Digital Marketing and Social Media Marketing: A Comprehensive Study

This study provides a comprehensive overview of digital marketing and social media marketing. It explores the concept of marketing mix and communication mix, and discusses the importance of digital marketing and social media marketing in contemporary businesses. The study also includes two examples of effective social media content.

DIGITAL
MARKETING

Introduction
The increase in the globalization new advancement technology has emerged in the
present economy providing large opportunities to the organization for running their business
operations. The digital marketing accomplishes the target market through different online
channels encompasses the use of technology for the organizational benefits in many ways. A
digital marketing explains a series of events that requires the usage of electronic channels for
reaching goals and objective of the association. Digital marketing is a channel that must be
informed to investigator in view of the consumer channel behaviour and Marketplace
activities for product or service. In the study discussed are related to the marketing and
communication mix with the marketing mix. Also, the report will include digital marketing
and social media marketing with the examples and their effectiveness (Levin 2017).
Part 1
Concept of marketing
The marketing term is very wide in the economy which is a significant aspect for the
organisation success. It is primary related to the customer providing value in terms of
satisfaction by meeting their expectations. As the customers are the king in the market. The
marketing includes the willpower of customer wants and ends along with satisfy those wants.
It delivers the maximum value to the consumer and supports in building long-term
relationships. It is a business function connected with the process of purchasing and selling
the business activities of goods and services which are created or illustrates the exchange
process between the manufacturer to customer. In the marketplace it takes the activities of
market assessment and market segmentation for selecting the appropriate target market by
recognizing the customer acquiring behaviour and distributing superior value. The
conventional theory was connected to the profit enlargement (Kartajaya and et.al., 2019).
In the modern theory it is linked to the consumer satisfaction as the association
become market oriented by focussing on marketing activities and practices. The marketing
helps in corporate planning and decision making which indicates to growth in profit and sales
by having the optimal deployment of the resources such as manpower, technology. The
marketing is classified into contains the traditional marketing denote to offline channels,
digital marketing discuss to the usage of internet, social media marketing outlines the
medium to connect the business with large audience for effective brand building, and mobile

marketing for the consumers to get information on the spot. According to authors, marketing
is a total system of networking business activities designed to plan, promote and distribute
need satisfying products and services to potential consumers. It is a customer orientation with
the aim to create customers by coordinating managerial functions which refer to marketing
mix (Saini 2017).
Concept of marketing mix and where the communications mix fits
The concept of marketing mix was first established in 1960 by marketing professor
and author E. Jerome McCarthy. The marketing mix is the framework for the management
decisions helps in assessing the strength and weakness of the organisation for success. It is a
tool of the marketing used by the organisation to classify their activities into 4Ps representing
product, price, place and promotion. With the development of the marketing mix it also
contains other Ps like process, people and physical evidence which is accepted as 7Ps of
marketing mix and help in sale of the products. A marketing mix contains numerous areas of
focus as part of a complete marketing plan. The elements of the marketing mix work
together.
Product- It defines to an item or services offered to the buyers for their use and consumption.
It is designed in such a manner to satisfy the needs and wants. For the organisation it is very
essential to identify what differentiate the product from the rivals to market goods and
services effectively.
Price- It summarizes the expense of the product or services expressed in the terms of capital.
The price of the product or services is fixed by the manufacture by studying the aspect related
to cost of production, demand of the product, nature of competition. The pricing helps in
differentiating the product from the others and improves picture of the product (Tuten and
et.al., 2019).
Place- It is related to the placement of the product at what location in which company
determines how to deliver and where to sell the product. In distribution channels the
intermediaries buy large quantities from the producer and delivered to the consumer by
breaking them in small quantities. The place is point of sale through direct and indirect
distribution channels. It produces the place utility as commodities are assigned to the needed
area.

Promotion- The products are promoted by developing and spreading persuasive
communication about an offer made by the producer. It includes the activities of the
production related to advertisement, personal selling; sales promotion and publicity which are
planned to influence the consumer behaviour. The objective of promoting a product is to
disclose to customers why they have it and why they need to pay a particular price for it
(McArthur and et.al., 2017).
People- It describes to the employees which are very valuable for the enterprises as they are
indulging in the trading of the industrial goods and services. The person offers the consumer
services as relate to the product so that purchasing can be rendered simply to the consumers.
It comprises of efficiency, competency and effectiveness of people in the company.
Process- It categorizes the set of functions in demand to deliver the product to the final user.
The procedure is considered in the company pertaining to the sales, payment system,
distribution procedure and the manner in such a way to handle the relationship in the
organisation and with the customers. The economical process is accepted with the objective
to decrease the cost and increasing the customer value.
Physical evidence- It characterizes the extension of the brand through support that takes
place by the procurement of goods and services. It relates to non-human components of the
service containing equipment’s, furniture. It also requires the interior design, layout,
intellectual property and premises. It is vital for the purchaser as actual goods generates the
evidence.
From the study it has been concluded that communication mix fix perfectly with the
marketing mix as it is referred to use of promotional tools for the product and services that is
provided to consumer for their consumption. The communication mix is a device used for the
potential customers to communicate regarding the product that company is offering by
involving social media, advertisement, direct marketing, websites etc. It comprises of various
promotional activities.
Digital marketing
Digital marketing is the essential tool and technique for salespersons for targeting the
audience with the usage of electronic media. Digital marketing signifies to the development
of different digital channels for the objective of bringing out advertisement of the business's
products and services. Digital channels comprise of websites, email, mobile apps, search
engines and social media networks. The channels can be in the form of paid, earned or owned

media. This model has received much appreciation in present time with the development in
the number of internet operators. Digital marketing is a structure of direct marketing which
relate customers with vendors by electronic means through several collaborative technologies
such as emails, websites, online forums, and newsgroups, mobile and so on (Childers and
et.al., 2019). Digital marketing is deemed as the action plan that permit business to construct
and establish their online marketing strategy successfully. It is a component of the marketing
which utilize online and internet digital technologies in order to promotion of the product or
services.
Social media marketing
It is a powerful way for all size of business to reach the potential customers by the
usage of social media and network for the goods and essential services of the enterprise in
order market. The social media is concerned with the sharing of information, experience and
perspective through the website of community- oriented. Social media marketing is a kind of
internet marketing that includes generating and sharing content on social media networks for
accomplishing the marketing and branding targets. The activities involved in the social media
marketing are posting text, images, videos and other content to make audience commitment.
It builds the data analyses devices to evaluate the efforts of the achievement (Marques and
et.al., 2018).
The social media marketing organizes the platform of Facebook, Twitter and
Instagram to generate the attention and helps in the changing mind of the consumers.
Through social networking sites, various prospective large consumer bases can be obtained
and maintained in order to run companies online through internet. The focus under social
media marketing is on individuals where consumer behaviour knowledge is collected and
inspired by the approach in order to generate awareness, information gathering, study of
opinion and attitude, buying decision of the purchaser in the market.
Importance of digital marketing and social media marketing to contemporary
businesses
The importance of digital marketing in contemporary business are-
 Better growth option- The digital marketing provides the opportunity to business by
selecting marketing method in the budget for reaching wider audience at less cost and
delivers the ability to reach at global marketplace by interacting with the prospected
customers (Filimonova and et.al., 2019).

 Establishing brand reputation- It covers significantly greater audience than the
traditional marketing with smallest resources in periods of moment and cash and enhance
the brand loyalty and goodwill.
The importance of the social marketing in contemporary business are-
 Increasing traffic- The social media marketing includes the mobile marketing which
increases the customers on the website leads to site-traffic.
 Engage with your customer- two-way communication is set with the target audience in
order to increase the chance of conversion and helps in delivering the brand message. It
provides the chance to enhancement of relationship with the clients by displaying the
customer service publicly.
Part 2
Two examples of social media contents that really work.
To attract the attention of potential customers on the social media it is required to post
the creative and value content and getting them informed about the products and services by
notifying regularly. The growth in the followers and entities regarding new posts helps in
determining large customer base. The social media content describes the effectiveness of
social networks such as Facebook, Twitter and Instagram to expose the content that is
supplied by the companies. The content presented by the companies should be appropriate
and trustworthy for the focus groups. There are many tools through which content can be
provided on social media to the people, such as the following:
 Contests and giveaways- To increase the followers or rewarding them a contest should
be hosted on social media channels. The organise of the contest boost the engagement of
the new followers by making a post comment or being heard from family and friends. It
helps in promotion of new product and service by bonus (Hollensen and et.al., 2017).
 Blogs posts and Articles- It is especially beneficial in posting many articles and blogs on
the social media endorses as it discloses the news of the company and boosts their
development which is united to large grouping of people on social media. It is vital for
the company to advertise helpful and suitable subject matter that is crucial for the target
audience or else posting immaterial posts may even advantage to misplacing prospective
demand from customers.

Effective digital marketing campaign
Verdant Leisure’s post on social media like Instagram and Facebook
In the above post on Instagram by Verdant Leisure, the business has offered news and
updates to the customers and fans concerning their appreciation. Such displays are beneficial
in appealing more persons and transforming them into prospective consumers in upcoming.
John Good Logistics’ post on Facebook

In the above post of John Good Logistics on Facebook, the business encourages the service
by giving the tips for selecting seller of storeroom services to know whom warehousing
operate can be subcontracted. This campaign across social media gives significance to
business for enticing and maintaining large customer base. It involves only some assets in
terms of time, wealth and workforce to that of classical approach of communicating
customers.
Effectiveness of social media content
The social media platform is very beneficial in granting the stock or service of the
company. The system of the Facebook, Instagram and Twitter expand the necessity of the
users by utilizing as a tool for sharing opinions, ideas and information. It enhances the brand
perception as product becomes more noticeable to the audience. The salespersons add the
value for establishing the better experience with the stakeholders (Cuong 2019).
Conclusion
The use of social media and digital marketing simplified the working and leads to
attract more customers for product and services. The use of digital media helps in transmit the
information and boost business with speed and ease.

References
Books and Journals