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Practical digital marketing INTRODUCTION.......................................................................................................................................3 PART 1.......................................................................................................................................................3 Concept of marketing..............................................................................................................................3 Marketing mix and communication mix..................................................................................................4 Concept of digital marketing...................................................................................................................5 Concept of social media marketing..........................................................................................................5 Explain why digital marketing and social media marketing are all important to contemporary businesses................................................................................................................................................6 PART 2.......................................................................................................................................................7 Present two examples of social media contents that really work and justify why....................................7 Examples of effective and successful campaigns....................................................................................9 Why the social media content is effective................................................................................................9 CONCLUSION.........................................................................................................................................10 REFERENCES..........................................................................................................................................11
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INTRODUCTION Marketing is a process of strategy formulation that a company takes up to influence the customers to the best extent and attract them to company. in today’s environment of intense competition, companies are increasingly adopting different tools and techniques so as to gain attention from customers (Behera and et.al., 2020). One of the most adopted methods in today’s time is digital marketing. This report concentrates on discussion of the same. It is divided into two parts, first part discusses about concept of marketing and digital marketing. In the second part, there is discussion of real life examples of digital marketing and also examples of social media content. PART 1 Concept of marketing Marketing is a process which can be explained as a process of teaching that is provided by marketers to its customers about different offering of the company. it is a form of persuasive communication. It is made up of every process involved in moving a product or service from your business to the consumer. Marketing includes creating the product or service concept, identifying who is likely to purchase it, promoting it, and moving it through the appropriate selling channels. There are three primary purposes of marketing: 1.Capturing the attention of yourtarget market 2.Persuading a consumer to purchase your product 3.Providing the customer with a specific, low-risk action that is easy to take Marketing is a bunch of exercises or errands that are performed by an organization to build upitsnameonthelookout.Thisfoundationincludesdistinguishingproofofclients, understanding their requirements, planning a cycle through which these necessities can be fulfilled and making mindful clients about the presence of organization in their fragment. It is fundamentally a control of correspondence through which advertiser sets up association with clients. This is a cycle which guarantees coordinating up of interest and flexibly example of
organization's item in a market arrangement (Chaffey and Smith, 2017). Promoting is done uniquely for items and administrations. It very well may be performed for different things like, occasions, singular, thought, establishment, association, and so forth To summarize, it tends to be expressed that showcasing is a cycle through which improved productivity of a business is guaranteed (Chaffey, 2019). Marketing mix and communication mix To execute a marketing strategy or plan effectively in the business and targeted market, most important thing is marketing mix. Marketing mix is a process or the techniques through which management attempts to shape brand plans and strategies through important factors that are unique to a company. These factors are often referred to as 7 P’s of marketing mix which are product,price,promotion,place,physicalevidence,peopleandprocess.Communication process, on the other hand, refers to specific element of marketing mix and it is promotion. It is basically the channel, way or method through which marketer will communicate to customers. Communication mix is often referred to as promotional mix and it has five components, which are mentioned as follows: Advertising: This channel refers to all those avenues or mediums that a business uses to broadcast their marketing message to general public and also pays for this channel in return. Tools in this channel are television, radio, hoardings, etc. The most important feature of this channel is that these campaigns must beemotive, creative, eye-catching, catchy, musical, or even intentionally annoying. These all things are included just to catch attention of customers. Direct marketing and digital marketing: this is a new horizon to market the products and services in the target market. It brings on the marketing process on digital platform and also have several benefits, such as, it is relatively cheaper and covering a wide range of customers. It is considered to even more effective than broadcasting message through TV or radio.One of the major benefits of direct marketing is its targeted approach. So, if you’ve done the best and most accurate market research on your customers, you’ll know exactly who to target. It’s also attractive to marketers because its results can be directly measured.
Public relations: this is a conversion tool that is transforming the marketing message into stories so that they become even more attractive and appealing to target audience (De Pelsmacker,VanTilburgandHolthof,2018).Thischannelisconcentratingon amplifying every positive news about company and its products, so that they can attract customers and also establish relationship with various stakeholders like, government, newspapers, journalists, etc. Personal selling: this is often called as face to face selling. This process includes appointing salesperson, representatives or brand ambassadors so that they can influence customers’ decisions. The main requirement of this channel is effective communication and other interpersonal skills, so that marketer and subject can come on same page and sales can be executed (Hanlon, 2019). Sales promotion:Using various online and offline outlets, sales promotion creates limited time deals or promotions on products or services in order to increase short-term sales. It canincludesales,coupons,contests,freebies,prizesandproductsamples.When conducting a sales promotion, it's important to consider: how much it costs and whether the volume of sales will make up for the lost revenue whether it will build loyalty or just attract one-off purchasers if the promotion fits with the brand's image Concept of digital marketing This is a method through which marketing process is brought up on online platform and it is done through adoption of online media channels, like, social media, email, hoardings on browsers, etc. this is a methods through which marketer can easily measure the progress and effectiveness of marketing process. This easy measurement will help the marketer to fix up any bugs that can be there in the marketing process.The marketer can exactly find out the number of times digital marketing messages were displayed to local customers, the number of times these messages were clicked, the pages visited and the amount of visit time.Digital marketing is just so suitable for businesses in today’s time of intense competition and companies gets to interact with a wider range of customers. This is directly reflected in profitability of business (Herhausen and et.al., 2020).
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Concept of social media marketing Social media marketingis basically the most appropriate methodor technique used by organization where it uses various popular social media platforms in order to reach to potential customers. This method is used by business organizations in order to increase its sales and to enhance its brand value in the marketplace. With the use of visual context on various social media platform the company there to attract the large number of customers and give the information regarding current offers, new collection and various other schemes. Explain why digital marketing and social media marketing are all important to contemporary businesses Today’s time has become techno savvy and more and more people are connecting to each other and with business world through internet. This makes digital marketing even more important and effective. One of the most important and major aspect of this channel is social media marketing (Kingsnorth, 2019). It is becoming so significant due to the reason that a majority and great amount of population around the world is connected through social media. Following are major reasons that support the above statement: Cost effective: As compared to advertising strategy or any other channel of marketing, social media marketing is a very cheaper source of marketing and it involves a very minimal amount of investment. This can easily be done through creation of an account and becoming familiar with operations of almost social media platforms. This is a significant advantage as it helps in becoming cost efficient and will ultimately results in improved returns on investment. Engaging customers: the most important reason to adopt this medium of marketing is that it involves engagement of customers to a great extent using these platforms. It is a great tool so as to establish strong interaction process with customers. This is done through gathering knowledge and information about customers through social media sites and serving them accordingly. This process is also called as data analytics.Additionally, by communicating and engaging with your customers, you can win their attention and convey your brand message. That way you can reach more audience in real time and established yourself in the market(Kannan, 2017).
Improves brand loyalty: coming on digital marketing platform will help customers to become more familiar face for customers. They can easily identify a brand and will also associate themselves quickly. This will benefit the company through improving customer retention and customer loyalty. Ultimately, this will result in improve in profitability of the company. PART 2 Present two examples of social media contents that really work and justify why. The most popular social media platform which people are using and spending their most of time are facebook, instagram, twitter, LinkedIn and many more. It is one of the best and cheapest ways to reach to large number of potential audience in less time duration.Almost all the business organizations are using this method in order to increase their profits and to become most effective and efficient company in the marketplace. The five main pillars of social media marketing which are explained below- Strategy- It is the first and foremost step in which all the factors are been identified and evaluated by the business organization regarding what they have to publish in social media. The information or data they are willing to provide to its potential customers across the globe. Planning and publishing- It is the second step in which the plans are been formulated by the marketing team regarding publishing of the information or content on various social media platform. What time would be appropriate to publish the information and which type of context is been preferred by the people and other important factors. Listening and engagement- the content which is been published or posted by the company must be engaging that is able to attract the large number of its targeted audience. It should be capable of generating interest among the people so they show their involvement and share the post among their social groups which help company in reaching to large number of customers. Analytics- with the help of various analytical tools company would be able to know its performance on various special media platforms that is if they would be able to attract it
targeted audience or not. This help them in knowing where they need to improve their performance or which part of the activity requires due attention. Advertising- It is one of the most popular and most used feature of social media where companies can run their ads in order to reach a wider audience as many people prefer visual context instead of written context. People across the globe are spending their most of the free time on social media so with the help of social media advertising they would be able to enhance their brand image. Social media content refers to the visual or written content which must have the power to attract the large number of potential audience and it must be engaging. It plays very important role in social media marketing as without the quilted content the organization would be able to attract or build interest among its potential audience. Two major example of social media content are: Videos: these are the bytes that showcase the things that may attract customers towards product or service that is offered by the company. User generated content: this is specific content that is generated or created by the marketer and it may involve any content, such as, write ups, images, videos, etc. The main idea behind this content is that the customers are attracted to the fact that marketer is really interested in serving the needs and wants of customers (Key, 2017).
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Examples of effective and successful campaigns This is digital campaign of red bull company and they have used the platform of Instagram. This company is offering drinks to customers. Through this campaign, they desired to obtain awareness of the extension that they were planning for the brand. This instagram campaign was directed towards boosting awareness and sales both for the company. the main focus was on a specific drink which is called as “summer edition”. It was a energy drink that was launched keeping the Australian market as target market. (Online campaign, 2020) Why the social media content is effective Social media content is important for a company due to following reasons: Establishes credibility and also value of brand among audience: high quality content clearly defines the idea of marketing message among targeted audience, this will help a company to establish the value of their name among audience. If the trust value is increased than it will reflect in the measurement of success of marketing process (Kim, Kang and Lee, 2019). Connects the brand with its targeted audience: various components of social media content help the management of the company to establish relationship with targeted
customers. This can be done through inclusion of those contents that will tough the emotional value of customers. CONCLUSION From the above report, it can be concluded that marketing is an integrated tool of any company and it helps management to establish relationship between company and customers. To improvise this marketing process, digital marketing is a useful tool. Furthermore, digital marketing becomes even more effective when the channel of social media sites is adopted. Social media marketing is very beneficial for companies around the globe.
REFERENCES Books and Journals Behera, R.K. and et.al., 2020. Personalized digital marketing recommender engine.Journal of Retailing and Consumer Services.53. p.101799. Chaffey, D. and Smith, P.R., 2017.Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis. Chaffey, D., 2019.Digital marketing. Pearson UK. De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online reviews and hotel performance.International Journal of Hospitality Management.72. pp.47-55. Hanlon, A., 2019.Digital marketing: strategic planning & integration. SAGE Publications Limited. Herhausen, D. and et.al., 2020. The digital marketing capabilities gap.Industrial Marketing Management.90. pp.276-290. Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.International Journal of Research in Marketing.34(1). pp.22-45. Key, T.M., 2017. Domains of digital marketing channels in the sharing economy.Journal of Marketing Channels.24(1-2). pp.27-38. Kim,J.,Kang,S.andLee,K.H.,2019.Evolutionofdigitalmarketingcommunication: Bibliometric analysis and network visualization from key articles.Journal of Business Research. Kingsnorth, S., 2019.Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Online Onlinecampaign.2020.[Online].Availablethrough:< https://digitalmarketinginstitute.com/blog/5-successful-social-media-campaigns-you-can- learn-from>