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

Learn about the role of digital marketing and social media marketing in contemporary businesses. Understand the marketing mix and communication mix strategies. Explore successful social media campaigns and why social media content is effective. Get insights into digital marketing and social media marketing.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and social media marketing – theory
and examples
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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 3
An explanation 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 7-10
Two examples of social media content that really work and
justification of why they work 7
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 8
Why social media content is effective? 9
Conclusion 10
References 11
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Introduction
Digital marketing is referred to the marketing efforts of an individual or an
organization in order to advertise the brand over the internet or various digital or electronic
platforms (Chernev, 2020). Social media marketing can be referred to the marketing efforts
of an individual or an organization through the mode of social media platforms like
Facebook, Twitter and Instagram. The social media marketing and digital marketing play an
important role in the promotion of the organization. The digital marketing and social media
marketing help the organization to provide a wider reach in the market. The study revolves
around the role of social media marketing and digital marketing in an organization.
Part 1
Explanation of marketing
Marketing is referred to the process that involves various activities such as creation of
product, communication, delivery of the product along with the exchange mechanism that
revolves around the concepts of offering value for customers, partners, clients and society too
when considered at a wider context.
Marketing process is about conveying the message of the organization to the various
stakeholders in the market. For this purpose, the marketers might use some specific phrases
and key words too (Dost and et. al., 2019). The marketing process allows the organization to
reach the customers with an appropriate message and at the appropriate time
According to CIM, “Marketing is the management process responsible for
identifying, anticipating and satisfying customer requirements profitably.”
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix is referred to the modern strategies of business. The marketing mix
consisted of 4 ps namely Product, Place, Price and Promotion which were later extended to 7
Ps namely Product, Price, Place , Promotion, People, Physical evidence and processes. The
marketing mix strategies are explained below-
 Product- The term Product in marketing research refers to the goods and services
that an organization deals in. The products are basically the merchandises or services
that the business sells. The products and services are launched by the business in
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order to satisfy the customers by meeting with their needs and demands in the
market.
 Place- Place is also referred as the distribution channel of the organization or the
business through which the product or service is delivered to the customers. The
place provides the access of products and services. The place can be referred to an e-
commerce sits that provides access of products to the customers through various
online modes (PROCHÁZKOVÁ, 2020). In terms of offline stores, the place can be
referred to a warehouse or a retail outlet from where the customers can access the
products.
 Price- The price states the cost for which a customer can gain the ownership of a
product as well as experience a service. The price of the products and services is
based upon the value of the products and services as well as the amount of
satisfaction and value it provides to the customer. The price of the product and
service is kept in accordance with the cost of the product and service while keeping
the price higher than the cost in order to gain profits. The pricing strategy of every
business differs as per their profit motives.
 Promotion- Promotion is referred to the process of using various advertisements,
marketing and selling techniques, etc. Promotion concept includes traditional as well
as modern techniques of promoting the brands, products and services in the market.
The traditional contents include advertisements through radio, television, billboards,
etc. whereas the modern techniques include websites, podcasts, push notifications
and email marketing, etc.
 People- People is referred to the employees or the individuals that are involved in the
marketing process of the organization. The people are the individuals associated with
the products and services directly or indirectly
 Physical evidence- The physical existence refers to the concept where in the product
must have an existence in the real life too so that people can interact with the brands.
The physical evidence can be counted through the various invoices, brochures,
receipts, etc.
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 Process- Process is referred to the series of action that are undertaken by the to
deliver the products and services of the organization to the customers. It consist of
payment systems, distribution process and management of customer relationship
Communication mix
Communication mix consists of various tools that can be used to communicate the
products and services and their efficiency to the market. The tools of communication mix are-
 Advertising- advertising tends to convey the message of the organization through the
medium of broad casts. The advertisement can take place through the electronic
media as well as print media (Hanlon, 2018). Th electronic media advertising refers to
the ads on television and radio whereas print media advertisement is through
brochures and newspapers.
 Public relations- Public relations is referred to the appeals of the organization
through media to the target audience of the organization.
 Personal selling- Personal selling is referred to selling the products via face to face
interaction which may be through representatives, sales people, etc.
 Sales promotion- The sales promotion is referred to the deals and promotions that
last for a limited time in order to attract the customers towards the outlets
The communication mix fits with the marketing mix as in the elements of
communication mix help in conveying the message of the organization which are even a part
of promotional tools of marketing mix.
An explanation of digital marketing
Digital marketing is also referred to online marketing. The concept of digital
marketing is referred to the process wherein the brand connects with its existing customers as
well as potential customers through the various online platforms with the help of internet
(Soegoto and Utomo, 2019). The digital marketing includes marketing through social media,
emails, etc. The examples of digital marketing are discussed below-
 ipsy with 3.1 million followers on Instagram promotes their glam bags.
 Birchbox with 601k followers promote their products through social media platforms.
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An explanation of social media marketing
Social media marketing refers to the use of various social media platforms like
Facebook, Instagram, Twitter etc. to reach out its potential as well as existing customers with
an aim to promote its products and services. This method of marketing has impacted upon
increasing the engagement of the customers and the organization (Opresnik, 2018). The
examples of social media marketing are discussed below-
 Email marketing strategies followed by Zomato are an example of digital marketing
strategies.
 Social media influencing of Puma where the organization collaborates with athletes is
an example of digital marketing strategy.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
Importance of digital marketing to contemporary business-
 The organizations can monitor their business campaigns with the help of digital
marketing in order to achieve better results through the campaigns
 The digital marketing platform helps in targetting the ideal audience of the business
organization.
Importance of social marketing to contemporary business-
 The social media marketing provides a common platform that is avidly used by the
customers so the the organization can have a wide reach to the target audience.
 The customers spend their day and night on social media which can help the
organization to get a lead and advertise their products in an economic manner.
Part 2
Two examples of social media contents that really work and
justification of why they work
There are various social media campaigns that have succeeded. The various examples are
discussed below-
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 Influencer content- Influencer content refers to pairing with an influencer who suits
appropriately with the brand. The content of influencer can be shared upon various
social media channels along with the channel of the influencer as well. The content of
social media with the help of influencer can help the content reach various potential
followers (Grygiel and Brown, 2019). An influencer can be selected on the basis of
follower numbers as well as engagement. For example- Partnership of Actress Jenna
Dewan and Smash + Tees through an Instagram post in order to highlight the comfy
rompers and its availability in various sizes. The reason behind the working of
influencer content are discussed below-
▪ The influencer marketing follows the tactics of word of mouth which help in
successful influencer marketing.
▪ The another reason behind the success of influencer marketing is that people
trust their friends and acquaintances rather than the organization.
 Animations- Animations are blend of GIFs and Videos that are a part of social media.
These play a prominent role when the organization lacks finances to feature actors.
Repetition of contents can at times lead to lesser user engagement hence it is advised
to modify the contents. For example- Vox includes short explanation videos that
consist of animation and photos along with the video clips. The reason behind the
success of animations are discussed below-
 Animations are successful as they communicate and tell stories through the ideas and
emotions in a unique manner so that it becomes easy to understand.
 Animations have helped in connecting people throughout the world in a different
manner unlike the written format and the live action films .
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
 Example 1
Show us campaign of Dove
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Source: Dove & Getty Images, 2018
 Example 2
The Unicorn Frappuccino campaign of Starbucks
Source: Plannthat.com, 2017
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Why social media content is effective?
The social media content is effective for the organization in various ways that are discussed
below-
 Access to customers- The social media content helps in providing the organization, a
control and access towards the customers through their content. It can facilitate the
exchange of information between the customers and the organization.
 Convenience- The social media content can be delivered to convey the information
and aware the customers with utmost convenience of time and place
 Satisfaction- The social media content helps in providing satisfaction to the
customers as well as the marketers. The social media content increases engagement of
the customers with the rand thus provides them satisfaction.
 Loyalty- The high user engagement helps the brand to gain wider base of customers
and they tend to be loyal as a feeling of trust is generated among the customers in
context of the organization.
 Reduced cost- The social media content leads to reduction in cost in order to reach its
customers unlike the electronic media platforms which require high cost towards the
marketing process.
 Builds brand image- Social media helps in increasing the visibility of the brand or
the organization. The social media content can help the brand to be more visible
(Bizhanova and et. al., 2019.. The social media contents will help in boosting the
awareness of the brand.
 Measurable- The social media content allows the brand or the organization to
measure its performance with the help of social media statistics (Suh and Chow,
2021).
Conclusion
It can be concluded from the study that digital marketing and social media marketing
have a crucial role to play in the business. The study focuses upon the marketing mix along
with communication mix strategies that help the organization as a whole. The study
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highlights various successful social media campaigns along with the reasons behind their
success. The study throws a light upon the concept of social media and digital media
marketing in detail.
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References
Books and Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Dost and et. al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing, 83(2), pp.62-
81.
PROCHÁZKOVÁ, E., 2020. Optimization of influencer marketing as a part of the
communication mix (Doctoral dissertation, Vysoká škola ekonomická v Praze).
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Soegoto, E.S. and Utomo, A.T., 2019, November. Marketing Strategy Through Social Media.
In IOP Conference Series: Materials Science and Engineering (Vol. 662, No. 3, p.
032040). IOP Publishing.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and
Social Media (pp. 333-341). Springer, Cham.
Bhattacharjee, S.D., Tolone, W.J. and Paranjape, V.S., 2019. Identifying malicious social
media contents using multi-view context-aware active learning. Future Generation
Computer Systems, 100, pp.365-379.
Grygiel, J. and Brown, N., 2019. Are social media companies motivated to be good corporate
citizens? Examination of the connection between corporate social responsibility and
social media safety. Telecommunications Policy, 43(5), pp.445-460.
Sahai and et. al., 2018. Role of social media optimization in digital marketing with special
reference to trupay. International Journal of Engineering & Technology, 7(2.11),
pp.52-57.
Bizhanova and et. al., 2019. Impact of digital marketing development on entrepreneurship. In
E3S web of conferences (Vol. 135, p. 04023). EDP Sciences.
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