BSc BMP3006: Analysis of Digital Marketing Communication Strategy

This report assesses the effectiveness of digital marketing strategies, focusing on the marketing mix (product, price, place, promotion) and communication mix (advertising, personal selling, internet marketing, publicity). It explains how social media channels like LinkedIn, Facebook, Twitter, and Sna...Read More

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
Effectiveness of Digital Marketing
Submitted by:
Name:
ID:
Contents
1

Part 1
Description and discussion of the Marketing mix with examples
Description and discussion of the key elements of the communications
mix with examples
Part 2
Explanation of how each of the social media channels are used as
part of a brand’s or company’s communications strategy (using
examples:
LinkedIn
Facebook
Twitter
Snapchat
An explanation of why I think the social media content is effective.
References
2

Part 1
Description and discussion of the Marketing mix with examples
Marketing Mix is describes as the tool which is implemented by the different types of
organisations in order to promote their products and services. It is all about making public
aware about the product and services through effective strategy and efforts(Chen, 2022).
Positioning of the company's goods in respect to sell it on right time , right place and at right
price. There are 4 P's of marketing which are the deciding factor of how product will perform
in the market and these P's are discussed below:
 Product- It is describes as a commodity which is build to satisfy the needs of the
customer. It can be tangible or intangible as it can be formed as services or products.
It is very essential for the company to build a products by analysing the complete
market and an extensive research. A product has the complete lifecycle which start
from the growth phase and ends towards maturity phase.
Example- In a semi-urban area there is need to open a showroom open a grocery store due to
unavailability of of many items. Opening a showroom will definitely a win win situation for
both the company and customer.
 Price- Its a very crucial component of a product as determining effective price for the
product which helps in making balance in profit and appropriate implementation price
which provides value of the products(Demirbag-Kaplan, and Cavusoglu, 2022).
Adjusting price in accordance to customers expectations is what impacts the people
most. There are multiple aspects which need to be evaluated while determining cost
such as competitors price, location, terms of sale and many more.
Example- A grocery store implement prices which generates profit as well as also a worth of
survive or value that product provides.
 Place- Selecting appropriate place which makes distribution easy as well as for the
customers who really need it. A company should distribute their products in respect to
the potential of the buyers.
Example- A grocery store provide their products at a place where no any other store is
providing there services.
 Promotion- It is the communication process that helps the organisation to make
public aware about the product and services they are developing for the profit and
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success. It can be implemented through grabbing attention of the potential buyers and
influencing them yo buy the products.
Example- A company which manufacturing healthy drink should identify the customers who
are more focused towards their health in order to sell them their product.
Description and discussion of the key elements of the communications mix
with examples
Communication mix is works as the tool which is used to make interaction with the
potential buyers. This could be through different medium of communication such as by
advertising, social media, different websites, events and many more(Ewing, Men and O’Neil,
2019). There are different elements of communication mix which are discussed below:
 Advertising- It is highly used by the brands who have a lot of money as advertising
needs lots of money. It impacts on wide range of audience as well as impacts them
majorly. The more attractive a advertise the more it connect with the audience.
Example- A grocery store advertise by its products more attractively on television and
provides unique feature of the products which attract more and more customer.
 Personal selling- It is the most common method of selling which is used since so
long. In respect to make communication and the benefits of the product and services
personal selling works most impact-fully. Personal selling are adopted by huge as well
as small companies in respect to influence the customer appropriately.
Example- Selling beauty products by showing them its benefits through personal interaction
influence buyers more than online selling.
 Internet marketing- Marketing or making communication digitally was giving very
high competition to personal selling. Making communication by using internet is not
much costly and it also generated revenue. It attract customer personally through
different sites or social media platforms and customer can also ask their queries with
the seller.
Example- Selling clothes online by informing about every aspects of the products and its
feature is very common. And through sites customers can ask whatever they want to.
 Publicity- It is defined as making public relations and the ability of the organisation to
generate interest about business product and services. Many business take benefits of
creating publicity through local magazines or newspapers. It also helps in making
good connect with customers. Developing publicity is the critical part of making
communication as it can be done through well organised press.
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Example- A new business operating its services locally could announce about the
business through using local magazines and local newspaper.
Part 2
Explanation of how each of the social media channels are used as part of a
brand’s or company’s communications strategy (using examples:
Linkedin
LinkedIn is the tool which serves its services to more than 240 million people across the
world. It allows its customers or members to build their network professionally through
various functions such as by posting and finding jobs, by asking and answering questions and
by developing thought leadership(Gavilanes, Flatten and Brettel, 2018). LinkedIn influence
the customers most as they have huge networks which covers multiple billions of people in it.
It creates leads by providing best network. LinkedIn is the social media channel which offers
very personal ways in order to identify the potential in the members , it also engage the
members and works in converting them into customers. For many business organisations who
wants to offers a job opportunities or someone who requires a job can generate it through
making quality conservations and with their content. It helps various companies to post the
status updates and provide content on the sites. LinkedIn can also be used as the publishing
platform and developing content for the audience who are using LinkedIn. It can also be used
as the article publishing platform as companies uses to post articles about different topics.
Companies who have vacant position in their organisation and want an appropriate candidates
for the company can post about the position and criteria on LinkedIn and build connection
with the professional world. This helps them in getting suitable candidates for job role.
Facebook
Facebook is the social media platform that not only connect general public but also used
for promoting product and services and attracting customers through posting posts and ads.
There are billions of people who are using Facebook on the daily basis and get influence by
the ads and peoples lives(Ingram, 2019). It is the free marketing tools and lets the different
businesses identify themselves in front of the general public. It contains different features
and different ways to make advertisements such as through sharing links, images, posts,
videos on a customized pages and through live sessions. Because Facebook is popular
among the people and have active users which makes it easy for the companies to build
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connection with the customers by providing important information about the business,
products, events and the services. Companies and the local traders take helps from the
Facebook by the ads generate more viability on their content and create traffic on their
websites. Local traders post about their products and services on the Facebook and also
make public aware through effective advertisement. It also helps in developing relationships
with the customers which makes them understand what are the expectations of the customers
and what changes they want in the product and services. The feature of Facebook to connect
and share information with the people is makes it flexible for the traders to promote their
goods.
Twitter
Twitter is the great way to reach out to the customers in more connective way which
provides organic reach. Twitter helps in many ways to make advertising which helps in
thriving the audience, promotion of the products, generating traffic on the websites and many
more. It also a platform where people share their view points and thoughts about different
things(Kumar, Shankar and Aljohani, 2020). Twitter is the best platform to generate excellent
opportunity for multiple people. And it also find the new customers for different business
organisation with connecting with the existing customers also.
Snapchat
This as a marketing tool is of crucial importance as it has wider reach to audience. This also
provides a way to advertise differently from others that fits with the objective of company.
Snap ads helps in building the brand awareness . The filters in Snapchat is used to promote
the engagement of local audience. Thus by using this as a source of digital marketing can
provide the in-depth understanding of business(Kumar, Shankar and Aljohani, 2020). Most of
the big brands are using this platform like McDonald's and sour patch kids in order to expand
its operations on social platform. In the fast growing world Snapchat is the most effective
way to depict or portray a product in a presentable manner that makes a customer to buy the
same.
An explanation of why I think the social media content is effective.
Social media content have become most used way for the general public to express the
thoughts, information and idea in a presentable manner(Kusumasondjaja, 2018). Also it is
considered a most perfect way to reach the audience earlier than any offline source of
promotion. It also provide an opportunity or considered as an important tool to involve with
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the stakeholders and bring on the traffic to the website. This source will be of great
importance when a quality content is shared. Most of the marketers at present used content
marketing in order to build brand awareness and increase the sales. The content therefore
should be unique so that trust of audience can be gained and sustained for a long period of
time. I think social media marketing is effective due to varied reasons-
 Customers are tend to be more active on social media rather on any other
platforms- Maintaining relations with the customer is not a quick decision to
make rather it involves a proper planning. Here social media content comes
into play in order to connect with the right customers and retain them for a
longer period of time.
 It helps in building brand awareness-most of the companies consider the
social marketing content as a source of promotion pocket friendly and
therefore I believe that it will help in increasing the visibility of business.
Therefore this will provide the reach to bigger audience. I will be able to
communicate with others very easily.
 Affordability-for running a business and its operations it require a lot of
expenses(Mukherjee, 2019). There social marketing content plays a major role
in achieving the goals and reaching to the potential evidence. The size of
organisation does not matter here.
 Keep ahead of the competition-the reason that customer satisfaction and
brand loyalty goes hand in hand, the importance of social media marketing
risen. As it provides with the facility of satisfying the customers and gaining
brand loyalty in more effective way.
 Engagement- the social media marketing provides a scope of opening up of a
dialogue in order to engage quickly with the customers and building a
relationship with them.
References
Chen, P.C., 2022. The effects of brand revitalisation and retro branding on brand and
purchase outcomes: the moderating roles of consumer nostalgia proneness and self-
construal. Journal of Marketing Management, 38(7-8), pp.771-799.
Demirbag-Kaplan, M. and Cavusoglu, L., 2022. Reassessing the Marketing Mix Through the
Lens of Digitalization. In Advances in Digital Marketing and eCommerce (pp. 36-41).
Springer, Cham.
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Ewing, M., Men, L.R. and O’Neil, J., 2019. Using social media to engage employees:
Insights from internal communication managers. International Journal of Strategic
Communication, 13(2), pp.110-132.
Gavilanes, J.M., Flatten, T.C. and Brettel, M., 2018. Content strategies for digital consumer
engagement in social networks: Why advertising is an antecedent of engagement. Journal of
Advertising, 47(1), pp.4-23.
Ingram, D.P., 2019. On the Alert for Share Price Manipulation and Inadvertent Disclosure in
Social Media Channels: An Exploratory Investigation of Nordic Companies. In Handbook of
Research on Deception, Fake News, and Misinformation Online (pp. 265-280). IGI Global.
Kumar, A., Shankar, R. and Aljohani, N.R., 2020. A big data driven framework for demand-
driven forecasting with effects of marketing-mix variables. Industrial marketing
management, 90, pp.493-507.
Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social media
brand communication effectiveness: An evidence from Indonesia. Asia Pacific Journal of
Marketing and Logistics.
Mukherjee, K., 2019. Social media marketing and customers’ passion for brands. Marketing
intelligence & planning.
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