Role of Digital Marketing and Social Media Marketing

This document discusses the role of digital marketing and social media marketing in contemporary businesses. It defines marketing, digital marketing, and social media marketing. It also explores the importance of these strategies in attracting customers and promoting brand awareness. The document provides insights into effective social media content and digital marketing campaigns, using Sainsbury's as a case study.

ROLE OF
DIGITAL MARKETING
AND SOCIAL MEDIA
MARKETING

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
Define Marketing.....................................................................................................................................3
Marketing Mix as well as usage of Communication fix............................................................................4
Define Digital Marketing..........................................................................................................................5
Define Social media marketing................................................................................................................5
Importance of social media and digital marketing in reference to contemporary businesses ................6
TASK 2..........................................................................................................................................................6
Effective social media contents ...............................................................................................................6
Effective digital marketing campaign based screenshots and formulation of model in reference to an
organization ............................................................................................................................................8
CONCLUSION ...........................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Market is a complex place which required advancement in technology as per the
time goes by. In current scenario, there is advancement in promotions through the use
of social media as well as digital marketing tools. Social media is widely used e-
platform where users are operating across the world (Tripathi and Rai, 2019). Therefore
in this regard, digital marketing and social media is considerably huge which enables a
company to create market stability by conducting its operations in effective manner by
attracting audiences with use of e- platforms. In this respect report, it has been analyzed
that how social media content and digital marketing influence company’s overall
success. Also communication mix is used effectively and appropriately.
TASK 1
Define Marketing
Market is where every one of the exercises of business related of purchasing and
selling of an item or services. It can be characterized as showcasing methods of
reasoning by which an association's objective can be best accomplished through need
and fulfillment of client expressed and implicit requirements and needs (Roberts-
Lombard and Petzer, 2021). It is basically trying to get the company what consumer
really wants. It also resolves the issue around the interest and needs of consumer. In
simple terms Marketing is just getting the potential customer interested in your product
and services. Marketing generally covers several areas like how to communicate with
the consumer, branding of the products, design of the product, product pricing,
marketing research on the product, measuring effectiveness and it also works on the
consumer psychology.
Marketing Mix as well as usage of Communication fix
Marketing mix consist of 4P’s which helps us to classify for developing an
effective marketing strategy. Depending on marketing behaviour marketing manager
may take the help of 4P’s. Each among the 4P’s is examined independently but they
always depend on each other (Barani and et. al., 2018). The four P’s consist of
1. PRODUCT- It means any item or thing or any kind of services which has primary objective
is to satisfy the needs of customer. It is very important to identify the difference between
your product and the product competing in the market. It is also very important to identify
or have knowledge of market or marketing behaviour before introducing it in the market

2. PRICE- It is basically what the customer is paying in return of the product. It is very
sensitive area because the professional in marketing need to consider cost of product with
the view of consumer (Charlesworth, 2020). it cannot be too high or not too low because
in both the circumstances it will affect the product in future perspective. When pricing they
should consider that how much it cost to make product or what is the best price for both
manufacturer and customer or whether the current price can keep up in the market with
competitors these are the things which kept in mind while pricing the products.
3. PLACE- It is very important to keep in minds in which place the product will be distributed
or sold. The more you know about the customer needs the more you can design
placement for your product. Always consider where customer will look for your product,
where your customer spend most of the time ( supermarkets, online, markets etc) , what is
your distribution strategy of your product, and where you need a maximum sales force
these are the things which kept in mind while placing the product.
4. PROMOTION- Finally, one of the most important element of marketing mix is Promotion. It
includes different type of communication you use to tell customer about their services or
products. Even small changes in the promotion strategies can introduce drastic changes to
your profits and engagement (Spackman and Larsen, 2017).
5. When it comes to promotion is that where will you find potential customers, what will be
the best time to promote your product, what strategies do your competitors use in
promotion.
Communication mix is also very important part of marketing mix because it has
all the tools you use to communicate with your customer or potential customer. But
communication mix fits with Promotion mostly because all the elements of
communication mix can be easily related with promotion in marketing mix.
Define Digital Marketing
Digital marketing is component of marketing which uses internet and online based
technology such as desktop, Mobile phones and other digital platforms to promote product and
services. It is mainly the promotion of brand to connect with customer through internet and other
kind forms of digital communication (Eigenraam and et. al., 2021). It is great option for any
business because many people don’t realize how digital marketing can grow their business
quickly. Few Examples of digital marketing are website, Branding( Logos, Icon), video content of
product, images of the products, blog post of the product, reviews of your products and social
media pages. Clever marketers are coming up new strategies to reach customers online so the
above list keeps on going.

Define Social media marketing
As the name suggest social media marketing consist of social media to connect
with customer through social media mode. It helps in connect with your audience an
building your brand, increasing sales and promoting your product through social media.
The major social media platforms are Facebook, Instagram, Twitter, LinkedIn,
Pinterest, YouTube, and Snap chat. It is the easiest way to connect with your audience
and promote your product or target your customer for your product because around half
of population of globe is on social media (Price, 2018). It is very useful for brand
awareness. There are so many goals which we can achieve from social media like
increase in community engagement, customer retention, audience growth, handling the
negative feedback and customer demand research.
Importance of social media and digital marketing in reference to contemporary
businesses
With the help of digital marketing and social media marketing it eases the way to
do business (Martin, 2017). Digital marketing and social media marketing are important
because in becomes easier reach to the people directly where they spend most of the time,
target own audience, monitor campaigns and optimize them for better results, Cost effective in
nature, improves brand awareness, provides healthier relationship with customers, Gather data
from audience to improve marketing of a company, Use social proof to connect with potential
customer, can compete with large corporations and also earn people trust and build brand
reputation across globe.
There is no argue that social and digital marketing has so many advantages and perks
of doing marketing online for start-ups and established brands. Through regular update the right
social media marketing strategy, it will increase your internet traffic, better brand exposure and
improve brand loyalty and you can various people through this mode. Your competition already
increasing on social media day by day so don’t let your competitor take any type of advantage
from your probable customer (Dolega, Rowe and Branagan, 2021). The early you will start
the faster you will see the growth in your business and it will grow your branding and it will help
you in becoming a successful business.
TASK 2
Effective social media contents
Social media contents have powerful impact over e-platforms which could turn a
unknown brand into well known brand (Muhamed and Moosafintavida, 2019). Such
platform and techniques helps in attaining huge base of followers or audience which can

help an organization in ultimate value creation. Social media contents can be photos,
videos, animations and infographs and so on. The ultimate aim for existence of social
media contents could be sale generation, increased brand value, brand alertness, etc.
Various effective social media contents can be suggested as follows:
 Animation: It is featured content type where organization, being cost-effective,
opts for animated based videos where no real but imaginary characters are used
to promote ones product or services or even a brand image for ultimate growth
of a company. Nowadays it is highly usable technique by organizations in order
to share their respective content over the huge platform to reach out large
audience. Through formulation of this strategy, it assists an organization to grow
out from immense competitive environment, boosts customer engagement and
so on (Johnsen, 2017). This technique also develops appropriate understanding
of a product or service in front of target audience so that it becomes easier for an
organization to eliminate competition from respective industry. Also it is highly
cost effective and time saving form of content promotion over e- platforms.
 Infographics: It is said to be interesting and more eye catchy technique of social
media content promotion where data is represented with the use of charts,
graphics, visual patterns, trends and so on. It is considered as easier way to
communicate information to the target audience in more appropriate manner
than others. There are various social media platforms which allows usage of
infographs in order to promote a product or service of a respective company. It
promotes generation of more followers to a brand as it aid in development of
easy understanding of a product produced by a company or a service rendered
by it. There is a trend followed by companies by using Infographics for
promotional basis. It is believed that visuals illustrations are more engaging as
compare to non visual illustrations.
Effective digital marketing campaign based screenshots and formulation of model in
reference to an organization
Sainsbury’s is a well established chain of retail market which has been
headquartered in London, UK. It has wide range of groceries and stores which has been
operated across UK. It was originally founded in year 1869 by Sir John James
Sainsbury which later earned worldwide popularity. In the increased use of social media
marketing and digital marketing, respective company has adopted various e-platform
based activities in order to sustain in such advanced period of technology. Also various

campaigns has been launched by the respective company in order to earn utmost
attention from its customer base as well as in order to advance present followers which
will ultimately result in maximum profitability to a company for long term sustainability. In
this reference, Sainsbury’s most impactful campaigns over social media platforms can
be illustrated as follows:
 Sainsbury’s spotlights Christmas memories in three-part campaign
In the recent times, there was worldwide impact of covid-19 which has influenced
normal life of each living being. In such times, Sainsbury’s have developed a strategic
idea where people are required to celebrate Christmas at their home through video
calling in order to discuss their past Christmas experiences.

RACE model
Reach(R): Through above campaign, Sainsbury’s able to reach wide range of
audience which will advance its followers base. In such way more appropriate brand
image will be created amongst the consumers which will increase overall profitability of
an organization.
Act(A): This step includes encouragement of interactions over the e-platforms
(Thomas and Housden, 2017). Here consumers are motivated to engage in such
activities in order to advance company’s relevant initiative through increased sales
revenue and profit- margins.
Convert(C): In this stage, audience is prompt to invest in company’s respective
goods and services. In this regard, Sainsbury’s emphasizes over increasing sales by
converting its large fan following into customers. This way it will be able to contain more
of profitability in the terms of growth.
Engage(E): This refers to development of long term relationships with customer
base in order to increase overall profitability and market share in respective industry.
Sainsbury’s evolved such strategy to promote maximum audience engagement in the
provided campaign so that company can sustain in long run.
 Inside the Sainsbury’s and Argos ‘one-team’ digital model powered by
Essence:
In order to develop digital marketing as per the current trend, Sainsbury’s have
appointed Essence in order to help respective company to gain Agros’ digital media through
single minded team in order to advance their market in the respective industry. This way
organization could operate in sole digital agency by creating large customer base in company’s
respective brands such as clothing, Agros, etc.

RACE Model
Reach(R): By adopting such strategy, Sainsbury’s has reach a level of audience
holding which has been created through effective digital marketing technique. This
campaign will help respective company to generate maximum level of customers in
respect of its relevant brands.
Act(A): Here company is expected to act in such a manner which will be helpful
in customer retention. Sainsbury’s aim behind such campaign was to generate optimum
consumers so that it could effective promote its products through the use of digital
marketing strategies with help of Essence.
Convert(C): During the process of creating customer base, organization looks
forward to convert their efforts in terms of money. They must perform in such a manner
which must reflect in maximum sales volume and feasible profitability to the company in
order to survive in market.
Engage(E): After making appropriate sales through effective use of digital
marketing, an organization must seek to hold its respective customers so that it will be
able to generate more revenues in the future as well. It is important to retain huge
customers for an organization in order to meet business obligations in the intense
competitive environment of the market place including profit- margins, sustainability and
so on.

CONCLUSION
In the above study, it has been seen various importance of social media and
digital marketing in times of advancement in technology in companies. It is considered
as significant to make appropriate use of such techniques which will help an
organization to lead the market in various terms. In reference to Sainsbury’s it has been
evaluated that how digital marketing campaigns help a company in order to develop its
market across the globe which could lead to profitability and success of respective
company. Also with the help of RACE model it is determined which factors are
concluded as important for organization to create huge base of consumers with
increased sales quantity.

REFERENCES
Books and journals
Roberts-Lombard, M. and Petzer, D.J., 2021. Relationship marketing: an S–O–R
perspective emphasising the importance of trust in retail banking. International
Journal of Bank Marketing.
Barani, G. and et. A.., 2018. Digital marketing for small business: A success
story. ZENITH International Journal of Multidisciplinary Research. 8(12). pp.272-
282.
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Eigenraam, A.W and et. al., 2021. Let Me Entertain You? The Importance of
Authenticity in Online Customer Engagement. Journal of Interactive
Marketing. 54. pp.53-68.
Price, R.A., 2018. Incorporating Digital Marketing in the Marketing Curriculum: An
Approach for Small Colleges and Universities. Business Education Innovation
Journal, 10(2).
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and
Consumer Services. 60. p.102501.
Muhamed, M.F.P. and Moosafintavida, S., 2019. Impact of digital marketing on end user
buying performance upon retail trade business in Uae: A case
study. International Journal of Information Science and Computing. 6(2). pp.53-
62.
Johnsen, M., 2017. Multilingual Digital Marketing: Managing for Excellence in Online
Marketing. Maria Johnsen.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice.
Bloomsbury Publishing.
Martin, G., 2017. The essential social media marketing handbook: a new roadmap for
maximizing your brand, influence, and credibility. Red Wheel/Weiser.
Spackman, J.S. and Larsen, R., 2017. Evaluating the impact of social media marketing
on online course registration. The Journal of Continuing Higher Education. 65(3).
pp.151-165.
Tripathi, S. and Rai, A., 2019. Consumer Behavior on Social Media Marketing. Walnut
Publication.