Digital Marketing and Social Media - A Comprehensive Guide

This presentation provides a comprehensive guide to digital marketing and social media. It covers topics such as comparative analysis of online and offline marketing concepts, key consumer trends, social media marketing, different digital marketing tools, limitations of digital marketing, and the digital marketing mix. Additionally, it includes examples of effective campaigns from companies such as Carlsberg and Red Bull. This guide is relevant for anyone interested in understanding digital marketing and social media.

Digital Marketing
and
Social Media

INTRODUCTION
 Digital Marketing
 Comparative analysis of online and offline marketing concepts
 Key consumer trends and insights that are driving the growth and development of
digital marketing
 Social media marketing
 Different Digital marketing tools
 limitations of a digital marketing
 Digital Marketing Mix
 What are social media contents
 Examples/Screenshots of effective campaigns from any company with reference to
established models and standard for digital marketing.
CONCLUSION
REFERENCES
Table of content

Marketing is a procedure which help an
organisation to promote and sell their product or
services in their target market field. Marketing
consists of 7ps that are product, price, place,
promotion, process, people and physical evidence
are all the elements related to this procedure. The
main aim of marketing is to identify the demands
of their potential or new customers and helps them
to attract clients towards the product and service
offered by an organisation(Andreina,Chiara, and
Alessandro, 2022).
Introduction

It is a strategical plan specially formed to fulfil the
organisational goal and aims through online platforms. The
commercial enterprises adopt various online marketing
platforms to fulfil the virtual marketing needs which helps
them to capture new customer base and enhancing their
business performance. Before using any digital marketing
platform tesco should have the complete knowledge of that
platform which includes both pros and cons of that system. A
proper and effective digital marketing strategy will helps an
organisation to attract their leads efficiently
Digital Marketing

Online marketing Offline marketing
Online marketing is a modern time marketing technique. This
process takes place with the help of internet tools and
applications to increase the brand awareness in their
respective market place.
Offline marketing is old and traditional marketing technique.
This is the process where a customer buy the product in
physical form. This is the process where an organisation sell
their product on their specific outlets.
Online marketing includes 3rd party such as media, web
content, emails and many other platforms to capture and
target the customer all around the globe.
An organisation conduct offline marketing by developing
various department within their business administration.
Customer care, telephone centre are some kind of division
adopt by tesco to conduct offline marketing.
In this form of marketing an organisation communicates with
their customers through e-mail, virtual chat, social media.
Tesco has develop their official websites and blog that can
help them top influence their customer.
In this kind of marketing communication between customer
and a company takes place with the help of face-to-face
group discussions, mobile number, staff, templets, holding
and many more ways which can highly impact the customer
mind in a positive way.
An organisation can easily adopt this kind of marketing
because it is very cost effective and time consuming process
which help the organisation to convey their message to the
target customers.
Offline marketing is a high cost process. It needs lots of fund
and planing for an organisation to successfully conduct this
type of marketing. Through this marketing technique they can
only target specific group of people.
This process helps an organisation to directly reach out and
capture the professionals of the industry and market. Less
amount of people are required to do this marketing process.
(.Domazet, and Neogradi, 2019)
Due to some barriers an organisation can not directly reach
out to the desire professionals of the respective industry.
Large number of people are required to manage this kind of
marketing techniques.
Comparative analysis of online and offline
marketing concepts

As online shop[ping has become the most popular form of
purchasing product and services in the current 21st century, the needs and
wants of consumer are continue to rise. Organisation's are adopting these new
ways of marketing to capture new generation of buyers while reinventing
their brands to appeal through digital marketplace.
Key consumer trends and insights that are
driving the growth and development of digital
marketing

The use of social media and social networks to market any products and
services of the organization is called the social media marketing. It enables the
way to engage with the old customers of the organization and helps in developing
the new market base. Social media marketing has specially designed data analysis
tools that marketers can use to track the success of their efforts. Different social
media websites helps in forming the tactics and strategies that promote content
and help in engaging with the peoples
Social media marketing

 Mail Chimp- Mail Chimp is an email marketing and social
advertising tool designed to orchestrate and automate digital
marketing campaigns.
 Google analytics- Google Analytics is a powerful digital marketing
tool that can help Tesco with numerous marketing decisions.
Digital marketing platforms
 Kenshoo- Kenshoo, a seven year antique organisation subsidized
with the aid of using Sequoia Capital and Arts Alliance, is utilized
by numerous huge shops and and company networks
 Hubspot- it is the introductory marketing software that helps Tesco
in providing all the tools that need to improve and assist the online
marketing strategy
Different Digital marketing tools

 Time consumption- From various data it has been studied that digital marketing is a
very time consuming procedure. At least 60% of digital marketer user spend almost
6 hours per day on multiple platforms.
 Facing high competition- The process of Globalization all around the world has
created competition . If an organisation want to reach and capture new global
audience through Digital marketing, then the organisation also have to face global
contest in digital marketing
 Security Issue: – Digital Marketing process in almost depended on internet. There
are many hackers and spammers present on internet who can hack the precious data
and misuse those valuable data in a wrong way..
 Complaints and feedback: – One of the advantage or Biggest disadvantage about
digital marketing is real time customer complaints and feedback.
Limitations of a digital marketing

Marketing mix is a strategical process which helps an organisation to
promote and advertise their brand in the respective market field. Lets discuss the
various elements of marketing mix regarding digital marketing:-
 Product-
 Price-
 Place
 Promotion-
 People-
 Process-
 Physical evidence
Digital Marketing Mix

Social media content are those subject matter which is created by an
individual or an organisation for social media platforms such as Facebook, Instagram
etc. This is the most important content because the customer will totally depended on
this before judging an organisation
Two examples of social media content
 Videos- It is one of the most popular type of social media content which helps an
organisation to attract more and more customers towards their company.
 Images- Good and effective pictures related to the product and service provide by
the organisation in their social media content can highly influence the customer to
make a purchase from that specific organisation.
What are social media contents

Facebook Social Media Campaign: Carlsberg
To aid Liverpool FC with in the very last of the 2019
Champions League season, Carlsberg created a unique
purple beer to fit their soccer kit. To sell the beer and
marketing campaign Carlsberg used the energy of
world fan Facebook networks and celebrated its
sponsorship and dedication to Liverpool FC.
Examples/Screenshots of effective campaigns
from any company with reference to
established models and standard for digital
marketing.

Consumers have been “given wings” for over 28 years
with the aid of using Red Bull, and that they ranked
#sixty nine at the Forbes World’s Most Powerful
Brand List in 2020. Their power drink may be
discovered in over one hundred seventy countries, so
it comes as no marvel that the agency has offered over
60 billion cans in their well-known drink. Since its
humble beginnings again in 1987, the logo has
launched 4 new flavors of power liquids to cater to
person tastes and preferences.(Pandey, Nayal, and
Rathore, 2020.)
Continue…

From the above report it has been concluded that digital marketing is one
of the important type of marketing present in todays world. Tesco can take the help
of various social media platforms to capture the new customer base. The complete
explanation of digital marketing is been concluded in this report. The comparison
between online and offline platform is also a part of this report. Later on the key
consumer trends and insights that are driving the growth and development of digital
marketing is been discussed in this report. The explanation of social media is
concluded in this report. Furthermore, 7ps regarding digital marketing is been
summarized in this report. At last there are some limitation of digital marketing
which is a part of this report.
CONCLUSION

 Andreina, M., Chiara, P. and Alessandro, A., 2022. Vibram: How Digital Marketing
Enabled the Digital Transformation. Micro & Macro Marketing, (1), pp.117-134.
 Borges-Tiago, M.T., Tiago, F. and Cosme, C., 2019. Exploring users' motivations to
participate in viral communication on social media. Journal of business
research, 101, pp.574-582.
 Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry:
Digital Marketing in the Banking Industry. In Managing Diversity, Innovation, and
Infrastructure in Digital Business (pp. 20-40). IGI Global.
 Ghai, S. and Rahman, O., 2018. Measuring effectiveness of campaigns using
digital marketing & its impact on youth. International Journal on Global Business
Management & Research, 7(3), pp.19-30.
 Ghosh, D. and Scott, B., 2018. Russia's Election Interference Is Digital Marketing
101. The Atlantic.
Reference