Practical Digital Marketing

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Contents
Introduction 2
Part 1 2-6
Explanation of marketing 2
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 6
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 7
Why social media content is effective? 10
Conclusion 12
References 13
1

Introduction
It is important for business firms to ensure that the target consumer base of
the company is aware about the products offered by the company. This task along
with brand image creation and acquisition of loyal consumers is attained by the
functional area of marketing (Charter and Polonsky, 2017). This report looks at the
concept of marketing, digital marketing and social media marketing and is divided in
two parts. Explanation of marketing, marketing mix, digital marketing, social media
marketing and the place of communication mix in marketing mix is provided in the
first part of this report. The value of digital and social media marketing in the current
time is also discussed in the first part. The second part of this report provides
information about effective social media content and examples of successful social
media marketing campaigns. In addition to this, suitable models for digital marketing
are applied to the given social media campaigns and the effectiveness of social
media campaign is discussed in the second part of this report.
Part 1
Explanation of marketing
Marketing is defined as the procedure of management which aims to
recognise, predict and satisfy consumer needs in a way which increases the profits
of the company. The aim of marketing is to gain profound knowledge of the
consumer so that the commodity offered by the consumer exceeds expectations and
sells itself Churchill, 2017).
Marketing is also defined as the collection of all the efforts made by business
firms to get their offerings noticed by the consumers in a positive light. The purpose
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of marketing is to get consumers interested in product or service sold by the
company and create brand image which stands out from the competition so that the
company is able to secure beneficial position in their industry.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix refers to set of controllable promotional tactics which are used
by business firms to gain desired response from the consumers (Di Domenico and
et. al., 2021). Marketing mix is used to construct a profitable product offering and
build a successful marketing strategy. The marketing mix consists of four core
elements which are explained below:
 Product: This is the foundation of the marketing mix and includes various
tangible and intangible aspects of the goods, services or experience offered
by the business firm. The product design, features, quality, services and
variants are part of the product mix.
 Price: The monetary value paid by the consumer to gain ownership of the
product or acquire service or experience offered by the company is the price
of the products. Pricing policy, payment period, credit policy are a part of the
price mix.
 Place: the process of transferring the product from the manufacturer to the
consumer is part of the place mix. This includes distribution channels,
warehousing, inventory control and physical outlets of the company
(Homburg, Theel and Hohenberg, 2020).
 Promotion: This part of the marketing mix deals with activities which aim to
inform and promote the commodities offered by the company to the most
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