The Use of Digital Marketing in a Specific Communications Strategy

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.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:

Contents-As2
1. Introduction
2. Review the digital marketing examples .
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 AND DM
• The Presentation covers how digital marketing can be used in different communication strategy which also
includes the promotional aspect of Marketing mix.
• Digital Marketing is a medium of delivering advertisement through using different digital channels which helps in
reaching to large number of customers.
• It is a process of endorsing goods and services to customers in order to attract maximum people towards the brand.
Digital Marketing includes digital platforms, digital data, digital devices, digital media and digital technology.

WHAT IS DIGITAL MARKETING
STRATEGY?
• Digital Marketing Strategy is a plan which is designed to achieve the goals and
objectives of Firm by using online tactics.
• The Strategy is formulated in order to generate high revenue and improve the
relationship with customers. Through digital marketing strategy company
summarises their online channels and digital marketing tactics and also they provide
information regarding the investment in the tactics and channels.
• The few digital marketing strategy are Email marketing, SEO, Video Search
Optimisation, Pay per click, content marketing and Social media marketing.

DIGITAL COMMUNICATION STRATEGY
• Digital Communication Strategy is a platform of connecting with customers across different online channels, it includes
distributing email newsletter, publishing advertising article, launching social media campaign and running banner ads.
 Target Customers- The target customer of company is a specific group of people to whom they want to deliver their
products and services.
 The Goals – The goal of digital communication strategy is to provide information to more and more customer in order to
increase the sale and productivity of business.
 Message- Digital Communication strategy provides the message to target customer in order to create awareness of products
and services.
 Media Methods- Media Method is an online platform through which Organisation is going to communicate with their
customer.
 Monitoring And Control The Effectiveness- It is important for the Firm to monitor and control the effectiveness of digital
communication strategy as it helps in measuring the performance and taking corrective action in order to meet the goals of
business.

REVIEW THE DIGITAL MARKETING EXAMPLES .
Brand 1- “Live Videos on Facebook”
Facebook is considered as one of the important and trendy social
media platform which includes large number of active users. It is an
effective platform which helps in capturing large number of people
and increasing the brand image of Business.
Brand 2- “Development of the page of the company by LinkedIn”
LinkedIn is one of the popular social media sites for searching jobs,
people use this site for looking great job opportunities. The
Organisations can also create a page on LinkedIn in order to attract
new candidates by posting attractive job profiles.

EXAMPLE 1 -
 Target Customers- The target customers of Facebook are people of different age groups and businesses.
While launching the video calling facilities they didn't specify the target customers it can be used by all
categories of people.
 The Goals – The goal of Facebook was to improve the customers experience by providing video calling
facilities so that people can interact with their family, relatives and friends by face to face.
 Message- Message which is provided by Facebook is launching video calling facilities that helps in
improving the customer experience.
 Media Methods- The media method which is used by Facebook in order to inform the customer regarding the
video calling facilities is social media sites and advertisement.
 Monitoring And Control The Effectiveness-The brand focuses on ensuring the performance of video
calling facilities. They even gained more popularity by launching video calling facilities and attract large
number of people.

EXAMPLE 2 -
 Target Customers- The target customer of LinkedIn are people who are looking for job and Businesses so
that they can attract top candidate by interacting with them.
 The Goals - The goal of LinkedIn is to provide better job opportunities to People who are seeking for job and
attracting businesses so that they can create business page on LinkedIn and recruit top talents in Organisation.
 Message- The message which is provided by LinkedIn is that anyone can look for the job whether employed
or unemployed.
 Media Methods- Media Method which is used by LinkedIn is Social media sites as it includes large number
of active users.
 Monitoring And Control The Effectiveness- LinkedIn focuses on Monitoring and Controlling the
effectiveness by providing more and more job opportunities to candidate.

PROMOTIONAL AND MARKETING
MIX
• Promotional Mix is a combination of various marketing methods which helps in reaching to specific goal. It
includes public relations, advertising, direct marketing and sales, through these elements Company can reach to
more and more customers and increase their brand image in Market.
• Promotional Mix contains the different marketing approaches that is used by the marketers in order to attract
broader customers and optimising promotional efforts.
• Marketing Mix helps in providing valuable guide for resource allocation and facilitate communication process. It
includes four key elements such as product, place, price and promotion.
• It is important for the businesses as it helps in making profitable marketing decision through which Organisation
can develop their strength and limits weakness.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -
BRAND 1
1. Awareness- The Brand has created awareness
by reaching maximum number of people.
2. Followers- 2.85 billion active users on
Facebook
3. Responses and Feedback- The Video Calling
facilities get positive reaction due to which
they able to attract wide range of customers.
4. Reach- The post on Facebook reaches to
maximum number of customers.
5. Effectiveness of chosen media- Mostly
people on Facebook looks for interesting
content and learn about new products and
services.
BRAND 2
1. Awareness- LinkedIn has created awareness among
customers by attracting and influence them to create
page on the application.
2. Followers- The Brand has 590 Million professionals.
3. Responses and Feedback- LinkedIn get good
response form the users as they are able to provide
job opportunities and help businesses to get talented
employees.
4. Reach- The Brand has wide reach having 590 million
active users.
5. Effectiveness of chosen media- It being said that
LinkedIn is 277 % effective in generating leads as
compare to Twitter and Facebook.

CONCLUSION
• It is being concluded from the above information that digital marketing helps in increasing the effectiveness of
Companies by meeting large number of target customer and providing them better experience.
• Digital marketing is a cost effective method which helps in increasing the reach and sale of Company. It is a
platform which provide huge return on investment and easy to share the information to audience.
• Digital Marketing is also considered as one of the powerful form of Marketing which can be easily measurable and
adjust.
• The Organisations that uses digital marketing tools promote their brand and also survive the competition in market.

REFERENCES USED
• Alavi, S., 2016. New paradigm of digital marketing in emerging markets: from social media to social customer
relationship management. International Journal of Management Practice. 9(1). pp.56-73.
• Arnous, H., 2017. Digital Marketing and New Communications Channels.
• Chitra, K. and Sasikala, K., 2016. Social media marketing strategies for enhancing brand awareness: A study with
reference to select startups. Asian Journal of Research in Social Sciences and Humanities. 6(9). pp.1081-1095.
• Farrugia, M., 2015. Digital marketing: a study on Facebook usage by automotive brands (Bachelor's thesis,
University of Malta).
• Kumar, M. M. and Jincy, K. B., 2017. Digital marketing: challenges and opportunities. Paripex-Indian Journal of
Research. 6(11). pp.117-119.

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