Digital Marketing Practices 1: Social Media Content Analysis Report

This report examines digital marketing practices, beginning with an introduction to marketing, the marketing mix, and communication mix. It then defines digital marketing and social media marketing, emphasizing their importance for contemporary businesses. The core of the report presents two case studies of social media content: Burberry's use of Snapchat and YouTube. The Snapchat analysis highlights Burberry's innovative campaign for Mr. Burberry fragrance and the use of snapcodes, while the YouTube section details Burberry's video strategies, including music videos, behind-the-scenes footage, and collaborations with influencers to engage customers and promote its brand. The report concludes with a summary of the key findings, underscoring the significance of digital and social media marketing in reaching and connecting with a global audience.

Digital Marketing
Practices
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Table of Contents
INTRODUCTION...............................................................................................................3
PART 1...............................................................................................................................3
Marketing...................................................................................................................3
Marketing Mix and communication mix.....................................................................3
Digital marketing........................................................................................................4
Social media marketing.............................................................................................5
Importance of social media marketing and digital marketing for contemporary
businesses.................................................................................................................5
PART 2...............................................................................................................................6
Two examples of social media contents ..................................................................6
CONCLUSION...................................................................................................................8
REFERENCES..................................................................................................................9
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INTRODUCTION
Marketing is defined as activities an organisation performs for promoting selling
and purchasing of goods and services. It involves activities like selling, advertising and
delivering goods to customers or to other organisations. In simpler words it refers to all
the tasks a firm undertakes for selling and promoting goods or services to different
consumers globally (Frost and Strauss, 2016).
PART 1
Marketing
Marketing refers to activities that an organisation undertakes for attracting large
number of audience towards goods or services of a company with great quality of
messaging. Marketing assists in creating value for existing and potential customer by
attractive content, long term aim for demonstrating the value of good, making loyalty of
brand strong and enhancing the sales.
Marketing is activities, procedures for communicating, creating, exchanging and
delivering high quality products and services to consumers, partners, investors, society
and clients. For example: Burberry, H&M and many more are dependent on marketing
to promote their products globally and increase share of the market.
Marketing Mix and communication mix
Marketing is simply referred to activities which help in providing the right good in
the apt place, in reasonable prices and in the apt time. It sounds very easy but it needs
a lot of work and research requires to set all these activities (Baker and Hart, 2016). If
any one of these factors miss then the goods and services may fail to satisfy
expectations of customers. Adopting marketing mix is a great way to assist in ensuring
that providing right good at right location. So, it can be identified that marketing mix is a
significant tool to assist in understanding what all goods or services are their for offering
and planning for a great good offering. The marketing mix involves 7 P's which are
product, price, place, promotion, process, physical evidence and people.
 Product or services: It involves the activity where companies develop their
products and services. Burberry develops products according to the latest trends
and requirements of people.
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 Price: It has activities through which companies select their model of pricing for
their different offerings to customers.
 Place: It involves different options for distributing goods and services to
customers like opening new outlets, online websites and many more. Burberry is
selling more products through online channels.
 Promotion: It refers to set of actions which involve channels like television, social
media, newspapers and many more. Burberry uses social media for promoting
their offerings.
 Physical evidence: It is defined as buildings, high skilled staff, appealing and
attracting websites. Burberry has great outlets at different location which attract
larger number for customers.
 Process: It refers to the processes which are used by companies to deliver best
consumer value. Burberry manages its all internal processes efficiently so that
they can deliver high quality products.
 People: People are the most important resources of organisation because they
works hard to provide goods and services to consumers. These people are
employees, leaders, managers and so on. Burberry organises training sessions
for improving their skills.
Communication mix refers to all the tools and techniques which are used for
communicating with existing as well as potential customers. This is done by
advertisements, packaging of product, events, various channels of social media and so
on. Communication mix fits in the marketing because through this companies tell about
their offerings and it helps in making people aware with the different offerings as per
their needs and requirements.
Digital marketing
Digital marketing is defined as process of advertising products and services with
different digital channels like websites, social media, email, applications in mobiles and
search engines. By using channels of online media, digital marketing is the process by
which organisations endorse products, brands and services (Kamps and Schetter,
2018). Organisations are moving more towards digital marketing because customers
are relying on digital channels for researching various products. It involves various
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components like paid search which is also known as pay per click, search engine
optimisation, email marketing, marketing through social media, marketing by using
mobiles and many more.
Social media marketing
Social media marketing refers to the usage of different platforms of social media
to form connection and link with large number of audience by building brand, increasing
sales and driving website traffic. It involves publishing good content on profiles of social
media, engaging and listening more followers, analysing outcomes and running
advertisements on social media. The different social media channels are YouTube,
Snapchat, Facebook, Twitter, Instagram and LinkedIn. These are the platforms which
assist business to grow, develop and reach variety of customers globally. It helps in
engaging large number of customers with content of an organisation, the more
continuously organisations share things it increases the opportunity of attracting more
customers.
Importance of social media marketing and digital marketing for contemporary
businesses
Social media helps in connecting company with the outside world because
nowadays social media is present in everyone's lives. It has very benefits as it assists in
reaching number of people and they help in connecting customers with the brand.
Social media is important for business which is explained below:
 Cost saving: Social media marketing helps in promoting products by investing
less amount. Businesses simply create accounts on different channels of social
media which is free, easy and convenient. Becoming cost effect is important
because it helps in getting high rate of return on investment.
 Engagement of customers: Consumers already spend a lot of time on social
media so it becomes easy to interact with them about products and services. By
doing research about the social media platform mostly used by audience so that
particular channel can be targetted.
Digital marketing is important because it helps in growth of business and assist in
establishing presence of products online. The other reason of its importance are defined
below:
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 Improving loyalty of brand: It simply helps people to connect with the brand
and assist in retaining customers and loyalty of customers. Generally customer
satisfaction and brand loyalty go hand in hand. Basically promotes product and
organise campaigns for promotion.
 Reach more people: As internet is growing, more and more people are joining.
Consumers are online that shows the need of digital marketing. By marketing
products online business can reach many number of people that too globally.
PART 2
Two examples of social media contents
Snapchat
Burberry has run its first luxury campaign on Snapchat that is social media
content which has helped to reach large number of customers. Burberry is the first
brand which comes in luxury line and made a campaign by taking use of Snapchat
Discover. This offers access to consumers on content channels by partners of media.
Burberry previously dependent on Snapchat for promoting their London Fashion Week
Show with printing advertisement campaign which was taken by Mario Testino who is a
great photographer (Huang and Kim, 2018). The Burberry and Snapchat partnership is
the first campaign of Snapcodes made to unlock grooming and fragrances content at
retailers.
 Burberry has promoted their new fragrance named Mr. Burberry men's fragrance
and other collection of products for grooming with the assistance of Snapchat
that is an important social media platform.
 Snapchat Discover featured a short video whose director is Steve McQueen. It
has highlighted various tips for grooming. Snapchat and Burberry have become
partners on snapcodes which can be scanned in outlets promotions that made
customers to use Mr. Burberry themed contents by taking usage of mobiles.
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The efforts to make content on social media made by Burberry assisted in valuing the
brand. Snapchat is proved as effective social media platform for luxury brand like
Burberry. It has assisted in reaching large number of customers within a very less
period of time. Basically Burberry clearly knows what millennials like. This is the reason
Burberry has used Snapchat for promoting their collections and fragrances. In simpler
words it has given a specific snapcode that is unlocked by customers to see content
that is exclusive. With the content of Mr. Burberry fragrance, they provide and show
their behind the scenes activities of campaigns. Burberry provides all the exclusive
details in snaps. Burberry has released its collection of Spring 2016 on Snapchat before
its official release (Tilic, 2017). The effort of campaigning on Snapchat is great and
effective because mostly people who use Snapchat for buying products and
accessories are millennials. The millennials are very active on various social media
platforms.
YouTube
Burberry has great social strategy in for promoting their products to large number
of people. YouTube is a channel which all the contents are put generally they are in
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video forms. Basically these video contents not only advertise Burberry's products but
also give entertaining footage. It records the segments of behind the scenes, music
video, small films and tutorials. Burberry focuses on making their own YouTube channel
so that luxury customers feel and come that have seen something significant about the
brand (Bug, Winker and Zillikens, 2020). Burberry has made a YouTube video on its
Summer 2021 collection which is recorded with the scenography of Summer, models
are standing between trees and the shots are very classic. The video presented with
different viewpoints surrounded by beautiful environment. Burberry has great playlist
showcasing British acoustic artists. By using entertainment through music, videos
Burberry engage and communicate with all their viewers. Burberry markets their
heritage with lifestyle. These YouTube videos communicate heritage of British with and
portrays luxurious image of the brand. By showcasing videos Burberry provides a
glimpse about the luxury life people could have by owning the luxury clothing brand.
Burberry prefers making videos on YouTube because it provides a great remembrance
in the mind of viewers.
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Adding music into the Burberry's YouTube video make listener to always think
about whenever they hear song. Basically it improves the association of customers with
the brand and hence, strengthens the relationship of Burberry with targeted customers.
Burberry also posts contents of behind the scenes on YouTube because it allows
customers to know about the internal activities happening in the brand. It has great
focus on behind the scenes than other events like fashion show and advertising
campaigns. They make videos about the inspiration and reason of getting into the
particular clothing which assist in creating loyalty between customers and brand. They
are focused towards recording videos on their guests invited for shows which include
models and editors from the popular fashion magazines (Suurkivi, 2019). The videos on
YouTube are very important because it build positive relationship between luxurious
customers and Burberry. It clearly defines the story behind the coming up with the
particular product, advertising new collection with great backgrounds and scenes
because all these activities help in reaching and attracting customers as they also want
to experience the luxury life like brand shows. The brand also focuses on collaborating
with the various fashion influencers who promotes the product by making videos on
their YouTube channels. It also have great impact on customers because people like to
watch videos of social media influencers.
CONCLUSION
From the above mentioned graph it has been summarised that marketing is
crucial function for every organisation because it assists in promoting products and
services to customers. It also helps in understanding the needs and requirements of
people through which organisations develop their products. Social media marketing and
digital marketing are two significant types of marketing. Nowadays these both types are
mostly preferred by companies to promote goods to large number of customers. People
are mostly active on various platforms which are connected by internet so it becomes
easy for companies to reach maximum people. There are various benefits of using
social media for marketing products and services like it accommodates in saving costs
of organisations, reaching different customers at single time, enhancing loyalty of the
brand and many more. Burberry is using Snapchat and YouTube for making marketing
campaigns so that they can attract customers towards their brand.
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REFERENCES
Books and Journals
Baker, M. J. and Hart, S. eds., 2016. The marketing book. Routledge.
Bug, P., Winker, C. and Zillikens, P., 2020. YouTube fashion videos. In Fashion and
Film (pp. 83-111). Springer, Singapore.
Dwivedi, Y. K., Rana, N. P., Slade, E.L., Singh, N. and Kizgin, H., 2020. Editorial
introduction: Advances in theory and practice of digital marketing.
Frost, R. D. and Strauss, J., 2016. E-marketing. Routledge.
Huang, R., Ha, S. and Kim, S. H., 2018. Narrative persuasion in social media: an
empirical study of luxury brand advertising. Journal of Research in Interactive
Marketing.
Kamps, I. and Schetter, D., 2018. Performance marketing. Springer Fachmedien
Wiesbaden.
Suurkivi, L., 2019. Relationship between ad elements, recall and likeability in short
Youtube ads (Doctoral dissertation, PhD thesis, Tartu Ülikool).
Tilic, G., 2017. Snapchat as an Advertising Platform. New Trends and Issues
Proceedings on Humanities and Social Sciences. 4(11). pp.122-129.
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