Practical Digital Marketing: Understanding Marketing Mix and Communication Mix

This report discusses the concept of marketing mix and communication mix in digital marketing. It explains the key elements of each mix with suitable examples. It also explores how social media channels like LinkedIn, Facebook, Twitter, and Snapchat are used as part of a brand's communication strategy. The report concludes with insights into the benefits of digital marketing for small businesses.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Part 1 ...............................................................................................................................................1
Describe and discuss the Marketing mix. ..................................................................................1
Describe the key elements of communication mix :...................................................................2
PART 2............................................................................................................................................3
Explain how each of the social media channels are used as part of a brand’s or company’s
communications strategy.............................................................................................................3
References:.......................................................................................................................................6

INTRODUCTION
Digital marketing is one kind of selling being widely utilised to advance goods and
services and to reach users utilising social media. It widen beyond internet selling consider
transmission that do not need the use of cyber services. It considers mobile phones, social
media marketing , display adverting and search engines marketing etc. kinds of digital
marketing. With this social media users can access details any time and any point where they
want. With the presence of digital media buyers do not rely in what the institution says respect
their brand but also they term that refers to various publicity tools orientation to reach buyers
through digital marketing. This embodies an extensive options and brand marketing tactics
which majorly utilise as a base promotional tools in addition to mobile and traditional TV and
radio. Social media marketing permits company to reach users that might not be accessible
because of temporal and locational restrictions of presenting supply channels. Main benefits of
social media is that it can enable to raise its marketing reach and reduce cost. In this report will
cover the concept of marketing mix and its elements with suitable example. After that it will
explain the communication mix and its elements with examples. In part 2 it will explain the
sources of digital media which is used to promote marketing offers and services.
Part 1
Marketplace are faced with new issues and opportunity within this analogue age. This is
the uses of natural philosophy media by the marketplace to promote the goods and services into
the industry. The main accusative of digital marketing is influencing users and permitting them
to act with the trade name through analogue media.
Describe and discuss the Marketing mix.
It take in multiple areas of centering as part of broad selling strategy. The term often
states to a basic common classification that began as the four basic principle of marketing that
helps business in making effective decisions. Further it includes some more principles as a
group, procedure and bodily evidence. Effective marketing touches on a wide scope of country
as opposing to attach on one contented. It helps to reach a more bargain to negociate on the
things that really substance. Prototype on a selling mix helps company to make policies
decisions when introducing new goods or rewriting existing goods. Further explanation with the
relation M&S company is listed in below.
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 Product – This shows an item or service outlined to satisfy users requirements and
wants. To effectively market a goods and offers, it is essential to determine what
differentiates it from competing sources. It is also necessary to analyse if another
commodity can be marketed in concurrence with it. In case of M&S, the company deals
in varied kinds of products just as household goods, fashionable clothes and many more
that provides a benefit to company that users get all things under one roof.
 Price - The sale values of the goods reflect what buyers are willing to pay for it.
Merchandising expertise requires to considers values linked to research and development,
manufacturing, marketing and supplying as cost based pricing. This is based on primarily
on users sensed quality or values is known as value based pricing. It has its ow in house
trade name for clothing for women , men and kids. Basically company uses competitor
pricing scheme as the buyers now have more choice to select from due to the raised
request.
 Promotion - This is the factor which includes the adverting of commodity by traditional
and non traditional form of the promotion. This includes television ads, hoardings,
newspaper, short clips, bill broads and social media. This is the best way to promote the
goods in an effective manner as well as it impacts positively on business economics. In
context of Mark and spencer, the company promotes goods through social media
marketing and other form of promoting goods and its services that helps in reaching
appropriate customers.
 Place - M&S is the global brand which had got more than 1000 shop operating in more
than 50 nations. Company main business in UK where the company has around 850
stores. It provides services in various nations. The company has its own website where
the customers can buy goods and get home transfer it also supply an derivative for
global limited merchandise.
Describe the key elements of communication mix :
The communication mix includes all the instruments that they use to communicate with
their purchasers or possible buyers. This can be via advertising, social media, product,
packaging and many others. Here are some point that are key elements of communication mix.
 Advertising – It is infirm used by companies who have broad capital and who have
buying behaviour in rival in the marketplace. It needs that they have a specific adverting
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message as well. The more specific and impactful the content the more is the link
among the trade name that is mobilise to the buyers.
 Personal selling - it is the another method to pass on the advantages of the products to
the end byers and transact them from a lead to potential and finally to the customers. It
is the reasons that numerous top organization and even tiny business in current days are
concentrated on personal selling.
 Public relation - it is the art of dispersive awareness about the goods and services in
the public domain so that some publicity is created and people talk to each other
regarding this. One of the major basically observed public dealings exercising is when
there is some ways like short videos and clips in relation of product which is going to
be launch in marketplace. It is crucial part of the communication mix. It assists in
making a strong brand value can easy merchandise the details hence holding the public
relation integral.
 Sales promotions – there is many different concept that is used promote business goods,
it includes giving rewards to the buyers with an incentives as well other benefits of
products. It might also includes motivator to dealers or retailers to have the
merchandise marketing and moving in the industry. The expenses in sales publicity is
less and the investing is very less due to It gets the commodity decision. It is raising in
good speed as a e commerce websites are very supportive in promoting business goods.
 Direct marketing - Digital marketing is giving huge rivalry to television advertising
along with that newspaper ad. It has much overtaken televisions ad and has a main
expend among all media. This provides benefits even to small business can get involve
and it is not as costly as television promotion or newspaper.
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PART 2
Explain how each of the social media channels are used as part of a brand’s or company’s
communications strategy.
Societal media plays an necessary role for make to create substantive connections with
their gathering online. Institution that use social media to prosecute with their buyers have more
positive about their brand. It is important for making brands due to It permits institution to link
with targeted audience on a conscious level. Institution can communicative in actual time with
users and let their sound and thought one listen through responses on comment box. It consist
some sources that are as LinkedIn and some others that helps in reaching the customers as well
provides a stage where a company can interact them easily. Here are some points are counted in
social media platforms along with that this help in promoting business positively.
 LinkedIn - It is a social scheme with around 240 million users. The societal media
system change its associate to network nonrecreational, post and find jobs, ask and
answer questions as well as construct ideas in leadership. As a seller, thi is most
impacting places online to engage with decision making within their mark marketplace
who might be in required of their goods and services. The aim is to be systematically
visible and priceless. This is helpful in providing an valuable details to an appropriate
audience so that they can have a ideas and knowledge regarding the product. The
companies like Apple uses LinkedIn to promote their services and up coming offers to
the users. Apple is well known product which serves services in global country.
Company pages are becoming crucial on this platform and are a great manner to present
their brand goods and offers they providing.
 Facebook - it Is the platform which is used by the many people to connect their known
also they share many things on social media pages , many of big companies uses this
application to promote the business through this platform. This platform is most popular
around millions of people who use this to connect their relatives, friends and other to
promote business. There is power in amounts users and over users visiting the site all
day. This is mainly helps the small business to approach customers through advertising
benefits of products and many others. This is being implied that this media is the stage
where any kind of business can easily go and reach the other customers too. This impacts
positively on the concerns as well as provides good ratio of profits in company.
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 Twitter - It is the application which is used to tweet and most of celebrity are easily
available on this page. This is an appropriate page to promote business as well as have a
feedbacks from buyers. It helps In measuring after using effects and responses helps
company to have a development in company. This assist focus on generating a healthy
mix of responses, organic tweets, retweets and many more .The company like Starbucks
uses this to grow their following by joining the twitter chat. It is less beneficial in growth
of business. But it is the secure application that is used for the exchange of content and to
stay connected. By keeping scrolling on tweeter the company will find its target
customers many of top brands engaging with the audience via their tweets. This kind of
tweets permits the business to communicate with its target audience. Any one can follow
tweets of their choice and can get the current updates from twitter.
 Snapchat - This has being a popular brand enough to be considered a main marketing
channel. This is social video sharing app. It added attention as a marketing tool while
the earlier few years and has become the most popular social network marketing among
millions. Snap chat noe increases over 100 millions users. With such a strong following,
it can be a valuable resources often overlooked by company business owners, who
might be not realize the marketing possibility the capability they have. It is personalized
helps in adding a human touch to worldwide brands, presenting looks audiences will not
basically be private to like a behind the situations.
Social media fold the value of vulnerability a brand have and gains collection. This also
assist to better loyal users as well as produces advantage. Having a strong brand being permits
a trade name to improve business partnerships deductions marketing values and also improves
sales. Other benefit of having social media is that it gives marketplace insight institution can use
to development of the name in an affirmative manner. This provides ease to the brand to connect
their buyers easily.
CONCLUSION
It is concluded from above report that previously some of business uses digital media but
after covid many of small business also introduce themselves on this platform as well as this
leads in positive growth of the business. This is the good way of promoting small scale business
in international market. This provides ease to connect people across the border. After covid
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digitalisation is on the peak . As been discuss in above report how business get success through
using this applications. After that in part 2 it has provided a brief explanation on some main
application which is utilized by big companies in order to advance concern.
References:
Books and Journals
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p.101799.
Gkarane, S., Efstratios-Marinos, L., Vassiliadis, C.A. and Vassiliadis, Y., 2019. Combining
traditional and digital tools in developing an international guerilla marketing strategy:
the case of a SME Greek company. In Strategic Innovative Marketing and Tourism (pp.
397-404). Springer, Cham.
Guidang, E.P.B. and DAMASEN, A.J.T., 2022. Performance of Small-Medium-Enterprise’s
Digital Marketing Platforms Amidst Covid-19. IAMURE International Journal of
Ecology and Conservation, 37(1), pp.1-1.
Gupta, S. and Chokshi, S., 2020, April. Digital marketing effectiveness using incrementality. In
International Conference on Advances in Computing and Data Sciences (pp. 66-75).
Springer, Singapore.
Hu, L. and Olivieri, M., 2021, June. How to leverage digital marketing in B2B: A study on
Italian SMEs during the Covid-19 outbreak. In Digital marketing & eCommerce
conference (pp. 112-120). Springer, Cham.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management, 26(4), pp.395-409.
Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media education
norm (AMEN). Journal of Marketing Development and Competitiveness, 13(1), pp.86-
98.
Serra, D., Morais, E.P. and Cunha, C.R., 2020. The importance of digital marketing in
hospitality: Case study of hotel turismo São Lázaro. RISTI-Revista Iberica de Sistemas
e Tecnologias de Informacao, pp.463-475.
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