Practical Digital Marketing - BMP3006

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
1

Table of Contents
Introduction................................................................................................................................ 3
Part 1...................................................................................................................................... 3
Explanation of marketing.................................................................................................. 3
An explanation of what the marketing mix is and where the communications mix fits ...4
An explanation of why digital marketing and social media marketing are important to
contemporary businesses..................................................................................................6
Part 2 ..................................................................................................................................... 7
Two examples of social media contents that really work and justification of why they
work ..................................................................................................................................7
Screen shots of effective campaigns with reference to established models and standard
for digital marketing..........................................................................................................8
Why social media content is effective? ............................................................................9
Conclusion................................................................................................................................ 11
2

Introduction
Marketing is a method of management which is used to communicate and
generate awareness about a particular product or brand. When the online platforms
are used as marketing techniques it is called Digital marketing (Kingsnorth, 2019).
This report will discuss what marketing, digital marketing and social media marketing
is and their effect on contemporary business. It will also elaborate the link between
marketing mix and communication mix and the 7Ps of marketing as well. The
effectiveness of social media marketing will be discussed by considering certain
examples.
Part 1
Explanation of marketing
Definitions:
As per The Chartered Institute of Management, It is the procedure of
management which is accountable for recognizing the customer needs, predicting
them and fulfilling them appropriately.
According to Deepak and Jeyakumar (2019), Marketing is a process that
includes researching, targeting, communicating and Public relations which prepares/
informs the people to receive direct sales.
Explanation: Marketing is a very broad concept. Marketing is strategy of business
through which they inform the customers about their products and reminds the
existing consumers as well. It is the action that is used to carry out strategies.
Explanation of marketing mix and the communications mix fits
Marketing Mix:
Marketing mix are the methods followed by a company to stimulate its goods
and services (Fahy and Jobber 2019). The 4Ps make a marketing mix of a company;
4P's of marketing: 4Ps are explained as
1. Product: A product is anything that a company offers which satisfy the needs of
the consumer. It is the key element of marketing mix. If the product is not up-to
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the needs of the consumer, the other marketing mix elements becomes
useless.
2. Price: Price is the value charged for the product. It depends upon the cost of
production, market demand and other direct and indirect factors. Pricing
strategies are also used to create differentiation between the products offered
by competitors (Thabit and Raewf, 2018).
3. Place: Place refers to the location or the point of sales or the distribution
strategies of product. Place can be anything from a physical store to an online
platform.
4. Promotion: It refers to the tools of communication used to promote features of a
product. They increase the sales of a product. They include; advertisements,
direct marketing and word of mouth, etc.
7P's of marketing: The scope marketing have been recognized wider today which
led to introduction of 7Ps of marketing (Saidani and Sudiarditha, 2019). 7Ps of
marketing include the original 4Ps of marketing and include 3 more elements in it:
5. Physical evidence: It is the proof of existence of a product i.e. the evidence
that the product or service actually took place.
6. People: All the workforce involved in production and sales of a product or
service comes under people.
7. Processes: It includes all the steps included in delivery of product or the
service to the consumer.
Communication mix: These are the different ways in which a company can
communicate with the customers (Bacik and et.al., 2018). It includes the important
factors and principles which are used in the promotion/ marketing of a product or
brand. It can be done through advertising, personal selling, Digital marketing, sales
promotion, publicity, sponsorship, word of mouth and packaging, etc.
Marketing mix add values to product so that the customers buy products instead of the
products offered by the competitors. The values added in the product are introduced
through communication mix. This ensures that the consumer has received the
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BSc (Hons) Business Management with Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and social media marketing – theory and examples
Submitted by:
Name:
ID:
1

Contents
Introduction 1
Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the communications mix fits
p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses p
Part 2 p-p
Two examples of social media content that really work and justification of why they work
p
Screen shots of effective campaigns with reference to established models and standards for
digital marketing p
Why social media content is effective? p
Conclusion p
References p
2

Introduction
Digital Marketing is one of the important component pf marketing. It helps to use
online technology and such as computer, mobile and other digital devices. The aim is to
promote the organization and promote the products and services of organization (Deepak and
Jeyakumar, 2019). This report is based on understanding the meaning of marketing and
marketing mix that helps the organization to communicate effectively. There is discussion
related to social media marketing and its importance in contemporary business. Also, there
are examples of social media and explanation related to its benefits. In the end there is
discussion related to effectiveness of social media content.
Part 1
Explanation of marketing
Marketing is one of the essential function of management. The aim is to persuade
buyers to purchase goods and services of business. Each and every business organisation uses
marketing as it helps to increase the sales of organisation (Mothersbaugh and et.al., 2020).
Marketing supports communication of organisation and spreads information related to
company. There are various strategies that are formulated by the organisation to spread
awareness about the products served by the company. The sales of company can be enhanced
with the help of using effective marketing tools.
An explanation of what the marketing mix is and where the communications mix fits
Marketing mix of an organization includes the set of actions, tactics that are used by
an organization to promote its brand. It helps to differentiate their products from that of
others. A company use all the 4P's of marketing form strong strategies that are important for
the growth and success of business organization. The 4P's include discussion related product,
price, place and promotion.
Product: This includes goods and services in which the organization deals. The
product of an organization is designed in such a manner that it helps to satisfy the needs and
wants of customers (Thabit and Raewf, 2018). A company should understand the product life
cycle of a product so a to make innovation and development in product so that they are able
to satisfy customers.
Price: The pricing strategy of a company plays a vital role in attracting the
customer's. The company must work in such a manner that they are able to achieve
economies of scale (Lim, 2021)(Dost and et.al., 2019)(Bala and Verma, 2018)(Chaffey and
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Ellis-Chadwick, 2019)(De Pelsmacker, Van Tilburg and Holthof, 2018). This will help to
serve more customers. It is important to provide discounts on regular basis so that the
customers are regular for the organization.
Place: This is the decision related to place where the customers will sell the products.
It is important to choose right channel of distribution as it helps to serve the customers in an
effective way.
Promotion: The strategies that are used by an organization to promote the goods and
services come under the category of promotion. There are various tools of promoting the
product such as advertisement in TV, magazine, hoarding etc. Nowadays the organizations
are switching towards digital platforms as they have wider reach.
By using all these 4P's of marketing the company is able top communicate effectively
with the customers. As a company works to form their products strong and better than
competitors. They also provide the goods at affordable price to the customers and choose a
right place to serve them (Kaur, 2017). With regard to promotion the company is able to
communicate with its customers. As the promotional tools help in spreading information
about the product of company. Nowadays there is option of positive review on the website of
company. There the customers can write both negative and positive comments. The positive
comments are motivating for the company. Also, they take care of negative comments and try
to resolve the problem faced by the customers. This is how the organization is able to
communicate with the customers.
An explanation of digital marketing
Digital marketing can be defined as online marketing. It is a tool used by marketing
team to attract the customers through various platforms such as social media marketing,
content marketing, video marketing, e-mail marketing to achieve the targets of company
(Kannan, 2017). For example, Tesco uses digital marketing and that helps the company to
attract more customers and enhance its sales.
It can also be defined as a platform that allows the company to attract more
customers. It is seen that digital marketing has wider reach and assist company in serving
more customers. To illustrate, Burberry use the digital marketing platforms such as social
media marketing and that helps the company to reach more number of customers.
An explanation of social media marketing
Social media marketing is a technique of digital marketing. It means use of social
media platforms such as Facebook, Instagram, Twitter, YouTube that are used to attract the
customer's. For example the AIDA model is used by Coco-Cola through social model
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