The Role of Digital Marketing and Social Media Marketing

This report discusses the role of digital marketing and social media marketing in promoting businesses. It covers topics such as marketing mix, communication mix, examples of effective social media content, and the importance of digital marketing and social media marketing in reaching and engaging with customers.

The Role of Digital
Marketing and Social
media marketing

Contents
INTRODUCTION...........................................................................................................................5
MAIN BODY..................................................................................................................................5
PART 1............................................................................................................................................5
Explain the term marketing.........................................................................................................5
Discuss marketing mix and where communication mix fits........................................................5
Explain digital marketing............................................................................................................6
Discuss social media marketing...................................................................................................6
Importance of digital marking along with social marketing........................................................6
PART 2............................................................................................................................................6
Two example of social media content that really works.............................................................6
Models and standards for digital marketing................................................................................6
Explain why social media content is effective............................................................................6
CONCLUSION................................................................................................................................6

INTRODUCTION
Digital marketing is an important component that every organisation can adopt in order to
promote its offerings into market within shorter time period. It includes social media platform,
TV advertisement, internet paid promotion etc. It makes easy for organisations to spread
awareness about new products having attractive features which helps in gaining new customers
as well as retain loyal ones. The present assignment report is based on Burberry which is UK
based organisation offering wide range of products such as Clothing, footwear, fragrances and
many more. The report discusses the role of digital marketing for improving performances of
contemporary businesses. For this, marketing mix and communication mix has been discussed
under this report along with taking examples for the same.
MAIN BODY
PART 1
Explain the term marketing
Marketing is defined as an activity of communicating information about different aspects
to the clients and receive feedbacks at the same time so as to identify their actual perceptions and
preferences towards company’s offerings. The main motive of marketing is to influence buying
behaviour of customers in favour of brands by creating interest among them by using different
promotional tools such as social media, internet, TV advertisement etc. It makes easy for an
organisation to get attention of customers which indirectly increases sales and revenues for
longer term (Allcott and Gentzkow, 2017). In the context of Burberry, the company has its own
Burberry app, and using data and analytics to help the brand thrive in the new digital ecosystem.
Discuss marketing mix and where communication mix fits.
Marketing mix refers to tactics or actions which are undertaken by an organisation to
update its current offerings by analysing its product, price, place, promotion and other elements.
Whereas communication defined as a procedure by which customers can communicate with their
customers through different methods such as personal selling, direct marketing, public relation
etc. In the context of Burberry, here is the marketing mix:
Product: The products are the tangible items which the company has to offer to its targeted
market. Burberry has the products like clothes, accessories, perfumes and shoes to get offer to
the customers.

Price: It refers to the price which the company set for the products. As the Burberry is a luxury
brand in which the prices for the products are quite high than average (Anderson and Jiang,
2018).
Promotion: The Company uses various sources for promoting its products. Majority of source
includes Digital marketing where the company performs promotion about their offers, discounts,
and new arrivals and so on.
Place: This brand is at both online as well as offline platform. They place their products at both
these places so that the customers can choose their suitable options.
Physical Evidence: Physical Evidence includes the physical environment which a customer
interacts with the brand. The physical evidence in Burberry Company is the layouts, the store
designs, the employees with whom the customers interact with and so on.
People: It refers to the employees who are working with organization. It has been noticed and
observed that the company puts major focus upon their employees and their aim in their career.
Also the organization is very careful about the dressing and behaviour of employees with
customers. They should be well behave and presentable before them.
Process: It refers to the ways in which organization delivers its product to customers (Bala and
Verma, 2018). In online purchase the company has to deliver their products to the stated address
and in the store shopping the customer can physical excess to the store and take the product at
very moment.
Explain digital marketing.
Digital marketing is a marketing and advertising activity in which the organization
educates the customers about their product offerings to their targeted customers at digital
platform. There are various platforms which are available in digital marketing some of them
includes Facebook, Instagram, twitter, company’s own websites and much more. This type of
marketing is very much around now a day as it enables the organization to target huge masses of
people at a single time. When compared with other methods for marketing and promotions it is
consumes less cost and shows more results to the organization (Chaffey and Smith, 2017).
Discuss social media marketing.
Social media marketing refers to the marketing approach in which the organization
interacts with the audience at the various social platforms. At these media sources they answer
the query of their customers or followers and regularly come with various ways in which they

can build bond with their followers. The social media marketing includes the activities like
posting the attractive picture or post about the organization and its products, good content
writings, interacting and engaging with the followers and performs various social media
promotional advertisements. Every company or organization is engaging with this type of
marketing through this they gets to be in direct tough with followers or targeted market. There
are various tools available to the organizations to make the best use of social media marketing.
One of the great tool is buffer (Kingsnorth, 2019). It is a platform which helps the organisation in
developing a strong digital platform which helps in its growth, increase of sales and brand image.
Importance of digital marking along with social marketing
Reaching people: Now a day most of people spend their time in communicating or
browsing through the digital platform. So the best way to grab the attention of audience or the
targeted people is to make the promotions and advertising activities at the digital platform.
Through this the organization would able to grab the eye of the audiences. As most of the work
is now performed through internet people majorly reach there. The planning of the organization
is to market the product at the place where the customer reaches at most and that place or
platform is clearly social media platforms.
Every organization is now doing it: It has been noticed that now every other organization
market their product through the use of digital marketing. In that with the help of proper SEO,
account creations, paid advertisements and through other methods they try to gain popularity.
This could be the main reason for using digital marketing as every other organization is using it
in marketing activities. These activities now are has become necessary for the organization to
execute (Low and et al., 2020). As in the case with Burberry Company they were first only
establish at offline platforms like physical stores but due to increase in the digital trends in digital
marketing they now also have establish themselves at online platforms.
Competing into market: The digital marketing is the best method for competing with the
large organizations. Any business with the right usage of digital marketing method can reach to
major big leads with the same tools and methods which these larger organizations are using. As
in the case with Burberry Company they now through the wider digital marketing tools can reach
to those population also who did not know about their brand and its offerings.
Building relationships: The social media marketing enables the organization in building
the relationship with their followers. At these social platforms they can interact with them by

answering or replying to their comments or questions (Saura and et al., 2017). Such relationship
creates goodwill and brand image for the company like Burberry.
Increases traffic: Through posting the pictures about the organization and its products with
catching content writing can help them in increasing their followers. Through posting the
pictures about the organization and its products with catching content writing can help them in
increasing their followers which also results in increase in traffic on their sites or account.
PART 2
Two example of social media content that really works
The two of the social media content are Dove and L’Oreal Paris.
Dove is a company which has engaged in business of FMCG. It produces the products like
shampoo, conditioners, soaps, body wash, and deodorants and so on. The Social media
marketing for this company is very rare and strong. Dove Company has managed to be at top
position in the market by showing a simple soap test on social media. In that test the Company
team manage to conduct a test among some women and ask them to use dove soap at one side of
face and any other soap at other side of their face. Through such test the women herself get to
know the difference and the better product between the two soaps. This particular test has helped
the company in gaining the confidence of majority of women. Also the company had come up
with many campaigns for empowering women with the tag lines of “The place of women is
where wants to be is” and “I am a women, hear me roar”. Such campaigns were held at huge
masses at social media platform that a large scale of women gets attracted to the campaigns and
the products offered by the company.
L’Oreal Paris is another brand which is engaged in manufacturing of cosmetics product. The
company serves worldwide and runs its social media platform with smartness. The company runs
a strong campaign at its social media platform with the tag of “you are worth it”. The campaign
is based on empowering women. Through such campaign and tag lines the company wants to
deliver the message to all women that they have very much worth in them and deserve all kinds
of happiness and places which they have decided for themselves in their lives. The company has
build up their social marketing in such a way that they generated a strong brand image which no
other cosmetic company could have, they have also gained the confidence through regular

interactions with their followers and also by posting the catchy pictures and contents at the same
platforms.
Models and standards for digital marketing
There are many types of models available in digital marketing, some of them includes:
Race planning: This is the most common model used by organization in digital marketing. In
such model the activities for digital marketing are planned according to sales which company is
making. The model has the various stages and according to that they are suppose to make their
plans about digital marketing activities. These stages are: engage, convert, act, reach and plan.
4 C’s for marketing communication: Here in this model the 4 C’s are customers,
Communication, cost and convenience. Any organization which is planning for making digital
marketing activities should consider all these points. Considering all these C’s can help in
making the plan effective and workable for the organization. The plan must consider the
associated cost. The cost should be such which an organization can afford. Communication is the
process of transferring the message to the other parties. The communication or message form by
the organization should be clear, understandable and catchy for the viewers. Customers are the
people upon whom the company has planned to target and convenience refers to the easy
transport through which the message would get send to the customers (Yoga, Korry and Yulianti,
2019).
Explain why social media content is effective
Social media content is effective because:
Huge opportunity: The social media advertising is a huge opportunity for the organization to
reach to the maximum number of people at a time. The major merit for the same can be that a
large number of people can get target with much low costs when compared with other sources of
marketing or advertising. It provides the opportunity to target the major leads for the
organization.
Saves money: Performing the social media marketing saves cost to a great extend for an
organization. When the marketing activities are compared with one another on the basis of cost,
the social media platform would be that activities which can incur the lesser cost for any
organization.
Receiving the results: Through social media advertising, an organization can receive the results
about how much the customers or targeted market has got attract to them. If the activities are

performed at large scale then surly the large scale of customers would be attracted towards the
company and visa- a- versa.
CONCLUSION
From the report presented above, the importance and role of digital marketing and social
media marketing has been discussed. Both these activities play a major role in attracting the
customers or targeted audience as more number of people spend majority of their spare time at
social media platforms. Through these the organization gets many advantage like lost savings,
targets more number of people, reached to the right percentage of people and much more.

REFERENCES
Books and Journals
Allcott, H. and Gentzkow, M., 2017. Social media and fake news in the 2016 election. Journal
of economic perspectives. 31(2). pp.211-36.
Anderson, M. and Jiang, J., 2018. Teens’ social media habits and experiences. Pew Research
Center, 28.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of Management,
IT & Engineering. 8(10). pp.321-339.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Low, S., and et al., 2020. Smart digital marketing capabilities for sustainable property
development: A case of Malaysia.Sustainability. 12(13). p.5402.
Saura, J. R., and et al., 2017. Understanding the digital marketing environment with KPIs and
web analytics. Future Internet. 9(4). p.76.
Yoga, I. M. S., Korry, N. P. D. P. and Yulianti, N. M. D. R., 2019. Information technology
adoption on digital marketing communication channel. International journal of social
sciences and humanities. 3(2). pp.95-104.