The Role of Digital Marketing and Social Media Marketing

This document discusses the role of digital marketing and social media marketing in contemporary businesses. It covers the theory behind marketing mix and communication mix, as well as explanations of digital marketing and social media marketing. The document also provides examples of effective social media content and campaigns, along with their justification. Overall, it highlights the importance of digital marketing and social media marketing in today's business landscape.

Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Contents
1

Introduction 1
Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses p
Part 2 p-p
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p
Why social media content is effective? p
Conclusion p
References p
2

Introduction
Marketing refers to the process which is creating an awareness about the
finished product in the mind of their targeted customer. In this, there are many ways
through which the marketing department done this job which includes the different
promotional activity and many methods. In this, it is going to be discussed about the
marketing techniques and tactics which follows the different marketing strategy along
with analysis. It includes the marking, marketing mix, communication mix, digital
marketing, social media marketing, social media content along with screen shots of
effective campaign and some thought which explains about the effectiveness of the
social media content (Gordon and et. al., 2018).
Part 1
Explanation of marketing
It refers to the creating awareness of the finished product in the market where
the main focus one the targeted customer for which the product has been made.
This is the techniques which is useful to sell out your product in large quantity. This
is the one which creates the more and more customer for the sales of your product.
It used the different promotion activities which are used to promote the product in the
market. For the better marketing you need to use the different sources and different
analysis for choosing the path or media through which you can get the maximum
results. It is the one which can take your business to another level (John and et. al.,
2017). Without using the marketing you are not able to sell out your product in large
quantity. It is the one which can help you to direct the product to the other business
which can be said as the B2B marketing.
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An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix can be defined as the set of actions, which companies uses to
promote their product or brand in the targeted market. They are having the four
components which are the typical marketing mix. There are other P's like people,
process and physical evidence in the marketing mix. Here, the main focus on the
4P's which is product, price, place and promotion.
Product- It is said to be the finished material, known as the product which is
able to full fill and satisfy the need or want and having the value for the customer.
Price- It is said as the sales price which the customer need to pay for using
the product or services. It should not be higher than its value for the customer. It
should always be less than its substitute otherwise the product sales will be low
(Aklimawati and et. al., 2016).
Place- It is the platform where the buyer and the seller comes to buy and sell
their product respectively. It must be there where the seller and buyer can easily go
that place easily such as Mall, retail shop, showroom etc.
Promotion- It is one of the most useful element which is used to increasing the
sales and creating the awareness of the product. This may include the different
advertising media like TV, radio, newspaper etc.
Communication Mix- It is the one which helps in to communicate with the
customer which is necessary in these days. There are many components which are
used in this communication mix. They are advertising, personal selling, sales
promotion, public relations, direct or internet marketing and packaging (Holloway and
et. al., 2016). These components are used for the purpose of marketing the product.
The communication mix best fits in the promotion of the marketing mix where the
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advertising and sales promotion is directly related with the promotion which the
packaging and internet marketing are also used the promotion of the product.
An explanation of digital marketing
It is the types of marketing which includes the digital media which are helpful
in the marketing purpose. It can also be said that it refers to the advertising of the
product through the digital channels like website, email, mobile apps, search
engines, social media etc. In these days the digital media is the most popular way for
the advertisement purpose. People or customer which are the targeted customer,
they spend their maximum time by using the digital media, so, advertising through
this media leads to the help in creating the high level of awareness for your product.
Internet is the one which is connected to the maximum people or say there are many
internet users who surf internet in regular basis. Due to having the maximum user
they can easily create the awareness of your product in just few time.
An explanation of social media marketing
It is one of the part of the digital media marketing where the advertisement is
done by using the social media. Due to having the huge user of social media, this
one is most effective media for the advertisement. Here, the information travels in
very fast way due to having the lots of user and also due to connected with the
internet people like to spend their maximum time by using this. In this, COVID time,
In the time of lock-down, the increment in the social media users was very high due
to having lots of time, they were connected with the social media for their
entertainment purpose (Laluyan and et. al., 2019). There are many famous social
media sites like Facebook, Instagram, Twitter which are having large number of
active users.
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An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Social media marketing is important for the contemporary business due to
having some reason like cost-effectiveness, improving brand loyalty, increases
traffic, engaging customer etc. They are having the awareness in just few time which
is very useful for the present time. Due to having the large number of user spending
their most time, they are able to create the high level of awareness.
Digital media marketing is important due to having many reason. Some of the
reasons are like access to large number of population in few time, easy interaction
with customer, can target the specific target audience, to reach globally, saves
money, able to track response immediately. Such are the reason which creates the
high awareness of the product in just less period of time which helps in creating the
high sales (Bolton and et. al., 2019).
Part 2
Two examples of social media contents that really work
and justification of why they work
It refers to the content which is available on the internet or social media which
are having the large number of audience, which spread very fast which is generally
called as the viral content. There are many social media content which have the
great effect on the population and people are excited to get more. In this, memes
and short videos are the one of the highly used content in today time which are
having the large audience in all over the world. Due to taking less time to understand
the content and showing some creativity they are in high demand.
Memes are one of the most popular social media content which are having
the huge fans, any activity which are odd, interesting, creative etc. can be created as
the memes. Which got viral in just few minutes and due to the creativity of the meme
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creators who are creating such content. Memes are the one which are having the
power to make anyone or anything popular and also able spread some rumors.
These all depends on the meme creator. Memes are very helpful in creating the
awareness and can make it popular in just few time, which is really good for your
business (Einstein 2016).
Short videos are also the one of the most popular social media content which
are having the huge audience. In the current time, it is getting very popular due to
having the creativity in creating the videos which can be used for the marketing
purpose for your business. They also helps in marketing of the small business due to
having the short videos which are having the ability to get share and due to taking
very less time in viewing the videos they are very popular among people. This is
main advantage of the short video creation. They are generally of less than 1min
which are having the best and important information in jest these time which attracts
people to watch this (Lou and et. al., 2020). People don't to waste their time in
watching long videos, in current time people want more information in just few
seconds, so they like to watch such videos which are highly informative in nature.
Due to such reason business need to use the social media content for their
marketing purpose.
Screen shot of effective campaign with reference to
established model and standard for digital marketing
Campaign is the one which is carried out for the purpose of advertising the
brand indirectly for taking the base of either their brand name or either by taking
something else as a base. These are the one in which the promotion done through
using the different media platform like radio, print, television and online platforms.
Some of the effective campaign is discussed further.
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Campaign- Red bull
Platform used- Instagram
About the brand- This is the most famous brand among people due to its
statement “it gives you wings”. They are having the 76th position on the list of Forbes
most powerful brand in year 2015. they are having 170 countries where they sell
their original energy drink. They have released four new flavors according to
individual taste and preferences (Baccarella and et. al., 2018).
Goal- Creating awareness for brand extension.
Technique used- This firm focuses in the simplicity along with brand building.
They use the teaser or small video for the promotion just before the summer hit. This
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makes the audience excited due to having the new look of the can which are
incorporated with yellow filters which show the summer days.
Result- They have created awareness in their customer mind which leads to
increase in the business. This reduced the unconvinced market along with they
reached about 1.2 million customers.
Campaign- Dacia
Platform used- Facebook
About the brand- Dacia is a auto-mobile brand which is one of the fastest growing
car brands in Europe. They are known their best price-to-value ratio. They are highly
demand in last three year.
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Goal- creating brand awareness for growth
Technique used- By using the Facebook as the social media platform, Dacia
placed its advertisement about the Sandero, Stepaway models etc. They have
focused to the mobile user as well as desktop users. By analyzing data from last few
years, they have done well and created an impact for buying their brand products
(Song and et. al., 2016).
Results- 45% reduction in the advertising cost were seen along with the
purchase were increased and the brand formability increased.
Why social media content is effective?
There are many specification of the effective social media content which
includes the convenience, loyalty, building brand, satisfaction etc. They are the one
who are having the control over the consumer there are many reason for this
statement which support them. They are the one who are having the control that
what they want to show to the people in how manner, they are said to be the
influencer which are having the ability to influence people on some specific
topic/matter or for some specific brand. Due to their popularity they are having the
large number of user without any inconvenience, so one can say that there is high
degree of the convenience which makes it more popular day-to-day. Social media
users are having faith on the celebrity and due to making them laugh, they have earn
the customer's loyalty which is one of the big reason to trust the social media sites.
Due to having low cost for sharing the information this is the best one for the
marketing purpose, they are the one who can help in increasing the brand value of
any company or brand.
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Conclusion
From the above discussion, one is able to learn and understand about the
marketing with marketing mix, the use of the communication mix in the marketing
mix. There is some description about the digital media where the social media is
discussed too in the context of marketing. Here, it is also described about the use of
digital media marketing and the social media marketing for the contemporary
businesses. Some of the social media content is also discussed here for the marking
purpose and some of the examples which support the social media campaign for
marketing. Some of the reason are discussed which shows that the social media
marketing is effective.
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References
Aklimawati and et. al., 2016. Application of Marketing Mix in Home Industry:
Focussed on Micro and Small-Scale Coffee Industries. Pelita Perkebunan (a
Coffee and Cocoa Research Journal), 32(1), pp.67-81.
Baccarella and et. al., 2018. Social media? It's serious! Understanding the dark side
of social media. European Management Journal, 36(4), pp.431-438.
Bolton and et. al., 2019. Harnessing digital disruption with marketing simulations.
Journal of Marketing Education, 41(1), pp.15-31.
Einstein 2016. Black ops advertising: Native ads, content marketing, and the covert
world of the digital sell. OR Books.
Gordon and et. al., 2018. Empirically testing the concept of value-in-behavior and its
relevance for social marketing. Journal of Business Research, 82, pp.56-67.
Holloway and et. al., 2016. Friends and profits don’t mix: The performance
implications of repeated partnerships. Academy of Management Journal,
59(2), pp.460-478.
John and et. al., 2017. Does “liking” lead to loving? The impact of joining a brand's
social network on marketing outcomes. Journal of Marketing Research,
54(1), pp.144-155.
Laluyan and et. al., 2019. IMPLEMENTASI DIGITAL MARKETING TERHADAP
KEPUTUSAN PEMBELIAN KONSUMEN JD. id Jakarta. Jurnal Manajemen
Bisnis Krisnadwipayana, 7(3).
Lou and et. al., 2020. Something social, something entertaining? How digital content
marketing augments consumer experience and brand loyalty. International
Journal of Advertising, pp.1-27.
Song and et. al., 2016. The role of social media during the pre-purchasing stage.
Journal of Hospitality and Tourism Technology.
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