The Role of Digital Marketing and Social Media Marketing

This report explores the concept of digital marketing and social media marketing in contemporary business. It discusses the importance of these strategies, provides examples of effective campaigns, and examines established models for digital marketing. The report also highlights the role of social media content in enhancing brand awareness and customer engagement.

The role of digital
marketing and social
media marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marketing ..............................................................................................................................3
Marketing mix & where the communication mix fits............................................................3
Digital marketing ..................................................................................................................4
Social media marketing .........................................................................................................4
Importance of digital marketing & social media marketing in contemporary business.........4
Screen shots of effective campaigns. Established models and standards for digital marketing. 6
Why social media content is effective? .................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Books & Journal:..................................................................................................................11

INTRODUCTION
In this competitive era, competition in business sector has increased at higher level. Digital
marketing is defined as process of promoting brand or a product through use of social media
tools (Chowdhury, 2018). The increased use of internet has widened the scope of digital
marketing at larger scale. Samsung, multinational corporation headquartered in South Korea.
The firm deals in ample number of products such as consumer electronics, home appliances etc.
and promote their brand as well as products by use of digital marketing globally. Main aim of
this report is to understand the concept of digital marketing in business overview. This report
comprises of concept of marketing, marketing mix, communication mix, importance of digital
marketing & social media marketing, Then, it also includes examples of social media content and
screen shots of effective campaigns.
MAIN BODY
Marketing
Marketing is defined as action for communicating, developing and exchanging offerings
which helps in developing value for potential customers, society & partners. The main objective
of marketing is related with, maximising brand value, enhancing brand awareness and gaining
high profitability index in effective manner. The three types of marketing activities consist of
traditional marketing, online and relationship marketing. Customers are mainly using online
mood for purchasing goods as it saves both time & time because discount are given on every
product. This is valuable for business as they enhance their overall sales ratio (Diez-Martin,
2019).
Marketing mix & where the communication mix fits
Marketing mix referred to set of tactics which are used by firm for promotion of goods in
effective manner so firm will gain success in their operations. Apart from this it is an important
tool for achieving marketing objective among the set target market. It mainly includes product,
price, place, promotion, people and physical evidence. When firm wants to promote their
products at that time they use marketing mix technique that consist of advertisement, digital
marketing, personal selling etc. which results in communicating message to the end customers in
attractive manner to target their potential customers who will purchase their goods.

Digital marketing
Digital marketing is evaluated as major element of marketing which is using internet and
other digital applications like computer, Laptops, Tablets, Blogs, Websites for promotion of
goods and services. The main aim of digital marketing is linked with enhance sales of firm by
B28745_Devreaching to large number of clients who will use the products & services offered by
them. The main type of digital marketing consists of three types that is on media, paid media and
on media. The examples of digital marketing are search engine optimization, digital advertising,
E mail marketing and social media marketing (Festa, 2016).
Social media marketing
Social media marketing is evaluated as use of social websites & networking to market
organisational products. It helps business to develop relationship with their customers, capture
their attention and achieve their set mission statement. In present business context social media
is playing a vital role in order to execute relations with the potential customers which help firm
to gain competitive advantage at the market area. The major platform of social media marketing
is LinkedIn, Facebook, Instagram etc. Present business is using these in order to achieve growth
by gaining attention of large number of customers (Elrod, 2020).
Importance of digital marketing & social media marketing in contemporary business
Social media networking tools are open for all business as it gives them chances for
analysing business activities and their potential buyers who will purchase their goods. Apart
from this it also helps marketers to be informed about their target audience, likes, their interest
by which firm can progress active marketing strategy for attracting potential customers. Social
media is eventually becoming one of the most important factor of digital marketing that provides
various benefits so that customers can be reached at a global scale. The significance of social
media marketing in relation to changing business environment are evaluated below as:
Improved brand awareness: Social media is a digital marketing platform which attracts
huge customer base and can be managed by organisation without any stress. There are a number
of companies who are developing their social media webpages and 91% of marketers have also
claimed that these marketing strategies increase profit, brand value and visibility. There are a
number of platforms such as Facebook, Instagram, YouTube etc. which reaches huge number of
customers in small amount of time.

Cost effective: It can be analysed that when an organisation advertises through magazines,
newspapers and other medium they have to incur higher costs. This leads to decline in the level
of their revenues. Therefore, social media can be used as a cost effective way which will help
them to reach mass consumers at once. However, some cost is uncured when businesses choose
to go for paid advertisements on social media platforms. It helps organisation to gain return on
their investments and companies can also save costs to investment in different opportunities.
Improved brand loyalty & higher customer satisfaction: With the help of presence in
social media platforms businesses can connect to their customers and answer all their queries as
soon as possible. This will help in generating brand loyalty of customers as well. It is also
appreciated by customers when organisation take interest in their queries personally. It is
necessary for businesses to show their presence on social media in order to compete in
marketplace (Graham, 2019).
For example: TESCO is a large grocery retail brand that is using different social media
applications like Instagram, Facebook, linked in, you tube for purpose of promoting their
products for large customer base. This strategy is assisting organisation to communicate with
their customers so that there can be establishment of effective relationship with loyal customer
base. With changing times, it has become necessary to use certain digital media applications that
are cost effective and an approach a large segment of customers at a particular time period.
Different campaigns and attractive offers can also be launched ion such social media applications
to establish direct and indirect communication level with target customers (Gutierrez-Leefmans,
2016).
Two examples of social media contents
Social media content is important which is important to be used because it has power to
turn business into recognised brand and fans into followers. It is great platform for enhancing the
business opportunity. To retain customers for longer period of time, content is mainly focused
while developing a campaign. There are various types of social media content such as images,
video, blogs etc.
Infographics-
These are the most appropriate form of infographics which are used by companies for
developing their campaigns. This is analysed rather than word, images and graphics attracts the
consumers towards a brand. These are properly used as because they deliver wider engagement

for marketing a campaigns. The infographics are visual contents that are mostly used b entity to
improve their campaigns at all aspects.
Video
In this competitive world, each and every organisation uses video for business so market
their product, campaign etc. With use of images, it is easy to attract customers towards a
particular brand. This is often determined that a video speaks louder than words. In social
media, mostly images & videos are the source through which entity is able to engage them
towards business.
Screen shots of effective campaigns. Established models and standards for digital marketing.
P & G - “The Thank You Mom Campaign”

It was most effective campaigns which was carried out by P & G which is also know n
as Procter & Gamble which is consumable good corporation headquartered in U.S. Main aim of
this campaign was to show the kind of love: mother's love for her child. It was developed with
aim of showing care towards children by mother to turn their children into a great athlete &
supporting them till they achieve goals. The campaign was developed on digital platforms so that
everyone can share their care for their mother sacrifice. This campaign was developed with use
of infographics as they are eye-catching to customers. This campaign is still focused by many
people who show empathy towards family (Kohtamäki, 2019).
RACE MODEL
It is commonly own as digital marketing model which is used for multichannel
promotional planning in while promoting a brand through digital modes. It comprises of several
components which are discussed below-
Reach- This is a first aspect in which main aim is to promote a brand or product in
market through social media. The “Thank you Mom" campaign was able to reach to customers
through creating ads on you tube, Instagram etc.
Act- After an awareness of band and campaigns, it was now chance to actually
implement the campaign into real course of action. Mostly individual who were into sports
field came and took participate in this campaign and share their lover for mother (Koushik,
2018).

Convert- Then, in this all individual who were targeted for campaigns were converted
into followers. As examining result, many people were able to share their though for mother via
social media platforms (Nunan, 2019).
Engage- Individual were actually engaged towards this campaigns as it created a big
change on mind-set also. Many people were engaged & followers increases at rapid scale.
“Find your greatness”- Nike

This is another campaign which was an effective of all time. Nike which is largest
footwear company headquartered in U.S. The company has many competitors such as Adidas,
Puma, Asics etc. Main aim of this campaign was identify the everyday athlete. So, this campaign
was developed to promote a sportswoman ship on individual. It was also an effective campaign
which was successful because of their use of social media content in appropriate way. The “find
your greatness” campaign motivates individual to dins their own greatness. (Tanumihardja,
2016)
RACE MODEL
Reach- In this campaign, main aim was to enhance the brand awareness which was done
through promoting videos of brand on social media tools such as Instagram, Facebook etc.
Act- In this stage main aim was to actually carry out campaigns at wider scale. Nike is
global brand people are aware about every activity of firm. So, it did not take time to actually
organise the campaign.
Convert- During process, many people were involved and targeted by Nike and they
were successful in converting leads into followers.
Engage- It was next step in which it shows results of campaign in which it was
examined that whether followers have been actually engaged or not. It was analysed that more
than 2 million followers were there on Instagram which actually follows the Nike after launch of
campaign (Chowdhury, 2018).
Why social media content is effective?
Social media is an effective one because it enhances the brand recognition at global
aspects. There are several types of factors which depicts that social media is effective & are
explained below-
Increase brand awareness- By using social media content, it is easy for company to
build an effective marketing plan. Through effective use of social media content, firm is able to
enhance their brand awareness at wider level (Diez-Martin, 2019).
Reduce costs- This is another that social media content is useful for business because it
assists in reducing cost of other processes such as additional promotion like offline, or traditional
marketing.

Therefore, from above analysis it is seen that social media content is crucial to be used in
such a way that message is communicated to customers or targeted audience in most efficient
way.

CONCLUSION
After an analysis of above report, it is stated that digital marketing is wider & broader
concept which is necessary to be used with proper market research. With increased use of
technology, the concept has been accepted at global level. So, in this report it provides brief
knowledge about marketing, digital marketing which is used in corporate sector. Thus, it is
examined that appropriate use of concept assist in achieving goals & objectives.

REFERENCES
Books & Journal:
Chowdhury, 2018. Effectiveness of digital marketing through social media campaign.
Diez-Martin, 2019. Research challenges in digital marketing:
sustainability.Sustainability,11(10), p.2839.
Elrod, 2020. Foundational elements of communication in health and medicine: avenues for
strengthening the marketing communications mix.BMC Health Services Research,20(1),
pp.1-6.
Festa, 2016. The (r) evolution of wine marketing mix: From the 4Ps to the 4Es.Journal of
Business Research,69(5), pp.1550-1555.
Graham, 2019. Digital marketing to promote healthy weight gain among pregnant women in
Alberta: an implementation study.Journal of medical Internet research,21(2), p.e11534.
Gutierrez-Leefmans, 2016. Digital marketing in an emerging country: Exploratory study of the
marketing mix of SMES with trust seal.Revista Brasileira de Marketing,15(2), pp.207-
219.

Kohtamäki, 2019. Digital servitization business models in ecosystems: A theory of the
firm.Journal of Business Research,104, pp.380-392.
Koushik, 2018. A Study on Measuring the Effectiveness of Digital Marketing Campaigns
Strategized for Envision Network Technologies Bangalore.
Nunan, 2019. Older consumers, digital marketing, and public policy: A review and research
agenda.Journal of Public Policy & Marketing,38(4), pp.469-483.
Tanumihardja, 2016. Pengaruh Location, Customer Service, Dan Communication Mix Terhadap
Kepuasan Pelanggan Di SPBU 54-671-37 Jl. by Pass Pandaan.Jurnal Strategi
Pemasaran,3(2).