Benefits and Limitations of Digital Marketing

The provided assignment details a comprehensive discussion on the benefits and limitations of digital marketing for businesses. It emphasizes the significance of having a strong online presence through social media, which can lead to increased customer satisfaction and retention. The document also highlights the cost-effectiveness of digital marketing as compared to traditional advertising methods. Furthermore, it touches upon the importance of brand formation and loyalty in the digital age. Overall, this assignment provides valuable insights for businesses looking to leverage digital marketing strategies effectively.

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BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
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Contents
Introduction 2
Part 1 2
Explanation of marketing 2
An explanation of what the marketing mix is and where the
communications mix fits 2
An explanation digital marketing 5
An explanation of social media marketing 5
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
5
Part 2 6
Two examples of social media content that really work and
justification of why they work 6
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 7
Why social media content is effective? 8
Conclusion 10
References 11
1

Introduction
Today's Digital world has unlocked the way for a wide range of market opportunities.
Social media sites encourage you not only to share a personal picture of your
birthday but also to attract consumers and to meet them comfortably. The quick and
easy exchange of knowledge through the digital media and helps to raise a company
is great (Heinze et al. 2016).
Part 1
Explanation of marketing
Marketing is the management mechanism that recognizes, anticipates, and meets
the productivity of consumers. Marketing is also a social and management
mechanism in which individuals and organizations accomplish what they want or
need, producing and sharing goods and value (Heinze et al. 2016).
An explanation of what the marketing mix is and where the
communications mix fits
The 4 Ps marketing framework synchronizes the 4 fundamental pillars of every
marketing strategy: product, price, place, and promotion. It sounds straightforward
and it is (Heinze et al. 2016). The concept is that you'll produce more revenue if you
introduce them:
 Product – The business sells the commodity. It may be a commodity in the
drink industry like a soft drink or dresses in a clothes shop. Services like
consultancy or pay talk shows or even a counselling session may also be
included. In short, the commodity is all that the customer must sell. Defining
this in the four-person approach requires knowing whether the offer needs to
be isolated from rivals and consumers. What makes your product so nice or
unique, in other words. It's going to be very difficult to survive if you don't stick
out (Kizgin et al. 2019).
 Price – The price is easy and relates to how much the commodity is priced (or
service). And though it is easy to comprehend, the "right" price is very difficult
to come to terms with. The one that produces not only the highest revenue,
but also the biggest profit. How do you like to be sensed, is the main
question? Amazon wants you to get the most highly rated A to Z items. And,
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naturally, it is easy to deliver, so it's comfortable for everyone (Kizgin et al.
2019).
 Place – In order to meet your clients, the Digital age has raised new
obstacles. Place refers to providing consumers with access to the product and
often calls for customer play comfort. It is a matter of commercializing the right
commodity, by digital means or otherwise, in the right location, at the right
price, at the right time before the consumer. Even though your business
transactions can only be done in-house or online, consumers can also
connect in several ways with your brand or goods. It is important to
understand how each location affects the customer satisfaction total (Kizgin et
al. 2019).
 Promotion – Now how can we get the product to the customers? The
promotion relates mainly to marketing communications within the context of
four Ps. Such communication uses such platforms as public affairs,
advertisement, direct marketing, email marketing, digital marketing, or sales
promotions; see this as any means by which marketers reveal their
consumers' product information (Kizgin et al. 2019).
Communication Mix
Marketing involves research and development on goods, merchandising, supply and
price procedures and communication or advertising. marketing is the general role of
business. The combination of contact extends to various ways of marketing the
company or its goods to specific clients. There are five items in some illustrations of
the communication strategies, while others add a sixth, event sponsorship (Toews
2018).
 The Advertising Aspect – The most influential aspect of the contact mix is also
ads. Currently, advertisement and publicity are frequently misinterpreted.
Marketing incorporates all messages that a business country can send to a
target audience via a medium. Since most paid communications are included,
businesses often devote a considerable portion of their advertising budget to
advertisements. While it may be expensive, the advertiser oversees the
delivered message, as it pays for the TV, radio, printed or web (Toews 2018).
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 Personal Selling & Direct Marketing – Often personal sales are introduced into
the aspect of direct marketing. However, many businesses employ a sales
force so widely that this aspect needs to be considered. Salespersons use
distributors to market goods for re-selling to commercial buyers. Retailers
advocate for customers in retail industries the importance of products and
services. Organizations that offer superior goods and services that need
stronger attempts to convince consumers to purchase are more emphasised
in selling (Toews 2018).
 Discounts & Promotions – Special offers or product promotions are
comparable to ads since they are often marketed through paid contact. In fact,
sales promotions include giving a customer a reduced price. Vouchers,
percentage offs and rebates may be used in this. Businesses use external
signs and in-store signages to advertise offers and coupon mailers to bring
discounts to consumers' attention. This coordination method aims to increase
sales and cash flow, to draw new clients and to clear up additional inventories
(Toews 2018).
 PR & Messaging – Public relations are often much like marketing since many
of them contain messages that are conveyed through mainstream media. The
key difference is that for the message you don't pay for the time or space. For
example, a television or newspaper article about a company is not paid for
and may give brand publicity. The disadvantage of PR is that the
communications are not always tracked. You may try to manipulate them by
press releases and invite them to cover the newspaper, but the media will
spin the story down negatively (Toews 2018).
 Direct Marketing to Target Audience – Direct marketing covers both sales and
personal selling elements. It is interactive contact with consumers where the
response of the business is requested or requested by target audience. E-
mail is a popular style, along with direct mail. These notices are being sent to
consumers with promotional offers or calls to action and encourage temporary
sales or releases of new goods. Other forms of direct marketing contact are
mail order parties, web or print polls and commercials (Toews 2018).
 Event Sponsorships – Sponsoring an event is the factor often left out of the
contact mix of five components. It is used in ads in many models. Event
sponsorship takes place at sporting, entertainment, non-profit or public
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activities through a corporation pays. A combination of benefits involving
booth show for the sale of samples, gifts and literature, names for activities
and promotional locations associated with the event could be part of the
sponsorship (Toews 2018).
An explanation of digital marketing
On a top standard, digital marketing refers to internet - based advertisements, such
as search engines, blogs, social networks, emails, and smartphone applications.
Digital marketing is the way to promote products, services, and brands through these
new media platforms. For researching goods, users depend on digital media.
Although digital marketing is a massive system of channels that marketers simply
need to incorporate in their brands, online advertising is much more complicated
than networks alone. In order to understand the true potential of digital marketing,
marketers must explore the large and dynamic cross-channel landscape in detail
today to uncover techniques that affect their contribution to the marketing process
(Heinze et al. 2016).
An explanation of social media marketing
The marketing through social media is the use of social networks for creating a
company, improving sales, and driving web traffic. This includes the release of
outstanding material, listening to, and engaging your fans, reviewing the
performance and ads on the social media. Facebook, Instagram, Twitter, Google
Plus, Tumblr, YouTube and Snapchat are currently amongst the main social
networking sites (Heinze et al. 2016).
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
We exist in a much more contemporary era than ever before where all of all happen
online – the value of social media in business is highly stressed. The belief that
social networking is not important to boost a company will benefit one as a corporate
owner, since you assume that conventional marketing strategies do the work. That
can't be far from the truth. For many reasons, a presence in the social media is
important to any company (Heinze et al. 2016).
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Digital marketing is just another way to market at one stage. It has opened digital
media for products and services to be bought. Yet the importance of digital
marketing has become something else in just the last few years. It is now part and
parcel of what an organization is for its consumers. It isn't enough for a website or a
plan that doesn't rely on advertising. Don't your company have built-in digital
marketing? Because of that, time works against you. The value of digital marketing is
becoming more and more apparent as the Internet gets linked with everything we do
(Heinze et al. 2016).
Part 2
Two examples of social media contents that really work and
justification of why they work – Go Pro & WeWork
Go Pro – 17.6M followers
GoPro utilizes its Instagram to share stories from the exclusive viewpoint
of the manufacturer. The stream is a range of encouragement and
ambitious materials, loaded with photographs and videos taken by
targeted audiences with GoPro cameras. The aim of the company in
Instagram is to use this information to evaluate how you should use your
specific camera in your life and eventually buy it. By opening regional
manuals incorporating localized content and clients in over 10 markets,
GoPro has increased their share of information. The choice led to a rise
of almost 18 million in the overall follow-up base.
WeWork – 624K Followers
WeWork has expanded to 450 locations in 99 cities in 26 countries since
their launch in 2010. The shared work company has a broad target
audience incorporated into its business model of over 600,000
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followers around the planet. WeWork utilizes its Instagram to use its
customer base online, demonstrate the community's performance and
improve understanding about its followers' talents. The WeWork
Instagram content is created by the user by around 90 percent. This
technique enables the brand not only to underline their members'
interactions but also how WeWork performs a part in those experiences.
You will also easily adapt new features on Instagram, keep feeds and
engagements in your followers.
Screen shot of effective campaign with reference to established
model and standard for digital marketing
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(Instagram 2020)
(Instagram 2020)
Why social media content is effective?
 Customer control – The fact that customers already invest some hours in all
these networks is one of the main reasons for an organization to market
through social media. It's a perfect way to reach our customers directly.
Simple market research can help you determine the social media platforms of
your target audience best. You can also gain your focus and share a company
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with your customers by engaging and communicating. You will reach more
customers and expand on the demand in real time (Kizgin et al. 2019).
 Convenience - Social networking engagement is a key factor in the rank’s
evaluation. The effective algorithm for labelling is still developing. It is no
longer sufficient to simply update a social media profile and keep it updated.
Successful products tend to have a positive online presence. This image
reflects the importance, credibility, and faith of a company in the search
engine results (Kizgin et al. 2019).
 Satisfaction – The social network is a means of networking and
communication. It is essential that a business success across these networks
is built to personify the company. Customers purchase that they get a reply
rather than an automatic reply when they make comments on their websites.
Taking each statement into account, it implies that you respect the
preferences of your guests and aim to provide them with the best service
(Kizgin et al. 2019).
 Loyalty – It's easier for consumers to identify you and relate to you if you're
present for social media. A business can boost customer loyalty by contact
through social media with your customers. The production of loyal customers
is one of almost every business' main goals. Satisfied customer generally
goes hand in hand. Daily engagement and bonding with your consumers is
significant. Social media is now an essential means of marketing and not just
of launching the product. The customer sees these platforms as platforms –
for direct communication with the business (Kizgin et al. 2019).
 Decreased costs – Because all social networks can be marketed at enormous
prices, this is potentially the cheapest tool for advertisement. Free registry and
account can be set up by almost every social media platform. Efficiency is
vital because it helps you to make greater capital growth and keeps a larger
budget for other marketing and corporate expenses (Kizgin et al. 2019).
 Forms a brand – Social media engagement helps customers to be recognized
and to connect. This leads to growing customer satisfaction and retention. As
it is one of the main priorities to build a loyal customer base for all businesses,
social media platforms should be included in the Strategy. Usually, the loyalty
to brands and consumers goes hand in hand. The social networking
framework does not just introduce the product. A customer finds certain
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communication points to communicate with the organization directly (Kizgin et
al. 2019).
 Measurable – The rise of social media is a significant issue in deciding
rankings. The SEO requirements for an exacting standard are continually
changed. It isn't enough to configure your account and frequently update a
profile. Companies that post their products on the social networks are sending
a brand update to an internet browser that reveals the company's brand
genuineness, reputation, and sustainability (Kizgin et al. 2019).
Conclusion
Ultimately, Digital Marketing has become a popular issue. A great deal has been
improved by modern innovation. The development of the companies has also
improved, as well as the rise of new technology. Digital marketing is at the forefront
in this regard. No modern generation wants to buy something at any shop or mall.
You want to buy it all online (Toews 2018). Different businesses therefore often aim
to remain linked and the Web with their consumers. To get the most from this, the
benefit and disadvantages of digital marketing should be understood by customers
and vendors. You cannot get the full benefit of digital marketing because you don't
know the advantages and negative aspects.
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References
GoPro. 2020. Instagram. [Online]. [26 December 2020]. Available from:
https://www.instagram.com/gopro/
Heinze, A., Fletcher, G., Rashid, T. and Cruz, A. (2016). Digital and Social Media
Marketing. Taylor & Francis.
P., N., L., E., P., G., Kizgin, H., Singh, N., Dey, B., Gutierrez, A. and K., Y. (2019).
Digital and Social Media Marketing. Springer Nature.
Toews, D. (2018). Social Life and Political Life in the Era of Digital Media. Routledge.
WeWork. 2020. Instagram. [Online]. [26 December 2020]. Available from:
https://www.instagram.com/wework/
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