Digital and Social Media Marketing in Contemporary Business

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Table of Contents
INTRODUCTION.......................................................................................................................................3
Part 1...........................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing Mix and discuss where communication mix fits.....................................................................3
Digital marketing.....................................................................................................................................4
Social media marketing...........................................................................................................................4
Significance of digital marketing and social media marketing in contemporary business.......................4
PART 2.......................................................................................................................................................6
Discuss examples of two social media contents which worked successfully along with justification......6
Screen short of appropriate campaigns along with established model of digital marketing.....................6
Effectiveness of social media content....................................................................................................11
CONCLUSION.........................................................................................................................................12
REFERNCES............................................................................................................................................13

INTRODUCTION
In present time, the use of digital techniques in business has been increased rapidly.
Companies tend to use social media marketing, search engine optimization and other such tools
in the field of marketing with an aim to attract more number of buyers towards products &
services (Poddar and Agarwal, 2019). Each and every organization regardless their size,
investment, number of employees adopts digital marketing approaches for promoting products at
wide level. It is helpful in enhancing the reach of business entity and also inflates current level of
sales & profit margin. The present report comprises different aspects of digital as well as social
media marketing along with their role in contemporary business environment.
Part 1
Marketing
Marketing is a business activity which is concern with promoting as well as advertising
products at wide level. Main aim of marketing is to bring awareness among individuals regarding
new product which is being offered by company. It also aims to retain new customers so that
they stay with business entity for longer run. In present time, marketing has become a crucial
function to create a difference and secure a positive position in market place (Alves, Sousa and
Machado, 2020). In addition to this, marketing is a wider function which includes a lot of
activities from thinking about a product and service to advertising it and offering post sales
services to customers. Marketing allows a company to reach ample of audience within short
period of time by improving brand awareness in significant manner.
Marketing Mix and discuss where communication mix fits
Marketing mix is a tool which is considered as a combination of different elements which
are combined together with an aim to attain predefined marketing goals. These elements are
product, price, place as well as promotion. In present time, there are three additional elements
such as people, process and physical equipments have also been included in traditional marketing
mix. These elements are imperative in terms of communicating with target audience in an
efficient manner. With the help of appropriate promotional tools, organization can provide the
appropriate message to customers so that they get attracted towards product and purchase it.

Apart from promotion other components of marketing mix also play a crucial role in facilitating
communication between customers and company.
Digital marketing
In simple words, digital marketing is a technique in which internet and online tools are
used for promoting products & services at wide level. Here, mobile, computers and other
softwares are used so that company can reach to the maximum audience in short time of period.
Main aim of digital marketing is to bring higher increment in sales of organization by increasing
number of customers in significant manner (Heggde and Shainesh, 2018). There are a lot of
components of digital marketing such as social media marketing, email marketing, website and
content marketing. In the current digital edge, it is quiet difficult for a company to survive
without digital practices. Therefore, it is important for each and every organization whether it is
large or small to implement digital practices for ensuring long term growth and sustainability.
Social media marketing
Social media marketing is a component of digital marketing under which social media
platforms are used for promotion purpose. In this, different social media platforms such as Face
book, instragram, You tube, Twitter and more are used with an aim to attract more number of
buyers in an efficient manner. It provides an opportunity to companies to associate with
international audience in order to grow business significantly. Nowadays, social media platforms
are considered as one of the way best way to connect with audience. But, it depends on target
segment of customers that which social media platform they need to use. If, the target audience
are youth then it is advisable to concentrate on Instra gram marketing. On other side, middle and
old age people likely to target through Face book. Here, LinkedIn can also used in terms of
getting connected with professional audience.
Significance of digital marketing and social media marketing in contemporary business
Now, the scenario in business has been changes as activities are being shifted towards
technology. In previous time, companies are more oriented towards manual practices but in
cotemporary time manual work practices have been replaced with technology. Social media and
digital marketing are two emerging examples of use of technology in business (Sharma and
Verma, 2018). It is stated that social media marketing is helpful in enhancing current market
share of company. It allows an organization to target large number of audience which will