Practical Digital Marketing

This document provides an overview of marketing, marketing mix, digital marketing, social media marketing, and the importance of digital marketing and social media marketing for contemporary businesses. It also presents examples of effective social media content and screenshots of successful campaigns in digital marketing.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...............................................................................................................1
PART 1...............................................................................................................................1
1. Explanation of marketing............................................................................................1
2. Explaining what is marketing mix along with where communication mix fits.............2
3. Explanation of digital marketing.................................................................................3
4. Explanation of social media marketing......................................................................3
5. Explaining why digital marketing as well as social media marketing are important
for contemporary businesses.........................................................................................3
PART 2...............................................................................................................................4
1. Presenting two examples of social media content that have really work as well as
justification......................................................................................................................4
2. Screenshots of effective campaigns in relevance to established models addition to
standards for digital marketing.......................................................................................5
3. Explanation of why social media content is effective.................................................6
CONCLUSION...................................................................................................................7
REFERENCES..................................................................................................................8

INTRODUCTION
The term marketing is delineated to set of practices which are carried out by
business association for the purpose of promoting their offerings. Likewise, digital
marketing refers to use of internet in order to reach consumers. In other words, it is
publicity of brands and their products to connect with target audience via internet or
other digital communication forms (Chaffey and Smith, 2017).
The portfolio is prepared in two part wherein Part One covers explanation about
marketing, marketing mix, digital marketing, social media marketing and ways in which
social media as well as digital marketing are significant to contemporary businesses. On
other hand, Part two includes presentation of two examples related to social media
content, screenshots of effective campaigns together with effectiveness of social media
content.
PART 1
1. Explanation of marketing
As per Forsey (2021), marketing is defined as an action to promote as well as
sell commodities and services of the business. It is any kind of action which is executed
by staff members to attract audience towards offerings via high quality messaging.
Objective behind marketing is to investigate along with examine prospective and
potential consumers all time, sending surveys, organising focus groups, examining
shopping habits and hence forth. For example, marketing in Chiptole is carried out for
attracting wider range of consumers for achieving growth. With effective marketing,
organisational managers introduces new product line for distinct customer segments so
that all the identified objectives are attained within determined time period.
In accordance to Deepak and Jeyakumar (2019), marketing is said to a
management process that recognises, identifies, forecasts and supplies requirements of
customers in efficient and profitable manner. Within an organisation, concept of
marketing is based on management process that are responsible for meeting essential
needs of consumers promptly. For instance, marketing in Cadbury looks after forces,
factors and building position of venture for optimising benefits.
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2. Explaining what is marketing mix along with where communication mix fits
Marketing mix refers to set of tactics that marketers adopts to promote their
offering within the market along with sell them. It is concoction of marketing variables
which are utilised by enterprises for pursuing to sought out desired level of sales among
target audience. Aim of marketing mix in an organisation is to help managers in devising
marketing decisions addition to implement actions for ensuring success (Wu and Li
2018). For instance, marketing mix of Cadbury is to integrate elements in right way and
achieving success. Following is explanation of elements of marketing mix in context to
Cadbury:
Product: It refers to a commodity that is manufactured or produced for satisfying
needs and desires of a person or group. In context to Cadbury, its key products are
Dairy Milk Silk, Bubbaloo, Bournvita, Tang, Toblerone and Gems. All these have certain
lifecycle which comprises stages such as introduction, growth, maturity and decline.
Price: It is the amount which an individual is ready to pay for buying and enjoying
a product. In context to Cadbury, economy pricing strategy is used by managers in
which they take a product with low cost of production and devise price that leads to
making small profit.
Place: Within marketing mix strategy, place or distribution plays important part.
Various strategies are used by administrators to position and distribute their commodity
at a location which is accessible to customers easily. In association to Cadbury,
distribution is widespread as it have its work places across the world.
Promotion: It is about publicising product along with its characteristics to public.
Within Cadbury, promotion of each product is unique to others. Key tactics to promote
products, managers prefers for sales promotion, direct marketing, advertising and public
relations.
Communication mix is defined to all types of tools that are opted for
communicating with potential and prospective audience. Within marketing,
communication mix engrosses multiple ways through which business managers are
able to communicate with consumers. In an organisation, communication mix fits to
marketing mix in such a manner that suits needs and wants of consumers (Tong, Luo
and Xu, 2020). For instance, communication mix of Cadbury includes tools that assist in
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communicating with target population and promoting its offerings. All these are done by
using social media, direct marketing, advertising and hence forth. Moreover, events
organised by the company to communicate about the brand as well as its products
consider all elements of marketing mix.
3. Explanation of digital marketing
In accordance to Andrus (2020), digital marketing is defined as any online
marketing assets or efforts taken by administrators of organisation for introducing
people to business and convincing them for making purchase decision. In other words,
it is any form of marketing method demeanour by electronic device. For example,
marketers of Chiptole uses social media marketing which is a strong way to reach
prospects together with customers through social media platforms such as Pinterest,
Facebook, Instagram and so on.
According to Chaffey and Smith (2017) digital marketing is an umbrella term
which engrosses variants of marketing strategies. It assist enterprises to garnet new
traffic and sales through reaching population that are looking towards organisational
offering. For instance, content marketing, email marketing and digital advertising are
some techniques of digital marketing that benefits a company to improve conversion
rates, promote brand in cost effective aspects and generate huge revenues.
4. Explanation of social media marketing
Social media marketing refers to usage of platforms of social media with the
hope of connecting with audience so to build brand, drive website traffic and enhance
sales. Key social media platforms that contemporary business, for example, Cadbury
uses includes LinkedIn, Facebook, Snapchat, Twitter and Pinterest.
Tuten (2020) says that social media marketing is all about making effective use
of networks associated to social media for marketing products and services of a brand.
It provides ventures with effective medium to engage with current customers as well as
reach new ones through permitting them to promote desires mission, tone addition to
culture.
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5. Explaining why digital marketing as well as social media marketing are important for
contemporary businesses
In contemporary business, digital marketing is important as it assist in reaching to
enormous audience in cost effective along with measurable manner. It lets marketers of
company to appeal to people so to expand their reach and boost sales. Moreover,
digital marketing in business such as Chiptole, aids in communicate directly with
customers of entity who see their content via website comments, reviews and others.
Besides this, it also let manager to track organisational activities and monitor those ads
and content that have watched shortly by customers prior buying,
Social media marketing is significant piece of business marketing strategy
(Grubor and Jakša, 2018). In context to Cadbury, social media marketing is important
for the contemporary business as it increase awareness among users about brand
awareness and boost product sales. Furthermore, it is important as it permits immediate
interactions addition to customer feedback. It also provides incredible advantages which
guides to reach customers in million number across the globe.
PART 2
1. Presenting two examples of social media content that have really work as well as
justification
Concept of social media content is delineated to a content that is drafted by
people or organisations for social networks comprising Twitter, Facebook or Instagram.
Content includes any kind of information along with experience which reflects towards
experience of end-user and audience. There are multiple kinds of social media content
that have actually worked in real life. Some of them are as presented with justification:
Strongly positive content: As per a research, it is found that social media
content which evokes strong emotions among people have more possibilities of
succeeding on platforms (Gillespie, 2018). Positive emotions including amusement,
laughter, etc makes an individual preferring to share. In present scenario, such kind of
social media content works successfully as these are original and actionable. Through
this social media content, contemporary businesses including Cadbury, Tieks and many
more have achieved success in enhancing their ranks, likes, comments and shares on
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essential platforms. Sharing strongly positive content is necessary for enterprise to
reach great heights of success.
UCG generated content: It is kind of social media content that involves images,
audio, videos and text which are posted through users on online platforms. It
disseminate information related to online commodities as well as companies that market
them. Especially, on platforms including Instagram, this type of content is seen as
successful as it enhances interactions and wider reach. This example of social media
content is devised via customers of company so to help managers reading them in
authentic aspects (Ivaschenko, Stolbova and Golovnin, 2019). Main responsibility in
such social media content is of customers wherein administrators of contemporary
businesses are only required to encourage creation as well as finding. The content also
encourage others to swoop and devise more for chances of calling out public.
2. Screenshots of effective campaigns in relevance to established models addition to
standards for digital marketing
Some of screenshots concerned with effective campaigns that are relevant to set
models and standards for digital marketing:
 An organisation, named as Chiptole have used strong positive content wherein
campaign is representing powerful emotions of an individual towards food item.
The entity have shared a post with hashtag defining emotions of a customer with
the hope of encouraging or stimulating others to share. For the brand, this kind of
social media content is suitable as it promotes an individual food item through
keeping surreptitious of what arise next after consumption of the food. Herein,
key standard related to digital marketing that is used by managers of Chiptole is
termed as OMCA Competencies for the objective of promoting the content.
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 Tieks have opted social media content of UGC generated content for the purpose
of promoting their footwear. In relevance to digital marketing, one of standard is
to convey strong message that is related to business objective. Within the
content, marketers have transmitted a message about production of similar kinds
of footwear for children and that of women. Caption contests, review contests as
well as story contests are wider examples of the social media content.
Professionals of Tieks have tag relevant people together with added suitable
hashtags for the purpose of enhancing exposure of content.
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3. Explanation of why social media content is effective
Social media content are effective for contemporary businesses because of
following reasons:
Building brand loyalty: It have been analysed that social media content
performs significant role on organic together with paid search. In this, click through rates
enhanced by around 50% at the time when consumers are exposed for social media
profile of brands. One of objective of all business is to develop a loyal customer base
(Jaakonmäki, Müller and Vom Brocke, 2017). Through social media content,
organisation including Chiptole and so on regularly engage with their customers along
with initiate for developing strong bond with them.
Convenience: Social media content is most seen as most convenient aspect of
advertising strategy as signing up along with creating a profile costs around nothing to
the company in all social media platforms. Moreover, any paid promotion in which
managers of company, for example, Tieks, Chiptole, Cadbury, etc decides to invest
leads to relatively low cost than other form of marketing tactics.
Better satisfaction to customers: Social media content creates voice for an
organisation that are significant to humanise business. Customers appreciates that
when they post any comments on pages, they receive personalised response despite of
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automated message. Social media content effectively provides best experiences to
each customer through helping managers to address matters via interpersonal dialogue.
Builds a brand: Social media content is effective as it provides an opportunity to
managers for enhancing visibility. In other words, social media is seen as a simple way
for getting organisational voice heard by wider audience. For Cadbury, social media
content helps in reaching together with engaging existing and potential customer
through continuing a dialogue so to become more familiar which effectively results in
building a brand.
CONCLUSION
Digital marketing assist managers to reach wider geographic consumer,
facilitating convenient conversation and achieving quantifiable outcomes. Marketing
entails development of product, researching about market, distribution commodity,
devising sales strategy, public relations addition to customer support. Digital marketing
as well as social media marketing are important as they provides incredible advantages
to entity through reaching millions of target audience worldwide. Strongly positive
content along with UCG generated content are certain examples concerned with social
media content which have really work. Social media content is more effective for
business success as it builds brand loyalty, convenient and provides better customer
satisfaction.
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REFERENCES
Books and Journals:
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Gillespie, T., 2018. Custodians of the Internet: Platforms, content moderation, and the
hidden decisions that shape social media. Yale University Press.
Grubor, A. and Jakša, O., 2018. Internet marketing as a business necessity.
Interdisciplinary Description of Complex Systems: INDECS. 16(2). pp.265-274.
Ivaschenko, A., Stolbova, A. and Golovnin, O., 2019, October. Spatial clustering based
on analysis of Big Data in digital marketing. In Russian Conference on Artificial
Intelligence (pp. 335-347). Springer, Cham.
Jaakonmäki, R., Müller, O. and Vom Brocke, J., 2017, January. The impact of content,
context, and creator on user engagement in social media marketing.
In Proceedings of the 50th Hawaii international conference on system sciences.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of
the Academy of Marketing Science. 48(1). pp.64-78.
Tuten, T. L., 2020. Social media marketing. Sage.
Wu, Y. L. and Li, E. Y., 2018. Marketing mix, customer value, and customer loyalty in
social commerce: A stimulus-organism-response perspective. Internet
Research.
Online:
Forsey. C. 2021. What is Marketing and What's its purpose. [Online]. Available through:
<https://blog.hubspot.com/marketing/what-is-marketing>
Andrus. A. 2020. What is Digital Marketing and How Do I Get Started. [Online].
Available through: <https://www.disruptiveadvertising.com/marketing/digital-
marketing/>
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