Practical Digital Marketing

This document provides an overview of practical digital marketing, including the marketing mix, communication mix, and social media marketing. It also explores successful social media campaigns and discusses the importance of digital media and social media for contemporary businesses.

PRACTICAL DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing Mix with the communication mix.........................................................................3
PART 2............................................................................................................................................5
Social media content example................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the process which is used to creating awareness within the customer. Digital
marketing is the process which is also the marketing with the help of digital media like using the
different websites, online promotion etc. Social media marketing the technique and the most
powerful marketing techniques which are having the high number of the customer through which
the awareness can be created in just few time and the effect of this awareness is very high.
Marketing mix is used for the marketing purpose along with the communication mix which gives
the boost in the marketing which help in increasing the sales of the business (Bruhn and et. al.,
2017).
PART 1
Marketing Mix with the communication mix
It is also known as the 7P's of the marketing which includes the product, price, place,
promotion, people, process and Physical evidence.
Product
It is the material which is needed to sell out or said to be the finished product which is
now ready to get delivered to the consumer. Product refers to the material which are having its
value and which can be used for some purpose either to the consumer or to anyone. One should
keep in mind that the product should be always valuable for their customer which is always
usable in any sense otherwise the product is not going to sell out which can be matter of loss for
the manufacturing company or organisation.
Price
It is the monitory value which is paid by the buyer to seller in exchange of the product in
which the customer is interested in. The price of the product should always be less than the value
of the prudent. So the customer would like to buy this, otherwise they are not going to buy and
the product will not sell out which again can be the matter of loss for the organisation or
company (Dellaert 2019) (Rather 2019).
Place
It is the element which have its own value. In this the place which is also called as the
marketplace or the market where the seller is there to sell their product and the buyer is there to
buy that product. The promotion of the product should always defines the platform where that

particular product will be available for the customer. The place should always which should be in
the geographical area where both the seller and the buyer can be able to get there.
Promotion
It is the main element of the promotion mix which is responsible for the main purpose
which is said to be sales of that product. Sales is main purpose of the promotion or marketing
mix which requires different techniques which includes the use of television, radio, magazine,
newspaper, social media promotion etc. Communication mix is better way which fits in the
promotion of the product where the element of the communication mix is used for helping in the
promotion of the product (Porto and et. al., 2019).
People
These are the one who are involved in directly or indirectly in the organisation. People
element also includes the employees, shareholder etc. which are also the part of the company or
which are related directly or indirectly with the company. These are the one who are making the
business run with there effort and manpower which enables the business to run. No business is
able to survive with the people in their organisation. The public relation of the business people
should be good which includes the communication mix.
Process
It is the element which are having the aspects for marketing mix which described the
services of action which are taken to deliver the product or services to the target customer. This
includes the all action which is necessary to run any business which includes the sales,
distribution procedures, payment system with managing the customer relationship. In this
element the packaging element of the communication mix fits which is also helpful in delivering
the product which the safety and the quality of the packaging gives creates the trust in the
customer mind which also gives the rise in sale of the product (Mbama and et. al., 2018).
Physical Evidence
It is the last element of the marketing mix which refers to the physical environment
which is experienced by the customer. It includes the physical design of the premises and the
companies website layout. Physical design of the premises is one of the most affecting factor in
sense of physical evidence which is appealing to the customer which also attracts the customer in
positive way.
Digital marketing

It is the type of marketing which is associated with the internet and online activity which
is done by using the electronic devices like personal computer, laptop, mobile phones etc. In the
present time everyone is using the technology along with using the internet which is able to
connect to different things which they are able to do what they want to do. Due to using the
electronic devices for longer period of time the digital marketing is easy to do which is having
the purpose to aware the people about your product (Lund 2019).
Social media marketing
It is the part of the digital marketing which includes the social websites which have the
reach of the maximum people in different platform such as Facebook, Twitter, Instagram etc.
This social media helps in the marketing by the help of the advertisement which makes the
people aware about their product which leads to the increase in the sales.
Digital media and social media is important for the contemporary business because they
are all associated with the internet which ultimately related with the digital marketing. So it can
be said that both of them are contemporary with the business. Both of them are used for the
marketing purpose which are using the internet for the purpose of creating awareness in the
customer about the product.
PART 2
Social media content example
There are many examples of the social media content which are sued for the purpose for
the marketing of the product. There are some of the example which are explained here.
According to the view of Michelle Cyca, 2020 Social media campaign which is abou6t he rocket
fuel which is using he marketing efforts which is based upon the concentrated burst of the energy
which is one of the major boost on the reputation of the brand which increases the awareness
about the product and also increases the sale of the product. The social media campaign is one of
the most effective way of the advertisement which is having a most effective result which can be
properly measured and tracked which leads the timely identification of all the deviations between
the objective and the achieved results which takes place for the organisation to overcome from
all the loopholes which is limited with the single network (Salam and et. al., 2019) .
Campaign one : Starbucks

Starbucks has organises the marketing campaign which has held in recent time. One of
the campaign with the “Whatsyourname”
Platform used
In the campaign there were difference social media platform were used such as Twitter,
Facebook, You Tube, Instagram etc. These are the top level of social media platform which are
used by many of the people who are interested and are able to use the technical devices which
are having the internet connection (Kwon and et. al., 2016).
What Starbucks did

This campaign held in the month of February in year 2020. where Starbucks partnered
with the Mermaids which is an organisation who are supporting the gender diverse youth and the
transgender on this campaign. There was the combination of the digital marketing along with the
social marketing which was able to full fill the requirement of organising the campaign. In this
the TV advertisement along with the strategy of social media engagement there, where the all the
focus and values were driven to the Starbucks. Which shows that desire was towards the people
of all gender with honouring the name which are chosen. The campaign were build up in the well
known aspect and the advertisement was here through the cup which was having the name of
Starbucks. The social media campaign were pretty heart warming with the award winning which
followers and social media users are able to post their photos and videos or by coming live like
this they encouraged people with the mermaid tail cookie which raised funds for mermaids with
using the hashtag.
Success reason:
By using the social media and different media such like television people spread the
information about having the campaign previously and during the campaign time people were
also posting the photos and the videos which makes the people more aware about the campaign
which includes the name of the Starbucks which created such publicity through this campaign.
There were the role of the social media platform which was able to viral the hashtag in just few
time which was able to get the more popularity. Due to chosen the topic and reason for held the
campaign which also helps in creating the emotional feelings within the people which was also
played the big role in the advertisement and the success of the campaign (Borah and et. al.,
2016).
Learnings
Through the campaign the learning was that by taking and raising the community issues
and diversity people are able to make the world better place to live in which is also caused by
having also the personal benefits which is seen politically angle.
Campaign two: Delivery Domino's
By using the available social media platform there was also a second successful
campaign is there which was associated as the Delivery Domino's.
Platform used:

There was many available platform which could be used for the advertisement purpose,
but the brand uses the Twitter as the social media platform.
Major Strategies: During the national Pizza month in the year 2019 in the October, Domino's
offered to their customer who has twitted three times Delivery Domino's a free Pizza. They were
using the organic engagement which is Domino's promotion with the tweets which brings in the
trending list which was successfully able to get the attention of their customer which are one of
the best idea for using Twitter as the social media platform.

Way it worked
By getting trending on Twitter, where the customer were twitting about the pizza. Which
was the combination of the organic interest and the promoted tweets which creates the buzz.
Learning:
By taking benefits form the many events on social media which was the national pizza month,
which helps in creating the wave about this to the audiences. It leaded to the brand competing for
attention which leads to combination of tempting with grabbing the attention of the target

market. In the major insight which can be that brands are focusing on their core product as a
measurement for the success of the campaign (Bode and et. al., 2016).
Apart form this, there are so many successful social media campaigns which were also
successful and were able to promote their brand and awareness of the brand. The main learning
from the campaign is that there are many aspects which can be used to make the campaign
successful which also gives the idea about getting the more promotion.
CONCLUSION
From the above discussion, which is about the marketing which is more focusing on the
digital marketing with using the marketing mix along with communication mix which gives the
boost in the marketing which leads to increase in the sales of the product and services which is
profitable for the business or the organisation. The social media is one of the most used for the
purpose of marketing the product online which creates the benefit and more profit to the
company or organisation.

REFERENCES
Books and Journals
Bode and et. al., 2016. Politics in 140 characters or less: Campaign communication, network
interaction, and political participation on Twitter. Journal of Political Marketing, 15(4),
pp.311-332.
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.
Kwon and et. al., 2016. Social media rumors as improvised public opinion: semantic network
analyses of twitter discourses during Korean saber rattling 2013. Asian Journal of
Communication, 26(3), pp.201-222.
Lund 2019. Universities engaging social media users: an investigation of quantitative
relationships between universities’ Facebook followers/interactions and university
attributes. Journal of Marketing for Higher Education, 29(2), pp.251-267.
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.
Salam and et. al., 2019. The Role of Social Media and Effect of Relationship Marketing on SME
Performance in Bangladesh: Multi-Group CFA. Asian People Journal (APJ), 2(1),
pp.12-31.