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

This report discusses the importance of digital marketing and social media marketing in organizations. It covers topics such as marketing mix, communication mix, and effective social media content. The chosen organization for the report is Marks and Spencers.

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

MAIN BODY..............................................................................................................................................3
Part 1..........................................................................................................................................................3
Explanation of Marketing.....................................................................................................................3
Explanation of marketing mix and communication mix and the best fit for the organization......3
An explanation of digital marketing....................................................................................................4
An explanation of Social Media Marketing........................................................................................4
The importance of digital marketing and social media marketing on the organization................5
Part 2..........................................................................................................................................................6
Social media contents that really work and justification of why they work....................................6
The effective campaign with reference to established model and standard for digital marketing
.................................................................................................................................................................8
Importance of social media content....................................................................................................9
CONCLUSION..........................................................................................................................................9
REFERENCES........................................................................................................................................10

INTRODUCTION
The organizations are increasing the services and they want to have good
communication with customers. The people are increasing the use of digital media and
they are spending 5-7 hours on internet. The importance of digital marketing and social
media marketing is increasing and the organizations should have the strategies
because they will help them to achieve success (Morden, 2016). The organizations
make the strategies for the communication with customers and this will help them to
make products according to needs of customers. The chosen organization for the report
is Marks and Spencers which was founded by Michael marks and Thomas Spencer in
1884 in UK. They are one of the largest retailers and have products for men, women
and children. The report includes the meaning of marketing, explanation of digital
marketing, communication of the organization, social media marketing, and importance
of social media for the strategies.
MAIN BODY
Part 1
Explanation of Marketing
The marketing for the organization is the process of analyzing the needs of
customers and promoting goods and serves. The most important thing for the
organization is that the products and services reach to customers and marketing helps
the organization in understanding the needs of customers. The organizations use
different marketing mix to help the employees in making strategies (Niavand and
Mahesh, 2018). The customers of the organization are attracted with the strategies and
they will communicate with customers and this will help them in making products.
Marks and Spencers is focusing on the quality of the services and the marketing
help them in explaining the customers across the globe and connects them with
products and services. They are important for attracting customers and analyzing the
trends in markets.

Explanation of marketing mix and communication mix and the best fit for the
organization
The marketing mix is the strategies used by the organization to understand the
needs of customers. They are having the strategies for making the organization
successful. They include four main factors products, place, price and promotions and
they are important for the organization to analyze and make the strategies. The
products of Marks and Spencers are for men, women, children, beauty, home, etc. They
are affordable by customers and have good quality. They are in more than 15 countries
and have stores to purchase the products and services. They are having promotions for
helping the organization. They are the most important factors for the organization and
the top level employees will help them in making strategies and they are helping them in
marketing of goods and services (Humphreys, 2016).
The communication mix in the organization is focusing on understanding the
needs of customers. They will communicate with customers the strategies of the
organization and influence the behavior of customers. They are attracted to the
products and services of Marks and Spencers when they feel that they are worth
buying. It helps the organization in explaining the strategies to customers and they will
help the organization in improving the performance (Dias and Dias, 2019).
The communication and marketing mix of Marks and Spencers are helping each
other. They are important for improving the performance of the organization. The
communication mix is included in marketing mix and they are helping them because
they are simple in making the strategies. This will help the organisation in understanding
the importance of the products and services and they will help them in coordinating with
the marketing mix of the organisation.
An explanation of digital marketing
Digital marketing is the strategy used by the organisation to promote the goods
and services online and they are having different methods to analyze the performance
of the organisation. The organizations are promotion on social media, websites, media,
television and they are able to understand the behavior of customers. This helps the
organization in explaining the strategies of the organization and they are attracted to the

products of the organisation. The organizations are having digital marketing because
they help them in focusing on the needs of customers and they will help them analyzing
the performance.
The organizations are having the strategies for the marketing mix and they are
helping in the promotions with digital marketing. The marketing is important for the
organisation and this helps them in reaching to customers who are in different countries.
Marks and Spencers have digital marketing to improve the performance of the
organisation and make strategies for achieving success (Dickson, O'Reilly and Walker,
2018). They will help customers in communicating with products and services of the
organisation.
An explanation of Social Media Marketing
The organisation are having different strategies for achieving success and social
media marketing is the type of digital marketing and the promotions of goods and
services of the organisation are make with the help of social media. They are growing
because people are spending 5-7 hours a day on social media and they are
communicating with brands. The organizations are having strategies for increasing the
performance and they will help the employees of Marks and Spencers in understanding
the needs of customers. The organizations are having strategies for the marketing mix
and they are having promotions on social media.
Marks and Spencers understand the needs of customers and they are important
for making strategies. The social media marketing is the fast operations of the
organisation and they will help them in understanding the behavior of customers. Te
organizations are helping customers in taking decisions for the purchase of products
and services. They are making them have the best choice and they will connect with the
organisation. The customers feel that they are getting good quality products (Alves,
Fernandes and Raposo, 2016).
The importance of digital marketing and social media marketing on the organization
The organizations are focusing on increasing the performance and they are
helping the employees with digital marketing and social media marketing. The

marketing is helping the organisation in promotions and they are reducing the cost.
They make strategies for the organisation and promotions on digital media are reducing
the cost and they will reach to customers (Patterson, 2016). The organizations are
having good communication with customers and they are helping them in understanding
the organisation. The digital marketing is the process and this includes all the methods
on promoting online. They will help Marks and Spencers in understating the needs of
customers and they will make products and improves the services of the organisation.
The organizations are having good communication with customers on social
media because this is the best way to understand the needs of customers. The social
media promotions are benefiting the organisation and helping them in making
strategies. They are fast and helping the organization in understanding the behavior of
customers. The success of the organisation is because of quality of products and
services of the organisation and social media marketing is helping them in attracting
customers. They feel that the organisation is making strategies for helping customers in
getting best products. The organizations are of different sizes and small and large
organisations have different marketing strategies but they can achieve success when
they have the right promotions of the goods and services (Abid, Harrigan and Roy,
2019).
Part 2
Social media contents that really work and justification of why they work
Blog

Figure1Marks and Spencers
The organisations are communicating with customers what they are doing to help
the people. They are helping them in understating that they are important for the
organisation and they are marketing strategies to increase the performance (Ion, 2015).
They are communicating the experience of customers and what they feel the
organisation is doing for them. There are many customers that are helping the
organisation and they are communicating with them and they are helping them in the
blog. The people will be interested in the organisation when they understand the
importance of the products and services. Marks and Spencers is the brand focusing on
increasing the experience of customers.
Campaign

Figure 2Marks & Spencer Blogger Campaign
The organizations are having strategies to give good quality products and
services and they are attracting customers. Marks and Spencers “Style Milestone” is the
promotion where many bloggers were called in the stores of the M&S and they
discussed the style milestones and the experience they get when they are having the
products and services. They were giving free products to bloggers and they want them
to give the word of mouth for the quality of products. This helped the organization in
attracting customers because the blogger were giving them the styling tips and they are
helping them in understanding the strategies of the organization. The people are
attracted to products and services and they are increasing the performance of the
organization.

The effective campaign with reference to established model and standard for digital
marketing
Figure 3 Marks and Spencer
The organizations were focusing on increasing the demand of customers on
M&S website. This is a digital campaign where customers have to click the photo with
the mom or the moms have to click the photo with the children. The digital campaign is
focussing on increasing the experience of customers they will get the prize Php3000
and they will get the gift from Marks and Spencers and they are attracting customers.
They should include mom and child and they should have products of Marks and
Spencers. The organisation is making the strategy to attract customers to purchase the
products and this will help them and they are communicating with customers. The
contest was from 30th April to 11th May and they have chosen three winners who got the
gift from the organisation.
The organisations are having digital marketing because they will understand the
needs of customers and make strategies to increase the performance. They are able to
understand the behaviour of customers and they are communicating with them the
strategies of the organisation. This strategy is used by the organisation to attract
customers for products of children and women and they will have the experience of the
quality of products and services of the organisation. Marks and spencers is one of the
largest retailers of UK and they are helping customers to get good quality products at

affordable prices. The customers should get good experience with products and
services of the organisation.
Importance of social media content
The organisations are attracting customers with having good communication with
them on social media. There is many information available to customers and they are
getting to know what the brand is having and the strategies of the organisation. The
social media content is useful for customers to understand the organisation and they will
help them in making strategies.
The most important strategy is to achieve this is by guaranteeing your substance
mirrors the one of a kind point of view of the organisation image and while additionally
considering the requirements of the organisation. A vital device to achieve the social
media content objectives is a Content Strategy which goes about as an approach for
planning, making and understanding the strategies of the organisation. Working without
a Content Strategy could bring about substance that is lopsided in tone, topic, or
reason. Without an arrangement set up, most associations would think that its hard to
keep up a successful rhythm and routineness to their posting plan. Renouncing a
Content Strategy can likewise put forth understanding the ROI of your substance
attempts a test, as there would be no reliable destinations or estimation techniques set
up.
CONCLUSION
From the above report it is concluded that the digital marketing is important for
the organisation for making strategies. The organisations are having different strategies
which are helping them to increase the performance. The employees of the organisation
are making strategies for achieving success. The organisation is having different
marketing for the promotions of goods and services and they are helping them to attract
customers.

REFERENCES
Books and Journals
Morden, T., 2016. Principles of strategic management. Routledge.
Niavand, H. and Mahesh, R., 2018. The Role of Internet Marketing on E-
Commerce. Business and Management Horizons. 6(1).
Humphreys, A., 2016. Social media: Enduring principles. Oxford University Press.
Dias, C. and Dias, V., 2019. Memorable tourism experience design an effective
destination marketing tool. Anatolia. 30(4). pp.626-628.
Dickson, G., O'Reilly, N. and Walker, M., 2018. Conceptualizing the dissolution of a
social marketing sponsorship. Journal of Global Sport Management. 3(2).
pp.146-169.
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature
review and implications. Psychology & Marketing. 33(12). pp.1029-1038.
Patterson, P.H., 2016. The Prague spring and the big chill: the marketing moment in
communist Czechoslovakia. Journal of Historical Research in Marketing. 8(1).
p.120.
Abid, A., Harrigan, P. and Roy, S.K., 2019. Online relationship marketing through
content creation and curation. Marketing Intelligence & Planning.
Ion, R.A., 2015. Green Agricultural Marketing: Theoretical Approach. In Green
economic structures in modern business and society (pp. 239-252). IGI Global.