Role of Digital Marketing in Contemporary Business

Digital Marketing

Table of Contents
INTRODUCTION.......................................................................................................................................3
PART 1.......................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing Mix and also discuss where the communication mix fits.......................................................4
Digital Marketing....................................................................................................................................4
Social media marketing...........................................................................................................................5
Importance of social media and digital marketing in contemporary business..........................................5
PART 2.......................................................................................................................................................6
Examples of social media content which really work effectively and also provide appropriate
justification..............................................................................................................................................6
Screen Shots of suitable social media campaign by applying appropriate models of digital marketing...6
Discuss the effectiveness of social media content....................................................................................9
CONCLUSION.........................................................................................................................................10
REFRENCES............................................................................................................................................11

INTRODUCTION
Digital marketing has brought huge transformation in the way of promotion and
advertisement. Now, traditional practices have been shifted with the use of social media
marketing and other digital practices. Digital marketing is related with application of online
techniques in order to enhance the reach of company in short period of time. It comprises a lot of
tools under which ample of devices, platforms are used for promotion purpose. The present
report signifies role of digital marketing approaches in business (D'silva and Michael, 2017). It is
stated that digital marketing is helpful in improving the brand image of company in market place.
Further, it also includes social media marketing under which different social media platforms are
used for gaining attention of target segment. Further, there is sufficient discussion has been
included regarding marketing mix and the fits of communication mix. In addition to this,
significance of social media & digital marketing practices in current time has also been covered
in the following report. Moreover, it also comprises suitable examples of social media campaign
with the application of appropriate models. Lastly, there is discussion in regards of significance
of social media content in current time.
PART 1
Marketing
Marketing signifies the set of actions which are taken by company in order to promote
products in market place. It refers to delivering value and experience to customers with
appropriate activities. Main aim of marketing is to enlarge current customer base by attracting
more number of buyers in significant manner. Apart from this, it is also imperative to maintain
positive relationship with existing customers so that they stay with company for longer run. In
Marketing, there are ample of activities are performed by which organization can inflate its
current level of sales & profit margin (Ghosh and Scott, 2018). It embarks appropriate strategies
by which it is easy to stand out in competition by maintaining higher brand awareness among
target segment. Marketing comprises wide area under which activities related to post sales
services are also included which are crucial in order to obtain positive response from customers.

If, customers are satisfied, then they spread positive word of mouth about organization which
further help in drive more business.
Marketing Mix and also discuss where the communication mix fits
Marketing Mix: It is the accumulation of different elements which are related with
marketing practices. In present time, marketing mix is important in order to sustain in market
place for longer period of time. For this purpose, some elements of marketing mix are mentioned
below:
 Product: It is related with attributes, characteristics of product & service due to which it
is able to meet with requirements of customers in an efficient manner.
 Price: Price is a crucial element of marketing mix under which price of product & service
is defined by company. It needs to be design as per purchasing capacity and power of
target audience (Konks, Krasnov and Sumarokova, 2020).
 Place: Under this, the place is considered from where goods are made available to
customers.
 Promotion: It is the vital element which is concern with promoting products and services
at wide level. Under this, different activities are included such as advertisement, direct
marketing, personal selling and more by which company can stay connected with target
segment.
 People: Effective customer service is helpful in order to convert sales and also retaining
customers for longer time.
 Process: It is related with process of delivering goods & services which need to be
smooth and highly convenient.
 Physical Equipment: Here, physical equipment includes all such elements which are
visible to customers and play a crucial role in enhancing their overall experience.
Now, communication is important in business here promotion is a tool by which
organization can easily maintain exchange necessary message to customers. In promotion, there
are ample of tools are applied in order to maintain proper interaction with target customers in an
effective manner.