Use of Digital Marketing in Communications Strategy Report

This report delves into the application of digital marketing within specific communication strategies, using Starbucks and Greggs as case studies. It begins with an introduction to digital marketing and its significance, followed by a review of the digital marketing examples employed by both brands, particularly their use of social media. The report then explains, with supporting literature, how these strategies contribute to the promotional aspect of the marketing mix, encompassing product, price, place, and promotion. The analysis further ranks the effectiveness of each example, utilizing social media metrics such as followers, likes, and subscribers to gauge their impact. The report concludes by summarizing the key findings and emphasizing the importance of digital marketing in enhancing brand awareness and profitability. The report also includes relevant references to support the analysis.

Use Of Digital Marketing In A
Specific Communications Strategy

Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications
strategy for the respective organisations, as part of the promotional
aspect of the marketing mix.
a. example 1
b. example 2
c. promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness,
utilising the social media measures
5. Conclusions
6. References

INTRODUCTION AND DM
Digital marketing is considered as vital elements of marketing
which usages internet as well as online based digital
technologies like mobile, various digital Medias and platforms
for promoting goods or services. For this presentation, the
undertaken brand is Starbucks which is one of the global
brand that operates their business into various countries such
as UK, U.S. and others. The aim of this report is to highlights
firms utilised digital marketing as a communication strategy.

WHAT IS DIGITAL MARKETING
STRATEGY?
Digital marketing strategy is undertaken as the plan which is
assists their business to attain particular digital objectives by
effectively opting online marketing like paid, earned as well
as owned media.

DIGITAL COMMUNICATION
STRATEGY
Digital communication is regarded as procedures of connecting
with individuals across online channels. Moreover, this might
incorporates social media campaigns, distributing email
newsletters, running banner ads or publishing articles for
native advertisements. Mainly business utilises digital
communication strategy for expanding its reach, shares
expertise messaging as well as develop valuable relations with
its customers.

REVIEW THE DIGITAL MARKETING EXAMPLES .
Brand 1-
Starbucks is known as one of
the American multinational
chain of coffee houses as
well as roaster reserves that
have headquarters is in
Seattle, Washington. Also,
this is the world’s largest
coffee house chain.

CONTINUE…
Brand 2
Greggs plc is known to be one
of the leading British bakery
chain that expertises into
savoury items. Moreover, its
headquarters is in Newcastle
on Tyne, England

EXAMPLE 1
Starbucks uses social media marketing as communication
strategy as it is vital to use platforms that are used through
consumers so that reach the target audiences more effectively.
Also, by the help of the social media people are interacting
with one another and provide audiences more exposures and
aids firms to understand their audiences.

EXAMPLE 2
Greggs plc also uses social media marketing as communication
strategy as to connect with local people that can build their
brands, enhance sales as well as drives the traffic of websites.
It includes publishing the content on social media profiles,
listening as well as engaging followers on the social media,
evaluates the outcomes as well as running the advertisements
on social media.

PROMOTIONAL AND MARKETING
MIX
Within above mentioned examples both marketing and
promotion mix are related as both are focused towards
enhancement of their brand.
 Product
 Price
 Place
 Promotion

RANK THE EXAMPLES
BRAND 1
Followers-? NUMBER 12
million
 Likes/ interests NUMBER
37.2 million Facebook likes
 11.9 million Twitter
followers
 16 million Instagram fans
 153K YouTube subscribers
BRAND 2
1. Followers; 74, 000
followers
2. Likes/ interests : 145,000

CONCLUSION
As per the above presentation, this has been concluded that
Digital marketing strategy is undertaken as the plan which is
assists their business to attain particular digital objectives by
effectively opting online marketing like paid, earned as well
as owned media. Moreover, different firm use
communications target that helps them to develop brands
awareness and enhance profitability effectively.