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

This document discusses the role of digital marketing and social media marketing in contemporary businesses. It covers the explanation of marketing, marketing mix, digital marketing, social media marketing, and the importance of these strategies. It also provides examples of effective social media content and campaigns.

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,

price, place and promotion. These four clearly defines the elements needed to make product and
services by the company. The main 4Ps of marketing mix are discussed below:
Product: it is any item or commodity offered by the company to its potential customers
in order to satisfy their needs and wants. Offering innovative products or services in the market
helps company to gain competitive advantage in the marketplace.
Price: It the value of product or services that is can be in the monetary form that
company exchange with the customer in return of the product or services offered.
Place: It is the correct position or location of sale where the company sale its product and
services.
Promotion: It includes use of various marketing tools and strategies in order to make
consumer aware of the product and services and increases their sale.
Communication mix is defined as the use of various strategies in order make consumer
aware of the brand, it is use of various technique to effectively communicate with the targeted
customers about the product and services. Communication can be done through various
promotional strategies like advertising, personal selling, social media marketing, digital
marketing and so on. The communication mix is part of promotional marketing mix focusing on
communication with customer about their brand (Finotto and Mauracher, 2020).
An explanation of digital marketing
Digital marketing is the type of marketing form which is defined as the process of
making consumer aware of product and services through use of online platform using internet. It
is the process of using different online marketing tools like search engine, social media platform,
emails to reach the potential and targeted customers. With growing use of technology among
customers companies are also moving towards use of digital platforms in order to caters the
attention of these customers and make them aware of their product and services and enhance
their brand image. Digital marketing provides entirely new ways to the organization to
understand their consumer’s behavior and how to approach them effectively in respect to
traditional marketing. There are various channels of digital marketing that can be used in order to
get grab their potential customers attention (Hanlon, 2018). Some of the digital marketing
channels are:
Website marketing: website marketing is one of the strongest and growing digital
marketing channel, it is online medium which allows companies to showcase their product and
services in a effective manner and easy to use.
Pay-Per-Click advertising: Another popular digital marketing channel is Pay-Per-click,
it enables marketing manager to reach potential customers through number of digital platforms

using paid advertisement, and mostly used digital platforms are Google, LinkedIn, Twitter,
Facebook and Instagram. It covers large segment of customer base.
Content marketing: It is the type of digital marketing channel which focuses on the
attracting potential or targeted customers using creative contents posted on different websites and
social media platforms.
An explanation of social media marketing
Social media marketing is defined as the process of promoting companies product and
services through the use social media platforms. It is mainly use of social media websites to
interact or to communicate with the targeted customers in order to make them aware of the
brand, increase profitability and enhance their productivity. Social media marketing can be
through posting creative content on the social media platforms, interacting or directly
communicating with the targeted base customers, evaluating the results, measuring performance
and promoting product and services on the social media. The majorly used social media websites
are Twitter, Facebook, Instagram, Linkedin, and Youtube and so on. Marketing manager can use
various social media tools to enhance their performance on these social media platforms. Social
media marketing is one of the most convenient form of marketing tools which enables marketing
manager to carry out their marketing activities from anywhere at any time, it also allows
marketing manger to increase or interact with targeted customer from all over the globe, even
customers can get all the required information about their preferred brand from anywhere. It has
made it easy for both the parties to interact with each other more easily and effectively (Johnsen,
2017).
An explanation of why digital marketing and social media marketing are important to
contemporary businesses
With increasing use of technology large number of customers base is found online,
companies have bigger chances of attracting large number of customer base online (Martin,
2017).Digital media helps marketing manager to reach large number of customers more
effectively and efficiently. Some of the benefits of digital marketing are discussed below:
 Digital marketing allows marketing manager to effectively interact and communicate
with the targeted customers directly and try to understand what they are looking for and
accordingly try to satisfy their needs.
 Digital marketing also helps company to reach large number of customer base globally.
 Digital marketing also allows marketing manager to directly interact with the targeted
customers who enhance the brand image and loyalty.
With growing use of internet, the use of social media in today’s era is also increasing; it is
becoming one of the essential factors of digital marketing which helps in increasing the customer
base globally (McCorkle and Payan, 2017). Social media marketing is one of the important

factor marketing promotion which helps in increasing brand value using various social media
platform. Some of the benefits of social media marketing are
 Social media marketing is one of the most cost effective medium of marketing and
promotional strategy, as anyone can do social media marketing with just having access to
internet.
 With growing usage of social media platforms among the customers it is one of the best
medium to interact with targeted audience directly.
 Social media also helps marketing manager to improve or enhance their brand loyalty.
From the above discussion it can be stated that both digital marketing and social media
marketing plays a very important in marketing or promoting product and services among the
customers. These two also help companies to directly interact with the customers and understand
their needs and wants so that they can be satisfied accordingly. Digital marketing and social
media marketing also help in increasing brand awareness and image among customers and
increasing productivity and profitability of the business (Payne and Frow, 2017).
Part 2
Two examples of social media content that really work and justification of why they work
The two examples of social media content that really work and justification of why they
work is discussed below:
Burberry: Burberry was founded in 1856 by Thomas Burberry. It is one of the top luxury
fashion house headquarter in London. The success behind the company is effective focus on the
digital media, company has almost moved more than 60 percent of its marketing towards digital
platforms, and Burberry has majority of Facebook and Instagram followers mostly in the luxury
sector. In case of effective social media content Burberry was the first luxury brand to present
customized experience on Pinterest social media platform to promote their cat lashes mascara. It
became popular brand for innovation on social platforms. They also offered live streaming of
their show. They worked on this as they knew their customers preferences effectively (Richards
and Marshall, 2019).
Starbucks UK: Starbucks is one of the most popular coffee house, it is also most popular
brand on the social media, it started starbucks stories in the year 2019. The brand mostly focused
on the posting photos rather than any type of content. The starbucks UK in the year 2019
together with mermaids started a #whatsyourname campaign on the Instagram social media
platform. The campaign with strong content helped company to enhance their brand image
among the customers and also enhanced their brand image and loyalty among the customers.

Effective campaigns with respect to well-known models and standards for digital marketing
Burberry: The Company started the campaigns of presenting well personalised
experience for the customers on pinterest, in order to enhance their productivity.
(The above images shows the campaigns hosted by the brand)
Starbucks UK: The brand together with mermaids started a #whatsyourname campaign
on the Instagram social media platform.
(The above picture shows the campaigns hosted by the brand)
Why social media content is effective
While doing the social media marketing one of the important factors is the content, it
plays an important role in enhancing brand image, brand recognition, customer engagement
(Selman, 2017). Creative content helps in attracting targeted customers at large scale also in

building long term relationship with them, with availability of so many substitute in the market it
becomes very difficult for the marketing manager to attract the attention of the customers
towards their brand, so in order to grab the attention of the customers the marketing manager
needs to ensure that their content is creative and also conveying the right or required information
about the brand and the organisation. One of the methods to make social media content effective
is to use strong content strategy which helps in coordinating, creating, posting content on the
social media platforms. Strong content including everything required to be conveyed to the
customers helps in attracting them towards the brand and increase company’s productivity and
performance (Wirth, 2018).
Conclusion
From the above discussion it can be concluded that marketing is one of the essential tool
used by the organisation in order to promote their product and services also increase their brand
value through advertising, social media marketing, digital marketing and so on effectively and
efficiently. Social media marketing and digital marketing plays important role consumer
awareness, increasing sale, enhancing brand loyalty. The above report covers various aspects and
importance of digital and social media marketing. In addition to this detailed overview of
marketing with marketing mix and benefits of communication mix is highlighted. Explanation of
digital marketing and social media marketing with its importance in the contemporary business is
also covered in the above report. Furthermore how social media content is effective explained
with its example that works and also effective campaigns with reference to established model is
also highlighted.

References
Books and journals
Backaler, J. and Shankman, P., 2018. Digital influence. Macmillan.
Balducci, B. and Marinova, D., 2018. Unstructured data in marketing. Journal of the Academy of
Marketing Science, 46(4), pp.557-590.
Bly, R.W., 2018. The Digital Marketing Handbook: A Step-by-step Guide to Creating Websites
that Sell. Entrepreneur Press.
Finotto, V. and Mauracher, C., 2020. Digital marketing strategies in the Italian wine
sector. International Journal of Globalisation and Small Business, 11(4), pp.373-
390.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big
technological break. Maria Johnsen.
Martin, G., 2017. The essential social media marketing handbook: a new roadmap for
maximizing your brand, influence, and credibility. Red Wheel/Weiser.
McCorkle, D. and Payan, J., 2017. Using Twitter in the marketing and advertising classroom to
develop skills for social media marketing and personal branding. Journal of
Advertising Education, 21(1), pp.33-43.
Payne, A. and Frow, P., 2017. Relationship marketing: looking backwards towards the
future. Journal of services marketing.
Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media
education norm (AMEN). Journal of Marketing Development and
Competitiveness, 13(1), pp.86-98.
Selman, H., 2017. Marketing digital. Ibukku.
Wirth, N., 2018. Hello marketing, what can artificial intelligence help you with?. International
Journal of Market Research, 60(5), pp.435-438.