Practical Digital Marketing - Desklib

This report explains the concepts of marketing mix, digital marketing, and social media marketing. It explores the importance of digital and social media marketing in contemporary businesses and provides examples of effective social media content. The report also includes a case study on the AIDA model. This study material is relevant for BMP3006.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
1

Contents
Introduction 3
Part 1 3-6
Explanation of marketing 3
An explanation of what the marketing mix is and where the
communications mix fits 3
An explanation digital marketing 4
An explanation of social media marketing 5
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses 5
Part 2 6-10
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 6
Why social media content is effective? 8
Conclusion 9
References 12
2

Introduction
The digital marketing is called as online marketing that generate traffic of
customer through online platform and generate sales of company. Social media is
the effective channel of digital marketing that helps in increasing business visibility in
the eyes of potential customers. Social media build strong position of the company
by targeting mass audience (Sanusi and et. al, 2020). It provide great exposure to
the company and increase large customer engagement. It will help in transforming
loyal customers and create interest in purchasing decision. The report explain
marketing mix and where communication mix fits. It also include digital and social
media marketing and how it is important to contemporary business.
Part 1
Explanation of marketing
The CIM (The chartered institute of marketing) is the professional marketing
body founded in 1911, revise new definition of marketing. The CIM definition of
marketing is called as management process that is responsible for recognising,
anticipating as well as satisfying profitable requirements of customers. In today
competitive world, marketing is much more than promotion of products.
As per American Marketing Association, Marketing is the effective activity
which develop creative communication process which exchange value to their
partners, clients and customers (Fox and et. al, 2019). Marketing is all about
delivering valuable products and services which satisfy needs and demands of
customers.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix is the effective tool that is used by the company to accomplish
its marketing goals and objective. The elements of 4Ps includes product, price, place
and promotion which help in promoting unique brand of company.
Product-It refers to the item which intends to satisfy actual needs and wants
of the customers. This can be tangible (clothing, software) and intangible services
(legal) that is deliver to the final user.
3

Price-This refers to the monetary value of the product that is charged by the
company to generate more revenue. Company must set affordable price of the
product to capture competitive advantage.
Place-This provide access to the product as per the convenience of customer
so that customer will ensure availability of the product. Place is all about putting right
product at right time in right place.
Promotion-It refers as advertisement that is used by the company to promote
their products using effective communication channel like public relation, social
media, Email marketing and so on (Li and et. al , H.M., 2021). By effective promotion
company can raise scope of high profitability and revenue.
Communication mix is the effective tool that is used to interact, promote and
communicate valuable offerings with potential customers. It can be done in the form
of advertisement, direct marketing, websites, social media and so on.
Communication mix fits in the marketing mix in appropriate and effective
manner because it will help in understanding demand of market and customers
(Prathapan and et. al., 2018). It will promote brand offerings and business will
accomplish its set target. It develop strong connection with the target audience and
advertise brand in successful manner.
An explanation of digital marketing
According to Indrajeet Deshpande (2020), digital marketing is the effective
marketing approach that is depend on the internet for targeting customer with the
help of digital media platforms (Digital marketing, 2021). It is known as best practice
of business which facilitate success of company and promote brand value.
According to Kwok Zhong Li ( 2021), digital marketing is the process of
marketing of products and services by the help of digital tools like social media,
mobile phones, email marketing and so on.
Examples- SEO (Search Engine Optimisation) is known as keywords strategy that
help company to capture traffic of online users through websites. Another example of
4

digital marketing is SEM (Search Engine Marketing) which boost organic traffic of
customers.
An explanation of social media marketing
According to Gary Henderson (2020), social media marketing is the
productive process which drive attention of customers to promote products and
services of business. It is all about connecting audience or potential customers and
helps in understanding their needs and wants.
According to Tech Target Contributor (2021),social media marketing is the
internet marketing which uses websites or social media tool to grab the attention of
social media user( Use of Social media marketing, 2020). This will help in increasing
sales of company and enhance experience of customer base. Example- Facebook
is used by many companies as social media marketing tool which generate lead
through marketing campaign. Instagram is the traditional social media channel that is
used by mass customers. So, company engage with the customers through their
post which generate interest in minds of targeted customers.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Business approaches and environment has been changed with the changing
preferences of customers. The use of internet brought drastic change in the
development of business (Means of digital marketing, 2020). Digital marketing
contribute great opportunity to the growth of business. Digital marketing support
contemporary business and enhance sales of company. The importance of digital
marketing towards contemporary business are as follows-
 Most of the potential customers are present online so, there is a great
opportunity for business to identify their specific customers and target them to
enhance sales ratio of company. Company can reach mass potential
customers and generate interest towards their products and services.
 Digital marketing tool is very cost effective as compare to traditional marketing
strategy because business have limited resources and tools of digital
5

marketing is very cost effective. As a result company generate high return on
investment.
Social media marketing is also equally important for the contemporary
business because they can generate attention and build great awareness of
products and services through regular post of Instagram, Facebook and so on. Most
of the active user are engage in social media so company can intact with their
customers on daily basis (Riskyawan, A.V. and Ervianty, R.M., 2019). Through social
media company can track demands of customers and resolve query of customers. It
will help in improving positive relationship of customers with company brand because
they can quickly response customer. This will help in building brand recognition from
other competitors and achieve competitive benefit. Social media provide positive
customer services and improve their experiences which generate sales of company.
It will increase scope of revenue creation because social media is the cost effective
digital marketing tool.
Part 2
Two examples of social media contents that really work and
justification of why they work
The detail explanation has been given in this section about social media
content and how it really work. First example has been taken about social media
campaign of Coca- Cola (Coca-cola social media campaign, 2021). The platform of
their social media campaign is Instagram with aim of spreading brand awareness.
The goal of this social media campaign is to promote Coca- cola's original coke
beverage to target the region of the western European. Through this strategy create
awareness of their signature cook products and enhance customer base. They
enlisted 14 Instagram influencer which have millions of followers. They promote
brand of company and highlight coke beverage of company by the help of regular
post and hashtag. They launch effective campaign to boost summer season sales.
They integrated valuable images and videos of classy filter which Illustrate summer
day. The brand has double scope of being promoted with the help of trending
hashtag of summer. This campaign execute successfully that reach millions of
customers without spending any huge amount of investment. This will help to
6

promote consciousness mind of people and increase sales ratio of Coca- Cola. After
that company run several Instagram campaign which promote brand recognition
around the world. Coca-Cola collaborated Belgian Instagram influencer which has
less than 100000 followers. They created influencing promoting post which advertise
coke and beverage of company to their followers (Seo, E.J. and Park, J.W., 2018).
They implement hashtag #CokeAmbassador. The purpose of this campaign to
create brand awareness in the minds of Belgian costumers. The result of this
campaign to garnered more 46000 likes as well as 500 comments which capture
large engagement of customers through this campaign.
The second example of the social media campaign is Red Bull and they
highlight their brand from Facebook pages series. The company has great presence
on Facebook as millions of customers engage with their creative content. They utilise
marketing strategy Facebook timeline. Company boost sales through Facebook
pages through engaging content (Tripathi, M.S. and Badugu, D.D., 2018). They
highlight celebrating lifestyle to promote energy drinks. They use strong visual
content with the help of apps and Games and promote brand official. They use
trending hashtag #flyingfriday or #musicmonday which capture attention of mass
audience and increase sales of company. They focus on core message which is
shareable to grab attention of millions followers (Red Bull Facebook campaign,
7
Illustration 1: Coca-cola social media campaign, (2021)

2021). Their creative content grab attention of millions Facebook user and increase
sales ratio of company.
Screen shot of effective campaign with reference to established
model and standard for digital marketing
The Expression Fiber Arts has adopted AIDA model through which they
experience high growth in its sales development. They increase millions of sales
through their effective marketing campaign on Facebook. They adopted business
model of AIDA, which create Attention by informing on social platform. The
business influence appealing model to capture flashy offerings which grab attention
in the minds of Facebook users (The Expression Fiber Arts , 2021). The organisation
develop interest through their trending latest design. By this they develop desire by
providing free offers for limited time period. They demonstrate garments model and
display how it actually going to look. The Expression Fiber Arts which attracts
customer action and they download free promotion forms on frequently basis. The
company is performing great by offerings free discounts coupons and products to
target large audience and earned millions of sales in just two years.
8
Illustration 2: Red Bull Facebook campaign, (2021)

Why social media content is effective?
Social media is the effective marketing platform that help business to
communicate its products and services with their potential customers. Content of
social media capture mass audience so there is great scope for business expansion
and profitability. The social media content is very effective because it contribute
several benefits to the company such as-
 Consumer in control-Most of the customers are active on the social media
platform, so company can identify preferences and needs of the customers. It
will help company to provide desirable products to their specific customers.
Through this they can control purchasing behaviour of customer and create
interest in minds of customers.
9
Illustration 3: The Expression Fiber Arts , (2021)

 Convenience-Social media is the online platform which promote online
selling and purchasing. This is very convenience platform for both business
and consumers. Business can promote their brand through influencing social
media content and it is very cost effective as compare to other platforms.
Customers can also place orders through social media content without going
outside in the physical store.
 Satisfaction- Content of social media evaluate demands of the customers
through engagement of customers on the regular post. During their
engagement company can solve query of customers and provide them
effective solutions of their product related problems. It will improve maximum
satisfaction and customer experience which enhance brand recognition.
 Loyalty-The loyalty of customers can be build by the social media content
because brand can connect with their customers on social media post. It
promote healthy relationship of customers by fulfilling demands of the
customers.
 Cost reduction-The advertisement and promotion on social media are very
cost effective because no huge amount of investment is required to promote
brand in mass audience as compare to traditional platform.
 Build brand-Company can create its unique differentiation value of its brand
by creative engagement post on social media. This will promote brand name
of the company in mass online customers.
 Measurable- Company can measures their performance of social media
activity and campaign by evaluating interest of customers through
engagement post. Company can modify its social media marketing if they
found less interest of customers in the products and services.
Conclusion
From the above report, it has been concluded most of the business are using
effective strategy of digital and social media marketing to promote their brand and
sales of company. In the competitive market, business adopted social media
technique because it is very cost effective and create interest in mass customers.
10

They interact with the customers and provide satisfied services to increase sales
volume of company. Digital and social media marketing provide great exposer to the
business profitability by understanding customers preferences. Company can build
unique position in the minds of customer by satisfying their demand through creative
content.
11

References
Sanusi and et. al, 2020. Use of Digital Marketing in Marketing of Data and
Information Services in Asia. International Journal of Psychosocial
Rehabilitation.24(1).
Fox and et. al, 2019. Eat, drink, and create content: a multi-method exploration of
visual social media marketing content. International Journal of
Advertising. 38(3). pp.450-470.
Li and et. al , H.M., 2021. Effectiveness of social media marketing on enhancing
performance: Evidence from a casual-dining restaurant setting. Tourism
Economics, 27(1), pp.3-22.
Prathapan and et. al., 2018. Effectiveness of digital marketing: Tourism websites
comparative analytics based on AIDA model. International Journal of
Innovative Research & Studies.8(4).pp.262-273.
Riskyawan, A.V. and Ervianty, R.M., 2019. The Use of Digital Marketing
Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo
Products. TIJAB (The International Journal of Applied Business).3(1). pp.59-
72.
Seo, E.J. and Park, J.W., 2018. A study on the effects of social media marketing
activities on brand equity and customer response in the airline
industry. Journal of Air Transport Management.66.pp.36-41.
Tripathi, M.S. and Badugu, D.D., 2018. Effect of Social Media on Online Marketing:
A Study on Young Generation. Impact Study of Social Media Marketing
Among Youth With Special Reference to JalandharPunjab.
Online
Coca-cola social media campaign, 2021. [Online] Available through <
https://mediakix.com/blog/coca-cola-marketing-strategy-influencers-
ambassadors/ >
Digital marketing, 2021. [Online] Available through <
https://www.equinetacademy.com/what-is-digital-marketing/ >
Means of digital marketing, 2020. [Online] Available through <
https://www.toolbox.com/marketing/content-marketing/articles/what-is-digital-
marketing/ >
Red Bull Facebook campaign, 2021. [Online] Available through <
https://blog.wishpond.com/post/115675437065/how-to-optimize-a-facebook-
page >
Use of Social media marketing, 2020. [Online] Available through <
https://www.digitalmarketing.org/blog/what-is-social-media-marketing >
Social media marketing, 2021. [Online] Available through <
https://whatis.techtarget.com/definition/social-media-marketing-SMM >
The Expression Fiber Arts , 2021. [Online] Available through <
https://dsim.in/blog/2017/08/28/6-effective-social-media-ads-2017/ >
12

13