Practical Digital Marketing

Practical digital
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
Explanation of marketing.................................................................................................................3
An explanation of what the marketing mix is and where the communications mix fits .................3
An explanation of digital marketing................................................................................................4
An explanation of social media marketing......................................................................................5
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses.................................................................................................................6
PART 2............................................................................................................................................6
Two examples of social media contents that really work and justification of why they work .......6
Screen shot of effective campaign with reference to established model and standard for digital
marketing.........................................................................................................................................7
Why social media content is effective?...........................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital Marketing is defines as any form of marketing of goods and services of
organisation with involves electronic devices and tolls. Digital marketing have recently took
place in the modern work place and business practices (Chaffey, 2019). The modern problems of
marketing received modern solution of digitalisation offered by technology. Some of the
examples of digital marketing tools are Social Media, Advertisement and Graphical Hoarding.
The present report is divided into two parts, where focus is placed on determining what is
marketing and marketing mix. Along with it, social media and digital marketing are examined
too. In the next segment of the report examples are provided showcasing two effective social
media campaigns two companies have developed and emphasis is provided on why social media
content is more effective.
PART 1
Explanation of marketing
Marketing refers to those set of activities which a company undertakes to introduce and
communicate the product or service in order to earn profits. The marketing unit is entrusted with
a creative role of promoting the product in such a way that customers are attracted. It includes
those activities that draws the attention of customer towards the offering of the organisation and
maintains a healthy relation with them in order to maintain customer loyalty. This function tries
to seek the customer demand to ensure ultimate profitability.
According to Dr. Philip Kotler defines marketing as the science and art of exploring,
creating, and delivering value to satisfy the needs of buyers and targeted audiences by earning
profits.
An explanation of what the marketing mix is and where the communications
mix fits
It is a strategic marketing tool which involves those tactics or actions which companies
use in order to promote its offering. It involves 7Ps which make a marketing mix which includes-
 Product- It refers to the offering which the company is selling. The organisation must
make sure that it delivers the minimum performance so that it is able to earn profit. For
example, Cadbury offers wide range of products like chocolates, biscuits, drinks etc.

 Price- It refers to the value which the customers have to pay in order to undertake the
offering of the company. Cadbury uses competitive marketing strategy in order to offer
the price similar to its competitor (Dodson, 2016).
 Place- It refers to that point where sale is done. It is a place of distribution from where
the product is reached to the customer. Cadbury has a global distribution network which
has robust distribution channel to reach the customer is any place whether it is rural or
urban area. It distribute its product to the retailer also in order to assure that product is
reached to all.
 Promotion- It refers to the activities which a company undertakes to promote and
communicate the product which includes advertising, mouth publicity, etc. Cadbury uses
traditional marketing like newspaper, TV etc. and digital marketing like social media to
promote its product (Chaffey and Smith, 2017).
 People- It refers to the staff and employees who work hard for the success of the
company. Cadbury owns skilled staff in order to ensure best product is being offered to
the customers which includes creative marketing team.
 Process- It refers to the process or procedure which lead to the value exchange. Cadbury
review its process system so that it can maintain high level service like customer
feedback etc.
 physical evidence- It refers to everything which a customer sees when it interact with
the business. Cadbury has a attractive logo and tag line which attracts its customers
which ensures customer loyalty.
Communication mix includes all those tools which a company can undertake to
communicate with its customers. It is an essential part of marketing which can be done through
social media, advertising or direct selling. The organisations must undergo different campaigns
in order to communicate well with the potential customers so that it can work towards customer
needs and demands.
An explanation of digital marketing
In view point of Alex Chris, Digital marketing is a broad concept that includes all
marketing channels and methods which can be used by marketers and business owners to
promote their products or services on internet and on electronic devices such as TVs, mobile
phones and electronic billboards.