Practical Digital Marketing

Practical Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing Explanation................................................................................................................3
Marketing mix and communication mix.....................................................................................3
Digital marketing........................................................................................................................5
Social media marketing...............................................................................................................5
Digital marketing and social media marketing are important to contemporary businesses........6
PART 2............................................................................................................................................6
Social media content that really work in business......................................................................6
Screen shot of effective campaign with reference to established model and standard for digital
marketing.....................................................................................................................................8
Effectiveness of social media content.........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The primary objective of this project report is to acquire knowledge and information on
the role of digital marketing and social media marketing (Chaffey and Smith, 2017). In this
growing and changing business environment where organisations are shifting from traditional
marketing methods to digital marketing methods. Hence digital marketing is playing significant
role in the growth and development of organisations. Furthermore, the advancement in digital
marketing is a step ahead towards sustainability, technology and globalization. Social media is
one of the approach through which business can attract numerous potential and loyal customers
using various digital media platforms which can be google, YouTube, twitter, LinkedIn and other
media platforms.
PART 1
Marketing Explanation
According to CIM, marketing is define as an effective approach which is used by
company for increasing its brand awareness and to increase its sales volume in market place
(CIM marketing. 2010). Marketing is the set of activities and process of communicating,
promoting, advertising, creating brand value in the eyes of costumer, delivering and offer
something valuable to costumer, client,partner and society.
Marketing mix and communication mix
Marketing mix is an important element in the marketing functions and operations as they
as marketing department within company are accountable for enhancing the brand value.
Marketing mix is define as the process where marketing department consider various aspects
with the motive to promote the brand or products in the marketplace. The factors included in the
marketing mix are price, product, promotion and place. Basically marketing mix comprises of
multiple areas which contributes in the marketing planning. Marketing mix is the process of
marketing strategy in which Cadbury examine in detail about Product,Price,Place,Promotion.
Product mix- The product mix of Cadbury is quite large as they deal with varieties of
product range which has strong depth and width of product offerings. On large context Cadbury
consist of chocolates,candies,beverage,biscuits in width category. In product length it consist of
Diary milk, 5 Star,Gems,Oreo,Bournvita,Eclair etc. Company capture highest market share in
Bournvita and in chocolate industry it holds up to 60-65 % market share.

Price mix- It refers to the value that denotes the product or services offered by the
organisation. Pricing of each chocolate segment is different that is mainly based on consumer's
taste and preferences. The price set up is high as well as low so that they can easily garb targeted
segment and earn profit maximisation. Chocolates like perk,eclairs,5 star are at very reasonable
price and product like Oreo,beverages contain high quality and high price to target premium
customer (Dwivedi and et.al., 2020).
Place mix- The distribution system of organisation is very efficient and effective in all
parts of Urban and Rural areas of countries. Demand of Cadbury is high in urban areas but low
in Rural areas as the demand is weak in Rural areas. They are presented in more than 200
countries and products are available all over the world.
Promotion mix- Promotion Mix play a major role in creating a brand value of this
company. Company uses different types of marketing advertising campaign for promoting its
product like social media ,digital marketing,online advertisement,television,radio etc. (Gupta,
2015).
Communication mix is a part of marketing where organisation focus on various
techniques and methods in order to communicate with its potential customers. The promotional
activities carried by Cadbuary includes communication mix. As in this changing phase where
new innovations are taking place due to which customers needs and preferences are changing
hence communication is important in order to know the opinions of customers regarding
products and services offered by the company.
Communication mix fits in marketing mix in a easy and effective manner. Basically it
covers the all the factors with the primary motive to understand the market, target audience and
to contribute in enhancing brand value for accomplishing organisational goals and objectives.
Hence, with the help of communication mix the focus is on understanding customers and to
connect with them and develop a two-way communication with them through various online
modes such as social media marketing, email marketing, etc for the success of a brand (Hanlon,
2018).
Digital marketing
Digital marketing is an effective process used by the organisation with the motive to
encompasses all marketing activities with the use of various electronic devices and internet. With
the use of various digital channels like social media, email marketing, content creation, etc the