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
Description of marketing ...........................................................................................................3
Various elements of marketing mix with the position of communication mix in the marketing
mix..............................................................................................................................................4
Digital marketing .......................................................................................................................6
Social media marketing..............................................................................................................6
Importance of digital marketing and social media marketing for business organisations in
current business environment.....................................................................................................7
PART 2............................................................................................................................................8
Suitable examples of social media content.................................................................................8
Successful digital marketing campaign with appropriate digital marketing models ................9
‘Food Love Stories’ campaign by TESCO .............................................................................10
Dove’s #ShowUs Campaign.....................................................................................................12
CONCLUSION.............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The main purpose of marketing department is to conduct various
promotional activities which helps the company communicate with their
consumers and through this interaction influence them into buying a
particular product or service. Every organisation in the current business
environment which heavily relies on various digital equipments to conduct
their daily activities, the marketing department is also influenced by various
digital technology and tools. The present report includes information about
marketing, marketing mix and position of communication mix in the
marketing mix. Apart from this various marketing concepts such as digital
marketing, social media marketing and successful digital marketing
campaigns with appropriate digital marketing standards are provided in this
report.
PART 1
Description of marketing
At a basic level marketing is the procedure of understanding the needs
and preferences of potential consumers and constructing strong relationship
with such consumers in order to increase consumer retention. Effective
marking strategies help attract huge amount of consumers which positively
reflects on the overall sales of the company. An organisation is able to
achieve various business objective with the help of an effective marketing
technique (Choi. and et. al., 2016). Marketing objectives such as promotion

of product or services, building a strong brand image, interacting with
consumers are completed with the help of both conventional and digital
marketing practices. Various digital marketing tools include SEO, social
media marketing, email marketing and many more. Commonly used
conventional marketing tools such as print and radio advertisements are less
effective in comparison to digital marketing strategy and require massive
investment (Al-Zyoud, 2018). These factors have resulted in low usage of
conventional marketing tools in the current business environment.
Various elements of marketing mix with the position of communication mix
in the marketing mix
Marketing mix is group of recognised marketing practices which is
used by various organisation to fulfil various marketing needs. Marketing mix
contains 7p's which are used by various organisation in combinations to offer
commodities according to consumer expectations, this processes is termed
as tactical marketing mix. Various elements of marketing mix are mentioned
below:
 Product: This element of the marketing mix includes products or
services offered by an organisation. Firms build and increase their
product portfolio on the basis of consumer expectations and
technological changes in the business environment.
 Price: The pricing strategy adopted by an organisation to sell their
products is described in the second element of the marketing mix.
Pricing strategy is continuously changing and is modified in way which