The Effectiveness of Digital and Social Media Marketing: A Report

This report delves into the multifaceted world of digital and social media marketing, examining its core principles and practical applications. The report begins by defining marketing, the marketing mix (including the communication mix), digital marketing, and social media marketing, emphasizing their significance in contemporary business environments. It then explores the importance of digital and social media marketing, highlighting their roles in brand awareness, customer engagement, and cost-effectiveness. The second part of the report provides examples of social media content and showcases screenshots of marketing campaigns. It also introduces and explains the RACE model, a framework for structuring digital marketing efforts, and discusses the effectiveness of social media content in improving conversion potential, increasing brand recognition, and creating richer customer experiences. The report concludes by summarizing the key findings and emphasizing the transformative impact of digital and social media marketing on modern businesses.

The role of digital
marketing and social
media marketing

Contents
Introduction......................................................................................................................................3
Part 1................................................................................................................................................3
What is marketing...................................................................................................................3
What is marketing mix and where communication mix fits?.................................................3
What is digital marketing.......................................................................................................4
What is social media marketing.............................................................................................4
Why digital marketing and social media marketing is all important......................................5
Part 2................................................................................................................................................5
Examples of social media contents.........................................................................................5
Screenshots of campaigns and models and standards for digital marketing..........................6
Why social media content is effective....................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10
Books and journals...............................................................................................................10

Introduction
Marketing is the procedure which is conducted by organisations in order to promote their
trade products and services. It is considered as a set of activities that is used for communicating,
exchanging and delivering of the offers which have the values to the customers, clients and
partners (Kasekende, Nasiima, and Otenge, 2020). It contains of various types of tool and
techniques these are content marketing, social media marketing and internet marketing. Social
media marketing and digital marketing both are very important for the company in order to make
success of their organisation. In this given report, it covers discussion about marketing, digital
marketing and social media marketing. Then it consists of examples of social media marketing
and some of the models for digital marketing.
Part 1
What is marketing
Marketing is the process which refers to the activities which are undertaken by the
organisation in order to promote their products and services. This helps them in bringing
increasing in their profits and revenues. It consists of promotions, advertisements, direct
marketing and personal selling etc to attract customers as well as engaging them with the
products and services company is selling. Basically, it is concerned with the potential customers
who are interested in organisation products and services. It is focusing on the marketing trends
and behaviour of customers in order to implement organisational strategies to enhanced and
retain customers by satisfying their needs and wants.
What is marketing mix and where communication mix fits?
Marketing mix is referring to the combination of various activities and actions that are
being used by many of the company in order to promote their goods and services. Marketing mix
consist of four elements. These are product, price, promotion and place. Ten there are further
more Ps which are coming in this marketing mix these are people, physical evidence and process
(Kordrostami, and Rahmani, 2020). These elements are made how company is launching tehri
specific products in the market and among competitors. Let discuss about this concept in detail:
 Price: Price is declared as value of the products and services which is being launched by
company and what a customer wants to pay for a particular product. Price is set according
to the market segments and according to the needs of customers.

 Product: Product is the physical item that is designed with some of its qualities and
which can satisfy customer needs and wants. Its is decaled as an item which is produces
for sale and which contains of various features and quality that cold satisfy customer
needs.
 Promotion: Promotion is referring to the way through which company will be able to
reach to their potential customers (Moore, 2021). promotional tools can be advertising,
direct marketing and social media marketing so that they could reach to their target
audience and sell them their products and services.
 Place: Place is the element which determines what is the area of distribution of specific
products and services. In this all the activities are performed to make products available
to the customers.
Communication mix is referring to the tool and techniques that is used by organisation in
order to convey all the information related to the products to the customers. it consists of
personal selling, social media marketing and direct marketing etc. company make
communication strategy in order to reach to their customers and make their communication. It is
important for the given company.
What is digital marketing
Digital marketing is the method in which is considered as a most important tool which is
used by organisation to promote their products and services. This consist of digital technologies
like mobile phones, internet and computers etc. in digital marketing various channels are being
used such as social media marketing, emails and websites etc to provide useful information to the
customers. In the current world, every organisation is suing this digital media platform in order
to reach to their potential customers in effective manner (Oliveira, Barbosa, and Sousa, 2020).
Digital marketing is also known as online marketing which attract customers through online
channels.
What is social media marketing
Social media marketing is the most important for the use to promote their products and
services. This helps organisation in reaching and engaging towards potential customers and
audience and create online reputation and image in the market and among the competitors.
Moreover, it is used by various social media websites to create one to one connection with
customers and potential audience. The social media platforms include Facebook, Instagram, you-

tube and snapchat etc. as these are the platforms which are being used by many of the
organisations in order to promote their goods and services in effective manner.
Why digital marketing and social media marketing is all important
Every busines sis highly competitive and well dynamic in nature which could help them in
achieving their goals and objectives (Ramlo, 2020). There are various changes that are being
coming in the organisation now a days in order to facilitate customers towards their brand. There
are some of the importance of digital marketing and social media marketing which is discussed
below:
 Improving brand awareness and loyalty: Social media is considered as most effective
digital platforms in maintain of the company reputation and promoting their products and
services in effective manner. This is referring to the profitable platform to spread
awareness of the brand. This makes easier and more comfortable for the customers make
close relation with company and also this helps the company in solving and listening to
their needs and wants. This retains customers for long run in the organisation.
 Cost effective: This is also considered as the cost effective methods for the company in
promoting their products and services because these are those websites which do not
charge money to promote brand products and services as there are some of the companies
which is suing these as their major platform in promoting and marketing of their
products. So, this is considered as a great return on investment. Money invested on
advertisement in social media help in gaining more profits and revenues.
Part 2
Examples of social media contents
Social media marketing is the content that is more preferred by the person and company
for the social media networks. These networks are Facebook, Instagram and you- tube and
twitter etc. as this is a process which is used by most of the organisation to share valuable
information and reliable content for the customers (Schultz, 2020). There are certain types of
content that is prepared by organisation nd post by them. Organisation used various social media
content in order to promote their products or used various content which are discussed below:
 Images: Images are the content that are being post by the organisations in order to make
easy understand easily about the brand and their offers and discounts. Pictures and

images also help in looking post attractive in the eyes of customers and also make them
remember for long time.
 Videos: Videos is the next content which is being post by many of the company in order
to make easy understand about their products and services to the customers. This is
considered as the most effective way of representing content to the customers. It looks
more attractive and they are using by organisations to promote their products on social
media.
Social media content is most essential for the business like you- tube, Facebook, and twitter
etc. These contents are quite simple to start and being understand easily to the customers
(Signori, and Flint, 2020). There are some for the importance of social media content these are:
 Increasing engagement between customers and company: Main aim of social medias
content is to promote brand and this results in engagement with customers and brand.
 Enhance opportunities and conversion rate: Its cumulative conversion rate and it
provides them better opportunities to interact with potential audience.
Screenshots of campaigns and models and standards for digital marketing
Figure 1Tesco brings value to focus "to life" as it takes on Lidl and Aldi, 2021.

Figure 2 Samsung Tesco - "Plus to your life- home plus, 2020"
Tesco is conducting effective campaigns in the market to attract customers. there are
some of the screenshots that are being posted to represent those campaigns.
RACE model is sued by the company in order to started this campaign. As this provides
structure to the company in developing their digital marketing and reaching to their potential
customers in effective manner (Sikder, String, and Lantagne, 2020). Let discussed in detail:
 Reach: It is the first step of RACE model because it includes building of the awareness
about the brand. It helps in reaching to the products and services to the customers. reach
ensures that Tesco products are being easily available to the customers.
 Act: Act is referring to the engagement between customers and brand. Interaction can be
done through various social media websites and acts is relates with the overall journey

that is of customers and how it has started this. It includes starting of the social media
page and visit the Tesco page and take actions relates with the campaigns.
 Convert: This is the next stage in which customer actions turns towards purchasing of
the item. Tesco is making all efforts in the selling (Weiss, and et.al., 2020). And all
payments can be done through online.
 Engage: Engagement is developing long term relation with the customers and brand after
they have purchased their products and they provides their reviews and ratings to the
company accordingly.
Why social media content is effective
Social media content is effective tool and techniques that is used to promote their brand
products and services (Wongkitrungrueng, Dehouche, and Assarut, 2020). There is certain
effectiveness of social media content which are discussed below:
 Improving converting potential: Social media content is used to improve converting
potential customers in positive manner. If the company is providing better quality of
products and better services then this may result in more searching of the brand name.
 Increasing brand recognition: Social media content helps in increasing brand
recognition in front of customers. as it helps in sharing information to potential
customers. effective social media marketing helps them in recognising more in the
market. So, this results in making effective communication with the customers.
 Create richer experience: This helps in creating richer experience. As it provides
market trends and making updates which re coming in the coming to the customers and
users. Satisfying customer share their feedbacks which can be positive and negative
(Zhou, and Zhu, 2020). Negative comments help the company in improving on their
campaigns and their products and services.
Conclusion
From the above it is concluded that social media marketing is the biggest platform which is
used by many of the organisations in order to promote their product and services in the effective
way. Also on the other hand digital marketing is the effective tool to promote buying and selling
of the company products and services. It is concluded that marketing mix helps the organisations

in determining various kinds of factors such as price, products, promotion and place. Which help
in promoting through social media channels like Facebook, Instagram and twitter etc.

References
Books and journals
Kasekende, F., Nasiima, S. and Otengei, S.O., 2020. Strategic human resource practices,
emotional exhaustion and OCB: the mediator role of person-organization fit. Journal of
Organizational Effectiveness: People and Performance.
Kordrostami, E. and Rahmani, V., 2020. Investigating conflicting online review information:
evidence from Amazon. com. Journal of Retailing and Consumer Services, 55,
p.102125.
Moore, G., 2021. Fashion promotion: building a brand through marketing and communication.
Bloomsbury Publishing.
Oliveira, M., Barbosa, R. and Sousa, A., 2020. The use of influencers in social media marketing.
In Marketing and Smart Technologies (pp. 112-124). Springer, Singapore.
Ramlo, S.E., 2020. Divergent viewpoints about the statistical stage of a mixed method:
qualitative versus quantitative orientations. International Journal of Research & Method
in Education, 43(1), pp.93-111.
Schultz, D.E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications (pp. 10-40). Routledge.
Signori, P. and Flint, D.J., 2020. Revealing the unique blend of meanings in corporate identity:
An application of the semiotic square. Journal of Marketing Theory and Practice, 28(1),
pp.26-42.
Sikder, M., Mirindi, P., String, G. and Lantagne, D., 2020. Delivering Drinking Water by Truck
in Humanitarian Contexts: Results from Mixed-Methods Evaluations in the Democratic
Republic of the Congo and Bangladesh. Environmental science & technology, 54(8),
pp.5041-5050.
Weiss, M.Y and et.al., 2020. Design and validation of a cervical laminectomy simulator using
3D printing and hydrogel phantoms. Operative Neurosurgery, 18(2), pp.202-208.
Wongkitrungrueng, A., Dehouche, N. and Assarut, N., 2020. Live streaming commerce from the
sellers’ perspective: implications for online relationship marketing. Journal of
Marketing Management, 36(5-6), pp.488-518.
Zhou, J. and Zhu, F., 2020. Modeling the fundamental diagram of mixed human-driven and
connected automated vehicles. Transportation research part C: emerging
technologies, 115, p.102614.