Analyzing Digital Marketing: Social Media Strategies and Effectiveness

This report provides a comprehensive analysis of practical digital marketing strategies, focusing on the marketing and communication mix, social media marketing, and the importance of digital media for businesses. It explores the relationship between marketing and communication mixes, highlighting the role of digital marketing tools such as search engine optimization, content marketing, and social media marketing. The report also examines successful social media content examples from companies like Morrison and Jcrew, explaining the reasons behind their effectiveness and the choice of platforms like Facebook and Instagram. Furthermore, it discusses the use of the AIDA model in social media campaigns, emphasizing the importance of targeted audiences and appropriate campaign mediums. The report concludes by underscoring the significance of digital marketing for modern businesses in reaching a wider customer base and promoting products and services effectively.

PRACTICAL DIGITAL
MARKETING
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Table of Contents
Introduction................................................................................................................................3
Part 1..........................................................................................................................................3
Marketing...............................................................................................................................3
Marketing mix and communication mix and their relationship ...........................................3
Explanation of social media marketing ................................................................................5
The digital marketing and social media being more important for the business...................6
Part 2 .........................................................................................................................................6
Any two explanation of social media content which are effectively done and reason beside
that.........................................................................................................................................6
social media campaign with a suitable model ......................................................................9
Effectiveness of social media content ..................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11
Books and journal ....................................................................................................................11
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Introduction
The digital marketing is being one of the important aspect in the modern world to
reach the target customers in the market (Puthussery, 2020). The digital marketing assist to
help the company and its customer and develop better relationship between them. This report
will evaluate the marketing, marketing mix with communication mix. The digital marketing
is discussed and social media marketing is also determining as per company perspective.
Further more example of social media content is explained with a digital marketing
campaigns and social media content is explained.
Part 1
Marketing
The marketing is the process that every company uses to perform to offer its product
in the market and so that buyer get attracted towards the brand, and they can sale the products
and services (Peter and Dalla Vecchia, 2021). The marketing is one of the main component
that company uses to undertake which involve the business management and commerce
practises. When we talk about the update definition they are more focussed towards the
customer relationship. The marketing can be also defined as the activities to satisfy desire and
wants by exchange of things. With an effective use of marketing the company can easily
capture the attention its targeted customers. Educate prospects and further convert it to the
customers easily.
In the process of marketing there are number of task are included to perform the
marketing more effectively. In this advertisement, delivering products and selling of the
commodities to the customers. When the organization understands the importance of
marketing then buyer can easily have influenced.
Marketing mix and communication mix and their relationship
The marketing mix is collection of marketing techniques which are used in the marketing
process engage with the respective objectives in the respective target market (Teixeira and et.
al., 2017). There are four Ps of marketing which are highly involved in the process of
marketing and organization must have to make use of this factor effectively for better growth.
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Product: The product is the good or service which is offered by the company in the target
market to meet the customer demand.
Price: This is the cost which is charged by the organization from the customer for delivering
the products or services. This is the price which is offered after all the discount and offers that
is provided by the company (Guilbeault, 2018).
Place: The place refers to way through which company can offer the products and services in
the market. In this they used to prefer such medium in which customers are mostly willing to
buy.
Promotion: This includes the ways in which the company present its products in the market
and make use of promotion strategies. To promote the product, they make use of different
technologies and their work force in a way that products are effectively shown to the targeted
customers.
Physical evidence: It consists branding across the communications and consumer always
received physical to validate their purchase. This in turn consider as a proof of confirmation
that belong to particular brand.
People: This belong to those individual who are directly relate to the company and the key
element is not in use when the organization do not have a right people to implement the idea.
In this, company required effective people in order to meet the defined aim of a company.
Thus, to improve the skills, it has been identified that company might use training and
development sessions.
Process: It reflect the series of actions which are taken in order to deliver the products and
services to their customers. The process refers to assess aspects like sales funnel, payment
systems and customer relationships. Thus, with effective processes company is able to attract
the customers and also attract the range of customers.
Communication mix
This is a framework which uses all the relative tools of communication to communicate with
the targeted customers (Al-Zyoud, 2019). This show how an organization can effectively
make use of different ways to reach to its customers.
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Advertisement: This is one of the main factor in the communication mix because it covers all
the avenue in which business needed to send the information to the customers.
Digital marketing: This includes the online marketing methods and social media site that are
effectively used to reach the customer.
Public relations: in this the organization messages and information are transferred to the
targeted audience and also use newspapers and other things to inform about the campaigns
and strategies.
Personal selling: To communicate and provide the needed information to the customers the
personal selling is done through an individual of the organization.
Sales promotion: This is done with online as well as offline outlets, this provides a limited
period deal or promotion to commodities to enhance the sales (Jang and Cho, 2018).
The marketing mix and communication mix are linked with each other because in
marketing the process related to the research of product and development, distribution
process with the price. The communication mix is also assist to promote the company with its
products in the targeted customers in the market.
The effectiveness of the marketing mix can be analysed that it helps to understand the
company regarding the product and service offer to the customer in order to minimize the
unnecessary costs. Also, it helps a business to make the use of their strengths and develop a
holistic marketing strategy. However, on the critically note, it has been identified that it is not
used to determine the client behaviour but it is internally oriented. Along with this, it does not
allow interaction and capture relationships as well.
Digital marketing
The digital marketing refers to the online marketing tool which is used to promote the brand
so that current customers can easily connected with the organization who are using the
internet to communicate digitally (Mahmoud, 2019). This is not only the email, social media
and website ads this is more than that. With the help of this tool organization can easily
endorse goods and services of the company. Some digital marketing tools are:
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Search engine optimization: This is one of the marketing tool which can be defined as
science as well as art to develop the web pages which are effective and more engaging to
search. In this some vital elements are quality of the content, stage of user engagement.
Content marketing: In this organization uses to provide an effective and relevant content to
the targeted audience of the company (López García, Lizcano, Ramos and Matos, 2019). The
main motive behind this is to attract the customers and convert them into final customers.
Social media marketing: The social media is also being one of the effective tool to aware the
brand in the target market. There are different platforms which are being included in the
social media marketing like Facebook, Instagram, LinkedIn, Pinterest and many more.
Explanation of social media marketing
The social media marketing is the network which is helpful in marketing an organization with
its products and services (Evans, Bratton and McKee, 2021). The social media is effective in
providing an efficient way to engage with the customers and reach more customer by
promoting the desired culture and mission. Some platforms are:
Facebook: The Facebook is a social media platform where organization can easily explore its
products and services and also provide the necessary information to the target customers.
With the help of this company can interact with wider area audience.
Instagram: This is one of the platform where people are highly engaged and mostly active so
the organization can easily provide their post and information related to product effectively.
The digital marketing and social media being more important for the business
The social media is becoming more vital for the business in current world because every
organization needs that their product and services get promoted to the targeted customers as
soon as possible and the social media is one of the tool which is highly used by the audience
in this generation so the businesses must manage these platforms in more effective manner to
sustain in the market (Shen and et. al., 2020).
The digital marketing is needed in the modern-day businesses because most of the
work is done online and without the digital marketing tool the business cannot able to reach
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wider area customers. This tool uses to help in promoting the products and services of the
company and also assist in better presentation.
Part 2
Any two explanation of social media content which are effectively done and
reason beside that
There are number of social media content which are posted regularly by every
successful company in the market (Leung, Bai and Erdem, 2017). From those number of
social media content there are many who have succeeded in the market as well. Some social
media content which got success are:
This is the social media content in which the Morrison is provided promotional
information to its targeted customers. Here the company is providing coupons to the 1000
people who are going to share this content and like the page also and this contest of Morrison
will work till the company's coupon got finished (Stellefson, and et. al., 2019). In this social
media content Morrison has used Facebook platform to provide its information to its target
customers. This application is free to use by any user on it so this is cheaper and also have
ability to reach more customers in minimum time frame. As the Facebook is one of the
frequent used application in the market and Morrison can easily reach to its target customers.
The company also find Facebook better as it assist to present the post more attractive (Al-
Zyoud, 2019). The Facebook advertisement uses to become more popular type of online
marketing tool to engage them. The success of this content on social media is the use of
Facebook because the targeted people of the company are available on this digital platform.
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Figure 1: Morrison Promotion Practice
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The above picture presents a social media content of Jcrew in which the company has
offered an information about the company. They explained about the products they uses to
offer in the market. They are exploring and expanding its business and also providing make-
up products that are having uniqueness from the market products (Apperson and et. al.,
2019). In this content the Jcrew also inviting the customers to visit their physical store to
checkout the new arrivals. The buyer will get more detail regarding the products through the
sales person in the store. The j crew have make use of Instagram to share this content because
the targeted customers of j crew are highly active on Instagram and this tool is also in trend
so the new customers are also attracted towards the brand. Instagram is total free application
where people used to interact share their personal information and make friends. The buyer in
the market are also use this to overlook the information share by their organization and able
to know what's new in the market. This is being one of the successful social media content
because the target customers have aware about this information and influenced towards the
new products of Jcrew.
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Illustration 1: jcrew promotion activity

social media campaign with a suitable model
An effective campaign is that where the audience is specific and where the medium is being
chosen by the company to campaign (Stefanone, Yue and Toh, 2019). The AIDA model is
being used in the campaign which is explained below:
In this campaign to promote the Nike plus in the market so to perform this more effectively
the company have make use of Facebook to start this campaign (Guilbeault, 2018). This
campaign starts with grab the target customer attention on the products they are going to
launch in the market. When the people are aware about the new range of Nike+ and further
this they will create interest in the people who are willing to buy the sports training products.
While creating the interest they will focus on the wider audience who are trying to be the
customer of Nike. When the audience are interested towards the product then company
further create a desire in them to buy the new range of Nike plus (Teixeira and et. al., 2017).
When the audience desire get higher than the company provide them ways to make their
action in this Nike provide information to make the purchase through online website, third
party applications and physical stores of nike so that customer can take their final action.
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Illustration 2: Nike campaign

Effectiveness of social media content
The social media content are comparatively more effective in nature which are
helping in a way that brand get notice in the market (Peter and Dalla Vecchia, 2021). There
are different platforms such as Facebook, Instagram, LinkedIn, Pinterest are the most
common as well as popular application in the current market. The social media is becoming
more effective due to some reason that are:
Help in brand recognition: the social media assist to send the brand information in wider
area as well as between large number of audience (Puthussery, 2020). With this the customer
are more engaged with the company and try to be more familiar with the brand.
Reduces cost: This practise will help the brand too incredibly target the campaigns and easily
measurable the failure and success. The social media content are less costly because all the
application of it are totally free to use.
Consumer in control: when the organization undertakes the social media content then
consumer became more influenced towards the brand and the company can easily distribute
its new and existing product to them.
Conclusion
This report concludes that the digital market is an effective way that the company can
use to promote its products and services in the market. The practical knowledge of digital
marketing will help the brand to grow more and also spread the brand name effectively. The
marketing is the activities in which company offers and promote its commodities in the
market. The marketing mix is being more important factor while doing the marketing. The
social media marketing is one of the effective tool which is used by company to reach to its
target customers. The social media content and campaigns of social media are common used
by the company.
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References
Books and journal
Al-Zyoud, M.F., 2019. Employing marketing mix to increase the efficiency of CRM within
organic products marketers in Jordan. Marketing. 15(2). pp.84-95.
Apperson, A. and et. al., 2019. Facebook groups on chronic obstructive pulmonary disease:
Social media content analysis. International journal of environmental research and
public health, 16(20), p.3789.
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing &
Publishing.
Guilbeault, D., 2018. Digital marketing in the disinformation age. Journal of International
Affairs. 71(1.5). pp.33-42.
Jang, D.H. and Cho, W.J., 2018. IPA on the 4Ps of marketing mix for developing marine
leisure tourism in South Korea. Global Business & Finance Review (GBFR). 23(3).
pp.27-37.
Leung, X.Y., Bai, B. and Erdem, M., 2017. Hotel social media marketing: a study on
message strategy and its effectiveness. Journal of Hospitality and Tourism
Technology.
López García, J.J. And et. al., 2019. Digital marketing actions that achieve a better attraction
and loyalty of users: An analytical study. Future Internet. 11(6). p.130.
Mahmoud, T.O., 2019. Green Marketing: A Marketing Mix concept. International Journal of
Electrical, Electronics and Computers. 4(1). pp.20-26.
Peter, M.K. and Dalla Vecchia, M., 2021. The Digital marketing toolkit: a literature review
for the identification of digital marketing channels and platforms. New Trends in
Business Information Systems and Technology. pp.251-265.
Puthussery, A., 2020. Digital marketing: an overview.
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