Practical Digital Marketing

This project report provides an overview of practical digital marketing strategies, the importance of digital and social media marketing for business, and showcases effective social media campaigns. It covers topics such as marketing mix, communication marketing mix, digital marketing, social media marketing, and more.

PRACTICAL DIGITAL
MARKETING
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Marketing....................................................................................................................................3
Explain marketing mix and where communication marketing mix fits......................................4
Digital marketing........................................................................................................................4
Social media marketing...............................................................................................................5
Explain importance of digital and social media marketing for business....................................5
TASK 2............................................................................................................................................6
Social media content which works with justification.................................................................6
Models and standards of digital marketing and screenshots of effective campaigns..................8
Explain why social media marketing is effective for business.................................................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12
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INTRODUCTION
The activities of marketing are performed by an organisation to promote their products
and services through which a business can gain competitive advantage. Digital marketing is a
technique through which a business promote their selling products and services through online
marketing, social media platforms, search marketing and email marketing (Chaffey and Ellis-
Chadwick, 2019). With help of internet and digital/online marketing, a business can promote and
sell there products and services which are provided by organisation to enhance their business and
accomplish goals. Social media marketing (SMM) is a technique of internet marketing through
which content is shared by using social media networks which will help in achieving
organisational goals can be accomplished. Communication marketing activities revolves around
advertising, direct marketing, packaging, branding, sales, sponsorship and PR activities. This
project report is based on marketing, digital marketing, social media marketing, marketing
strategies, how communication marketing fits in organisation. This report also states information
regarding importance of digital and social media marketing for business.
TASK 1
Marketing
Marketing is a strategy of business through which organisation can promote and sell
products to customers through which organisational goals can be accomplished and business can
earn maximum profits. Marketing strategies help business to attract huge number of customers
and maintain relationship with their loyal and potential customers. Through effective marketing
plans, business can match products to customer requirements through which business can ensure
profitability and meet customer satisfaction. The marketing mix strategy helps business to
analyse and target customers through product, price, place and promotion (Chaffey and Smith,
2017). There are various types of marketing, some of the types of marketing are influencer
marketing, relationship marketing, viral marketing, green marketing, keyword and guerilla
marketing. Marketing research is an activity through which business can identify customer needs
and requirements and identify opportunities which will help business in meet customer demands
and plan actions through which organisational objectives and maximum profits can be
accomplished. Marketing research also help business in monitoring their performance and
understand target market through which requirements can be met and maximum profits can be
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earned. Marketing activities can influence brand image positively and negatively as marketing
strategies such as advertising can reach numerous customers but their choice can affect and
might hinder brand image of business.
Explain marketing mix and where communication marketing mix fits
Marketing mix
This marketing strategy was formed by author E. Jerome McCarthy in 1960. Marketing
mix also known as E. Jerome McCarthy's four P's which analyse factors such as product, price,
place and promotion (Das, 2021). It is a customer centric approach through which organisation
can strategically form decisions.
 Price- This marketing mix strategy refers to value or price of product which is set by an
organisation. There are several types of pricing strategies which are opted by business
through which they can sell maximum products and meet customer requirements.
 Place- This strategy help business to identify places which are more accessible by
customers through which business engagement can be increased.
 Product- This marketing mix strategy refers to products which are sold by business. The
products and services which are offered by business must meet customer requirements.
 Promotion- This strategy of marketing mix are activities which are performed by
companies through which they can promote products and services which are sold by
them.
Communication Marketing Mix
Communication marketing mix is a strategy through which states approaches through
which a company communicate with their customers. The strategy behind using communication
marketing is that such strategies can add more value to products which are sold by business. The
tools which are used by organisation for implementing communication marketing strategy are:
advertising, sales promotion, personal selling, public relations, digital marketing and through
packaging (Dodson, 2016).
Digital marketing
Digital marketing is a technique of promoting products and services through using online
media platforms such as internet marketing, social media, search media and email marketing.
The activities of digital marketing is similar with traditional marketing, as both marketing
approaches help business to build relationship with their customers and promote their products
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through which business can gain competitive advantage. Digital marketing help business to reach
out to maximum number of customers by which organisation can create goodwill in marketplace.
Digital marketing help business to increase awareness and engagement of business, this approach
of marketing also help business attract more efficient buyers through which organisation can
maintain their brand image and goodwill in marketplace and gain competitive advantage form
their operations (Hanlon, 2018). Digital marketing is similar to marketing where strategies and
actions which are planned by business are executed through online and social media platforms.
Digital marketing strategies are most suitable for B2C and B2b companies through which such
business can enhance business engagement. Some of digital marketing assets which plays a
crucial role in business are website, video and image content, logo, blog, reviews and through
social media pages. The digital marketing strategies used by business are pay-per-click
advertising, paid search advertising, SEO, SMM, content marketing and others.
Social media marketing
Social media marketing (SMM) is an approach in which a business use social media
networks through which they can position products and services of business to their target
market. This marketing approach provides better engagement with existing and new customers
through which business can gain competitive advantage. Social media marketing focuses on
meeting target market and customers through which business can enhance value of their products
and services and enhance their business growth. With use of purpose-built data analytics tool, it
help business in monitoring success of their plans. The platforms which are used by
organisations for social media marketing can be Facebook, Instagram, twitter and other media
platforms. With the help of such media platforms, business can promote their content on various
sites through which engagement can be increased and more number of customers can be attracted
(Heinze and et.al, 2020). Buffer stated that social media marketing is based on five pillars, which
are strategy, planning/ publishing, listening/ engagement, analytics/ reporting and advertising.
These social media marketing help business to increase awareness about brand, and increase
traffic and engagement.
Explain importance of digital and social media marketing for business
Digital and social media marketing plays a important role in enhancing business
performance and some of the factors are mentioned below:
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 Increased brand awareness- With the help of social media marketing, business can
increase their visibility and such platforms are more profitable for business. Through
using social media marketing platforms, it can help business to attract more customers.
For example, Redbull use social media platforms through which they can target
customers, increase recognition through which brand awareness can be increased.
 Increased engagement with customers- Social media platforms are effective mediums
to establish interaction with audience (Ivaschenko, Stolbova and Golovnin, 2019).
Through such platforms can help business to deliver their message accurately to their
customers. For example, Dove use online marketing platforms through which they can
provide all necessary information and increase customer engagement with business.
 Increased customer satisfaction- With the help of social media marketing, it helps
business to deliver products and services which are demanded by customers through
analysing changing demands. This will help business to meet customer satisfaction. For
example, Marks and Spencer use social media marketing to promote their brand and
focus on providing quick assistance through which maximum customer satisfaction can
be achieved.
 Cost effective approach- Marketing through social media is a cost effective approach
through which a business can get greater return on investments through investing less
money and time and by increasing conversion rates.
TASK 2
Social media content which works with justification
All content which is posted on social media holds high value as this can increase brand
recognition and attract more number of customers (Kannan, 2017). By creating and
implementing a strong social media strategy, business can attract huge number of customers
through which maximum profits can be earned by selling their products and services to their
customers and meeting customer satisfaction. Social media marketing can be classified under
various categories, some of the the categories are explained below:
 User generated content
The contents which are posted by user by using social media platforms help them to
increase engagement and awareness related to the topic and this can be shared through any form
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such as image, text, audio and video. These contents are generally created by people's rather than
brand. Such content can also be paid or a promotional activity of brand products. User generated
content also known as consumer generated content are activities which are performed by people
who either promote something or represent a brand activity (Melović and et.al, 2020). These
contents are wholly generated by user and no involvement of brand takes part. The contents
which are posted by social media more authentic and are more reliable. These contents can also
influence decision of customers trough which business can get more engagement. For example,
Instagram, Facebook are social media platforms through which user can generate content and
spread awareness and thus can increase customer engagement.
Justification
Due to changing technological requirements, various social media marketing channels are
opted by people's and business to attract customers and audience through which they can get
more engagement. Such marketing channels such as Instagram, Facebook and other media
sources help people to increase awareness.
 Infographics
These social media contents are graphic visual representations of information which are
provided by business with an objective of delivering all necessary information which can attract
numerous customers (Micheaux and Bosio, 2019). This social media content is a group of
images, charts and text through which business can strike, engage and visually communicate all
necessary information quickly and with clarity. For example, Adidas use infographic approach
through which they can attract more customers and through using this type of social media
content technique it help business to post information about product on social media platforms
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which will help business in increasing scale, increasing customer engagement and earning
maximum profits from their operations. With the help of using strategies such as hashtags and
attractive tag lines can help business in increasing popularity of the brand (Nair and Gupta,
2021).
Justification
As per changing technological trends, digital marketing is becoming important aspect of
business which help them to increase brand awareness and brand image. Through using such
social media platforms, it helps business in increasing customer base and attract more audience
through online marketing. These social media marketing strategies also help business in
increasing their market share and in making more profits from their operations (Nikunen and
et.al, 2017).
Models and standards of digital marketing and screenshots of effective campaigns
Campaign organised by Dove
Dove organised a campaign in which they focused on redefining beauty by creating
campaigns. The company focused on spreading body positive campaigns through which they can
target market and break beauty and body related stereotypes.
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The hashtag which was used by dove for creating awareness was #ShowUs through
which company aimed to create awareness about body and beauty in market.
Campaign organised by Nike Air Jordan in collaboration with Facebook Messenger
This campaign was a bot collaboration between Nike Air Jordan and Facebook
Messenger and for organising this campaign Nike grouped with AI platform Snaps. This
campaign delivered contents by using Air Jordan blog, jordan.com and Jordan news. This
campaign was divided into three aspects: air Jordan, shop and watch.
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With the help of Facebook messenger, organisation aimed to create a two-way commu7nication
through which they can connect with people and provide and opportunity through which people
can communicate with Air Jordan.
Explain why social media marketing is effective for business
Social media marketing is a platform through which a business can promote their
products and services (Richards and Marshall, 2019). Social media platforms acts as a medium
between organization and their customer through which they can interact with their customers
and attract more audience. All marketing activities which are performed by business help
business to enhance their social media presence, create effective interaction and utilize all
resources effectively. This approach of marketing is also cost effective through which business
can gain more returns and profits. The reason which states why social media is effective for a
business are stated below:
 To attract audience and increase brand awareness- Social media marketing help
business to attract more number of customers through creating brand image with the help
of media platforms (Spiller and Tuten, 2019). Social media marketing is a platform which
help business to connect with audience through posting contents which are effective and
deliver accurate messages through which business can build and maintain their goodwill
in marketplace.
 To increase engagement- Social media marketing is an approach through which
business can increase their engagement through targeting their audience and through
providing products and services which will fulfill customer requirements. An effective an
attractive advertisement will also help business in attracting more customers (Wang,
2020).
 To identify market trends and buying potential of customers- Social media marketing
help business to identify changing market trends and customer requirements through
whi9ch they can meet customer demand and gain customer satisfaction.
 To promote products and services- Social media marketing is an effective media
platform through which a business can promote their products and services which will
help business in attracting huge number of audience from all around globe.
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CONCLUSION
From the above project report, it can be concluded that implementation of marketing
strategies help business to enhance their growth and achieve success from their operations. Such
strategies create a direct impact on growth and profitability of business. These strategies also
help business to identify opportunities which are beneficiary for organisation to accomplish their
desired goals. With the help of social media and other platforms, it can help business in
increasing engagement for business. Digital and social media marketing strategies help business
to connect with their audience and target market by which companies can meet customer needs
and gain maximum customer satisfaction.
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REFERENCES
Books and journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Heinze, A and et.al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Ivaschenko, A., Stolbova, A. and Golovnin, O., 2019, October. Spatial clustering based on
analysis of Big Data in digital marketing. In Russian Conference on Artificial
Intelligence (pp. 335-347). Springer, Cham.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Melović, B and et.al., 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society. 63. p.101425.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education. 41(2). pp.127-140.
Nair, K. and Gupta, R., 2021. Application of AI technology in modern digital marketing
environment. World Journal of Entrepreneurship, Management and Sustainable
Development.
Nikunen, T and et.al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223), 12(2).
Richards, M. B. and Marshall, S. W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media education
norm (AMEN). Journal of Marketing Development and Competitiveness. 13(1). pp.86-
98.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education. 41(2). pp.77-90.
Wang, F., 2020. Digital marketing capabilities in international firms: a relational perspective.
International Marketing Review.
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