Practical Digital Marketing

This document provides an overview of digital marketing, including its definition, marketing mix, and communication mix. It also explores the importance of digital marketing and social media marketing to contemporary businesses. The document includes two examples of successful social media content and discusses models and standards for digital marketing.

Practical Digital Marketing
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explanation of Marketing ...........................................................................................................3
Marketing Mix and where communication mix fits ...................................................................3
Digital Marketing ........................................................................................................................4
Social Media Marketing ..............................................................................................................4
Importance of Digital Marketing and Social Media Marketing to contemporary businesses ....5
Two examples of social media content that really works and why ............................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Digital Marketing is also known as online marketing which is the promotion of brands to
connect with potential customers through internet or various digital communications. Various
businesses will be explained with reference to Digital Marketing and Social Media Marketing.
The report will analyse the marketing, marketing mix, communication mix, digital
marketing, social media marketing. Effective campaigns along with established models and
standards for digital marketing. Also, why social media content is effective nowadays. Therefore,
digital marketing is helpful for growing businesses and also is the current market trend which is
beneficial and provides growth opportunities to digital growing world significantly.
MAIN BODY
PART 1
Explanation of Marketing
Marketing is defined as the process of creating, communicating, delivering and
exchanging offerings to customers and society at large. Marketing is basically the process in
which the marketer deals with business of buying and selling of products and services by
promoting them at higher level. Processes and procedures work in marketing as the biggest form
of product selling through various promotional channels like social media handles which helps
reach the customers through expansion.
Marketing is business is beneficial for the purpose of business growth and expansion.
Marketing aids in running the business on diverse platforms where the businesses reach at the
level where they gain maximum profitability and enhancement in productivity is observed in the
business. Therefore, marketing is base of any business which is on level to grow its business
while dealing with various other competitors in market structure.
Marketing Mix and where communication mix fits
Marketing mix is defined as the tactic or action that a company arises to promote its
product or brand in the market.
4P's of Marketing mix - Product — Product is defined by item being sold by the company to consumers to satisfy
their needs and wants.
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 Price — Price is defined as the amount at which product is being sold. Promotion — The information provided to public about the product defines the
promotion process.
 Place — The location at which product can be purchased defines its place.
Communication mix is method which involves all tools to communicate with the
customers and in promoting company's brand. Communication mix is done through all social
media platforms, through product packaging, advertising, direct marketing etc.
Communication mix fits into marketing mix as it helps in advertising and promoting
product at various levels and in various ways such as through social media platforms,
advertising. The products produced can be communicated to customers through strong
communication processes which helps in development of product, it's pricing to make customers
reach the product.
Digital Marketing
Digital marketing is also known as online marketing which is the promotion of brands to
connect with potential customers through internet or various digital communications. Digital
marketing not only includes email, website advertising, social media, but also multimedia
messages, texts as a marketing channel (Kannan, 2017).
Also, digital marketing helps in acknowledging the advanced features if technology that
has been growing in past years. Through advancement in technology there has been a great rise
in marketing processes, one of which is digital marketing. The promotion and branding in these
years have been totally dependent upon digital channels which helps the businesses grow with
excellence and profitability.
Social Media Marketing
 Social Media Marketing is defined as process of connecting with customers or public
through social media platforms to build brand value of product, drive website traffic and
increase sales. Social media marketing engages public to publish content on social media
profiles, analysing results to some data etc (Li, F. and et.al., 2021). Example — Buffer is
a social media management tool which helps to achieve success through social media
marketing.
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 Social Media Marketing is the use of social networks and social media websites to market
a company's product and services. Social media marketing is all about connecting with
the customers and helping them to understand the brand better for business to grow
exponentially and significantly. Example — A business that is concerned about what
citizenry is expressing about a brand would monitor social media conversations and
response to relevant reference (social media listening and engagement).
Importance of Digital Marketing and Social Media Marketing to contemporary businesses
Social Media Marketing is important to Rozee Digital and The Good Marketer as it
helps the both the companies to analyse their true potential on social media grounds. Social
media helps these two organization in developing the overall basis for communicating with the
customers through social media websites and various other platforms. Social media Marketing
helps these two companies to promote their services and product which makes it a beneficial
factor for growing the business of both the companies (Tuten, 2020). Social Media Marketing is
beneficial for the both the companies as its engages customers to know more about what the
companies serve best. As Rozee Digital and The Good Marketer deals in social media marketing
processes and procedures it enables the functioning of pay per click, conversion optimization,
search engine optimization and other functions. Thus, social media marketing aids both the
companies in dealing with promoting their businesses on large scale and binding with the
customers by providing best of their services effectively and efficiently. Along with achieving
success by themselves.
Digital Marketing is important to Rozee Digital and The Good Marketer as it has
enhanced the ways through which digital marketing can be performed. This involves major
aspect which is advancement in technology which enables most of the digital marketing
processes to function effectively and efficiently (Bala and et.al., 2018). Digital marketing is
important to Rozee Digital and The Good Marketer company because mostly the company deals
in the digital processes to reach its customers. The products and services are being served to gain
potential outcome through digital marketing process. Promotion and branding of products and
services are the major source to which the customers are engaged in buying the product.
Branding and promotion are the two main sources of digital marketing process which makes
buying and taking information about the product and services easily. Therefore, digital marketing
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is very important for Rozee Marketing and The Digital Marketer company. It has enhanced more
the ways in which digital media works to provide its best services through online platforms. This
is done in most significant way.
PART 2
Two examples of social media content that really works and why
Social media content has helped digital marketing companies which justifies their social
media content running successfully in the making their business grow and expand on large scale.
Two examples taken are -
Tanga Digital — With a focus on SME's, Tanga Digital provides digital marketing
communication assistance to its clients. The company specializes in social media marketing, pay
per click, content marketing for their business and have experience working in various industries
including business services, e-commerce and advertising. Tanga Digital develops stories and
brands through integrated digital communication. The company deals in creating social media
content planning, strategizing and campaigns production and management.
Atomic Digital Marketing — Atomic digital marketing company is specializes in web design,
providing Pay Per Click services and SEO solutions which focuses on content development and
on — site optimization. The company is UK based digital marketing company which which
helps the business grow across the globe by providing digital marketing services and B2B and
B2C industries. Atomic Digital marketing deals in creating social media content to engage
valuable customers and generate leads through them (Bacik and et.al., 2018).
Social media content really works in Tanga Digital and Atomic Digital Marketing as both
the companies deal in creating creative content for the customers. This also engages customers
and engage them towards assessing the digital marketing process. Social media content
nowadays is one of the current trend which is ongoing successfully in business market. Also,
promotion through social media content is beneficial for the companies which deals in digital
marketing concept.
Models and standards for digital marketing
Tanga Digital company follows Hofacker's 5 States of Information Processing which is
described as -
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 Exposure — Web visitor ensures that web sites are long enough to absorb content or
advertisements. Online media content of Tanga Digital which provides exposure is
viewed in the process of social media content which enables customers reach the digital
world exponentially and significantly. Attention — Physical factors such as movement and intensity attracts attention when
visitors are on a website. Physical factors attracts attention of customers which engages
Tanga Digital company in increasing the aspects of grabbing attention of customers. Comprehension and Perception — This enables the visitors action of how they
understand the on — page content including advertisements. The perception of visitors is
analysed of how they surf the websites and engage themselves towards the activities. Yielding and Acceptance — Websites and adverts provides clarity. The website of Tanga
Digital is content based along with designing which helps the visitors engage in social
media content. Retention — Tanga Digital has helped to get visitors the key messages and has
encouraged them to return to the website. The company makes sure that the targeted
audience is not left behind, and they are still in reach with the new tactics to engage them
and grab their attention.
Atomic Digital Marketing follows RACE Planning model which is described as below - Reach — Atomic Digital Marketing helps in promoting brand of the company and builds
awareness about the services which are provided by company to the consumers. Atomic
digital marketing company engages customers through online websites and social media
pages which helps them in increasing traffic. Social media content when created to the
website helps the company in making profits being digitally active. Act — Atomic Digital Marketing engages and encourages interaction on websites and in
social media to generate leads for online marketers. Google's analytics technique is used
by the company which encourages more participation and generates traffic and leads.
Customer reviews are considered important in the fragment while they display their
perceptions and view points. Convert — This means conversion to sale either online or offline. This aspect involved
the audience in paying them through online e-commerce transactions or offline channels.
Atomic Digital Marketing allows the payment through online channels and offline
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channels. This also helps them in working with the digital marketing methods and
practices which the company being digitally active follows it effortlessly.
 Engage — Atomic Digital Marketing company maintains the customer base by
communicating with them through emails, website, social presence and direct
interactions. Customer satisfaction level is measured and analysed with the help of the
recommendations which are provided by them towards the company's functions.
Standards for digital marketing are as follows -
There are various standards which are named as -
 Content Marketing Optimization OMCA Competency Standard
 Digital Advertising (PPC) OMCA Competency Standard
 Mobile Marketing OMCA Competency Standard
 Digital Analytics OMCA Competency Standard
 Email Marketing OMCA Competency Standard
 SEO OMCA Competency Standard
 Social Media Marketing OMCA Competency Standard
 SEO OMCP Competency Standard
Therefore, these standards are applied to both the companies that are Tanga Digital and
Atomic Digital Marketing. Both the companies are following the digital marketing standards
which help them in analysing the key aspects and the procedures of digital marketing along with
different patterns which are followed with keeping in mind the customers needs and wants while
they surf on the internet. This also engages them in knowing how the customers react to the
social media content. Their reviews provide both negative and positive reviews towards the
working of digital platforms for which they are engaged in. both the companies dealing in digital
marketing fields have ascertained procedures which are followed on the social media sites
depicting engagement of customers and generation of leads effectively and efficiently.
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Atomic Digital Marketing
Tanga Digital
CONCLUSION
Thus, it is concluded from above report that marketing, marketing mix, digital marketing
and social media marketing helped in analysing various ways of how digital marketing functions.
Examples of social media content is explained by taking reference of two companies. Along with
this, models and standards of digital marketing were assessed and explained. Digital marketing
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also helped in analysing the communication mix and marketing mix and how these both factors
fit into each other. Therefore, digital marketing is helpful for growing businesses and also is
current market trend which is beneficial and provides growth opportunities to digital growing
world significantly.
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REFERENCES
Books and journals
Bacik, R. and et.al., 2018. Factors of communication mix on social media and their role in
forming customer experience and brand image. Management & Marketing. Challenges
for the Knowledge Society.13(3).pp.1108-1118.
Bala, M. and et.al., 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.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing.34(1).pp.22-45.
Li, F. and et.al., 2021. Social media marketing strategy: definition, conceptualization, taxonomy,
validation, and future agenda. Journal of the Academy of Marketing
Science.49(1).pp.51-70.
Tuten, T.L., 2020. Social media marketing. Sage.
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