Digital Marketing: Importance for Contemporary Businesses Report

This report provides a comprehensive overview of digital marketing and its significance in contemporary business operations. It begins by defining marketing, the marketing mix (including product, price, place, and promotion), and the communication mix. The report then delves into digital marketing, highlighting its reliance on digital channels like websites and social media, and emphasizes the role of social media marketing. The importance of these strategies for businesses is discussed, including enhanced customer interaction, real-time engagement, and cost-effectiveness. The report then explores examples of effective social media content, such as videos and blog posts, and analyzes successful digital marketing campaigns using examples from Verdant Leisure and John Good Logistics. Furthermore, it outlines the standards of digital marketing and explains the reasons behind the effectiveness of social media content, such as enhancing brand recognition. The report concludes by summarizing the key findings and emphasizing the evolving nature of digital marketing in today's business environment.

BMP3006 PRACTICAL
DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...................................................................................................3
Part – 1......................................................................................................................3
Marketing................................................................................................................................................3
Marketing mix and communication mix..................................................................................................3
Digital marketing.....................................................................................................................................4
Social Media marketing...........................................................................................................................5
Importance of digital marketing and social media marketing to the contemporary businesses................5
Part – 2......................................................................................................................6
Examples of social media content............................................................................................................6
Effective digital marketing campaign......................................................................................................7
Standards of digital marketing.................................................................................................................9
Reason of effectiveness of social media content......................................................................................9
CONCLUSION......................................................................................................10
REFERENCES......................................................................................................11

INTRODUCTION
Digital marketing refers to the utilization of various digital channels for the purpose of
carrying out advertisement of the company’s products and services. Digital channels here include
websites, email, mobile apps, search engines and social media networks (Cole, DeNardin and
Clow, 2017). By utilizing these channels, companies can promote their offerings to a large
number of potential customers. In modern days, there are enormous digital systems and channels
available and accessible for companies to promote and sell their products and services. The
present report is prepared on digital marketing and its importance for companies. Also, the report
will include social media marketing and its importance in modern day’s business operations.
Part – 1
Marketing
Marketing refers to the process of obtaining potential and interested clients and customers to whom a
company can offer their products and services. It is the efforts of the company towards making available
their products in the market with unique features, competitive price, through relevant distribution channel
and utilizing the best and appropriate promotional tools to make known their product in the market
(Deepak and Jeyakumar, 2019). it aims at knowing customer’s behavior and making arrangements
accordingly in order to attract and retain customers by fulfilling their needs and expectations.
Marketing mix and communication mix
Marketing mix includes four P’s, that is Product, Price, Place and Promotion. These four are
known as the element of the marketing mix. These elements in the form of 4 P’s together make
up the unique marketing mix of the company through which it promotes their products and
services in the market. Nowadays, these P’s are extended and includes 3 more p’s, that is,
people, process and physical evidence (Thabit and Raewf, 2018). The marketing mix reflects the
way a new product or service is taken to the market. Marketing mix itself defines the customer
needs and expectations it aims to satisfy. The description regarding various P’s of marketing mix
are as follows:
Product: Product as the element of marketing mix acts as a base for the performance of other
elements in the marketing mix. Product means what the company is actually going to sell or offer
to the customers. It must perform at some defined minimum level in order to make success of
other element’s performance.

Price: Here, the marketer defines the value of the product or service it going to offer in the
market. It can be defined after considering the cost, demand, target segment and many other
factors that are associated with the product or service. Each marketer can have their own unique
strategy for pricing their products (Thabit and Raewf, 2018).
Place: This element defines what kind of marketing channel are accessible for the marketer and
what is the best location to make available products in the market, so that the target customers
can easily obtain the product.
Promotion: This element of mix undertakes all those activities that aid in making known the
company’s product. It is nothing but the marketer’s effort to communicate their offerings to the
target segment to raise demand for their product.
It can be said that Communication mix is best fitted in this element of marketing mix. The
various tools used in promoting the product are meant for communicating the potential
customers about the availability of the product only. The various tools to communicate and
promote the company’s product are sales promotion, public relations, advertising, publicity and
social media marketing.
People: It include the efficiency, competency and effectiveness of people or employees of the
company (Thabit and Raewf, 2018).
Process: Effective, accurate, efficient and user friendly processes in the business for ordering,
producing and delivering products and services.
Physical evidence: It involves the assets like intellectual property, premises and equipment of
the marketer’s company.
Digital marketing
Marketing when done through the use of various online and digital channels are considered and
called as digital marketing. This concept has gain much popularity in modern time with the
increase in the number of internet users. Also, this technique has proved to be cost effective
(Bala and Verma, 2018). In digital marketing, there are five D’s which facilitate the successful
accomplishment of marketing efforts, like digital device, digital media, digital technology,

digital platforms and digital data. These five D’s facilitate the successful interaction between the
marketer and target audience.
Social Media marketing
Social media networks are immensely used by businesses to promote and sell products online.
Social media platforms when utilized for marketing is known as social media marketing.
Through social networking sites, many potential customer base can be obtained and maintained
in order to run businesses online through internet (Shaikh and Nigade, 2021). The most common
sites used for performing marketing functions are Facebook, Twitter, google+, LinkedIn, etc.
The main focus under social media marketing is on people and not on product. The consumer
behavior can be studied and influenced through this mode in the way such as, creating
awareness, gathering information, studying opinions, attitudes and purchasing decision.
Importance of digital marketing and social media marketing to the contemporary businesses
Digital marketing is important for contemporary businesses because:
 It enhances the ability of the businesses to interact with the target audience in a much
better way (Keegan and Rowley, 2017).
 It allows for direct communication between potential and interested customers and the
company or brand.
 It allows for real time interaction with the target audience.
 It is considered as very much affordable than the traditional marketing.
 It covers considerably larger audience than the traditional marketing with minimum
resources in terms of time and money.
Social media marketing is important for contemporary businesses because:
 It has been noticed that this mode of marketing helps in enjoying higher customer loyalty.
 It provides an opportunity to demonstrate level of customer service publicly and
accordingly it leads to enrichment of relationship with the customers (Heinze and et.al.,
2020).
 Social media platforms allow for getting greater insights about consumer behavior, their
tastes and preferences.

 It enhances the reach and make the product accessible for those who are much far away
from the company.
 It also helps in achieving the marketing objective with lesser resources, time and efforts.
 It is very easy and quick to set up marketing campaign through social media platforms.
 Also, at last it provides opportunity for penetrating into new geographical market without
any additional efforts and resources.
Part – 2
Examples of social media content
In order to post fresh and quality content for potential customers, social media is considered as
the best platform to do so. Fresh and quality content helps in attracting attention of the user’s and
making them informed about updates regularly. Enthusiasm among followers and people
regarding new posts can be beneficial in creating wider customer base (Jacobson, Gruzd and
Hernández-García, 2020). Social media content refers to the content that is being created by the
companies for their various social networks like Facebook, Twitter and Instagram. These
networks are becoming popular and important for companies to facilitate direct communication
with the users than traditional marketing mechanism. So, whatever content companies are
presenting, they must ensure that the content is relevant and reliable for the target group. There
are many tools through which content can be provided on social media to the people, such as the
following:
Videos: In studies and research, it has been noticed that videos help in deriving 82% of the web
traffic. If businesses are not utilizing video contents for digitally marketing their product, then it
can be said that they are depriving themselves from higher level of engagement and reach
(Opresnik, 2018). There are many options available to the marketer for creating and presenting
content in the form of video, like stories on Instagram and Facebook, uploading video content on
Facebook, YouTube and Twitter along with snapchat and Tik Tok for funny and small videos to
target young generations.
Blogs posts and Articles: Having company’s blog can be very helpful in posting various articles
to the social media feeds. Such posting through blogs can be helpful in sharing news of the
company and developments in the company and industry at large can be shared to the large
group of people on social media (Dwivedi and et.al., 2020). But it is necessary from company’s

side to post valuable and relevant content that really beneficial for the target audience otherwise
posting irrelevant posts may even lead to losing potential demand from customers.
Effective digital marketing campaign
Verdant Leisure’s post on social media like Instagram and Facebook
In the above post on Instagram by Verdant Leisure, the company has given news and updates to
the users and followers regarding their recognition (Hanlon, 2020). Such posts are helpful in
attracting more people and converting them into potential customers in future.

John Good Logistics’ post on Facebook
In the above post of John Good Logistics on Facebook, the company has promoted its service in
terms of giving tips for choosing supplier of warehouse services to whom warehousing function
can be outsourced. Such promotion through social media campaign are of greater importance for
businesses in modern times to attract, serve and maintain wider customer base with
comparatively lesser resources in terms of time, money and manpower to that of classical
approach of communicating customers.
Forrester’s five I’s model of digital marketing
Through this model, Forrester has explained the measure of engagement that can be derived
through digital marketing mechanism (Hanlon, 2020). The five I’s related to Forrester’s model
are as follows:

Involvement: It refers to the client or customer’s engagement in the brand or product and
services by analyzing through website analytics such as page views and site traffic.
Interaction: It refers to the action undertaken by an individual. Such actions can be buying a
product, reviewing the product on social media networks and sign up through emails. It indicates
how customers are engaged in communication with the company.
Intimacy: It refers to showing emotions by saying and acting in a certain manner like, for
example, how an individual takes a comment and its authenticity that has been posted on social
networking sites in terms of reviewing a product or service (Du Plessis, 2017).
Influence: It refers to how an individual recommend and refer a company’s product to another
person, family, friends and acquaintances. It can be also termed as verbal marketing and brand
loyalty measured through sharing rates and mentioning reviews.
Individual: At this point, the model concentrates on how individual gets influenced through the
digital marketing campaign.
In this way, customer engagement can be measured through this model and it can be identified
that how such engagement can be enhanced through appropriate use of digital marketing tool.
Standards of digital marketing
 The advertisement so posted through digital channels must be relevant and reliable for
the users (Bala and Verma, 2018).
 The campaign should not in harm any particular group of people in any sense.
 It must provide the required information and also it should be a two-way interaction, that
is customers can be able to obtain any information they need or want.
 It should not be controversial or sensitive in any ways.
Reason of effectiveness of social media content
Making a brand or company’s product or service recognized, the social media platform is very
helpful. Facebook, Instagram and Twitter are ever increasing in demand by the users. These
networks are increasingly used as a tool for sharing opinions, ideas and information (Cole,
DeNardin and Clow, 2017). There are many reasons that results in higher effectiveness of the
social media content such as the following:

Enhancing brand recognition: Through social media content, brand or product become more
visible to the wider audience. It acts as an effective tool for reaching and engaging new and
prospective buyers.
Creating better experience: By utilizing social media content, marketer can add value for the
stakeholders in a specified way which allows these stakeholders to interact with brand faster and
frequently in a more relevant way.
A cost effective marketing campaign: Social media content can be utilized for addressing large
number of customers with much lesser requirement of resources in terms of time, manpower and
money.
CONCLUSION
From the above report it has been concluded that with the technological advancement and
increasing use of digital tools has made digital marketing much effective and popular these days.
Also, with the emergence of many social networking sites and socialization of communities and
societies through these networks has made marketing function easier, quicker and efficient.

REFERENCES
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.
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Engineering, 8(10), pp.321-339.
Hanlon, A., 2020. Ethics in Digital Marketing and Social Media. The SAGE Handbook of
Marketing Ethics, p.424.
Du Plessis, C., 2017. The role of content marketing in social media content communities. SA
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Dwivedi, Y. K., and et.al., 2020. Setting the future of digital and social media marketing
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Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
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Heinze, A., and et.al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Keegan, B. J. and Rowley, J., 2017. Evaluation and decision making in social media
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Shaikh, K. and Nigade, N., 2021. The Impact of Content Marketing and Social Media Marketing
on Business Development.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
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