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

This report discusses the importance of digital marketing and social media marketing in business. It presents examples of effective social media content and explains the RACE model for digital marketing. The report also covers marketing mix and communication mix in marketing.

The role of digital
marketing and social media
marketing – theory and
examples
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Table of Contents
Introduction .....................................................................................................................................3
Main body........................................................................................................................................3
PART 1 ...........................................................................................................................................3
What is marketing ......................................................................................................................3
Discuss what marketing mix is and where communication mix fits...........................................3
What is digital marketing ...........................................................................................................4
What is social media marketing .................................................................................................4
Discuss why digital marketing and social media marketing are all important to business.........5
PART 2 ...........................................................................................................................................5
Present two examples of social media contents that really works and justify why....................5
Screenshots of effective campaign and establishment of model and standards for digital
marketing.....................................................................................................................................7
Explain why you think the social media content is effective......................................................9
Conclusion ....................................................................................................................................10
References .....................................................................................................................................11
Books and journals ........................................................................................................................11
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Introduction
A digital marketing is all about reaching to large number of target audience through
promotion of products and services. It can be through digital channels and electronic channels. It
can be through social media channels which helps the organisation in engaging with various
audience. On the other hand, social media channels are those channels of digital marketing which
helps the company in engaging with large number of audience and this helps them in increasing
their revenues as well (Ariffin, Ihsannuddin, and Mohsin, 2021). There are various importance of
digital marketing and social media marketing which can be helps employees in development of
their profitability. If there is best communication with customers then this could be resulting in
attracting more employees. This report consist of discussion about digital marketing and social
media marketing. Then it consist of some examples of social media content.
Main body
PART 1
What is marketing
Marketing is regarded as the business or a action of promoting products and services
which includes market research and advertising of company products. Marketing is referring to
the activity which is being preformed by an organisation or a business in order to preform their
products and services to their targets audience. It includes various activities such as selling,
delivering and advertising of products and services to the customers ( Babu, 2021). There are
various types in which marketing can be performed within a business environment.
Discuss what marketing mix is and where communication mix fits.
Marketing mix is a marketing plan which is made by an organisation to reach to their
targeted audience. This consist of four components. These are price, product, place and
promotion. These different elements work in conjunction with one another. It is depending on the
industry that who are there targeted audience so their managers take various approaches which
are being connected with these components.
On the other hand, communication mix in marketing is the process of communicating
with their potential customers. This can be through various approaches such as advertising,
product packaging, websites, social media, events etc. as these communication mix helps the
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organisation in making interaction with their targeted audience also by this the could be able top
solve their problems and issues as well. Communication mix is fitting in to marketing strategies
in order to communicate with their customers. As by having effective communication, the
organisation will be able to first speak to heir audience and make answerable to their questions.
This can be done through social media marketing. Further, this helps them in understanding their
customers and building good relationship with customer to enhance their sales.
What is digital marketing
Digital marketing is consider as online marketing which is helpful in promotion of the
brand through digital platform. It is a making relationship between potential customers through
internet. This includes email, social media and advertising and web based media (Bahrami, and
Kiani, 2021). Digital marketing is also known as marketing campaign. Some of the channel
which could be used in digital marketing are search engine optimization, content writing, social
media marketing, pay per click marketing etc. as these helps the organisation in cresting
opportunities for them and making connection with customers as well. There are various
importance of digital marketing such as it helps in increasing promotion of their products and
services. This helps organisation in development of their products and services and also making
improvement in them. Digital marketing is the process of promoting products and services online
which could be resulting in enhancing their sales and making profits as well. Further, it is a cost
efficiency, as when marketing is done physically like newspaper, television ads etc., then this
requires more budget. But if its is done digitally then it helps in reducing cost and saving their
budget in most effective manner.
What is social media marketing
Social media marketing is one of the digital marketing platforms which helps the
organisation in promoting their products and services through various social media marketing
channels. Social media marketing is the powerful tool of an organisation to reach its potential
customers. If customers dose not talk to the organisation, then they can contact with the brand
through several social media marketing channels (Bailey, Bonifield, and Elhai, 2021). Some of
the channels that could be coming in social media channels are Facebook, Instagram, Twitter and
You tube etc. as social media is bringing most remarkable success to the business ad further this
will helps the organisation in attracting audience and increased their profits as well. Some of the
campaigns which are being posted by organisation in order to attract the customer towards brand.
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Social media content is being helpful for the organisation in order to increasing sales, building
relationship with customers, and identifying target audience.
Discuss why digital marketing and social media marketing are all important to business.
There are various importance of digital marketing and social media marketing in
business. Some of the importance are discussed below:
 Cost effective: Social media marketing and digital marketing is a cost effective. As if an
organisation is doing its promotion physically, then it needs lot of budget (Dyak, 2021).
But on the other hand, if they are promoting through social media, then this helps them in
saving there cost and making effective advertisements.
 Engaging customers: This is the another benefit which is being used by organisation. As
while using social media platforms, managers of the brand are making effective
relationship with customers. This helps the organisation in engaging with customers and
attracting them towards organisational goals and objectives.
 Improves brand loyalty: AS social media is having another benefit, that is it helps in
improving brand loyalty. This helps them in resulting and improving their reputation by
marketing campaigns which they promotes to attract customers.
PART 2
Present two examples of social media contents that really works and justify why
There are various social media content examples which are being used by organisation in
order to promote their products and services. Two of them are discussed below:
Facebook: Facebook is one of the social media channel which is to be used by brand in
order to communicate effectively with customers and this results in reaching with their targeted
audience (Ghaphery, 2021). Facebook is used to connect with large number of audience and
discoverable of creative and valuable content. As company is using this to expand their business
in worldwide and it consist of various likes, dislikes and comments. There is promotion image
of Marks and Spencer through Facebook page.
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Instagram: Instagram is one of the effective social media channel which is being used by
organisation in order to market and promote their brand. It consist of large number of young
audience who are active currently. This is regarded as the most important feature of social media
content because it consist of various post, videos, stories etc. which could be posted by
organisation to attract customers (Hassouneh, 2021). Instagram allows a user to share their feed
post in their stories so that it could reach to targets audience. There is a image of Zara promotion
in Instagram which could engage more audience.
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Illustration 1: Marks and Spencer Facebook promotion, 2020

Screenshots of effective campaign and establishment of model and standards for digital
marketing
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Illustration 2: Zara tweets, 2021

This is a campaign which is being raised by Starbucks which is known as “Red cup
Design challenge”. It invites fans to design their own cups and post them on their social media
channels. By inviting customers, it helps them in making involving ion seasonal marketings
activities. Starbucks make sure that they are remaining on mind of people when they search
around coffee at Christmas time period.
RACE Model
RACE model is being used in marketing by managers in order to help in planning of
marketing plan and managing their digital media channels ( Khan, Khan, and Moin, 2021). This
framework consist of some of components these are reach, act, convert and engage. These steps
are discussed below:
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Illustration 3: Red cup art campaign by Starbucks, 2021

 Reach : Reach consist of building awareness of the products and services which
company is making on their websites. It can be through online websites or offline
marketing. Reaching is the first step which is being used by Starbucks in order to first
make aware about their products and services who are not knowing about it.
 Act: Act is interact. Brand should have to make interaction with customers after they are
making awareness of their products and services in most effective manner. As interaction
can be made through generating leads, creating blogs and business to businesses.
 Convert: then convert is the another step which is used in this model (Liu, Xue, and Liu,
2021). As brand have to convert interaction and marketing into sales. As it can be
through online or offline. This step includes conveying customers to pay for that products
and services. Starbucks in this campaign, convert marketing into sales and this results in
enhancing their sales as well (Naeem, 2021).
 Engage: as after selling brand should have to take reviews from customers. This helps
them in future when they make better relationship with customers and solve their issues
related products and services. This will be resulting taking feedbacks from customers and
making improvements in their products and services. In the above campaign, Starbucks is
doing same.
Explain why you think the social media content is effective
Increasing brand recognition : As by using social media content, they re making most
effective brand image in front of customers and audience. This helps the organisation in posting
various feeds and videos related to their products and service and also related to campaigns. This
helps in engaging with more audience and creating large customer base.
Creating richer experience: Social media content is adding value to stakeholders. This
helps the brand in communicating with customers faster and creating more trust on customers
(Massey, Brockenberry, and Harrell, 2021). This helps the organisation in promoting their brand
effectively and generating more leads. Further, it helps in creating richer experience in front of
customers through online channels.
Cost effective campaign solution: social media is allowing customers in order to target
their audience in most effective manner. This helps in targeting their campaigns communication
with audience. It also helps the brand in saving their cost and reaching to large number of
audience. This provides immediate feedbacks and reviews of customers and further they could
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even chat with the customer support executive of a brand. This helps in improving marketing
investments as well.
Conclusion
From the above report, it can be conclude that,. Social media strategy is most effective
strategy which is used in organisation for enhancing their profits and enhancing their customers.
So, there are some of examples of social media promotion done by organisation which are being
displayed in this. These advertisements and campaigns are resulting in encouraging customers
towards buying heir products and services and thus I results in increasing profitability of the
company.
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References
Books and journals
Ariffin, S.K., Ihsannuddin, N.Q. and Mohsin, A.M.A., 2021. The influence of attitude functions
on Muslim consumer attitude towards social media advertising: a case of bubble
tea. Journal of Islamic Marketing.
Babu, S., 2021. Influencer Marketing: The Voice of a Media Brand (Doctoral dissertation, Drexel
University).
Bahrami, S. and Kiani, M., 2021. The Impact of Social Media and the Internet on Sports Event
Marketing.Communication Management in Sport Media.
Bailey, A.A., Bonifield, C.M. and Elhai, J.D., 2021. Modeling consumer engagement on social
networking sites: Roles of attitudinal and motivational factors. Journal of Retailing and
Consumer Services, 59, p.102348.
Dyak, K., 2021. How to Use Social Media & Virtual Meetings to Improve Your Board's
Governance. Board Leadership, 2021(173), pp.6-7.
Ghaphery, C., 2021. Influencers in Digital Marketing: The Impact of Instagram Influencers in
Brand Communication.
Hassouneh, D., 2021. The use of social media as a marketing tool by small retailers: A qualitative
study.
Khan, N.A., Khan, A.N. and Moin, M.F., 2021. Self-regulation and social media addiction: A
multi-wave data analysis in China. Technology in Society, 64, p.101527.
Liu, M.T., Xue, J. and Liu, Y., 2021. The mechanism leads to successful clickbait promotion in
WeChat social media platforms. Asia Pacific Journal of Marketing and Logistics.
Massey, Z.B., Brockenberry, L.O. and Harrell, P.T., 2021. Vaping, smartphones, and social
media use among young adults: Snapchat is the platform of choice for young adult
vapers. Addictive Behaviors, 112, p.106576.
Naeem, M., 2021. Do social media platforms develop consumer panic buying during the fear of
Covid-19 pandemic. Journal of Retailing and Consumer Services, 58, p.102226.
Pham, H.C., Nkhoma, M. and Nguyen, M.N., 2021. Knowledge Sharing and Internal Social
Marketing in Improving Cyber Security Practice. In Cybersecurity, Privacy and
Freedom Protection in the Connected World (pp. 431-439). Springer, Cham.
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