Practical Digital Marketing

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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 your target 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
up its name on the lookout. This foundation includes distinguishing proof of clients,
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
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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, physical evidence, people and process. 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 be emotive, 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.
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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, Van Tilburg and Holthof, 2018). This channel is concentrating on
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
can include sales, coupons, contests, freebies, prizes and product samples. 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 marketing is basically the most appropriate method or 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).
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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
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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
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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.
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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. and Lee, K.H., 2019. Evolution of digital marketing communication:
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
Online campaign. 2020. [Online]. Available through:<
https://digitalmarketinginstitute.com/blog/5-successful-social-media-campaigns-you-can-
learn-from>
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