Practical Digital Marketing: Importance of Social Media Marketing in Business

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1...............................................................................................................................................3
What is marketing................................................................................................................3
What is the marketing mix and where does communication fit in................................4
Digital marketing..................................................................................................................6
What is social media marketing.........................................................................................6
The significance of digital marketing and social media marketing in business..........7
Part 2...............................................................................................................................................8
Two examples of social media content, along with justifications on why they work. 8
Screenshots of effective campaigns using references to well-established models. .9
Why social media content is effective............................................................................11
CONCLUSION.............................................................................................................................12
REFERENCES............................................................................................................................13

INTRODUCTION
Social media is a platform that connects people as well as serves best for digital
marketing. Social media is utilizing by almost every organisation as this helps in
marketing of their commodities and services. It provides a platform for promoting
themselves as it serves a great marketing tool. Sainsbury is taken as base company.
Sainsbury is specialised in selling of food business, clothing, telecommunications
equipment and other non food goods. This organisation was established in 1869 by J.J
Sainsbury in UK. In this report, it covers the importance of marketing functions and
marketing mix. It also includes the components of communication mix. Moreover, how
digital marketing could be utilised in communication strategies is also mentioned.
Part 1
What is marketing
Marketing is describes as buying or selling of products or services in order to
make money by the organisation as well as increase their sales and profitability. This
activity comprises of set of tasks, procedures for developing, interaction, offering and
exchanging those values for the consumers as well as society as a whole. Marketing as
a strategy encompasses all of the actions taken by a firm to attract and retain
consumers (Goswami and Sinha, 2019). This is something which could be
accomplished both offline and online. The goal of marketing is to thoroughly understand
the customer and convince them that the value proposition suits them and drives them.

What is the marketing mix and where does communication fit in
A marketing mix is a collection of traits used by a firm to advertise its products
and services in the market. This concept is related to the seven components of
Sainsbury's value proposition that comprises of product, pricing, place, promotion,
people, process and physical evidence. Sainsbury's provides value for money by
utilising cost-effective techniques as well as numerous marketing strategies (Mwijarubi,
2017). In context to Sainsbury’s, promotion mix is mentioned below:
Product: To preserve the institution's market share, the offering must be centred on
customer needs and wants. Sainsbury's unique selling point is its ability to develop a
diverse range of brand-name items in order to increase its collection in its chosen
industry.
Price: A business’s pricing plan should be assessed effectively in order to
sustain revenue. Sainsbury's approach is centred on providing high-quality goods at a
reasonable price. As a result, it is focusing on maintaining its quality standards in order
to retain customers in the long run.
Place: It is essential to position a product in the greatest possible location. This is
also important to give goods in such a manner that they might well also meet all
divisions based on individual needs (Helal, Ozuem and Lancaster, 2018). As a result,
Sainsbury's is rethinking goods distribution for e-commerce, physical stores and delivery
service.
Promotion: This comprises the company's marketing effort that takes into
account market targeting criteria. As a result, Sainsbury's has developed experience in