The Effectiveness of Digital Marketing: A Comprehensive Report

This report provides a comprehensive overview of digital marketing, exploring its significance in contemporary businesses. It begins by defining marketing, the marketing mix, and digital marketing, including social media marketing, emphasizing their importance. The report then delves into practica...Read More

Assessment bmp 3006
Practical Digital
marketing

Table of Contents
INTRODUCTION................................................................................................................................3
PART 1..................................................................................................................................................3
Explain what is marketing ..............................................................................................................3
Describe what the marketing mix is and where the communications mix fits. ..............................4
Explain concept of digital marketing...............................................................................................4
An explanation of social media marketing. Social and Digital marketing as importance to
contemporary businesses.................................................................................................................4
PART 2 .................................................................................................................................................5
Examples of social media contents with justification of their working...........................................5
Screen shot of effective campaign with established model for digital marketing...........................6
Bud Light: The "Dilly Dilly!" Campaign....................................................................................6
Twix: The "It's Time to DeSIDE" Campaign..............................................................................7
Why social media content is effective? ..........................................................................................8
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10
Books & Journal:...........................................................................................................................10

INTRODUCTION
In business market, way of doing business activities is changing with rapid scale. In this
digital era, it has become important to focus on use of internet within a business sectors. Digital
marketing is defined as process of promoting goods & services through use of social media tools &
via social platforms (Fiesler, 2017). The concept of digital marketing is wiser & broader which
requires high level of skills & expertise. Main aim of this report is to understand the digital
marketing in field of business. This report comprises of description about concept of marketing n&
marketing mix, social media marketing and importance of digital & social media marketing.
PART 1
Explain what is marketing
In business, marketing refers to process through which enterprise consider activities with
aim to promote buying or selling of goods or service. The concept of marketing includes various
types of activities such as advertising, selling, delivering of products to consumers of other
organisation. Through focusing on this concept, it is easy to understand how delivering&
distribution of goods is to be carried out. According to Philip Kotler, states that marketing is
concept of science & art in which writing, writing, delivering value to provide stupefaction to
target market is being considered.
It is examined that it is crucial to use marketing in business better results & establishes
positive relationship between customers & organisation is easily maintained & developed. Through
this, it is easy to reach to customers in effective way.
Describe what the marketing mix is and where the communications mix fits.
The conceopt of marketing is beyond selling of goods, promotion advertising. Marketing
mix refers ton process of strategical approach which is used by enterprise with aim of promoting or
advertising brand through using strategies & tactics. It has become essential to be aware abut this
concept of marketing mix so that it is easy to achieve goals & objectives in appropriate way. This
include several types of components which are discussed below-
Product- It is first element of marketing mix in which it refers to value or a thing which is
meant for sale & satisfy needs of customers (George, 2019).
Price- It is another component in which it reflects the value of product which on the basis
of exchange process is carried out. To put a price of a product, appropriate price is required for
which pricing strategies are used by entity.
Place- A place refers to location from where distribution process is done. In business, it is
essential to have appropriate place so that customers find it convenient to access the product.

Promotion- In this element of marketing mix, it refers to promoting or advertising of goods
& products in market using tools or techniques. Without promotion, it is not possible to attract
customer towards a brand or a product.
There is also another mix which is known as communication mix, It refers to process
through which transferring of credentials regarding goods or products is done to appropriate
customers. It is an effective process which help in flow of goods or products in correct way.
Explain concept of digital marketing
The digital marketing is defined as process of doing marketing activities through
electronically. In this procedure, activities of marketing is done via using electronic applications
or tools such as TV, E-mails, social media tools etc. With rise of competition in market, every
business is inter-connected with digital marketing. It is most effective way of transferring of
information between customers & sellers at wider level.
So, everyone is active on social platforms which gives importance to use of digital
marketing at larger scale (George, 2019).
An explanation of social media marketing. Social and Digital marketing as importance to
contemporary businesses.
In viewpoint of digital marketing, social medial platforms are gaining more benefits. This is
because most of the digital marketing activities are done on social media applications such as
Facebook, You tube, etc. With rise in competition, it has become necessary to focus on social media
marketing in contemporary business. Both social & digital,marketing gives a boost to business
through which goals are achieved in appropriate way. There are also many other ways of using these
concepts through improving business vie search engines, websites etc.
In contemporary businesses, it is essential to be different & provide a unique way of
approaching to customers. Thus, by adopting these two concepts simultaneously help in gaining
competitive benefits to end users appropriately. Through use of social media, it is easy to create a
brand awareness, sales, revenue, etc. It is also easy to access to customer insight for gaining
reliable information which is beneficial for implementing strategies (Hisrich, 2017).
Importance of digital marketing:
In contemporary business, digital marketing plays an important role as it help in
development of business & accessing to customer data ins significant manner. Further, without
using accessing digital activities it is time consuming process to survive in market.

 Increase ways to reach to customers- It is important to focus on this concept because it
help in reaching to customers through different ways at rapid scale. Through this enterprise
is able to understand end users easily.
 Gathering of information- Through of digital media tools, it is also easy to collect and
gather appropriate information which are used by businesses to target their potential market.
Thus, it has been evaluated that importance of using digital marketing is rising rapidly &
gives a edge to both customers as well as organisation.
PART 2
Examples of social media contents with justification of their working.
In digital marketing, social media content play important role because it help in achieving
of objectives within a period of time. In social media marketing, it is necessary to focus on social
media contents so that customers are easily attracted towards a brand or product. The social media
content has deep impact on business as customers easily understand the message of firm though
social media contents. Main reason for importance of social media content is discussed below-
 Connects audience with brand- Through using social media content effectively it help in
connecting targetted audience with brand easily. Content is being considered as most
powerful tool which is used for influencing decision of customers at larger scale.
 Helps in conversion rates- It is another benefit of using social media content as they help
in conversion of rates and increasing them art higher level (Išoraitė, 2016).
Types of social media content are-
 Videos- These are type of social media content in which they help in engaging customers by
through displaying content through video. It is often seen that most of web traffic comes
from video & video consumption also get increased at higher level. Through accessing to
videos detailed information is gained by customers which help them to make decisions of
product or about brand (Khatab, 2019).
 Infographics content- It is a type of social media content which involves charts, graphics,
imagery reflecting content of media. Their main working is to make customers easily
understand the purpose and meaning of content easily. This content actually works because
customers easily observe things via imagery pictures, graphics etc.
Screen shot of effective campaign with established model for digital marketing.

Bud Light: The "Dilly Dilly!" Campaign
This campaign was to be considered a most effective campaign in which was launched in
2017. It was carried out Wieden + Kenndey ad agency & Bud Light brand. Main aim of this
campaign was to make a beer recognisable with no meaning & also it was aired with Game of
Thrones characters. The word Dilly Dilly has no meaning and it depicts that when drinking beer
and having fun an individual doesn't have care about anything (Kim, 2020).
RACE Model
Reach- It is first component of this model in which reflects the at what level the campaign
reaches to customers. When this Dilly Dilly campaign was launched, around 1.6 million people
were approached as in most of the pub and clubs the word Dilly Dilly was to be heard.
Act- In this many people at large scale were approached because of a unique word & game
of thrones characters. Many clients gathered credentials about this campaign & it act in in positive
way (Lies, 2019).
Convert- When this was aired, it as seen that there were a positive response from audience
mostly from adults. This can be stated as because of it increases sales of beer more than 40 %.
Engage- In this element of this element of this model, it reflects the how much people have
been engaged with brand and campaign. As, Bud Light aired the campaign it was seen that most of
people follows brand & campaign as well on social media which reflects engagement of customers.

Twix: The "It's Time to DeSIDE" Campaign
It was also an effective campaigns of all time as it was proposed by Twix. This campaign
celebrates and was set to differentiate left or right side of their products. It was mostly created for
candy fans with debate on which Twix is better right or left. It gives alternative options to customers
in-between variety of ages from old to young people.
RACE model
Reach- It is essential to reach to customers or target audience when launching campaigns.
Thus, it was seen that 1.4 million people were approached by brand which also increase their brand
goodwill in market (Lim, 2020).
Act- In this, it reflects stage in which audience start taking interest & wish to collect
information regarding campaigns, firm products. Thus, it was analysed that many people searches
online about campaign through both online & offline mode (Mandal, 2017).
Convert- In this stage of model, it reflects the how many people have actually followed

campaign & participated. Therefore, it was examined that there was a high conversion rate of
people becoming followers online & active participation.
Engage- It is last aspect of model which states that company wish to engage their
customers for longer interval of time. As many people are bound to eat chocolates & candy,
engaging people customers towards a brand was easy.
From above stated campaigns, it is seen that both discussed campaigns were effectively
presented with help of social media marketing & digital marketing as well. Further, social media
contents were also used by both brands in effective way to make a campaign successful.
Why social media content is effective?
Social media content is an effective way of engaging customers towards brand for longer
period. There are many reasons which depicts the effectiveness of social media content & explained
below-
 Increase awareness of brand- Through using social media content, it is easy to develop
and increase goodwill of firm at larger level. Thus, it has become necessary to focus on
using social media content effectively (Olubodede, 2020).
 Measurable- It is another way of effectiveness of using social media content as it assist in
measuring of customer response too. As this can be done by using Google Analytics,
Google Adwords etc.

CONCLUSION
After a brief analysis of above report, it has been concluded that it is crucial to have
appropriate knowledge of marketing so that objectives of business are achieved in proper manner.
This report gives a brief information about concepts of digital marketing in contemporary
businesses. With changing of market trends, approaching to customers has become important in
different way with aim of achieving competitive advantage. Thus, it is necessary to use under these
concepts with proper considerations.

REFERENCES
Books & Journal:
Fiesler, 2017, February. What (or who) is public? Privacy settings and social media content sharing.
In Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and
Social Computing (pp. 567-580).
George, 2019. The importance of social media content for teens' risks for self-harm. Journal of
Adolescent Health, 65(1), pp.9-10.
George, M., 2019. The importance of social media content for teens' risks for self-harm. Journal of
Adolescent Health, 65(1), pp.9-10.
Hisrich, 2017. Entrepreneurial marketing mix. In Effective Entrepreneurial Management (pp. 75-
99). Springer, Cham.
Išoraitė, 2016. Marketing mix theoretical aspects. International journal of research granthaalayah,
4(6), pp.25-37.
Khatab, 2019. Dimensions of service marketing mix and its effects on customer satisfaction: a case
study of international Kurdistan Bankin Erbil City-Iraq. TEST Engineering & Management,
4846, pp.4846-4855.
Kim, 2020. The role of marketing communication mix on Korean customers' coffee shop brand
evaluations.Journal of Hospitality and Tourism Insights.
Lies, 2019. Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to
Becoming Social Engineering Techniques in Marketing. International Journal of Interactive
Multimedia & Artificial Intelligence 5(5).
Lim, W.M., 2020. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, pp.1-17.
Mandal, 2017. Understanding Digital Marketing Strategy. International Journal of Scientific
Research and Management,5(6).
Olubodede, 2020. The Case of Dynamix Communications’ Marketing Communication Mix for
Guarantee Trust Bank in Nigeria.International Journal of Humanities & Social Science:
Insights & Transformations [ISSN: 2581-3587 (online)],5(2).
Revez, 2016.Blogs as a new tool of the communication mix(Doctoral dissertation).