Digital Marketing: Concept of Marketing Mix and Communication Mix

This report discusses the concept of marketing mix and communication mix in digital marketing. It explores how social media channels are used as part of a brand or company's communication strategy.

Digital Marketing
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Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Discuss about the concept of marketing mix with example........................................................3
Describe the key elements of communication mix with example...............................................5
PART 2............................................................................................................................................6
Determine that how Social media channels used to part of brand or company’s communication
strategy with example..................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Digital marketing is based on the conceptual termed in which promote the brands to
establish a connection with potential consumers by using internet. Sometimes, it is also used
different forms of digital communication, including email, social media and web-based
advertising. This report will discuss about the concept of marketing mix and element of
communications mix. These are usually applicable in the business brands and identify its current
business performance. Furthermore, it will discuss about the different social media channels used
as part of brand, establish a string communication between different individual’s.
PART 1
Discuss about the concept of marketing mix with example.
Marketing mix is based on the set of actions, tactics that an enterprise uses to promote its brand
as well as product in global marketplace. Sometimes, marketing mix should be considered as
policy which adopted by manufacturers to get success in the field of marketing. Whenever, an
efficient goods are completely matched with market, which has gone. Nowadays, marketing mix
will emphasizes the significance or importance of consumer preferences (Bala and Verma,
2018). Different manufacturers would take actions while implementing suitable policies and
procedures to get success in marketplace. Marketing mix is one of the important policies in the
organization.
For Example- in M&S, planning regards of marketing which make use of different
marketing related information or data to assess all kind of business situation or condition.
Basically, manufacturers analyse the specific nature of potential consumer’s needs and then
make plan for his product and also satisfied to their clients.
The management of brands have been concerned about the markets, market behavior to
determine target groups of potential clients with the help of market information. Additionally,
management plan is always supports for identifying the specific consumers need and face any
kind of competition. Sometimes, brand needs to be involve a different functions, which are
planned carefully, analysis of market to take an important decision prediction.
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Marketing mix is combination of different elements such as product, distribution system,
price, promotional activities. These are basically described a combination of four different
elements and also become a most popular in marketplace.
Product- it is one of the first element and must satisfy the consumer needs. The
management is decided to find the product and then produced, by identifying the needs of
potential consumers. Product mix is usually combined with physical item, product services and
packages (Wang, 2020).
Price- it is the second element to affect the large volume of sales within specific price or
cost. Sometimes, It is also known as price valued placed on the particular item. Moreover, a
basic alteration is usually made by manufacturers in order to attract large number of potential
consumers.
Promotion- brand must be undertaken the different promotional activities such as
advertising, personal selling and publicity. Thus, it has been established a strong connection with
consumer regarding product as well as service.
Distribution- physical distribution is based on the delivery aspect of product at right time
or place. This element is related to the combination of decision in term of marketing channels,
storage, and inventory control and so on.
For Example- M&S is based on the retail brand in which used the concept of marketing
mix in their business. Therefore, it should consider 4ps as tool used by manager in formulating
the marketing plan. In this way, It can easily fulfill all essential need or requirement for
consumers. In recent time, consumers needs to be desirable which may change often, because of
changes in the business that take place within marketplace (Saura, 2020). Sometimes, an
important decision made by M&S on the basis of marketing mix 4ps. Therefore, it provide the
better consumer satisfaction level.
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Describe the key elements of communication mix with example.
Communication mix is kind of method or process used to promote the organization or its
products to target potential consumers. A marketing based communication mix is similar as
promotional mix, this is because for considerations of all essential elements such as sales
promotion, direct marketing, personal selling and public relations. Usually, it boils down to the
entire mix of promotional activities, putting some extra efforts to bring more sales and also
increases the brand equity.
Personal Selling- it is one of the most effective tool or platform for building buyers
preferences, actions and convictions. This is one of the oldest method to establish a strong
interaction and allows them for individual people to find out the feedback, adjustment.
Sometimes, a marketer can interact or communicate with consumers to provide the full
information about product as well as service (Busca and Bertrandias, 2020). An effective
personal selling is completely related to the relationship oriented, buyers are becoming more
attentive, always represents as long term commitment. At some point, it would be required to use
the most expensive promotional tool or platform which always attracts their consumers. For
Example- M&S retailer has been used the personal selling so that they can easily text, telephone
call to their potential consumers. therefore, it will share all necessary information regarding the
product as well as service.
Sales Promotion- it is related to the targeted an individual people who are becoming trade or
ultimate clients. It make it easier for marketer to use different kind of formats such as contests,
premiums and coupons etc. these are majorly attracting the potential clients, afterwards brand
will offer as strong purchase incentive, boost sales or production. This type of communication
will become consider as effective but short term brand achievement. For Example- tesco can use
the official website, smart phone application to promote their product and service in marketplace.
Nowadays, many consumers have been preferred to use digital platform and check all
availability of items. in this way, tesco has been increased their business production and sales by
using digitalization promotional activities.
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Public Relation- this is highly credible, believable things in which directly establish a strong
relationship with potential consumers. usually, marketers can use different forms to share new
stories, new features of particular product, event, offers etc. this is the best way to establish a
public relation but it is very important to use a better promotional activities. it often the better
way to relate a public relation communication mix into promotional. Public relation approach is
inexpensive so that company prefer to select themselves (Pandey, Nayal and Rathore, 2020). For
Example- Aldi is used the concept of public relation, where they always tried to establish a
strong relationship regards of product as well as services. in this way, it can easily develop
loyalty, trust among client and organization. That’s why, Aldi give more preference to the public
relation while promoting their different product as well as service in marketplace.
PART 2
Determine that how Social media channels used to part of brand or company’s communication
strategy with example
LinkedIn-
LinkedIn is based on the social networking website designed for enterprise professionals.
It allows them for individual professional to share their work related information of different
users. In order to keep list their profile online, establish a connection to achieve a better career
options. LinkedIn can perform as social media channel used to part of brand or company’s
communication strategy (Melović and et.al., 2020). Many professional workers are used this type
of social media website, create a profile to add work related information, experiences and also
mention looking opportunities. This platform will provide the better opportunity for professional
workers to check the availability of any job requirements. It became easier to interact or
communicate with Human resource Manager.
On the other hand, different professional IT companies can find the better candidate
through LinkedIn, because different candidate would be shortlisted on the basis of LinkedIn
profile. In this way, it can be analysed that LinkedIn consider as collaboration between
employers and employees. For Example- Google, Accenture, Infosys (IT companies) are using
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LinkedIn to find the talent professional workers. In order to provide the better opportunities for
professional worker to access more information regarding job opportunity through LinkedIn.
Facebook-
Facebook is one of the most widely used online tool or platform by individual people.
According to the research, it has been identified that 70% of people uses Facebook on regular
basis. Moreover, it is also continue to provide the brand and business with greater opportunities
for increasing the visibility, when it is implementing Facebook as marketing strategy. Nowadays,
the biggest companies are used the Facebook as essential platform in which share or exchange
information about the companies, product as well as services. That’s why, it has been
continuously increasingly the demand of Facebook as social media channel in global world.
Whenever, different companies such as Marks & Spencer can uses the Facebook as
marketing strategy in order to setup right goals. It will represent the essential roadmap of all
necessary reference to measure against the use of Facebook strategy (Dwivedi. and et.al., 2020).
This can be established as communication strategy to share all necessary information or data for
potential consumers.
Facebook is helping to increase quality of sales with targeting the potential clients.
Through a well-planned of Facebook related marketing strategy, which is always supports for
targeting potential audience with more efficiently. It is the better way to improve brand
awareness among consumers, provide the more resources to the audience.
Twitter-
Twitter is a social media tool or platform so that different users can post regarding
particular subject or topic. It is best way to express the feeling of individual by using twitter.
Nowadays, there are lot of people use twitter account, famous personality such as Donald trump,
Jennifer Lopez. Some of people use twitter for personal reason to establish a connection with
close friends while other use twitter for business purpose. In order to establish a network with
consumers and future investors.
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Twitter is consider as unique social media tool for individual people who can use any
way as they like. Most of cases, it is also useful for creating new connections and build a
business. In this way, it has been analysed that companies’ uses twitter for purpose as
communication strategy, targeting the potential consumer towards product as well as service.
For Example- Tesco is the fastest growing organization, which provide the option of
individual consumers to create own twitter account, connect with Tesco community. This is best
way to share or exchange essential information through twitter account.
On the other hand, twitter may have considered as networking tool which help to connect
with other. Different companies are developing a strong brand, getting people to understand and
remember the product name along with reaching relevant information.
Snapchat-
In context of brand and company’s communication strategy, Snapchat business account
offers the different set of filters regarding advertisement. This is only targeted the specific
audience. It is helping to reach better snapchatters, who are already interacting with business
brand, but it is majorly help to reach new audience.
For Example- ALDI has been targeted the potential audience through Snapchat, which
means that reach the people who might be so much interested in the brand. In order to establish a
better coordination or interaction by specific brand to audience (Kannan, 2017). The benefits of
Snapchat for purpose of enterprise, get an own snapchat business account setup, include all
necessary business features, its better way to make time and promote the different services. this
is completely behave as promotional activities.
Advertise on the Snapchat in different formats, it might have made an effective plan to
incorporate their multiple advertising formats. For context business perspective, Snapchat would
help for increasing the awareness towards brand and its products. Companies are investing so
much time or money in snapchat platform to target the potential audience. This will help for
driving a use through website and encourage or motivate towards purchases.
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CONCLUSION
From above discussion, it has been concluded that Digital marketing plays important role in
the organization in which supports for establishing a strong coordination with different
consumers, in order to share information regarding product as well as services. It is also used
different forms of digital communication, including email, social media and web-based
advertising. In this report, it has been described about the concept of marketing mix and element
of communications mix. Analysis the various kind of social media channels used as part of
brand, establish a string communication between different individuals.
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REFERENCES
Book and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Busca, L. and Bertrandias, L., 2020. A Framework for Digital Marketing Research: Investigating
the Four Cultural Eras of Digital Marketing. Journal of Interactive Marketing, 49, pp.1-
19.
Dwivedi, Y.K. and et.al., 2020. Editorial introduction: Advances in theory and practice of digital
marketing.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
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.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Wang, F., 2020. Digital marketing capabilities in international firms: a relational
perspective. International Marketing Review.
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