The Role of Digital Marketing and Social Media Marketing - Theory and Examples

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Contents
Introduction 1
Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
0

An explanation digital marketing p
An explanation of social media marketing p
An explanation of why digital marketing and social media
marketing are important to contemporary businesses p
Part 2 p-p
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 p
Why social media content is effective? p
Conclusion p
References p
1

Introduction
Main objective of this report is to better understand the concept of digital
marketing and social media marketing. Both the terms are consider as a modern
technique of promotion of goods and services of an organisation and assist in promoting
the brand image of company. Digital marketing is an umbrella which include different
types of marketing activity that a brand perform digitally (Borum, and et. al. 2018). While
social media marketing is consider as one of digital media marketing. While digital
marketing is a wider concept. Organisation used it for targeted measurable and
interactive marketing of goods and services with the help of digital technology. Which
help an organisation to effectively reach to its target audience and retain them for long
period with the help of online channels. This report will include the concept of marketing,
marketing mix, digital marketing and social marketing. It will include two examples of
social media content and AIDA model is used for better analyzing the campaign.
Part 1
Explanation of marketing
According to CIM, it refers to a process of management which help an organisation
in identifying, anticipating & effectively satisfying the requirements of their customers.
It define marketing as it is not only limited to identification of customers but also it
provide high level of satisfaction which help an organisation in retaining their
customers for long period.
According to Alexandra Twin, (2020) it refers to an activity of business which assist
them in promoting the buying and sales of their product. It will include advertisement,
selling and delivering the products & services of organisation to its consumers and
other businesses. It assist an organisation to better analysis the needs and wants of
their customers and satisfying them most by maintain a good relationship with them.
An explanation of what the marketing mix is and where the
communications mix fits
According to Will Kenton, 2020 it refers to a term which include various areas
and focus on the comprehensive marketing plan. It is related to a common
classification which began with the four Ps which are product, price, place and
promotion. An effective focus on marketing mix will help an organisation in making
effective strategic decisions while launching a new product or revising their existing
products. While according to the modern marketing mix it will include other three
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important Ps which are people, process and physical evidence (Why you need the 7
P’S of marketing, 2021)
Product- It refers to the item or service which is designed by an organisation
for satisfying the needs and wants of their customers by effectively analysing their
customers’ requirements through conducting effective market research so that
company will achieve competitive advantage in market while effectively market a
product and service.
Price- It refers to the sales price of a product which reflect what customers are
willing to pay for it. An organisation will use any kind of suitable pricing strategy
based on their product and target market such as cost-based price, value based
price and so on.
Place- It is related to the location as where a product id produce, viewed in
ads, distributed and sold. If a marketer wants to achieve higher success and wants
to increase sales of their product than it is very important to select a best and
suitable place from where their customers will easily get the product. In other words
it define that a product is available to consumers at the right time and at the right
place (Forshaw, 2017).
Promotion- This P of marking mix is cover the idea of making product of an
organisation known to the public. It is an important tool of marketing as it help in
creating the awareness of company products and brands with the help of various
tools such as advertisement, SEO, sponsorship and so on. It will assist an
organisation in attracting new customers towards the product and enhance the sales
of their products.
People- It refers to not only those people who sell and advertise the product
while it include the staff members of organisation, salesperson, customers service
team and all those who are involved in the marketing and sales process. Its very
important for an organisation their employees will effectively and perceived positively
by customers.
Process- It refers to the step which define the delivery of goods and services
to a customer. An organisation will require to map needs to make to outline
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