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

This report explains the importance of digital marketing and social media marketing in contemporary businesses. It covers the explanation of marketing, marketing mix, and communication mix. It also includes an explanation of digital marketing and social media marketing, along with examples and theories. The report concludes with the effectiveness of social media content and why it is important for businesses.

Business Management with Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Contents
Table of Contents
Part 1..........................................................................................................................................3
Explanation of marketing......................................................................................................3
An explanation of what the marketing mix is and where the communications mix fits .....4
An explanation of digital marketing......................................................................................5
An explanation of social media marketing ...........................................................................6
An explanation of why digital marketing and social media marketing are important to
contemporary businesses......................................................................................................6
Part 2 .........................................................................................................................................6
Social Media Content.............................................................................................................6
Screenshots of effective campaign........................................................................................8
Why social media content is effective? ..............................................................................10
CONCLUSION............................................................................................................................11
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Introduction
Marketing Mix is key elements in which refers to set of actions which is used
by company for promote their products and brands in market. This marketing mix
help customer to make awareness in market for customer so that whenever
customer see the brand they can easily recognize brand of the products. The
marketing mix includes 4Ps which includes the Price, Products, Promotion and
Place. This is very important for their organization that they have to plan very
effectively strategy for their marketing mix, then only it is possible for management to
survive long-term in market (Alves, Sousa and Machado, 2020). This is report is
based on effective digital marketing that how marketing mix is used for digital tools
for promoting their business activities in their organization. This report is includes the
brief explanation of marketing and marketing mix and communication mix and it also
includes the brief explanation digital marketing. This report also consist of social
media marketing. Further it also conclude the examples of social media and why
social media content is effective.
Part 1
Explanation of marketing
Marketing is the set of action of business for promoting and selling products
and services which includes market research and advertising. Marketing is activities
which company need to undertake for promoting their buying and selling of products
or services. This also includes advertising, selling and delivering products to
consumer or other businesses. In some marketing it is done by affiliates on behalf of
their company. Marketing is process of creating, exploring and delivering values to
meet the needs and demands of their target market for their product and services
which they offer to their customers (Behera, Kamboj and Bala, 2020). The marketing
have 4Ps which is very important for marketing which every organization need to
proper examine in their organization. The 4Ps are Product, Price, promotion and
Place which help management to prepare strategy for developing and selling new
products and servicing in the market.
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An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix is elements which is used by organization for increase the sell
of new products of brands which help in market to make awareness in customer
about the new product then only they start buying new products in market. The
marketing mix and communication mix have similar with each other and
management used in organization for developing new products of brand in market
(Gupta, 2019). The elements of marketing mix are briefly explained in below:
Advertising: This elements is used by management for advertising their new
brand products which help customer to aware of their products. This tools is used in
marketing mix by promotion of new brand products which have primary aim to
promote their new products in market and make customer of their new products in
market. For example, if Starbucks used adverting tools of communication mix then it
also do the same thing of marketing mix in which management do the same activity
that bring awareness in the market about there new product to their customers.
Sales Promotion: In organization sale promotion is very effective strategy
adopt by management for increasing their sales in marketing. In this management
gives heavy discount to their customer for selling their products and services, so that
customer easily attract to their customer in market. In marketing mix there is Price
strategy is there in which management also used to increased their revenue in their
enterprise which help management to attract customer attention easily in market for
their products (Mogaji, Soetan and Kieu, 2020). For example, if Starbucks company
used sales promotion tools for communication mix for preparing the strategy for
increasing their sales of their business. This tools is similar with Pricing strategy
which the company can also adopt to prepare effective strategy for pricing of their
product sin market which help to promote the sales of their products.
Events and Experiencing: In organization which is used by management to
held events for which customer get attract and promote their new products in
marketing which is very essential for organization to capture huge customer support
in market. This is can also done in marketing mix by Physical tools which is used by
management to attract to new customers in market in this able to promote their
products in market. For example, If Starbucks used Events and Experiencing tools
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which help management to promote their new products in market by held events
which easily capture customer attention and interest in market and in marketing mix,
physical strategy is used by management in organization for creating interest of their
customer by held new events in which the new products is promoted to their
customers.
Social Media Marketing: This is also become very effective tools for
promoting products which is very important for market that they used social media
platform for developing awareness of their new products in market (Munsch, 2021).
This social media is now become very popular and management can easily
influenced their customer by preparing effective strategy. In marketing mix there is
promotion tools is there which is suitable for social media marketing which also used
to promote their business products. For example, If Starbucks used social media
marketing which is similar with Promotion of Marketing Mix this both can used by
organization to promote their new products and creates awareness in market for
their customers.
An explanation of digital marketing
Digital marketing is also know as online marketing, which is used for
promotion of brands to connect people with potential customers while using the
internet and others forms of digital communication. This includes all various types of
marketing which are text, multimedia message, social media, web-based advertising
for as marketing channel. The e-marketing, online marketing, digital marketing use
web-based which developed to build technologies to build their brands, scale
customer needs. When using mobile apps, internet, social media and many others
digital communication which becomes a part of daily life (Pandey, Nayal and
Rathore, 2020). Digital marketing is the term which used for measuring, targeted,
measurable and interactive marketing of their product and services which is used in
digital technologies for their customers, viewers and try by management to retain
their for long term with an enterprise. For example, in Coca Cola company their
management used digital marketing for promoting their products and brand in this
way that in market customer easily attract towards the products and they become
loyal to the products.
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An explanation of social media marketing
This social media marketing is the use by organization for build social network
and share information which build brand of their company, increase sales and
website traffic. This helps to target social media platform their business like
Facebook, Instagram, Sanpchat and Twitter this all help management to increase the
sale so of their enterprise. Now, Social media marketing become more popular in
market because people easily attract through any social media platform. This social
media is very important for organization because then only it make awareness in the
market about their products and services for their customers. If customer is attract
towards the product then it directly impact on business profit which increased and
management can capture huge customer support for their products which increased
their sale of the organization (Puthussery, 2020). In Starbucks company they do
social media marketing for increased the sales of their company which allow
organization to capture the interest of customer in marketplace.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
The social media marketing is very important for organization because due to
social media marketing, organization can easily make brand awareness of their
product in the market which allow customer to increased the sales of their products
in the market. Then only it is possible for management that they able to grab the new
customer support in the marketplace (Sharma, Sharma and Chaudhary, 2020). Now
people don't go outside to search for the brand product they simply used social
media marketing tools which helps marketers to developed and grow in their
organization. Social media marketing is becoming more popular in market so that
every organization now prefer to do social media marketing of their brand. This help
organization to sustain their organization for long term in market and this allow to
grow and expand their business in marketplace.
Part 2
Social Media Content
In social media content it is the things which organization or people share
anything on social media by text update, photo, video, link, etc. Social content is not
necessary for unstructured data which is created, marked up or delivered through a
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social process or channel and destined for human consumption (Spiller and Tuten,
2019). The social media application which is used by companies or individual like
Facebook, Instagram, Twitter or Snapchat. These platforms creates particular
interest to their companies because it allow much more direction interaction with
users than classic marketing measure. There are many different social media
content which are explained below:
User generated Content:This category of social media content which
provided by visitors, consumers, clients and customers which refers to user their
generated. This works well because which helps business to understand their target
people and they have to build their trust with societies. User generated content,
entities which keep their stakeholders satisfied which make valuable in conversation.
It drives feedback, real feedback and experiences for users (van Esch and Stewart
Black, 2021). It user enhance the content which is generated by users so that when
people spent time by people on social-media platform. This brand hashtag which
assist to start conversation for people which are unfamiliar to an enterprise which
help to build and re-established loyalty among between their existing customers and
results is generated very huge contents for users.
Educational Content: This type of content is created for improving the
knowledge of educational content which includes their target audiences. Creating
educational content give benefits for the company because it creates values for
customers. Though this education content, which satisfy the needs and wants
through brand education customers. This Is help in low cost which enabling the
organization for their products to meet the prospects, general public along with
competitors.
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Screenshots of effective campaign
The Coco Cola company is using social media marketing for their organization
which help to attract the customer attention and creates interest in customer minds
and it help to increase the sale of their products.
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Why social media content is effective?
The social media content is very effective because it connect the people
through social media platform and it also help management to capture the customer
support in market. This enables the organization to bring the awareness for their
products to customers. This is very effective way to increased the sales of their
enterprise and they able to capture the customer interest in the marketplace and this
help management to retain their customer for long term in market and customer also
become loyal for their brands.
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CONCLUSION
From this above report it has been state that now for organization it becomes very
important that to do social media marketing for promoting their business products
and activities in the market for bringing awareness of customer about the product. It
also help organization to increased the sales of their organization in marketplace
which help them to capture the interest and customer support in marketplace. The
customer can increased their sales and generate more revenue due to the help of
social media platform. If organization not do social media marketing then then don't
able make brand awareness of their new product in the marketplace and they don't
able to increased the sales of the products in the market.
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REFERENCES
Books & Journals:
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The role of digital marketing and
online relationship quality in social tourism: A tourism for all case study.
In Digital marketing strategies for tourism, hospitality, and airline
industries (pp. 49-70). IGI Global.
Behera, R.K., Gunasekaran, A., Gupta, S., Kamboj, S. and Bala, P.K., 2020.
Personalized digital marketing recommender engine. Journal of Retailing
and Consumer Services, 53, p.101799.
Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. In information
systems design and intelligent applications (pp. 411-419). Springer,
Singapore.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial
intelligence on the digital marketing of financial services to vulnerable
customers. Australasian Marketing Journal, pp.j-ausmj.
Munsch, A., 2021. Millennial and generation Z digital marketing communication and
advertising effectiveness: A qualitative exploration. Journal of Global
Scholars of Marketing Science, 31(1), pp.10-29.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B
organizations: structured literature review and future research
directions. Journal of Business & Industrial Marketing.
Puthussery, A., 2020. Digital marketing: an overview.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready
for digital marketing? Views of travel agency managers. Tourism
Management, 79, p.104078.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital
marketing certification programs. Journal of Marketing Education, 41(2),
pp.77-90.
van Esch, P. and Stewart Black, J., 2021. Artificial intelligence (AI): revolutionizing
digital marketing. Australasian Marketing Journal, 29(3), pp.199-203.
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