Effectiveness of Digital Marketing: Mix, Channels & Communication

This report provides an in-depth analysis of the effectiveness of digital marketing strategies. It begins by explaining the marketing mix, detailing the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence) with examples from companies like Tesco. The report then describes the key elements of the communication mix, including advertising, personal selling, sales promotions, public relations, and direct marketing, highlighting examples such as Airtel's television advertising and Nike's use of social media. Furthermore, it explores how different social media channels like LinkedIn, Facebook, Snapchat, and Twitter are used in brand communication strategies, citing examples such as Deloitte's hiring campaigns on LinkedIn and Adidas's Snapchat campaign. The report concludes by emphasizing the effectiveness of social media content due to the increasing reliance on technology and digital platforms, particularly among younger demographics, making it a crucial tool for business communication and promotion.

Effectiveness of digital
marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Describe and discuss the Marketing mix using the examples ....................................................1
Describe the key elements of communication mix ....................................................................2
PART 2 ...........................................................................................................................................3
Explain how the different social media channels are used as part of a brands’ or company’s
communications strategy.............................................................................................................3
Explain why you think the social media content is effective?....................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the activity, set of instructions, and processes for creating awareness,
communicating and delivering the goods and services of the business organisation. It refer to the
promotion of goods and service that a company offer to promotes its brands to a target audience.
It involve directing, communicating and delivering of goods. Marketing mix is a set of action,
tactics that business uses to placing the product at right time, place and price to satisfy customer
needs and wants to make ever lasting relationships with the buyer by identifying, anticipating
and attracting them towards their needs. Nowadays, companies uses these strategies to increase
their market demand. It is mainly based on fulfilling the wants of consumer world wide and
delivered them the highly manufacture products in proficient manner(Deepak and Jeyakumar,
2019). This report include the explanation of marketing mix, elements of communication mix ,
how different social medial channels helps in communication strategy for the organisation and
lastly why social media content is effective for the business organisation.
PART 1
Describe and discuss the Marketing mix using the examples
Marketing mix- It is the set of marketing tool or tactics used by the business
organisation to promote the products or services. It is all about positioning of the product and
selling it to the right customers at the right places. The components of marketing mix consists of
7P's which are discussed below:
 Product-- It is a commodity of the business organisation which is created to satisfy the
needs and demands of the individual or group of people. A product has a certain life
cycle which included different phases such as growth, maturity, decline. It is very
important for the marketers to reinvest and develop the products of the business
organisation to stimulate more demand of the customers. For example Tesco has the wide
variety of products including food, clothing, stationary cosmetics etc.(Deges, 2018).
 Price- It is the cost that the consumer pay for the product. For example Tesco uses the
cost leadership as a pricing strategy in which it focuses on keeping the prices low as
much as it can to attract the customers.
 Place- It defines where the consumer will buy the products or service and how to bring
the product in the market. Tesco uses two channel which is online and physical stores as
1

a distribution channel for its products or services. It has almost 7000 offline stores across
the world.
 Promotion- It means how to attract or communicate the customer for selling the product
using promotional strategies like advertising, social media, public relation.. For example
Tesco use4s different promotional strategies television, newspaper, social media to
communicate to its customers(Galli, 2018).
 People- It is the important tool in marketing to understand the consumer services and
experience, as per the individual needs and wants and how to deal with it. These are the
employees of the business organisation. For example Tesco has a huge number of
workforce in order to attend customers and the company invests for the training and
rewards for its employees so that they are motivated.
 Process- It refers to delivery of the good and services to the customers and its also affect
the performance provided to the buyer. For example in Tesco company the customers
pick up their products and collect it in a basket and then go to customer assistants for
making the bill and payment. Also customers can use self service payments
machines(Ndofirepi, Farinloye and Mogaji, 2020).
 Physical evidence- It provides the experience to the consumer when seller interacting
with the buyer like packaging of product, place or environment of the business. For
example the company has the excellent logo and make efficient use of colours so that the
stores look attractive to the people visiting it.
Describe the key elements of communication mix
Marketing communication mix- It refers to the set of tool used by the business
organisation to promote its products or services to target a large audience. It is very important for
the organisations to understand that which method of communication will be more suitable for its
product. The communication or the message that need to be conveyed in the market should have
the proper and correct information for the consumers. There are various elements of
communication discussed below: Advertising- This is one of the method for communicating the informations about the
products or services to the public. Advertising can be via television, newspaper,
magazines radio etc. one of the most popular forms of advertising is public relations
which makes possible for the business organisation to communicate the information
2

about the product easily and to large audience. For example airtel uses television for
advertising about its products. Personal selling- This involves door to door selling or the personal selling in which the
sales person directly explains about the products or service to the customer. This is the
traditional method of communication. For example the shops in the society have
salesperson who are there to help customers by providing the information of the product
such as its price, quality and about the ingredients(Rajavi, Kushwaha and Steenkamp,
2019). Sales and promotion- This included discounts, paybacks etc. for the customers so that
they are attracted towards the offerings of the business organisation. For example Big
bazaar uses the sales and promotional methods for attracting customers. It provides
schemes , discounts on the basic household products by which consumers are attracted
tos such schemes and the organisation is able to achieve its objective. Public relation- It means when people talk about the product with their family, friends it
is basically the word of mouth which can help the business organisation to promote its
products or services. Social media has become one of the most important platform for the
public relations campaigns.
 Direct marketing- This involves the marketing of product or services through emails, text
messages, websites etc. The use of digital marketing has become the important aspect for
the business organisations as people are highly dependent on the internet and online
platforms. For example Nike uses direct marketing using the social media to
communicate and promoter its brand.
PART 2
Explain how the different social media channels are used as part of a brands’ or company’s
communications strategy
There are various different channel of social media which can be effective for the
business organisation. Every channel is different from another and has different aspects for
promoting the brand of the company. Here below 4 channels are discussed
 LinkedIn- It is the most prominent tool where the people can find jobs. This is social
media where anyone can make an account and apply for the jobs in their desired fields.
3

The various companies use this platform to hire for their organisation. They promote the
brand by providing the information about the company and job profile. This is visible to
the people who have an account and helps the individual in finding the right job for
themselves. Foe example if deloitte company wants to hire people for its organisation for
the finance profile. It will communicate the information on the platform and the willing
candidate can apply to it. This strategy help to communicate the information about the
hiring process which is required by the organisations.
 Facebook- As in today's world every person uses Facebook. This tool is considered the
most relevant because people spend their free time in surfing internet and uses Facebook.
This is a platform where people are connected with their family, friends and can talk. The
brands use this tool for promoting products or services by showing ads in these platforms.
The digital marketing has a huge power in influencing the customers. People get attracted
to the images and the pop ups messages which are shown in the platform. This the the
most strategic tool of communication for the organisation. For example Lo real company
uses this tool by showing a video with a celebrity which can influence the
customers(Calvo-Baltanás, 2019).
 Snap chat- It is a social networking platform where the people can share fun stories and
live pictures or videos with their friends. This is a platform which is used by the business
organisation to communicate about the products or services. For example Adidas
launched a campaign where people can send their own design using snapchat and the best
can be implemented by the company. This was a promotional strategy used by the
organisation.
 Twitter- It is a social networking platform where the people can post and convey
message which is known as tweets. The people who have registered themselves or have
an account on twitter can post , comment, retweet. For example APPLE INC. uses this
media as its communication strategy to have a different and unique in its brand. As apple
is itself a well known brand and known for its services and high technology products. It
launches its products on the twitter to target large audience.
Explain why you think the social media content is effective?
The world is highly reliable on the technology and digital platforms. Specially the youth
has a craze of using the social media and uploading the live videos or pictures over the internet.
4

Use of social media has become the most important part of the lives for the people. It is the best
tool for communication. People living far away and those who can not make a meetup plans can
communicate via social media and this has become very prominent in nature. So observing this
change in the lifestyle it has become the important aspect for the business organisation to use
social media platforms for communication and promotional strategies. It is effective for the
company's because the digital marketing attracts the customer in a more convenient way. The
visual pictures and now a days the use of Instagram has become the tool where people have their
business over social media. Starbucks uses social media as it put stories of its product and it
attracts the customers the way it uses funky names on the cup of coffee(Ramady, 2018).
CONCLUSION
From the above report it is concluded that marketing is a tool which is used by the
business organisations to communicate and promote its products or services through different
channels such as direct marketing, social media, advertisement, personal selling etc. I is very
important for the business enterprise to use different promotional strategies. The analysis can be
done through marketing mix which is a set tool used to analyse the various P'S for the business
organisation. It helps the company to allocate the different strategies and how to promote its
product in the right place to the right audiences. There are various key elements of
communication mix such as advertising, public relation, sales and promotion, personal selling.
Every element is different in its own way , the organisation need to adopt the best option for its
product so that the information is reached to the target customers. There are different social
media channels used to communicate and promote such as linked in, Facebook, twitter and
snapchat which helps the organisation in digital marketing of their brand.
5

REFERENCES
Books and Journals
Calvo-Baltanás, V., 2019. Control of plant meiosis using virus-induced gene silencing
(VIGS) (Doctoral dissertation, Wageningen University and Research).
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Deges, F., 2018. Quick guide influencer marketing. Springer Fachmedien Wiesbaden.
Galli, B.J., 2018. Using marketing to implement a strategic plan: Reflection of practiced
literature. International Journal of Service Science, Management, Engineering, and
Technology (IJSSMET). 9(1). pp.41-54.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Rajavi, K., Kushwaha, T. and Steenkamp, J.B.E., 2019. A Multicategory, Multicountry
Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix
Activities. Journal of Consumer Research.
Ramady, M.A., 2018. The Aramco IPO: Governance, Listing, Options, and Policy Implications.
In Saudi Aramco 2030 (pp. 167-248). Springer, Cham.
6