BSc Business Management BMP3006: Digital Marketing Report

This report, submitted by a student for the BSc (Hons) Business Management with Foundation course (BMP3006), delves into the realm of digital marketing and social media marketing. It begins by defining marketing, exploring the marketing mix (product, price, place, promotion) and communication mix, and explaining the importance of digital and social media marketing in contemporary business. The report then provides two practical examples of successful social media content, analyzing campaigns from Domino's and KFC, and explaining why they are effective. It includes screenshots of effective campaigns, referencing the AIDA model used by Tesco to illustrate established digital marketing standards. The report concludes by discussing the effectiveness of social media content and its benefits for businesses. This assignment offers a comprehensive overview of digital marketing strategies and their application in real-world scenarios.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
Contents
Introduction 1
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Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why digital marketing and social media
marketing are important to contemporary businesses p
Part 2 p-p
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p
Why social media content is effective? p
Conclusion p
References p
Introduction
Digital marketing refer to reaching to the targeted people and also advertise the
Content with digital channels. This may includes websites, email, application and the
searching engines (Kannan, 2017). This is a way by which businesses can endorse the
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goods as well as services of the brand. This report will evaluate the marketing
and ,marketing mix with communication mix and who they are help to improve the
performance of business are evaluated. Further more example of social media content
are evaluated and effectiveness of social media content is presented.
Part 1
Explanation of marketing
Marketing is an art as well as science which help to explore, develop the require
value to fulfil needs of market with a respective profit (De Pelsmacker, Van Tilburg and
Holthof, 2018). The subject of marketing also understand as process to communicate
and deliver the needed values to the potential customers. Marketing determines the
needs and want arise in the market
The marketing involves the actions and activities related to buying and selling
of goods and services. In this development of advertisements for the respective
products are make and also being promoted in the market. This is any outwards
communication channel to promote the goals for which they are serving in the
market place. The digital marketing is determined with social media marketing
An explanation of what the marketing mix is and where the
communications mix fits
The marketing is done in the market with the main elements of marketing mix to
know the way marketing is to be done (Appel and et. al., 2020). The main four P's of
marketing are:
Product: this an any good or item which is having satisfactory power to satisfy its
targeted customers. The marketing people should know about the basic concept of
the products they sale in the market.
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Price: This is an amount which is set for the sale of each unit of the product sale in
the market. It contains more then the monetary value as efforts and the time
spended to buy the product is also added in its value.
Place: It is the place where products and services of the brand is distributed in the
market. With these customers are able to get and use the product in this right
product is being delivered to right person at respective time.
Promotion: This practise is done to make aware all the targeted people and
communicate to them to know their desire. With this the marketing is done most
effectively and easy to promote the products (Chaffey and Smith, 2017).
There are 3 more P's included in the marketing mix process that are physical
evidence, people and process which show the detail of each organization.
Communication mix: this is a tool having combination of all the aspects helpful to
communicate with the customers. Basically there are five elements:
Advertisement: this element present the products to all targeted customer in
attractive manner. ATL and BTL are the two types of advertisement.
Personal selling: selling the product personal is another way to communicate with
the audience and convert them into customers.
Sales promotion: This involves providing benefits to the customers at the time of
sale.
Public relation: Providing information and updates about the products to the
existing customers so that they can create an topic of discussion (Pomering, 2017).
Direct marketing: It is to communicate with the customer by digital tools.
Both the mix are interrelated with each other because marketing mix use to
develop the strategies with unique factors. Whereas, the communication mix assist
to communicate with the people who are purchasing the product of their brand.
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An explanation of digital marketing
The digital marketing is a tool which is being used to promote and sale the products
with digital tactics of marketing (Ndofirepi, Farinloye and Mogaji, 2020). This is also
known as online marketing because with this promotion activities are performed to
reach the potential customers. There are number of digital marketing examples:
Social media marketing: This is a digital tool to promote the goods as well services.
This is being developed in data analytics tool through which brand also can track the
process and the possibility of success.
Searching engine optimization: This method is to optimize the quality standards of
website traffics for any official website. In this they charge some fee to visit the
website so the traffic caused by this is filtered out and targeted audience can know
about the brand easily.
Email marketing: This is and promotional activities done with sending different text
messages to the different groups people. When organization uses to send and
informational message to its customer then it's an email marketing.
An explanation of social media marketing
Social media marketing refers to use of all the social media networks and social
media to do marketing activities for a brand (Mensah, 2020). With this company get
engaged with its customers. There are number of application on the social media for
market.
Facebook: This is an application which is being used by majority of people so the
brand can easily upload its products and services detail to attract the customers.
Twitter: The brand also be active on twitter as most of the professional and senior
people are active on twitter. Their the written notes are also presented to transfer
any written update about the product and its the brand irself.
Instagram: in the current world youth are mostly using this application to be social
so brand also can make use for marketing of its products.
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Pinterest: this is an application to share information on social media using different
innovative styles. The businesses can make use of this platform to show their
products with creativity so that customer is highly wanted to buy the product of that
brand.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
Social media is one of the most effective tool to market the products to the people
With the help of this tool the business can enhance their viability in-front of audience.
When the organization is being active on such platform then they will
get number of benefits (Kayumovich and Kamalovna, 2019).
On the other hand digital marketing is also vital for the any businesses because
With this business can reach large number of audience as well as convert them
Into customers. It is also less costly and having different advantages and help
To create loyalty of the brand.
Part 2
Two examples of social media contents that really work and
justification of why they work
In the modern world every individual is being noticing the activities done by their
products companies (Shareef And et. al., 2019). As per this social media campaign are
being used by different organization on regular basis to engaged their customers.
Few campaigns are determined below:
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Domino's is a multinational brand known for its pizza uses to share is social
media campaigns to attract the existing and new customers. So for doing this
practise they have use Facebook to promote their brand and the product they offer in
the market. In this campaign the organization is offering two pizzas at fewer prices
when the people order it online through their official website. This type of campaign
are regularly conducted by Domino's to attract and sustain in the market and also
compete effectively with its competitors in the market.
Domino's have make use of Facebook for its campaign because this
application is very frequently used by the people. This is free use for a normal
person or an organization and this tool can grab huge number of targeted audience
and also reach to new customers who are not being the customers previously. This
campaign of social media will charge zero for the company and help to aware the
maximum number of audience (Baum and et. al., 2019). In this type make the content
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Illustration 1: 2 topping pizzas campaign of Domino's

more attractive and fresh that all the customer will try to make effort to go through
this campaign detail and also become the customers of Domino's.
This is a post of campaign launched by KFC for social media content in 2019 may.
This offer is given by the company in summers with the new varient named as
chicken skin (Segerberg, 2017). As in the summer people are less preferring to eat
more non-veg so to attract the customers towards the taste and brand. This
campaign is launched by the company so that sale get enhanced with this new
product.
KFC has made use of Instagram application to do its campaigns as in this
company can post creative content with all the details. Basically company is
targeting youth so this is most effective application because majority of youth are
using Instagram and being active on this platform. This application is available free
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Illustration 2: Chicken skin campaign of KFC

to use for the company and with this they also grab maximum number of people at
one place. The customers also think the organization who is using digital way to
reach its customers is more efficient in the market. This application also provide
options to its user to create attractive content so that their customers get more
engaged with this.
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
To determine the effective campaigns of digital marketing campaign the ad
posted by Tesco can be used which is using the model of AIDA (De Pelsmacker, Van
Tilburg and Holthof, 2018). Tesco is having its Facebook page where they use to post
the product related information to promote the product and aware the customers
about the brand. In this campaign they are showing that their products are organic
and how they help people to be healthy.
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The above figure is showing that Tesco is made use of AIDA model to explain its
quality of products. Which let the attention of the people towards the brand who are
active on Facebook when they go through this post then they are being engaged
with this and their interest get increased. The customers of Tesco are being more
health conscious and this post is showing the related information about the health of
the people (Kannan, 2017). In this post the explanation related to healthy eating
practise are given which help to grab the interest of its targeted audience. When the
people are interested then they think that they also desire the products which are
offered by Tesco. They also provide discounts and different offers to engage the
customers with maximum potential. When the customer are going to buy the
products of Tesco they provide the link from where they can place their orders. With
this practise people are become the customers with lots of benefits provided by the
company. The offical link is be given with the post so that they will not face any issue
in finding the website and placing their order.
Why social media content is effective?
The social media provide number of benefits to its users so organization also will get
the advantages when they use it. When the business make use of social media
content then they get to know the opinion of its potential and new customers. As the
social media also have tool like, dislike and comments and many more through
which people share their reviews (Kanuri, Chen and Sridhar, 2018). The social media
also provide opportunity to organization to develop its positive brand image in front of
people.
The customer is being controlled with the help of this social media content
because when the organization will provide better content then customer are highly
engaged. The customer needs that their brand provide regular update to them so
that they are being engaged with the brand. The social media content also provide a
convenience to the organization to show their products to the customers easily.
Conclusion
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This report concludes that the digital marketing tool help the organization from
different aspect and also provide number of benefits. The marketing process help the
organization and customer about each other and develop a relationship between
them. Marketing mix have 7 P's which are considered while promoting any
organization commodity. Social media campaign are helpful to the organization to
aware the customer and engage them for long-term. Further more the social media
content advatages are discussed as it help the organisation to develop loyalty and
satisfaction in customers.
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References
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management. 72. pp.47-55.
Appel, G. and et. al., 2020. The future of social media in marketing. Journal of the Academy
of Marketing Science. 48(1). pp.79-95.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal (AMJ). 25(2). pp.157-165.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa(pp. 241-262). Routledge.
Mensah, N.O., 2020. Examining the Factors and Constraints Influencing the Choice of
Marketing Communication Mix Elements in Rural and Community Banks (RCB’s)
in Ghana.
Kayumovich, K.O. and Kamalovna, S.F., 2019. Social media-marketing-a forceful tool for
tourism industry. European science. (7 (49)).
Shareef, M.A. And et. al., 2019. Social media marketing: Comparative effect of
advertisement sources. Journal of Retailing and Consumer Services, 46, pp.58-69.
Baum, D. and et. al., 2019. The impact of social media campaigns on the success of new
product introductions. Journal of Retailing and Consumer Services. 50. pp.289-297.
Segerberg, A., 2017. Online and social media campaigns for climate change engagement.
In Oxford Research Encyclopedia of Climate Science.
Kanuri, V.K., Chen, Y. and Sridhar, S., 2018. Scheduling content on social media: Theory,
evidence, and application. Journal of Marketing. 82(6). pp.89-108.
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