Analysis of Digital Marketing Strategies and Social Media Campaigns

This report provides an overview of digital marketing, emphasizing the marketing mix and the role of social media campaigns. It explores the seven elements of the marketing mix and discusses the marketing communication mix, with a focus on digital marketing and social media marketing. The report delves into the importance of social media marketing for contemporary businesses, highlighting benefits such as increased brand awareness and traffic. Furthermore, the report presents case studies of successful social media campaigns by Starbucks and Digiorno, analyzing their strategies, platforms used, and success factors. The analysis includes the use of hashtags, organic engagement, and the leveraging of events like National Pizza Month. The report concludes by summarizing key takeaways and emphasizing the effectiveness of digital marketing channels and innovative social media strategies for promoting products and services.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................4
Marketing mix:.................................................................................................................................5
PART 2:...........................................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Marketing mix consist of basic seven element that are used by organisation for further
formation of attractive strategies. In order to achieve higher competitive advantages it becomes
necessary to use each aspect of marketing mix that can lead to most effective use of every
element. Communication mix is the element that is related to the way mediums are used for
communicating with the target market of customers (Dewi, 2020). Social media campaign is
regarded as a Different series of coordinated activities that is aimed at achievement of specific
goals in the specified time period. It is regarded as the way outcomes can be tracked and further
measures. It can be limited to a single network or may take place across multiple social media
platforms at a particular time period. Present report is based on the discussion of the way
organisations are using different social media platforms for purpose of using it as a tool for
promoting the product and services.
PART 1
Marketing mix:
Marketing is regarded as a activity, set of institutions and different associated process that
are sued for the purpose of creating, communication, delivering and followed by the exchanging
of offerings so that customers can be provided with high values. It includes benefiting all the
other associated stakeholders such as clients, partners, society as a whole.
Marketing is basically a term that is defined in different ways (Chaffey and Smith, 2017).
At organisation level people are perceiving it in a different manner. It is regarded as a
management process that is related to offering of products and services moving from concepts to
final customers. It consist of identification of product, determination of demand, process
decisions and then final selection of distribution channel. This functions is further associated
with development of a promotional Strategy to enhance the present level of revenue in
organisations.
Marketing mix:
The marketing mix model was devised by E. Jerome McCarthy it was published in the
year 1960 in the book Basic marketing. A managerial approach. Organisations are willing to use
model of marketing mix for the purpose of setting of objectives, using SWOT analysis
framework and then using the process of competitive analysis. It is a framework that is adopted

for evaluating of present business situations and then adoption of appropriate approaches for the
purpose of evaluating each element of mix. Some of the elements of marketing mix are
mentioned below:
Products or services: This aspects is based on the way how can organisations develop their
products & services according customer expectations.
Prices: It is a regarded as the way pricing model can be changed according to the value of final
product. It is according to the overall value that is perceived by customers according to benefits
that they are experiencing in a particular product.
Place/Access: It is related to the overall distribution options that are offered to customers in
order to experience the products such as it includes on line facilities, in store offerings.
Promotion: This aspect is related to the way there can be addition of further substitution in the
owned, paid of earned media channels.
Physical evidence: It is a aspect that is part of the way organisations are reassuring the
customers with impressive buildings, great websites and well trained staff members.
People: It includes all the associated stakeholders who are part of the overall process of making
the final product offered to the respective target segment of customers.
Partners: There are seeking of new parters and managing of the present business partners.
Marketing communication mix:
The marketing communication mix is regarded as the promotion mix and it fits in the promotion
aspects of the overall marketing mix elements. It consist of the basic five tools that are used by
business organisations for the purpose of laying down of communication channels with the
future prospects, present customers and all others stakeholders in organisations.
There are some of the commonly used aspects of marketing communication mix as mentioned
below:
One such element is advertising that is a paid form of marketing communication.
It carries the product image, its brand name and the identified logo for the purpose of specifying
of the product. It is used for listing of all the associated benefits and providing the information of
the product. It is the most creative aspects of organisations that is used for persuading and
attracting customers. It is used for the purpose of promoting the product in order to attract
maximum possible customers.

There are different types of media options that are available for marketers in order to promote the
products. Such as it includes print media options like periodicals, newspapers, leaflets, posters.
Electronic media: TV, cable operators, mobile theatres.
Shop display windows, door to door canvassing, sampling at attractive locations.
Digital marketing:
According to views of Bredy Dukart, 2020 Digital marketing is encompassing all the
marketing efforts based on the use of electronic media and internet, business are leveraging the
digital channels by using search engines, social media, e-mail and other different form of
websites for the purpose of connecting with present and prospective customers (Geissinger and
Laurell, 2016).
There are different types of digital marketing techniques such as Search engine optimization
(SEO), Content marketing, social media marketing.
Social media marketing: It is a concept that is used for the purpose of promoting the
brand with the content on social media channels for enhancing the process of brand awareness,
driving of traffic and then generating of leads for business. There are different channels that can
be used in the social media marketing process such as Facebook, twitter, linked in,. Instagram,
Pinterest and snap chat (Kannan, 2017).
If a person is new to social media platforms then they may use hub spot for connecting with
channels such as Facebook and LinkedIn at one single platform. It will assist in scheduling of the
content at multiple channels at once and then monitoring of analytics from different platforms.
Importance of social media marketing for contemporary business:
Social media marketing is one of the most crucial aspects of digital marketing that is
providing incredible benefits to organisation so that there can be a reach to large number of
customers worldwide. It assist business in connecting with customers, enhancing the brand
awareness with generation of leads and sales.
Some of the specific benefits of social media marketing is mentioned below:
Increasing of brand awareness: social media marketing assist in promoting of the word about
products and overall organisation mission.
Promotion of products & services: It is used for promotion to generate the returns from m
marketing activities.

Enhancing of traffic: Use of social media marketing helps organisations in establishment with
the websites that leads to enhancement of traffic simultaneously.
PART 2:
Social media content examples:
According to views of Michelle Cyca, 2020 Social media campaign is a rocket fuel that
par of marketing efforts as a concentrated burst of energy that is for major boost of the brand
reputation, sales and increasing awareness (20 Important Benefits of Social Media Marketing
Every Business Should Know, 2020). The social media campaign is are very effective as results
can be properly tracked and measured that leads to timely identification of all the deviations
between the laid objectives and achieved results that is taking place fort organisations in order to
overcome all the loopholes that is limited to a single network (Kingsnorth, 2019).
Campaign one: Starbucks
There has been a recent marketing campaign by Starbucks with #Whatsyourname
Platforms used: There has been used of several platforms such as Twitter, Facebook, you tibe,
Instagram and traditional advertising
What Starbucks did: This campaign was started in February in the year 2020 where Starbucks
partnered with Mermaids that is a organisation supporting gender diverse youth and transgender
on the campaign#Whatyourname.

(Source: Starbucks: Social media strategy for 2015)
(Source: Brewing a strong social media presence: a Starbucks analysis, 2017)

There was a combination of TV advertising and the strategy of social mead engagement
where the values driven were focussing on Starbucks desire to be inclusive towards the people of
all genders and honouring by chosen names. This campaign was build on the well known aspects
of Starbucks experience that is writing of the name on the side of the cup (Oliverio, 2018).
This digital media campaign was pretty heart-warming and award winning that followers and
users on social media and encouraged people to post their photos with the mermaid tail cookie
that raised funds for mermaids and use the hashtag.
Success reasons: This campaign by Starbucks word as compared to traditionally
advertising methods as it was a TV spot and at same time was used for building of buzz on social
media. There was exertion of clear, simple and a campaign hashtag. It was led with values that
helped in campaign to be real and have a emotional impact.
Learnings: The major learnings from this campaign has been that brands steer ware from
different politicized topics but customers and employees are willing to make world a better place
buy leading on issues of community and diversity.
Second digital marketing campaign:
Another most successful marketing campaign by using the available social media platforms has
been of Delivery Digiorno.
Platforms used: Twitter
Illustration 1: Screenshot of social media marketing campaign by Digirono

Major strategies: In this during the national pizza month in the year 2019 that is in
October, Digiorno offered the free pizza to their customers who tweeted 3Delivery Digiorno.
There was use of organic engagement that is DiGiorno promoted the tweets with promoted
trends used for drawing of attention according to the campaign. There was also a contest that was
for asking customers for inputs according to the curiosities that will be selected for delver to
destinations. There was Digiorno delivering 1100 pizzas in five cities and recorded of 55.3
million impressions for the campaign.
Way it worked: Digiorno tool advantage of the national pizza month where the
customers world be tweeting about pizza. There was a combination of organic interest &
promoted tweets for creation of authentic buzz across all activities.
Learnings: Taking benefits of various events on social media that is national pizza month it
helped in surfing of the waves for audiences. It would lead to brand competing for attention that
lead to combination of tempting offer and then grabbing of attention of target market.
In the the major insights can be that brands are focussing on using of their core product as
a measurement of success for their campaigns. The core products acts as a strength for brands it
was the major reason that lead to achievement of the required popularity through these
campaigns (Safanta and et.al 2019).
Apart from this there has been many successful social marketing campaigns such as in
the year 2017 spotify used a champaign where there was sharing of year end data with their users
with compiling of most listened songs, artists and albums in a personalized “spotify wrapped”
summary. Ion year 2019 this campaign became more bigger as it showed the listening habits and

preferences of users evolved in most productive manner. There was a irresistible nostalgia
combined with the personalized data that was for incredible shareable campaign that was
dominated by #Spoitfywrapped exist in December (Vukobrat, 2018).
The main learnings from this campaign can be the way spotify focused on personalized aspects
of their users by letting them know how the fans are reacting and the

CONCLUSION
From the above made discussion it can be summarized that there are different marketing
channels that can be used by organisations for the purpose of promoting their products and
services. Digital marketing is one of the most popular channels that can be combined with the
application of innovative social media marketing strategies that is used by many organisations
for the objective of having most effective methods to promote their products & services.

REFERENCE
Books & Journal
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dewi, N.P.R.C., 2020. Digital marketing strategy on travel tourism businesses in marketing 4.0
era. International research journal of management, IT and social sciences, 7(3), pp.58-64.
Geissinger, A. and Laurell, C., 2016. User engagement in social media–an explorative study of
Swedish fashion brands. Journal of Fashion Marketing and Management.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Oliverio, J., 2018. A survey of social media, big data, data mining, and analytics. Journal of
Industrial Integration and Management, 3(03), p.1850003.
Safanta, A., Shihab, M.R., Budi, N.F.A., Hastiadi, F.F. and Budi, I., 2019, March. Digital
Marketing Strategy for Laboratories Marketplace. In Journal of Physics: Conference
Series (Vol. 1196, No. 1, p. 012078). IOP Publishing.
Vukobrat, T., 2018. Marketing strategy of digital marketing agency" Degordian" (Doctoral
dissertation, University of Rijeka. Faculty of Economics and Business.).
Online
20 Important Benefits of Social Media Marketing Every Business Should Know 72 [online],
Available through<https://coschedule.com/blog/benefits-of-social-media-marketing-for-
business/>
Starbucks: Social media strategy for 2015 [online], Available through<
https://medium.com/@diegzis/starbucks-social-media-strategy-for-2015-e58e50d28407>
Brewing a strong social media presence: a Starbucks analysis, 2017 [online], Available through<
https://medium.com/rta902/brewing-a-strong-social-media-presence-a-starbucks-analysis-
7a9f162db21f>