The Role of Digital Media and Social Media Marketing

This report discusses the role of digital media and social media marketing in contemporary business. It covers topics such as marketing mix, digital marketing, and social media marketing strategies. Examples of effective social media content and campaigns are also provided.

The role of digital media
and social media marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing....................................................................................................................................3
Marketing Mix & where the communication mix fits................................................................3
Digital Marketing........................................................................................................................3
Social Media Marketing..............................................................................................................4
Importance of digital marketing and social media marketing in contemporary business...........4
PART 2............................................................................................................................................5
Examples of social media contents.............................................................................................5
Screen shots of effective campaigns along with models and standards for digital marketing....6
Effectiveness of Social Media contents......................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
In today's era social media plays an important role in business environment. It is an
effective way to develop relationships with consumers. There are a number of organisations be it
small or large which are using digital media and social media in order to communicate their
products and services to consumers (Chaffey, 2019). This is helping companies to reach a large
number of consumers at a small amount of time. It also have a positive influence on revenues
and profitability level of organisation. In the following report various concepts of marketing mix,
digital marketing and social media marketing are explained.
PART 1
Marketing
Marketing can be defined as a set of activities that involve development, communication,
processing and exchange of offering of an organisation to their customers and society along with
it. Major motive behind marketing to enhance customer value and along with it generate
maximum profits for the organisation effectively. Marketing can be divided into three segments
that are traditional marketing, relationship marketing and digital marketing. Use of digital and
online marketing is increasing rapidly and it also helps organisations to reach huge number of
consumers in just limited time period. It is leading to rapid increase in productivity and
profitability of business.
Marketing Mix & where the communication mix fits
Marketing mix can be defined as a set of certain actions as well as tactics that are
effectively used by an organisation to promote its products. It is a tool that consists of 7 different
element. These re 7 P's of digital marketing which include place, price, product, promotion,
physical evidence, people and processes (Hanlon, 2019). Promotion is an important factor in
marketing mix and it involves a number of different tools such as advertising, selling,digital
media, social media, direct selling and so on. This is helping organisation to effectively
communicate the required information to their customers regarding their product ans services.
Digital Marketing
Digital media marketing refers to that component of marketing which is using internet
and online based technologies such as desktop computers and mobile phones to promote the
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goods and services. One another major motive of digital marketing is to make sure that the
revenues and profits of the organisation are increasing as a number of consumers are in
knowledge of the product and service that is now served by the company. Digital media
marketing can be further divided into three different types that are paid media, earned media and
owned media. Some of the most used examples of digital media marketing includes digital
advertising, social media marketing, search engine optimisation, marketing through email and so
on.
Social Media Marketing
Social media marketing can be defined as using a number of different social media
networks available in order to specifically market the products and services of an organisation. It
is a great way for businesses to successfully engage with all their existing customers and also
reach a number of new and potential customers for the business. Social media marketing is used
in present business scenarios that helps organisation to retain their customers and turn them into
loyal consumers for the organisations (Saura, Palos-Sanchez and Correia, 2019). It is a great way
for business to face competition in market as well. There are a number of different social media
tools available for businesses that include Twitter, Facebook, Instagram and so on.
Importance of digital marketing and social media marketing in contemporary business
There is a free space in social media that it can be successfully used by all the businesses.
It is a helpful way to get in touch with buyers and consumers and solve all their queries in
regards to the products or services. It is also a great way that is used by business to revert to the
feedbacks of the consumers that can be either negative or positive. It is also helping the
businesses to be aware of their potential consumers. Social media marketing is now an important
aspect of digital marketing which is providing benefits to a number of consumers and businesses
throughout the globe. Various importance of social media marketing and digital marketing in
relation to the diverse business environment are mentioned below:
Cost effective: It is often seen that advertising through traditional promotional tools
require huge costs of business. When taking social media marketing into consideration it is a cost
effective way of marketing products and services to the consumers that only requires some
efforts from the marketing team in order to develop their social media page effectively. It also
allows organisations to attain high return on their investments and also save costs of the
company.
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Enhanced brand awareness: Social media can be defined as a hassle free way of
communicating the products and services to potential consumers in order to enhance the
visibility of business in the market (Deiss and Henneberry, 2020). Companies are now
developing their own social media webpage which are a great way to increase the visibility of
businesses. There are a number of different social media platforms such as Instagram, You Tube,
Facebook and so on which are used by a number of consumers in order to get effective results
and earn higher in just a short span of time.
Higher consumer satisfaction and improved brand loyalty: When an organisation is
present on social media it is providing them with an opportunity to effectively connect to their
audience and potential consumers. Solving all the queries and doubts of the consumers
companies can easily increase their satisfaction. It will also result in generating more brand loyal
customers who then start trusting the brand as they are getting quick and relevant solutions to all
their problems. This also allows organisations to effectively deal with all the competition present
for them in the market.
Examples can be taken of a number of organisations such as TESCO that is a grocery
supermarket running its business throughout the globe are making effective utilisation of
Facebook, You Tube and other social media sites to promote their offers and products. Similarly
a number of fashion apparel brands such as Marks & Spencer H&M are effectively using
Instagram to promote their designs through models and consumers who are actually using their
products.
PART 2
Examples of social media contents
Social media content is stated as the information that is shared or posted on social media.
There are a number of ways that re used by organisations in order to do so. Content marketing is
used by business to make sure that they are effectively encouraging customers to invest on their
products and services. Social media contents are various videos, audio, Blogs, e-books, guides,
images and infographics that are used by companies on their social media sites. Below
mentioned are effective types of social media content:
Images: Every organisation is using different images on their social media content. It is
important for organisation to make these images eye-catching and appealing for consumers that
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can gain their maximum attention. Social media platforms provide great opportunities for visual
media to reach to their consumers as compared to the texts.
Blogs:Blogs refers to discussion on a social media website which are described in a reverse
chronological order in order to make sure that recent texts are reaching consumers first (Shen
and et. al., 2019). These are often informal diary entries. It is an effective way that are used by
businesses now to promote their social media page.
Screen shots of effective campaigns along with models and standards for digital marketing
Starbucks
The image of Starbucks used on its Facebook page have been deliberately made
interesting for the viewers. The small tints of green straws are depicting “the Starbucks green”.
They have also used their famous mermaid logo which is acting as a visual anchor and correctly
portraying the brand. In order to successfully use this tool Starbucks have made use of RACE
planning. It is an effective tool that is helping the marketers to develop an insight of consumers
view and focus on growth of its revenue (Mishra, 2019). There are five essential techniques in
this plan that include planning, reaching, acting, converting and engaging. All of these activities
are combine working on various ways which will help marketers to make sure that they are
increasing their ROI in the process of building campaign. This tool have helped Starbucks to
develop a campaign that is attracting its loyal customers through out the world.
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H&M
H&M is effectively taking help from a number of different bloggers and sites that are
continuously posting images and blogs about the products of the company. There are also a
number of blogs that specifies various ways in which the consumers can style and wear the
designs provided by company. The above given image of blogs are posted on a website called
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“fashion jackson”. There are a number of different posts such as various ways to pull-off whites
in winter, tips to transitioning your wardrobe in Spring etc. This is a great way to use social
media effectively and encourage consumers to use products and services that are provided by
consumer. In order to develop these blogs H&M I making effective use of ^ C's Model of
Consumer Motivation. With the help of this model the organisation comes to know about 6
different elements that are helping a business successfully to motivate their consumers towards
their products and services (Canovi and Pucciarelli, 2019). It is necessary for the content
developer to take all these factors into consideration while developing the content. These 6 C's
include the content that is to be shown to the consumers, the customisation of that content to
make it more attractive, the community to which the content will be delivered taking into account
their values and believes, the convenience that will be provided to consumers while they are
understanding the content, cost reduction for the company and the choice of consumers
according to which the content is delivered. All these points are to be focused upon in order to
make sure that consumers are motivated to invest in products and services of companies. In this
way H&M is making perfect use of the digital marketing model while development of their
contents.
Effectiveness of Social Media contents
A number of benefits are gained by organisations while they are making effective use of
social media contents. Social media is now an effective forum that is allowing the consumers as
well as companies to share their views and experiences about various products and services.
Another benefit of using this tool is that it reaches a number of consumers at a time when
compared to traditional media. Further are some of the effectiveness provided by social media
contents: Social media content are helping organisations to increase their Brand recognition. It is
great way that allows organisations to convey their messages to a larger audience. It also
brings in new prospects for the business.
 Customer journey initiation can be successfully done with the help of social media
contents. It is done through making communications faster and efficient between buyers
and companies on a social media platform (Sun and Wang, 2019). Three are a number of
dynamic content that is effectively circulated between potential consumers with the help
of social media platform.
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 Social media content is helping businesses to improve Consumer's insight. Companies
are tracking and observing consumers with the help of social media that also help them to
align their offerings as per consumer's needs and demand.
CONCLUSION
With the help of above mentioned report it can be concluded that digital marketing and
social media marketing are two effective ways of marketing in today's era. A number of
organisations are now catering needs of their consumers through these tools. This helps in adding
value to their marketing methods and also retaining consumers for a longer period of time. There
are various social media contents that help organisations in developing good social media
campaigns that are also explained in the report with various effective examples. Organisations
can achieve all their objectives effectively using social media marketing and its contents which
will help in saving their costs and efforts as well.
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REFERENCES
Books and Journals
Chaffey, D., 2019. Digital marketing. Pearson UK.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Shen, C.W. And et. al., 2019. Social media marketing of IT service companies: Analysis using a
concept-linking mining approach. Industrial Marketing Management.
Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: winery owners’
perceptions. Journal of Travel & Tourism Marketing, 36(6), pp.653-664.
Sun, Y. and Wang, S., 2019. Understanding consumers’ intentions to purchase green products in
the social media marketing context. Asia Pacific Journal of Marketing and Logistics.
Mishra, A.S., 2019. Antecedents of consumers’ engagement with brand-related content on social
media. Marketing Intelligence & Planning.
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