Practical Digital Marketing

This document provides an overview of practical digital marketing strategies, including the importance of social media marketing and the marketing mix. It also includes examples of effective social media content and models for digital marketing campaigns.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1...............................................................................................................................................3
Marketing...............................................................................................................................3
Marketing mix and where the communications mix fits................................................3
Digital marketing..................................................................................................................5
Social media marketing......................................................................................................6
Importance of digital marketing and social media marketing in contemporary
businesses............................................................................................................................6
Part 2...............................................................................................................................................7
Two examples of social media contents that really works with justification...............7
Models for digital marketing in reference with effective compaign..............................8
CONCLUSION.............................................................................................................................10
REFERENCE...............................................................................................................................12
INTRODUCTION
Social media provides a platform which links people all over the world and also
desirable for digital marketing. Digital marketing is a method that is often used to

interact the targeted customers with the owners of businesses. This is done in an
attempt to rapidly and efficiently expand the firm. Social media's role in digital marketing
are among the most appropriate and recommended strategies for link building. The aim
of this report is to describe the importance of the marketing function and the marketing
mix. It also explains the elements of communications mix and how digital marketing can
be used in communication strategies.
Part 1
Marketing
Marketing is the activity, collection of organisations and procedures for
developing, conveying, supplying, and negotiating value-added solutions for consumers,
prospects, competitors and society at large. Marketing as a practise comprises all of the
actions that a corporation does to attract and retain consumers (Deepak and Jeyakumar,
2019). This is can be done offline as well as on online platforms. Marketing's goal is to
get to acknowledge the customer well enough that the product or service suits him and
pushes itself.
Marketing mix and where the communications mix fits
A marketing mix is a collection of factors that a firm uses to advertise its products
and services in the marketplace. This concept refers to the seven such as product,
price, place, promotion, people, process and physical evidence (Karapanagiotis, 2018).
Sainsbury's provides value for money by implementing price effective tactics and
numerous marketing methods.
Product: The product must be centred on client demands and preferences to
sustain the organization's market share. Sainsbury's unique selling point is its ability to

manufacture a wide range of brand-name items in order to enhance its catalogue in its
particular market.
Price: To remain competitive, a firm must assess its pricing strategies in an
efficient manner. Sainsbury's approach is built on providing high-quality items at a
reasonable price. As a result, it is focused on maintaining its quality requirements in
order to sustain clients in the long run.
Place: It is essential to position a product at the suitable location. It is vital to give
items in such a way that they may serve all division based on the needs of people
(Berman and Thelen, 2018). As a result, Sainsbury's is working on product allocation for e-
shops, physical stores, and home deliveries.
Promotion: It provides the firm's marketing campaign, which takes into account
its market targeting metrics. As a result, Sainsbury's is has experience in designing
above the line and below the line effective ways to expand its business around the
worldwide.
People: It is necessary for Sainsbury's to create an appropriate mix of
professionals with consumer-related knowledge. As a result, it is aimed at satisfying
customers in order to achieve its goal.
Process: It is vital to create an efficient method for delivering products and
services. Sainsbury's is made attempts to establish an effective approach that will
eliminate delivery method challenges.
Physical evidence: It is necessary to show physical evidence of a high quality
commodities (Buratti, Parola and Satta, 2018). Sainsbury's is dedicated to provide
customer base with physical evidence of its commodities in this respect.
Role of communication mix

It is necessary to approach consumers with reference. It is way to coordinate with
customers in the most acceptable manner. As a result, the communication mix contains
a number of factors, each of which serves an important purpose. Advertising, sales
promotion, public relations and many more are examples of these features. Sainsbury's
is committed to bringing the most convenient method of product communication to its
consumers. It has a positive brand image in the mind of potential customers. The firm is
offering value to the goods and services that will encourage customers to choose their
items over those of competition in the industry (Kerr and Kelly, 2017).
Digital marketing
Digital marketing, often known as online marketing, is the advertising of
companies though the use of the online platform and other types of digital
communication to interact with prospective buyers. Not only comprise of email, social
media, and web-based advertising, but it also covers text and multimedia messaging as
a marketing channel. It will make raising awareness and understanding simpler
following the initial sale. It will also assist in converting new consumers into loyal
customers who purchase more. Along with this, it will inspire word-of-mouth and social
sharing, as well as all of the benefits associated with them (Sharma, Pulido-Fernández and
Hassan, 2019). The use of many digital methods and platforms to interact with clients
where they spend the majority of their time on online.
Social media marketing
The use of social media platforms to engage with consumers in order to promote
the brand, improve sales, and boost website traffic is known as social media marketing.
This includes posting high-quality content to the social media pages, reacting to and

connecting with the followers, evaluating the results, and executing social media
marketing. At the present, the most popular social media networks are Facebook,
Instagram, Twitter, LinkedIn, Pinterest, YouTube and Snapchat. There are also a variety
of social media management solutions available to assist organisations in making the
most out of the social media channels (Handa and Gupta, 2020). Businesses utilise social
media in a variety of ways. A company that is concerned with what people are thinking
about its brand, might monitoring social media conversations and respond to significant
references.
Importance of digital marketing and social media marketing in contemporary businesses
Digital marketing tools and approaches provide business owners with valuable
information into their competitors and potential for growth. Social media is fast
becoming one of the most significant components of digital marketing, offering great
benefits that allow businesses to contact millions of people across the world. The
importance of digital marketing and social media marketing in contemporary businesses
is that, it provides a platform to reach the customers directly (Jose, 2018). A Digital
Marketing plan is cost-effective for firms and produces long-term effects. Consumer
behaviour evolved, and so did the marketing techniques employed to reach the
customer. Building a connection with clients on the internet and a strong image for the
organisation can assist those unknown consumers close purchases more quickly.
Content marketing is an excellent strategy for organisations that want to start
constructing their internet reputation. It creates three times the number of leads as other
more expensive tactics, such as sponsored advertising (McCorkle and Alexander, 2019).

Social media increases business exposure among potential clients reaching a broad
audience with little time and effort.
Part 2
Two examples of social media contents that really works with justification
When one is looking for social media material to market anything, it might be
difficult. There are several platforms, such as Facebook, LinkedIn, Instagram, and
WhatsApp, that are widely recognized to promote businesses and services. Sainsbury's
is utilising these channels to promote its content in order to create a wide market. Some
examples of social media material include:
Image: This is one of the most effective strategies for maintaining followers.
Applying such an approach makes it simpler to make an impression on wide audiences.
Sainsbury's has utilised this programme to attract the attention of a wide audience from
all over the world on a single platform. Many large corporations utilise this method to
create a positive image among their clients. It motivates people which increase the
company's positive reputation. These promotional events may be marketed on e-
platforms like as Facebook and Instagram, where a large number of people have been
engaged. The company is emphasizing on the formation of a strategic team dedicated
to providing customer-oriented service (Srivastava, 2019). Photo advertisements allow for
more close contact with the audience and greater results. Picture marketing allow for
direct interaction with the audience and a greater knowledge of the items and services
on offer.

Videos: The utilisation of diverse social media materials has grown vital as
technology advances. Sainsbury's has pushed the usage of video material through
different social media channels in this respect. Sainsbury's, as a customer-oriented firm,
starts embracing video content advertising in order to make successful. This strategy
aids in recruiting more clients in order to build a large user base (Sashi, 2021). There are
various applications such as YouTube and Instagram that are employed in this
reference to promote high-quality graphical videos for the best-suited business. In-feed
videos are also used to market the company's products, services, and raise awareness
about new items. This is also regarded as one of the most successful methods of
reaching out to a certain audience. Furthermore, the organisation may do live video,
IGTV, and snap chat. Furthermore, for maximal younger generation reach, the
corporation can do live video, IGTV, snap chat in-feeds, and stories of Instagram. With
the help of this efficient content advertising, Sainsbury's was able to reach out to
targeted groups.
Models for digital marketing in reference with effective compaign

Source: (Sainsbury's Tu Clothing Summer Ad Featuring Diverse Women Is A Joyful Hit,
2019)
RACE model
The RACE model is composed of important actions in digital marketing that must
be controlled and analyzed. It encompasses the full customer life cycle therefore it
includes all phases of the customer's journey from starting to ending. Building
awareness, converting leads to consumers, and then post-purchase interaction are all
extremely attractive fields for marketers to perform in and employ to create revenue.
Reach: Reach is all about marketing the product or service globally, making people
aware in regions across the authority but not beyond the impact. Sainsbury's apparel
business is able to enhance its social impressions by implementing this strategy, since
many individuals approached via the usage of digital platforms. This advertisement
included 13 women with varying body types and sizes, as well as culture and fun
dancing to create awareness.
Act: When a client visits the website or uses social media, they connect with the
organisation and take action. Visitors' actions might include entering contact information
and asking further data. People have responded well to the campaign by expressing
their interest in various parts of activities. This aided the organisation in increasing its
consumer base.
Convert: This entails convincing your audience to take the last step that converts
them into potential subscribers, regardless of how much the payment is made by online
e- commerce transactions or offline methods (Smith, 2019). This is the final aim in the

marketing funnel, and it is what ultimately drives the revenue structure of the online
company model. These initiatives will be driven by conversion percentage goals.
Through this promotion, many individuals contacted Sainsbury's, making and one of the
most recognized companies in the world.
Engage: To promote client loyalty, focus on creating long-term relationships with
first-time purchasers. This should eventually lead to repeat purchases and maybe
advocacy. Offline and online communications, including the website, social media sites,
email, and other direct encounters, may be leveraged to increase client value
proposition. Sainsbury's was willing to communicate a large number of people who took
part in the campaign while also building brand awareness within people.
CONCLUSION
From the above analysis, it can be concluded that social media is vital for an
organisation because it enables to reach, develop, and interact with potential customers
regardless of where they are. When a company can interact with its target audience
through social media, it may produce brand exposure, leads, sales, and profitability. The
value of social media can be demonstrated in the fact that it gives value while also
providing a low-cost option to advertise the brand. Furthermore, social media gives
users direct control over the messages that share with the rest of the world. In this
report, it includes the effective of marketing which involves topics such as marketing,
marketing mix communications mix, digital marketing, social media marketing and the
importance of marketing and social media marketing are all important to contemporary
businesses in section one. In the second of the report, example of social media content
and models for digital marketing in reference with effective campaign is mentioned.

.
REFERENCE
Book & journals
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Buratti, N., Parola, F. and Satta, G., 2018. Insights on the adoption of social media marketing in
B2B services. The TQM Journal.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Handa, M. and Gupta, S., 2020. Digital cause-related marketing campaigns: Relationship
between brand-cause fit and behavioural intentions. Journal of Indian Business
Research, 12(1), pp.63-78.
Jose, S., 2018. Strategic use of digital promotion strategies among female emigrant entrepreneurs
in UAE. International Journal of Emerging Markets.
Karapanagiotis, N., 2018. Of Digital Images and Digital Media: Approaches to Marketing in
American ISKCON. Nova Religio: The Journal of Alternative and Emergent
Religions, 21(3), pp.74-102.

Kerr, G. and Kelly, L., 2017. IMC education and digital disruption. European Journal of
marketing.
McCorkle, D. and Alexander, J. F., 2019. Using a Digital Personal Learning Network
Assignment to Teach Social Curation and Lifelong Learning in Marketing. Journal of
Advertising Education, 23(2), pp.108-120.
Sashi, C. M., 2021. Digital communication, value co-creation and customer engagement in
business networks: a conceptual matrix and propositions. European Journal of
Marketing.
Sharma, A., Pulido-Fernández, J. I. and Hassan, A. eds., 2019. Sustainable Destination Branding
and Marketing. CABI.
Smith, H., 2019. People-based marketing and the cultural economies of attribution
metrics. Journal of Cultural Economy, 12(3), pp.201-214.
Srivastava, A., 2019. Social Media: Marketing & Branding. BPB Publications.
Online
(Sainsbury's Tu Clothing Summer Ad Featuring Diverse Women Is A Joyful Hit, 2019) [Online]
Available through; https://www.huffingtonpost.co.uk/entry/sainsburys-summer-ad-for-tu-
clothing-is-a-hit-with-real-women_uk_5cf66af4e4b0e346ce84ea3f