Role of Digital Marketing and Social Media Marketing

This report explores the role of digital marketing and social media marketing in contemporary businesses. It covers the meaning of marketing mix, communication mix, components of marketing mix, and the importance of digital and social media marketing. The report also provides examples of effective social media content strategies and discusses the benefits of using social media for marketing.

Role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Explain what marketing is...........................................................................................................1
Explain what the marketing mix is and where the communications mix fits.............................1
Explain what digital marketing is...............................................................................................3
Explain what social media marketing is......................................................................................3
Explain why digital marketing and social media marketing are all important to contemporary
businesses....................................................................................................................................3
PART 2............................................................................................................................................4
Present two examples of social media contents that really works and justify why....................4
provide screen shots of effective campaigns which you will insert into your word document.
Established models and standards for digital marketing should be referred...............................4
Why social media content is effective........................................................................................7
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................9

INTRODUCTION
Digital marketing consist handling marketing issues and activities through internet and
social media marketing is component of digital marketing where products are advertise and
promoted through social media like Facebook, Instagram and many others. Adopting new
technologies in digital marketing can help to make more profits for companies (Abbas and et.
al., 2019). This report covers the meaning of marketing mix, communication mix, components of
marketing mix, contemporary business, digital marketing and social media marketing. This
project also cover the link between contemporary business in context of digital and social media
marketing, screenshots of Mark and Spenser social media accounts and why social media
marketing is essential for today's companies.
PART 1
Explain what marketing is
“Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably.” This definition was given by The Chartered
Institute of Management. By this definition it is clear that marketing is a wide concept which
consist of targeting customers, research and the needs and demand in market place and to satisfy
customers by accepting all feedbacks and complaints and taking corrective measures to solve the
issues(De Pelsmacker, Van Tilburg, and Holthof, 2018). The main aim of marketing is to analyse
the market and recognise what all customer needs from a particular company.
Explain what the marketing mix is and where the communications mix fits
Marketing mix is a tool by which company peruse its marketing objectives in their targeted
market. Marketing mix helps the company to determine how they survive and achieve growth in
market. Marketing mix consist of 4 Ps which is explained below-
Product- It consist of main characteristics of commodity and services. This component of
marketing mix explains what is the product, how it is useful, what is the main purpose of
merchandise. In easy words it describe all information about a product. Qualitative products
always attracts more customers.
Place- It is the component of marketing mix which analyse the distribution channel of
company and it also describe the places where products are available in market by which
1

consumers can easily purchase (Bala and Verma, 2018) . Retail stores, supermarkets and many
others are example of places in marketing mix.
Price- Monetary value of any product is called price of that commodity. Price is set
according to purchasing power of customers, cost occurred to manufacture that particular
product and many other factors affect the pricing of product.
Promotion- It is the activity which consist of aware more customers by advertising on
TVs, Newspapers, hoardings and by many other media. This is very compulsory to aware more
customers about the merchandise so that more customers purchase it and which increases the
growth in profitability (López García and et. al., 2019) .
Communication mix is a marketing tool by which company communicate with its targeted
customers. It is important to communicate with customers to make them more satisfied. This
shows that company is concern about good relationship with their customers and agrees to
provide after services which is most important for gaining customer loyalty.
Communication mix fits to marketing mix in various ways which is explained below-
 The first component of marketing mix 'product' in which product is manufactured.
Communication mix plays an important role in this because without knowing customer
needs no company will prepare any product plan and customer needs can be identified by
communicating with them that what they need and what not.
 Communication mix is very essential for 'price' component in marketing mix as prices are
set according to purchasing power of customers (Muniesa and Giménez, 2020). So by
proper communication with customers help to know what are their ability to pay for a
product help the company to set prices. Communication mix also plays an important role in 'place' component of marketing mix.
By communicating with customers, company easily get to know that what are the easy
and comfortable ways for customers by which customers reach to buy the commodities.
 Promotional activities of companies also include communication between customers and
company. With the help of advertisements company aware customers about their products
and company also provide contact number or other ways in advertisement by which
customers can directly contact to company. To know any information about the product,
customers directly contact to companies with the help of advertisements. This is how
2

communication mix fits in 'promotional' component of marketing mix (Bala and Verma,
2018)
Explain what digital marketing is
Digital marketing is a form of direct marketing which links consumers with sellers
electronically using interactive technologies like emails, websites, online forums and
newsgroups, interactive television, mobile communications etcetera (Kotler and Armstrong). By
this definition it is clear that digital marketing refers to promoting a products through internet
like advertising through digital channels, for example search engine, social media, websites and
many others (Tuten and Mintu-Wimsatt, 2018) .
Explain what social media marketing is
Social media marketing is “Online communities formed by Internet users by taking help of
technology. (Kotler and Lee). This definition by Kotler and Lee defines that social media
marketing is the part of digital marketing where products or services are advertised through
social media like Instagram, Facebook, twitter and etc. Today most of the youth is active on
social media. Hence advertising product through social media is a good way way to aware more
customers.
Explain why digital marketing and social media marketing are all important to contemporary
businesses
Contemporary Business which is belong to same period of time and in context to competitive
market, the owner of business must opt those those strategies which help them and their business
to be trendy according to time (Tafesse and Wien, 2018) . The main concept of this business is to
adopt changes as per the requirements. Contemporary business plays an important role in digital
and social media marketing.
Importance of digital marketing in contemporary business -
Digital marketing plays an important role in contemporary business as today's generation
prefer and attract more to digitally played activities. Today customers are more aware of digital
gadgets like computer laptop, video hoarding, online websites and many others. Adopting a good
attractive digital promotional advertisements help the company to compete high in marketplace
and lead the market. Digital marketing help the company to focus more on customer oriented
market where customers are treated as king (Iankova and et. al., 2019).
3

Importance of social media marketing in contemporary business -
Social media marketing plays an important role in contemporary business as in latest
scenario most of the youth are active on social media most of the time. Having advertisement
through Instagram, Facebook, Twitter and many others help the company to gain today's
generation attraction toward their brands. Social media marketing also helps in identifying what
customer actually want and their reviews through comment sections of the post related to
product. Social media marketing is more helpful for those companies who deals in trendy
fashions (Abbas and et. al., 2019) .
PART 2
Present two examples of social media contents that really works and justify why
Articles and blog posts- Company blogs must be shared on social media. The link of
these blogs and articles which is shared on social media is helpful to gain more customers
because articles provide both aspect positive and negative reviews of products and blog is
something which is trending and famous in today's generation to collect information.
Videos- Creating and sharing videos about any product or company is a good idea for
business growth on social media content (Chatterjee and Kar, 2020) . Video is helpful in proving
more information to customers for shorter period of time. Videos can be shared on social media
by many ways like stories from Face book and Instagram, Snap chat, you tube videos and many
others. Animation videos is an another unique way which is helpful to attract more customers.
Most of the customers of today's generation use social media contents to gather any information
required by them. Short videos of time duration 1-2 minutes is most preferred by customers.
Audio visual videos are much better option for many companies to advertise their products
because a customer can see, listen and analyse about the products.
provide screen shots of effective campaigns which you will insert into your word document.
Established models and standards for digital marketing should be referred
Taking appropriate use of social media helps the companies to gain more attention of
their existing customers as well as their new customers(De Pelsmacker, Van Tilburg, and
Holthof, 2018). Mark & Spencer has many followers on their social media account mostly on
Instagram and they continuously upload posts to aware about new products to their customers
and they also allow comment sections so that the company get to know about the mind set of
4

their customers through comments of their customers. This thing also helps to recognise
complaints as many customers complaint about the merchandise in comment sections. Few
screenshots of social media of Mark and Spenser are past below-
(Source: M & S, blog post, 2021 )
(Source: Official Instagram account of M & S)
5
Illustration 1: M & S, blog post, 2021
Illustration 2: Official Instagram account of M & S

(Source: Official Instagram account of M & S)
(Swipe Up Instagram Story, 2021)
6
Illustration 3: Instagram post about
new product release, 2020
Illustration 4: Swipe Up Instagram Story, 2021

Why social media content is effective
Social media content is effective for companies because of following reasons- Reduced cost- Social media is considered as cost effective way to promote any product
(Iankova and et. al., 2019) . Social media only require a internet connection and a official
accounts of companies which is free of cost. Then they promote their new launched
products on their account by uploading posts and stories. Easy to find customers- Social media contents are also effective because most of the
people of this recent generation are more engage and are more active on social media.
Posting pictures and having promotional activities on social media help companies to
aware and gain more customers. Builds a brand- Social media is a new way of marketing by using new methods like
GIFs, Animation videos and many others (De Pelsmacker, Van Tilburg, and Holthof,
2018). Applying and adopting new ways like social media creates a good image in
customers mind. Hence, using social media marketing builds a brand for company.
 Creates more satisfaction level for customers- Customers easily complain about any
defect in product or any issues faced by customers in using that products on social media
by posting or by adding comments in comment section of pictures. Due to the fear of
spoiling image of their brand, companies resolve the queries and issues as soon as
possible. This makes customers more satisfied because they were provided a good
service.
CONCLUSION
From the above information it has been concluded that marketing mix plays an important
role in analysis market and also in growth of business. It is also clear that communication is an
important factor in marketing mix. A proper communication with customers makes the company
more profitable as well as more reputed. The digital marketing and social media marketing plays
an important role attracting more customers of recent generation. Digital and social media
marketing are important for contemporary business. Social media marketing is an affective way
of reducing cost of companies which was occurred in their promotional activities.
7

8

References:
Books and Journals
Abbas, J. and et. al., 2019. The effects of corporate social responsibility practices and
environmental factors through a moderating role of social media marketing on
sustainable performance of business firms. Sustainability. 11(12). p.3434.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Chatterjee, S. and Kar, A.K., 2020. Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal
of Information Management. 53. p.102103.
Chen, S.C. and Lin, C.P., 2019. Understanding the effect of social media marketing activities:
The mediation of social identification, perceived value, and satisfaction. Technological
Forecasting and Social Change. 140. pp.22-32.
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.
Iankova, S. and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
López García, J.J. and et. al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet. 11(6). p.130.
Muniesa, R.L. and Giménez, C.G., 2020. The Importance of the Loyalty of Fashion Brands
through Digital Marketing. Journal of Spatial and Organizational Dynamics. 8(3).
pp.230-243.
Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: An
empirical assessment. Journal of Marketing Management. 34(9-10). pp.732-749.
Tuten, T. and Mintu-Wimsatt, A., 2018. Advancing our understanding of the theory and practice
of social media marketing: Introduction to the special issue.
9