Practical Digital Marketing: Marketing Mix, Communication Mix, and Social Media Channels

This article discusses practical digital marketing concepts such as marketing mix, communication mix, and social media channels. It explains how to utilize these concepts to promote a brand and products effectively. The article also defines why social media content is effective. Subject: Digital Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A

PRACTICAL DIGITAL
MARKETING

Table of Content
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Description and discussion based on marketing mix with examples...........................................3
Explaining the key components of communication mix with examples.....................................5
PART 2............................................................................................................................................7
Explaining how each social media channels are utilized as part of a brand or organizations
communication tactic...................................................................................................................7
Defining why individual think that social media content is effective?........................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is one of those key elements that has enabled contemporary
organizations to generate excellent brand awareness in the market at international level. This
element allows companies to gain the attention of potential target market or audience and
promote their products worldwide, with effective efforts of their marketing teams, who are
capable to create the best advertising plans and strategies. The current assignment will explain
marketing and communication mix. It will also define utilization of different social media
channels as part of organizational communication strategy. Furthermore, the report will justify
statement and that is why people think that social media content is useful.
PART 1
Description and discussion based on marketing mix with examples.
Marketing mix is one of those strategic frameworks that has been utilized in the context
of several companies not patter when it is public or private. This framework is quite beneficial
for management to utilize for purpose of gaining competitive edges, which is not that easy for
any firm to do so as it needed strategic methods, tactics, techniques and ways. As chosen concept
may encompasses all these things. It can be said that marketing mix is referred to set of effective
actions and excellent strategies that an organization utilize to advertise their business and
products as well in the chosen market (WHAT ARE THE 7 PS OF MARKETING, 2021). For
example, TESCO and other supermarkets in the retail industry has utilized this model for
purpose of achieving their strategic goals and objectives, which may enable firms to be
productive and profitable in the sector.
Marketing mix concept may give marketing manager a way to make assure that all
components of this advertising are considered in simple yet disciplined manner. These elements
are;
Product-
According to this element, organizations may tend to offer and provide quality items to
customers with some unique and innovative features that help to gain their attention and retain
them with existing buyers forever, which is quite essential (Lim, 2021).
Price-

Another component of marketing mix is current one, which drive the attention of a
company for example TESCO and its management to choose the specific pricing tactic among
price skimming, competitive pricing, premium, and premium, that is essential for them to do so.
Place-
The best way to gain consumer attentions and enhance their satisfaction according to
chosen model is selection of particular destination or location, where individual consumer may
reach and purchase products according to their needs and requirements (Budiyono, Muliasari and
Putri, 2021).
People-
This element is useful in term of enhancing organizations productivity and performance
level even better than rivals and last few years or months. A firm may hire skilled employees or
Illustration 1: Marketing Mix
Source: (Marketing Theories – The Marketing Mix – From 4
P’S to 7 P’S, 2021)

take approach to train existing workforce, who make their venture capable to be productive and
stay competitive.
Promotion-
The most effective and useful component of marketing mix concept is promotion. For
example, it may enable a company to become a well-known brand in the world of business by
generating and promotion their business successfully that is important (Bradford and Boyd,
2020).
Process-
It may enable a firm to deliver their items to consumers that might be designed for
maximum reliability and efficiency, with key features that are in line with organizations such as
being sustainably and environmentally focused.
Physical evidence-
This element may drive management attention to show their brands existence in the
world of business by using different tools and sources such a holding, billboard, official website,
etc.
Explaining the key components of communication mix with examples.
Communication mix is another strategic model that enable a company and marketing
department to build strong relation with their target market in effective manner (Alhawamdeh,
2021). This concept may include all tools and approaches that are utilized to interact with
customers who are tending to retain and stay connected with those companies that are capable to
provide satisfactory products to people with consideration of their needs, expectations and
requirements such as TESCO. It may encompass different elements and these are;
Advertising-
This element covers all sources that a company may utilize to broadcast their message
which it want to share with everyone regarding business and products as well. It includes TV,
press, PPC, radio, and other types of advertising channels. They may effort to inform people
about items and services via each source or specific one.
Direct marketing-
This element is quite different from all four because it may encompass emails, mobile
phones, and faxes as key sources of direct marketing (Zephaniah, Ogba and Izogo, 2020). It can
be said that digital marketing for purpose of communication require a lot of efforts and put

pressure as well upon management in term of using and choosing the best and effective tool to
interact with people which enable them to influence each buyer. It is available to even large
ventures and less expensive than other traditional TV advertising approaches that event smaller
businesses may use.
Personal selling-
It is one of those traditional approach of marketing that made firms capable to interact
with target audience personally, or in term of conducting face to face interaction which is quite
beneficial and essential as it enables them to determine the key needs of customers and provide
them assurance of goods they buy.
Illustration 2: Communication Mix
Source: (Elements of Marketing Communication Mix, 2021)

Public relations-
Social media, newspaper adversarial, etc. are the key sources of public relation as
communication mix element. Utilization of these channels may drive the attention of
organizations toward communicating with target market and providing them information about a
product that they prefer to purchase according to requirements and needs.
Sales promotion-
It is another tool or channel of communication mix concept that enable firms to persuade
individual buyer to initiate purchase of their items and utilize of services in effective manner.
Rebates, paybacks, discounts, coupons, buy one get one free offers, etc. are the best example of
sales & promotion tactic of TESCO.
Each above element of communication mix model, may play vital role in growth and
success of companies whether it is large or medium as they may chose specific one according to
size, scope and want as well as by considering budget.
PART 2
Explaining how each social media channels are utilized as part of a brand or organizations
communication tactic.
In order to communicate with potential customers, organizations may effort to develop
the best and influencing strategy, which is quite beneficial for their continuous success according
to the key expectations of all the stakeholders (Eghtesadi and Florea, 2020). For purpose of
developing communication tactic, the utilization of strategic and useful channels or tools is
important for them and these channels are;
LinkedIn-
It included in category of leading and biggest professional networking sites with mostly
800 million members who are efficient and capable to work or perform in more than 200 nations.
This channel may become part of organizational communication strategy in term of enabling
firms to interact with those people who are seeking to make connection to others in effective and
long term manner (Davis and et.al., 2020). It is one of the best most trusted and reliable
networking sites or sources that permit management to instantly and effortlessly build
connections with talented people's who are capable to work within a company such as TESCO
and contribute to make its aim achievable that is important for them to do so. It can be said that

LinkedIn vision is to connect the world's experience and professionals to make them more
successful, productive as well as profitable, which in return provide a lot of advantages.
Facebook-
Along with above companies or supermarkets like TESCO may utilize current social
media channel as its organizational communication strategy in term of creating official account
on this application. According to this approach, firm may take initiative to interact with people
who are seeking to collect more information about brand and what products it may tend to offer
target market, which in return support to increase profitability, productivity and generate more
revenue than ever. Facebook is the best source that organization may utilize to make their
communication process smoother or simple with potential buyers. It may enable marketer to
aware people about existing offers of supermarket that may help to enhance their satisfactory
level more than last few months of shopping experience with TESCO. Marketer along with
effective communication, also get power to take reviews from individual person about products
quality, which enable them to make possible changes in regard to same in the future.
Twitter-
This source is also included in list of social media channels just like above two, which
provide unexpected benefits to users or marketers who effort to share communication strategy in
the market with everyone. In today's era, millions of people are using Twitter to communicate or
interact with others individuals (Linvill and Warren, 2020). In the corporate world, multiple
firms are using the same source just to make assure that their tactics in the context of effective
communication become successfully and enable them to reach target market where growth
chances are accessible in bulk. Twitter may provide firms and their marketers chance to attract
new buyers and also cater opportunity to generate brand awareness at international level that is
quite challenging and tough task for them to do that. It makes their interaction and
communication much better than last experience that is essential to improve for them.
Snapchat-
Just like above channels of social media, snapchat may also give companies chance to
promote and share the information about ventures and goods as well as more existing offers
among people. It is one of the latest and most popular types of communication tool, which aim is
to conduct face to face interaction and may give individual opportunity to share their reviews in
form of pics, emojis, symbols, videos and other forms of interaction (Kahlow, Coker and

Richards, 2020). The main motive of this application is to get individual to utilize distribute and
application of content to as varied people, and give them power to conduct word of mouth
promotion activity after obtaining satisfaction from specific item of their favourite brands.
Marketers may utilize this to be innovative and creative in term of communication with target
buyers.
Defining why individual think that social media content is effective?
In the recent time, social media content play important role in the context of unpredicted
success and progress of a company (Shahbaznezhad, Dolan and Rashidirad, 2021). It is effective
because of varied reasons, for example, this concept or digital marketing source may enable
marketer to reach at global level, where potential and profitable buyers are accessible in bulk,
who are tending to retain with purchase of well-reputed brand such as TESCO, etc. Social media
content is effective as it enables organizations to take pleasure of increasing web traffic, which is
not that easy for any company or marketer to do that as it needed a lot of time, efforts and
additional resources, that is not possible for all the companies to do so, especially small
businesses. It can be said that, this channel may allow marketers to add more value to their
stakeholders such as target customers in targeted manner and also permit making communication
with them much effective and influencing then ever (Juntunen, Ismagilova and Oikarinen,
2020). It may provide organizations chance to enhance and satisfy their buyers more than other
brands that are also running ventures in same market or sector, for purpose of achieving strategic
goals.
CONCLUSION
From above discussion, it has been summarized that organizations whether it is large or
small has enhanced their marketing efforts and effectiveness of this operation by using the best
concepts such as marketing mix. The usage of each element of communication mix has builds
the strong and trustworthy relationship with consumers, who are able to promote a brand by
conducting word of mouth promotion. Furthermore, by summing up above analysis, it has been
concluded that with the help of social media content, companies has generated their effective and
impressive businesses' awareness that has provided several benefits.

REFERENCES
Book and Journals
Alhawamdeh, Z.M., 2021. The implementation of the Marketing Communication Mix using
Internet Platforms on Turkish Cypriot Hotels. International Journal of Business and
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Bradford, T.W. and Boyd, N.W., 2020. Help me help you! Employing the marketing mix to
alleviate experiences of donor sacrifice. Journal of Marketing. 84(3). pp.68-85.
Budiyono, M.T.I., Muliasari, D. and Putri, S.A.R., 2021. An Analysis of Customer Satisfaction
Levels in Islamic Banks Based on Marketing Mix as a Measurement Tool. Annals of the
Romanian Society for Cell Biology. pp.2004-2012.
Davis, J. and et.al., 2020. Networking via LinkedIn: An examination of usage and career
benefits. Journal of Vocational Behavior. 118. p.103396.
Eghtesadi, M. and Florea, A., 2020. Facebook, Instagram, Reddit and TikTok: a proposal for
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with a varying combination of social media content objectives, strategies, and tactics.
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Kahlow, J.A., Coker, M.C. and Richards, R., 2020. The multimodal nature of Snapchat in close
relationships: Toward a social presence-based theoretical framework. Computers in
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Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Linvill, D.L. and Warren, P.L., 2020. Troll factories: Manufacturing specialized disinformation
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Shahbaznezhad, H., Dolan, R. and Rashidirad, M., 2021. The role of social media content format
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Zephaniah, C.O., Ogba, I.E. and Izogo, E.E., 2020. Examining the effect of customers’
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Online
Elements of Marketing Communication Mix. 2021. [Online]. Available Through:
<https://www.analyticssteps.com/blogs/elements-marketing-communication-mix>
Marketing Theories – The Marketing Mix – From 4 P’S to 7 P’S. 2021. [Online]. Available
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ps/>
WHAT ARE THE 7 PS OF MARKETING. 2021. [Online]. Available Through:
<https://assemblo.com/guides/what-are-the-7-ps-of-marketing/>