BMP3006: Practical Digital Marketing Assessment 1 Report Analysis

This report, submitted by a student, examines the role of digital marketing and social media marketing in contemporary businesses. It begins with an introduction to marketing, defining its core functions and importance. The report then delves into the marketing mix and the communication mix, explaining their components and relationships. It provides a detailed explanation of digital marketing, including search engine optimization, email marketing, and social media marketing, along with the significance of each. Social media marketing is further elaborated upon, highlighting its importance and providing examples of platforms like Facebook and Instagram. The report emphasizes the value of digital and social media marketing for businesses, including cost-effectiveness and customer loyalty. The second part of the report presents two examples of effective social media content from Marks and Spencer, explaining why they work, and referencing established digital marketing models. The conclusion summarizes the key findings, reiterating the effectiveness of social media content and its ability to influence consumer behavior. The report is well-structured, providing clear definitions, examples, and justifications for the concepts discussed.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Contents
Introduction 1
Part 1 p-p
Explanation of marketing p
0

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
1

Introduction
Marketing is an important tool that is responsible to managing different
functions of the business including promotion, sales, research and development,
finance and others wherein the marketing helps to build conduct the working of these
business functions and renders business the financial stability. Marketing helps to
engaging with the target customer and deliver the marketing message with rising
changes in the consumer market different marketing tool like digital marketing via
internet platforms are used by different business in order to communicate to the end
customers. This report covers that what is marketing, explanation of marketing mix
and how it communication mix fits, what is digital marketing, explanation of social
media marketing, how social media marketing and digital marketing helps the
business, examples of the social media content and why social media marketing is
effective (Bala and Verma, 2018).
Part 1
Explanation of marketing
As per The Charted Institute of Marketing defines marketing as, “the
management process responsible for identifying, anticipating and satisfying
customer requirements profitably” which means that marketing is tool that starts right
from analyzing the consumer needs and the target market, develop effective
marketing offerings as per the identified needs and market demand that satisfies the
needs of the identifies set of target market. Marketing in other words can also be
defined as the tool of engaging with the targeting segments and build profitable
relationship with them, which signifies that marketing helps to communicate the
marketing message of the organisation to the need customers and engages with
them by delivering the marketing offerings by meeting their expectations, marketing
helps to develop strong consumers perception by the effective marketing campaign
by different organisation, thus it influences the buying behaviour of the customers
which helps the business to accomplish the profitability goals and sales margin.
Marketing also coordinates with different departments of the organisation like sales,
research development d other related departments in order to develop effective
marketing offerings right from analyzing the market demand and trends, analyzing
what consumers are looking for and how to meet their expectations, evaluation of
effectiveness of the marketing offerings, improving the marketing activities of the
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business and other related function in order to accomplish business success and
profitability goals. Marketing is important to address in accordance to the changing
market trends by delivering right price, right market offering at the right place. It is
also important in order to communicate to the end customers via different
communicational channels in order to deliver the marketing message to the identified
target segments (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019).
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix is the composition of different factor that helps to build strong
marketing campaign. These are as price, place, promotion, people, physical
evidence, processes, product. These factors must be analysed by different
businesses and develop strategies to address them. Wherein
 Price: Price involves the amount set by the business, receiving as
consideration of the exchange of the product delivered to the customers.
Business must set effective pricing strategies which best fulfils the customer
expectations, cover cost incurred and achieve profit goals.
 Place: Place involves the points of sales, with emerging internet platforms
now-a-days businesses are using online channels for selling their products
and services (Girchenko and Ovsiannikova, 2016).
 Promotion: Promotion involves engaging and communicating the marketing
message to the customers. These involves different channel of delivering the
communicational messages to the customers and influence the buying
behaviour.
 Product: Product involves the marketing offering which is to be delivered to
the customers.
 People: People involves the stakeholder of the business which includes
supplies, customers, employees and other related employees who are
interested in the business activity.
 Physical evidence: These involves the place where the businesses deliver the
products to the customers.
 Process: Process involve the whole marketing channels which involves right
from selecting the target market, analysing needs, developing marketing
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offering, distribution channels and others related activities pertaining to
marketing.
Communication mix is used to communicate to the marketing message to the end
customers, communication mix links with the marketing mix, as with the help of the
marketing mix its determined that what is actually the marketing message to be
delivered, the channel of communication used, the targeted customers and other to
deliver effective communicational message.
An explanation of digital marketing
With the increasing reliance over internet platforms, digital marketing is an
effective tool that involve marketing over internet platforms. Digital marketing helps
to engage to a large number of the consumer segment within a limited period of time.
Many business uses digital marketing in order to communicate to the customers
irrespective of what location does they reside. From small to multinational
businesses uses digital marketing for delivering the marketing message to
customer’s segment. These digital marketing tool involves different approaches like
social media marketing, search engine optimisation, email marketing and other
related digital marketing approaches suing internet as a platform (Goldfarb and
Tucker, 2019).
Search engine optimisation: Search engine optimisation is an important that helps
to influencing the customers buying behaviour and delivers the marketing messages
to the customers via search engine platforms. Example: Goggle is a search engine
providing company which deliver SEO marketing, customises the search results and
marketing message of its clines get appeared onto the screen of the customers
which helps to aware and promote the marketing of is clients.
Email marketing: Email marketing involves wherein the company delivers the
marketing messages via email. Example: Gmail or google emails, is a platforms
used by different companies in order to send customised message to the customers
about the latest marketing offering promotional schemes and related marketing
message to its customers.
Social media marketing: Social media marketing is an effective marketing tool that
helps to engage with large number of the customer segments via social platform
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which includes Facebook, Instagram, LinkedIn, YouTube as communicational
channels (Herhausen and et.al.,2020).
An explanation of social media marketing
Social media marketing is an important tool that involves delivering marketing
message to the customers vie social media platforms. Wherein about half a billion of
the world’s population uses social media platforms in order to attract customers by
delivering effective marketing messages to the customers. These social media
platforms include Facebook, Instagram, business communicates with the targeted
customers via social platforms, wherein they make pages and effect marketing
campaign that involves complete detailed information about the marketing offerings
and reviews of the customer experiences. Business evaluate the effectiveness of the
marketing campaign by calculating the number of customers reaching out the
company.
Instagram: With millions of people using Instagram as a platform where the large
percentages is of youth. Business uses Instagram to communicate by uploading
pictures, videos and updates about the marketing offerings, using latest trends that
advertises the products of the company helps to reach out the large number target
segments. Business also use influencers who are very popular in Instagram, they
promote and advertise the market offerings in behalf of the company in exchange of
the paid consideration from the company.
Facebook: Using Facebook as the tool helps the business to aware the customers a
develop effective marketing campaign to influence the purchasing behaviour.
Wherein the business can evaluate the customer reach by data analysis. Business
uses Facebook as online outlets wherein customers can even purchase an order to
desired products and services pertaining to the business (Piñeiro-Otero and
Martínez-Rolán, 2016).
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
Digital marketing is an effective marketing tool in order to reach out to large
number of the customers within a click. With increasing reliance over the internet
platform digital marketing not only helps to reach out the customer segment but also
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helps to save the cist incurred of the business in different advertising campaigns, the
traditional advertising campaigns involved huge investment which further reduces the
profitability of the business. With the emergence of the digital marketing campaign, it
reduces the cist incurred in marketing and ultimately reduces the prices of the products
and increases business profitability. Increase customer loyalty: Digital marketing helps to
create customers’ loyalty by regularly engaging with and communicating them by sending
regular personalized email offers and attractive marketing campaign that helps also helps
to develop brand image of the company in the marketplace.
On the hand, social media marketing is an emerging and effective market tool which
is very crucial for businesses as they can find million of the customer segment at a
place. social media marketing helps to improve the brand awareness of the company
at the marketplace with more customer engagement. It is alps the cost effective
wherein business can sign for free in the social media platforms, it helps to improve
the brand loyalty by frequently communicating with customers and addressing their
feedbacks which also initiates customer satisfaction by immediate response to the
customers concerns. With attractive social media contents the business can face
increased traffics at the webpages (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
Part 2
Two examples of social media contents that really work and
justification of why they work
In order to support the social media content with examples, Marks and
Spencer company which is a British multinational company for delivering the food,
apparel, banking services, beauty product to its customers. Marks and Spencer have
introduced two brand of food services which are:
BRAND 1
“M&S Christmas Food”: Marks and Spencer offers Christmas gift including cakes,
drinks so that people are able to experience the season of Christmas thus attracts
the customers to purchase the offering if the company.
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The company offers to promote the food services in the occasion of Christmas in
order to boost sales and profitability goals, the marketing message is to deliver the
festive vibe, the media methods here used is the Instagram for promoting the
marketing offerings of the company, and monitoring the effectiveness of the
marketing campaign.
BRAND 2
“This is just not food; this is M&S food”: Marks and Spencer offers to the brand
message of delivering quality food services to the customers, wherein the customers
can experience the real taste of natural and delicious delicacies of the company.
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The company offers high food quality and drinks to the customers so that they are
bel to experience delicious taste of the food, the company wants to develop the food
business by reaching out the customer segments, the media channel used here is
Instagram and monitors the effectiveness of the marketing campaign.
Why social media content is effective?
It is no brainer that social media marketing is powerful and effective that helps
to influence the customers buying behaviour and attract them to purchase the
marketing offerings of the company. Business must include attractive social media
contents which helps to build the reason for the customer to click and increase the
traffic at workplace. The effectiveness of the social media content is as:
Consumer in control: Business can control the consumers by selecting the
targeted customers that who does the company wants to target and specifically
communicate with the target customers frequently and managing their responses
Satisfaction: Social media content helps to satisfy the customers responses by
acknowledging the latest trends and consumer demands. Business should deliver
quality social media content and services to the customers which improves the
customer experiences and achieve satisfaction.
Cost effective: Social media marketing are effectives as these involves free of cost
for signing up into the social media contents and does not incurs any extra cost to
deliver the marketing campaign and engaging to the large customers (Sawicki,
2016).
Builds a brand: Social media marketing helps to enhance the brand image to aware
the customers about the brand, by using in latest trends in platforms like Instagram
which helps to develop curiosity in the kinds of the customers about the market
offerings and the shared inline reviews of the customers helps to improve the
customers wherein the happy customers share their experiences that motivates
other customers to take the services of the company.
Loyalty: It helps to build customers loyalty by developing strong customer
relationship, business can develop the social media content as per the customer
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demand in the marketplace and frequently responding to adopt desirable changes in
the products of the company.
Conclusion
Thus the above discussion clearly states the importance of marketing in a
business that how it helps to engage with the target customers and develop effective
marketing offerings. Digital marketing helps to deliver the marketing message via
internet platforms which helps the business to save the cost incurred in other
advertising activities and contribute towards the profitability. Social media marketing
is a part of digital marketing that includes marketing via social media platforms like
Facebook, YouTube, LinkedIn, Instagram.
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References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research
challenges in digital marketing: sustainability. Sustainability. 11(10). p.2839.
Girchenko, T. and Ovsiannikova, Y., 2016. Digital Marketing and Its Role in the
Modern Business Processes. European Cooperation. 11(18). pp.24-33.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics
of Marketing (Vol. 1, pp. 259-290). North-Holland.
Herhausen, D. and et.al.,2020. The digital marketing capabilities gap. Industrial
Marketing Management. 90. pp.276-290.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—
basics and actions. In MBA (pp. 37-74). Springer, Cham.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the
digital marketing environment with KPIs and web analytics. Future
Internet. 9(4). p.76.
Sawicki, A., 2016. Digital marketing. World Scientific News. 48. pp.82-88.
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