Analysis of Digital Marketing Strategies and Communication Mix

This report provides a comprehensive analysis of digital marketing strategies and their role within the communication mix. It begins by explaining digital marketing, highlighting its key techniques such as search engine marketing, email marketing, social media marketing, affiliate marketing, and content marketing. The report then delves into the communication mix, emphasizing its importance in fostering strong customer relationships and optimizing promotional efforts. It discusses the four main components of the promotion mix: advertising, direct selling, sales promotion, and public relations. Furthermore, the report examines how digital marketing integrates into the communication mix through social media marketing, email marketing, web advertising, and video marketing. The benefits and drawbacks of digital marketing are also discussed, including its cost-effectiveness and global reach, as well as the challenges of requiring specialized skills and facing increased competition. The report concludes with recommendations for companies to use appropriate promotional techniques based on consumer needs and market conditions, emphasizing the importance of building stronger customer relationships through effective marketing strategies. Desklib provides access to this and many other solved assignments for students.

Practical Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process which a company use for advertise and promote all things and
items, services and products which is to be produced through business. There are various
techniques and methods utilized promoting process is a product such as dialogues which grab
attention of customers, advertisement making influence clients for purchasing goods and other
things. The source which is used in most of time for the purpose of promotion are radio,
television, newspapers, social media and many more(Shankar, and, et. al., 2021). The steps to
make indirect relation within company and audience, in this way brands appreciate customer to
take service and products. In this project report, there is a brief which explain and discuss for
digital marketing and even their advantages and disadvantages of digital marketing. However,
this describe that where digital marketing get fit in mix communication and explains
communication mix.
TASK
Explanation of Digital Marketing
Marketing for a product is essential task for a company, which aids in expanding
knowledge for product in market. In a way, many people get to know for the innovation of new
product in market.
Marketing for good and service is to be done through using basic 4 P's of marketing, concepts
was established through Neil Borden. Which are
Product is the component which is being offered in market and available for customers.
Price is a cost in which item is sold to customer in market as according to the general consumer.
Place is the location where a product is being sold and in which mode this will be sold online or
in physical mode.
Promotion is a way from which promotion of product is done and this is last step for marketing
of a new product(Pandey, Nayal, and Rathore, 2020).
There is a variety of technique and strategies used to marketing services and product produced
through company which includes:
Traditional marketing, do not use technology, this is an old form to promote and this is used
for marketing product and services. In this only outdoor marketing is use for marketing, the
source which take assistance of print marketing, direct marketing and many more.

Digital marketing strategies, is fully increased and new technique for marketing any service in
society and make this available for customers. New method is being used as compared in
earlier time of promotion(Mogaji, Soetan, and Kieu, 2020). In these days promotion is
done to focus on a particular goal for customers. Few techniques are mentioned below:
 Marketing on Search Engine- This is a two way technique which is used for promoting
product, firstly in this the brand pay these engine to showcase their product on search
engine and secondly this is used to optimize technology which is to be done to highly
place results in search engine.
 E-mail Marketing- This is the way through which brands sends email to customers to
opt product of brand and this also provides them with discounts and vouchers to create
liveliness to the customers which goes for a particular item.
 Social Marketing- This is used in recent way or technique used for promoting the item.
In these days the social media is easiest way, which is used as sharing advertisement on
most used application on social media, like WhatsApp, Facebook and many more. The
company get high audience in average, as most of the people view advertisement on this
platform.
 Affiliate Marketing- This is used as third person or as a company and a person get
commission on purpose of sale.
 Content Marketing- This is the way in which source of information is used as e-book,
takes assistance from seminars and videos which is easily used by the customers.
Explanation of Communication(Promotion mix):
This is a technique which assist in different kind of strategies for promotional purpose of
goods to the customers. This guide to built an optimized efforts of promotion and which attract
and influence attention of large group of audience.
Importance of Promotion Mix-
This is a best way for having strong interaction and bond in the procedure of product and
consumer of product. In a way this get easy for bifurcate client as per the requirements. There are
some major importance mix mentioned below:
1. More changes of receiving good response in the campaign: The campaigning is better
way used through company to promote the product at accurate place, on right time within

correct audience. This is achieved through having good management for time
management, budgeting and many more(Sharma, Sharma, and Chaudhary, 2020).
2. Helps in sorting the audience- This is utilized tools for a segmenting group of people as
according to product in market have targeted audience is benefit for an enterprise to
promote product.
3. Build healthy relationship – From this an enterprise improves communication with
clients. This built trust and develops strong bond between the clients and brand using
product of brand.
4. Stand out in the market- Through having promotional mix an enterprise stand out in
crowd, as this have various way to promote their product as compare to other enterprise
in market.
The 4 main components of promotion mix are
Advertising is a source for promotion which a enterprise use for non personal method of
promotion, this is through taking assistance of TV, email, radio and many more.
Direct selling is one of the fast and most useful way to promote services or product to clients,
this is one to one promotion.
Sales promotion is best for grabbing attention for clients about offering discount, products to
engage large customer groups.
Public relations is services which were provided through company in previous product which
make strong public relation and through creating attractive image of brand in market.
Where does the digital marketing fits within the communication mix:
Communication is a concept made of various kind of tools which is good to communicate
with customers in market. The techniques were effectively done from execution of
communication tools(Melović, and, et. al., 2020). This is consider for implementation of digital
marketing is being used through communication mix. There are some point which describe
relation in communication mix and digital marketing are:
 Social media marketing: Each person of this society use social media in current
scenario. This keep increasing connection within individual of society, from use of social
media platform. Company increases customer support in market. In a company, product
promotion is from social media, which keeps on posting videos and photos on social
media regularly intends to be in touch with customers.

 E-mail Marketing: It referred to send draft to client for goods and services in firm.
Company concentrate on department of digital marketing which they regularly drafts
mail to consumer for sale and occasion. They allows customer for giving true feedback
for the enterprise.
 Web Advertising: This is related to digital marketing. Web advertising and
communication is to be done from digital marketing. Company offer range of services
and product to customer, for viewing this company can assure effectiveness to give
access to view this(Goldfarb, and Tucker, 2019).
 Video Marketing: Company render to this and make video for the consumer to catch
their attention towards product. Video marketing assists in attracting customers and lead
in market, this is effective way for creating brand image.
Drawback and Benefit of Digital Marketing:
There is merits and demerits for digital marketing which are mentioned below:
Benefits :
 The digital tool and technique is a source for finding new market and areas world wide
and make connection with consumer on international base.
 This is economical way to campaigning and promoting product in market as compare to
other method for promotion.
 With the strategies managed on social media platform this made trust in brand and
customers.
Drawbacks :
 There have to be proper knowledge for technique and skill for promoting product in
market.
 The method take lot of time for proper strategies and planning for promoting product in
market without causing trouble to other brands.
 From assistance of digital marketing, they can reach client world wide and enhance
competition with international brand.
Recommendation:

The company use appropriate and correct way to promote service and product in market.
The use of every promoting technique is to be done for requirement of consumers, in a way they
were able to get attention for wide group of customers, they are able to get attention for large
group of customer on goods and services process by company. The main motive of company is
promotion which analyse need for client in current scenario. Technique of promotion is use in
accordance for product to made available in market.
CONCLUSION
In the presentation this is concluded that product of marketing is an essential element to
make awareness for good in marketing product is essential element to make awareness for good
in market and for customers. The digital marketing is most effective and best method used for
promoting product, this is quick and easy way for marketing item. Promotion is to be done from
use of advertisement, campaigning in radio, television, newspaper and many more. From the
concept, bond of customer and brand built stronger and trust is made. Digital marketing is being
environment friendly and this do not harm to society in common. The use of new technology
have made more impact for customer and help companies.

REFERENCES
Books and Journals
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Melović, B., and, et. al., 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society, 63, p.101425.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, pp.j-ausmj.
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.
Shankar, V., and, et. al., 2021. Digital marketing communication in global marketplaces: A
review of extant research, future directions, and potential approaches. International
Journal of research in Marketing.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
marketing? Views of travel agency managers. Tourism Management, 79, p.104078.