Significance of Social Media and Digital Marketing in Contemporary Business

This document discusses the significance of social media and digital marketing in contemporary business. It covers topics such as marketing, marketing mix, digital marketing, social media marketing, and the importance of social media and digital marketing in today's business environment. The document also provides examples of successful social media campaigns and their effectiveness.

1

Table of Contents
INTRODUCTION.......................................................................................................................................3
Part 1...........................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing mix and also discuss where the communication mix fits........................................................3
Digital marketing.....................................................................................................................................4
Social media marketing...........................................................................................................................4
Importance of social media marketing & digital marketing in contemporary business............................4
PART 2.......................................................................................................................................................5
Discuss examples of two successful social media contents and also provide proper justification...........5
Screen shorts of appropriate social media campaigns..............................................................................5
Effectiveness of social media content......................................................................................................8
CONCLUSION...........................................................................................................................................9
REFERNCES............................................................................................................................................10

INTRODUCTION
Digital marketing refers to the use of online techniques, tools for promoting products &
services at wide level. In present time, companies use different tools of digital marketing such as
social media marketing, content, email marketing, search engine optimization and more so that
business can grow and succeed significantly (Selman, 2017). Due to increasing use of
technology in business, each and every company adopts digital practices. Digital marketing
connect brands with target segment by internet and other ways of digital communication. The
present report comprises significance of digital as well as social media marketing in
contemporary business along with the suitable example of social media campaigns. In addition to
this, marketing plays a crucial role in reaching
PART 1
Marketing
Marketing is a business function under which products & services are promoted with
intend to attract more number of buyers and retain existing ones. There is various advertisement,
promotional activities are performed in marketing for gaining attention of buyers. In present
competitive world, marketing has become a crucial activity of business which is responsible for
driving sales and revenue for business operations (Das, 2018) . Marketing has a wide area which
comprises all the activities right from new product development to advertisement and providing
post sales services to customers. In marketing, a lot of activities are performed for providing a
better experience to buyers so that they make loyal for company and make frequent purchase. In
addition to this, marketing helps in reaching to ample of customers by enhancing the brand
awareness significantly. Therefore, marketing is a crucial function which needs to perform with
due consideration for inflating current level of sales and profitability in an efficient manner.
Marketing mix and also discuss where the communication mix fits
Marketing mix is framework under which different elements are combined together for
achieving predefined results. In this, elements such as product, place, price as well as promotion
are considered significantly so that company can gain competitive edge by meeting with
requirements of customers in an efficient manner. Now, there are some other elements have also

been included in marketing mix such as people, process & physical equipment. This expanded
marketing mix is more likely to use in service industry. Each and every element has its own
significance which eventually helps in meeting with marketing objectives. It is analyzed that
promotion tool is also used as the way of communication between customers and company. With
the help of promotion activities, organization can easily transmit the message to customers. It
enables a company to connect with target segment in an efficient manner. Besides promotion,
other elements of marketing mix also play a vital role in facilitating communication in market
place.
Digital marketing
Digital marketing is related with the use of internet and other such tools for connecting
with customers in digital way. Here, online tools and techniques are applied so that company can
get connected with target audience in time and cost effective manner. In this, products and
services are promoted by leveraging tactics of online marketing such as social media marketing,
email, content marketing and more(Vitorino, Lisboa and Antunes, 2020). It is way by which a
company gets connected with audience through digital communication. In contemporary world,
organizations tend to use digital marketing approaches for improving brand awareness and
market share of in significant manner.
Social media marketing
Social media marketing is a tool of digital marketing which is related to promoting
products by using social media platforms. For this purpose, there are various social media
platforms such as face book, You tube, Instra gram and more are used in order to gain attention
of more number of buyers and formulating positive image of brand in market place.
Importance of social media marketing & digital marketing in contemporary business
In present time, use of digital media and technologies has been increased. Also, it has
become one of the major ways to promote products & services significantly. In this regard,
significance of social media and digital marketing in current time is given as under:
Improve brand awareness: Social media marketing is helpful in connecting with target
audience in time and cost effective manner. It allows to get connected not only with domestic
customers but also with international customers in significant manner (Susanti, 2020). Here,

social media marketing is considered as one the most suitable way to get in touch with customers
and also get their suggestions and feedbacks for further improvement. By using social media
platforms, it is easy for companies to enhance the reach which will eventually help in improving
brand awareness in significant manner.
Build relationship with target segment: In current competitive market place, it is
important to maintain good relationship with customers. It is stated that social media marketing
is helpful in maintaining long term as well as positive relationships with customers by leveraging
different techniques and tools effectively. Here, companies can connect with potential buyers by
consistently posting content and images over social media platforms. They also get reviews and
feedbacks of buyers which will lead towards building long terms relationships with customers.
PART 2
Discuss examples of two successful social media contents and also provide proper justification
Social media content: It is the content which is specifically created for social media
platforms. It is created in such a way by which organization can connect with target segment by
using social media platforms such as face book, instra gram and more (Tanase, 2018). It is
analyzed that social media content is created with close proximity of users which make its more
customized and effective relatively traditional advertisement approaches. For this, different types
of contents over present over social media are given below:
Images: It is stated that visuals are more effective comparatively than content. Here,
visuals play a crucial role in attracting more number of customers. For this purpose, companies
need to prepare attractive visuals by which they can easily grab the attention of target segment.
Infographics: In social media marketing, infographics are highly important as it play a
crucial role in terms of attracting as well as engaging more number of people. It is helpful in
order to retain customers for longer run which will help in inflating sales & profitability.
Screen shorts of appropriate social media campaigns
Sainsbury # Tuworkit campaign

This campaign specifically run for women for making them empower and more confident.
For this, they launch a variety of clothes for targeting different women belong from different age
groups, culture and race. Main aim of the campaign is to enhance the confidence level of women
with the tag line “dress well and feel good”. The campaign gain higher popularity which is
described with the application of race model that is given as under:
 Reach: Here, company promoted the campaign over different social media platforms
which help them to reach more number of customers in significant manner.
 Act: It is related with the actions taken by customers. In present scenario, the campaign
of Sainsbury was proved a success and get positive response from customers.
 Conversion: Under this, customers are likely to purchase the products from company
which shows the great conversion of marketing efforts of organization.
 Engage: Here a lot of customer’s specifically female customers get engage with the
campaign in positive manner.

Starbucks(# What’s your name campaign)
Main aim of this campaign is to bring inclusion and diversity in all the segments of
customers. For this, they focus to provide similar respect to each and every individual without
considering their race, caste, creed and more. The campaign aimed to bring inclusivity among all
genders by offering them freedom of choosing name of their own choice. The campaign gained
huge positive response over social media and also proved beneficial for brand image of
organization. For this, race model have been applied which is given as under:
 Reach: It comprise reaching to more number of audience by applying online as well as
offline methods in significant manner. In present scenario, Starbucks used a lot social
media platform for getting positive response.
 Act: In the case of present campaign, Starbucks booked a great hike in their sales which
is considered as the positive after effect of campaign.
 Convert: Here, the campaign was a success and significantly helped in improving brand
image of organization.
 Engage: There are a lot of people got involved with campaign of organization which is
vital for maintaining long term relationship with audience.

Effectiveness of social media content
 Here, social media content is helpful in terms of maintaining long term and positive
relationship with customers by staying connected with audience constantly. With this, it
is easy to get higher conversion which will inflate sales & revenue of company (Bassano
and et. al., 2019).
 Social media plays a crucial role in keeping audience engage with organization for longer
duration which strengthen the relationship between customers and company significantly.
 In present time, social media platforms is an effective way of promotion where company
uses content as well as visuals such as images and infographics for ensuring long term
engagement of audience.

CONCLUSION
It is concluded with above stated points that Digital marketing connect brands with target
segment by internet and other ways of digital communication. Discussion has been carried out
about significance of social media and digital marketing in present business world. It is
concluded that appropriate social media campaigns are helpful in enhancing brand value of
company in an efficient manner.

REFERNCES
Books and Journals
Bassano and et. al., 2019. Storytelling about places: Tourism marketing in the digital
age. Cities, 87, pp.10-20.
Das, A., 2018. Application of Digital Marketing for Life Success in Business. BPB Publications.
Selman, H., 2017. Marketing digital. Ibukku.
Susanti, E., 2020. Pelatihan Digital Marketing Dalam Upaya Pengembangan Usaha Berbasis
Teknologi Pada Umkm Di Desa Sayang Kecamatan Jatinangor. Sawala: Jurnal
pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat, 1(2), pp.36-50.
Tanase, G.C., 2018. Artificial intelligence: optimizing the experience of digital
marketing. Romanian Distribution Committee Magazine, 9(1), pp.24-28.
Vitorino, L.C., Lisboa, A. and Antunes, R.J., 2020. Digital Era: How Marketing Communication
Develops Business Innovation–Case Studies. In Digital Marketing Strategies and Models
for Competitive Business (pp. 1-29). IGI Global.
Online
Tu's New Campaign Wants To Transform The Meaning Of Power Dressing For Good, 2019,
[Online], Available through, https://www.bustle.com/p/sainsburys-tuworkit-campaign-is-
encouraging-women-to-break-through-the-glass-ceiling-in-their-own-style-18755607 />
Everybody Name’s a Story # whatsyourname, 2020, [Online], Available through <
https://stories.starbucks.com/emea/stories/2020/whatsyourname/ >