Importance of Social Media Marketing and Digital Marketing in Contemporary Businesses

This report discusses the importance of social media marketing and digital marketing in contemporary businesses. It explores the role of marketing mix and communication mix in achieving organizational goals. The report also highlights the significance of social media content and showcases successful social media campaigns.

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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ONE......................................................................................................................................3
Meaning of Marketing............................................................................................................3
Explanation of Marketing Mix and Communications Mix....................................................3
Explanation of Digital Marketing...........................................................................................5
Explanation of Social Media Marketing.................................................................................5
Significance of digital marketing and social media marketing in contemporary businesses. 5
TASK TWO.....................................................................................................................................6
Importance of Social Media Content......................................................................................6
Screenshots of the Companies’ Effective Social Media Campaigns......................................7
Effectiveness of Social Media Content..................................................................................7
CONCLUSION................................................................................................................................8
REFERNCES...................................................................................................................................9

INTRODUCTION
The report explains various forms of marketing and communication strategies that may be
used to derive desired organizational goals. Social Media and Digital Marketing are widely
regarded as most trendy and the most effective means of communication with the customers. The
report highlights the aims of marketing mix and communication mix to achieve sustainability
and goals for long term. The report even focuses on the company’s realistic approaches of
marketing by targeting relevant market in order to achieve organizational goals effectively and
efficiently. The Digital Marketing model and norm seem to be advantageous for the
organizations in term of using appropriate online channels to increase revenues and attract
potential customers by establishing good and healthy relationships.
TASK ONE
Meaning of Marketing
Marketing is the set of practices and strategies that help the company convey the importance of
its brand, product or service to target customers. There are numerous marketing options available
for the company. It is the form of business practice that focus on growing sales and eventually
the income are improved with effective strategies and tactics based on the changing business
environment (Kim and Kim, 2021). Furthermore, the decision of a company on marketing plan
or key approach is based on a detailed analysis of the potential market. Assume a situation where
the company’s target market and future buyers are young audience, then social media marketing
may be an effective marketing tool to reach out to them by establishing effective channel of
communication and relations. The company's sales and, eventually, revenue are grown through
marketing and strategies based on the market's scenario and condition. Marketing tactics based
on the changing market scenario are used to increase company’s sales as well as help in proper
segmenting and targeting of target market.
Explanation of Marketing Mix and Communications Mix
Marketing Mix
It is an effective strategic tactic used by many companies to effectively and efficiently
promote their products or services in the marketplace. To better understand the target market and
evolving needs of the customers, this model focuses on four Ps. The different elements of the
marketing mix work in conjunction in order to derive desired outcomes. Further it helps the

company with the strategic decision while launching new product or service in the existing
market (Demmers, Weltevreden and van Dolen, 2020).
 Product: The goods or services which the company offers to its target and segmented
market are referred to as the product. Customers are drawn towards the brand which
launches innovative products or services. The business is required to be updated with the
changing desires and demands of its customers in order to survive in the marketplace.
Sainsbury, for example, provides organic range of product with various natural flavours.
 Price: It refers to the price that consumers pay in consideration for products or services.
The switching cost of the customers can be reduced with the help of effective pricing
tactics. Asda, for example, opts competitive pricing strategy to achieve desired results.
 Place: It refers to the market and geographic area where the company’s products or
services are available for the potential customers. Targeting and segmentation strategies
are essential for company’s long term growth and success in the market. Companies such
as M&S made easier for its customers to purchase products through online services.
 Promotion: Customers are offered with products or services through effective
promotional activities. The strategies assist them in reaching to the relevant customers.
M&S, for example, provides special offers, discounts, social media campaigns, etc.
Communication Mix
The method of developing effective communication and relationship with the potential
customers by providing key message of company is known as communication mix. Use of social
media platform, advertising, e-mails and so forth are examples of ways to establish effective
channel of communication between the company and customers in order to achieve goals.
Successful campaigns establish by the company is great to provide target market with right
message (Grover and Kar, 2020). Some of its key elements are:-
 Advertising
 Selling personally
 Sale promotions
 Effective public relations
 Direct marketing
 Attractive packaging

Explanation of Digital Marketing
Digital Marketing, on the other hand, is the promotion of a brand to potential customers
through use of internet sources and other means of digital communication. This form of
marketing entrails to attract customers via email, content marketing, multimedia messages and
other digital platforms. This process of marketing allows company to offer product or service
using innovative and technical approaches with proper use of the digital analytics (Tan, 2020).
Thus, digital marketing reach out wide market effectively and efficiently.
Explanation of Social Media Marketing
Social media marketing is a form of digital media marketing in which a company uses
social media platforms to communicate with and promote its product or service to its potential
customers. This is a common and most popular trend that most businesses use to promote their
brand. Further it is a cost effective approach with wide range of network. When opposed to
traditional marketing methods, it helps to attract a wider variety of consumers. Some of the
popular social sites used are Facebook, Pinterest, Instagram and LinkedIn. To better understand
its consumers and to make their marketing strategy more successful, the organisation employs
advanced demographic and psychographic approaches.
Significance of digital marketing and social media marketing in contemporary businesses
In today’s world, everybody has access to the digital gadgets such as smartphones, tabs,
etc. which allows businesses to reach out their potential customers efficiently. The social media
is a broader category in which the digital world's surroundings are used in order to meet
marketing and communication objectives (Kotler and et. al., 2020). The strategies formulated
while using digital marketing focuses on region’s demographic as well as psychological needs of
the customers. The information collected in respect to its customers via social media helps to
improve strategies to achieve desired goals. The following are some of the advantages of social
media and digital media marketing:-
 Since potential customers can be easily reached and conversion rates are high, this
method of marketing is cost efficient and effective.
 One of its distinguishing features is its ability to be interactive. Unlike other types of
marketing, social media and digital marketing enable consumers to communicate with
brands such as through feedback and personal interests, the company can evolve with
changing needs.

 The company’s objective of customer satisfaction can be achieved easier by the two- way
communication. As it enables the businesses to adapt with the changing business
environment.
 The use of social media and digital marketing helps the company to target large number
of potential customers based on their preferences changes with time. With innovative and
popular advertising ideas, this type of marketing helps the company in setting the trend.
TASK TWO
Importance of Social Media Content
Social media marketing is a type of digital media marketing in which a business uses social
media channels to reach out to potential customers for marketing and communication purposes.
In today's economy, there are 3.96 billion social media users who can be easily reached using
different social media platforms to encourage and increase the selling of the product.
Furthermore, another recent trend is social media content, which is used by many businesses to
promote their brands. These materials are used on social media because the site allows for more
direct communication with consumers than traditional marketing methods. Because of the high
level of engagement with customers, the organisation is able to collect direct input or comments
simply by clicking on a "like" button or something similar (Lundgren and et. al., 2020).
Also the consumer on social media actively participates in the process of marketing
activities. Social media content is one of the features of the social media marketing that sets it
apart from all other types of marketing. Posts on Instagram, Facebook, Instagram Reels, IGTV
videos, LinkedIn profiles, and Twitter are some of the most common social media contents.
Instagram posts and stories are the most entertaining of all the types of social media material.
Instagram posts: This form of social media content is most creative since it successfully
engages consumers with the brand. Further helps to create brand image in the minds of the
customers effectively (Mahmud, 2020). Customers upload photos and videos with the help of
this social media content, which is then used by the company to meet the needs and demands of
the customers in an ever changing environment. Such as Marks & Spencer uses a free giveaway
posts in order to create more customer engagement on the social media sites.

Reels: Another feature by Instagram is Reel, which is most powerful social media content
that allows brands to advertise themselves and connect with their potential consumers through
short videos. When compared to other types of social media contents, short videos generate up to
21% more interactions with the customers. This technique works well for keeping consumers
engaged with content for longer periods of time. It helps the company to keep up with the
consistency of their products or services.
Screenshots of the Companies’ Effective Social Media Campaigns
Social media campaign is the marketing activity which assist the company to achieve its
desired goals effectively and efficiently. Social media is used to make campaign successful
because this form of marketing foster community and establish effective connections between
brand and their potential customers (Tanford and et. al., 2020). Some of the effective campaigns
of the companies are discussed below.
Spotify, a high-quality streaming music service, ran a campaign called #2019Wrapped that
enabled users to rewind and connect to the audience by giving them a glimpse into their daily
lives. Everyone was able to express their passions through the campaign. It was famous as End of
the decade campaign. The campaign was established to provide its users to take a deep dive into
music which were famous and shaped their year. The campaign includes share cards that helped
the users to tell their story of 2019 via Facebook, Twitter, Instagram and Snapchat and the
campaign was successful.
Figure 1: Spotify #2019Wrapped, 2021

Morrison’s #makeitmagical social campaign on 2016 was successful in customer
engagement during Christmas, where the competition was high for all the retailers. The
campaign through stop- motion videos showcased the recipes and craft projects in the festive
spirit. The video received half a million views on the Facebook with most of the customers
engaged with the recipe. The campaign contributed best towards the revenue generation of the
company (Schwab and et. al., 2020).
Figure 2: Morrison's #makeitmagical Campaign, 2021
Effectiveness of Social Media Content
Due to a variety of reasons, social media marketing is the most effective type of digital
media marketing. One of the most significant considerations is the accuracy with which the
digital market establishes the channel of communication with customers. Every social media
platform records users' impressions, preferences, and interests, which can be used to predict
which products and services with the changing environment. Social media consumers have a
high chance of becoming brand buyers if this data is combined with active and creative
campaigns. The ability to see the total number of people who have seen the company's content,
as well as their basic reactions and preferences, makes the social networking platform an
excellent marketing tool (Li and et. al., 2020).
It also aids the brand in using geographic analytics as well as consumer data. Even as
compared to other marketing strategies, the cost of engaging the public for the purpose of

advertising is comparatively low, and the business can easily retain customers due to evolving
changes and updates. Therefore, social media offers plenty of opportunities for advertisement
and brand competition.
CONCLUSION
The above report concludes with two tasks. The first task examined the value of
marketing mix and communication mix. It also addressed the importance of social media and
digital marketing in achieving organisational objectives effectively and efficiently. Furthermore,
discussed the significance of social media and digital marketing in contemporary business.
Whereas, Task two examined a brief discussion of social media material, as well as some
examples. The report also included screenshots of the companies’ most successful campaigns.
Finally, the effectiveness of social media advertising was addressed.

REFERNCES
Books and Journals
Demmers, J., Weltevreden, J.W. and van Dolen, W.M., 2020. Consumer engagement with brand
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Grover, P. and Kar, A.K., 2020. User engagement for mobile payment service providers–
introducing the social media engagement model. Journal of Retailing and Consumer
Services, 53.
Kim, D.Y. and Kim, H.Y., 2021. Influencer advertising on social media: The multiple inference
model on influencer-product congruence and sponsorship disclosure. Journal of Business
Research. 130. pp.405-415.
Kotler and et. al., 2020. Management and Measurement of the Performance of Digital
Marketing. World Scientific Book Chapters, pp.344-367.
Li and et. al., 2020. The role of corporate credibility and bandwagon cues in sponsored social
media advertising. Corporate Communications: An International Journal.
Lundgren and et. al., 2020. Social media interaction as informal science learning: A comparison
of message design in two niches. Research in Science Education, pp.1-20.
Mahmud, M., 2020. Analysis of The Client’s and Its Competitors’ Marketing Communication.
Schwab and et. al., 2020. Connecting with nature in the digital age: Intentions of adolescents in
California urban areas. Journal of Park and Recreation Administration. 38(1).
Tan, N., 2020. Digital learning and extending electoral authoritarianism in
Singapore. Democratization. 27(6). pp.1073-1091.
Tanford and et. al., 2020. Priming social media and framing cause-related marketing to promote
sustainable hotel choice. Journal of Sustainable Tourism. 28(11). pp.1762-1781.