Digital and Social Media Marketing: Strategies and Effectiveness

This report explores the importance and effectiveness of digital and social media marketing in contemporary business. It covers topics such as marketing mix, communication mix, digital marketing, social media marketing, and the reasons why these strategies are crucial for businesses today.

3006

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
What is marketing ?....................................................................................................................3
Marketing mix and where communication mix fits ?................................................................3
What is Digital marketing ?........................................................................................................4
What is Social media marketing ?...............................................................................................4
Why digital and social media marketing is important to contemporary business ?....................5
PART 2............................................................................................................................................5
Two examples of social media contents that really works and why...........................................5
Effective campaigns with established models and standards for digital marketing....................7
Why social media is effective ?..................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an important element which is used by all organisation in order to sell out
there products to the customers. In today's time marketing covers out to be the most important
platform which guides and maintain the nature and the clarity to the customers about the wide
range of services and the products being introduced. In recent time digital marketing is one of
important areas through which work can be attained as to capture the large section of the market
this is being used(Backaler and Shankman 2018).There are various sources for digital marketing
they are like emails, search engines, social media etc. in order to connect with the youths the
most important platform is the social media platform which involves advertisements in all reach.
This report will deal with marketing through marketing mix and also by commutation mix, and
will cover out the digital and social media marketing which communicates to effective strategy.
PART 1
What is marketing ?
It is a method through which the products and services will be delivered, communicated
and exchanged and though add up value to the partners, clients and all customers. Marketing
plays an important link between all the customers and the market product. As there is an
increased competition in the market it plays a vital role in order to maintain the growth and reach
of the product to the individuals and to make it more attractive in all the large market share area.
There is been the competitiveness in market so the market share are acquired by the company to
gain the large market areas.
Marketing mix and where communication mix fits ?
Marketing mix pertains out to be the important tool in order to maintain the actions and
the strategies through which the product can there by being reach to the customers in the
attractive manner. It overs out the tactics which are used by the companies. As firstly the Product
it means all offerings that are being introduced to the customers(Copulsky 2019). Like Cadbury
offers out varies chocolates and serves coco powder and many more. Secondly the price it means
the amount or the value which is to paid in order to get that product and for that the Cadbury

pertains the Premium pricing strategy to give the product in all range as possible. Thirdly the
place it covers out all the distribution option as in the areas where the product is being sold. For
instance Cadbury use to cover all the supermarket an the hypermarket in order to sell out the
products. Fourthly, promotion it is the communication tool through which the product is being
promoted and reach out to the customers. Example, Cadbury uses all the marketing strategy like
TV, newspaper, radio etc. Fifth is people this means all the staffing that is being used in order to
maintain the sell of the product(Dwivedi and et. al., 2020). Sixth, covers out the process it means
all the methods through which the delivery medium is being framed of all the products and the
services. And Lastly the physical evidence all what is been seen by the customer while reaching
to that product and the area so as to interact with the business.
Communication mix covers out the tool that is being used by the company so as to
communicate with all the existing or the potential customers. They are like advertisement, social
media marketing, digital marketing, exhibitions etc. the most important factor that re being used
as communication mix helps out to maintain the omni channel campaign and also the promotion
through various strategies.
What is Digital marketing ?
Digital marketing is the equipment that is being used by companies and organisational
order to reach pout to all the customers in easiest manner and to promote the growth through all
internet and electronic mediums. That can be like mobile phones, TVs and many more. As this
is the most trending way to reach out to the customers and for this all companies try to maintain
and overlook there strategies in which they maintain there product reach more valuable. There
are various social media tools like search engines, websites, social media etc. all this helps out to
maintain the marketing more efficiently like the 5Ds which proclaims the digital devices and
covers all the platform or websites, mobiles, browser and so on. The digital platforms and the
media like the emails, messages, covers the important medium in all the customers. And the
email campaigns with the marketing has been framed by them to the rare digital technology
medium(Giner Sánchez, 2017).
What is Social media marketing ?
It involves the different platforms of social media, in order to build the brand and
maintain the image in the customer the most important are that is being used is social media
marketing. This is the most active medium of promotion in today's time while as seen that in the

earlier time when publishing tends to be important nowadays the most important segment is the
social media as all the generation is using this and it is the easiest way to reach out to them. Fro
this marketing research is being made as to what kind of product do audience need and pertains
the five important pillar like the strategy, planning, publishing, listening with there reporting,
analytics, advertisement and engagement(Paranjape, 2018).
Why digital and social media marketing is important to contemporary business ?
As being analysed that there are so many benefits which are made in the business of
digital marketing they are like as follows:
 All the companies who are there by using various social media platform are more
strategically expanded than all the other companies there has been seen that it tends to
connect with customers more easily and there has been framed the areas through which
the subjected growth and the reaching to the customers is maintained.
 The creative campaign helps out the companies to attract more customers and maintain
there flexibility in the market reach.
 The social media marketing is cost friendly as it does not take out much cost and reach
out to numerous of customers in a single time.
 Brand loyalty is being seen by the social media marketing as all the products when do
connect to the customers and gains the customers loyalty .
Thus all this mediums helps out to gain the growth of the customers and with that also
attain the maximum benefits in the company. The social media channels out different mediums
that helps to frame the connectivity in all the nature and the brand recognition of the company
like for instance, Puma tries to use the celebrities to promote there celebrity approach.
PART 2
Two examples of social media contents that really works and why.
Social media plays an important role as in making the connections with varies customers
and audience. There use to implied that social media helps out to maintain and interact with the
customers and through all these mediums the product is directly reach out in all the areas
effectively. There are various different mediums through which the company can there by
connect through people in various platforms they are as follows:

 Interactive content- It is the most effective and the innovative approach which helps out
to maintain the region and the growth of the company through marketing strategy(Ribeiro
and et. al., 2020). There has been seen that the communicative channels are being made
through which varies approach and respond of the customers ate being taken off. It helps
out to create the brand awareness for instance the company try to make the virtual quiz
session in which they maintain various strategy to make the customer get enacted and
participate and get aware themself about that brand. For example Adidas has made there
Neo label being launched though the competition in the market as they made the
customer to get in the design through the snap chat and the design which will win will be
added up in the Neo label. This generated the interest of the people and with that they
also helped out in maintain the growth of he company.
 User generated content- this covers out the high earning medium as it make s the vast
impression on all the social media platforms. Like on Instagram the company nowadays
boost put to reach to the customers by varies means like in order to sell the product they
use the social media platform by giving there product to the celebrities or the influencers
and they tend to make the pictures, posts and attractive captions for that product there has
also been made a videos that attracts the customers to buy it. This is nowadays the most
used type of platform which connects the customers and make the marketing easier. For
instance, Puma and other varies brands give there products to the celebrities there
products and later on make them to give the photos and the captions in order to attain the
growth of the product.

Effective campaigns with established models and standards for digital marketing
Illustration 1: PUMA 2020
PUMA us e the important and the aggressive social media platform in order top pertain
the growth and also to promote the product in the market(Sobreir and et. al., 2020), There has
been used various social media accounts like twitter, Instagram, etc. to promote the growth and
also through the websites and the manageability to reach the larger audience .

Apple there by uses digital as well as traditional method to promote. And they try to
adapt the digital marketing techniques in order to make the introduction if there products(Perera,
and Perera, 2018). There has been created various virtual events while launching of the product
s and the live streaming so that maximum customers gains out and able to frame the work and
product.
Illustration 2: Apple 2020

Why social media is effective ?
Social media is an important tool in order to increase the business and to reach out the
customers so as to gain the maximum attention. This helps to connect with the large group of
audience and also to see the ongoing trend through which the company can gain the maximum
approach in the market. There are various reason s on which the effectiveness of the social media
is framed they are as follows: Cost effective- this platform is more expanded and when the organisation at a single time
invest in it there has been tend that it is being shared to the larger customers and through
which it has been made that the reach of one person to another is very fast in such
platforms. And there has been seen that when the product is been maintained on that area
they gets more production then the price that has been paid, thus this is cost friendly and
save the amount too (Wirth, 2018). Brand recognition- the social media helps out to increase the brand recognition of the
company and there marketing products. As it makes the product more familiar and also
with that it helps to gain the new potential customers. There by the brand and the image
of the product can easily be earned through it.
 Share experience- as when the social media marketing strategy is being maintained there
has been seen that all the areas through which the company tends to grow there marketing
skills . This social media platform helps out to gain the reach as the customers tend out to
give the experience about there product and the good publicity will thereby increase the
image of the brand and also the marketing values of the company.

CONCLUSION
From this above report it is concluded that, marketing is the most important platform and
it helps out to increase the product value and growth in the market. Digital marketing is the new
and the attractive methods which gains out the maximum customers. There are various social
media marketing methods that helps to gain the promotion of the company and maintains the
brand recognition. Furthermore it is also analysed that social media marketing is effective for the
ideal customers and helps to create the customers by contacting and interacting with the specific
targeted audience

REFERENCES
Backaler, J. and Shankman, P., 2018. Digital influence. Macmillan.
Copulsky, J., 2019. Do conversational platforms represent the next big digital marketing
opportunity?. Applied Marketing Analytics, 4(4), pp.311-316.
Dwivedi and et. al., 2020. Editorial introduction: Advances in theory and practice of digital
marketing.
Giner Sánchez, D., 2017. Social media marketing en destiny futuristics: implicitnesses y retos de
la evolution del entorno online. Social media marketing en destinos futuristics, pp.1-168.
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer Loyalty. Sansmaran
Research Journal, pp.1-7.
Perera, G.R. and Perera, I., 2018. Influence of social media marketing on the brand image of
organizations in the hospitality industry of Sri Lanka. In Media influence:
Breakthroughs in research and practice (pp. 371-383). IGI Global.
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.
Sobreir and et. al., 2020, October. The Use of Instagram as a Digital Marketing Tool by the
Brazilian Library Councils in times of Covid-19. In Eighth International Conference on
Technological Ecosystems for Enhancing Multiculturality (pp. 582-587).
Wirth, N., 2018. Hello marketing, what can artificial intelligence help you with?. International
Journal of Market Research, 60(5), pp.435-438.