The 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:
0

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.
3

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Contents
Introduction 2
Part 1 2-5
Explanation of marketing 2
An explanation of what the marketing mix is and where the
communications mix fits 3
An explanation digital marketing 4
0

An explanation of social media marketing 4
An explanation of why digital marketing and social media
marketing are important to contemporary businesses 5
Part 2 6-10
Two examples of social media content that really work and
justification of why they work 6
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 7
Why social media content is effective? 10
Conclusion
References 11
1

Introduction
Today’s digital world has opened up many opportunities in the market. Social
networking sites are not only to share birthday picture but also used encourage and
to attract potential customers. Advertising and marketing are very important factors
for the growth of any company. Some people make the mistake of selling and
spoiling ads. They imagine that consumers are being attacked by propaganda. True
marketing is the idea that can make a profit more happily than customer disputes.
Web based digital and social advertising can help increase sales and higher
conversion rates. Businesses can cater to customers for a single product using
social networking sites. Creating an important brand leads to better relationships in
content marketing.
Part 1
Explanation of marketing
The following definition is given by CIM (chartered institute of Marketing): “a
control method that identifies, expects and advantages the customer necessities.
"often there's simply an advert or a sale via those who suppose they're
advertisements, but not all of history. It gives the main field for producers of products
and services which could alter and meet or exceed customer demands (Hanlon,
2020). The marketer has provided approaches to convert targeted, efficient, and
powerful advertising. Experts who create and behavior marketing campaigns make
contributions at once to the economy, evenue and lift wages.
One definition can be “marketing is an overall performance, a group of organisation
and processes with the aid of which suppliers, clients, companions and the majority
create, speak, distribute and modify meaningful offerings. Marketing is a
management method that acknowledges, expects, and meets customer
productiveness. Marketing is likewise a manner of socializing and coping with where
humans and organizations achieve what they need or want, to supply and
percentage goods and their fee.
An explanation of what the marketing mix is and where the
communications mix fits
2

Marketing mix are defined as controlled marketing tools and strategies that put a
business in its target market to deliver the results you want. Includes all steps a
business can take to increase interest in its products and / or services. 4P typically
refers to these four components, namely - Place, product, price and promotion.
Product
This means that the item is currently being distributed. The product should
work at least, or all good efforts will work to a lesser extent in other aspects of the
marketing mix.
Price -
The price is very affordable and depends on how much the product (or
service) costs. And while it is easy to understand, it is very difficult to pay the "right"
pricing strategy.
Place -
Place means giving customers access to a product and often asking the
customer to simplify the game. It is a matter of marketing the right product at the
right time, in the right place, at the right price, in terms of prices or in front of other
consumers (Stoychev, 2020). While business transactions can only be done at home
or online, customers can communicate with Brand our product or product in many
ways.
Promotion –
Promotion mainly deals with marketing communications in the form of four
PS. Marketer can use various communication platforms such as social media,
advertising, direct marketing, email marketing, digital marketing or marketing
promotion.
How the communique mix fits in the marketing mix
If the marketing branch divides its marketing practices into the 4Ps, an organization
will get communication mix as one in every of them. Communication is a advertising
procedure. Communication via advertising, merchandising, etc. Communication
marketing fits the marketing mix of advertising blend (what are the Communications
3

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

Table of Contents
INTRODUCTION...........................................................................................................................2
Part 1................................................................................................................................................3
Marketing....................................................................................................................................3
Marketing Mix meaning and explanation of communication Mix in Marketing mix................3
The concept of digital marketing ...............................................................................................4
The concept of social media marketing .....................................................................................5
Importance of digital and social media marketing in contemporary business............................5
Part 2 ...............................................................................................................................................5
Two different instances of social media content and justify its working....................................5
Pictures of successful social media campaign of two companies...............................................7
Why social media content is effective? ......................................................................................8
Conclusion.......................................................................................................................................9
References .....................................................................................................................................10
Books and Journals ..................................................................................................................10

INTRODUCTION
Digital marketing strategies for effective tool which helps an organization to attract more and
more customers towards their organization (Andriianova, and Kruchinina, 2021). There are
several tools which are used by an organization in order to adapt digital marketing such as social
media marketing email marketing search engine optimization and many more. This report
contains an explanation about the marketing and digital marketing to identify the various
techniques which are used by an organization to make their customers aware about their products
and services offered by them. Further this report have a proper explanation regarding the
marketing mix and its relation with the communication mix. There are two examples of social
media marketing of Starbucks and Costa coffee which helps to identify that how social media
content work in order to get effective sales with the help of digital marketing. The screenshot of
effective campaigns of both the companies helps to identify model and standards which are
related to the digital marketing in order to measure the effectiveness of social media campaign.
In the last of the report it contains the effectiveness of the social media content to the
organization.
Part 1
Marketing
According to the definition of the chartered institute of marketing, marketing is not only
about selling or advertising the product or services in the market but it is a broad concept which
includes understanding of the competitive market and ensuring that the key trends are followed
by the company to reach maximum possible consumers with the help of right product at right
time place and price (Dong, 2021). Marketing refers to the process through which an
organisation make their customers aware about the products and services offered by them.
Marketing is a broad concept and includes so many functions to be performed by an organisation
to market their products or services. According to the views of CIM, an organisation cannot get
close to their customers and satisfy their needs without a proper marketing strategy in the
organisation. With the increasing competitive pressure it is essential for each and every
organisation to have employees who have great marketing skills and provide more sales and
business to the organisation. The people who have great skills to attract and retain customers

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
Contents
Introduction 1
0

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
1

Introduction
Marketing is an activity that includes promoting the market offerings of the business
to the final prospects. In order to promote the marketing objectives of the business it
is important to have effective marketing campaign which involves consideration of
different factors such as promotion, sales, research and development, finance in
order to build a successful marketing campaign. Marketing is an important business
activity that helps to reach out to the prospects. With the growing technological
advancement digital marketing tools approaches are replacing traditional marketing
approaches. This report talks about definition explanation of marketing, explaining
what is social media marketing, how social media marketing and digital marketing
helps the business, examples of social media content and reason why social media
is an effective approach (Bala and Verma, 2018).
Part 1
Explanation of marketing
As per the Chartered Institute of marketing, it defines marketing as a management
process that helps to identify, anticipate and satisfy the customer requirements
profitably that means marketing is the approach that begins with identifying customer
needs, evaluating tactics of meeting the customer needs, development of the
products as per the market demand, delivering marketing objective so that more and
more customer reaches out the company through the marketing activities, evaluating
effectiveness of the marketing campaign and establishing customer engagement to
enhance the profitability and sales margin. Marketing in true sense is to engage with
the customers in order to build profitable relationship. Marketing is a core functional
activity that benefits both customers and the business where the business can
acquire profitability and sales margin and customers can satisfy their needs by
getting desired product and services. Effective marketing campaign helps the
customer behaviour and maintaining strong customer relationship in a way to satisfy
their expectations. Marketing is not a sole activity it involves coordination with
different functional units of the business such as sales, finance, research and
development and others. Thus, it can be said that marketing is an activity that helps
to establish strong profitable customer relationship by rightly addressing their needs
and wants. Marketing involves different activities and approaches right from selecting
2

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: -
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