Digital Marketing: Importance, Strategies, and Real-World Examples

This report delves into the core concepts of digital marketing, defining its role in selling goods and services through online promotion strategies such as search engine optimization and social media marketing. It explores the marketing and communication mix, highlighting the importance of product, price, place, and promotion. The report further examines digital marketing strategies, emphasizing the significance of social media marketing for contemporary businesses. Real-life examples from Starbucks and National Geographic illustrate effective social media campaigns. The report also provides screenshots of successful digital marketing campaigns and analyzes why social media content is effective in terms of consumer control, convenience, satisfaction, loyalty, cost reduction, and brand building.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART 1............................................................................................................................................3
Define marketing.........................................................................................................................3
Marketing mix and communication mix......................................................................................3
Digital marketing.........................................................................................................................5
Social media marketing...............................................................................................................5
Digital marketing and social media marketing are important for contemporary business..........5
PART 2............................................................................................................................................6
Social media real life example.....................................................................................................6
Screenshots of effective campaigns.............................................................................................7
Social media content is effective.................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is act of selling their goods or services by online promotion strategy
which are named as search engine operation, email marketing and so on (Gaur, 2019). It refers
to such advertising delivered channels through various websites, social media, email or mobiles
apps which are heavily rely on research products. In this report, topics have to be covered such
as marketing, communication and marketing mix, digital marketing, social media marketing and
why social media and digital media are important for firm, instance of social media contented,
screenshot of effective campaign and why social media content is effective.
MAIN BODY
PART 1
Define marketing
Marketing is a procedure for buying and selling of goods and services for
communicating, delivering and exchange offers to provide value for customers. The main goal is
marketing is to deliver a product or services through high quality messaging and standalone
value for prospects for customers through content with long term goals and increasing sales.
Today world, it has become some part of growth strategy of business enterprise and help to
accomplish their goals and objectives which helps to promote goods and services and increase
brand awareness and value for proving such message of their customers.
Marketing mix and communication mix
It is a set of action which is used to promote brand in market and it is made up of product
price, place and promotion but now marketing mix has extend our product or service through
people, process and physical evidence (Hudson and Hudson, 2017).
Product: This should represent that firm has offering product which they are selling
marketplace and satisfy customer needs and wants according to their expectations through their
product. Effectively marketing of product or service and it is significant to differentiate their
goods and services can be marketed through competitors.

Price: The price reflects what customers are willing to pay for a specific product or
service and is a monetary value for customers that they are ready to pay for it. It is identified
which is based on cost pricing where price are based on preliminary on customers perceived
quality.
Place: Sellers can sell their product which they needs to be determine where they should
place their product or service (Schmidt, 2017). If it is related to consumer good they can
distribute their product and identify some particular place for product. Retailers are placed at
right location for a particular product or service.
Promotion: It refers to all those activities which promote their product or service which
helps to provide information about offering some product or services. Various tools which are
need to identify to promote their product in market such as advertising, sales promotion, public
relation and so on.
Communication mix
It refers to provide some specific methods which is used to promote firm product to
targeted customers. Communication mix comprises of various ways to determine can
communicate with customers because marketing communications is an important factor in today
age. Some tools of communication mix which can include advertising, personal selling and direct
marketing are considered. It is helpful to determine that customers are offering for firm to bring
their loyalty in their customers.
 Product is one of major factors in communication mix for fits for marketing basis which
provide product or service (Yamamoto and Lloyd, 2019) . It is helpful to understand
what requirements of customers are and what type of helps which they produce in
product or changes so that will be changes accordingly to customers.
 For setting their price of product or service are generated through customers and they are
willing to pay for product and communicate easily for customers according to their price.
It helps to set them prices which create an sufficient demand for product by offering for a
firm.
 This communication mix helps for customer to communicating easily regarding tier any
product or service which convenient for customer to buy their product or service.

 There are various promotional activities tools which are sued in communication mix and
inform message to customers through various tools for targeting their customers. They
are also increasing their loyalty for customers about their product or service.
Digital marketing
This type of marketing consist of advertising should be deliver using marketing and
digital channels such as radio, TV, social media, email and mobile application are useful to
promoting their product or service (Zerr, Albert and Forster, 2017). It is a form of marketing
products or services which involved various electronic devices and can be done offline and
online of product or services. There are several types of digital marketing strategies which firms
could adopt to increase their users of product. It is basically determine marketing which should
be exploit their internet power that is based on technologies of digital marketing and other
platform of digital marketing. They help to initiate people to firm and encourage them to
purchase and even blogging or email marketing are examples of digital marketing. It helps to
engage customers with firm and offering their product or services.
Social media marketing
It is one of best tool for marketing where people can use social media platforms to
connect with various customers so that they can build and maintain their variety and enhance
sales. It involve publish great substance of social media profiles and engaging customers and
supporters and operation social media advertisement (Gaur, 2019). This media marketing are
more powerful tool for customers so that they can easily interact in social media with other
people through face book, twitter, Instagram and Pinterest. It also increases their loyalty for
customers and also increases their awareness for new customers. Social media marketing is a
procedure where they can create tailored with customer and helping to understand brand better.
Digital marketing and social media marketing are important for contemporary business
For contemporary business is one of most significant huge competition in market and
customer are aware to their preference as available for choices to customers about goods and
services. Social media marketing help business to get more and more attention for customers so
that it will be helpful to create brand and increase their brand value for customers (Hudson and
Hudson, 2017). Digital marketing are used for contemporary business environment that they can

reach audience for both cost effective and measurable. It can save money to reach more
customers for less money and helps to create brand loyalty.
PART 2
Social media real life example
The above discussion of social media clearly defines that it becomes very important in
daily life as every person is connected with social media and that’s why organisations focusing
on more and more use of social media so that directly connect to the consumers (Hendrayati and
Pamungkas, 2020). It can be more understand with the help of real examples of organisation
which successfully uses social media content in order to attract their target audiences. There are
two important examples which show how social media is important for them that are Starbucks
and National geographic. It can be understand with separate explanation.
Example of National geographic
It is identified that National geographic is one of the organisation that uses social media
platforms with informative content and beautiful pictures. From the Instagram account, it is
analysed that they have 122 million subscribers which shows that they are highly engage with
their. With the help of their photo community, they utilise user-generated content which cannot
available in any organisation as it is exceptional skill (Poddar and Agarwal, 2019). Due to their
account on social media platform, there are millions of photographers from all around the world
send their images. National geographic is uses social media in a very well manner. They adopted
social media strategies such as they transform their yellow board into portal, conversation with
audience, meeting consumer’s wants and needs, etc. It can be clearly understand from the
example of National geographic as they have a live program of Safari Live which day play on
Facebook, Twitter, YouTube and other websites. The reason behind this is they know the
importance of social media connectivity.
Example of Starbucks
As it is already know by everyone that what Starbucks is. Starbucks is the company
which interact with their Facebook account. They design their account in such a way so they

provide information (Kotabe and Helsen, 2020). For making more interesting account, Starbucks
uploaded by catching photos which includes their drinks, colourful videos and plenty of fun.
Their account just not provides information about these store locations but also provide job
opportunities. They always try to connect with their followers so that they can build relationship
with the help of conversation on a personal level (Can and Çetin, 2017). Their social media
content are too attractive which becomes beneficial for company else they are able to invite
consumers.
Screenshots of effective campaigns
Digital marketing becomes very important for every organisation which can already see
from the example of real life organisation. They set standard for digital marketing which helps
them to take a competitive advantage. Companies also use digital marketing for launching their
campaigns. With the help of campaigns on digital platform, they introduce and launch their new
products (Kreutzer, 2018). They try to communicate with the audience about their products and
services. Digital media is not only e beneficial for campaigns of introducing new products but
also it is beneficial for understanding their needs and wants with the help of taking reviews or
feedbacks. For making more effective content for digital marketing, organisation uses many
models such as the honeycomb model, 4 Cs of marketing communication, technology acceptance
model, Hofacker’s 5 stages of information processing, etc. There are some screenshots which
given below that how organisations uses social media for digital marketing purpose.

Social media content is effective
Social media is becoming the current trend of the purpose of marketing. Every
organisation is now focusing on to use social media platforms because they analysed that it
becomes very beneficial for the success and growth of company. Social media content is very
effective for an organisation and that's why every organisation makes their social content
effective (Kim, 2019). Social media is act like a communication platform with their uses of
products and services. That's why it is necessary to be very effective because it provides much
benefit which is mentioned below:
Consumer in control

Social media is very helpful for organisation if they want to control on their consumers. It
is analysed by companies that consumer get influenced by many factors in which social media
become one of the most important factor. They use social media for the purpose of become
trendy. Organisation can use this factor as a benefit for them. They make control on consumer’s
tastes and preferences.
Convenience & Satisfaction
Social media content is very helpful for providing convenience and satisfaction to their
end users. Social media content has a capability of providing information to target audience and
they can easily understand with the help of content. Consumers get satisfied by analysing the
social media content.
Loyalty
Social media is very effective for creating loyalty for organisation as they become
permanent consumers of a company. Loyalty is very necessary for an organisation that helps in
grow and success in marketplace.
Reduced cost
Organisations spent so much cost on providing information with the help of
advertisements and other promotional activities. But with the help of social media content they
can provide information with minimum cost so that’s why it is cost effective.
Builds a brand
With the use of social media content, organisations are able to build a brand in market.
By connecting with more and more customers, they can create and develop their different
position in the market place.
About benefits clearly show the importance of social media content as it is very effective
for company which becomes necessity for the success and growth of an organisation. Social
media content helps to communicate to the targeted audience directly.

CONCLUSION
About discussion shows that divide a digital marketing becomes very important as it is a
part of communication marketing. Marketing is very necessary for any organisation is it assists
them to communicate with the audience about their products and services. That's why every
organisation should focus on making best marketing strategy. It will help them to assist in
growth and opportunities.

REFERENCES
Books and Journals
Can, P. and Çetin, I., 2017. A research on the comparison of the effect of benefits obtained from
social media marketing to brand commitment in terms of domestic and foreign
consumers. International Business Research, 10(2), pp.29-42.
Gaur, S. S., 2019. Today's world needs graduates with digital marketing skills. The Edge
Malaysia, p.59.
Hendrayati, H. and Pamungkas, P., 2020, February. Viral Marketing and E-Word of Mouth
Communication in Social Media Marketing. In 3rd Global Conference On Business,
Management, and Entrepreneurship (GCBME 2018) (pp. 41-48). Atlantis Press.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Kim, Y., 2019. Developing a Work‐Ready Social Media Marketing Analytics Course: A Model
to Cultivate Data‐Driven and Multiperspective Strategy Development Skills. Decision
Sciences Journal of Innovative Education, 17(2), pp.163-188.
Kreutzer, R.T., 2018. Social-Media-Marketing kompakt. Ausgestalten, Plattformen finden,
messen, organisatorisch verankern, Wiesbaden.
Poddar, N. and Agarwal, D., 2019. A comparative study of application effectiveness between
digital and social media marketing for sustainability of start-ups. International Journal of
Business Insights & Transformation, 12(2).
Schmidt, A. J., 2017. Digital Marketing to Millennials.
Yamamoto, K. and Lloyd, R. A., 2019. The Role of Big Data and Digitization in Just-In-Time
(JIT) Information Feeding and Marketing. American Journal of Management. 19(2).
pp.126-133.
Zerr, K., Albert, R. and Forster, A., 2017, July. Context Sensitive Digital Marketing-A
Conceptual Framework Based on the Service Dominant Logic Approach. In International
Conference on HCI in Business, Government, and Organizations (pp. 298-312). Springer,
Cham.