The Role of Digital Marketing and Social Media Marketing

THE ROLE OF DIGITAL
MARKETING AND SOCIAL
MEDIA MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1...........................................................................................................................................3
Marketing....................................................................................................................................3
Marketing mix and where communication mix fits...............................................................4
Digital marketing........................................................................................................................6
Social media marketing............................................................................................................6
Importance of social media and digital media marketing for business.............................7
PART 2...........................................................................................................................................7
Social media content which works effectively......................................................................7
Social media campaigns..........................................................................................................8
Why social media content is effective for business...........................................................10
CONCLUSION.............................................................................................................................13
REFERENCES............................................................................................................................14
Books and journals.................................................................................................................14

INTRODUCTION
Digital marketing is a component of marketing through internet or online
marketing based on technologies by creating a digital platform which helps a business
in promoting their products and services. In other words, it is also known as online
marketing that is used for promotion of products and services to connect with potential
customers by using social media platforms, internet and other forms of digital
communication (Alves, Fernandes and Raposo, 2016). The channels that are used as
marketing channels for digital marketing involves- web based advertisement, social
media, email and internet sources. This project report is based on digital marketing,
social media marketing and how such marketing techniques helps a business in selling
and communicating with maximum number of customers. The project will also highlight
social media campaigns and how these were campaigns effective for business.
PART 1
Marketing
Marketing is a management process which identifies, anticipate and helps
business in meeting customer requirements which will lead to utmost customer
satisfaction and maximum profitability for business. Marketing is a process of promoting
the buying and selling products through creating advertisement and promotion
strategies for the business. Marketing now acts as the primary component of business
and offers a platform to sellers to directly sell their products to the consumers and
marketplace. The process of marketing supports business in attracting potential clients
by effective research, selling, promoting and distributing products and services.

Marketing mix and where communication mix fits
Marketing mix strategy helps a business to streamline their marketing activities
according to market condition, available resources and customer demands. Marketing
mix is a plan of action which is used by companies to promote their products and their
brand image in the industry. The 7 P’s of marketing technique involves- price, place,
product, promotion, people, physical evidence and process (Bala and Verma, 2018).
The 7 P’s of marketing and the four major components of marketing mix strategy (price,
place, product and promotion) are discussed below:
Price- This marketing strategy refers to the value or price which is set by an
organisation of a product. This factor depends on segmented target, supply, demand
and cost of products. The strategy also involves different pricing strategies which can
help in targeting maximum number of customers.
Place- This marketing strategy is the point of sale which can attract customers
and focus on high distribution of products through place strategy of marketing. By
selling products at right location is a helpful approach for success of the business.
Product- The product marketing strategy refers to the product and services
which are offered by the company. The product which is distributed by organisation
must be of high value, standard and good performance which can be helpful in meeting
customer demand and satisfaction (Chester and Montgomery, 2017). This strategy also
helps in meeting demands of customers.
Promotion- This marketing strategy is related to the activities and initiatives
which are taken by organisation to promote their products and services. This strategy