BSc (Hons) Business Management BMP3006: Digital Marketing Assessment

This report, prepared for a BSc (Hons) Business Management course, provides a comprehensive overview of digital marketing and social media marketing. It begins with an introduction to marketing, the marketing mix (product, place, price, and promotion), and the definition of digital and social media marketing. The report emphasizes the importance of these strategies for contemporary businesses, highlighting their benefits in terms of brand awareness, customer engagement, and market reach. The report includes two examples of effective social media content (industry news and infographics), along with screenshots of successful digital marketing campaigns from MasterCard and Airbnb, referencing established models. Finally, the report concludes with a discussion on why social media content is effective, emphasizing its role in brand building and customer engagement.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
0

1

Introduction
Marketing is one of the crucial aspect which is associated with an act of
promoting goods into the market. Different activities are included in the marketing
which a business undertakes to aware consumers and promote product. This project
is based on digital marketing and includes various aspects related to it. It covers
information about marketing, marketing mix, digital marketing, social media
marketing and the importance of digital and social media marketing to contemporary
businesses. Apart from this, the report covers to social media contents examples
which really works and the screenshot of effective campaigns of digital marketing. In
addition to this, the effectiveness of social media content for the businesses is
covered in the report.
Part 1
Explanation of marketing
Marketing is referred as the procedure of getting potential consumers
interested in the goods and services of organisation. It includes investigating,
promoting selling as well as distributing goods and services. In other words,
marketing refers to the actions that a business entity takes in order to attract
audience to goods or services of organisation by high quality messaging.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix includes the tactical actions that organisation use in promotion
of its goods and services in market. It involves various components which works in
conjunction with one another. Different elements included in marketing mix are as
follows:
1. Product - a product is item which company offer to its customers in order to
satisfy their needs. A product seeks to fulfil consumer demand for the
products are already available. It involves some components including
branding, innovation, labelling, packaging and design of product.
2

2. Place - it can be stated as the area where goods are distributed. While
organisation things about selling of goods, it is the main consideration. The
goods can be sell by company through physical store online or by both
channels and its main intent is catching the eye of consumers and ensure that
it can be easily available to customers.
3. Price - it is the amount that consumer is willing to pay in turn of getting a
product or it is the price on which company sell its goods. There are some
considerations which organisation taken into consideration when setting the
price of product. These includes different costs, distribution expenses,
marketing cost etc. The pricing is set on the basis of the value or quality of
good perceived through consumers and the price of competitor's product is
also considered so as to set the prices of product accordingly.
4. Promotion - it involves activities that marketers undertake to aware customer
about the goods and services of company and attract them towards the brand.
It includes various activities such as sponsorship, sales promotion,
advertising, direct marketing, selling, public relations, guerrilla marketing etc.
The main focus of promotion is to provide a message to customers so as to
get their response.
Communication mix is referred as the mix of all the promotional tools like
advertising, public relations, sales promotion, personal selling, direct marketing etc.
that an entity use for pursuing its advertising and marketing objective. Therefore, it
can be said that the communication mix fits in promotion element of marketing mix.
An explanation of digital marketing
Digital marketing is referred as an act of promoting and selling goods through
leveraging online tactics of marketing like search marketing, social media and email
marketing. It is the element of marketing that uses internet and online digital
technologies for promotion of products and services. In other words, it is the
advertising delivered by using digital channels like social media, web applications,
email, radio, TV etc.
An explanation of social media marketing
3

Social media marketing is a marketing process of designing tailored content
for a particular social media platform in order to drive engagement and promote
business. It highly supports in connecting to large group of customers as well as help
them to get aware of the brand in an effective manner. Through using different
platforms of social media, a business organisation enables to develop its brand,
increase sales by driving website traffic. An attractive content it is published on the
social media profiles by businesses to engage followers and listen to them,
examining outcomes and running advertisement on it.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
In the competitive business scenario, digital marketing and social media marketing
are very important platforms used by contemporary businesses. These are utilized by
organisation in order to improve their viability in the market. It provides incredible benefits
to the businesses and help them to reach into large group of people all around the globe.
Apart from this, it helps in leading the business towards growth and success by
increasing its sales and generating high revenues. Digital marketing is significant as it
helps in improving the brand awareness, increase customer satisfaction, engage them
more towards brand, more brand authority, improved rankings of SEO, improve the
brand loyalty etc. These are the different advantages that businesses get of using digital
media and social media marketing platforms.
Part 2
Two examples of social media contents that really work and
justification of why they work
Example 1 - Industry news
Besides sharing news regarding company on social media account, shearing
of relevant updates and articles regarding the industry is a good social media content
that really works. These posts on social media work well for LinkedIn, where
individuals network as well as look for industry emphasize information and Twitter,
where individuals come for news. Look for news regarding exciting development in a
particular sector, positive work done through related companies or upcoming
4

industry conferences. These posts can widen social reach of the organisation as well
as assist position the organisation as a leader in industry.
In this social media content image, Hoot Suite shared an entrepreneur article
on 10 laws of social media marketing on the Facebook platform as the company no
knew that its followers are the professionals of social media who would find the
provided information useful.
Example 2 – Infographics
The visual infographic post is an another type of social media content which
really works for the organisation. It is a good way to share measurements fast. as an
example - if business undertakings have new pay impacts or commercial center view
to an extent, remember related with the standard discoveries in an infographic and in
singular posts which feature specific realities. through nature, the photos of
infographics are consistently upward which makes them important and reasonable
for Pinterest, in which the photos which can be upward situated are the standard.
5

besides this, business undertaking managers can recall developing infographic
photos with the level direction to extent them on LinkedIn, Twitter, and FB.
The above provided social media content image is related to Verafin, which is
an organisation that makes software utilized through financial institutions in order to
find fraud. This makes the firm an expert on the topics such as elder care. The above
provided infographic was posted by the company on LinkedIn. It shares some of the
information about elder financial abuse in an easily understandable visual format.
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
Screenshot 1 - MasterCard Campaign: “Sound of Priceless.”
As a crucial backer of MLB, Visa wanted to place into impact its significant
methodology notwithstanding the gain of Chicago Cubs making overall assortment
for the first time in cycle 71 years. the essential goal develops to be to embed itself in
overall arrangement verbal trade and associate with enduring fledgling fans. The
6

business went out which will search for the best way to execute its promoting effort
and came all through an unimaginable piece of substance: a member in a forceful
group had accused Cubs fans of awful enthusiasm for the bunch. It becomes the
best solid piece on the way to grow an entire publicizing and promoting showcasing
effort on and the organization named its advertising effort "Sound of valuable". To
foster a keep going effect, business undertaking dispatched a film on line
comparatively to via web-based media truly as Cubs gained the game. The
outcomes have been significant.
Screenshot 2- Airbnb Campaign: Instagram campaign
The marketing strategy of Airbnb is emphasized on getting host and travellers
for the platforms. Its digital marketing relies on videos on Twitter, Instagram and
Facebook and on user generated images, how-to videos as well as posts gear
towards popular city guides and owners. Its Instagram campaign matches humour
with convincing images of distinct travel locations all around the globe, making it
more in comparison to just a service. During the Instagram campaign in year 2015,
organisation received around13.3 million interactions as well as increase followers
through 341 percent. The interesting content in the campaign is associated with
travel sites all around the world.
7

Why social media content is effective?
Social media is highly usable platform in marketing communication that help
organization’s brand to get noticed. The different social media platforms which are
very popular includes LinkedIn, Twitter, Snapchat, Facebook and Instagram. These
platforms are utilized by people the most in order to share their opinions and ideas.
They have potential to reach to huge group of people in less time, thus, these have
become choice of savvy marketers. Social media content is very effective as when
the content of high quality is distributed, it highly influences the brand image of
company. User generated content is the best way in order to develop impressions
along with improving the engagement. This type of content consists of videos,
images and text stories which are developed through followers and then share on
social media platforms. In addition to this, live streams are becoming extremely
popular among millions of business pages utilize them in order to engage with the
followers and expand their reach. Social media content is the most convenient way
for the businesses to attract large group of people towards the brand. It is also
effective in reducing the cost of organisation in marketing its brand and help in
developing a brand in the market. This also provides an opportunity to business to
measure its performance in the market and satisfy consumers in an effective way
through influencing them by using different type of social media content. If social
media content it is resonating well with target people, then it is very effective for the
business. It engages people more and developed brand awareness in the market
which is the main reason of why social media content is very effective for the
organisation.
8

Conclusion
As per the above mentioned report, it has been concluded that marketing is
very crucial aspect of business which highly contributes in improving its growth and
success. It helps businesses to make the consumers aware by undertaking different
activities and attract the more towards the brand. 4 elements are included in
marketing mix which help in promoting brand effectively. Social media marketing and
digital marketing are widely used by businesses so as to reach to large group of
consumers and satisfy their needs. Social media content is very effective and works
well in attracting more customers towards a brand.
9

10