Effectiveness of Digital Marketing: Description of Marketing Mix and Communication Mix with Examples

This article discusses the effectiveness of digital marketing through the description and discussion of the marketing mix and communication mix with examples. It covers LinkedIn, Facebook, Twitter, and Snapchat as part of a brand's communication strategy.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
Effectiveness of Digital Marketing
Submitted by:
Name:
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Contents
1

Part 1 p-p
Description and discussion of the Marketing mix with examples
p
Description and discussion of the key elements of the communications
mix with examples p
Part 2 p-p
Explanation of how each of the social media channels are used as
part of a brand’s or company’s communications strategy (using
examples: p-p
LinkedIn p
Facebook p
Twitter p
Snapchat p
An explanation of why I think the social media content is effective.
References p
2

Part 1
Description and discussion of the Marketing mix with examples
Marketing mix can be defined as group of marketing methods which are used
by the businesses to achieve the objectives and goals in the market. It is related to
the business and marketing strategies which are formulated for making proper
decisions. The marketing mix on Tesco is discussed below:
 Product: It is the goods and services which are offered by the organisations
to the customers in the market. Tesco provides a wide range of products
which involves clothing, food, stationary, electronics and other financial
services(Arifin, Melia and Fushen, 2022). The company is able to satisfy the
needs of every section of society. The organisation also sells its goods and
services through online platform. Tesco has reviewed the various categories
and has now reduced its product line to pay attention on the essential
products.
 Prices: It is the rate at which the products are available to the consumers in
the market. The Pricing strategy of Tesco can be considered as cost
leadership. The organisation focuses on reducing the cost of goods and
services through the economies of scale. It helps the company in attracting a
large number of customers because of the reasonable prices. It continuously
works with its suppliers for enhancing and making the supply chain efficient
which helps in reduction in the prices(Betsan, 2021).
 Place: It is the place where the business sells its products to the customers.
Tesco is operating in so many countries which helps in making its presence all
across the world. The company offers its goods and services in both the
modes i.e. offline and online. It has almost 7000 offline outlets around the
world. This shows that Tesco uses various channels for reaching out to the
customers.
 Promotion: It is related to the advertising strategies which are used for
promoting the products in the market. Tesco uses TV advertisements,
sponsors charitable events, offers propagative discounts, etc. It has a strong
brand image which assists in promotional activities significantly. The company
advertises its products in newspapers, television and other social
platforms(Farinas and Rodiguez, 2021).
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 Process: It is related to the set of activities which are performed in order to
achieve something. Tesco uses a standardized system such as processing a
customer's order in the offline stores, pick up the products and making an
efficient payment systems using the self-service machines.
 People: It is related to the stakeholders, customer's and employees which are
involved in the business operations. Tesco has more than 4,00,000 people
which are working in the company. The organisation takes care of its
employee's and along with the customer's and other stakeholders. All these
people play a crucial role in the success of Tesco(Gao and Zhang, 2020).
 Physical Evidence: It is not only related to the tangible aspects but also
includes logo, symbols and other things which are involved in the business.
Tesco has paid special attention on its website and other online tools. This
has helped the company in building a positive and healthy environment in the
organisation.
Description and discussion of the key elements of the communications
mix with examples
Communication mix is often known as promotion mix and is a set of five
elements which are used by the businesses to make communication with the
customer's and other essential stakeholders. It is formulated for making the
communication process effective and efficient. The various elements of
communication mix is discussed below:
 Advertising: It is related to the promotion of products which are offered by
the business in the market. There are various channels of promoting the
products such as TV, radio and other social media platforms. It is the
advertisement which is used by the businesses to attract customer's towards
the organisation(Melović and et. al., 2020). For example- Tesco uses various
advertising activities for spreading awareness with regard to the products in
the market. This helps in increasing the revenues of the company.
 Personal Selling: It is the most common technique of advertising the
products. This helps in communicating the benefits of products to the
customer's for making them convince to purchase the goods and services. For
example- Unilever has focused on hiring salesman who have complete
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knowledge about the product to make personal selling to the
customer's(Papageorgiou and et. al., 2020).
 Sales promotion: It is a technique which plays a very essential role in the
marketing activity. It involves various tools such as offering discounts,
coupons and premiums to the customer's for increasing the engagement. For
example- Marks and Spencer which provides various discounts and coupons
for attracting a large number of customer's in the market. This assists the
company in increasing the revenues of the business.
 Public Relations: It is considered an art of spreading the message in regard
to the products in the market. It aims to create a hype which helps in
marketing of goods and services easy. This can be done with the help of
press conferences, newspaper advertorials and face to face interaction. For
example- Tesco is using all the available tools like newspaper advertorials
and press conferences for making a good image of the product(Ugli, 2022).
 Direct Marketing: It has been seen that digital marketing has evolved in the
last few years. The organisations takes the help of various social media
platforms to promote the goods and services. This attracts the customer's due
to the presence of innovation and creative segment. For example- Netflix is
using the digital platforms for advertising the products among the customer's.
The management of the company creates various memes and posts for
increasing the engagement of the consumers. The business also takes
feedbacks which helps in understanding the needs and wants of the market.
 Packaging: It is an essential medium of communicating with the customer's. It
is the last stage in the process of product. The businesses pays attention on
this element since it is related to the final output. For example- Tesco focuses
on making the packaging of the product creative and unique. This will help in
increasing the sales of the company and also make the product popular in the
market.
Part 2
5

Explanation of how each of the social media channels are used as
part of a brand’s or company’s communications strategy (using
examples:
LinkedIn
It is considered one of the most professional platform which is used by the
organisation for communicating the message. This helps the businesses in
identifying the target audience and also increase the engagement of customer's.
LinkedIn is a strong platform which helps the companies in developing partnerships,
provide support to the society and prepare various policies. It has more than 650
million users across the world. It is one of the most famous social media platforms
which assists in developing a social network through various marketing campaigns.
The organisations uses this platform for spreading the awareness regarding the
brand, connecting to various markets and increase in engagement. For example-
Microsoft uses this platform in the process of recruitment as it helps in identifying the
potential candidates which will able to perform the work properly. The company is
able to select talented and skilled workers from various nations from all over the
world. The organisation is also using this platform for communicating the important
messages to the customer's and other essential stakeholders. This assists the
business in maintaining a strong position in the market. LinkedIn has helped
Microsoft in making a strong workforce which has gained experience in formulation
of a business strategy. This is the reason, the organisation has build a strong and
positive reputation in the market(Zahay and et. al., 2022).
Facebook
Facebook is one most popular and relevant social media platform which is
used by the companies in making advertisement of the brand. It is a platform which
is used by a large number of users all across the world. The companies have
realised that most adults use this platform which is also the target market of the
business. The helps in making the policies for increasing the brand awareness in the
market. This allows the organisation to implement their strategy effectively and
efficiently. The companies share various videos and posts for making the process of
communication with the customer's better. For example- Tesco is one of the
businesses which are using the platform of Facebook for their communication
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strategy. The company is involved in developing ads and posting pictures and videos
on the official account of the business constantly. It has helped the organisation in
spreading awareness about the products and policies in relation to any new product
or strategy. Tesco offers various discounts and offers to the customer's which has
made an positive impact on the audience to buy the products which are offered by
the business.
Twitter
It is also a social media platform which is used by the organisations for
making the policy in regard to communication. The aim of the business to use the
platform of Twitter is properly communicate with the customers. The organisations
use this for the purpose of receiving and sending the various messages to different
social groups. For making the interaction smoothly, the message is prepared in a
proper and concise manner which involves making it in around 150 words. For
example- Starbucks is a company which uses Twitter in communicating with the
consumers. The aim of the organisation is to build a connection between the brand
and the audience. It has more than 10 million followers on its account on this social
media platform. The business has become popular on this platform due to its red
Christmas cup which has lead to creation of debate all across the world with the
usage of the hashtag. Starbucks is embraced by the reflecting cups in various forms
with a covering of different photos on it. The company also allowed its followers to
retweet this which has helped in increasing the engagement of the consumers.
Snapchat
Snapchat is used by the organisations for making interaction with the targeted
customer's. The platform is among the top 15 digital platforms which are used by the
users all across the world. For example- Netflix uses the platform of Snapchat for
advertising the products and services which are offered. The show stranger things
which is very popular now after the company has used various hashtags and filters.
These can be used by various users of the organisation which allows to share the
messages of the business. This helps in motivating the audience to watch the show
or movie on the platform of the company.
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An explanation of why I think the social media content is effective.
The content on the social media platform is considered effective as it engages
the individuals and helps in connecting with the audience. It assists in sharing the
data related to the products and service. It is considered one of the most effective
ways for the organisations. Currently, there are various social media platforms which
can help the business in growing the brand in the market. The content on these
platforms allows the companies to make an interaction with the various people from
various nations. This is very essential for increasing the value of the brand and
making it popular in the market. This is very essential for the organisations to
enhance the performance with the use of various marketing strategies. This way it
can convert the potential customer's into the retained consumers of the business.
Good and effective content assists the companies to make a positive interaction
which will lead to arise of various opportunities for the organisation. This also adds
value to the stakeholders and will also improve the experience of the customer's. It is
very essential for any promotional or advertising campaigning, the nature and quality
of the content. This will help in attracting new customer's towards the brand.
Advertising through these online platforms is also a cost effective method which
saves a lot of time and money of the business.
References
Arifin, Y., Melia, J.F. and Fushen, F., 2022. DESIGN OF MARKETING PLAN FOR
DENTAL HOSPITALS IN THE DIGITAL ERA. Indonesian Journal of Health
Administration (Jurnal Administrasi Kesehatan Indonesia), 10(1).
Betsan, D., 2021. Critical analysis of digital marketing regarding impact on sales and
marketing performance (Doctoral dissertation, Hochschulbibliothek HWR
Berlin).
Farinas, L.M. and Rodiguez, D., 2021. The influence of digital marketing on
recruitment effectiveness: a qualitative study. European Research Journal of
Management and Business Economics, 6(1).
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).
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Melović, B. and et. al., 2020. The impact of digital transformation and digital
marketing on the brand promotion, positioning and electronic business in
Montenegro. Technology in Society, 63, p.101425.
Papageorgiou, G., and et.al., 2020, April. Towards the Development of a Digital
Marketing (DM) Competencies Framework. In 2020 IEEE Communication
Strategies in Digital Society Seminar (ComSDS) (pp. 145-149). IEEE.
Ugli, Y.N.B., 2022. The main directions of introduction of digital marketing
technologies into the activities of service providers. ACADEMICIA: An
International Multidisciplinary Research Journal, 12(5), pp.570-575.
Zahay, D., and et. al., 2022. An integrated model of digital marketing curriculum
design. Marketing Education Review, 32(3), pp.205-223.
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