BMP3006: Digital Marketing and Social Media Marketing Portfolio

This portfolio delves into the dynamic realm of digital and social media marketing, exploring their crucial roles in contemporary business strategies. The assignment begins by defining marketing, the marketing mix, and the communication mix, establishing a foundational understanding of core marketing concepts. It then defines digital marketing and social media marketing, highlighting their significance in today's business environment. The analysis extends to examine the importance of digital and social media marketing in contemporary business, emphasizing their impact on customer engagement, brand building, and overall business success. Part 2 provides real-world examples of social media content, explaining their effectiveness. The project also includes screenshots of successful campaigns, and justifies why social media content is effective. The portfolio concludes with a summary of the key findings and their implications for modern marketing practices. The assignment uses academic sources, and Harvard referencing style.

The role of digital
marketing and social
media marketing theory
and examples

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Marketing.....................................................................................................................................1
Marketing mix and communication mix......................................................................................1
Digital marketing.........................................................................................................................2
Social media marketing...............................................................................................................3
Importance of social media together with digital media marketing in contemporary businesses
.....................................................................................................................................................3
PART 2............................................................................................................................................4
Examples associated to social media contents and justification for real work............................4
Screenshots of effective campaigns.............................................................................................5
Why social media content is effective.........................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a business department or function that plays role of promoting mission,
objectives, products and the brand. In involves set of actions to devise, communicate, deliver
along with exchange commodities and services having values for target audiences. Similarly,
web marketing or digital marketing is a method to endorse an organisation online to prospective
leads together with highly valuable consumers (Järvinen and Karjaluoto, 2015). Purpose of the
portfolio is to analyse role played by digital marketing along with social media marketing in
present world.
The portfolio highlights about marketing, digital marketing, social media marketing and
where communication fits. It also comprises insights for social media contents, screenshots of
some campaigns and how social media content is effective in contemporary business
environment.
PART 1
Marketing
Itani, Agnihotri and Dingus (2017) says that marketing is described to activities caried out
by an enterprise for promotion of purchasing and selling any kind of offering. It is among
primary element of management and commerce of business. Moreover, it is performance of
actions which directly contributes in flowing of commodities, services, etc between manufacturer
to consumers. Presently, it puts huge consideration on consumer relationship despite of pure
exchange concept.
In modern era, contemporary businesses have separate marketing division that engage
customers, build relationship and generate values for capturing their contributions in form of
making purchase decision in return (Tatar and Eren-Erdoğmuş, 2016). Marketing is seen as
management process that looks after capitalize on returns to shareholders through building strong
relationships for competitive benefit. It is responsible to recognise, anticipate, produce and offer
requirements of customers profitably.
Marketing mix and communication mix
According to Kilgour, Sasser and Larke (2015), marketing mix refers to set of tools used to
pursue towards objectives within target market. It is foundation model for an entity that is
centered around product, physical evidence, place, process, price, promotion and people. It looks
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to position the brand and making decision about selling it in right location, right duration and
correct time. In marketing theory, concept of marketing mix is an essential part. In contemporary
enterprises, use of marketing mix leads to maximising profitability, become most valuable brand,
selling more than competitors, launching new offerings, tapping in new trends and
communicating with wider people. Communication mix fits well with marketing mix as there are
some tools of communication with the help of which marketers reaches end customers for
communicating the brand and its offerings.
In world of contemporary businesses, communication mix is defined to specific methods
for exchanging information with targeted customers (Muninger, Hammedi and Mahr, 2019).
Major marketing communication mix are personal selling, sales promotion, advertising, digital
marketing and public relations. It assists marketing function to exchange thoughts with target
audience for understanding needs, emotions and interests for ensuring relevance along with
accuracy of tactics. It incorporates omnichannel marketing addition to multi-channel attribution
for devising a cohesive story for the venture to promote business through suitable platform.
Digital marketing
According to Khan, Dongping and Wahab (2016), another name of digital marketing is
online marketing that promotes brand for making connections with potential target users through
systems of digital communication or internet. At high level, it is advertising delivered by using
digital channels that are organisational websites, mobile applications, search engines and others
that are effective to endorse offerings. For attaining true ability of digital marketing,
contemporary business is required to dig deep into today’s wide along with intricate cross -
channel world with the hope of discovering strategies which makes huge influences by
engagement marketing. This open doors for contemporary ventures to collect valuable
information about target audience so to take initiatives which enhances customer base. There are
some challenges of company that are resolved by digital marketing that are developing audience
personas in limited time duration, understanding search engine optimisation best practices,
framing organic social media strategy and integrating whole marketing team.
In aspect to contemporary businesses, digital marketing spans across wider network related
to digital touchpoints which customer interact huge time in a day. Elements of digital marketing
comprises of marketing automation, email marketing, search engine optimisation, paid search
and mobile marketing (VanMeter, Grisaffe and Chonko, 2015). Evolution of digital marketing
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have completely changed the ways in which brands uses technological prospects for marketing.
Its main purpose is to rain awareness of organisation in extent to which users as well as general
public are mor familiar with to recognise specific brand in competition.
Social media marketing
In accordance to Bright, Kleiser and Grau (2015), concept of social media marketing refers
to using platforms on social media for advertising business. Among researcher and practitioners,
social media marketing is huge popular. In contemporary business, it is viewed as an effective
communication technique which makes organisations more accessible to interested parties along
with improves visibility among people that lacks knowledge of products. For creating buzz
together with learning from target customers, social media marketing is more taken into
consideration.
Social media marketing has successfully changed approaches of venture for interacting
with customers and building trusted relationship with them (Lepkowska-White, Parsons and
Berg, 2019). There are establishments in contemporary world which hire personnel for
particularly handling social media platforms to foster interactions, fixing perceptions and
addressing concerns. There are key steps through which social media marketing help marketers
of venture to address concerns that are identifying extent of chatter, engaging influences for
support and framing proportional responses.
Importance of social media together with digital media marketing in contemporary businesses
Valos, Mavondo and Nyadzayo (2019) states that marketing integration, customer
experiences and business profits are possible with digital and social media only in contemporary
organisations. These both go hand in hand as when these are used together then they result in
extensive outreach which is unmeasurable. One of importance associated with digital marketing
is that it enhances loyalty of end users with limited communications and less cost as personalised
email offers and social media engagement proves to be effective for retaining customers and
increasing their loyalty. Another importance of it is that it helps to target right audience as with
use of online tools which keeps track of online activities of individuals that are used by digital
marketers to offer products in which they are interested in.
Within contemporary ventures, promotions through social media platforms connects wider
audiences within determined budget. One of importance related to social media marketing of
ventures includes easy to measure effects of campaigns (Sigala and Gretzel, 2017). Through this,
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it becomes easy and quick to measure aspects of how poor and well business did its campaign.
Also, social media marketing provides real time as well as actual numbers of population
engaging with communication. Another importance is that it easily build communities nearby the
venture as social media marketing encourage customers to communicate easily so that business
respond to their concerns in best possible manner.
PART 2
Examples associated to social media contents and justification for real work
There are ample contents that are devised by people for social networks that are named as
social media content. These are of specific interest to ventures as they permit direct interaction
with audiences than traditional marketing measures (Qurratu'Aini and Hapsari, 2019). In
contemporary businesses, social media content works really as they engage target market with
valuable together with relevant information on social media networks or platforms which
provides an opportunity to look towards customer journey for purchase decisions. Mentioned
below are certain social media content and reason for real working:
Thought leadership content: The content is not related to putting needs first rather it is all
about educating audience, becoming trusted source addition to questing status quo for
information. In contemporary business, thought leadership content is an approach for building
authority together with thought leader in the space (Moore, Raymond and Hopkins, 2015). They
really work because these are straightforward approach for sharing knowledge with well
thoughts out posts. It adds so much value and provide content which audiences needs to consume
due to how much they learn from them.
User generated content: The content is anything on web which users have hand to devise.
On internet, most of videos, posts addition to photos are pieces associated to user generated
content. In other words, this kind of social media content is anything that are not framed by
organisation but are used to leverage ranking. Variations of user generated content comprises of
reviews, forums, podcasts, blog comments, Facebook posts and many more. It really works well
because they have potential to collaborate among a user and a brand. They benefits in taking
advantage to curation, boosting reach and growth, getting SEO perks and increasing
personalisation.
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Screenshots of effective campaigns
Screenshot 1: Thought leadership content:
As per above screenshot, it is anlysed that Steven Bartlett who is Fouder and CEO of
Social Chain have posted a thought leadership content wherein information about TikTok
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teaches young users for caring for social justice is revealed. In this content, information about a
research is posted that says around 77% of Tiktokers belive that the platform have helped them
to learn about politics together with social justice.
Screenshot 2: User generated content:
From the screenshot presneted of user genrated content, it is determined that user generated
content is in form of photo that sends two messages, one to loyal customers and one to
prospective ones. For prospective consumers of Starbucks, it says that drinks of the company
brings people together as well as brighetns their days. At same time, the content says for loyal
customesr that the company loves when customer create any content that is based on
organsiational products.
Why social media content is effective
Social media content is said to be effective as it dramatically changes the manner in which
consumers and brands interact each other (John, Larke and Kilgour, 2018). For contemporary
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businesses including Starbucks and so on, social media content effectively as they assist in
attaining objectives of business along with social media including audience engagement, brand
recognition, lead generation, etc. These are the content which are posted on networks like
Twitter, Pinterest, Facebook, Instagram and many more for cementing position of venture as a go
to location for customers.
According to Järvinen and Karjaluoto (2015), social media content helps entities to build
long term relationship with target market that ultimately results in enhancing recognition
addition to revenues effectively. Such kind of content also supports requirements of entities by
ensuring reflection for unique perspective that takes account of desires, demands and needs of
people that are looking for also shows that social media content is effective in nature. They have
commendable power for reaching larger audiences within seconds that reduces costs and makes
reach wider in effective manner. Contents on platforms of social media effectively assists in
making better returns on investments as prices concerned with these to promote something is
commonly less that offers much income. Furthermore, it also maintains possible clients that are
involved in detailed networks of social media platform. It improves time contributed by
customers on content that effectively enhances probability of people seeing content or making a
look towards what is posted on the account.
CONCLUSION
Portfolio of role played by digital and social media marketing concludes that online
marketing has infused all corners of living. In modern era, these are important part of business
daily routine that influences each and every decision for success and growth. Marketing plays
role of reaching out to stakeholders while devising an overarching picture which represents
business in positive light. Digital marketing is vital for entities as it is cost effective, earn trust
and respect from target market, higher revenues, provides real time results and guides to compete
with large corporations. Thought leadership content and user generated content are effective to
foster recognition of brand and generate leads. Identifying and arranging all elements of
marketing mix helps to frame as well as apply profitable decisions at each business level. With
this, contemporary enterprises work on developing strengths, limiting weaknesses and becoming
adaptable for competitive market.
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REFERENCES
Books and Journals:
Bright, L. F., Kleiser, S. B. and Grau, S. L., 2015. Too much Facebook? An exploratory
examination of social media fatigue. Computers in Human Behavior, 44, pp.148-155.
Itani, O. S., Agnihotri, R. and Dingus, R., 2017. Social media use in B2b sales and its impact on
competitive intelligence collection and adaptive selling: Examining the role of learning
orientation as an enabler. Industrial Marketing Management, 66, pp.64-79.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
John, S., Larke, R. and Kilgour, M., 2018. Applications of social media for medical tourism
marketing: an empirical analysis. Anatolia, 29(4), pp.553-565.
Khan, I., Dongping, H. and Wahab, A., 2016. Does culture matter in effectiveness of social
media marketing strategy? An investigation of brand fan pages. Aslib Journal of
Information Management.
Kilgour, M., Sasser, S. L. and Larke, R., 2015. The social media transformation process: curating
content into strategy. Corporate Communications: An International Journal.
Lepkowska-White, E., Parsons, A. and Berg, W., 2019. Social media marketing management: an
application to small restaurants in the US. International Journal of Culture, Tourism
and Hospitality Research.
Moore, J. N., Raymond, M. A. and Hopkins, C .D., 2015. Social selling: A comparison of social
media usage across process stage, markets, and sales job functions. Journal of
Marketing Theory and Practice, 23(1), pp.1-20.
Muninger, M. I., Hammedi, W. and Mahr, D., 2019. The value of social media for innovation: A
capability perspective. Journal of Business Research, 95, pp.116-127.
Qurratu'Aini, H. and Hapsari, A. Y., 2019. Interests influence of digital marketing product sales
in exports by SMEs in bandung. Global Business and Management Research, 11(1),
pp.217-225.
Sigala, M. and Gretzel, U. eds., 2017. Advances in social media for travel, tourism and
hospitality: New perspectives, practice and cases. Routledge.
Tatar, Ş.B. and Eren-Erdoğmuş, İ., 2016. The effect of social media marketing on brand trust and
brand loyalty for hotels. Information Technology & Tourism, 16(3), pp.249-263.
Valos, M. J., Mavondo, F. T. and Nyadzayo, M. W., 2019. How do alternative strategic
orientations influence social media performance?. Journal of Strategic
Marketing, 27(1), pp.1-20.
VanMeter, R. A., Grisaffe, D. B. and Chonko, L. B., 2015. Of “likes” and “pins”: The effects of
consumers' attachment to social media. Journal of Interactive Marketing, 32, pp.70-88.
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