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

This report provides a comprehensive overview of digital marketing and social media's role in contemporary business environments. It begins by defining marketing and detailing the marketing mix, including product, price, place, and promotion, alongside the communication mix. The report then defines digital marketing and social media marketing, emphasizing their importance in enhancing brand awareness, gathering market insights, and increasing customer engagement. Task 2 explores examples of effective social media content, such as infographics and videos, and their justification. The report analyzes the effectiveness of campaigns using the RACE model and provides examples of successful digital marketing campaigns by Nike and Adidas. Finally, the report concludes by highlighting the effectiveness of social media content in creating customer experiences and improving customer knowledge, reinforcing its significance in modern marketing strategies. The report utilizes various sources to support its claims and conclusions.

The role digital
marketing and
social media
marketing

Contents
INTRODUCTION...............................................................................................................3
TASK1................................................................................................................................3
Description of marketing................................................................................................3
Concept of marketing mix as well as communication mix.............................................3
Concept of digital marketing..........................................................................................4
Social media marketing..................................................................................................5
Importance of digital as well as social media marketing................................................5
TASK2................................................................................................................................6
Social media content example and its justification........................................................6
Effective campaign with model for digital marketing......................................................6
Effectiveness of social media content............................................................................8
CONCLUSION...................................................................................................................8
REFERENCES..................................................................................................................9

INTRODUCTION
Digital marketing is defined as the set of activities and process that are undertaken
by the organisation to advertise organisational products and services by different online
marketing platform such as e-mail marketing and social media marketing. Business
connects with customers through internet in order to enhance organisation sales and
profitability. It is the most effective way to reach prospect customers and convert them
into potential customers. On the social media channels organisation create and share
the information of products and service and relative content that helps organisation to
attain all marketing goals. In this report concept of marketing, digital marketing and
importance of social media marketing is described. Various social media content and
effective campaigns as well as effectiveness of social media in covered in this report.
TASK1
Description of marketing
The concept of marketing is referred as the activity undertaken by the business in order
to advertise organisational products and services. The process of marketing is done by
the organisation self or by some other organisation who are specialized in marketing.
Through using marketing business seek attention of potential customers or audience
towards organisational products and services (Abeza, 2017). Marketing facilitates the
organisation to maintain proper relation with customers.
Concept of marketing mix as well as communication mix
Marketing mix: Marketing mix is referred as the set of actions and activities that helps
organisation to enhance sales of organisation products and services. It includes various
marketing mix factors that facilitate the organisation to maintain effective marketing
plans (Kang, and Kim, 2017). In order to prepare effective marketing strategies 4Ps
plays important role that are product, price, place and promotion are discussed below:
Product: Products are referred as the organisational product and service which
are designed by the to satisfy all needs and demands of customers in effective manner.
Products have value for customers. Organisation produce products and services of
according to preference and demand of customers.

Price: Prices are described as the value of products, that are paid by the customer
to consume particular product and services. Prices depend upon various like
manufacturing, quality, competitor strategies and size of products.
Place: Place is described as the important aspect of marketing mix that includes
various distribution channels. It is considered as the various physical stores form where
customers buy products. In the current competitive environment, organisation provide
online shopping and home delivery options to potential customers.
Promotion: Promotions are described as the activity which is related to promoting
organisational products and services. There are various advertisement platforms such
as advertising, public relation and personal selling. It facilitates organisation to enhance
sales and profitability.
Communication mix is defined as the effective tool and technique that facilitates
organisation to communicate with prospective and potential customers. There are
various communications mediums are used by the organisation such as direct
marketing, social media channels and advertisement (Kusumasondjaja, 2018).
Communication mix plays important role in engaging customers with organisation. As
Nike produce products at large scale, it is necessary to connect customers and identify
their needs and demands and provide relative products to satisfy them in effective
manner.
Concept of digital marketing
Digital marketing is characterized as that activity that includes all promoting capacities
through electronic gadget or use web. Fundamentally it is the significant part of
advertising that use online based advances just as cell phones and other computerized
media stages to promote organisational products and services. Different digital
marketing channels are utilized by the association, for example, email, web-based
media, web crawlers and sites to interface with current just as imminent clients.
Social media marketing
Social media marketing is referred as the effective marketing platform that utilise
various online marketing channels to connect with potential customers and build
effective brand image in order to attain objective of higher sales (Leban, and Voyer,
2020). Organisations published various relative content on social media handles,

engage wide range of customers and gain their feedbacks about organisation and their
products and services. There are various social media channels such as Facebook,
YouTube and Instagram that facilitates organisation to promote their products and
services and persuades them to purchase products and services effectively.
Importance of digital as well as social media marketing
Digital and social media marketing is essential to organisation to promote their product
and services in various contemporary organisation. In current competitive environment
most of marketing activities are done on various social media channels such as
Facebook, You-tube and Instagram (Martínez-Rolán, and Piñeiro-Otero, 2018).
Contemporary business adopts digital and social media marketing to enhance
organisational performance and gain high market share (Sanusi, 2020). Some
importance are described below:
Improve brand awareness: Effective utilisation of digital and social media
channels help business to enhance brand visibility and awareness in competitive
environment among potential customers. It spread information about organisational
products and services by publishing various advertisements and promotions.
Collect market share: Business gat various information about current market
trends and information about customers that help in business in strategy formulation to
provide better quality products and service. Nike gather effective information through
using various social media channels.
Increase customer engagement: Digital and social media is vert important for
contemporary business to enhance engagement rate of potential customers. It
facilitates business by maintain effective tow way communication and persuade
customer to purchase products and services (Martínez-Rolán, and Piñeiro-Otero, 2018).
Nike builds effective relation with customers by using social and digital media.
TASK2
Social media content example and its justification
Social media content: It is defined as the substance that is made by the
individual or association on the different social media stages like Facebook and Twitter.
These stages are works with the association to construct more collaboration with clients

and upgrade brand awareness among customers and market. Some examples of social
media content are following:
Infographics content: It incorporates different diagrams, pictures, designs in the
substance that is distributed on various social media cannels. By these infographics,
potential customers can comprehend the importance of respective content.
Recordings: In the social media content recordings are exceptionally
straightforward the significance of the message rapidly and appropriately. In web-based
media associations connect with clients by showing content through recordings.
Some significance of online media is examined below:
Increase consumer loyalty: Effective online media content works with
association to fulfil all necessities and request of prospective customers (Tanford, Kim,
and Kim, 2020). social media assumes essential part in the keeping up correspondence
with clients and improve the brand picture among market.
Associate potential audience with brand: Social media content Effective
substance interface expected clients with brand. Powerful substance impact dynamic
cycle of clients and convince them to draw in towards items.
Effective campaign with model for digital marketing
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This effective campaign that directed by NIKE by "Just do it". By this mission NIKE has
stepped in the social field of recent development and made Colin Kaepernick, face of
the mission.

RACE MODEL:
Reach: It is the most important part of the race model, campaign of NIKE
upgrades its range towards potential customers.
Act: In this stage numerous individuals act properly and show their interest
towards campaign on account of its image mindfulness (Wang, Cao and Park, 2019).
Convert: It is estimated that grown-ups react positively towards campaign. In this
stage different activities are converted in the buy activities and the deals of NIKE is
expanded.
Engage: This is important component of the Campaign that mirrors that who
much customers are being locked in with the brand and its viable Campaign.
Campaign of Adidas “impossible is nothing”
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RACE model
Reach: It is vital advance to arrive at expected customers in cycle of dispatching
campaign (Wang, 2020). Campaign of the Adidas, it was mirrored that number of
crowds follow it and increment the brand mindfulness and altruism of brand.

Act: In is phase, customers begin looking into the campaign and collect data
from different online media channels.
Convert: In this stage, it is analyzed that really, the number of audiences follow
the mission. In this progression, association give different data to clients to change over
their activities towards the buy.
Engage: NIKE brand involves suitable and potential customers and audience
through providing better quality Products.
Effectiveness of social media content
Social media content is the viable and proficient approach to draw in clients with
brand and hold them for significant stretch with association. There are different reasons
that increment the adequacy of the online media content. This viability is examined
below:
Cresting effective experience: Social media content makes effective experience
of customers through engaging with organisation on various social media channel.
Through online media, data is conveyed at quicker rate and with grater importance
(Zhang, Omran and Cobanoglu, 2017).
Improving customer’s knowledge: Social media permits association to notice
all inclinations of the clients. Every one of these data are being used in content
readiness to draw in clients and attempt to hold them with association.
CONCLUSION
From the above report, it can be concluded that marketing and advertisement is
become the important part of organisational functions to promote products and services
among potential customers. In current competitive environment various social media
marketing, personal selling and digital marketing platforms are used by the business to
enhance customer reach. There are various campaigns are launched by the
organisation n order to enhance organisation sales and customer base.

REFERENCES
Books and Journals
Abeza, G., and et. al.,2017. Social media as a relationship marketing tool in
professional sport: A netnographical exploration. International Journal of Sport
Communication. 10(3). pp.325-358.
Kang, J.Y.M. and Kim, J., 2017. Online customer relationship marketing tactics through
social media and perceived customer retention orientation of the green
retailer. Journal of fashion marketing and management: an international journal.
Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social
media brand communication effectiveness. Asia Pacific Journal of Marketing
and Logistics.
Leban, M. and Voyer, B. G., 2020. Social media influencers versus traditional
influencers: Roles and consequences for traditional marketing campaigns.
In Influencer Marketing (pp. 26-42). Routledge.
Martínez-Rolán, X. and Piñeiro-Otero, T., 2018. Content Strategies in the Era of Digital
Marketing. In Management and Technological Challenges in the Digital Age (pp.
149-176). CRC Press.
Martínez-Rolán, X. and Piñeiro-Otero, T., 2018. Content Strategies in the Era of Digital
Marketing. In Management and Technological Challenges in the Digital Age (pp.
149-176). CRC Press.
Tanford, S., Kim, M. and Kim, E. J., 2020. Priming social media and framing cause-
related marketing to promote sustainable hotel choice. Journal of Sustainable
Tourism. 28(11). pp.1762-1781.
Wang, X. W., Cao, Y. M. and Park, C., 2019. The relationships among community
experience, community commitment, brand attitude, and purchase intention in
social media. International Journal of Information Management. 49. pp.475-488.
Wang, Y., and et. al.,2020. Exploiting business networks in the age of social media: the
use and integration of social media analytics in B2B marketing. Journal of
Business & Industrial Marketing.

Zhang, T. C., Omran, B. A. and Cobanoglu, C., 2017. Generation Y’s positive and
negative eWOM: use of social media and mobile technology. International
Journal of Contemporary Hospitality Management.