A Comprehensive Report: Digital and Social Media Marketing

This report delves into the realm of digital and social media marketing, exploring its fundamental concepts and practical applications. It begins by defining marketing, the marketing mix (product, price, place, and promotion), and the communication mix (advertising, personal selling, discounts, and public relations). The report then transitions to digital marketing, particularly social media marketing, emphasizing its significance and cost-effectiveness. Real-world examples from McDonald's and Oreo Cookies are provided, illustrating effective social media content strategies and their impact on brand image and customer interaction. The report concludes by highlighting the effectiveness of social media marketing in building brand image and facilitating customer interaction, thereby underscoring its crucial role in modern business operations.

The role of digital
marketing and social media
marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1..........................................................................................................................................1
Marketing...............................................................................................................................1
Marketing mix and communications mix...............................................................................1
Digital marketing....................................................................................................................3
Social media marketing..........................................................................................................3
Importance of Digital marketing............................................................................................4
Task 2..........................................................................................................................................4
Examples of social media contents.........................................................................................4
Justification through screenshots............................................................................................6
Effectiveness of social media marketing................................................................................7
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................8

INTRODUCTION
Establishing a business either small or big or of any type, it's primary function is to sell
the products or services they are offering. This highly needs the marketing strategies that how
and from what channel they must distribute the product and how they can create the awareness of
their services offerings. There are mainly two modes of advertising that is either traditional or
online marketing. Both are efficient in their own ways of execution according to the target
market. Without marketing, it won't be possible for any business to run or implement it's
operations in a better way. Therefore, the following discussions is based on the concept of
marketing, marketing mix, communication mix, concepts of digital marketing, social media
marketing, their importance, real time company examples with justification with the help of
screenshots and effectiveness of social media marketing.
MAIN BODY
Task 1
Marketing
It is defined as the function of an organization where marketing is responsible for the
advertising, promotion, selling and customer service of the firm. It is one of the most important
function because marketing is itself a vast operation from production to the after selling services
activities. The main revenue which the company earns is from the marketing activity and it's
strategies. Firm is required a highly skilled people to perform it's marketing function because it
greatly needs the communication skills, influencing power, convincing power, behavioural skills
and many other qualities which can grow the sale and revenue for the firm (Alalwan, Rana,
Dwivedi and Algharabat, 2017).
Marketing mix and communications mix
Marketing Mix
It is defined as the basic and initial elements of marketing on the which the whole
strategies are based. It includes product, price, place and promotion.
Product
1

It is defined as the item or service that is being actually offered by the company. It must
designed according the needs and requirements of the customers otherwise it cannot be effective
in selling in the market. It developed on the basis of current trends so that marketing of a product
can be more easier while promoting and relating it to the current trend.
Price
It is defined as the value of worth of the product or service that a company is offering in
the market. It more than the cost of the product so as to gain the profit margin on a particular
product. But it must be standardised according to the value of the product, not very high and not
very low so that it can be easy for the customers to afford such products (Bala and Verma, 2018).
Place
It is defined as the location that where the product is actually placed to sell. It is decided
according the customer eye catching power and through which customer pays attention to it.
Most of the people pays premium prices for the location because there is a chances of good sale
in that place like for example, malls, some crowded place, cinema theatres, well known places
and many more locations.
Promotion
It is defined as the advertising strategies through which customers are being aware for the
product or services that the firm is offering. Communication mix is a part of promotion because
all the methods and techniques of promotion lies under communication mix which contains
various channels to promote the products of an organization (Chester and Montgomery, 2017).
Communication Mix
It is defined as the part of promotion strategy of marketing mix. It contains various
methods to explore the advertising channels so that the firm could reach as many customers as
they are want. Following are the techniques discussed:
Advertising
It is defined as the promotional activity through which firm can reach wide range of
customers. It includes the advertising on television, radio, magazines, newspapers and many
more channels through which advertisement activity can be performed. It assist the company to
show their products in a more attractive and interesting manner so that the people could pay
attention to it and make a purchase accordingly.
Personal selling
2

It is defined as the direct selling to the customers like in shops, stores or in outlets. It can
be door to door selling also where sales person interact with the customers in order to sale their
items by convincing or influencing them to make a purchase. This is another method of
promotion which is effective because direct contact to the customers helps the firm to know the
instant feedback about the product (Cole, DeNardin and Clow, 2017).
Discounts and offers
It is defined as the lowering the price or offering other product as well with the same
product as free so as to attract the customers. That is why many firms apply sale method in their
stores so that more people visit their stores and have a look on their products and services they
are offering. This is done either to finish their extra stock or to increase it's brand awareness.
Public relations
It is defined as to maintain the relationship with press, media, customers and every person
who can take the firm to the next level in it's growth and development. It helps the firm to create
it's customer and brand loyalty with the long term relationships. This can be attained by customer
satisfaction by providing them the best services with no complaints.
Digital marketing
It is defined as the type of marketing which generally means the internet or online
marketing. It uses the computer systems, internet and networks to execute such type of marketing
strategy. It can implemented through various methods like search engine marketing, search
engine optimization, pay per click, social media marketing, content marketing, email marketing,
influencer, viral techniques, mobile marketing and many other methods which uses the internet
connectivity are categorised under digital marketing. The most effective and most used is social
media marketing because most of the public either nationally or internationally are available on
social sites that is why the following discussion is based on the social media marketing (Felix,
Rauschnabel and Hinsch, 2017).
Social media marketing
It is defined as the one of the technique of digital marketing which uses the social sites on
the internet for it's marketing and selling purposes. Most of the used sites are Facebook, you
tube, Whatsapp, messenger, we chat, Instagram, Twitter, LinkedIn, snap chat, QQ, Tumblr,
3

Ozone, Tiktok, Reddit, Baidu Tieba, Viber, Pinterest, Line, telegram, Medium and many more
which are used by the people with the motive of entertainment, business, social interaction,
making friends, surfing, gaining knowledge of current trend, creating relationships and many
personal and professional purposes. These sites are used to promote and advertise the products
and services to the people because it has the international reach where vast variety of customers
can be entertained by the company.
Importance of Digital marketing
Affordable
Use of digital marketing is cost effective which means any small business can also afford
to manage their advertising on the internet. This is one of the most beneficial method for the firm
because traditional marketing itself takes the huge cost in marketing and advertising. But
promotion through digital marketing less expensive thereby reduction in operating cost (Du
Plessis, 2017).
Mobility
It is necessary now a days because sitting at one place consistently is not convenient for
marketers that is why it has an advantage of mobile accessing. It is comfortable for both buyers
as well as sellers. Sitting at home or from anywhere else they can access such portals or platform
that is why it has a great importance in today's world.
Expanded
Internet has a access to everyone in this world and it is not costly though. So the people
who can afford such internet services are distributed around the world that means digital
marketing has a great importance the business because they wants that more an more customers
must be aware of their products, and this is achieved by digital marketing because it has a
expended reach, any types of customer can go through the brand's products and services.
Task 2
Examples of social media contents
McDonald's
It is one of the leading fast food international company. It was founded in 1955 in United
States. It offers variety of fast food items like burgers, French fries, mac pizza, beverages and
4

many other varieties. It has an very effective social media marketing strategy to promote it's
brand. One of the example is that, recently they celebrated the campaign based on the
international women's day on 8th March. It's motive is to give superiority and priority to the
women with all respect and safety. So they upside down or reverted their McDonald's initial
letter M in to W to depict the celebration of women's day by the restaurant and promoted the
same on various social media sites.
Evaluation
Thought process of this campaign is, it is celebrated on women's day which is attached to
the people emotionally so more and more customer got attracted towards the restaurant.
Moreover, they used the internet and social media to promote such initiation of this idea so that it
can reach to many people across the world. Now a days, women empowerment is also on trend
so this has also affected the advertising of the firm and gained the attention by the customers
nationally as well as internationally thereby increasing it's sales and revenue. That is why it is
said that only advertisement is not important, the content and matter of the promotion is also
important which must be related to the current trend and should directly attack the emotions of
the people in a positive manner (Kaur, 2017).
Oreo Cookies
It is one of the leading cookies international company. It was founded in 1912 in United
States. It offers the products like cookies which contains various types of sweet ingredients like
chocolates, fruits, dry fruit and variety of cookies. It has a good marketing strategy to gain a
control over their customers. One of them is, marketing through social media, it used various
sites to promote it's products by using the content like motivational quote. Now a days,
motivation speaker and quotes are on great trend because today's generations highly needs so
they feel good by reading or listening such things. So they posted the image on various sites with
the motivation quote related to the cookies. One of them is, “you can still sunk in the dark”,
which means, no matter how big the problem is, you can still rise and shine.
Evaluation
Thought process of this campaign is, Oreo started this campaign when they realise that
today's generation are more in social media but really needs high motivation related to their
career or anything else. So they started this campaign to target the young generations by
motivating them through inspiring quotes. This helps the firm to directly attack the young
5

emotion positively and could get attracted towards the brand. This campaign assisted the firm to
gain good brand image and reputation followed by it's sales and revenue generations (Keegan
and Rowley, 2017).
Justification through screenshots
6

Effectiveness of social media marketing
Brand image
Social media marketing is important in gaining brand image and reputation because if
firm promotes their products and services more and more on the social media platforms, they get
aware to variety of customers and slowly it can become known to most of the people and this
way the company can gain it's image by advertising on social media (Nyagadza, 2020).
Interaction
It is also the one of the most important advantage of social media marketing that
company gains the instant feedback of their product and can interact to the vast customers
immediately about their problems and servicing to them. This helps the firm in gaining the long
term customer relationship, satisfaction and loyalty towards the products and services.
Competitive advantage
Social media marketing also assist the firm in gaining the competitive advantage by
analysing the competitors strengths and weaknesses online and promote accordingly on the basis
of prices and uniqueness. This can benefit the firm in a more effective and efficient way.
Measurable
Using social media marketing, it is easy for the firm to measure it's performance, input,
output, income, revenues and sales. Because marketing on social sites are accurate and can be
comfortably measures the brand's goodwill among the virtual as well as in the physical market
(Tuten, 2020).
CONCLUSION
It is concluded that now a days, digital marketing is more effectively and efficiently used
in the business world because usage of internet and social sites is increasing day by day in a very
good pace. Not only the youngsters are using but children and adults are also using with the same
interest. Business prefer digital marketing more because it has a global reach. This doesn't mean
that traditional marketing is of no use, they both are equally important in the business world,
only the difference is that the firm needs to identify that which methods will suit more according
to the current situation in order to gain more sales and revenues. This report covers the concepts
of offline and online marketing but the focus is more on digital marketing so as to gain more
knowledge about it with various examples and their significances.
7

References:
Books and Journals
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing:
A review and analysis of the existing literature. Telematics and Informatics. 34(7).
pp.1177-1190.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering 8(10). pp.321-339.
Chester, J. and Montgomery, K.C., 2017. The role of digital marketing in political
campaigns. Internet Policy Review. 6(4., pp.1-20.
Cole, H.S., DeNardin, T. and Clow, K.E., 2017. Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly. 38(4).
pp.203-212.
Du Plessis, C., 2017. The role of content marketing in social media content communities. South
African Journal of Information Management. 19(1). pp.1-7.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Kaur, G., 2017. The importance of digital marketing in the tourism industry. International
Journal of Research-Granthaalayah. 5(6). p.72.
Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management Decision.
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive
trends. Journal of Digital Media & Policy.
Tuten, T.L., 2020. Social media marketing. SAGE Publications Limited.
8