BMP3006 Business Management: Digital & Social Media Marketing

This report provides a comprehensive overview of digital and social media marketing, starting with the fundamental concepts of marketing and the marketing mix, emphasizing the role of the communication mix. It delves into the specifics of digital marketing and social media marketing, highlighting their importance for contemporary businesses. The report further illustrates effective social media content strategies with examples from CANVA and Hub Spot, analyzing why these strategies work. Screenshots of campaigns and models, including Forrester's 5Ls and RACE planning, are presented to demonstrate digital marketing standards. The effectiveness of social media content is attributed to its ability to generate awareness and engagement through unique and interactive content. Desklib offers a platform for students to access this report and numerous other solved assignments and past papers for their academic needs.

Business Management with Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Contents
Table of Contents
INTRODUCTION..........................................................................................................................3
PART 1........................................................................................................................................3
Concept of marketing............................................................................................................3
What is marketing mix and where communication mix fits.................................................3
Description of digital marketing............................................................................................5
Social media marketing.........................................................................................................5
Why digital and social media marketing are important to contemporary businesses.........5
PART 2........................................................................................................................................6
Illustrate with two examples of social media content that really work of social media that
really work towards justify. Why? ........................................................................................6
Screenshots of campaigns and models and standards of digital marketing.........................8
Why social media content is effective? ................................................................................9
CONCLUSION ...........................................................................................................................10
REFERENCES.............................................................................................................................11
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INTRODUCTION
Digital marketing refers to the process of making individuals aware about the
particular company and its products and services across maximum number of consumers
(Tanveer, Khan and Ahmad, 2021). It is considered as a form of advertising which is
provided with the help of digital channels like mobile apps, social media, search engines and
so on. The report involves the concept of marketing, marketing and communication mix,
digital marketing, social media marketing, importance to contemporary business, social
media contents and screenshots of effective campaigns (Šikić, 2021).
PART 1
Concept of marketing
The term marketing is defined as one of the necessary process which is interpreted by
a company in order to sell and promote all products and services. It involves different tools
and techniques so that people get knowledge about particular brand and the goods which are
being offered by them (Anoop, 2021). The main goal of marketing procedure is to enhance
the sales and increment in profits that would lead to improvements with respect to the overall
performance of a business organisation. It can be efficiently done with the help of attracting
large number of consumers in order to buy their products. It involves complete information
regarding the creation and offering of essential goods and services at the right place and at
right period of time so that better customer satisfaction can be built up (Tsenzharik, 2021)
(Sarin, Kar and Ilavarasan, 2021). For a company, the concept of marketing is considered as
one of the most important and necessary element and the reason behind this is that it leads an
organisation to achieve growth and become successful. From the point of view of Philip
Kotler, marketing is described as an art or science of implementing, exploring and offering
effective value in order to increase customer satisfaction and achieve all demands of the
consumer and enable high profitability.
What is marketing mix and where communication mix fits
Marketing mix refers to the process of using diverse and unique technologies and at
the same point of time series of action in relation with making consumers aware of different
kinds of goods and services. It involves 4 Ps which defines product, price, place and
promotion. It is further being explained below: -
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 Product: - It is considered as the first element of marketing mix and is very
significant for a business organisation. It is necessary that product achieves all the
demands of consumers (Du, Schweidel and Mitra, 2021). Besides this, it should also
be such that it creates a new demand and assuring that consumers start believing that
it is an essential product for them.
 Price: - It refers to the value which is offered in context with exchange of all products
as well as services that are provided to consumers. It is the cost of an item that us
offered to audiences (Sarkum and Syamsuri, 2021). There are different situations in
which prices gets modified. For example, at one phase marketers can increase the
prices in order to create a luxury brand but on the other hand prices can get reduced so
that all type of consumers can use their products.
 Place: - It refers to a location in which all products and services would be offered by
the company for all their audiences. It is important that organisations make proper
decisions with respect to that place so that organisations can easily access their
company and buy the product.
 Promotion: - To achieve success, it is crucial for an organisation to do good level of
promotion so that maximum number of consumers can get attracted. It involves
different tools and techniques like social media, advertising and so on. In context with
this, there are two objectives for a business and these are to enlarge the productivity
and increasing consumer awareness.
 People: - While doing marketing, people are not just those who are advertising it or
selling them but they are also indulged with customer service teams, workers and
many more.
 Process: - It refers to delivery of goods and services to all consumers. The procedure
is in relation with assessing the elements like effective relationship with all customers,
payment systems, distribution and so on.
 Physical evidence: - It includes two aspects and these are evidence with respect to the
service and purchase that took place and the confirmation that the company actually
exists in real.
Communication mix: -
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It is described as a tool and technique which is used by marketing manager to interact
about their brand and also about the products and services. It is engaged with the component
of promotion of marketing mix in relation with all goals and objectives. This concept can be
done through different ways like advertising, direct marketing, different events and so on.
How communication mix fits to marketing mix: -
The element of promotion with respect to marketing mix is completely linked to
communication mix. While interacting with all individuals, the technique of promotion is
used with the help of social media, advertising, public relations and many more. By focusing
on the concept of advertising, organisations use the way of television, hoardings and so on.
By looking at today's world, everyone is active on social media so it is an advantage for a
business organisation to enhance their customer base.
Description of digital marketing
Digital marketing refers to the growing and efficient form of marketing in which
companies do the promotion of their products and services with the help of Internet and also
certain digital communication channels. There are several ways through which companies
can do the promotion like web advertising, email and so on. By taking the example of
Morrisons, they also promote their brand with the help of digital marketing. The company
use the method of Scan and Go app and also initiate the loyalty application of “ More” cards
holders.
Social media marketing
Social media marketing is described as the use of social networks and also social
media in order to market their products and services. There are numerous types of social
media platforms like Instagram, Facebook and so on. It is considered as an effective tool to
enable a connection with maximum number of customers. In the case of Unilever, they also
used the way of social media (You and et.al, 2021). The organisation uses the method of
Facebook vouchers in order to attract all consumers. With respect to their brand, Dove, they
implemented social media sites by initiating a Facebook page.
Why digital and social media marketing are important to contemporary businesses
Both social media marketing as well as digital marketing is significant to
contemporary businesses. It helps in enlarging the brand awareness and also attracting
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targeted audiences in a good way. In context with social media, they allows business
organisation for proximate feedback from consumers as well as the interaction with them.
With respect to digital marketing, companies can reach to all the audiences which are in
context with both cost-effective and measurable. It becomes beneficial for the company to
increase their sales.
PART 2
Illustrate with two examples of social media content that really work of social
media that really work towards justify. Why?
Social media content is also type of digital content where it helps to make interactive
content which implemented by all users and companies to be intended to promote different
social media platform like snap chat, Instagram, Twitter and many other platform for
generating more positive outcomes (Moore, 2021). It plays an important role for building up
customer satisfaction and attarcting consumer. As per these platforms are very influence to
consumer as per growing across the consumer effectively. The two example which is being
taken is CANVA and Hub spot that are explained below:
CANVA (Re pursuing Zoom footage) : It is most important famous trending content about to
present year was produced through CANVA. It has been reputed and also recorded video on
the basis of implement through more entertaining series within all Instagram users:
The most intensive part of this valuable content that used by ZOOM video call
conferencing footage conducted. Through CANVA which is not video editing but still this
video look like which is been made there effectively. It looks about very attractive eye
catching animation.
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Hub Spot Eye catching Animation: This is prevails relevant and creative content along with
animation. They are more obsessed to aware about concept in small or less moment to create
a beautiful attention towards all consumers. The content which they provide as it very
attractive and attract on large number of users.
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According to above picture theme of Hub Spot content is used through attractive as
well as simple. On the basis of increasing of consumer is the only reason consumer get to
attract with social media content and that it becomes more important for channelising creative
content as well as optimise videos (Ullah and et.al, 2021)s. This has been justified through
CANVA works because they use which also access their content and videos. It also allows
about the company to share all their design before making any kind of payment.
Screenshots of campaigns and models and standards of digital marketing
Mark and Spencer is premium base fashion and retail base business venture who
started promoting their new product and services in different social media platform. The
reason is to create more brand awareness where all consumer can attain more profit and loss
as well as to retain more customer interest in clothes, home appliances product and services.
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Model and Standard for digital marketing:
Digital marketing is considered which is necessary part about whole marketing
procedure that helps in creating about awareness across within all consumer about goods and
services through using of different social media platform within effective performance as
well as increment for better profitability of company. There are some of IT which is having
further being described in following within context of Marks and Spencer company:
 Forrester's 5Ls: This is one of most famous and commonly used model in the aspect
of digital marketing. It helps to better evaluating about the better level of interaction
and also provide overall business organization for mobilise for influence which
develop for effective analyse has over the brand. It also helps which is better develop
the overall performance of organisation leads to more profit effectively. RACE planning: According to this model, it helps to company for creating plans and
manage where all over activities in professional manner. It helps to create plan,
measure and then report towards all activities. It is basically stand for reach act,
convert and engage which is discussed below:
Reach: It include to create awareness about good and services across through better potential
customer on different platform in order to traffic.
Act: it is majorly includes the process of connecting people or customer through social media
platform.
Convert: It better relates to create high influencing which is having better users to take
actions and purchase through better interaction with them.
Engage: - It implements a long term relationship with all the consumers in order to enhance
customer loyalty.
Why social media content is effective?
Social media content is more effective because of many reasons which is creates
awareness about all product and services through generating as per unique content. There are
some of factors which determines about social media effectiveness such as:
loyalty: Through social media content about its effective because it directly make effective
contribution where in building up having loyalty as well as brand recognition. Convenience: Through the content of social media attain more effectiveness because
it is very much continent in nature. It helps a person about quickly by promoting
quality base of prouct and service within physical base of evidence.
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 Reduced cost: - In comparison with traditional advertising, social media involves less
cost. It is affordable for every business organisation and leads to more targeted
customers.
 Consumer in control: - The content of social media is effective as it creates more
value to all the stakeholders and leads to fast communication. As all the users are
control because they are satisfied enough and enable to share all their experiences
which help the brands to promote and target new consumers.
CONCLUSION
From the above report it has been determined that the concept of digital marketing is
of the most essential as well as the growing platform to enhance customer base and enable
customer awareness. In context with the first part, it was being analysed that both digital as
well as social media is crucial for contemporary business. Besides this, the second part of the
report evaluates that the content of social media is good in order to build up customer
satisfaction.
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REFERENCES
Books and Journals
Anoop, M.R., 2021. ARTIFICIAL INTELLIGENCE AND MARKETING. Turkish Journal
of Computer and Mathematics Education (TURCOMAT), 12(4), pp.1247-1256.
Du, R.Y., Netzer, O., Schweidel, D.A. and Mitra, D., 2021. Capturing marketing information
to fuel growth. Journal of Marketing, 85(1), pp.163-183.
Moore, G., 2021. Fashion promotion: Building a brand through marketing and
communication. Bloomsbury Publishing.
Sarin, P., Kar, A.K. and Ilavarasan, V.P., 2021. Exploring engagement among mobile app
developers–Insights from mining big data in user generated content. Journal of
Advances in Management Research.
Sarkum, S. and Syamsuri, R., 2021. The Role of Marketing Function for Competitive
Advantage. Calitatea, 22(180), pp.32-39.
Šikić, F., 2021. Using Instagram as a Communication Channel in Green Marketing Digital
Mix: A Case Study of bio&bio Organic Food Chain in Croatia. In The Sustainability
Debate. Emerald Publishing Limited.
Tanveer, M., Khan, N. and Ahmad, A.R., 2021, April. AI Support Marketing: Understanding
the Customer Journey towards the Business Development. In 2021 1st International
Conference on Artificial Intelligence and Data Analytics (CAIDA) (pp. 144-150).
IEEE.
Tsenzharik, M., 2021, May. PROJECT-BASED LEARNING DURING ONLINE
EDUCATION: CASE OF THE MASTER PROGRAM ON BUSINESS
MANAGEMENT IN THE DIGITAL ECONOMY. In SOCIETY. INTEGRATION.
EDUCATION. Proceedings of the International Scientific Conference (Vol. 1, pp.
707-717).
Ullah, F.,and et.al, 2021. Advertising through UAVs: Optimized path system for delivering
smart real‐estate advertisement materials. International Journal of Intelligent Systems.
You, Y., and et.al, 2021. The interplay between brand relationship norms and ease of sharing
on electronic word-of-mouth and willingness to pay. Information & Management,
58(2), p.103410.
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