The Role of Digital Marketing and Social Media Marketing

This report explores the role of digital marketing and social media marketing in the contemporary business environment. It covers topics such as marketing, marketing mix, social media marketing, digital marketing, and their importance. The report also discusses standards and models for effective digital marketing and social media content.

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART1.............................................................................................................................................1
Explain Marketing.......................................................................................................................1
Discuss Marketing Mix and where communication mix fits. ....................................................1
Explain about Digital Marketing. ...............................................................................................2
Discuss Social media marketing. ...............................................................................................3
Importance of Digital marketing along with social marketing. .................................................3
PART2.............................................................................................................................................4
Working of social media content by help of two examples. ......................................................4
Standards and models for digital marketing................................................................................4
Describe why social media content is effective. ........................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital Marketing is define as delivered of advertising by digital channels like websites,
social media, search engine, mobile apps and email which helps in endorsement of services and
goods (Tuten, 2020). It is a basic component which is used by business management for
performing marketing programmes in utilising internet services by use of desktop computers and
mobile phones. It is essential content of marketing which is performed that have better clarity in
processed in competitive market segment. This report covers marketing, marketing mix, social
media marketing, digital marketing and their importance in contemporary business environment.
Furthermore, it also consist of models, social media content and a standard for digital marketing
and content of social media.
MAIN BODY
PART1
Explain Marketing
Marketing refers to activities which is undertaken by company for promoting buying and
selling of service or products. It is as discipline which includes all actions which is done by
company for motive of attracting customers and also maintain relationship with them. The main
motive of marketing is to attract more customers for their brand by understanding their trends
and interest. Generally it is a activity which is deals In promotion programmes by use of
management team for promotion of their service or products of organisation. There are many
methods which is used in marketing such as social media, print, internet, search engine, internet
which helps organisation for increase profit margins and sales for attainment of organisational
objectives or goals (Heinze and et. al., 2020). In context of Marks & Spencer, company is more
focused on digital marketing over various other modes of marketing.
Discuss Marketing Mix and where communication mix fits.
Marketing Mix is define as set of tactics or actions which is used by company for
promoting their products or brands in marketplace. It is a mixture of various plans and ideas
which is followed by representative of marketing for advertise particular product of firm.
Whereas communication mix is define as process by which organisation communicate to their
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buyers or consumers with help of various modes such as direct selling, public relation packaging,
personal selling and so on. In terms of Marks & Spencer, marketing mix is discussed below: Product: Marks & Spencer is a top and popular brand of retail chain in world which is
based of UK. In this product portfolio of marketing mix it mainly cover all age groups
such as women, men and children. It mainly offers products such as clothing and
footwear sector of all age group people . It also offer home furniture, food and wine
segment to their customers (Chaffey, 2019). Price: Respective organisation follow competitive pricing strategy in price portfolio of
marketing mix. Company deals in their own in house brands of product which mainly
deals in clothing segment of all age groups. Organisation faces problem of competition
due to online retailers and many big retail firms. Place: Marks & Spencer is a international brand which is operating almost 1000 stores
worldwide. Organisation also have their own website by which customers purchase
products and they get home delivery for their products. In addition, it also offer
international delivery for limited products.
 Promotion: In terms of respective organisation, it mainly use advertising strategy more
carefully by campaign with store strategy and digital marketing. It mainly uses all
medium of promotion such as mobile ads, TV ads, and many more other social media
campaign. In addition, company also offers discounts for their loyal customers on
seasonal basis.
Explain about Digital Marketing.
Digital Marketing is refers to engaging the use of mobile devices, internet, social media
and many other channels for attract & reach customers. It is entirely new endeavour which need
new ways for approach customers and understanding behaviour of customers from traditional
marketing (Heggde and Shainesh, 2018). In modern development country it become most
important and vital factor for running business for their brand awareness. In terms of Marks &
Spencer there are some types of digital marketing which is describe below: Website Marketing: Website is considered as centrepiece of all activities of digital
marketing. It is very powerful channel which helps in executing various online campaign
of marketing. Website represents product, services and brand in a memorable and clear
way which should be mobile friendly, easy to use & fast.
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 Content Marketing: Objective of this type of marketing is to reach potential customer by
use of content. This mainly published on website which is promoted by email marketing,
social marketing, SEO and other campaigns. Tools of content marketing usually involves
infographics, ebooks, blogs and so on.
Discuss Social media marketing.
Social media marketing is refers to use of social media platforms for connecting with
their audience for build brand image, drive website traffic and increase sales. The main social
media platforms are Twitter, Instagram, LinkedIn, YouTube and so on. In context of Marks &
Spencer they use Hubspot and buffer tool to connect with many channels such as Instagram and
Facebook for achieve success in this type of marketing. There are five pillars of social media
marketing such as listening & engagement, strategy, analytics, planning & publishing and
reporting by use of advertising (Dahl, 2018).
Importance of Digital marketing along with social marketing.
Internet is considered as top most priority by organisation because with help of this
success is achieved and also attainment of potential customers by influencing them for
purchasing products.
Benefits of Digital marketing:
 This medium is considered as less expensive from other modes of marketing which is
affordable and used by any type of organisation. As now a days consumers are mainly prefer on online medium so this approach is
considered as beneficial for buyers and organisation.
Importance of Social media marketing:
 By presence of social media marketing it becomes specific factor which helps in
calculating SEO ranking.
 It also create brand awareness by having conversation of brands.
 It increases healthier and loyalty comments which satisfied consumers by providing them
quality of goods.
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PART2
Working of social media content by help of two examples.
Social media content is accurate and precise which leads easy for attainment of customers
which is related with business. This factor is beneficial aspect for organisation as it includes
achievement of growth and success in higher amount which is processed only by support of
effectual marketing (Kingsnorth, 2019). So for this there is validate information is share by
ability to attract and retain many customers which is increase. There are various examples of
social media content which works for business are explained below: Live Videos: With this example of social media content helps in smooth consideration
which helps in addressing by updating various channels of digitalisation. In live video
there are almost 4-5 people watching live video rather than reading magazine, blog and
many other articles. It mainly create a better idea for launching of products by conducting
press conference. In this business use many platform such as Twitter, Facebook which
will host preview and event for upcoming services and goods. It is efficient service which
becomes live demonstration on timely basis.
 Videos: Due to digital video there is almost 80% of traffic at this web which leads to
competitive advantage. In this there is market engagement and reach which is increase
the video content by sharing various different channels. It is done through various options
like YouTube, Instagram stories, Facebook, Snapchat and so on. In this, there are direct
information which is share in marketplace for increase younger audience. So for this
there is add of surprise and fun elements in which there is perfection in videos which
leads to addressing in suitable manner.
Standards and models for digital marketing.
When there is effective campaign program is considered enlarges potentiality of market
and its attractiveness which helps in attaining suitable interaction and profit for long term which
is achieved in suitable manner (Hanlon, 2019). There are various different campaign which is
used by business for enhancing their customer base which furthermore are described below:
Marks & Spencer: Home marketing team & Marks & Spencer clothing launched a
Digital campaign which shares and celebrates with buyers that they have essential wardrobe for
coming season for all age groups such as kidswear, menswear, womenswear, beauty and home.
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This campaign is considered as first major home & clothing products which is relevant for
starting new conversation with customer about restructure of M&S marketing functioning. Team
of marketing use digital channels for achievement of clothing and business aims of moving sales
up-to one third for growing customer share of busy parents. It includes platforms such as TV
advertising, Google Inventory Advertising and so on.
Nike: Digital marketing strategy is use by Nike with use of brilliantly effective ads.
Company is not only selling their products but they also sells by emotional benefit of products.
Basically they are selling aspirations. By this brand is showing promotion in their products to
customers in few campaign (Quesenberry, 2020). As campaign program of Nike are really
effective as they builds meaningful tag-line and stories. Company uses distribution strategy
which is done by communicate with their customers. As there is subsidiaries of Nike such as
Jordan, Hurley and Converse which helps brand for growing their image. This digital strategy is
use by e commerce sites, retailers and supermarkets.
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Describe why social media content is effective.
Social media content is effective as as it enables more values to stakeholder. So for this
target market should allow communication in faster and effective manner which leads to increase
in relevance of market (Abeza and et. al., 2020). It helps in attaining sustain level of satisfaction
by use of live experience which is done by suitable promotion which helps in enhancement in
sales & profit. By this their long term benefit of business is matched up with emerging trends
which helps in suitability of business for long term. There are few reasons which highlights
social media content is effective which are described below: Improved brand awareness: Social media is considered as most profitable and stress free
platform of marketing which helps in increasing visibility of business. So for this
company have to make social media profile and starts networking with other. With help
of social media strategy there is increase in brand recognition and also attraction of
customers. Cost effective: Social media marketing is most cost effective medium of social media
because only by creating an account and signing up for free. It helps in attaining greater
return on investment and also holds bigger budget for advertising.
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 Improved brand loyalty: When there is presence of social media it helps in connecting
more customers for business. When there is connection of customers with social media
which probably helps in customer loyalty and customer retention. As developing
customer loyalty is main goal of every business. Social media is also leading platform for
campaigns which is done by promotion. Healthier customer satisfaction: Social media plays important role in communication
platform and networking. By these platforms it creates a voice of organisation which in
important in improving overall brand image. Customers also appreciate fact such as when
they comment on post of page they receive modified message. It perceive natural in
positive light in brand values to their customers (López García and et. al., 2019).
 Direct referral traffic to companies blog or site: Social media marketing helps in
assisting customers directly on their site. As social media networks are great which helps
in getting traffic to site which helps in considering with post on overbearing marketer and
by turn off customers.
CONCLUSION
It is been summarised through above report that digital marketing is very important
aspect which is followed by business for promote their services and products which leads to long
term success which is attain with perfection. It is considered as prominent mode by which there
is attraction of customers by enhancing services of their products by creating values.
Furthermore, social media marketing is a process which is used for enhancing potential in
marketplace and for this there is various strategies are involved in perfection way.
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REFERENCES
Books and Journals
Abeza, G. and et. al., 2020. The role of social media in the co-creation of value in relationship
marketing: a multi-domain study. Journal of Strategic Marketing. 28(6). pp.472-493.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: emerging concepts and
applications. Springer.
Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
López García, J.J. and et. al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet. 11(6), p.130.
Quesenberry, K.A., 2020. Social media strategy: marketing, advertising, and public relations in
the consumer revolution. Rowman & Littlefield Publishers.
Tuten, T.L., 2020. Social media marketing. SAGE Publications Limited.
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