The Role of Digital Marketing and Social Media Marketing – Theory and Examples

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and social media
marketing – theory and examples

Table of Contents
Introduction......................................................................................................................................3
Part 1................................................................................................................................................3
Explanation of marketing.............................................................................................................3
Discuss what marketing mix is and where communication mix fits............................................3
An explanation of digital marketing............................................................................................4
An explanation of social media marketing..................................................................................5
An explanation of why digital marketing and social media marketing are important to
contemporary businesses..............................................................................................................5
Part 2................................................................................................................................................6
Two examples of social media content that really work and justification of why they work.....6
Effective campaigns with respect to well-known models and standards for digital marketing...6
Why social media content is effective.........................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
Marketing is the continuous process of making consumer aware of the product and
services; it is defined as the use of various strategies and tool in order to communicate with the
buyers about the product and services and make them aware of their brand. It involves
maintaining and developing positive relationship with potential and past customers in order to
enhance their productivity and profitability, it the use of various promotional and advertising
activities to enhance their brand image in the marketplace, with growing competition in the
market, marketing manager uses various promotional and advertising strategies to gain
competitive advantages. Marketing is one of the essential processes that need to be continuously
maintained and managed in the organization in order to enhance their promotional activities and
increase their performance. This report covers the overview of marketing also discussing
marketing mix and where the communication mix fits. In addition to this digital marketing and
social media marketing is explained in the above report also how digital marketing and social
media marketing are essential to the contemporary businesses. Furthermore two examples of
social media marketing content that really works with their justification and also why social
media content is effective is highlighted in the above report.
Part 1
Explanation of marketing
Marketing is an activity or set of actions that company undertake to draw the attention of
the potential customers and maintaining positive relationship with them in order to enhance their
productivity and profitability (Backaler and Shankman, 2018). It involves use of various
strategies to be undertaken to make them aware of the product and services also selling and
distributing of goods and services with the aim of satisfying the needs of its potential customers
and also maximizing profit. The main focus of marketing activity is on satisfying their
customers’ needs and wants it emphasis of the consumer behavior in order to attract, attain and
retain its potential customers because it is mainly customer oriented process rather than product
oriented. There are mainly four P’s of marketing which together makes the effective mix
organization needs to make their goods and services, the 4 Ps of marketing are product, price,
place and promotion. Marketing plays an important role in the foundation of effective
management and enhance their performance and profitability (Balducci and Marinova, 2018).
.
Discuss what marketing mix is and where communication mix fits
Marketing mix is defined as the various marketing tools and techniques used to make
consumer aware of the brand as well as the product and services. It is techniques used by the
marketing manager to promote the brand value and increase their sale. There are mainly 4Ps
included which clearly defines the marketing mix (Bly, 2018). These 4Ps stands for product,