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

The role of digital marketing and
social media marketing – theory and
examples
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Contents
INTRODUCTION.........................................................................................................................................2
Part 1.........................................................................................................................................................3
Part 2.........................................................................................................................................................7
Conclusion...............................................................................................................................................12
References..............................................................................................................................................12
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INTRODUCTION
Digital marketing is also known as online marketing which means that the company will
do marketing of the products and services through online platform. Digital marketing is
one of the most dynamic and beneficial marketing for companies. Tesco is one of the
largest supermarket chains of UK. The company was established in the year 1919 and
is headquartered in Welwyn Garden City, England. In this report, marketing, marketing
mix and communication mix is discussed. In the given report effective marketing
campaigns done by Tesco Company and its results are also given. Discussion about
importance of social media marketing will be provided through this report.
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Part 1
Explanation of marketing
The process of persuading potential consumers into taking the action of
purchasing the offerings made by the company is defined as marketing. This process
includes wide range of activities which including market research, conducting
promotional activities, selling to the consumers and timely delivery of the product
(Albab, B. and Munandar, A.I., 2020, June). These activities help business firms
convert interested consumers into actual consumers and ensure that the consumers
stay loyal to the business firm for a long time period. Marketing is one of the functional
operations of a business firm as it is essential for the growth and success of the
company.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix is a strategic marketing tool which provides information about tactics
and practices used by a business firm in order to promote the products or services
offered by the company. This strategic tool originally consisted of only four elements
and has been modified to include 7 elements. The 7 elements of marketing mix are:
Product, Price, Place, Promotion, People, Processes, Physical Evidence .(Anjum, A.,
Thomas, M.R. and Prakash, P.K., 2020. ). These elements are explained below:
 Product: This element includes information about the product, service or
experience offered by the company. This distinguishing characteristics and
utility are included in this element of the marketing mix.
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