The Role of Digital and Social Media Marketing: A Business Report

This report explores the crucial role of digital and social media marketing in contemporary businesses. It begins by defining marketing, the marketing mix (including the communication mix), digital marketing, and social media marketing, emphasizing their significance for modern enterprises. Part 1 delves into the importance of these marketing approaches in enhancing brand awareness, engaging customers, and fostering marketplace awareness. Part 2 presents two successful social media content examples, along with their justifications, and includes screenshots of effective campaigns, such as those by Tieks and Chipotle. The report also examines established digital marketing models, such as the 6Cs of online customer motivation, and the OMCA Competencies, along with the standards for content creation. The conclusion emphasizes the cost-effectiveness and interactive nature of social media content, making it a powerful tool for businesses to promote their products and build customer relationships.

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION...............................................................................................................1
PART 1...............................................................................................................................1
Explanation of what is marketing...................................................................................1
Explanation of what is marketing mix as well as where communication mix fits...........1
Explaining what is digital marketing...............................................................................2
Explaining what is social media marketing....................................................................3
Explaining why digital marketing as well as social media marketing are important to
contemporary businesses..............................................................................................3
PART 2...............................................................................................................................4
Presenting two examples of social media contents which really works along with
justification......................................................................................................................4
Screenshots of effective campaigns and establishing models together with standards
fro digital marketing........................................................................................................5
Explaining why social media content is effective...........................................................6
CONCLUSION...................................................................................................................6
REFERENCES..................................................................................................................8

INTRODUCTION
In modern world, digital marketing along with social media marketing plays
essential role in providing incredible advantages to company for reaching billions of
customers globally (Chester and Montgomery, 2017). Digital marketing is advertising
delivered via online or digital channels including search engines, mobile apps, websites,
email and hence forth. Similarly, social media marketing can be delineated to use of
social media platforms for integrating and connecting with audiences for the purpose of
building brand, driving traffic on website and improving sales.
The portfolio is prepared in two parts where in Part 1 includes explanation of
marketing, marketing mix, digital marketing, social media marketing and the ways digital
and social media marketing are important for all contemporary businesses. On other
hand, Part 2 includes two examples of social media content which works in real manner,
screen shots of effective campaigns and explanation of why social media content is
effective.
PART 1
Explanation of what is marketing
Marketing is important tool used by company to promote or sale their product and
ervices to consumer. It is wider term which include various activities such as
advertising, promotion, selling, branding. Contemporary businesses such as Chiptole
and Tieks are using this activity to influence potential buyer and its operate this at big
level as they have different department for this activities. Marketing department
undertakes all major marketing activities which include planning, organising and
implementing the strategic policies and plans (Dimitrova and, 2018).
Explanation of what is marketing mix as well as where communication mix fits
Marketing mix is tool of marketing which company use to influence the buyer to
buy their product through different tactics and action. It include 4Ps which are Product,
Price, Promotion, Place.
Communication mix fits in marketing mix in following ways -
 Product – This is what being sold actually to buyer so, this must be at their best
level of performance and company main focus is to present their product
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effectively. Company can use advertising and sales promotion tool from
communication mix to promote their product in targeted market.
 Price – This is useful tool which determine the growth of company because they
sell their product at fix price target buyer (Du Plessis, 2017). Contemporary
businesses can use personal selling to influence buyer because this enable the
company to negotiate with buyer personally and make them buy that product at
desired price.
 Promotion – This plays important role in selling the product in market because
this proof success of particular product in market. Contemporary businesses can
use Direct Marketing and Advertising to promote their product in market. Direct
marketing and advertising enable the company to use the their marketing
strategies and different tactics to attract the buyer.
 Place – This refers to the ways through which buyer can avail their products
effectively which include proper distribution channel and supply chain of
Company. Contemporary businesses can use Personal relation and Advertising
to deliver their product to buyer. Personal relation will help the company to
develop intrinsic feeling in buyer towards company and they will buy that product
because they maintain good relation with company.
Explaining what is digital marketing
Digital marketing is part of marketing which uses online together with internet
based digital technologies, for example, mobile phones, electronic devices and other
platforms with the hope of promoting offerings of a business concern. In simple terms,
the concept is all about using internet for reaching wider targetted consumer base. It is
a broad field which comprises gaining attention of target consumers through search
platforms, email and so on. It assist companies to target particular segment of
consumer base. Moreover, it is seen as a two way interaction among customers to that
of a business concern. In contemporary businesses, digital marketing channels that are
preferred and used by marketing department are website marketing, search engine
optimisation, content marketing, e-mail marketing, affiliate marketing, Video marketing
and pay per click advertising (Girchenko and Ovsiannikova, 2016). At same time,
certain digital marketing platforms are Hubspot, Marketo, Vocus, Webceo, Ginzametrics
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and DOZ that build something innovative and unique to enhance organic audience as
well as reach new global markets.
Explaining what is social media marketing
Social media marketing could be said to usage of social media websites together
with platforms to boost awareness of organisational offerings in market. Entities
addresses range of stakeholders with the help of social media marketing such as
prospective and potential customers, bloggers, general public, employees and many
more. At strategic level of contemporary business, the marketing element comprises
governance, establishment of organisational desired culture with tone, marketing
campaign and setting the scope. The platforms of such marketing which most of
business concerns are using includes Facebook, Pinterest, Instagram, YouTube and
many more (John, 2020). It benefits an entity in increasing brand awareness, improving
rankings on search engine, better customer satisfaction, improves loyalty of employees
and customers, builds more brand authority, higher conversion rates and is cost
effective.
Explaining why digital marketing as well as social media marketing are important to
contemporary businesses
For a contemporary business, digital marketing and social media marketing are
significant because these provides incredible benefits which assist in reaching larger
population across the world (Leite and Azevedo, 2017). These marketing concepts
provides diverse opportunities to make it simple and effective to spread the word about
organisation mission, objectives, offerings and so on. In case with contemporary
businesses, importance of social media and digital marketing are as explained:
Improves brand awareness: Digital marketing addition to social media
marketing are most stress free as well as profitable marketing concepts which increases
visibility of business. For setting a venture and making success, these marketing
techniques are important to create profiles of the business and initiating networking with
others. For example, social media marketing helps Tieks company to significantly
enhance its brand recognition in overseas market. Only through spending few hours in a
week, it is claimed by marketers of the business that they greatly enhances visibility of
brand addition to heighten user experiences (Moctezuma and Rajagopal, 2016).
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Engages with customers: Social media along with digital marketing is good way
to interact and engage with customers. These are important as they encourages the
business managers to interact more with audiences and gaining chances for converting
them into potential and loyal ones. In case with Chipotle, social media and digital
marketing sets two way communication with target customer base in order to gain
knowledge about their wishes and interests. In addition, communication together with
engagement are effective approaches to win attention together with conveying brand
messages.
Marketplace awareness: To search needs, choices and requirements of
customers without direct communication is termed as marketplace awareness. Social
media and digital marketing are significant to contemporary business as they fosters
marketplace awareness through observing activities on customer profiles, marketers are
able to see opinions and interests effectively. As complementary marketing techniques,
these assist in getting information along with better understanding about the industry
(Paranjape, 2018).
PART 2
Presenting two examples of social media contents which really works along with
justification
Social media contents refers to the content that is drafted by business concerns
for social networks including Twitter, Facebook and so on (Rudiani, Gaffar and
Ridwanudin, 2016). There are various kinds of social media content that are crafted by
entities for different purposes. At same time, it is also important for the organisation to
ensure that the social media content are well received through keeping the content
relevant to interest, pain points and choices of audiences. Some of social media
contents that really works are as presented;
UGC oriented images: User generated Content related images are highly
valuable to earn great impressions as well as participations of social media. Particularly
on platforms like Instagram, such content is really success because it boost interactions
together with reach. Moreover, this example of social media content is created by
organisational customers so that managers read it as these are more authentic together
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with trusted than other kinds. As these are created and posted by customers,
contemporary businesses are not required to do much except encouraging the creation
along with finding it. This fosters others to swoop in along with creating more for
possibilities of public call outs (Stephen, 2016).
Strongly positive content: There are some social media post which evokes
strong emotions within population really works successful on platforms of social media.
Moreover, it is not surprising that the positive emotions including amusement, laughter
and so on makes people desires to share. This type of social media content really works
because it is original, actionable as well as answers a question. Using such crafted
contents, organisations such as Chipotle, Old Spice and so on gains success in
increasing shares, comments, ranks and likes well on key search engines. At same
time, it is necessary for organisation to share or post strongly positive content for
achieving successful results.
Screenshots of effective campaigns and establishing models together with standards fro
digital marketing
The screen shots related to effective campaigns are as inserted:
 Tieks have used UGC oriented image as a campaign to promote its footwear.
Through this campaign, the brand have conveyed the message that it
manufactures same type of footwear for women and children. Also, the brand
have tagged relevant people as well as added right hashtag for enhancing
exposure for the content (Subramaniam, Singhal and Hopkinson, 2019). In this
context, one of established model of digital marketing that is refereed to Tieks is
6C's of online customer motivation that are content, customisation, choice,
community, cost reduction and convenience. The screen shot of campaign of
Tieks is presented as:
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 Chiptole have widely adopted strongly positive content in which the campaign is
representing strong emotions of a person for the emotions and food. The brand
have shared the post with a hashtag that explains the feelings of a customer in
order to motivate more to share. It is one of successful campaign to promote one
of food item by keeping a secret about what happens next when the food is
consumed. In this aspect, standards of digital marketing which is referred to
Chiptole includes OMCA Competencies to promote the content.
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Explaining why social media content is effective
Social media content is effective as it is the method that is generally used by
many company nowadays as it do not require much efforts and money to invest on. It is
very cost effective marketing tool and strategy and its booming in every industry.
Chiptole Company has used this tactics through display of food item on social media
and attract the viewers through catchy pictures and good reviews of company. This
company used this platform effectively and smartly to promote their food item through
various ways and put attractive offers and discount. Company regularly posting on
social media to remind the consumer about their food product and compare with other
items. Tieks is footwear brand who use social media platform with different message
which shows relationship between mother and daughter wearing same shoes. This
company emphasis the love between mother and daughter and relate with their brand
(Suroso and et.al., 2020). In context to social media content of Tieks, it is effective
because it is an interactive content between company and the client that represent
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satisfaction of women and children about same footwear that builds long term
relationship with the client that makes it more effective.
CONCLUSION
From the portfolio, it have been concludes that marketing concerned with social
media and digital plays great roles in promoting organisational commodities to larger
market size. In contemporary businesses, digital and social media marketing are
significant for improving brand awareness, engaging more customers, healthier
customer satisfaction, generating more brand authority, increasing traffic, enhancing
SEO ranking and marketplace awareness. UGC oriented images and Strongly positive
content are some examples of social media content that are effective because these are
targetting more customers, leads to enhance business revenues and builds long term
relationship with clients.
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REFERENCES
Books and Journals:
Chester, J. and Montgomery, K. C., 2017. The role of digital marketing in political
campaigns. Internet Policy Review. 6(4). pp.1-20.
Dimitrova, P. and Sin, I., 2018. Digital Marketing in Start-Ups: The role of digital
marketing in acquiring and maintaining business relationships.
Du Plessis, C., 2017. The role of content marketing in social media content
communities. South African Journal of Information Management. 19(1). pp.1-7.
Girchenko, T. and Ovsiannikova, Y., 2016. Digital Marketing and its Role in the Modern
Business Processes. European Cooperation. 11(18). pp.24-33.
John, S. P., 2020. Role of Digital Relationships in the Marketing of Higher Education: An
Exploratory Analysis from New Zealand. In Advances in Digital Marketing and
eCommerce (pp. 106-113). Springer, Cham.
Leite, R. A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from
Porto Hotels’ Managers. International Journal of Marketing, Communication and
New Media, (2).
Moctezuma, N. P. B. and Rajagopal, 2016. Role of digital marketing in driving business
performance in emerging markets: an analytical framework. International
Journal of Business Forecasting and Marketing Intelligence. 2(4). pp.291-314.
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer
Loyalty. Sansmaran Research Journal, pp.1-7.
Rudiani, Y., Gaffar, V. and Ridwanudin, O., 2016, October. The role of digital marketing
in sport tourism destination. In Heritage, Culture and Society: Research agenda
and best practices in the hospitality and tourism industry-Proceedings of the 3rd
International Hospitality and Tourism Conference, IHTC 2016 and 2nd
International Seminar on Tourism, ISOT (pp. 243-248).
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Subramaniam, R. K., Singhal, A. and Hopkinson, P., 2019, March. Role of Digital
Marketing to Enhance Medical Tourism in Hospitals of Dubai. In 2nd
International Conference on Tourism Research (p. 330).
Suroso, A. and et.al., 2020. THE ROLE OF DIGITAL MARKETING ON VILLAGE
OWNED ENTERPRISE. Prosiding. 9(1).
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