Practical Digital Marketing

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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