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

Practical Digital Marketing
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Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1.1 Explanation of marketing......................................................................................................3
1.2 An explanation of what the marketing mix is and where the communications mix fits.......3
1.3 An explanation of digital marketing......................................................................................4
1.4 An explanation of social media marketing............................................................................5
1.5 An explanation of why Digital marketing and social media marketing are important to
contemporary businesses.............................................................................................................5
PART 2............................................................................................................................................6
2.1 Two examples of social media contents that really work and justification of why they
work.............................................................................................................................................6
2.2 Screen shot of effective campaign with reference to established model and standard for
digital marketing..........................................................................................................................7
2.3 Why social media content is effective?...............................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing refers to the process of determination, identification and satisfaction of needs of
customers to earn revenue and profits. In the following report, various dimensions of marketing
such as marketing mix, communications mix, digital marketing and social media marketing with
their significance are being evaluated. The report also aims to determine the key social media
contents that are effective and the importance of using social media content with the help of
discussing examples of effective campaigning.
PART 1
1.1 Explanation of marketing.
According to The Chartered Institute of Marketing, ‘Marketing can be termed as the
managerial process that includes identification, anticipation and satisfaction of customer needs
and requirements in a profitable manner’ (A new definition of marketing, 2007). It can be
comprehended from the above definition that marketing extends beyond the dimensions of
advertising and promoting the goods and services but is a comprehensive discipline of
management which ensures that production of goods and services allows meeting or exceeding
the needs and expectations of customer. Marketing enables the management of an organisation to
understand the competitive industrial environment and leverage the key consumer trends to offer
the right products and services to the customer at the right time.
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According to Philip Kotler, ‘Marketing can be defined as the scientific and artistic
approach of exploration and creation with an objective of delivering value and satisfaction of the
demands and requirements of a certain customer segment while ensuring profits for the
organisation’ (Kotler, 2012). Hence, it can be analysed that marketing helps the organisation to
identify and discover demands and desires of customers which have not been fulfilled and also
measures the profit potential for a particular customer target market. It helps in designing and
creation of a product which best fits the demands and needs of the customer.
1.2 An explanation of what the marketing mix is and where the communications mix fits.
Marketing Mix can be defined as the set of variables which can be controlled and focused
by an organisation to foster increased sales which form the comprehensive marketing plan for an
organisation (Londhe, 2014). Marketing Mix for an organisation primarily includes four
elements which are being described as follows:
Product: It can be termed as the article, item or a service that has been created or designed
by an organisation for satisfaction of needs and requirements of the customer.
Price: It refers to the amount which the customers are willing to pay for a product that is
determined after deliberate strategic thinking and market research by the management.
Place: It refers to the point of contact between the company and the potential customers or
the channels of distribution which are being used to sell the goods and service offered by the
organisation.
Promotions: It includes activities such as sales promotions, advertising or personal selling
with the aim of increasing sales and communication distinct features and specifications of the
product and service offered by the company.
Communications Mix refers to the specific activities of an organisation aimed at
promoting the goods and services to the target customers. It includes six important elements
which are advertising, personal selling, discounts and promotions, public relations, directing
marketing to target customers and event sponsorship (Todorova, 2015).
Communications mix is an important component of marketing mix which includes
promotions of goods and services. Marketing is a very broad concept and communications is a
very important part of the comprehensive marketing strategy of the company. Hence,
communication fits into the fourth element of marketing mix which is promotions.
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