Digital Marketing and Social Media Marketing: A Comprehensive Study

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.