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

This report examines the concept of marketing and its various tools, including digital marketing and social media marketing. It discusses the meaning of marketing, marketing mix, digital marketing, and social media marketing. It also explores the importance of digital marketing and social media marketing in contemporary business. The report includes 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

MAIN BODY ..................................................................................................................................3
TASK 1............................................................................................................................................3
Explain the meaning of marketing..............................................................................................3
Explain the meaning of marketing mix and identify where the communication mix get fit......4
Explain the meaning of digital marketing...................................................................................4
Explain the meaning of social media marketing.........................................................................5
Explain various importance of digital marketing and social media marketing to a
contemporary business................................................................................................................5
TASK 2............................................................................................................................................6
Explain social media content with the help of an example.........................................................6
Provide an effective campaigns of company and model of digital marketing............................6
Explain why social media content is effective for business. ......................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
This report examine the concept of marketing and its various tools. Marketing refers to an
activity and a process which helps an organisation in creating, communicating, and exchanging
offers which add values for customers and other parties of business. Marketing is an important
activity for any organisation whether it is small or large. Marking helps an organisation in
understanding needs and wants of customers in a better way and produce product according to
their needs which satisfying their customers most. For success of any organisation it’s important
that they effectively conduct all activities of marketing such as advertisement, selling, delivering
of goods and services to customers and so on. Digital marketing is also known as online
marketing, which helps an organisation to promote its product and services with the help of
internet and online based technology such as smart phones, desktop computer and so on. This
report includes meaning of marketing, digital marketing, social media marketing and marketing
mix. Various importance of digital marketing and social media marketing in contemporary
business are included in this report. Other than this it includes social media content, RACE
model of digital marketing and effective campaigns of campaigns which help them in achieving
higher growth and revenue.
MAIN BODY
TASK 1
Explain the meaning of marketing.
According to Philip Kotler, marketing is the science and art of exploring, creating and
delivering values to target customers for satisfying their needs and make profit. Marketing
informs customer about the vast range and new arrival of products that they might like to buy.
Promotion and marketing gives the reason of why they should choose company's product or
services instead of competitor’s product. Marketing helps the business to capture the attention of
the consumer or the targeted audience. It helps business in providing specific benefits and details
about the product which also helps business in persuading a customer to purchase product
(Aswani and et. al. 2018).

Explain the meaning of marketing mix and identify where the communication mix get fit.
Marketing mix are the elements that needs to be taken into consideration while
promoting a product or a service. Marketing mix helps the company to reach the right audience,
at the right time with the right product. The four Ps of marketing are discussed below:
Product: The goods or services manufactured by a company is known as a product. In
context of Tesco, it provide good quality products to its customers which satisfying them most
and help selected company to earn higher profit. (Bonilla and et. al. 2021).
Price: The cost that is paid by the customer in returns to company's product is known as
price. The product must exceed the expectation of the consumer and justify the price paid by the
customer. In relevance of Tesco, price of their product is quite low as compare to its competitors
which helps selected company in attracting more and more customers.
Place: The location from where the company should sell the product or the location
from where the company should deliver the product to the market so that the cost is minimum
represents the place element of marketing mix. Tesco use both direct and indirect channel of
distribution which help them in successfully distribute their products to customers. This will
create high sales and revenue for company.
Promotion: It refers to various tools and techniques which helps an organisation in
creating awareness about their product and services. In context of tesco, it use advertising and
publicity for promoting their products in market. (Carey and et. al. 2021).
Explain the meaning of digital marketing
According to Kotler and Armstrong, Digital marketing is a form of direct marketing
which links consumers with sellers electronically through various interactive technology such as
emails, websites, online forums, newsgroups, mobile and so on. Nowadays, the ways in which
people like to buy their products and services has changed a lot and digital marketing methods
are considered to be more cost effective and less time consuming. Most of the people prefer to
buy their products and services online as it is an easy and safe way of shopping also it consumes
less time and people can simply buy their product anywhere, anytime with just a click. Digital
marketing provides the small and new brands an equal and fair opportunity to compete with big
brands on the same platform. As in the traditional marketing methods it is hard to measure the
ROI but in modern marketing methods it is possible to measure ROI (Dolan and et. al. 2019).

Explain the meaning of social media marketing
According to Philip Kotler, social media marketing refers to a process which applie
various marketing principles and techniques for creating, communicating and deliver values for
influencing behaviour of their target audience which is beneficial for both target audienceand
society (Gawas, Kulkarni and Mehendale, 2018). Now day with the increase in development of
technology and change in trend customers are more active on social media. It provides a best
way to companies to intact and engaged with its existing and new customers and allow them to
promote their desire culture and objective. Now a day's companies use this marketing tool for
connecting a large number of customers and build good image to their brand which enhance
sales for company. There are various social media applications which helps a company promote
its product and services such as Facebook, Twitter, Instagram and so on.
Explain various importance of digital marketing and social media marketing to a contemporary
business.
Contemporary means belong to a same period of time while contemporary business refers
to a business environment which has a large competitive market which is changes at a fastest rate
but owner of such type of business was able to understand all these changing environment and
introduce all require and development strategies in business. There are various importance of
digital marking and social media marketing to contemporary business, which are mention below:
 Increase way to reach to customers- Digital and social media marketing helps an
organisation to reach a large area of customers at a single point of time. Now a day's
customers are more involved in social media and with digital techniques which helps
company to promote its brand to a large number of customers at a single point of time.
For example- In context of tesco company, digital and social marketing help company to
promote its product and services to a large number of customers at a single point of time.
 Gathering more information- Digital and social media both are best tool which helps
an organisation to easily access all necessary information about their customers.
Customers and company are directly connected with each other with the help of social
media and digital marketing. Through which company can easily access necessary
information from its customers. For example- Tesco company use digital and social
media for collecting relevant information related to their customers. It is a easy source of
collecting information which save time and cost of company. (Gesualdi, 2019).

TASK 2
Explain social media content with the help of an example.
Social media content refers to a content which is created by an organisation for its social
networks such as Facebook, Twitter, Instagram, YouTube and so on (Kamboj and et. al. 2018).
Now a day's companies are more interested and attach towards social media because it helps
organisation in direct interaction with its customers as compare to physical mode of marketing.
Social media content has a considerable reach to customers and because of close proximity of
these contents to users is prove more effective as compare to classic advertising. Various types of
social media content are mention below-
 Videos- It refers to a type of recording of both visual and audible components. Video is a
type of social media content which is used by an organisation for attracting its customers
by showing them video. According to current situation it is analysed that most of web
traffic is arises because of video. Form this it is clear that in current scenario peoples are
more attracted towards videos. So for attracting more customers towards their brand
company needs to prepare an effective video which attract customers most.
 Infographic content- It refers to the collection of imagery, charts, minimal text which
helps in easy understanding of a topic. Infographic content helps an organisation to
communicate with its customers quickly and clearly. Main object of infographic content
is to make their customers easily understand their message or information. Company
using this social media content are really work because customers are more attracted
towards pictures and graphics.
Provide an effective campaign of company and model of digital marketing.
Victoria Beckham #RebokxVictoriaBeckham Instagram campaign

Victoria Beckham is most popular fashion brand of United Kingdom. The company
regularly conducting marketing campaign for creating its brand awareness in market. Currently
Victoria Beckham conduct its new campaign on Instagram which show the collaboration
between Reebok and Victoria Beckham. This will see as an effective campaign for company and
all famous celebrities are also wearing their latest fashion apparel and post on Instagram by using
# RebokxVictoriaBeckham. It will attract more and more customers and increase their sales of
product (Here's when the Victoria Beckham x Reebok capsule collection will be available, 2018).
RACE MODEL-
 Reach- Throughout this campaign many famous celebrities wearing their fashion apparel
and posting their pictures on Instagram. This will help Victoria Beckham company to
reach a large number of customers not only to those who are using social media but also
the news of this campaign is reach to those customers who are not active on social media
(Kusumasondjaja, 2018).
 Act- This campaign includes a very famous celebrities and large range of customers
using Instagram or social media. This campaign helps Victoria Beckham company
increasing its social media followers. Which helps in company future growth and create a
good brand image.
 Convert- Because of this campaign on Instagram it attract a large number of customers
to buy selected company products which helps organisation to earn higher revenue.

 Engage- In this campaign large number of customers are attach with company through
social media and Victoria Beckham company also engaged with its customers which
increase their customer's engagement with brand.
Twix: "It's Time to DeSIDE"
Twix is a chocolate bar which is made by Mars, Inc. company. It was the most effective
campaign in which celebration is divided into two different part which provide options to
customers in the age group of young and old (It's Time to deSide with New TWIX® Packaging,
2017) .
RACE MODEL-
 Reach- This campaign is reach to almost 1.4 million people which helps Mars, Inc.
company to increase its brand awareness and sales.
 Act- After this campaign it is analyse that most of customers are taking interest in
selected company campaign and collect information about campaign from both online
and offline mode.
 Convert- After this campaign it is analysed that customers are following company on
social media. Large number of followers of Mars, Inc. company increase its brand image
in market. (Shields and Peruta, 2019).
 Engage- With the help of this campaign selected company increase its customer's
engagement which increase its brand image in market and increase profit for Mars, Inc.
company.

Explain why social media content is effective for business.
Social media content plays an essential role in attracting more and more customers
towards any organisation. It helps organisation to engage its existing and new customers with
company for a long period of time. There are various reasons which show that social media
content is effective for business. Which are mention below:
 Increase awareness of brand- Social media content help an organisation in increasing
its awareness of products and services in market. Which will increase the goodwill and
market reputation of company. Social media content attracts more and more customers
towards company which help organisation to earn higher profit. So it's very important for
organisation to effectively focus on their social media content. For example- Tesco use
social media content and make a effective content by using various images and graphics
which helps their customers to understand their message clearly and increase its brand
image in market. (Tajvidi and et. al. 2018).
 Measurable- Social media content is also help organisation in measuring its customer's
response towards their brand and product. For example- Tesco company use various tools
and techniques such as Google Analytics, Google AdWords and so on. Which helps them
in measuring customer's response which help selected company in analysing its market
goodwill and analysis needs and wants of customers (Zahid and et. al. 2018).
CONCLUSION
From above discussion on this report it is concluded that marketing plays an essential role
in development of an organisation. It helps an organisation to create its brand and product
awareness in market for attracting more and more customers towards their product. Which helps
an organisation in achieving higher growth and revenue. Now a day with the development of
technology companies are use social media marketing and digital marketing for interacting with
its customers and promoting its products and brand in market. In this report social media content
is included which helps an organisation to attract its customers with the help of videos and
infographic content. With the help of these content customers are easily understand the massage
of company. Other than this it is analysed that an effective campaign help an organisation to
achieve higher customers loyalty and increase its brand image in market. An effective campaign
increase sales and revenue for company.

REFERENCES
Books and journals
Aswani, R., and et. al. 2018. Detection of spammers in twitter marketing: a hybrid approach
using social media analytics and bio inspired computing. Information Systems
Frontiers. 20(3). pp.515-530.
Bonilla Quijada, and et. al. 2021. Engaging students through social media. Findings for the top
five universities in the world. Journal of Marketing for Higher Education. pp.1-18.
Carey, L.D., and et. al. 2021. Social media, social comment and the moralising media-scape.
In New Perspectives on Critical Marketing and Consumer Society. Emerald Publishing
Limited.
Dolan, R., and et. al. 2019. Social media engagement behavior: a framework for engaging
customers through social media content. European Journal of Marketing.
Gawas, A., Kulkarni, P. and Mehendale, S., 2018. The Role of Social Media Marketing In
Customer Purchase Intent-A Methodological and Thematic Review. Asian Journal of
Management. 9(1). pp.761-766.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review. 45(2). pp.372-382.
Kamboj, S., and et. al. 2018. Impact of social media and customer-centric technology on
performance outcomes: the mediating role of social CRM capabilities. International
Journal of Electronic Marketing and Retailing. 9(2). pp.109-125.
Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social media brand
communication effectiveness. Asia Pacific Journal of Marketing and Logistics.
Shields, A.B. and Peruta, A., 2019. Social media and the university decision. Do prospective
students really care?. Journal of marketing for higher education. 29(1). pp.67-83.
Tajvidi, M., and et. al. 2018. Brand co-creation through social commerce information sharing:
The role of social media. Journal of Business Research.
Zahid, and et. al. 2018. Factors affecting purchase intention and social media publicity of green
products: The mediating role of concern for consequences. Corporate Social
Responsibility and Environmental Management. 25(3). pp.225-236.
Online
It's Time to deSide with New TWIX® Packaging, 2017. [Online] Available through
<https://www.prnewswire.com/news-releases/its-time-to-deside-with-new-twix-packaging-
300425876.html>
Here's when the Victoria Beckham x Reebok capsule collection will be available, 2018. [Online]
Available through <https://www.buro247.me/lifestyle/sport/here-s-when-the-victoria-beckham-
x-reebok-capsule.html>