Exploring Digital Marketing: Communication Mix and Content Examples

This report provides a comprehensive overview of digital marketing and its role in contemporary business, emphasizing the importance of the marketing and communication mix. It elucidates how businesses leverage digital channels, including social media platforms, to promote products, enhance brand awareness, and foster customer engagement. The report highlights the components of the marketing mix—product, price, place, and promotion—and explains how these elements are integrated into digital marketing strategies. Furthermore, it discusses the significance of social media marketing, providing examples of successful campaigns by companies like Starbucks and Netflix, which effectively utilized social media to connect with audiences and address relevant societal issues. The analysis also covers the effectiveness of social media content, focusing on how it can drive customer engagement, build brand loyalty, and provide valuable insights into competitive performance. In conclusion, the report underscores the critical role of digital and social media marketing in achieving business growth and enhancing market presence, making it an indispensable tool for modern organizations. Desklib provides students access to similar past papers and solved assignments for academic support.

Practical Digital Marketing

INTRODUCTION
Digital Marketing is an activity of promoting goods and services by using different online
techniques in order to grab the attention of large number of people. Through digital marketing
company can easily track and monitor their online activities so that they can adapt and drive
better results. Social media marketing is another online tool through which organisation can
promote their brand by targeting large number of people (Andamisari, 2021). There are various
digital marketing tools which help in increasing the brand value and reputation in online market.
The project highlights the importance of marketing function and marketing mix by explaining
the elements of communication mix. The report also covers the effectiveness of digital marketing
in communication strategies.
Part 1
Marketing
Marketing is a tool through which businesses can promote and sell their goods and services
to maximum number of people. The main purpose of marketing is to increase the brand
awareness of Company by offering high quality products and services through which they can
create strong customer base. Marketing helps in generating high quality leads and also enhance
the growth of Organisation (Dora, 2021). The main motive of marketing department is to
increase the sale and profit of business by focusing on enhancing the market presence of
company so that more and more customers get attracted with the products and services. The
importance of marketing is to healthy and long lasting relationship with their customers by
providing them better customer experience. Generally marketing is done to educate the people
and provide relevant information to customers related to the products and services in order to
keep them engage and sell the goods.
Marketing Mix and Communication mix
Marketing mix is a technique of promoting the company and its goods in market.
Marketing mix consist four elements through which organisation can enhance its brand
reputation and goodwill in Market they are product, price, place and promotion. Through four
P’s company can make effective and efficient plans and strategy to increase the market presence
and attract large number of audience. It also helps in understanding the products and services
which must be offered to customers so that they can gain loyalty of people. Through marketing

mix organisation can use their strength and focuses on weakness (Erdmann and Ponzoa, 2021).
Communication mix fits when firm provide detailed information of the products and services to
customers by communicating directly or indirectly through using different online tactics.
Product:
Product is an element which helps in fulfilling the need and requirements of customers.
Through effective product company can increase its sale and profit but they must ensure that the
product must be according to the taste and preference of people which satisfies their demand.
The firm must conduct market analysis in order to collect the information related to the latest
trend and fashion.
Price:
The price determines the amount that customers have to pay for the particular products
and services. Company decide price by calculating the overall expenses and other cost which
incurred while producing the goods and services.
Place:
Place is a location on which the organisation sell their products and services to
customers. The Company have to choose the suitable place through which they can deliver goods
and services to people. Nowadays firms are shifting more towards the online platforms for
expanding their business and increasing the growth (Kapustina and et.al., 2021).
Promotion:
Promotion is a way through which firm can promote their products and services in order to
reach large number of people. There are various promotional techniques through which company
can increase their networking such as advertising, sales promotion and public relations.
Digital Marketing
Digital Marketing is a tool to deliver the message by using different digital channels such
as mobile apps, social media, search engines and websites. It is a method through which
organisation can endorse their products and services. There are different types of digital
marketing which company can use they are search engine optimisation, email marketing, pay per
click, content marketing, mobile marketing, social media marketing, etc (Fitri, 2021). The
importance of digital marketing is to engage the customers and resolve their issues in order to
create strong customer base. Through digital marketing organisation can reach to enormous

customers with cost effective and efficient manner. The Firm uses electronic devices in order to
convey their message and reach to more and more people.
Social Media Marketing
Social media marketing is a platform of promoting the goods and services by using
different social networks. There are various social media platforms which organisation can use in
order to increase the growth and profitability of business such as Facebook, Instagram, LinkedIn
and various other social media sites. Through social media marketing company can engage with
their existing as well as new customers by offering them better quality of products and services.
There are different types of social media platforms through which companies can serve ads they
are social networking, micro blogging, photo sharing and video sharing (Nirwana and Biduri,
2021). There are various functions of social media marketing they are conversations,
relationships, sharing, reputation, identity, presence and groups.
Importance of Digital Marketing and Social Media Marketing
The importance of social media marketing to businesses is that it is a cost effective method
which requires less investment and companies also gain lot of benefits due to which their
profitability and growth increases. They can easily create account on different social media sites
at free of cost in order to engage more and more people. As people spend their most of time on
social networking sites, so it is a great opportunity for the Organisations to interact with
customers at personal level (Pramuki and Kusumawati, 2021). Digital marketing also have
various importance as it focuses on promoting the brand by using different online tools that
increases the brand image and reputation in Market. It gives a huge return on investment as it
reaches to maximum number of people due to which the productivity and brand awareness
increases.
Part 2
Examples of Social Media Content
Starbucks Stories to be human
Starbucks had launched a campaign which focuses on the stories that is illustrated by the
employees of Starbucks. The Company has launched the campaign in 2019 on a content website
that discusses the story related to brand social impacts. The Content was run on different social
media platforms including Instagram and Twitter.

The Campaign shows the video illustration in which the employees of the Starbucks has
told their personal and uplifting stories through adding audio. The Social media channels of the
organisation is more centred towards product focused content so through this campaign they
allow people to narrate their stories and show their human side to company. There are various
employees who had taken initiative and tell their stories in order to engage people and describe
their life journey. The Campaign was appreciated by the employees and people due to which the
brand awareness and value of company increases.
Netflix Wanna Talk About it?
It is a campaign which is run by Netflix on Instagram in order to engage the people and
make them stay away from stress and anxiety which they face due to COVID 19. The Company
has launched live series on Instagram where people can interact and ask question related to
mental health in order to reduce the distress and calmly handle the situation of pandemic.

(Figure 1: Netflix Wanna Talk about it, 2020)
It is a smart strategy which is used by Netflix in order to improve their brand image and
value in Market. Through this campaign, Netflix has attracted many people by reducing their
depression and anxiety which they faces while being at home. Netflix has used social media
platforms so that they can appeal their emotional sites. The people also feel connected with the
campaign due to which they gain loyalty of customers.
Screenshots of Effective Campaigns
Each and every company uses social media platforms in order to promote their products
and services and provide information to maximum number of people. Marks and Spencer is one
of the recognised company which deals with clothing and food products. They usually inform
their customers about the new arrival by using different social media platforms so that people
can be aware about the latest collection and buy the products from the store.

Through this campaign the brand is providing information of its new stock so that they can
encourage people to buy the products and increase their profitability. As Facebook has more
active number of users so it is a best platform on which Marks and Spencer has shared the
information of latest arrival so that customers can get ready for purchasing the products and
services of company. The Organisation has grabbed the attention of people by promoting the
new products and also generates the interest among the people due to which they visit in store in
order to buy the latest clothes. In above picture it is being cleared that company is promoting
their products of new season in which the girl has wore the dress in floral and op of colour
combination which attracts many customers.
Effectiveness of Social Media Content
Social media is a bets platform as it attracts large number of customers at one time. It is a
cost effective method through which company can reaches to maximum number of people and
convey their message related to the product and brand (Si and et.al., 2021). Social media helps in
increasing the brand image and also engages more and more customers towards the brand.
Through social media company can interact and solve the issues of people due to which they
gain loyalty of people. It helps in creating a direct connection with audience so that organisation
can pass their relevant message to people and also they can chat with their customers. It is
important for the firm to upload and post images and videos on social media in order to make
customers indulge with the products and services (Suhardi and et.al., 2021). Social media is an
effective platform to evaluate the performance of the companies it can be measured by number

of views and comments on particular post as firm can analyse the level of interest they creates
among people by their posts. Through social media organisation can post their organic content
which helps in attracting maximum people. It is an effective platform to build the relationship
with customers as it provides an opportunity to companies to interact and connect with customers
by sharing posts and thoughts (Syafikarani, 2021). The Organisation can also sell their products
online through social media sites as by providing customers detailed information of the items and
make them influence to make purchase decision.
CONCLUSION
From the above information it is being concluded that digital marketing and social media
marketing plays an important role in increasing the brand awareness and reputation of
Organisation in Market. Through digital marketing and social media marketing company can
grab the attention of maximum customers and convey them about the products and services
which are being offered by firm. The Social media helps in increasing the website traffic due to
which company can reach to large number of audience. Social media marketing is an effective
platform that helps in measuring the competitive performance and also the company can identify
its strength and weakness. It provides a better customer services by engaging them and solving
their doubts and issues regarding the products and services. So, digital marketing and social
media marketing is a useful platform that increases the profitability and growth of business.

REFERENCES
Books and Journals
Andamisari, D., 2021. Penggunaan Status Whatsapp Sebagai Digital Marketing Warga
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Erdmann, A. and Ponzoa, J.M., 2021. Digital inbound marketing: Measuring the economic
performance of grocery e-commerce in Europe and the USA. Technological forecasting
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Fitri, R.S., 2021. The Role of Digitalization in MSME Marketing.
Kapustina, L., Gaiterova, O., Izakova, N. and Lazukov, M., 2021. Digital marketing
communications: selection criteria. KnE Social Sciences, pp.181-190.
Nirwana, N.Q.S. and Biduri, S., 2021. Implementasi Digital Marketing Pada UMKM Di Era
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