The Role of Digital Marketing and Social Media Marketing

This report explains marketing, marketing mix, digital marketing, social media marketing and communication mix. It highlights the importance of social media marketing and effective social media content. The report also discusses effective digital marketing campaigns and their application. The significance of social media is also covered in this report.

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.

Description of digital marketing
Digital marketing reefers to the act of promoting the products or brand of a company with
the usage of online tools such as social media, search engine optimisation and email marketing.
Marketing efforts of the company which include the usage of electronic devices or internet
devices are a part of the digital marketing strategy of the firm. The purpose of digital marketing
is to create a digital brand of the company which increases online sale and develops a positive
image of the firm on online channels (Mowla and Shetty, 2018). Digital marketing is an
important aspect of the marketing strategy of business firm in the current age as most consumers
are connected to digital spaces.
An explanation of social media marketing
Social networks are the most significant marketing platforms for business firms in the
digital world in which consumers are dependent on digital mediums to communicate with each
other and complete daily purchases. Social media marketing refers to the consumption of social
media stands such as Reddit, Facebook and Twitter to conduct promotional activities and
connect with the consumers. Social media has commendable power in terms of influencing
consumers to purchase the products of the company and build a global consumer reach to
enhance online sales of the organisation on an international level.
Value of digital and social media marketing
Digital marketing and social media marketing are at the forefront of marketing efforts of
business firs in the current corporate world. Digital marketing is values as it helps business firms
directly communicate with the consumers and influence internet users to prefer shopping with
the company instead of their rivals. Effective digital marketing stratify utilises various tools such
as search engine optimisation and pay per click marketing to ensure that the online consumer
base selects products of the company instead of their industry rivals. Digital marketing efforts
can be monitored an changed by the company during their completion (Pineida, 2020). Thais
feature enables business firms to change public narrative about their company which increase the
importance of the firm. In case of social media marketing, business firms are able to produce
creative and engaging content which attracts the attention of the target consumer base and build
loyal online consumer base of the company. In addition to this business firms are able to gain
huge amount of consumer data to develop accurate and precise consumer insights. Direct
feedback from consumers and social media trends are some of the ways in which social media

platforms provide consumer insight to enterprises. Consumer insight from social media not only
helps business firms enhance their marketing efforts but also improve other aspects of business
which reduces consumer satisfaction.
Part 2
Effective social media content and reason behind their effectiveness
Influencer Collaboration
This social media content is produced by collaborating with social media celebrities and
influencers who have gained huge following on various social media platforms. Business firms
collaborate with social media influencers by paying them to promote their products or services
on their social media page, or developing a new product line with the influencer in limited
quantity and earn profits from the sale of unique product line (Schuster, 2019). In addition to this
influencer collaboration also involves allowing social media celebrities with huge fan base to
receive products or services offered by the company at free of cost in exchange of positive
reviews and recommendation of the company to their audience. This social media content is
effective because social media influencers ave gained celebrity statists in the current age and
their statements are valued not only by their fans but also other audience members who wish to
try new products or services.
Testimonials and reviews
This social media content acts as a social profit for internet users and is able to attract
more consumers in comparison to company advertising. Social media platforms enable internet
users to review products and services of the company in video, audio or text format. These kinds
of consumer reviews and testimonial play an important role in constructing positive or negative
image of the establishment in the minds of the consumers. Most consumers see reviews of other
consumers in before making final purchasing decision. Business firms can post positive
consumer reviews and testimonials on social media sites and build social media campaigns
around positive response firm consumers to build trust about the brand (Valanteena and Mary,
2020). This social media content is more capable in influencing consumers in comparison to
corporate advertisement as it consumers trust the statement of common individual more than
paid influencer or company manufactured content.

Effective digital marketing campaigns and application of digital marketing modelsTESCO's the price that takes you back campaign
This social media campaign was introduced by British retail organization upon the 100th
year anniversary of the company. The campaign was built around nostalgia from 1980's and the
role of the company in offering the best prices to the consumers for more than 100 years (
Tesco
‘Takes Us Back’ with Nostalgic Campaign to Mark 100th Anniversary, 2019).
RACE model

 Reach: This campaign was released across all social media platform and reached and
reached 93% British adult population (
How Tesco won back nervous shoppers with a
dose of nostalgia, 2021).
 Act: This campaign increased social media consumer interaction as I was based on past
nostalgia of the consumers.
 Convert: This campaign attracted large number of consumers as the domestic sale of
147,000 tons of beans were purchased by consumers in an hour with sale of 19.8 million
grams of Cathedral city cheese and three weeks worth of fish fingers in a day (
Tesco
‘Takes Us Back’ with Nostalgic Campaign by BBH to Mark Centenary, 2019). Engage: Consumer advocacy increased after this campaign because of money saving
deals highlighted by the firm.Taylor and Heart's Love is now campaign
This campaign was developed by the British jewellery brand Taylor and heart in the wake
of COVID-19 in order to attract consumers and recover from the negative impact of the
pandemic (
Jewellery brand Taylor and Hart shoots its latest campaign entirely via FaceTime,
2020).
RACE model
 Reach: This campaign attracted attention of large number of consumers as it involved the
creative element of completing the campaign through face-time.
 Act: This campaign had consumer engagement element as the couples which were
involved in the campaign were consumers of the company.

 Convert: The firm saw an increase in sale after this campaign.
 Engage: Consumer advocacy enhanced after this campaign as it showcased brand in
positive light and involved common consumers.
Significance of social media Cost effective: Social media can be used by business firms to construct cost effective
marketing campaigns. This is because construction and monitoring of social media
marketing campaigns requires less about and financial investment in comparison to other
digital marketing and traditional marketing alternatives. Measurable: Social media content used by business firms can easily be measured in terms
of impact on consumers. Every social media platform has different measurement
parameters to understand the reach of the post and measure consumer interaction gained
from the specific content. Success of social media campaign can measured quickly and
easily.

Brand loyalty: Social media content helps business firms establish specific brand image
which attracts loyal consumers for the company. This includes highlighting sustainable
initiatives or CSR activities and creatively interacting with consumers to forge emotional
bond. This feature is not available in other marketing options with which business firm
scan increase consumer loyalty which increases the effectiveness of this content.
Conclusion
From the above report it is concluded that marketing plays an important role in ensuring
that the consumers receive value and contributes to the success of the company. Marketing mix
is a useful framework which provides knowledge about basic marketing activities. Marketing

mix originally included four elements of product, price, place an promotion but has been
extended to include three additional elements which are physical evidence, people and process.
The communication mix consists of five categorisations ans helps business firms effectively
interact with consumers in profitable manner. The communication mix is linked to promotion
categorization in the marketing mix as it aims to influence consumers in purchasing the products
of the company. Social media marketing and digital marketing are marketing necessities of
business firms in the current age as they help business firs connect with large number of
consumers in a cost effective namer. Influencer collaboration and testimonials and reviews are
two types of social media content which helps business consumers build online brand and
increase online sales of the company. RACE model is digital marketing framework which helps
in understanding the effectiveness of social media content.

References
Books and journals
Dilami, Z., Hosseini, S. and Ahmadi, H., 2021. Evaluation of the digital marketing Strategy of
the Bushehr Province Mining export Companies using RACE model.
Journal of
International Business Administration.
Johnsen, M., 2017.
Multilingual Digital Marketing: Managing for Excellence in Online
Marketing. Maria Johnsen.
Schuster, O., 2019.
Entrepreneurs' Acceptance of Digital Marketing-Communication
Technologies: A European Study. kassel university press GmbH.
Valanteena, D. and Mary, L., 2020. A study of the challenges facing digital marketing as a tool
of promotion.
RIMS Journal of Management, 4(2). pp.1-10.
Lo, Y. C. and Fang, C. Y., 2018. Facebook marketing campaign benchmarking for a franchised
hotel.
International Journal of Contemporary Hospitality Management.
Roth-Cohen, O. and Lahav, T., 2019. Going undercover: Online domestic tourism marketing
communication in closed and open Facebook groups.
Journal of Vacation
Marketing, 25(3). pp.349-362.
Taecharungroj, V., 2017. Starbucks’ marketing communications strategy on Twitter.
Journal of
Marketing Communications, 23(6). pp.552-571.
Jahnke, M., 2018.
Influencer marketing. Springer Fachmedien Wiesbaden.
Online
How Tesco won back nervous shoppers with a dose of nostalgia, 2021. [Online] Available
through <https://www.marketingweek.com/masters-awards-tesco-won-nervous-
shoppers/>
Jewellery brand Taylor and Hart shoots its latest campaign entirely via FaceTime, 2020. [Online]
Available through <https://www.creativeboom.com/inspiration/jewellery-brand-taylor-
and-harts-shoots-its-latest-campaign-entirely-via-facetime/>
Tesco ‘Takes Us Back’ with Nostalgic Campaign by BBH to Mark Centenary, 2019. [Online]
Available through <https://marcommnews.com/tesco-takes-us-back-with-nostalgic-
campaign-by-bbh-to-mark-centenary/>
Tesco ‘Takes Us Back’ with Nostalgic Campaign to Mark 100th Anniversary, 2019. [Online]
Available through <https://www.lbbonline.com/news/tesco-takes-us-back-with-
nostalgic-campaign-to-mark-100th-anniversary>