Practical Digital Marketing

This document provides an overview of marketing, digital marketing, and social media marketing. It explains the concept of marketing, the marketing mix, and the communications mix. It also discusses the importance of digital and social media marketing for contemporary businesses. Additionally, it explores two examples of effective social media content and provides screenshots of successful campaigns. Overall, this document offers valuable insights into practical digital marketing strategies.

PRACTICAL DIGITAL
MARKETING

TABLE OF CONTENTS
PART 1............................................................................................................................................1
Explain what marketing is...........................................................................................................1
Explain what the marketing mix is and where the communications mix fits..............................1
Explain what digital marketing is................................................................................................2
Explain what social media marketing is......................................................................................2
Explain why digital marketing and social media marketing are all important to contemporary
businesses....................................................................................................................................2
PART 2............................................................................................................................................3
Two examples of social media contents that really works with justification..............................3
Screen shots of effective campaigns............................................................................................4
Why social media content is effective.........................................................................................6
REFERENCES................................................................................................................................7

PART 1
Explain what marketing is
Marketing can be defined as an activity of process of creating, delivering,
communicating, and exchanging offering offered by organization that are of value for customers,
society, clients and for their partners (Deepak and Jeyakumar, 2019). It is an action focused
mostly by business for promotion and selling of products and services developed and sold by
them for their customers though research, advertising and promotion. It helps an organization in
buying or serving their products and services and increasing understanding and knowledge of
their products and services among customers so that they can be attracted and influenced to buy
products and services sold by company.
Explain what the marketing mix is and where the communications mix fits
Marketing mix can be defined as a kind of tactics or actions that are mostly used by
organization for promotion of their brand or products or services they provide in market. There
are 4 P’s of marketing mix that helps in understanding brand, strategies used by them, their
product and existence in an appropriate manner. 4 P’s of marketing mix are as follows: Price,
Product, Promotion and Place. These 4 P’s today have been extended to 7 P’s that can be used by
organization for developing promotional strategy in detailed manner (Bacik and et.al., 2018).
Extended 7 P’s are: packaging, physical evidence and people. Price helps in understanding value
of product including cost of production, ability to pay market, price at which product is sold etc.
product focuses upon item which is actually being sold. Place refers to point of sale. Promotion
includes all the activities undertaken by organization to make the product or service known.
Packaging which is a fifth element of marketing mix focuses upon packaging of products and
services. Physical evidence elements for which customer is paying. Lastly, people include all the
people who are involved in operability of business operations.
Communication mix is a specific method used to promote company, products and
services developed by them for their targeted customers. It consists of five main elements that
are: advertising, personal selling, public relations, direct marketing, sales promotion and
advertising. It involves all kinds of tools that are used to communicate with targeted customers
through its five main elements with the help of advertising, social media, product packaging,
direct marketing, websites, events and many more. It is used by organization when they want to
develop a successful marketing campaign for communicating with their customers for explaining
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or enhancing customers knowledge about new products and services sold or provided by them
for their targeted customers. In development of a successful campaign marketing mix comes into
picture.
Explain what digital marketing is
Digital marketing can be defined as a way of advertising products and services though
digital channels search engines, websites, social media, email, and mobile apps and many more.
Usage of online media channels helps organizations in endorsing goods and services as well as
brand image. Digital marketing has become of the most important necessity of organizations
today because today most of the customers rely on digital channels for researching about
products and services. From a research it has been observed that approximately 48 percent of
customers rely on search engines for enquiry of a product or service or brand, 33 percent of them
search on brand website and only 26 percent of them search or gain knowledge though mobile
applications (Chaffey and Smith, 2017). Today digital marketing is a system of channels that
make marketers simply advertise their brand, products and services online in order to reach their
target customers in an effective and efficient manner.
Explain what social media marketing is
Social media marketing is a part of digital marketing in which marketers make use of
social network and social media websites or applications that helps companies to market their
products and services. Today die to increasing use of social media websites and applications it
has become one of the most effective way though which organizations can reach new customers,
maintain effective relationship with existing customers and can promote their mission, culture in
an effective manner (Alves, Fernandes and Raposo, 2016). Today due to advancement in
technology, a greater number of customers rely on online websites especially social networking
websites for connecting with their favourite brands and gain understanding of new products and
services in an effective manner. Due to this excessive reliance on social media of customers,
more number of organizations are focusing upon doing marketing of their products and services
and promoting their brand though social media.
Explain why digital marketing and social media marketing are all important to contemporary
businesses
Digital marketing and social media marketing is extremely important for contemporary
businesses because such organizations operate in a business environment that has vast
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competitive environment, needs of market changes continuously quite frequently. Such kind of
organizations need to remain in touch with their customers in order to understand their changing
needs and requirement in an effective and appropriate manner (Rugova and Prenaj, 2016). Both
digital marketing and social media marketing helps organizations in maintaining effective
relationship with customers, understanding their needs and requirement in an effective and
appropriate manner. This helps organizations in understanding needs and requirement of their
targeted customers, things or factors that their customers are looking forwards to in the desired
products and services so that they can bring changes within their products and services
accordingly in an effective and efficient manner. It is important for contemporary businesses
because both digital and social media marketing helps organizations in reaching their customers
present globally. It required less money and time i.e. organizations can reach their target
customers in less time period in less cost. Not only this it further helps organizations in tracking
response of their customers so that they can understand thongs or factors that are preferred or
liked by their customers the most so that they can bring changes within their products and
services accordingly and increase their overall sales and revenue in an effective manner within a
short duration of time period. For contemporary businesses it is important because they need to
continuously remain updated with changing market needs and requirement in order to expand
and grow in an effective manner and digital marketing and social media marketing is one of the
best and most effective way of doing so.
PART 2
Two examples of social media contents that really works with justification
Social media content is a kind of cent that has been created, posted and shared with
others to attract a greater number of viewers. Social media content is majorly used by
organizations to reach their customers and attract a greater number of customers towards their
brand, products and services used by them. To most common examples of social media content
that really works for organizations are:
 Images: Images is one of the best types of social media content that really works for
organizations and it helps in attracting customers. It helps in increasing engagement of
customers in order to endear brand to customers (Yoo, Song and Jeong, 2018). It is one of the
best social media contents which really works and protect customers from swiping past brand
message or post. It is an effective way to gain customers attention so that they do not miss
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message given by the brand for their customers. Most of the organisations use images for
creations of posters, broachers it communicates their message with their target audience.
Images can work in an effective manner on every digital platform but platform like social
media websites or applications are best platforms to grab customers attention. Best social
media platform for image content are Instagram, Facebook, Twitter, Snapchat, LinkedIn. It
really works because today customers do not prefer to read long messages, they prefer only
content that catches their eyes and can be understood easily.
 Videos: another example of social media content that really works is videos. Interesting and
appropriate videos created by organizations easily grab attention of customers (Phiri, 2020).
Today customers prefer videos that are interesting, cover maximum content in less time
duration and provide complete knowledge about brand, products and services and new
strategies adopted by brand. Organizations or brands can post video content on any social
media website but best platform for such vide contents is YouTube, Instagram and Facebook.
Screen shots of effective campaigns
There are various kinds of models and standards for digital marketing that can be used by
organizations creation of effective campaigns for promotion of brand, its products and services.
It is one of the most effective way in which digital marketing or social media content is included
in communication strategy of brand to reach their target customers (Phiri, 2020). Two most
common example of effective campaign are as follows.
 Kotex
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Above screenshot is of Kotex. This camaping was of chosing 50 inspiting women and sent them
personamized gifts by searching their pintrest boards and sent personalized gifts they wanted. It
is oen of the most effective and successful campaing that worked and helped the brand in
successfully promoting their brand on Pintrest. This campaing no doubt took time for Kotex for
searching for interest of their inspiring personlities selected by them but it was a successfult
camaping because it not only helped the brand in promoting their brand on Pintrest but
personlized gift inspiter woment to share their gift with other on social media with their fans. For
this Kotex used user generated and influencer content digital marketing in wghich they sent
customized gift to their selected 50 influencer women and then inspited those woment ot share
their personlized gift with their fans as an influencer content.
 Honda
This campaing was done by Honda for launching their new car CR-V. they ysed it as a unique
way to introduce and laubnch their new car. In this Honda selected five Pinterest influencers with
thousands of followers and encouraged them to take a break for Pinterest for 24 hours and in this
time period Honda would send them $500 to actually try anything they pinned on their boards.
All the five influences took video and images of their advantage and talked about it on Pinterest
with a hashtag of # Pintermission. It was one of the most effective and unique campaign in which
they use personalized and influencer digital marketing models to reach to their target customers.
It can also be said that Honda focused upon using Technology acceptance model because
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influencers who used the car and completed their challenge posted their experience on social
media. This model is completely based upon positive expire of customers or clients.
Why social media content is effective
There are various kinds of reasons because of which social media content are effective.
First and the foremost reason is that it helps in attracting largest number of target customers in an
effective manner globally. Social media content are cost effective and less time consuming that
can easily make organization reach their target customers. It is one of fastest way to
communicate with customers and also helps in increasing value to their products and services in
an effective manner. It further helps in creating positive brand image because if customers get
influenced with the content buy and are satisfied with product and service buy then they share
their experience with brand and other customers which directly helped them to create positive
brand image (Phiri, 2020). If social media content is attractive and interesting then it can help
organizations to attract customers. This directly helps in improving customers insight. It helps in
developing or building brand awareness. Social media content effectively help organizations to
gain attention of customers and if it is interesting then customers or influencers prefer to share
with others. Due to its effectiveness, it has become an interesting and most preferred way of
communicating with others. Another reason because of which it is effective is that if social
media content is effective and interesting them it influences people to like and share it with
others which directly helps the brand in reaching more people can also help in increasing high
ranking and can become most liked content on social media. Due to thee reasons social media
content are effective.
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REFERENCES
Books and Journals
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and
implications. Psychology & Marketing. 33(12). pp.1029-1038.
Bacik, R., and et.al., 2018. Factors of communication mix on social media and their role in
forming customer experience and brand image. Management & Marketing. Challenges
for the Knowledge Society. 13(3). pp.1108-1118.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Phiri, M., 2020. Exploring digital marketing resources, capabilities and market performance of
small to medium agro-processors. A conceptual model. Journal of Business and Retail
Management Research. 14(2).
Rugova, B. and Prenaj, B., 2016. Social media as marketing tool for SMEs: opportunities and
challenges. Academic Journal of Business. 2(3). pp.85-97.
Yoo, S., Song, J. and Jeong, O., 2018. Social media contents based sentiment analysis and
prediction system. Expert Systems with Applications. 105. pp.102-111.
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