BMP3006 Assessment: Digital Marketing Communications Strategy Analysis

This presentation analyzes the use of digital marketing in specific communication strategies, focusing on the Starbucks and Red Bull campaigns. It begins with an introduction to digital marketing, defining its role in promoting products and services online through various media formats. The presentation then reviews different social media platforms, highlighting their user base and suitability for business promotion. The core of the presentation examines the Starbucks "Red Cup" campaign and Red Bull's "Summer Edition" campaign, detailing their objectives and outcomes. The analysis explores how these campaigns contribute to the overall communication strategies of the respective companies, with a focus on promotional aspects of the marketing mix, such as creating awareness and driving product trials. The presentation also ranks social media platforms based on their effectiveness for business, and concludes with a summary and references to relevant literature.

Use Of Digital Marketing In A Specific
Communications Strategy

Table of Contents
• Introduction
• Review on Different Social Media Platforms
• Overview of Digital Marketing campaign: Starbucks- red and Redbull Summer.
• Social media Campaign help in communication Strategy: Starbucks-Red and Red-bull
• Promotional Aspects of Marketing Mix
• Ranking of Social media Platforms
• Summary
• References

INTRODUCTION TO DIGITAL
MARKETING
Digital marketing refers to using of digital media to promote products or services on
internet. Digital marketing include text forms, images, graphics and videos. It is a
process used by companies for promotional activities which also include branding of
company and company's products and services, advertisements, establish connection
with viewers and customers around the world , influence the user of internet services
etc.

REVIEW ON DIFFERENT SOCIAL MEDIA
PLATFORMS
• Facebook The media have over 2 billion daily active users. Popular in all age. The
platform provide wide range of users for business; provide audience, run
advertisements and post live videos on Facebook.
• Twitter have 335 million monthly active users. Popular among young adults. The
platform is best for business that want to share timely updates, provide customer
service or share relevant articles.

OVERVIEW OF DIGITAL MARKETING
CAMPAIGN
Overview of the Campaign of Starbucks-Red
In 2016, Starbucks held a contest to challenge artists from around the world to create
the next holiday cup that would be released. The customers have given chance to pick
up a plain red holiday cup and make their own masterpiece.
For the campaign on December 17, Starbucks stores in the US and Canada released a
limited number of plain red holiday cups.

CONTINUE
Overview of the Campaign of Red bull Summer
The campaign aimed were first to drive awareness of the extension of the brand's new
offerings.
Through social media platform like Instagram campaign was introduced based on
boosting awareness and sales of Red bull's new tropical flavoured “Summer Edition”
energy drink.

SOCIAL MEDIA CAMPAIGN HELP IN
COMMUNICATION STRATEGY
Starbucks-Red Digital marketing Campaign Results
The contest of Starbucks received responds over 1,200 submissions and picked 13
designs among them, which are from six different countries.
Starbucks make their customer not only purchase Starbucks to submit their art, but had
to post about them on social media, allowed the contestants’ followers to see and also
judge their work of art and of course, put that infamous Starbucks logo at the centre.

CONTINUE
Red-bull Digital marketing Campaign Results
The campaign's trend helped company to reach 1.2 million consumers.
10 points lift in top of mind awareness among viewers in Social Media Platforms.
Social media have played a big role in how Red Bull is marketing its new drinks. In this
strategy each flavour of the drink have linked with a specific hashtag.
Red bull have became trend hashtags for the campaign like #thissummer and
#redbullsummeredition was introduced over Instagram account of the company.

PROMOTIONAL ASPECTS OF
MARKETING MIX
Getting audience to try product: Mostly in promotion company almost used to get
people to try their new product or try to get non-users to try an existing product.
Sometimes free samples are given in order to promote them through different event
maybe online or other ways.
Creating awareness: Companies through promotion like ads on social media platforms
and local radio or television, ads in local papers etc. can create awareness of a new
company product.

RANKING OF SOCIAL MEDIA PLATFORMS
Instagram: The platform enable business create eye catching visuals and also inspire
creativity. It provide social network where product based business and influencers can
thrive. The app helps to trend among viewers anything that can imaginable.
Twitter: It is a fast and some business if use strategically can thrive on Twitter. Here is
also helps in trend anything but related fields can be popular with simple #hashtags.
Business like entertainment, sports, politics and marketing etc.

SUMMARY
It is noted that Digital Marketing is entirely new attempt that requires a new ways and
methods of approaching customers and explore new ways to understand how customers
behave as compared to traditional marketing methods. Digital marketing is very much
broad field, which include attracting customers through Email, social media platforms,
websites, different search engines and much more.

REFERENCES
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D., Smith, P. R. and Smith, P. R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1). pp. 22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Wind, J. and Mahajan, V., 2002. Digital marketing. Symphonya. Emerging Issues in
Management, (1), pp. 43-54.