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

The role of digital
marketing and social media
marketing – theory and
examples

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
PART 1............................................................................................................................................4
Explanation of Marketing...........................................................................................................4
Explain marketing mix along with the application of communication mix................................4
Concept of Digital Marketing.....................................................................................................5
An explanation of Social Media Marketing- ..............................................................................6
Discuss how digital and social media marketing are important for contemporary business
environment.................................................................................................................................6
PART 2............................................................................................................................................7
Two examples of social media contents that really work and justification of why they work.. .7
Screen shot of effective campaign with reference to established models and standards for
digital marketing ........................................................................................................................8
Effectiveness of Social Media Marketing.................................................................................11
CONCLUSION:.............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is a process to exchange goods, services,. Ideas, thoughts with customers in
order to earn higher revenue and profitability (Gillespie, 2018). In the present report different
approaches of marketing like communication and marketing mix are discussed. In addition,
concept of digital and social media marketing along with appropriate examples are included in
following report. Lastly, it discussed the value of social media in current business environment.
MAIN BODY
PART 1
Explanation of Marketing
Marketing is a business function that is undertaken to promote and advertise the products
and services offered by company. Main aim of marketing is to aware as well as attract consumers
towards the offerings of entity (Yoo and et. al., 2020). In addition, it is wide concept that
includes ample of activities such as advertisement, selling, distribution and more to sustain in
competitive environment for a longer period of time. Here, companies carried out effective
marketing strategies as well as plan to maintain long term relationship with customers. Thus, it is
an effective function to attract new buyers and retain existing ones with company.
Explain marketing mix along with the application of communication mix
Marketing Mix is a tool that is used to prepare appropriate strategies to get competitive
advantage and sustain in market place. It comprises four crucial elements such as product, price,
place, promotion that are essential to achieve predefined objectives. Marketing mix are helpful to
take effective decisions for the betterment of organization and to increase in number of buyers.
Crucial elements of marketing mix are mentioned below:
Product- This is a tangible goods that are offered by an entity in order to meet with the
needs of potential customers. Product is consider as a most crucial variable of marketing mix as
it helps to fulfil demand arises at market place in an efficient manner. Managers first need to
identify the current trend and then produce product accordingly to earn potential profit margin.
Price- Here, appropriate price for goods and services are determined by company. There
are ample of pricing strategies such as market penetration, competitive and premium pricing and

many more. Managers need to consider several factors such as buying capacity of consumers,
current market condition and more. Appropriate pricing helps entity to attract more number of
buyers and provides and edge over rivalries.
Place-It refers to the distribution and supply chain management of company. With this,
managers make sure to provide goods and services to customers at right time. They make
products available to end users through supermarkets, retail stores, discounting stores and many
more (Pandey, Sahu and Dash, 2018).
Promotion- Promotion consider to advertise products and services of entity in order to
grab the attention of buyers. There are several promotional tools such as advertisements,
billboards, hoardings and more are used to increase in sales and profit margin. Nowadays online
platforms are also consider as a significant way to promote goods at wide level.
Communication Mix
There are ample of ways by which companies can get in touch with target audience
which known as communication mix. It comprises various tools such as advertisements, personal
selling, sales promotion and more. These all are essential to aware as well as persuade consumers
for a longer period of time. With this managers are able to make effective relationship with target
segment that is essential to formulate positive image of brand in market.
There is strong association between marketing and communication mix as both are
imperative to achieve predefined goals. Appropriate tool of communication helps managers able
to know the needs and wants of consumers and offer product and service accordingly. In
addition, suitable price of products can also determined by getting proper information from
market place (Tatar and Eren-Erdoğmuş, 2016). Further, suitable approach of communication
mix also helpful to promote goods and services of entity at wider level. Whereas marketing mix
is essential to offer appropriate products to meet with preferences of target segment and helps to
select most suitable tool to convey the message to potential buyers.
Concept of Digital Marketing
Digital marketing refers to promote the products and services at wide level by using
mobile devices, internet and other technologies. There are ample of tools such as social media
platforms, websites, content and email marketing are used to enhance the brand image of
company in market place. It also helps to improve the ratings of website in search engines such
as Google, Yahoo and more. In addition, here personalized emails are used to enhance in sales