Digital Marketing Effectiveness: Strategies for Business Success

This report provides a comprehensive overview of digital marketing effectiveness, covering key concepts such as marketing, the marketing mix, digital marketing, and social media marketing. The report explains the importance of these elements in contemporary businesses, supported by academic research and referencing. Part 1 defines marketing and explores its various facets, including the marketing mix and the role of the communication mix. It then delves into digital and social media marketing, highlighting their significance for modern businesses. Part 2 presents two examples of effective social media content, providing screenshots and justifications for their success, referencing established models and standards. The report analyzes how these contents drive engagement, brand awareness, and ultimately, business growth, incorporating insights from textbooks to support the analysis. The report concludes with a discussion on the overall impact of digital marketing strategies on business outcomes.

DIGITAL MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 1............................................................................................................................................3
Marketing ....................................................................................................................................3
Marketing mix..............................................................................................................................3
Digital marketing ........................................................................................................................4
Social media marketing ...............................................................................................................4
Importance of digital and social media marketing ......................................................................5
PART 2............................................................................................................................................5
Example of social media content ................................................................................................5
Effectiveness of social media content ........................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the tasks that are undertaken by the organisation to promote selling
and buying of goods and services. In present report marketing, its type and why they are
important in business is discussed. It will brief why social media marketing is effective and how
it helps in growth of the business.
MAIN BODY
PART 1
Marketing
It refers to the one of the most primary component of commerce and business
management. It leads to increase in the sales revenue and profitability of business. In simple
words it refers to tactics and strategies for connecting with the customers to purchase the
company goods and services and build with the loyalty of brand. Marketing is the process of
understanding the needs and wants of customers and fulfilling the same in manner to derive
satisfaction which helps in building and spreading of positive word of mouth. It is simply
connecting with the target audience of company.
It is the process of getting potential client interested in services and products of company.
It is the process of teaching of clients why they should choose goods and services of company
with comparison of competitors and serving with communication that is being persuasive (De
Pelsmacker, Van Tilburg, Holthof, 2018). It is the process which is being involved in moving
the goods and services from the business to end customers. It includes identifying the needs and
wants of customers by capturing the attention of potential customers, persuading the customers
to purchase with goods and services of company.
Marketing mix
The marketing mix is basic model for the business which revolves around product, price,
place and promotion. It is simply termed as tool used by every business to achieve its objectives
related with marketing to pursue in potential market. This helps in identifying market condition
and strategies of competitors.
Product – It refers to the services and product offering which are being designed to satisfy
customers and try to fulfil wants and needs of consumers. Companies should make good
products to attract more customers and increase sales of the company(Bala and Verma, 2018).

Price- This refers to pricing strategy adopted by the company to acquire customer and fight
against competitors. Companies decide which pricing strategy should be used to increase sales
of the company such as, penetration pricing, competitive pricing strategy or any other.
Place – This refers location where the business is selling its goods and services. This can be by
offline and online means of selling goods. In this managers decide place or distribution channel
by which company can sell its product.
Promotion- This refers to campaigns, advertisement, personal selling, sales promotion and other
tools to reach to end customers and making them aware of offering of company which can be
purchased by clients.
Communication mix is tool used to interact with the potential customers. It is a part of
promotional mix of company. It fits in the marketing mix of the company as it helps with getting
valuable insights about the needs and wants of customers which can be taken in consideration by
company to remove flaws and errors if there are any.
Digital marketing
It refers to the advertising which is being delivered by the means of channels which are
being digital such as websites, search engines, social media, mobile apps , emails and through
various other means. It is the marketing component that utilises online and interned based
technologies which are being digital such as mobile phones ,desktops computers and various
other means to promote services and product of company.
It is being defined as approach of marketing that primarily relies on internet to build
relationship and connect with target audience by various digital media platforms and channels.
It is all encompassing term that consists of channels which are being digital like SEO, marketing
through emails and others which leads with creating strategies to connect and reach with
customers.
Example of digital marketing includes Search engine optimisation which relates with
process of improving in the quantity and quality of web page or website from search engines.
In simple words it is being termed as process to improve site of company which increases with
the relevant searches visibility (Kannan, 2017).
Social media marketing
It is the use of platforms of social media platforms and websites to promote goods and
services of company. It is used to connect and build relationship with target audience to build

with loyalty towards the brand, increasing sales revenues and profitability of company and
driving with high traffic to the website
This will have great content on platforms of social media such as Facebook, Instagram,
You tube and other which serves with means of attracting the target audience to the offering of
company . In simple words it could be understood as use of websites of social media to market
with organisation services and products. It provides company with a way to reach new
customers, engaging with customers who are being existing and promoting with desired culture
and mission. It includes activities like posting of text, updating image, videos and various other
content which helps in driving the engagement of audience to the business which increases with
sale revenue and profitability margins of company. Nowadays people are more active on social
networking sites and they get attracted by advertisement given on social sites.
Importance of digital and social media marketing
This is important for contemporary business as it leads with reaching to large customer
base that is effective both in terms of saving time and cost effective. This is being important as
is it is considered less expensive as compare to other methods of marketing. It leads to high
importance as it helps business to effectively deliver the message of what it needs to convey to
the customers. Social media marketing is important as it helps in bringing awareness to general
public about the offering of the business and how it is being better than that of its competitors. It
is being important as it helps with updating trend which is being prevailing in the market and
serving means that helps in building brand loyalty (Chaffey , Smith, 2017.). Social media
marketing is important as it helps in increasing online traffic by using social media and linking to
website helps in increasing with tremendous traffic to business. This is important as it helps in
attracting audience with small budget and covers wide area. It also helps in identifying target
audience and attract more customers which will lead to increase overall productivity of the
organisation.
PART 2
Example of social media content
The example of social media content involves the content which is being posted on social
media which has the power to turn brand name into the household name and convert the
followers into fans of company. This impact come from having the effective strategy for social
media that leads with increase in traffic to the website of business. This includes examples such

as videos on social media platforms whereby 2020, digital videos will be driving 82% of web
traffic. By this content it will help In reaching to large customer base and will increase with
engagement of same. This could be by means of Stories on Facebook, Instagram and others by
IGTV, reels on Instagram, live video on LinkedIn, Facebook and others. This will work as this
helps in increasing brand awareness by attracting more customers and make short videos to post
on Instagram so that more people can get information . It works as lead generation as customers
who are being watching videos are more likely to purchase the offering in comparison with no
videos being available. It leads with virtual experiencing of company goods and services which
serves with effective means of decision making in purchase decisions. When this type of content
is being used it is more likely to generate prospects which increases the likelihood of customers
following with a call to action (Duffett,2017). This leads with advantage of Online engagement
where it is being attracting and fun to watch and easy to digest as compared to content. This
example of social media content work out to effective as it leads to sharing of videos to relatives,
friends, peers, colleagues and various others if they find it interesting which increases with traffic
to website of company.
The another example of social media content can be market data which is highly useful as
it leads to capturing of customer's attraction on ethical grounds. This serves with effective means
as it leads to building of brand loyalty and trust. It leads with effective means of segmentation of
customers and decide various strategies on how to target the audiences. This will work as it leads
with getting competitive advantage as data serves as the means of differentiating that of the
competitors which leads with acquiring huge customer base and leads a business to address to
various challenges (Jacobson, Gruzd, and Hernández-García, 2020.). By this it helps in giving
the current status of company position which serves with effective means on end f customers to
make their decisions in regards with making the purchase decisions. It helps business in
displaying to customers how they can overcome the challenges and identify with potential
opportunities and threats being present for the business. This could be relate with views of
company on various platform, related with subscribers and followers of the social media page. It
could also relates with like and dislike on the page, comments that re being favourable and non
favourable to company.

Digital marketing strategy
Making plans for achieving success
Effectiveness of social media content
The social media content is effective as it serves with effective means as it helps with
getting right audience to purchase with offering of customers. It is being highly cost effective as
compared with other sources of marketing and requires less time to reach to target audience
effectively (Social Media Content ,2019). This is effective as it is being measurable which leads
with assessment of performance of campaign on various social media platforms which serves
with recognising of strength and improving in areas where it is being lacking which leads with
getting success of business. This is form which is being cost effective for the company and helps
with establishing control over the customers, deriving of satisfaction as it publishes the
information of what is required on end of customer to make the purchase decisions. It is being

effective as it is convenient means to target customers and helps in building favourable brand
image of company. This is effective as it serves directly to connect and establish the relationship
with customers and helps in increasing sales of the company . It helps in deriving the traffic to
the website of business and helps with assessment of performance of business in regards with
standards being set out by the company. It helps with creation of organic content which leads
organisation to open for many opportunities to have interaction with important leads at low and
less cost to business. This helps in boosting with website traffic whereby sharing of great content
from website and blog to social channels is a great way to get audience engaged to the post. It is
effective as it serves with means of increase in sales revenue and profitability of company. It
leads with increase in conversion for the business and leads with generating interest for audience
on various ground which increase favourable brand image of company. It is being effective as its
is being specific to the message which needs to be delivered to the target audiences (Dwivedi,
2020). This helps in keeping an eye over the competitors and helps in assessment of true value of
business in favourable terms. This helps with having of high rate of conversion to business and
increases with pay per click that boost up with sale revenue and profitability of business.
Marketing model – AIDA
The AIDA model refers to attention, interest, desire and action model. It is a marketing
model that helps in identifying different stages through which an individual passes during the
process of butyi8ng a product or goods. In this four stages it includes, attracting customers
towards brand by advertising product, generate interest in product, stimulate a desire and last
stage is to buy the product. It defines cognitive stages through which an individual goes during
buying process. It helps in maximising the success of marketing efforts. It is a way to do
advertising and make customers aware about product.

CONCLUSION
From the above report it is being clear that the marketing of company products and services is
not an easy task. It requires sufficient time for planning of various activities relates to reaching
out to customers and selling the goods and services. It has concluded with digital marketing and
social media marketing with its importance.

REFERENCES
Books and Journals
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online markSocial Media Content ,2019eting. Taylor & Francis.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Dwivedi, Y.K., and et.al., 2020. Setting the future of digital and social media marketing
research: Perspectives and research propositions. International Journal of Information
Management, p.102168.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services, 53.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.
Online
Social Media Content ,2019[Online]. Available through<https://buffer.com/social-media-
marketing> Accessed on 2nd January 2021
Digital Marketing, 2019.[Online].<https://www.business-to-you.com/aida-model/> [Accessed
On March 12,2021].