The Role of Digital Marketing and Social Media Marketing in Contemporary Businesses

This report explores the crucial role of digital marketing and social media marketing in contemporary businesses. It delves into the concepts of marketing, the marketing mix, and the communication mix, highlighting their importance in attracting and engaging customers. The report further examines the significance of digital marketing and social media marketing in enhancing brand awareness, improving customer loyalty, increasing traffic, and achieving higher conversion rates. It provides real-world examples of successful social media campaigns and analyzes why social media content is effective in driving business growth.

THE ROLE OF DIGITAL MARKETING AND SOCIAL MEDIA MARKETING
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Table of Contents
INTRODUCTION.....................................................................................................................3
PART 1......................................................................................................................................4
EXPLANATION OF MARKETING....................................................................................4
AN EXPLANATION OF WHAT THE MARKETING MIX IS AND WHERE THE
COMMUNICATIONS MIX FITS........................................................................................4
AN EXPLANATION OF DIGITAL MARKETING.............................................................6
AN EXPLANATION OF SOCIAL MEDIA MARKETING................................................6
AN EXPLANATION OF WHY DIGITAL MARKETING AND SOCIAL MEDIA
MARKETING ARE IMPORTANT TO CONTEMPORARY BUSINESSES.................7
PART 2 900..............................................................................................................................8
TWO EXAMPLES OF SOCIAL MEDIA CONTENT THAT WORK AND
JUSTIFICATION OF WHY THEY WORK........................................................................8
SCREENSHOTS OF EFFECTIVE CAMPAIGNS CONCERNING ESTABLISHED
MODELS AND STANDARDS FOR DIGITAL MARKETING........................................9
WHY SOCIAL MEDIA CONTENT IS EFFECTIVE......................................................11
CONCLUSION.......................................................................................................................12
REFERENCES......................................................................................................................13
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INTRODUCTION
As technology has evolved so are the digital platforms and mostly the business is
evolving better with the help of digital marketing. The practice of digital marketing
helps businesses to evolve more and directly connect with a large number of
audience. This method has been mostly used in current situations to enhance the
business style of the companies (Chester and Montgomery, 2017). The digital
marketing has not only to save the companies from saving their pockets from the
large investment expenses but also expenses of the employees which work with the
company, the online promotion is one of the overwhelming things on all over the
social media. This report will be covering the detailed analysis of the understanding
of the role of social media and digital marketing into different companies.
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PART 1
EXPLANATION OF MARKETING
The process of marketing is performed by the companies to promote the selling
capacities of the company’s business that is to encourage the growth and
productivity of the organization the marketing gets performed. The team which gets
involved in the marketing process get the attraction of the people which are the
general audience of the company and to manage that audience and showcase the
product and encourage the customers to buy the product the process of marketing is
initiated (Triberti et al., 2020).
AN EXPLANATION OF WHAT THE MARKETING MIX IS AND WHERE THE
COMMUNICATIONS MIX FITS
The marketing mix involves different areas which help to broaden the marketing plan
of the company, to perform the effective marketing it is recommended to the firm to
organize their marketing plan with the help of four Ps which are described below
(Blut et al., 2018):
Product – The product of the company is determined to make the customers get
attracted towards the product and also satisfy the needs and expectations of the
customers. The product of the company should always vary from the competitors’
products and have the differences which attract the users or the customers to make
them feel the product is worth buying rather than the competitor.
Price – The customers should always feel that the product is worth asking amount
and then only the customers will buy the product, the companies should also see in
what price are the same product getting sold by the other competitors and hoe the
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individual business should work and increase or decrease the amount of the
products (Blut et al., 2018).
Place – It is essential to determine the audience whereby the product will be sold as
to when the audience is not determined and the product is sold in the unnecessary
audience the product reach is very low and consumers could be easily seen not
buying the products. For example in a place where the people are of medium class
and do not have the availability to buy the premium products if the brand Gucci
opens a store their it is quite obvious that the sale of the brand would be decreased
or might lead to no sell at all (Blut et al., 2018).
Promotion – The customers are generally attracted towards the brand which gets
highlighted in the eyes of customers and therefore the companies should take up in
the activities like advertising, promotion and many other.
When talking about the communication mix it is very different from the marketing mix
as the communication mix involves the tools which are used for communicating with
the target audience (Genchev and Todorova, 2017). The communication is different
from marketing mix because it helps the companies or the business to communicate
with the potential customers while the marketing mix defines how the customers
could be attracted towards your brand. The communication mix could be elaborated
as advertising, digital marketing, personal selling, public relations and sales
promotion (Genchev and Todorova, 2017).
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AN EXPLANATION DIGITAL MARKETING
The term digital marketing is referred to explaining the meaning as making the efforts
to expand the business online by various activities and taking the company on the
growing rate by performing the activities which promote the business online
(Mensah, 2020). There are varied digital marketing channels which help the
business to leverage those could be recognized as social media channels, email,
search engines and different facilities. The marketing has been evolved and taken a
step ahead in this competitive market and to make the firm step in this competitive
edge and make the firm get competitive with other companies the individual business
needs to get more performing of the digital marketing platform (Mensah, 2020).
AN EXPLANATION OF SOCIAL MEDIA MARKETING
The marketing with the help of social media is done when the companies get easily
connected to their target audience and this increases the efficiency of the companies
to perform. To make your brand more growing and building it in the competitive
environment the firms need to make the quality content for their website and
encourage the audience to get attracted towards the blogs and the brand. This helps
the company to generate a larger audience (Tuten and Solomon, 2017). The basic
social media marketing platforms that the one business performs in are Snapchat,
YouTube, Pinterest, Linkedin, Twitter, Instagram and Facebook.
AN EXPLANATION OF WHY DIGITAL MARKETING AND SOCIAL MEDIA
MARKETING ARE IMPORTANT TO CONTEMPORARY BUSINESSES
Below is explained why social media marketing and digital marketing are important
for any business:
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IMPORTANCE OF SOCIAL MEDIA MARKETING
Improves brand awareness – The helps the firm to increase its visibility on the online
medium and encourage the firm to get more growth by getting or grabbing more
attention of the customers (Vinerean, 2017).
Cost-effective – As the whole business is performed online the cost of investment
and settlement get dissolute.
Improves brand loyalty - When the customers get easily connected with the brand
they come to know about the details of the companies which enhance their loyalty
also the customer reviews make the task easier for the customers to trust on the
company (Vinerean, 2017).
Increasing traffic – This helps the customers more generate towards your website
and decrease the traffic on the online platform of the company, the more number of
blogs and emails and the promotional activities make the customers more attracted
towards the company site (Vinerean, 2017).
IMPORTANCE OF DIGITAL MARKETING
Higher conversion rate – The business companies which are doing their business
with the help of digital marketing can measure the conversion rate through the
simple methods such as measuring the subscribes and targeting them more, though
the social media marketing has higher conversion rate (Kaur, 2017).
Resolving the customer issues – The companies if have the goal to get growing they
must resolve the issues of the customers. With the help of online solutions the
marketing has been increased and got effective from before (Kaur, 2017).
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PART 2 900
TWO EXAMPLES OF SOCIAL MEDIA CONTENT THAT WORK AND
JUSTIFICATION OF WHY THEY WORK
Social media content works because it involves the target audience into and people
could directly involve in it without going from one place to another (Lee et al., 2018).
The social media content is essential because it helps the customers to directly
connect and lead towards the audience satisfaction; the better the content that is
provided to the audience through different activities the better customer involvement
is appeared in the brand's services (Lee et al., 2018).
The two examples for the social media could be seen as the live video chats by a
large number of audience that is performed by bringing one of the top brand
ambassadors to the interaction with the audience whereby the people can generally
comment their thinking or views on whatever the discussion is about which also
encourages the customer's interest in the company (Lee et al., 2018). The customers
are always attracted to the content which is mind catchy and make the customers
feel it is important for them. Another example could be seen as blog and article post
which directly provide the information to the consumers about the particular topic and
relates to that audience which is directly connected with the brad and attract a large
number of audience. Here are various platforms which help the company to do
article and blog writing such as Linkedin, Facebook and many more (Lee et al.,
2018).
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SCREENSHOTS OF EFFECTIVE CAMPAIGNS CONCERNING ESTABLISHED
MODELS AND STANDARDS FOR DIGITAL MARKETING
The effective marketing on the digital platform makes the company earn greater
success in the market below is some companies which are involved and registered
under the effective campaigns:
Fig1. American Express Digital marketing campaign.
Source – Open forum
This is an effective campaign from the year 2009 whereby the firm started using the
social network to enhance customer interaction (Kingsnorth, 2019). Firstly the firm
launched its social media campaign on the account of Twitter which was popularly
named as @AskAmex which had the responsibility of answering or resolving the
queries of the customers and be there for their concerns, as the campaign was
launched the firm started experiencing more number of customer involvement in the
company which increase the sale of American express. The firm did this with the
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help of machine learning model which helped the firm to increase customer
engagement with the company (Kingsnorth, 2019).
Fig2. Airbnb Digital marketing campaign.
Source – Open forum
This campaign was launched Airbnb in the year 2017, which was launched as the
founders of the company were out of money had no money to invest in the
companies that involve lots of investment, the campaign that was made by the
company was effective and involved 100 million users coming with the evaluation of
amount $31 billion with the listings around 2.3 million (Liu and Mattila, 2017). As of
the report from the year 2017, the total valuation came off by dollar 31 billion. The
company was shining in the year 2015 in the list of top social media companies
which was done through the social media campaign on Instagram which helped the
company boost its followers by 341 per cent and increased its interactions by 13.3
million (Liu and Mattila, 2017).
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WHY SOCIAL MEDIA CONTENT IS EFFECTIVE
The social media campaigns or different promotional things are performed there
because this helps a single company to boost its range to the customers and
increase the growth of the company (Allagui and Breslow, 2016). The social media
content is effective because it helps the firm to increase its brand loyalty not only this
it also help the customers to visit the place online through the help of images and
reviews as pictured and described by different visitors through the same platform.
The firm also gets in the range of those customers whom the firm thought didn’t
exist. Online providing content to the customers and encouraging the more number
of individuals getting engaged with your company also help the company to increase
the company’s brand authority (Allagui and Breslow, 2016).
The social media also provide the opportunity to the customers to increase the
customer’s insight and have the new customers involved in the firm. It is generic that
when the firm goes online and the promotion of the company has been done online it
reduces the cost of investment and involves more number of target audience
involved and engaged in the company (Allagui and Breslow, 2016). The marketing
through the social media also comes out to effective and target the customers which
are ideas, the audience can also be differentiated based on interest and the online
presence of the company also increases the traffic of the company is increased and
the growth getting more growth of the company.
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CONCLUSION
This report was analysed to provide a deeper understanding of the topic role of
social media and digital marketing. The report was more clearly explained by
understanding meaning of the term marketing and having the further analysis of all
the marketing mix elements followed by understanding what is communication mix
and where does it involve itself and how it is differentiated from marketing mix
elements. Further, the explanation of digital marketing has been performed and also
the term social media marketing is elaborated. As the report is taken ahead social
media marketing and digital marketing important in the contemporary business have
been observed. Further two examples of social media content that work and
justification of why they work have been provided in the end screenshots of the
companies and why social media content is effective has been elaborated.
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REFERENCES
Allagui, I. and Breslow, H., 2016. Social media for public relations: Lessons from
four effective cases. Public Relations Review, 42(1), pp.20-30.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on
patronage: A meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Chester, J. and Montgomery, K.C., 2017. The role of digital marketing in political
campaigns. Internet Policy Review, 6(4), pp.1-20.
Genchev, E. and Todorova, G., 2017. Sales Promotion Activities–Effective Tool
of Marketing Communication Mix. Available at SSRN 3089894.
https://www.convinceandconvert.com/wp-content/uploads/2017/06/Open-
Forum.png. Last accessed on September 2020.
Kaur, G., 2017. The importance of digital marketing in the tourism industry.
International Journal of Research-Granthaalayah, 5(6), p.72.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Lee, D., Hosanagar, K. and Nair, H.S., 2018. Advertising content and consumer
engagement on social media: evidence from Facebook. Management Science,
64(11), pp.5105-5131.
Liu, S.Q. and Mattila, A.S., 2017. Airbnb: Online targeted advertising, sense of
power, and consumer decisions. International Journal of Hospitality Management,
60, pp.33-41.
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Mensah, N.O., 2020. Examining the Factors and Constraints Influencing the
Choice of Marketing Communication Mix Elements in Rural and Community
Banks (RCB’s) in Ghana.
Triberti, S., Durosini, I., Curigliano, G. and Pravettoni, G., 2020. Is explanation a
marketing problem? the quest for trust in artificial intelligence and two conflicting
solutions. Public Health Genomics, 23(1-2), pp.1-4.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Vinerean, S., 2017. Importance of strategic social media marketing. Expert
journal of marketing, 5(1).
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