Digital Marketing and Communication: Platforms for Sevenly (MBA631)

This report examines digital marketing strategies employed by Sevenly, a company that donates a portion of its revenue to charitable causes. The report focuses on two key digital marketing platforms: social media (specifically Facebook) and email marketing. It provides a background on each platform, discussing their history, advantages, and disadvantages. For social media, the report explores how Sevenly can use Facebook for advertising, brand awareness, and customer engagement, while also acknowledging potential drawbacks like negative publicity. For email marketing, it highlights the convenience and cost-effectiveness of reaching a large customer base, as well as challenges such as email address collection and spam filters. The report also discusses how success can be measured for both platforms.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction....................................................................................................................2
Digital Marketing tool 1: Social media as a Platform:...................................................3
Background................................................................................................................3
Using the platform......................................................................................................3
Advantages.................................................................................................................4
Disadvantages............................................................................................................5
Digital Marketing Toll 2: Email as a platform...............................................................6
Advantages and Disadvantages..................................................................................6
Success measuring.....................................................................................................7
Conclusion......................................................................................................................8
Recommendation............................................................................................................8
References......................................................................................................................9

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Introduction:
The online world is one of the most advanced and secured platform where a business
can advertise itself. The internet gives businesses a better platform where advertisements can
be published can name and fame can be earned of it. Digital marking concept describes the
same. Digital marketing can be called as online portal where businesses can publish
advertisements in order to gain popularity (Tuten and Solomon 2017). The paper describes
two of the digital marketing platform that is been used by the brand Sevenly for the purpose
of marketing. One of the marketing strategy is the social media marketing using the Facebook
and other is the email marketing. The Facebook marketing is one of the major platform where
all forms of the businesses like the Sevenly as well as the large scale organisations use for
advertising. The Facebook is chosen because of the fact that it provides a huge platform
where the organisation can advertise the products and these advertisements are visible to the
entire world hence incrsing the customer base of the organisation. Email marketing is one of
the other such campaign that can be used for the purpose of attracting the customers in large
terms While the tool 2, email marketing is chosen because of the fact it is one of the most
convenient and robust platform that can be used for the purpose of reaching the customers.
The paper describes the techniques that can be used for the process of the digital
marketing, how these can be beneficial for the organisation (Ashley and Tuten 2015). Other
than this some of the other major things like when all of these platforms stated and these
platforms have grown to provide a better support to the customers is also an important part of
the paper.

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Digital Marketing tool 1: Social media as a Platform:
Background
The social media is one of the newest form of digital marketing area that have been
evolving in the last few decade. Some of the major social media platforms that have gain
importance in the market are Facebook, Twitter, Instagram and Whatsapp (Felix,
Rauschnabel and Hinsch 2017). These are most common examples of social media that can
be heard from every person in the world. Everybody is using these platform and hence it
becomes one of the prime market where the business of the Sevenly can performs
advertisements. One of the most common platform that have evolved in the past decade is the
Facebook. The Facebook was stated in the year of the 2004 by Mark zuckerberg a university
graduate. The Facebook provides an online platform to the users that is the organisation
Sevenly where they can post anything from images to videos to quotes. This posts is visible
to all the Facebook followers the organization is having. Hence this becomes one of the prime
platform which can be used for the purpose of the marketing by Sevenly.
Using the platform
When an organisation proved some advertisements in the platform then all the so called
Facebook friends can see the posts and further share it (Scott, 2015). The Facebook provides
a page creating and paid promotions where the organisation performs further advertisements
for the organisations. Hence this is one of the major area for success and providing
advertisements that can be seen from everywhere.
Other than the Facebook one of the other major social media platform that can be used for
the purpose of social media marketing is the use of the twitter. The twitter organisation began
in the year of the 2006. This is one of the other major platform which can be used for the
purpose of the social media marketing. Some of the major advantages that twitter provides is

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that one can follow each other hence providing one of the best area for the marketers to
enhance the marketing strategy (Chang, Yu and Lu 2015). Hash tags are famous in the twitter
platform and can be used for the purpose of searching. One of the major advantage is that the
tweets needs to be only 140charater long and hence short and brief messages are to be
twitted. This not only simplifies the reading and understating concept but also saves time.
Like Facebook, twitter is also a free platform where the orgasaition can use for the purpose of
enhancing advertisement and attracting customers.
Advantages
The social media provides some of the major advantages to any businesses in terms of
money, brand awareness, loyalty and others. Some of the major benefits of these platform
are:
1. The social media marketing using the Facebook is cost friendly. The organisation
Sevenly needs not pay huge sum of money for the purpose of advertisement attracting
customers (Stephen 2016). Only a small sum of money have to provide for the paid
promotions.
2. This increases the brand awareness: This is one of the other point, as a very large
number of population is using the social media, when an add is encountered it is seen
by huge number of people from all over the world and hence automatically increase
the Brand awareness.
3. One of the other point is that when an organisation like the Sevenly uses the online
platform the customers are able to speak to the customer care support using the
Facebook chat support as this options is available 24*7 (Prasad and Saigal 2018).
Hence this increases the customer satisfaction and helps in earning loyalty. This also
is an one of the most important aspect of the organization Sevenly

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Disadvantages
Although these advantages may seem very much attracting to the organisation Sevenly
there are always some of the major disadvantages that can be faced. Some of the
disadvantages comes from the advantages itself. And the organisation needs to handle these
on a very careful manner. Some of the major disadvantages are:
1. If there is any single mistake made by the organisation, this can hamper the entire
reputation of the organisation. Similar to the name, bad name travels in a faster
manner, and people believe it sooner (Zhu and Chen 2015). If there is one single
mistake made, then the entire world comes to know about the same and hence the
reputation of the organisation decreases to zero.
2. Fake news or circulation of fake information is one of the other major disadvantages
that can be encountered. These can severely hamper the image of the organisation
lead to customer dissatisfaction without actually doing anything wrong.
3. Decreases the level of understanding. This is one of the other major disadvantages
that can be faced while using the Facebook. One add that may seem good by someone
can be misunderstood by someone else and can else create a bad name of the
organisation.
Hence it can be said that the organisation Sevenly needs to server a very secure and
clear understanding message to the users of the social media platform. Otherwise these can
provide bad results. Some of the major hashtags that can be used for the purpose of tweeting
are like # join the revolution, # change is new (Constantinides 2014). The hash tags depends
on the product that has to be launched. In order to promote something in the social media
platform of Facebook the organisation must create Facebook pages and provide content that

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are useful for the customers. The contents must be of the customer’s interest and hence will
increase the chance of success in business.
Digital Marketing Toll 2: Email as a platform
The email service is long in the history of the internet and is one of the most used
application of the internet. The email service can provide some of the best results in the terms
of the marketing in a digital platform. In the present generation each and every person in the
world is having an email account. The major email service providers are the Google, which is
itself an online digital marketing platform. The organisation can use the concept of the digital
marketing for the purpose of enhancing the advertisements (Dahnil et al. 2014). The
advertisements using the email services are more authenticated to any other form of the
marketing. The email service provides the Sevenly to access huge number of the customers
and the only thing that is needed to be known by the organisation is the email address of the
customers. This is also one of the major cost efficient way in which the organization Sevenly
can provide information to a huge amount of the customers. This is cost efficient because of
the fact the advertisement can be done in a very low cost manner and the message reaches to
number of the customers. One of the other major area of this is the fact the email service can
also provide support to the customers. In the modern generation the email service can be
accesses from any device like the smartphones (Sahni, Wheeler and Chintagunta 2018).
Televisions, computer systems and others. This helps the customers to access the mail service
from any location and hence incrsing the adverting market.
Advantages and Disadvantages
One of the other major advantage of this processes that this processes very much
convenient nothing much have to be done in order to reach the customers. Apart from the
advantages of using the email service there are some of the major disadvantages of this

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platform also. One of the major disadvantage is the collection of the email address of the
target customers. The organisation needs to collate these information’s from various sources
and sometimes these sources are paid sources for the purpose of the gathering the emails. One
of the other major problem is the storage and the redundancy (Wheeler and Chintagunta
2016). As there needs to be a huge number of the email services hence there is also need to
have large sets of servers that can store these information’s (Hartemo 2016). Data redundancy
is one of the other major problem, this not only increases the storage amount of the databases
but also increases the cost. Some of the other major disadvantage is that many of the
customers sees these mails as spams and hence ignores them. Thus the orgasaition needs to
take special care in order to make name using the field of the email service for the purpose of
the marketing.
Apart form the major disadvantages of the email services this is one of the most used
digital marketing platform in the world. The service of the emails are increasing day by day
and hence the organisations are gain more number of the customers. The emails also helps
the organisations in providing better support, like the logging of complains and gathering
feedback information (Garland, Yang and Kang 2016). The email services have provided
some of the best results in the past and can be said that can provide better results in the future
with the increase of the technology (Brock et al. 2016). The advertisements using the email
services are more authenticated to any other form of the marketing (Mogos and Acatrinei
2015). The email service provides the organization to access huge number of the customers
and the only thing that is needed to be known by the organisation is the email address of the
customers.
Success measuring
These success factors are easily visible when these social media is used as a tool.
Social media haves an immediate effect in the sales. The number of the customers can be

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easily measured when the social media used. Monitors can be set in order to read the number
of the viewers that are viewing the advertisement. Using the email marketing can also be
easily addresses with the help of the feedbacks that are provided by the customers. The social
media can be explained as one of the most important tool that can be used for the purpose of
enhancing the sales and the services and easily accessing the number of the customers.
Conclusion:
Thus, concluding the topic it can be said that the digital marketing is one of the most
advanced form of the marketing that is done with the use of the technology that can be used
by the organisation Sevenly. These have helped the organisation Sevenly on attracting huge
amount of the customers and hence making huge name in the market. The online platforms
like the Facebook and twitter have helped the organisation in attracting huge customers in a
night. These are most common examples of social media that can be heard from every person
in the world. Other than this the email marketing is one of the other major platform that have
helped in the process of attracting a huge number of the customers. Hence it can be said that
with the rise of the technology these areas can further enhance thus making new ways for the
customers. Hence this becomes one of the prime platform which can be used for the purpose
of the marketing.
Recommendation
The email service provides the organization to access huge number of the customers
and the only thing that is needed to be known by the organisation is the email address of the
customers. When there is merge up of the both the social media marketing and the email
marketing the customer base of the Sevenly increases and hence the capital of the
organisation also.

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References
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Brock, B., Carlson, S.C., Moilanen, M. and Schillo, B.A., 2016. Reaching consumers: How
the tobacco industry uses email marketing. Preventive medicine reports, 4, pp.103-106.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-
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Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
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Garland, C.S., Yang, K.C. and Kang, Y., 2016. The Effectiveness of Permission-based Email
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Research in Interactive Marketing, 10(3), pp.212-230.

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Approach Based on Consumer Preferences. Annales Universitatis Apulensis: Series
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