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 ..........................................................................................................................3

Part 1................................................................................................................................................3
Explantation of marketing .....................................................................................................3
Explantation of what the marketing mix is and where the communication mix fits ............4
An explantation of digital marketing .....................................................................................5
An explantation of social media marketing............................................................................5
An explantation why digital marketing and social media marketing are important to
contemporary business ..........................................................................................................5
Part 2................................................................................................................................................6
Two examples of social media content that really work and justification of why they work 6
Screenshot of effective campaign with reference to established models and stranded for
digital marketing.....................................................................................................................7
Why social media content is effective .................................................................................10
CONCLUSION ............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
Digital marketing refers to the marketing in which there is marketing of different
products by using digital media, social media and many more. In the current digital world the
every organisation needs to utilise digital marketing methods to accomplish their marketing
goals and promote their products to a large number of people. This report includes definition of
marketing and marketing mix along with description about where the communication mix fits in
the overall marketing mix. Importance of social media marketing and digital marketing
techniques are also mentioned in this report in context of the current business environment.
Examples of social media content which provides effective results to the company along with the
utilisation of established digital marketing models on successful social media campaigns is
provided in this report.
Part 1
Explantation of marketing
Marketing is defined as the set of processes of building, communicating, informing and
delivering offerings which are valued by the consumer. All the activities of the company which
are conducted in order to promote products of the organisation to the target consumer base with
the aim of inducing consumers to purchase the products of the organisation comes under the
description of marketing (Alam, Wang and Waheed, 2019). Marketing activities conducted at
busies firms includes both conventional marketing tools and digital marketing tools.
Explantation of what the marketing mix is and where the communication mix fits
Marketing mix is defined as the set of activities conducted by the company in order to
effectively promote their services and products to the target consumer base. The primary
components of marketing mix which are part of traditional marketing mix are product price
place and promotion. These components work in combination with each other and form
comprehensive marketing plan of an organisation which is used to create and sustain loyal
consumer base for the growth and development of company (Baker and Hart, 2016). The main
elements of a marketing mix are defined below:
Product
This element of the marketing mix includes every product or service sold by the
company to their potential consumers. The products offered by the company usually complete a

certain demand of the marketplace and aim to attract consumers through unique features which
solve problems faced by the consumers in an effective manner.
Price
This is the second element of the market mix and includes the price at which a company
sells their product to their target consumer base. Business organisations adopt various pricing
strategies in order to gain profitability which includes dynamic pricing strategy freemium pricing
strategy and competitive pricing strategy (Chaffey and et. al., 2020).
Place
This element covers the subject of the area at which the organisation sells their product or
digital mediums through which the organisation conducts commercial transaction and displays
their products. The distribution network by which the company is able to distribute their
products to their target consumer base is also considered in this part of the marketing mix.
Promotion
Advertisements, public relations and promotional campaigns are part of the promotional
mix of the company. Conventional promotional strategy includes print and radio advertisements
along with conventional tools such as physical stores while digital marketing strategies include
usage of digital marketing tools such as search engine marketing, content marketing and social
media campaigns. Promotional element of the marketing mix plays an essential role in overall
marketing strategy of the company.
The communication mix is a part of promotional mix and is described as tools used by
organisations to build effective interaction with their consumers and communicate information
contributing to creation of strong bonds between the employees and the organisation effectively.
Social media, product packaging, direct promotions, events are part of the communication mix.
The communication mix of an organisation consists of multiple elements to effectively
communicate with the potential consumers which includes advertising, publicity, personnel
selling, sales promotion, public relations and many others (Johnsen, 2017).
An explantation of digital marketing
Digital marketing is defined as the usage of digital mediums such as social media
platforms. Email marketing, mobile marketing and so on to promote products or services offered
by the company, communicate with the potential consumers and formulate a brand image to
accomplish marketing goals of the organisation. In the modern corporate world construction of