University Report: Role of Digital and Social Media Marketing

This report examines the concepts of marketing, digital marketing, and social media marketing, highlighting their significance in the modern business landscape. It begins with definitions of marketing and its core elements, including the marketing mix (4Ps) and the communication mix, demonstrating their interconnectedness. The report then defines digital and social media marketing, providing examples of each and explaining their importance to contemporary businesses. Part 2 of the report analyzes two effective social media content examples (livestreams and infographics), explaining their effectiveness and incorporating screen shots of effective campaigns with reference to established models and standards for digital marketing. The report concludes by emphasizing the impact of social media content, including its influence on consumer loyalty, satisfaction, value addition, and effective communication. The report provides a comprehensive overview of digital marketing strategies and their practical application.

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:
Contents
Introduction 1
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Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses p
Part 2 p-p
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p
Why social media content is effective? p
Conclusion p
References p
Introduction
Marketing is one of the common word and major element of today's economy which
provides a platform to the companies to introduce their product and sale their products
among the customers. In fact marketing provides a communication mode to the
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companies. Digital marketing and social media marketing are one of the recent and
trending techniques of marketing which are adopted by the companies nowadays not just
to sale their products but also to grab the big share of customers. In this project we will
study about the marketing and the new concepts of marketing along with their
importance.
Part 1
Explanation of marketing
[CIM definition of marketing and one other – Define and explain]
Marketing: It is the combination of all the activities and actions which make the lead
from the creation of product to its final distribution among the customers. It includes
all the activities perform by companies to launch their product or sale their product or
provide information about the product or to make their product famous among the
customers (Alves, Fernandes and Raposo, 2016). Marketing enables the companies to
get the potential customers who would be ready to buy their product or services and
also provides the platform to the companies by which they can explain to their
potential customers that why their products are best or what are the specialities of
their products which makes it more different from the other available products or why
customer have to buy their product and not the other available products. In short, it
would be right to say that marketing is the only reason for the successful running of
businesses or growth and development of the companies because it is the only
element which is responsible for the sale of products and services, of the companies
(Contreras and Ramos, 2016).
An explanation of what the marketing mix is and where the
communications mix fits
[Explain 4Ps marketing Mix. Explain communication mix. Link how communication
mix fits to marketing mix.]
Marketing mix: It refers to all those actions and elements that a company has to
consider in promoting its product which leads to increase in its sale (FERSAOUI and
BENAOULA, 2018).
There are 4ps of marketing mix:
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Price: It is one of the crucial and important element for both the consumers and
companies. It means the amount of money which a consumer will spend to buy the
product or avail the services of the company.
Product: It refers to that thing or good or services which are offered by the
companies to their customers for satisfying their needs.
Place: It refers to the location which either could be the location of company, or
warehousing or its final distribution location where the products will be sold.
Promotion: It includes all those activities and actions which create awareness about
the product or its benefits or speciality among the customers (Išoraitė, 2016).
Communication mix: It includes all those tools and techniques used by companies
to communicate, interact, or promote their product among the potential customers.
Since, marketing mix and communication mix are both important element of
marketing but in the absence of communication marketing of the product would not
be possible thus, communication mix is the base or it leads to the running of
marketing mix.
An explanation of digital marketing
[Define digital marketing – two definitions and give examples.]
Digital marketing: It refers to the marketing of products through digital media or
modes. In the today's world of digitalization, digital marketing becomes one of the
important element as well as essential element for every company to sustain in the
changing environment. This digital marketing is not only helpful for the company to
promote and sale their products at a broader platform but this will also create brand
value of the products for the company. Apart from this, the customers will get more
informed regarding the recent and trendy product with better price transparency
through the digital marketing concept. Digital marketing enables the companies to
sell their product through online modes or through the use of electronic modes and
means which will help the companies for the growth and development of their
business (Kannan, 2017). There are various example of digital marketing which are
adopted by business including the marketing done by electronic mail or through
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social media or digital advertising or through various mobile applications and there
are many more examples which is a part of digital marketing (Chaffey,2020).
An explanation of social media marketing
[Define social media– two definitions and give examples.]
Social media marketing: As the name itself suggest its meaning which means the
marketing which is done through the use of social media is considered as social
media marketing. It is one of the trendy method of marketing which becomes very
famous among the today's world. It provides a platform to the companies to connect
to their customers and gives a chance to the companies to understand the prevailing
needs of the customers which will again helps the company, to produce the product
according to the need which will directly leads to an increase in the sale of the
company (Jaakonmäki, Müller and Vom Brocke, 2017). As in today's times the people
are more attracted towards the social media and, they are spending their most of the
time over the social media platforms and if companies will do its marketing and sale
its products over such trendy mode then, this will not just increase the sale and profit
of the company but this will also help the company in the long term. Examples of
social media marketing includes Instagram, Facebook, YouTube and many more.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
[Why social media marketing is important to contemporary business? Why digital
marketing is important to contemporary business?]
Importance of digital marketing and social media marketing:
Accessibility: Both the modes of marketing increases the accessibility for the
companies which means within a short time the companies would be able to cover a
big market and grab the more customer through the wide coverage of these
marketing modes (Vinerean, 2017).
Improve communication: Both the modes of marketing allows the company to
have a better communication with their customers which will helps the companies to
develop interaction with their customers so that, companies will be able to know
what is the actual demand of their customer and this will help the companies either
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to produce the product or make necessary changes in the existing product to meet
their customer needs (Kotler, Kartajaya and Setiawan, 2016).
Increase ROI and profit: Both the modes of marketing helps the companies to
increase their rate of return because the amount of money which is spent by the
companies for marketing through these modes is relatively very low in comparison to
the return of income and if ROI will be more this will directly increase the profit
percentage of the company.
Part 2
Two examples of social media contents that really work and
justification of why they work
Livestreams: It is one of the main social media content which has a serious impact
on the customers or their thinking and their decision to buy. Various social media
modes including the Instagram or Facebook or YouTube and many more offers, this
facility which companies can use to attract their customers or communicate with their
customers or create understanding among the customers regarding the authenticity
of their products and about the company's various available products. This is one of
the latest and unique technique adopted by some companies for introducing their
new product in the market (Nguyen, 2020). Also, various cosmetics dealing
companies are using this technique to show the live demos of their products
application over the skin which, is helping them in achieving a good growth and
popularity of their business in the market and helps them to fight the competition and
proves themselves best out of odds.
Infographics: It is one of the famous social content used by companies to promote
and sale their products among the customers. As the name itself derives its meaning
which means it includes using of those graphics or images or diagram which
provides the information about the main products. Informatics is one of the technique
of visual communications which means it is a mode of communication through visual
which has a serious impact on the customers mind. Many companies use this type of
content and post it over the social media which will not only provides the information
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about the company's product but also helps the company to sale their product
globally and at a very fast modes due to its wide coverage. Informatics is the
innovative form of providing information to the customers which also includes the
interesting images and text to attract the customers or getting their attention towards
the company.
Screen shot of effective campaign with reference to established
model and standard for digital marketing
As every marketing which could either be the digital marketing should always include
the good planning of strategies which will finally results in the achievement of
company's objective in terms of profit and good sale.
Why social media content is effective?
[Consumer in control, Convenience, Satisfaction, Loyalty, Reduced cost, Builds a
brand, Measurable]
Social media content is very effective because it has a major impact on consumers
and their buying habit. Since, every company is doing its business to server its
consumers and to meet their needs and as consumer is an important element of
business or of company hence, it is very essential for the companies that their
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Illustration 1: campaign

content should be powerful and effective which will not only attracts the customer but
also make their customers to retain or associate with the companies which again will
beneficial for the companies in therms of good consumer strength and it also helps
the companies to meet the competition situation of the market and become the
market leader. Some, of the possible impact of good social media content are:
Loyalty: If the content and information provided by the company is correct, proper
and proves right then this will increase the loyalty of customers against the company
which will be very beneficial for every company in terms of achievemrnt of its
objectives.
Progress: Good content will always increase the customer involvement and
attraction as every consumer wants tom associate with such company which should
be in progressive, and this will finally leads to the progress and success of the
company.
Satisfaction: If the content use by company regarding its product is satisfying the
consumer's need and, they are getting which is actually their wish or demand then
consumer will be ready to buy or spend the amount of money for the company's
product which will increase the company's sale proportion.
Value addition: If the content provided by company is effective, valuable and
informative then customers will surely follow or buy the product of that company
which will again insist the company to add more value in terms of high customer ratio
(Wu and Li, 2018).
Effective communication: Good social content helps the companies to have an
effective communication which is one of the essential element of a successful
business and this will leads to establishment of good customer relationship in terms
of more customer attraction towards the company.
Brand promotion: Social media content also helps the companies in brand
promotion of its products across the market and also at global level. Ans as brand
itself becomes a very important element which decides the success of the company
so company will good advantage in this form also.
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Working improvement: Positive impact of social content motivates the companies
to have a more improvement in their business and their prevailing business
operation or products so that much better product will be produced by them which
will more satisfying and meeting the consumers need will undoubtedly benefits the
company.
Brand awareness: Social content will lead to the creation of the company's brand
awareness among the customers as customers will just by, hearing the name of the
brand of the company will become ready to buy its products.
Product visibility: By using the good social content the product visibility of the
companies among the customers will increase because of the wider range of social
media access.
Product Transparency: in terms of reviews: social media content will helps to bring
the more transparency in products in terms of review which means consumers will
be free to review the product and this will not only in product improvisation but also
helps the consumers to choose the right product.
Conclusion
From the above study it is concluded that, Marketing is very important element or
part of every company for entering or dealing with the practical world which includes
the selling of their final products to the final consumers. Apart from marketing, its
elements are also very important for both the consumers and the producers in taking
their decision regarding buying and selling. Also, with the introduction of new
concept of digital marketing and social media marketing the process of marketing is
completely evolved or changed for the companies along with a great and positive
impact over their routine activities and business operations.
References
Books and journals
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review
and implications. Psychology & Marketing.33(12). pp.1029-1038.
Contreras, F.L. and Ramos, M.L.Z., 2016. What is Marketing? A Study on Marketing
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Managers’ Perception of the Definition of Marketing. In Forum Empresarial (Vol.
21, No. 1, pp. 49-69). Universidad de Puerto Rico.
FERSAOUI, A. and BENAOULA, H., 2018. Impact of social media marketing on the growth
of eservice sales: case study.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah.4(6). pp.25-37.
Jaakonmäki, R., Müller, O. and Vom Brocke, J., 2017, January. The impact of content,
context, and creator on user engagement in social media marketing. In Proceedings
of the 50th Hawaii international conference on system sciences.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing.34(1). pp.22-45.
Kotler, P., Kartajaya, H. and Setiawan, I., 2016. Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Nguyen, L., 2020. Live video in content and social media marketing. Case:* ship Startup
Festival.
Vinerean, S., 2017. Importance of strategic social media marketing. Expert journal of
marketing.5(1).
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Online references
Chaffey, D.,2020What is digital marketing? A visual summary.2020[Online]. Available
through<https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-
marketing/>
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