Practical Digital Marketing

Practical Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1...............................................................................................................................................3
Part 2...............................................................................................................................................6
CONCLUSION.............................................................................................................................10
REFERENCES..............................................................................................................................1

INTRODUCTION
Digital marketing and social media marketing is a tools of marketing
management through which company can improve their brand name. And it affects the
business name not only in the home country but also in the foreign country. So, to
visualize and analyse this concept the report will highlight the marketing mix,
communication mix. The report will also state the digital and social media marketing
concept along with their importance in the businesses. In order to understand this
concept more deeply, the report will also cover the two social media campaigns that the
Sainsbury company launches in order to boost its growth.
MAIN BODY
Part 1
Concept of Marketing
Marketing includes different activities and the strategies that the businesses
adopt, design and implement in order to satisfy its customers, make high profits, taking
competitive advantages and also for the expansion of the business. With the help of
using the right principles, company can able to identify its customers taste and
preferences and then produce the product in the same context (Tadajewski, 2019). For
example, Sainsbury company always design the marketing strategy which fits to their
customers such as pricing strategy “the value of money”.
Marketing Mix and Communication Mix
Marketing mix indicates the various set of actions that the organizations adopt in
order to promote its products and services to the ultimate customers. While
communication mix are the tools with the help of which company are able to
communicate with its customers and know about their needs and tastes. So, they both
work simultaneously such as on the one hand company have to analyse the 4Ps of
marketing strategy such as product, place, price and promotion (Mahmoud, 2018). And
on other hand, company have to use the communication mix to communicate with the
customers such as advertisement, direct marketing, digital marketing, public relation
etc.

 Product: It indicates the products and services the company will produce and
offer to its targeted customers. In this the company also need to consider the
services related to the packaging and designing of the products and services. For
example, Sainsbury provides all vegetarian and non-vegetarian foods products
such as pasta, egg, fruits etc. with the help of advertisement, digital marketing,
social media marketing etc. For this, the company implement CRM software in
the premises.
 Place: It indicates the platform where the buyer and seller meets with each other
and seller sell its product whereas buyer purchase the company’s products. For
example, Sainsbury company has various supermarkets, retail stores,
smartphone apps and also conduct trade shows & events. The purpose behind
doing so is make the company product available to the customers at every
platform.
 Prices: It generally indicates the cost of the products and services of the
company but actually it refers the value of the product and services. Value
means the money that the customers are always ready to pay for the company’s
goods (Mustapha, 2017). For example, before setting the price of their food
products Sainsbury company first analyse its competitors trend, market demand
and the consumers spending patter.
 Promotion: Promotion model of 4Ps indicates the specific advertisement
channel that the marketing manager of the company adopt in order to reach to its
targeted customers and market. For example, Sainsbury company launches
various Instagram campaigns, public relation campaigns and also email
campaigns to reach its customers on the right time and at the right place.
Concept of Digital Marketing
Digital marketing is one of the marketing strategy in which marketing manager of
the company need to use the internet network in order to reach to its ultimate customers
(Chaffey and Smith, 2017). Digital marketing is a very broader concept and includes
various models to attract the customers. Such as emails marketing, content marketing,
social media marketing, search engine optimization etc.