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

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
0

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:
2

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
3