves creating buyer character for there perfect buyers. After
that it is good thought to do Twitter study to get to know how their target gathering acts
on the level and what they are curious in (Dueñas, 2020).
4

4. Snap chat - it is the platform where business managers posts the company operations
and goods that they provide in market which attracts the buyers and influence them to
buy a goods from them. The company like H&M are well recognised in global country
they provides the designer and quality clothes in market place so it is the duty of the
marketing manager post the attractive advertising on webpage and connect the new
people and through they can offer special offers in the marketplace (.Blakeman, 2018).
Snapchat is platform where people posts the advertisements and special offer so that
people get influence and have a good connection with the people as the person have to
work on marketing so they have to operate on wide range (Vollero, Schultz, and Siano, ,
2019.).
Explain how these are effective in business -
As discussed platforms assist the company in marketing as well as spreading awareness
of the services in the market place successfully. It grows the trade name and income of the
company . It helps in connecting people and having there feedbacks through the comment box
which helps others to get the ideas of the product and its quality that companies are providing.
The application like Facebook and other application. These apps helps in attracting other buyer
and also it influence other consumers so that they can be a loyal consumer for the brand in
marketplace. This assist in reaching the customers who are away from the home region. It
connects people geographically. This is been implied that these social application assist in
making the company more competitive and also assist in expanding business in other region
(Anwar,and El-Bassiouny, 2020).
CONCLUSION
It is concluded from above report that business now days requires a digitalisation in the
market place and it makes it more branding as well as expands the business in global country
through connecting people easily. It is analysed that now days people are trust the feedbacks
and reviews that is given by the users and experience they have got after using the goods and
services. Digital marketing is the concept of marketing that utilise the internet and online
based digital technologies just as mobile phones and many others. As been discussed in
above report the marketing and its principles after that it explains the elements of
5

communication mix. In task two it is explained various social platform that is being used by the
companies in order to promote the business.
References:
Books and Journals
Anwar, Y. and El-Bassiouny, N., 2020. Marketing and the Sustainable Development Goals
(SDGs): A review and research agenda. The future of the UN sustainable development
goals, pp.187-207.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Dueñas, P.P.M., 2020. The communication of social causes in times of Instagram. An analysis of
its effect on society. IROCAMM-International Review Of Communication And
Marketing Mix, 3(1), pp.47-60.
Gentsch, P., 2018. AI in marketing, sales and service: How marketers without a data science
degree can use AI, big data and bots. Springer.
Hasan, M.M., and et., al., 2019. Green business value chain: A systematic review. Sustainable
Production and Consumption, 20, pp.326-339.
Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as communication
management in the tourism industry. Tourism Management Perspectives, 34, p.100652.
Memon, I., and et., al., 2018. Pseudonym changing strategy with multiple mix zones for
trajectory privacy protection in road networks. International Journal of Communication
Systems, 31(1), p.e3437.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai, (81), pp.73-86.
Vollero, A., Schultz, D.E. and Siano, A., 2019. IMC in digitally-empowering contexts: the
emerging role of negotiated brands. International Journal of Advertising, 38(3), pp.428-
449.
Wongkitrungrueng, A., Dehouche, N. and Assarut, N., 2020. Live streaming commerce from the
sellers’ perspective: implications for online relationship marketing. Journal of
Marketing Management, 36(5-6), pp.488-518.
Yang, J., Gu, F. and Guo, J., 2020. Environmental feasibility of secondary use of electric vehicle
lithium-ion batteries in communication base stations. Resources, Conservation and
Recycling, 156, p.104713.
6