The Role of Digital Marketing and Social Media Marketing - Theory and Examples

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Introduction
Marketing is one of the crucial aspect which is associated with an act of
promoting goods into the market. Different activities are included in the marketing
which a business undertakes to aware consumers and promote product. This project
is based on digital marketing and includes various aspects related to it. It covers
information about marketing, marketing mix, digital marketing, social media
marketing and the importance of digital and social media marketing to contemporary
businesses. Apart from this, the report covers to social media contents examples
which really works and the screenshot of effective campaigns of digital marketing. In
addition to this, the effectiveness of social media content for the businesses is
covered in the report.
Part 1
Explanation of marketing
Marketing is referred as the procedure of getting potential consumers
interested in the goods and services of organisation. It includes investigating,
promoting selling as well as distributing goods and services. In other words,
marketing refers to the actions that a business entity takes in order to attract
audience to goods or services of organisation by high quality messaging.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix includes the tactical actions that organisation use in promotion
of its goods and services in market. It involves various components which works in
conjunction with one another. Different elements included in marketing mix are as
follows:
1. Product - a product is item which company offer to its customers in order to
satisfy their needs. A product seeks to fulfil consumer demand for the
products are already available. It involves some components including
branding, innovation, labelling, packaging and design of product.
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2. Place - it can be stated as the area where goods are distributed. While
organisation things about selling of goods, it is the main consideration. The
goods can be sell by company through physical store online or by both
channels and its main intent is catching the eye of consumers and ensure that
it can be easily available to customers.
3. Price - it is the amount that consumer is willing to pay in turn of getting a
product or it is the price on which company sell its goods. There are some
considerations which organisation taken into consideration when setting the
price of product. These includes different costs, distribution expenses,
marketing cost etc. The pricing is set on the basis of the value or quality of
good perceived through consumers and the price of competitor's product is
also considered so as to set the prices of product accordingly.
4. Promotion - it involves activities that marketers undertake to aware customer
about the goods and services of company and attract them towards the brand.
It includes various activities such as sponsorship, sales promotion,
advertising, direct marketing, selling, public relations, guerrilla marketing etc.
The main focus of promotion is to provide a message to customers so as to
get their response.
Communication mix is referred as the mix of all the promotional tools like
advertising, public relations, sales promotion, personal selling, direct marketing etc.
that an entity use for pursuing its advertising and marketing objective. Therefore, it
can be said that the communication mix fits in promotion element of marketing mix.
An explanation of digital marketing
Digital marketing is referred as an act of promoting and selling goods through
leveraging online tactics of marketing like search marketing, social media and email
marketing. It is the element of marketing that uses internet and online digital
technologies for promotion of products and services. In other words, it is the
advertising delivered by using digital channels like social media, web applications,
email, radio, TV etc.
An explanation of social media marketing
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