Practical Digital Marketing

This report explains the concept of digital marketing and its importance in contemporary businesses. It also highlights the significance of social media marketing and effective social media content. The report presents practical examples of successful social media campaigns and justifies their effectiveness.

Practical Digital
Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1. Marketing.................................................................................................................................1
2. Marketing mix and fitting of communication fit....................................................................2
3. Digital marketing.....................................................................................................................2
4. Social media marketing...........................................................................................................3
5. Why digital marketing as well as social media marketing are important in contemporary
businesses....................................................................................................................................3
PART 2............................................................................................................................................4
1. Presenting two examples related to social media content which works and justification.......4
2. Screenshots of effective campaign..........................................................................................4
3. Why social media content is effective.....................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In practice, the term digital marketing can be explained to usage of electronic devices for
transmission of promotional messaging together with measuring impacts. It takes in multiple
forms such as display ads, social media posts and many more (Chaffey and Ellis-Chadwick,
2019). It involves advertising of a company that is delivered via digital channels to endorse
offerings. In contemporary businesses, digital marketing garners new traffic and generate sales
by reaching target audiences seeking of organisational goods or services.
The report highlight what is marketing, digital marketing, social media marketing and
how social media marketing is more effective for contemporary businesses. It also includes
social media contents, screenshots of various campaigns and reason why content of social media
is effective.
PART 1
1. Marketing
Rao, Srivatsala and Suneetha (2016) says that marketing is a business action to promote
business to target audiences (Rao, Srivatsala and Suneetha, 2016). In other words, it is an activity
of establishment involving purchasing, advertising, distributing and selling offerings. Marketing
is art and science for discovering, crafting together with delivering values with the hope of
fulfilling need satisfaction of customer segment at a profit. It recognises unsatisfied desires and
quantifies recognised market as well as profit potential.
Within a business concern, marketing is considered as continuous exchange of
communication with customers through educating, informing addition to building relationship
over time span. When marketing is well performed then business strategy to build brand position
as well as image is attained. Bottom line of all entities is to make revenues and marketing is seen
as essential medium to reach end objectives. Without marketing, it is impossible for a company
to exist as it is ultimately what drives volume of sales. Furthermore, it ensures organisational
growth as existing customers are key priority of venture and efforts in marketing aids to expand
the customer base. In essence, it secures future in competitive scenario by engaging new along
with old customers.
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2. Marketing mix and fitting of communication fit
It is said by Thomas and Housden (2017) that marketing mix is major foundational model
for organisations that is centred towards promoting and selling goods or services (Thomas and
Housden, 2017). It is set of actions which are undertaken by establishments to push offerings in
market. It involves certain elements that are applied together for attaining desired positive
outcomes. Use of the concept by contemporary businesses is excellent way for understanding
what type of products can offer along with steps for planning successful product offering. It is
about forming decisions about availability of products, pricing strategies for the same, incentives
to be delivered to users and locations that would be effective to make products available for sale.
All these decisions are devised by considering impacts of marketing forces that are extrinsic to
company.
Communication mix is combination of tools to share information with potential
customers. In contemporary businesses, communication mix fits with marketing mix to combine
various tactics with tools of marketing. It is done for the purpose of ensuring that devised
message reaches to end consumers and ensure repetition. Marketing mix only focuses on gaining
and maintaining benefits over rivals through product, place, price, people, physical evidence,
promotion and process. Communication mix fits well to listen needs and demands of target
segments as well as come with a message to communicate them about ways to meet their needs.
It is possible when both, marketing mix and communication mix get deeper look towards how
offering of entity is being received by segments and how they make comparison to competitors.
3. Digital marketing
In accordance to views of Desai, Chauhan and Kudtarkar (2019), digital marketing is
promoting a brand for connecting with potential through internet or systems of digital
communication (Desai, Chauhan and Kudtarkar, 2019). In contemporary businesses, use of
digital marketing considers how individual tool convert prospects. It offers affordable
alternatives and substantial returns on investments. It removes all types of geographical barriers
for business and opens doors to expand in foreign countries for serving people.
Digital marketing improves ability of ventures for testing two or more different ideas for
similar promotional practices. All tactics related to digital marketing uses efficient targeting
methods for having clear idea about target audience so to extract information about demands and
choices. With this, contemporary businesses are able to remain in top list which audiences work
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best along with reaches best audiences. It offers opportunity so to develop better as well as wide
targeted segments for upcoming campaigns. Moreover, digital marketing guides marketers to
understand changes quickly addition to modify campaigns for future proof sustainability.
4. Social media marketing
A practice to use social media with the hope of finding together with connecting with
target customer segments, building brand along with driving revenue is social media marketing.
For achieving success in this, brands are required to create authentic content that is tailored at
interest of audiences, track engagement rates related to content using analytics as well as using
data for making ongoing improvisation (Bengel, Shawki and Aggarwal, 2015). Contemporary
businesses make use of social media marketing for driving targets towards website of company
in hopes for high sales of offerings. It makes easy for entities to spread word related to products
and mission of company that leads to growing brand awareness.
Social media is deeply ingrained in journey of customers with consumer consulting
mediums prior making a buy. Marketing through social media helps businesses to hurriedly
comprehend that streamlining journey of customer is a way forward. It is most cost effective
king of strategy to promote business and offerings as joining along with creating profiles on
various social media platforms is free and comprises low paid advertising (Zare, Shakeri and
Mahmoudi, 2020). This helps in determining spend based of venture om number of people that
marketers prefers to target addition to their locations.
5. Why digital marketing as well as social media marketing are important in contemporary
businesses
Within contemporary businesses, there are two strategies named as social media marketing
and digital marketing which plays important role in success. First is digital marketing, it is
important to track and monitor campaigns easily (Jayaram, Manrai and Manrai, 2015). At the
time when businesses make investment of efforts, time and money in campaigns, they want to
have knowledge about their working. In this, digital marketing makes working of company easy
to track campaigns that further permits to adapt along with drive outcomes in better ways.
Moreover, digital marketing helps contemporary businesses to reach people at locations where
they make spending of time, adopt successful working that competitors are already carrying out,
compete with larger entities and target ideal audiences.
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As per Ku (2021), social media marketing is significant for contemporary businesses as it
permits marketing people to unite and engage possible customers where they are link at different
social media platforms, for example, Youtube, Instagram, LinkedIn and many more (Ku, 2021).
Effective social media strategy is important for building brand trust, build community, connect to
opportunities and measure marketing efforts.
PART 2
1. Presenting two examples related to social media content which works and justification
Social media content could be delineated to content which is produced by people and
organisations for social networks. These are of specific interest to entities as they allow direct
interaction with users. For realising full effects, any social media content is carefully crafted to
reach maximum targets. Social media content works well because they enable ventures to add
values to stakeholders in targeted manner and communicate faster with greater relevance. Some
social media content and justification for their well working are as presented:
Influencer content: A form of content which is produced in collaboration with subject
matter professionals along with industry authorities that are influencers is said to influencer
content (Guerra, Pinto and Beato, 2015). It does not require to be brand specific and occurs
without asking any influencer for doing so. On social media platforms, influence content works
well because they curate a follower base around specific lifestyle as well as set of values. It is
effective marketing tactic as influencers are trusted by followers and lend major credibility to a
brand. They also permit ventures to tap audiences of trusted audiences and reach wider
population.
User generated content: Any type of content that is posted by users on social media
platforms is named as user generated content. It is related to a brand and is drafted by an
individual who is not official representative of an establishment. It is majorly utilised for wider
applications such as entertainment, research, problem processing, advertising and hence forth.
User generated content works well as they enhance social media reach, achieve SEO perks, gain
insights about target audiences, build emotional connection, show authenticity, gain trust along
with form meaningful relationships.
2. Screenshots of effective campaign
Screenshots of effective campaigns are as follows:
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Campaign one:
Figure 1: Campaign of Tesco. 2021
(Source: Campaign of Tesco. 2021)
As per above screenshot, it can be said that Tesco have organised a campaign with a
name of “#Please keep 2m apart” which demonstrate real journey of customer from outside
stores all way through to checkouts (Campaign of Tesco. 2021). At the time when the nation was
calling out for advise, the company offered straightforward campaign to promote safer shopping.
The style of campaign was factual, clear as well as informative, it underpinned unique tone of
voice that was warm and helpful to customers at pandemic time.
Campaign two:
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Figure 2: Campaign of Cadbury. 2021
(Source: Campaign of Cadbury. 2021)
Cadbury have organised a campaign of social media with the name of “#Say It With Silk”
in order to connect with wider target audience in Valentine Week as well as recruit new users for
chocolates in the week (Campaign of Cadbury. 2021). With this campaign, Cadbury engages
with audience on social media platforms as well as promote the chocolate. The campaign helped
the entity to build a rapport in market. It was done for building an atmosphere of love. A simple
contest on a social media platform that is Twitter was planned for stimulating participation of
wider population in the campaign. Key creative of the campaign includes making everyday
stories special on the valentine day.
3. Why social media content is effective
Social media content is effective in nature as they enhance recognition of a brand (Castro,
Silva and Duarte, 2017). Content posted on social media are simple ways for getting voice heard
by wider number of audiences. It provides effective way for reaching and engaging prospective
addition to new customers while continuing communication and becoming familiar with existing
customer base together with stakeholders. Another reason that states effectiveness of social
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media content is that it creates richer experiences. Content posted on social media channels
enables businesses to add values to stakeholders and communicate faster with wider relevance.
Effective social media contents result in cost effective solutions of campaign as they
allow organisation to advertise to demographics which they want to reach. Moreover, it improves
insights about customers by observing actions and practices of each customer on social media
platforms (Matikiti, Roberts-Lombard and Mpinganjira, 2016). In turn, collected information are
further used for aligning content and users to far degree and track customer’s online activity
through storing data related to individual browsing habits that includes pages which are viewed
by them.
CONCLUSION
From mentioned information, it is concluded that marketing promotes a brand, increase
sales, build long lasting relationship, enhance visibility, position venture as an industrial expert
and generate leads. Any type of marketing which make use of electronic devises for conveying
promotional messaging together with measuring impacts is digital marketing. Profile
development, tracking, reporting and engagement are essentials of social media marketing.
Influencer content and user generated content are some categories of social media content. Social
media marketing is effective for enterprises as it assists to grow an audience with small budget,
learn about rivals, build custom audiences, understand purchasing patterns of ideal customers,
increase real ROI, foster brand awareness and promote offerings.
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REFERENCES
Books and Journals:
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Rao, S., Srivatsala, V. and Suneetha, V., 2016. Optimizing technical ecosystem of digital
marketing. In Artificial intelligence and evolutionary computations in engineering
systems (pp. 691-703). Springer, New Delhi.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Desai, M. R., Chauhan, M. A. and Kudtarkar, M. D., 2019. Digital Marketing-New Age
Consumer Behavior (Mumbai Region). IJRAR-International Journal of Research and
Analytical Reviews (IJRAR), 6(1), pp.38-43.
Bengel, A., Shawki, A. and Aggarwal, D., 2015, October. Simplifying web analytics for digital
marketing. In 2015 IEEE International Conference on Big Data (Big Data) (pp. 1917-
1918). IEEE.
Jayaram, D., Manrai, A. K. and Manrai, L. A., 2015. Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and
mobile applications. Journal of Economics, Finance and Administrative
Science, 20(39), pp.118-132.
Guerra, J. P., Pinto, M. M. and Beato, C., 2015. Virtual reality-shows a new vision for tourism
and heritage. European Scientific Journal.
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.
Matikiti, R., Roberts-Lombard, M. and Mpinganjira, M., 2016. Examining social media
marketing performance: A focus on travel agencies and tour operators in South
Africa. African Journal of Hospitality, Tourism and Leisure, 5(2), pp.1-16.
Zare, M., Shakeri, H. and Mahmoudi, R., 2020. Ecommerce: An efficient digital marketing data
mining framework to predict customer performance. Journal of the International
Academy for Case Studies, 26(5), pp.1-8.
Online:
Ku. D. 2021. Importance of Social Media Marketing in 2021. [Online]. Available through:
https://www.postbeyond.com/blog/social-media-marketing-importance/
Campaign of Tesco. 2021. Top Campaigns 2020: how Tesco topped our table… with a safety
video. [Online]. Available through: < https://www.thegrocer.co.uk/marketing/top-
campaigns-2020-how-tesco-topped-our-table-with-a-safety-video/651510.article.
Campaign of Cadbury. 2021. Cadbury — #SayItWithSilk — A Social Media campaign. [Online].
Available through: < https://medium.com/@FloTapePost/cadbury-sayitwithsilk-a-
social-media-case-study-e9d7cec1c05e>
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(Chaffey and Ellis-Chadwick, 2019) (Rao, Srivatsala and Suneetha, 2016) (Thomas and
Housden, 2017) (Desai, Chauhan and Kudtarkar, 2019) (Bengel, Shawki and Aggarwal, 2015)
(Jayaram, Manrai and Manrai, 2015) (Guerra, Pinto and Beato, 2015) (Castro, Silva and Duarte,
2017) (Matikiti, Roberts-Lombard and Mpinganjira, 2016) (Zare, Shakeri and Mahmoudi, 2020)
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