BMP3006 Practical Digital Marketing Assessment Presentation

This presentation, created for the BMP3006 Practical Digital Marketing Assessment, explores various digital marketing strategies essential for online success. It begins by emphasizing the importance of a well-defined digital marketing strategy and the use of strategic models for effective implementation. The presentation then delves into specific strategies including Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, Content Marketing, Social Media Marketing, Affiliate Marketing, Marketing Automation, Email Marketing, and Online PR. Each strategy is explained with examples, such as Instagram and Twitter campaigns, and highlights their benefits for businesses. The content covers the use of digital marketing in a specific communications strategy, providing a comprehensive overview of how each element contributes to a successful digital presence. The presentation concludes by summarizing the key takeaways and includes a list of relevant references to support the information provided.

BMP3006 Practical Digital Marketing
Assessment 2 - Presentation

INTRODUCTION
• Effective digital marketing strategy helps in right decision making for the
company to become successful online.
• Strategic model provides framework which gives logical sequence for the
organisation to follow.
• For ensuring inclusion of the activities for strategy development and also
its implementation.
• The digital marketing also involves reviewing that the capabilities are
working effectively for managing digital touch-points.

Use Of Digital Marketing In A Specific Communications
Strategy
Group Members’ Name & ID

DIGITAL MARKETING STRATEGIES
• Digital Marketing
• Digital Marketing Strategies:
 Search Engine Optimization (SEO)
 Pay Per Click (PPC)
 Content Marketing
 Social Media Marketing
 Affiliate Marketing
 Marketing Automation
 Email Marketing
 Online PR

SEARCH ENGINE OPTIMIZATION (SEO)
• It refers to process to optimise the online content so
that search engine like to show that as top result for
the search of certain keywords
• It could be categorised into two
• On page SEO – These strategies happen on the
website
• Off page SEO – These strategies happen off the
website
• They can rank the website regarding the search
regarding the products and services sold by the
company(Saura, Palos-Sanchez and Correia, 2019).
• It increases the recognition of the company and its
products among the users.

PAY PER CLICK (PPC)
• Pay per click is model of the internet marketing where the advertisers
pay fee every time one of the ad is clicked.
• It is method of buying visits to website instead of making attempt for
earning these visits organically.
Good for Searchers: It is seen that the searcher use click in paid ads
more than other digital advertising methods.
• When using search engines, users looking for the products & services,
results with ads are more relevant to them(Riyadi and et.al., 2019).
Good for Advertisers: They offer unique methods of putting message in
the front of audience specifically and actively seeking the products.
• Searchers recognise the intent using search query measuring quality of
the traffic.

CONTENT MARKETING
• Content marketing is more than distributing, creating
and also sharing the content for engaging the
audiences,
• Improving branding, generating leads and other
marketing tools could also be served with the content
marketing.
• It is strategic approach and is part of the broader
marketing strategy.
• Content marketing analyses different methods in
which content marketing could be used across journey
of buyer or customer life cycle.

SOCIAL MEDIA MARKETING
• It refers to use of the social media platform for
connecting with audiences.
• It helps the business in building brand, increasing
sales and also driving the website traffic.
• It involves publishing quality content over the profiles
of company on social media platforms.
• The social media marketing involves identifying the
needs and requirements of target audience.
• It helps the business in analysing the current trends in
the business environment(Anjum, Thomas, and
Prakash, 2020).

SOCIAL MEDIA EXAMPLES
Instagram:
• It is used by company to promote its product over wider network. It is the
commonly used platform for marketing where information spreads very
fast.
Facebook
• Highly used platform by companies for digital marketing under social
media strategy

EXAMPLE OF INSTAGRAM CAMPAIGN
• This is an advertisement campaign of Red
Bull over Instagram.
• Under this campaign a man is jumping
from the ship into the sea.
• This reflects the Red Bull gives energy and
increase enthusiasm of a person.

EXAMPLE OF TWITTER CAMPAIGN
• This is a campaign named #StackeRTweet
(Argentina) is a campaign conducted over
Twitter.
• Under this Burger King created this
campaign wherein they launched an
ingenious campaign.

MARKETING AUTOMATION
• It is technology used for managing the marketing
processes.
• It allows company to manage the multifunctional
campaigns over different channels.
• Business can target the customers through
automated messages across the web, email and texts.
• It sends messages automatically as per set
instructions known as workflows.
• These are defined by customs built from the scratch,
templates or modified campaigns for achieving
better results.

EMAIL MARKETING
• Digital marketing tool based over sending mails and
developing the relationship with customers and
prospects.
• As per research, it is still considered most successful
method of marketing ahead from the SEO, affiliate
and social media marketing.
• Companies in this mail their customers about the new
products or offers that helps them in keeping the
customers informed and updated.
• . It is effective marketing channel through which
companies maintain strong relation with their
customers(Santos and Silva eds., 2019). .

EXAMPLE OF PR ACTIVITY
• This was a campaign conducted by high
street baker Greggs.
• The company started with a year off and
then comeback with this campaign.
• This campaign made the use of reactive
marketing and brought vegan sausage roll.

SUMMARY
• Effective digital marketing strategy helps in right decision making for the company to
become successful online.
• Strategic model provides framework which gives logical sequence for the organisation
to follow for ensuring inclusion of the activities for strategy development and also its
implementation.
• The digital marketing also involves reviewing that the capabilities are working
effectively for managing digital touchpoints.
• Strategies of digital marketing are essential for taking advantage of growing
opportunities in this field.

REFERENCES
• Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies
based on the e-business model: Literature review and future
directions. Organizational transformation and managing innovation in the fourth
industrial revolution. pp.86-103.
• Finotto, V. and Mauracher, C., 2020. Digital marketing strategies in the Italian wine
sector. International Journal of Globalisation and Small Business. 11(4). pp.373-390.
• Riyadi, S., and et.al., 2019. Digital marketing strategies to boost tourism economy: A
case study of atlantis land Surabaya. Humanities & Social Sciences Reviews. 7(5).
pp.468-473.

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