Role of Digital Marketing and Social Media Marketing - Theory and Examples

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and social
media marketing – theory and examples
Submitted by:
Name:
ID:
1

Table of Contents
INTRODUCTION..........................................................................................................................3
PART 1........................................................................................................................................3
Concept of marketing............................................................................................................3
What is marketing mix and where communication mix fits.................................................4
Concept of digital marketing.................................................................................................5
Social media marketing.........................................................................................................5
Importance of social media marketing and digital marketing to contemporary businesses
...............................................................................................................................................6
PART 2........................................................................................................................................6
Examples of social media contents and its justification........................................................6
Screenshots of campaigns and models and standards of digital marketing.........................7
Why social media content is effective ?................................................................................9
CONCLUSION............................................................................................................................10
REFERENCES.............................................................................................................................11
2

INTRODUCTION
Digital marketing is described as the procedure of making all the individuals aware of the
company and its goods and services among large number of customers. The report discusses about
the concept of marketing, communication mix, marketing mix, social media, importance to
contemporary business, social media contents, campaigns.
PART 1
Concept of marketing
Marketing is described as one of the essential procedure which is undertaken by the
business organisation to sell and promote all types of products and services. It includes
different tools and methods so that consumer gets aware of the respective brand and also their
goods and services (Ali, 2022). The main objective of marketing process is to increase the
sales and enhance profits that lead to improvement in the complete performance of a
company. It can be done by attracting large number of consumers to purchase their products.
It includes complete detail of creating and providing necessary products and services at the
right place and right period of time in order to enlarge the customer satisfaction. For any
business organisation, marketing is considered as one of the most essential and effective part
because it leads the company towards growth and achieve success. From the point of view of
Philip Kotler, the concept of marketing is defined as an art or a science of creating, exploring
and providing good value to build up the customer satisfaction and fulfil all needs and wants
of consumers at a profit.
What is marketing mix and where communication mix fits.
Marketing mix is defined as the procedure of using diverse techniques and series of
action in context with making consumers aware of all kinds of products and services and at
the same point of time its brand too. It is involved with 4 Ps which are product, place, price
and promotion. It is further explained as below: -
 Product: - It is the first element of marketing mix and is considered as of the most
important thing for any kind of business organisation. It is essential that product
fulfils all customers demand and at the same point of time, it should such that it
creates a new demand and consumers start believing that that need it.
 Price: - It is described as the value which is offered in terms of exchange of all the
products and services that are offered to consumers (Arrigo, Liberati and Mariani,
2021). It is the cost of a good that is provided to all the audiences. There are different
3

situations in which prices get changed. Like, at one path marketers can put up high
level prices in order to implement a luxury brand while on the other hand, they may
decrease the cost so that customers can try their goods.
 Place: - It is defined as the location where all goods and services would be provided
by the organisation for all their respective audiences. It is significant that companies
proper decisions regarding place so that consumers can easily access their company
and purchase the product.
 Promotion: - In order to become successful, it is significant for the company to do
effective promotion so that large number of customers can get attracted. It includes
different techniques like advertising, social media marketing and many more (Balça
and Casais, 2021). On the basis of this element, it carries two respective goals and
these are to expand the productivity and make customers aware of all their products
and services.
 People: - In the process of doing marketing, people are not just those who are
advertising it or selling them but it is also engaged with all the customer service
teams, staff members and so on.
 Process: - It means delivery of the product and service to all audiences. It involves to
assess the elements like payment systems, customer relationships, the process of
distribution and so on.
 Physical evidence: - It is involved with two aspects and these are the evidence that a
specific service and purchase that took place and the confirmation that brand actually
exists.
Communication mix: -
Communication mix is defined as a technique which is used by marketing manager to
interact about the brand and also their goods and services (Yuliana, Marginingsih and
Alamsyah, 2021). It is engaged with the element of promotion of marketing mix in context
with all the objectives. It can be done through various aspects like direct marketing,
advertising, events and so on.
How communication mix fits to the marketing mix: -
4