Strategic Use of Digital Marketing in Modern Communications Plans

This presentation provides an overview of digital marketing strategies, emphasizing their application in enhancing communication efforts. It covers key areas such as Search Engine Optimization (SEO), Pay Per Click (PPC), Content Marketing, Social Media Marketing, Affiliate Marketing, Marketing Automation, Email Marketing, and Online PR. The presentation highlights the importance of digital marketing as a cost-effective alternative to traditional marketing, offering benefits such as increased reach, brand reputation, and revenue growth. It concludes that utilizing these digital strategies can lead to better results and a scalable market presence for organizations.

Use Of Digital Marketing In A Specific Communications
Strategy
Group Members’ Name & ID

DIGITAL MARKETING STRATEGIES
• Digital Marketing
• Digital Marketing Strategies:
 Search Engine Optimization (SEO)
 Pay Per Click (PPC)
 Content Marketing
 Social Media Marketing
 Affiliate Marketing
 Marketing Automation
 Email Marketing
 Online PR

DIGITAL MARKETING INTRODUCTION
Digital marketing is the method of selling services and
products through online channels such as mobile apps,
email, websites, content marketing, social media, search
engine etc. In other words digital marketing is any kind
of advertising which involves electronic devices and it
can be done both online and offline. It is one of the
most important ways of marketing in which individuals
or organisations advertise their brands, services or
products.

SEARCH ENGINE OPTIMIZATION (SEO)
This advertising strategy of digital marketing helps in
increasing reach of potential clients on a particular site,
web page etc. In other words it is the process of
improving an individual or organisation's website to
increase its customer traffic when people look for
particular services or products related to their business in
Yahoo, Bing, Google etc.

PAY PER CLICK (PPC)
It is a paid model of internet marketing where
organisations or advertiser has to pay an amount
whenever their ads get clicked on platforms like google
ads. This strategy of digital marketing is very common as
many ads will display on result pages of any search
engine. Many organisations use this strategy to increase
inquires, sales or traffic from the consumer of their
interest.

CONTENT MARKETING
It is a technique to attract and acquire potential
audience by creating and distributing relevant,
valuable and pursuant content in order to draw
beneficial client action. Memes, podcasts, eBooks,
YouTube videos, email newsletters, apps etc., are all
part of content marketing. Content used in this
strategy should be unique and attractive to engage
people which will lead to getting more traffic to a
particular platform.

SOCIAL MEDIA MARKETING
It is a way of advertising product or services through
social media platforms. It is one of the best ways of
marketing as it gives brands or organisations a way to
engage with its present clients and in approaching
new ones.

AFFILIATE MARKETING
It is a process of increasing sales and
generating revenues online and it is very
profitable for both marketers and brands. It is
a way of advertising someone else's products
or services in return for small pay or
commission and it consists of three types,
unattached affiliate marketing, related affiliate
marketing and involved affiliate marketing.

MARKETING AUTOMATION
It refers to use technology and software to
enhance digital marketing activities. Now a days
many marketing teams are adapting these
technology to perform marketing tasks such as
email marketing, ad campaigns, social media
marketing etc. with efficiency and because of it
they are giving better results to their clients.

EMAIL MARKETING
It refers to the act of mailing commercial content of any
brand or product to people in large quantities and email
can be of anything like it can be informational,
promotional or about something specific for the
consumers.. It is one of the highly effective digital
marketing technique.

ONLINE PR
It is an advertising plan which is used to increase a
company's or brand's digital presence through
various online portals which can lead to getting
more reach and brand awareness of a particular
brand or an organisation.

SUMMARY
From the above PPT it is concluded that digital marketing is a successful mode of advertising nowadays
as it require less capital as compare to traditional mode of marketing. Therefore, digital marketing and its
various strategies can give better results, scalable market, brand reputation, increase in sales and revenue,
all with low to no cost.

References
• Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
• Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations: structured
literature review and future research directions. Journal of Business & Industrial Marketing.
• Key, T.M., Czaplewski, A.J. and Ferguson, J.M., 2019. Preparing workplace-ready students with digital
marketing skills. Marketing Education Review, 29(2), pp.131-135.