Practical Digital Marketing

This report provides an overview of practical digital marketing, including the concept of marketing, marketing mix, digital marketing, social media marketing, and the importance of digital marketing and social media marketing in contemporary business.

Practical Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
Concept of marketing..................................................................................................................3
Concept of marketing mix and where communication mix can fit ?..........................................3
Digital marketing........................................................................................................................4
Social media marketing...............................................................................................................5
Importance of digital marketing and social media marketing in contemporary business...........5
PART 2............................................................................................................................................6
Present two examples of social media contents that really works and justify why....................6
Effective campaigns with established models and standards for digital marketing....................7
Why social media is effective ?..................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an essential function is the business entity as it involves communicating and
promoting the offering of the business. It is important for the company to introduce the people
with the company and its products and convince them to make the purchase. Nowadays, the
concept of marketing has been improvised where the business involves in traditional which is
also called the offline marketing and the digital marketing which involves use of technology in
order to reach the large audience in short span of time (Chaffey and Ellis-Chadwick, 2019). This
report shall deal with the concept of marketing together with the communication and marketing
mix. Additionally it will cover di9gital marketing, its benefits and how it can be used for the
effective communication strategy.
PART 1
Concept of marketing
It refers to the set of activities which an organisation undertakes in order to communicate
and promote the selling and buying of its offering. The people working in marketing department
can seek the attention of audience through different methods of marketing which may include
advertisement, direct selling and many other. Promotion of the products are included within the
ambit of marketing and may involve celebrity endorsements, memorable packaging, catchy
slogans and other media exposures. Nowadays, corporations are dependent on marketing in order
to enhance their sales volume. For instance, companies like Nike, Puma, etc. market their
products in order to attract their target market so that their profitability can be maximised by
increasing the sales rates (Chaffey and Smith, 2017).
Concept of marketing mix and where communication mix can fit ?
It is a strategic marketing model which helps the company to take the new product or the
service to the market. It defines the marketing options available to the firm in terms of 7Ps in
order to meet the specific demand or need of the customer. It comprises of 7Ps which are
discussed below- Product- It is the offering which the company wants to sell to its ultimate customers. For
instance, the product line of Nestle includes right from chocolates to the baby food, ice
cream, dairy products, etc.

 Price- It is the vale which the consumers have to pay in order to consume the offering of
the organisation. For example, Nestle uses competitive strategy of pricing so that it can
offer its products at similar price which its competitors does. Place- This includes the options of distribution channel which are available to the
company so that it can deliver the offering to the ultimate customers. For instance, Nestle
uses FMCG channel of distribution in order to reach the customers with its product. Promotion- It includes the methods of promoting or communicating the product to the
customers so that the organisation can increase its sales. For instance, Nestle uses intense
marketing strategies like radio, TV, newspaper to promote its products to the customers. People- It refers to the employees and staff who are behind the promotion and delivery of
the product. For example, Nestle have skilled and talent workforce in its organisation
who are given regular training to make the right promotion in front of target market so
that marketing objectives can be achieved. Process- It refers to the mechanism, flow of activity and the procedures which is used by
company to deliver its product. For instance, Nestle has been using the technology like
vending machines in order to serve the customers easily.
 Physical evidence- It refers to the environment where the offering is delivered to the
customers. For instance, Nestle has been setting by the vending machines with its logo to
for coffee with the name Nescafe in order to create better evidence (Das, 2021).
Communication mix
It includes the tool which are used by the companies to communicate with the existing or
potential customers. It may include the advertisements, exhibitions, advertisements, social media
marketing or digital marketing in order to create omni and multi channel campaign for
communicating the product to the customers.
Digital marketing
it is basically the efforts of the company in order to communicate or promote the offering
in the market by suing the digital medium like electronic devices, internet and many other. It is
very essential to have the creativity for promoting the product so that people gets aware about the
new offering and company. It is a new way of creating the brand awareness as it helps in
reaching the large audience in short span of time. The different tools of digital marketing
includes social media, website, search engine and many other.

The digital marketing helps in analysing the campaign in an effective manner. It includes
5Ds which are illustrated below- Digital device- It involves using applications of mobile phones and websites to interact
with the customers. Digital platform- It includes communicating through the medium of applications and
browser. Digital data- It involves collecting the customer profile by the businesses. Digital technology- It involves using the email campaigns or the marketing technology so
that it can interact with the customers.
 Digital media- It involves the mediums like social network, email, messages, etc. to
interact with the audience and spread brand awareness (De Pelsmacker, Van Tilburg and,
2018).
Social media marketing
It involves using different platforms of the social media so that the business can get
connected with the people in order increase their sales and built their brand. In the past, this
channel was used mainly to create the contents which can be used in publications but in the
present, this concept have been evolved and become the most attractive and active medium to
interact with the audience.
The social media channel is not only used to communicate and promote the offering to
the large audience but also being used to conduct the market research so that the company can
get to know what the customers require and want from the companies. The social media
marketing helps the organisations to get engage with the existing customers and also reach out to
the new one so that the business culture, tone and mission is promoted. For instance, Marks &
Spencer uses Instagram to interact with customers so that they can reach large audience in short
span of time (Hanlon, 2018).
Importance of digital marketing and social media marketing in contemporary business.
Importance of digital marketing
There are many advantage and importance of the digital marketing which involves the
following Easy expansion- Many organisations use the digital mediums in order to expand their
operations by reaching to large audience in short span of time. For instance, Coca cola

uses the campaigns of digital marketing where its logo is supported with the names in
order to reach large audience. This ultimately helped the company to enhance its sales.
 Flexibility- This simple means that the business which have successful creation of the
campaigns can identify easily the poor performing campaigns which helps them in testing
and also stopping the content which are ineffective. This provides flexibility to the
organisation to choose the best creative content for its promoting of offering (Kaur.,
2017).
Importance of social media marketing Brand loyalty- Social media makes it easier for the organisations to connect with the
customers and on other side makes it even simpler for customers to interact with
business. The social media does not limit itself to the communication of offering, rather it
helps in conducting market research and also supports in promoting the business easily.
For example, Nike and Puma uses celebrities to promote their product from their social
media account so that loyalty and attention is grabbed.
 Cost effective- Using this medium for marketing is very cost effective as it just involves
creating the profile and signing up for free. But there are many strategies of paid
advertisements for the business but it involves little cost to start with it (Kannan , 2017).
PART 2
Present two examples of social media contents that really works and justify why.
Social media is a large field which involves connecting with end number of users in short
period of time. There are different types of contents which are being posted on social media so
that customer interaction can be made creative and different. It also helps in reaching the large
audience effectively and easily. There are various types of contents which the businesses post in
order create an impact on the people. Some of them are discussed below- User generated content- This type of content is gaining high impression and engagement
on social media. This content is commendable on the Instagram as it boost the
interactions and reach. Some of the examples of the user generation content includes
review contest, story contest or the caption contest. In this type of content, the businesses
gift their products and merchandise to the big celebrities and influencers and in return ask
for the tag with a caption in order to reach their followers quickly. Usually, the

companies write their content for the caption and the celebrities just have to post it. It
results in capturing large market share. For instance, Nike gift its product to different
celebrities who have huge followers who either post a picture of it or a story with a tag of
the company with hashtag so that the content is exposed. Audiences generally gets
influenced from this so businesses promote their product from this medium and get high
exposure easily.
 Interactive content- This type of content is very effective on the social media as it helps
the viewers and the audience to respond to the comment or post of organisation so that an
effective communication channel is built and the people can interact easily. Brand
awareness is created through this content easily. For instance, the companies usually
create the virtual quiz or the contest so that the people can participate in it and respond. It
is better than posting an article and ask for audience interaction. For instance, Adidas has
come up with the quiz on snap chat, namely Neo label. This campaign asked the people
to convert their design into the real collection of Adidas. It resulted in increasing the sales
of the company (Key, 2017).
Effective campaigns with established models and standards for digital marketing
Marks and Spencer

Marks & Spencer is a leading brand which uses aggressive social media marketin. It uses
Instagram and twitter the most.
Apple

Apple uses both traditional and digital medium to promote its offering. It usually uses
social media to launch its product and also organised virtual events which streams online on
social media accounts.
Why social media is effective ?
Social media is the platform which helps the business to reach large audience in one
click. It not only promote the product but also helps in conducting the market research to know
the recent trends and demands of market. The effectiveness of social media is discussed below- Create richer experience- This marketing allows the organisation to promote and
communicate its offering effectively. The customer which is satisfied shares its
experience online in order to help new customers know about the brand. For instance, the
Hilton hotel uses social media to promote its services.

 Increased brand recognition- It helps the business to maintain the healthy relationship of
it with its existing customers as it focuses on b3ecoming familiar with the base. On other
side, it also helps in reaching the new customers. This results in creating the brand
recognition in the world of social media which have invaluable visibility (Mogaji, Soetan
and Kieu, 2020).
CONCLUSION
It is concluded from the above report that marketing plays an important role in the
success of the business as it promote its offering to the people. There are mainly two types of
marketing,traditional and digital. The social media marketing is one of the effective tool to reach
large audience in just a single click. Hence, marketing mix which consists of 7Ps is one the
strategy of the company to plan its promotion and communication of offering. Social media is
very effective form of marketing as it helps in creating richer experience and ensures brand
recognition.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
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.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Kaur, G., 2017. The importance of digital marketing in the tourism industry. International
Journal of Research-Granthaalayah. 5(6). pp.72-77.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal (AMJ).