Digital Marketing and Social Media Marketing

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