This report provides an overview of digital marketing, focusing on communication strategies and promotional aspects within the marketing mix. It uses Sainsbury's as a case study, analyzing their digital campaigns and how they contribute to brand communication. The report explores key elements such as target customers, goals, key messages, and media methods, while also examining the effectiveness of digital marketing through social media measures like followers, likes, shares, and engagement. The conclusion emphasizes the importance of digital marketing in attracting customers and building a strong brand image, highlighting the strategic use of social media platforms. References from academic sources support the analysis, offering insights into the factors influencing digital marketing and its impact on marketing performance.
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