The Role of Digital Marketing and Social Media Marketing

This report discusses the role of digital marketing and social media marketing in contemporary businesses. It explains the concept of marketing and the marketing mix, as well as the importance of digital marketing and social media marketing. The report also provides examples of effective social media content and discusses why it is effective.

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Explanation of marketing.................................................................................................................3
An explanation of what the marketing mix is and where the communications mix fits..................3
An explanation of digital marketing................................................................................................4
An explanation of social media marketing......................................................................................5
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses.................................................................................................................5
PART 2............................................................................................................................................6
Two examples of social media contents that really work and justification of why they work .......6
Screen shot of effective campaign with reference to established model and standard for digital
marketing.........................................................................................................................................6
Why social media content is effective?...........................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing depict the effective form of marketing of products and services of the
company that effectively undertake electronic devices. Digital marketing tends to prominently
tool effective place in the modern organisation considering the business practices. For this, the
suitable problem which is received for modern solution for the digitalisation is offered by the
technology (Tuten, 2020). For this, effective examples of digital marketing techniques including
social media, advertisement and graphical hoarding. The report is classified into two prominent
part that put emphasis on identifying about what marketing and marketing mix. Besides this, it
also tends to undertake digital marketing and social media with effective examination by offering
two prominent social media campaigns which are developed by offer social media content in an
effective manner.
PART 1
Explanation of marketing
Marketing depict those activities which are used by company in terms of introducing and
communicating the products and services in terms of earn profitability. For this, the marketing
department tends to perform creative roles in terms of promoting their commodities in attractive
manner. It undertake effective activities considering the attention of customers towards the
offerings of company by maintaining healthy relations to maintain loyal customer base. This
concept tends to seek the demand of customers to make sure effective profitability.
An explanation of what the marketing mix is and where the communications
mix fits
It is undertaken as the effective strategic tools that consider effective tactics and actions
which are used by company in terms of promoting their services. It include 7P's of marketing
mix including: Product: It depict the prominent offerings by which company tends to sell their suitable
products and services, for this, company tends to make sure that they effectively deliver
suitable performance in terms of having prominent profitability (Ziyadin and et. al.,
2019). For instance, Cadbury provide wide range of products including drinks, chocolates
and so on.

 Price: It depict the suitable value by which customers need to pay in terms of offering
products for the company like Cadbury tends to use competitive marketing strategy in
terms of offering same price to their competitors. Promotion: It depict the suitable activities by which company consider the promotion
through effective communication including advertisement, word of mouth and many
more. For example, Cadbury tends to use traditional marketing including TV, newspaper
and so on considering social media in terms of promoting their products. Place: It depict the suitable point in which sales take place as it consider the effective
place of distribution in which the products are reached to their potential customers.
Moreover, Cadbury tends to have global distribution network by which they consider
robust distribution channel in order to reach towards their customers at any area. People: It depict staff members who tends to work hard for the growth and success of
company. In terms of Cadbury they tends to have skilled employees to make sure the best
product which is being offered to their potential customers. Process: It represent the suitable system and process undertaking the value exchange as
in terms of Cadbury the suitable process system depict the effective maintenance of
services to towards to queries of customers.
 Physical evidence: It undertake what customer sees in order to interact with the business
factor of company. For this, Cadbury tends to timely develop attractive logo which are
eye catchy and attract large number of customers.
An explanation of digital marketing
Digital marketing is the effective component which is done with the help of internet and
online technologies including digital media, PCs and mobile phones in order to create awareness
regarding the products and services. For this, people try to use effective digital devices instead of
going to the physical shops. Moreover, it also tends to consider campaigns in terms of becoming
prevalent with effective combination of search engine marketing, data driven marketing and so
on which become quite popular at any place (Iankova and et. al., 2019). It also useful for the non
internet channels including digital media tools considering mobile phones and so on as it cannot
separate things from the technological development. In order to create awareness for the main
target of modern digital marketing undertaking the general customers for becoming more
familiar to create brand awareness which is easy to identify. Therefore, to enhance the value for

strategic marketing and digital marketing is used by Tesco. Moreover, company also spend
around 30% revenues on the digital marketing.
An explanation of social media marketing
Social media is the effective digital tool that allow users in terms of creating and sharing
content considering the information on quick basis. Social media also consider wide range of
websites and apps in order to have expert in sharing links and short messages. For this, the
content undertake prominent documents, videos and other personal information undertaking the
variety of activities concerned with social media, business and social network. Moreover,
businesses also consider effective tools considering the suitable platforms by involving them
with audience to promote sales with effective advertisement by providing proper customer
support (Vieira and et. al., 2019). It is also useful for the individuals in terms of keeping in touch
with family and friends with the use of social media applications which is related with career
opportunities and global finding individuals considering the interest and share for the feelings
and emotions. For this, there are around 3 billion users who use social media at the global level
and Tesco make effective involvement of them to improve the social media activity for
improving the promotional campaigns on Facebook and Twitter.
An explanation of why Digital marketing and social media marketing are
important to contemporary businesses
Social media tends to become the essential part of digital marketing that offer effective
benefits in order to reach towards the million audiences at the global level. It also tends to
become ore helpful to develop effective connection with individuals in terms of increasing
awareness of product by considering the sales and revenues. For this, it also tends to depict the
effective development of loyalty of brand which is the less expensive method to connect large
number of individuals which is useful in competing with effective competition by exposing the
large number of customers (Cheung and et. al., 2020). It also tends to create awareness of
product to attract target audience towards the commodity.

PART 2
Two examples of social media contents that really work and justification of
why they work
Social media content consider several approaches and methods which are considered by
the marketing executives and managers of company in terms of conducting their practices to
advertise their brand. For this, social media is undertaken as the strongest and effective digital
marketing channel which leads to operates in marketing by flourishing the efficiency for several
types of social media content which is used by organisations and some of the commonly used are
mentioned as: Visual content: Undertaking the effective social media content that tends to improve the
comprehensions of audiences undertaking the favour of visuals and also make it essential
thing. For this, the visual content for the social media tends to enable company in terms
of changing the critical content into the easy manner by effective use of visuals (Capatina
and et. al., 2020). For this, the visual content tends to make promotion more effective and
easy for the post of promotion in attractive manner that tends to reach customers in order
share and comment on the post by considering and improving the viewers that helps in
undertaking the presence for the brand and digital channels in market area.
 User generates content: This concept is quite valuable source for having effective
earning towards the attention and involvement of customers on the grounds of
considering brand by involving them on the social media. Moreover, considering social
media platform like instagram, Twitter, Facebook and so on tends to consider the best
source in order to boost the public interaction to reach towards the targeted audiences
(Arora and Sanni, 2019). In regard of this, the best example of User generated content is
Zara for having effective marketing in India.
Screen shot of effective campaign with reference to established model and
standard for digital marketing
The suitable example is Zara for the international fashion retailer in terms of operating
and presenting effective locations in terms of providing products towards the large customer
base. Moreover, company also does not involve aggressive marketing because of its brand
image. Besides this, within the Indian market they tends to attract and gain prominent attention

of buyers in terms of having effective target towards the audience considering the young ones in
terms of having developed and prominent presence (Potvin Kent and et. al., 2019). For this, the
suitable tool which is used for social media marketing by ZARA is UGC. Moreover, company
also involve youth in their marketing campaigns by providing them fee clothes by asking them to
post pictures on their social media part by mentioning them at the official account of ZARA.
Therefore, few screen shorts of the prominent images of campaign are mentioned as:
Illustration 1: 5 User-Generated Content Ideas for eCommerce Growth, 2017
(Source: 5 User-Generated Content Ideas for eCommerce Growth, 2017)

Illustration 2: How to Collect User-Generated Content for Retail Marketing in Store, 2020
(Source: How to Collect User-Generated Content for Retail Marketing in Store, 2020)

Illustration 3: 9 Easy Ways to Repurpose Customer Content Throughout the Customer Journey,
2017
(Source: 9 Easy Ways to Repurpose Customer Content Throughout the Customer Journey, 2017)
Why social media content is effective?
Social media is the effective marketing channel which undertake digital marketing tools
and techniques considering the certain studies for the social media by undertaking the common
platform which is useful by the most of the businesses considering the marketing plans for the
significant models. It is the effective approach that bring suitable advantages in terms of having
effective market presence, revenue context and development (Alves, Sousa and Machado, 2020).
Therefore, social media is quite effective considering the other form of tools and also undertake
effective aspects for social media marketing which are mentioned as: Cost effective: This factor is undertaken as the effective which is concerned with the
social media campaigns by considering the cost efficiency. For this, it is the effective
digital platform which is quite popular in terms of having effective website by
considering e-commerce options without any cost that leads to enable use to reach
towards the large number of customer base. For this, it prominently make things cost

effective and enable them to company to save money. Along with this, it depict the
effective reason as why small businesses use social media to market their products.
 Enhance brand recognition: Marketing is concerned with making effective promotions
and develop presence in market area by attracting large number of customer base towards
the effective products and services. Moreover, social media provide suitable brands as the
wide platform in order to make effective presence to develop their products in
competitive market area (Liu, Shin and Burns, 2019). Moreover, social media is the
prominent brand who have higher recognition and development among the audiences. For
this, the key factor behind the development of social media is effective connection with
various individuals by using and effectively conducting business activities that tends to
offer same value for the user to connect with other people by having effective brand
image and offerings of product.
CONCLUSION
The present report is based on the digital marketing and practical application for the
effective approaches in terms of reaching towards the end of targeted users. By this, they
prominently summarised the social media in an effective and strong manner by considering the
influential product of company. For this, organisations are effectively use social media that tends
to offer them effective outcomes by enabling company to gain effective brand recognition in
market.

REFERENCES
Books and Journals
Tuten, T.L., 2020. Social media marketing. SAGE Publications Limited.
Ziyadin, S and et. al., 2019. The role of social media marketing in consumer behaviour. In E3S
Web of Conferences (Vol. 135, p. 04022). EDP Sciences.
Iankova, S and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management, 81, pp.169-179.
Vieira, V.A and et. al., 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108.
Cheung, M.L and et. al., 2020. Driving COBRAs: the power of social media
marketing. Marketing Intelligence & Planning.
Capatina, A and et. al., 2020. Matching the future capabilities of an artificial intelligence-based
software for social media marketing with potential users’ expectations. Technological
Forecasting and Social Change, 151, p.119794.
Arora, A.S. and Sanni, S.A., 2019. Ten years of ‘social media marketing’research in the Journal
of Promotion Management: Research synthesis, emerging themes, and new
directions. Journal of Promotion Management, 25(4), pp.476-499.
Potvin Kent, M and et. al., 2019. Children and adolescents' exposure to food and beverage
marketing in social media apps. Pediatric obesity, 14(6), p.e12508.
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The Role of Digital Marketing and Online
Relationship Quality in Social Tourism: A Tourism for All Case Study. In Digital
Marketing Strategies for Tourism, Hospitality, and Airline Industries (pp. 49-70). IGI
Global.
Liu, X., Shin, H. and Burns, A.C., 2019. Examining the impact of luxury brand's social media
marketing on customer engagement: Using big data analytics and natural language
processing. Journal of Business Research.
Online:
5 Types of Social Media Content that Convert, 2020. [Online] Available Through:
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convert/539584//>