Role of Digital Advertising in Marketing Strategies

The assignment discusses how companies use various types of digital advertising to promote their products and services. It highlights the significance of social media platforms in this context, mentioning paid, owned, and earned media as key components of digital marketing strategies. The document also references relevant research studies and books on e-marketing.

E- Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Advantages and Disadvantages of social media.....................................................................1
TASK 2............................................................................................................................................2
Employing digital advertising................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing efforts and advertising that is done by organisation with help of web to
increase sale of products is known as e marketing. One of the main feature of this type of
advertising is that it help in reach more number of customers and is cost effective process of
marketing (Strauss & Frost, 2016). M&S global retailer that deals in different type of products
including clothing, home products and many more is consider in this report for study.
Advantages and disadvantage of social media platforms is all given in this, further, different type
of digital advertising use by organisation to increase its sales is also given in this.
TASK 1
Advantages and Disadvantages of social media
Social media is a computer based technology that help in sharing of data and ideas and
develop virtual connections or networks. Mainly, it is a internet based that provide an
opportunity to the users to share photos, videos and personal information (Gerrikagoitia and et.
al., 2015). An individual can engage in social media activities with help of a tablet, computer
and smartphone. Organisations also use these platforms to carry out their promotion activities
which help in attract more number of customers. Various advantages and disadvantages of social
media can be understood by the following points:
Advantages: Brand awareness: One of the main benefit of using social media platforms is that it help
in grab the attention of million of customers which enhance brand awareness of company. Cost effective: marketing on social media platforms is much cheaper as compare to
traditional methods of advertising. If company choose for paid advertisement then it
require little budget. Customer interaction: One of the main benefit of social media platforms is that
company can provide better and improved services to its customers. It help in develop a
relationship with customers which help in retain them for long time.
Disadvantages: Resources: Company require to invest resources to manage its presence on social media
for advertise new content and to respond to the feedback of customers.
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 Evaluation: It is very difficult for organisation to examine how effective social media
platforms are as it offer less tangible benefits to enterprise. Overall it is hard to measure
the benefits social media can bring and its impact on sales of company's products.
“Social Media is a permanent feature of modern social life”
Quarter of world's population use Facebook, one of the main reason behind is that it
provide an opportunity to interact with others. Another reason of increasing use of social media
platforms is that it make an individuals about the current social issues and also provide other
relevant information (Spiller, 2015). In era of increasing use of social media platform almost
every organisation use these platforms to track their potential customers. Increasing marketing
through social media platforms indicate that social media is permanent feature of modern social
life. This can be better understood by the theory of social media marketing.
Social media marketing: This is a type of marketing in which company use different
social media websites and platform to do promotions of its products and services. Social media
platforms help firms to track its target customers which help in generate more number of profits.
One of the main feature of social media marketing is that it allow service users to share their
experience after using product (Dahnil and et. al., 2014). Positive comments attract potential
customers while negative comments indicate the areas of improvement. Social media websites
and platforms are the one which allow organisations to interact with others which support in
develop relationship. By repeat the message, company can attract more customers and can
generate more revenues.
TASK 2
Employing digital advertising
Today almost half of the population are on social media platforms. They use different
tools to interact with others to remain up to date about the social issues. Increase users of social
media platforms is one of the main factor which encourage organisation to be active on social
media. This help firms in interact with its customers in an effective manner which offer various
long term benefits to the enterprise.
M&S, multinational retailer, which deals in different type of products including luxury
product, home and clothing employ digital advertising to carry out its marketing activities and to
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reach large number of audience. To achieve its set marketing objective company use various
advertising methods i.e.
Paid advertising: Any kind of advertising for which company has to pay for is known as
paid advertising. This is one of the most popular type of advertising. Mainly these type of ads are
displayed on the bottoms, dies and top of the web pages. Marketers pay more to advertise their
ads on popular pages and websites (Paid Advertising, 2018). M&S also use this to increase the
traffic. Increasing use of social media platforms have turned various such as LinkedIn and
Facebook into an effective platform for paid ads.
Owned advertising: This aspect cover those communication platforms that remain under
the control of organisation and this include blogs, email and websites. Owned media is known as
when company create a channel and control. This include blog posts, website, Facebook page,
and you tube channel (Štefko, Fedorko & Bačík, 2015). One of the main objective of this type of
content is to provide value and lead to organisation. M&S has its own website and Facebook
page. Role of this type of media is to build long term relationship with existing and potential
customers.
Earned digital media: This is another type of media and this consists when public, press
and customers share the content of company, give reviews about its brand and discuss on it. In
other words, it is the customer experience a company deliver and recognition is receive as a
result (Štefko, Fedorko & Bačík, 2015). One can earn media by earn positive reviews and
recommendations. Customers of M&S give feedback and share their experience on various
platform in which company is active. Positive feedback help in attract more customer which
increase customers and market share of company.
CONCLUSION
From the above given information, it can be summarised that increase users of social
media platforms has influence firms to employ various social media platforms for carry out
promotion of its products and services. Different type of digital advertising are there which use
by companies to advertise the information about their products for grasp the attention of large
number of customers.
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REFERENCES
Books and Journals
Dahnil, M. I., and et. al., (2014). Factors influencing SMEs adoption of social media marketing.
Procedia-social and behavioral sciences.148. 119-126.
Gerrikagoitia, J. K., and et. al., (2015). New trends of Intelligent E-Marketing based on Web
Mining for e-shops. Procedia-Social and Behavioral Sciences.175. 75-83.
Spiller, E. S. (2015). Gestão de serviços e marketing interno. Editora FGV.
Štefko, R., Fedorko, R., & Bačík, R. (2015). The Role of E-marketing Tools in Constructing the
Image of a Higher Education Institution. Procedia-Social and Behavioral Sciences.175.
431-438.
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.
Online
Paid Advertising. 2018. [Online] Available through<https://trackmaven.com/marketing-
dictionary/paid-advertising/>./
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