BMP3006: Role of Digital Marketing and Social Media Marketing Report

This report provides a comprehensive overview of digital marketing and social media marketing. It begins with an introduction to marketing, the marketing mix, and the communications mix, establishing a foundational understanding of the subject. The report then defines digital marketing and social media marketing, emphasizing their significance for contemporary businesses. Part 1 explores the fundamental concepts of marketing, the marketing mix (including the 4 Ps), and the communications mix. It highlights the importance of digital and social media marketing in today's business environment. Part 2 presents two successful social media content examples (infographics and videos) and explains their effectiveness. The report then analyzes two effective social media campaigns, "Like a Girl" by Always and the "Year in Search" by Google, using the RACE model to assess their performance. The conclusion summarizes the key findings, reinforcing the importance of digital marketing in achieving business goals. References include books and journals related to the topic.

BMP3006 The role of
digital marketing and
social media
marketing – theory
and examples

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
PART 1..................................................................................................................................................3
Explain what marketing is.................................................................................................................3
Explain what the marketing mix is and where the communications mix fits.....................................3
Explain what digital marketing is......................................................................................................4
Explain what social media marketing is.............................................................................................4
Explain why digital marketing and social media marketing are all important to contemporary
businesses..........................................................................................................................................4
PART 2..................................................................................................................................................4
Present two examples of social media contents that really work and justify why..............................4
Provide screen shots of effective campaigns......................................................................................5
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................11
Books & Journal:.............................................................................................................................11

INTRODUCTION
In this business sector, use of internet and social media has increased the importance
of technology at wide scale. Digital marketing is defined as process of promoting and
advertising through using social media tools (Canovi,2019). With rise of competition, it has
become important to advertise and promote the product as well as brand at larger level. Main
purpose of this report is to understand the role of digital marketing and social media
marketing. This report comprises of marketing and marketing mix, concept communication
mix, digital marketing, social media marketing, importance of digital marketing and social
media, social media contents and effective campaigns.
MAIN BODY
PART 1
Explain what marketing is.
Marketing is defined as a process of identifying the needs of a potential customers and
carrying out the exchange process at larger level. It is a broader and wider concept which is
needed to be understood in most effective manner. The functions and activities related to
marking are carried out at different market place depending on enterprises needs and wants.
Many business organisations also use strategies and tactics to carry out this marking process
in such a way that goal or objectives are achieved (Ebrahim, 2020).
Explain what the marketing mix is and where the communications mix fits
Marketing mix- Marketing mix refers to set of actions of tactics that are used to
promote or advertise a particular brand or a product. It comprises of four elements such as
product, price, place and promotions which are being used by enterprises to achieve their
objectives.
4 P’S
Product- It is a value or an item which is used for sale and purchase. It is necessary to
have a product so that exchange process is done in proper manner. Every product has
different characteristics and physical attributes on the basis of which it is is being purchased
and sold within marketplace (Garg, 2016).
Price- It is a value of a product on the basis of which exchange is being carried out by
both seller and buyer. Moreover, pricing strategies are used by many enterprises to set price
of their product or service in a particular way.
Place- It is a channel or location from where distribution is being processed of
product and services. It is important for entity to have a place of a product or service so that it
is easy for customer to access to their brand without facing any problem.
Promotion- It is a type of a process and element of a marketing mix in which
advertising and promoting of a product is done through using different types of tools such as
social media tools, physical channels and many more.

Communication mix is defined as process in which communication is carried out to
customers and market through using different tools. These types of tools include advertising
social media product packaging websites events and many more. Communications as well as
marketing mix both are interrelated with each other because they both have objective of
acquiring and delivering of products to potential customers to earn profit. To achieve goals
within a timely period, it is advised to enterprises to carry out their marketing mix elements
with competition mix tools so that higher productivity is achieved. Communication mix
includes several additional tools such as social media product packaging direct marketing
exhibition and many more which are used for communicating with targeted audience (Hati,
2020).
Explain what digital marketing is.
Digital marketing is a process in which promotion and advertising is done of a
company and a product through using different tools. It is a critical process which has been
emerging and training in this current period of business. It includes tools such as social media
like Facebook, YouTube, ecommerce websites, on the basis of which promotion is done at
wider level. It is necessary to use this concept as it helps in reaching to customers within a
less period of time and makes it easier for organisation to implement strategies appropriately.
It is a time consuming but enough active concept as well as procedure which is needed to be
carried out with proper considerations (Järvinen, 2016).
Explain what social media marketing is.
Social media marketing is defined as kind of a platform which is being used to
promote products as well as services of corporations by using different types of tools and
techniques such as websites browsing internet, YouTube, Facebook etc. It is basically run on
online mode and throw using internet. It is necessary to carry out marketing activities on
social media as it helps in accessing to market and customers at larger scale. It is cost
expensive process and procedure but results in better productivity and output which is
beneficial for achieving future growth and development.
Moreover, it gives competitive edge to business carrying on their business operations
and activities on social at rapid scale. Everything has become digitally and it increases the
importance of social media and makes it difficult for physical doing businesses to survive in
market.
Explain why digital marketing and social media marketing are all important to contemporary
businesses.
Social media & digital marketing are important to contemporary princes as because
they help in achieving objectives in a timely period as well as increases sustainability period
of enterprise in future context. Due to increase of competition in a every field of this is it has
become essential to be more strategic and competitive so that it become easy to survive. Also,
through adapting with these concepts of both the marketing enterprises are able to gain
reliable consumer data insights and marketing statistics on the basis of which they are able to
use resources in efficient manner.
After examining the above specified paragraph, it has been seen that to survive in
market it has become important to adapt this concept so that goals and objectives are
achieved effectively and within a time period.

PART 2
Present two examples of social media contents that really work and justify why.
Social media contents are essentially to be used by every enterprise that is carrying
out their activities on digital and social media platforms. This is because with the help of
these contents it is easy for them to attract consumers to their product or brand in effective
way. Two types of social media contents are discussed below-
 Info graphics- These are referred as displaying and presenting information through
using charts, diagrams, icons or pictures. These are best way to reach to targeted
audience and customers through developing visual content by social media.
Rationale to use-
This social media content actually works because they attract customers in most
effective way because it is often seen that audience get attracted towards design pictures and
graphs what rapidly as compared to word content. By using of info graphics within product
and brand it is easy to generate no limits as well as prospects within a short period (Leite,
2017).
 Videos- These are the important social media content which are used by most of the
organisation to attract customers through presenting information by videos and
pictures. In this digital world, customers are mostly active on YouTube and other
video platforms on the basis of which they stay for longer period.
Rational to use-
This actually works because by watching videos on platforms customers are engaged in
proper manner.
It has been stated that throw using these social media contents entity is able to attract and
increase their customer base which is beneficial for hair growth and also so results in
increased productivity (Marino, 2018).
Provide screen shots of effective campaigns
1. THE LIKE A GIRL CAMPAIGN, Always

Always, P&G- It was one of the effective campaign which was proposed by P & G
and always. This campaign was developed by Leo Burnett. This campaign aims at increasing
confidence level of women to cope up with failures and achieve their goals (Polák, 2017).
RACE MODEL- It is a type of a digital marketing model which is used for
measuring the performance of campaigns. It is an important model which is being used by
most of the enterprises to measure their performance and progress of business activities in
correct way.

Reach- It is a first stage of model in which main motive is to reach to customers in
effective. So, when this campaign was launched more than 1.6 million women targeted to
participate in this campaign (Stanley, 2017).
Act- It is second element of model in which reflects the actual implementation of
targeting customers to generate leads. In context of this campaign more than 1 million people
were searching and gaining information about it on social media.
Convert- In this, leads are converted to customers. It is stated that it is important to
convert leads and many people were participating and following in this campaign on both
social media as well as physical places (Sauni, 2016).
Engage- It is last stage of this model; it reflects that it is necessary to engage every
customer to campaign for longer period. Through engaging it is easy to achieve objectives.
So, it has been specified that many people followed the pages and hash tags of this campaign
and also follow company’s page on social media.
2. The year in search Goggle Campaign

This was another effective campaign which was proposed by Google. This campaign
reflects that number of keywords which are mostly searched by users by browsing the web
search engine. It reflects the most trending and emerging keywords searches of 2018.
RACE model-
Reach- In this element of model it states that reaching of customers. It is essential to
measure potential customers and when his campaign was lost company raised to more than 3
million people across the world (Taheam, 2016).
Act- At this stage it is essential to actually act the real cause of action. So, it is easy to
generate leads within process. From conducting market analysis it was examine to that many
people were searching for this campaign through online and browsing internet.
Convert-In further process of digital marketing model, specifies the actually
converting leads into customers and followers. It was seen that more than 2 million people
followed Google on Instagram and Twitter. It reflects the conversion rate of campaign
Engage- It is last aspect in which it shows that it is necessary to keep engaged
followers and customers as well as users to a campaign for longer period so that it is easy to
achieve goals and objectives.
Therefore after analysing above reflected campaigns and digital marketing model it
has been evaluated that it is essential to be aware about this concepts of digital marketing so
that organisational strategies are implemented in effective way and better results are
achieved. Both of these explained campaigns effectively successful and uses social media
contents at larger scale on the basis of which they were able to carry on marketing activities
appropriately (illi, 2017 ).

CONCLUSION
After brief analysis of above, report it has been concluded that digital marketing is an
important concept which is to be considered in a proper manner to achieve competitive
advantage at all aspects. This report gives detailed information about impacts of social media
and digital marketing in business sector. So, discussion has been about concepts of digital
marketing and social media marketing, marketing as well as communication mix and
effective campaigns. As many users and customer/ users are active on social platforms as
well as browse internet on daily basis it has become necessary to adapt these concepts of both
type of marketing as they help in in accomplishing of vision and mission.

REFERENCES
Books & Journal:
Canovi,2019. Social media marketing in wine tourism: winery owners’ perceptions. Journal
of Travel & Tourism Marketing,36(6), pp.653-664.
Ebrahim, 2020. The role of trust in understanding the impact of social media marketing on
brand equity and brand loyalty. Journal of Relationship Marketing,19(4), pp.287-308.
Garg, 2016. Direct and indirect effects of marketing mix elements on satisfaction. Academy
of Marketing Studies Journal,20(1), p.53.
Hati, 2020. Migration (Hijra) to Islamic bank based on push–pull–mooring theory: a services
marketing mix perspective. Journal of Islamic Marketing.
Järvinen, 2016. The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics, (170).
Leite, 2017. The Role of Digital Marketing: A perspective from Porto Hotels’
Managers. International Journal of Marketing, Communication and New Media, (2).
Marino, 2018. From citizens to partners: the role of social media content in fostering citizen
engagement. Transforming Government: People, Process and Policy.
Polák, 2017. The Analysis and Improvement of the Marketing Communications Mix of
POLÁK WINERY, sro.
Sauni, 2016. 1041 Effective information campaign for maneagement of exposure to hand-
arm vibration.
Stanley, 2017. Designing an Effective Marketing Campaign for Small Business Convenience
Stores.
Taheam, 2016. Drivers of Digital Wallet Usage: Implications For Leveraging Digital
Marketing (Only Abstract).
Villi, 2017. Sharing media content in social media: The challenges and opportunities of user-
distributed content (UDC). Journal of Applied Journalism & Media Studies, 6(2),
pp.207-223.