BSc Business Management: Digital Marketing Role, Theory & Examples

This report, submitted for a BSc (Hons) Business Management course, delves into the crucial role of digital marketing and social media marketing in contemporary business. It begins by defining key marketing terms, including the marketing mix (product, price, place, and promotion) and communication mix, and then moves on to explain digital marketing and social media marketing. The report emphasizes the importance of these strategies, highlighting benefits such as measurable results, cost-effectiveness, changing consumer behavior, creative promotional spaces, and increased social media usage. Part 2 provides two successful social media campaign examples from M&S, including the Christmas campaign and the 'Yes Chef' campaign, analyzing their effectiveness and impact. The report uses screenshots and references to established digital marketing models to support its arguments, explaining why the content was effective by focusing on consumer control, convenience, satisfaction, loyalty, cost reduction, brand building, and measurability. The conclusion reinforces the value of integrating digital marketing as a core component of the marketing strategy for business success.

BSc (Hons) Business Management with Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and social media marketing – theory and
examples
Submitted by:
Name:
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Introduction
The landscape is being changing drastically in marketing world. With, the
extensive use of internet and technology the digital marketing came into light.
The marketing strategy should incorporate the digital marketing and social
media as its main ingredient of marketing strategy. In this project the M&S is
chosen for highlighting its effective use of digital marketing strategy (Gunawan
and Sulaeman, 2020). The M&S is a global multinational retail chain, whose
promotions are an exemplary. In part 1, the importance of digital marketing and
social marketing as an tool is highlighted. In part 2, the effectiveness of social
media is highlighted based on theories and model of digital marketing with
supporting examples and screenshot.
Part 1
Explanation of marketing
The term marketing refers to tactics which are taken to promote and
increase the sale of goods and services.
According to CIM, The marketing refers to set of activities undertaken to
identify and providing satisfaction to customers needs and wants(Kim and
Park, 2017).
According to AMA, Marketing is defined as the series of tactics taken to
develop, deliver and communicate that addresses the need of customer and
public at large.
An explanation of what the marketing mix is and where the
communications mix fits
The term 'marketing mix' is defined as the plans and activities
undertaken to promote the sales of goods and services and to satisfy
consumer needs and wants.
It includes working effectively on marketing mix 4p's strategy. Whereas
'communication mix' refers to the use of medium of communication tools
used to get in touch with public.
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The 4P's of marketing mix are as follows:
 Product: The product refers to the bundle of goods and services
presented to consumer to satisfy its needs (Kumar, and Singh,
2020). As the M & S is global retail it offers various products such as
clothing, home décor, shoes, perfumes, toiletries, food and
beverages.
 Price: The price is the monetary amount charged for the product
offered to consumer. The M&S charges premium pricing for its
products as they provide value and quality products.
 Place: The place is related to delivery and availability of product. In
this the M&S has many retail and licensed outlets globally and it uses
the website also a medium of placing the order. The company
maintain a strong network of distributors across the world.
 Promotion: The promotion refers to activities used to attract the
consumers towards product. The M&S uses constant campaigns
across all its platforms which includes ads in magazines, TV,
hoardings and sales marketing. The digital marketing is also used
extensively. The loyalty and rewards are main attraction point.
The right channel used for communicating the messages helps
extensively in increased reach to market (Kumar,Choi and Greene, 2017).
As the effective communication motive is to reach to right set of people with
right medium used. With proper communication mix it will complement the
promotion mix effectively.
An explanation of digital marketing
The digital marketing is the use of online platforms for marketing.
According to Kotler, the digital marketing is use of interactive technologies
i.e. emails, social media etc. to connect sellers and buyers electronically.
According to Dave Chaffey, the accomplishment of marketing
objectives with use of digital technology is digital marketing.
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The M&S also uses digital marketing strategy extensively such as
use of social media, emails, optimising the search engines etc. to attract
consumers.
An explanation of social media marketing
The Social media marketing refers to the use of social media
platforms as a tool of promotion strategy. According to Kotler, Social media
marketing is the process of designing and implementing plans on social
networking sites to attract consumers.
According to Chaffey, the process of implementing marketing
programmes on social sites is known as social media marketing (Mishra,
2019).
The M&S uses the prominently Facebook, snapchat and Instagram to
connect with customers extensively.
An explanation of why Digital marketing and social media marketing
are important to contemporary businesses
The importance of social media marketing and digital marketing
cannot be undermined with growing craze of online shopping. The social
media marketing is a tool of the digital marketing strategy to increase the
traffic to the website of M&S. The importance of using digital marketing
strategy are following:
 Easily measurable results: The tracking of results is far easier and
fast as compared to traditional media of marketing. It provides the
benefit of hassle free analysis of data and gives the room for quick
improvisation.
 Cost effective than other modes of promotion: The use of digital
marketing is much cheap than using any other modes of promotion.
With cost effective better results are also added with this tool of
marketing.
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 Change in shopping patterns : The consumers are changed then
earlier as they prefer now more online shopping because of ease
and flexibility in online shopping (Panigyrakis, Panopoulos and
Koronaki, 2020). For business survival there is need of hour to have
digital presence.
 More creative space for promotion : The Digital marketing strategy
is more effective and gives a room for more creativeness than any
other modes of promotion. With the use of content, keywords, videos
and images the effective storytelling can be done leading to high level
of engagement.
 Increased use of social media : The social networking sites are
used by major population because of its easy connect.
In nutshell the ease, flexibility the digital marketing provides is high and
effective than other tools of promotion (Peruta and Shields, 2018). The
company should have digital presence and should use it strategically to
attract more consumers.
Part 2
Two examples of social media contents that really work and
justification of why they work
The social media marketing is one of the great tool to attract the
consumers and the company M&S has used it effectively. Some of the
successful campaigns crafted by the M&S marketing team are as follows:
The M&S with the Christmas campaign wants the customers to have easy
access to gifting options. With the addition to gifting options they are
indirectly relating to its food products also to increase sales. The 'It's ON'
campaign focuses on the fun with festive of Santa and the tree dazzled with
the comfy clothing. This campaign was launched on Pinterest, Facebook
and on company's website. The companies has already started receiving
pre orders and it is leading to a great success for company. The motive
behind this campaign was to give customers the festive vibe of Christmas in
the corner as with pandemic the fun mood with around Santa is in fears.
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Another great successful campaign launched by the M&S is to
increase its food line. The company planned a campaign with the famous
cooking food show Yes Chef's winner to share the quirky recipes on social
media in which last seconds of video called for screenshot the recipe and
tag them in their post. This video also gained huge popularity for the
company. The Instagram platform was used for this campaign (Ruan and
Siau, 2019).
In both campaigns the company used famous tools to address the
people. The company crafted it beautiful and attractive content which
attracted the consumers more. The successful campaigns add to the
success of the company's operation positively. The content was the
essence and with perfect hashtags used also added to popularity on social
media. The creatives used in the post also worked effectively. The company
main motto behind the campaign was successfully communicated to the
public with right selection of communication mix. This way communication
mix also supported the marketing objectives of brand. Social media because
of its popularity caused more positive results for the campaign.
Screen shot of effective campaign with reference to established model
and standard for digital marketing
The example of famous social media campaign on one of famous social
networking sites i.e Instagram.
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Another very successful campaign created out Christmas was run on
Facebook, gained many hits for M&S. The company used right sets of
hashtags, with the right set of keyword. The content was constructed
attractively which got the eye of attention (Sanusi and et. al., 2020).The
M&S marketing team used perfect videos and pictures to get the attraction.
Both the campaigns were successful and lead to a huge profit to company.
The company gained competitive advantage with such campaigns.
Why social media content is effective?
The Social media content is necessary to attract the consumer. With
right choice of words and creation of beautiful paragraph attracts the
consumer. The Social media content effectiveness can be described as
following:
 Consumer in control : The social media is an important tool of
digital marketing strategy. The consumers are attracted and remain in
control of company with the right content posted. With right set of
keywords the content when created results in attraction of consumer.
The consumers then are eager for the company's post update.
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 Convenience : The M&S marketing team makes the best content
which hold the usage of proper targeted key words which have
easiness and attraction in reading. The convenience should be there
in the reading the content. When convenience is created the locality
is automatically created. This results in brand recall.
 Satisfaction : The consumers when get comfortable in reading then
only the they will be attracted and remember the brand. When in
limited information the consumers get all related details then it results
in satisfaction. With the satisfaction the brands gain competitive
advantage.
 Loyalty : The M&S produces satisfied content then loyalty is
produced. The consumers when get the right information then only
the satisfaction can be created. This satisfaction results in the brand
loyalty directly. The loyalty so created results in more improved
customer satisfaction.
 Reduced cost : From the company's viewpoint producing content is
not an heavy budget demanding task. The content can be produced
at a penny percent of marketing plan overall. This reduced cost
results in the more efficient use of the budget to other objective
accomplishment.
 Builds a brand : The social media is an important tool to market the
goods and services. With this the effective use of content and image
the attraction of consumers can be done. This directly helps in
building the brand. The brand building helps the company to flourish
more. The gives more increase in consumers and market coverage.
As, the case of M&S is presented(Willis, 2019).
 Measurable : The actions so done should be in the order to
measure. The social media marketing helps in the proper traceable
results. The social media provides an option of analysing each post
individually. Which gives more proper analysis of information. The
detailed analysis pinpoints the weakness and gives idea of where to
improve. This helps in further improvising and launching more perfect
campaigns to attract consumers.
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Conclusion
The M&S is an perfect example to use the digital marketing strategy
effectively. The employing digital marketing means constant monitoring and
updating the information. The consumers should be provided with properly
structured content, videos and images for maintaining the consumer
satisfaction. Use of digital marketing strategy as part of marketing strategy
can led to various benefits as discussed.
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References
Books and Journals
Gunawan, G.G. and Sulaeman, M., 2020. Determining Factors in the Use of
Digital Marketing and Its Effect on Marketing Performance in the
Creative Industries in Tasikmalaya. Budapest International
Research and Critics Institute (BIRCI-Journal): Humanities and
Social Sciences, .3.(3), pp.2543-2550.
Kim, W.G. and Park, S.A., 2017. Social media review rating versus
traditional customer satisfaction. International Journal of
Contemporary Hospitality Management.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing
tools and techniques for developing brand equity with connected
consumers. In Handbook of research on innovations in technology
and marketing for the connected consumer (pp. 336-355). IGI
Global.
Kumar, V., Choi, J.B. and Greene, M., 2017. Synergistic effects of social
media and traditional marketing on brand sales: capturing the time-
varying effects. Journal of the Academy of Marketing
Science, 45(2), pp.268-288.
Mishra, A.S., 2019. Antecedents of consumers’ engagement with brand-
related content on social media. Marketing Intelligence & Planning.
Panigyrakis, G., Panopoulos, A. and Koronaki, E., 2020. All we have is
words: applying rhetoric to examine how social media marketing
activities strengthen the connection between the brand and the
self. International Journal of Advertising, .39.(5), pp.699-718.
Peruta, A. and Shields, A.B., 2018. Marketing your university on social
media: A content analysis of Facebook post types and
formats. Journal of Marketing for Higher Education, .28.(2), pp.175-
191.
Ruan, Z. and Siau, K., 2019. Digital Marketing in the Artificial Intelligence
and Machine Learning Age.
Sanusi, A., and et. al., 2020. Use of Digital Marketing in Marketing of Data
and Information Services in Asia. International Journal of
Psychosocial Rehabilitation, .24.(1).
Willis, M., 2019. The Dynamics of Social Media Marketing Content and
Customer Retention. In Leveraging Computer-Mediated Marketing
Environments (pp. 1-21). IGI Global.
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(Willis, 2019)
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