This report discusses the effectiveness of digital marketing in promoting goods and services of a company. It covers the marketing mix and key elements of the communications mix. It also explains how social media channels like LinkedIn, Facebook, Twitter, and Snapchat are utilized as part of a brand communications planning.
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Table of Contents INTRODUCTION..........................................................................................................................3 Description and discussion of the Marketing mix with examples..............................................3 Description and discussion of the key elements of the communications mix with examples....4 Explanationhoweachsocial mediachannels are utilisedaspartof abrand communications planning..........................................................................................................5 Anexplanationof why the digital mediacontent is effective :-.........................................6 CONCLUSION...............................................................................................................................6 References:.......................................................................................................................................8
INTRODUCTION Digital marketing is also known as online marketing. This may be defined as the process of promoting the goods and services of the company in order to connect with the potential customers with the help of internet or other form of digital communication(Abirouand Abghour,2022).In the present era digital marketing is being considered as one of the most important or powerful sources of marketing and these are very cost effective in nature. The chosen company for this report is Marks and Spencer. The following report is going to cover the marketing mix on the chosen company and key elements of the communication mix. This report also cover that, how social media channel help in branding the company products and in the company communication strategy. Part 1 Description and discussion of the Marketing mix with examples Marketing mix mat be defined as those strategical tool of marketing that comprises of different numbers of elements which not only help the company in improving their image in the competitive market but also help in making good relationship with the people in a very effective manner(Al-Jawaldeh and et. al., 2022). This tool play a very important role in position and sales of the company goods. With the help of this tool an organisation can place their product in front of the customers at the place, at the right time and at a very right price. In context to the Marks and Spencer, 4 PS of marketing mix has been discussed below:- ď‚·Product:-this element comprises of all the goods and services in which company deals in order to satisfy the needs and requirement of the individuals or group of members that are present in the market. The phase of making and selling of goods and services has the dynamic life cycle activity which comprises ofmaturity phase, growth phase and the phase of diminution in sales. The growth phase comprises of development process in the company, the maturity phase comprises of finished goods which are ready to sale in the market and the phase of sale decline comprises of those goods which are return or rejected by the consumer. In context to the Marks and Spencer, the company deals in variety of products that are clothing, food, home product and many more. This element help the firm in doing the market research of the goods and services and also help them in getting more demand of the consumer.
ď‚·Price:-this strategy is being considered as one of most important element of the marketing mix which help in the growth and success of the organisation in the competitive market. It is very important for them management of the company to work appropriatelyandtakethepropermeasureinordertosetthepricesofthe goods(Basaran, 2022). In relation to the Marks and Spencer, this element help the company inidentifying all the pricing strategy and also help them in adopting appropriate strategy of pricing. By adopting proper pricing strategy they can stand in the market for a long period of time. The low cost pricing strategy has been followed by the company which help them in enjoying the competitive advantage over their rivals. ď‚·Place:-this component of the marketing mix help the organisation in positioning their goods and services. It is very important for the management of the company to place their product in a very appropriate manner, so that customers can easily see it or products are conveniently available for them. An appropriate supply channel has to be followed by the company likeretail outlets, online portals, website and many more which help them in enjoying the competitive advantage over their rivals. In context to the Marks and Spence, this element help the company in adopting an effective supply channels so that they can place their product at a right place. ď‚·Promotion:-this element help the firm in promoting their goods and services in the market and also help in developing a good reputation of goods and services among the customers(Fernandes, Nettleship and Pinto, 2022). In context to the Marks and Spencer, different types of digital marketing techniques has been adopted by the company which help them in promoting their offerings in the market. Methods like,social media, website etc. used by the company in order to attract more and more consumer. Description and discussion of the key elements of the communications mix with examples Communication mix may be defined as those method which help the organisation in communicating with their potential customers in the target market. In context to the Marks and Spencer the management of the company works on different types of communication mix process by taking marketing campaigns in TV and Newspaper. ď‚·Sales Promotion:-this method is very useful for the organisation as it help in increasing the sales of the product for a short period of time by offering tempting offer to their customers. This also result in increasing the customers base for the company. In relation
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to the Marks and Spencer, the company can increase their sales and customer base by the offering several reward point and discount coupons to the audience. ď‚·Public Relation:-the aim of this communication mix is to increase the brand awareness of the company product for their desired audience with the help of media. This is basically a magnify technique which are used in order to develop a optimistic view of product by taking support of print media(Jung and et. al., 2022). In relation to the Marks and Spencer, in order to represent this mission the company is going to hire some talented employees which help in increasing the customers base for the company. Along with this, this also help in increasing the goodwill of the firm in the market. ď‚·Personal selling:-this element of the communication mix comprises of selling the goods and services of the company by meeting the people personally. It is very important for the firm to hire some talented and experienced employee which motivate the people to purchase their goods. In case of Marks and Spencer, it is very important for the management of the company to identify the taste and need of the consumer so that they can acquire majority of the consumer in the market. Part 2 Explanationhoweachsocial mediachannels are utilisedaspartof abrand communications planning. Linkedln :- It isbeinginvolvedas oneof the hugeprofessionalnetworkover theinternet . This techniquescan be utilisedby thesingle as well asthe company in extent to find out the correct occupationand toconnect with the right person(Volchek and Buhalis, 2022). This is a social networking sitewhich is outlinedfor the companyexpertise. With the assistance ofthis socialnetworkingwebsiteas anorganisationcan shareoperationsrelated informationwith the customers.this toolhelp the company in knowing the view point of the consumer respect their commodity. The response of the consumers is act as an chance for them. Facebook :- This is also been considered as the most popular and crucialdigital stage which helps the companyin growingtheir consumer base(Lin, Shao and Wang,2022).It assist the organisationto reachbroad rangeof usersin less time and in the mosteffective ways. It has been observed thatthis coversalmost 62%of the young generation aged 18 to 30
majorly uses this application. This digital platform assist them in act with big inferior of client at a very minimal value. In improver to this, this create various type of chance for the institution by poster add derivative on Facebook. Twitter :- Twitter is being reasoned as one of the most utilized social media platform by the system. This tool also aid in processing message activities for the concern. It has been observed that Twitter have direct messaging dimension. This feature help them in improving authentic connection with their client by using trusty speech. This act an chance for the governance as they initiate various types of complacent which socialize their precede. this digital platform also help the dependable in processing a goodbrand value in the mind of customer by rehearse robust schedule and developing digital merchandising drive. Snapchat :- This social media platform is being considered as one of the most famous as well as popular platform among the youngsters. The most important feature of this platform is that, this allow the organisation to take the picture of their product and send it to number of people at the same time(Panjaitan and Panjaitan, 2022). This characteristic is act as possibility for then arrangement which assist them in processing message scheme in a very effectual mode.This also aid the institution to make crucial connexion with their user in order to create good picture in their head about the commodity of the institution. Anexplanationof why the digital mediacontent is effective :- The mostcrucialutilisation of social mediacontent is thatassistthe company in bringinglargeamountof trafficon their websites. Thestage consist of variouskinds of capableusers and businessfirms. These media contentassistthe company impressing more and moreusersand improvesagood brandimagein the eyes of thebusiness entity as it assist them incoveringhugeamountof market share. CONCLUSION From the above report it has been concluded that, if a company wants to promote their goods and services in the market then they have to use digital marketing techniques. These techniques are very useful and very cost effective nature. This report concluded the marketing
mix of the Marks and Spencer and also conclude the communicationmix.This report also concluded the use of social media channels likeLinkedIn, Facebook,Twitter, Snapchatwhich help in branding of the company products.
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References: Books and Journals Abirou, M. and Abghour, N., 2022. A Review of Blockchain and the Benefits for Digital Marketing-Related Applications of Blockchain Integration.Advances on Smart and Soft Computing, pp.355-365. Al-Jawaldeh, A. and et. al., 2022. A new global policy framework for adolescent nutrition?.The Lancet,399(10320), pp.125-127. Basaran,U.,2022.GamificationinMarketing:ACaseStudyFromaCustomerValue Perspective. InHandbook of Research on Cross-Disciplinary Uses of Gamification in Organizations(pp. 137-165). IGI Global. Fernandes, T., Nettleship, H. and Pinto, L.H., 2022. Judging a book by its cover? The role of unconventionalappearanceonsocialmediainfluencerseffectiveness.Journalof Retailing and Consumer Services,66, p.102917. Jung, S. and et. al., 2022. The Role of the Self-Presence for Interactive Large Digital Displays: Gesture Interactivity and Mirrored-Self Image for Advertising Content.International Journal of Human–Computer Interaction, pp.1-13. Lin, X., Shao, B. and Wang, X., 2022. Employees' perceptions of chatbots in B2B marketing: Affordances vs. disaffordances.Industrial Marketing Management,101, pp.45-56. Panjaitan,F.A.B.andPanjaitan,H.,2022.ROLEOFDIGITALMARKETINGIN INCREASINGVISITORSINTERESTINBANYUURIPTOURISMVILLAGE, KEDAMEAN, GRESIK.JPIM (Jurnal Penelitian Ilmu Manajemen),7(1), pp.1-8. Volchek,K.andBuhalis,D.,2022.MarketingAttribution.InEncyclopediaofTourism Management and Marketing. Edward Elgar Publishing.