Digital Marketing's Role in Organizational Communication: Presentation

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Added on 2023/06/17

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This presentation explores various digital marketing examples, including Social Media Marketing (SMM), Search Engine Optimization (SEO), email marketing, and content marketing, highlighting their contribution to an organization's communication strategy and promotional mix. It discusses how these strategies, such as Starbucks' focus on brand awareness through social media and Nike's use of email marketing, align with specific communication goals. The presentation concludes that these digital marketing tools are essential for enhancing customer interaction, promoting products and services, and achieving effective brand positioning. Desklib offers a platform to explore this presentation and many other solved assignments for students.

Practical Digital
Marketing Individual
presentation

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Table of content:
• Introduction
• Digital marketing examples
• Contribution of digital marketing examples within communication strategy of respective
organisation along with key aspect of promotion in the marketing mix.
• Conclusion
• References

INTRODUCTION
The term digital marketing is mainly referred and associated with the advertising
of the products and services of a firm delivered and promoted through the use of
digital channels comprising of social media, emails and other mobile apps. The
current presentation is based on the review of the digital marketing examples
along with explain about their contribution to the communication stagey for the
organisation as a vital part of the promotional aspects.

Digital marketing examples
Digital marketing comprises of the marketing and advertising of a business and its
product and service with the help of some online channels, electronic device and other
digital technology. The key examples of the digital marketing that are currently used
and applied by the organisation and forms a viral part of their communication strategy
and supports promotion are listed as below:
• Social Media Marketing (SMM)
• Search Engine Optimisation (SEO)
• Email marketing
• Content marketing

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Social Media Marketing (SMM)
This example of the digital marketing includes and
comprises of the everything that is being done by a
firm on the social media channels. Social media
marketing comprises of the effective efforts of a
company beyond the simply creating posts for social
channels and responding to the comments.

Search Engine Optimization (SEO)
This set of digital marketing comprises of a process of taking the steps for improving the
quality and quantity of traffic on website through creating a piece of content at higher rank
on Google. Thus, the search engine optimisation comprises of the taking of the piece if the
online content and optimise and prioritise in search engines like Google at the top page
when any individuals searches for something. Thus, search engine optimisation plays a vital
role in attracting larger number of customers through projecting the names of the firm at the
top which cater interest of larger number of customer.

Email marketing
This example of digital marketing comprises of the act of the sending of the commercial
message to the target customers using the emails. Thus, the email marketing comprises of
every email set to a potential as well as current customer with the motto of advertising and
promoting the product and services. Email marketing act as one of the most successful
digital marketing technique as it helps in creating higher level of awareness and urgency in
the customers which intend and influence them for higher buying.

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Content marketing
This form of digital marketing is becoming most popular and useful now a day which
comprises of marketing strategy used to attract, engage and retain the customers in most
attractive and innovative manner. The use of the content marketing comprises of
creating and sharing an exclusive and attractive article or video about a product and
services along with making use of the attractive podcasts and other form of media to
have a better interaction and communication with the target audience.

Contribution of digital marketing examples
within communication strategy of respective
organisation along with key aspect of
promotion in the marketing mix.
The communication strategy of an organisation comprises of the having of
the effective focus on the issues and needs of the customers along with
ensuring a genuine and consistent interaction with the target customers.

Continue ….
Starbucks- The communication strategy of Starbucks comprises of focus on creation higher
awareness in customers about their product and services along with aiming at transforming
the views of the customer and strengthening and building a strong brand image. Thus, the
digital marketing of the Starbucks is focused on replacement of the image through creating
improved brand and product awareness in the customers therefore, making use of the social
media marketing is most suitable and appropriate for the communication strategy of
Starbucks.

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Continue ….
Nike- The specific communication strategy of Nike is based on creating a
string promotional market communication mix to target its consumer in the
current global and athletic apparel industry. Thus, Nike is making use of intent
and email marketing as its main digital marketing management technologies to
broadcast and narrowcast communication to reach out its target customers in
most efficient and effective manner.

Continue ….
Shopify- The communication strategy of
Shopify comprises of the increasing of the brand
awareness through making use of the content
marketing which involves consistent displaying
of the product images and other relevant content
to cater and attract larger number of customers.

CONCLUSION
On the basis of current presentation, a summarisation can be made that social media marketing,
email marketing, content marketing and SEO are significant example of digital marketing that
supports better advertising for firm. Further, a conclusion has been also made that use of social
media marketing supports improved interaction and connection with the customers to meet the
specific communication strategy of brand positioning. Further, a conclusion can also be made
that email marketing and content marketing also supports better promotion of product and
services through creating awareness in customers about the product and services.

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References
• Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs via data-driven
strategies: Reviewing the current state of research. Journal of Small Business Management, pp.1-36.
• Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital marketing. CRC
Press.
• Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in independent
businesses: experiences of restaurant entrepreneurs in India and the United Kingdom. Worldwide Hospitality
and Tourism Themes.
• Erragcha, N. and Babay, H., 2021. Blockchain Towards Decentralized Digital Marketing. In Blockchain
Technology and Applications for Digital Marketing (pp. 32-51). IGI Global.