Practical Digital Marketing - Desklib

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.
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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
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