Practical Digital Marketing - BMP3006

This report discusses the role of digital marketing and social media marketing in contemporary businesses. It explains the marketing mix and communication mix, and provides examples of effective social media content and campaigns. The report also covers the importance of digital marketing and social media marketing, and their benefits for businesses. Course code: 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
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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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message. It also reminds the existing consumers of their existing products (Bruhn and
Schnebelen, 2017).
Explanation of digital marketing
Definition:
According to Bala and Verma (2018), if a marketing technique involves digital
communication it is called Digital Marketing.
It is also referred as online marketing. It connects the marketers to its potential
customers by using the internet. It helps the company in reaching a larger audience
and enables the company to measure the success on daily basis.
Examples: Email marketing, multimedia messaging, web based advertising and social
networking.
Explanation of social media marketing
Definition:
As per Shareef and et al., (2019), A type of marketing technique in which Social
media websites are used as a marketing technique.
Social media advertising Is popular nowadays due to digitalization and increased
popularity of websites like Twitter, Instagram and Whatsapp, etc.
Examples: Apple- #ShotOnIphone and Buzzfeed Tasty.
Explanation of digital marketing and social media marketing's
importantance to contemporary businesses
The explanation why digital marketing and social media is important are
 Faster communication: Everyone uses social media nowadays which helps in
reaching to customers and communicate with them. It also helps in getting
feedback from consumers about their likes and dislikes in the product and solve
their queries (Dwivedi and et al., 2021).
 Awareness about competitors: It becomes easy for the companies to keep an
eye on the activities and campaigns of the competitors. This can help the
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company in competing the competitors. The company can introduce the
substitute products that the competitors has been providing along with
introduction of new features.
 Higher returns on investments: Investment in digital marketing is comparatively
low with the other methods of marketing which makes the costs low and
revenue high. People are more engaged on digital platforms which makes
marketing campaigns more success.
 Cost Effective: Most of the Social media platforms are used at no costs. It
saves huge costs spending on marketing. The changes in features of the
products can be easily introduced without changing the whole advertisement .
 Increases Brand Loyalty: Consumers are connected to the brand through the
social media . It becomes easy for them to ask queries and give feedback to
the marketers (Duffett, 2017).
 Targeting customers: Social media and digital platforms keeps the company
intact with its customers. It can also find out the other segments which can be
used to target the potential customers.
 Marketplace Awareness: Through Social media the company can see the
preferences of their customers in the insights functions. It can suggest them
about what to offer and what not.
Part 2
Examples of social media contents that work and their justification
of their working
Success of social media completely depends upon the content posted by marketer.
Since the engagement of audience is really high on the social media's, these types of
content can add high value to the customer's experiences (Appel and et al., 2020).
The social media contents that can work for any company are
1. Written posts and articles: These are the posts that provide information in the
form of written data and articles. They share the features and information of
the products offered.
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Justification: They demonstrate the Information, knowledge and expertise of company
to help build the reputation and credibility. LinkedIn and Twitter are best platforms for
these contents. The company can share its core values with the customers though
these posts. The company can also use the emotional marketing tactics to lure the
customers by sharing emotional stories. Sometimes the companies creates
“challenges” in which consumers can take part and can be featured on the official
page of the company.
2. Images and videos: Images and videos can be a fun way to show customers
the products. They can contain graphics, pictures, slides and short or long
videos.
Justification: Capturing videos and images is easy and convenient. They are more
engaging than the other contents. The colourful images capture the attention of
people. It increases the traffic to the webpage. They can also demonstrate how to use
the product. YouTube and Instagram are the best platforms to use video and image
for marketing. Also, short videos on Instagram are engaging most of the audience
which can be used as an opportunity by the company.
Screen shots of campaigns with reference to established models
and standard for digital marketing
1. Written post of NIKE: On Twitter
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Nike shared the journey of athlete Jason Lester on its twitter account
“nikebetterworld”. The asked the fans to join and be the part of the cause. The
company used “share your story. Inspire others” and #betterworld to engage the
audience towards the campaign. The company posted the clear message which is
considered as one of the motivational tweets of the Nike standard on its accounts.
2. Video campaign by Nike: Nike unlimited stadium:
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Nike introduced its first ever high sized LED racing track in Philippine. The video
started with “Have you ever race with your own shadow”. In here the runners can
compete with own LED shadow avatar by using sensor attached to their shoes in the
track.
Effectiveness of social media content Consumer in control: The tastes and preferences of consumers can be
forecasted through their likes and dislikes on social media accounts. This can
be used by the company to satisfy the demands of the consumers (Chaffey
and Smith, 2017). Convenience: Social media is very convenient for both the consumer and the
marketing as the point of sale is through online media. The consumer do not
have to visit physically anywhere to get information of the product, which
makes it more convenient for them to buy the products. Satisfaction: Higher consumer satisfaction can be achieved this technique as
the consumers can provide regular feedbacks about the product or the brand
and the changes they want in them. By introducing the changes requested by
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the consumers the company can gain more consumer satisfaction on its
products or the brand. Reduced cost: Social media accounts are accessed with almost no cost which
means the company do not have to spend extra cost on marketing in different
countries or states. The company do not need to open a physical store
everywhere and still can continue business there through online platforms,
which reduces the costs of locations and stores.
 Measurable: It is easy to measure sales, demands and supply through social
media accounts than the manual marketing. Also, the success rate and sales
can be tracked easily. The campaigns can be adjusted according to the
techniques which are working and the products which are no longer needed by
the consumers can be adjusted. Loyalty: The consumers stay connected to their favourite brand or product
through their social media accounts. They will know when the company
introduces any new product and will buy their products only and not be
distracted by the competitors' products. Builds a brand: A brand is more than logo or image. It represents how
consumers feel about your product. Social media generates awareness of the
product, engage people towards it and leads to creation of traffic on the
webpage. This brings communication between the company and the end
consumers. Through building a social network among consumers, brand
recognition and loyalty can be achieved.
 More opportunities for innovations: Social media marketing can put the light on
the techniques, elements and networks which are used by the company and
which are not used. Social media help the company in refining those
techniques and bringing innovations in their products.
Conclusion
It can be concluded management that is used to communicate and generate
awareness about a particular product. Tools for marketing are marketing mix (7Ps of
marketing) and communication mix which includes Digital marketing, sales promotion,
word of mouth and packaging, etc. these tools are combined to ensure that the
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message have been received by the end consumer. When these techniques are used
on digital platforms it is called digital marketing. Digital marketing and social media
marketing provide help to contemporary business in faster communication, aware
about the competitors, increases brand loyalty and targeting of potential customers.
Social media marketing completely depends upon the content of marketing of product
which can be shared through written posts, articles and videos and images. These
techniques have helped Nike in generating more profits and attracting new customers.
Social media helps the organization in customer satisfaction, reducing costs and
measuring the success of the product.
References
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Books and Journals:
Appel, G. and et al., 2020. The future of social media in marketing. Journal of the
Academy of Marketing Science. 48(1). pp.79-95.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. A Critical Review
of Digital Marketing. International Journal of Management, IT & Engineering. 8(10).
pp.321-339.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an
instrumental to a customer-centric perspective. European journal of marketing.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Routledge.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Duffett, R.G., 2017. Influence of social media marketing communications on young
consumers’ attitudes. Young Consumers.
Dwivedi, Y.K. and et al., 2021. Setting the future of digital and social media marketing
research: Perspectives and research propositions. International Journal of Information
Management. 59. p.102168.
Fahy, J. and Jobber, D., 2019. EBOOK: Foundations of Marketing, 6e. McGraw Hill.
Saidani, B. and Sudiarditha, I.K.R., 2019. Marketing Mix-7ps: The Effect on Customer
Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7(1). pp.72-86.
Shareef, M.A. and et al., 2019. Social media marketing: Comparative effect of
advertisement sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
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