The Role of Digital Marketing and Social Media Marketing - Theory and Examples

This report discusses the role of digital marketing and social media marketing in contemporary businesses. It covers theories, examples, and the effectiveness of social media content. The importance of marketing mix and communication mix is also explained.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
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Table of Contents
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.............................................................................................5
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?........................................................................8
Conclusion..................................................................................................................10
References.................................................................................................................11
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Introduction
Marketing refers to set of activities that are carried out to create and exchange
value for customers and creating profit for organization. This report will discuss about
marketing and marketing mix and communication mix in context of marketing mix.
Digital marketing and social media marketing will also be discussed in report and
their importance for marketing. In second part of this report social media and its
effectiveness will be discussed in context of real examples. Social media has
become important part of overall promotional and marketing strategy of
organizations and the reason is its ability to increase brand awareness.
Part 1
Explanation of marketing
Chartered institute of marketing (CIM) defines marketing as a process of
management that is responsible for identifying, predicting and satisfying
requirements of customers whilst ensuring profitability for organisation (Oates,
2020).
American Marketing Association defines marketing as activity, set of
institutions and process for creating, communicating, delivering and undertaking
exchange whilst considering that offerings have value for customers, clients,
partners and society at large (Liu, 2017).
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix refers to different elements of marketing and strategies are developed
for these different elements of marketing in order to create complete marketing
strategy. These elements of marketing mix are also known as 4Ps of marketing. 4Ps
of marketing are-
Product- This is one of the most important elements of marketing that involves
decisions and strategy for offerings of the business to its customers. This requires
identifying quality and quantity that business provides to its customers in order to
create value for them through offerings. For example- Unilever is a consumer goods
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company and offers variety of products to cater needs and requirements of
customers (Thabit and Raewf, 2018). Product offerings of Unilever include food
products, drinks, baby food, personal care products, beauty products and consumer
healthcare products.
Price- This is another important element that has significant impact on purchasing
decision of customers. This strategy involves determination of price that business
charges from customers in exchange of product and service that they provide to
customers. Price strategy that Unilever follows is competitive price strategy in which
price of products of Unilever gets affected by price of competitors of Unilever.
Place- This is concerned with point where buyer and seller meet, in other words this
is point where business and customers come in contact for making transaction. This
is also known as distribution strategy of business which enables customers to buy
products and services of the organisation. For example- Unilever, products of
Unilever are available in 190 countries and they are available easily at local small
and big retailers, and at supermarket and are also available online on different
websites.
Promotion- This is concerned with making communication about existence of the
product or service and business. Promotion strategy is also aimed at encouraging
potential customers and target audience to buy products and services of the
organisation. Unilever adopts extensive promotion strategy in which it promote its
products and services through traditional as well as digital marketing channels.
Communication mix can be defined as use of different methods of
communication by Unilever to communicate with customers and potential customers
(Kim and Lee, 2020). Use of communication mix is done under promotion mix of
organisation. This means that in 4Ps of marketing mix, communication mix fits in
Promotion mix of business.
An explanation of digital marketing
Digital marketing can be defined as a form of marketing for the purpose of selling
and promoting brand through use of electronic devices and internet.
Digital marketing is concerned with marketing which is carried out through electronic
media and devices (Bala and Verma, 2018). Examples of digital marketing include
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promoting and selling through Email, Social media sites and search engines. Digital
media marketing has become very effective in promoting business and their products
and services and also contributes in eliminating limitations of traditional promotion
and marketing.
An explanation of social media marketing
Social media is concerned with technology that enables creating virtual
network or communities which enables users to quickly share their thoughts and
ideas with other users on social media.
Social media marketing can be defined as marketing that is carried out
through social media and various social media applications and platforms.
Social media marketing refers to use of social media and social network to
market products and services of business. This provides ways through which
companies or businesses can engage its existing as well as potential customers with
business and its promotional activities (Jacobson, Gruzd and Hernández-García,
2020). Example of social media includes Facebook, Instagram, Twitter, Tumblr and
Pinterest. These social media sites allow businesses to promote and market their
products as well as brand through several ways. These include organic social media
marketing and paid social media marketing. In organic social media marketing
businesses use their channels and links to promote brands and products. In paid
social media marketing businesses use third party social media links and profiles to
promote brands and products and services.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Importance of social media marketing for contemporary business-
Get attention and build awareness- This is one of the very important benefit of social
media in which it enables businesses to get attention and build awareness for business
(Bala and Verma, 2018). This means that without any awareness there is no way people
can become customers of business and social media increases visibility of business in
potential customers.
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Show Authenticity- This is one of the importances of social media for contemporary
business in which it shows that businesses are authentic and can be trusted. Social
media enables businesses to show their real personality and authentic image.
Importance of digital media marketing for contemporary business-
Enables to effectively target customers- This is one of the important reasons for
contemporary businesses of digital marketing in which digital marketing enables
businesses to target customers. This means that it enables to target customers who are
most likely to become customers of business. In addition to this digital media also
enables to understand target market and through this they can create strategies to attract
and encourage audience to become customers of business.
Cost saving- This is another important reason for contemporary businesses to use
digital media in which it contributes in saving cost (Jacobson, Gruzd and Hernández-
García, 2020). Digital marketing is comparatively very cost effective from social media
marketing and this is why businesses can achieve higher ROI.
Part 2
Two examples of social media contents that really work and
justification of why they work
Article and blog posts
This is one of the examples of social media content that really works in social
media marketing. This is one of the social media content that is effective in which if
company or business have their blog they should share articles on social media
feeds where company can directly post and share blogs. In this through blogs
company can share news about different business activities, development in
businesses and about job postings. This involves posting appealing brand graphic
that fits content of the company (30 Social Media Content Ideas and Examples for
Brands, 2019). This is concerned with posting in feed and redirecting users to link in
bio of the post. For job and certain business activity LinkedIn is one of the best social
media platform where businesses can share their blogs.
Behind-the-scenes pictures
This is another example of effective social media content that really work and
in this content of social media businesses are required to share what they do. This
works and becomes effective content on social media because audience and
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customers are interested in what businesses do. Sharing relevant information attract
them towards social media content and engage them with social media content and
promotions of business. Sharing behind-the-scenes help them knowing more about
business and its working and what businesses do to create value for them. This
might also involve developing products and sharing its process or something else
which audience cannot see otherwise. In addition to this, sharing creative efforts of
business can also be done in order to attract and engage customers and audience.
Screen shot of effective campaign with reference to established
model and standard for digital marketing
Nike: Social Media as a Support Tool
Figure 1 Nike Campaign
Nike has effectively used social media accounts for improving its customer
service. In its campaign on social media for customer service Nike uses friendly and
light-hearted language and through this they show that they are an approachable
brand (12 Inspiring Examples of Social Media Content Done Right, 2018). In their
campaign they also try to respond quickly and politely to questions and queries of
customers.
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Model that Nike follows in its digital marketing campaign is Customer Experience
Designers, in which customer experience is considered at priority.
Rolex: Diving Engagement with Vivid Imagery
Figure 2 Rolex Campaign
In social media campaign Rolex creates beautiful images of its products and
also create attractive and engaging videos of its products for Facebook that
reinforces classic image of brand (12 Inspiring Examples of Social Media Content
Done Right, 2018). Photos of Rolex are sleek and minimalist and in addition to this,
Rolex also ensure that quality of content and images ties appeal of brand to its
customers and audience that values sophisticated image of Rolex.
Model for digital marketing that Rolex follows is Digital Branders, in which Rolex
aims at creating and communicating its value through digitalised channel.
Rolex and Nike are two of the leaders in their industry and it is very important
that their content is sophisticated and reflects image of brands.
Why social media content is effective?
Consumer in control- Social media content is effective as it enables businesses to
keep consumers in control. This means that businesses can identify and track
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customers and their interest through social media. On the basis of identified trends
and interest of customers businesses can develop strategies to keep consumers in
control and attract customers towards their brand.
Convenience- Social media content is effective because it is very easy to plan and
implement (Birnholtz, Burke and Steele, 2017). This means that businesses can
undertake overall planning and implementation of social media without assistance of
any third party. This enables to keep control over social media activities of the
business and make it convenient.
Satisfaction- Social media content enables businesses to increase satisfaction of
customers by enabling them to access business and share their issues and concerns
with business. This means that through different social media channels consumers
can share their complaints and issues and by answering them businesses can
increase customer satisfaction.
Loyalty- This is a reason because of which social media content is effective for
businesses such as Rolex and Nike because it create and develop loyalty of
customers. This not only creates loyalty but businesses also become aware of
loyalty of customers. this means that customers who follow particular brands like
Nike or Rolex are most likely to stay loyal to these brands.
Reduced cost- Cost of social media content is very low and because of low cost of
marketing brands and businesses become able to maintain low cost per acquisition
and conversion cost also reduces. Tradition marketing and promotional practices are
very costly and compared to this social media is very cost effective. This increases
overall profitability of the company by reducing cost of marketing.
Building brand- This is also a reason because of which social media content is
effective (Sharmila and Kavitha, 2018). Social media content enables businesses to
build brands by increasing visibility and also allows businesses to enable their
customers and audiences to trust brands.
Measurable- This is also one of the reasons because of which social media content
is effective and this is reason in which success of marketing and promotional
techniques through social media can measure. In order to measure success of
organisation and overall traffic of website, conversion rate, social media engagement
through likes, comments and shares is also used for measured.
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Conclusion
On the basis of above discussion, it can be concluded that marketing is very
important activity that plays very important role in overall success of business.
However successful marketing of business is mainly dependent on effectiveness of
marketing mix and its effectiveness. Digital and social media marketing is modern
ways of marketing and both are effective in developing brand awareness and also
enable several other profits for businesses. This report also discussed about social
media content that is effective and social media campaign were also discussed in
report.
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References
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
Birnholtz, J., Burke, M. and Steele, A., 2017. Untagging on social media: Who
untags, what do they untag, and why?. Computers in Human Behavior. 69.
pp.166-173.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing:
Who is watching the watchers?. Journal of Retailing and Consumer
Services. 53.
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean
customers' coffee shop brand evaluations. Journal of Hospitality and
Tourism Insights.
Liu, R., 2017. A reappraisal of marketing definition and theory. J. East. Eur. Cent.
Asian Res, p.49.
Oates, C.J., 2020. Sustainability Marketing: Products, Fairtrade, and
Greenwashing. The SAGE Handbook of Marketing Ethics. p.226.
Sharmila, R. and Kavitha, M., 2018. Effectiveness of social media marketing. Indian
Journal of Public Health Research and Development. 9(11). pp.192-196.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Online
12 Inspiring Examples of Social Media Content Done Right. 2018. [Online]. Available
Through:
<https://www.constant-content.com/content-writing-service/2018/03/
examples-social-content/>.
30 Social Media Content Ideas and Examples for Brands. 2019. [Online]. Available
Through: <https://blog.hootsuite.com/content-idea-cheat-sheet/>.
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