Comprehensive Analysis: Digital and Social Media Marketing in Business

This report provides a comprehensive overview of digital and social media marketing. It begins with an introduction to marketing, the marketing mix (product, price, place, promotion), and the communication mix (advertising, direct marketing, public relations, personal selling, sales promotions). The report then explores the importance of digital marketing and social media marketing in contemporary business, highlighting their ability to reach a wide audience and build brand value. Two case studies of successful social media content (Nike and Red Bull) are analyzed, along with justifications for their effectiveness. The report also includes screenshots of effective campaigns and discusses why social media content is effectual, emphasizing its cost-effectiveness, ability to fulfill human needs, and its role in increasing brand value, brand loyalty, and customer handling. The conclusion reiterates the significance of both digital and social media marketing for establishing brand value and reaching target audiences through compelling content and appropriate platforms.

The Role Of Digital
Marketing And Social
Media Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Part 1...........................................................................................................................................1
Marketing ..........................................................................................................................1
Explanation of marketing mix and where the communication mix fits ..........................1
Importance of digital marketing and social media marketing in contemporary business 3
Part 2..........................................................................................................................................4
Two examples of social media content that really works and justify why .......................4
Screenshots of effective campaign with reference ..........................................................5
Why social media content is effectual ..............................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing refers to the promote products and service on digital platform. In
traditional time company promote their products in local area they could not explore other area.
In current scenario every company use digital platform for increasing sales and brand value in
market. The social media marketing is part of digital marketing , such as Facebook, Instagram,
whatsapp business, and many more (
Algharabat, 2017). This marketing is cost effective also and reach out maximum numbers of
customers. The report below include the marketing, marketing mix, communication mix, digital
and social media marketing and it's importance, two examples of social media content, effective
social media marketing screenshots and why social media content is effective.
MAIN BODY
Part 1
Marketing
Marketing refers to the promoting, advertising, and selling products or services with the
use of market research. Digital marketing is part of marketing. In traditional time company
promote their products and service through posters, TV, radio , newspapers, templates and etc. In
current scenario country have better technology and digital marketing is popular now days
companies promote their products and service on digital platforms. Social media is part of digital
marketing , now days every one adopt social media marketing , this is cost effective also
company easily reach to customers.
Explanation of marketing mix and where the communication mix fits
Marketing mix : Marketing mix is a set of marketing techniques that use for increasing brand
value and sales of company in market. It include the price, product, place and promotion.
Product : It refers to the actual product ingredients are selling in market (Crittenden and
Crittenden, 2015).
Price : It refers to the actual value of services and products. Company set price according to
production cost, material cost, labour cost, manufacturing cost and competitors price in market.
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Promotion : It refers to the how they promote their products and services , so company can
reach out maximum numbers of customers and increase their sales and performance. In current
world company use digital and social media marketing so they can explore more areas. Company
give their product adds on TV, newspaper, templates, and other social media applications.
Place : It refers to the right location for selling products , for company it is very important to
select best channel of distribution for better sales, performance and meet customers needs (Fox,
Nakhata and Deitz, 2019).
Communication mix : Marketing is huge business role which includes research in marketing,
improvement, distribution channel process, price factor and promotion activities.
Communication mix refers to the particular fix methods that use for promotions and
advertisement, it includes six types ;
Advertising : Advertising in communication mix refers to advertisement activities directly target
customers on different distribution channels such as; TV, newspaper.
Direct and digital marketing : Direct and digital marketing refers to target customer directly
through emails, company send mail to selected customers and promote their products directly.
Public relations : Public relations refers to the communicate with customers about products and
its services for building loyal relationship and it increase brand image (Gillin, 2008).
Personal selling : Personal selling refers to communicate directly with customers and build good
relationship. company promote their products through direct communication such as; messages.
Sales promotions : Sales promotions refers to providing offers and discounts for some time of
period this is short term method for increasing sales. They provide coupons and attract new or
existing customers.
Digital marketing
Digital marketing refers to the advertising and promoting products digitally. In simple
words it is online marketing. This marketing use different digital technologies, internet, SEO,
and some websites to reach maximum consumers. Social media marketing is part of digital
marketing like example ; Mcdonald's has different outlets in various countries but it also has own
application according different countries. In application there are various options related to menu
payment, home delivery option. Every country has different menu and different currency. If
Mcdonald's provide offers and discounts then information directly show on customers email id or
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they receive messages. Strategy of company is very effective their sales and performance
increasing day by day.
Social media marketing
Social media marketing refers to promoting services and products through social media
such as Instagram, Facebook, and many more. This is part of E marketing , social media
marketing include online content, blogs on product or reviews on product. Brand post pictures in
video in content and many more techniques. In current scenario you-tube also popular for
product promotion company. Company select some you-tubers and ask them about promoting
products and brand provide them some amount of payment. Now days small business are use
social media marketing because it is cost effective and reach maximum customers. Example :-
Jet-blues airline give promotional offers on twitter, air line use their official id to focus on
customer services. This strategy helps in building brand value in market (Social Media
Marketing for Businesses, 2020).
Importance of digital marketing and social media marketing in contemporary
business
Importance of digital marketing
 Reach out maximum customers and explore other areas in different countries.
 Easy in maintain records and informations about customers and products.
 Target ideal customers because it important to target right customers or different age
groups.
 Right content on social media can increasing sales and performance.
 Meet customer's expectations and needs. In current scenario brand do surveys in market
and through social media to fulfil their needs and provide better services (Heinze,
Fletcher, Rashid and Cruz, 2020).
Importance of social marketing
 Increase better engagement on social media like ; one people like the content or product
then they share to others.
 Through right content develop brand value and loyalty on social media.
 There is no investment because creating page on social media is free of cost.
 Price effective.
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 Increase website traffic by posting regular content on social media.
Part 2
Two examples of social media content that really works and justify why
Example 1 : Nike
Nike is popular brand for shoes and sports garments. Company founded in 1964 initially
they has less stores with less support and resources but now company has various outlets in
different countries. Nike has own Facebook page for reach out products options. This included
Nike+ run club, golf and skateboarding. They has football pages one is for American and other is
for everyone else in world. Nike football is popular on Facebook. Now they focus on women's
products. This strategy increase their brand value and performance in market. Company reach
out maximum customers and providing them offers and reason why should buy Nike product
(Jaakonmäki, Müller and Vom Brocke, 2017).
Justification : social media marketing increasing their sales because they reach maximum
customers their content also strong and attractive. Brand focus on sports so it is easy in creating
content for social media. Nike associate with some popular actors, actors promote their brand.
Nike also give donations and some amount of profit to child education. On social media lots of
people follow various actors if actors promote brand then people purchase product definitely.
Example 2 : Red bull
Red bull is well known brand for energy drinks founded in 1987. Initially they provide
free energy drinks in higher schools and colleges for advertisement purpose, this strategy is
worth-full for brand it increase sales and productivity. Their target buyers are youth , brand's
main motive is red bull gives instant energy , their mottoes is '' Red bull gives you wings ''.
company use you-tube, Instagram, Facebook , twitter and etc for promoting product. Red bull
use creative video content on social media. Brand focus on logo and branding. Red bull
associate with other companies also for increasing market value. such as they show in videos that
while dancing and sports actors tried then they drink Red bull it gives them instant energy actors
charged very well. Brand create animations or cartoon based video content also (Kotler and
Armstrong, 2008).
Justification : Social media is very helpful of Red bull brand. Company create own page on
Instagram, Facebook, twitter to reach out youth. Company target higher schools, colleges or that
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place where youth spend their maximum time. Social media gives positive brand image in
market. Red bull selling their products in different countries , they have loyal customer's in
different country.
Screenshots of effective campaign with reference
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Why social media content is effectual
Fulfil human needs : Social media marketing is very popular now days. Brand can attract
maximum customers through different social media platforms. In current scenario every age
group use social media like Instagram, Facebook, twitter so it make easy to find out target
buyers. Brands firstly do market research on trends human needs after they prepare content for
social media according to different target buyers. Social media marketing fulfil human
expectations and needs. Customer's attracts only through content , if content is strong then
customer's strongly satisfied with product it is helps in brand value and sales (Opresnik, 2018).
Cost effective : Social media marketing is not expensive , on Instagram, Facebook, twitter
brands can open page free of cost there is no charges that's why every business promote there
products and services on social media platforms. Brands create content free of cost through
different free applications and also cost effective campaign. It helps in increasing profitability
and productivity.
Increase brand value : Social media marketing helps in increasing brand value to creating a
good content and genuine content , so customers can trust on brands. For brands it is very
important to create honest content on social media for maintain brand image in market and build
loyal customers for brand (Pandey, Sahu and Dash, 2018).
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Brand loyalty : Social media marketing helps in build brand loyalty in market. Brand should
create real or original content not copy other's brand content it create bad image. Current
scenario it is very important to build a good and loyal customers , this strategy helps in manage
competition on social media. Brand loyalty helps in increasing sales and productivity (Tiago
and Veríssimo, 2014).
Customer handling : Social media marketing helps in manage customers according to different
age groups and brand handle accordingly. Brand create content according to customers
expectations, first brand do survey on content ideas they identify different people expectations
and needs , this strategy helps in provide right content according customers needs this also attract
maximum customers for purchasing products.
Managing and controlling : Social media marketing helps in controlling and managing
customers and their needs. An effective content can reach maximum customers on social media
if one person like the product then they share to others and connect new customers on regular
basis. It's brand responsibility to manage customers and their orders with single mistake and also
focus on provide better services (Tuten, 2020).
CONCLUSION
It is concluded that social media and digital marketing is very important for brand value
in market. Brand can reach out maximum people through right content and right social media
platform. Right place, product, promotion activities and price value is important for company
sales. Company also use communication mix such as advertising, personal selling, public
relations and sales promotions like offers and discounts is important part to attract maximum
peoples. Both the marketing is effective in cost build brand loyalty , this is also explore wide
area in different countries. Content is very important in both marketing because content is way to
reach the customers . Brands should create effective content and target different age group is
important.
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REFERENCES
Books and Journals
Social Media Marketing for Businesses. 2020. Available through
<https://www.wordstream.com/social-media-marketing>./
Algharabat, R.S., 2017. Linking social media marketing activities with brand love. Kybernetes.
Crittenden, V. and Crittenden, W., 2015. Digital and social media marketing in business
education: Implications for the marketing curriculum.
Fox, A.K., Nakhata, C. and Deitz, G.D., 2019. Eat, drink, and create content: a multi-method
exploration of visual social media marketing content. International Journal of
Advertising. 38(3). pp.450-470.
Gillin, P., 2008. Secrets of Social Media Marketing: How to Use Online Conversations and
Customer Communities to Turbo-charge Your Business!. Linden Publishing.
Heinze, A., Fletcher, G., Rashid, T. and Cruz, A. eds., 2020. Digital and social media marketing:
a results-driven approach. Routledge.
Jaakonmäki, R., Müller, O. and Vom Brocke, J., 2017, January. The impact of content, context,
and creator on user engagement in social media marketing. In Proceedings of the 50th
Hawaii international conference on system sciences.
Kotler, P. and Armstrong, G., 2008. Definición de marketing. Fundamentos de marketing.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Pandey, A., Sahu, R. and Dash, M.K., 2018. Social media marketing impact on the purchase
intention of millennials. International Journal of Business Information Systems. 28(2).
pp.147-162.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons. 57(6). pp.703-708.
Tuten, T.L., 2020. Social media marketing. SAGE Publications Limited.
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