Analyzing Digital Marketing: Communication Mix and Brand Strategies

This report provides a comprehensive overview of practical digital marketing strategies. It begins by discussing the marketing mix, using Unilever Ltd. as a reference, and then delves into the communication mix strategies employed by Marks and Spencer. The report further examines how various social media channels, such as LinkedIn, Facebook, Twitter, and Snapchat, are utilized as integral components of brand and company communication strategies, illustrating these points with examples from different companies. Finally, it concludes by assessing the effectiveness of social media content in achieving marketing goals and enhancing brand awareness. Desklib offers access to similar solved assignments and past papers for students.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing Mix............................................................................................................................3
Communication mix....................................................................................................................4
The way in which social media are used as a part of brands or company's communication
strategies......................................................................................................................................5
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is a type of online marketing. Through this technique the companies
promote their brands among the potential customers on the internet by the use of digital
communication like social media. It comprises of online advertising, email marketing, Search
Engine Optimization(SEO), text messaging, Pay Per Click and affiliate marketing (Leung, Gu
and Palmatier, 2022). This report explains in brief about the marketing mix, communication mix,
how the social media are used as company's communication strategies with the help of example
of different countries and the ways in which social media content is effective.
PART 1
Marketing Mix
It is a marketing strategy tool which an organisation uses different areas of attention as
for promoting its product and brand. It guides to get the right product at the correct time, in the
correct place and in the correct price. The 7 Ps describe about these things as follows -
 Price – It is a set amount of a product which will be sold. It is measured by joining the
manufacturing cost, according to the target market and etc. In the context to Unilever the
strategies of pricing are market oriented, premium pricing, product bundle pricing. They
balance prices according to the various products.
 Product – It is a physical output of the firm in which it trades. The item must give an
expected performance. It is a core thing on which a business is dependent on (Aras, Xu
and Peñaloza, 2022). Unilever deals in numerous types of products that are food,
refreshment, personal care, home care for instances Dove, Colgate, Rexona, Lipton,
Knorr and etc.
 Place – It refers to the geographical area in which it sets up industry and trades. It can be
denoted as location of the company's operations. The described company is currently
operating over more than 150 countries. Their distributing is among retailers, kiosks, and
stores. The organisation contributes in mass distribution.
 Promotion – The activity of advertising, introducing and influencing is known as
promotion of the product. Unilever's techniques of promoting its products are advertising,

sales promotion, public relations, personal selling and direct marketing. They advertise
through TV ads, digital marketing, print ads and radio ads.
 Physical Evidence –This proofs that the brand of business exists in reality. As there are
lot of scams, fake companies nowadays as we are more into digital marketing. Unilever is
selling in retail stores, online with a specific coloured packets and the company's logo is
an evidence in market.
 People- The persons who have relation with the company either directly or indirectly.
The persons who trains the employees, sales and manufactures products. The given
organisation is maintaining more than 170K employees. The company is connected to
their distributors, retailers and media personnels.
 Process – It is a method chosen for business functioning in different units. The process of
manufacturing, packaging, delivering, selling and etc. Unilever follows specific process
in IT integration, channel development, business partnering, central operations and
research for evolving wants of the targeted consumers.
Communication mix
It is a tool for marketing which helps an organisation to reach towards its goals through
communicating in different ways. It refers to convey some marketing ideas through expressions
and approaches among the targeted audience available in diversified fields of communication.
The key elements found in it are as mentioned below –
 Advertising – It is a method used by organisations to indirectly convey about their
product and services via online websites print media, radio and television. It a common
and easy way to communicate perspectively with huge population (Jambrečina, 2022). In
context to Marks and Spencer the advertisements are done by print media, TV ads and
social media. The company has a targeted audience as women.
 Direct Marketing – The companies uses fax, emails, mobile phones in communicating
directly to the customers. Through this companies generate more profit than by
advertising through third parties. The brand tries to create personal connection. They
contact through emails and phone calls responsibly, even they provide information for all
offers and events.
 Personal Selling – In this traditional process the companies directly connect through the
salesmen to the targeted consumers and influence them according to their wants and

choice. They can have their own brand ambassador. For an instance Marks and Spencer
always offers a feedback form after every purchase from them. But is doesn't play a great
role to the company.
 Public Relations – This method is done by various social works with a goal to build a
positive brand reputation in the market. For publicity and brand image they attend press
conferences, newspaper ads, face-to-face interactions (Kitchen and Tourky, 2022). The
mentioned company is less focused towards donating and less likely in brand capitalising.
 Sales Promotion – Salesmen use to attract customers by discounts, vouchers, rebates,
paybacks, one-free schemes, coupons, buy-one-get-one-free schemes. The companies
also induce their sales person by incentives. Marks and Spencer offers discount to its
club, premium and elite members and has a tie up with Axis bank so that customers can
redeem points. They offer discounts and coupons to other customers also.
 Interactive marketing – The customers after getting products and services can have an
interaction with firms so that their queries and problems can be resolved online. This
method is nowadays getting famous, hence it improves post sales services of the
company (Oh and Kim, 2022). Wherein M&S provides answers online and on emails to
fix the issues by supporting their loyal consumers.
 Word-of-mouth marketing – It is dependable on the customers satisfaction as they
indirectly communicate to their family, friends, peers, relatives about their experiences.
The brand image is related to the feeling of consumers. It is done either verbally, face to
face and on text messages. M&S has been majorly relied upon this rather than to
advertise its products.
PART 2
The way in which social media are used as a part of brands or company's communication
strategies
 LinkedIn – It is known for a professional community. The brands can get connected to
their concerned markets for advertising and brand awareness. The companies wants to
build an authentic and officially real connections all over the world. They are interested
in reaching out to professional and skilled businesses. The organizations may employee
advocates and provide content about them. They can specify their thoughts and build
partnerships without wasting time in meeting. LinkedIn offers well trusted influencers

which can be their brand ambassadors, clients, partners. The brands who find associates
on this social media website often establish a personal connections with them (Kumar
and Qiu, 2022). In context to Astrazeneca, the company is expressing its ideas about its
research and development results and is connected with its most of the employees
globally. It targets their employees to advertise their company and spread brand
awareness. It has been forming personal relations with their associates and followers.
They showcase videos and images on a regular basis so as to keep their followers updated
as a key priority. It also shows their activities, hard-works, talented employees as a social
responsibility. It also highlights social brand campaigns to help and support, like this they
attain publicity.
 Facebook – Facebook is easily affordable even for small businesses. It has been always
a cost efficient option to optimize, promote for the company there. Almost 80 % of the
marketers are active on Facebook as it provides numerous people to interact with. It helps
in being socially involved among all the followers by sharing employees work, activities
in photos. Therefore on Facebook they should be posting so frequently. Facebook always
engages the followers in watching videos so except the content writing, the companies
can be strategic in inspiring through video campaign. The advertisements with a catchy

slogan can admire people towards brand awareness. The companies may invite people
socially to involve them at the right time. They can also share their moments, discounting
offers, news about what's happening in the company. Employees can get connections
socially with each other and share their experiences to others (Bosah, 2022). As Aston
Martin exposes its every models on Facebook by advertising among their followers. It
shares its moments and personal relation being in F1 racing. Their associates can get
connected with some dealers of Aston Martin to trade together. They share videos of their
live conferences. They also do paid advertisements on the social website.
 Twitter – This is free platform for all platform for digital marketing. It is implements in
quick customer services, branded content, as a tool of Search Engine Optimization(SEO),
to know about the marketing and social content of competitors, to convey the followers
about the company. They can posts their information by sing hashtags, promote their
events online, share about the news of their employees. The tweets by the followers tell
that how legitimate one feels for checking firm's twitter profile. Also the company can
search for how they feel for their competitor's brand. An organisation named Diageo
shares its content on a frequent basis and mostly on weekends. The company introduces
for their products by posting and advertising to their fan following (Amboage, 2022).

They set their targets in paid advertisements. They analyse their results and compare it
from the opponents operating in the same field.
 Snapchat - This applications is usually interactive in short and temporary videos that can
be for news and happenings of the firm. It also displays advertisements in a short video.
The businesses pay for advertising publicly on Snapchat. It is widely used amongst
youngsters. The content shared in chats by the organisations also vanished after a
specific period of time (Rowles, 2022).The business here adds users and send snaps to
their followers. The company can also display their event's location in their live stories.
Tesco sends it's snap ads and commercials to their followers. Their snap ads are made up
of 10 seconds, vertical videos, full screen display. They advertise for their products and
online events by utilizing sponsored geofilters. They need to convey on a daily basis and
inspire the society for their brand awareness.
The ways in which social media content is effective
There have been diversified information available on the world wide web but seeking
attention is a big challenge nowadays. The content should be addressed relevantly otherwise
building trusts and relationships with the audience wouldn't support a business in its marketing.
It can seeks supports for the organisational needs. It plays a big role in ensuring, creating,
distributing and coordinating the content of the firm. The quality of content can help in building

great online presence of business. This creates opportunity for the brands. The content strategy
can also result badly in purpose, subject matter, hurt sentimental, beliefs and unbalanced in tone.
The content should be distributed widely and the targeted public to achieve goals (Hanlon,
2022).The content should reflect the brand of the company in a unique way. The content helps in
(Search Engine Optimization(SEO), by the high SEO rankings the marketing content is rich and
driven to be on top among all websites. The better content is share on different media websites
and gains popularity for the business and brands. Hence content is future for the business
establishment in the market.
CONCLUSION
This report on “Practical Digital Marketing” explains about how effective is digital
marketing nowadays. The first task discusses briefly on Marketing mix with using a reference of
Unilever Ltd. The second task is mentioned on practices of communication mix strategies of
Marks and Spencer. Then reports tells that how each of the social media channels like LinkedIn,
Facebook, Twitter and Snapchat are used as a part of brand's and company's communication
strategies. It is explained further on the basis of different companies. At last it concludes with the
effectiveness of social media content.

REFERENCES
Books and Journals
Amboage, E.S., 2022. Mirror Tourist. In Encyclopedia of Tourism Management and
Marketing (pp. 1-3). Edward Elgar Publishing.
Aras, A., Xu, X. and Peñaloza, L., 2022. Deciphering B2B marketers' concerns in marketing
‘with’clients: Further insights into how B2B characteristics foster and inhibit UGC
generation and its leverage. Industrial Marketing Management. 101. pp.71-81.
Bosah, G., 2022. Traditional and Contemporary Notions of Marketing Communications.
In Marketing Communications in Emerging Economies, Volume II (pp. 11-35). Palgrave
Macmillan, Cham.
Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
Jambrečina, I.B.I.N.E., Social Media Marketing: Implementation of Guerrilla Marketing among
Instagram Influencers.
Kitchen, P.J. and Tourky, M.E., 2022. How Marketing Communication Works. In Integrated
Marketing Communications (pp. 49-68). Palgrave Macmillan, Cham.
Kumar, S. and Qiu, L., 2022. Social Media Analytics and Practical Applications: The Change to
the Competition Landscape. CRC Press.
Leung, F.F., Gu, F.F. and Palmatier, R.W., 2022. Online influencer marketing. Journal of the
Academy of Marketing Science, pp.1-26.
Oh, T.T. and Kim, J., 2022. Influence of Livestreaming Viewership on the Life Cycle of
Entertainment Products: Evidence from Twitch and Steam. Available at SSRN 4011595.
Rowles, D., 2022. Digital branding: a complete step-by-step guide to strategy, tactics, tools and
measurement. Kogan Page Publishers.