Practical Digital Marketing

This report provides an overview of digital marketing and social media marketing, their significance in modern businesses, and the effectiveness of social media content. It covers topics such as marketing mix, communication mix, and practical examples of successful social media campaigns. The report also includes references and resources for further study.

Practical Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY..................................................................................................................................3
Part 1: Explain what marketing is:..............................................................................................3
Part 2: Present two examples of social media contents that really works and justify why........5
Two examples of social media contents are:.........................................................................6
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to activities of company such as promotion, buying and selling of
products and services of a enterprise. It is a discipline which involves actions of the company
which draws attention of customer's and maintain relationship with them. It also includes selling,
advertising and services provided by the company. The report below includes what is marketing,
marketing mix and communication mix, what is digital marketing, social marketing, importance
of digital marketing and social marketing in contemporary businesses, two examples of social
media that really works and justify and why social media content is effective.
MAIN BODY
Part 1: Explain what marketing is:
Marketing is a strategy which focuses on fundamental requirements of the companies. It
investigate on social, political, economic, and cultural trends in the market for shaping their
market position. It is an effective strategy to approach new customers as well as prevailing.
Marketing is a process of communicating, exchanging and offering the products and services
according to the needs of customers. (Dakouan and et. al 2019)It includes promotional activities
such as advertising, selling and delivering the products of a company. It involves all the actions
of a company by which potential network is made to attract and retain customers by satisfying
the needs and wants of the customers.
 Explain what the marketing mix is and where the communications mix fits
Marketing mix refers to set of action which focuses on multiple areas of focus or tactics that are
used to advertise and promote the brands and products of the company. The component of
marketing mix consists of product, price, place and promotion. Nowadays this approach is taken
into consideration by the managers of companies. In context with 'Unilever' a multinational
company of health care 4 P' s which are discussed below:
Product: Unilever has designed its products much effectively to satisfy the demands and needs
of the customer. It provides a wide range of products by which it is successful in attracting more
customers.

Price: It is an important factor of marketing mix. Price is one of critical element of marketing. In
reference with Unilever price of products are reasonable which is paid by its customers easily.
Price of products has helped the company to enhance the image of the products.((Hanlon, A.,
2018.)
Place: Place of product is used in considering areas of distribution. Unilever a US based
company has emerged as multinational company by providing a chain of distribution in
countries such as Singapore, Hong kong, India and many more.
Promotion: It refers to activities which are used to attract and publicize the product and
features to public. Unilever has used promotion tactics to promote their products through
advertising, sales, branding etc.
Where Communication mix fits:
Communication mix is various ways that a company use to communicate with its customers.
Unilever also uses tactics of communication mix such as advertising, sales promotion, public
relations, internet marketing and packaging. When a company such as Unilever makes
marketing communication these factors are taken into consideration.
 Explain what digital marketing is
Digital marketing refers to advertisement delivered through digital means such as
websites, social media, email, mobiles, apps and many others. It is a method used by
companies such as Unilever rely on digital means for promoting their products. It is a
platform by which companies promotes its goods, services and brands . Through digital
marketing a company targets a segment of customers base through emails, tweets and
result ads or any thing that incorporates with customer through digital marketing and
provides two way interaction between company and clients. By implementing digital
marketing strategy marketers collect targeted customers and valuable insights.
 Explain what social media marketing is
Social media marketing is a process of promoting company 's products and services
through use of social media and websites. It is a form of internet marketing which
involves creating and sharing content on social media. It is a process of promoting
business through social sites and media to potential users. It is a strategy by which
companies get a way to reach customers, engage with existing and promote their

products , services and brands. It has become a tool for marketers to track about success
of their efforts. Social media marketing are engaged in the activities such as posting
texts, image updates , videos and other content which draws attention of customers
towards the company. In context with Unilever a multinational health care company uses
social media marketing for promotion of its products. Unilever has launched its own
customer site named 'My look' to know about opinions of the customers. Through this
social site company can keep in touch with customers and also social sites includes much
information about products of Unilever that customer might be interested in. Thus, social
media impacts on building meaningful connections with consumers.(Jorge and et .al
2020)
 Explain why digital marketing and social media marketing are all important to
contemporary businesses.
Digital marketing is used by companies through use of mobile devices, search engines
and other channels to reach customers for promoting the products, services and brands of
the company. It is important for contemporary business as it provides two way interaction
between consumers and company. Through digital marketing there are better growth
options for the business enterprises to grow,it establishes brand reputation, solves queries
and problems of the customers. It becomes more important as it is cost effective and
company can promote its products within budgets and also reach audience
Social media market has become most important and influential virtual platform used for
social networking. It is great way for advertising brands and products on social sites.
Social media channels helps the business enterprises to attract customers and showcase
products and brands to the potential customers. It has became a powerful platform as
strategies are used in contemporary businesses which attract the customers, promote
products and services, increase awareness about brands which are offered by a
company,build relation with targeted customers and companies learn to know about their
competitors.

Part 2: Present two examples of social media contents that really works and justify why.
The content posted on social media such as Facebook, Instagram,Twitter, You tube
which has became a part of everyday life for thousands of people. They use its as source of
information. (Nikunen and et. al 2017)Thus, social media content plays an important role to
increase the reach to customers and offers companies numerous marketing possibilities. It
covers all the type of contents on social media which helps the companies to reach different
users.
Two examples of social media contents are:
1. Videos: Videos are the most effective content that really works and justify the content on
social media. There are many options to choose such as stories, Snapchat, live videos . In
feed videos on Facebook, Instagram, LinkedIn and Twitter. Now a days thousands of
people spend their time on internet using social sites and scrolling news feed and
watching videos which behaves as an effective channel of social media content which
really works effectively. There can be various types of videos which can be uploaded on
social sites such as live videos, promos and deals about products and services of the
company, user generated content, about the happenings of upcoming events and many
more.
2. Breaking/trending news: Social media is used by two thirds of the adults of the world .
They get to know most of the news from the social media these days. Breaking/ trending
news are great way to jump to conversation by commenting on posted news or sharing
views at live videos. Breaking news is an effective social content . Companies share
news about accounts, articles and updates about the industry. News about industry
conferences and other related information about an organisation are shared on social sites
such as Twitter, LinkedIn and many more social platforms which really works as a social
media content.
 You will provide screen shots of effective campaigns which you will insert into your
word document. Established models and standards for digital marketing should be
referred to.
This approach is considered while making effective content for digital marketing. As it helps the
companies to know about how much focus must be given on factors such as create response to
internal requests, contents for customers , create content for particular stage of customers and

platform focus and other factors which are necessary for establish models and standards for
digital marketing.
 why you think the social media content is effective
Social media content is the area where consumer connect at social sites. It does not only
connecting the business on social media but also collaboration, techniques and principles
to marketing content. Social media content is strategy to spread content across connected
audience and to connect with new customers. It has become one of the important strategy
to target a segment of audience. Social media is a platform or sites that facilitates and and
build social relationship among company and audience. Now a days Social media
marketing is used to create awareness about products and to promote their products. It is
a way to provide effective information to consumers to engage with their products,
brands and services. It is an effective measure to increase the reach of company through
social media. It is effective in many ways which are discussed below:
 Communicating with customers: Social media has influenced the customers and
engage the organisation with their target market. The use of social media content has
helped the organisations to grow. Businesses use it as an advantage to communicate with
dis satisfied customers and also help them to know about the information which are not
provided in the content and required by customer.

 Consideration and influence: social media content has effected the social media as use
of social media has impact on consumers and taken into consideration and content which
is available at social sites is successful in influencing and attracting the customers
attention towards their products and services.
 Branding: Social media is one of the best way to connect with the audience. Displaying
one 's business is one of the best way to make connection with targeted audience.(Suh, T.
and Chow, T.E., 2021.) A new customer may became a repeat purchaser by seeing the
news or feed at social sites. By this brand presence of a company became more consistent
and recognizable.
 Customer support: It is the best place for customer care. Customer interaction allows
the public to make complaints on social media. Relationship between customers and
company enhanced by listening and solving the complaints of the clients. It behaves as
an open line of communication and also a tool for management and problems by
customers.
 Improving and converting potential: It is an effective and valuable opportunity to
engage customers with relevant content. Building an effective and creative social media
content with customers increases reach and connect with more customers. Social media
content increases the number of opportunities to reach out and target a segment of
audience.

CONCLUSION
From this report it is concluded that Digital marketing refers to advertising through
digital channels such as mobile apps, emails,websites, search engines and many more channels
whereas social marketing refers to only social media websites and social networks such as
Facebook, Twitter, Instagram and many more. The process used for promoting a product or
services of the company to build a strong relationship with customers through different social
media channels is social media marketing. Use of any electronic media especially internet to
promote products, services and brands of the company is digital marketing. This report also
includes marketing mix in context with a multinational company named Unilever a health care
brand. Marketing mix focuses on comprehensive marketing plan. Depending upon industries
various approaches are taken into consideration. 4P 's includes product, price , place and
promotion. It is also concluded about effectiveness of social media content.

REFERENCES
Books and Journals
Dakouan and et. al 2019. Digital Inbound Marketing: Particularities of Business-to-Business and
Business-to-Customer Strategies. In Strategic Innovative Marketing and Tourism (pp.
119-128). Springer, Cham.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Jorge and et .al 2020, April. The Influence of Digital Marketing Tools Perceived Usefulness in a
Rural Region Destination Image. In World Conference on Information Systems and
Technologies (pp. 557-569). Springer, Cham.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Melović and et .al 2020. The impact of digital transformation and digital marketing on the brand
promotion, positioning and electronic business in Montenegro. Technology in
Society, 63, p.101425.
Nikunen and et. al 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Seymour and et .al 2020. Digital Sport Marketing: Concepts, Cases and Conversations.
Routledge.
Suh, T. and Chow, T.E., 2021. Developing a digital marketing tool for ethnic ventures' mixed
business model and market-shaping: A design scientific approach of web
demographics. Industrial Marketing Management, 93, pp.10-21.