BMP3006 Practical: Role of Digital & Social Media Marketing

This report provides an overview of digital and social media marketing, starting with an explanation of marketing concepts, the marketing mix, and the communication mix. It then delves into digital marketing and social media marketing, highlighting their importance in contemporary business. The second part of the report offers two examples of successful social media content, including Red Bull's Instagram campaign and Coca-Cola's YouTube video featuring Wayne Rooney. It also discusses an effective digital marketing campaign using the AIDA model and the effectiveness of social media content in improving brand perception and customer engagement. The report concludes by emphasizing the essential role of marketing in creating a large customer base and promoting a brand.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and social media
marketing – theory and examples

Table of Contents
Introduction..........................................................................................................................................3
PART 1.................................................................................................................................................3
Explaining Marketing......................................................................................................................3
Explanation of marketing mix and where the communication mix fits..........................................4
Explanation of digital marketing.....................................................................................................4
Explanation of social media marketing...........................................................................................5
In contemporary business importance of digital and social media marketing................................5
PART 2 ................................................................................................................................................6
Two examples of social media content that works really................................................................6
Effective campaign of digital marketing.........................................................................................6
Social media content effectiveness..................................................................................................6
Conclusion ...........................................................................................................................................7
References ...........................................................................................................................................8

Introduction
The people are surrounded by the digital media in the modern world. The term digital
marketing defines the marketing efforts taken on internet or digital device. The business uses
different channels to make the purchasing of products and services through customers. The smaller
companies has the opportunities to target the customers and large data is used by accessing
internet. The information of the organisation is exchanged and transfer through the help of digital
marketing which helps in enhancement of the business (Ajina, A.S., 2019). The business targets in
the market are achieved and accomplished with the help of increasing internet and social media due
to the changes in environment and technology advancement. Digital marketing make the use of
technology in various ways to benefit the organisation. The study discusses the concept of
marketing with the marketing mix and concept of digital marketing, social media marketing with
their importance. In the part second the effective marketing campaign is revealed and the example
of social media content with its effectiveness.
PART 1
Explaining Marketing
The marketing comprises of practices, skills, techniques to make the use of resources and
material on time by defining as business function and managerial orientation. The marketing
concept is wide which focuses on the satisfaction of the consumer needs by determining their
demands and earns the profit. The consumption takes place between the manufacture and consumer
through the exchange process. In the marketing a strong relationship is build to capture the value in
return which is a prime component of commerce and business management. The business takes the
market research to anticipate the potential consumer needs and wants and satisfy them effectively to
achieve the organisational objectives (Bauman, A.A., 2020).
The traditional concept was related to the maximisation of profit whereas in modernization
the concept focuses on the customer satisfaction by running the activities of market analysis and
segmentation. The marketing helps business in planning and decision making which which
enhances the growth of the organisation in relation to sales ans profits. The product of the business
is direct to other business (B2B) or to consumers (B2C) in marketing. This marketing discipline on
the study of consumer behaviour and market by analysing the company commercial management in
directive to attract, acquire and customer retention so that wants can be satisfied and brand loyalty
increases. The marketing helps in generating the traffic on the sites to get qualified leads (Cheema,
T., 2021). The brand awareness is raised which makes the product memorable to customers and

they start trusting on brand.
Explanation of marketing mix and where the communication mix fits
The organisation uses the marketing mix to attain the objectives in target market which is
defined as the marketing tool and action plan. The functioning of marketing is accountable to the
marketing mix with the 7Ps of product, price, place, promotion, people, process and physical
evidence. The application of the marketing mix satisfy the customer expectations and needs.
Product- It is key in the marketing defining the product offered to consumers by the company to
satisfy the needs. It focuses on the wants and motivations of consumers that will benefit. The
organisation has a minimum level of performance by selling the products (Childers, C.C ans et.al.,
2019).
Price- In the company the cost of money regarding the product and facility is defined where the
product price is fixed by the producer after understanding the feature of the product demand,
competition nature and cost of production. The image of the product is improved with the help of
pricing and from the competitors it is differentiated.
Place- The point of sales through using the direct and indirect channels are described as place
where the movement of goods takes place in the physical location for the consumption of the final
user. It creates the pace utility by offering the commodities. The distribution activities is taken
which transfer the ownership in the marketing channel.
Promotion- The activities concerned with the production is described which uses the promotional
forms of personal selling, advertising, sales promotion etc. the consumer behaviour is influenced
through planning and with the rise in the competition the promotional techniques are used by the
company (Drokina, N., 2018).
People- In the organisation the manpowers is the the essential and valuable aspect which helps in
reaching the products to the final consumer and provides the customer service and assistance to the
customers. In the company the efficiency and effectiveness is involved of the workers.
Process- It is the important aspect in the company where the process helps in reaching the product
to the consumers by defining the set of actions. The process is done efficiently in the company
which enhances the customer value and cost is reduced. The process is taken in respect to sales,
manufacturing and payment so have the effective relationship with customers.
Physical evidence- To have the brand continuity and in the appearance of the public it takes the
approvals so that company products and services can be purchased. The physical evidence is
generated by the actual goods and takes the copyrights, patents ec.

The communication mix fits in simple and effective way in the marketing mix as it sells the
ideas to stimulate the purchases. The communication mix is also called as promotional mix of the
organisation which involves the understanding of consumers, market and business product so that
organisation objective can be achieved. The communication mix creates the connection with the
audience through the websites, direct marketing. The promotional tools are used in effective ways
which leads the enhancement in the business growth and consumer satisfaction (Inoyatovna, K.M
and et.al., 2021).
Explanation of digital marketing
In the business growth the digital marketing is the valuable asset which establishes the
online presence. The digital marketing helped both the companies and business in moving towards
the sustainable means of marketing and advertising. The organisation has some target audience
which are active on different channels through which the brand reputation is sustain by online
through various digital platforms. Various growth and opportunities are bring by the digital
marketing leading to more sales in future. It is a element of marketing which utilizes the digital
technologies of online and internet like desktops. Mobile phones. To promote the product and
services of the business it take the use of various digital platforms and media (Key, T.M and et.al.,
2019). The electronic channels are used to carry out the business activities for achieving the goals
and targets. The internet operators value has increased which also increased the earning. The term
digital marketing is also known as online marketing where the connection with the potential
customer is created to promote the brand with the help of internet and other forms of digital
communication. In various forms it takes place such as online videos, social media posts, web-
based advertising.
Explanation of social media marketing
In the social networking the social media is the most influential virtual space where the
brand and product is advertised. It takes the application of social media platforms and websites for
the product promotion. In the data analytics tools various social media platforms are built which
tracks the progress, success and campaigns. The individuals and other business are allowed to
interact with the each other with the help of social networking websites. To reach new potential
customer the social media helps which stimulates the desired mission and culture. The platform of
Facebook, You Tube, Instagram, and Twitter are used to create the attention to change the
consumers minds. The content is created which is tailored to specific platform to boost the
conversion and brand awareness is increased (Lam, L.N.H and et.al., 2021). It is valuable and
beneficial fort the growth of the organisation. The large customer base is acquired and retained in

the companies through internet.
In contemporary business importance of digital and social media marketing
Importance of digital marketing
 The digital marketing in the business helps in finding the customers as online marketing is
best way which gives the online presence to the business regarding the brands and leads to
more generation of customers.
 The digital marketing helps in reaching to customers by building the relationship with them
as most of the population is active on the internet. The customer service is rendered through
digital marketing by asking their queries and solving their issues. It helps in boosting the
business as healthy relationship is created with audience (Moriuchi, E., 2021).
 The brand reputation of the business is established and increased with the help of digital
marketing which tells the customers regarding the business and in what the needs are
fulfilled. It also leads to generation in higher return on investment which provides the high
revenue.
Importance of social media marketing
 The social media marketing helps in interaction with the audience through having the online
presence and provides the better understanding of customers with more exposure.
 The traffic on the websites is increased and new customers are attracted which improves the
brand awareness and brand is promoted.
 The social media marketing helps in improving the relationship with the clients by giving
them customer services which leads in the generation of brand loyalty and reaches to global
market place (Nuril Huda, Z.B., 2020).

PART 2
Two examples of social media content that works really
The example of Red Bull is taken which uses the Instagram platform to bring the brand
awareness in the sales of the Australian market of 'summer edition' tropical flavoured. It run the
effective campaign in the season of summer (Park, S and et.al., 2021). The yellow filters in the
images defines the summer day. It reached to 1.2 million of consumers and used the #this summer
to differentiate from the customers.
The another example is of YOUTUBE of Coca-Cola which searches the new technique to
link the brand with the public. The purpose was to boost the brand with the legend of the English
footballer Wayne Rooney in the world cup season. For this a short video was made on the You
Tube. The exposer became viral which went on various platforms of social media. It got the great
success in the blogs, social networking, consumer comments etc.

Effective campaign of digital marketing
The expression Fiber arts uses the AIDA model which increased the sales by experiencing
the growth. The attention is created on the social media by announcing. For the millions of the
Facebook users the business uses the appealing models and flashy offerings. The latest design is
offered to create the interest by the organisation. The expression fiber arts attracts action to the user
of facebook to download the promotional form, in the propelling a dialogue.
Social media content effectiveness
For the organisation the social media content is very advantageous in communicating the
product and services. The perception of the brand is improved due to its visibility in the society. It
helps in identifying the consumer weakness and marketing strategies are improved. With the
customers a strong relation is built and the social media presence of online boosts the brand loyalty.
The insights of the customer is improved by listening them on social media. The cost effective
solutions are provided to target the customers and quality feedback is taken (Sihi, D., 2020). To
create the better experience the value is added by the stakeholders.
Conclusion
It has been summarised from the above study that the marketing is the essential concept for
the business which creates the large customer base and the promotion of the brand is done. The
digital marketing is used to targeting, measuring and devising the interactive and effective
marketing for the products. Now a days the marketing uses the 7ps of marketing mix and new
techniques for their products. It also shows the effectiveness and importance of digital marketing
and social media marketing. To have the high exposure the business are merging with the media

which also leads in increase of the goodwill.

References
Books and Journals
Ajina, A.S., 2019. The Role of Social Media Engagement in Influencing Customer Loyalty in Saudi
Banking Industry. International Review of Management and Marketing, 9(3), p.87.
Bauman, A.A., 2020. How Do Entrepreneurs Use Social Media?. Journal of Marketing
Development and Competitiveness, 14(2), pp.40-48.
Cheema, T., 2021. Fast-Fashion Meets Social Networking Users: Implications for International
Marketing Strategy. In Research Anthology on Strategies for Using Social Media as a
Service and Tool in Business (pp. 1580-1606). IGI Global.
Childers, C.C ans et.al., 2019. # Sponsored# Ad: Agency perspective on influencer marketing
campaigns. Journal of Current Issues & Research in Advertising, 40(3), pp.258-274.
Drokina, N., 2018. Essential digital marketing tools across the race planning framework. Business
and Enterprise Management, 5(16), pp.124-132.
Inoyatovna, K.M and et.al., 2021. Development of branding strategy in the system of marketing of
children's goods. ACADEMICIA: An International Multidisciplinary Research
Journal, 11(5), pp.429-434.
Key, T.M and et.al., 2019. Preparing workplace-ready students with digital marketing
skills. Marketing Education Review, 29(2), pp.131-135.
Lam, L.N.H and et.al., 2021. An Analytic Hierarchy Process Approach to Marketing Tools
Selection for Science and Technology Parks. In SHS Web of Conferences (Vol. 92). EDP
Sciences.
Moriuchi, E., 2021. Cross-Cultural Social Media Marketing: Bridging Across Cultural Differences.
Emerald Group Publishing.
Nuril Huda, Z.B., 2020. Pengaruh kesadaran merek dan digital marketing terhadap loyalitas
pelanggan pada Persebaya Store Surabaya Town Square (Doctoral dissertation, Wijaya
Kusuma Surabaya University).
Park, S and et.al., 2021. SOCIAL MEDIA ANALYTICS IN EVENT MARKETING: ENGAGING
MARATHON FANS IN FACEBOOK COMMUNITIES. Event Management.
Sihi, D., 2020. Impacts of Blockchain Technology in Marketing. Springer Proceedings in Business
and Economics, pp.25-30.