Digital Marketing's Role in Communication Strategy: BMP3006

This presentation analyzes the use of digital marketing within a specific communications strategy, focusing on how various digital marketing examples contribute to the promotional aspects of the marketing mix. The presentation explores diverse digital marketing techniques, including social media marketing, online marketing, search engine marketing, and e-commerce, and explains their individual contributions to achieving communication objectives. It highlights the importance of these tools in building brand image, attracting customers, and generating revenue. The presentation also evaluates the effectiveness of these digital marketing strategies and ranks them based on their impact, providing a comprehensive overview of how digital marketing can be effectively used in a communication strategy. The analysis draws on academic literature, case studies, and real-world examples to support the arguments presented.

Use of digital marketing in a specific
communications strategy

Table of Contents
INTRODUCTION
MAIN BODY
Digital marketing
Examples of digital marketing
Communication strategy and how digital marketing contribute
Digiatl marketing contribution
CONCLUSION
REFERENCES

INTRODUCTION
• Digital marketing is one of the important tool that
helps in promoting the product and increases the
sales of the organization
• It helps in attracting more customers by using
different ways to do marketing of the product.
• In the project review of digital marketing examples
is discussed and how they contribute to the
communication strategy as part of promotional
aspect of the marketing mix.

Digital marketing examples that are used by the
organization
Social media marketing
 It is a marketing tool that helps in promotion of the company by giving advertisement on
social networking sites such as, twitter, Facebook, Instagram, and other sites.
 It is an effective strategy that is used by most of the firms or businesses to build good
image in the market and generates more profit.
 Nowadays, people are more active on social sites and they like to buy products online
(Chaffey and Smith, 2017).

CONT...
Online marketing
 It is a practice that is used by companies to spread message or provide relevant
information to the customers about product, brand,features or services provide by the
organisation.
 Methods and techniques that can be used for online marketing are, email, google ,
display advertising, google ad words etc.
 There are different types of online marketing such as, influence marketing,affiliate,
content marketing, paid advertising.
 These are some ways that helps organisation in achieving their goals by promoting goods
or services.

CONT...
Search engine marketing
• It refers to paid strategies that are used by companies to increase search visibility.
Popular brands pay for search engine marketing so that their advertisements can be
appear on result page of search engine.
• It is marketing which is also known as pay per click, this strategy is helpful for
companies in making good decisions for future growth of the company.
• In this marketing an image is created on the page of search engine and it is easy for
customers to gather information (Das, 2021).

CONT...
• Electronic commerce refers to buying and selling of goods or transmitting of funds or
data through online mode, i.e., using internet.
• These business transactions can be in the form of business to business (B2B), business to
consumer (B2C), consumer to consumer or consumer to business.
• These are some types of e- commerce which can be used by organisations to attract
customers.

Communication strategy and how digital marketing
contribute
 Communication strategy refers to plan that is
made by the company to achieve goals and
objectives of the company.
 This mainly applies to internal
communication, marketing communication
and making good relation with public.
 Communication strategy is used by the
organisations to develop a good image in the
mind of customers and generates profit.

Digital marketing contribute to the communication
strategy
• Digital marketing is a tool that helps company in making good image in the market and they also
helps in communication strategy for atomic organisation, as part of promotional aspect of
marketing mix.
• Digital marketing examples are, social media marketing, search engine, email, online and e-
commerce.
• All these contribute in achieving goals and objectives of communication strategy as promotion
element.

Online marketing
• Is a tool that helps in interacting more with customers and they enjoy new and innovative marketing
plans.
• Giving advertisement on websites is an easy way to attract customers and generate more profit. It
is used by atomic company to promote their goods or services through websites or mobile apps i.e.,
amazon, flip kart.

Search engine marketing
 It also contributes in communication strategy as promotional aspect of marketing mix.
 It provides firms to give their information on page of search engine by paying amount and
this will result in generating more revenue.
 Search engine sites such as, yahoo, bing, it improves position of the organisation and also
helps in building good relations with past and existing consumers, prospects, leads.

E- commerce
• It shows the way for interacting with customers, gaining attention of people.
• This is an easy and simple method that is convenient for all as buyers can purchase and make
payment through online tools or mobile apps such as, paytm, google pay