Practical Digital Marketing: Marketing Mix and Social Media Content

This document provides an introduction to marketing mix and its elements, such as product, price, place, promotion, people, process, and physical evidence. It also discusses the importance of digital marketing and social media marketing in today's business environment. The document includes examples of successful social media campaigns and their strategies. Overall, it highlights the significance of social media content and its effectiveness in creating brand awareness and increasing sales.

PRACTICAL DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing mix with using the communication mix...............................................................3
PART 2............................................................................................................................................5
Social media content with some effective campaign.............................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the creating the awareness in the mind of targeted customer related to
your finished product. This is the process in which the business uses the marketing strategy to
sell the higher number of their product. Marketing mix is having some of the element by using
these one is able to creating the awareness about the product successfully. Digital marketing is
the part of the marketing where the marketing is done by using the digital devices. Social media
marketing is one of the best marketing techniques which is very popular in these days due to
having the large number of population are using these. Communication mix is the techniques
which are used for the promotion purpose which are able to provide the wide range and ideas for
the promotion of the product for the purpose of marketing (iu and et. al., 2019).
PART 1
Marketing mix with using the communication mix
Marketing mix refers to the set of action which is used for marketing purpose which any
company or organisation used to promotes its product or services. There are 7P's of marketing
which includes product, price, place, promotion, process, people and physical evidence which
are explained further.
Product
It refers to the material which is ready for the sale in the marketplace which are said to be
final finished product. It is the organisational or companies material which they want to sell to
their customer for the profitability. This is the one which is having the value to their customer
and can be used for some purpose which is able to full fill the desire of the customer. The
organisation need to always keep it in mind that their product must be in demand and able to full
fill the customer needs or wants. The product should be such which is rare or in high demand in
the market otherwise the product is not going to sold which can be matter of loss for the
manufacturing organisation or the company (Borah and et. al., 2017).
Price
It refers to the monitory value which are used for the buying the product. The fixed
amount is paid by the buyer to avail or use the product or services. The price of any product or
services should always be less than its value for the customer. This is the reason for which the
customer will be ready to buy the product or services. But it should keep in mind that the price of

the product should be always more than the actual cost this means that the price which is used in
the manufacturing process.
Place
It is the platform or geographical area where the seller comes to sell their product and the
buy comes to buy them. It includes the fair, retail shop, etc. This is most important because
without having any place customer have no idea from where to buy your product. The place
should always be clear in the advertisement form where the customer can get or buy their
product. The place should always be in such geographical area where both the seller and the
buyer can easily get there for the exchange of product and money.
Promotion
It is one of the element which creates the awareness about the particular product in the
customers mind which gives the idea to purchase their product for the particular reason. It is said
to be the main element which is responsible for the sales of the product. Here the communication
mix of marketing is used for the better response. It includes the advertising which is also the part
of the promotion of the product or services. This is done by using the different media such as
print media, electronic media etc. Sales promotion is also the part of promotion (Bruhn and et.
al., 2017).
People
They refers to the organisational employee or other staff member which are providing
their services to the organisation. They are the one who are involved directly or indirectly in the
organisation. Due to them the organisation is able to run properly which includes their effort and
manpower. Without them no any organisation is able to be in the business for the longer period
of time. The relation between the business and business people should always be good which
refers to the communication mix.
Process
It includes all the business process which includes the collecting the raw material,
manufacturing, supply with delivering the product to the final customer. This also includes the
management the customer relationship which is very necessary for running any business in the
smooth manner. Here, the packaging element of the communication mix is used for providing the
safety of the product in delivery process (Dellaert 2019).
Physical Evidence

This one is last element in the marketing mix which includes the physical design of the
premises also with the layout of companies website. The premises design is one of the important
factor in the eyes of their customer which gives them the reason to trust the particular
organisation.
Digital marketing
It is the type of marketing which is done by using the electronic devices such as mobile
phones, tablets, laptop and personal computers etc. Now-a-days approx. everyone is using the
electronic devices which gives the wide range for the marketing. People in this generation, all are
connected with the internet which provides are the necessary data which they want to know. This
is having the high reachability for the advertising purpose within the customer.
Social media marketing
This is the part of the digital marketing which uses the websites and social media such as
Facebook, Instagram, Twitter etc. which are very popular in the public. This is highly using by
the customer which is creating the high level of awareness in the customer which leads to the
increasing the sales (Sam and et. al., 2016).
Social media and the digital marketing is very important for having the competitive
business due to connected with the internet they are very popular among their target customer.
Both of them are used for the marketing strategy which is able to provide the wide range of
customer base.
PART 2
Social media content with some effective campaign
There are various examples of the social media content which are being used for the
product marketing purpose. Some of the examples of the social media content are explained here.
The big brand are using the social media for creating their content for the advertisement purpose
for increasing the sales by creating awareness to their customer such like the Cadbury is
promotion its product on the social media by creating page and posting the small video in which
someone is enjoying the product which makes the mouth full of water. Which is the content on
social media which make the people or their target customer mind to buy or purchase their
product. According to view of Michele Cyne, 2020 who says that the social media campaign is
the rocket fuel which is using the marketing effort based upon the burst of energy in high

concentration. Which gives the one of the major boost to the brand reputation which is able to
increase the awareness of the product and brand which leads to increases the sale of the product.
Social media campaign is most effective way for the advertisement which is able to give the
most effective result (Tibaingana 2019). It can properly measured and tracked for the timely
identify the deviation in between the objective & the achieved one. This takes place in the
organisation for overcoming form all of the loopholes which is connected with the single
network.
Campaign : Delivery Domino's
With the help of available social media platform, this one is one of the most successful
campaign in the market which was associated with the Delivery Domino's.
Platform used: There were many available platform which could have used for the
advertisement purpose. Instead of this, the brand selected the Twitter as the social media
platform (Rather 2019).
Major Strategies: During the month of national pizza in the year 2019, which was the
October. Domino's ran a campaign which was that when you twit 3 times “Delivery Domino's”
then those user will get free pizza. Due to this they came in the trending list which was clearly
seen as the successful campaign. This was said to be organic engagement which were promoting
the Domino's by twitting 3 times. This makes the customer aware about the brand and so they
got attracted and was measured as the one of the best idea by using the Twitter as the social
media.
The way it worked: Due to be in trending on Twitter, where the customer were continuing
twitting about the delivery pizza which creates the buzz with the combination of promoted tweets
and organic pizza (Mbama and et. al., 2018).
Learning: From taking benefits form many events on the social media during the national
pizza month, they created a wave about this to their customers. It creates the brand competition
for creating attention which creates the combination of grabbing and tempting the attention of
their target market. The brands are focusing on the core product for the measurement of the
success of campaign.
Campaign: Starbucks
In recent times, the Starbucks had organises the marketing campaign where one of the
campaign were with the “Whatsyourname”.

Platform used: Different social media platform were used in this campaign such as
Facebook, Instagram, Snap Chat, You Tube, Twitter etc. These are the best in the social media
platform which are used highly by many of the people in the world. People who are able to use
the technical devices and are interested with having the internet connection in their electronic
devices affected.
What Starbucks did: The campaign held in 2020 of the February month, In this Starbucks
partnered with the Mermaids which is also an organisation who were supporting the gender
diverse youth along with transgender on the campaign. There was use of the digital marketing as
well as the social media marketing which were able to filling the requirements of campaign
organising. In this, social media engagement with the TV advertisement, where all the focus and
values were given to the Starbucks (Porto and et. al., 2019).
Success Reason: Due to having the social media and the other media involvement in the
campaign which high promoted the campaign and the information which was also spreading
during the campaign time due to people were posting the pics and videos of that time. The cup
was having the name of the Starbucks which was helping in spreading the awareness about the
brand.
Learnings: While taking and rising the community issues one is able to make the world
better place to live in. Where Starbucks also earn the personal benefits when it seen through the
political angle.
Apart from this, so many successful social media campaign are there who were also
successful and promoted their products and created the awareness about the products. The
learning from the campaign is that there are many aspects which can used to make the successful
campaign (Zahoor and et. al., 2017).
Social media is important because in this time is having the higher number of users which
are directly influenced by using and seeing the advertisement or the promotional activity. Due to
having the high reach to the customer they are very important for the marketing purpose. Social
media content is so effective due to having the large number of user which are able to create the
awareness about any thing in just few times which can be measured in hours or day. Due to
having the high networking and the sharing facility, the promotional activity rises in just few
clicks which shows the effectiveness of the social media.

CONCLUSION
From the above discussion, which is about the marketing, marketing mix, communication
mix, which also includes the digital media along with the social media. There is also discussed
about the two different successful campaign which conducted for the marketing purpose of the
brand. There are also so many social media contents are available on the internet which helps the
brand promotion which leads to the increase the sales or demand of the product in the market.

REFERENCES
Books and Journals
Borah and et. al., 2016. Halo (spillover) effects in social media: do product recalls of one brand
hurt or help rival brands?. Journal of Marketing Research, 53(2), pp.143-160.
Bruhn and et. al., 2017. Integrated marketing communication–from an instrumental to a
customer-centric perspective. European Journal of Marketing.
Dellaert 2019. The consumer production journey: marketing to consumers as co-producers in the
sharing economy. Journal of the Academy of Marketing Science, 47(2), pp.238-254.
Liu and et. al., 2019. Examining the impact of luxury brand's social media marketing on
customer engagement: Using big data analytics and natural language processing.
Journal of Business Research.
Mbama and et. al., 2018. Digital banking, customer experience and financial performance.
Journal of Research in Interactive Marketing.
Porto and et. al., 2019. Investment in online advertising and return on sales: Does it pay to
outsource the services to an advertising agency?. Journal of Marketing
Communications, 25(8), pp.843-860.
Rather 2019. Consequences of consumer engagement in service marketing: An empirical
exploration. Journal of Global Marketing, 32(2), pp.116-135.
Sam and et. al., 2016. Understanding the adoption of online language learning based on e-
marketing mix model. Journal of Information Technology Management, 27(2), pp.65-
81.
Tibaingana 2019. Application of the elements of marketing mix by business start-ups during
incubation: A case of Makerere University in Uganda. African Journal of Business
Management, 13(2), pp.48-57.
Zahoor and et. al., 2017. Social media marketing and brand equity: A literature review. IUP
Journal of Marketing Management, 16(1), p.47.