BMP3006: Digital Marketing Strategies in Communications - RCL 2021

This presentation explores the role of digital marketing strategies in enhancing organizational communication, focusing on elements like Search Engine Optimization (SEO), Pay Per Click (PPC), content marketing, social media marketing, affiliate marketing, marketing automation, and email marketing. It discusses how companies like Tesco adopt these strategies to improve brand awareness, customer engagement, and overall profitability. The analysis emphasizes the importance of integrating these tools to build strong customer relationships, automate marketing tasks, and achieve competitive advantages in the digital landscape. The presentation concludes that effective communication through digital channels is crucial for building trust, expanding customer base, and achieving set business goals. Desklib provides access to similar solved assignments and resources for students.

PRACTICAL DIGITAL
MARKETING

TABLE OF CONTENT
 INTRODUCTION
 SEARCH ENGINE OPTIMIZATION (SEO)
 PAY PER CLICK (PPC)
 CONTENT MARKETING
 SOCIAL MEDIA MARKETING
 AFFILIATE MARKETING
 MARKETING AUTOMATION
 EMAIL MARKETING
 CONCLUSION
 REFERENCES

INTRODUCTION
 Digital marketing is one of those concepts that contribute to increase the productivity and profitability of brand in
excellent manner.
 It encompasses of key elements that support in generating a brand awareness within particular market or sector at
global level.
 It is set of all marketing attempts that utilize electronic tools and devices to achieve set aim and business objective.
 It refers to process of promoting ventures by using digital sources that accessible in bulk.
 The current presentation will explain how digital marketing techniques contribute to communicate strategies for
respective firms as part of promotional aspect of marketing mix.

Explaining how digital marketing tools contribute to
communications tactic for respective companies
SEARCH ENGINE OPTIMIZATION-
 Tesco Company adopt the search engine optimisation strategy to channelizes the
marketing activities.
 This is a technique or strategy adopted to deliver the marketing campaign that could bring
the best possible results in favour to the business operations of the Tesco Company.
 Search engine optimisation is a process that is to create an automation over internet about
the branding of company.
 This entire practice is about to create a positive brand value of Tesco Company over
internet

PAY PER CLICK
 Pay per click is another strategic choice that has adopted by the Tesco Company
to enrich the success of its digital marketing campaign.
 This is a strategy that clarify the company how many clicks the marketing
campaign of company could get.
 This strategy also support the company to notify the number of clicks company
could attract and also about the time duration of which the customer was active
over the respective campaign.
 This is very essential technique that is adopted by the company to understand
the significance of the marketing campaign in order to attract the potential or
target customer in the market.

CONTENT MARKETING
 It is marketing that focus on creating, distributing valuable, more
relevant and attractive as well as consistent content to wide range of
audience so that they are motivated to be part of the organization.
 Moreover, the Tesco can make use of different content marketing
method such as blogging, use of social media and newsletter etc.
The manager of Tesco put efforts to post right content at official
website of the company so that potential individuals get knowledge
about the same and take right decision.
 Secondly, social media is another method that has been selected by
Tesco to promote its products and services or post content. Likewise,
it has make use of Instagram, twitter and Facebook to post images,
content as lot of individuals spend a lot of time on social media to
have fun and enjoyment thus this strategy helps in inducing
maximum individuals within the firm.

SOCIAL MEDIA MARKETING
 Social Media Marketing (SMM) is one of the crucial platform in current era
that provides convenience to company to get connected with its customers.
 It is concerned with becoming able to promote desire, culture, mission and
objective of organization.
 In present competitive scenario such as placing information on Facebook,
Instagram, twitter, Pinterest, LinkedIn, Snapchat, etc. are utilized as SMM.
 There are various benefits of having social media marketing as communication
tactic in company s it increases brand awareness, recognition, etc.

EMAIL MARKETING
 Email Marketing (EM) is systematic practice conducted by organizations
through sending commercial message on personal mail Id of targeted segment
of market.
 Comprises unique characteristics of mentioning name, address, etc. about the
existing customer to make them feel attached with brand
 Four types of email such as retention, promotional, acquisition, newsletter
 It is exerted with low cost, obtaining engaged and satisfied customers.

AFFILIATE MARKETING
 In the world of business, there are several tools and techniques accessible in bulk that has been utilized
by many marketers to achieve their strategic objectives.
 Just like above digital marketing devices, as an example, affiliate marketing may also use in the context
of TESCO, which enable marketer to obtain benefits of it in term of achieving communication tactic in
effective and appropriate manner.
 It is one of those marketing terms that define as procedure of earning money as per duration according
to which marketer may promote their brands such as chosen items or services.
 This marketing scheme may help firm to interact with other people as customer who are able to buy its
goods and take interest to do so in exchange of money.

MARKETING AUTOMATION
 It is another process of marketing that has been used by Tesco to enhance
its sales volume and profitability. Marketing automation involves use of
technology to automate several repeated task pertaining to marketing
campaign. It has helped marketer of company to integrate or build strong
relationship with customers and maintained data of customers so that right
decision can be taken to motivate them to become part of the organisation.
 Manager has make use of automate, personalise marketing message and
content to attract and informed customers about the company so that they
can take decision to purchase in order to fulfil their respective
requirements.
 Furthermore, marketing automation contribute in identifying potential
customers, helps in effective completing the process so that maximum
readiness sales can be generated. In another’s words, it helps in converting
the potential individuals to become customers of the firm through making
them aware.

CONCLUSION
 On the basis of above analysis, it has been summarized that marketer has obtained positive outcomes
and achieved their set goals by using affiliate, social media, email, and other forms of marketing.
 They had communicated with target market and gained their trust, which enabled them to build wide
customer base that is actually quite essential for them to do so.
 Furthermore, from above analysis, it has been concluded that organizations has gained competitive
advantages and increased their profitability by communicating with customers and enhancing their
satisfactory level in excellent way.
 Each form of digital marketing tools has enabled brands to promote their ventures.

REFERENCES
 Heinze, A., 2020. Search engine optimisation: Strategy implementation. In Digital and Social
Media Marketing (pp. 175-203). Routledge.
 Minastireanu, E. A. and Mesnita, G., 2019. Light gbm machine learning algorithm to online click
fraud detection. J. Inform. Assur. Cybersecur, 2019.
 Ho, J., Pang, C. and Choy, C., 2020. Content marketing capability building: a conceptual
framework. Journal of Research in Interactive Marketing.
 Weerasinghe, K., 2019. Impact of content marketing towards the customer online
engagement. International Journal of Business, Economics and Management, 2(3). pp.217-2018.
 Klaus, L., 2021. Marketing Automation: Exploring the Process Model for
Implementation. Management for Professionals, pp.229-245.
 Babet, A., 2020. Utilization of personalization in marketing automation and email marketing.