The Role of Digital and Social Media Marketing

This report examines the role of digital and social media marketing in contemporary business. It covers topics such as marketing mix, communication mix, and the importance of effective social media content. It also discusses successful campaigns and the effectiveness of social media marketing. The report provides insights into the strategies used by organizations like Nike and Adidas.

The role of digital
and social media
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK1.............................................................................................................................................3
Explanation of marketing:...........................................................................................................3
Explanation of marketing mix and communication mix:............................................................3
Explanation of digital marketing:................................................................................................4
Explanation of social media marketing :.....................................................................................5
Importance of digital and social media marketing in contemporary business :..........................5
PART 2............................................................................................................................................6
Explanation of social media content example and its justification.............................................6
Screen shot of effective campaign with established model for digital marketing...........................7
Effectiveness of social media content ........................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The report examines various aspects of the digital marketing as well as social
media marketing. Digital marketing is defined as the process of that promote of selling
product and services of a particular organization through various online marketing
mediums such as social media marketing, e-mail and search marketing. In order to
enhance sales of goods and services organization connect with customers by internet.
Social media is most popular way to ensure reach of business to prospect customers.
Social media marketing is type of internet marketing in which organisation create as well
as share content on various social media platforms in order to achieve all marketing
goals and objectives. In this report concept of marketing, marketing as well as
communication mix, digital and social media marketing and their importance in
contemporary business is explained. Apart from that social media content, effective
campaigns and effectiveness of social media content is being mentioned.
TASK1
Explanation of marketing:
According to the views of (Philip, K., 2017) Marketing is defined as the activity
which is conducted by every organisation in order to promote buying and selling
procedure of organisation's product and services. Marketing of products is done by the
organisation own self or by the affiliates organisation on the behalf of it that is
specialized in that (Chaffey, and Smith, 2017). In this process business seek attention
of potential customers and audience towards products. Proper marketing build strong
relation of customers with organisation.
Explanation of marketing mix and communication mix:
Marketing mix: The concept of marketing mix is described as the combination of
various actions or testis that facilitates the organisation to promote it products and
brands in respective market. Basically it includes several areas that focus on the
effective marketing plans. To make marketing function more effective four Ps plays
important role. These 4Ps are product, price, place and promotion that are discussed
below:

Product: Products are defined as the item or service that is designed by the
organisation in order to satisfy all needs and demand of customers. Nike produces
products for its customers according to their preferences and demands.
Price: Price is referred as the value of products, that customers are ready to pay
for acquiring it (Dawson, 2018). Cost of product is depends upon various factors such
as research, manufacturing, distribution and marketing activities. Prices are set by the
organisation according the quality, size and competitors pricing strategy. Nike set
appropriate price according to product quality and sizes(Marketing Mix2021)
Place: Place is the very important factor of marketing mix to determine various
areas of distribution. Place is considering as the physical stores from that customers
can take their desired products and now these days organisation provide the online
shopping as well as provide home delivery option to customers. Nike offers its products
by various stores near to customers.
Promotion: Promotions are defined as the continuous procedure to promote
products buying and selling in the market. Promotions includes advertising, personal
selling and maintaining public relation. It focusses on the target audience in order to
enhance organisational sales. In order to sale of products various promotions channels
such as digital as well as social media channels are used by the Nike brand.
Communication mix is referred as the tool to communicate with potential
customers. This is done by the various advertisements, social media channels, direct
marketing and packaging. In order to provide various information to customers
regarding the products communication mix plays important role. In the large
organisations such as Nike where production is done on large level, it is essential to
connect with customers to know about their needs, demands and preference,
communication mix provide various advantages. The respective organisation use
effective communication channels to connect with their customers.
Explanation of digital marketing:
According to views of(Khan, 2019) Digital marketing is defines as that activity
that encompasses all marketing functions through electronic device or use internet .
Basically it is the important component of marketing that utilize online based
technologies as well as mobile devices and other digital media platforms to promote

product and services. Various digital marketing channels are used by the organisation
such as e-mail, social media, search engines and websites in order to connect with
current as well as prospective customers. In the current competitive market, every
business digital marketing platforms to promote their products and services.
Explanation of social media marketing:
According to views of (Tuten, 2020)Social media is effective marketing platform
that use various social media platforms in order to connect with audiences to create
brand awareness and increase sales (Lee, and Lau, 2018). It is basically related to
publish content on the social media profiles, engaged with followers, get their feedbacks
and publish various advertisements on it to provide information to customers and
persuade them to purchase their products. Now several social media platforms are
used by the organisation to create wide customer base such as Facebook, Instagram,
you tube and Twitter.
Importance of digital and social media marketing in contemporary business:
Digital as well as social media marketing play vital role to promote products and
services in contemporary businesses. Most of marketing activities are done on the
social media channels like Face book, Instagram and you tube. In competitive business
environment it is necessary for every contemporary business to focus on digital as well
as social media platforms. These marketing channels facilitates organisation to achieve
their defined goals and objectives efficiently.
In contemporary businesses, it becomes important to use various digital as social
media channels to improve business performance, enhance customer reach and
provide various competitive advantages. Through social media, customers gain reliable
information about the organisation and its products and services(Muninger, Hammedi,
and Mahr, 2019). Importance of digital and social media in contemporary business are
discussed below:
Improve brand awareness: Digital and social media channels improve the
visibility of the organisation among the customers and enhance brand awarenesses.
Thorough these pate forms, various advertisements are published that provide data and

relatable information to the customers. In context of Nike, use various digital media
channels to reach potential customers and spread brand awareness among market.
Enhancement of customer engagement: Social media channels are the better
way to interact with customers directly. It provides the two-way communication with
potential customers and persuade them to purchase products (Social media
marketing,2021). By social media customers give their feedbacks on services of
organization. Organisation come to know about customer’s quarries and solve their
problems. By using social media platforms, Nike engage with customers and build
better relation with them.
Gather market information: Through various digital media tools contemporary
business can get various information about the market and their targeted customers.
This facilitates organization to develop strategies accordingly and satisfy customers with
products and services. By effective social media channels Nike gather all information
about their customers preferences, needs and demands.
PART 2
Explanation of social media content example and its justification
Social media content: Social media content is referred as the content that is
created by the individual or organisation on the various social media platforms such as
Facebook, Instagram and Twitter. These platforms are facilitates the organisation to
build more interaction with customers and enhance brand awareness among market
(Quesenberry, 2020). Examples of social media content are following:
Infographics content: Infographics content includes various charts, images,
graphics in the content that is published on the social media platforms. By these
infographics customers can easily understand the meaning of content. Customers
understand most of meaning of message by viewing pictures and graphs.
Videos: In the social media content videos are very easy to understand the
meaning of the message quickly and properly. In social media organizations engage
customers by displaying content through videos. Users can easily understand the
information and take decisions accordingly.

Effective social media content is very important for every organization in order to
enhance customer base and attract customers towards its products and services. Some
importance of social media is discussed below:
Enhance customer satisfaction: Effective social media content facilitates
organisation to satisfy all needs and demand of customers. As social media plays vital
role in the maintaining communication with customers and improve the brand image
among market. By the social media facilitates organisation to know customers
feedbacks about their brand.
Connects audience with brand: Social media content Effective content connect
potential customers with brand. Effective content influence decision making process of
customers and persuade them to attract towards products.
Screen shot of effective campaign with established model for digital marketing
Campaign by the NIKE “Just do it”
This campaign that conducted by NIKE by “JUST DO IT”. By this campaign NIKE
has stepped in the social arena of current event and made Colin Kaepernick, face of the

campaign. In this campaign, respective organisation enhances awareness and provide
information to audience about their variety of shoes.
RACE MODEL:
Reach: Reach is the first component of the race model, in this stage the
campaign of NIKE enhance its reach towards customers and attract them. When the
respective campaign is launched, number of customers approach various websites and
search about the campaigns.
Act: In this phase many people act towards the campaign because of its brand
awareness. Number of audience gathers various information about the campaign and
act in most positive manner (Reginold, Gnanabasharan and Sivanenthira, 2019).
Audience act and search about the the NIKE campaign by various online as well as
offline modes.
Convert: It is measured that adults respond towards the campaign in positive
manner. In this phase various actions are convert in the purchase actions and the sales
of NIKE is increased.
Engage: This is the most effective element of the campaign that reflects that who
much audiences are being engaged with the brand and its effective campaign. Number
of audience are engaged with the brand and retain with organisational services. Social
media channels reflect the engagement of the customers with NIKE.
Effective campaign of Adidas “impossible is nothing”

RACE model
Reach: It is very important step to reach potential customers in process of
launching campaign(Scolere, Pruchniewska, and Duffy, 2018). I the campaign of the
Adidas, it was reflected that number of audiences follow it and increase the brand
awareness and goodwill of brand.
Act: In is step, audience starts taking interest in the campaign and gather
information from various social media channels. Number of customers searched online
as well as offline about the Adidas campaigns and gather information about variety of
shoes that the company provided. Adidas provide various information on line as well as
offline modes for respective audience.
Convert: In this phase, it is examined that actually, how many number of
audience follow the campaign. In this step, organisation provide various information to
customers in order to convert their actions towards the purchase. Potential audience
covert their mind towards purchasing the products of NIKE brand.

Engage: It is last step of the race model, in which company want to engage their
customers with it for the long period. This make customers loyal towards organisation.
NIKE brand engage potential customers in effective manner by providing better quality
products and services.
From above stated campaigns, it is measure that both discussed campaigns
were effectively presented by social media marketing & digital marketing. Further, social
media contents also used by both brands in order to make their campaigns successful.
Effectiveness of social media content
Social media content is the effective and efficient way to engage customers with
brand and and retain them for long period with organisation. These content are related
to the specific product and services on internet in order to provide various information to
social media user. There are various reasons that increase the effectiveness of the
social media content. This effectiveness is discussed below:
Increasing brand recognition: Social media facilitates organisations to
enhance their brand awareness and its value within customers (Subawa, and
Widhiasthini, 2020). Effective social media content helps to reach and engage potential
and perspective customers and able to provide relative information to existing
customers about products and services. All these factors make brand visible in the
market.
Creating richer experiences: Social media content creates good experiences of
customers as well as organisation. Through social media, information is communicated
at faster rate and with grater relevance.
Improving customer insight: Social media allows organisation to observe all
preferences of the customers. All these information are being utilised in content
preparation in order to attract customers and try to retain them with organisation. By
various online mode organisation is able to get effective information about customers.
Nike conduct proper research for gathering wide range of customers needs and
demands.

CONCLUSION
As per above report, it can be concluded that marketing in very important
function that is done by every organisation in order to enhance buying and selling of
goods and services. Various tools of marketing such as social media marketing, digital
marketing and personal selling is used by organisations in order to enhance their reach
to potential costumes in market. Organisations conduct various campaigns to attract
customers towards products. Social media content facilitates organisation and well
customers to get variety of market information

REFERENCES
Books and Journals
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Dawson, V. R., 2018. Fans, friends, advocates, ambassadors, and haters: Social media
communities and the communicative constitution of organizational identity.
Social Media+ Society. 4(1). p.2056305117746356.
Khan, A.N., and et. al., 2019. A study of relationship between transformational
leadership and task performance: The role of social media and affective
organisational commitment. International Journal of Business Information
Systems. 31(4). pp.499-516.
Lee, P. Y. and Lau, K. W., 2018. A new triadic creative role for advertising industry: a
study of creatives’ role identity in the rise of social media advertising. Creative
Industries Journal. 11(2). pp.137-157.
Muninger, M. I., Hammedi, W. and Mahr, D., 2019. The value of social media for
innovation: A capability perspective. Journal of Business Research. 95.pp.116-
127.
Philip, K., 2017. Principles of marketing. Pearson higher education.
Quesenberry, K. A., 2020. Social media strategy: Marketing, advertising, and public
relations in the consumer revolution. Rowman & Littlefield Publishers.
Reginold, S. E., Gnanabasharan, K. and Sivanenthira, S., 2019. Manager perception
towards adoption on social media marketing: With special reference of hotel

industry in Jaffna District. South Asian Journal of Marketing & Management
Research. 9(10and11), pp.18-24.
Scolere, L., Pruchniewska, U. and Duffy, B. E., 2018. Constructing the platform-specific
self-brand: The labor of social media promotion. Social Media+ Society. 4(3).
p.2056305118784768.
Subawa, N. S. and Widhiasthini, N. W., 2020. Hegemony practice of consumers in
disruption era. International Journal of Innovation, Creativity and Change. 11(3).
pp.357-375.
Tuten, T.L., 2020. Social media marketing. Sage.
Online:
Marketing Mix.2021 [Online] Available through
:<https://economictimes.indiatimes.com/definition/marketing-mix>
Social media marketing.2021 [Available through]
:<https://coschedule.com/blog/benefits-of-social-media-marketing-for-business/>