Digital Marketing and Social Media Marketing: A Comprehensive Analysis

This document provides a comprehensive analysis of digital marketing and social media marketing. It explores the concepts of marketing, marketing mix, and the role of communication mix in marketing. The document also discusses the importance of digital marketing and social media marketing in contemporary business, along with examples of effective social media content and successful campaigns. It highlights the reasons for the effectiveness of social media content and its impact on brand recognition, customer satisfaction, and cost-effective marketing strategies.

BMP3006 PRACTICAL
DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART- 1...........................................................................................................................................1
Marketing.....................................................................................................................................1
Marketing Mix.............................................................................................................................1
Digital Marketing.........................................................................................................................2
Social Media Marketing...............................................................................................................2
Importance of digital marketing and social media marketing to contemporary business............3
PART- 2...........................................................................................................................................3
Examples of social media contents..............................................................................................3
Screenshots of effective campaign by established model............................................................4
Reason of effectiveness of social media content.........................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is a way to market and promote the goods and services of the company
with the help of the digitalized channels and platforms like the social media applications, internet
websites etc. The project shall be highlighting the concepts of marketing and its application in
the businesses to make it successful. Apart from that it shall also reflect the marketing mix and
how communication mix best fits in that. The report shall provide an in-depth analysis and
conceptual understanding of the digital and social media marketing. Lastly it shall be discussing
the importance of marketing that is undertaken by the use of social media and other digitalized
platforms in the contemporary business.
MAIN BODY
PART- 1
Marketing
Marketing is the function of business management which is concerned with influencing
the customers or attracting them to buy the products and services that are offered by the
company. In this the products and services of the organization are promoted to impact the
consumer buying behaviour. It can be undertaken by various methods like the personal selling,
advertisements, sales promotion and nowadays it is mostly done by using the digitalized
channels of marketing which includes through social media applications, optimized website of
the company, search engine optimization and the ads over the internet (Appel and et.al., 2020).
Marketing helps is generating brand awareness among the consumer groups and positively
publicizing such that customers are attracted in huge numbers maximizing the market share and
thereby boosting the profitability of the business.
Marketing is conducted to drive the attention of the potential target market of the
company. This can be done by celebrity endorsements, eye-catching advertisements, slogans and
social messages. This helps in gathering the maximum traffic at the offline stores or the website,
thereby generating revenues and future growth prospects for the company. Also, it shall help in
deriving competitive advantage among the competitors in the industry.
Marketing Mix
Marketing mix are the set of tools that are used by the company in order to meet the
objectives of the business within the target market. It includes various dimensions like the
product, price, place, promotion, people, processes and physical evidence (Chaffey and Smith,
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2017). The first 4P's are applicable for a manufacturing industry and the complete arrangement
of the 7P's is for the service based industry. It shows the various areas that are to be focused
upon in the formulation of the comprehensive marketing plans and strategies. The strategic
decision-making in context of marketing of the products and services are done by involving the
wider dimensions. The product is focused upon characteristics of the goods that are offered, price
shows the pricing policy that the company is using to establish its brand in the market. It can be
market penetration to widen the market share or premium pricing strategy which focuses on the
selected target market. The place shows its presence of over the geographical region and
promotional tools that are used in the process of marketing.
The communication mix in the marketing mix fits under the promotions where
advertising, personal selling, sales promotion and publicity are involved. This leads to the
formal, informal, direct or indirect communication with the customers which facilitates the
process of influencing the decision of the customers.
Digital Marketing
Digital marketing is a form of marketing where the promotion of the goods and services
are done by using the various digitalized channels and platforms like search engine optimization,
social media applications, optimized website of the company, mobile applications etc. This is
undertaken by the use of internet and other digital technologies like mobiles, computer etc. This
shall help in generating traffic over the website of the company and shall boost the sales for the
products of the company. Since, nowadays the digital technologies are in trend and the recent
generations are very much tech- friendly so this form of marketing is convenient as well as
profitable for the company (Eckhardt and et.al., 2019). Also, it has the benefit of reaching large
customer groups in real time which efficiently generates brand awareness and reputation.
Digital marketing is frequently used by the companies these days to assume the benefit of
diverse channels that are available for marketing. It can be used to publish the right content and
information over the websites such that the company can easily buy and sell the products of the
company. It helps in the placing of orders online, making payment and provide feedbacks which
shall be taken into consideration by the company.
Social Media Marketing
Social media marketing is a technique to promote the goods and services digitally using
the various social media apps like Facebook, Instagram, whatsapp, snap chat and twitter (Thabit
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and Raewf, 2018). The customers have their accounts over these channels where the ads and
content of the company's product are displayed. This helps in generating information of the
brand. It is a powerful marketing tool which is used to by the company to facilitate the audience
engagement. The social media marketing is used for the branding and marketing of goods
through the available social networks. The major advantage that it poses is the wide coverage
that it offers by indulging huge customer groups and generative competitive edge over the other
competitors.
Importance of digital marketing and social media marketing to contemporary business
The marketing done with the use of various digital devices and the social media channels
is trending these days and is contributing much in the performance and profitability of the
business. There are certain significance that these tools of marketing impose on the
contemporary business like they are cost effective in the terms that a single ad shall cover large
customer groups and attract them towards the company (Pomering, 2017). It is effective in
customer engagement and maintaining their loyalty for the company. This happens with the help
of attractive designs, content, ideas and innovation. It helps in providing the feedbacks, reviews
and comments which help in sooner improvisations and customer satisfaction. Lastly it is useful
in generating competitive advantage over different competitors in the industry.
PART- 2
Examples of social media contents
The contents that are placed on the social media sites are very effective in attracting the
existing customers and the new potential customers. This is undertaken by depicting the content
in the most fancy and eye-catching manner. This can be done in the following manner:-
 The first is the live video which can be over the social media sites. This can be helpful in
displaying the products effectively and also see the response related to the products.
Based on that the improvisations can also be done and accordingly the new change can be
introduced by the company (Kannan, 2017). A large target market can be captured and
draw their attention towards the products and services that are offered by the company.
 Influenecers is another latest example which helps brand to promote their products in
order to generate good revenue along with keep engaging with customers. Further,
through influence marketing, company provide complete details of new product with an
aim to increase awareness among people regarding specific product. Along with this, it
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assists to increase traffic towards site and help to generate revenue as well (Leonardi,
2017). With the help of such marketing in social media, company endorse new talented
people which encourage individuals to buy the product because of high amount of trust
that influencer built. The people who endorse in this marketing programs assists to
increase the traffic and also enhanced the sales as well.
Screenshots of effective campaign by established model
Rosie Clayton's Instagram feed is filled with colourful dresses against colourful walls.
Due to her popularity on social media, companies wants with her and then fitting them into her
aesthetic. This in turn reflected that due to innovative content, design it attracts range of
customers. Also, this campaign is linked with First-touch attribution model in which company
detect the first touch of customer and then create leads which in turn provides opportunity that
helps to getting close with customers. Hence, this advertisement comply with some standards of
digital marketing in which it makes sure that the content do not harm anyone's culture which in
turn leads to controversy (Lou and Yuan, 2019).
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The BuzzFeed's Tasty conduct a campaign in Facebook with an outline trendy recipes
within 2 minutes. After 15 months of its campaign, the company launch around 2000 videos
which helps to boost the brand image at international level. As a result, the video is reach around
500 million users monthly and 100 million Facebook fans. It is work because it reminds people
about the food, their childhood, comfort food. Also, the content is tailor made for that platform
and due to range of comments, it got higher attention as well. This advertisement is work on the
basis of Linear attribution model that helps to credit all touchpoint which led to lead converting.
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Similarly, company also prioritize the touchpoint and identify that offering range of video will
help to draw attention towards it and minimize the error.
Reason of effectiveness of social media content
There are many reasons to use effective social media content and some of them are as
mentioned below:
Increase brand recognition: One of the biggest advantage of using effective social media
content is such that it provide an opportunity to increase brand's visibility (4 Reasons social
media is effective, 2021). Also, it is an effective platform that assist to reach and engage new
customers and it is possible when company use accurate content.
Convenience: It helps to convert the people into customers because building an effective
social media presence assist to reach out and create positive interactions. Therefore, to provide
richer experience, it is necessary to have an effective and reliable content that assists to generate
revenue as well.
Customer satisfaction and loyalty: It is the only way that helps company to reach at
wider range of audience. It is so because through effective content on any platforms, company
attracts or draw attention of customers towards it. Therefore, it can be stated that through
effective content, company enhanced the customer satisfaction and loyalty towards a business.
Cost effective strategy: It is considered one of the most cost effective method that can be
used by any organization because it keeps track the customers and provide valid information by
company (Gillespie, 2018). Further, it also helps to save time and money, also in return it
provides good return as well. Therefore, top companies like Burger King, McDonald's, Tesco
uses invest upon social media platform with an aim to get high customer base and greater return
as well.
CONCLUSION
It can be summarized from the above project that marketing is one of the major functions
of management and must be applied by strategically planning for it and using the right tools and
techniques so that larger customer base can be targeted and attracted by the company. Marketing
mix aims at promoting the goods and services such that the target market is captured and the
objectives of the business are fulfilled. Digital marketing and social media marketing are
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essential for the businesses nowadays and is imposing significant benefit to the companies in
terms of generating performance, boosting the profitability by capturing the larger market share.
Social media networks are the famous channels through which the companies market their
products and services efficiently and effectively.
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REFERENCES
Books and Journals
Appel, G. and et.al., 2020. The future of social media in marketing. Journal of the Academy of
Marketing Science. 48(1). pp.79-95.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Eckhardt, G. M. and et.al., 2019. Marketing in the sharing economy. Journal of
Marketing. 83(5). pp.5-27.
Gillespie, T., 2018. Custodians of the Internet: Platforms, content moderation, and the hidden
decisions that shape social media. Yale University Press.
Iankova, S. and et.al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Leonardi, P. M., 2017. The social media revolution: Sharing and learning in the age of leaky
knowledge. Information and Organization. 27(1). pp.47-59.
Li, F., Larimo, J. and Leonidou, L. C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Lou, C. and Yuan, S., 2019. Influencer marketing: how message value and credibility affect
consumer trust of branded content on social media. Journal of Interactive Advertising.
19(1). pp.58-73.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal (AMJ). 25(2). pp.157-165.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Online
4 Reasons social media is effective. 2021. [Online]. Available through:
<https://www.socialmediatoday.com/content/4-reasons-social-media-effective>.
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