The Role of Digital Marketing and Social Media Marketing – Theory and Examples

This document discusses the role of digital marketing and social media marketing in contemporary businesses. It provides an explanation of marketing, the marketing mix, digital marketing, and social media marketing. It also explores the importance of digital marketing and social media marketing for contemporary businesses, along with examples of effective social media content. The document concludes with the benefits of social media content and its impact on brand building and customer satisfaction.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Contents
Introduction 1
Part 1 p-p
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Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses p
Part 2 p-p
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p
Why social media content is effective? p
Conclusion p
References p
1

Introduction
Digital marketing refers to the effective use of internet to attract larger base of
customers towards the specie brand (Tomič and Šupín, 2019). It is a broad field that
includes, attracting customers through email, search platforms, social media, content
marketing and more. Along with this, social media marketing is the better use of
websites and social media platforms to promote a service, product or brand to the
customers and in marketplace. Therefore, digital marketing and social media
marketing are essential for an organization in promoting of its brand effectively. This
will help them in increasing brand awareness and also increasing sales. For this
report, H&M is a chosen multinational clothing retailer that is specialize in selling of
fast-fashion clothing for teenagers, children, men and women. Company used digital
marketing and social media marketing for attracting larger base of customers that
result in increased sales and improved brand image.
Part 1
Explanation of marketing
1. Marketing refers to the systematic management process that is responsible
for determining, anticipating, and fulfilling customer’s needs and wants
profitably. Along with this, marketing is important for each and every
organisation because with the help of this, they can easily increase
awareness about the products or services and also attain competitive
advantages in successful and in effective manner (Misirlis and Vlachopoulou,
2018).
2. Marketing refers to the activity, set of institutions and effective process of
developing, communicating, contributing and exchanging offerings that have
effective value for customers (Camilleri, 2018). Therefore, marketing is a
significant process for organisations to increase customer base towards the
brand or products or services. This turn to impact in increasing sales and
market ratio of the company.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix:
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This refers to the tactics or set of action that actions that an organisation uses
to promote its product or brand in the marketplace. There are 4Ps of marketing mix
including price, place, promotion and product. 4Ps of marketing mix will be explained
as below:
Product: This introduces to the product that really being sold to the customers and
in marketplace. This is a main element of marketing mix that help an organisation in
marketing of their products in marketplace (Andika and Susanti, 2018). In context of
H&M, there are different products under fashion brand including basic jumpers,
pants, jeans, vests, cardigans, fashion shirts, jewelry, shoes, undergarments,
jackets, purses and T-shirts.
Price: This introduces to the value of product, which depends of production costs,
segment targeted, direct and indirect factors. This is another main element of
marketing mix that will help company in increasing of customer base towards the
brand. In context of H&M, company used border pricing strategy that are essential to
the high income class people because they only focus on quality not a rice.
Place: This refers to the point where an organisation sells their products to the
customers. This is important for an organisation to produce their products at best
location because it will help them in increasing of their sales (Ndofirepi, Farinloye
and Mogaji, 2020). In context of H&M, company provided their products in around 55
countries. The products of H&M are made at closely 800 factories, which are
situated in Europe and Asia.
Promotion: Tis introduces to the activity that help business organisations in
promoting of their brand to the customers. In context of H&M, there ae different
promotional techniques used by company for promoting their brand in marketplace.
These are digital media, social media marketing and different platforms including
Facebook, Instagram etc.
Communication mix:
This introduces to the specific technique that used by company for communicating
and promoting their products to the targeted customers. There are different elements
of communication mix including advertising, personal selling, direct marketing, public
relations etc. All these are effective elements for an organisation in communicating of
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information about their brad to the products or services. This will help business
organisation by increasing their brand awareness in market (Kim and Lee, 2020).
How communication mix fits to marketing mix
Communication mix is important in marketing mix because it includes different
elements of communicating information to the customers about the brand. These
elements are sponsorship of events, public relations, direct marketing, discount
promotions, personal selling and advertising. These elements are effective in
marketing mix elements. For example: in order to provide information about the
products, places and prices of the specific product, there will be requirement of using
communication mix (Wono, 2018). Thus, communication mix and marketing mix are
interrelated and facilitated business organisation in improvement of its brand image.
An explanation of digital marketing
1. Digital marketing encompasses entire marketing efforts, which use the
internet or an electronic device. For example: There are different channels of
digital marketing that are used by H&M for promoting their brand in
marketplace. These are social media, search engine, email, and many other
websites to link with prospective and current customers (Kateryna, 2018).
2. Digital marketing is a form of interaction and communication between
companies and their customers via digital technologies and digital channels
i.e. email, internet and other (Gulati, 2019). For example: there are different
number of multinational brands including Tesco, Amazon, H&M etc. All these
are used digital marketing with purpose of increasing their sales and market
ratio.
An explanation of social media marketing
1. Social media is a form of electronic communication via which customers
create online to share ideas, information etc. about the products or services
(Brych, Borysiak and Brych, 2019). For example: today’s most of the people
are spend their maximum time on social media. For example: H&M is a
multination brand that promote their products on social media platforms
including Facebook, Instagram etc. This helped them in increasing of brand
awareness among customers that result in enhanced brand image.
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2. Social medial is a process of attracting larger base of customers about the
brand (Tuten, 2020). For example: Use of social medial platforms are
essential for the H& and many other brands in selling of their products or
services to the customers. This will help them by saving their time and also
facilitated in accomplishment of competitive advantages.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Importance of social media marketing for contemporary business
 Improves brand loyalty: Social media help contemporary business i.e. H&M
in improvement of its brand loyalty. By providing accurate information about
the business products on social media platforms help in increasing the brand
loyalty.
 Cost effective: This is another importance of social media for contemporary
business (Shrestha and et. al., 2019). By promoting services or products on
Facebook, Instagram and many other social media platforms are effective for
company because it not requires maximum amount of cost as complete to
traditional marketing.
Importance of digital marketing for contemporary business
 Helps in competing competitors: With the help of digital medial marketing,
contemporary business i.e. H&M can easily achieve competitive advantages.
Effective promotion of digital marketing support in competing competitors.
 Increasing brand awareness: Through digital marketing, company can
easily be increasing their brand awareness by providing accurate information
about their products on digital platforms (Levallet and Chan, 2018).
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Part 2
Two examples of social media contents that really work and
justification of why they work
Social media content is a type of content that is developed by companies or
individuals for social networks including Twitter, Instagram, Facebook. There are two
effective example of social media contents that will be explained as below:
 Company views: Share existing information regarding the organisations
social media feeds (Saura and et. al., 2019). This social media content is
really work because with the help of this, business organisation can easily
share photos of their team celebrating wining, introduces an innovative
product, provide information about the vacant position etc. Along with this,
Company updates are basically essential on Twitter, where around 40 percent
users are here for breaking news. Thus, company views are essential social
media content that followed by each and every organisation by improving their
business success and growth. It is work because of increasing information
about the business.
 Product photos: This is another social media content that work effectively
within an organisation. With the help of this content, company can get
creativity and analysis innovative ways to share photos of their products. This
content work effectively by attracting larger base of customers towards the
product. In this, company make sure that the photos of their products are
share fit in seamlessly with their brand aesthetic, mainly on Instagram as a
visual platform. Main justification regarding the selection of such content as it
helps business organisation by increasing customer base that turn to impact
in increasing the sales ratio (Carrigan, 2019).
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Screen shot of effective campaign with reference to established
model and standard for digital marketing
A digital marketing is a type of online marketing that put efforts forward by an
organisation to drive engagement, traffic, conversions or revenue (Medina, Correia
and Amores, 2019). Digital marketing campaign of H&M will be shown as below in
image viewer. This is:
Figure 1: Digital marketing campaign of H&M
(Source: Digital marketing campaign of H&M, 2016)
From the above mentioned campaign of H&M give the message that sustainability s
important for customers as well as environment. With the help of this campaign,
company can easily attract larger base of customers that will help them in
improvement of its brand image. Along with this, RACE (Rach, act, convert and
engage). This model helped H&M in establishment of effective digital marketing
campaign.
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Why social media content is effective?
There are different importance and effectiveness of social media content, which will
be explained as below:
 Consumer in control: This is one of the man effectiveness of social media
content. For example: with the help of company view content of social media
helps company to control the customers by providing accurate information
about the business to their internal employees. By getting all information
about the business, employees perform effectively that result in consumer in
control.
 Convenience: Social media content is convenience for both companies and
customers (Tsay-Vogel, Shanahan and Signorielli, 2018). For example:
company can easily provide information about their products through photos,
videos etc. This will help company by saving their time and also supported in
attracting customers. This will also help customers to get accurate information
about the product on internet and on social media platforms that is
convenience to customers by saving their time as well as transportation cost.
 Satisfaction: This is another advantage of social media content because by
getting accurate information about the products or services on Instagram,
Facebook and many other platforms, customers are more satisfied towards
the products. In this, product photos content is effective that facilitated in
increasing customer satisfaction towards the product.
 Loyalty: This will be increase through using social media content. H&M
promoted their brand through social media content that increase customer’s
loyalty towards the brand (García-Perdomo and et. al., 2018).
 Reduced cost: This is a main advantage of social media content for H&M
and potential customers. Providing information about the services or products
on Instagram will help H&M by saving its cost. This is also important for
customers because they easily known about the product promoted on digital
platforms that reduced the traveling cost of customers.
 Builds a brand: Social media content is effective for business organisation by
building a strong brand in market. It is only possible for company to provide
accurate and actual information about the products photos and videos. This
increased the customer trust that turn to impact in building of strong brand.
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 Measurable: With the use of social media content, all organisations are able
to measure the number of customer’s satisfaction and also measure the sales
ratio. Therefore, social media content is important and beneficial for company
in improvement of its growth and success easily (Hausmann and et. al.,
2018).
Conclusion
From the above mentioned information, it has been concluded that digital marketing
and social media marketing are important part of the business success and growth.
Theses helped business organisation by improving its brand awareness and also
increasing sales. There are two types of social media content such as company
views and product photos that are effective for company in building a brand,
reducing cost, increasing loyalty and customer satisfaction etc. Thus, social media
marketing and digital marketing are important for business organisation in increasing
their sales as well as brand image.
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References
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Pembelian Parfum di Azzwars Parfum Lubeg Padang.
Brych, V., Borysiak, O. and Brych, B., 2019. Digital marketing of energy service
companies’ personnel in the context of socio-economic development.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing,
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Carrigan, M., 2019. Social media for academics. SAGE Publications Limited.
García-Perdomo, V. and et. al., 2018. To share or not to share: The influence of
news values and topics on popular social media content in the United
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Gulati, S., 2019. Digital Marketing Strategies for Startups in India. In Proceedings of
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Hausmann, A. and et. al., 2018. Social media data can be used to understand
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Kateryna, O., 2018. Key marketing tools formation and application in business
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customers' coffee shop brand evaluations. Journal of Hospitality and
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Levallet, N. and Chan, Y.E., 2018. Role of Digital Capabilities in Unleashing the
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Medina, I.G., Correia, P.A.P. and Amores, L.A., 2019. How the digital age has
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Tuten, T.L., 2020. Social media marketing. SAGE Publications Limited.
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