Digital Marketing and Social Media Marketing: Explained and Examples

This document provides an introduction to digital marketing and social media marketing, explaining their concepts and importance to contemporary businesses. It also presents examples of effective social media content and discusses the marketing mix and communication mix. The document concludes with an overview of the standards for digital marketing. Subject: Practical Digital Marketing, Course Code: BMP3006

BMP3006
Practical Digital Marketing
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Table of Contents
INTRODUCTION..........................................................................................................3
Part 1.............................................................................................................................3
Explanation of marketing..........................................................................................3
An explanation of what the marketing mix is and where the communications mix
fits.............................................................................................................................4
An explanation of digital marketing..........................................................................5
An explanation of social media marketing................................................................5
An explanation of why Digital marketing and social media marketing are important
to contemporary businesses....................................................................................6
PART- 2........................................................................................................................7
Presenting example of social media contents that really work with justifications,
screen shots of effective campaigns & established models and standards for
digital marketing.......................................................................................................7
Why social media content is effective....................................................................11
CONCLUSION............................................................................................................11
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INTRODUCTION
Digital marketing refer to process of advertising a product or service through
varied digital platforms or channels. The current assignment will explain concept of
marketing and marketing is as well. It will define where communications mix fits and
what digital advertising is. Furthermore, the study will justify what social media
promotion is and will also define the importance of digital and social media marketing
in regard to contemporary ventures. The report will describe two examples of social
media contents that actually work and justify why. Lastly, the assignment will clarify
establishment of models and standards for overall concept and effectiveness of
social media content.
Part 1
Explanation of marketing
According to Chartered Institute marketing (CIM), marketing is defined as
effective management procedure that is accountable for determining, anticipating
and satisfying target consumers (Krizanova and et.al., 2019). This management
process is responsible to satisfy buyers requirements and needs profitably and
successfully.
Marketing is also defined as set of activities, tactics and processes that help
an company to create, communicate, deliver and exchange offers that have value for
consumers and other stakeholders such as business partners etc. It is one of the
most important and beneficial functions within a brand, as it help to increase the
productivity and profitability of many companies. It encompasses varied activities
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and practices, which in return bring several benefits for a company. Marketing
function help to increase customer base, sale and profits margin of ventures. It
supports to promote a business, good or service from national to international level.
Advertising process help in term of getting potential consumers interest towards
specific item, which they think to purchase from longer period. It assists generating
web traffic, which is quite essential for organizations to generate while operating
business within competitive venture environment.
An explanation of what the marketing mix is and where the communications mix fits
4Ps of marketing mix is one of the most effective strategic models, it helps
marketers to define their advertising options in term of product, price, place and
promotion (Ikechi, Chinenye and Chiyem, 2017). All these elements are quite
beneficial for a company as it contribute to gain the attention of consumers and
retain them for longer period.
Communication mix refer to set of approaches and tools that marketers may
use to communicate with target customers in effective manner. It includes varied
methods such as social media, direct marketing, events, campaigns, product
packaging, websites etc. that help to make direct connection between companies
and their consumers.
Communication mix concept may fits to marketing mix in varied terms. For
example, by using the key components of communication mix model within
marketing mix framework, marketers may drive the attention of consumers at
international level (Rombe, 2021). Social media is one of the best tools, which they
may use in context of products promotion or marketing. Communication mix
comprises various ways that a organization and its marketing department may utilize
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to advertise and communicate with potential buyers, which in return help to build
strong customer base.
An explanation of digital marketing
Digital marketing is the procedure of conducting online advertising attempts,
through social media, blogging, email and other methods that are quite effective and
beneficial as well (Suh and Chow, 2021). It is wide field, including attracting
consumers via email, search platforms, content marketing etc.
Digital marketing is also defined as process of promoting a brand and it's
exiting offers in market, where potential customers are seeking to purchase these for
so long.
In the business world, there are varied forms of digital marketing tactics and
tools accessible that many organizations either small or large has used in order to
reach those consumers who prefer to purchase products online and search for the
same.
Social media is one of the most common methods of digital marketing. It
provides benefits to companies in term of generating web traffic even better than last
few months or years. It gains the attention of million of people towards purchase,
because in recent time instead of shopping from bricks and mortals, individual
person prefer to buy any product online as it is time saving activity. Email marketing
is the another appropriate examples of this concept that has utilized by varied
brands.
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An explanation of social media marketing
Social media is a set of internet based communities, platforms and websites
that marketers use to interact with potential buyers, to gain their attention towards
purchase.
It is one of the most effective forms of electronic communication through
which companies create their online accounts to share key information about new
offers, services and products in term of videos, images and content.
Furthermore, social media marketing refer to utilize of social networks and
platforms to advertise a firm's services and goods. It caters brands the best way to
engage new buyers and retain existing for long (Jacobson, Gruzd and Hernández-
García, 2020).
Facebook, Instagram, Twitter and Blogging are the most common sources of
social media marketing. These tools are utilized by varied brands in the world of
business for achieving set goals and objectives in effective manner. From retain to
banking sectors each company use these platforms for commercial purpose, which
in return increase their profitability, generate revenue and maximize sales.
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses
Social media marketing is beneficial for any organization, especially
contemporary ventures, because it helps their marketing team to connect with those
people who are interested in purchase of its products/ services exchange of money.
It is one of the most effective, time saving and beneficial ways of advertising. It helps
a firm to reach at international platform, without conducting many attempts which
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they may do while using traditional marketing sources. In today's period, social
media is become one of the most significant aspects of digital marketing, as it
provide incredible and unexpected benefits to contemporary ventures in term of
permitting to reach millions of profitable buyers worldwide. It helps businesses to
connect and communicate with potential consumers and also give chance to gain
their attention. The importance of social media marketing is not limited in context of
customers but also relate to brand awareness activities of marketing departments.
Just like social media, digital advertising is also crucial for contemporary
businesses, as it give opportunity to a venture in term of directly reaching leads
interested in its products. It helps to increase the sales level even better and allow a
brand to generate more revenue than its rivals.
PART- 2
Presenting example of social media contents that really work with justifications,
screen shots of effective campaigns & established models and standards for
digital marketing
Example 1: Boohoo
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This advertisement is really work for Boohoo which is one of the top fashion
retailer which is heavily impacted due to pandemic. Therefore, to overcome from
such, company took an initiative in which it includes different hastags and post on
Instagram (social media platform) which includes PrettyLittle Things and Nasty Gal.
As a result, company's sales is increased by 45% at the end of May 2020. There are
many factors that affect the sales in positive manner such that its social media
strategy and having a large fan base following. In 2018 company also spent around
£80m on influence marketing and finally it worth it. It is one of the top post because it
is designed with creativity and also Boohoo cleverly engage its influencers with fun,
relatable and pop-culture who attract range of customers towards it. Therefore, this
social campaigns proves that it is a brand which knows who to stay relevant on
social media and raise its sales.
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Example 2: Greggs' #vegansaussageroll
Greggs is a British bakery chain who introduced its new vegan sausage roll
with innovative video on Twitter. Therefore, it is not an ad itself but an event that
followed and makes it memorable. The popularity of this advertisement is its
controversial and retweet performed by Piers Morgan who expressed irritation at the
existence of a product. There are around more than 9000retweet on this post and as
a result, it become one of the most popular product of a year. The advertisement is
work because of the content designed to promote the product in market such that an
organic retweet and no action took by Greggs reflect the power of influencer
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marketing. On the other side, a negative opinion expressed by influencer draws an
incredible amount of attention towards a brand and as a result, it is automatically
promoted. Apart from this another strength of this tweet is funny responses provided
by company to haters which also won over new audience and this shows that it is not
a good practice to take yourself too seriously on any social media platforms.
Both examples are work on the different model of demand generator of digital
marketing which is only focused upon driving online traffic and converting them into
sales through different channels in order to maximize the financial performance. In
this, Boohoo uses this model and also considered all essential aspects of the social
media marketing that helps to engage social communities towards it (Tuten, 2020).
Whereas, Greggs uses product innovator as a model of digital marketing that helps
to innovate its existing rolls in order to attract the new customers towards it. This also
assist firm to nurture new source of revenue and as a result, it helps to enhance the
value of a company as well. This shows that marketing campaigns assists company
to identify the capabilities and take actions in order to overcome its loopholes.
Establishing standard for digital marketing-
While creating and planning effective campaigns, a marketer may consider
and follow the overall standard that related to digital marketing. For example, content
that may use in campaigns should be appropriate and clear, which help customers to
understand what a firm want to present through technology based sources.
Furthermore, they need to make sponsored message distinct from editorial content
and personal options in each post and disclose any commercial connections. They
may create, design, build and then implement digital campaigns across divers of
online as well as social media channels to drive consumers acquisition, retention and
engagement in context of decision-making relate to product production.
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Why social media content is effective
Social media content is quite effective because it gives high power to
marketers in term of turning its brand into a household name and also give chance to
turn followers into fans. It is effective due to varied reasons, for example, through
social media content, a company may control consumers in term of retaining them
for longer and updating about all the new offers that a firm may create especially for
target buyers.
Furthermore, the effectiveness of social media content is presented in form of
their benefits, for instance, it helps marketers in term of saving time and reducing
cost. Marketing is quite challenging task for employees, this source make certain
things easy for them in term of promoting business etc. at international level.
It help to increase the satisfactory level of each consumer in effective and
appropriate manner, which is essential for companies in term of increasing customer
base, sales and profits margin. Influencing content that marketing department post
through social media contribute to builds great brand image in market. It is one of the
best easiest and convenience advertising approaches.
CONCLUSION
By summing up above discussion, it has been concluded that by using the key
components of social media marketing, organizations has reach at global level
where they have build strong consumer base. Furthermore, it has been identified
that by using communication mix tools in context of promotion, marketers has gained
the attention of profitable buyers. Digital and social media marketing has boosted the
growth of contemporary businesses, which is quite essential to do. Moreover, from
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above analysis, it has been summarized that social media content has attracted
people and saved time of marketers which they have spent in context of promoting
items by utilizing work of mount advertising approach.
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REFERENCES
Book and Journals
Ikechi, A., Chinenye, E.P. and Chiyem, O., 2017. Marketing Mix Concept: Blending
the Variables to Suit the Contemporary Marketers. International Academic
Journal of Management and Marketing. 9(1). pp.55-65.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing:
Who is watching the watchers?. Journal of Retailing and Consumer
Services. 53.
Krizanova, A. and et.al., 2019. The effectiveness of marketing communication and
importance of its evaluation in an online environment. Sustainability.11(24).
p.7016.
Rombe, Y., 2021. The Effect of Promotion Mix on PT. Bank Rakyat Indonesia
(Persero) Customer Decisions. Jurnal Manajemen Bisnis. 8(1). pp.23-32.
Suh, T. and Chow, T.E., 2021. Developing a digital marketing tool for ethnic
ventures' mixed business model and market-shaping: A design scientific
approach of web demographics. Industrial Marketing Management. 93.
pp.10-21.
Tuten, T. L., 2020. Social media marketing. Sage.
Online
What is Digital Marketing and their strategies? 2020. [Online]. Available Through:
<https://www.equinetacademy.com/what-is-digital-marketing/>
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