Digital Marketing: Strategies, Mix, and Social Media Report

This report delves into the realm of digital marketing, providing a comprehensive overview of various business techniques designed for effective and efficient outcomes. It highlights the importance of digital and social media marketing, exploring the marketing mix and communication mix to achieve desired targets. The report examines the practical applications of digital marketing, emphasizing the use of online channels to boost sales and attract new customers. It includes a detailed analysis of the concept of marketing, distinguishing between the marketing mix and the communications mix. Additionally, the report provides examples of successful social media campaigns and assesses the effectiveness of social media content, offering valuable insights into the dynamic world of digital marketing strategies. This report is a valuable resource for students seeking to understand and implement effective marketing practices.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
The Concept of Marketing...........................................................................................................3
Distinguish between the marketing mix and the communications mix.......................................3
Digital Marketing.........................................................................................................................4
Social media marketing...............................................................................................................4
The importance of digital and social media marketing in today's companies.............................5
TASK 2............................................................................................................................................5
Two examples of content of social media...................................................................................5
Screenshots of successful campaigns..........................................................................................6
Social Media Content's Effectiveness..........................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The aim of this report is to explain the various forms of business techniques that can be used
to obtain targeted outcomes successfully and efficiently. Digital media and social media
marketing are widely regarded as the most common movement and most effective means of
communicating with consumers. The aims of the marketing mix and communication mix to
achieve desired targets are highlighted in the paper. The study also focuses on the organizations'
realistic approaches to achieving their goals. The digital marketing model and norm seem to be
useful for the organization in terms of using appropriate online channels to raise sales and draw
new buyers through the development of successful relationships.
TASK 1
The Concept of Marketing
Marketing is a collection of practices and techniques that help a business express the
importance of its name, product, or service to potential customers. There are numerous
marketing options available. A company's judgment on a marketing plan or design is dependent
on a careful examination of said target audience (Gómez-Olmedo and Tsirintani, 2019). As an
example. If a business wishes to reach a certain area. Marketing is a form of business practice
that aims to increase a company's profits. Marketing and tactics centred on the overall market
situation and environment are used to increase the company's profits and, finally, earnings.
Distinguish between the marketing mix and the communications mix.
Marketing Mix
It is a strategic tactic used by businesses to successfully and efficiently market their
goods or services. To help understand consumer market and evolving demands in the world, this
framework focuses on the following Ps.
 Product: The commodity or services that the organisation provides to its target audience
are referred to as a product. Customers are attracted to brands that have unique ideas. The
business must adapt to the changing demands and desires of its consumers. Sainsbury's,
for instance, has an organic line of natural flavours.
 Price: Customers pay a price for the expense of the goods or services they get.
Customers' swapping costs can be reduced with appropriate strategic tactics. To
maximize its profits, Asda, for instance, employs a competitive pricing approach.

 Place: It involves the targeted area and populations in which a company's goods or
services can be sold. Target marketing and segmentation are essential for a company's
long-term success in the market (Backaler and Shankman, 2018). M&S, for instance,
made it simple for consumers to purchase products from its online platform.
 Promotion: A business's goods or services are promoted to consumers by successful
advertising campaigns. Such tactics assist them in reaching out to the appropriate
audience. M&S, for instance, uses seasonal discounts, social media campaigns, and so on.
Communication Mix
The method of developing contact between the target market and consumers is known as the
communication mix. Brands use networking to reach out to their target audiences with the best
message at the perfect time. Advertisements, e-mails, new media campaigns, and the use of
social networking sites are all examples of ways to provide an efficient contact platform between
customers and businesses in order to achieve goals.
Digital Marketing
The use of the internet and other means of digital media to advertise a brand to prospective
consumers is known as digital marketing. This entails reaching out to customers via email, online
marketing, networking sites, text, digital media, and other social channels. The digital
advertising process allows an organization to introduce its product using both creative and
technical approaches, along with making good use of business intelligence that the digital
industry has built up over the years (Aslam and Srivastav, 2018). Digital marketing uses a
variety of approaches to communicate itself to its clients via the network, including electronic
messages, e-mails, tvs, and many more.
Social media marketing
It is a type of digital marketing where an organization uses social platforms to communicate
with and sell to its future consumers. It is indeed a common theme that most businesses use to
sell their brand. When opposed to conventional marketing methods, it aims to attract a wider
variety of consumers. Snapchat, Facebook, instagram and Pinterest are only a few of the more
prominent social media platforms. To examine its consumers and to make their marketing
campaign more successful, the organization employs sophisticated psychographic and
demographic approaches.

The importance of digital and social media marketing in today's companies
In present era, everybody has accessibility to an internet connection and devices that use
internet connection such as a mobile, which allows businesses to reach out for advertising
purposes. The social networking is a broader category wherein the real world's environments are
used for advertisement and promotional purposes (Zaveri and Amin, 2019). The digital
marketing campaign efforts are focused on the area's demographics along with psychographic
demands, and also the typical result. Though social media advertising is dependent upon every
client's psychographics, the data gathered can indeed be conveniently used mostly for promoting
various goods and services. The following are among the advantages of digital media marketing
and social media marketing:-
 Since new customers can be quickly reached and sales rates are good, this method of
advertisement is cost efficient.
 Another of the distinguishing features of this form of advertisement is the ability to be
engaging. Unlike so many other modes of marketing, social media and digital marketing
enable consumers to communicate with brands through comments and individual needs.
 The company's goal of customer loyalty is made easier by the two-way contact. Since it
enables businesses to adapt to changing desires and demands.
 The use of social media and digital ads to attract a wide range of possible audience
members based on their tastes over time is common. This method of publicity assists the
company in shaping the trends with innovative and creative advertising ideas.
TASK 2
Two examples of content of social media
Another recent theme is social media content, which is used by many businesses to advertise
their brands. This materials are used on social media because the website provides for more
active communication with consumers than traditional marketing methods. Because of the high
level of engagement from customers, the organization is able to collect direct input or comments
user has to click on some kind of "like" icon or something identical (Almeida-Santana and
Moreno-Gil, 2017). Posts on Instagram, Facebook, Instagram Reels, IGTV posts, LinkedIn
accounts, and Twitter are amongst the most common social media contents. Of all the sorts of
social media material, Instagram posts and stories are perhaps the most exciting.

Posts on Instagram: This social media material is thought to be the most creative, since it
successfully engages consumers with the brand. Customers will upload photos and videos to this
type of social media material, which is then used to meet the needs and wishes of customers in
an ever-changing world. Marks & Spencer, for example, uses a free giveaway to create the most
engagement on Instagram.
Reels: This other aspect is Instagram's Reel, which is powerful social media material that
allows advertisers to advertise themselves and connect with their consumers through short clips.
When compared to other methods of content, short clips generate up to 21% additional
connections. This technique works well for keeping consumers engaged with advertising for
extended amounts of time.
Screenshots of successful campaigns
Figure 1. Spotify Campaign #2019Wrapped, 2021
Spotify, a high-quality music streaming provider, ran a campaign called #2019Wrapped
that enabled users to playback and appeal to the viewer by giving them a glimpse of their daily

lives. Everybody was able to express their interests through the initiative. It was just the End of
the Era campaign from Spotify. The ad was a huge hit on social media platforms including
Facebook, Instagram, and Twitter.
Figure 2. Starbuck Unicorn Frapuccino, 2020
Starbucks too has released an exclusive one week promotion called
#starbucksunicornfrappuccino, which features neon colours, magical effects, and unicorns. In
order to draw more buyers, the firm also offered a limited-time discount.

Social Media Content's Effectiveness
Offering a wide range of aspects, social media marketing is the most effective mode of
digital media marketing. One of the most significant considerations is the accuracy whereby the
digital market communicates with customers. Any social media platform records users'
experiences, preferences, and desires, which could be used to determine which products and
services they enjoy (Riefa and Clausen, 2019). Social networking followers have a strong
probability of becoming company consumers if this data is combined with active and creative
campaigns. The potential to see the overall amount of participants who have seen the company's
content, as well as their basic reactions and preferences, enables the social networking platform
an effective promotional and marketing tool.
It moreover aids the product in using geographic analysis as well as consumer information.
And as opposed to certain other campaign strategies, the expense of contacting the audience just
for sake of advertising is comparatively low, and the brand can quickly attract customers due to
fast repetition and updates. As a result, social media offers plenty of opportunities for
advertisement and brand competition.
CONCLUSION
The above study comes to a close with two tasks. The first task looked at the role of
marketing mix and contact mix. It also addressed the importance of social media and digital
marketing in achieving corporate objectives quickly and efficiently. Task two included a short
discussion of social media posts, as well as several examples. The study also included
screenshots of the most successful campaigns. Finally, the usefulness of social media advertising
was addressed.

REFERENCES
Books and Journals
Almeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their
influence on destination loyalty: Digital destinations and relationship marketing. Journal
of destination marketing & management, 6(2), pp.150-161.
Aslam, M. and Srivastav, A.K., 2018. Analyzing the effect of marketing digitization on business
processes and consumer behaviour.
Backaler, J. and Shankman, P., 2018. Digital influence. Macmillan.
Gómez-Olmedo, A.M. and Tsirintani, M., 2019. Understanding the Challenges of the Healthcare
System in Promoting Best Use of Digital Marketing Tools for a Purposeful Living.
In Strategic Innovative Marketing and Tourism (pp. 387-395). Springer, Cham.
Riefa, C. and Clausen, L., 2019. Towards Fairness in Digital Influencers' Marketing Practices.
Zaveri, B. and Amin, P., 2019. Augmented and Virtual Reality: Future of Marketing
Trends. MANTHAN: Journal of Commerce and Management, 6(1), pp.16-25.