Practical Digital Marketing

This report provides an overview of digital marketing and its practical application in contemporary business. It covers topics such as marketing mix, communication mix, social media, and effective social media content. The report includes examples of successful social media campaigns and explains why social media content is effective. It also highlights the importance of digital marketing and social media in today's business landscape.

Practical digital
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
What is marketing?.................................................................................................................3
What is marketing mix and where communication mix fits ?................................................3
Definition of digital marketing...............................................................................................4
Explain what social media is..................................................................................................5
Explain why digital marketing and social media are all important to contemporary business...5
PART 2............................................................................................................................................6
Two examples of social media contents that really works and justify why...........................6
Screen shots of effective campaigns in word document........................................................6
Explain why the social media content is effective.................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital Marketing is defines as any form of marketing of goods and services of
organisation with involves electronic devices and tolls. Digital marketing have recently took
place in the modern work place and business practices (Chaffey, 2019). The modern problems of
marketing received modern solution of digitalisation offered by technology. Some of the
examples of digital marketing tools are Social Media, Advertisement and Graphical Hoarding.
The present report is divided into two parts, where focus is placed on determining what is
marketing and marketing mix. Along with it, social media and digital marketing are examined
too. In the next segment of the report examples are provided showcasing two effective social
media campaigns two companies have developed and emphasis is provided on why social media
content is more effective.
PART 1
What is marketing?
Marketing refers to those set of activities which a company undertakes to introduce and
communicate the product or service in order to earn profits. The marketing unit is entrusted with
a creative role of promoting the product in such a way that customers are attracted. It includes
those activities that draws the attention of customer towards the offering of the organisation and
maintains a healthy relation with them in order to maintain customer loyalty. This function tries
to seek the customer demand to ensure ultimate profitability.
What is marketing mix and where communication mix fits ?
It is a strategic marketing tool which involves those tactics or actions which companies
use in order to promote its offering. It involves 7Ps which make a marketing mix which includes-
 Product- It refers to the offering which the company is selling. The organisation must
make sure that it delivers the minimum performance so that it is able to earn profit. For
example, Cadbury offers wide range of products like chocolates, biscuits, drinks etc.
 Price- It refers to the value which the customers have to pay in order to undertake the
offering of the company. Cadbury uses competitive marketing strategy in order to offer
the price similar to its competitor (Dodson, 2016).
 Place- It refers to that point where sale is done. It is a place of distribution from where
the product is reached to the customer. Cadbury has a global distribution network which

has robust distribution channel to reach the customer is any place whether it is rural or
urban area. It distribute its product to the retailer also in order to assure that product is
reached to all.
 Promotion- It refers to the activities which a company undertakes to promote and
communicate the product which includes advertising, mouth publicity, etc. Cadbury uses
traditional marketing like newspaper, TV etc. and digital marketing like social media to
promote its product (Chaffey and Smith, 2017).
 People- It refers to the staff and employees who work hard for the success of the
company. Cadbury owns skilled staff in order to ensure best product is being offered to
the customers which includes creative marketing team.
 Process- It refers to the process or procedure which lead to the value exchange. Cadbury
review its process system so that it can maintain high level service like customer
feedback etc.
 physical evidence- It refers to everything which a customer sees when it interact with
the business. Cadbury has a attractive logo and tag line which attracts its customers
which ensures customer loyalty.
Communication mix includes all those tools which a company can undertake to
communicate with its customers. It is an essential part of marketing which can be done through
social media, advertising or direct selling. The organisations must undergo different campaigns
in order to communicate well with the potential customers so that it can work towards customer
needs and demands.
Definition of digital marketing.
Digital marketing is the element of marketing that is to done with the help of internet and
online based digital technologies like digital media, desktop computers and mobile phones to
create awareness regarding product and services (Spiller and Tuten, 2019). Audience try to use
digital devices rather than going physical shops. Its campaign have become prevalent, using
combinations of search engine marketing, influencer marketing, data driven marketing, e
commerce marketing, social media marketing, search engine optimization, display advertising, e
mail direct marketing and e book have become popular in every place. It can also be used in non
internet channels that provide digital media like mobile phones, on hold mobile ring tones, call
back, television. It cannot be separate from technological development. Companies select online

techniques like marketing related to database instead of list broker. These type of databases
allow organisation to track audience information in efficient manner. To create awareness is the
main target of modern digital marketing as it is to be done so that general people and customers
become familiar and create brand image so that it is easy to recognise. To increase value to
strategic marketing and promotional benefits, digital marketing is use by Tesco. Now company
spend around 30% revenue on digital marketing (Kingsnorth, 2019).
Explain what social media is.
Social media is digital tool that permit users to create and share content, ideas and
information quickly with the audience. Social media include wide range of apps and websites for
example Twitter that is expert in sharing links as well as short written messages. The content that
include in this are video, document related to personal information. There are various variety of
activities related to social media, blogging, business and social network. For Business it is an
important tool. Company use platform engage with audience, promote sales with advertising,
gauge trend of consumer by offering customer support and service. For individuals it help to
keep in touch with family and friends. Some person use social media application to network
related career opportunities and globally find people with like interest and share their insight,
feeling, emotion and thoughts. The persons who are busy to perform these activities are segment
of virtual social network. There are around 3 billion users of social media globally. Tesco seeks
to boost engagement through increasing social media activity like increase promotional
campaigns on Twitter and Facebook.
Explain why digital marketing and social media are all important to contemporary business.
Social media is becoming important aspect of digital marketing that gives incredible
advantage by reaching million of audience globally. They become helpful for creating
connection with public, to raise awareness for product brand and increase your leads and sales.
They also help to improve loyalty for respective brands. It is less expensive method of
connecting large number of customers. It also help to compete with competition by exposing
large number of people on a smaller advertising budget. They use to create awareness of product
and attract audience towards their product.

PART 2
Two examples of social media contents that really works and justify why.
Social media contents are the different approaches or methods which are taken by the
managers and marketing executives of organisations or the business to conduct their practices
and promote their brand. The social media is considered to be one of the strongest and cost
effective digital marketing channel which operates in market and flourishes with huge efficiency
there are different types of social media contents used by businesses and out of which two
commonly used one are presented below:
 Visual Content- In considerations and context with effectiveness of social media content
increasing audience comprehensions is in favour of visuals and makes it necessary
(Nikunen and et. al., 2017). The visual content on social media enables the organisation
to change complex content into easy to grasp manner by effective use of visuals. The
visual content makes the advertisement or the promotional posts more attractive and eye
catchy which make the consumers or the reached audiences share and comment on the
posts and videos that increases the viewers number, likes and comments as well as
helpfully enhances the presence of the brand on digital channels and in the market place
by increasing audiences.
 User Generates Content (UGC)- The User Generated Content is a valuable source of
earning attention and engagement of customers on the respective brands by engaging
them on social media contents. Specifically, platforms like Instagram, Snapchat, Twitter
is the best source of boosting public interactions and reach to the higher audiences. The
best examples of the organisation using the User Generated Content (UGC) is Zara while
marketing in India.
Screen shots of effective campaigns in word document.
The first example used is of ZARA an international fashion retailer and manufacturer that
is present and operates in worldwide locations offering their goods to large customer base. The
company do not engage in any aggressive marketing due to its goodwill. But while in Indian
markets to attract and gain attention of buyers and mainly of the targeted audience that is youth
with fashionable taste and prefers trendy updated fashion the company made use of social media
to establish their presence. The tool used for social media marketing by ZARA is User Generated

Content (Piñeiro-Otero and Martínez-Rolán, 2016). The company engaged the youth in their
marketing campaigns by offering them free clothes and asking them to post pictures on their
social media handles by tagging official account of ZARA in the attire. Some of the screen shots
of the pictures of the campaign are given below:
Illustration 1: 5 User-Generated Content Ideas for eCommerce Growth, 2017
(Source: 5 User-Generated Content Ideas for eCommerce Growth, 2017)

Illustration 2: How to Collect User-Generated Content for Retail Marketing in Store, 2020
(Source: How to Collect User-Generated Content for Retail Marketing in Store, 2020)

Illustration 3: 9 Easy Ways to Repurpose Customer Content Throughout the Customer Journey,
2017
(Source: 9 Easy Ways to Repurpose Customer Content Throughout the Customer Journey, 2017)
Explain why the social media content is effective.
Social media is a significant channel of marketing which falls under the umbrella of
digital marketing tools and techniques. In accordance to certain studies social media is considers
as the common platform which is used by most small businesses and included in their marketing
plans as the most significant model (Heinze and et. al., 2020). It is a resourceful approach which
bring huge advantages in context of revenue, market presence and development. Thus, social
media is more effective then other similar form of tools. Some specific effective aspects attached
to social media marketing are presented underneath:
 Cost efficient- The first effective and efficient factor relates with social media campaigns
and marketing through it is cost efficiency. Social media is a digital platform in which
most popular websites offers e-commerce option without any cost or extra charges and
also enable the user to reach to higher or even n number of audiences. This automatically
makes the phenomena cost effective and enable the firm to save money. This is the
reason why small businesses mostly uses social media to market their goods.

 Increased Brand Recognition- Marketing is related with making promotions and
development presence in market for attracting the targeted customer base towards goods
and services. Hence, social media offers the brands a giant and wider platform to make
their presence and establish their goods in the competitive market. Another effectiveness
rendered by social media to the brands is of higher recognition and establishment
amongst the audiences. The key notion behind developing social media is connecting
people and thus, when it is used in for conducting business activities it offers the same
value to the user by connecting with people through their brand and product offerings
(Key, 2017).
CONCLUSION
The present report is made on digital marketing and practical application of the
approaches to reach to the end targeted users, thus it is summarised that social media is a strong
influential product of digitalisation. The companies most commonly uses social media as
provides them higher effective results and most importantly enable the organisation to gain
higher brand recognition as market presence induces.

REFERENCES
Books and Journals
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.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Nikunen, T. and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223), 12(2).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education, 41(2), pp.77-90.
Online:
5 Types of Social Media Content that Convert, 2020. [Online] Available Through:
<https://www.socialmediatoday.com/news/5-types-of-social-media-content-that-
convert/539584//>