Digital Marketing and Social Media Marketing

This document provides an overview of digital marketing and social media marketing. It explains the concepts of marketing, marketing mix, and communication mix. It also discusses the importance of digital marketing and social media marketing in contemporary business and provides examples of social media content. The document concludes with an explanation of the effectiveness of social media content in enhancing brand recognition.

Digital marketing
and social media
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
Part1: ...............................................................................................................................................3
Concept of marketing .................................................................................................................3
Concept of marketing mix and communication mix...................................................................3
Concept of digital marketing:......................................................................................................4
Explantation of importance of digital marketing and social media marketing in contemporary
business:......................................................................................................................................5
PART 2............................................................................................................................................6
Examples of social media content and it importance in organisational working........................6
Screen shot of effective campaign with established model for digital marketing......................7
Explanation on effectiveness of social media content..............................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is referred as a activity and process for creating, communicating and
exchanging various offers that have value for the customers, clients and partners.
Basically marketing refers as the activity that is undertaken by the every organisation to
in order to promote their products and services. It includes advertisements, digital and
social marketing. Digital marketing is referred as the advertising of the products through
various digital channels such as social media channels, emails and from mobile
applications. By using these digital channels companies are able to reach their products
to their customers. In this report chosen organization is Tesco which is established in
the 1919 by the Jack Cohen. Tesco is a British multinational groceries and general
merchandise retailer organisation, headquarter is situated in the England, London. It
serves their 7,005 stores across the world. In this report aspects of marketing,
marketing mix and digital marketing is being mentioned.
Part1:
Concept of marketing
Marketing: Marketing is considered as a process that facilitates the organisation
in process of getting potential customers who are interested in its the products and
services. Marketing includes various researches, promotions, selling and distributing
products and services to customers(Caliandro, 2018). The process is related to the
analyse market and customer behaviours to attract them for purchase product, acquire
and retain them with the organisation by satisfying their all needs and wants by
providing quality products and services.
Concept of marketing mix and communication mix
Marketing Mix: Marketing mix is referred as the set of actions that are used by
the organization to promote its product as well as brand in the prospect market place. In
the marketing mix various aspects are included that are product, price, place and
promotions(Chaffey, and Smith, 2017). In order to achieve organisational goals and
objectives it is important to apply these elements in business activities. It includes
several components that are discussed below:

Product: Products are the first and important element of the marketing mix.
Products are the things that have value and able to satisfy all needs and demands of
customers. Tesco produce the variety of products according the requirement of
customers.
Price: Price is the value of product that is gain by the organisation due to
exchange of products(Duffy, and Schwartz, 2018). Various strategies are applied and
researches are being conducted to set the appropriate price of products.
Place: Place is referred as the respective location that is used to distribute the
products. For the success of Tesco, the organisation use appropriate distribution
channels to provide products to its customers with convenience.
Promotion: Promotions are the most effective element of the marketing mix. It
includes promoting and advertising products and services by using various marketing
tools and techniques. Tesco use digital and social marketing channels to attract
potential customers toward the brand.
Communication mix is referred s the tool that is used by the organization to
communicate with potential customers. Tesco use various communication channels
such as advertising, social media, websites and direct marketing. It facilitates the
organization to flow necessary information to its customers regarding the products and
services.
Concept of digital marketing:
The concept of digital marketing is defined as the process by which all marketing
activities are being done through electronically. Organisation use various digital
marketing platforms such as e-mails, television, social media channels to promote their
products and services and attract and persuade customers to purchase the respective
products of organisation(Fulgoni, and Lipsman, 2017). In the current competitive market
environment every organisation use use digital marketing in order to enhance their
brand value. Digital marketing is an effective way to connect with customers and create
awareness of product among market.
Concept of social media marketing:
The concept of social media marketing is related to use various social media
channels that facilitate the organisation to create connection with its customers or

audiences in order to build effective brand positioning and enhance sales by attracting
customers. Social media platforms are Facebook, Instagram, you tube and twitter. With
the help of these channels organisation publish various advertisements and analyse all
current market trends(Ghotbifar,Marjani, and Ramazani,2017). It is able to enhance
brand value within respective market.
Explantation of importance of digital marketing and social media marketing in
contemporary business:
Digital and social media marketing is very important for the succession of the
business in current competitive environment. Both concepts are necessary because of
various digital marketing promotions are published on the social media channels like on
Instagram, Facebook and many more. For the contemporary business both digital as
well as social media marketing(Helal, Ozuem, and Lancaster, 2018). These channels
are able to boost the sales of business by attracting and persuade customers and help it
to achieve all defined goals and objectives in most efficient manner.
As contemporary business conduct it activities in the regular changing and
competitive environment so it becomes essential for it to adopt unique way to approach
their customers. These types of business adopt both marketing concepts
simultaneously that ease it to provide various competitive advantages and attract
customers effectively. The organisation can enhance its brand value, awareness among
customers and also increase the sales as well as revenue. Social media also able to
provide information about the respective customers so all strategies are formulated
accordingly.
In contemporary business, social media as well as digital marketing plays vital
role in development of business. It also provide customer data in significant manner.
These social media and digital marketing is important for business in various aspects
that are discussed below:
Increase customer reachability: These digital and social marketing platforms
facilitates the organisation to reach potential customers and identify their requirements.
All information regarding customers and current market trends are

accessed(Ištvanić,Crnjac Milić, and Krpić, 2017). Through advertisements on these
channels customers are attracted and influenced to purchase products.
Gather market information: By the various digital media tool data and related
informations are being collected that is used to produce products to satisfy customers
effectively. Organisation can target its potential customers and enhance profitability.
Thus these marketing channels are important for the growth of the organisation
in the current competitive market. It provides advantages to both customers as well as
organisation.
PART 2
Examples of social media content and it importance in organisational working
Social media content is described as the content that developed by the individual
person or companies in order to create social networks by the Facebook, Instagram and
twitter. These channels are facilitates the organisations to create direct interaction with
customers. In the environment where all organisations are use digital marketing to
promote there brand and respective products, social media content help the
organisation to achieve all objectives within defined period of time(Khan, Fatima. and
Matloob, 2019). In the process of social media marketing, it becomes important to focus
on the various social media content that attract the customers towards the brand and its
products. Social media content facilitates the organization, potential customers can
understand the messages of the firm effectively by the help these contents. Social
media content is important for the working of organisation in many ways that are
discussed below:
Increase the brand connection with audiences: All platforms of social media
content help the organisation in order to make effective connection with their respective
audience or customers. These social media tool facilitate the organisation by attracting
customers and influence their purchasing decisions.
Enhancing brand awareness and promote products: Social media contents
increase the brand image and spread the awareness regarding the brand among the
customers. It is helpful to promote the products and services of Tesco to attract and
persuade potential customers.

Various types of social media contents are used by the organisation in order to
create awareness among the customers regarding the brand and provide them various
information about the products and persuade them to purchase. Some of examples are
discussed below:
Infographics contents: Infographics contents is the most attractive content of
social media that includes various type of charts, graphics and images. These are very
important for the customers to understand the respective meaning as well as purpose of
content in effective manner(Krasniak, Zimmerman, and Ng, 2021). It is quite impactful
because customers can analyse and observe images and graphics then theoretical
content.
Custom GIFs: An effective GIF is more powerful than the thousands of words.
GIF help to explain difficult ideas in effective manner, it contains visual effects and also
create some factors for audiences. GIF carry variety of information and attract
customers towards the brand.
Video: Videos are the most popular way to engage customers with the
organisation (Kumar,and Nanda, 2019). Variety of content is being displayed by making
attractive videos. By these videos customers analyse all information and take
purchasing decision of product.
Screen shot of effective campaign with established model for digital marketing.
Tesco campaign: “Prices that take you back”

Sainsbury campaign “ lower regular price”
This campaign is considered as the effective tool for attracting customers
towards the product of Tesco. The main objective of this campaign is to spread
information about various groceries products and provide attractive offers on the
product and measure customers response toward them. Both Tesco as well as
Sainsbury is dealing in the groceries that conduct various market campaign in order to
know their customers base and their requirements.
RACE Model
Reach- Reach is introductory element of this model that confirms the reach of
products to the customers and identify their demands for that specific products which
organisations are offering in the current market(Lutkenhaus, Jansz, and Bouman,
2019). These campaigns are based on together various concepts and knowledges
about the perception of costumes and evaluate their buying decision.

Act- this is the second step of the digital marketing model that provides
information that respective audience are start taking interest in the campaigns and
gathering relative data of perspective organisations and their products. So their actions
are measured in this phase. Customers react according to their interest and search
about the campaigns through various online and offline modes.
Convert- In this phase of model is being analysed that how many number of
audiences react, follow as well as participated in the campaign effectively. In this step
the organisations provides various offers to them to convert their interest into actions.
By above campaigns it is analysed I was found the there are high rate of conversion
among the audiences(Mandal, and Joshi, 2017). These people start follow the online
as well as offline campaigns.
Engage: It is the last step of the model that reflects that both companies want to
retain their potential customers for the long run. As this is become the habit of many
people to eat chocolate, candies on daily bases.
From above stated campaigns, it is analysed that both discussed
campaigns were presented in effective manner with help of social media marketing &
digital marketing. Further, social media contents also used by both respective brands in
effective way in order to make a campaign successful.
Explanation on effectiveness of social media content
The concept of social media content is one of the most effective way to engage
customers with brand for long period of time. Social media content provide various
information regarding the products to customers that attracts them and persuade to
purchase goods(Olanrewaju, Hossain, Whiteside, and Mercieca, 2020). There are
various reasons that shows the effectiveness of social media contents, discussed
below:
Enhance brand recognition: Social media content enhance the brand's visibility
and recognition. It provides the effective platforms for the organisation to engage with
new and potential customers. All these efforts make positive image of the brand in the
customers mind and enhance the brand awareness in the market.
Creates good experience: Social media enable the organisation to
communicate various information to customers at fast rate. Satisfying customers add

their positive responses and feedbacks on official site of organisation that improve the
bran image of it. So these channels overall improve the experience of respective
organisation.
Measurable: Social media content is very important way to measure responses
of customer. And solve their problems if they have some. Tesco do these measurement
by use Google Analytics and Google AdWords.
CONCLUSION
As per the brief analysation of above report, It can be concluded that it is very
important for the organisation to have proper knowledge of the various marketing tools
in order to achieve all goals and objective in effective manner. Report give me all
information about the various aspects of digital marketing that are used in the
contemporary businesses. In the current competitive environment it becomes important
to reach potential customers and attract them towards the products. It is necessary to
apply these concept with proper consideration.

REFERENCES
Books and Journals
Caliandro, A., 2018. Digital methods for ethnography: Analytical concepts for
ethnographers exploring social media environments. Journal of Contemporary
Ethnography. 47(5). pp.551-578.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Duffy, B. E. and Schwartz, B., 2018. Digital “women’s work?”: Job recruitment ads and
the feminization of social media employment. New media & society. 20(8).
pp.2972-2989.
Fulgoni, G. M. and Lipsman, A., 2017. The downside of digital word of mouth and the
pursuit of media quality: How social sharing is disrupting digital advertising
models and metrics. Journal of Advertising Research. 57(2).pp.127-131.
Ghotbifar, F., Marjani, M. and Ramazani, A., 2017. Identifying and assessing the factors
affecting skill gap in digital marketing in communication industry
companies. Independent Journal of Management & Production. 8(1). pp.1-14.
Helal, G., Ozuem, W. and Lancaster, G., 2018. Social media brand perceptions of
millennials. International Journal of Retail & Distribution Management.
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environment. International journal of electrical and computer engineering
systems. 8(2.).pp.67-75.
Khan, M.A.H., Fatima, A. and Matloob, A., 2019. The effect of social media marketing in
online fashion apparel with the mediating role of fashion consciousness, brand

consciousness and value consciousness. International Journal of Recent
Innovations in Academic Research. 3(9). pp.65-83.
Krasniak, M., Zimmerman, J. and Ng, D., 2021. Social media marketing all-in-one for
dummies. John Wiley & Sons.
Kumar, V. and Nanda, P., 2019. Social media in higher education: A framework for
continuous engagement. International Journal of Information and Communication
Technology Education (IJICTE). 15(1). pp.97-108.
Lutkenhaus, R. O., Jansz, J. and Bouman, M.P., 2019. Tailoring in the digital era:
Stimulating dialogues on health topics in collaboration with social media
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