Importance of Digital and Social Media Marketing to Contemporary Business

This report explores the importance of digital and social media marketing for contemporary businesses. It explains the various types of digital marketing and social media platforms that can be used to enhance brand awareness and increase sales. The report also provides examples of successful social media content and discusses the effectiveness of social media marketing.

Practical
Digital
Marketing

Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Explanation of marketing............................................................................................................1
Marketing mix and communication mix fits...............................................................................1
Explanation of digital marketing.................................................................................................2
Explanation of Social media marketing.......................................................................................2
Importance of digital and social media marketing to contemporary business.............................3
PART 2............................................................................................................................................3
Examples of social media content...............................................................................................3
Effective models and standard for digital marketing...................................................................4
Effectiveness of social media content..........................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage...........................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is the use of the Internet, mobile devices, social media, search engines,
and other channels to reach consumers. There are various type of digital marketing that can be
used by business in order to create large consumer base. It includes social media marketing,
email marketing, search engine optimization and many others. Present report will lay emphasis
on marketing. It will explain what market mix is and where the communication mix fits. It will
also explain the importance of social media marketing for the contemporary business.
Assignment will provide details about examples related to social media content and justification
for same will also be explained.
PART 1
Explanation of marketing
Marketing can be defined as the promotion of goods and services by business through
various means and channels. This is mainly been done by organizations in order to increase sales
of the products sold by them (Stephen, 2016). There are various modes of marketing that can be
used by company. It includes marketing through social media, digital marketing, Omni channel
marketing. These channels assist Tesco in reaching out large range of consumers that supports
them in increasing their profitability as well as sales. Marketing also supports company in
building better relationship with consumers by engaging in effective communication with them
through different digitalised channels.
It has been analyzed that making use of digital marketing tools such as social media also
supports Tesco in saving lots of expenses and costs related to promotion of products and
services. Digital marketing tools are really easy to handle by all employees work in firm. It
assists them in enhancing productivity and also helps them in increasing the operational
efficiency. It has been analysed that now-a-days business are been involved in making use of
various innovative and creative content so that they can attract large range of consumers that
supports them in growing and achieving their goals and objectives. Marketing assists in
attracting potential consumers towards the products and services that is being sold by firm. It
supports in creating better relationship with consumers.
Marketing mix and communication mix fits
Marketing mix is basically the set of actions and strategy that is being used by business
organization in order to enhance their brand reputation and also the company makes use of this
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strategy in order to promote their goods and services. The marketing mix tools assist businesses
in achieving their goals and objectives. It provides support to organizations in developing their
market in targeted area. There are basically four main components of marketing mix which
includes product, price, promotion and place. Communication mix can be defined as the special
method which can be used by company in order to promote their goods and services. It has been
analysed that there are various elements of communication mix which can be used by
organization. This includes direct marketing, public relations, advertising, personal selling, and
digital marketing. It has been evaluated that communication mix is basically been fit by Tesco
during the stage when they are planning for kind and type of product can be sold to consumers
and their readiness to purchase the market.
Explanation of digital marketing
Digital marketing can be defined as making use of various types of internet channels in
order to promote and increase the sale of products and services. It has been analysed that there
are various type of digital platforms that can be used by Tesco in order to enhance the sales
aspects related to products and services which has been sold by them. In this company can
engaged in making their own or website so that they can increase sales of goods. In this they can
also make use of social media platforms such as Facebook, Instagram (Ismail, 2017). It can be
used by Tesco in order to enhance relationship with consumers. It is very easy and cost effective
to promote the products and services in these digital marketing channels. Firm will be able to
gain feedback from consumers by asking them to review their products and services on their own
website or even on social media channels. There are various elements related to digital marketing
such as content marketing, email marketing, social media marketing, and search engine
optimization.
Explanation of Social media marketing
Social media marketing can be defined as that type of marketing in which products and
services are being sold on various channels such as Instagram, Facebook and Twitter. It has been
analysed that making use of this platform can assist Tesco in attracting large range of consumers.
They can also be able to connect with international customers easily with the help of social
media channels. It can enhance communication abilities of firm, now they are been able to have
better interaction with consumers through social media channels. There are various features of
these channels like for example organization can engaged in creating a group on Facebook where
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they can add up all their potential consumers together. Tesco can engaged in promoting their
goods and services through it. It will be really easy for them to communicate with consumers by
making a group on Facebook. Social media marketing also supports business in knowing and
doing market analysis. This will assist firm in knowing needs and demands of consumers which
is really necessary for creating consumer loyalty.
Importance of digital and social media marketing to contemporary business
In the era of globalization there is huge importance of digital and social media marketing,
especially to contemporary business (Alalwan and et.al., 2017). It has been analysed that Tesco
can be involved in making better bond with consumers through social media platform such as
Facebook and Instagram. It is one of the most important platforms that can assist company in
increasing their brand reputation. It can also be used by Tesco in order to increase awareness
about their products and services. Social media and digital marketing can support company in
increasing their profitability as well as revenue by enhancing sales. Social media is also
important as it assists in creating better relationship with consumers. Promoting products through
it and also taking feedback can assist Tesco in analysing gaps in their services. This can assist
them in enhancing quality of their services which is really necessary for their growth. Digital
marketing is one of the most cost effective methods that can be used in order to promote the
goods and services and increasing brand awareness. It helps Tesco in boosting up their sales.
They will also be able to expand their market share by making use of social media and digital
marketing.
PART 2
Examples of social media content
There are various examples related to social media content that has been a huge success. It
has been analysed that many brands use social media so that they can drive web traffic by
posting links to their original content (Duffett, 2017). Channels such as Facebook and Instagram
are also been used in order to increase awareness about the unique content posted. It also assists
in developing customer relationship through effective communication. Examples of social media
content that really worked include the following:
Worldwide Breast Cancer: Spreading a Message with Fun Imagery
This was one of the most powerful social media content that was being posted by charitable
organization (Dahl,2018). The charitable firm created page of Facebook and Twitter so that they
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can create awareness among public related to early signs and symptoms of Breast cancer. The
page was named as know your lemons. It was a success at it made use of various funny texts and
images so that females can be made aware about this type of cancer and also to help them in
improvising their quality of life. The funny images used by the firm explain real serious issues.
This social media campaign has assisted them in creating awareness and has also supported them
in reducing risk and vulnerabilities related to this type of disease. A large number of females and
women were being benefited from this type of social media content. They had made use of
topical stories to raise awareness among public and communities of this disease.
Starbucks: Get in the Holiday Spirit: This social media content was being created by
Starbucks. In this company was engaged in promoting their services. It has been analysed that
for Christmas, 2016 Starbucks started a challenge known as red cup art. They have release their
signature red cups and started a competition on Instagram. In this they motivated their consumers
to bring up with most creative festive art on those red cups and post a picture of it on Instagram
with hash tag #redcupart. They provided the offer that those with most creative art will be
provided with free of Starbucks coffee for free. This was really successful social media content
that was being used by Starbucks as it assisted in grabbing attention of so many consumers. This
has assisted them in increasing sales of their coffee and other services.
Effective models and standard for digital marketing
Figure 1 Red bull campaign
(Source: Social media campaign, 2016)
One of the most successful social media campaigns that have been created is by Red Bull. The
platform that has been used by company is Instagram. The main objective and goal of this
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campaign was to increase brand awareness and sales of their tropical flavoured summer edition
in Australian market. In order to attract and grab consumer’s attention, they paved and made use
of yellow filter with #thisummer hashtag. It has been analysed that this social media campaign
by Red Bull has provided with a tough competition to competitors. It was being analysed that 1.2
million consumers reach towards company by this social media campaign. There were various
standards for digital marketing that has been used. They have made use of content in order to
increase the lead generation. It has been analysed that making use of this platform has assisted
Red Bull in increasing the brand awareness of their tropical summer edition. This campaign was
assisted them in creating a positive ROI which was really necessary for growth of their business.
It has assisted them in enhancing the connection with consumers that is really necessary for
creating customer loyalty. It gave a tough competition and has also created awareness about their
brand.
Effectiveness of social media content
Social media content is really effective in order to enhance brand awareness and also for
increasing liking of particular product and services (Tuten and Solomon, 2017). It can also be
used in increasing awareness about any social cause or even can be related wit promoting
awareness about the disease. Company can make use of various social media channels in order
publish their content. They can be engaged in making use of creative and innovative content in
order to grab consumer’s attention. This has assisted many firms in increasing the sales and
revenue of their goods and services
CONCLUSION
From the above study it has been summarised that company has involved in making better
bond with consumers through social media platform such as Facebook and Instagram. It has
assisted the firm in increasing the sales as well as revenue aspects. They have also been involved
in making use of social media content so that awareness about their brand can be created. Social
media marketing has assisted firm in analysing market and identifying strength and weakness of
their competitors. It has also supported business to make communication between them effective
so that growth can be gained. This has assisted them in increasing their profitability as well as
operational efficiency. Social media content has helped firm in increasing the generation of leads
so that there sales can be boosted up. It has assisted the company in knowing about needs and
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demands of consumers. This has assisted firm in increasing and creating consumers loyalty
towards firm.
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REFERENCES
Books and Journals
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Alalwan, A.A and et.al., 2017. Social media in marketing: A review and analysis of the existing
literature. Telematics and Informatics, 34(7), pp.1177-1190.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty. Asia Pacific Journal of Marketing and Logistics.
Online
Social media campaign. 2016. [online] Available through: <
https://digitalmarketinginstitute.com/blog/5-successful-social-media-campaigns-you-can-
learn-from >
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REFERENCES
Books and Journals
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