Practical Digital Marketing: Communication Strategy and Examples

This report provides an analysis of practical digital marketing strategies, focusing on the importance of digital communication in today's technological landscape. It highlights how businesses use digital channels, especially social media, to connect with customers and achieve marketing goals. The report compares digital communication strategies using examples from the Macmillan campaign and Coca-Cola, analyzing their target customers, communication objectives, messaging, and media methods. It also discusses the promotional and marketing mix elements (Price, Place, Promotion, Product) and measures the effectiveness of the chosen media for both examples, concluding with the growing importance of digital marketing for organizational success and market reach.

Practical digital
marketing

Introduction
• The report aims to provide various strategy for marketing and promotions in the era of
digital technology. It is the concept which influence on enabling marketing services of
products and service through digital technology. As the technology taking rapid rise into
market. Every other business is undertaking the use of digital channels in order to reach
large number of customers and market social media are the main component of
digitalisation which connects number of people together and boost effective communication
among organisation and tits customer (Dukhanova,2019)

What is digital marketing
strategy
• As far as concerned about various marketing strategy, digital marketing is one of the
most time and cost effective to fulfil organisation goals of taking high profitability. The
business run across several areas and want to grab large customer attention. Therefore,
to make people bout products and services launch into market, social media is the best
communication channel which take interest of many people towards brand product and
services. Digital marketing strategy perform a vital role to analyse the most suitable
platforms to showcase organisation products and how to influence customer participation

Digital communication
strategy
• Communication play a vital role in attracting customer and make them aware about
companies product and services. It works as a key to success for undertaking large
market share. Digital marketing helps to drive communication strategy for organisation.
It works as a road map which helps in communicating with customer through the most
used channels and sources. Promotion become more equivalent when customers could
solve their doubt and left with no confusion in terms of product selection (McSweeney,
2020).

Continue
• Target Customers: The main factor is targeting the customer with the use of social media.
Communication strategy is only become possible when customer are targets as per their
demographical and physiological segments
• The Goals - Objectives Of Communications: goals and objectives needs to be achieve in
order to analyse the aim of ensuring communication strategy (Naoumova, and Katrichis,
2021).

Comparison of grit score
• Message: In social media platforms, messages are the main part of promotion and
communication through which organisation convey all the related fact about product or
service and try to get customer attention by indulge their interest
• Media Methods: There are several social media method through which organisation
could enable communication with customer(Ohanwe, 2018).
• Monitoring And Control The Effectiveness: The strategies which an organisation
applying to get good results into marketing department are needs to be measures and
monitor

Review the Examples of
digital communication
strategy
• Example 1: Macmillan campaign is one of the charity trust organisation (Ornato, and
Orynbayeva, 2018). They believes in giving support to people who are diagnosed with
cancer but does not get attention due to the Covid-19 pandemic
• Example 2: Coca-Cola is the most leading brand of beverages which serve their cokes
across the world. It has global operation and company known for creating promotional
activities in a required manner.

Analyses of Example 1
• Target Customers: Macmillan campaign mainly target their customer which are of
older age group and are suffering from Cancer disease.
• The Goals - Objectives Of Communications: The major motto of Macmillan
campaign is to improve the quality of life to the patients by giving them uttermost
facilities of treatment and care through which the could get easily recover from Cancer
and live their life peacefully.

Analyses of Example 1
• Message: The company deliver message through campaign about the the significance of
saving society from cancer when there is not hopes left in the time of Covid-19
• Media Methods: the company use Facebook as the main mode of social media in order
to engage people, understand their problem and seeks support from general public for
betterment.

Analyses of Example 2
• Target Customers: Coca-cola is the leading retailer firm to sell coke and cans with fine taste
and ingredients
• The Goals - Objectives Of Communications: The company has main objective to be the most
leading brand into market and comes in number beverage provider
• Message: through running effective campaign and making communication with people. Coca-
cola established their aim to maintain communication with customers as to know about their
demand and make them understood a bout companies product

Promotional and marketing
mix
• Promotion and marketing mix are the two major aspect for organisation through which a
company takes wise decision of products and price policy so remain competitive into
market.
• Price:
• Place:
• Promotion:
• Product:

Promotional and marketing
mix
• Promotion and marketing mix are the two major aspect for organisation through which a
company takes wise decision of products and price policy so remain competitive into
market.
• Price:
• Place:
• Promotion:
• Product:

Measuring effectiveness of
both the examples
Basis Macmillan campaign Coca-cola
Awareness 2 million 10 million
Followers 2 million 104 million
Likes 140K 50K
Interests 2.5 millions 2 million
Shares 5000 6000
Responses 100k 50k
Reach UK Global serving except some countries.
Effectiveness of chosen Media 90.00% 95.00%

Conclusion
• The presentation has concluded about the the facts about practical digital
marketing. Digital marketing is growing rapidly into the ear of technology
as it become a major part of every organisation. Marketing is the most
essential function of business which is require to be active in the eyes of
customer and looking forward to expansion and reach into market

References
• Dukhanova, A., 2019. Event Promotion: An Analysis of DOSE Social
Media Marketing Campaigns.
• Jessica, J., 2021, May. Penerapan Strategy Digital Marketing Pada Usaha
Mikro Kecil Dan Menengah Chick Chill. In ConCEPt-Conference on
Community Engagement Project (Vol. 1, No. 1, pp. 2227-2232).
• McSweeney, S., 2020. An Investigation into the use of Digital Marketing
and Social Media platforms by Independent Musicians in Ireland (Doctoral
dissertation, Dublin, National College of Ireland).