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

Business Management with Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
1

Contents
Table of Contents
INTRODUCTION..........................................................................................................................3
PART 1........................................................................................................................................3
Concept of marketing............................................................................................................3
What is marketing mix and where communication mix fits.................................................3
Description of digital marketing............................................................................................5
Social media marketing.........................................................................................................5
Why digital and social media marketing are important to contemporary businesses.........5
PART 2........................................................................................................................................6
Illustrate with two examples of social media content that really work of social media that
really work towards justify. Why? ........................................................................................6
Screenshots of campaigns and models and standards of digital marketing.........................8
Why social media content is effective? ................................................................................9
CONCLUSION ...........................................................................................................................10
REFERENCES.............................................................................................................................11
2

INTRODUCTION
Digital marketing refers to the process of making individuals aware about the
particular company and its products and services across maximum number of consumers
(Tanveer, Khan and Ahmad, 2021). It is considered as a form of advertising which is
provided with the help of digital channels like mobile apps, social media, search engines and
so on. The report involves the concept of marketing, marketing and communication mix,
digital marketing, social media marketing, importance to contemporary business, social
media contents and screenshots of effective campaigns (Šikić, 2021).
PART 1
Concept of marketing
The term marketing is defined as one of the necessary process which is interpreted by
a company in order to sell and promote all products and services. It involves different tools
and techniques so that people get knowledge about particular brand and the goods which are
being offered by them (Anoop, 2021). The main goal of marketing procedure is to enhance
the sales and increment in profits that would lead to improvements with respect to the overall
performance of a business organisation. It can be efficiently done with the help of attracting
large number of consumers in order to buy their products. It involves complete information
regarding the creation and offering of essential goods and services at the right place and at
right period of time so that better customer satisfaction can be built up (Tsenzharik, 2021)
(Sarin, Kar and Ilavarasan, 2021). For a company, the concept of marketing is considered as
one of the most important and necessary element and the reason behind this is that it leads an
organisation to achieve growth and become successful. From the point of view of Philip
Kotler, marketing is described as an art or science of implementing, exploring and offering
effective value in order to increase customer satisfaction and achieve all demands of the
consumer and enable high profitability.
What is marketing mix and where communication mix fits
Marketing mix refers to the process of using diverse and unique technologies and at
the same point of time series of action in relation with making consumers aware of different
kinds of goods and services. It involves 4 Ps which defines product, price, place and
promotion. It is further being explained below: -
3

 Product: - It is considered as the first element of marketing mix and is very
significant for a business organisation. It is necessary that product achieves all the
demands of consumers (Du, Schweidel and Mitra, 2021). Besides this, it should also
be such that it creates a new demand and assuring that consumers start believing that
it is an essential product for them.
 Price: - It refers to the value which is offered in context with exchange of all products
as well as services that are provided to consumers. It is the cost of an item that us
offered to audiences (Sarkum and Syamsuri, 2021). There are different situations in
which prices gets modified. For example, at one phase marketers can increase the
prices in order to create a luxury brand but on the other hand prices can get reduced so
that all type of consumers can use their products.
 Place: - It refers to a location in which all products and services would be offered by
the company for all their audiences. It is important that organisations make proper
decisions with respect to that place so that organisations can easily access their
company and buy the product.
 Promotion: - To achieve success, it is crucial for an organisation to do good level of
promotion so that maximum number of consumers can get attracted. It involves
different tools and techniques like social media, advertising and so on. In context with
this, there are two objectives for a business and these are to enlarge the productivity
and increasing consumer awareness.
 People: - While doing marketing, people are not just those who are advertising it or
selling them but they are also indulged with customer service teams, workers and
many more.
 Process: - It refers to delivery of goods and services to all consumers. The procedure
is in relation with assessing the elements like effective relationship with all customers,
payment systems, distribution and so on.
 Physical evidence: - It includes two aspects and these are evidence with respect to the
service and purchase that took place and the confirmation that the company actually
exists in real.
Communication mix: -
4