Explanation of Digital Marketing

This document provides an explanation of digital marketing, including its definition, importance, and social media marketing. It discusses the effectiveness of social media content and provides examples of successful campaigns for digital marketing. The document also highlights the benefits of digital and social media marketing to contemporary businesses.

Practical Digital Marketing
1Explanation of digital marketing

Table of Contents
INTRODUCTION...............................................................................................................3
PART 1...............................................................................................................................3
Marketing definition and concept...................................................................................3
Importance of marketing mix and where communication mix fits to marketing mix......3
Digital marketing definition.............................................................................................5
Explanation of social media marketing .........................................................................5
Importance of digital and social media marketing to contemporary businesses..........5
PART 2...............................................................................................................................6
Two examples of social media contents that really works well along with justification 6
Effective Campaign to establish models for digital marketing.......................................7
Reasons that shows effectiveness of social media content..........................................8
CONCLUSION...................................................................................................................8
REFERENCES.................................................................................................................10
2Explanation of digital marketing

·INTRODUCTION
A process of advertising of products and services through digital channels such as: social
media, mobile applications and E-mail is known as digital marketing (Kannan, 2017). This
present study is based on Unilever, British multinational consumer goods, owns around 400
brands in over 190 countries. This study is going to discuss importance of marketing mix
strategy and all functions associated with marketing. It will further discuss effectiveness of
digital marketing as how it makes beneficial to both companies and customers. Social media
contents, used by companies for promoting products and attracting customers also play a vital
role.
·PART 1
·Marketing definition and concept
Marketing is one of the major activity, process and set of institutions that is being
performed by companies for creating, communicating and exchanging offerings that have values
for society and customers (Deepak and Jeyakumar, 2019). In other words it is being refereed as
an activity that starts with market research, buying, advertising and ends to distributing and
selling of products and services.
l壱Importance of marketing mix and where communication mix fits to marketing mix
Communication mix:
communication mix comprises elements through which company can communicate with
their customers. Example advertising, personal selling, sales promotion etc.
Marketing mix is important as it shows that business is offering right product to
customers at right place and at right price. It includes four factors which are as follows:
product:
Unilever offer wide product range (Abedi and Abedini, 2017). It has given strong
performance in the FMCG sector. Packaging which is the communication mix, is very attractive
and safe of Unilever. Unilever manufacture products which is cost effective and are also of good
quality. Mainly Unilever product have four big categories which are food, personal care and
3Explanation of digital marketing

home care. Unilever company have many brands and it is possible that one brand can influence
by other brands. The brand is identified by many customers from its packaging only. Some of its
famous brands are Lipton, Vaseline, dove etc. company possess good turnover from its various
brands. Its packaging helps company in getting competitive advantage. Packaging also helps in
attracting the customer as customer will not get attracted towards poor packaging.
Price:
Pricing strategy which is followed by Unilever is the competitive pricing strategy. It is
important because there are many competitors in the FMCG sector to increase the market share
company have to carefully adopt their pricing choice. Company manufacture luxury products
and basic products both. For luxury products company takes high price because of premium
quality. Company also offers low price product so that customers with limited income can
purchase it. Sales promotion which is the element of communication mix fits in this. Company
targets its price during sales promotion. Company offer heavy discounts on its original price so
that customer purchase from them and not from the rival company. Sales promotion is also less
expensive and helps company in getting competitive advantages.
Place:
Unilever products have wide range. Unilever have strong distribution channels through
which they supply products to the consumers. They have hypermarkets, supermarkets,
convenience shops etc. company is also available on online platforms (Blut, Teller and Floh,
2018). As nowadays customers are purchasing products via online shopping so to increase their
online sales company started offering products online. Internet marketing which is the element
of communication mix is best fit into this factor. As company is selling products online so for
this company is using internet for doing publicity. When promoting on interest it is less costly
and also takes less time and efforts. Unilever is also using social media for promotion.
Promotion:
Unilever carry many promotional activities so that customer did not forget about
company and also did not go to the rival companies. Advertising which is the communication
mix can be linked with this. Unilever gives advertisement by using traditional as well as modern
4Explanation of digital marketing

technique for marketing. Traditional include TV, radio, newspaper, magazines etc. modern
technique include social media, mobile marketing, internet marketing etc. company work on
advertisement carefully and have professional team which carry advertising work. Its
advertisement is so strong that it attracts consumer towards company. To make such unique
advertisement Unilever spend huge cost into this. Company believe that advertisement is the
only tool through which company can call customers (Thabit and Raewf, 2018). If company
launch new product then through advertisement only customer will get knowledge about new
product.
l壱Digital marketing definition
Usages of internet, social media platforms, mobile devices, search engine and other
channels for promotion of brand and products of companies to customers are known as digital
marketing (Matosas-López, 2021). In other words it can be said that digital marketing
encompasses all marketing activities such as promotion, marketing research and others by using
an electronic devices for grabbing customers’ attention.
l壱Explanation of social media marketing
Social media is a part of digital media in which only social media and social media
channels are being used in order to market company’s products and services. It is an effective
way to engage with existing customers and also reach new ones (Li, Larimo and Leonidou,
2021). In other words it can be said that it is an internet marketing that is all about creating as
well as sharing an effective content on social media networks for accomplishing marketing
goals, considered as social media marketing.
l壱Importance of digital and social media marketing to contemporary businesses
Nowadays businesses are opting for modern marketing techniques over traditional
marketing techniques. Social media and digital marketing is the modern marketing tools which is
used by every company because it is cost effective and targets huge audience. Social media is
used by majority of people in this era. If company does marketing over social media then they
can able to attract their target market easily and it will also require less efforts. Social media is
helpful in building good relations between company and customers. Through social media
5Explanation of digital marketing

company can give the link of their website which will help customer to directly reach the
website of the company (Li, Larimo and Leonidou, 2021). Unilever is very active on social
media because company know very well that customers are very active on social media so there
they can be targeted easily. Through social media company can also provide discounts or
coupons to customer which will be helpful in increasing their sales. Social media helps company
to grow affordably and helps in spreading awareness about products and services which is
offered by the company. Social media also helps company in getting loyal customers, increase
retaining of existing customers and getting new customers in line.
Digital marketing is important for business because it if affordable as it is less expensive
as compare to other methods of marketing. It is mobile access, as it is helpful in reaching wide
audience with the help of email, messages and social media company can reach to people. It is
flexible to do. Unilever does high quality of digital marketing social media posts, email
marketing, content writing, blog writing etc. digital marketing enable companies to carry their
promotional activities with creativity (Duffett, 2017). Company do advertisement on digital
platforms in such manner that it attracts many consumers. Nowadays consumers are shopping
online. So digital marketing help company to attract those customers and increase company's
online sales. When given advertisement through digital medium then it is highly attractive as
there is use of photos, videos etc. this will enable customer to spend more time to view
advertisement and know complete about the products of company. It is also helpful in
communicating with your customers. Feedback from customers can be easily taken and through
company will come to know that where there is scope for improvement. Tracking customers
through digital marketing is also easy. Further, company can use information of customers to
send promotional messages to them (Shareef and et.al., 2019).
·PART 2
·Two examples of social media contents that really works well along with justification
One of the main reasons behind success of social media marketing is content, used by
companies for promoting their brand and services to customers. Social media content is the one
that grabs customers’ attention and with just images and content they can know details of
6Explanation of digital marketing

products. After getting attracted after seeing only content, customers visit official website of
company that increases traffic and companies find easier in measuring effectiveness.
Images related to brand: Images is one of the most used social media content that is
being used by companies of all sectors for attracting customers. In regard to unlived, it can be
said that it highly focuses on uploading attractive images of all its products along with small,
attractive quotes related to product. Dove is one of the best example of this type of content and
by uploading images of dove brand along with quotes, Unilever increased sales and productivity.
Other main reason and advantage of using such contents on social media platforms for social
media marketing is: it is much more digestible and engaging than long form articles and blogs.
Info graphics: It is other example of social media content that is also being used by
companies while social media marketing. In this type of content, companies use visual images in
order to support explanation, statistics and written concepts. It is mainly being used when
companies want to convey complex ideas and features of products to customers (Joshi and
Gupta, 2021). For making it successful and effective, there is need to create an outline for info
graphic and after outline is being done, info graphic designer can start creating individual parts.
Rather than these, videos, testimonials and others can also be used for making social
media marketing successful.
l壱Effective Campaign to establish models for digital marketing
Figure 1: Euro monitors International
7Explanation of digital marketing

Sources: (Social Media Campaign: Unilever, 2016.)
All products of Unilever is being promoted on social media and one of the main product
that increased its overall sale is dove. The main reason behind it is using effective content on
social media. It is also stated that for dove products, Unilever uses campaign and Dove’s
Facebook page also focused on campaigns every month. It grabs customers’ attention and makes
them able to know more about features of this brand. It helps them out in making buying
decision.
l壱Reasons that shows effectiveness of social media content
After using social media contents it becomes important to measure their effectiveness
because on the basis of analysis and measurement companies can make changes in contents
accordingly and can accomplish goals in a timely manner. Some ways and reasons that can help
in measuring success and effectiveness include:
Reaction on post: there is a feature on social media platforms, called reaction with
emojis. The type of reaction on specific post can help companies in knowing success and
effectiveness. As per the satisfaction level of posts and contents used by companies, customers
and people react accordingly. It becomes easier to know the total number of reactions. So, it is
one of the effective way and reason of using social media platforms or promoting products on it.
Satisfaction and traffic: Traffic on websites and social media platforms can also help
Unilever and other companies in knowing whether their content is effective or not (Wang and
et.al., 2017). When customers gets attracted towards products and content, post by companies
then customers visit their sites. Companies can know the number of viewers easily.
·CONCLUSION
It has been summarized from the above study that marketing plays a vital role as it makes
companies able to promote their brand and connect with customers and make them aware about
effectiveness of products and services. It has further discussed importance and benefits of digital
and social media marketing as it is an effective and cost effective way of approaching customers
8Explanation of digital marketing

and promoting goods. Further, this study has discussed ways as how marketing mix elements
such as products, pricing and promotion strategy makes customers able to make buying
decisions. It has shown some effective examples of social media contents that also play a vital
role in grabbing customers’ attention.
9Explanation of digital marketing

·REFERENCES
Books and journals
Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects on patients’
tendency to the hospital using analytic hierarchy process. International Journal of
Healthcare Management. 10(1). pp.34-41.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.
Joshi, M. and Gupta, L., 2021. Preparing Infographics for Post-publication Promotion of
Research on Social Media. Journal of Korean Medical Science. 36(5).
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Matosas-López, L., 2021. The Management of Digital Marketing Strategies in Social Network
Services: A Comparison between American and European Organizations. Journal of Open
Innovation: Technology, Market, and Complexity. 7(1). p.65.
Shareef, M.A. and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Wang, S. and et.al., 2017. Computing urban traffic congestions by incorporating sparse GPS
probe data and social media data. ACM Transactions on Information Systems
(TOIS). 35(4). pp.1-30.
Online
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Social Media Campaign: Unilever. 2016. Online Available thorough.
<https://mpk732t12016clusterb.wordpress.com/2016/04/23/all-under-one-umbrella-
unilever/>
11Explanation of digital marketing