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

This report discusses the role of digital marketing and social media marketing in contemporary businesses, with a focus on theory and examples. It explores the importance of digital marketing, the marketing mix, and social media marketing strategies. Examples from Burberry, Dove, and L'Oreal Paris are provided to illustrate effective social media content. The report also discusses established models and standards for digital marketing.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
1

Contents
Contents
Introduction .......................................................................................................................3
Part 1 ..............................................................................................................................3
Explanation of marketing .................................................................................................3
An explanation of what the marketing mix is and where the communications mix fits 3
An explanation digital marketing ......................................................................................4
An explanation of social media marketing .........................................................................4
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses .....................................................................................................5
Part 2 .........................................................................................................................................6
Two examples of social media content that really work and justification of why they work
................................................................................................................................................6
Screen shots of effective campaigns with reference to established models and standards
for digital marketing ...........................................................................................................6
Why social media content is effective? .............................................................................7
Conclusion ..........................................................................................................................7
References ..........................................................................................................................9
Introduction
Digital marketing is an important component that every organisation can adopt in order to
promote its offerings into market within shorter time period. It includes social media platform, TV
advertisement, internet paid promotion etc. It makes easy for organisations to spread awareness
about new products having attractive features which helps in gaining new customers as well as
2

retain loyal ones. The present assignment report is based on Burberry which is UK based
organisation offering wide range of products such as Clothing, footwear, fragrances and many
more. The report discusses the role of digital marketing for improving performances of
contemporary businesses. For this, marketing mix and communication mix has been discussed
under this report along with taking examples for the same.
Part 1
Explanation of marketing
Marketing is defined as an activity of communicating information about different aspects to
the clients and receive feedbacks at the same time so as to identify their actual perceptions
and preferences towards company’s offerings. The main motive of marketing is to influence
buying behaviour of customers in favour of brands by creating interest among them by using
different promotional tools such as social media, internet, TV advertisement etc. It makes
easy for an organisation to get attention of customers which indirectly increases sales and
revenues for longer term (Allcott and Gentzkow, 2017). In the context of Burberry, the
company has its own Burberry app, and using data and analytics to help the brand thrive in
the new digital ecosystem.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix refers to tactics or actions which are undertaken by an organisation to update
its current offerings by analysing its product, price, place, promotion and other elements.
Whereas communication defined as a procedure by which customers can communicate with
their customers through different methods such as personal selling, direct marketing, public
relation etc. In the context of Burberry, here is the marketing mix:
Product: The products are the tangible items which the company has to offer to its targeted
market. Burberry has the products like clothes, accessories, perfumes and shoes to get offer to
the customers.
Price: It refers to the price which the company set for the products. As the Burberry is a
luxury brand in which the prices for the products are quite high than average (Anderson and
Jiang, 2018).
Promotion: The Company uses various sources for promoting its products. Majority of
source includes Digital marketing where the company performs promotion about their offers,
discounts, and new arrivals and so on.
Place: This brand is at both online as well as offline platform. They place their products at
both these places so that the customers can choose their suitable options.
Physical Evidence: Physical Evidence includes the physical environment which a customer
interacts with the brand. The physical evidence in Burberry Company is the layouts, the store
designs, the employees with whom the customers interact with and so on.
People: It refers to the employees who are working with organization. It has been noticed and
observed that the company puts major focus upon their employees and their aim in their
3

career. Also the organization is very careful about the dressing and behaviour of employees
with customers. They should be well behave and presentable before them.
Process: It refers to the ways in which organization delivers its product to customers (Bala
and Verma, 2018). In online purchase the company has to deliver their products to the stated
address and in the store shopping the customer can physical excess to the store and take the
product at very moment.
An explanation digital marketing
Digital marketing is a marketing and advertising activity in which the organization
educates the customers about their product offerings to their targeted customers at digital
platform. There are various platforms which are available in digital marketing some of them
includes Facebook, Instagram, twitter, company’s own websites and much more. This type of
marketing is very much around now a day as it enables the organization to target huge masses
of people at a single time. When compared with other methods for marketing and promotions
it is consumes less cost and shows more results to the organization (Chaffey and Smith,
2017).
An explanation of social media marketing
Social media marketing refers to the marketing approach in which the organization
interacts with the audience at the various social platforms. At these media sources they
answer the query of their customers or followers and regularly come with various ways in
which they can build bond with their followers. The social media marketing includes the
activities like posting the attractive picture or post about the organization and its products,
good content writings, interacting and engaging with the followers and performs various
social media promotional advertisements. Every company or organization is engaging with
this type of marketing through this they gets to be in direct tough with followers or targeted
market. There are various tools available to the organizations to make the best use of social
media marketing. One of the great tool is buffer (Kingsnorth, 2019). It is a platform which
helps the organisation in developing a strong digital platform which helps in its growth,
increase of sales and brand image.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Reaching people: Now a day most of people spend their time in communicating or
browsing through the digital platform. So the best way to grab the attention of audience or the
4

targeted people is to make the promotions and advertising activities at the digital platform.
Through this the organization would able to grab the eye of the audiences. As most of the
work is now performed through internet people majorly reach there. The planning of the
organization is to market the product at the place where the customer reaches at most and that
place or platform is clearly social media platforms.
Every organization is now doing it: It has been noticed that now every other
organization market their product through the use of digital marketing. In that with the help
of proper SEO, account creations, paid advertisements and through other methods they try to
gain popularity. This could be the main reason for using digital marketing as every other
organization is using it in marketing activities. These activities now are has become necessary
for the organization to execute (Low and et al., 2020). As in the case with Burberry Company
they were first only establish at offline platforms like physical stores but due to increase in
the digital trends in digital marketing they now also have establish themselves at online
platforms.
Competing into market: The digital marketing is the best method for competing with
the large organizations. Any business with the right usage of digital marketing method can
reach to major big leads with the same tools and methods which these larger organizations
are using. As in the case with Burberry Company they now through the wider digital
marketing tools can reach to those population also who did not know about their brand and its
offerings.
Building relationships: The social media marketing enables the organization in
building the relationship with their followers. At these social platforms they can interact with
them by answering or replying to their comments or questions (Saura and et al., 2017). Such
relationship creates goodwill and brand image for the company like Burberry.
Increases traffic: Through posting the pictures about the organization and its
products with catching content writing can help them in increasing their followers. Through
posting the pictures about the organization and its products with catching content writing can
help them in increasing their followers which also results in increase in traffic on their sites or
account.
Part 2
Two examples of social media content that really work and
justification of why they work
The two of the social media content are Dove and L’Oreal Paris.
Dove is a company which has engaged in business of FMCG. It produces the products
like shampoo, conditioners, soaps, body wash, and deodorants and so on. The Social media
marketing for this company is very rare and strong. Dove Company has managed to be at top
position in the market by showing a simple soap test on social media. In that test the
Company team manage to conduct a test among some women and ask them to use dove soap
at one side of face and any other soap at other side of their face. Through such test the women
herself get to know the difference and the better product between the two soaps. This
particular test has helped the company in gaining the confidence of majority of women. Also
the company had come up with many campaigns for empowering women with the tag lines of
“The place of women is where wants to be is” and “I am a women, hear me roar”. Such
5

campaigns were held at huge masses at social media platform that a large scale of women
gets attracted to the campaigns and the products offered by the company.
L’Oreal Paris is another brand which is engaged in manufacturing of cosmetics
product. The company serves worldwide and runs its social media platform with smartness.
The company runs a strong campaign at its social media platform with the tag of “you are
worth it”. The campaign is based on empowering women. Through such campaign and tag
lines the company wants to deliver the message to all women that they have very much worth
in them and deserve all kinds of happiness and places which they have decided for
themselves in their lives. The company has build up their social marketing in such a way that
they generated a strong brand image which no other cosmetic company could have, they have
also gained the confidence through regular interactions with their followers and also by
posting the catchy pictures and contents at the same platforms.
Screen shots of effective campaigns with reference to established
models and standards for digital marketing
There are many types of models available in digital marketing, some of them includes:
Race planning: This is the most common model used by organization in digital marketing.
In such model the activities for digital marketing are planned according to sales which
company is making. The model has the various stages and according to that they are suppose
to make their plans about digital marketing activities. These stages are: engage, convert, act,
reach and plan.
4 C’s for marketing communication: Here in this model the 4 C’s are customers,
Communication, cost and convenience. Any organization which is planning for making
digital marketing activities should consider all these points. Considering all these C’s can
help in making the plan effective and workable for the organization. The plan must consider
the associated cost. The cost should be such which an organization can afford.
Communication is the process of transferring the message to the other parties. The
communication or message form by the organization should be clear, understandable and
catchy for the viewers. Customers are the people upon whom the company has planned to
target and convenience refers to the easy transport through which the message would get send
to the customers (Yoga, Korry and Yulianti, 2019).
Dove beauty Campaign about women empowering.
6

Why social media content is effective?
Social media content is effective because:
Huge opportunity: The social media advertising is a huge opportunity for the organization
to reach to the maximum number of people at a time. The major merit for the same can be
that a large number of people can get target with much low costs when compared with other
sources of marketing or advertising. It provides the opportunity to target the major leads for
the organization.
Saves money: Performing the social media marketing saves cost to a great extend for an
organization. When the marketing activities are compared with one another on the basis of
cost, the social media platform would be that activities which can incur the lesser cost for any
organization.
Receiving the results: Through social media advertising, an organization can receive the
results about how much the customers or targeted market has got attract to them. If the
activities are performed at large scale then surly the large scale of customers would be
attracted towards the company and visa- a- versa.
Conclusion
From the report presented above, the importance and role of digital marketing and social
media marketing has been discussed. Both these activities play a major role in attracting the
customers or targeted audience as more number of people spend majority of their spare time
at social media platforms. Through these the organization gets many advantage like lost
savings, targets more number of people, reached to the right percentage of people and much
more.
7

8

References
Allcott, H. and Gentzkow, M., 2017. Social media and fake news in the 2016
election. Journal of economic perspectives. 31(2). pp.211-36.
Anderson, M. and Jiang, J., 2018. Teens’ social media habits and experiences. Pew Research
Center, 28.
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.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Low, S., and et al., 2020. Smart digital marketing capabilities for sustainable property
development: A case of Malaysia.Sustainability. 12(13). p.5402.
Saura, J. R., and et al., 2017. Understanding the digital marketing environment with KPIs
and web analytics. Future Internet. 9(4). p.76.
Yoga, I. M. S., Korry, N. P. D. P. and Yulianti, N. M. D. R., 2019. Information technology
adoption on digital marketing communication channel. International journal of
social sciences and humanities. 3(2). pp.95-104.
9