Role of Digital and Social Media Marketing in Contemporary Businesses

This report examines the role of digital marketing and social media marketing in contemporary businesses. It discusses the importance of marketing, the marketing mix, and the communication mix. It also provides examples of effective social media content and highlights the effectiveness of social media marketing.

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Table of Contents
INTRODUCTION ..........................................................................................................................1
PART 1............................................................................................................................................1
Explanation of Marketing ..........................................................................................................1
An explanation of the marketing mix and where the communication mix fits...........................2
An explanation of Digital Marketing..........................................................................................2
An explanation of Social Media Marketing................................................................................3
Importance of Digital and Social Media marketing to contemporary businesses.......................3
PART 2............................................................................................................................................4
Two examples of social media contents that really work and justification of why they work...4
Screen shot of effective campaign with reference to established model and standard for digital
marketing....................................................................................................................................5
Effectiveness of Social Media Content.......................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Among other forms of marketing, use of social media is one of the best useful tool in the
pace of digital market. Nowadays, marketing has gone digital through use of internet sources to
reach customers. One of the popular digital field is the use of social media and social networks to
promote the products and services. As most of the people nowadays spent lot of time using social
media such as Twitter, Facebook, Instagram etc., helps the organisation to achieve its goals
effectively and efficiently. It also enables to attract new customers to promote their products and
services accompanied by their values, mission and vision (Karol and Norman, 2019). These
famous social media platforms helps the organisation to connect people and make their brand
global. Further this type of marketing helps to examine the consumer behavior and thus, helps
the organisation to formulate strategies accordingly. This report examines the role of digital
marketing and social media marketing along with its theory and examples.
PART 1
Explanation of Marketing
Marketing is considered as an activity performed by the organisations or companies in
order to reach the consumers through promoting and selling their products and services.
Generally marketing activities involves promoting, advertising, selling its products or services to
the consumer or other businesses. It helps the organisation to identify its consumers and attract
new consumers to use their products and services. Marketing helps the organisations to achieve
the desired goals with the help of tool called marketing mix. It is useful for the organisation in
understanding the market environment and the factors affecting. These activities enable the
organisation to meet the needs and wants of the customers by providing them with the expected
goods and services. Especially in the changing environment is is very useful for the organisation
to fulfill the upcoming needs of the consumers. Most common examples of the marketing used
are: advertisements involving the use of celebrities to make a prestige brand image, catalogues,
pamphlets, social media sites, use of billboards etc. Further marketing is also done through
affiliate marking scheme, famous trend used to sell products across the network with the help of
bloggers and websites. Thus, marketing plays a crucial role in achieving the organisation mission
and vision effectively and efficiently (Valos and et. al., 2017) .
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An explanation of the marketing mix and where the communication mix fits
MARKETING MIX
It refers to the tactics which a company uses to make its product stable in the competitive
market. This useful tool is also known as marketing Ps, the basic four are product, price, place
and promotion. Product: This strategy helps the company to fulfill the needs of customer by
manufacturing such product or providing such service which will differentiate it from the
competing products or services. For example use of biodegradable packaging etc. Price: Value of the product is called the price. The product is valued on the basis of its
cost of production, demand and supply and other factors. Pricing need to be effective in
order to attract consumers (Algharabat, 2017). Place: This strategy provides easy access of the products or services. Some premium
goods are only available in selected stores while other basic goods gets available easily.
People in pandemic situation going for online shopping.
 Promotion:The strategy helps the organisation built its brand name using newspaper,
billboards, pamphlets etc. For example nowadays company's best promotional tool is its
official website in which it provides all its product information.
COMMUNICATION MIX
It involves all the activities useful to communicate the existing as well as new customers.
These activities can be performed through social media, by hosting events, organising exhibition,
advertisements, direct marketing etc. Communication mix fits as it provides the various
innovative ways keeping in view the changing environment to communicate with the customers.
Further being part of direct marketing it can be used to understand the behavior of the consumer
and collect feedback in order to achieve organisational goals effectively (Tripathi and Rai, 2019)
An explanation of Digital Marketing
Digital Marketing term itself means to perform marketing activities with the help of
digital platform such as use of internet sources, gadgets to reach the consumers. The main aim to
pursue digital marketing is to interact the targeted customers through innovative ideas. It
formulates an effective communication between the entity and the customer. For example,
Salisbury with the help of mobile app, using the location to send personalised messages and
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offers to the customers in order to thrive sales and visits. Also help the company to collect data
and formulate strategies accordingly.
Digital Marketing is also defined as the tool used by the organisation to promote its brand
by connecting with consumer digitally. It includes the use of email, social media, multimedia
messages etc. This type of marketing helps the organisation to understand the future of digital
market. Further with the data evolved through this help the organisation to formulate strategies
and procedures. For example, Rolls Royce Motor cars is responding its consumers through its
web site in order to make the company more visible in the digital space and to achieve its
targeted goals effectively (Seyyedamiri and Tajrobehkar, 2019).
An explanation of Social Media Marketing
Social Marketing refer to perform marketing activities through the use of social media
and network. In simple words, company make use of social media to promote its products and
services. As most of the people are engaged in these social sites, thus helps to draw attention
towards the brand. For example, Tesco is successful in drawing attention of the consumers by
evolving an emotional spin in the campaign and offering them with the discounts and vouchers .
Social Marketing is a successful strategy evolved in this digital world. The use of famous
social sites such as Facebook, Instagram, Twitter etc. to devise brand image. Social platforms
help to connect people globally and allow new users to with their culture and values. For
example, Marks & Spencer make use of Instagram to attract the young shoppers and influence
them to purchase online.
Importance of Digital and Social Media marketing to contemporary businesses
Millions of people in the world make usage of internet and social media networks, Digital
Marketing connects potential consumers through online. In the pandemic situation it helped the
customer to purchase online and helped the organisation to achieve its desired goals. Such
marketing has an ability to reach global market. Thus, attracting lots of right audience with the
benefits of less expenses. Also helps increasing the customers visit to company's website and to
achieve the organisational goals.
On the other hand, Social media is becoming most trendy marketing accompanied by its
various benefits among consumers worldwide. It includes the use of social sites and social
networks. Its importance to business are:-
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 Such marketing is a cost effective strategy for the organisation to promote its products
and services (Ribeiro and et. al., 2020) .
 Engaged the customers globally as usage of this platform is more as compared to others.
 Directly communication will create a strong bond and loyalty towards brand.
 Able to know the consumer behavior in the changing environment.
PART 2
Two examples of social media contents that really work and justification of why they work
The two best media content that really worked are as follows:-
Articles and Blogs
Many companies repost their blogs on their company sites to social media in order to
generate the goodwill of the company. The posts includes the new company announced or will
announce, in respect of job posts and others company thinks fit. For example, company like
Marks & Spencer using Instagram as its social media re-post the stories of bloggers promoting
their further directing its users to visit the link shared in the bio. Even the companies nowadays
using the LinkedIn platform to share the articles and posts in respect of the company's work.
Company shares the experience of the customers in order to create a brand image (Alexandra,
2018).
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Ill
ustration 1: M&S directing users to connect through link in bio, 2021

Launching teasers and events
In order to attract customers it is required to give them a small peek in respect of
upcoming products and services. This could include the teaser of the new product with its
upcoming features in order to provoke the customers to use. Many companies make such
announcements and glimpses of product on the social media. Such teasers generates curiosity in
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Illustration 3: Rolls Royce advertising its new launch, 2021
Illustration 2: Instagram page of Marks & Spencer, 2021

the minds to customers to attend live videos and official launch organised by the company. For
example, Rolls Royce is all set to launch teaser of its new product i.e. new SUV in the upcoming
year.
Screen shot of effective campaign with reference to established model and standard for digital
marketing
Marks & Spencer on the occasion of Christmas brought an effective campaign in respect
of digital food series. The company used the real consumers in its ad with an aim to be product
oriented. The company want their product to be genuine without any false assumptions. Further
the company advertised its campaign with an effective tagline. Also launched new episodes
featuring the celebrities face to run the show. This campaign media plan with eleven different
commercials focused on the product and its value. The key feature of the campaign was to
experience the genuine product. It helped the company to attract new customers worldwide to
experience the new idea. The reviews in the ads were given by the real customers thus created a
trust and strong bong between the brand and customers (Almeida-Santana and Moreno-Gil,
2017).
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Illustration 4: Food Campaign organised by Marks &
Spencer, 2021

Effectiveness of Social Media Content
The social media is effective because of the following reasons:-
 Cost Effective: Social media allows the company to promote their product and services
across worldwide at a nominal price. Campaigns and surveys can be performed on these
social sites with the valuable responses. Further they are helpful for the company in
formulating measures needed to improve investment in the market.
 Convenient: Accessing and creating bond with the consumers worldwide is convenient
with the help of these social media content. As the events can be seen live by the users all
over world at home, it was very useful in the pandemic situation.
 Brand Image & Loyalty: Sharing of blogs, posts, images of the experienced customers
seems genuine for other users to try, thus creates a brand image. It also creates loyalty
and trust as people believe more on live experiences and stories rather on fake ads. Thus,
it is an platform where you can hear consumer problems easily and takes effective
measures (Chatterjee and Joshi, 2018).
 Consumer Control: Sometimes the advertisements can be seen annoying and intruding
in the personal space. Thus, effective social content is effective rather than annoying as
companies believe to maintain personal space.
 Satisfaction: These seems to satisfy the needs and grievances of the problem in an
effective manner. The company can easily identify the behaviour of consumer through
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Illustration 5: Recording Live experiences of the consumers, 2021

these contents in the changing environment and further help the company to cope with
these changes.
 Measurable: The popularity of the brands can be measured through the company's
profile. Reactions on the post, blogs and other social content helps in creating brand
image of the company.
CONCLUSION
From the above report it is concluded that the marketing activities are required to be
updated with the pace of technology especially in the changing environment. The organisation
are required to follow not only traditional methods of marketing but also the digital strategies in
order to compete in the market. Marketing mix is considered as best market tool in order to
evaluate changes in the market. Social media plays an important role in the everyday life of
people, as most of the time people are engage in using social sites. The company need to make
use of social media and network in order to promote its products and services worldwide. Further
company make use of effective social media content in order to achieve its desired goals
efficiently. Thus, digital marketing and social media marketing plays an important role in this era
of business and all the companies are making an effective use of these marketing in order to gain
sustainability in the competitive market.
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REFERENCES
Books and Journals
Alexandra, P.M., 2018. Level of Education Influences in Modelling Social Media Marketing
Message Reactions. Revista Oeconomica. (01-2).
Algharabat, R.S., 2017. Linking social media marketing activities with brand love: The
mediating role of self-expressive brands. Kybernetes.
Almeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their
influence on destination loyalty: Digital destinations and relationship
marketing. Journal of destination marketing & management. 6(2). pp.150-161.
Chatterjee, J. and Joshi, A., 2018. Influence of Social Media Marketing on Health Care and
Automobile Sectors in India. In Social Media Marketing (pp. 161-180). Palgrave
Macmillan, Singapore.
Karol, K. and Norman, C., 2019. The rise of, and need for, video in social media
marketing. Journal of Education Advancement & Marketing. 3(4). pp.316-324.
Ribeiro and et. al., 2020. Digital marketing: A bibliometric analysis based on the Scopus
database scientific publications. In Digital Marketing Strategies and Models for
Competitive Business (pp. 52-73). IGI Global.
Seyyedamiri, N. and Tajrobehkar, L., 2019. Social content marketing, social media and product
development process effectiveness in high-tech companies. International Journal of
Emerging Markets.
Tripathi, S. and Rai, A., 2019. Consumer Behavior on Social Media Marketing. Walnut
Publication.
Valos and et. al., 2017. Integrating social media within an integrated marketing communication
decision-making framework. Journal of Marketing Management. 33(17-18). pp.1522-
1558.
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