Practical Digital Marketing: Importance of Social Media and Models for Digital Marketing

This report explains the definition of marketing mix and communication mix, and the importance of social media and digital marketing in modern businesses. It includes examples of effective social media content and models for digital marketing.

PRACTCAL DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing.........................................................................................................................................1
Marketing mix..................................................................................................................................1
Communication mix....................................................................................................................2
Digital Marketing.............................................................................................................................2
Social media marketing...................................................................................................................3
Importance of social media marketing and digital marketing in modern businesses......................4
Examples of social media content...................................................................................................4
1)Written post, guides and more:................................................................................................5
2)Images:.....................................................................................................................................6
Models and Standards used for digital marketing:......................................................................6
Effective social media content:...................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

·INTRODUCTION
Products that are exhibit through computer, or other sources are
known as digital marketing. It can be provided in different forms, such as
internet video, display adverts, and social platform updates. This report will
put a light on definition of marketing mix and the part where
communication mix fit in marketing mix with explaining about electronic
merchandising and societal marketing, about how these both play main role
to contemporary enterprise. Report will include examples of social media
contents and justify them and also establish models for digital marketing
should be referred to.
·MAIN BODY
·Marketing
Marketing is the procedure of building interest in people towards the
products or service of one's company. This occurs through market inquiry,
investigation, and knowing individuals ideal customer's interests (Ciongradi,
2017). Marketing relates to all features of a business, including
development in production, methods of distribution, sales and publicity. The
thought of marketing is the faith that companies must evaluate the
requirements of their customers first and mainly. On the basis of those
needs, companies can make conclusions in-order to satisfy the needs of
their buyers, finer than their business competitions. Marketing has three
types of products: consumer products, industrial products, and services.
·Marketing mix
Combining the tricks, actions and the plans for the promotion of
company's brand in market is known as marketing mix. It is included by four
Ps that is Price, Place, Product and Promotion that is helpful in good
marketing (Ndegwa, and et.al 2020). Price is that how much company's
product cost, a product is the goods that is provided by company to their

clients, promotion is advertise the product so it reaches to company's
target, and place is how and where people by your product. Some examples
of places are through mobile app, through retail locations, web browser or
at sites in smartphones like amazon, Walmart etc.
l壱
l壱Communication mix
The tactics used by the company while talking to their buyers comes
in communication mix. Television ads, packing goods, sites on internet, or
advertisement through various sites are some examples. All aspects alike
the communication mix are considered in successful campaigns (Valos, and
et.al 2017). While selling of goods, communication mix defined as different
ways in which a company may be communicating with its buyers.
Interacting while providing of goods are so essential nowadays, the
communication field and strategy of sales that which gives it a mix is so
important. Publicity, maintaining good relation with people, promoting
goods, sales on own basis and door-to-door selling are five major
components of the marketing communication mix.
lDigital Marketing
Promotion of registered trademark to link up alongside likely buyers
making use of wireless networks is and other digital sources are some
different forms of online selling and digital marketing. This is not only
involved by Mails, online activities, and Ads on internet, but also textual
matter and multimedia system contents as sales medium. Any type of
merchandising which use kind of electronic gadgets for delivering
promotional messages and track their effectiveness (Fierro, Cardona
Arbelaez, and Gavilanez, 2017). Digital marketing is selling products which
are shown onto data processor, electronic equipment, tab, or different tool
in practise. Can be seen in various other forms, like net telecasting, show
ad, and technical scheme news, Traditional merchandising, Similar to

magazine ads, hoardings, and straightforward mail service is often times
compared with online selling. Digital marketing has seven main categories
which can be divided into these parts: search engines development, selling
in network of public, pay-per-click, email marketing, pleasing marketing,
cellphone marketing and marketing analytics. A digital marketer is in
charge of ensuring that the target audience can help attract relevant
visitors to their website by optimizing the structure and content of their
website for search engines(SEO) and/or using paid online advertising (SEM).
It is important for the marketer to grab benefit of the world of electronic
materials with the existence of commercial ads, by creating a marque,
giving the outstanding happenings to customers which convey more likely
purchasers, having cybernated plans.
lSocial media marketing
Using social media and networks for marketing of the products and
services of the company is known by world as social media marketing.
Company's can use media platform marketing to be in contact with present
active shopper and be in touch to new customers also forwarding their
conscious civilization, operations or speeches (Kapoor, K.K., and et.al 2018).
Having the social media planning in place company should ensure that their
efforts on social media are more fertile and helpful in achieving larger
business objectives. The company should outline their business goals so
that it can work backwards to grow posts that reinforce them is part of
putting together a planning. Social media marketing provides companies
with benefits which are: Company can reach to larger audiences and can
have direct connections with them, will be able to create organic contents,
company can have access of paid ads services, it will help in building their
brand, company have more customers and can have collection of
individuals on its website and company will be able to measure its
performance.

lImportance of social media marketing and digital marketing in
modern businesses
In marketing planning of business social media plays an important
role. Social platforms helps to link up with the customers, make company
aware about their brand, and boost their leads and sales. This is accepted
by 52 percent of social media marketers (Kramer, M., 2019), that social
media credits their revenue and sales in a positive way (Dolan, and
Goodman,2017). Social media marketing is basically used for social
interaction and reaching to updated news and informations and making
decisions. It is a tool which provides worldwide informations and helps in
communication.
On the other hand digital marketing can provide many ways and
development of businesses. It can lead to revelation and many sales and
also helps in communicating business owners to their customers. With the
use of digital marketing, businesses can reach to numerous audience in a
manner that is cost-effective and important (Khurramov, and Fayzieva,
2020). Digital marketing teaches ways to build up, scale up and encourage
brands online fame on all appropriate digital platforms. Digital marketing
not only helps customers in saving time but also helps in reduction of
financial loss on marketing.
lExamples of social media content

Social media content is a content which is created by the single person or a
companies for social networks. Below are two examples of marketing
strategy of Tesco and Unilever:
l壱1)Written post, guides and more:
These articles demonstrate your company's skill and understanding,
which can help you gain credibility and improve your reputation ( Kramer,
M., 2019). Look into trending searches to assist you come up with
compelling content. This can provide companies insight into the types of
queries people are looking for answers to, Which can help company come
up with topics to write about. The best channel for this type material are
LinkedIn and Facebook. Companies have the option of posting the entire
item, or a link and a short quote from it. Twitter is also good to go option as

it gives connections and a little quotation that can lead to rush in the
organization internet site and help the company with the useful and easy
quotes and information for its growth.
l壱2)Images:
Good graphics or visual acts alter linkage and sort businesses much
attractive to product pickers. Clients will be to a lesser extent possible to
sideswipe old organization letter and forget the content if company use
them (Ørnager, S. and Lund, H., 2018.). Lengthy logbooks and written
material are rarely little digestible and mesmerizing than graphic content.
Smart handset photographic camera are confident of constructing gorgeous
pictures, and apps sort it simple to modify and add purifiers to them.
Images and icons are among of the plain types alike contents to category. It
is simple as to take photograph using one's smartphone or photographic
equipment. Pictures are shown outstanding in all areas, but Instagram and
Pinterest are by far the to the highest degree eye catching. Secondary
include Facebook, Twitter, Snap chat etc. Merged an image into a journal
article can also rise engagement as well as clicks. A few points for sharing
picture on social media: Obtain outstanding artwork for companies social
media marketing. Company don't have to be a photographer to use stock
photo websites. Pictures are avoided which have a lot of copies on them.
l壱Models and Standards used for digital marketing:
1) Tesco- The Tesco brand have had a very solid, identifiable but corporal
marketing strategy famous by its “every little helps” catchword. Its success
was inactive in battle and lack of smartness to differ from the statement in
old years ( Valenzuela, S., Piña, M. and Ramírez, J., 2017). Company started
creating new product lines, Tesco took one step to launch in formation of
fresh farm brand production. This modification of products like beef, fish,
fruit, pork permit the company to request to consumers who were price

conscious before will now value the offer of Tesco. With the use of online
web company advertised its new offers, The brand taken in the strategy to
compete in this collection and the rates were reduced. The new prices lead
to the rise in sales of fish and farm products. Many business alike Tesco's
industry share spend across-the-board in broadcasting, written
communication, radio receiver and movie theatre. Tesco, on the other side,
acknowledged that this sales plan needs a modification. This indicated that
digital selling now making known for at least 30% ( Valos, M. J., and et.al
2017), of the marketing income of company. This enables the company to
reach out to highly targeted individuals in ways that traditional
merchandising cannot.
2)Unilever- Unilever plc's generic competitive advantage strategy has broad
discrimination. The accent of this general formulation is on standards or
features that separate the company's good from those of challengers. It
reflected its strategy with its product dove, which is an American personal
care brand belonging to Unilever (Prasetya, A. A., Saputra, J. K. and Stevani,
S., 2019). Dove's marketing strategy differs from that of its competitors.
Dove chose to engage with genuine people rather than the traditional and
easier technique of advertising that involves gorgeous actors and models,
dove was taking the true reviews from people and became successful in
attracting and gathering large number of people towards the product. This
not only helped the company connect with people, but it also gave dove a
distinct brand image.
l壱Effective social media content:
Social media content allows individual to add value to team members
in a targeted way, allowing individual in quicker communication, pleased
customers are more likely to split their happenings with others online which
will help in publicity of brand and in bringing new customers. Some of the
effective reasons are, It helps to meet human needs as people desire to

interact and connect with each other and it is the main reason of the
popularity of social media. With customized rewards and incentives, brands
may offer opportunities for dedicated followers to share and be recognized (
Voorveld , 2019) These actions make buyers feel specific and demonstrate
that the marque beliefs them. The issue about social media is that
everything is happening right now. If company have the customer care
issue or a product problem, It can go to any brand's social networking site
and ask for assistance. This makes it simple for firms to provide rapid
customer service and respond to the needs of their target market. Social
media allows people to share brand's positive and negative parts.
Consumers have become questioning due to their traditional advertising.
Fortunately, the internet makes it simple to research and review just about
anything before making a purchase, subscription, or other commitment.
Online advertising is unquestionably less expensive and allows for a more
targeted audience. When this is combined with a brand's social media
presence, individuals can immediately see what others are saying about
them and ask them for more information. Individual can observe how social
media directly adds to brand recognition and loyalty based on the findings
of the study.

·
·CONCLUSION
The above report concludes about what is marketing and definition of
marketing mix and at which part to it communication mix fits, It also
provided the brief about what is digital marketing, and social media
marketing with their value in contemporary business concern. Two
illustration of social media listing that genuinely works and its explanation .
Screenshots of effectual campaign and brought about models and
regulation for digital marketing and examples on why societal media
content is effective.

l
lREFERENCES
Books and Journals
Ciongradi, I.M., 2017. Multilevel Marketing for everybody is not
forever. Bulletin of the Transilvania University of Brasov. Economic
Sciences. Series V. 10(2). pp. 11-16.
Dolan, R. and Goodman, S., 2017. Succeeding on social media:
Exploring communication strategies for wine marketing. Journal of
Hospitality and Tourism Management. 33. pp. 23-30.
Farinloye, T., Wayne, T., Mogaji, E. and Watat, J. K., 2020. Social
media for universities’ strategic communication. In Strategic marketing of
higher education in Africa. (pp. 96-115). Routledge.
Fierro, I., Cardona Arbelaez, D. A. and Gavilanez, J. , 2017. Digital
marketing: a new tool for international education. Pensamiento & Gestión.
(42). pp. 241-260.
Gielens, K. and Steenkamp, J.B.E., 2019. Branding in the era of digital
(dis) intermediation. International Journal of Research in Marketing. 36(3).
pp. 367-384.
Hussein, M. and Fraser, I., 2018. Hedonic analysis of consumers'
valuation of country of origin of meat in the United Kingdom. Journal of
Agricultural Economics. 69(1). pp. 182-198.
Kapoor, K.K., and et.al 2018. Advances in social media research: Past,
present and future. Information Systems Frontiers. 20(3). pp. 531-558.
Khurramov, O.K. and Fayzieva, S.A., 2020. The main convenience of
internet marketing from traditional marketing. Academy. (1). pp. 30-32.
Kramer, M., 2019. Social media networking and the impact it has on
enterprise application software. Global Journal of Business Research. 13(2).
pp. 37-45.

Ndegwa, M. R. , and et.al 2020. MARKETING MIX STRATEGIES AND THE
PERFORMANCE OF TOUR FIRMS IN KENYA. African Journal of Business and
Management (AJBUMA). 6(1). pp. 234-243.
Ørnager, S. and Lund, H., 2018. Images in Social Media:
Categorization and Organization of Images and Their Collections. Synthesis
Lectures on Information Concepts, Retrieval, and Services. 10(1). pp. i-101.
Prasetya, A. A., Saputra, J. K. and Stevani, S., 2019. CAMPAIGN FOR
THE REAL BEAUTY SHAMPOO DOVE DITINJAU DARI TERMINOLOGI
PEMASARAN 360 DERAJAT. Jurnal Lensa Mutiara Komunikasi. 3(1). pp.1 5-
35.
Valenzuela, S., Piña, M. and Ramírez, J., 2017. Behavioral effects of
framing on social media users: How conflict, economic, human interest, and
morality frames drive news sharing. Journal of communication. 67(5). pp.
803-826.
Valos, M. J., and et.al 2017. Integrating social media within an
integrated marketing communication decision-making framework. Journal of
Marketing Management. 33(17-18). pp. 1522-1558.
Voorveld, H.A., 2019. Brand communication in social media: A
research agenda. Journal of Advertising. 48(1). pp. 14-26.