Practical Digital Marketing

This report provides an overview of practical digital marketing, including the concepts of marketing mix and communication mix. It explores the importance of digital marketing and social media marketing in contemporary businesses. The report also showcases two examples of effective social media content and campaigns. Overall, it offers insights into the world of digital marketing and its impact on businesses.

Practical Digital Marketing

Table of Contents
INTRODUCTION......................................................................................................................................3
PART 1.......................................................................................................................................................3
Marketing...............................................................................................................................................3
Explain marketing mix and where communication mix fits..............................................................4
Digital marketing...................................................................................................................................5
Social Media marketing........................................................................................................................6
Importance of digital marketing and social marketing in contemporary businesses....................6
PART 2.......................................................................................................................................................7
Two examples of social media content that really works................................................................7
Screen shots of effective campaigns and established models and standards for digital
marketing...............................................................................................................................................8
Why social media content is effective..............................................................................................11
CONCLUSION........................................................................................................................................12
REFERENCES........................................................................................................................................13

INTRODUCTION
Digital marketing refers to a process of using and utilizing the online source and
internet technology like mobile phones, tablet, computers, search engines, social media
and many other digital media tools that helps in promoting and advertising the goods
and services. It is used to attracting the customers and encouraging them to buy the
products. In this many company use pay-per-click and SEO campaigns to encourage
the potential customers on an official website. This report is based on the digital
marketing practice. In this first part is based on explaining the marketing, marketing mix,
communication skills, digital marketing, social media marketing and the importance of
digital and social media marketing all this terms are very useful in practicing the digital
marketing. It helps in enhancing and exploring the business units in various different
areas. In second part of this project report it shows the two different examples of social
media contents that works in enhancing the business and its brand image. It also shows
the models and standards for digital marketing. Further it explains the effectiveness of
the social media content. All this terms helps in practicing the digital marketing and
enhancing the company image and growth (Chaffey and Smith, 2017).
PART 1
Marketing
It refers to a process of promoting the buying and selling of a goods and services
in the market place to earns profits by the firm and use the products by the consumers
in exchange of their money. It is a discipline that included some actions that is related to
the organization undertakes to make strong relations with the customers. Marketing

involves the strategy that helps in achieving the overall objectives within the company. it
simply means to creating the wants and desire that previously does not exist in the
market place and that helps in attracting many people who buy this product and
services. In today’s environment it is the blood of every industry without it no company
can be successful. It is a management process of anticipating, identifying, analyzing
and satisfying the people’s requirements in a profitable manner. It simply means an
activity of communicating and transferring the value of the offerings to the wide range of
people for the purpose of trading the goods and services (Taiminen and Karjaluoto,
2015).
Explain marketing mix and where communication mix fits
Marketing mix
It refers to different areas of focus that is based performing the marketing
function in a company and helps in making the comprehensive marketing plan. This
term includes seven Ps of marketing such as – product, price, place, promotion, people,
physical distribution and process. It mainly focus on the consumers into their
approaches.
Communication mix
It refers to the combination of the marketing tools that helps in working together
as a team to transferring the message of the marketer which help in accomplishing the
marketer’s objectives to satisfy and retain the target market. It includes personal selling,
direct marketing, public relations, sponsorship of events, advertising and discounts
promotions(Nikunen and et. al., 2017).

The communication mix fits into the promotional tool of the marketing mix
because all this term used in promoting the goods and services of the company. all this
methods helps in maintaining the relations with the customers. In promoting the
offerings it is very essential to easily and effectively communicate with the people so
that they will encourage and influence to purchase the goods and services of the
company. An advertising element is used in promotional tool and it is an prominent
communication tool because it includes all the messages of an organization that they
will be deliver to their customers. In personal selling an employee of a firm used to
communicate effectively with their target customers so they sell their all the products
and helps in earning more and more revenues.
Digital marketing
It refers to an activity of using the various online digital tools and an internet to
reach the wide range of customers within a minimum time and in a very low cost. It is
the process of attracting and encouraging target consumers to buy the product
offerings. In this company can use various campaigns and digital techniques so it will
retain and influence customers to buy the products. It includes search engine
optimization, social media, mobile devices, computers, pay-per-click, content marketing,
blog, display marketing etc. As per the current environment people are moving towards
the use of digital technology and because of this many company use this digital tools to
encourage the buyers to purchase the products. It covers the large area at a time and
helps in managing the brand image in the online market place. It is a process of
improving the efficiency of the supply- chain operations and also helps in analyzing the

customer journey that is an important for every business to enhance and explore in
different area as well as for sustainability(Thomas and Housden, 2017).
Social Media marketing
It defines the process of connecting the large number of audience at a time by
using social media platforms that helps in increasing the brand image and boosts the
sales of the company. it includes various types of media that was engaged in the social
media platforms such as Instagram, face book, Twitter, LinkedIn, Snapchat, You-tube,
Pinterest etc. It is the process of achieving the traffic site or customers attentions
through various social media sites. It helps in connecting the target audience and the
businesses at one place very conveniently(López García and et. al., 2019)..
Importance of digital marketing and social marketing in contemporary businesses
Digital marketing and social marketing is an very prominent term in today’s
business environment. The use of both in the company helps in achieving the target and
profits in the firms. It also increases the production process and enhances the
productivity within the organization. Both include various importances which are
described below(Kannan, 2017).
 Digital marketing is less time consuming and helps in targeting the people
for business- In contemporary business using the digital marketing tools is very
prominent because it includes less time in making the plans and giving the
chances to buy the products who actually want to buy this as compare to the
traditional way of marketing. by using internet on various devices it connects to
many people who are beneficial for the business and enhancing the sales.

 Social marketing helps in increasing the brand image with a better
customer satisfaction- It is the major part of the digital marketing which helps in
managing and increasing the brand image within a low cost. It also helps in
increasing the visibility of the business in front of large audience. It is a
networking and a communication platform where customers are giving their
views by showing their like, dislikes and share the business products and
services. This helps in satisfying the customers as the manager of a company
solve the many customer’s problems at a time. It also save the time and cost of
the company. It is a major importance of the social marketing that is used by the
contemporary business(Staton, 2016).
PART 2
Two examples of social media content that really works
Use of social media is very beneficial for the company as they attracts many
customers. In context of TESCO and Morrisons company will use various types of social
media content that will help in increasing the sales and profits at a small time. It is very
justifies of using the social media because both the company make a strong research
on the market and its customers preferences, needs and wants. After that they make
promotions by using the social media tools. In this they use You- tube, Facebook,
Twitter, pinterest all this sites help in making the best and reduce the rivals firms in the
market it also helps in making the customer loyal and engaged with the particular
company for a long period of time(Levy and Gvili, 2015).

1. As TESCO, use Pinterest to managed their profits and sales. By using this it will
increase the number of followers within just past 6 months from 32 to 655. As
today’s generations are very addicted to the using social media. Seeing this type
of ads on the sites are increasing the number of users and the followers of the
TESCO.
2. As Morrisons, its uses You- Tube video as a social marketing. it helps in
enhancing the sales and profits within overnight. And after the few months it is
increasingly attracts more and more customers and because of this it will helps
the company to reduce the competition in the market and helps in gaining the
competitive advantages for a longer period of time. It social media content helps
in connecting the people and the firm where the customers give their feedbacks
and manager of an organization solve it by giving them effective
answers(Karjaluoto, Ulkuniemi and Mustonen, 2015).
.
Screen shots of effective campaigns and established models and standards for digital
marketing
TESCO
This company mainly focusing on the food market and give the best value to its
customer. This social media campaign used by the TESCO is vey effective as they
attract many customers to buy the products or encourage many people to see the video.
This social media helps in focusing the customer’s attention to view the advertisement
and enjoy it. This will helps in increasing the sales and market growth of the firm. it also

use Pinterest site within which it increases its followers within the six months of
installing. And it is the greatest and the successful for the company.
The digital standard the company use in this promotions is the tagline ‘’ David’s hot or
not chicken curry’ and Lisa’s Big Greek Stew’. This will covers the more revenues in just
few months(Atwong, 2015).
.
https://youtu.be/NNjb0h4Qzdc

Morrisons
An organization uses the best tagline to increase their profits and sales in just few
months. It covers the maximum likes and shares in their video. The tagline is “What we
make, makes us who we are” this will attracts and influence many users at a time and it
covers a large number of market and wide range of audience. This strategy is generally
paid off the supermarket chain in the UK. here they will use the most beautiful graphics
that partly down their competitors in the country(Saini, 2017).
.
https://youtu.be/xruwuZ91i4Q

Why social media content is effective
Social media content is an effective for the business as they helps in increasing the
brand recognition and its visibility. It also helps in creating the opportunities because in
this larger number of audience heard the voice that was present by the company(Gupta,
2015).
 This type of campaign is very cost effective as it connected the wide audience
with their campaign communications. By using this company can get views and
reviews of the people that is very beneficial for the firm to save the time and
money personally.
 Effective social media content helps in enhancing the organic ranking on the
Google and helps in build the search engine rankings. In this Google play an
important role of maintaining and managing all the ads and the feedbacks that
was related to the customer and the organization. It helps in getting the more
sales at a time(Pažėraitė and Gedvilaitė, 2016).

CONCLUSION
From the above summarized report it is to be concluded that digital marketing is
an important tool for buying and selling of goods and services and reaching the large
target audience in a very small time with a cost effective manner. Basically this report
shows the importance of digital marketing and social marketing that helps in maintaining
and influencing many customers. Further it suggests the communication mix that helps
in promotional tool of marketing mix. Therefore it explains the social media contents that
helps in the company and shows the effective campaigns that helps in enhancing profits
and attracting the customers. This social media is very effective in attracting and
connecting with larger audiences.

REFERENCES
Books & journal
Atwong, C.T., 2015. A social media practicum: An action-learning approach to social
media marketing and analytics. Marketing Education Review. 25(1). pp.27-31.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Gupta, S., 2015. Digital Marketing. McGraw-Hill Education.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing.
Levy, S. and Gvili, Y., 2015. How credible is e-word of mouth across digital-marketing
channels?: the roles of social capital, information richness, and interactivity. Journal of
Advertising Research. 55(1). pp.95-109.
López García, J.J. and et. al., 2019. Digital Marketing Actions That Achieve a Better
Attraction and Loyalty of Users: An Analytical Study. Future Internet. 11(6). p.130.
Nikunen, T. and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building
Customer Relationships. Management (18544223). 12(2).
Pažėraitė, A. and Gedvilaitė, R., 2016. Content marketing elements and their influence
on search advertisement effectiveness: theoretical background and practical
insights. Organizacijų vadyba: sisteminiai tyrimai. Kaunas: Vytauto Didžiojo
universitetas. 2016,[T.] 75.
Saini, R., 2017. Role of Social Media Channels in Promoting Digital Marketing-An
Exploratory Study. Asian Journal of Research in Marketing. 6(4). pp.16-23.
Staton, M.G., 2016. Improving student job placement and assessment through the use
of digital marketing certification programs. Marketing Education Review. 26(1). pp.20-
24.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice.
Bloomsbury Publishing.