Practical Digital Marketing: Importance, Examples, and RACE Model

This report explains the concept of digital marketing, social media marketing, marketing mix, and RACE model. It also provides practical examples from Tesco and discusses the effectiveness of social media content and its importance to contemporary businesses.

BMP3006 : - Practical Digital
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Explanation of Marketing............................................................................................................3
Explanation of Marketing mix and where the communication mix fits......................................3
Explanation of Digital Marketing................................................................................................5
Explanation of Social Media Marketing......................................................................................5
Importance of digital marketing and social media marketing to contemporary businesses........5
PART 2............................................................................................................................................6
Two Examples of social media contents that really work...........................................................6
RACE Model of digital marketing with effective campaign screen shot....................................7
Effectiveness of Social-Media content........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Digital Marketing is one of the way and tool with the help of which the company can
easily monitor and track their campaigns and identify whether their campaigns are driving better
result or not. This report will explain the concept of digital marketing, social media marketing
and marketing mix. Further the report will also explain the two social media content of and the
campaign of Tesco company which make them one of best and 2nd largest supermarket of UK.
PART 1
Explanation of Marketing
As per Charted Institute of Marketing, this is one of the techniques by using it the
businesses are able to promote its products and services to the ultimate and targeted audience. In
simple term, marketing is an action which is taken by the company to bring the attention of the
public to their physical goods and services offered (Hanlon, 2018).
For example: Tesco company uses email marketing and social media marketing campaigns to
promote their grocery products and also to increase their brand value.
Explanation of Marketing mix and where the communication mix fits
Marketing Mix
This is a set of actions which is basically uses by the company to promote its single as
well as multiple products and services. This involve:
 Price: This is a value of the product and services which must be standard and relevant to
the products quality and depends on the cost of production and marketing cost.
 Product: This is basically product and service of the company which are ultimately
delivery to the customer such as Tesco company grocery and clothing products.
 Place: This is a point of sale or market where buyer and seller meet with each other in
order to buy and sell the products and services. This can be both online and offline.
 Promotion: This refers to all the activities which is undertaken by the company in order
to promote their goods and services (Buchanan and et.al., 2018).
Communication Mix
This is also known as promotional mix which is used to promote the businesses goods
and services. This involve:

 Advertising: In this the company usually uses the TV, radio and press to release their
message and products information to the target audience.
 Direct marketing: This is a element where the company uses the social media and online
shopping channels to promote and their goods and services and communicate with the
customers.
 Public relation: This involve news, strategies and campaigns that has been used by the
company to spread positivity about their company and negativity about their competitors.
 Personal selling: In this, the company communicate with the customers and other
business partners using the face to face settings (Bizhanova and et.al., 2019).
 Sales Promotion: In order to increase sort-term sales the company using this element of
communication and in this they provide various online and offline outlets such as 50% if
on selected items.
Link between marketing mix and communication mix
Basically communication fits everywhere in order to promote the products and services
using the marketing mix the businesses also need to communicate with the customers on an daily
basis to know their taste and preferences along with market trends and relevant and suitable
price. But it basically more in demand for the purpose of promotion. Any marketing campaign is
became successful only when it consider all the element of communication mix that's why it is
always advisable to the company that they must create multi-channel campaigns to cover and
communicate with more and more customers. As per CMI, consumers are the centre of profit
making world and in order to attract them and to communicate the benefits and awareness of the
products the company have to use marketing and communication mix together (Leite and
Azevedo, 2017). But on the other side, it also poses a problem for the marketers such as not to
distinguish the campaigns on the basis of culture and religion which need special attention of the
company.
Explanation of Digital Marketing
Defination1: It is also know as online marketing where the company need to use the electronic
device to communicate and promote the organization products and services (Sayyad and et.al.,
2018).

Defination2: This are generally the marketing campaigns that appear on computer, smart
phones, tablets and other devices which helps the company to increase their customer base and
brand image.
For example: Tesco company after the horse meat and accounting scandal began the
digital marketing campaign to spread their product awareness to the public such as Humour in its
Christmas commercial campaign.
Explanation of Social Media Marketing
Defination1: SM marketing is a type of digital marketing where the company uses the social
networking sites such as Facebook, Instagram, Google+, YouTube etc. to engage with existing
and reaching new customers while promoting their culture, mission and objectives.
Definition2: Social media marketing is a strategy with the help of which company can draw a
new and unique visitor to a website (Hanlon, 2018).
For example: Tesco always stay active on social sites and post updated brand and
products on Facebook to keep their customers updated in the form of Live chat and videos.
Importance of digital marketing and social media marketing to contemporary businesses
Digital Marketing Importance
 This is importance because it act as a assets for the company and help them in achieving
the market shares maximisation objectives of the businesses.
 It is also helpful for reaching the new local and international customers as around 7.7
billion people all over the world spend their maximum time on internet.
 It is crucial for the businesses because their competitors are doing the same. For example
if Tesco company will not opted DM techniques than their competitors such as Sainsbury
and M&S move ahead by taking competitive advantage.
 This helps the company such as Tesco to compete with the larger corporation such as
Walmart, Amazon at the international level (Hanlon, 2018).
Social Media Marketing Importance
 It is important for the businesses because it is open for all and one of the great way of
digitally advertising the company products and brand.

 Around 59% of the world population uses the social media apps such as Facebook,
Instagram and YouTube to relax their mind and to analyse the feedback and review of
any products.
 That's why the social media marketing is significant for the purpose of attracting and
influencing the purchase decision-making of the customers.
 For example: Apple company uses the social media marketing to influence the customers
mind and realize them their product brand value and demand.
 The SM marketing also helpful for telling the story to the customers and analysing the
competitors next step (Castro, Silva and Duarte, 2017).
PART 2
Two Examples of social media contents that really work
Social media contents helps the company to achieve their business goals and objectives
along with solving the customers queries by keep them updated. The two example of social-
media content is Live Videos and Contest and giveaways.
Live Videos: The company can conduct and post live videos along with their regular post
on their own websites and other social-media channels in order to attract customers attention.
This is basically one of the greatest idea for launching any event and press conference. No only
that customers are usually prefer more live videos than normal videos because it shows the true
picture of company the content is not pre-scripted (Erokhina, Mitko and Troilin, 2018). For
example, Tesco company uses the Facebook and Instagram live videos tool to show behind the
scene of their business operation along with other activities. The company also uses this to keep
the customer updated with the new and unique clothing products which further help the company
in increasing their customer base. The sharing option on this sites and apps help the customer to
share the information with their closed one.
Contest and Giveaways: This is another example of social-media content which involve
reward and incentives to the consumers and followers that are regular with the company's
websites and social content. So, for this the businesses have to incorporate policies and allow the
gifts to their regular and loyal customer and followers to keep them happy and satisfied. The
company can announce such an giveaway and contest on the social-media channels such as
Facebook, Twitter, Google+ etc. Basically, this is one of the best way to promote the business

product and services at the large and international level which further help the company to
spread the knowledge of their products quality and benefits (Rathnayaka, 2018). For example:
During COVID-19 £450 Tesco voucher giveaway is a giveaway which is announces by the
company at the time when lockdown is about to lift. And to enter in this contest the customer
need fill draw to win form which involve three prizes. And the impact of which around 3 million
people entered in this contest which content both existing and new customer base. So, this is the
way which help the company to attract customer to their goods and services.
RACE Model of digital marketing with effective campaign screen shot
This is a model which helps the company to designed their online marketing campaign
and activities in order to engage customer in the business. This involve four steps:
 Reach: In this step, the company need to launch various campaigns to build the
awareness of their products and services on their own websites and other social-media
pages. This is basically done to create multiple interaction towards the company presence
and expansion.
 Act: In this separate stage after the reach, the company need to encourage their followers
and subscribers on websites and social pages by using social-media content strategies. In
this the company also need to analyse their competitors step and such step impact over
company's current strategies. Here, the company also able to analyse their campaign
success criteria via customer review and comment on shopping apps and others
(Arkhipova and Gurieva, 2018).
 Convert: This is another step of digital marketing model in which company need to
analyse their conversion rate on both online and offline. Conversion rate is the percentage
of people that convert from followers to customer of the company.
 Engage: In this stage, the company need to engage their existing and new customers in
business activities and decision-making. The impact of which company are able to
develop long-term relationship with their customer and build loyalty using
communication strategy on their sites.
For example, Tesco Malaysia able to build customer trust in their products quality by creating
nationwide campaign name “Tesco Food Love Stories”. This is basically run on TV, online apps,
social-media sites, out-of home and print everywhere.

Effectiveness of Social-Media content
The following are the factors which state that social-media content is effective for the business in
the present ear and this include:
 Consumer in control: With the help of social-media content, consumer are able to
control its consumer buying pattern and preferences.
 Convenience: As using social-media sites is free for all which indicate that it is less
expensive and convenient for businesses.
 Satisfaction: The company are able to satisfy its customers by knowing their taste and
preferences and new trends.
 Loyalty: The social-media content is also effective because it helps the company in
building the trust and loyalty of the customers.
 Reduced cost: It also reduces the marketing cost of the company because using the
social-media sites has no cost which means company can use this platform free. It is
basically provide cost effective campaign solutions (Alshaketheep and et.al., 2020).

 Build a brand: Not only that, it also build the brand of the company at both local and
international level which is effective for expanding the business.
 Measurable: Because of the availability of like and comment section on social sites the
company are able to measure their campaigns success criteria.
CONCLUSION
The report concludes the concept and importance of digital marketing and social-media
marketing by giving the practical example of Tesco Plc. Further the report also concludes the
two example of social media content along with the effectiveness of the same for the businesses.
The report also concludes the linkage between the marketing and communication mix and how
they together make a promotion and marketing of products successful.

REFERENCE
Books & Journals
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Buchanan, L. and et.al., 2018. The effects of digital marketing of unhealthy commodities on
young people: a systematic review. Nutrients. 10(2). p.148.
Bizhanova, K. and et.al., 2019. Impact of digital marketing development on entrepreneurship.
In E3S web of conferences(Vol. 135, p. 04023). EDP Sciences.
Leite, R. A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto
Hotels’ Managers. International Journal of Marketing, Communication and New
Media, (2).
Sayyad, S. and et.al., 2018, December. Digital Marketing Framework Strategies Through Big
Data. In International conference on Computer Networks, Big data and IoT (pp. 1065-
1073). Springer, Cham.
Arkhipova, N. I. and Gurieva, M. T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.
Alshaketheep, K.M.K.I. and et.al., 2020. Digital Marketing during COVID 19: Consumer’s
Perspective. WSEAS Transactions on Business and Economics, pp.831-841.
Rathnayaka, U., 2018. Role of digital marketing in retail fashion industry: A synthesis of the
theory and the practice. Journal of Accounting & Marketing. 7(02).
Erokhina, T. B., Mitko, O. A. and Troilin, V. V., 2018. Digital marketing and digital logistics in
consumer communication. European Research Studies. 21. pp.861-867.
Castro, S. R., Silva, S. C. and Duarte, P., 2017. Does digital marketing really boost city tourism?
evidences from Porto’s experience. European Journal of Applied Business &
Management. 3(3). pp.84-100.