Role of Digital and Social Media Marketing in Current Business World

This report discusses the role of digital and social media marketing in the current business world, including the significance of these practices, effective social media content, and successful social media campaigns. It also explores the impact of digital marketing on brand awareness and loyalty.

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Table of Contents
INTRODUCTION.......................................................................................................................................3
PART 1.......................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing mix also discuss where communication mix fits....................................................................3
Digital marketing.....................................................................................................................................4
Social media marketing...........................................................................................................................4
Significance of social media and digital marketing in current business world.........................................4
PART 2.......................................................................................................................................................5
Social media contents which really worked and also provide appropriate justification...........................5
Screenshots of two social media campaign with appropriate models......................................................5
Effectiveness of social media content......................................................................................................8
CONCLUSION...........................................................................................................................................9
REFRENCES............................................................................................................................................10

INTRODUCTION
Digital marketing plays a significant role in enhancement of business in current time. It is
associate with use of online tools, devices, internet so that people can get knowledge about the
product & services of company (Hughes and Vafeas, 2019). It allows an organization to promote
goods in an efficient manner within short period of time. The present report is based on role of
digital and social media marketing along with importance of digital practices in current business
world. Second part of report comprises suitable social media campaign along with the
effectiveness of social media content.
PART 1
Marketing
It is a function by which goods are promoted in significant manner in order to attract
more number of customers and retain existing ones. It is related with formulation of strategies in
order to attain predefined marketing goals of company. Marketing is a wide function which
included activities related to promotion, advertisement, distribution and more so that sales &
profit margin increase significantly (Nguyen, 2018). Marketing aims to prepare creative and
unique strategies for gaining attention of target segment. Without marketing, it is quiet difficult
to get an edge over competitors in current market place. Moreover marketing is helpful in driving
substantial amount of sales & revenue.
Marketing mix also discuss where communication mix fits
Marketing mix comprises various elements and here all these elements are combined
together so that company can gain competitive edge in market place. Some crucial factors of
marketing mix are product, price, promotion and place. But, now there are some additional
elements such as process, people & physical equipments are also included in marketing mix.
Here, promotion is a crucial way to transmit information and message to target audience. It is
used for effective communicating with people so that they get a crucial part of company. In
current time, communication is really important in order to maintain better relationship with
target segment.

Digital marketing
Digital marketing refers to the use of different techniques, tools, online methods,
approaches so that product & services can be promoted significantly (Sharma and et. al., 2020).
It is concern with use of modern marketing techniques by which marketer can easily approach
huge target segment. Through digital marketing, it is easy to get connect with ample of audience
in short period of time. It allows an organization to target international audience along with
domestic customers in an effective manner.
Social media marketing
It is a component of digital marketing under which different platforms of social medial
like Face book, instragram and more are used for interacting with customers. In present time, it
has become a crucial way of promotion due to increasing number of social media users. During
social media marketing companies can also use pictures, videos so that it will be easy to attract
people. In addition to this, social media platforms also provide feasibility to obtain feedback,
reviews, and suggestions of customers for further improvement. This approach is vital for
enhancing sales & profitability of company in an efficient manner.
Significance of social media and digital marketing in current business world
It is analyzed that due to increasing use of technology social media and digital marketing
has become an imperative part of business. These techniques have been given new meaning of
marketing where company can reach to billons and millions of people with short time of span. In
this regard, significance of digital marketing is mentioned below:
Increase in brand awareness: There is extensive competition prevailing in current
market place so it has become important for each & every company to promote its brand
significantly (Cox, 2016). It is vital for creating brand awareness so that people get familiar with
the brand and start to recognize it. Social media marketing is helpful in creating huge brand
awareness for attaining substantial level of sales & profit margin.
Increase in brand loyalty: Now, it is important to create brand loyalty so that customers
remain with brand for longer run. Due to increasing competition, it is important to have loyal
base of customers who will not switch over other brand. Here, digital marketing is helpful in

building positive relationship with customers so that they execute frequent purchase from
organization. Loyal customers do not only purchase brand but also recommend it to others which
is crucial for getting growth & success in future period of time.
PART 2
Social media contents which really worked and also provide appropriate justification
Content which is post by organization over social media platforms can easily enhance
followers which will further turn in loyal customers. Now, audience is smart thus companies also
need to provide transparency so that they can gain trust & faith of customers. It is not only
enough to prepare content rather there is requirement to update the social media content as per
requirement (Bhowmik and Bag, 2017). In addition to this, some effective visuals also need to
attach with social media content for making it more attractive and eye catching. Content is
helpful in stand out in competition and allows company to create innovative post and distribute
content over right platform. For this, different types of contents used in social media are
mentioned below:
Image: It is analyzed that in social media content appropriate images are used for
improving overall quality and ranking as well. Here, images also used to improve ranking of
website for driving more traffic. Apart from this, images play a vital role in making the content
creative & innovative. With this, the content become attractive by which it is easy to gain the
attention of target people.
Infographics: In contemporary business world, infographics are also applied so that
customer can easily relate with content (Goswami and Sinha, 2019). By adding infographics,
company ensures that customers will spend more time over website. With this, it is easy to
engage audience significantly for further betterment.
Screenshots of two social media campaign with appropriate models
Sainsbury # Tuworkit campaign

The campaign run by Sainsbury with an aim to make women more confident about their
looking and beauty. For this, they feature 14 women of different age groups and culture for
bringing diversity and spread the message that all the women have right to look good regardless
their age, complexion and more. Due to this, they promoted a tagline “dress well and feel
good”. Here, impact of this campaign can be understood by applying race model which is given
as under:
 Reach: Here, they promoted campaign with online and offline mediums for reaching to
more number of audience in significant manner.
 Act: Due to the popularity of campaign, people start to have positive approach towards
company and they are also likely to take appropriate actions which are crucial for
organization in terms of attaining more sales and profit.
 Convert: Due to the campaign, now it is easy for organization to convert visitor in paid
customers.
 Engage: The campaign also enhanced engagement of audience with brand which depicts
success of campaign in market place.

Starbucks(# What’s your name campaign)
This campaign runs by Starbucks aims to bring diversity within society where each and
every individual have right to select own name. Main aim of campaign is to bring inclusion for
minimizing the feeling of anger, jealousy and more. It is analyzed that campaign proved a great
success in terms of gaining huge positive reaction. There is race model applied to analyze the
framework which is given below:
Reach: Through the campaign, Starbucks reach to plenty of audience by applying social
media practices in an effective manner.
Act: Here, people start to take positive action which resulted enhancement in business of
company in significant manner.
Convert: It is analyzed that Starbucks recorded great conversion of users in paid
customers which increase in current level of sales and profitability.
Engage: The campaign played a vital role in keeping audience engage with company for
significant period of time.

Effectiveness of social media content
With social content, it is easy for marketer to engage audience which is important for
converting them in paid audience. There are ample of graphics, images and more are used in
social media content so that audience feel connected and can related with content effectively
(Jain, 2019). In contemporary time, social media content has become a crucial part by which an
organization can easily promote its product & services within market place. It is a way of
enhancing current level of sales and profit margin of organization in an efficient manner.

CONCLUSION
It is assessed out of above discussed points that role of digital marketing is really
significant in business as it helps in enlarging business within less time and cost. Social media
platforms are also vital for promoting goods significantly. Discussion has been carried out about
successful social media campaign and their impact over business. It is summarized that social
media content has power of converting fans and followers in paid customers.

REFRENCES
Books and journals
Bhowmik, S. and Bag, S.N., 2017. Prospects and scope of digital marketing in indian industry: a
review. International Journal of Management Research and Reviews, 7(4), p.490.
Cox, J., 2016. Communicating new library roles to enable digital scholarship: A review
article. New Review of Academic Librarianship, 22(2-3), pp.132-147.
Goswami, K.C. and Sinha, S., 2019. Cashless economy and strategic impact on bank
marketing. Sumedha Journal of Management, 8(1), pp.131-142.
Hughes, T. and Vafeas, M., 2019. Marketing agency/client service-for-service provision in an
age of digital transformation. Journal of Business-to-Business Marketing, 26(3-4),
pp.265-280.
Jain, V., 2019. Digital Marketing Approaches for Generation Y to Position PhD or FPM
Program. In New Age Admissions Strategies in Business Schools (pp. 294-309). IGI
Global.
Nguyen, D., 2018. The university in a world of digital technologies: Tensions and
challenges. Australasian Marketing Journal (AMJ), 26(2), pp.79-82.
Sharma and et. al., 2020. Impact of Digital Marketing on ICDL 2016 Event Promotion: A
Success Story. In Handbook of Research on Emerging Trends and Technologies in
Library and Information Science (pp. 216-230). IGI Global.
Thomas, I., 2017. Using multi-armed bandit experimentation to optimise multichannel digital
marketing campaigns. Applied Marketing Analytics, 3(2), pp.146-156.