Practical Digital Marketing: Digital Marketing Communication Strategy

This presentation provides a comprehensive review of digital marketing communication strategies, focusing on how companies like Adidas and Nike leverage digital channels to promote their brands. It examines the promotional aspect of the marketing mix, analyzing target customers, goals, and the effectiveness of different social media platforms. The presentation ranks examples based on social media measures and incorporates academic literature, case studies, and real-world examples to support arguments. It concludes that digital marketing is an essential tool for companies to engage with consumers and enhance brand awareness, with references cited to support the analysis. Desklib provides this presentation and other resources to aid students in their studies.

Digital Marketing

Table of Contents
• Introduction
• Main Body
• Digital marketing strategy
• Digital communication strategy
• Brands
• Example 1
• Example 2
• Promotional and marketing mix
• Ranking
• Conclusion
• References

Introduction
Marketing is the way by which the
companies promote and advertise their
products with the use of different
channels in accordance with the higher
views which they will get by the use of
channels. But in the present time the use
of digital marketing has been in a higher
trend and this includes the use of social
media channels and the digital channels
which is helpful in reaching to the target
customers on time and they travel at the
faster rate as compared to the other
channels of marketing.

Digital Marketing Strategy
Digital marketing means the online
platform which is used by the companies
for making the promotion and
advertisement of the products which they
are selling and to make the introduction
of the new products which they will be
brining in the market. By digital
marketing strategy companies used to set
their goals and aims for their marketing
and this includes the channels and the
way by which they will increase the
focus of the customers in their products.

Digital Communication
Strategy
Digital communication strategy is the way by which companies will communicate with
their target customers and by this way companies gets connected with many people.
Communicating with the customers in the right way and in the right manner is also
very important because consumers notice each and every way by which the companies
are putting their effort. Digital communication strategy means to use those ways and
methods which are using the online tools and methods.

Brand- Adidas
Adidas is a biggest manufacturer of sports
shoes, apparels and other accessories which
is not just famous in Germany but also in
many other countries whereby the brand has
built its good image. The message which
they deliver to the people is to become the
largest and the famous brand in the world
and to sell the best and the quality products
to people which is innovative and not sold
by any other brand.

Brand- Nike
Nike is also the brand which is similar to
that of the Adidas and is the one which
deals in footwear which are mainly for
the sports, apparels which are also related
with the sports and the sports equipment
of Nike which are the most famous one.
The main mission of the company is to
produce and develop the most innovating
products which will meet the demands of
every athlete and will help them in
meeting their objectives as well.

Example 1- Adidas
• Target customers- The main target customers of the company is the young adults
and that too in the age group of 13-40 but the majority which they target is that of
the age group of 15-30 years who are passionate about sports and such related
activities.
• Goals- The goals of the company is to become the biggest and the largest brand of
sports which is famous in all over the world.

Example 2- Nike
• Target customers- The target customers of Nike is that of the Adidas only which
accounts for the age group of 15-40 years and those who are more focused and
determined towards sports. They are focusing on both which is the male and female
people providing equality.
• Goals- The goals of the company is to make it better for the people and mainly
those who are the athletes and who wants to make some change in the world with
the help of sports.

Promotional and Marketing
Mix
Marketing or the promotional mix is a set of tools which is helpful in making a
planning which will be useful in making a marketing plan. This tactic is basically used
for the promotion or introduction of nay new or existing brand. The 4P's of marketing
mix have been explained and discussed below-
• Product- Product means the tangible one which is having the physical
existence and which is made by the companies to satisfy the needs of the
customers. The products which the company manufactures are the one for
which they conduct the research and the research is focused mainly on the
competitors and the needs of the customers. By this way only companies
develop and make the introduction in the market.

Continue...
• Place- The place means the
location and the destination in
which the products will be made
available to the customer.
Companies always try to make
the products destination in that
place which can be made
available to the customers in a
very easy and simple way. The
place matters a lot because if the
products will not be mad
available to people on time and
also in right destination then
people can move to other
company.

Ranking
Brand 1- Adidas
Awareness- High
Followers- 39 million
Likes/ Interest- 5 million
Shares- 30k
Responses and feedback- Relevant
Track engagement- High
Turnover- 19 million dollars
Reach- High
Advocacy- Sustainability
Effectiveness of chosen media-
Facebook
Brand 2- Nike
Awareness- High
Followers- 83 million
Likes/ Interest- 15 million
Shares- 2 million
Responses and feedback- Relevant
Track engagement- High
Turnover- 44 million dollars
Reach- Higher
Advocacy- Corporate social
advocacy
Effectiveness of chosen media-
Instagram