Practical Digital Marketing: Understanding Marketing Mix and Communication Mix with Social Media Channels

This report discusses the meaning of marketing mix, communication mix, and social media channels in digital marketing. It covers the 7 Ps of marketing mix and key elements of communication mix with examples from Burberry. It also explores the effectiveness of social media in marketing and how it can help in attracting and engaging potential customers.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Meaning of Marketing Mix-........................................................................................................3
Meaning of communication mix:-...............................................................................................4
Social media channels:................................................................................................................5
Effectiveness of social media:.....................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals:.....................................................................................................................9

INTRODUCTION
Marketing refers to the various activities which are undertake by the organisation to
promote the buying and selling of the goods and services. This includes advertising, selling and
delivering the product of the company to the consumer or to the other business. This report is
discussed the definition of marketing of marketing mix along with the 7 ps of marketing mix in
context to Burberry (Budiyono, Muliasari and Putri 2021) . This report also cover the meaning of
communication mix along with their key elements in context to the same company.
MAIN BODY
Meaning of Marketing Mix-
Marketing mix may be defines as the different set of actions or tactics which are used by
the organisation to promote their goods and services in the market. This help in achieving the
various objectives of the organisation in the target market. It help in analysing the market so that
the organisation is able to offer the right product to their consumer at the right place at the right
time along with right price. This is also called 7 P's of marketing which comprises the following
P's which are discussed below:
 Product:- this may be define as the item in which the company deals, which includes all
the features and benefit that a customer can enjoy while consuming the item. A product
may be tangible or intangible(services). For example like Burberry deals in fashionable
cloths and the company is well known across the globe because of its exclusive design
and exquisite material of the cloths. Its Tartan pattern, Trench coat and Gabardine are the
well known brands which are appreciated by the customer globally
 Price :- This may be define as the value of goods and services which are offered by the
organisation to their consumer. Organisation focus on various factor while deciding the
price of the product. For example like, Burberry follows the premium pricing strategy
while deciding the price of the product because the company offer their all product as
luxurious item with excellent design and premium quality.
 Place :- This refers to the area where organisation sell their goods and services to their
consumer. The product of the organisation must be in the reach of all the consumer. For
example like, stores of the Burberry are spread around the globe in more then 50

countries. The outlet of the company are located in the most prominent area of the
countries so that they can attract the premium customers (Fraser-Arnott 2020).
 Promotion:- These are the promotional activities which are used by the organisation to
spread the information about goods and services. The idea behind this is that to make
people aware about the product. For example, Burberry mostly use visual media method
to highlight their product. Recently, “Romeo Beckham” has been signed by the Burberry
for their add campaign in the festive season.
 People:- This include all those people who act as a interface between the organisation
and its consumer, so that they can can deliver their services directly or indirectly to the
customer. For example, the staff members of the Burberry are very much talented. They
provide excellent customer service and create a positive image in front of customer. All
the people from production to delivery of the product have their own role and perform
their task with utmost productivity.
 Process:- this may be define as the different processes which are involved in the
delivering of the goods and services of the organisation to the consumer. Good process
ensures that the company again and again deliver same standard of services. For example,
the Burberry use a significant process in delivering their product to the consumer at the
right time and with full safety (Issock, Mpinganjira and Roberts-Lombard 2021).
 Physical evidence:- This in the marketing mix refer to the physical environment which
are experienced by their customer who are visiting their store or websites. This include
the environment where the company provide their product and services . For example,
Burberry pack their product in a very good manner which attracts more customer along
with that the company also develop attractive pages, business cards, brochures which
help the company in driving up the sales.
Meaning of communication mix:-
The communication mix may be define as the various methods which are used by the
organisation to communicate with the potential customers. Communication is very important in
the modern market, the key elements of the communication mix is act as a vehicles for the
organisation (Kim and Kim 2018). The five main key elements of the communication mix are as
follows:-

 Advertising:- this is one of the most widely use element across the globe. Advertising of
the product play a very important role in affecting the behaviour of the consumer(Lim,
Jee and De Run, 2020) . This can be done in two forms ATL and BTL. For example like,
Burberry use the ATL method to communicate with their customers which includes the
advertising on TV, radio, and big hoardings. This is the most effective method which are
used by the company in increasing the sales.
 Personal selling:- this is also called face to face selling. This method is also used by the
organisation in communicating the benefit of the product to the different people and
covert them into the customer. For example like Burberry choose their own brand
promoter which ensures that the more customer will be attract and have better attention
from their brand.
 Sales promotion:- in the present era different types of sales promotion tips and tactics
are used by the organisation in attracting and communicating with the customers. For
example like, Burberry give buy one get one free offers to their customer on their basic
rang of product or 30% off in their premium product to boost up the sales of the company
temporarily.
 Public relation:- This refers to the different set of activities which are used by the
organisation to maintain a favourable relation with their customer. For example like
Burberry use different types of social media method to spread the news of their product
the public.
 Direct/internet marketing:- digital market is one of the most important tool which are
used by the organisation. The benefit behind this tool is that it is not costly and even a
small business can afford this. For example, Burberry spend 60 % of their marketing
budget in the digital marketing, they use channels like Facebook, Instagram and many
more platform to promote and sell their products online.
Social media channels:
LinkedIn:
 Professional Audience with creating connections- It is a professional and commercial
networking site, if a brand is focused at managerial marketing strategy for targeting a
specific demographic. Additionally, companies that are required to interact with
organisations and businesses may utilise this platform to forge partnerships without

having to travel long distances to do so. Since, consumers and brands are not directly
related to each other so it allows brands and individuals making a better connection with
one another. Companies can utilise LinkedIn to create rapid contacts Which may also
lead to long-term collaboration and generating more revenues. Furthermore, using the
social media platform will assist in the development of authentic and relevant directions
which allow for genuine interaction and a better reach for both companies and
consumers.
 Trust and confidence- Company’s values can be considered some of the most
trustworthy and credible brand ambassador because LinkedIn is a professional network
site. New clients and partnership require a high level of confidence in followers and
users. Utilising LinkedIn for followers marketing initiatives which could give outcome in
the acquisition of new customer base. Furthermore, using the social networking platform
will assist in the development of mutual and compare able connections which allow for
genuine interaction and a wider reach for both followers and brand.
Facebook:
 Facebook Business Page- For businesses, a Facebook page is an amazing marketing tool
company to establish themselves not just by displaying products and services but also by
sharing link photographs and posting on a particular customised page to provide a great
sense of a company’s personality and character. It helps in marketing specific product or
service to the specific target audience and also assist in sharing anything on this platform
as long as it is related to a specific business and appears to be something its target
audience would be interested in.
 Facebook Promoted Posts- It allows Facebook page owners to pay a separate fee to
have their particular Facebook posts attract a particular number of users, hence enhancing
the reach and impressions of a given post that helps a brand in getting the reach they want
of their desire consumer base and also helps in choosing the gender age and location of
that advertising which assist in getting more reach of that particular consumer base. It is
one of the cheapest and rapid means of branding strategy which helps the owners getting
the right crowd for their business at low price (Tijjang and Et. al., 2017).
Twitter:

 Consistent Tweets- Twitter users regularly visit a company’s or brand’s twitter page
to get a better reach for the company because it is one of the best platforms to create
and validate a brand value. About the half of the period, that value will rapid
additional, owing to the study that many consumers or users who opens a profile also
visit the profile’s website. Advertisers should keep it in mind that brand voice should
be regular and runny across all media, low post feeds account should not lead to a
serious business page. Customers can become confused and leave the site without
converting.
 On it, @ this sign contains lots of power. It is the key to giving a notification to other
user that make sures about the tweet of the brand or business, or the tweet about the
product or services which a business wanted to receiver or consumer see. It has scaled
its content discovery abilities, so that users might now see tweetstorm the brand or
business they don’t even follow. This is more expected when numbers of consumers
in a social platform such as tweets are involved
Snapchat:
 Convenient and creative-Snapchat is way to different for other social media networks. It
helps brand and companies to post on their story feeds which is highly related to what
their consumer wants to see. As because it lets users to make and a way to find their
desire products, services or businesses to follow. There are no requirements of any
keywork or hashtags to look for new consumers to follow and there are not any kind of
news feeds feature just like other platforms. It keeps it very simple for the users to locate
and follow a brand on it, moreover, advising them about the brand and its products which
is ion snapchat and giving followers a user name (Stead and Hastings 2018).
 Different- It is unique in nature as snapchat is unlike any other social networking site.
Making or producing new and different type of content can help brand in reaching new
and large audience in a different way. It is sometimes challenging for the companies but
it can give major perks of using it. As its marketing technique is bit different from others.
Snapchat makes the content for advertisement authentic and reliable which helps firms in
making their content different from its competitors.

Effectiveness of social media:
Social media’s popularity is growing, it has evolved into the natural space of interacting with
people to mutually exchange thoughts, ideas and knowledge. Everyone is trying communicate
with the brand through these platforms of social media that can be the major source of interaction
(Solimun and Fernandes, 2018).
 Social networking site simply another strategy to attract and reach higher audience in
order to market a product or service. It is a one of the best ways to interact and new or
potential consumers while also maintaining with existing consumers
 Having strong social media existence helps in to attract and engage in proper interactions
so it helps in giving more chance to convert a sale.
CONCLUSION
From the above report it is concluded that marketing mix is very essential for the growth and
long term success of any organisation. Company maintain and working on the 7 Ps can help
them in sustaining its competitive environment. Moreover, company should follow advertising,
personal selling and every other element of communication mix and apart from this social media
has a great influence in marketing of any brand or organisation, having people with lots of
engagement in it.

REFERENCES:
Books and Journals:
Budiyono, M.T.I., Muliasari, D. and Putri, S.A.R., 2021. An Analysis of Customer Satisfaction
Levels in Islamic Banks Based on Marketing Mix as a Measurement Tool. Annals of the
Romanian Society for Cell Biology, pp.2004-2012.
Fraser-Arnott, M., 2020. The Marketing Mix in Parliamentary Library Websites. Journal of
Library Administration. 60(8). pp.875-888.
Issock, P.B.I., Mpinganjira, M. and Roberts-Lombard, M., 2021. Investigating the relevance of
the traditional marketing mix across different stages of change: Empirical evidence from
household recycling. Journal of Social Marketing.
Kim, M.S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior
toward a brand: Evidence from the foodservice industry. International Journal of
Contemporary Hospitality Management.
Lim, W.M., Jee, T.W. and De Run, E.C., 2020. Strategic brand management for higher education
institutions with graduate degree programs: empirical insights from the higher education
marketing mix. Journal of Strategic Marketing. 28(3). pp.225-245.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Tijjang, B and Et. al., 2017. The Relevance of Marketing Mix and Service Quality on Students'
Decision-Making Factors Regarding Higher Education and Satisfaction (No. 6hsqr).
Center for Open Science.