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

Learn about the concept of marketing, communication mix, marketing mix, social media, importance to contemporary business, social media contents, campaigns, and more. Get examples of social media contents and its justification, screenshots of campaigns and models and standards of digital marketing.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and social
media marketing – theory and examples
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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
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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
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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: -
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The promotion element of marketing mix is completely linked to communication mix.
As while interacting with all the audiences, the technique of promotion is used in context
with doing advertising, public relations and so on. In relation with doing advertising,
companies use the form of television, social media and so on. In today's world, everyone is
active on social media so it becomes beneficial for company to increase their customer base.
Concept of digital marketing
Digital marketing is considered as the growing form of marketing medium in which
the business organisations do the promotion of all their goods and services with the usage of
Internet and also other digital communication channels (Dhaya and Kanthavel, 2021). There
are different methods through which promotion is done like email, social media, web
advertising and so on. While taking the example of Morrisons, they also do digital marketing
through Scan and Go app and initiated the loyalty application of 'More' cards holders.
Social media marketing
Social media marketing is defined as the usage of social networks as well as social
media in order to maker a company's goods and services. There are several types of social
media platforms like Facebook, Twitter, Instagram and so on. It is an effective technique to
make a connection with large number of customers. By taking the example of Unilever, they
also use the method of social media. The company use e-mails and Facebook voucher to
attract the consumers. In context with the brand Dove, they also implemented social media
sites by creating a Facebook page.
Importance of social media marketing and digital marketing to contemporary businesses
Both digital marketing as well as social media marketing is important to
contemporary business. It helps in enhancing brand awareness as well as attracting the
targeted consumers in an efficient way. In relation with social media, they allows business for
immediate consumer feedback as well as interaction with them (Yang and et.al, 2021). IN
context with digital marketing, companies can reach to large number of audiences which is
both measurable and cost-effective too. The business organisations get an advantage to
enhance both their leads as well as sales.
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PART 2
Examples of social media contents and its justification
Social media content are defined as the interactive content which is implemented by
all users and companies to be initiated on different social media platforms like Snap chat,
Twitter and many more. It plays an important role in building up the customer satisfaction
and attracting consumers (Bonilla Quijada and et.al, 2021). These platforms are mainly used
for the content because it is considered as the growing usage across all the consumers. The
two examples which are being taken is CANVA and Hub spot. It is being explained below: -
CANVA- Repurposing Zoom Footage: - The most famous and trending content of present
year was produced by CANVA. It has repurposed a recorded video in order to implement
more entertaining series for all the Instagram users.
The most inventive part of this content was that effective use of zoom footage was
done. Though CANVA is not a video editing software but still this video looks like it has
been mad there. It looks very attractive and eye catching animation.
Hub spot- Eye catching animation: - It provides very creative content and animation. They
are very much aware of the concept that even a small movement is enough to gather the
attention of all the consumers. The content which they provide is very attractive and attract
large number of users.
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The theme and content which is used by them is attractive as well as simple. Though
this they increase their customer base. The reason behind this is that when consumers are
attractive on social media then it becomes important to create a creative content as well as
videos.
It has been justified that CANVA works because they use all their images just as drag
and drop. It takes only few minutes for users to assess their content and videos (Mogaji and
et.al, 2021). It also allows the company to share all their designs before making any kind of
payment. IN context with Hub spot, it allows all the marketers to manage all their tasks and
activities at single place only.
Screenshots of campaigns and models and standards of digital marketing
Digiorno started a new campaign of providing free pizza to all the customers who had
tweeted #DeliveryDigiorno.
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Models and standards for digital marketing: -
Digital marketing is considered as a necessary part of whole marketing procedure that
helps in creating the awareness across all the customers about goods and services by using
different social media platforms in an effective way that leads towards enhancement of
performance as well as increment in the profitability of a company. IT is further being
explained below: - Forrester's 5Ls: - It is one of the most famous and commonly used model in the
aspect of digital marketing. It helps in evaluating the level of interaction and enables
all business organizations to create an influence on target customers and analyzing it
that they has over the brand. It also helps in developing the overall performance and
leads to more profits.
 RACE planning: - In terms of this model, it helps a company to plan and manage all
their activities in a better way (GALDA, 2021). It helps to plan, measure and then
report all the activities. It basically stands for reach, act, convert and engage. It is
being discussed below: -
Reach: - It includes to create awareness about goods and services across the potential
customers on different platforms in order to enhance the traffic.
Act: - It involves connecting with customers, businesses who use the social media platforms
in terms of interacting with the customers.
Convert: - It relates to influencing the users to take action and purchase the products. It
involves customers to take a step towards purchasing the product.
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Engage: - It implements a long term relationship with all the consumers in order to enhance
customer loyalty.
Why social media content is effective ?
Social media content is effective because of many reasons as it creates awareness
about all products and services by providing a complete unique content. Loyalty: - Social media content is effective because it directly makes contribution in
building up both loyalty as well as brand recognition. It allows all individuals to
connect with their favourite products as well as businesses. Through real perspectives,
loyalty gets increased. Convenience: - The content of social media is effective because it is very much
convenient in nature. It helps a person to quickly turnaround just by hitting the front
page of all respective sites. Besides this, businesses can easily assess the feedback
from customers and on the basis of that make improvements. Reduced cost: - In comparison with traditional advertising, social media involves less
cost. It is affordable for every business organisation and leads to more targeted
customers. Consumer in control: - The content of social media is effective as it creates more
value to all the stakeholders and leads to fast communication. As all the users are
control because they are satisfied enough and enable to share all their experiences
which help the brands to promote and target new consumers. Satisfaction: - It is effective in terms of meeting all the needs and wants of
individuals (Earley, 2021). Audiences always want that they get satisfied with what
they are receiving and effective connection is being maintained. Through the
companies content, brands create more opportunities in identifying all their loyal
consumers and enable customer satisfaction with the help of additional incentives.
 Increases brand recognition: - Social media enhances the chances of brand
recognition. It is considered as an efficient platform to engage all the consumers and
reach out to large target audiences.
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CONCLUSION
From the above report it has been concluded that digital marketing is one the most
growing platform to increase the customer base and make them aware of all the goods and
services. By looking at the first part of report, it was being evaluated that both social media as
well as digital media is important to contemporary businesses. In relation with second part,
the content of social media is very much effective in order to attract all the consumers.
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REFERENCES
Books and Journals
Ali, A., 2022. Technology for Sustainable Tourism. In Encyclopedia of Tourism Management
and Marketing (pp. 1-3). Edward Elgar Publishing.
Arrigo, E., Liberati, C. and Mariani, P., 2021. Social Media Data and Users' Preferences: A
Statistical Analysis to Support Marketing Communication. Big Data Research, 24,
p.100189.
Balça, J. and Casais, B., 2021. Return on Investment of Display Advertising: Google Ads vs.
Facebook Ads. In Handbook of Research on New Media Applications in Public
Relations and Advertising (pp. 1-13). IGI Global.
Bonilla Quijada, M.D.R., and et.al, 2021. Engaging students through social media. Findings
for the top five universities in the world. Journal of Marketing for Higher Education,
pp.1-18.
Dhaya, R. and Kanthavel, R., 2021. Investigation on Industry Applications of Blockchain
Technology. In Blockchain Technology and Applications for Digital Marketing (pp.
143-158). IGI Global.
Earley, S., 2021. Using the customer journey to optimise the marketing technology stack.
Applied Marketing Analytics, 6(3), pp.190-210.
GALDA, M., 2021. Negativní dopady sociální sítě Instagram na její uživatele (Doctoral
dissertation, Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací).
Mogaji, E., and et.al, 2021. Marketing bank services to financially vulnerable customers:
evidence from an emerging economy. International Journal of Bank Marketing.
Yang, H., and et.al, 2021. How to enhance hotel guests’ acceptance and experience of smart
hotel technology: An examination of visiting intentions. International Journal of
Hospitality Management, 97, p.103000.
Yuliana, M.E., Marginingsih, M. and Alamsyah, S.I.K.A., 2021. Communication
Development in Marketplace Business. International Journal of Progressive Sciences
and Technologies, 27(1), pp.60-66.
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