Digital Marketing Effectiveness: Social Media & Communication Mix

This report evaluates the effectiveness of digital marketing strategies, focusing on the communication mix and the role of social media channels. It begins by explaining the marketing mix, including the traditional four P's (Product, Place, Price, Promotion) and the extended seven P's (adding People, ...Read More

Effectiveness of Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Part 1...........................................................................................................................................4
Explain Marketing mix with support of examples......................................................................4
Key elements of communication mix ........................................................................................6
Part 2................................................................................................................................................7
How social media channels used as part of company's communication strategy with support of
Linkd in, Facebook, Twitter and Snap chat ...............................................................................7
Describe about reason that why social media content is effective? ..........................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to that process which increases awareness, purchase/repurchase,
consideration and preference for products and services through advertising, placement,
packaging, consumer-driven benefits, pricing and promotions. With respect to marketing
parameter, marketing mix is also necessary because it helps in understanding product and
services which is offered to the customers. In today's competitive world, digital marketing play
a very important role and the changing technology creates a great impact on performance of an
organisation(Becirspahic and Rhodin., 2018). Digital marketing is the great way to popularise
their products and services on a large scale and also support in terms of reaching out to every
kind of customers as well. The present report divides into two parts where first part covers
discussion about marketing mix and second part covers analysis about social media channels
used as part of brands with support of Link din, Facebook, Twitter and Snap chat.
MAIN BODY
Part 1
Explain Marketing mix with support of examples
Marketing mix refers to that component of marketing which combines the number of
components in order to become harden and solidify the product's brand and also support in terms
of selling products and services. There are majorly four P's of marketing which includes product,
place, price and promotion(Cavlak and Cop ., 2021). In the overall manner, there are seven P'S
of marketing mix which modifies the four P's model. It includes people, process, physical
evidence, product, place , price and promotion.
 Product in marketing mix: A product is a commodity which is produced for purpose of
satisfying needs and requirements of their customers. With respect to Facebook, the basic
services provided by Facebook can be identified as Display advertising, online social
media, apps and gaming.
 Place in marketing mix: Placement or distribution is very important strategy of
marketing mix. Under this parameter, products should be distributed in those places
which are easily accessible for potential buyers and customers.

With respect to Facebook company, basically it is an online technology and their services are
provided with internet. Distribution channels through which services has been provided which
includes Mobile apps and social media websites.
 Price in marketing mix: Price is very important parameter for marketing mix. The price
of product is basically the amount which customers are ready to pay for it. With respect
to Facebook company, they employ various kinds of pricing strategies which include pay
whatever you want strategy and market-oriented pricing(Dyahrini and et.al., 2021). The
Facebook advertiser decide on the amount to pay in addition to set minimum price. Under
market-oriented pricing, the company display advertising by considering competitors
prices which are applied on per click.
 Promotion in marketing mix: It refers to the marketing communication process which
helps the company to promote its products and services or related features as well. With
respect to Facebook company, they consider certain promotional activities which include
advertising, viral marketing, public relations and direct marketing. These activities
support in terms of promoting their services into positive manner.
 People in marketing mix: The company's employees are important in terms of
marketing because these are people who deliver services into appropriate manner to their
customers. With respect to Facebook company, there are number of employees who are
enough trained in terms of providing services to their customers and around 2.7 billion
active users makes the social media popular in the world.
 Process in Marketing mix: It is important to make sure that business process is in well
structured form and should be verified on regular basis to avoid mistakes and minimise
cost as well(Girchenko and Ovsiannikova., 2016). With respect to Facebook company,
the process of working initiates with creating business pages with Facebook is that the
users must sign up and create a personal page first and then create a business page.
 Physical evidence in marketing mix: In the service industry, physical evidence are the
services that needs to be delivered. Branding is the concept which is related to this
parameter.

With respect to Facebook company, it has very limited physical evidence for website as it looks
very nice and has number of features to engage users in terms of giving good experience. The
company has offices and data centres on the worldwide basis in order to give fresh ambience to
the work place.
Key elements of communication mix
Communication mix refers to those tools which are used to communicate with customers
or potential customers. It can be done through advertising, social media, direct marketing,
product packaging, events, websites and exhibitions(Hanlon., 2019). There are basically five
elements of communication mix which include advertising, direct marketing, personal selling,
public relations and sales promotion. Communication mix is important because it helps in terms
of moving products and services, ideas from manufacturer to end user and also build relationship
with customers and other important stakeholders in the company.
 Advertising: It is the best way to make public relations and it is easy for company's
products and services to easily communicate with large number of customers with little
effort. With respect to Facebook company, in this digital marketing world online
advertising plays a very important role in terms of grabbing attention of large number of
people .
 Direct Marketing: In this type of marketing, emails, faxes and mobile phones are the
best parameter to be used by companies to communicate directly with prospective
customers. It is that type of marketing which specifically target a person or company in
order to generate new businesses(Hossain., 2018). With respect to Facebook company,
the ads provided by company act as direct marketing approach in order to attract large
number of customers.
 Personal selling: In this type of marketing, salesman directly approach to prospective
customers with purpose of explaining about products and services they offer to their
customers. With respect to Facebook company, they try to sell their services through
videos and short ads.
 Public relations: Under this head, it can be developed when products and services of a
company has attained a certain level then public relation has been developed in order to
create buzz and motivate others to do the same.

With respect to Facebook company, it is the best social media platform through which public
relation can be maintained into stronger manner.
Sales Promotion: It is that kind of marketing strategy where a business will use short-term
campaigns to create demand for products and services and to spark for other offers as
well(James, L., 2021). With respect to Facebook company, they have not used sales promotion
techniques in order to increase sales of Facebook ads. Instead, they have focus towards
increasing level of customisation of advertising service.
Part 2
How social media channels used as part of company's communication strategy with support of
Linkd in, Facebook, Twitter and Snap chat
Social media is the best way to communicate information and message to the entire world
because it covers large number of people and can also communicate at any period of time.
Company can also target particular segment of people in order to communicate its message and it
can be done into effective manner with support of social media platforms.
Linkd in: In terms of professional communication, it is the best platform to connect with
young and professional people who are passionate about their career and development. Through
this social media channel it is easier for a company to communicate about their recruitment
process and new development as well(Krueger and Haytko., 2015). As link din has its own brand
name so people also trust on them easily and can connect with people in order to develop their
professional relation as well.
Facebook: It is a very famous and popular social media channel through which people
can communicate into effective manner. Company's can also communicate with short videos and
with different features like short ads through which they can convey their message to large
number of people. Facebook has its own brand name and it has maintained its position in the
market from many years so there are lots of people who are on this platform. Facebook is the
best option to connect with every kind of people and are of any age group. Communication can
also be made effective through use of innovative features and in this way, it is easier that

through social media channel to communicate with people and also maintain their brand quality
into positive manner.
Twitter: It is the social media channel where people can present their point of views and
discuss about particular matter so that a proper information can be communicated to large
number of people. It is also the best way to connect the business through real world and also
support in terms of learning about real-time trends and invest into social listening(Mogaji and
et.al., 2020). .As twitter has its brand name so people can rely on them and communicate into
free manner with large number of people into effective manner. It is also the social media
channel where information can be shared on quicker basis and can initiate the conversation with
target audience. Content on this platform can be shared to number of people due to which
businesses and companies can directly or indirectly reach to their final consumers.
Snap chat: It is a unique tool to connect with large number of customers in terms of
businesses. It is a social media tool through which temporary sharing of photos and short videos
can also be posted with respect to company's relevant information. Company can also use snap
chat for purpose of communication through traditional ads, lenses and branded filters. As a
brand, they post their story on often basis and company can also promote their Snap chat
account on other marketing channels(Ovi., 2019). In this way, this social media channel can be
used as in terms of communication strategy purpose.
Describe about reason that why social media content is effective?
There are certain reasons due to which social media content is effective and it is defined
into following manner:
Increasing brand recognition: Social media content has wider level of voice and it is
also an effective platform to engage with prospective customers whilst continuing a dialogue
and becoming more familiar with existing customer base and other stakeholders.
Creates richer experiences: Social media adds value to stakeholders into targeted
manner which allows to communicate into faster manner. Satisfied customers are more likely to
share their experiences with others on online basis which will turn into promoting the brand and
also bring new customers as well(Pitkänen., 2016). Online space gives an opportunity to share
their dynamic content on easier manner. In this way, people experiences into new and wider
manner.

Improve customer insight: Social media content provides an opportunity to observe
customers on social media with respect to their reactions and responses(Sultana., 2020).Social
media content has power to attract large number of customers because the effective and
innovative content grab attention of people due to its quality of nature. These are the reasons due
to which social media content is effective in terms of nature.
CONCLUSION
The above stated report concludes that digital marketing plays a very important role in
this business world. The effect of digital marketing can be observed in terms of performance of
business. While doing marketing at international level, it is important to consider marketing mix
so that every parameter can be analysed into effective manner. It has been concluded that there
are some elements of communication mix which are necessary in terms of promoting their
products and services. These elements are advertising, direct marketing, personal selling, public
relations and sales promotion. These are important in terms of promoting their products and
services at international level. It has been concluded that social media channels are very
important in terms of business communication and act as strong brand at international level.
There are certain famous social media platforms which act as important parameter in terms of
promoting their business activities and publishing their products and services.

REFERENCES
Books and Journals
Becirspahic, H. and Rhodin, E., 2018. The concept of success in B2B digital marketing
activities, from one company perspective.
Cavlak, N. and Cop, R., 2021. The Role of Big Data in Digital Marketing. Advanced Digital
Marketing Strategies in a Data-Driven Era, pp.16-33.
Dyahrini and et.al., 2021. The Effect of Digital Marketing, Digital Money on Performance PT.
Indosat (Case Study in Bandung Sales Area). Psychology and Education Journal, 58(1),
pp.6343-6349.
Girchenko, T. and Ovsiannikova, Y., 2016. Digital marketing and its role in the modern business
processes. European Cooperation, 11(18), pp.24-33.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Hossain, M. A., 2018. Brand awareness and business development through digital marketing.
James, L., 2021. Impact of Digital Marketing on SME Growth in South Asia: A Case Study on
Faheem Haydar Dealzmag. Available at SSRN 3758480.
Krueger, J. C. and Haytko, D. L., 2015. Nonprofit adaptation to Web 2.0 and digital marketing
strategies. Journal of Technology Research, 6, p.1.
Mogaji and et.al., 2020. The implications of artificial intelligence on the digital marketing of
financial services to vulnerable customers. Australasian Marketing Journal, pp.j-ausmj.
Ovi, M. T. P., 2019. Digital Marketing for Enhancing Education Export in Bangladesh:
Challenges and Opportunities for KAMK.
Pitkänen, T., 2016. Improving customer experience through utilization of the digital marketing
ecosystem. Rae, 21, p.24.
Sultana, J., 2020. FOMO marketing: a case study of Ryanair’s digital marketing
strategy (Master's thesis, University of Malta).