Analysis of Digital Marketing Effectiveness: A Comprehensive Report

This report provides a comprehensive analysis of digital marketing effectiveness, focusing on the marketing mix, communication mix, and the use of social media channels by organizations. The report uses Unilever as a case study to illustrate the application of these concepts. It details the 7 P's of the marketing mix (product, price, place, promotion, people, packaging, and positioning) and key elements of the communication mix, including advertising, sales promotion, public relations, and personal selling. Furthermore, the report explores how companies leverage social media platforms like LinkedIn, Facebook, Twitter, and Snapchat as part of their communication strategies, highlighting the effectiveness of social media content in reaching and engaging target audiences. The report concludes by emphasizing the importance of digital marketing in promoting products and services, attracting new customers, and gathering customer feedback.

Effectiveness of Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Describe marketing mix with the help of example.....................................................................3
Discuss and describe key elements of communication mix........................................................4
TASK 2............................................................................................................................................6
Explain how social media channels are used by organisations as a part of their company's
communication strategy..............................................................................................................6
Explain why social media content is effective............................................................................7
CONCLUSION................................................................................................................................9
REFERENCES:.............................................................................................................................10
Books and Journals...................................................................................................................10

INTRODUCTION
Digital marketing refers to the alternative method of advertising products and services in
more attractive manner by using different platforms. Different digital channels like websites,
search engines, mobile apps and social media (Pandey, Nayal and Rathore, 2020). This report is
based on Unilever which is consumer goods company which was established in 1929. It is
headquartered in London, UK and offers large variety of products. This report will include a
description about a marketing mix and elements of communication mix. It also includes about
different social media channels which are used by organisations in order to promote their
products. Effectiveness of social media is also discussed in this report.
MAIN BODY
Describe marketing mix with the help of example
Marketing mix refers to the framework which businesses use so that they can increase their
brand awareness among customers. Marketing managers of an organisation formulate their
marketing plan which can best suitable for their operations. Marketing mix involves 7 P’s which
revolve around the product, price, place, promotion, people, packaging and positioning. It can
easily attract large number of people by communicating advantages and features of the
respective products. These can be discussed as follows:
Product: This refers to the services or items of which organisations offers in order to
fulfil the requirements of their customers. For example, Unilever offers various products such as
personal care, health care and home care. Organisations should understand the requirements of
their customers so that they can offer products according to the demand so that they can generate
revenues.
Price: It refers to the amount of which customers willingly pay against their products and
services which they consume. Organisations affects their prices from various operation such as
manufacturing, development, distribution and marketing of product (Krishen and et.al., 2021).
For example, Unilever offer a price which are affordable for their customers so that they can
increase their sales. Organisations should maintain prices which best suit the quality of products
so that they attract customers in effective manner.

Place: It includes the distribution area of product which organisation offers to their
targeted customers. For example, Unilever offer their products through their physical stores and
online website so that their customer can easily buy products according to their convenience.
Organisations can use both the platforms online and physical so that they can engage number of
customers in order to increase their revenue generation. It is important to locate physical store in
accessible manner so that it can be easily reachable by targeted audience.
Promotion: Various activities such as sales promotion, advertising, public relations and
personal selling is not included in promotion of products and services. Unilever also uses various
type of promotion so that they can communicate features and benefits of their products and
services to their audience. It is important to select best suitable promotional method so that
marketers can easily influence the mind of customers which increase their sales and profitability.
Packaging: It refers to the presentation of the product which creates first impression on
the mind of customers. External appearance matters a lot as it attracts the customers to great
extent (Kim and Moon, 2021). Unilever aims to package their products in effective manner so
that it looks more appropriate. Packaging is the first contact for the marketers with their targeted
audience which is responsible for their further sale. Purchasing process can be influenced with
the packaging of the product which should be done in correct manner.
People: It includes all the salespeople and staff member of an organisation who work for
the commencement of the operation in effective manner. It is the responsibility of people to work
in desired manner so that they can create great experience for their customers. Unilever focus on
the recruitment of skilled and talented people for their organisations
Discuss and describe key elements of communication mix
Communication mix can also describe as promotion mix which help organisation in
effective communication with their targeted audience, stakeholders and prospects. It helps in
communication features and other benefits of the products and services which helps customers in
buying products (Behera and et.al., 2020). For example Unilever also uses communication mix
which assist them in creating their brand image and build trust and loyalty among customers.
Different competitive advantages and market opportunities can be achieved by organisation
which results in growth and development. There are various elements of marketing mix which
are discussed as follows:

Advertising: It refers to the paid promotional activities which are non personal
communications regarding their organisations, services, goods, products and brand. For example
Unilever also uses advertising so that they can keep update their targeted audience regarding
products and services. It creates unique brand image in market which helps in creating different
customer base from their competitors. There are various types of advertisings which includes
print advertising, online advertising, television advertising and many more which businesses use
on regular basis. It can easily influence the behaviour and perception of customers by showing
attractive side of products and services.
Sales promotion: Different tactics and tips are used by organisations in their selling
strategies by providing incentives and extra sales. Organisations focus on motivating their
distributors and sales force so that they can effectively increase their sales in short period of
time. It encourages the purchase and trial pattern of the goods and services so that transactions
can be increased in best possible manner (van Esch and Stewart Black, 2021). For example
different types of sales promotion are used by Unilever which can be trade oriented sales and
customer oriented sales. It does not involve large number of investment which helps organisation
in increasing their profitability with higher sale in appropriate manner.
Public relations: It evaluates the behaviour and attitude of public so that organisation
can effectively offer products and services according to their demands. Public relations also
identifies the procedures and policies so that public interest can be maintained in better manner.
For example different promotional tools are used by Unilever such as fundraising, publicity,
sponsorship of events, participation in events and many more. It also monitor reviews and
feedbacks of customers which help in improving different procedures which results in better
image building.
Personal selling: This type of communication mix involves person to person selling
which involves convincing people by sales person so that they buy products and services.
Organisations like Unilever uses personal selling which results in better relationship with their
targeted audience for longer time period (Cowley, Humphrey Jr and Muñoz, 2021). There are
various mediums used by organisation for personal selling for example, radio, television and
other effective platforms. Sales person can alter and modify their pitches and messages so that
they can convince according to the behaviour of targeted people. heir organisation so that they
can offer higher quality of products and services.

TASK 2
Explain how social media channels are used by organisations as a part of their company's
communication strategy
Social media is responsible for the engagement of customers so that they can increase
their revenue generation. Social media platforms like Facebook, Snapchat, Twitter and LinkedIn
are used by Unilever which are discussed below:
LinkedIn: Various organisations use LinkedIn for marketing operations so that they can
increase their brand awareness among targeted audience. Organisations can easily create
sponsored content, send messages with the help of sponsored In Mail and regular text ads. For
example Unilever also helps in maintaining connection with other organisations and customers
so that they can maintain healthy relations with them (Nabieva, 2021). It assist organisations in
generating genuine leads so that they can convert them into final targeted customers. This social
media platform majorly focus on the business leaders, colleagues and influencers so that
organisation can interact with their customers in order to update them on regular basis. LinkedIn
can easily increase the reach of businesses with the help of paid advertising options with the help
of sponsored content. It increases trustworthy as it allows sharing relevant and formal
information which helps in finding potential employees. Unilever uses relatable hashtags so that
they can maintain proper engagement with their targeted customers.
Facebook: It is highly common communication strategy which businesses use on regular
basis so that they maintain communication with their targeted audience. It assist in managing
posts which includes useful information for the audience (Charlesworth, 2020). For example,
organisations can directly message their customers for sharing features and informations so that
they keep updated on daily basis. It enhance the communication factor by connecting
competitors, suppliers, customers and other stakeholders. Videos, articles and pictures can be
easily shared with the help of this communication platform in all over the world. Businesses like
Unilever use Facebook for identification of similar interest people so that they can offer products
and services according to their preferences. Social media pages of organisations like Unilever
increase the engagement of their targeted audience so that they can increase their profitability in
desired manner.
Twitter: It helps in increasing the experience of customers in effective manner so that
company can grow their business in desired manner. It maintains emotional connection with the

audience so that they can connect themselves with an organisation (Dunakhe and Panse, 2021).
Twitter builds strong and relevant conversations among different stakeholders which creates
healthy relationships. Unilever uses Twitter polls, host tweet chats, ask questions and respond to
followers which engages their audience in effective manner. Customers share their experiences
so that organisations can easily support their customers. Managers of social media analyse the
content and analytics so that engagement can be measured in desired manner. Twitter assist in
understanding the behaviour of customers so that they can offer products and services in
customized manner. Twitter chats make this communication strategy more interesting so that
customers can share their reviews with the organisation.
Snapchat: This communication strategy helps in performing marketing activities in more
advanced manner. Specific filters are used by an organisation so that they can easily target
specific audience. It increases brand value which help organisation in competing with their
competitors. Unilever majorly target younger audience so that they can influence them in
required manner. It connects large number of audience at same time so that organisation can
effectively share audio, video and post. It increases the value of customers so that they can easily
maintain the large customer base which is essential for growth and development. Unilever also
advertise their products and services on the Snapchat so that targeted audience can be attracted in
best possible manner. Instant messages can help in sharing of news which is relevant for an
organisation which results in growth and success in effective manner.
Explain why social media content is effective
Social media plays important role in targeting stakeholders and adding their value in an
organisation. It can effectively products and services which is essential for the growth and
success (Ilyas, Munir, Tamsah, Mustafa and Yusriadi, 2021). New customers can be attracted
towards organisation with the help of relevant informations and messages shared on the social
media platforms. It assist in growth of client base which help organisations in achievement of
success. It assist in gathering information related to reviews and feedbacks of their customers so
that organisation can understand their mistakes and errors. Attractive pictures, audio and videos
can be shared by organisations so that they can develop the interest of their customers in
effective manner. Most of the organisations uses social media platform for their marketing
activities which results in positive outcomes.

CONCLUSION
Digital marketing is a type of marketing which uses internet and other technological
platforms such as mobiles, computers, tablets and other devices. It helps organisations in
promoting their products and services so that they can increase their sales an profitability.
Different digital platforms like websites, email, search engines and other mobile applications are
used by most of the organisations. This report included marketing mix which is used by
organisations along with communication mix. Different social media channels are discussed
which are responsible for effective communication are also discussed in this report.

REFERENCES:
Books and Journals
Behera and et.al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Cowley, S., Humphrey Jr, W. and Muñoz, C., 2021. Industry Certifications in Digital Marketing
and Media Education: An Examination of Perceptions and Use Among
Educators. Journal of marketing education, 43(2), pp.189-203.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric
review. International Journal of Innovation Science, (ahead-of-print).
Ilyas, G.B., Munir, A.R., Tamsah, H., Mustafa, H. and Yusriadi, Y., 2021. The Influence Of
Digital Marketing And Customer Perceived Value Through Customer Satisfaction On
Customer Loyalty. Journal of Legal, Ethical and Regulatory Issues, 24, pp.1-14.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management, 95, pp.1-4.
Krishen and et.al., 2021. A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research, 131, pp.183-195.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science, (2), pp.333-340.
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.
van Esch, P. and Stewart Black, J., 2021. Artificial intelligence (AI): revolutionizing digital
marketing. Australasian Marketing Journal, 29(3), pp.199-203.