Practical Digital Marketing

This document provides an in-depth understanding of digital marketing and social media marketing. It covers the importance of marketing mix and communication mix in promoting products and services. The document also includes examples of effective social media content and campaigns. Subject: Digital Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A, Document Type: Assessment, Assignment Type: Theory and Examples

Practical Digital Marketing
Assessment 1
The role of digital marketing and social media marketing – theory and examples
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Table of Contents
Marketing Determination......................................................................................................3
Marketing mix explanation and where communication mix fits..........................................4
Digital marketing explanation...............................................................................................5
An explanation of social media marketing ...........................................................................6
Determination of why Digital marketing and social media marketing are crucial................6
Two examples of social media and justification....................................................................8
Screen shot of effective campaign .......................................................................................9
why social media content is effective.................................................................................11
Conclusion...........................................................................................................................12
Online..................................................................................................................................13
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Introduction
Digital marketing is the component of marketing which uses by all to introduce
the product and services in changing environment and maintain the all services. This
is important for all organization to know the new trend in business environment and
kind of products and services should be introduced accordingly. If organization is
using digital marketing in proper form then it will be opportunity to grow the business
and attain the profitability (Kotane, Znotina and Hushko, 2019)). In other words,
digital marketing is defined form of marketing products or services that involves
electronic devices. This can be in the form of online and offline that can help to
increase the sales and performance in competitive market. To understand about
digital marketing and how the company uses TESCO has been selected that is
British multinational groceries and general merchandise retailer company. This
organization is operating their business and activities effectively by managing all
functions and activities. The report is going to be cover value of merchandising
function and the marketing mix, element of communication mix, and how digital
marketing can be used in connection strategies.
Part 1
Marketing Determination
Marketing is the continuous process of organization which uses to increase
the organizational performance and profitability. This is important f0or all
organization to understand what is going on in market and how the sales of
organization can be increased. TESCO is operating its business by using the digital
marketing which can help to reach the targeted customers and develop the business
performance.
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According to Tuten (2020), Marketing is the activity, set of institutions, and
processes of creating, communicating, exchanging offerings and delivering the
products by creating value is marketing that can help to increase the organizational
productivity and profitability.
Marketing mix explanation and where communication mix fits
Marketing Mix- This refers to the set of actions, tactics and activities that
uses by business industry to promote its brand or products in the market. For each
organization marketing is the important aspects which uses to provide right
information about marketing and bring the change that can help to increase the
organizational productivity and profitability. TESCO is using marketing mix for
promoting its products and services that are as explained:
Product – This means products and services which are providing by
organization for the purpose of running their business and increase the
organizational performance. TESCO has a huge reach of products that are offers at
various stores. The products are food, Frozen food, retailing products, Bakery
products, pet care products, foo items, Drinkable, technology and gaming products,
home electrical products and clothing and jewellery that can help to increase the
sales and supports to attain the higher profitability (Saura, Palos-Sanchez and
Correia, 2019).
Price – This means consideration which uses by organization by selling
products and receiving money. Herein, organization continuously works with its
suppliers that helps to improve the organizational profitability by maintaining low
prices. TESCO is adopting the cost leadership pricing strategy which is effective
pricing strategy for as it influence the number of customers. This organization is
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providing low price goods while maintaining the quality which increases the
satisfaction level of customers and deliver the high range of service.
Place – This means place where products and services are operating which
can help to increase the performance and brand image. If products and services are
providing at different places then it will be opportunity to grow the performance and
profitability. TESCO has 6900 stores in 11 countries that sales groceries and small
range of non food items. The organization is providing better quality of products and
services in changing environment and maintaining higher profitability.
Promotion – This involves advertisement and promotional strategy which can
be uses to increase the performance and profitability. TESCO is having a strong
brand image image that relies on low prices. The promotional activities involves
television ads, charitable event, hoardings, newspapers, and digital marketing which
can help to reach the targeted customers and increase sales.
Communication Mix – This involves all the tools and techniques which uses
by organization to communicate with customers and potential customers which
supports to incremental in organizational sales and outcome. This is important for
organization to understand needs of customers and provide the products
accordingly. TESCO uses advertisement, product packaging, social media, digital
marketing and websites that can help to reach the targeted customers and increase
the organizational profitability. This fits to marketing mix as management conduct the
research and introduce products by setting the price and place which can help to
develop the business performance and profitability.
Digital marketing explanation
According to Chaffey (2019), Digital Marketing is the use of internet to reach
the targeted customers by involving different ways of marketing such as e-mail,
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content marketing, social media, platforms and others. For example, TESCO,
Morrison, Bentley Motors, Virgin Group etc.
Digital marketing encompasses through marketing efforts by using electronic
device that enhances the sales and performance in competitive market and attain
the higher profitability (About Digital marketing, 2020.
An explanation of social media marketing
Social media is primarily internet based tool for sharing and discussing
information among human beings. For example, Facebook, Twitter, Linkedin,
Instagram and others (About Social media, 2020).
Social media is defined as activity of user by creating video, text or multimedia
and audio which are published and divided in social environment, such as blog, wiki
and video hosting site that can help to increase the organizational performance and
profitability.
Determination of why Digital marketing and social media marketing are crucial
For all organization it is important to use the social media and digital
marketing in their contemporary business which can help to increase the sale and
profitability. This can help to grow the brand awareness and increase trafficking by
promoting the products and services in changing environment. TESCO is large size
organization which is selling the their products and services in high range by using
the digital marketing and social media that helps to reach the targeted customers
and attain higher performance.
Growing the brand awareness – Social media and digital marketing is uses
by TESCO for the purpose of growing their business and brand awareness in
competitive environment which helps to reach the targeted customers.
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Increasing business traffic – By using social and digital marketing chosen
organization increases business traffic which can help to manage all activities and
performance (Samoggia, Bertazzoli and Ruggeri, 2019).
Promoting organizational products and services – TESCO uses digital
marketing and social media such as you tube, Twitter, snap chats, Facebook and
others which can help to reach the targeted customers and attain higher profitability.
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Part 2
Two examples of social media and justification
Social media content is defined as idea which uses by organization while
posting something everyday on multiple forms. Quality content influences the
number of customers and managing the all functions which can help to increase the
productivity and profitability. This brings the clear and transparent information about
products and services that usually increases the customer engagement and brand
image in competitive market. The different example of social media content are as
explained: Video's: This is the best method of social media content as it increases the
insights of their customers regarding market engagement and reach the video
through different channel. If the content is good then it will be easy for
organization to attain the high range of customers. The videos posted
through IGTV, stories, Snapchat, you tube and other in feed videos through
Instagram, LinkedIn, Pinterst, Twitter, Facebook. This has ability to share and
spread the messages in clear language that can be easily understandable
and help to reach the target markets. For example, Cadbury, Bentley Motors
that can help to reach the targeted customers. This can help to provide the
right guidance and information that influence number of customers and
attaining the higher profitability by managing all activities and functions
effectively (Fleming-Milici and Harris, 2020).
 Live video's: This is another example and method of social media content
that consider posting of live updates and information through social channels.
A live watch helps organization to make suitable brand recognition and image
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by using specific blog that helps to generate better ideas and managing the
good performance. For example, new brand Badgal Bang offered new
mascara and posted that information within the subscription form by enhance
customer's attractiveness. This develop the business performance and
productivity by managing all activities and increasing the number of
customers (Arora and et.al., 2019).
Screen shot of effective campaign
For organization it is important to have effective campaign which assist the
business by providing clear information at given market place by offering variety of
products and services. Screen shot is the good way of marketing that uses to keep
remember all things by connecting with people and developing the performance.
Tesco: This is the largest company which operating business by offering
variety of products and services. This bring the changes and discount on different
festivals and events. The organization is planning to get more success in upcoming
occasion of Christmas and it is followed to make successful drive and maintain lead
towards competitive supermarket. The retailers is sustaining their growth by selling
the food and other items as per customer demand that can help to attain the higher
sales and profitability (de Oliveira, Indulska, Steen and Verreynne, 2020).
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Marks and Spencer: This is the another example of marketing organization
that uses different marketing strategies by making changes and customers
perception which can help to increase the sales and develop higher performance.
Different marketing functions are performing by management that can help to
develop the higher performance. Moreover, management invites the food blogger for
introducing authenticity and managing the all performance.
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why social media content is effective
For all individual and organization social media content is most effective as it
increases the value of organization and shareholders by making investment. It allows
management and employees to make clear understanding of customers regarding
product and services that develop the sales and profitability. Many organization are
using the Facebook, Vimeo, Linkedin, Instagram etc. that can help to reach the
targeted customers. This increases the brand recognition as customers get
information about product and its quality by creating the distinction with competitors
which can help to develop the brand image (Gruner, Vomberg, Homburg and Lukas,
2019).
Social media content is effective for making the consumer in control as
customers get right information and supports the existing customer base by
managing all activities and functions which can help to maintain control and proper
management. Convenient is another quality of social media content that uses by
customers with the help of internet. This can help to reach the targeted customers
and maintaining the higher profitability. Satisfaction is provided by organization as it
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uses social media where it understand the needs of customers and introduce the
products as well as services which can help to maintain good performance and
profitability that also manages all activities. Reduction is cost is another benefits of
social media content where it save the transaction cost and also save time of
customers as they select the products via application and phone that develop the
business productivity and selling activities. Therefore, companies are using social
media and digital marketing in their organization which can help to develop the
business and managing all activities in changing environment.
Conclusion
Digital marketing is the important activity for each organization as it can help
to target the customers and managing the all activities. Different methods of digital
marketing are social media, Print media, Face Book, and others which can help to
develop the higher productivity and profitability. Marketing mix is the set of marketing
ideas and tactics which uses to promote the products and it is connected with
communication mix as it can help to reach the targeted customers by maintaining
clear and effective communication.
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REFERENCE
Books and Journal
Chaffey, D., 2019. Digital marketing. Pearson UK.
Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the
application of digital marketing. Scientific Journal of Polonia University.
33(2). pp.28-35.
Tuten, T. L., 2020. Social media marketing. SAGE Publications Limited.
Saura, J. R., Palos-Sanchez, P. R. and Correia, M. B., 2019. Digital marketing
strategies based on the e-business model: Literature review and future
directions. In Organizational Transformation and Managing Innovation in the
Fourth Industrial Revolution (pp. 86-103). IGI Global.
Samoggia, A., Bertazzoli, A. and Ruggeri, A., 2019. Food retailing marketing
management: social media communication for healthy food. International
Journal of Retail & Distribution Management.
Fleming-Milici, F. and Harris, J. L., 2020. Adolescents’ engagement with unhealthy
food and beverage brands on social media. Appetite. 146. p.104501.
Arora, A., and et.al., 2019. Measuring social media influencer index-insights from
Facebook, Twitter and Instagram. Journal of Retailing and Consumer
Services. 49. pp.86-101.
de Oliveira, R. T., Indulska, M., Steen, J. and Verreynne, M. L., 2020. Towards a
framework for innovation in retailing through social media. Journal of
Retailing and Consumer Services. 54.
Gruner, R. L., Vomberg, A., Homburg, C. and Lukas, B. A., 2019. Supporting new
product launches with social media communication and online advertising:
Sales volume and profit implications. Journal of Product Innovation
Management. 36(2). pp.172-195.
Online
About Social media. 2020. [Online]. Available through:
<https://econsultancy.com/what-is-social-media-here-are-34-definitions/>
About Digital marketing. 2020. [Online]. Available through:
<https://blog.hubspot.com/marketing/what-is-digital-marketing>
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