Practical Report on Digital Marketing Strategies and Examples

This report provides a comprehensive overview of digital marketing, beginning with an introduction to marketing and its significance in the current business landscape. It delves into the importance of the marketing mix and communication mix, detailing their roles in promoting goods and services. The report explores various aspects of digital marketing, with a specific focus on social media, its effectiveness, and its advantages over traditional marketing methods. It includes real-world examples of successful social media campaigns by companies like TESCO and Cadbury, highlighting how they use social media to engage with their target audience and achieve their marketing goals. Additionally, the report discusses different models used in digital marketing, such as Digital Branders, Customer Experience Designers, Product Innovators, and Demand Generators, providing insights into their applications and impact. The conclusion emphasizes the importance of using marketing tools and strategies to achieve organizational objectives.

Practical Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Importance of marketing and marketing mix with elements of communication mix.................3
Examples of social media with effective campaigns..................................................................6
CONCLUSION ...............................................................................................................................9
REFERNCES:................................................................................................................................11
Books and Journals:..................................................................................................................11

INTRODUCTION
Marketing is the set of activities that performed by a marketing manager of the company
in order to promote their goods and services in the market (Virtanen, Björk and Sjöström, 2017).
Marketing is just not only selling goods and services but also it covers many activities. It is the
activity which assist in satisfying of consumers' needs and wants. It also generate needs and
wants of the customers with the using of marketing tools and techniques. Day to day competition
is rising at a very fast speed so that's why companies try to innovate their marketing methods so
that they can beat competition and take competitive advantage. In this context, companies use
new marketing method which includes digital marketing such as social media, electronic media,
etc. this report shows the role and effectiveness of digital marketing in the market.
MAIN BODY
TASK 1
Importance of marketing and marketing mix with elements of communication mix.
Today's marketing is the broad term that used to define the activities which start with idea
of product to sell them in the market (uesenberry, 2020). Marketing main motive is to transfer
the goods and services to their end users for whom company produces that goods and services. It
is very important for the organisation whether they are large scale or small scale that they
promote their goods and services in the market. It help organisation to achieve their goals and
objectives with the use of marketing tools. Marketing also include functions that help to make
the process of promoting organisations' products and services effective such as market research.
Market research assist in finding out the taste and preference of customers so that they can
products and sell that products in order to achieve growth and success. Marketing can be
effectively done with the help of using marketing and communication mix in the organisation. It
can be better understand with the help of explanation of each tools.
Marketing mix
It is the set of activities that used by organisation in order to achieve their target market.
It is the marketing tool which used by firm that helps in making effective key elements.
Traditionally companies have just four key elements but now they have seven key elements of
marketing mix that assist in achievement of goals and objectives. All seven key elements are
mentioned below:

 Product: It refers to the physical product or services that can sell in the market so that
consumers consume them and take experience (Pagani and Pardo, 2017). Every
organisation produces some goods and services so that they can satisfy the human needs
and wants. For example, TESCO produces consumer goods in order to satisfy their
customers' need and want. But it is very important for the organisation that they should
firstly identify the needs and wants of consumers. Place: Companies should choose their place or location where they want to sell their
products to achieve their goals and objectives. Their place decide the sales volume of
companies goods and services. So that's why they should be take right decision after the
research for location so that they can achieve their target market. Price: Another important key element that very company focus on that i.e. price. It is
very crucial for company that they smartly decide their products' price so that they can
sell them in market. For example, TESCO use cost effective price because their main
motive is to sell products at reasonable rate. Promotion: Those product that produces by company should be promote in the market
with the use of marketing tools so that they can achieve their desired target (Chatterjee
and Kar, 2020). Physical: It is very important for the consumers that they should know the brand that
they consume. So that's why it is the duty of company that they produce some physical
evidence of their products so that they can make different image in the market. People: Employees plays a main role in the promotion of products so that's why
companies should make strategies in order to make them happy.

 Process: They should use those process which are cost effective and reduce cost.
Communication mix
It is the set of activities that helps companies to communicate with their potential
customers (Shaltoni and et. al., 2018). It includes six ways that use by companies to contact with
their customers in order to promote their products. It includes: Advertising: It is the first and most effective way to promote their goods and services in
the market. Generally organisation use advertising method to promote their products
because their reach is very high as comparative to other methods.
 Personal selling: It is another important method that use by marketing person who
directly face customers' views and sell them. It is very effective as it helps in reducing
misunderstanding with the help of direct communication. Sales promotion: Sales promotion is the activity that raise awareness of products of
company in the market so that customers can easily purchase their goods. Public relations: It is very important for the organisation that they build better public
relations so that they can raise number of customers and sales volume.
 Direct marketing: It is the type of marketing in which organisations tries to directly
contact with their customers rather than involvement of any third party. It includes digital
marketing such as email, mail, social media.
It is analysed that digital marketing is the important marketing method that helps in
reaching their main objectives. It is very important for the organisation that they use digital
marketing so that they can easily achieve their objectives and goals. It includes use of electronic

device or the internet such as social media, search engines, email, etc. It is identified that social
media is one of the important part of digital marketing that helps business to achieve their
objectives effectively and efficiently. Social media is refers to the digital marketing tool which
includes social networks and websites (Iankova and et. al., 2019). For example, company uses
Instagram, LinkedIn, Facebook, etc. They are the most common tools. Digital and social media
marketing use by company because they get many benefits such as:
 It helps in improving brand awareness of the products which consume by customers.
 It is more effective than any other marketing method such as advertising.
 It includes many customers in their method which assist in creating brand loyalty.
 It is very effective in satisfying customer' needs and wants.
Examples of social media with effective campaigns.
Social media marketing plays a significant role in the promotion of goods and services in
the market. It is very important for the organisation that they should make their content so
effective for social media that attracts customers to their promotional activities (Moi, Cabiddu
and Frau, 2019). Social media contains some contents in which companies give their message of
their products that they want to send their potential customers. It is an effective method that
provides some sentimental and emotional values to the customers with the use of promotion of
their goods and services. It just not promote their goods and services but also give some
emotional touch. It helps in achievement of their target market and goals. It can be better
understand with the help of example.
For example, Twitter is the most common social media site that used by TESCO for
promoting their products. They are not just promote their products but also gives some important
announcements on social media. TESCO use social media for launching their campaign that aims
to inspire and motivate TESCO shoppers to use their products and services.

The above mentioned campaign integrates images, videos and allows users to flick
through shareable recipe pages. It is very innovative method that they attract their customers so
that they can increase their sales and profitability. It helps in achieving their target market
(Foltean, 2019).
Another example of Cadbury, it is the company that uses many social media campaigns.
They enjoys the result as people likes them very much and purchase their products after
watching their social media campaigns (Nguyen Minh, 2018). One of the recent campaign that
dedicated to the valentine week in which they shows the love story of member who eat their
chocolate. Their campaign slogans is Say it with Silk. They use the most innovative style to
promote their products in the market.

From the above campaign, they are targeted to their audience that attract customers. Their
main motive is to recruit new user of their products which influence on their sales and
profitability. It is analysed that they are focusing on engaging the audience with the use of social
media. They gain a huge benefit from their campaign as they increase their customers number
and company gain a very huge profits. For this purpose they are also produce some video
commercially that shows the motive of their promotion. In their video it shows the couple in
which they want to grab Dairy Milk Silk. It create love environment that was the motive of their
ad during Valentine week. So in this way they use social media to launch their campaign. From
their campaign they gain lots of new customers. It can be clearly showed from the views of the
video in which they got 75K Views in just few days. It continuous go rise with the number of
increasing in days. So that's why social media content is very important because their content
gives emotional touch to their advertisement that helps in attracting customers. It can be seen
from the above examples that their content plays a main role in promotion of products.
Apart from social media, there are some models that used in digital marketing for
promoting their products in an efficient way. Models of digital marketing are mentioned below: Digital Branders: In this type of model, marketers focuses on building and renewing
their brand value with the help of deeper involvement of customers in the ads. They

transfer their from traditional model into more use of digital multimedia. They are
involving more customers in their digital marketing activities so that they achieve their
targeted goals. Customer Experience Designers: It is the model in which companies use customers
information or data so that they can take some ideas for creating content in their
promotional activities (Tran and et. al., 2017). They focus on building better interaction
with their customers with the help of digital media. It helps in creating customer loyalty
in the organisation. Product Innovators: Companies use digital marketing for identification and development
of new digital services and products in this model. They use digital interactions with their
customers so that they can shape their innovation pipeline.
 Demand Generators: It is suited for typically retailers who want to maximize their sales
with the help of using digital marketing strategy. It becomes very effective for those ones
because it gives direct result to the company. It includes mobile connected apps, search
engine optimization, engagement in social communities and website design.
From the above discussion it can be analysed that social content plays an important role
in order to give impact on customers' message. It gives clear message to the customers that can
be understand by them. Social media content should be innovative and follows all rule and
regulations of ethics. In simple words they always match with the standards and doesn't harm
any sentiments of the audience. It should be in code of conducts or ethics followed so that
everyone can understand them.
CONCLUSION
It is concluded from the above discussion that organisation should use marketing tools so
that they can easily achieve their targeted goals, and objectives. It is very important for the
organisation that they should use digital marketing when they want to promote their products. In
nowadays digital marketing is more effective than any other marketing tools. It is analysed that
now companies give more focus on social media as compare to any other method because their
reach is very big and cost effective approach. It is also cover in this report that if organisation use
some digital models then they can give their best to the social media content.

REFERNCES:
Books and Journals:
Chatterjee, S. and Kar, A. K., 2020. Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal
of Information Management, 53, p.102103.
Foltean, F. S., 2019. Bridging marketing theory-practice gap to enhance firm performance:
Introduction to the special issue. Journal of Business Research, 104, pp.520-528.
Iankova, S., and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management, 81, pp.169-179.
Moi, L., Cabiddu, F. and Frau, M., 2019. Towards the Development of an Agile Marketing
Capability. In Organizing for the Digital World (pp. 137-148). Springer, Cham.
Nguyen Minh, T., 2018. Developing a marketing strategy: case: Digital Wellbeing Sprint.
Pagani, M. and Pardo, C., 2017. The impact of digital technology on relationships in a business
network. Industrial Marketing Management, 67, pp.185-192.
Quesenberry, K. A., 2020. Social media strategy: Marketing, advertising, and public relations in
the consumer revolution. Rowman & Littlefield Publishers.
Shaltoni, A. M., and et. al., 2018. Electronic marketing orientation in the Small and Medium-
sized Enterprises context. European Business Review.
Tran, P., and et. al., 2017. Digital Transformation. Marketing, 16(21), p.24.
Virtanen, H., Björk, P. and Sjöström, E., 2017. Follow for follow: marketing of a start-up
company on Instagram. Journal of Small Business and Enterprise Development.