Individual Presentation: Digital Marketing in Communication Strategy

This presentation provides a comprehensive overview of digital marketing, defining its scope and encompassing various strategies such as SEO, content marketing, email marketing, and social media marketing. It explores the application of these strategies through case studies of Starbucks and Red Bull, specifically analyzing how Instagram contributes to their communication strategies. The presentation delves into the promotional aspects of the marketing mix, highlighting the significance of social media and ranking various platforms. It also covers specific digital marketing tools like Pay-Per-Click (PPC), affiliate marketing, and email marketing, providing insights into their functions and benefits. The content emphasizes the importance of digital marketing for businesses in today's landscape, enabling them to reach target audiences, enhance brand presence, and drive sales. The presentation concludes by summarizing the key takeaways and referencing relevant sources.

BMP3006 Practical Digital Marketing
• Assessment 2 - Individual Presentation

Use Of Digital Marketing In A Specific
Communications Strategy

Contents
• Definition of Digital Marketing
• Digital Marketing strategy example on Instagram
• How Instagram contribute to communication strategy of Starbucks
• How Instagram contribute to communication strategy of Red Bull
• The Promotional aspect of marketing mix
• Ranking of social media
• Search Engine Optimization
• Pay Per Click
• Content Marketing
• Social Media Marketing
• Affiliate Marketing
• E mail Marketing
• Summary
• References

Definition Of Digital Marketing
As per the perspective of Indrajeet Deshpande, 2020, Digital market is determined as encompassing term
which include several digital channels such as SEO (Search Engine Optimization), content marketing, e
mail marketing, social media marketing, mobile marketing and many more (What Is Digital Marketing?
Definition, Types, Best Practices with Examples. 2020). This marketing mainly help an organization in
developing collaborative strategies or plans in order to reach as well as connect with the customers and
prospects. According to the author the average user around the world consumes content through the
television, tablet, computer, radio, smartphones and many other traditional tools or media. Respective
constant influence to several kinds of media which led to information burden, further complicating the
purchaser's journey.

Digital Marketing Strategies example
of Instagram
A digital marketing strategy is considered as a plan which help a business unit in attaining their specific
digital goals in successful manner by effectively selection of online marketing tool or channels like
owned, paid as well as earned media. There are several types of digital media strategy which can be
implemented by a company in order to enhance their communication with the customers or potential
audiences. This may include tactics like search engine optimization (SEO), pay per click (PPC), content
marketing (include blogging and article writing), e mail marketing, social media marketing, video
production and many more. Currently companies are adopting different digital marketing strategies so that
they effectively communicate with the potential customers in order to grow their business at the
worldwide level successfully and it also enhance the market value.

Digital Marketing Strategies example
of Instagram
A digital marketing strategy is considered as a plan which help a business unit in attaining their specific
digital goals in successful manner by effectively selection of online marketing tool or channels like
owned, paid as well as earned media. There are several types of digital media strategy which can be
implemented by a company in order to enhance their communication with the customers or potential
audiences. This may include tactics like search engine optimization (SEO), pay per click (PPC), content
marketing (include blogging and article writing), e mail marketing, social media marketing, video
production and many more. Currently companies are adopting different digital marketing strategies so that
they effectively communicate with the potential customers in order to grow their business at the
worldwide level successfully and it also enhance the market value.

How Instagram contribute to communication
strategy of Starbucks
Below some of the examples of the digital marketing strategies are mentioned:-
Starbucks - Red Cup Art Challenge
Starbucks conducted social media campaign which is a part of digital marketing generally used by
a firm in order to communicate with potential audiences so that they get attracted toward products and
services. Social media campaign is considered as combination of different kinds of social media
contents like posts, blogs, infographics etc. From more than 20 years respective company is famous for
their red cup social media campaigns as this bring new, innovations as well as changes every time. It is
also determined that the creative digital marketing i.e. social media marketing is been the effective key
for the succession of Starbucks over the years.

How Instagram contribute to
communication strategy of Red Bull
Red Bull - Summer Edition Campaign:
In 2015, Red Bull introduced different flavored energy drinks as well as their goal for this is to
enhance its sales and awareness of brand at the worldwide level. In respect of this they decide to opt for
digital market platform i.e. social media marketing and in this they launch a campaign on Instagram
with the name of #thissummer and another one with #redbullsummeredition. The respective campaign
include proper mix of different videos, photos and posts as well as Red Bull also go for the yellow filter
for its promotional poster in order to give tropical summer vibes, this is done under Red Bull Summer
Edition Campaign 2017.

The promotional aspects of the
marketing mix
Marketing mix is considered as method through which a company able to conduct
planning related to their products and services. There are several elements of the marketing
mix i.e. products, price, place and promotion. From this promotion element is main aspect
which help a company in promoting and adverting their products and services in market so
that they able to attract more and more customers. In current time there are several
channels of promotion which an organization may adopt such as social media, print media,
digital media, content marketing and so on. But in current time every company is adopting
social media marketing for promoting their products and services in effective manner such
as Starbucks promote their business through Instagram It will also help in conducting
effective communication with the customers in order to enhance their sales and profit.

Ranking of social media
The rank of social media platform shows that
around the world most effective channel of
social media marketing is Facebook and after
that twitter. This is so because almost every
people use this social media platform and all
the channel help firm in enhancing their
business effectively.

Search Engine Optimization (SEO)
Search engine optimization is considered as procedure of enhancing quality as well as quantity of
website traffic by maximizing visibility of website or web page in front of users of a web search
engine. It is determined as transformation of unpaid results and omit the direct traffic and it also
include the acquisition of paid placement. Through SEO an organization able to determine their primary
sources of leads according to which they can conduct communication activities in attracting more and
more audiences. In addition to this, it will also aid in building brand credibility which help in attracting
more and more customer and conduct communication accordingly that leads to business grow
successfully.

Pay Per Click (PPC)
Pay per click is considered as model of the internet marketing, in this advertisers generally pay a fee
every time when one of the aid get clicked. It is mainly determined as a way in which firm mainly buy
visits to their sites instead of try to earn those visits organically. One of the most popular form of pay per
click is search engine advertising. The respective method is beneficial for a company in several ways
such as it aid in reaching right customers at the right time which also enhance communication among the
company in effective manner. It also aid in targeted advertisement which help in attracting as well as
reaching wide range of customers in effective manner.