The Role of Digital Marketing and Social Media Marketing

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
Description of marketing........................................................................................................3
Definition of marketing mix and role of communication mix...............................................3
Description of digital marketing.............................................................................................5
An explanation of social media marketing.............................................................................5
Value of digital and social media marketing..........................................................................5
Part 2................................................................................................................................................6
Effective social media content and reason behind their effectiveness...................................6
Effective digital marketing campaigns and application of digital marketing models............7
Significance of social media...................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

INTRODUCTION
The marketing landscape is continuously changing due to the introduction of digital
technology and increasing usage of digital marketing. In the current era digital marketing is an
essential tool used by business firms to develop profitable consumer base (Bondarenko and et.
al., 2020). The present report focuses on marketing and digital marketing. Marketing, marketing
mix, digital marketing, social media marketing and communication mix are explained in this
report. Importance of social media marketing is also covered in this report. The present report
highlights beneficial social media content and provides information about their importance for
marketing in current age. In addition to this effective social media campaigns are discussed in
this report with the help of suitable digital marketing mode. The reasons behind effectiveness of
social media for marketing is also covered in this report.
Part 1
Description of marketing
Marketing is defined as the management process which seeks to identify and predict
needs of the target consumer base and ensure that consumer expectations are met to maximise
consumer satisfaction. Marketing aims to complete all these tasks in a manner which enhances
the profitability of the company and helps the firm gain success in every business endeavour.
Marketing is also considered a science and art which seeks to explore create and provide value to
ensure target consumer gains maximum satisfaction in a way which increases the profit of the
company. Identification of unrealized consumer needs along with measurement and
quantification of identified market and profit potential is the responsibility of marketing.
Definition of marketing mix and role of communication mix
The elements of marketing mix were created in the 1950's by E. James McCarthy as a
framework which helps acquire a profound understanding of the marketing process. The original
framework developed by McCarthy included four categorisations of Product, Price, Place and
Promotion. The original categorization continues to be used as valuable framework in
understanding the basic activities of the marketing process (Dilami, Hosseini and Ahmadi,
2021). The marketing mix depicts the ways in which marketing strategy developed by business
firms is converted into action. Categorization of the marketing mix has evolved to include three
more elements of process, people and physical evidence. People elements is concerned with the

employees which contribute to development of products and services offered by the company.
The process is another addition to original marketing mix which focuses on the delivery process
of products or services. Physical evidence refers to everting seen by the consumers when
interacting with the company. The four main elements of the marketing mix are provided below: Product: The goods or service offered by a company to full fill a consumer desire or
requirement is considered as the product offered by the company. The physical aspects of
the product such as labelling, size, design, taste, touch and material conditions are part of
this element of the marketing and are central to consumer satisfaction (Johnsen, 2017) Price: This categorization of the marketing mix affects overall volume of sales and
profitability of the company. The price of the good or services offered by the company is
based on various factors including, prices offered by rival firms, supply and demand,
market fluctuations and costs of raw material. Place: The channels through which business firms get their products or services in front
of the interested consumers are covered in this categorization of the marketing mix. This
includes digital channels such as company website along with traditional channels such
as brick and mortar stores. Promotion: The case made by business firms to persuade target consumers into
purchasing the offerings of the company is included in this categorization of the
marketing mix. Advertising, personal selling, public relations and marketing strategy of
the company are examples of the promotional efforts of the firm which is part of this
marketing element.
Link of communication mix in the marketing mix
Communication mix refers to the means adopted by business firms to convey messages
about their products, brand and business activities with the aim of influencing consumers to
interact with the company ad avail services or products introduced by the organisation (Kumar
and Jincy, 2017). The five elements of communication mix are public relations, personal selling,
direct marketing advertising and sales promotion. Communication mix is linked to the
promotion categorization of the marketing mix as it helps in attracting consumers for the
company and building positive relations to increase the sale of the firm.