This report analyzes the critical role of digital marketing and social media marketing in contemporary business environments. It begins with an introduction to marketing, the marketing mix (product, price, place, promotion, people, process, and physical evidence), and the communication mix, providing context for the subsequent discussion. The report then delves into digital marketing and social media marketing, explaining their importance to modern businesses, emphasizing their ability to reach audiences, build relationships, and facilitate competition. The report provides two case studies of effective social media content from Dove and L’Oreal Paris, and explains the reasons for their success. The report also includes screenshots of effective campaigns, referencing established models and standards in digital marketing such as Race planning and 4 C’s for marketing communication. The report focuses on Burberry as a case study to illustrate practical applications. The report concludes with a summary of key findings and insights into the evolving landscape of digital marketing.