BMP3006: Digital Marketing and Social Media Marketing Effectiveness

This report delves into the realm of digital marketing, exploring its significance and practical applications within the modern business landscape. The report begins by defining marketing, the marketing mix, and the communications mix, establishing a foundational understanding of key marketing concepts. It then proceeds to define digital marketing and social media marketing, highlighting their importance in contemporary business strategies. Part 1 of the report focuses on the theoretical aspects of marketing, digital marketing, and social media marketing, supported by academic references. Part 2 provides real-world examples of effective social media content and analyzes a digital marketing campaign adopted by Intercontinental Hotels, demonstrating the practical application of the concepts discussed. The report concludes by summarizing the key findings and emphasizing the crucial role of digital marketing in driving business success. The report includes the application of digital marketing techniques, social media marketing strategies, and content effectiveness.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
Marketing.....................................................................................................................................3
Meaning of marketing mix and the implement of communications mix.....................................3
Digital marketing.........................................................................................................................4
Social media marketing................................................................................................................4
Importance of digital marketing and social-media marketing.....................................................5
PART 2............................................................................................................................................5
Social-media contents and its example........................................................................................5
Digital marketing campaign adopt by Intercontinental hotel......................................................6
Social-media content and it effectiveness....................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The term digital marketing refers to use of internet, mobile devices, search engine, social
media and other digital channels for transferring information related with product or services to
customers within use of electronic medium. Marketing consider digital marketing steps and they
are acquire for completion of task with entire endeavour through which work is completed
according to digital marketing. The term internet marketing is different from digital marketing
and it is used to advertise products on mobile devices and laptop. This report is written from
perspective of Intercontinental hotels and it is a large group of hotels that perform business in
hospitality sector (Baxi, Panda and Karani, 2016). Digital marketing channel and their
importance in marketing as well as marketing mix will highlight in this report. Aspects of digital
marketing and social media marketing is also cover in upcoming section. In the last, example of
social media content will also focus in report.
PART 1
Marketing
The term marketing refers to set of activities and it aids to promote selling and
purchasing of products or services. Traditional and digital are two types of marketing methods
for promoting all products at a large level. Intercontinental hotels utilise both marketing methods
for promoting their hospitality services at different geographical areas. Paper and magazine
refers to example of traditional marketing and on other side, website promotion, influencing
buyers for purchase of products from social media channel refers to process of digital marketing.
Meaning of marketing mix and the implement of communications mix
The term marketing mix explicate as promotion of different and unique ingredients that
are crucial for promoting Intercontinental hotels as a brand. Moreover, the main motive of
marketing mix that is adopted by management is states towards implement of formulating
competitive-edge in market. Website design is one of the important techniques in present
scenario for completing all work with decided task that aids in completion of work with more
efficiency (Cole, DeNardin and Clow, 2017). According to decided task, it is identified
marketing mix is simple and it aids towards complete of work with basic elements that are
product, price, place and promotion. From perspective of Intercontinental hotels marketing mix
aids towards managing services which leads to complete work with formulation of competitive-

edge in market. Like, services are offer by Intercontinental hotels and this aids towards
formulating services which match with customer requirement. Price of hotel rooms is controlled
and managed according to location of hotels. This aids towards formulation of action that aids to
perform all services with high motivation to satisfy individual need and wants it helps in
completion of work according to current market conditions and customer requirements.
Digital marketing
The term digital marketing is a form of marketing and it is used for selling and promoting
services as well as products over Internet. Process of leveraging different online marketing
channel such as search engine, social media networks and e-mail are used to focus towards the
decided number of audience. Like- in context of Intercontinental hotel, digital marketing
methods is used by management for generating effective interaction to reach towards a specific
market for completion of work with more efficiency. Along with this it is used by management
to control and manage all task by decided approach (Confos and Davis, 2016). The term digital
marketing define about website marketing, SEO and content marketing because it aids
individuals for performing all task that aids to reach towards a specific market. Moreover,
digital marketing helps individuals in completion of task with motive of performing work as per
marketing techniques through which work is managed to accomplish goals and objectives in
minimum time-period. With performing all task online marketing channel rely on internet and
this refers persons are easily to complete work through adoption of internet methods.
Intercontinental hotels utilise Technical SEO, Off-page SEO and ON-Page SEO etc. are
important ways of digital marketing and this leads persons to complete their work with low cost
with performing work in a broader market.
Social media marketing
SMM refers to the tools that is engaged with social media website as well as social
networks of an organisation. With use of social network respective hotel aids persons to perform
their product and services in an appropriate manner. According to the perspective of social media
marketing in context of Intercontinental hotels aids to reach towards a large number of customers
(Gkarane and et. al., 2019). It engage persons to perform their task with motive of managing
work according to existing individual requirements. In simple terms, social media marketing
provide support to present customers for motivating individuals to utilise hotel services in proper

manner. Suggestion box and mobile application are two ways through which task suggestion
from existing user is obtained.
Similarly, social media advertisement that includes completion of work define
perspective by which work is engaged through including social media techniques in organisation.
In context of Intercontinental hotel, this is identified that persons perform their work to engage
task because it helps to perform all work with desired culture. From perspective of organisation
this is analysed that management of Intercontinental hotel engage brand by which work is
completed through use of user-generated content.
Importance of digital marketing and social-media marketing
Social-media is becoming one of the most important aspect for digital marketing and it
offer different benefits that are effective and appropriate for targeting different customers at a
world-wide level. Social-media marketing is important in context of digital marketing because
this helps in completion of work according to decided approach (Goldfarb and Tucker, 2019).
The perspective of Intercontinental define about all task which is used in generating long term
leads by accomplish aim of brand awareness with motive of improving sales. Digital marketing
techniques helps in completion of task according to roles and techniques that improve traffic for
organisation. With perspective of digital marketing techniques Intercontinental hotels invest in
digital marketing techniques for completion of work with motive of investing better services
within organisation. The main motive that is related with digital marketing define about making
conservation that use strong perspective for completion of work with motive of obtaining
perspective through which sales of conservation is improved.
PART 2
Social-media contents and its example
With an appropriate social-media content it is identified that all ideas which is used by
organisation define about managing task through use of multiple platform. It improve social-
media content through providing fresh information that attracts more customer. Example of
social-media which is used by Intercontinental hotels are mention as follow:
Inter-active content- The term inter-active media normally refers to the completion of task that
is used for managing products and services by which content is performed user-action (Gupta,
2019). It aids management to demonstrate all content within text, moving image, audio and

video. According to current information this is identified all persons arrange and generate needs
which is used to perform task according to decided task. This aids persons for generating survey
content with motive of managing work by considering task with make focus of going interactive.
Example- User identify perspective through which content is managed for generating long term
results to start interaction with customers.
Company news- All existing news about organisation and this aids in managing all task by
which work is completed for performing task with personalise motive to design action through
this task are engaged according to areas that are essential in making task for considering
techniques as it is socially important for completion of task by management (Key, 2017).
Intercontinental hotel perform their work by analysing all task that are used to generate action
and activities by which all operations are performed in an organised manner.
Digital marketing campaign adopt by Intercontinental hotel
Human resources perform an important role and it aids management to gain advantage
through which all task are managed and controlled as per decided survey. IHG 59% is admitted
towards motive of communicating by which technology obtain longer and better results to
manage all task with figures that present all work with benefits of their services. Intercontinental
hotels reverse and implement importance of different moments who implements matter that is
focused towards formulating presence that improve strength for management to complete all task
in decided manner. Along with this all task through which work is connect aids persons for
performing task according to decided economy. With analysis of organisation performance it is
analysed that individual explain about their hospitality experience with friends and families in
order to perform relation to connect all individuals in an appropriate manner. Website is an
example of Intercontinental hotel and it include aspects that aids in managing IHG chain to
generate better brand strategy for completing task according to decided group (Nikunen and et.
al., 2017).
Social-media content and it effectiveness
With the analyses of social-media an organisation enable all number of stakeholders for
performing all task and operation as per decided target. By allowing individuals persons are able
to manage it work with an appropriate approach. All satisfied customers perform their work with
motive of managing experience and it is used to promote brand and generate better customers.
By managing work with performance of task and objectives this leads in improving and

enhancing awareness that aids towards managing existing customer base with personalise results
in order to improve organisational sales. The perspective of employees or workforce and website
is included within workplace of Intercontinental hotels. This is because individuals are able to
manage and perform task according to motive which engage customers for longer period.
Effectiveness of social-media content is mention as follow:
 Increase in brand recognition- The opportunity which is used by organisation define
about all perspective through which work is completed as per social media. In the
present scenario, social-media techniques aids in managing customer base with motive
of improving number of stakeholders in digital strategy of organisation (Pandey, Nayal
and Rathore, 2020). Their are different roles performed and it engage customer base
through completing work by focusing on all needs and wants that is related with current
market. Moreover, person who are engaged in company functions define all values that
make familiar and longer results for Intercontinental hotel group to manage action and
activities according to decided brands.
 Improvement in converting potential- The engagement of customers define about
relevant and valuable content by which social-media provide opportunities for moving
from one place to another. Effective and appropriate digital marketing formulate
presence of persons through which positive as well as creative content is used to manage
and complete work with decided target customers. Existing journey offer rates by which
social media enhance number of opportunities to perform all work according to targeted
customers. Intercontinental hotels enable organisation for add of more value through
which stakeholders target new customers. By allowing effective communication
individual who is focused satisfy and fulfil needs of customers for sharing experience
and space that allow to select digital marketing techniques to promote intercontinental
services (Simula, Töllmen and Karjaluoto, 2015).
With the understand of all aspects it is identified that social and digital media content perform an
important role for management. Their are various task which is related with social-media
contents aids in managing all work which justify all perspective to complete work according to
task that is important for performing operations through use of action that really justify in
managing overall business with important perspective about managing task with organisation
models.

CONCLUSION
With the analyses of above report it is identified that digital marketing perform an
important role and it aids management to complete all work in an accurate manner. Marketing
perform an important role and with use of marketing mix an organisation complete their task
with more efficiency and effectiveness. Along with this digital marketing support is a major
trend for organisation which is used to satisfy needs and wants of customers with more
efficiency. In the last, with understand of digital marketing or social-media marketing
management justify organisation perspective to complete work with motive of managing
campaigns that aids in attracting international customer for purchase of hospitality services.

REFERENCES
Books and Journals
Baxi, B., Panda, R. and Karani, A., 2016. Community Marketing: an effective Marketing
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Cole, H.S., DeNardin, T. and Clow, K.E., 2017. Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly, 38(4),
pp.203-212.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Gkarane, S and et. al., 2019. Combining traditional and digital tools in developing an
international guerilla marketing strategy: the case of a SME Greek company.
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Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. In information systems
design and intelligent applications (pp. 411-419). Springer, Singapore.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Nikunen, T and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223), 12(2).
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Simula, H., Töllmen, A. and Karjaluoto, H., 2015. Facilitating innovations and value co-creation
in industrial B2B firms by combining digital marketing, social media and
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the Same… (pp. 254-263). Springer, Cham.