Digital Marketing's Role in Organizational Communication Strategy

This essay examines the application of digital marketing within the framework of a specific communications strategy, focusing on how organizations leverage digital channels to promote their offerings. It reviews digital marketing examples, such as Tesco's Christmas food promotion and their emphasis on providing quality food products at competitive prices, analyzing their contribution to the promotional aspect of the marketing mix. The essay evaluates the effectiveness of these examples by utilizing social media measures like awareness, followers, likes, and interests on platforms like YouTube. Ultimately, the essay concludes that digital marketing is crucial for enhancing an organization's market goodwill, attaining business objectives, and gaining a competitive edge, highlighting the importance of selecting suitable marketing strategies to effectively promote offerings and achieve growth opportunities.