Practical Digital Marketing

This document provides an overview of practical digital marketing, including the importance of digital marketing and social media marketing in contemporary business. It explores examples of effective social media content and its impact on brand loyalty. The document also discusses the marketing mix and communication mix.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Part 1.......................................................................................................................................1
Marketing......................................................................................................................1
Marketing and communications mix.............................................................................1
Digital Marketing..........................................................................................................3
Social Media Marketing................................................................................................3
Significance of digital and social media marketing to the contemporary business......3
Part 2.......................................................................................................................................4
Examples of social media contents that really work and their justification..................4
Images of effective campaign with reference to Zoom and Gilette..............................5
Effectiveness of Social Media Content.........................................................................6
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................8

INTRODUCTION
Marketing is an activity that a firm follows up to promote or advertise it's product or
service. It mainly involves promotion, delivering and selling of products or services to the
consumers or other businesses (Meaning, Evolution and Importance of Marketing, 2020). Digital
marketing is a segment of whole marketing through which products are advertised and sold
electronically or digitally. In generally includes electronic apparatus like internet, mobile phones
and computer systems. Now a days, businesses and people are more willing in selling and buying
digitally instead of traditionally because it saves time and energy in this fast growing world. The
following discussion involves the ideology of traditional marketing, communication and
marketing mix, digital marketing, social media marketing and it's examples.
MAIN BODY
Part 1
Marketing
Marketing refers to the management activity which includes identification, foreseeing
and fulfilling customer needs that are done to gain sales and profits. In other words, marketing
job are directed by businesses for revenue generation by promoting and selling product or
service. It is mainly defined as a profession, set of procedures and practices for generating,
exchanging, conveying and interfacing services in which consumer finds values before
purchasing. In other words, marketing contains various stages or parts that are necessary to
execute for any organization as if implementation of any part is overlooked then it can directly
affect the other operations of business.
Marketing and communications mix
Marketing Mix: It refers to the group of activities and tactics that an organization utilizes to
promote it's product or service in a target market. It includes 4Ps: product, price, place and
promotion (Chaffey and Smith, 2017). Product: It cites to the items that are being sold and purchased by the firm and consumer.
It must be planned like that it should convey a performance that people actually wants in
their products.
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 Price: It cites to the value that a customer needs to give in exchange of a product. It is set
by evaluating it's cost of production, any mediator or marketing cost. It provides worth to
the item so it is important to scan the pricing tactics related to a demand-supply and
market needs. Place: It cites to the location where the product is actually being placed for selling
purpose. It is important to choose wisely because choosing the correct place catches the
attraction of the customers towards products. Some firms pay premium price for the
location to sell their products for good revenue generation.
 Promotion: It cites to the actions that are adopted by a business to spread knowledge of
it's product. It is done through advertisement, media, incentives, newspapers and many
more.
Communication Mix: It refers to the different and variety of tools to pass message or
communicate to people through various ways so as to generate awareness of services and selling
them. It is regarded as a part of marketing mix also known as the promotional mix. It involves
tools like (Hanlon, 2019): Promotion: It encloses all strategies through which an organization pays to promote their
product. Some strategies like press, television, pay-per-click, radio and many more. This
can be achieving if it contains eye-catching, creativeness, musical, attractive and
emotional sense to obtain attention from the people. End to end Marketing: It involves end to end communication to the direct customers
where revert is directly expected about the company's products. It consist emails, direct
mail, SMS, telesales and many more. It gives the calculation of direct feedbacks. Public connections: It is defined as to target the specific consumers and press through
PR (public relations). It focuses on approaches, news and operations to generate positive
end of a firm, this can be attained through conserving good relations and partnerships
with journalist, newspapers artist and other companies (Ivaschenko, Stolbova and
Golovnin, 2019). Individual Selling: It is defined as the exchange of a product or service with individual
people though face to face meeting. It consist sales people, representatives, brand
ambassadors and influencers. Special knowledge, customer behaviour, market scanning
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and convincing communication are required in doing this job to motivate consumers to
buy the firm's products.
 Sales advertising: It refers to the increase of short period or of limited time duration
sales. It involves product samples, coupons, contests, freebies, prizes, special offers,
loyalty cards and discounts. It helps in creating customer and brand loyalty.
Digital Marketing
It is defined as the promotional activity of product or service by using technical
equipments hardware or software. In other words, it is defined as the advertising approach that is
depending on electronic devices and internet to reach the customers internationally using variety
of channels and platforms. Example taken as, in context of Dominoes, it made an app which
could be tracked by the customers about where the delivery boy is and guarantees delivery in
thirty minutes otherwise 50% money back. There are various methods to promote products
electronically like Online PR, Content, Emails, PPC, SMM and SEO (Kannan, 2017).
Social Media Marketing
It is defined as utilizing the social apps and public networking to advertise the product or
service. It assist in targeting the existing or new consumers widely. In other words, it is defined
as the increasing of revenue or sales and developing brand image using social channels through
internet and electronic devices. Example taken as, in context of Amazon prime, they are
regularly posting the advertising videos of it's web series and shows very frequently with less
amount to pay and offering discounts in their services of online payment and many others. They
had done this by different apps like Twitter, Facebook, Instagram and so on (Key, 2017).
Significance of digital and social media marketing to the contemporary business
Significance of digital marketing:
 Global reach to wide range of customers either new or existing
 Advantage in competitiveness in branding more attractive than other brands with creative
ideas and mindset
 Talking, influencing, targeting to consumers is more at ease in a digital way
 Spectacular return on investment due to low cost.
Significance of Social Media Marketing:
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 Unique and creative mind is required to advertise digitally instead of high expenses
 Engaging with customers is more using social apps
 Due to attention gaining content, it directly affects the brand loyalty
 More people visit to the firm's sites and products, more can be the SEO (Search Engine
Optimization) rankings (Kingsnorth, 2019)
Part 2
Examples of social media contents that really work and their justification
Example 1: Zoom
Zoom is an app that permits the people to have online video or audio meetings and
conferences from anywhere. Before pandemic it was in good use by various business but became
more useful during covid-19 crises when people started working from home. Their main target is
to create the awareness of the brand and get as many as free trial by the people through
registration and logging in to the app. To attain this target, Zoom started conducting the virtual
background competition through SMM. It works like, Zoom is having the feature of virtual
background so they ask it's users participate and share their videos and pictures using this
feature. This is conducted every month by Zoom and the first three winners are awarded the
prizes or branded items. This is an exciting activity planned by Zoom to get more participation
by people and use the zoom and it's features, moreover, it is a free participation programme so
more people get attracted towards it and initiate the free trial with Zoom. This helped Zoom in
gaining more customers using it's services worldwide (Smilansky, 2017).
Justification: The social media content works for Zoom because of their promoting competition
on Instagram and other social media platforms. Firstly, they took advantage of pandemic and
started creating need of virtual meetings while sitting at home. Secondly, their idea of virtual
background competition was meaningful and interesting that made people to enter in Zoom.
Thirdly, they were advertising on those platforms that are maximum used by today's generation.
Fourthly, they choose the participation to be free of cost so that they could gain more customers
in numbers.
Example 2: Gilette
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Gilette deals with the products like men's personal care such as razors, shaving kit and
many more. It uses the social issues now a days men's are facing, today girls are given more
importance then boys because of women empowerment movement and so on. Therefore, Gilette
initiated the importance of men's struggle in his life to be the best he can be. Firm did this
because their target customers are mainly men. Company gave the strong social message in order
to gain attention of the people. How men are suppose to be is depicted through video and posted
on various social media apps like YouTube, Instagram, Facebook, and many more. It get
thousands of likes and comments and re-shared the video on other platforms also. This supported
the firm to encourage people to attract towards the products of Gilette and can maintain the brand
and customer loyalty (Spiller and Tuten, 2019).
Justification: Social media marketing has a positive impact on Gillete's brand image. Firstly,
They were highlighting the current and going on issue of men's struggle now a days. Secondly,
their attractive video has connected to the people emotionally. Thirdly, they had used the most
used and reputed social media apps like YouTube and Twitter. Fourthly, they ask people for re-
sharing of video as much as they can so that it can get the spreading of this social issue
happening in today's world.
Images of effective campaign with reference to Zoom and Gilette
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Effectiveness of Social Media Content More control over consumer: SMM results in more gaining the people so that
organization can get the immediate feedback of their services, sometimes time consuming
but yet fast then traditional advertising. This improves the controlling capacity of a firm
on it's customers (Thomas and Housden, 2017). Comfortableness: SMM is comfortable from both the ends that are customers and
businesses. Firm can grab their customers internationally across the world in an
additional convenient way. Moreover, customers can gain the knowledge and buy
products from home without going to the place, this is convenient for both business as
well as customers also. Allegiance: This is a necessary procurement for any firm to attain brand and consumer
loyalty. This can be obtain by SMM by reaching out the international market
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simultaneously and generating knowledge of it's products and services to the more
number of people for better allegiance of brand. Decreased cost: Only innovative and creative content is required if SMM is in use. As
low cost is needed for advertising and ROI is impressive on this channel. Hence, it is a
method of cost efficiency and effectiveness for any firm in terms of expansion of it's
business in sales and revenue. Enhances a brand: Search engine optimization is one of the strong tool in DM which is
responsible in an increment of rank of a firm's website. Therefore, more attracting
activities in the SMM positively affects the SEO rankings which finally develops an
organization's image.
 Calculable: This is a signification which every firm can attain while advertising their
products digitally as it supports the company to calculate it's competitiveness and
performance in the virtual market (Zhu and Gao, 2019).
CONCLUSION
It is concluded that DM and SMM are more effectively important for the brand's
promotion. In this report it is discussed about the importance of digital marketing and social
media marketing, it's examples, definitions, effectiveness and efficiency. Therefore, it is
observed that to reach globally to the customers, it is necessary to adopt online marketing along
with the traditional one.
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References:
Books and Journals:
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
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.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Smilansky, S., 2017. Experiential marketing: A practical guide to interactive brand experiences.
Kogan Page Publishers.
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.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management. 7(1). pp.33-37.
Online:
Meaning, Evolution and Importance of Marketing. 2020. Available through
<https://kullabs.com/class-12/marketing/introduction-to-marketing/meaning-evolution-
and-importance-of-marketing>./
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