Digital Marketing: A Revolution in Marketing Operations

This report explores the impact of digital marketing on business operations, focusing on the case of Vodafone. It discusses the concept of marketing, the marketing mix and communication mix, and the role of digital marketing and social media marketing. It also provides examples of effective social media content and campaigns, and explains why social media content is considered effective. The report concludes with the importance of digital marketing and its role in expanding business operations.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1 ...........................................................................................................................................3
Marketing ...................................................................................................................................3
Marketing Mix and Communication Mix ..................................................................................3
Digital Marketing........................................................................................................................4
Social Media Marketing .............................................................................................................5
Importance of Digital Marketing and Social Media Marketing .................................................5
PART 2............................................................................................................................................5
Two examples of social media contents that really work and justification for why they work .5
An explanation of effective campaigns with reference to established model and standard of
Digital Marketing........................................................................................................................6
An explanation of why Social Media Content is considered effective ......................................7
CONCLUSION................................................................................................................................8
REFRENCES...................................................................................................................................9
Books and Journal.......................................................................................................................9

INTRODUCTION
Digital Marketing is redefining the marketing operations of business organisations around the
world. It is an effective tool utilised by various business enterprises these days in order to
promote and boost the sale their products and services in the market. Companies are also
resorting to social media marketing in order to attract more consumers towards their brands and
offerings. Social Media Marketing is also allowing the companies to create brand awareness and
to maintain a good image about their brand in the market(Chaffey, 2019) .This report involves a
brief analysis about the Digital marketing operations of Vodafone. Vodafone is a UK based
organisation carrying out its business operations in telecommunication industry.
PART 1
Marketing
Marketing can be defined as a prominent function of management that involves creating demand
for the goods and services offered by the organisation. It involves promoting the offerings of the
organisation in the target market in order to increase the sale of the existing products and
services and to facilitate the profit generation of the organisation. In order to respond to the
market uncertainties and risks, it very necessary for organisations to have an effective marketing
plan.
Marketing is a very wide concept as it involves numerous elements and components within it. It
can be considered one of the most crucial parts of an organisational system as it helps the
organisation in effective utilization of its resources (Saura, , 2020). It also assist the company in
entering new and emerging markets in order to expand its line of operations.
Marketing Mix and Communication Mix
Marketing mix can be termed as one of the tools that involves seven elements which facilitates in
encouraging the sales of the products and services in the market environment. It is a very
prominent part of marketing as it helps the company to enhance its current marketing operations.
Communication mix is method of encouraging the promotion of the goods and services offered
by a specific organisation among the target consumers of the company. Vodafone's marketing
mix elements are listed below :-
Product : Vodafone is a consumer oriented organisation and is trying to provide best quality
services its consumers by enhancing its current services by appointing various technological

advancements such 5G. It has also introduced new features in its broadband network as well.
This has helped the company to engage wider consumer base and market their services to the
same.
Price : In order to cope up with the competition and to respond to the same, Vodafone has
adopted competitive pricing method wherein the organisation sets and adjusts its price according
to the price selected by the rival company in order to gain competitive edge in market.
Place : The company is catering to its consumers from all around the world. The company
provides its services through various independent retail chains and customer care stores.
Vodafone has expanded its operations to various countries which has also helped the company to
acquire a good market share in its respective industry(Todor, 2016).
Promotion : Promotion is one element of Marketing mix which is in alignment with
communication mix. It involves popularising the offerings of the organisation among the target
consumers in order to capture and attract large consumer base in the marketplace. Vodafone
capitalises on digital marketing and other promotional tactics and techniques in its promotional
antics.
Process : Vodafone involves an online procedure wherein the customers can drop their request in
order to avail the services offered by the company. The company takes action on the same and
caters its services to the consumers.
People :The company has an incredible sales workforce which is very effective in catering to the
customers in the organisation. The employees working in Vodafone are very much trained in
their respective profiles in order to provide premium services and cater to the needs of their
customers.
Physical Evidence : SIM cards of the company are considered as the physical evidence. The
company also provides various vouchers to its consumers as well.
Digital Marketing
Digital marketing is one of most popular and emerging trends in the current market scenario. It is
a budding medium through which organisations can increase their consumer reach. Digital
marketing also facilitates in brand development of the organisation.
In case of Vodafone, Digital marketing has helped the organisation to precise its segmentation,
targeting and positioning strategies. The company is utilizing digital marketing in order to
increase their current market share in the business and to create service awareness among its

potential consumers. Digital Marketing is helping the organisation in enhancing its customer
engagement as customers are now able to voice out their feedbacks and reviews directly to the
company and the company can take immediate action on the same. Digital marketing has opened
the doors for optimization of various opportunities available in the current market environment.
Social Media Marketing
It can be termed as a process which involves publicising and advertising the products offered by
a specific company on social media platform in order to promote the products and services and
enhance the consumer attraction and engagement of the same.
Social Media is an influential platform used by Vodafone as it has the ability to reach to larger
audience and make an impact over them. Instagram, LinkedIn, Facebook, Twitter, YouTube etc.
are some of the examples of Social media platforms that are utilized Vodafone in order to
increase its market reach.
Importance of Digital Marketing and Social Media Marketing
 Vodafone can expand its business operations through effective utilization of Digital as
well as Social Media marketing.
 These platforms will help the company to connect with their potential consumers at a
personal level (KYC) and will also enhance the consumer loyalty of the same.
 It is less expensive in comparison to other advertising platform. Hence, it will help the
company to reduce its cost expenditure.
 It will help the company to generate more leads in their organization and to partner with
great influential individuals in order to reach more target consumers.
PART 2
Two examples of social media contents that really work and justification for why they work
Media Sharing Networks : This is one medium through which allows individuals to share their
audio ,videos,pictures etc. with other individuals. Consumers can gather relevant information
about the companies through this platform(Kannan, 2017).Various business organisation can also
utilise the same in order to educate the consumers about the vision and mission of the
organisation and the services provides by the same, Vodafone also capitalise these mediums in
order to develop the brand in the market and achieve target results. Media sharing networks

initiates and encourages creativity of the companies as they get a chance to showcase their
innovation and creative side to their target consumers in order to seek the attention of the same.
Blogs and Articles : Blogs and Articles can be refereed to as a type of social media content
which is one of the most appreciated content on online platforms (De Pelsmacker, Van Tilburg
and Holthof, 2018 )Vodafone can capitalise on articles and blogging as there is a segment of
consumers that rely on these contents in order to gain perceptive about the company. Articles
and Blog content help the organisation to build a reputed image as well as increase the credibility
and productivity of the company.
An explanation of effective campaigns with reference to established model and standard of
Digital Marketing
Many organisations engage in carrying out effective campaigns in order to endorse their products
and services on online platforms(Kim, Kang and Lee, 2019). Digital marketing has paved the
way for numerous business enterprises to enhance their current operations in the potential
market. Some good examples of companies that has been able to enhance their current market
value by investing in various campaigns on Digital Medium are listed below :-
Example of Apple : Apple's digital marketing campaign is considered to be one of the most
influential campaigns ever. The company has a very strong consumer retention, all thanks to the
marketing campaign of the company. Apple puts in a lot of effort in its advertisement campaigns
by introducing new and improved features every year. The campaigns led by the company has
proved to create a good impact in the market and that is one of the reasons why it is one of the
favourite brands of quality conscious consumers.

Example of Audi : When Audi decided to introduce its Artificial Intelligence Tech advancement
in the auto mobile industry, it resorted to innovative campaigns on social media s well as
advertisements (Patrutiu-Baltes, 2016).Audi launched an AV in theatres in order to seek attention
of Movie goers and to capitalise on the same. It also launched an innovative short video in order
to promote Artificial Intelligence in its target market. The advertisement campaign started by
Audi started trending on social Media Platforms and was successful in grabbing limelight in the
market and it also led to increased brand awareness in the target market.
An explanation of why Social Media Content is considered effective
In the recent times, the content uploaded on social media has the ability to reach globally. The
content generated on social media is considered as vital and prominent source of information by
its various users. Numerous individuals resort to the content available on social media in order to
derive effective information from the same.
1. Social Media Content is considered to be the most effective content of current times
because the content's access is not limited any more and the audience reach of the content
has also increased due to optimum utilisation of social media.
2. The content generated on social media is cost efficient and is more affordable in
comparison to other forms of promotional and advertisement techniques.

3. Nowadays, every individual has an account on social media, hence it very easy for the
companies to capture the consumers by publishing great content about the organisation.
4. On social media, there is always a possibility of a content going viral and influencing
various individuals. This may help a company to boost its current set of operations.
5. Social Media Content helps the organisations to eliminate unnecessary traffic at their site
and they can cater to the ones that is genuinely interested or looking forward to the
products and services offered by the company (Girchenko, and Ovsiannikova, 2016).A
good social media content can help the company to arise the interest of its consumers and
to acquire the attention of the same.
6. Search engine optimization is one of the tools available on social media platforms that
can be utilised by consumers to search the relevant content they are in interested in and
want to invest their time in. In simple words, this tool can be used to lay emphasis on
preferences of target consumers and to satisfy the same. This also helps the organisation
to boost its current sales and to enhance the same in the future as well.
CONCLUSION
Overall, it can be concluded that digital marketing has led to a marketing revolution across the
globe. Companies have become more focused towards effective marketing of their products and
services and are ready to invest huge amount of money for the same (Deiss and Henneberry,
2020). It is a medium that has the ability to generate higher revenues for the particular business
organisation investing in it. The platform is considered to be one of the most productive and
efficient one as it helps the companies to maintain wider network. Vodafone is a company that
also believes in promoting its services through digital platforms in order to connect with
potential consumers from all around the world and interact with then which in turn will help the
company to boost its sales operation within the market environment.

REFRENCES
Books and Journal
Chaffey, 2019.Digital marketing. Pearson UK.
Saura, 2020. Using Data Sciences in Digital Marketing: Framework, methods, and performance
metrics.Journal of Innovation & Knowledge.
Todor, 2016. Blending traditional and digital marketing.Bulletin of the Transilvania University
of Brasov. Economic Sciences. Series V. 9(1). p.51.
Kannan, 2017. Digital marketing: A framework, review and research agenda.International
Journal of Research in Marketing. 34(1). pp.22-45.
De Pelsmacker, Van Tilburg and Holthof, 2018. Digital marketing strategies, online reviews and
hotel performance.International Journal of Hospitality Management. 72. pp.47-55.
Patrutiu-Baltes,2016. Inbound Marketing-the most important digital marketing strategy.Bulletin
of the Transilvania University of Brasov. Economic Sciences. Series V. 9(2). p.61.
Girchenko, and Ovsiannikova, 2016. Digital Marketing and its Role in the Modern Business
Processes.European Cooperation. 11(18). pp.24-33.
Kim, Kang, and Lee, 2019. Evolution of digital marketing communication: Bibliometric analysis
and network visualization from key articles.Journal of Business Research.
Deiss and Henneberry, 2020.Digital marketing for dummies. John Wiley & Sons.