Practical Digital Marketing

This document provides an overview of practical digital marketing, including the concept of marketing, the growth of digital marketing, and the importance of social media marketing for contemporary business. It also explores examples of effective social media content and discusses why social media marketing is effective. The document offers insights into the benefits of social media marketing for businesses.

Practical Digital
Marketing
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Table of Contents
Introduction................................................................................................................................4
Part 1..........................................................................................................................................4
Marketing...............................................................................................................................4
Marketing mix is and where the communications mix fits ..................................................4
An explanation of digital marketing .....................................................................................5
An explanation of social media marketing ...........................................................................6
Importance of Digital marketing for contemporary business:...............................................6
Importance of social media marketing for contemporary business:......................................6
Part 2 .........................................................................................................................................6
Two examples of social media contents that really work and justification of why they work . 7
Screen shot of effective campaign with reference digital marketing.........................................8
Why social media content is effective......................................................................................10
Conclusion................................................................................................................................11
References ...............................................................................................................................11
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Introduction
Marketing function is a study of different market forces & factors that can be used
for development of a company's position for optimization of benefits. It is related with getting
right at product at right place (Chaffey, 2019). With the changing time there have been
complete transformation in the way companies are making use of various sources for the
purpose of using it as communication strategies for promotion of their brand in the target
market. Present report discusses about the concept of marketing and the growth of digital
marketing as a source of promotional strategy by various business organizations across
different parts of the world. Also, there is discussion of how social media marketing is one of
the most preferred strategies that can be adopted by organizations for enhancing their growth
and increased market share.
Part 1
Marketing
According to CIM, Marketing is a management process that is responsible for performing
various functions like identification, anticipation and satisfaction of customer requirements.
This functions is all about getting right products at right place, right price and right time.
Marketing function is a study of different market forces that are necessary for development of
a organisation's position to optimise benefits for a organisation (Chaffey, and Smith, , 2017).
Marketing mix is and where the communications mix fits
Successful marketing activities of a organisation is depended on addressing various key
issues that are according to the products of a organisation and how they will be delivering the
required value to their customers. These consideration are knbwoen to be part of marekting
mix as mentioned below:
Product: A successful organisation is always willing to develop products according to
customer requirement so that they are bale to achieve success. The perfect product is that
what is giving the required value to the customer. There is no necessity that a product has to
be tangible it can be intangible also like insurance policy is also a product. For example if a
customer is willing to buy a Nissan Micra then there is no use of offering them Rolls Royce.
Price: A product is having a required worth only of the customers are willing to pay the
required amount for it but it does not mean that it has to be cheapest but competitive enough
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to survive in market. It is the only element of marketing mix that can help in generation of
revenue. Other elements of marketing mix only represent cost (Kingsnorth, 2019).
Place: Place is where customers are buying a product and it is having relation with
distribution of product according to Its appropriateness and convenience. Many customer
surveys have clearly shown that delivering performance is a very important criteria while
choosing a supplier.
Promotion: Promotion is also a way where a organisation is communicating and it consist of
various activities like advertising, branding, sales management, exhibitions and special offers.
Promotion must be appealing enough and deliver a consistent message.
Communication mix is the part of promotion activities of every organisation where they are
using various tools for the purpose of approaching their target segment of market. There are
many different tools that can be used for the purpose of communicating with market such
traditional sources includes print media and electronic media in form of e mails (Patrutiu-
Baltes, 2016). Presently there has been a complete transformation as now digital media
sources have gained more popularity and increasingly lead to fostering of more creativity &
innovation in marketing activities of a organisation.
An explanation of digital marketing
According to Indrajeet Deshpande, 2020 Digital marketing can be defined as a marketing
approach that is relying on use of internet for purpose of connecting with the target audience
with use of different channels of digital media and such related platforms.
Digital marketing is a wide term that consist of different methods and marketing channels
for promotion of products & services with use of various electronic devices like mobile
phones, TV & electronic billboards.
Digital marketing is a term that is used for the purpose if describing various
integrated marketing services that are used for convincing customers online and attracting,
engaging their customers. Digital marketing is utilisation of multiple channels like content
marketing and influencer marketing that is helping various business organisations in
connecting with their customers. Use of Internet and different technology and digital media is
supporting modern marketing that has lead to rise of range of labels and creation of
professional and academics. It is considered as digital marketing, e mail marketing & web
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marketing. It is activity that helps in managing the online presence of a business organisation
like mobile applications, company's websites and various social media campaigns (Wahyudi,
Riyanto, and Berlilana, 2019).
For example: Many hospitality organisations are making use of digital media sources one
such example is Marriott international that has made a research where there have been results
drawn that 80 % of millennials are using social Media for purpose of making their decisions.
Marriott has partner with snapchat influencers for making “Snapisodes”
An explanation of social media marketing
Social media marketing is used for presentation of platforms where users are spending their
majority of time. It consist of Twitter, LinkedIn, snap-chat, Facebook . Social media has
played a vital part in increasing the chances of video marketing and development of
ephemeral content wave (Saura, Palos-Sánchez, and Cerdá Suárez, 2017). It has also helped
in enabling tow way communication so that organisations are able to interact with their
customers and followers with the help of their content like comments, likes and direct
messages or by use of post on official pages.
Importance of Digital marketing for contemporary business:
One of the major reasons of digital marketing has taken place of traditional marketing
channels is the advent & popularity of Internet. It has helped many business organisations in
in interaction and participation of their business with target customer segment.
Importance of social media marketing for contemporary business:
Social media marketing has helped in laying down channels of direct communication with
customers which otherwise was not possible because of traditional media channels. It helps in
increasing brand awareness and reaching the right target customer and increasing the
situations of better ROI. It has gained importance for contemporary business as it has helps
organisation in ensuring that right target customer is viewing their content.
Part 2
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Two examples of social media contents that really work and justification of why they work
Social media content has completely transformed the way business organisation are
perceiving the use of different social media marketing channels. Such as it can be said that
there are many different type of content options that are available and can be used by a
organisation for the purpose of establishing themselves on such platforms (Piñeiro-Otero, and
Martínez-Rolán, 2016). There are some examples of social media content that can be sued
for developing a detailed understand of how it can help in formation of a effective strategy by
a particular organisation. Below discussed are some of examples where social media content
has gained a lot of popularity in the present scenario:
1) Cross channel marketing:
Cross channel marketing is a type of multi channel marketing that is a practise to reach large
audience at a particular point of time. There are very less number of users who are using a
single platform but its a effective idea to use of multiple channel for the purpose of reaching
maximum number of users. There are many different Social media platforms like Instagram,
Facebook, YouTube, Twitter, IGTV that can be used by organisations. For example: Casper
is a popular brand that is using multi channel marketing they have recently launched in April
their Clasper sleep channel on spotify and YouTube. it is filled with soothing sounds that is
helping their customers in having sound sleep while they are suing casper mattress. They
have also promoted their teaser on different marketing channels and making use of a cross
promoting content. The features like sprout social publishing garniture also helps social
media manages in effectively planning and scheduling a cross channel content in given
period of time.
2) Visual: Visuals are also one of the most attractive ways that can b e used by
organisations. A picture is worth 1000 words and that is why visual are very
important for formation of a effective marketing strategy. It is very easy to describe a
product but a customer is only attract when the product is actually put in front of their
eyes. Square sayings is a type of visual repercussions of this brands. They have
successfully created promotional products hats, like phone cases, t shirts and may
more such type of products based on using beaded graphics. The Instagram feed is
also a cohesive grid of multi coloured “Square sayings” & products are matching each
message in great synchronizing. Each post is sharing something different and having a
completely relatable quotrem hence, it can be is that power visuals are very helpful in
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increasing the sales of a product and enticing their prospective customers to make
purchases with the help of their social content.
Screen shot of effective campaign with reference digital marketing
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Illustration 2: Use of visuals by Square sayings

Why social media content is effective
There are certain reasons why social media content is effective and can help in generation of
more leads for a brand. Some of the major reason for increased effectiveness of social media
content is mentioned below:
1) Consumer in control: Social media marketing has helped organisations in having a
indirect control over their customers by understanding their response very fats and
then interpreting them for further formation of strategies. There is receiving of real
feedback of customers (Ritz, Wolf, and McQuitty, , 2019).
2) Convenience: It is very easy to use social media marketing channels as there is no
requirement of a particular area it cannot be operated and functioned from anywhere.
Once a brand has a huge following then there can be more customer interest and
opinion that can be used from anywhere also this can be accessed at any item of the
day and is accessible 24*7. These are some of the features of social media marketing
that is helping in increased conveyance for customers.
3) Loyalty: All brand are willing to develop a loyal customer base it can be done with
the help if building a personal bond with customers. Social media is not just limited to
introduction of the brand and various promotional campaigns.
4) Reduced cost: Social media marketing is a very cost efficient strategy that can be
used by organisation for promotion of their brand. As compared to other traditional
methods of marketing there is requirement of less efforts in case of using social media
marketing as a tool. Such as there is reduction in the number of workforce required
and there is more outcomes in terms of higher conversion rates by using social media
as a marketing platforms.
5) Measurable: The conversion rate can be easily measured with the help of customer
responses that are given by various customer on such social media platforms by use of
counting the number of comments likes and positive responses.
6) Builds a brand: Social media is one of the effective techniques that can help in
syndicating of content and increasing business visibility. It helps in implementation of
a social media Strategy and helps in creating a profile on social media. Each post by a
organisation help in creation of a content and increasing brand awareness. 91 percent
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of marketers have made claims that by investing very small period of time social
media marketing has helped in generation of a wide audience for their business.
Conclusion
From the above discussion it can be said that with the advent of internet social media
marketing has become very popular tool of digital media sources that are available for a
business organization. many brands are using it as a source for approaching their customers
and enhancing their overall brand image by having channels of direct interaction through
these social media platforms.
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References
Books & Journal
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.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), p.61.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics
and actions. In MBA (pp. 37-74). Springer, Cham.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses. Journal of Research in Interactive Marketing.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses. Journal of Research in Interactive Marketing.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.
Wahyudi, R., Riyanto, A.D. and Berlilana, B., 2019. Pelatihan Aplikasi Teknis
Pengembangan Marketing Online Bagi Ukm Se-Balingmascakeb. JPMM (Jurnal
Pengabdian Mitra Masyarakat), 1(1), pp.21-30.
Online
What Is Digital Marketing? Definition, Types, Best Practices with Examples, 2020
[Online]. Available Through:https://marketing.toolbox.com/articles/what-is-digital-
marketing-definition-types-best-practices-with-examples
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