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 Communication Mix...............................................................................3
Digital Marketing...................................................................................................................4
Social Media Marketing.........................................................................................................4
Importance of Digital Marketing and Social Media Marketing to Businesses......................5
PART 2............................................................................................................................................5
Two Examples of Social Media Contents..............................................................................5
Example 1: #Showus Campaign by Dove 5
Example 2: #WhatsYourName by Starbucks 8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital Marketing refers to an activity that helps in promoting and selling of goods and
services by using some online marketing tools like email, search and social media marketing.
Through digital marketing, companies advertise their business and product by using electronic
devices, digital technologies and online channels. Digital Marketing plays a vital role in reaching
maximum number of people that is measurable ad cost effective (Nahili and Rezeg, 2018). Social
media marketing includes various social media platforms through which businesses can connect
with people to increase sales, brand value and drive website traffic. Social media marketing helps
Organisation to stay connected with existing customers and reach new people (Kumar and et. al.,
2019). This report is based on the role of digital marketing and social media marketing. The
project covers the importance of marketing function and marketing mix including the elements
of communication mix. The project also includes using of social media marketing in
Communication strategies.
PART 1
Marketing
Marketing is a process of delivering, creating, communicating and exchanging products
and services that offers value to customers, society and partners. Marketing is a technique
through which organisation can make people interested in their goods and services. Marketing
includes, promoting, distributing, researching and selling products and services. With the help of
marketing process, businesses can identify, satisfy and anticipate customer needs and
requirements through which they can earn profit and increase their productivity (Mandal, 2019).
Marketing is important for the Companies as it helps in maintaining ever present and long lasting
relationship with people. Through marketing process, businesses can inform to their customer
related to the products and services which they are going to offer and people can also get to
know about value of products, features, usage and additional information related to goods. Thus,
activities of marketing create brand awareness and makes the Organisation stand out different
from its Competitors.
Marketing Mix and Communication Mix
Marketing mix includes the tactics through which businesses can promote its product and
brand in Market. Marketing mix is a combination of product, price, place and promotion. But in

theoretical terms, marketing mix is broader which includes additional P’s they are process,
people and physical evidence. Marketing mix is a tool which helps in achieving goals and
objective of Company such as market share and profit. The product includes the items which are
designed by Firm to satisfy the needs and wants of people. The price reflects what customers
have to pay for products and services. It is important for the Organisation to identify the place
where they can easily distribute the products and services. Promotion includes the activities
through which businesses can promote their goods and services. Communication mix carries a
ways through which Organisation can communicate with their target audience by using various
tools. The Communication mix fits in Marketing mix when Company use communication
mechanism to provide information of products, price, place and promotion to their customers.
The Communication can be through social media, direct marketing, advertising, websites,
product packaging and events.
Digital Marketing
Digital marketing is a tool through which businesses can promote their business activities
and its products and services by using various platforms that helps in reaching maximum number
of people. With the help of digital marketing, Organisation can connect with customers by using
internet and various other types of digital communication. It is also known by other name i.e.
online marketing (Gaur, 2019). Digital Marketing is a broad field which includes social media
marketing, email marketing, content marketing, search platforms and more. The digital
marketing is successful as it focuses on retargeting, when customer interacts with advertisement
of Organisation on Facebook, Google, Twitter and Instagram, they can easily track the move of
people and use that data to retarget in Future. Digital Marketing helps Businesses to know how
to build, sustain and scale up brand’s online reputation across digital platforms. It is important
for the Organisation as this tool is affordable than traditional marketing (Perker, 2020).
Social Media Marketing
It is an activity that promotes goods and services by using various social media platform
through which businesses can reach to large number of people. The Social media marketing
includes publishing great content on social media platforms, engaging and listening to customers,
analysing results and running advertisements on social media profiles. It includes Facebook,
Twitter, Pinterest, Snapchat, Instagram, LinkedIn and YouTube. In beginning, Social media was
started with publishing; Organisations share their content to generate sales and traffic on social