The Role of Digital Marketing and Social Media Marketing – Theory and Examples

The Role of Digital Marketing
and Social Media Marketing –
Theory and Examples

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
Marketing.....................................................................................................................................3
Marketing Mix and where Communication mix fits...................................................................3
Digital Marketing.........................................................................................................................4
Social Media Marketing..............................................................................................................5
Digital and Social Media Marketing significance in Contemporary Business............................5
Part 2................................................................................................................................................6
Examples of Social Media Content.............................................................................................6
Screenshots of Effective Campaigns...........................................................................................8
Effectiveness of Social Media Content........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Digital Marketing refers to the utilization of Internet through mobile or computers for social
media, search engines and other platforms to reach buyer. Digital Marketing is an entirely new
attempt that needs a new method of approaching customers and understanding how consumers
behave in comparison to traditional marketing.
This essay discuss and describes the effectiveness of digital marketing and various concepts
related to marketing and highlight the role the social media marketing and its significance in
today’s world.
Part 1.
Marketing
Marketing denotes to all the activities that the organisation handles to promote buying and
selling of its product and services (Chaffey, 2019). Marketing is very vast concept it can also be
defined as the process for producing, communicating through advertising, selling and delivering
products that have value to buyers (customer, clients and other businesses).
Marketing Mix and where Communication mix fits
Marketing Mix –
The general way of denoting the various kinds of choices companies or businesses have to make
in the complete process of bringing a product or a service to the market. The term marketing mix
is commonly used for the classification of four Ps: Product, Price Place and Promotion. Effective
marketing helps in reaching wider range of consumers. By keeping in mind the four Ps,
company’s marketing executives can focus on the things that really matter and make strategic
decisions for launch of the product.
Product – Product or service are designed to satisfy the customers need and wants. To market a
product or service effectively, it is essential to identify that differentiates the company’s product
to its competitor.
Price – The selling price of the product is decided on the basis of that what customers are willing
to pay for it (Alves, Fernandes and Raposo, 2016). Marketing professionals of the organisation
determine the cost of the product by considering cost- based pricing, costs related to research and
development, production or manufacturing, marketing and distribution. If the price is determined
by the consumer perceived value it is known as value-based pricing.