Digital Marketing in Communication Strategy: Report and Analysis

This report delves into the realm of digital marketing, defining it as the promotion of products and services via the internet and various channels such as websites, social media, and mobile applications. It emphasizes the role of images and infographics in attracting customers and creating brand awareness. The report provides examples of how images and infographics have been used successfully in communication strategies, specifically highlighting the campaigns of Happify and L'Oreal. It also explores the promotional aspects of these elements within the marketing mix, focusing on their applications in advertising and public relations. Furthermore, the report discusses the ranking benefits of images and infographics, such as their ability to convey product information and engage audiences effectively. The report concludes by summarizing the importance of digital marketing and the effective use of images and infographics in social media marketing, referencing the works of Kannan (2017), Herhausen et al. (2020), and Alghizzawi (2019).

Use Of Digital Marketing In A Specific
Communications Strategy
Name:
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DEFINITION OF DIGITAL MARKETING
• It is a process of marketing of products and services through internet and with use of various channels such
as website, social media, e mail, smart phones, mobile app, etc. These all enable in attracting a lot of customers and
reaching out wide audience. Also, the info and detail of products and services is delivered in quick time. The main
purpose of digital marketing is to create awareness in market by attracting people. Basically, there are 3 types of
digital marketing that is paid, on media and earned. Social media marketing is also included in digital marketing.

IMAGES
• There are various types of images which is been used by many companies in their social media marketing.
the images need to be highly attractive so that it is easily visible to customers and they are attracted towards it.
Moreover, image need to be clear and high resolution so that it shows that company is trying to show or display
through it. Besides that, it is found images are resulting in engaging people more than simple text or post on social
site.

INFOGRAPHICS
• It is also an example which has resulted in attracting people. Infographic is visual presentation of data as
well as information. It includes images, text, graphics, etc. which enable in engaging customers. They need to be of
high quality and clear so that promotion is done in effective way.

INFOGRAPHICS CONTRIBUTION TO
HAPPIFY COMMUNICATION STRATEGY
• It can be analysed that Happify promotional
campaign how to leave your worries behind was highly
successful by use of infographic in it. Here, company
created an attractive infographic in which they include
images, thoughts, visuals, graphics, etc. which helped in
attracting customer mind. Besides that, it was found that
there was high rise in involvement of people with this
campaign. Also, it included 6C’s of customer motivation
model as well.

IMAGES CONTRIBUTION TO LOREAL
COMMUNICATION STRATEGY
• Similarly, the use of images by Loreal in running
of Race planning campaign was successful as well. In that
company included images of various models with different
culture. So, this showed that how company is trying to
attract customers. However, images shown in that was clear
and of high resolution. Apart from that, Loreal tried to show
that they believe in equality and diversity. Thus, this led to
increase in revenue of company as women purchased
product. So, with that Loreal was able to attract women of
different culture with them.

PROMOTIONAL ASPECT FOR
MARKETING MIX
• In marketing mix there are basically 4 P’s which is used. However, here only promotion refers to way of
promoting products and services to customers. Thus, it is evaluated that both images and infographic promotion is
defined as below:
•Images and infographic can be used for advertising of products and services.
•Images and infographic can be used for public relations.
•Images can be used for direct marketing whereas infographic can not be used in it.
•Images and infographic can not be used for personal selling

RANKING
•Images help in various ways which is discussed as below
•It helps in promoting on social media
•People can easy download images and share it on social media
•It shows content and info of product.
•However, infographic is useful in ways such as:
•It displays graphics, visual, etc of products on social media.
•It helps in giving brief information about product to audience.

SUMMARY
• It can be summarised that digital marketing is use of various channels such as website, social media, e mail,
etc. in promoting of products. The example of digital marketing are Twitter, You tube, Instagram, etc. Social media is
a cost effective way of promoting products and services. Images and infographics are two types which can be used in
social media marketing. Also, both are used for advertising of products.

REFERENCES
• Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal
of Research in Marketing, 34(1), pp.22-45.
• Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90, pp.276-290.
• Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf. Technol.
Lang. Stud, 3(1), pp.24-31.

Thank you!