Marketing: Exploring Digital and Social Media Marketing Strategies

This report explores the concepts of marketing mix, digital marketing, and social media marketing. It emphasizes the importance of these strategies in contemporary businesses and provides insights on effective campaigns and established models for digital marketing. The report also discusses the fit between marketing mix and communication mix. Two examples of social media contents that really work are provided along with screen shots of effective campaigns. Subject: Marketing, Course Code: NA, Course Name: NA, College/University: NA

Marketing

Table of Contents
INTRODUCTION...............................................................................................................1
Explanation of marketing:..........................................................................................1
Marketing mix and the Communications mix fits:......................................................1
Explaination of Digital marketing:..............................................................................3
Explaining social media marketing................................................................................4
Explaining digital marketing and social media marketing are important to
contemporary businesses..............................................................................................4
PART 2...............................................................................................................................5
Two examples of social media contents that really work and justifying with the
answer...........................................................................................................................5
Describing established models and standards for digital marketing and providing
screen shots of effective campaigns.............................................................................6
CONCLUSION...................................................................................................................1
REFERENCES..................................................................................................................2

INTRODUCTION
Marketing is a concept of identifying needs and wants customers for producing
products and services. It accomplishes determine business drive and flourish which will
satisfy customer and helps in making profit. Study will also further determine focus
towards communication mix fits in marketing mix. This search will shed light on the
social media marketing and digital marketing. Furthermore, examination of research will
also exhibit analysis on determining importance social media marketing and digital
marketing in contemporary business. Study will determine emphasis on their models
and standards with referred screen shot of effective campaign.
Explanation of marketing:
Marketing refers to the activities or the processes of organizations which create,
deliver and exchange their products and services that are valuable by the customers or
society at large (Bagozzi and et.al., 2018). They are the actions which a business takes
to attract the customers and retain its existing customers loyal to the products or
services of the company. Its aims to demonstrate the product value through high quality
communications and content (Hutt and Speh, 2021).
Definition:
Deepak and Jeyakumar (2019), explains marketing as a business or an action of
a business for promotion and sales of their products or services including the functions
of marketing research and advertisements.
Marketing mix and the Communications mix fits:
Explanation of Marketing Mix:
Marketing mix refers to the actions or the set of actions which are used to
convey or promote the brands, products or services of a company (Saidani and
Sudiarditha, 2019). They include various elements known as 4 P's of marketing such as
Product, Price, Promotion and Place. Nowadays, marketing has included various other
P of marketing such as Packaging, People and positioning. All the elements influence
each other and the company. They make up the business strategies and business plans
of a company. It needs lots of research as if they are handled wrongly, company can
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suffer huge losses which will take years to recover from them (Thabit and Raewf,
2018).
Explanation of Communication Mix:
A communication mix in marketing are the various ways or tactics through which
a company communicates with its customers (Seukindo, 2017). The common elements
of the communication mix are; advertising, personal selling, public relations, internet or
direct marketing, sales promotion and packaging. Companies can use any one or more
methods to communicate their products or services with their customers. Company
uses the two strategies of communications such as message strategy in which the
company creates the marketing which can make its products stand out in the crowd and
the creative strategy in which it translates the messages to convey their target
customers.
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Illustration 1: 7 P's of Marketing Mix
Source:How to use the 7Ps Marketing Mix, 2021

Communication Mix and Marketing Mix fit:
Marketing Mix and Communication Mix are linked but are two different tools of
marketing. Marketing mix explains the branding strategies and reshape them,
communication mix on the other hand, defines the ways those marketing strategies will
be communicated (Bacik and et.al., 2018).
Explanation of Digital marketing:
Digital marketing refers to the processes of advertisements through the digital
channels such as websites, social media, mobile apps or emails with the use of the
internet. Digital marketing is the technique which uses online media channels to
endorse the products, brands or services of a company (Bala and Verma, 2018). Today,
in the modern era consumers rely deeply upon the digital platforms to research the
products. These marketing campaigns appears upon the personal computer, mobile
phones or any other devices. It can be in the form of online videos, pictures, display ads
or any social media posts, but it can also take the form of text and multimedia
messages.
Definition of Digital Marketing:
Chaffey and Ellis-Chadwick, (2019), states the digital marketing as, any
marketing technique or tool which uses electronic devices and internet to convey its
promotional messaging and measures its impact through the same is referred as digital
marketing.
Explaining social media marketing
Social media marketing refers to the use of social media network to connect
existing customers and marketing company's product and services. Social media
provides a platform where business can connect to the audience for building brand
goodwill and increase the sales (Chaffey, and Ellis-Chadwick, 2019). The social media
marketing allow ways to engage with existing customers, finding new audience to
promote desired culture, mission and services. The major social media at the moment
are Facebook, Twitter, Instagram, YouTube, Snap-chat and Pinterest which hold
various attractive features for expanding to untapped market.
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In current time many business using social media strategies to build up the
identity, making conversation, sharing and speed up their services. It provide
framework that includes building networks such as communities and sub-communities
exit on the platform of social media through conversation and meeting-up. Social media
researchers provide features sharing information like image, messaging, video and
social blogging to connecting relationship with customers with the help of social media
sites. It bridged the gap of virtual and physical world which ultimately helps in distribute
and receive more by connecting in less times.
Explaining digital marketing and social media marketing are important to contemporary
businesses
Business environment of present time having competitive market keeps on
changing at very fast pace. Every business owner must be eligible to the development
of business and obtain the requirement of changes. The most important aspect of
Digital marketing's is social media marketing which provides many benefits by
connecting to the client worldwide (Evans, Bratton, and McKee, 2021). It helps to reach
millions of the customers around the globe by increase the bran awareness boost the
sales and leads efficiently. Marketers can know their audience and new contents by
getting these vogues and inclinations.
Digital marketing
Digital marketing directed through the business's website and commerce sites
allows more open channels of communication between business and targeted
customers. These higher level of engagement helps business to grow effectively and
efficiently in today's world. Digital marketing strategies not only helps to cover the
audience but also helps to knowing latest trend, taste and preferences of the
customers.
Social media
Social media marketing helps to find out the recent brand value and getting
feedback of the company. To attract the customer and build customer loyalty company
use various methods in recent time like advertising and promotional giveaways(Li,
Larimo, and Leonidou, 2021). As social media allows the marketers to engage with
potential customers and finding new, it gives the ability to save the time. The right social
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media marketing strategies can lead in higher the conversion rate, improve brand
loyalty and increasing traffic. This communication tool make accessible make visibility
of the product and services in the of the company competitive market.
PART 2
Two examples of social media contents that really work and justifying with the answer.
Social media is an important aspect to connect potential customers. Live videos
and community blogs are the two main pathways social media contents which are using
by most of the business in current time that really works.
Live videos
Today, A lot of social popular media platforms allowing live video streaming.
Most popularized live video streaming platforms are Instagram live, Facebook live and
YouTube live. These live streaming turns live videos from a broadcast into
conversations. Streaming feature is quite powerful social media platforms with various
advantages. Live streaming helps in promote the content, share expertise. Do
demonstration of live product and services and interesting part about these videos
sessions that business can help live Q&A(question and answers).
Community blog
Community blog is one of the best social media in which members have
opportunity to relate their common experience and interest. Community blog advantage
the marketer as it easily support social media effort also it benefits to both the blogger
and readers. With the help of community blog business can increase traffic on their
websites and spread awareness of the brand as content share on, may be tempted to
share with its followers (López García, and et.at., 2019). Blogs are useful for marketers
for learn new market strategies and improve knowledge. Medium and Tumblr ways of
these community blog sites are giving people space where they can express their
thoughts and also help them to connects with readers. Sharing community blogging are
providing audience and allowing them plenty of rooms for self-expression which can be
customized too.
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Describing established models and standards for digital marketing and providing screen
shots of effective campaigns
Digital marketing concept introducing advertising through digital channels which
are using by companies to endorse good, services and brand in the market. These
digital marketing channels providing different interactive ways to maintain relationship
with customers such as search websites and mobile apps.
Fitbit #Myreasonals
Fitbit is an electronic and fitness company which introduced range of activity
tracker, smart watches, wire-less and wearable watches that measures data includes
heartbeats, steps walked steps climes, quality of sleep, steps climes and other metrics
of fitness. One of the best marketing campaign initiated by Fitbit #Myreasonals which
aims to deepen relationship with customers. In this pop-up culture digital marketing
giving ability to understand target audience. Fitbit advertised and promote with the help
of insanely relatable memes to reach its audience. Company used billboards to
highlights to attract more of its potential and new customers.
In this campaign the company used Fitbit podcast to promote and letting know its
customers about fitness service. It shown inspirational story of real customers and their
real ways of activities on the sports app about changing people's lives (Purwanti, 2021).
Campaign included numbers of video and blog post on the internet and social media
focusing its target market. Campaign #Myreasonals resonated with customers because
it demonstrated real and specific impact on the users off Fitbit. That was the reason
message felt personal as real humans were there behind marketing. These campaign
setting digital podcast of real facing and how individual overcome better with the help of
Fitbit app.
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SOURCE: Best Digital Marketing Campaigns To Inspire You In 2021[2021]
Airbnb's user generated content
Airbnb company operates online marketplace for tourism activity, homestays for
vacation rentals and lodging. The platform providing mobile app and accessible
websites to is customers. This campaign got succeed through digital marketing in
accommodation industry. Airbnb campaign centres the user generated social media
and the content used in it was images, tourist guidelines and various how-to posts.
This social campaign provoked the people around the world with the hobby of
“travel” and “explore”. Customers who appeal travel and exotic destinations as it make
brand so much more than just a booking service (Purwanti, 2021). Brand has created
content of many aspiration posts to attract customers on Airbnb. Many influences
unwinding and destinations were shared on social media by the company. Campaign
encouraged adventure-inspiring and interactive content. Influencer of this industry
boosted this campaign through podcasts, industry webinars and leadership outreach.
Airbrb generated the content with audience which inspired by real people as in review
and testimonial to build the trust in brand. Airbnb influenced people with the help of
user-generated content and encouraged new customers. Company also took feedback
and reviews to its customers through listing tools (Tanase, 2018). This is how company
find and engage new customers who were already talking about the company which
marked the brand value.
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SOURCE: Best Digital Marketing Campaigns To Inspire You In 2021[2021]
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CONCLUSION
The report has concluded that the social media marketing which provides
platform to the business reach target market and help them to engaged with existing
customers. Report has summarized marketing mix and the concepts of digital and
social media marketing which eligible to the development of product and services to the
target audience in the first part of report. Second part explaining Social media
marketing and digital marketing's importance with the help of live videos and
Community blog. Further the study has summarized two effective campaigns of 'Fitbit”
and 'Airbrb' companies. These campaigns “” and “” have established models and
standards for digital marketing for business to grow with efficiency. From the study it
has been analysed that video sharing and social blogging strategies used by company
to strength the demand of product and services around the globe.

REFERENCES
Books and Journals
Bacik, R. and et.al., 2018. Factors of communication mix on social media and their role
in forming customer experience and brand image. Management & Marketing.
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Bagozzi, R. P. and et.al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co
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Bala M., Verma D., 2018). A Critical Review of Digital Marketing. International Journal
of Management, IT & Engineering. 8(10). pp.321-339.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Hutt, M. D. and Speh, T. W., 2021. Business marketing management: B2B. South-
Western, Cengage Learning.
Saidani, B. and Sudiarditha, I. K. R., 2019. Marketing Mix-7ps: The Effect on Customer
Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7(1). pp.72-86.
Seukindo, N. O., 2017. Effect of marketing communication mix On sales performance of
soft drink companies in Dar Es Salaam, Tanzania (Doctoral dissertation, PhD
Thesis]. Kenyatta University).
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing &
Publishing.
Li, F., Larimo, J. and Leonidou, L. C., 2021. Social media marketing strategy:
definition, conceptualization, taxonomy, validation, and future agenda. Journal
of the Academy of Marketing Science. 49(1). pp.51-70.
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López García, J. J. and et.at., 2019. Digital marketing actions that achieve a better
attraction and loyalty of users: An analytical study. Future Internet. 11(6).
p.130.
Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education
(TURCOMAT). 12(7). pp.118-127.
Tanase, G. C., 2018. Artificial intelligence: optimizing the experience of digital
marketing. Romanian Distribution Committee Magazine. 9(1). pp.24-28.
Online
Best Digital Marketing Campaigns To Inspire You In 2021. 2021. [Online]. Available
through: <https://mediatool.com/5-best-digital-marketing-campaigns-2021>.
How to use the 7Ps Marketing Mix. 2021. [Online]. Available through:
<https://www.smartinsights.com/marketing-planning/marketing-models/how-to-
use-the-7ps-marketing-mix/>. [Accessed on 7 August 2021]
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