Digital Marketing and Communication Mix: Strategies and Analysis

This report provides a detailed analysis of digital marketing and its place within the communication mix. It begins with an introduction to digital marketing, highlighting its increasing popularity due to the rise of internet services. The report then explains the concept of the communication mix and justifies where digital marketing fits within it, emphasizing its role in reaching buyers, increasing brand awareness, and engaging with the brand. Furthermore, the report outlines the pros and cons of digital marketing, including brand development and engagement benefits, alongside challenges like time consumption and security concerns. The report suggests that businesses, such as M&S company, should leverage digital media to enhance brand value and customer reach. In conclusion, the report emphasizes digital marketing's effectiveness in promoting goods and services, spreading brand awareness, and connecting with buyers, making it a crucial tool for businesses of all sizes. The analysis is supported by references to various academic sources.

Practical digital
marketing

Table of Contents
• Introduction
• Main body
• A brief discussion of digital marketing
• Explain the concept of communication mix
• Justify where digital marketing fits within the communication mix.
• Provide pros and cons of digital marketing
• Provide suitable illustration to support the points and limelight any suggestion to company
• Conclusion
• References

INTRODUCTION
• The term digital marketing refers to the utilisation of
digital channels to market goods and services in regards
to reach buyers. This kinds of marketing includes the
utilisation of websites, mobile devices, social media and
explore engines and many other marketing channels.
This is becoming popular with the invention of the
internet services in 90's. This includes some principles
as traditional marketing and is often includes a new
manner for companies to approach users and
understand the consumer behaviour. Companies often
collaborate traditional and digital marketing techniques
in their strategies.

A brief discussion of digital marketing
• Digital marketing is also known as online
marketing refers to advertising conveyed via
digital channels to promote brands and connect
possible customers using the internet and other
forms of digital communication just as search
engines, websites and many others. This uses a
different range of policies to reach buyers,
whether the aim is to attempt them into making a
buying, increase their brand awareness, or easily
engage with the brand.

Explain the concept of communication mix
• A successful company requires well studied and
well developed marketing strategy. This assist the
company to reach their buyers. As an important
section of company marketing strategy , marketing
communication mix certain times known as the
promotional mix. There are the tools that will assist
the company to reach out the users base, increasing
awareness of the products and brand along with
driving sustained purchases of the company goods or
offers. It is very crucial to include the connected
strength and weaknesses of all tools of marketing
communication mix during discussing how to
appropriately use tool to attain marketing goals.

justify where digital marketing fits within the
communication mix.
• Marketing is the analysis, planning implementation
and control of carefully formulated events designed
to bring about voluntary exchanges of values with
target markets for the aim of attaining
organizational goals. It believe highly on making
products and services in terms of target markets
requirements and desires and on utilising effective
costing of the goods, communication, and supply
to inform, motivate and services the markets. The
M&S company uses both strategies to
communicate with the buyers as well as they helps
in raising the customer base for the company.

Provide pros and cons of digital marketing
• It refers to the marketing strategy of promotion goods and services via digital platform. The accessibility
of various digital channels and the accessibility of devices like android phones and laptops to make
digital campaign more effective in reaching a huge audience. Some pros and cons of digital marketing
are listed in below report :
Pros
• Brand development
• Better engagement
Cons
• Time consuming
• Security and privacy issues

Provide suitable illustration to support the points and
limelight any suggestion to company
• As been discussed from above analysis that digital
marketing is an effective technique to promote the
goods and services in global market. This enhances the
small business in reach of many people. Online
marketing is the fundamental to assisting the business
grow and scale, but many business directors and
executives are easily unaware of this platform and its
benefits. It is suggested from the study to M&S
company they should promote the business from the
digital media to grow the brand value in market this
provides the stage to reach the buyers easily and
communicate the offers among the customers.

CONCLUSION
• It is concluded from above presentation that digital marketing is the tool which is used to
promote the goods in marketplace. This is an effective tool which spread awareness of the
brand as well as its services. It is analysed the whether the business is small or big every
business uses this promotional tool to market a goods and connect a buyers for understanding
the needs and wants of the buyers. As been discussed in above report about the concept of
digital marketing and communication mix also explained in report that how online marketing
fits in communication mix with its prod and cons. In last the report has suggested about how
digital marketing and its study has helps in making the business effective.

REFERENCES
• Pandey, N.,and et.,al, 2020. Digital marketing for B2B organizations: structured literature
review and future research directions. Journal of Business & Industrial Marketing.
• Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
• Suh, T. and Chow, T.E., 2021. Developing a digital marketing tool for ethnic ventures' mixed
business model and market-shaping: A design scientific approach of web demographics.
Industrial Marketing Management, 93, pp.10-21.
• Negoiţă, O.D., Purcărea, A.A., Popescu, M., Niculescu, A. and Coman, C.N., 2018. Digital
marketing tools used by companies. FAIMA Business & Management Journal, 6(4), pp.66-76.