A Report on Practical Digital Marketing Strategies and Effectiveness

This report provides a practical analysis of digital marketing strategies, focusing on digital communication strategies, promotional and marketing mix elements, and the effectiveness of brands like Starbucks and Marks & Spencer on social media. It examines how these companies utilize various digital mediums such as social media and email to enhance brand awareness and reach their target customers. The report delves into the communication objectives, message content, and media methods employed by each brand, further evaluating their performance based on factors like awareness, follower engagement, customer feedback, and turnover. Ultimately, the report concludes that digital marketing is crucial for organizations seeking to connect with a global customer base and highlights the importance of selecting appropriate digital channels to effectively disseminate information and gather market insights.

Practical digital
marketing

Table of content
 INTRODUCTION
 Digital marketing strategies
 Digital communication strategies
 Digital marketing review
 Promotional and marketing mix
 Effectiveness and ranking the brands on social media
 Conclusion
 REFERENCES

INTRODUCTION
 Digital marketing is defined as the process that is
undertake by the organisation for promoting
organisational products and services through different
electronic tools, system and devices to generate, store as
well as process data.
 Businesses are used social media platform and other
digital modes to advertise their brands and products
through attractive digital content.

Digital marketing strategies
 Digital marketing strategies are defined as the plans as
well as actions that are undertake by the organisations
in order to attain marketing goals by communicating
with customers through social media platform and
other digital platforms.
 There are various tools and techniques are used by the
organisations such as social media, e-mails, and
various others to spread awareness of organisational
products and services across the world.

Digital communication strategies
 Communication is defined as the aspects that is used by
organisation to analyse needs and preferences of target
market and enhance brand awareness in specific market
place.
 When communication take place through range of digital
mediums than it considered as digital communication.
Basically, it is the approach that links business with large
number of customers through online channels
 Target customers

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 The goals- Main goals and objectives of communication strategy
to reach potential customers and make them aware about
organisational products and services.
 Message- Content is defined as the message that are shared to
customers for enhancing their understanding regarding
organisational products and services.
 Media methods- There are different types of media channels are
used by the organisations to convey message to its targeted
audience through e-mail, chat box, Instagram, Facebook and
various others.

Digital marketing review
Brand-1 (Starbucks)
 Starbucks in an American multinational chain of coffee house that
involves in providing coffee beverages, smoothies, tea, sandwiches and
backed products to customers. Starbucks conducts a effective social
media campaign for charisms with the objective of gaining fun as well
as attracts customers towards their stores.
Brand-2 (Marks and Spencer)
 Mark and Spencer is the British multinational retaining organisation
that provides clothing’s, home products and food products.

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 Example 1- Starbucks
 Target customers- Target customers of Starbucks are middle to upper
class men and women. Organisational mostly targets high income customers age
between 18-35.
 The goals- Starbucks determines various effective communication
objectives that includes organizing its campaign is to increase sales of
organization and maintain strong image that provides various competitive
advantages.

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 Example 2- Marks & Spencer
 Target customers- Target customers Marks & Spencer are both men and
women 18-45 year. Respective organisation also targets high income customers
and provide products at high price.
 The goals- The main objective of Marks & Spencer is to attract large
customer base through publishing attractive content on social media sites. Goal of
organisation is to enhance sales and gaining attention of customers.

Promotional and marketing mix
 Product- Starbucks is the largest
coffee house that involves in selling range of
products such as coffee beverages, smoothies,
tea, sandwiches and backed products.
 Price- Starbucks adopt premium price
strategy to establish prices for their products
and services.
 Place- Starbucks and Marks and Spencer have
opened various coffee shops across the world
to provide products to largest number of
customers.

Effectiveness and ranking the brands on social
media
Factors Starbucks Marks & Spencer
Awareness Starbucks enhance awareness
regarding its products and services
to customers through publishing
advertisement on different platforms
such ad TV ads, social media and
newspaper.
Marks & Spencer organisation
spreading awareness of its products
on social media sites like Twitter,
Instagram and various others.
Followers 9,320,026 143K
Likes/ Interest 18K 32M
Shares 50K 1.3M

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Feedbacks and reviews Customers of Starbucks are satisfied
with organisational products and
services as well as demanded for
launching extra products in its portfolio.
There are also various negative
feedbacks are faced by the organisation
but it handled then in politest manner
by resolving problems of customers and
ensure then they will not face same
problem in future.
Marks & Spencer get positive feedbacks
from customers regarding their
products and services. If it receives
negative feedback it upgrades its
products according to customers’
requirements.
Track engagement Medium High