Digital Marketing's Role in Communication Strategies Analysis

This report provides an overview of digital marketing and its application in communication strategies. It defines digital marketing and digital communication strategies, emphasizing the use of social media, email marketing, and content marketing to attract customers. The report then analyzes case studies of Tesco and Sainsbury, illustrating how they leverage digital marketing within their promotional aspects of the marketing mix to target specific customer segments, communicate brand messages, and achieve business objectives. It highlights the importance of promotional mix and effective social media utilization, concluding that effective digital marketing is essential for business success by improving consumer attraction and motivation. The report includes references to relevant academic sources.

Use Of Digital Marketing In A
Specific Communications
Strategy

TABLE OF CONTENT
 DIGITAL MARKETING STRATEGY
 DIGITAL COMMUNICATION STRATEGY
 REVIEW THE DIGITAL MARKETING EXAMPLES
 EXAMPLES 1- The way digital marketing strategy contribute
in communication strategy for Tesco as part of promotional
aspect of marketing mix
 EXAMPLES 2- The way digital marketing strategy contribute
in communication strategy for Sainsbury as part of promotional
aspect of marketing mix


INTRODUCTION
 The digital marketing is being defined as the
promotion of the goods and services with help
of the digital marketing techniques.
 In the current market the technology are being
developing to a great extent and because of
this it is very essential for the companies to
increase the working of the companies to a
great extent.

DIGITAL MARKETING STRATEGY
 Digital marketing can be stated as making use of social media
platform, email marketing and content marketing in order to attract
maximum number of customers within organisation.
 With development in technologies companies are making use of
different digital media to attract customers so that it can enjoy high
sales and revenue for longer time frame.
 So, various actions that are undertaken by company to make use of
different online marketing channel in order to achieve the end goals.

DIGITAL COMMUNICATION STRATEGY
 Digital communication strategy defines the strategies, key actions or steps that are taken by company to connect or
communicate with range of customers to generate awareness of company and enhance its market share. Launching
a social media campaign, email and positioning advertisement on different channel such as Instragram, facebook
and Twitter are method that are used by enterprise to communicate and build strong relationship with range of
customers. So, it is strategy to make use of digital media to provide necessary information about company to
public so that they can take right decision to select particular organisation for fulfilment of their respective needs.
The companies are trying to reach all of the following through digital communication strategy such as:

CONT.
 Message: Another thing that companies wants to achieve through
making digital communication strategy is sending a specific type
of message or information to customers. So that they have
sufficient information about the company and its product and
services to have right decision. Thus the digital communication
strategy contribute in deciding the way right message can be send
to right person at right time for better outcome.
 Media Methods: It can be stated that while deciding digital
communication strategy, the manager of company need to devote
time and efforts to decide method that could be use to generate
awareness among customers. Therefore, communication strategy
helps in deciding which media can be used by company to connect
with people for achievement of their end objective.

REVIEW THE DIGITAL MARKETING
EXAMPLES
 BRAND 1- Tesco offer products such as books, furniture,
electronic goods, software financial and internet services
to customers. Thus wants to promote message “Every
Little Helps” that it needs to provide each and every
products that can helps people in living their life better.
 BRAND 2- Sainsbury is second largest chain having
16.0% market share offering products from groceries,
clothing to home ware, electrical and many other services
to customers so that their wants can be satisfied in best
manner. The message of Sainsbury is “Helping everyone
eat better” thus company wants to provide health
products to customers for their health and well being.

EXAMPLES 1- The way digital marketing strategy contribute in communication
strategy for Tesco as part of promotional aspect of marketing mix
 TARGET CUSTOMERS: The Tesco in its digital marketing strategy has planned to targeted younger
generation and middle income group people. Youth spend their lot of time in scrolling several social
media like instragram, facebook and twitter to have entertainment, fun or getting sufficient knowledge.
So, through digital communication strategy, company is able to easily connect with younger and
influence them to make purchase for satisfaction of their requirements.
 THE GOALS - OBJECTIVES OF COMMUNICATIONS- The objective of Tesco is to communicate
about the company and its products and services to range of customers so that it can enjoy higher sales
volume and market share. Tesco through communication strategy wants to get differentiate positioning,
build strong brand image to grow and expand its operation in UK as well international market.
 MESSAGE: The company through digital communication strategy is able to effective communicate the
message of “Every Little Helps” through making use of social media such as Instrgram, facebook and
You tube etc to make customers happy and satisfied. Digital communication strategy has helped Tesco in
generating its awareness of message among maximum number of individuals in limited time frame.

EXAMPLES 2- The way digital marketing strategy contribute in communication
strategy for Sainsbury as part of promotional aspect of marketing mix
 The digital marketing campaign of Sainsbury is
“lower regular price” in order to attract the
consumers. The company deals in the grocery and
retailing merchandising and the competition within
the market is very high.
 Hence, this results in attracting more of the consumers
and in addition to this another major marketing
campaign of the Sainsbury Argo is that it harks back
to its catalogue days for Christmas. Under this the
Argos is featuring the catalogue in the Christmas
campaign for first time within the decade.

Promotional and marketing mix
 For the effective implementation of the different digital
marketing campaign the most essential aspect is to
effectively use the promotional and marketing mix.
 The reason underlying these factors that affect the
marketing mix and promotional mix assist the company
name in deciding that which methods will be good for the
company in order to promote the product and services.
 The promotional and marketing mix of both the examples
of responses were involved in the following aspect-
 Promotional mix of both the campaigns involved the use
of digital marketing techniques.

Effectiveness in order to utilise the
social media measures
 With the help of the above examples it is clear that for the
success of the company essential aspect is to have effective
utilisation of the social media measures in order to get
success.
 The reason underline this fact is that in case is social media
measures are being utilised in effective manner than this will
result in success of the company.
 It is essential for company to effectively use all the social
media practices and measures.
 In addition to this the social media practices and measures
increase the awareness of the consumer relating to the
product and services of the company.

CONCLUSION
 In the end the above report evaluated that the
effective digital marketing is very essential for the
effective working.
 The reason underlying this fact is that the use of
the digital marketing will improve the attraction of
the consumer .
 The above presentation highlighted the fact that
the use of different digital marketing practices
increases motivation level of the consumers.

REFERENCES
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consumer stories in digital marketing. MIT Sloan Management
Review, 58(4).
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 Hanlon, A., 2018. Digital marketing: Strategic planning &
integration. Sage.
 Yogesh, S. and Nallasivam, S., 2019. Digital marketing and its
analysis. Int. J. Innov. Res. Comput. Commun. Eng, 5.
p.201957007.
 Yankovets, T. and Vyshnevska, M., 2019. Innovations and digital
marketing: current trends of development. Evropský časopis
ekonomiky a managementu.