Digital Marketing in Business: Theory and Social Media Examples

This project, submitted by a student and available on Desklib, provides a comprehensive overview of digital marketing. It begins by defining marketing and the marketing mix, explaining the role of the communication mix within it. The project then defines digital and social media marketing and emphasizes their importance to contemporary businesses. The assignment also includes examples of effective social media content, such as interactive content and infographics. It explores digital marketing models and standards, including Hofackers' five phases of information processing and Lauterborn's 4Cs. Finally, the project emphasizes the effectiveness of social media content in enhancing brand awareness and developing transformative abilities, using the power of social media to reach a wider audience, engage with customers, and build customer loyalty.

Practical Digital marketing

PART 1
Explain what marketing is
Marketing is described as a company's activities aimed at raising awareness of its services and
products. In addition, marketing comprises the sale and distribution of manufactured items to
particular individuals or corporations. It also entails some form of endorsement. Furthermore,
marketing is carried out in accordance with regulations, which involve a variety of actions such
as sending thank-you emails, swiftly responding emails, playing golf with potential customers,
returning phone calls, and meeting with clients. Furthermore, marketing's most fundamental goal
is to align a product's development with the needs of customers, thereby assuring profit margins.
Furthermore, marketing's principal purpose is to produce successful sales. The purpose of
marketing is to get to know and understand your consumers so that your products and services
are a good match for them and sell themselves. Furthermore, marketing converts consumers into
clients who are interested in the company's goods and are likely to purchase it. The next phase is
to create goods and services and then market them to clients via promotional tools. These tools
supports business entity to expand their business and leads to increase the chances of business
survival and growth. (Rowles, 2019)
what do you mean by marketing mix and in which plan communication mix tends to become fits.
The marketing mix is a collection of tactics used by businesses to advertise and raise
awareness in various markets. Thus corporate entities should concentrate on the four Ps and
quickly characterise each of them as follows: It involves various features that a business
develops to meet the wants and desires of its target market. Also tends to identifying what sets
something apart from rival goods or services is crucial for effective product promotion. This is
also important for assessing whether or not other offerings should also cover in addition to this.
Price: This is accounted for as a cost incurred by the company in the procurement of machinery,
raw material, tools & equipment and a range of other goods. It's the amount a customer or
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consumer is willing to pay for a product or service. Furthermore, end consumers' perceptions of
quality or services can impact this (Nunan, 2019)
 Place: This describes the locations and channels via which things or services can be
obtained in order to obtain the advantages. It's also linked to the company's online as well
as physical stores, And also various other distribution methods, all of which are utilised
to get products to clients in the market. Furthermore, while deciding on distribution
zones, these sorts of goods, as well as basic consumer necessities like paper, which are
often only accessible in a restricted number of retailers, are crucial. Other factors to
consider include whether items should be stored online, offline, or both.
Promotion: It is described as the procedures of increasing awareness of a company's products
and services, as well as boosting awareness among targeted clientele, via the use of efficient
marketing and promotional methods and platforms. Personal selling, personal sales, Public
relation and other strategies may also be employed. Further more, the communication mix
encompasses all of the firm's methods for interacting with a particular client . In addition, video
marketing, direct marketing, and other marketing strategies like as events, exhibitions, and so on
are commonly used. The corporation uses these methods to inform individuals about the things
they're offering, and in this way, the business entity attracts clients by utilising the tool
communication mix (Kingsnorth, 2019)
Describe digital marketing
Digital marketing- The use of mobile devices, the internet, search engines, and other tactics to
reach out to their target consumers or end users is known as digital marketing. Online marketing
is the practise of promoting a brand by engaging with potential clients via the internet and other
forms of digital communication. Furthermore, it includes not just emails, web-based
advertisements, and social media as marketing strategies, but also testing, multimedia messages,
and other ways. Digital marketing is also interactive and frequently targets a specific portion of a
huge audience. It's becoming more popular, and it now includes things like email adverts,
sponsored tweets, and other search results. Furthermore, anything that mixes marketing with
consumer feedback or two-way communication between the firm and its customers is considered
marketing. There are also many digital marketing techniques such as pay per click, content
marketing, and website marketing, among others (John, 2021)
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Explain marketing in context to social media?
In this marketing become possible by using the tool of social media networks as well as
platforms to advertise Organisation services and products. Furthermore, relevant marketing
enables firms to integrate current target individual advertising in order to attract new customers
while simultaneously promoting the desired culture's goal or tone. In addition, social media
marketing has a purpose that is based on facts, allowing marketers to forecast the success of their
prospective customers. Popular social media sites include Twitter, Instagram, YouTube,
Facebook, SnapChat, and more. There are also a variety of social media management
methodologies that may help organisations find the most effective social media management
tools for reaching their objectives and attaining success through social media marketing (Gao, F.,
2020)
Brtiefly explain the importance of digital marketing & social media marketing to modern
organisations.
Social media marketing are quickly becoming most popular platforms to digital marketing, as it
offers a lot of benefits that enable marketers to access a large global audience. It is also regarded
as a cost-effective, stress-free, and advantageous digital marketing strategy for enhancing and
expanding a company's exposure. Furthermore, a company's brand awareness may be boosted
and expanded by utilising and integrating social media channels. Social media, on the other
hand, is a far more cost-effective marketing instrument. As a result, cost effectiveness is crucial
since it allows an organisation to achieve a high rate of return on investment while
simultaneously keeping a considerable budget for commercial costs and marketing. Digital
marketing is also considered to be a more cost-effective way for organisations when compared to
other marketing approaches. Furthermore, a significant amount of buyers choose to shop online.
It also allows for firm application to such individuals, broadening the company's coverage.
Businesses may also enhance brand loyalty while increasing sales by implementing Google
shopping adverts and brand awareness campaigns. Furthermore, digital marketing enables firms
to engage with clients who are interested in their material in real time, such as through e-mails,
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website updates, and other means. It also allows the company to gather inefficient knowledge on
client preferences and reactions (Fahy, 2019)
PART 2
Demonstrate two instances of effective social media content.
One of the most efficient strategies to perform promotional campaigns and supporting a
entities goods and services that are produced is through social media. Furthermore, the firm's
social media performance is largely reliant on the creation of content for its posts. Businesses, on
the other hand, have a plethora of obstacles when it comes to creating profitable, highly
implementable content. Furthermore, entities for social media networks such as Twitter and
snachapt generate a variety of social media content. Facebook, Linked In, Instagram and a few of
other social media platforms are just a few examples. These platforms are especially important to
organizations as compared to traditional marketing assessments since they allow for significantly
more direct connection with audiences. As a consequence, we'll go through the respective social
media content:
Interactive content: Interactive media is a sort of digital computer-based system that
displays content such as audio, video, text, moving images, and other sorts of information in
response to audience interaction. Furthermore, the content marketing business has transitioned
away from static content and toward reading and analysing social media content. Aside from
that, resourceful content providers are developing stuff that users may contribute to. In the
beginning of 2015, Interactive released content marketing survey results. Furthermore, content
marketing is becoming less about the information a company publishes on a website and more
about the experiences it provides to certain consumers. Quizzes, on the other hand, are a two-
way medium of communication. Furthermore, rather than passively receiving information,
customers put it to use. Furthermore, many people like receiving the quiz results. How beneficial
would this be for a new firm that improves numerous articles each year if this is true? Apart from
that, interactive content is advantageous for a number of reasons. The firm would revert to its
normal procedures after the interaction material was begun.
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Info graphics:.
The vast bulk of this content is disseminated via social media. Furthermore, these sorts of social
media content have a high virality when compared to presentations and papers. Furthermore, info
graphics are really beneficial. This makes sense since humans process visual information more
quickly than words. This is also useful and advantageous since it uses a visually appealing
instruction that is easy to deceive the brain into reading (Chaffey, 2019)
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Images are often employed to support debates, statistics, and other textual impressions.
Extremely difficult topics also have a significant influence on them. Infographics may be shared
on Facebook, Instagram, and LinkedIn. Furthermore, Twitter is a feasible alternative.
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Models and standards for digital marketing.
The management of a corporation might use a number of different digital marketing
strategies. Listed below are examples of them:
 The five phases of information processing according to Hofackers: Respective approach
was created to assist marketers and promoters who believe that their websites and
promotional panels deliver useful information to website users. The process includes
exposure, attention, comprehension, and development, as well as yielding and acceptance
and retention.Furthermore, exposure is the initial stage of this technique, which
guarantees that internet consumers are exposed to websites for long enough to
comprehend the content or adverts. It is presently being studied as well as media traded in
online publicity according to current visibility standards.
 The other phase is concerned with physical concerns such as movement and passion,
which draw attention to their website when users come. Compensation and perceptions
also influence how effectively a customer recognises on-page content when filling out
advertising. Yielding and reception also guarantees that online users recognise material in
order to entice visitors to stay on their website or go to the next stage. Client retention
also includes acquiring new customers and motivating them to return to your website.
 Lauterborns 4Cs: This is a marketing strategy that considers customer preferences,
communications, expectations, convenience, and cost. Furthermore, these characteristics
focus not only on advertising and selling manufactured things, but also on
communicating with targeted clientele from start to finish. In addition, the first C is
incorporated into the marketing mix as the client's requirements and expectations. So, in
terms of focusing on the produced things itself, as well as this point on establishing a
cancelled into customers' lives.
This is also beneficial to businesses since it allows them to seek out clients who are unfamiliar
with their sector. The second C comprises the time and cost for customers to go to their areas in
order to shop for items, as well as the cost of gasoline utilised to get there. Other C influences
consumer behaviour, therefore companies seek to monitor and watch whether their clients buy
products online or in stores, as well as their interests in buying items. Furthermore, the last C
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stands for communication carried out by a business in order to create awareness of its products or
services among targeted clients (Alford, 2020)

describe in detail why you think that the tool of social media content is most effective.
Enhancing emblem popularity- Every chance to boost brand awareness was taken
advantage of by the company. Furthermore, social media provides businesses with a wonderful
tool for reaching a much larger and more focused audience. This is also considered as a
beneficial platform for developing and sustaining communication with new customers, and also
keeping in touch with the organisation's existing customer base and other stakeholders.
Developing your transforming ability - Customers must be communicated with on social
media at all times, utilising both costly and useful data. This is a chance to convey them through
customer experiences. Furthermore, having a strong social media presence enables them to
cultivate and maintain productive partnerships, with one contact leading to the next. Despite the
lower click-through costs, social media significantly improves the amount of business prospects
and targeted new customer.
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REFERENCES
Books and Journal
Rowles, D. and Rogers, C., 2019. Podcasting Marketing Strategy: A Complete Guide to
Creating, Publishing and Monetizing a Successful Podcast. Kogan Page Publishers.
Nunan, D. and Di Domenico, M., 2019. Older consumers, digital marketing, and public policy: A
review and research agenda. Journal of Public Policy & Marketing, 38(4), pp.469-483.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
John, S.P. and Walford, R., 2021, June. Social Media in FMCG Marketing: Understanding How
Supermarkets Use Facebook During the COVID-19 Pandemic. In Digital Marketing &
eCommerce Conference (pp. 184-191). Springer, Cham.
Gao, F. and Zhang, L., 2020, April. Application of Artificial Intelligence and Big Data
Technology in Digital Marketing. In Proceedings of the 2020 2nd International Conference on
Big Data and Artificial Intelligence (pp. 270-272).
Fahy, J. and Jobber, D., 2019. EBOOK: Foundations of Marketing, 6e. McGraw Hill.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Alford, P. and Jones, R., 2020. The lone digital tourism entrepreneur: Knowledge acquisition and
collaborative transfer. Tourism Management, 81, p.104139.
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