Digital and Social Media Marketing: Communication Strategy & Examples

This report explores the role of digital and social media marketing in building effective communication strategies for businesses. It analyzes real-life examples of companies like Spotify, Starbucks, IKEA, Domino's, Nike, and Coca-Cola, highlighting their use of various digital marketing tools and techniques to engage customers, promote products, and build brand loyalty. The report discusses the effectiveness of social media measures in targeting vast audiences, generating brand loyalty, and creating a competitive edge. It concludes that digital marketing techniques are crucial for brand promotion and establishing strong communication with potential customers, emphasizing the importance of optimized websites and customer engagement policies through social media applications.

ROLE OF THE DIGITAL AND
THE SOCIAL MEDIA
MARKETING

TABLE OF CONTENTS
 Introduction
 Digital marketing and their contribution to the communications strategy
 Spotify
 Starbucks
 Effectiveness in the utilization of the social media measures
 Digital marketing communications
 Real life examples
 Conclusion
 References

INTRODUCTION
 Digital marketing tools and techniques can be used to effectively to build the
communication strategy to capture the target market
 It shall keep the customers well-informed about the products and services of the company.
 There are various digital marketing platforms that can be applied as the promotional tool in
the business.
 The current project report shall be discussing over the real life examples of the companies
and reviewing the communication and the promotional strategies.

DIGITAL MARKETING AND THEIR
CONTRIBUTION TO THE
COMMUNICATIONS STRATEGY
 The digital marketing campaign and the other online
platforms can be applied by the business in order to
achieve the efficient promotional means.
 The communication of the information to the target lot
of customers of the business is also executed with the
help of digital marketing tools.

SPOTIFY
 The brand is making the effective visual ads so that the
customers can be attracted towards it.
 It has been successful in converting the freemium subscribers
to the purchased subscription users so that the advertisements
can be removed.
 The optimized company website design is way to
minimalistic and easy to navigate such that the they are able
to target the millennials.
 It has developed an online community who are following its
blogs and the various pages to conquer the target audience
and communicate the essential message and information
regarding the users.

STARBUCKS
 It has built the consistent interactions with the target market who
are the upper middle class people who can afford the highly
priced beverages.
 The most attractive visual is the classic siren logo that has been
developed by the company.
 By creating the pages on the social media applications like
Facebook and Twitter and also executing the successful loyalty
programs.
 The brand has been successful in creating the most interactive
posts, visually pleasing content and the most distinctive branding
campaigns.
 The constant interaction with the users is the key to the fandom
of the company.

EFFECTIVENESS IN THE UTILIZATION
OF THE SOCIAL MEDIA MEASURES
 Cost effective in nature
 Targeting vast audience
 Customers look up for recommendations
 Targeting the specific audience demographically
and geographically
 Generating the brand loyalty
 Creating the competitive edge

DIGITAL MARKETING
COMMUNICATIONS
 Companies are highly dependent on the digital marketing
tools and techniques for the marketing of the products and
services.
 An optimized company website where the information of
the products and services stay easily accessible to the
potential customers in the market.
 Apart from that search engine optimization, pay per click
ads, internet ads, defining the keywords etc. can also be
applied by the companies.
 The usage of the social media applications and
networking which has proved to be highly responsive in
no time for the company.

REAL LIFE EXAMPLES
IKEA
 Commonly used digital marketing technique is advertisements through
the social media applications in the company.
 All the various types of promotions, discounts, giveaways and the
posting and the various events on the Facebook, Twitter, Instagram and
the Pinterest.
Domino’s
 The brand started with establishing a brand that was for the IOS devices
which is capable of taking the online orders, making of payments and
accessing the new company information.
 To gather the feedbacks from the customers and accordingly amend the
products and services in the company.
 It was also the first to start the option of online tracker and the voice
ordering app.

CONTD.
Nike
 It has one of the best marketing campaigns that have been designed by the
company in order to attract the newer markets and target the niche segment
in the business.
 It has built the customer loyalty by displaying the meaningful content,
social issues and covers the various cultural movements.
Coco-Cola
 It also uses the social media measures to engage the customers and creating
the customized consumer experiences.
 It has also engaged in the marvellous campaign of “share a coke” which
was a huge success because of the iconic logo and the support of the
names.

CONCLUSION
 From the above project it can be concluded that currently the digital marketing techniques
are playing the major role in the promotion of the brand and also establishing the strong
and effective communication with the potential customers in the market of the company.
 Apart from that it can also be analysed that many multinational businesses has been
successful in generating the market share in the company using the customer engagement
policies through the effective application of the social media applications.
 Also, with the preparation of the optimized website it has become really easy for the
customers to access the information and the products of the brand.

REFERENCES
 Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of Management, IT
& Engineering. 8(10). pp.321-339.
 Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
 De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management. 72. pp.47-55.