Digital Marketing Strategies: Analyzing Social Media Communication Use

This essay explores the use of digital marketing as a strategic tool for businesses to attract customers, focusing on marketing efforts that take place online. It defines digital marketing as the promotion of products through various digital channels, such as social media, mobile applications, and online advertising. The essay reviews examples such as Twitter and Instagram, highlighting their contributions to advertising campaigns for brands like Girl Scouts and Starbucks. It discusses how Twitter enhances downloads of mobile apps and how Instagram's visually appealing content drives engagement. The promotional mix of both platforms is analyzed, noting Twitter's stringent content policies and Instagram's reliance on viral and direct marketing. The essay concludes that digital marketing is vital for incorporating communication strategies, increasing sales and productivity for organizations, and emphasizes the importance of tools like email marketing, social media marketing, and search engine optimization.

Use of digital marketing in a specific
communications strategy
Name & ID

INTRODUCTION
The digital marketing is the effective strategic tool used in the
business for attracting more customers towards the
organisation. It defines the marketing efforts that take place on
internet or on the digital device. The business makes the use of
different channels to appeal customers for the purchase of their
product and services. In today times, digital marketing is
important as it provides the several opportunities to reach
people on the platforms where they spend lot of time and
money.

CONCEPT OF DIGITAL MARKETING
The digital marketing is the procedure in the promotion of the product
through digital channels that are available in the market for the
purpose of marketing such as social media websites, mobile
applications, advertising and many more. The organisation is able to
increase the awareness regarding their products and services with the
help of several types of digital marketing among the customers. The
company sales increases with the by the increasing trend of social
media marketing. The channels in the digital marketing can be paid,
earned or owned media. The digital channels are like content writing,
social media marketing, search engine optimization, marketing
automation etc.

EXAMPLES OF REVIEWING DIGITAL
MARKETING
• Example 1- Twitter
It is an American micro blogging and social networking service where
the users post and have interaction with messages which is called as
'tweets'. The registered user can post, like and retweet tweets. The user
interacts through browser or mobile fronted software. The Tweets are
restricted to 140 characters but by November 2017 it was doubled to
280 for CJK languages. This account was formed by the Jack Doresy in
march 2006. The listed handlers have the benefit of posting, likes and
re-tweet of tweets.

CONTINUE…
• Example-2 Instagram
It is an American social networking service of sharing photos and
videos founded by Kevin Systrom and Mike Krieger. This
application allows users to upload the media which can be edited
by using filters and organised by hashtags and
geographical tagging. The posts can be shared in public or with
pre-approved followers. The users can like photos and follow other
users to add their content to a personal feed. The posts are shared
openly by consuming followers. It was developed in October 2010.

To evaluate the discussion on social media it enhanced downloads of
new Girl Scout cookie finder mobile app. The girl scout cookies are
generally available between January and March in ever year. The Girl
Scout uses Twitter as a targeting tool to improve user intent and
reaching people who are in search of specific cookie name or
potential users. Twitter offers a unique value proposition for us
because our customers are active users and on their phones 24/7.
Twitters conversion reporting is also really clear.
TWITTER CONTRIBUTION TO GIRLS
SCOUTS ADS

INSTAGRAM CONTRIBUTION TO STAR BUCKS ADS
The Starbucks is the iconic coffee chain in most of the
engaging online brand. On the Instagram it has 16 million
fans following. The Starbucks design the products
specifically for Instagram. Their photogenic, vibrant,
Instagram-friendly Unicorn Frappuccino was an instant hit
on the platform. Starbucks regularly posts pictures of its
products, but usually in unique and attractive settings.
Colourful lifestyle posts that capture the essence of coffee
culture, along with witty captions and arts stop-motion
videos of its products, creates a consistent imagery for the
brand.

PROMOTIONAL MIX OF TWITTER AND INSTAGRAM
Twitter- It has developed body which refrains people from misusing
Twitter, by ensuring that there is no obscenity in the content of the users
posting. It makes the promotional policies very stringent by ensuring not
to harm the users leading to growth and development. Twitter itself makes
the promotion.
Instagram- The Instagram takes the use of word-of-mouth marketing
which is known as viral marketing. The greater number of users signing
Instagram device, helps both the user and Instagram service. It also relies
on direct marketing. It is engaged in direct recommending advertising
models and options to businesses, independent users who are looking for
the promotion of their ventures.

RANKING THE EXAMPLES IN ORDER OF EFFECTIVENESS
• The Instagram is an international platform permitting the product for
content, recruit of new talent and brand showcase. In this platform
59% active operator visits the sites daily spend 7 hours per week for
perusing content and collaboration with friends. It converted the 4th
most downloaded mobile app in the world.
• The Twitter is also effective social marketing strategy in the rank of its
effectiveness. It is one of the ten most-visited website describing the
SMS of internet. It has 330 million monthly active users. It has 3898
employees and net income of about $ 2.52 billion annual revenue.
Views are shared through online posts.

CONCLUSION
It being concluded that digital marketing involves the use of
technology which provides the benefit to the company in the several
ways. In the organisation numerous tools are used to adapt the digital
marketing such as email marketing, social media marketing, search
engine optimization etc. The role of digital marketing is vital part in
the incorporation of numerous communication strategies so that
additional regulars reach to the product which upsurges more sales
and productivity for the organization.

References
• Backaler, J. and Shankman, P., 2018. Digital influence. Macmillan.
• Bonnevie, E and et.al., 2021. Quantifying the rise of vaccine opposition on Twitter during the
COVID-19 pandemic. Journal of communication in healthcare, 14(1), pp.12-19.
• Coesemans, R. and De Cock, B., 2017. Self-reference by politicians on Twitter: Strategies to
adapt to 140 characters. Journal of Pragmatics, 116, pp.37-50.
• Hemsley, M., 2018. Why the General Data Protection Regulation is likely to disrupt core digital
marketing channels in Europe. Journal of Digital & Social Media Marketing, 6(2), pp.137-142.