Practical Digital Marketing

This report provides a comprehensive overview of digital marketing and social media marketing. It explains the concepts of marketing, the marketing mix, and the communication mix. It explores the importance of digital marketing and social media marketing for contemporary businesses, using the case of BT Group as an example. The report also discusses effective social media content and campaigns, and provides examples from Audi and Xbox. Overall, it offers valuable insights into practical digital marketing strategies.

Practical Digital Marketing

Table of Contents
Practical Digital Marketing.............................................................................................................1
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 ..........................................................................................5
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
Effective campaign with reference to established model and standard for digital marketing....6
Reasons for effectiveness of social content ...............................................................................9
CONCLUSION ...........................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Digital marketing the prominent and emerging concept which is an essential aspect used
in order to attain high edge advantage for the business. Social media marketing is the new
concept which is adopted by businesses so that to provide additional benefits to the business and
customers as well. For the company benefits are linked with attaining higher customer image
and grabbing market size as well (Kotler and et. al., 2020). Besides this social media marketing
is providing benefits to users as in for of gaining awareness in respect of product and services so
that to have appropriate buying decision. This report is associated with various concepts of
digital marketing and social media marketing in the background of BT group. BT group is a
British multinational telecommunications services provider company headquartered in UK.
PART 1
Explanation of marketing
According to The Chartered Institute Of Marketing, marketing is a procedure which is
dependent over examining needs and demands of customers so that to earn high profits and to
gain market advantage as well. Marketing is s managerial process in which the major aim is
defined to recognise needs of customer and fulfilling the same and to attain significant objective
of earning profits. For surviving in current market competitive marketing skills are requisite due
to which needs and demands of customer can be fulfilled in primal manner.
Marketing is defined as the activity in which various aspects are included such as goods
delivery, communication, exchange of offerings, promotional activities and many more.
Marketing is accumulation of different activities which includes promotion of goods and
services offered by the organisation. These activities are executed in order to attain customer
attention in such a way that customers can be retained for longer period of time. For BT group,
the company is significantly emphasised over marketing activities so as to attain prominent edge
in current competitive market and to gain business advantage as well (Earley, 2016).
An explanation of what the marketing mix is and where the communications mix fits
Marketing mix is included with 7 elements in which different aspects of marketing are
associated. Communication mix is defined as the elements by which customers can be interacted
in better way regarding product and service offering of the organisation. In the relation to BT
group marketing mix is explained as under:

Product: BT group is a telecommunication service provider in which the company is primarily
managing business in this sector. The company has adopted various high technology features in
their products such as 5G network and high speed broadband fibre services. These products are
having capacities to cover high audience in which BT group can have appropriate capture in
marketplace (Rowley, 2016).
Price: BT group is highly focused on using competitive strategy in which they are able to attain
prominence in competitive market edge. Market size of communication industry is highly
growing in which the industry is required to stay aligned with market position. This strategy of
BT group is giving them additional coverage over the market in which higher market position
can be attained by them (Vu, 2016).
Place: BT group is British multinational telecommunication service provider which is
headquartered in UK. The company is service global customer in order to attain their objectives
of sustaining and enhancing profitability as well. The company is having their business in more
than 180 countries due to which they are enhancing their market share so that to survive.
Promotion: In a business various promotional channel and tools are used by the company in
order to execute proper interaction with customers so that they can cater their customers in
prominent way. BT group is utilising various digital marketing tools in order to promote their
products and engage customers in better way. These methods could help them in enhancing their
customer footfall and customer engagement in better way.
Process: Under this context BT group is providing online delivery in which the company is
taking feedbacks from their customers and by BT group can modify their offerings in prominent
way.
People: BT group is associated with effective sales team by which they are trying to understand
needs and demands of their customers in appropriate manner. The company is providing well
structured training sessions to their employees so that they can effectively understand needs of
customers.
Physical evidence: Services of BT group can be identified in first instance as they provide faster
internet services through major identity is proved by them. This could help BT group in
attracting huge customer portfolio in order to sustain in the market.

An explanation of digital marketing
Digital marketing is defined as the platform which undertakes internet as their mediator
and associated with various concepts such as SEO, SEM and other tactics.
Digital marketing is one of the prominent and emerging concept which is executed with
the help of internet and computer technology so as to attain the major objective of meeting
demands and needs of their customers.
For BT group the company is prominently using digital channel for executing digital
marketing so that to grab attention of their customer and to inhale global success as well. The
major objective of BT group is to sustain in global market size so this is imperative that with the
help of digital channels the company can prove their global identity (Pascalau, 2020).
An explanation of social media marketing
Social media marketing is one of the emerging concept which is associated with social
media and internet as their major aspect. These tools are used in order to spread brand awareness
and enhance sales in appropriate manner. There are numerous platforms of social media such as
Facebook, Twitter, Instagram and many more, these can be used by business in order to frame
various campaign and execute the same in order to attain major objective of earning profit.
Social media marketing is defined as internet marketing which undertakes social
networks as major tool. This is a helpful tool for the business to amplify their brand image and to
meet business objectives in primal manner (Martins and et. al., 2018).
In the context of BT group, they are using social media channels in priority. The
company is using Facebook and Instagram as their major channels in order to attract customer in
appropriate manner and to intensify customer recall value in appropriate manner.
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses
Digital media is providing prominent benefits to the customer and business as well. For
BT group digital media is providing various benefits to the organisation which are explained as
under:
 BT group may lead in global market by taking assistance of digital marketing.
 In this platform cost can be saved and along with this this could lead in intensifying
customer recall value.

 Digital marketing helps in interacting customer in better way so by this the company can
render higher awareness. This could lead the business to touch new market heights and
improve their market condition.
 BT group is making effective marketing campaigns so that to inhale effectiveness in their
marketing plans.
PART 2
Two examples of social media contents that really work and justification of why they work
There are numerous ways in which social media contents are created in order to attain
effectiveness over business marketing plans. These could lead in enhancing sales and
profitability ratio of the organisation in prominent manner. BT group can use various social
media content which are as under:
 Social networks: Under this different websites are associated such as Facebook and
many other. These networks are used by BT group in order to meet their goal of
enhancing market image (Chowdhury, 2019). With the help of these networks customer
can acquire their desired content in such a way that customers can be attracted in better
way. In current time market is inhaling social media boom due to which BT group is able
to place their organisation in such a way that huge customers can be targetted.
 Media sharing networks: Under this platform customer use this approach in order to
gather information by various sources such as photos, videos, audio and many more.
Besides this, sharing network may help the business to attain high customer engagement
so that they can maintain effective relations with them. Besides this media platform is
pertained with major motive of changing perception of customer in such a way that user
can be persuaded in easy manner regarding business offerings.
Effective campaign with reference to established model and standard for digital marketing
A business introduces various campaigns in order to meet their objectives via using
social and online platforms. These may provide benefits to the organisation in context of
customer recall and value enhancement of the organisation. Digital marketing is defined as the
platform in which for the organisation this becomes easier to interact with customer in such a
way that customers can be interacted in appropriate manner (Cvitanović, 2019). This could be
helpful in taking out feedbacks which may be helpful in modifying business offerings as

according to the needs of customers. There are numerous campaigns which were used by
prominent businesses in order to intensify their customer base by using digital marketing as tool.
Audi: In the year of 2017, Audi planned to inhale artificial intelligence within their business so
that to manage their customer and for this the company is required to have appropriate base of
marketing. In this context Audi launched a TV commercial within theatres with the major
purpose to reaching out to their audience in appropriate manner (Witherspoon, 2018). By this
company has introduced promotional campaigns in order to promote their cars and used
technology in cars. Under this campaign planned to shoot a short movie in which product
demonstration was performed with the help of classic clowns in order to prove latest technology
used by the company for the major purpose to attract customers. This short film was
demonstrated within social media platforms and theatres so that to provide knowledge to
customer regarding used technology.

Xbox: The social media campaign of Xbox was awarded as 2nd among digital media campaign in
2019 in UK. The company faced major challenge in this campaign as to advertise product within
ban of marketing activities in FIFA 2018. In FIFA 2018 all the marketing activities were banned
by the management so Xbox was required to inculcate some idea by which they can advertise
their product without breaching the law. In order to deal with this problem Xbox made a
partnership with Real Madrid in real football in real world of football. This helped Xbox to
advertise their product in such a way that the advertisement were not presented in direct manner.
During football movements of Madrid matches, these moves were shown in Xbox devices
within real timing so this encouraged their user and helped them to feel alike real matches of
football.

Reasons for effectiveness of social content
In current time social media content is one of the effective content as compared to other
media. The major reason of this is intensifying trend of social media in people existed within
global periphery.
Reasons of effectiveness of social media content
 Social media users are receptive due to which they receive the exact massage which is
being sent by the organisation. This may lead the business to amplify their sales in early
stage of time (Vinerean, 2017).

 Content over social media are repetitively shown to customer due to which customer see
the same content over repetitive time. This may helps the organisation to deal with
customer in prominent way and intensify their sales and profit.
 Social media contents are helpful in order to eliminate various boundaries due to which
at the same time various visitors can be handled. This could lead in enhanced quality of
the content by which business may receive higher opportunities to grow in the market.
 Social media is wholly focused over dealing with specific customer by undertaking
SEO as major tool. This technology could lead the customer to find their relevant content
in easy manner and access the same in better way.
CONCLUSION
From the above report this can be summarised that digital marketing is one of the
significant tool of the business which is helpful for the business to attain high edge in
competitive market and deal with market complexities as well. Social media marketing is one of
the significant method within digital marketing that could lead the business to place their
offerings in prominent place in the marketplace and understand needs and demands of them in
appropriate manner.

REFERENCES
books and journal
Chowdhury, S., 2019. Marketing Practices of Asiatic Marketing Communications Limited.
Cvitanović, P.L., 2019. Navigating new marketing technologies, channels and metrics. EFZG
working paper series, (02), pp.1-14.
Earley, S., 2016. Bringing integrated digital marketing to the next level: How to measure
engagement across the customer lifecycle for continuous program improvement.
Applied Marketing Analytics. 2(3). pp.239-254.
Kotler and et. al., 2020. Content Strategy of Digital Marketing. World Scientific Book Chapters,
pp.293-316.
Martins and et. al., 2018. Main Factors in the Adoption of Digital Marketing in Startups.
Pascalau, S.V., 2020. Evolution and Ethics of Digital Technology in Marketing. AGORA
INTERNATIONAL JOURNAL OF ECONOMICAL SCIENCES, 11.
Rowley, J., 2016. Information marketing. Routledge.
Vinerean, S., 2017. Importance of strategic social media marketing. Expert journal of marketing.
5(1).
Vu, T.H., 2016. A B2B DIGITAL MARKETING COMMUNICATION PLAN: Case Company:
Machinery and Informatics Technology Jsc.
Witherspoon, R.C., 2018. Moving Forward: Expanding the Digital Marketing and Information
Technology Strategy of a Thriving Nonprofit.