Practical Digital Marketing

This document provides an overview of practical digital marketing, including explanations of marketing, marketing mix, digital marketing, and social media marketing. It also discusses the importance of digital and social media marketing and provides insights into effective social media content and a successful digital marketing campaign. The document is based on the case of Debenhams, a British multinational company.

Practical digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
Explanation of marketing............................................................................................................1
An explanation of marketing mix...............................................................................................2
An explanation of digital marketing...........................................................................................2
An explanation of social media marketing..................................................................................3
An explanation of why Digital and social media marketing are important................................4
PART 2............................................................................................................................................4
Social media contents that really work.......................................................................................4
Screen shot of effective campaign..............................................................................................5
Why social media content is effective?.......................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is a fundamental component that is performed by the business under
which effectual utilisation of technologies that is dependent on digital framework is required
under which suitable product and services are promoted in advanced mode (Chaffey, and Ellis-
Chadwick, 2019). It is also being used by the business in order to deliver systematic information
with support of search engine, social media, mobile applications, website and other channels as
well. It basically reflects the online marketing and its efforts through which it is easy for business
to convince a larger market under which working tendency and its effectiveness get improvised
in effective manner. The report below is based on Debenhams that is a British multinational
company with having headquartered in UK. The report below includes marketing, marketing
mix, social media marketing, effectiveness of digital marketing campaign.
MAIN BODY
PART 1
Explanation of marketing
Marketing is the activity of a company, that promotes buying or selling of the products or
services (Bala and Verma, 2018). In marketing there is advertising, selling, and delivering the
products to the consumers, marketing is also a process of company to attract, acquire and retain
the customers by analysing and satisfying their needs and demand of the particular product and
services.
IMPORTANCE
Marketing helps in transfer and exchange of goods: marketing is the process helps in
transfer, exchange distribution of products. And help customers to reach to their product easily
by the help of some of the marketing channels wholesaler, retailer, distributor. These channels
are very helpful for the customers and seller both.
Marketing creates employment; sometimes marketing is very difficult to understand,
marketing connects many peoples from one to another. There are some main marketing functions
that includes buying, selling, financing, warehousing, this process of marketing involves many
peoples. This involvement of peoples creates employment due to their need for peoples in every
functions of marketing.
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Marketing is a new source of ideas; marketing is a very different process to understand.
This will always change after the interval of times according to the preference and taste of the
consumers (Goldfarb, and Tucker, 2019). So, this will help to develop the new scope and ideas
for understanding the consumers’ needs and demands for the products. And it also helps to
upgrade the employee’s skills.
An explanation of marketing mix
Marketing mix: It is a type of marketing strategies that primarily defines everything
about marketing. The classification of marketing mix is represented by 4Ps. These 4Ps are
Product, Price, Placement, Promotion. The following is a brief about 4Ps.
Product: Keeping the target consumers and their need in mind; a tangible product or a
service is decided.
Price: This point sets an amount on the offered product. This factor is extremely crucial
for the success of the company as it reflects the acceptance of the customer and the worth of the
product through the customer’s perspective.
Place: Also refereed as placement, this part of the strategy deals with the looking out for
the most effective region where the product can be served.
Promotion: this deals with the publicity and promotion of the product or services, hence
it is about attracting customers with providing just enough information.
Communicating Mix: It is a promotional strategy and as the name suggests include
various methods of communications between the company and the customer (Hanlon, 2018).
Commination Mix involves: TV advertisement, Personal selling, Sales promotion etc.
Marketing Mix and communication mix go hand in hand in when it come letting people
know about the product and spreading product or service awareness. Keeping the marketing mix
in mind different types of communication mix are decided. For example, if the product is served
nationwide, then the communication or the promotion can be done through the TV
advertisement, but same cannot be considered for a product or services offered to a limited area.
An explanation of digital marketing
Any of the marketing strategy with the use of digital means – like through internet
connected devices as for example -email marketing, and social media marketing
Types of digital marketing
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Search engine optimization; SEO helps to grow the business with the help of google
search results, it collects information of search result of customers that what they are searching
online. And with the help of those terms they generate their own content for advertising in the
digital way.
Pay per click; pay per click is use for the paid advertisement and helps to promote the
search engine results (de Ruyter, Keeling and Ngo, 2018). This is also a strategy of digital
marketing to influence the customers for removing the ad to their screens, and they will see that
ad.
Social media marketing; social media marketing is a business can be done through
social media channels, because now a day everyone is using social media and also they are
familiar with the social media. It helps to do social media marketing with the help of different
types of marketing advertisement, and it also helps to getting the response quickly to the
customer and provide them satisfactory response to their questions.
An explanation of social media marketing
Social media marketing using different social media platform for various marketing
purposes (Deiss, and Henneberry, 2020). These purposes could vary with the intentions and need
of the company and accordingly the marketing strategies are used. Current major social media
platforms are Instagram, Facebook, Twitter, Snapchat, Tiktok, Pinterest, and linked in etc. In
order to attract and engage customers on the social media platforms creative and constantly
engaging content is needed on these platforms as the algorithms of these platforms gets tricky to
have a constant and everlasting attention without enough creative content. The core
classification of Social media marketing are as follows:|
Strategy: This part involves asking questions like what are the goals of the company?
What kind of a crowd the company is trying to engage? How much time does the company have
before the product hits the market? etc.
Planning and Knowing the customers: In order to reach out to the customers a very well
planned approach should be decided based on the available information about the customers
(Diez-Martin, Blanco-Gonzalez, and Prado-Roman, 2019).
Advertisement: This is the final part of Social media marketing. By this point the
company is sure about the product, its target customer and its goals, hence the only task
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remaining is a creating content making that successfully engages the audience or in marketing
terms the customers.
An explanation of why Digital and social media marketing are important
Digital media marketing and social media marketing are turned to be the leaders of
communication and reaching out to the customers. Marketing includes various activities and
strategies that helps in spreading information about the product or services offered by the
company(Sharma, Sharma, and Chaudhary, 2020). Both of the discussed marketing ways are
best suited with the modern lifestyle when there is abundance of digital gadgets present in
normal lifestyle, and hence more area coverage. Along with more area and customer coverage
these ways are also a creative in their nature without any limitation to it. Return on investment is
high in these marketing ways due to low cost and a large crowd attention. Through the social
media and digital marketing the company gets to tell the desired story with a proper and
comprehensive way which directly turns into brand and product awareness and ultimately into
higher sales.
PART 2
Social media contents that really work
There are numerous content types for social media marketing such as info graphs,
pictures, behind the scene, client feedbacks, polls and survey etc. All these types of contents is
currently efficient in connecting with the customers(Saura, Palos-Sanchez, and Correia,, 2019).
Through social media the customers want to solve their query through more information about
the company and when this query is solved in a creative way the attention in guaranteed through
social media. Couple of best contents for social media marketing are short videos and multiple
informative pictures.
These two contents are observed to have a direct impact for crowd engagement and brand
promotion for the company. Short videos like in Instagram Reels and TikTok are known for their
audience engagement as they deliver information along with the creativity and provide a sense of
belonging thorough it. The usual time of these videos are 15-30 seconds which is scientifically
proved to be an appropriate duration for not being short for information and not being too long
for the viewer to find it boring. Next in the line are 'Multiple Picture' posts. The concept of this
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content type is the customers will to know more and willingly stay engaged to the information or
advertisement by a company.
Screen shot of effective campaign
Starbucks's “What's Your Name” campaign.
(Source: Starbucks rallies customers to share IG stories using filters by
Indonesian artists, 2020)
In February 2020, Starbucks started a campaign by the name “what's your name”. This
campaign was technically dedicated in support of LGBT people because of the unfamiliarity they
feel with their birth names. Starbucks was quick to realise the existence of this issue and made
the first move. The company decided to write the name of customers on the coffee cup or their
respective order and call it out loud(Behera, Gunasekaran, Gupta, Kamboj, and Bala, 2020).
This moment getting recognized by their desired name gave a blissful feeling to the LGBT
people. Starbucks saw a huge appreciation for their initiative and decided to take it online
thorough their various social media handles. With the hashtags of the name of the campaign,
along with this the brand also decided add a product called Mermaid cookie with a target of
donating an estimate of 100,000 pounds to the organisation Mermaid that works for the services
to LGBT people. The campaign was one of the most successful digital marketing campaigns due
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Illustration 1: https://www.marketing-interactive.com/starbucks-rallies-customers-to-
share-ig-stories-using-filters-by-indonesian-artists

the creativity and general awareness of the brand. With the emotional touch involved in the
campaign it became a worldwide success.
Why social media content is effective?
In the present market the conventional ways of marketing and attention catching have
been left way behind since the arrival of social media marketing. Social media marketing has
numerous benefits such as constant customer engagement along with a large number of audience
on social media platforms(Pandey, Nayal, and Rathore, 2020). It is also crucial for the brands
and companies to stay in trend in order to make the most of the social media marketing. The
advertisement or the content used on social media has a unique opportunity to get viral on
internet which is nowhere else the case in any paid promotion. The investment made in the social
media marketing turns our fruitful because of the very low cost of promotions and the brand
always has different ways of delivering its objective that is completely based on the goals of the
marketer. Social media marketing is not only about the creativity of information but also has
various ways to measure the engagement through statistical information, many platforms allows
the brand and professional accounts to keep a track of activities and engagement of their
followers. Hence, with the everyday evolving and direct in touch with the customers, the social
media family, it has become very effective tool of marketing.
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CONCLUSION
From the above report we come to a conclusion that digital media marketing is the core
form of marketing in the current world. It provides a platform to companies to evolve and adapt
with constantly changing trends customers. With the trend in sight and a precise measurement of
the engagement of the customers digital marketing is the leading all conventional forms of
marketing. Social media marketing is a form of digital media marketing and it is already most
preferred in the respective field. Low cost and variety in creativity makes this form of marketing
most efficient.
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REFERENCES
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Behera, R.K., Gunasekaran, A., Gupta, S., Kamboj, S. and Bala, P.K., 2020. Personalized digital
marketing recommender engine. Journal of Retailing and Consumer Services, 53,
p.101799.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research challenges in digital
marketing: sustainability. Sustainability, 11(10), p.2839.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Kim, J., Kang, S. and Lee, K.H., 2019. Evolution of digital marketing communication:
Bibliometric analysis and network visualization from key articles. Journal of Business
Research.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution, pp.86-103.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
marketing? Views of travel agency managers. Tourism Management, 79, p.104078.
ONLINE
Starbucks rallies customers to share IG stories using filters by Indonesian artists, 2020.,
[Online] Available through: <https://www.marketing-interactive.com/starbucks-rallies-
customers-to-share-ig-stories-using-filters-by-indonesian-artists>.
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