Digital Marketing Effectiveness: Communication Strategy Analysis

This essay assesses the effectiveness of digital marketing, focusing on the marketing and communication mix, using examples such as Cadbury, Nike, Shopify, and Costa Coffee. It explores how companies use social media channels like Twitter, Facebook, LinkedIn, and Snapchat to build brand image, increase website traffic, and drive sales. The assessment highlights the importance of understanding the target audience and crafting compelling content to engage customers effectively. It concludes that social media marketing is a powerful tool for brand promotion, cost reduction, and customer engagement, allowing companies to communicate quickly and topically with their audience and foster brand development through positive word-of-mouth.

Effectiveness of Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
Marketing mix.............................................................................................................................3
Key elements of the communication mix....................................................................................4
PART 2............................................................................................................................................6
Social media channels are used as part of the communication strategy of a brand....................6
Explain why social media content is effective............................................................................9
CONCLUSION ...............................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:..................................................................................................................10

INTRODUCTION
The aim of this assessment is based on the social media marketing and digital marketing.
The assessment will discuss several aspects of marketing and marketing mix with the use of
relevant examples (Aswani, Kar and Ilavarasan, 2018). Marketing is a fundamental function in
the company which helps to build the brand image in the market while increasing the sale of the
product and services. Marketing mix denotes to a tactic used by a company to promote its goods
and services. The assessment will discuss marketing mix and key elements of communication
mix. It will also signifies how digital channels are used as a part of the communication strategy
of a brand.
PART 1
Marketing mix.
Marketing mix refers to a set of marketing strategies and tool, exploited to market a good
or service and sell in the market. In simple terms, it is all about positioning a brand and its goods
and deciding to sell in the right market, at the right time with right price. The good or services
will be sold, according to the promotional and marketing strategy (Colicev, Kumar and
O'Connor, 2019). It includes various components such as product, place, price and promotion.
Marketing mix can be better understood with an example of Cadbury company. Cadbury is the
second largest confectionery brand in the entire world. It is highly known for its dairy milk
chocolates. The marketing mix of Cadbury is as follows:

 Product: Cadbury has a wide range of products which is delivered throughout the world.
It not only serves chocolates, but also desserts and beverages. It has also ventured the
business into biscuit and ice-cream segments. It has a large customer base to fulfil the
requirements. It includes products such as BounVita, Caramel Cake Bars, Dairy Milk
Fruit and Nut, Creme Egg, Cadbury Five Star and and mmany more. Price: The company priced their products as per the quality of the product. The prices are
high for a few goods such as Bournville, while on the other side Perk, Five Star, Ecliars
are of lower price range. The pricing strategy of the Cadbury depends on the demand,
competition and packages. Place: Cadbury has a global presence which clearly made a significant impact on its
distribution channels. The company is highly focused that their products must be
available throughout the globe and cater to a large number of customer. It is available in
both markets urban and rural (Dedeoğlu and et.al., 2020). It uses both online and offline
platforms to deliver its products and services.
 Promotion: The promotional strategy is done through posters, television, online,
newspaper, radio and many more. It is found that Cadbury has made fundamental efforts
to make its goods reach the consumer and make them aware about the offers and
discounts. Marketing campaign of the company use a slogan to promote its brand such as
“Taste like this feels”.
All the elements of Marketing Mix affects each other. They are also used to produce a
marketing plan of an organisation. Nonetheless, if these factors are not managed properly then it
may take many years to recover the loss. It requires a deep understanding of all the components,
market research and suggestions from lots of people from company to company.
Key elements of the communication mix.
The communication mix encompasses all the tools that a company can use to
communicate with the potential customers, stakeholders and prospects. It could be social media,
advertising, product packaging, websites, events, direct marketing, exhibitions and many more.
The marketing communication mix is also known as promotion mix (Florenthal, 2019). It mainly
includes five elements such as advertising, direct marketing, public relations, personal selling
and sales promotion. Some companies also use sixth element that is events and sponsorship.

 Advertising: It involves all the avenues where a company pays for the content to be
broadcast. It is commonly used in two forms that are ATL and BTL. ATL advertising are
radio, TV, or print whereas BTL regards out of home advertising. It can be effective for
those brands who have lost of competitors and needs to have an unique message to be
promoted. Cadbury is one of the best example that promotes on such platforms (Le,
Dobele and Robinson, 2019). Personal selling: It means selling through a person in a face to face setting. It involves
representatives, sales persons, brand ambassadors or even bloggers or influencers. With
the use of specialists knowledge, experience and communication skills, they target the
customer to buy a product or service. Telecom Plus is using personal selling method.

 Sales promotion: With the use of many offline and online outlets, sales promotion
generates limited promotions and time deals on products and services with a motive to
rise up the short-term sale. It may included freebies, coupons, sales, prizes, contests and
product samples. Loyalty cards often used in the sales promotion. Tesco is the best
example to provide loyalty membership card to the customers. Public relations: It turn brand messages intro stories that request to the target audiences
and media. It amplifies strategies, news and campaigns to generate a positive image of
the brand through partnerships with journalists, newspapers and other relevant
companies. Unilever can be good example that uses PR as well (Rose and et.al., 2021).
 Direct marketing: It is not only cater online shopping but also delivers a whole new way
to do promotion. It can be cheaper way to do marketing if it done in a correct way. It
involves faxes, emails, magazine adverts, mobile phones to communicate directly with
potential customers without involving the third party. Marks and Spencer is the suitable
example.
PART 2
Social media channels are used as part of the communication strategy of a brand.
Social media marketing refers to the social media platforms used by the brand to connect
with the audience to build the brand image, drive website traffic and increase sales. This
encompasses posting great content on the company's social media profiles, listening to the
followers and engage more customers, running social media advertisements and analysing the
results. The major social media platforms are used by the brands are Facebook, Twitter,
Instagram, Snapchat, LinkedIn and so on.
 Twitter: It can be better understood with the example of Nike Company. Nike used
Twitter for its marketing campaign. Moreover, the marketing campaign of the brand used
on many other social media platforms (Pandey, Sahu and Dash, 2018). The brand uses
this platform to make a sense of lifestyles and community between with their prospect
customers. The company tweets are brief, coercive and robust, more often uses hashtags
such as #NikeMen. It is also creating advertisements but the design has balanced by
concentrating on social media advertisements. It uses platform like anything but a team of
marketing of a large organisation. The brand is moving from its competitors. Overall, the

brand Nike is doing a great work on social media platforms. The brand has managed the
art of designing a successful content. Hence, possessing is reflected on the social media
platforms. It has mould itself into a major mirror, where it paints an a image of
determination and strength.
Illustration 1: Figure 01: Nike’s Twitter campaign
 Facebook: This part will based on the Shopify company. It is one of the best examples
which conduct effective marketing on Facebook. This brand always focus on the
customer attraction using social media platforms (Yang, Kim and Pennington-Gray,
2021). The company realizes that various potential customers have never intended their
products or starting their business store. Still, what makes this ad so impactful is that the
brand understands their customer and so with the tempting position e-commerce craft
merchandisers go after. The company expose a fundamental position of its perspective
consumers and how the respective brand can earn the visual nature of Facebook
advertisements to produce an authentic, attractive and minimum advertising experience.
This kind of marketing raises the point from potential e-commerce store holders so that
since they questioned themselves, generating this advertisements a very impressive
proposal. This brand achieves a significant position when it comes to sales on social
media platforms such as Facebook. The brand store can centre their most pivotal social

media platforms consisting other such as Twitter, Instagram. So that they can
merchandise directly on the platform.
Illustration 2: figure 2: Shopify Facebook campaign
 LinkedIn: It is one of the vast business oriented networking site that is work particularly
towards experts. It provides the ability to showcase the expertise, ability, connections and
recommendations. A professionally written profile of LinkedIn enables to produce an
online expertise brand which will open the gates to networks and opportunities that may
not have been aware of without the support of social media (Nijssen and Ordanini,
2020). Costa Coffee takes advantage of their LinkedIn profile to research and recruit the
most likely candidates. It has a huge number of followers who can go through the profile
of Costa Coffee on the LinkedIn in order to know about the vacancies as well as save job
searches. It is a brilliant tool for knowing about the companies and employees work at
them. Costa Coffee post and promote the job vacancies in order to hire the right candidate
for the right job. They also use their company profile in order to let know the work
culture of company. It can also showcase the recommendations and suggestions of their
current employees on their profile to attract other candidates. It has 121850 followers on
LinkedIn in order to inspire the globe to love the great taste of coffee.
 Snapchat: Snapchat is a wonderful tool for the companies to connect with customers. It
is a strong social media tool that enables users to send second long and temporary videos
and images. This is not so strong social media platform for the companies as driving

traffic is limited due to mobile-only platform. Dove can be a great example for the
Snapchat. Dove is running a strong campaign on Snapchat for its annual “Self-Esteem
Weekend”, and will be sending out of series of “snaps” kin order to encourage more and
more young girls in order to react them with feedbacks about the insecurities. It has 6700
followers on Snapchat.
Explain why social media content is effective.
Social media platform is very effective and capable platform to be used by the company.
It provide various stages to promote the company and its products. The strength of social media
platforms is admirable in order to get a strong number of customer base within the second, helps
to promote the brands a through various ads, helps to diminish the costs of the company. Social
media campaign is one of the effective way to advertise the brand and its products and services.
A company will be benefited with lots of opportunities and advertise their product in a economic
way. It will also benefit the organisation to add cost to their partners in an objective manner,
catering them a chance to communicate more quickly and topicality (Pacauskas and et.al., 2018).
When the audience is happy then it makes them to communicate their knowledge on such
platforms with other person, which will further support in the brand development and to attract
more customers. The content which is delivered on social media platforms is effective because it
makes it prominent for the business followers to communicate their content. Moreover, if they
do not share their content directly, they can talk about company's website and customers. They
are relatively expensive as most of the viewers depends on the recommendations of family and
friends rather than their own brand.
CONCLUSION
It has been concluded that social media marketing is a new way to promote the brand and
its services and products on a range of online platforms. Marketing mix is a strong tool that must
be taken carefully as all the components are interlinked with each other. Communication mix is
all about such tools that is used by brand to communicate with stakeholders, customers and so
on. Social media marketing involves various platforms such as Snapchat, LinkedIn and many
more.

REFERNCES:
Books and Journals:
Aswani, R., Kar, A. K. and Ilavarasan, P. V., 2018. Detection of spammers in twitter marketing:
a hybrid approach using social media analytics and bio inspired computing. Information
Systems Frontiers, 20(3), pp.515-530.
Colicev, A., Kumar, A. and O'Connor, P., 2019. Modeling the relationship between firm and user
generated content and the stages of the marketing funnel. International Journal of
Research in Marketing, 36(1), pp.100-116.
Dedeoğlu, B. B. and et.al., 2020. Understanding the importance that consumers attach to social
media sharing (ISMS): Scale development and validation. Tourism Management, 76,
p.103954.
Florenthal, B., 2019. Young consumers’ motivational drivers of brand engagement behavior on
social media sites: A synthesized U&G and TAM framework. Journal of Research in
Interactive Marketing.
Le, T. D., Dobele, A. R. and Robinson, L. J., 2019. Information sought by prospective students
from social media electronic word-of-mouth during the university choice
process. Journal of Higher Education Policy and Management, 41(1), pp.18-34.
Nijssen, E. J. and Ordanini, A., 2020. How important is alignment of social media use and
R&D–Marketing cooperation for innovation success?. Journal of Business
Research, 116, pp.1-12.
Pacauskas, D. and et.al., 2018. Harnessing user innovation for social media marketing: Case
study of a crowdsourced hamburger. International Journal of Information
Management, 43, pp.319-327.
Pandey, A., Sahu, R. and Dash, M. K., 2018. Social media marketing impact on the purchase
intention of millennials. International Journal of Business Information Systems, 28(2),
pp.147-162.
Rose, S. and et.al., 2021. Sharing is the name of the game: Exploring the role of social media
communication practices on B2B customer relationships in the life sciences
industry. Industrial Marketing Management, 93, pp.52-62.
Yang, E., Kim, J. and Pennington-Gray, L., 2021. Social media information and peer-to-peer
accommodation during an infectious disease outbreak. Journal of Destination
Marketing & Management, 19, p.100538.