DIGITAL MARKETING

Hello for this assignment i need plus 2 presentation too and some reference from online Thank you

Digital Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Survey about current practice of social media marketing in retail industry:...............................1
Application of social media promotions on automotive industry:...............................................2
Appliance of social media as digital advertising technique in FMCG sector:............................3
Utilization of social media promotional techniques in Fashion industry:...................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing, also known as Internet marketing is a component that uses digital
technologies or platforms for promoting product or services of company. It is completely new
endeavour that suggests new way or method of approaching customers. Digital marketing
includes utilization of search engine optimization, social media marketing, email marketing,
content marketing, website marketing, pay per click advertising, and video marketing. In
addition to it, this type of marketing also includes SMS messaging and affiliate marketing. This
form of marketing enhances global reach as it is scoped worldwide. Also, it costs less as
compared to traditional marketing and even enables properly planned digital marketing
campaign. It contains trackable or measurable results and offers personalization opportunities to
marketers. Application of digital marketing has improved rate of conversions because customers
are just few click away from shopping, hence, process of conversion became immediate and
convenient. On the other hand, high training and skill requirement, increasing competition,
emerging complaints and feedback and privacy or security issues are some limitations attached
to it (Coman, Popica, and Rezeanu, 2019).
This report is based on application of social media marketing in various industries, such as,
automotive, retail, hospitality, IT, and fast-moving consumer goods industry. Along with my
experience about researching and analysing the same.
MAIN BODY
Survey about current practice of social media marketing in retail industry:
Social media marketing can be explained as a technique or tool of marketing with digital
technology at social media platforms, which are, Facebook, YouTube, LinkedIn, Instagram,
Pinterest, Snapchat, Twitter and various others. Retail industry encompasses selling of consumer
goods through multiple distribution channels and satisfying their demands with the intention of
earning profit. While considering appliance of social media in retain industry sector. It can be
stated that this sector gains most from marketing on social media. It is encouraging and evolving
retail sector by linkage of social media promotions with one tap shopping. As consumer goods in
retail industry are not too high in cost as compared to some other industries such as, automotive
and information technology (Gkarane, and et.al., 2019. It ensures quick conversion of employees
through promotions of social media. With transforming digital technologies, uses of social media
1

is also improving day be day. Hence, it can be stated that it has wide scope. Most advantageous
thing about use of social media platforms for retail sector is that this sector involves every time
of customers in its target base and social platforms provides opportunity to firm to engage with
customers at any point of their lifecycle. Adoption of omnichannel is social sites speeds up the
process of customer engagement and conversions. As omnichannel provides one tap display of
shopping page at social promotions (Kartajaya, Kotler and Setiawan, 2018). Further, social
media campaigns launched by different retail sector companies enhances its selling activities as
it boosts offers and discount offering that increases customer attractiveness. It additionally
provides platform for winning and retaining customers by actively participating in social media
page of retailers. Retaining customers improves their loyalty and commitment towards entity
which enables firm to earn high profits by encouraging customer loyalty. Promotion on social
sites is a digital marketing tool hence, it ensures monitoring of traffic at such platforms which
enables firm to evaluate success of marketing campaigns and keep track of experience of
customers.
This Simbound game has provided me opportunity to evaluate effectiveness of social
media promotions in relevance to retail sector. It helped me in gaining valuable experience
which enhanced me to identify social media promotional advantages. Further I evaluated various
platforms of social media that retail industry uses for advertising its product and gaining
customer recognition. I even evaluated techniques of monitoring social media effectiveness.
Further, I identified brand awareness, reputation and trust can be improvised effectively by social
advertising. It plays a huge role in creating purchase and retention of customers in retail sector.
Social media presence brings awareness about customers and is performing role of digital
touchpoints. It builds engagement in customer base and generating sales. Social media is a
marketing tool that boots scope of expansion and growth opportunities. Retain industries further
take advantage of it by encouraging promotions and discounts. Further, I analysed that social
media acts as a gold mine for retail industry.
Application of social media promotions on automotive industry:
Automotive industry comprises of manufacturing, marketing, designing, development,
maintenance as well as selling of vehicles. Use of computer-based technology, that is, social
media platforms. While analysing trend of social advertising in automotive industry it can be
evaluated that trend of digital buying is increasing. It is transforming experience of car selling
2

(Kasemsap, 2018). Nowadays, buyers or customers don’t solely depend on dealership and
business avails every product online and started promoting it on social sites. Use of social media
intelligence by automotive sectors enhanced its product selling capacity and even assured regular
tracking of social promotions success which enables industry in determining any weak points or
core competencies. This industry targets consumers on social channel named Facebook. It places
ad on this channel with the motive of reaching people. Here, firm narrow downs geographical
areas of target market. Further, interest of consumers, type of vehicle demanded, gender and
many more factors. On twitter, industry continues on enhancing recognition and attractiveness of
brand. Automotive sector leads to various customer touchpoints with the utilization of social
sites. This touchpoint refers to points of contact of customers (Leung and Mo, 2019). It is used
for customer acquisition and social media works as an effective tool for it. It enables industry to
reach large segment of target audience. Social media can be used build effective relationship
with customers and promote products of automotive industry. It leads to improvement in
reputation of brand. Social promotions incorporate material which industry publishes on online
platform with the motive of promoting brand. Company events of automobile industry that is
announced by marketing or selling team stands out as a booth for introducing and promoting
products. It serves as a direct point with customers as it provides interactions with target market.
Conversations with representatives of automobile company have immediate impact on
purchasing decision of customers. Product catalogues are also offered by firms on this medium.
It is the most effective way of acquiring customers and closing deals with them. It markets to
millennials on Instagram, it further targets potential customers on platform of Facebook, and
promotes its selling activities on Twitter. Along with it, marketing utilizes video promotions on
YouTube (Marques, 2018).
During this study, I investigated various techniques that automotive industry uses for
promoting their products. It helped me in identifying opportunities in social media promotions. It
further enhanced my knowledge of different social media channels and inbound traffic
evaluation. In addition to it, I evaluated how social media promotions increased conversion rates
of automobile industry with increased use of omni channel that enables popping of shopping
page at one click. It improves satisfaction and experience of customers.
3

Appliance of social media as digital advertising technique in FMCG sector:
Fast Moving Consumable goods is the sector with a lot of direct competition and many
big players with established brand names along the globe. Because each and every item that we
use falls under this category weather it is tooth paste that we use first in the morning or the
moisturiser that we use last in the night everything belongs to this industry (Montgomery and
et.al., 2019). So it becomes really difficult to survive in the industry and to survive in this cut
throt competition companies use many platforms for the advertisements like print media
electronic media and TV adds but the most important medium of promotion in today’s situation
is digital promotion or promotion on social media what makes it so important is the number of
users of the social media platforms. Today, almost every person either living in rural or urban
area are using these social media platforms so it becomes the most important platform for the
promotion of the products. Also, it provides these companies a great opportunity to directly
interact to the potential customer of the product through paid advertisements and survey (Vrontis
and et.al., 2020). They can carry out regarding the expectation of the customers from the product
what kind of changes they want from the company to make the product a good one. Also, after
recognizing the opportunity company can select the right brand ambassador for the products that
they are providing through these social media platforms companies can also promote their CSR
activities and schemes that they are providing to the customer. As well as the distributors of their
products. Social media can become a useful tool of promotion for the companies dealing in the
FMCG sector and that can give them a benefit over their competitors in the market (Putra and
Noviaristanti, 2020).
The above research has helped me to understand the working mechanism of the of the
FMCG sector as well as the perks of using the social media as a tool of promotion in today’s
world. It enhanced my knowledge in term of the working of social media promotion how it helps
the companies to interact with customers how the paid advertisement attracts the potential
customer. How frequently the advertisements pop up on the screen of the consumer all this
information is really helpful in understanding the working the social media promotion it also
shows why social media promotion is the most important type of promotion for today’s
generation. This research also helped me to understand how the companies analyse the trends to
develop the strategies. To develop a new product selecting the segment for the product, how the
positioning of the product can be done by using the social media. I also found that social media
4

has proved its worth as a tool of collecting the information about what is the perception of the
customer about the product and how they perceive the competitor’s product. All this information
can play a major role in decision making relate to the marketing, product development and after
sale service that need to be provided.
Utilization of social media promotional techniques in Fashion industry:
Fashion industry is the industry which is always comes up with something new for the
customers and almost each and every age group is impacted by the fashion industry. Whether the
person is a kid a teenager or an old age person each and every person keeps an eye on the fashion
industry (Tafesse, 2020). Regarding what is new and trendy in terms of the clothing shoes and
other stuffs here the companies of the fashion industry can use the social media as a tool of
promotion and how they can do that?
As we all depend on the social media to understand the fashion trends so company can
take it as an opportunity by creating trend on the social media about the newly launched products
by them to create this trend they can take help of not only famous movie stars or sports person.
But they can also approach some of the famous social media influencers and other people who
have a great fan following on the social media and many companies are doing that by doing paid
collaboration with the social media influencers. With the millions of followers on the social
media it also depends on the type of product that the company is promoting for if the company is
dealing in life style goods then they can go these influencers and film stars but if the company is
dealing in sports products then they should go for the famous sports stars. Social media also
helps the companies to analyse the trends that are attracting the youth and potential customers
most for e: g the winters has arrived so now the trend will be of woollens whether in form leather
jackets, sweaters caps etc companies can take this as an opportunity and can create a new trend
or develop product as per trend (Seymour and Blakey, 2020).
During this research about the how social media can help the fashion industry. I have
developed a great knowledge about the social media promotion as well as the fashion industry
that how both industries are interlinked with each other and how they help each other to flourish
in the tough world of competition within the industry. Social media has proved itself as a great
tool of promotion for the fashion industry as almost each one of it depends upon the social media
platforms such as Instagram, Facebook etc. to analyse and understand the fashion trends. And we
all do a small amount of research on the social media before purchasing clothes or shoes to
5

understand what is new in the market. And till some extent our buying decision is affected by the
trends of the fashion industry and the companies of the fashion industry takes it as an opportunity
to develop the product which has the highest protentional to capture the market. The companies
can also use the social media as a platform to understand the thinking of the customer about the
product line in which company is dealing and that can help a lot.
CONCLUSION
From the above report it has been concluded that digital marketing is a source through this
organisation’s deliver its information and communicate customers in order to attract customers
so that it can achieve its objective. Industries follows digital marketing to attract customers
towards the brand. It is done by online platform by various apps such as Twitter, emails,
Facebook etc. Via such devices as mobile and computers. Firms uses social media is the most
important element of digital marketing, it helps firms in communicating customers, brand
awareness, boosts and leads sales of an organisation. The main thing in digital marketing is that
companies and customers can easily tracks the campaigns which drives to adapt and make
betterment in performance. There are various industries that uses social media for its marketing
such as FMCG, Fashion, Retail, Automotive etc.
6

REFERENCES
Books and Journals:
Coman, C., Popica, M. M. and Rezeanu, C. I., 2019, October. The Adoption of Digital
Marketing by SMEs Entrepreneurs. In The 2018 International Conference on Digital
Science (pp. 431-441). Springer, Cham.
Gkarane, S.,and et.al., 2019. Combining traditional and digital tools in developing an
international guerilla marketing strategy: the case of a SME Greek company.
In Strategic Innovative Marketing and Tourism (pp. 397-404). Springer, Cham.
Kartajaya, H., Kotler, P. and Setiawan, I., 2018. Marketing 4.0: Transforma tu estrategia para
atraer al consumidor digital. Editorial Almuzara.
Kartajaya, H., Kotler, P. and Setiawan, I., 2018. Marketing 4.0: Transforma tu estrategia para
atraer al consumidor digital. Editorial Almuzara.
Kasemsap, K., 2018. Enterprise Information Systems and Digital Marketing: Advanced Issues
and Implications. In E-Manufacturing and E-Service Strategies in Contemporary
Organizations (pp. 53-71). IGI Global.
Leung, K. H. and Mo, D. Y., 2019, December. A Fuzzy-AHP Approach for Strategic Evaluation
and Selection of Digital Marketing Tools. In 2019 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM) (pp. 1422-1426). IEEE.
Marques, V., 2018. Marketing digital 360. Leya.
Montgomery, K., and et.al., 2019. Big Data and the transformation of food and beverage
marketing: undermining efforts to reduce obesity?. Critical Public Health, 29(1),
pp.110-117.
Putra, A. R. and Noviaristanti, S., 2020, April. Social network analysis in digital marketing
company business ecosystem. In Digital Economy for Customer Benefit and Business
Fairness: Proceedings of the International Conference on Sustainable Collaboration in
Business, Information and Innovation (SCBTII 2019), Bandung, Indonesia, October 9-
10, 2019 (p. 184). Routledge.
Seymour, A. and Blakey, P., 2020. Digital Sport Marketing: Concepts, Cases and
Conversations. Routledge.
Tafesse, W., 2020. YouTube marketing: how marketers' video optimization practices influence
video views. Internet Research.
Vrontis, D., and et.al., 2020. The impact of digital marketing as compared to traditional
marketing's impact on university-bound students.
7