Practical Digital Marketing

This document provides an overview of practical digital marketing, including its importance, strategies, and examples. It covers topics such as marketing, marketing mix, digital marketing, social media marketing, and the reasons why digital marketing and social media marketing are important for contemporary businesses.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1. What is marketing....................................................................................................................1
2. What is marketing mix along with where communication mix fits.........................................2
3. What is digital marketing.........................................................................................................2
4. What is social media marketing...............................................................................................3
5. Reasons digital marketing as well as social media marketing are important for contemporary
businesses....................................................................................................................................3
PART 2............................................................................................................................................4
1. Two examples associated with social media contents works really as well as justifying the
reason...........................................................................................................................................4
2. Screenshots concerned with effective marketing campaigns..................................................4
3. Explaining effectiveness of social media content....................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In present era, practical digital marketing is expanding at an exceptional pace that have
widened horizons of opportunities for an individual and organisation (Islam, Rahman and
Hollebeek, 2018). It assists in improving ability for analysing information so to draw insights,
understanding customer experiences and advancing knowledge about social media. As internet
plays huge role in daily lives, it offers wide opportunities to a venture to extend presence online.
Purpose of the report is to explore about effectiveness of digital marketing in competitive
business environment.
The portfolio is bifurcated in two parts wherein Part one includes information about
marketing, marketing mix, digital marketing, social media marketing and importance of social
media together with digital marketing to contemporary organisations. On other hand, Part 2
highlights examples related to social media content, screenshots of effective campaigns and
reasons why social media content is effective.
PART 1
1. What is marketing
In accordance to Gibbs, MacDonald and MacKay (2015), marketing refers to an
organisational function that undertakes practices for promoting products, services and even
brand. At fundamental level, marketing is considered as a process of understanding about
choices of customers, building relationships with them and fulfilling their demands with suitable
offerings. Within contemporary businesses, marketing is a set of instruction to devise,
communicate, deliver as well as exchange offerings having values for society, customers, clients
addition to partners.
Through marketing, organisation informs customers and clients about their offerings,
creates brand awareness, makes business stand out in competition and gain valuables about
trends in industry. It is part of sequential processes that have responsibility to determine, forecast
and satisfy needs of target audience profitably. Need of marketing within contemporary
businesses arises so to know wants of customer base, organising distribution system and devising
production decisions so to remain in tune with current and future trends in the sector.
1

2. What is marketing mix along with where communication mix fits
Statement of Kim, Seely and Jung (2017) says that marketing mix is delineated to mixture
of controllable variables of marketing that are utilised by business for pursuing sought level
concerned with volume of sales among target audience. It indicates appropriate combination of
product, price, place, physical evidence, people, process and promotion to attain set marketing
objectives. Within contemporary entities, marketing mix helps to make sure that the venture have
potentials for offering right product or service, at right place with right people, at right time for
right price. Similarly, communication is said to involvement of all kinds of tools for sharing or
exchanging information with potential or prospective customers. Key communication mix that
has been popular among contemporary ventures are advertising, websites, exhibitions, personal
selling, product packaging, sales promotion and many more.
In context to contemporary business concerns, communication mix fits well with
marketing mix as they help in analysing factors which provides intense growth, achievement of
set sales volume and reaching audiences globally. Furthermore, it has been analysed that
marketing communication mix develops brand equity, creates product awareness and generate
interest among customers about organisational offering (Chung, Han and Koo, 2015). Practices
related to marketing mix cannot be successfully done with effective tools of communication mix.
3. What is digital marketing
As per Shen, Chen and Wang (2019), the term digital marketing is a way to make
connections and influence potential customers through online marketing efforts. It engrosses all
kinds of marketing efforts which uses Internet or other electronic device. Contemporary
organisations leverage digital marketing channel that are email advertising, social media
marketing, search engines, pay per click advertising and many more so to communicate directly
with target audience. It shows that business is more concern about what customer say and thin,
generates sense of respect and part of venture.
Digital marketing in contemporary organisations leads to garnering new traffic, sales, etc
through reaching people that are looking for its offerings. It is seen as valuable asset for growth
of an institution as it aids to establish an authoritative online presence. Through making in digital
marketing, managers of company are able to reach at position where they spend time, competing
effectively, targeting ideal audience, monitoring campaigns and optimise better outcomes along
with make impressive returns. It is an opportunity for a venture to expand, develop and reach at
2

new heights. It enhances customer faithfulness with frequent communications, engage them at
every stage of buying process, build consistent lead pipeline, measuring all outcomes in accurate
manner and gaining brand credibility.
4. What is social media marketing
In accordance to viewpoints of Waluyo and Hendrayati (2020), social media marketing is
usage of social networks with the hope of marketing products and services of an establishment. It
provides businesses with wide approaches to engage with current customers together with
reaching new clients by promoting desired culture, tone together with mission. By using social
media marketing, marketing department of contemporary businesses devises more informed
information associated with target audiences including their likes, choices, interests and hence
forth to frame better strategy for grabbing attention of target people.
Social media marketing guides organisations to enhance investment return as cost involved
in advertising on forums or platforms of social media is less than returns that gives more
revenues (Farman, Comello and Edwards, 2020). For contemporary business, power with social
media is commendable as it assist in reaching wider population within seconds by posting an ad
on platform that reduces costs and makes the ad to reach out potential audiences. It often results
in achieving growth with small budget, learning about competitors, building custom audiences,
learning about purchasing patterns of ideal customers and enhancing overall ROI.
5. Reasons digital marketing as well as social media marketing are important for contemporary
businesses
As pe Hsu and Chen (2018), digital marketing and social media marketing have resulted
changed aspect which will be irreversible manner. These are essential pieces of marketing
strategy that influences revenues, sales and profitability in huge aspect. Within contemporary
businesses, digital marketing is important as it is less expensive than other forms of marketing. It
helps in appealing with people residing at wider locations that leads to expand globally. It is
easier to incorporate with content including photos, audio, video clips, etc into digital marketing
that significantly leads to tracking activities.
Social media marketing is important for contemporary businesses as it allows immediate
interactions along with customer feedback. It is a powerful tool to expose the venture into new
world with limited risk of negative publicity. Moreover, it provides comprehensive, start to end
view of entire kind of metrics which matters most such as impressions, clicks, shares, time and
3

views on page. It also assists marketers to provide exceptional services to customers which keeps
customers happy.
PART 2
1. Two examples associated with social media contents works really as well as justifying the
reason
The term content is any type of information along with experiences which are directed for
target audience or end user. Social media content refers to content that are devised by people or
entities for various social networks that are Instagram, Twitter, etc to generate interest or make
direct interactions with target audiences than classic marketing approaches (Sharma, 2018). Main
purpose of social media content is to take initiative for moving customers closely for making
purchase. Some examples of social media content that really work well are as mentioned:
Strongly positive content: Content on social media which evokes strong emotions are
named as strongly positive content. It never surprises that this kind of social media content
comprises positive emotions which are amusement, laughter and awe that influences people and
companies to share more. Strongly positive content is considered as effective because it drives
organic traffic and builds interest among target users that results in turning to leads (Cheung,
Pires and Rosenberger III, 2018). It increases business visibility through which huge
opportunities of conversion are achieved.
User generated content: It is a term that defines any kind of content that is devised by
users of company as well as made accessible through platforms of social media. It is simple, easy
addition to way for enhancing engagement addition to reach wider untapped areas. New as well
as current followers or users of contemporary businesses are stimulated for connection at the
time when they see posts related to user generated content. It really works well because it
improves search engine optimisation ranking, gaining audience insights and boost wider reach.
2. Screenshots concerned with effective marketing campaigns
Marketing campaigns are strategized addition to organised efforts of entity for promoting
specific product or overall goal. It aims to reach wider consumers through diverse ways that
include combination of media that is not restricted to print advertising, pay per click, television
and social media (Payne, Frow and Eggert, 2017). Different marketing campaign are organised
with different purposes that are generating revenue, promoting new product, advertising
4

upcoming event, increasing brand awareness and hence forth. Screenshots of some marketing
campaign are as follows:
Screen shot 1:
From the aove screen shot, it is analysed that Chipotle is an orgnaistion that have used
strongly positive content to attract target people. It is based on emotions of an user about food
offered by the company.
Screenshot 2:
In accordance to presented screenshot, it can be said that BMW uses user genrated
content wherein the entity have reposted someone else content about the model and tagging them
on post. Contemporay businesses uses user this to consistently share content that are captured by
their customers with GoPro cameras.
5

3. Explaining effectiveness of social media content
With views of Jiang, Luo and Kulemeka (2016), it is determined that social media
content is posted on platforms including Instagram, Facebook and so on that are most powerful
tools for connecting with consumer base. More and more organisations use social media content
which adds human touch to the brand. It is effective as it assists customers to connect in more
personal level. Social media content manages reputation of company as it empowers audiences
or users to feel free for speaking their minds within online or offline circles. Through this,
managers are able to blow up bad customer experiences so to blow out and become viral.
In context to BMW and Chipotle, social media content is effective because through this,
brands level up customer services, reaching younger generations and gather customer feedbcak
in easy manner. Businesses in present world rightfully prefers to show off their human sides and
for thisthey efefctively uses social media content. There are some brands which manages to
humanise through activities on social networks. It boost traffic on organsiational website that
leads to enhancing online conversions of sales as well as leads. Variosu consumers finds
ventures through content posted on social media which maintains a presence on specific
platform through which they can reach them. Furthermore, social media content have potentials
for uncovering industrial trends, perfroming more comprehesive analysis about competitors,
curate customer content together with stories, builds better search engine presence and making
appeal to social savvy customers effectively.
CONCLUSION
Information presented in the portfolio concludes that digital marketing is widely categorised
as search engine optimisation, marketing analytics, content marketing and pay per click. It is a
means for working to attain goals by using digital platforms through business promotions.
Marketing mix assist enterprises to understand what offerings could meet customer wants and
work on key strategies to reach heights. With consistent updating, effective social media content
leads to better SEO, improve loyalty, increased traffic and so on. User generated content and
strongly positive content are examples effectively assist contemporary businesses to build
relationships, share expertise, enhance visibility, educate customers and connect anytime.
6

REFERENCES
Books and Journals:
Cheung, M. L., Pires, G. D. and Rosenberger III, P. J., 2018. EXPLORING THE EFFECT OF
SOCIAL MEDIA MARKETING ON CONSUMER-BRAND ENGAGEMENT. Global
Business & Economics Anthology, 1.
Chung, N., Han, H. and Koo, C., 2015. Adoption of travel information in user-generated content
on social media: the moderating effect of social presence. Behaviour & Information
Technology, 34(9), pp.902-919.
Farman, L., Comello, M. L. and Edwards, J. R., 2020. Are consumers put off by retargeted ads
on social media? Evidence for perceptions of marketing surveillance and decreased ad
effectiveness. Journal of Broadcasting & Electronic Media, 64(2), pp.298-319.
Gibbs, C., MacDonald, F. and MacKay, K., 2015. Social media usage in hotel human resources:
recruitment, hiring and communication. International Journal of Contemporary
Hospitality Management.
Hsu, C. L. and Chen, M. C., 2018. How gamification marketing activities motivate desirable
consumer behaviors: Focusing on the role of brand love. Computers in Human
Behavior, 88, pp.121-133.
Islam, J. U., Rahman, Z. and Hollebeek, L. D., 2018. Consumer engagement in online brand
communities: a solicitation of congruity theory. Internet Research.
Jiang, H., Luo, Y. and Kulemeka, O., 2016. Social media engagement as an evaluation
barometer: Insights from communication executives. Public relations review, 42(4),
pp.679-691.
Kim, D. H., Seely, N. K. and Jung, J. H., 2017. Do you prefer, Pinterest or Instagram? The role
of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers
in Human Behavior, 70, pp.535-543.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science, 45(4), pp.467-489.
Shen, C. W., Chen, M. and Wang, C. C., 2019. Analyzing the trend of O2O commerce by
bilingual text mining on social media. Computers in Human Behavior, 101, pp.474-483.
Waluyo, J. and Hendrayati, H., 2020, January. The implication of social media marketing in
modern marketing communication. In Advances in Business, Management and
Entrepreneurship: Proceedings of the 3rd Global Conference on Business Management
& Entrepreneurship (GC-BME 3), 8 August 2018, Bandung, Indonesia (p. 121). CRC
Press.
Online:
Sharma. A. 2018. Types of Social Media Content that convert. [Online]. Available through:
<https://www.socialmediatoday.com/news/5-types-of-social-media-content-that-
convert/539584/>
7