The Role of Digital Marketing and Social Media Marketing

This report discusses the role of digital marketing and social media marketing in contemporary business. It covers topics such as marketing mix, digital marketing strategies, and the importance of social media marketing. The report also provides examples of effective social media content and established models for digital marketing.

The role of digital
marketing and social
media marketing

Contents
INTRODUCTION...........................................................................................................................4
Part 1................................................................................................................................................4
Marketing ..............................................................................................................................4
Marketing mix & where the communication mix fits............................................................4
Digital marketing ...................................................................................................................5
Social media marketing .........................................................................................................5
Importance of digital marketing & social media marketing in contemporary business.........5
PART 2...........................................................................................................................................6
Two examples of social media contents that really works along with their justification.......6
Screen shots of effective campaigns. Established models and standards for digital marketing. 7
Effectiveness of Social media contents................................................................................16
CONCLUSION..............................................................................................................................17
References......................................................................................................................................18

INTRODUCTION
In today’s business environment, Social media plays an important role in market and
developing relationship with customers. Almost every organisation whether it is small or large
make use of social media and digital marketing in order to market their products and services
(Arora and et. al., 2019). This help company to reach large number of people within short span
of time and also assist in maintaining effective relationship with customer that has positive
influence on sales and profitability of an organisation. The report will mainly cover the role of
social media and digital marketing along with some theories. Along with this, some concepts
were discussed such as marketing mix, digital marketing and many more.
Part 1
Marketing
Marketing is defined as a set of activities for developing, communicating, processing as
well as exchanging offerings which develop value for customers, partners & society as well. The
main motive of marketing is increase brand awareness, enhance customer value and generating
high profits in an appropriate manner. There are mainly three types of marketing that is
traditional marketing, online marketing and relationship marketing as well. It is analysed that use
on online marketing is rapidly increase as it assist in reaching large number of people in a short
time period that has positive impact on sales and profitability of an organisation.
Marketing mix & where the communication mix fits
Marketing mix is defined as set of actions and tactics which is used by company in order to
promote products as well as services in an appropriate manner. In addition to this, it is a tool to
pursue marketing objective within target market. it involve 7p’s that is price, place , promotion,
product, physical evidence, process and people as well. At the time of promotion, the company
make use of communication mix that involve advertising, personal selling, digital marketing,
direct marketing, online marketing and many more which assist in communicating the message
in an attractive and effective manner to the target and potential customers.
Digital marketing
Digital marketing is defined as the main component of marketing which uses internet as
well as online based technologies like mobile phones, desktop computers in order to promote
goods and services. One of the main role of digital marketing is to assist in leading and

improving sales of company by reaching large number of people who are looking for products as
well as services of particular company. There are mainly three types of digital marketing that is
paid media, on media and earned media as well. Some of the examples of digital marketing are
social media marketing, digital advertising, search engine optimisation, Email marketing and
many more.
Social media marketing
Social media marketing is defined as use of social networks and websites to market an
organisation goods and services as well. It provides business entities a way to engage with
existing customers, reach new customers, promote their culture, mission and many more. In the
present business scenario, social media plays an important role as it help in developing
connection with customer and turn them as loyal customers which in turn help a company to
achieve competitive advantage at marketplace. Some of the platforms of social media marketing
are Facebook, Instagram, Twitter, LinkedIn and so on.
Importance of digital marketing & social media marketing in contemporary business
Social media networks are open to all business entities and provide them a chance to
follow its consumer’s activities as well as potential buyers. In addition to this, it also assist
marketers to be well informed about its targeted audience, interest, likes and dislikes due to
which companies are able to develop effective marketing strategy to attract customers. Social
media is rapidly becoming one of the significant aspects of digital marketing that provides
incredible benefits and help in reaching millions of customer globally. The importance of social
media marketing and digital marketing in relation to diverse environment is given below:
Improved brand awareness: Social media is one of the profitable and stress-free digital
marketing platforms which is used to enhance business visibility. Most of the companies have
developed their social media webpage and as per the research it is analysed that 91% of the
marketers claimed that such marketing rapidly increased their brand visibility which in turn raise
profitability of an organisation (Narangajavana Kaosiri and et. al., 2019). With the assistance of
social media platforms such as Facebook, Instagram, YouTube and so on, almost all the
companies are able to reach large number of customer within short span of time and earn higher
profits as well.
Cost effective: It is analysed that doing advertising through newspaper, magazines and
other sources occur high cost to company and decline their revenue level. Social media

marketing is one of the cost effective way as develop and signup accounts is free in all social
media platforms. It occur cost when a business entity decoded to make use of paid advertising on
social media. As a cost effective tool, it assist companies to attain high return on investment and
save the amount for other business payments in an appropriate manner.
Improved brand loyalty& higher customer satisfaction: Social media presence allow
organisation to connect with customer easily and give respond to their queries in a rapid and
effective manner. It is analysed that most of the customer appreciate the fact that when they post
comment on page and receive modified reply instead of computerized message. This develop a
positive mind set of customer towards brand and increase number of loyal customer towards
brand, which is significant for an entity to deal with such competitive and diverse business
environment.
For example, TESCO which is one of the largest groceries and general merchandise
retailer of UK make use of social media applications such as Facebook, YouTube, Instagram and
so on in order to promote or market its product as well as services. This help company to reach
and attract large number of customer. In addition to this, it also assist company to communicate
with customer and develop effective relationship with them so that they remain loyal and longer
with the brand. All this assist TESCO to attain competitive advantage at marketplace and deal
with such highly competitive market in an appropriate manner.
PART 2
Two examples of social media contents that really works along with their justification.
Social media content generally means something that is being shared or posted on social
media. Content marketing is a method that is successfully used by businesses and individuals as
social media content in order to attract and retain customers towards their business (Li and et.al.,
2020). There are a number of different social media contents like audio, video,blogs, images,
guides, e-books and so on. All of these are effective in their own different ways. Below
mentioned are two of such social media contents:
Images: Every organisation is definitely using images in their social media content.
However, it is necessary for organisations to make sure that they are using the images that are
eye-catching and gathering lot of responses from customers. It is also often seen that on social

media platforms visual media is working better than the texts. It is proved that an image is
earning 2.3 times more engagement than that of a text post on any social media platform.
Infographics: Infographics are a great content for social media. They are attracting
customers ad they are eye-catching and very informative (Roberts, 2019). It is often seen that
due to information present in it infographics get more engagement of customers and can also get
lot of shares. Infographics are also of high quality and provide a lot of engagement which can be
good for organisation using it.
Screen shots of effective campaigns. Established models and standards for digital marketing.
Happify

The following campaign was created by Happify which stated “How to leave your
worries behind”. Happify have successfully arranged an infographic that has delightful and
happy figures which would help individuals when they are low or have negative thoughts. The
following infographic is efficiently created using 6C's for customer motivation model of digital
media marketing. The model describes 6 C's for motivating customers and attracting them. It is
necessary for the social media content developer to be aware of these factors when related to the
consumers (Saura, Palos-Sanchez and Correia, 2019). These include content, customisation,
community, convenience, cost reduction and choice. It is necessary for company to choose right
content, which is to be customised as per the needs of consumer so that it can be conveniently
communicated in a community, reducing cost for organisation and also accepting choices of
customers.

L’Oréal Paris (Breaking Cultural Barriers)

With the help of following image L'Oreal Paris is exemplifying Global-local tension.
They have successfully built a brand for a number of different cultures. They are bringing
women all around the world together. It is an effective way in which they are using models from
various cultures using the products of company. It specifically explains that they are supporting
equality and diversity through their products.
In order to build the campaign L'Oreal Paris successfully used RACE planning. It is a
smart insight tools that is helping marketers to develop a plan which focuses on growth of
revenues throughout the globe (Spiller and Tuten, 2019). It is a popular marketing tool used by a
number of organisations. There are five essential digital marketing techniques use in it which are
plan, reach, act, convert and engage. Each of this practices are demonstrating the ways in which
marketers can increase ROI for organisation. This tool is helping L'Oreal Paris to develop a
social media campaign which can attract women from different cultures.
Effectiveness of Social media contents
There are a number of reasons that makes social media content effective enough. Social
media is now working as a natural forum for people who are successfully sharing their view,
ideas and other such information. Also the reach of social media content online is far more than
that of the offline channels. Below mentioned are reasons for social media content being
effective enough:
 Social media content can successfully increase brand recognition. It is a great way to
make sure that the voice is heard by a large audience. It can also successfully engage new
prospective customers.
 It is a great way to start the customer journey. With the help of good social media content
a business can easily convert potential customers into their customers. It is a great way to
reach out to targeted customers.
 Social media creates a richer experience through adding value to the customers. This is
simply done by communicating faster and also responding successfully to customer. With
the help of online space various dynamic contents can be easily circulated to customers.
 Social media is a cost effective way of promoting products and services as well. This is a
major reason for effectiveness of social media content. Organisations can move out of
geographic boundaries while promotion with the help of social media content. Effective

social media campaign can easily save time, efforts and cost of an organisation (Chaffey,
2019).
 Social media content also helps to improve the insight of customers. It is allowing
companies to successfully observe their customers on social media which helps them to
align their content to their customers needs.
CONCLUSION
With the help of above report importance of digital marketing for an organisation in
today's era can be concluded. There are a number of organisations whoa re now focusing on
creating their digital media campaign that can successfully build in their brand and add value for
their customers as well. The importance of social media content is also explained with the help
of which a number of organisations are developing ways to display their ideas.

References
Books and Journals
Chaffey, D., 2019. Digital marketing. Pearson UK.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education, 41(2), pp.77-90.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Roberts, S.T., 2019. Behind the screen: Content moderation in the shadows of social media.
Yale University Press.
Li, L. and et.al., 2020. Characterizing the propagation of situational information in social media
during covid-19 epidemic: A case study on weibo. IEEE Transactions on
Computational Social Systems, 7(2), pp.556-562.
Narangajavana Kaosiri, Y. and et. al., 2019. User-generated content sources in social media: A
new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), pp.253-
265.
Arora, A. and et. al., 2019. Measuring social media influencer index-insights from Facebook,
Twitter and Instagram. Journal of Retailing and Consumer Services, 49, pp.86-101.