This report provides an overview of practical digital marketing, including the meaning of marketing, marketing mix, digital marketing, and social media marketing in contemporary business. It also explores the importance of social media content and effective digital marketing campaigns. Expert insights on Desklib.
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Practical Digital Marketing
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Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 Explain the meaning of marketing..............................................................................................3 Explain what is marketing mix and where communication mix get fits.....................................4 Explain the meaning of digital marketing...................................................................................6 Explain what is social media marketing and importance of social media marketing and digital marketing in contemporary business...........................................................................................6 TASK 2...........................................................................................................................................7 Explain social media content with the help of an example and with proper justification of their working.......................................................................................................................................7 Digital Marketing campaign with established models...............................................................8 Effectiveness of social media content......................................................................................12 CONCLUSION..............................................................................................................................14 REFERENCES..............................................................................................................................15
INTRODUCTION Marketing refers to a business activity which undertake by a company for promoting buying and selling of goods and services(Amerland, 2020).It includesdifferentactivitiessuchasadvertisement,selling,deliveringof products to customers and so on. Marketing helps company to understand needs and wants of customers and make a product which provide higher satisfaction to customers. For success of any organisation its important that it achieve higher customers satisfaction which help in enhancing revenue and growth of business. With a increase in technology organisation are now usedigitalmarketingforpromotingtheirproductsandservices.Digital marketingreferstoa act ofpromotingbuyingand sellingof goodsand services with the help of internet and online based technologies. It includes desktop computer, mobile phones and other digital technology. This report includes meaning of marketing, digital marketing, social media marketing, marketing mix and communication mix. Other than this it includes various importance of digital marketing and social media marketing in contemporary business. This report includes various example of social media contents and effective campaigns of company. TASK 1 Explain the meaning of marketing AccordingtophilipKotler,marketingreferstoscienceandartof creating and providing values to customers by providing higher satisfaction and earn profit. It is an activity of business which helps in promoting the
buying and selling of goods and services of a company. Marketing assist an organisation to analysis the unfulfilled needs and wants of customers and make a products according to their needs and wants which provide high customers satisfaction. Main objective of marketing is to enhance customers satisfactionlevelrelatedtoaparticularproductandservices.Higher customers satisfaction helps company to achieve its goals and earn higher revenue(Barani, Pavithra and Jayapratha, 2018). Explain what is marketing mix and where communication mix get fits. Marking mix refers to a set of actions and tactics which is used by a company for promoting its brand and products in market. For success of any organisation its important that they successfully performs all these actions. So that they achieve higher growth and profit in market. Market mix includes four important concepts such as product, price, place and promotion, which is also known as 4Ps of marketing. All the 4Ps of marketing mix are mention below: Product-It refers to the final item produce by a company and wants to sale in market. For success of a particular product produce by a company it's that their product should satisfying needs and wants of customers.Highercustomerssatisfactionmeanshighersalesand growth of products. Now a days needs and wants of customers are rapidly changes, so its important for business to analysis customers needs and make product according to their need so that they achieve higher customer satisfaction(Gringarten, 2020).
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Price-It refers to the value and cost of product on which it is sell to the customers. Price play an important role in the success of products. Its very important for company to set their product price on the basis oftargetcustomers.Priceofaproductisfixedonthebasisof customers expectations. Place-It refers to a process of transferring products from producer to consumer's.Itincludesvariousintermediariessuchasdistributor, wholesaler and retailer(Berman and Thelen,2018).It's very important for an organisation to make sure that their products are in reach of customers. If product of a company is not easily available to its target customers that it create a bad effect on growth of company. Promotion-AccordingtoStanston,promotionincludesvarious activities such as advertisement, personal selling, sales promotion and other selling tools. Promotion refers to a set of activities which helps an organisation to communicate its product and brand to its users. On the other hand promotion means make people aware and attract them to buy a particular product as compare to different available products in market. Communication mix refers to an activity which involves various tools of communication which helps organisation to clearly communicate with their customers. It includes various tools such as advertisement, social media, packaging of products, direct marketing, websites, events, executions and so on. From above discussion it is analysed that communication mix is fits in
promotion.Thisisbecausepromotionhelpsinattractingcustomersby communicatingthemvariousfeaturesofproductsandserviceswiththe helps of advertisement and other tools. Explain the meaning of digital marketing Digital marketing is also known as online marketing which helps an organisation to promote buying and selling of goods and services with the help of internet and other toolsof digital technology. It includes various technology such as desktop computer, smart phones, tablet and so on. Now adayswiththeincreaseintechnologydevelopmentallcompaniesuse various forms of digital communication such as email, social media, web- based advertisement, text multimedia message and so on. Explainwhatissocialmediamarketingandimportanceofsocialmedia marketing and digital marketing in contemporary business. Social media marketing refers to a technique in which an organisation promotes its products and services with the help of social media and social networks(Buratti, Parola and Satta, 2018). Social media marketing helps company to engage with its potential customers and reach to new customers at a wider area. Social media includes various application such as Facebook, Twitter, You tube and so on. While contemporary business means belonging to a similar period of time. It refers to a business environment which face high competitions and and which is changes at a faster rate but the own of suchtypeofbusinessinabletounderstandtherequirementsfor development of business.
Importance of digital marketing- Increasewaytoreachtocustomers-Digitalmarkethelps organisation to reach wider range customers at a single point of time. Accordingtocurrentsituationwithaincreaseindevelopmentof technology helps company to promote their products and services with the help of internet and other digital tools. More adoption of digital technology helps company to easily reach its customers which also saves cost and time of company as compare to physical mode. Gatheringofinformation-Digitalmarketingisthebestwayto gatherinformationrelatedtotheircustomers.Nowadaysall customersareattachwithdigitaltechnologywhichhelpsineasy interactionbetweencompanyandcustomers.Companycaneasily collect necessary information related to their customers through digital applications. TASK 2 Explain social media content with the help of an example and with proper justification of their working. Social media content refers to a content which is created or developed by an individual and organisation for social networks(Gannon and Taheri, 2020).This is the most popular platform which is used by company for direct interacting with its customers. Now a days its very important for companies to focus on social media content because its help in attracting more and morecustomerstowardscompanyproducts.Socialmediacontenthelps
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customerstoeasilyunderstandthemessageofcompany.Socialmedia content includes various platforms such as Facebook, Instagram, Twitter and soon.Ithelpsorganisationtoeasilyconnectsitstargetaudiencewith company brand and it is the most powerful tool which affect decision of customers. Types of social media content- For success of any organisation its important that they select the best social media content idea. Various types of social media content are mention below: Videos-Itreferstoatypeofsocialmediacontentinwhichan organisation attracts its customers by displaying them video(Gómez and Tsirintani, 2019).After analysing the current scenario it is found that most of the web traffic is come from video. It states that now a days people are more attracted towards videos. This is the best way for companies to use this social media content for engaging with its customers. For attracting more and more customers its important for company to design a best and attractive video. Digital Marketing campaign with established models VictoriaBeckham#RebokxVictoriaBeckhamInstagram campaign
The Victoria Beckham is one of the most well known luxury fashion brand which is based in the UK. The company conducted brand campaign on Instagram which focused on creating a brand image of the company which included the current collaboration between Reebok and Victoria Beckham. The company was able was able to gain huge buzz on the social media platformInstagramwiththehelpofthiscampaignasmanyfamous celebritieswereseenusingthehashtagandwearingthelatestfashion apparel of the firm. Utilisation of the race model Reach:This campaign was able to connect with a large amount of consumers as various celebrities from the music and move industry were positing their pictures of the products launched by the company(Gringarten, 2020). Act:This social media campaign involved a large number of social mediausersasfamouscelebritiesandofficialInstagramaccountofthe company had huge social media followers. Convert:a large number of social media users which were part of this campaign purchased their latest products which helped the company attain high profitability. Engage:The company engaged with social media users through their celebrity consumers which enhanced consumer engagement with the brand as they as their favourite social media users purchase the goods of the brand.
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Stella McCartney #Thereshegrows campaign This social media campaign involved the consumers posting a picture oftheirnewplantwhichhighlightedtheirclimatefriendlyproductsand helped initiate positive consumer interaction with the brand of the firm. Reach:This campaign reached huge number of social media users as it included sustainable activity. Act:This campaign involved active participation from the consumer which included both online and offline activity. This was very helpful for the brand. Convert:The company was able to convert many social media users into consumers as their campaign focused on sustainability and showcased
thebrandsdeterminationtowardsprotectingtheclimate(Hughesand Vafeas, 2019). Engage:Thecampaignofthefirmresultedinhighconsumer engagement as their consumer were encouraged to post their sustainable activity by planting a tree and posting it on social media and share their views on sustainability. Effectiveness of social media content Utilisationofsocialmediacontentiscommonplaceinthecurrent corporate world as it is effective in informing the target consumer groups about various activities of the company and products or services offered by thecompany.Reasonswhichmakesocialmediacontenteffectiveare provided below:Personalisation:Socialmediaallowspersonalisationofmarketing effortswhichcanbeseeninusageofsocialmediacontent.This content can be constructed with personalised messaging which can be senttoaparticularconsumer.Thismakesvarioustypesofsocial mediacontenthighlyeffectiveasconsumersfeelthatthefirmis makingan efforttoconnectwiththem(Liandet.al.2018).Each consumer which receives personalised content constructs an emotional bond with the company. This helps the company communicate with large number of consumers effectively.Allows interaction:Social media content allows direct and constant interaction between the firm and the consumer. This is highly effective
forthecompanyastheorganisationisabletointeractwiththe consumer which allows the company to construct a strong relationship with their target consumer base. Reduces marketing expenditure:Social media content is an cost effective and allows the company to interact with a large number of consumers easily. This helps the company construct different social mediacontenttoreachalargenumberofconsumersinacost effectivewaywhichreducesmarketingexpenditureofthefirm (Loubochkin, 2018).
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CONCLUSION Fromtheabovereportitisconcludedthatmarketingmakeshuge contributionin successof an organisation.The marketingstrategy of an organisationneedtoincludeeffectivedigitalmarketingplaninorderto connect with the consumers in the current digital age. Marketing mix of an organisationcontainsvariousactivitieswhichareconductedbythe organisation to promote their products and interact with their consumers effectively. The communication mix which is a part of the promotion mix help thecompanyinteractwiththeirtargetconsumerbaseeffectivelyand constructloyalconsumerbase.Socialmediamarketingisanimportant aspect digital marketing strategy which helps the company connect with theirconsumersandpersonalisetheirmarketingeffortstobuildaloyal consumer base which is key driver of the success of the company.
REFERENCES Books and journals Amerland, D., 2020.SEO Help:20 Practical Steps to Power your Content Creation,MarketingandBrandinginthenewAIWorldofGoogle Search. New Line Books. Barani, G., Pavithra, S. and Jayapratha, B., 2018. Digital marketing for small business:Asuccessstory.ZENITHInternationalJournalof Multidisciplinary Research.8(12). pp.272-282. Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannelmarketingprogram.InternationalJournalofRetail& Distribution Management. Buratti, N., Parola, F. and Satta, G., 2018. Insights on the adoption of social media marketing in B2B services.The TQM Journal. Gannon,M.andTaheri,B.,2020.MarketingforTourism,Hospitalityand Events:AGlobalandDigitalApproach.TourismAnalysis.25(1). pp.191-193. Gómez-Olmedo, A. M. and Tsirintani, M., 2019. Understanding the Challenges of the Healthcare System in Promoting Best Use of Digital Marketing Tools for a Purposeful Living. InStrategic Innovative Marketing and Tourism(pp. 387-395). Springer, Cham. Gringarten, H., 2020. Social Media Marketing: A Practitioner Guide.Journal of Multidisciplinary Research.12(2). p.175.
Hughes, T. and Vafeas, M., 2019. Marketing agency/client service-for-service provision in an age of digital transformation.Journal of Business-to- Business Marketing.26(3-4). pp.265-280. Li, C., and et. al. 2018. Digital enablement and its role in internal branding: A casestudyofHUANYItravelagency.IndustrialMarketing Management. 72. pp.152-160. Loubochkin, М. М., 2018. DEVELOPMENT PROSPECTS OF DIGITAL MARKETING ASAPROMOTIONTOOLFORSMALLENTERPRISES.InСтратегии развитияпредпринимательствавсовременныхусловиях(pp. 288-290). Mathew, V. and Soliman, M., 2021. Does digital content marketing affect tourism consumer behavior? An extension of t echnology acceptance model.Journal of Consumer Behaviour.20(1). pp.61-75. Matura, P., 2018. Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective.International JournalofEngineeringandManagementResearch(IJEMR).8(6). pp.211-219. Oluwasola,O.,2020.9Digitalmarketingcommunicationstrategiesfor private universities in South Western Nigeria.Strategic Marketing of Higher Education in Africa. Rana, N .P., and et. al.2020.Digital and Social Media Marketing. Springer. Slavova, M., 2018. Digital marketing skills.Бизнес посоки.23(01 EN). pp.47- 62.
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