Practical Digital Marketing Report: Theory and Examples (BMP3006)

This report delves into the realm of digital and social media marketing, exploring their significance in contemporary business landscapes. The report begins by defining marketing and its core components, including the marketing mix and the communications mix, followed by an explanation of digital and social media marketing. It emphasizes the importance of these strategies for modern businesses, supported by academic sources. The second part of the report provides two compelling examples of effective social media content, along with justifications for their success. The report includes screenshots of effective campaigns, referencing established models and standards in digital marketing. It concludes by highlighting the factors that contribute to the effectiveness of social media content. The report is well-structured, providing a comprehensive overview of the subject matter.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Contents
Introduction 1
Part 1 2-5
Explanation of marketing 2
An explanation of what the marketing mix is and where the
communications mix fits 2
An explanation digital marketing 3
An explanation of social media marketing 4
An explanation of why digital marketing and social media
marketing are important to contemporary businesses 4
Part 2 5-7
Two examples of social media content that really work and
justification of why they work 5
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 6
Why social media content is effective? 7
Conclusion 7
References 8
1

Introduction
The aim of the report consists of detail explanation about digital and social
media marketing. This covers major influence upon global level development of the
economy. As with the increase of internet use most of the potential outcome will
generate and bring more opportunity towards marketing aspect strategy, and modify
changes as per changing environment (Almeida-Santana, 2017). Through significance
of social media business are increasing their consumer base and generating sale by
spreading awareness on the social media.
Part 1
Explanation of marketing
The concept of marketing combines of forecasting and examining demand of
potential consumer to generate more conversion for profit and revenue. This is one
type of departmental function that leads towards whole formulation of while creating
and communicating delivering optimum value to its target audience with proper
handle of relationship within consumer (Groth, 2017). This will provide. This will
provide advantage to the company stakeholders. The process of building connection
with appropriate potential consumer is all about marketing. This will ensure
recognising and addressing essential facets towards consumer in the form of
traditional. Example leading company like Aldi prefer to sell its product range on the
online platform in order to increase its revenue level. It is their business prerequisite
marketing strategy. The competition level in the market is high as most of same
products are available in the market. So maximum sale of goods and services is
based upon mode of attracting or influencing potential consumer towards brand
purchasing habit. If business wants maximum return on investment then it must
value their consumer as only they will generate more revenue to the business.
That is why business must keep on modifying its strategy or implementation
planning of new ways techniques to promote product and services of brand so that
they can accomplish optimum purpose and satisfying their consumer.
An explanation of what the marketing mix is and where the
communications mix fits
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For accomplish set objective of business must focus upon appropriate
utilisation of technique so that all goal and objective of marketing gets fulfilled. The
optimum function of marketing leads to cover application of marketing mix in order to
ensure appropriate product at appropriate place and time with appropriate price.
The 4Ps of marketing leads to covers all instrument and act as fundamental of
marketing. This will turn around into better result if these are synchronised into better
way.
 Product-It covers different types of range or items that has to be sold.
 Price-This is attached for selling goods.
 Place-Determine where as how goods has to be sold.
 Promotion-It covers targeting potential consumer in more significant way.
As the level of competition is increased in modern era so these marketing mix are
not that much sufficient. So these must modify as per the changing sentiments of the
target consumer and their perception (Halaszovich, 2017). The demand of consumer
may be changed with the change in technology.
The mix of communication consist promoting, public relation, sales, direct and
sales marketing that is need by the company to achieve the ultimate marketing
objective of the company.
Marketing communication support and strengthen overall relationship among
company and consumer. Both the perspective of marketing and communication mix
synchronise aim of marketing so that connection is build up in order to influence
target audience to involve in the purchasing habit and more revenue will generate.
An explanation of digital marketing
The traditional form of marketing is far different from digital marketing
concept. The digital marketing involve technical and cultural change due to internet.
This will leads reach maximum coverage of audience in the form of digital platform
channel so that maximum target of mass audience in order to communicate
business brand with the digital technology (Kang, 2017). The improvement of
technology converts traditional marketing into digital one in the industry so that it will
strength and empower consumer from the platform of digital marketing so that it will
leads to fulfil demand of company and market. The digital marketing refers to fulfilling
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overall marketing strategy that leads to employee technology as well as gathering
data so that it will create integrated traffic or relationship so that maximum
engagement will convert more conversion of company potential consumer with the
digital platform channel like email, website, social media, search engine in order to
promote goods and services so that company can reach audience to enhance its
business performance.
Example-
 Domino’s Pizza- Popular Domino pizza is famous for its technology
advancement. This is facilitates to reach worldwide consumer anytime with
the help these platform through utilisation of AI. It also adopted messaging
application such as Facebook or Messenger etc. Domino’s understand their
client perception with the help digital marketing strategy.
 Amazon, Google, Ali Baba etc. are leads to cover optimum utilisation of digital
marketing. As they post their advertisement everywhere so that examine habit
of consumer with the use of email in the form of marketing or from of social
media in order to ensure habit so that unsolicited advertisement.
An explanation of social media marketing
The advance technology always try to reach consumer as per their convince
to attract consumer towards business goods. This will leads to develop more
optimum manner to develop more improvement towards advantage with the proper
social media (Mack, 2017). The social media aids in effective and direct
communication towards clients so that positive relation will generate attract mass
consumer towards business product. This will turn into more conversion rate by
targeting appropriate mass audience in respect of influencing decision making.
Social media now grown as more benefits contribution to the business as it
leads to low cost in promoting advertisement, develop awareness, encourage high
sale as well as generate more prominent feedback. But this also combines false
complaint in respect disadvantage so that more wrong client also gets influenced
and exploit relationship of being privacy invasion.
The platform of the digital marketing leads towards Facebook, instagram,
linkedln, watsapp, youtube etc. This are very popular as more million consumer
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engagement gets from these social media platform and company gets chance or
scope in order to promote business goods and services to build communication in
order to increase sale conversion.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
The world of digital environment, integrated marketing environment, consumer
service or operation leads to completion of the global presence with the help of
strategic alliances. These are need to be implemented for the successful business
expansion. The platform of digital marketing as well as Social media are
synchronised now days for business success (Mahmud, 2020). These become
effective marketing strategy as it can be measurable. Here consumer reached out
their fewer assets to growing its brand awareness and importance in front of target
audience. The response in actual sense is so fast and boost the sale with lead
generation. When business adopted right way of social media then it will become
integral part. This will maintain close relationship with the target consumer and build
community awareness for long term sustainability in the market with the help of
social media. The trust is one of the basic concept that can not be ignored in
business. This will cover personalised marketing efforts of campaign that need to be
improvised with the client so that more privacy issue will arise and not essential
advertisement are playing that is not good for creation of revenue and marketing
efforts of company. Business is all about consumer, So digital marketing channel
leads to full coverage and continuous path for continuous development (Sharmin,
2020). Here no exploration is done for symbiotic client through internet marketing
with the fulfilment relation to futuristic and sustainable environment in the competitive
world.
Part 2
Two examples of social media contents that really work and
justification of why they work
Netflix
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Netflix is all about campaign on Instagram that is biggest marketing hub. In
the time of pandemic. Netflix create its own campaign on Instagram so that they get
maximum audience reach while introducing any new launch of their live or web
series (Sohail, 2018). This will grab more attention of audience, as this strategy trigger
its mental health with appropriate expertise with personal manner. This will become
more smartest strategy while improving brand and connecting with the loyal
consumer. This is one of the helpful and beneficial way to uplift the circumstances.
Here many target audience feel anxiety as well as distress in the pandemic, here
Netflix plays drastic move with the help of social media to grab tthe attention of the
most consumer allegiance by appealing withy side of foster emotional side. This is
one of the influencing strategy because it will fill up with full of empathy through the
connection at the level of personal empathy by building connection with its goods
and services.
Burger King
Off course burger king is leading brand but also famous for its influencing
presence on the social media. It got lots of engagement of target audience through
Facebook as most of the consumer place order online from these platform. Whereas
presence in Twitter is also at supreme level (Karmali, 2020). Here Instagram as well
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as Facebook post appealing content that increase the habit of purchase with the help
of attractive content and pictures. Here Burger King get millions of followers and fan
is growing tremendously. That is why they aim to provide optimum quality as per the
desire of consumer through social media campaigns.
Screen shots of effective campaignswith reference to established
models and standard for digital marketing
Airbnb and Mariah Carrey the great influencer collaborator.
The Airbnb gots million of followers that plays effective marketing campaign
with effective marketing strategy for their followers of creation video, images on
Instagram, Twitter, Facebook. The whole campaign is all about home rental service
provider along with the travel forum. It collaborate with high celebrities on social
media through pictures and post to influence target audience for more engage in
travelling as well as rent activity.
Why social media content is effective?
The content of social media is very effective as it track the habits of target
consumer so that it will leads to generate more improvement or brand awareness
while measuring overall improvement of business. It will try to deliver effective
average consumer services in the form of fastest services, rewards. As a result loyal
consumer gets linked with the brand satisfied services that make more special and
choice who will potentially convert into own client. With the optimum utilisation of the
social media several platform such as Netflix, burger king etc grab the opportunity to
drive more value to build communication in greater context with real time
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commencement. This will cover more satisfied experience while shopping from
online in order to generate more traffic to support brand business of company. The
social media enhance scope of opportunity to update brand name while targeting
consumer. This will develop more cost effective solution to enhance consumer
experience. The business can also conduct regular feedback that deliver valuable
insight to the target consumer and develop positive control for the progress of
business. With the proper use of social media it create active response by
developing effective marketing campaign in social media through regular post.
Conclusion
From the above report it has been concluded that role of social and digital
marketing is more significant for the business context. In the modern era, it influence
upon economy and brings lots of contribution in more productive way so that whole
business will conduct in more effective technological way. It will create more scope
for opportunity in respect of business advantage. But it also cover some
disadvantage that is related with the privacy issue which comes to more exposure
with the target audience lives. The role of digital and social media empower business
and potential consumer. This will aid in managing relation and delivering optimum
value by recognising consumer needs and preferences. This will encourage more
revenue and profit in business. There is great scope of digital marketing as it provide
gateway to connect with the global consumer through largest engaging platform of
social media. It will facilitates innovation and improvised service by providing safe
secure and personalised goods and services by keeping mind of privacy.
References
Almeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their
influence on destination loyalty: Digital destinations and relationship marketing. Journal of
destination marketing & management, 6(2), pp.150-161.
Colliander, J. and Marder, B., 2018. ‘Snap happy’brands: Increasing publicity effectiveness
through a snapshot aesthetic when marketing a brand on Instagram. Computers in Human
Behavior, 78, pp.34-43.
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Groth, G.G., Longo, L.M. and Martin, J.L., 2017. Social media and college student risk
behaviors: A mini-review. Addictive behaviors, 65, pp.87-91.
Halaszovich, T. and Nel, J., 2017. Customer–brand engagement and Facebook fan-page
“Like”-intention. Journal of Product & Brand Management.
Kang, J.Y.M. and Kim, J., 2017. Online customer relationship marketing tactics through
social media and perceived customer retention orientation of the green retailer. Journal of
fashion marketing and management: an international journal.
Karmali, P.L., 2020. ROLE OF SOCIAL MEDIA IN INTERNET MARKETING: A TOOL
TO IMPROVE BRAND LOYALTY. Prestige International Journal of Management and
Research, 11(3), pp.117-125.
Mack, E.A., Marie-Pierre, L. and Redican, K., 2017. Entrepreneurs’ use of internet and social
media applications. Telecommunications Policy, 41(2), pp.120-139.
Mahmud, M., 2020. Analysis of The Client’s and Its Competitors’ Marketing
Communication.
Sharmin, F. and Sultan, M.T., 2020, July. The Power of Social Media Marketing on Young
Consumers’ Travel-Related Co-creation Behavior. In International Conference on Human-
Computer Interaction (pp. 401-414). Springer, Cham.
Sohail, M. and Balaraman, P., 2018, September. The role of both genders male and female
muslim entrepreneurships in the digital marketing. In British Academy of Management
Annual Conference 2018: Driving Productivity in Uncertain and Challenging Times (pp. 1-
12). British Academy of Management.
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