The Role of Digital Marketing and Social Media Marketing – Theory and Examples

This report covers information about marketing, marketing mix, communication mix, digital marketing, social media marketing, and the importance of digital and web-based media marketing to contemporary businesses. It also includes two examples of effective social media content models and screen captures of successful campaigns with reference to established models and standards for digital marketing. The report concludes with the effectiveness of social media content and its role in brand awareness and customer engagement.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Contents
Contents
Contents.....................................................................................................................................1
Introduction...............................................................................................................................2
Part 1..........................................................................................................................................2
Explanation of marketing.......................................................................................................2
An explanation of what the marketing mix is and where the communications mix fits.......2
An explanation of digital marketing ......................................................................................3
An explanation of social media marketing.............................................................................3
An explanation of why digital marketing and social media marketing are important to
contemporary businesses......................................................................................................4
Part 2..........................................................................................................................................4
Two examples of social media contents that really work and justification of why they
work........................................................................................................................................4
Screen shots of effective campaigns with reference to established models and standard
for digital marketing...............................................................................................................6
Why social media content is effective?.................................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................9
1

Introduction
Marketing is one of the significant viewpoints which are related with a demonstration
of advancing merchandise into the market. Various exercises are remembered for the
showcasing which a business attempts to mindful shoppers and advance item. This
undertaking depends on computerized advertising and incorporates different perspectives
identified with it (Khan and et. al., 2020). It covers data about showcasing, promoting blend,
computerized advertising, online media promoting and the significance of advanced and web-
based media advertising to contemporary organizations. Aside from this, the report covers to
online media substance models which truly works and the screen capture of successful
missions of advanced advertising. Moreover, the adequacy of web-based media content for
the organizations is canvassed in the report.
Part 1
Explanation of marketing.
Marketing is eluded as the strategy of getting potential customers keen on the labor
and products of association. It incorporates researching, advancing selling just as circulating
labor and products (Casanoves-Boix and Pérez-Sánchez, 2021). All in all, advertising alludes
to the activities that a business element takes to draw in crowd to products or administrations
of association by excellent informing.
An explanation of what the marketing mix is and where the
communications mix fits.
Marketing mix incorporates the strategic activities that association use in
advancement of its labor and products in market. It includes different parts which works
related to each other. Various components remembered for showcasing blend are as per the
following:
1. Product - an item will be thing which organization offer to its clients to fulfill their
necessities. An item looks to satisfy customer interest for the items are as of now accessible.
It includes a few segments including marking, development, naming, bundling and plan of
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item. Product is a crucial element of marketing mix that includes the attributes in order to
satisfy requirements of customers in an efficient manner. For instance, different products
such as clothes, mobiles, electronics and more are offered by different organization based on
the domain in which they are working. As per one of the study, nearly 2.14 billion people
purchase products online. With this trend, 63 % of shopping occasion are likely to start
online.
2.Place - it tends to be expressed as the space where merchandise is conveyed. While
association things about selling of merchandise, it is the principle thought. The products can
be selling by organization through actual store on the web or by the two channels and its
principle aim is getting the attention of shoppers and guarantee that it tends to be effectively
accessible to clients (Yoga and Bumi, 2020). It is about transferring the ownership of product
from manufacturer to customers. For instance, products and services can be offered from
different places such as outlets, supermarkets, discount stores. In addition to this, now online
medium has also become a crucial place for serving the requirement of customers in timely
manner. In the recent years number of online stores is increasing. There are nearly 24 million
online shops at global level. In 2020, there were nearly 328208 physical stores in United
states.
3.Price - it is the sum that shopper will pay thusly of getting an item or it is the cost on which
organization sell its merchandise. There are a few contemplations which association thought
about when setting the cost of item. These incorporates various expenses, dispersion costs,
showcasing cost and so forth The estimating is set based on the worth or nature of good saw
through customers and the cost of contender's item is likewise thought about in order to set
the costs of item in like manner. For instance, there are ample of ways of determing price
such as value based pricing, premium and affordable pricing and more. It depend on retailers
what kind of pricing strategies, they select for their business.
4. Promotion - it includes exercises that advertisers attempt to mindful client about the
labor and products of organization and draw in them towards the brand. It incorporates
different exercises like sponsorship, deals advancement, promoting, direct showcasing,
selling, advertising, guerrilla showcasing and so forth the primary focal point of advancement
is to give a message to clients to get their reaction. It is an integral element of marketing mix
wherein suitable ways are adopted with an aim to promote product or services at wide level.
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For instance, advertisement, direct selling, hording and digital marketing are some crucial
ways of promotion. Now, merely few forerunner brands use traditional digital marketing
practices. It is examined that digital marketing industry is growing with 27% of annual
growth and going to attain 17,377 crore by the end of 2020.
Communication mix is alluded as the blend of the multitude of special apparatuses
like publicizing, advertising, deals advancement, individual selling, direct promoting and so
forth that an element use for seeking after its promoting and showcasing objective. Along
these lines, one might say that the correspondence blend fits in advancement component of
promoting blend (Wu, 2020).
An explanation of digital marketing .
Digital marketing is eluded as a demonstration of advancing and selling products
through utilizing on the web strategies of showcasing like pursuit promoting, web-based
media and email marketing (Lehnert, Goupil and Brand, 2020). It is the component of
advertising that utilizes web and online advanced innovations for advancement of items and
administrations. As such, it is the publicizing conveyed by utilizing computerized channels
like online media, web applications, email, radio, TV and so on
An explanation of social media marketing.
Social media marketing is a showcasing cycle of planning customized content for a
specific web-based media stage to drive commitment and advance business. It profoundly
upholds in interfacing with huge gathering of clients just as assist them with getting mindful
of the brand in a powerful way (Martikainen, 2020). Through utilizing various foundations of
web-based media, a business association empowers to foster its image, increment deals by
driving site traffic. An appealing substance it is distributed on the web-based media profiles
by organizations to draw in adherents and pay attention to them, looking at results and
running ad on it.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses.
In the cutthroat business situation, advanced promoting and web-based media
advertising are vital stages utilized by contemporary organizations. These are used by
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association to work on their suitability on the lookout. It gives extraordinary advantages to
the organizations and assists them with venturing into enormous gathering of individuals
from one side of the planet to the other (Andriianova and Kruchinina, 2021). Aside from this,
it helps in driving the business towards development and accomplishment by expanding its
deals and creating high incomes. Computerized showcasing is critical as it helps in further
developing the brand mindfulness, increment consumer loyalty, draw in them more towards
brand, more brand authority, further developed rankings of SEO, further develop the brand
unwaveringness and so forth These are the various benefits that organizations get of utilizing
advanced media and web-based media showcasing stages.
Part 2
Two examples of social media contents that really work and
justification of why they work.
Example 1 - Industry news
Other than sharing news in regards to organization via web-based media account,
shearing of significant updates and articles in regards to the business is a decent online media
content that truly works. These posts via online media function admirably for LinkedIn,
where people network just as search for industry accentuate data and Twitter, where people
come for news. Search for news in regards to energizing advancement in a specific area,
positive work done through related organizations or impending industry meetings. These
posts can broaden social reach of the association just as help position the association as an
innovator in industry.
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In this social media content picture, Hoot Suite shared a business person article on 10
laws of online media showcasing on the Face book stage as the organization no realized that
its devotees are the experts of web-based media who might discover they gave data helpful.
Example 2 – Info graphics
The visual info graphic post is a kind of web-based media content which truly works
for the association. It is a decent method to share data rapidly. For example - if business have
new deals results or market study to share, consider including the primary discoveries in info
graphic and in singular posts which feature explicit insights. Essentially, the pictures of info
graphic are regularly upward which makes them important and useful for Interest, where the
pictures which are vertical arranged are the standard. Aside from this, association can
consider creating info graphic pictures with the even direction to share them on LinkedIn,
Twitter and Face book.
The above gave Social media content picture is identified with Vera fin, which is an
association that makes programming used through monetary establishments to discover
extortion. This makes the firm a specialist on the subjects like senior consideration. The
above gave info graphic was posted by the organization on LinkedIn. It shares a portion of
the data about senior monetary maltreatment in an effectively justifiable visual configuration.
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Screen shots of effective campaigns with reference to
established models and standard for digital marketing.
Screen capture 1 - MasterCard Campaign: "Sound of Priceless."
As significant backer of MLB, MasterCard needed to carry out its inestimable
procedure just as benefit of Chicago Cubs making World Series for first time in around 71
years. The principle objective was to embed itself in World Series discussion and associate
with enduring whelp fans. The organization went out to search for ideal approach to execute
its mission and ran over a decent piece of content: a player in serious group had faulted Cubs
fanatics of lacking energy for group. It was ideal short clip to foster a whole mission on and
the organization named its mission "Sound of Priceless". To foster an extreme impact,
organization delivered a film online just as via web-based media similarly as Cubs dominated
the match. The results were precious.
Screen capture 2-Airbnb Campaign: Integra crusade
The advertising system of Airing is underscored on getting host and explorers for the
stages. Its computerized showcasing depends on recordings on Twitter, Integra and Face
book and on client created pictures, how-to recordings just as posts gear towards well known
city guides and proprietors. Its Instagram crusade matches humor with persuading pictures
regarding particular travel areas from one side of the planet to the other, making it more in
contrast with simply a help. During the Instagram lobby in year 2015, association got
around13.3 million connections just as increment devotees through 341%. The intriguing
substance with regards to the mission is related with movement destinations from one side of
the planet to the other.
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Why social media content is effective?
Social media is exceptionally usable stage in showcasing correspondence that assist
association's image with getting taken note. The diverse web-based media stages which are
extremely well known incorporate LinkedIn, Twitter, Snap chat, Face book and Instagram.
These stages are used by individuals the most to impart their insights and thoughts. They can
possibly reach to colossal gathering of individuals in less time, in this manner; these have
gotten decision of astute advertisers. Web-based media content is extremely viable as when
the substance of excellent is appropriated, it exceptionally impacts the brand picture of
organization (Alkharabsheh and Zhen, 2021). Client created content is the most ideal way to
foster impressions alongside working on the commitment. This kind of content comprises of
recordings, pictures and text stories which are created through supporters and afterward share
via web-based media stages. Also, live streams are turning out to be very famous among a
great many business pages use them to draw in with the supporters and extend their range.
Online media content is the most advantageous way for the organizations to draw in huge
gathering of individuals towards the brand. It is likewise successful in diminishing the
expense of association in showcasing its image and help in fostering a brand on the lookout.
This likewise gives a chance to business to gauge its presentation on the lookout and fulfill
customers in a viable manner through impacting them by utilizing diverse kind of web-based
media content. In the event that web-based media content it is resounding great with target
individuals, it is exceptionally viable for the business. It connects with individuals more and
created brand mindfulness in the market which is the principle reason of why online media
content is exceptionally powerful for the association.
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Conclusion
According to the previously mentioned report, it has been presumed that promoting is
extremely essential part of business which profoundly contributes in working on its
development and achievement. It assists organizations with making the customers mindful by
attempted various exercises and draw in the more towards the brand. 4 components are
remembered for advertising blend which help in advancing brand successfully. Web-based
media promoting and computerized showcasing are generally utilized by organizations in
order to reach to enormous gathering of customers and fulfill their requirements. Web-based
media content is exceptionally powerful and functions admirably in drawing in more clients
towards a brand.
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References
Khan, N. and et. al., 2020. A Systematic Review on Emergence of Digital Marketing in
ASEAN Region. Journal of Computational and Theoretical Nanoscience, 17(2-3),
pp.570-582.
Casanoves-Boix, J. and Pérez-Sánchez, M., 2021. Digital marketing management applied to
the tourism sector: vueling airlines case study. Journal of Tourism and Heritage
Research, 4(2), pp.9-30.
Yoga, I.M.S. and Bumi, H.R., 2020. Digital Marketing Communication For Non-
Governmental Organization. International Journal of Psychosocial
Rehabilitation, 24(05).
Wu, M.Y., 2020. Exploring Organizational Use of Social Media Marketing: A Global
Perspective. China Media Research, 16(1).
Lehnert, K., Goupil, S. and Brand, P., 2020. Content and the customer: inbound ad strategies
gain traction. Journal of Business Strategy.
Martikainen, B., 2020. Social Media Marketing: Guidelines During a Global Crisis.
Andriianova, M. and Kruchinina, V., 2021, March. The Role of Digital Marketing in Creating
an Information System Conducive to Social Development. In VIII International
Scientific and Practical Conference'Current problems of social and labour
relations'(ISPC-CPSLR 2020) (pp. 63-68). Atlantis Press.
Alkharabsheh, O.H.M. and Zhen, B.H., 2021, April. The Impact of Content Marketing,
Social Media Marketing and Online Convenience on Consumer Buying Decision
Process. In CoMBInES-Conference on Management, Business, Innovation, Education
and Social Sciences (Vol. 1, No. 1, pp. 1823-1834).
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