This report explores the use of digital marketing within specific communication strategies, focusing on the promotional aspect of the marketing mix. It reviews examples of digital marketing initiatives, such as Facebook's live videos and LinkedIn's company pages, analyzing their target customers, goals, messaging, media methods, and effectiveness monitoring. The report also discusses the promotional mix and marketing mix, highlighting their importance in achieving marketing goals. It ranks the effectiveness of the examples based on social media measures like awareness, followers, responses, reach, and media effectiveness. The conclusion emphasizes digital marketing's cost-effectiveness, measurability, and role in brand promotion and competitive survival. The document is available on Desklib, a platform offering a range of study tools and resources for students.