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 2
Part 1 p2 – p5
Explanation of marketing p2
An explanation of what the marketing mix is and where the
communications mix fits p2 - p3
An explanation digital marketing p3 – p4
An explanation of social media marketing p4
An explanation of why digital marketing and social media
marketing are important to contemporary businesses p4 – p5
Part 2 p5 – p8
Two examples of social media content that really work and
justification of why they work p5 – p7
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p7
Why social media content is effective? P8
Conclusion p8
References p9
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Introduction
Digital marketing is the marketing element which uses online and internet
based digital technologies like mobile phones, computers and other digital platforms
and media in order to promote goods and services. In the marketing plans of
organisation and daily life of people, digital platforms become increasingly
incorporated (Buratti, Parola, and Satta, 2018). This report is based on role of social
media in digital marketing in contemporary businesses. It covers all about marketing,
digital marketing, marketing mix, social media marketing and the significance of
digital and social media marketing to the businesses. It also covers examples
associated with social media content that works well for businesses along with the
screenshots of effective campaigns. Moreover, the effectiveness of social media
content is also discussed in the report.
Part 1
Explanation of marketing
Marketing comprises of activities related to buy and sell of production
services. In other words, marketing is referred as the ongoing communications
exchange with consumers in a manner that aware, inform and develop relationship
with consumers over time. It is the process through which an organisation profitability
translates the needs of consumers into revenue (Tuten, 2020). Basically, it is the
process of management by which goods and services move from an idea or concept
to customers. It is very important process as it enables them to maintain ever
present in long lasting relationships with customers. It also helps business
organisations to keep pace with altering taste and preferences of consumers and
offering them goods accordingly.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix can be stated as the set of marketing tools that a business
organisation use promoting its goods and services and sell them into the market. It is
associated with positioning of product and decide to sell it at right place, time and
price (Felix, Rauschnabel, and Hinsch, 2017). 4 P's are included in the marketing
mix named as product, price, place and promotion which are discussed below:
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1. Product - it is termed as a commodity developed to satisfy the preferences
and needs of people. It can be tangible or intangible and has certain life cycle
which involves growth, maturity, sales and decline phase. It is very important
for the marketers to understand as well as properly plan for different stages
along with their unique challenges.
2. Price - it is a significant component in marketing mix which is the amount that
an individual is willing to pay in return of product. In marketing plan, price is
crucial element as it defines about the profit and survival of organisation.
Organisation set price of its product as per the price of competitor's product
(John, 2020). Adjusting the product price will have big influence on the entire
strategy of marketing and have great influence on demand and sales of
goods. Customer location, terms of sale, price of competitor’s product etc. are
things which must keep in mind by marketers while setting price of product.
3. Place - it is a part of marketing mix strategy. Market is emphasizing on
positioning or distributing product in a place which is easily accessible to the
customers. Effective placement strategy will assess what channel is most
appropriate to the product. It is also defined as any physical location where
people can access and get products and services offered by the company.
4. Promotion - this is the marketing communication process which assist firm to
publicize its goods and the features to people. It is very important element of
marketing mix and is also most expensive one (Chester, and Montgomery,
2017). It helps in grabbing the attention of people as well as influencing them
to purchase a product. There are different promotional tactics used by the
marketers including advertising, sales promotion, direct marketing, personal
selling, branding etc.
Communication mix comprises of different ways by which an organisation
communicate with its target market. It involves all the tools utilize to interact with
people including social media, direct marketing, advertising, exhibitions, events etc.
As the 4th P (promotion) of marketing mix is linked with the 5 elements of
communication mix including sales promotion, personal selling, advertising, public
relations and direct marketing, it can be said that communication mix fits to the fourth
element of marketing mix, that is promotion (Evans, Bratton, and McKee, 2021).
An explanation of digital marketing
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