Effectiveness of Digital Marketing

This project report provides review on different business strategies which are basically combination of different actions taken by business to achieve business goals and to get good market share and profitable revenue from market. It also discusses different communication channels used for promotion of particular product.

Effectiveness of Digital
Marketing

Table of Content.
Table of Content............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing mix.............................................................................................................................1
Communication mix....................................................................................................................2
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is type of online marketing which uses electronic devices as source of
internet to promote products and services provided by the organization. This project report
provides review on different business strategies which are basically combination of different
actions taken by business to achieve business goals and to get good market share and profitable
revenue from market. Marketing is basically over all activities that are related to collection of
raw material to its production which additionally lead to product consumption to required
customer. Marketing consist of promotion, production, selling, transporting and risk management
associated with the product. Project report also provides review on different communication
channels used for promotion of particular product which includes basically channels through
which business professional communicate with their potential customers to update them with
upcoming discounts, new products and product specification which include advertisement,
website, direct marketing, events, campaigns or exhibitions. Further discussed about different
social media channels like Facebook, LinkedIn, snap-chat and twitter that different brands use to
promote population about new product or its advance features (Stead and Hastings, 2018).
MAIN BODY
Marketing mix
Marketing mix is group of strategies that company uses to promote their brand in market.
It is a very important concept for marketing management as the main focus of every business is
to earn maximum profit and satisfy the customer needs. Longer customer retain can participate
in generating good revenue and profits to company. Marketing mix help business professionals
to analyse what are customer demand, what customer want from them, how much demand there
is product is achieving according to market, identify their competitors, study about competitor’s
strategies and promotion skills, key elements of competitor’s product. Marketing mix consist of
7ps – price, place, product, promotion, process, people and physical evidence (Solimun and
Fernandes, 2018).
Price – value which customer pay for the product. Price is set by business to satisfy both
manufacturer and customer needs. Business always focus on earning profits which is earn by
creating certain pricing method. Product pricing is set on basis of product type or service
provided, comparing them with competitors, cost of production which consist of labour cost, raw
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material cost, machine cost, inventory or transport cost. Product - is a good or a service that is
offered for sale. Every product or service is designed to fulfil customer demands. Product consist
of a name which customer can remember or relate according to product use. Product formed
should either focus on individual group of population or it should be used in every season. Place
– is channel through which goods or services transfer to the consumer. For good place includes
path through which product travels like wholesaler,retailer or agents. Channels through which
developer provide goods to the consumer can be either directly to consumer or indirectly to
consumer by agents or retailers (Kim, and Kim, 2018).
Promotion – is a communication channel through which organization communicate to
local public about the services of featuretheire product deliver. Promotion can be through direct
promotion, advertising, online promotion, or sales promotion. Promotion is done to develop the
brand image in front of population and to turn interested buyers into real customers.
Process – it involvese different factors responsible for delivery products or services to
the customers. To maintain process, it’s important for organization to maintain the same quality
product every time when customer demands and if required enhancement in service should be
done time to time.
People – it involves the employers of organization who work for business which include
sales executive, managing team, customer service team, or training team. Brand service and
image directly reflects their customer oriented service.
Physical evidence – it refers to the evidence that attracts customer more towards the
brand and through which customer can directly interact to brand. This include website, post
purchase or delivering mails, mew offers updates,etc(Lim, Jee and De Run,2020).
Communication mix
Communicating Mix consist of all factors that organization or business use to
communicate with their potential buyers or customers. Communication is done through
advertisement, social media, different marketing strategies or events organised by company to
increase their branding and market share. This is done to develop high product sales and
effective advertisement to promote products features and factors that differentiate product from
other competitors. While creating communication mix strategies are not only made to opt more
and more customers but made while keeping in mind to update according to market needs. It
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consists of advertisement, public relation, direct marketing, social media marketing, sales
promotion and personal selling.
Advertisement helps to convey information to huge population at single time.
Advertisement should contain different message which can provide customer about the quality
and feature of the product or service as is mainly done through television, radio or templates.
They are the more expressive way to connect with the population geographically from single
platform. Personal selling is the method to communicate directly with end customer by
convincing them about the benefits of service it provides. Its example is retail outlet where
company make sure that customer will have better service and attention from employer. This
also help company employer to get direct review from their targeted audience (Pratama and
prasandya, 2018).
Sales promotion involves short interval campaign or sales that will attract more
customers and help to increase market share of brand. Sales promotion provide reason for
customers for selecting brand over other and also provide platform for huge product or service
sale. Public relation helps to maintain positive image of brand in population. This is done
through face to face interaction, making customers fill up the survey of service, and by taking
feedback time to time (Devi 2022).
Direct marketing is showing more impact than newspaper or radio advertisement. These
include direct marketing strategies containing personalised message from brands. Cost of
marketing is less and impact is more as personalized message create powerful impact in front of
potential buyers. In social media marketing, organization use social media for promotion of
products or service. This is done through bloggers review or marketing, templates advertisement
through social media (Siddhanta and Guha, 2021).
Social media marketing is the process of using social media channel help to connect with
consumers and spread awareness about the business, brand, product and services. Social media
add values in collaboration, help to communicate faster with greater relevance it may also
satisfied customers by share their experience with others through social media platform that may
promote the brand and increases new customers (Fox and et. al., 2018). There are some social
media channels used for communication and promotes the business and services for example-
LinkedIn- According to the latest social media trends LinkedIn has develop from job
search platform and resume that helping to social networking for professionals. Through
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LinkedIn platform recruiters post job openings, business and companies update information
through post and articles that may help professionals to find job easily and also LinkedIn post
videos and live video broadcasts. LinkedIn is the world’s largest professional network on social
media platform on network that may help to find job according to customer needs which includes
job, training, internship, part time jobs in every field, help to connect and strengthen professional
relationship. The goal of this social media channel is to allow registered members to develop
social network by which employee can easily find the information and updates regarding the
business or companies (Grover and et. al., 2019). Employee are open to learning from and
connecting with brands and executive. LinkedIn provides number opportunities for audience to
connect with other people, learn skills from information about business, companies or services,
the platform can be an effective intermediate in activating employee to become brand
ambassadors. Business and companies use LinkedIn to produce interactive and engaging
information, posts, content through videos and image formats. LinkedIn can be an effective
social media platform for brands online marketing campaign, also receive some benefits from
LinkedIn social media platform which includes build real connection, collaborating with a
trustworthy brand partner also build confidence and relationship quickly that promote the brand,
service and company which resulting as increase customers (Hayes, 2022).
Facebook- Facebook is most widely used social media digital marketing channel, over
the billions of populations using Facebook, because it is most effective platform for B2B
marketing and B2C marketing. Latest social media trends help in creating online communities
that can be effective marketing method to grow business. The new generation of consumers are
turning to social media and consumer also learn about products and services. Posting on social
media platform that can help to engage more new customers and build brand loyality (Metz and
Lecheler, 2020). By engaging customer through social media platform, business can build
relationship, create real customers that can promote business, services and companies.
Communicating through Facebook social media platform and actively post information about
product, it shows that customer are staying relevant and satisfied with services. Facebooks
advertisement for business are able to target the ideal customer. Social media platform like
facebook, one of the easiest and most effective for engaging customers, promoting services and
building loyal brand of product over the world. (Sihi,and Lawson, 2018).
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Twitter- Twitter is a social media platform to use as a networking tool that may help to
connect with other people. Business should invest in twitter to grow their marketing strategy
among public. It can also be used to share information and updates about company, brand,
services share industry news and interact with the customers. Twitter helps companies to build
relationship with loyal customers form around the world. It provides an opportunity to interact
with customers that may help in promoting their brand and services. Twitter is the best social
media platform for promoting a business and make good relationship with the world through
implementing hashtag, sharing content by making short information, using image and video for
the attraction towards customer satisfaction. Twitter also provide customer support according to
the customer needs, respond as soon as possible, post useful tricks and tips that may help
customer to make trust on brands and services. Modern population are more informed, intense
and trust strongly on brands. It also helps people to build brand awareness and grow business by
building strong customers. No money is required for the business promotion (Thakur, Hayajneh
and Tseng, 2019).
Snapchat- It is a social media platform for business to connect with people, support by
sharing short information and also by sharing temporary photos and videos. It is an application
used to share messages, videos, photos. Business and industry can also advertise on snapchat
with service advertisement, different filters and lenses. Snapchat gives an opportunity to
marketer to connect with customers, update them through interactive stories and posts. It helps in
promoting product or brands to snapchat users through videos, live stories, product demo video
and reviews of company and services. Snapchat become hugely popular in very short time
among young population. Instead of business promotion, it is also used for fun, staying
connected with real friends and sharing daily activities through stories, photos and videos.
People feeling happy by using snapchat because it provides different lenses and filters.
Social media content is more powerful to make people feel passionate about the company
and brand. Content marketing is the method that may help marketers to increase conversation
through building confidence and relationship between loyal customers and the company. There
are different types of content on social media platform such as advertisements of product,
product reviews, blog posts, short messages, live videos and attractive posters that may help in
promoting the business brand. Majority of web traffic from videos and live session, this is also
more frequently viral on twitter, Instagram and Facebook. Social media content is more effective
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way to convince people according to the need of customers (Zimba, Radchenko and Strilchuk,
2020).
CONCLUSION
From the above study, it is concluded that different marketing mix is used for promoting
business, brand and company. There are seven marketing mix such as – product, price,
promotion, place, position, packaging and people. People in marketing mix is refers to as
involvement of individual in selling product or services. Communication mix helps to make good
relationship and trust between customers and brands. There are different social media channels
that are used to promotes brands or make communication among the world. Facebook, LinkedIn,
twitter and snapchat are the most popular social networking platform that can increase brand
promotion and satisfied customers according to their needs.
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REFERENCES
Books and Journals:
Devi, S., 2022. Digital Marketing Mix Is A Facelift Of Traditional Marketing Mix. Elementary
Education Online, 20(2), pp.1916-1916.
Fox, A.K., Bacile, T.J., Nakhata, C. and Weible, A., 2018. Selfie-marketing: exploring
narcissism and self-concept in visual user-generated content on social media. Journal of
Consumer Marketing.
Grover, P., Kar, A.K. and Ilavarasan, P.V., 2019. Impact of corporate social responsibility on
reputation—Insights from tweets on sustainable development goals by
CEOs. International journal of information management, 48, pp.39-52.
Hayes, M., 2022. Social media and inspiring physical activity during COVID-19 and
beyond. Managing Sport and Leisure, 27(1-2), pp.14-21.
Kim, M.S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior
toward a brand: Evidence from the foodservice industry. International Journal of
Contemporary Hospitality Management.
Lim, W.M., Jee, T.W. and De Run, E.C., 2020. Strategic brand management for higher education
institutions with graduate degree programs: empirical insights from the higher education
marketing mix. Journal of Strategic Marketing, 28(3), pp.225-245.
Metz, M., Kruikemeier, S. and Lecheler, S., 2020. Personalization of politics on Facebook:
Examining the content and effects of professional, emotional and private self-
personalization. Information, Communication & Society, 23(10), pp.1481-1498.
Pratama, Y. and prasandya, c.m., 2018. the effect of marketing communication mix towards the
purchase de cision of mice products: a case study from santa monica hotel & convention
in bogor. Emerging Markets: Business and Management Studies Journal, 6(1), pp.9-20.
Siddhanta, S. and Guha, M.K., 2021. Does Promotional Mix Have a Long-Term Effect on Sales?
A Case of the Pharmaceutical Industry in India. IUP Journal of Marketing
Management, 20(3), pp.7-24.
Sihi, D. and Lawson, K., 2018. Marketing leaders and social media: Blending personal and
professional identities. Journal of Marketing Theory and Practice, 26(1-2), pp.38-54.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Thakur, K., Hayajneh, T. and Tseng, J., 2019. Cyber security in social media: challenges and the
way forward. IT Professional, 21(2), pp.41-49.
Zimba, O., Radchenko, O. and Strilchuk, L., 2020. Social media for research, education and
practice in rheumatology. Rheumatology international, 40(2), pp.183-190.
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