The Role of Digital Marketing and Social Media Marketing

This report explores the role of digital marketing and social media marketing in contemporary businesses. It covers the definition of marketing, the marketing mix, digital marketing, and social media marketing. It also provides examples of effective social media content and discusses the importance of digital marketing and social media marketing for businesses. The report refers to established models and standards for digital marketing.

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

Table of Contents
INTRODUCTION ..........................................................................................................................1
Part 1 ...............................................................................................................................................1
Explain what marketing is ..........................................................................................................1
Explain what the marketing mix is and where the communications mix fits ............................2
Explain what digital marketing is ..............................................................................................2
Explain what social media marketing is .....................................................................................3
Explain why digital marketing and social media marketing are all important to contemporary
businesses....................................................................................................................................3
Part 2................................................................................................................................................4
Present two examples of social media contents that really works and justify why....................4
You will provide screen shots of effective campaigns which you will insert into your word
document. Established models and standards for digital marketing should be referred to........5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing plays crucial role for modern business organisations through which
entities can enhance their market reach and can further serve large base of consumers. While on
the other hand, social media is becoming an essential aspect that offer incredible benefits to
businesses that allows them to reach millions of consumer worldwide (Nyagadza, 2020). Both of
these elements aid in increase brand awareness, sales, profitability and customers of entities.
Present report is being divided into two segments that involves different questions.
Part 1
Explain what marketing is
Marketing is defined as a action to promote and sell services and products in target
market segment with the help of extensive market research and advertising. In this mainly
termed as a activity that an organisation undertakes through which they attracts large base of
customers towards organisational offerings. Marketing mainly involves factors like
advertisement, selling and delivering of products to consumers. Main aim behind this is to
increase overall sales ratio and profitability of company (Drummond, O'Toole and McGrath,
2020). In order to conduct effective marketing process organisation is required to engage
processes related to creation, communication, delivery and exchange of company services,
products, facilities to partners, society, consumers and client in an effective manner.
In addition to this, it has been underlined that marketing involves five essential concepts
that are the production concept, product concept, selling concept, marketing concept and societal
marketing concept. Marketing is one of the most important aspect for an organisation
irrespective of its size and scope as it allows customer to have awareness related to the
organisational offerings along with the unique features that company is offering within
marketing segment. With the assistance of this process entity can assure long term growth, more
competitiveness as compared to other rivals and higher profitability.
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Explain what the marketing mix is and where the communications mix fits
Marketing mix is defined a foundation model that involves four different elements that
are product, price, place and promotion. All these factors allows organisation to target their
customers accordingly and serve more number of customers in a well define and effective
manner. Marketing mix facilities organisation to develop plan and ensure successful product
offering. With the assistance of this entity can utilize their strength and can further avoid any
form of unnecessary costs.
While on the other hand, if it is talked about communication mix it mainly include
different types of tools in order to communicate with consumers. In this organisations can
undertake advantage of product packaging, websites, social media, events, direct marketing,
exhibitions, product packaging and more. With the assistance of communication mix companies
can serve consumers in a well define and effective manner.
Explain what digital marketing is
Digital marketing is termed as a form of marketing in which organisation offer their
services, products, facilities and other offerings through electronic devices. Digital marketing is
playing most important role now days as almost every organisation attract customers towards
their offering through digital marketing while with the help of sources like social media
platforms, Google ads, SEO and more (Panigyrakis, Panopoulos and Koronaki, 2020). In
addition to this, it has been underlined that with the assistance of digital media sources such as
websites, search engines, Facebook, Instagram and more companies can attract large base of
customers irrespective of geographical locations.
However, it has been evaluated that in order to conduct effective digital marketing
organisation undertake advantage of efficient form of digital marketing strategy with the help of
selected online marketing like owned media and more. Digital marketing allows organisation to
conduct low cost advertising and marketing through which they can expect huge return of
investment. In addition to this, it has been evaluated that digital marketing enhance global
research of organisation through which they can ensure attraction of large base of consumers
towards organisational offerings in a well define and effective manner. One of the most
important advantage of digital marketing is that it facilities organisation to target ideal
consumers as assure maximum target reach.
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Explain what social media marketing is
Social media marketing involves utilization of social media platforms such as Facebook,
Instagram and other social media channels through which an organisation connect with their
audience on large basis. Main motive behind this is to significantly enhance sales and
profitability of entity. In addition to this, it has also been evaluated that with assistance of social
media platforms organisation can effectiveness drive traffic of this website in a well define and
effective manner. In this modern business world as to acquire maximum share holding it is
essential for an organisation to invest in social media advertisements as it will significantly
enhance their market reach among large base of customers.
Thus, according to the above mentioned analysis it has been evaluated that social media
marketing acts as a powerful measure through which business organisation can effectively reach
to maximum base of customer. Social media platforms like Pinterest, Facebook, Twitter,
Instagram and more. Furthermore, it has been underlined that social media marketing can ensure
remarkable success for an organisation they can drive sales in a well define and effective
manner. With the help of social media platforms companies can post text, videos, images and
other updates in order to effectively drive audience engagement.
Explain why digital marketing and social media marketing are all important to contemporary
businesses.
Social media plays most important role for contemporary businesses through which
contemporary businesses can reach, nurture, engage and target large base of audience. In
addition to this, it has been underlined that with the help of social media social media can
generate more revenue, sales, brand awareness and other elements. Furthermore, it is determined
that with the help of this organisation can increase its brand sustainability in a well define and
effective manner (Cheung, Pires and Rosenberger, 2020). In addition to this it has been evaluated
that with the assistance of social media marketing organisation can build their brand and can
increase brand loyalty. It is one of the most important measure that allows consumers to make
themselves aware with organisation offerings. Furthermore, this is being determined that social
media also facilities customers to undertake feedbacks from customers and serve them in more
effective manner.
While on the other hand if it is talked about digital marketing, it basically include
electronic devices through which customers can be served via various forms of digital platforms
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like social media platforms, Facebook, Instagram and more. It is an attractive platform that
allows organisation to advertise their products and brans via different types of digital channels
like website, search engines and more. Thus, according to the above mentioned analysis it has
been evaluated that both social media and digital marketing plays key essential role and is having
significant importance to contemporary businesses through which they can measure more
growth, profitability and market reach.
Part 2
Present two examples of social media contents that really works and justify why.
Social media is a powerful tool through which an organisation can ensure high and
development in an effective manner. Content marketing are those methods through which
organisation can undertake advantage of their social media content in order to effectively attract
and retain large base of consumers (Adeola, Hinson and Evans, 2020). In addition to this, it has
been evaluated that there are different types of social media content through which they can
effectively increase their profitability as well as sustainability for long period of time. Mentioned
below there are some certain form of social media contents along with their explanations:
VR Content:
This term is also defined as virtual reality, this tool is gaining significant popularity now
a days which is being consider y many organisations. It is an essential element that, facilities
entities to increase engagement (Kumar and Singh, 2020). With the help of this organisations can
attract attention of customers with the help of creating content with the help of virtual reality.
Thus, according to the analysis it has been underlined that it is important for organisations to
make their investment in 360 VR camera while entities can also undertake advantage of
Facebook, YouTube and more in order to interact with VR content. With the assistance of these
methods customers can be attracted by organisation with high-quality images that they can share
them on social media.
User Generated Content:
UCG is also defined as User-Generated Context, it is one of the most effective way
through which organisation can effectively enhance its engagement. In addition to this, with the
help of this method organisation can have access of warm-welcoming feelings for existing as
well as new followers. It is an essential method that allows entities to care about their audience
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and effectively engage their by sharing their created content. Furthermore, it has been underlined
that it is a significant measure which is being undertaken by large number of brands, main reason
behind this is engagement and success of this method. By reposting consumer-made content and
crediting them in the posts facilities customers to feel sense of being cared. Furthermore, it has
been determined that it is one of the most effective tool that allows customers to monitor their
social platforms whether it's Facebook, Instagram, Twitter and more.
Thus, according to the above mentioned analysis it has been evaluated that above
mentioned are some certain form of effective social media contents through which customers can
be attracted in a creative manner. With the assignment of these methods entities can attract large
base of customers and can earn lot of shares and engagement.
You will provide screen shots of effective campaigns which you will insert into your word
document. Established models and standards for digital marketing should be referred to.
Internet advertisement is defined as most effective campaigns through which customers
can be attracted in a well define and effective manner (Ho and Wang, 2020). In this method like
search engine marketing, social media posts and more can be undertaken through which high
growth and development can be assured. Mentioned below screen shots of effective campaigns
is being given:
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In this company undertaken advantage of Facebook with an aim to create brand awareness and
generate leads. Within this company use Facebook's boosted sales that resulted in 27-point
increase in ad recall and more.
In this, company undertake significant advantage of Instagram with a purpose to drive
awareness of the extension of the brand (Alves, Sousa and Machado, 2020). It effectively lead
towards 7-point drop in the unconvinced market, 10-point lift in top-of-mind awareness etc.
For this RACE planning is being duly undertaken through which digital marketing plans
can be developed by digital marketing that will allow them to increase sales growth in a well
define and effective manner.
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In addition to this, it has been evaluated that this is one of the most popular form of
digital marketing method that allows organisation to ensure long term sustainability, profitability
and growth.
CONCLUSION
As per the above mentioned report it has been concluded that digital technology and
social media both plays essential role for organisations through which companies can serve large
base of customers in different geographical locations. In addition to this, it has been evaluated
that social media and digital marketing also allows organisations to ensure long term
sustainability and more competitive advancements as compared to other rivals.
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REFERENCES
Books and Journals
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive
trends. Journal of Digital Media & Policy.
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The Role of Digital Marketing and Online
Relationship Quality in Social Tourism: A Tourism for All Case Study. In Digital
Marketing Strategies for Tourism, Hospitality, and Airline Industries (pp. 49-70). IGI
Global.
Ho, C.W. and Wang, Y.B., 2020. Does Social Media Marketing and Brand Community Play the
Role in Building a Sustainable Digital Business Strategy?. Sustainability, 12(16),
p.6417.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Adeola, O., Hinson, R.E. and Evans, O., 2020. Social media in marketing communications: A
synthesis of successful strategies for the digital generation. In Digital Transformation in
Business and Society (pp. 61-81). Palgrave Macmillan, Cham.
Drummond, C., O'Toole, T. and McGrath, H., 2020. Digital engagement strategies and tactics in
social media marketing. European Journal of Marketing.
Sivarajah, U., Irani, Z., Gupta, S. and Mahroof, K., 2020. Role of big data and social media
analytics for business to business sustainability: A participatory web context. Industrial
Marketing Management, 86, pp.163-179.
Ibrahim, B., Aljarah, A. and Ababneh, B., 2020. Do social media marketing activities enhance
consumer perception of brands? A meta-analytic examination. Journal of Promotion
Management, 26(4), pp.544-568.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Panigyrakis, G., Panopoulos, A. and Koronaki, E., 2020. All we have is words: applying rhetoric
to examine how social media marketing activities strengthen the connection between
the brand and the self. International Journal of Advertising, 39(5), pp.699-718.
Cheung, M.L., Pires, G. and Rosenberger, P.J., 2020. The influence of perceived social media
marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific
Journal of Marketing and Logistics.
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