BMP3006 Digital Marketing: Communication Strategy at Regent College

This presentation provides an overview of digital marketing and communication strategies, focusing on their application within organizations. It examines the digital marketing strategies employed by companies like Marks and Spencer and Apple, analyzing how these strategies contribute to their overall communication and promotional efforts within the marketing mix. The presentation evaluates the effectiveness of different social media measures and ranks examples based on their performance. It concludes by highlighting the importance of digital marketing and communication strategies for organizations aiming to reach their target customers effectively through online channels, including social media campaigns and various digital advertising methods. Desklib offers a variety of study tools and resources for students.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation
Regent College London

Use of digital marketing in a specific communications
strategy
Name & ID

Contents
1. Digital Marketing Strategy
2. Digital Communication Strategy
3. Explain using literature how they contribute to the communications strategy for the respective
organisations, as part of the promotional aspect of the marketing mix.
a. example 1
b. example 2
c. promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION
Marketing function of an organisation can be considered as the important
factor as it leads to the generation of revenue from customers. Marketing
function perform several activities in order to providing all the
information of organisation and product to the potential audience and
convert them into the final customers. Now a days the marketing
function has been performed by digital marketing. It leads to the
performance of all marketing activities digitally. Below mentioned report
is based on the digital marketing as it is treating various use of digital
marketing in a specific communication strategy. Below mentioned report
is also showing the digital marketing strategy along with the examples.

Digital marketing
strategy
Digital marketing strategy can be
considered as a collection of actions
which are planned to perform online
in order to reaching the specific
business goals and objectives..

DIGITAL COMMUNICATION
STRATEGY
Digital communication can be
described as the process through
which the people are connected
across online channels. It may
include the launching of social
media campaigns, running banner
ads, distributing email, newsletters
publishing, native advertising
articles and many more.

REVIEW THE DIGITAL
MARKETING EXAMPLES
Marks and Spencer company is using
various digital marketing strategies
in order to reaching the audience
and communicating about their
organisation and product in an
effective and efficient manner.

REVIEW THE DIGITAL
MARKETING EXAMPLES
Apple Company can also be
considered as a huge brand which is
working in global market. They are
day by day introducing various
innovations hence they are required
to use various digital marketing
strategies.

EXAMPLE 1- HOW THEY CONTRIBUTE TO THE
COMMUNICATIONS STRATEGY FOR THE RESPECTIVE ORGANISATIONS, AS
PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
The target customers of Marks and
Spencer are considered to be the
higher class people who are
employed or retired or high class
people who can afford to pay a bit
more than the average Shoppers.

THE RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• Apple company is using segmentation targeting and positioning approach
in order to analysing their target customers. Basically they are targeting
the customers of the age of 18 to 45 of both genders. They are basically
focusing on high earners which also include bachelor stage newly
married couples and many more. As it is found that Apple is a
multinational company and working in a global market. They are required
to use various refractive of media methods in order to reaching to the
customers. This company is majorly focusing on Twitter in order to
reaching the customers so. They are successfully beating the competitors
by using this strategy. The major focus on the behind of Apple Marketing
Communication mix is to communicate the marketing masses of the
brand to the target customers.

PROMOTIONAL AND
MARKETING MIX
In the orgsnization of Marks and
Spencer, Instagram can be
considered as the best media
method which is used as a
promotional tool in the marketing
mix.
Apple company is also using various
promotional tools for the purpose of
reaching to the customers. Majorly
they are focusing on their Twitter
account

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES
• The post limit of Twitter is found as 140 character. This limit has been
given Twitter it's soundbite quality post over the years.
• Direct messages are popular part of both platforms and functions
similarly. On the both platforms are user can use direct messages to
standard text photos and videos.
• Twitter is used for sharing ideas and catching up with news and Trends
around the world where as Instagram is meant for sharing the best
photos and videos with their followers.