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

This report on 'The Role of Digital Marketing and Social Media Marketing – Theory and Examples' highlights the importance of digital marketing and social media marketing in contemporary businesses. It explains the concept of marketing, marketing mix, communication mix, digital marketing, and social media marketing. The report also provides two successful social media campaigns and justifies why social media content is effective.

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

Contents
Introduction 3
Part 1 3-7
Explanation of marketing 3
An explanation of what the marketing mix is and where the
communications mix fits 4
An explanation digital marketing 6
An explanation of social media marketing 6
An explanation of why digital marketing and social media
marketing are important to contemporary businesses 7
Part 2 9-13
Two examples of social media content that really work and
justification of why they work 9
Screen shots of effective campaigns with reference to
established models and standards for digital marketing 9
Why social media content is effective? 11
Conclusion 12
References 13
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Introduction
Practical digital marketing is referred to a process through which the
marketeers use their enhanced digital skills. The emphasis is upon using various
digital tools, techniques and tactics. It has been noticed that the role of social
media and marketing has a crucial role to play in the enhancement of the
performance and position of an organisation. Social media can be considered as
the most essential element for the organisation in order to increase its brand
awareness and visibility in the market (Castro, Silva and Duarte, 2017).
Part 1
Explanation of marketing
Marketing is referred to the activities that are undertaken by the
organisation in order to promote the sales of a product or service in the market.
The marketing process consists of various activities like advertising, selling as well
as delivery of the products and service in the market.
The main motive of the professionals working in the marketing and
promotional departments of the organisation is to seek attention of the potential
audience through advertising techniques (Chaffey and Smith, 2017).
In accordance with Chartered Institute of Marketing i.e. CIM, Marketing is
considered as the process of management that is responsible for identification,
anticipation and satisfaction of customer requirements in a profitable manner.
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Marketing can be considered as an activity, set of institutions as well as a
process that creates, communicates, delivers and exchanges offerings in order to
have value for customers, partners, clients and society.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix is referred to the foundation model of business that revolves
around the product, price, place and promotion. The 4 Ps of marketing are
explained below.
 Product- Product is basically referred to the various products and
services that the organisation deals in. The product must be such that it is
able to satisfy the needs and demands of the customers in the market
(Gelashvili, 2021).
 Price- Price is referred to the price at which the product is sold to the
customers. The price of the products need to be considered by the
organisation in a serious manner as price plays a significant factor in
demand and sales of the product.
 Place- Place is referred to the distribution channel that is adopted by the
organisation. Place can is necessary to be determined by the organisation
in order to have a medium to sell its products in the market. Place
comprises of decisions like online or offline stores and the distribution
channel that is chosen by the organisation (Ivaschenko, Stolbova and
Golovnin, 2019).
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 Promotion- Promotion is referred to the process of communicating the
products and services in the market along with its benefits and usage. The
various promotional strategies that can be chosen by the organisation are
advertising, sales promotions, public relations, direct marketing, selling,
etc.
When it comes to service sector organisations, the 4 Ps are expanded to 7 ps.
The 3 additional Ps in the service sector are explained below-
 Physical evidence- Physical evidence is referred to the material part of the
organisation. Physical evidence is referred to things that act as a proof for
the existence of the organisation and its product (Kingsnorth, 2019). The
physical evidences include websites, signs, logos, brochures, etc.
 People- People are considered as the most important element of an
organisation. The reason is that the people are responsible for carrying out
various services in the organisation that help in enhancing the customer
experience.
 Process- Process is referred to the series of steps or stages that are
worked upon in order to accomplish the desired goals of the organisation.
In order to grab a significant market share in the industry, an organisation is
required to follow specific steps of planning that are considered as a
process (López García And et.al., 2019).
Communication mix
Communication mix basically comprise of various tools that are used to
convey the information regarding the products and services of the organisation to
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the present as well as potential customers of the organisation. The various tools of
communication mix include advertising, social media, websites, events, direct
marketing, exhibitions, product packaging, etc. It is considered very important for
the organisations to consider the elements of communication mix in order to gain
growth and success (Low and et.al., 2020).
An explanation of digital marketing
Digital marketing is referred to the process of advertising the various
products and services of the organisation through the medium of digital channels.
The various digital channels include websites, search engines, email, social
media, email and mobile apps. In the techno savvy era, the customers or the
potential customers are more reliant upon the various technological factors. Hence
it is considered advantageous to use digital marketing platforms to have a wider
reach in the market (Nikunen and et,al., 2017 .
Digital marketing is referred to an enormous system wherein the marketers
easily share their plans regarding their brands. It wont be wrong to say that
advertising through online modes will be more complex in comparison to the
various offline channels. If an organisation needs to extract the full benefits from
the digital marketing platforms it is necessary to conduct a proper research and
discover the most fruitful strategies for the business organisation.
Example- In a research it has been found that nearly 50% of the customers rely
upon the search engines for extracting information of a product whereas nearly
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30% take aids from the websites of the brand whereas approximately 25% search
for the information through mobile applications.
An explanation of social media marketing
Social media marketing is referred to a tool od internet marketing wherein
the business organisations create content on their own and further share the
content on the various social media platforms. The social media marketing
facilitates the organisation to accomplish their marketing as well as branding goals
in the industry. Social media marketing comprises of various various activities that
include posting images, updating text blogs, posting videos and various other
contents in order to enhance the engagement with the audience. Social media
marketing also include paid form of social media advertising. Social media
marketing helps the organisation with increasing the traffic upon the websites,
raising awareness regarding the brands and create a positive brand image in the
market. Social media marketing allows the business organisation to have an
improved communication by interacting with the key audiences. Social media
marketing requires the organisation to have a strong command over being highly
visual.
For example- A travel business can enhance value of their business by creating a
strong presence of the various social media platforms like Instagram and
Facebook.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
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Digital marketing as well as social media marketing, both play a crucial role
in the contemporary business. Social media marketing as well as digital marketing
are the recent or the latest marketing tools used by the organisations in order to
grab the customer attention.
Importance of digital marketing in contemporary business
 Affordable- Digital marketing is considered as one of the most affordable
marketing methods in the market. There are prices that tend to vary based
upon the activities performed by the business but still the prices are lower
than the other marketing tools.
 Flexibility- Digital marketing consists of various tools of digital marketing
like banner ads, email marketing, content marketing, etc. Digital marketing
allows the organisation to be flexible in order to perform testing and further
declines the campaigns which are not resulting in better performance. The
digital marketing strategies allow the organisation to have a wide range of
possibilities in terms of publicity strategies.
 Interaction- There are various digital marketing tools and tactics that help
the organisation to communicate with the customers directly. These allow
the organisation to gather reactions and feedbacks from the customers
through comments, messages, social media posts, etc.
Importance of social media marketing in contemporary business
 Builds brand awareness and trust- The social media marketing helps the
business organisation to build brand awareness among the viewers of
different platforms. The social media marketing strategies allow the
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organisation to tell a story regarding the various services or products that
they offer. This will help the organisation to keep their customers and
audiences well updated.
 Implementation of social listening- Social media marketing allows the
organisation to listen carefully and understand their customers and their
point of view regarding the organisation.
 Generation of leads and community building- Social media marketing
helps the organisation to create various meaningful conversations in order
to engage with the target audiences in the industry. This is possible with the
various videos, data, news and trends that are being posted on the social
media (Saura, Palacios-Marqués and Ribeiro-Soriano, 2021 ).
Part 2
Two examples of social media contents that really work and
justification of why they work
The two examples of social media contents that have really worked in the market
are explained below-
Dove #ShowUS campaign
The campaign launched by Dove has a basic idea of breaking the beauty
stereotypes. The campaign featured the collection of more than 5000 images of
real women from all stages life with no digital distortion. The reason behind
success of the campaign was that Dove got into a partnership with female social
media influencers. The brand also used takeaway insights wherein the
organisation encouraged its followers to feel proud in their own skin.
Apple's #ShotOniPhone campaign
The campaign launched by Apple had a basic idea of bringing the pictures
clicked by iPhone into trend in the market. This was a successful social media
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campaign due to its attractive slogans as it satisfied the needs of the customers in
the market. Further iPhone had managed to cope with the words and brought into
action that had raised trust among the customers in context of the iPhones.
Screen shots of effective campaigns with reference to
established models and standard for digital marketing
The screenshots of the effective campaigns in context of digital marketing
have been attached below.
#ShotoniPhone campaign by Apple
Dove #ShowUs campaign
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Why social media content is effective?
Social media content has its importance and can act as effective for the
organisation. The ways in which the social media content can prove to be effective
for the organisation are discussed below-
 Convenience- Social media contents help the organisation to target their
audience who belong to a geographically diverse locations. This helps the
organisation to have a wider reach in the market in a cost effective manner.
 Satisfaction- Social media contents help the organisation to communicate
faster with their customers which is of high relevance. Better
communication experience help the organisation to provide their customers
with better satisfaction among their customers. This further helps in
promotion of the organisation brand.
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 loyalty- Social media contents helps the organisation to have positive
interactions with their customers. The positive relations help the
organisation to have a loyal customer base that is profitable in long run.
 Reduced cost- Social media contents help the organisation to target their
audience who belong to a geographically diverse locations. This helps the
organisation to have a wider reach in the market in a cost effective manner.
 Builds brand- Social media provides an opportunity for the business to
have a better brand visibility. The opportunities for increasing the brand
visibility can be considered as very precious. It facilitates the organisation to
have its voice among the wider audience in the market (Tsourgiannis and
Valsamidis, 2019)).
Conclusion
It can be concluded from the report that digital marketing and social media
marketing have a huge role to play in the modern marketing techniques. The
concept of digital and social media marketing is quite different and enhanced from
the traditional marketing concept. The report has highlight the concept of
marketing along with the various marketing strategies and communication
strategies. The report has also elaborated the concept of social media marketing
as well as digital marketing along with their importance. The study comprises of
some successful social media campaigns along with the effectiveness of social
media content.
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References
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Castro, S. R., Silva, S. C. and Duarte, P., 2017. Does digital marketing really
boost city tourism? evidences from Porto’s experience. European Journal
of Applied Business & Management, 3(3), pp.84-100.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning,
optimizing and integrating online marketing. Routledge.
Gelashvili, V., 2021. Digital Marketing vs. Traditional Marketing: Literature Review
and Practical Lessons. Advanced Digital Marketing Strategies in a Data-
Driven Era, pp.34-50.
Ivaschenko, A., Stolbova, A. and Golovnin, O., 2019, October. Spatial clustering
based on analysis of Big Data in digital marketing. In Russian Conference
on Artificial Intelligence (pp. 335-347). Springer, Cham.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
López García, J.J. And et.al., 2019. Digital marketing actions that achieve a better
attraction and loyalty of users: An analytical study. Future Internet, 11(6),
p.130.
Low, S. and et.al., 2020. Smart digital marketing capabilities for sustainable
property development: A case of Malaysia. Sustainability, 12(13), p.5402.
Nikunen, T. and et,al., 2017. Micro-Enterprise's Digital Marketing Tools for
Building Customer Relationships. Management (18544223), 12(2).
Saura, J. R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital
marketing in SMEs via data-driven strategies: Reviewing the current state
of research. Journal of Small Business Management, pp.1-36.
Tsourgiannis, L. and Valsamidis, S., 2019. Digital marketing in tourism: why Greek
tourists use digital marketing applications like Airbnb. International Journal
of Culture, Tourism and Hospitality Research.
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