Digital Marketing & Social Media's Impact: A Comprehensive Report

This report provides a comprehensive overview of digital and social media marketing, exploring core concepts, strategies, and their importance in contemporary business. It defines marketing, digital marketing, and social media marketing, emphasizing the role of the marketing mix and communication mix. The report delves into the significance of digital and social media in enhancing brand awareness, customer loyalty, and cost-effectiveness. It includes examples of social media content, such as images, infographics, and videos, and their justifications for effectiveness. Screenshots of successful marketing campaigns, including Tesco's use of the RACE model, are analyzed to illustrate practical applications. The report concludes by highlighting the effectiveness of social media content in increasing brand recognition, improving conversion potential, and creating richer customer experiences, emphasizing the importance of customer engagement and providing valuable insights into the dynamic nature of modern marketing.

Digital marketing and social
media marketing

Contents
Introduction.................................................................................................................................................4
Concept of marketing..............................................................................................................................4
Concept of marketing mix and communication mix requirement...........................................................4
Concept of digital marketing ...................................................................................................................5
Concept of social media marketing..........................................................................................................5
Importance of digital and social media marketing in the contemporary business..................................5
PART 2.........................................................................................................................................................6
Examples of social media content and its justification............................................................................6
Screenshots of effective campaigns and models ...................................................................................7
.................................................................................................................................................................7
Effectiveness of social media content......................................................................................................9
CONCLUSION...............................................................................................................................................9
References ................................................................................................................................................10

PART1
Introduction
Marketing is described as the procedure that is done by the every organization in
order to promote trade of the respective product and services. It is basically a set of
activities that is related to the communicating, delivering and exchange the offers which
have values for the customers, clients and other partners. It includes various tools such
as internet marketing, social media marketing and content marketing. Digital marketing
is termed as use of internet, mobile device and social media channels to promote their
goods and services. Digital and social media marketing both are very important for the
success of the organization. In this report concept of marketing, digital marketing,
marketing mix are being mentioned.
Concept of marketing
The concept of marketing is referred as the process that is undertaken by the
every organization in order to promote goods and services to customers. It includes
advertisements, promotions, personal selling and various events to attract as well as
persuade customers to buy the products of particular organization (Cole, DeNardin,
Clow,(2017) . Basically it is the process to get potential customers who are quite
interested in the products and services. It focuses on the various market trends as well
as customers behavior and implements it in the organizational strategies to attract and
retain customers by satisfying their all needs and demands.
Concept of marketing mix and communication mix requirement
Marketing mix is the combination of various actions and tactics that are used by
the organization to promote its products and services in the respective market.
Generally marketing mix is set of 4Ps that are product, price, place and promotion after
that are three more Ps are included that are people, process and physical evidence. It
defined the way how organization launch specific product in the competitive market.
Marketing mix is helpful in determine various market options that include price, product,
distribution and promotion in order to fulfill customers needs and demands.
Product: Products are basically the physical items that are designed with have
some qualities that are able to satisfy customer’s needs and demands. It is the item that
is produces for the sale in the respective market. Products have various features to
satisfy all needs of customers.
Price: Price is the value of products that customers are ready to pay. Price of
product is decided after analysis of market and it is set according the particular market
segment.

Place: Place is the important factor in order to determine the area of distribution
for the specific products and services (Sümer (2020.). In this all activities are performed
to make all the products available to their customers in their near areas.
Promotion: Promotions are described as the tool that able to promote product
and provide information to potential customer as well as persuade them to purchase.
Promotion tool are advertising, digital marketing, social media marketing and direct
Communication mix is a tool that is used to convey all information about the
products and services to potential customers. It includes advertising, personal selling
and maintained good public relations. Organization adopts these communication mixes
to build better connection with their customers. So, it is quite important for the success
of every organization.
Concept of digital marketing
Digital marketing is the effective tool of marketing that use internet and digital
technologies like mobile, computers, and various other platforms to promote products
and services to customers. In the digital marketing various channels such as social
media, emails, websites and social media channels are utilize to provide brief
information about the product and services to customers. In the current scenario every
organization promotes its products on digital platforms to reach potential customers and
persuade them to purchase. Digital marketing is also known as the online marketing
which use online channels to attract customers.
Concept of social media marketing
The concept of social media marketing is described as the use of various social
media channels and platforms in order to connect with customers and audience to
enhance brand image and sales of organization. Basically it is the use of various social
media websites and networks to create tailored content to engage with audience and
promote business. Content and valuable information are published for the audience on
the social media platforms such as face book, Instagram, YouTube and Snap chat. Now
businesses also use social media tools to promote their band value among customers.
It facilitates all type and size businesses to reach potential and prospect customers and
effectively persuade them to act positively.
Importance of digital and social media marketing in the contemporary business
As contemporary business environment is highly competitive as well as dynamic.
There are changes are happened very fast, so organization developed accounting
controls concepts to cope up with these drastic changes (Sheth,(2018). Business which
is conducting their business in the contemporary environment prepared logical business
strategies and implement management accounting tools to support various short as well
as long term planning to achieve goals and objectives, control over activities and
operations and for the effective decision making.

Now social media plays very important role in the digital marketing that facilitates
every organization to reach customers across world. These tools help contemporary
businesses to engage with potential customers, enhance brand value, boost the sales
and maintain better relationship with customers. Several importance are discussed
below:
Improve brand awareness and loyalty: Social media is effective and profitable
platform of digital marketing in order to spread awareness about the organization and its
products. Social make it easy for customers to find the most suitable brand and make
close connection with them. It helps organization to retain customers and enhance
brand loyalty.
Cost effective: It is cost effective way to promote brand through advertising on
various social media channels. As it social media marketing saves the cost if
organization, then it can attain grate return on its respective investment. Money invested
in the advertising in social media increase conversion rate of organization.
PART 2
Examples of social media content and its justification
Social media marketing is referred as the content that is prepared by the
individual person and organization for the social media networks such a Face Book,
Instagram and other social platforms(Heinze, A., and ,( 2020). It is the process of
developing as well as sharing valuable and relevant content for the customers in order
to retain them with the organization. Content includes variety of information that
contains value for the customers. Organizations use different type of social media
marketing contents, some are discussed below:
Images: Images In the content make it more effective and easy to understand for
the customers. Pictures and images have great impact on the customers mind and able
them to remember the brand for the long run. Relative images are used in the content to
clear the real meaning for the readers.
Info graphics: Info graphics are the set of various images, charts and use of
minimum text make it easy to understand overall topic effectively
(Cheung,Pires,Rosenberger III,(2019). Basically it is the graphical representation of the
respective data and information to create deep understanding. Organization use
effective info graphics in their advertisements in order to attract more customers.
Videos: Videos are the effective way to represent content to customers, so they
can interpret it in less time. Various effects make it more attractive. Organizations use
videos to promote their products on the social media.

Social media content is very important for the business to promote their products
on various social media platforms such as Face Book, Instagram and Twitter. This
content is quite simple and attractive, so audience can understand in efficiently. In
content various images, videos and effects use in order to make it more effective. The
importance of social media content is discussed below:
Increase connection between brand and audience: Primary aim of social
marketing content is to establish better connection between the respective brand and
audiences. It enhances the passion and loyalty of customers towards the brand.
Enhance conversion rate and opportunity: It increase the conversion rate and
provides various opportunities to the organization in order to achieve all determine goals
and objectives.
Screenshots of effective campaigns and models
Illustration 1: Tesco brings value focus ‘to life’ as it takes on Aldi and Lidl,( 2021)

Tesco conducts the effective campaigns in the market to know about the market
facilitated the organization to examine all market factors. These screenshots are pasted
here that represents the campaigns (Kirmond,(2020). To increase the demand of
groceries products and to evaluate that these market and customer factors who affect
the demand of products in effective manner.
In this campaign the mode RACE model is used. Race model provides the simple
structure for the respective company to develop the digital marketing as well as the
communication plan that facilitates Tesco to meet the all challenges to reach and attract
Illustration 2: Samsung Tesco - "Plus To Your Life - Homeplus",(2020)

online audiences. It includes four major factors that help Tesco to conduct campaigns in
effective manner. These factors are discussed below:
Reach: It is the first and important step of the model it involves building
awareness about the particular brand, its respective products and services on the both
online as well offline media channels in order to make traffic on their social media
pages. Reach ensures the reach of the Tesco products among the customers.
Act: Act is referred as the interaction between the customers and brand. The
interaction is take place on the various websites and social media platforms(Shen,
and .,2020). Action is determined as the overall journey of the customers and it started
from the stage when they initially visit to the pages of Tesco sits on the social platforms.
Customers take actions about the campaigns and search them on social media.
Convert: It is very important stage in which customers actions are turned
towards purchasing the products. Tesco want to convert all effort in the selling. All the
payments are dome by the online as well as offline channels.
Engage: Engagement is related to the developing long term relations with buyers
and built loyal customers as their interactions are being place on the various sites,
emails and direct interactions make the lifetime relations with customers. Customer
satisfaction and their engagement are necessary for the success of Tesco campaign.
Effectiveness of social media content
Social media content is an effective tool to promote brand among the competitive
market and among the customers. It provides related information to potential customers
regarding products and services in effective manner. Effective and clear content
increase the overall knowledge of customers and create better relation between the
organization and audiences (Adebayo,and Kongar, (2021). If customers understand the
content in defined manner then these customers attract towards brand and keen to
purchase the respective products of organization. By the content companies share their
opinions, information and ideas on social media in effective manner. Effectiveness and
importance of social media content is discussed below:
Increase brand recognition: social media content make a brand different from
others. It carries various information and related data to the customers. Effective
content on social media marketing will make the organization recognize in the market. It
helps the organization to make effective connection with prospective customers.
Improve converting potential: Social media content improve the converting
customer’s potentiality in positive manner. If the organization provides the great relative
and valuable information to their customers then these customers attract to search more

about the brand. Effective content creates the positive interaction with prospective
customers.
Create richer experience: Social media provides market trends knowledge to
organization. It shares various at fast rate to the potential customers ( Chaffe. and
Smith, (2017) . Satisfying customers share their feedback and experiences with
respective organization with others that will help in success of organization.
CONCLUSION
As per the above report, it can be concluded that social media marketing as well
as digital marketing are the very effective tool to promote the buying and selling of the
products and services. It has been examined that marketing and marketing mix
facilitated the organization to determine various factors such as product, price, place
and promotion social media marketing is related to using varies social media channels
like Face book, Instagram and other platforms.

References
Books and Journals
Adebayo, O. and Kongar, E., (2021). Impact of Social Media Marketing on Business
Performance: A Hybrid Performance Measurement Approach Using Data
Analytics and Machine Learning. IEEE Engineering Management Review.
Chaffey, D. and Smith, P.R., (2017). Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Cheung, M.L., Pires, G.D. and Rosenberger III, P.J., (2019). Developing a conceptual
Model for examining social media marketing effects on brand awareness and
brand image. International Journal of Economics and Business Research. 17(3).
pp.243-261.
Cole, H.S., DeNardin, T. and Clow, K.E., (2017). Small service businesses: Advertising
attitudes and the use of digital and social media marketing. Services Marketing
Quarterly. 38(4).pp.203-212.
Heinze, A., and et.al.,( 2020). Digital and social media marketing: a results-driven
approach. Routledge.
Kirmond, L., (2020). Localization Strategy for Business-to-Business Digital Marketing
with a Focus on Industrial Metrology. In Digital and Social Media Marketing (pp.
293-297). Springer, Cham.

Mogaji, E. and Yoon, H., (2019). Thematic analysis of marketing messages in UK
universities’ prospectuses. International Journal of Educational Management.
Parsons, A.L. and Lepkowska-White, E., (2018). Social media marketing management:
A conceptual framework. Jourl of Internet Commerce. 17(2).pp.81-95.
Shen, C.W., and et.al.,(2020). Social media marketing of IT service companies: analysis
using a concept-linking mining approach. Industrial Marketing
Management. 90. pp.593-604.
Sheth, J.N., (2018). How social media will impact marketing media. In Social media
marketing (pp. 3-18). Palgrave Macmillan, Singapore.
Sümer, S.I., (2020). A New Marketing Trend in the Digital Age: Social Media Marketing.
In Digital Business Strategies in Blockchain Ecosystems (pp. 133-151). Springer,
Cham.
Online:
Tesco brings value focus ‘to life’ as it takes on Aldi and Lidl. (2021) [Online] Available
through :<https://www.marketingweek.com/tesco-shifts-marketing-focus-to-value/>
Samsung Tesco - "Plus To Your Life – Homeplus".(2020) [Online] Available through
:<https://www.adforum.com/creative-work/ad/player/12654815/plus-to-your-life-homeplus/
samsung-tesco>