Digital & Social Media Marketing for Ben - Support for Life, UKCBC

This report examines the evolution and application of digital and social media marketing, focusing on the UK-based NGO, Ben – Support for Life, which aids workers in the automotive industry. It covers the increasing importance of digital technology, especially after the 2021 pandemic, and explores key digital marketing concepts like SEM, SMM, SMO, and SEO. The report assesses the changing digital marketing environment, highlighting shifts in customer behavior and the rise of influencer marketing and short-form videos. It identifies and evaluates the applicability of digital marketing tools, such as social media platforms, design tools, analytical tools, and email marketing, used by Ben to enhance marketing communication and customer engagement. Recommendations for Ben include leveraging Twitter and creating engaging video content to broaden their reach and increase donations. The report concludes that digital technology simplifies advertising and brand promotion, making online purchasing easier for consumers and enabling students to study anytime, anywhere.

Principles of digital
and Social media
Table of Contents

INTRODUCTION...........................................................................................................................3
Evolution of digital technology landscape and its necessity including key concepts of digital
marketing.....................................................................................................................................3
Changing nature of digital marketing environment in context to Ben – Support for Life..........5
Identification and assessment of applicability of digital marketing tools by Ben – Support for
Life for marketing communication purpose................................................................................5
Supporting above argument using appropriate theory and concept, evaluating the digital
platforms and tools used by Ben – Support for Life to make their customers more engaging...6
Recommendations.......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
As it is known, the use of digital and social media is increasing drastically over the world.
Social media could be termed as a part of digital media as it also occur at online platforms.
Digital media is any medium of communication which used in joint with different coded
machine-readable formate of data(Rana, Slade, Sahu and et. al., 2020). Social media is the
collection of various websites and applications which includes communication, interaction,
sharing of content and others. This report will cover the evolution of digital technology
landscape and where it is used including its basic concepts. As the use of digital technology is
increasing, its nature is also varying. Ben – Support for life is the chosen organisation for this
report. It is a UK registered NGO (non governmental organisation) which supports the workers
of automotive industry(Thoolen and Verstappen, 2021). This report will cover the changing
nature of digital marketing environment in context to such charitable organisations and
identification and applicability of digital marketing tools in such organisations for marketing
communication purposes.
Evolution of digital technology landscape and its necessity including key concepts of digital
marketing
Digital technology is the application of advanced information and communication
technology for the collection, storage, analysation and sharing of physical and market
information including important technical support for innovative things(Hanlon, 2019). Digital
technology landscape is the application of technology area for the identification and evaluation
present and future status of technologies in various industries.
Importance of digital technology landscape
There are various use of digital technology landscape in different field. Some of which
are following: In businesses: Businesses use digital technology for communication, social media,
management, data analytics and many others. It helps in overall growth of businesses. It
helps it in reaching more customers and improving its customer base. For customers: This allows customer in having various choices for different brands of
different businesses. This helped them in purchasing each kind of products. Customers
could also sale their purchased products also.

 For students: This enables students in having various ways to find out assignment,
projects and other related information. They could study anytime and anywhere with the
help of such technology.
Key concepts of digital marketing
Digital marketing could be used for the promotion of products and services to reach
potential customers through internet and different forms of communication. There are various
fields of digital marketing. Following are some of the major concept used in digital marketing: Search engine marketing (SEM): SEM is a concept of digital marketing which is used
in the search engine result pages. It could also be referred to be pay per click (PPC). As
it is known there is a rapid increment in online shopping than offline as people are more
preferring to purchase anything on the internet. Here search engine marketing could be
used as a key element for businesses. Social media marketing (SMM): It allows various unknown people from different
places to make contact with each other. As it is known, social media is very important in
today's world as it allows to communicate with known and unknown people. It helps in
sharing different content. There are various social media channels such as: What's app,
Instagram, Facebook, Twitter and many more. Here, people could post, put stories and
others. Social media optimisation (SMO): SMO is included under social media marketing. It is
used for promotion of brand of any company. Companies often use this strategy for the
brand awareness of the company through various media platforms. They often make
company's websites and paste its link at various social media channels which gives value
in social media marketing. Companies also put social media link at various websites.
 Search engine optimisation (SEO): It works in opposition to search marketing. SEO is
used for enhanced visibility of any website at search engine platforms such as: Google,
Yahoo, Bing and others. It is based on quality backlinks, meta tags, keywords and others.
It is a process for the diversification of quality and quantity towards the website through
targeted keywords. However it is a slow process but could be able to give quality results
if it should done constantly and the results are for long term without any investment of
money.

Changing nature of digital marketing environment in context to Ben – Support for Life
As it is known, there are huge changes in digital marketing environment in current
scenario. Its going increasing and increasing specially after the pandemic of 2021(Vargo, Zhu,
Benwell and et. al., 2021). As there was a phase of lock down which changed the lifecycle of
majority of us. Various things were available online for customers either it is grocery or it is
clothing or other accessories. Following are major trends in digital technology 2021:
 Changed behaviour of customer: Due to the pandemic situation, people started
working from home. They started to purchase things using various new apps which were
came in force in such period. Customer started to switch at online things in any context.
Ben – Success for Life also started using digital technology for the collection of funds. It
used to gave online advertisements and options for donation.
 Influencer marketing will be more constitutional for consumer brands: As it is
known, for the increment of lead generation there was a dependency of brands at social
media and they used to target more younger generation. This role has been more
increased in these few years as during and after pandemic the use of social media has
been increased drastically. Ben – Support for life used to make following through
various media channels in the pandemic.
 Short form videos will be new king for digital marketing: During pandemic,
companies started to promoted its brand and products through small clips at social
media. There was an app named TikTok, which occurred as the fastest growing app in
Ireland. Then there came a new update at Instagram called Instagram Reels. Companies
also used this platform for the promotion of their products and services. Ben – Support
for life also started making it short clips to approach more people to make them donating
funds.
Identification and assessment of applicability of digital marketing tools by Ben – Support for
Life for marketing communication purpose
As it is known, marketing communication is very much important for the success of any
organisation. It is the process which enables marketers to make effective contact with target
markets or target customers. Advertisement, digital marketing, social media marketing and many
others could be considered under marketing communication(Ehrenreich, George, Burnell and et.
al., 2021). Following is the applicability of digital marketing tools by Ben – Support for Life:

 Social media platforms: In today's world, social media platforms such as: Instagram,
Facebook, Twitter and others are rising as a great way for the marketers to make more
engagement with their customers promoting their brands. It is a great way of
communicating with different people in market. Ben – Support for Life also used such
social media platforms for the advertisement about the funds required by it for the
workers working in auto mobile industries.
 Design tools: There are various ways, companies could use to design its posters and
other advertisement purpose things. They could make various post or could use blog
posts. There are various apps which could be used in poster designing for the purpose of
advertisement such as: Canva, Photoshop and many more. Ben – Support for Life also
used posters for its advertisement purpose. This could be a way of reaching or
communicating customers for Ben as the poster itself communicate about the things of
this charity.
 Analytical tools: There is involvement of various analytical tools such as: Google
analytics to Facebook insights and twitter analytics which enables in having more
customer engagement and help marketers to boost their movement. Ben – Support for
Life also use various websites for the engagement with more and more donors. Websites
could be a way to communicate market as there is everything about the charity
information and policies(Peter and Dalla Vecchia, 2021).
 E-mail marketing tools: It helps marketers in creating mails for the engagement with
customers. They used to share content about their brand at mail and let the customer
know about the product and services. Ben – Support for Life used to drop mail to various
people to make them donate something for the workers of auto mobile industries. There
are common email marketing tools such as: MailChimp and Iterable allowing marketers
to communicate their messages to customers.
Supporting above argument using appropriate theory and concept, evaluating the digital
platforms and tools used by Ben – Support for Life to make their customers more engaging
As it is known, the use of digital marketing is increasing worldwide. With the increment
in such marketing, the use of its tools is also increasing drastically. Using the concept of social
media platforms, it could be said that they are the simplest and quickest way of reaching

customers and promoting brands for the companies. Ben – Support for Life is also using such
social media platforms for informing people about the firm and willing them to make donations.
 Instagram: As it is known, Instagram is the most using social media platform by people.
Ben – Support for Life is reaching more donors via using such application by following
people, communicating with them, letting them know about what they are doing and
making relatable posts and stories(Ali, Balta and Papadopoulos, 2022).
 Facebook: Facebook is the way of reaching more customers for Ben – Support for Life
as there are various people using Facebook around the world. The posts here could be
reach more people and letting them know about the charity.
Recommendations
It is recommended to Ben – Support for Life that it could reach more customers via using
Twitter also. Most of the population is using Twitter and this could be a supportive way for the
charity to reach more and more donors. The firm could also start making the reels of the workers
in auto mobile industries which could be more helpful in reaching people as the reels are
trending at Instagram. This is the best way of gaining more popularity of the firm. There will be
more people who could be aware of the reels. They could make more effective posters showing
the reality of the working people.
CONCLUSION
It could be concluded from the above report that the use of digital technology is
increasing drastically, specially after the pandemic era. It make the life of many of us very
simple. It becomes the way of advertising and promoting brands for the companies and other
non-profitable organisations. It also becomes an easy way for the customers either in purchasing
things online or saving shopping time. It enabled students to study at anywhere and in any time.
Search engine marketing, social media marketing and others are the key concepts of digital
marketing. Such marketing make various changes in customer's buying behaviour, company's
advertising behaviour and many more. There are various digital marketing tools applicable for
Ben – Support for Life for the marketing communication such as: social media platforms, design
tools and others.

REFERENCES
Books and Journals
Rana, N.P., Slade, E.L., Sahu, G.P., Kizgin, H., Singh, N., Dey, B., Gutierrez, A. and Dwivedi,
Y.K., 2020. Digital and Social Media Marketing. Springer.
Thoolen, H. and Verstappen, B., 2021. Human rights missions: a study of the fact-finding
practice of non-governmental organizations. Brill.
Vargo, D., Zhu, L., Benwell, B. and Yan, Z., 2021. Digital technology use during COVID‐19
pandemic: A rapid review. Human Behavior and Emerging Technologies, 3(1),
pp.13-24.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Ehrenreich, S.E., George, M.J., Burnell, K. and Underwood, M.K., 2021. Importance of digital
communication in adolescents’ development: Theoretical and empirical
advancements in the last decade. Journal of Research on Adolescence, 31(4), pp.928-
943.
Gbadamosi, A., 2021. Consumption, religion and digital marketing in developing countries.
In Religion and Consumer Behaviour in Developing Nations (pp. 175-198). Edward
Elgar Publishing.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New trends in business
information systems and technology, pp.251-265.
Ali, I., Balta, M. and Papadopoulos, T., 2022. Social media platforms and social enterprise:
Bibliometric analysis and systematic review. International Journal of Information
Management, p.102510.