BMP3006 Practical: Digital Marketing & Social Media Marketing Role

This report provides a comprehensive overview of digital marketing and social media marketing, highlighting their importance in contemporary businesses. It begins by defining marketing and explaining the marketing mix, including the communication mix. The report then delves into digital marketing and social media marketing, emphasizing their cost-effectiveness, customer engagement, brand loyalty improvement, and traffic generation. Furthermore, it presents two examples of successful social media content: videos and images, supported by screenshots of effective campaigns from Starbucks and Apple, referencing established digital marketing models and standards. The report concludes by underscoring the effectiveness of social media content in increasing brand recognition, improving potential conversions, and enhancing customer insight. Desklib offers additional resources for students seeking solved assignments and past papers.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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Contents
Introduction 3
Part 1 3-5
Explanation of marketing 3
An explanation of what the marketing mix is and where the
communications mix fits 3
An explanation digital marketing 4
An explanation of social media marketing 4
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses 5
Part 2 6-8
Two examples of social media content that really work and
justification of why they work 6
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 7
Why social media content is effective? 8
Conclusion 9
References 10
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Introduction
Most important function, which plays an important role in the generation of revenue is
marketing. Now a days various technology has been added in the process of marketing and it
becomes digital marketing. Practical Digital Marketing include the several concepts such as
Digital Marketing Strategy, online reputation management, social media marketing, google
analytic and many more. The main purpose of making this report is to know about the
importance of marketing function and the marketing mix along with the complete explanation
of elements of communication mix. Furthermore, it also include the various ways that how
digital marketing can be used in communication strategies.
Part 1
Explanation of marketing
Marketing can be defined as the collection of activities undertaken by an organisation
for the purpose of promoting the buying and selling of products and services. It can be
considered as the primary component of business management and commerce. In simple
words it can be said that the marketing is a set of activities which include creation,
communication, deliver and exchanging offerings which include the value of clients as well.
There are various types of marketing has been found i.e. influencer marketing, relationship
marketing, Viral marketing, Green marketing, keyword marketing, Guerilla marketing,
outbound marketing, Inbound marketing, Search Engine Optimization, Content marketing
and many more (Mukherjee 2021). The main purpose of marketing function is to attract the
customers in order to achieving the goals and objectives of a business organization. It is
necessary for marketers to establish a good and healthy relationship with customers. It is very
beneficial for business organisation as it help in getting potential customers which are
interested in their product or services. Researching, promoting, selling and distributing the
products and services.
An explanation of what the marketing mix is and where the
communications mix fits
The idea of marketing mix was given by Neil Borden. 4 Ps of marketing can be
considered as the simplest formula which is used for the purpose of identifying and working
with essential elements of marketing strategy of a business organisation (Lopes, I.M. and et.
al., 2020). 4 Ps of marketing mix are explained below as:
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 Product: It can be defined as the good or services offered by the business
organisation to their customers. The products are to be offered in order to satisfy the
need of customers (Strycharz, J. and et. al., 2019). Price: It refers to the amount paid by customer in the exchange of product or
services. It is found that the the customer must have to pay some amount in order to
acquiring the product. Place: It means to the distribution or making availability of products and services
through various channels. Sometimes, it may explained as the placing process in
certain stores (Leitch 2017).
 Promotion: It refers to the tactics which influence the people to make purchase of the
product and services.
Communication mix refers to the involvement of those tools which are to be used for
the purpose of communicating with the clients. The main aim of communication mix is to
create awareness about the product/services. In simple words, it can be explained as the
methods which are used to do the promotion of organisation.
Advertising, personal selling, sales promotions, public relations, direct marketing are
the various promotional tool which comes under marketing and all these tools require good
communication skills of marketers. Hence the marketers should have good communication
skills in order to influence the people.
An explanation of digital marketing
It refers to any marketing which is done with the use of any electronic devices in
order to delivering the message to the customers (Lee 2020). In other words, digital
marketing can be explained as the action of selling goods and services by the use of various
channels such as SEO, mobile apps, email, social media and many more. It is necessary to do
the use of internet or any electronic device. Content Marketing, SEO, email marketing are the
various examples of digital marketing.
An explanation of social media marketing
It can be defined as the process of creating and sharing the content on several
platforms of social media. Mainly it include the activities relate to the posting of texts,
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images and videos on social media platforms in order to attracting the customers. It can also
be defined as the use of social media platforms for the purpose of connecting with the
audience which help in building the brand, increase in the sales and driving traffic on
websites. Instagram, Twitter, LinkedIn, Weibo are the examples of social media marketing.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Social Media Marketing is an important part of Digital Marketing as it is also done by
the use of electronic devices or internet (Petrovic 2019). Both are important to contemporary
business because of several reasons which are given below: Cost Effective: Social Media marketing and Digital Marketing can be done in a cost
effective manner as compared to the other marketing strategy because it has been
found that their are various social media platform which allow the users to create
and sign up for free. Engaging Customers: All the customers are already spending time on various
digital platforms. Hence, digital marketing can be considered as the best way to
interact with them at personal level (Kasemsap 2018). Market research may help the
marketers in analysing the social platform which is used by the target audience. Improves Brand Loyalty: Availability of any organisation on social media platform
help the customers in finding them easier. It plays an important role in customer
retention and customer loyalty. Development of base of loyal customer can be
considered as the major goal of a business organisation. Companies don't use social
media just only for introducing the product but it also works as promotional
campaigns.
 Increase Traffic: Digital Marketing also help the business organisation in increasing
the traffic on their website. By posting content, videos, pictures, they can attract the
users and they visit the site for more information (Zhou, Y. and et. al., 2021).
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Part 2
Two examples of social media contents that really work and
justification of why they work
 Videos: From a recent research, it has been found that more than 82% of web traffic is
driving because of digital videos (Ho 2020). If any organisation is constantly posting
videos on social media channels, it implies that they are improving the engagement on
the table. In simple words, video content format can be defined as the format which
include videos. Majorly using form of video include animated GIFs, recorded
presentation, vlogs, customer testimonials, webinars and many more.
From various researches it is found that almost 60% of American consumers like to
watch videos over live TV. The customers of age group of 18 to 49 are spending more time
on YouTube. Hence posting videos on several social media platforms such as Instagram,
Facebook leads to the attraction of users.
 Images: Improvement in the engagement of customers can be done by posting good
and attractive images which also increase the brand loyalty (Hasan 2021). In simple
words, it can be defined as the messages or information represent the content of image
data.
Mostly organisations prefer the image content as it is found that most of people like
visual content. In addition to this, it is also analysed that the strong connections has been
created by visuals which also result in the generation of more organic visibility. It can be said
that the image content is the most effective social media content as the it implies more
effective memorable effect on the mind of human beings.
Screen shot of effective campaign with reference to established
model and standard for digital marketing
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Starbucks is using Instagram as a social media platform. They are using image content
in order to doing advertisement. They are posting images with creative content which is very
helpful in attracting the users. They had started various campaigns as well. For instance they
are using hashtags under their post (Direction 2019). They started a campaign of using
#HowWeMet under their post. It leads to the creation of attraction of the people so that large
number of people can come which result in increase in profit of organisation. Above
mentioned picture is showing the Instagram account of Starbucks which include the image
content. By using this strategy of digital marketing, they are able to reach at huge level of
people at a same time. The marketing department of Starbucks always try to present
something attractive.
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Above mentioned picture is showing the Twitter account of Apple Plc. The
organisation is using Twitter as an effective social media channel. They are busy in making
creative content which they can post on Twitter (Šebalj 2019). This social media platform has
a limitation of words, it means the user can post any post by writing limited number of words.
It is the responsibility of marketeers to make attractive content in limited words. They are
also using several hashtags in order to reach to the many people at a same time.
Why social media content is effective?
Social Media can be considered as the most effective marketing communications
platform which plays an important role in creating brand image. Now a days, it is found that
the Facebook, Instagram, Snapchat, LinkedIn, Twitter, Vimeo are used by lots of people. It is
getting very normal for people to share opinions, ideas and informations by using such
platforms. Social media channels are the place where the people are interacting with several
brands. As compared to offline channels, these social media channels are working more
effectively. It can also be considered as the tool which is used for engaging with stakeholders
as it drive traffic to the official website which result in the improvement of brand awareness.
Below mentioned are the various reasons why the content of social media is effective: Increasing Brand Recognition: In order to increase the visibility of brand, the
availability of every opportunity is invaluable (Chan-Tien and et. al., 2019).
Social media help the organisation in getting the views and experience from a
wide area. It also help the organisation in engaging the new customers and
becoming the more familiar with their existing customers and other stakeholders.
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 Improvement in converting potential: Strong presence of organisation on social
media help the organisation in creating positive interactions. It is also found that
the decrease in click through rates, the number of opportunities has been
increased only because of social media.
 Improvement in customer Insight: Actively listening the social media always
result in the observing the customers which result in gaining the the information
related to the customers. Cookies help the organisation by keeping the track on
online activities of an individual.
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Conclusion
From the above report, it is concluded that digital marketing plays an important role
in every organization as it is much cost and time effective as compared to traditional
marketing. The online availability of an organization result in attraction of more customers.
Social media marketing is also a part of digital marketing as it can be done by the use of
internet and electronic devices. It is very helpful for organization as it help them in reaching
to the large number of people at the same time. Driving traffic is the important task for a
digital marketers. There are various types of social media content has been found. The
working process of these social media content has also been discussed. An effective
campaign is also an important part of digital marketing as it is the front face of digital
marketing.
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References
Chan-Tien and et. al., 2019, June. The Conceptual Framework for Applying Digital
Community Marketing and Marketing Practices into Educational Relationship
Marketing Model of Private Technical High School in Taiwan. In Proceedings of the
2019 International Conference on Modern Educational Technology (pp. 14-19).
Direction, S., 2019 Leveraging the network-building potential of social media marketing: An
examination of digital engagement strategies and tactics for entrepreneurial firms.
Hasan, R., Thaichon, P. and Weaven, S., 2021. Are We Already Living with Skynet?
Anthropomorphic Artificial Intelligence to Enhance Customer Experience.
In Developing Digital Marketing. Emerald Publishing Limited.
Ho, J., Pang, C. and Choy, C., 2020. Content marketing capability building: a conceptual
framework. Journal of Research in Interactive Marketing.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in
the global retail industry. In Digital Marketing and Consumer Engagement:
Concepts, Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Lee, H. and Cho, C.H., 2020. Digital advertising: present and future prospects. International
Journal of Advertising. 39(3). pp.332-341.
Leitch, S.R., 2017. The transparency construct in corporate marketing. European Journal of
Marketing.
Lopes, I.M. and et. al., 2020. Digital Influencers and Follower Behavior: An Exploratory
Study. In Digital Marketing Strategies and Models for Competitive Business (pp. 30-
51). IGI Global.
Mukherjee, S., Chittipaka, V. and Baral, M.M., 2021. Developing a Model to Highlight the
Relation of Digital Trust With Privacy and Security for the Blockchain Technology.
In Blockchain Technology and Applications for Digital Marketing (pp. 110-125). IGI
Global.
Petrovic, J., 2019. Integrated Marketing and Communication Plan in the self-publishing
industry: a theoretical framework applied to a business case (Bachelor's thesis,
Università Ca'Foscari Venezia).
Šebalj, K., 2019. Matjaž Iršič, Borut Milfelner, Aleksandra Pisnik: Marketing-temeljni
koncept in njihova uporaba v digitalnem okolju [Marketing–Basic Concepts and
Their Application in a Digital Environment]. Market-Tržište. 31(2). pp.249-250.
Strycharz, J. and et. al., 2019. Contrasting perspectives–practitioner’s viewpoint on
personalised marketing communication. European Journal of Marketing.
Zhou, Y. and et. al., 2021. Research on the impact of the Internet on the informatization
teaching reform of marketing in universities. In Computational Social Science (pp.
576-583). CRC Press.
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