BMP3006: Digital Marketing and Social Media Marketing Report

This report delves into the realm of digital marketing and social media marketing, providing a comprehensive overview of their significance in contemporary business. It begins by defining marketing, the marketing mix (product, price, place, promotion), and the communication mix, emphasizing their interconnectedness. The report then explains digital marketing and social media marketing, highlighting their importance for business expansion, cost-effectiveness, and customer engagement. The second part explores effective social media content, including blogs, videos, and photos, and discusses successful campaign examples. It also covers established models and standards for digital marketing, such as the 4 C's of marketing communication and the customer-centric approach. The report concludes by emphasizing the effectiveness of social media content due to its wide reach and cost-efficiency, providing valuable insights for businesses looking to enhance their marketing strategies. The report uses Harvard referencing style and covers the BMP3006 module requirements.

The role of digital marketing and
social media marketing theory and
examples
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Contents
Introduction...............................................................................................................................2
Explanation of marketing...........................................................................................................2
An explanation of the marketing mix and communications mix...............................................2
An explanation of digital marketing...........................................................................................3
An explanation of social media marketing.................................................................................4
PART-2........................................................................................................................................5
Social media content..................................................................................................................5
Effective campaign.....................................................................................................................6
Effectiveness of social media content........................................................................................8
CONCLUSION..............................................................................................................................8
References..................................................................................................................................9
1

Introduction
In the repot the explanation of marketing, marketing mix, communication mix, digital
marketing and social media marketing is discussed. The connection of the
communication mix with the marketing mix is given. The importance of the digital and
social media marketing is also provided for the contemporary business. The contents of
social media are given that works. The models and standard for the digital marketing are
discussed. The effectiveness of the social media content is discussed.
Part 1
Explanation of marketing
Marketing can be defined as the management process that is responsible for
anticipating, identifying as well as satisfying the customer needs and requirements
with making profit. The market function is defined as the study of the factors and
forces in the market for the development of the company position in the market to
make profit. It is dome by providing the customers with the right product, at right
price, at right place and at right time (Triberti and et.al, 2020). Proper marketing is
required to meet the needs of the customers.
An explanation of the marketing mix and communications mix
The 4Ps of marketing are important part of marketing and they include
product, price, place and promotion. These four factors of marketing need to
combined properly for getting the best out of the market by promoting the brand
value in the market that help the company in standing out of the other and decrease
the competition.
Product
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The product can be item that are able to satisfy the needs of the target
customer. Product can be tangible good such as food, clothing, software or
intangible goods such as services and experiences.
Price
The price is added to the product that are able to attract the target audience.
The pricing of the products require the market data and the calculation done
carefully, along with balancing the pricing skilfully between high and low. Pricing
strategy ia an art as well as science.
Place
The access of the products to the customer is provided at a place and that is
considered by the companies in ways that it is convenient for the customers to reach
it. The internet has added new challenges for the companies; the companies are
using the digital means to reach to their customers.
Promotion
The customer needs to know about the products before they can buy the
products, for this the companies promote the brand or the products of the company.
The company use different ways for communicating with the customers such as
advertising, direct marketing, public relations, social media, sales promotion and
email marketing.
Communication mix is the method with which the company is promoting the
products and services to the target customers. The communication mix can be linked
with the marketing as the ways used for the promotion are considered in the
communication mix.
An explanation of digital marketing
The promotion of the products and the services provided by the company with
the target customers using the internet and other digital forms of communication is
called the digital marketing. It is also known as online marketing.
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The marketing that takes place by the internet-connected devices is termed
as digital marketing. Today’s marketers are using the facets of digital marketing like
email marketing, social media marketing and content marketing.
The marketers are using the search engines and using it for marketing by
optimising. The SEO is helping the customers to find the something they need and
the marketers can rank their own brand as they are able to optimise their own
website for the SEO. The content marketing is consist of many mediums by which
the marketing can be done such as blog posting, sales page, videos, articles on the
website pages and podcasts (Das, 2021). Email marketing is an important form of
marketing for promotions. The customers are connected to the company from which
they buy and the company mail them about the offer and deals available according
to their choice of products they bought from the company.
An explanation of social media marketing
The use of social media as well as the social networks for the marketing of
products and services is called social media marketing. The social media is a way of
communicating with the customer and engaging them to buy the products. It can be
used to attract new customers along with the existing ones. The social media
marketing can be done on various platforms according to the availability of the target
customer; the companies can use platforms like Facebook, Twitter, Snapchat and
YouTube. Data analytics tools that are purpose build are added to the social media
that helps the company to know the success of their efforts. The content on the
social media websites are employed with the broad range of strategies and tactics
for the promotion of the brand and engagement of people. The social media
platforms provide the marketers with the information like geographical, personal an
demographic information that is used to make and promote the desired products and
services to the customers (Vinerean, 2017). They can tailor the message so that the
customers can respond to it.
Importance of Digital marketing and social media marketing to
contemporary businesses
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The digital marketing is important for the contemporary business because it helps
during the expansion of the business to the new geographical area. It makes the
marketing flexible and in reach for the targeted customers. It is a cost effective option for
the small to medium size businesses. The ads on the digital marketing can reach to the
millions of target customers at lower costs. It is possible to track the amount of sales the
company made in which channel.
Social media marketing helps the business to connect with the customers, boost the ales
by increasing the awareness about the brand. There are more than three billion people
on the social media and the engagement of the users with the business is increasing.
The customers are using the social media on the daily basis and they are exposed to the
businesses (Iankova and et.al, 2019). The authenticity of the company is exposed on the
social media. It also provides support to the businesses as they can share the content of
the other business in their site an in return the other business can do the same.
PART-2
Social media content
It refers to the content that is being posted over the social media. The content
refers to the information which is being posted over the social media. It is to be noted
that the content may be anything regarding the information about the new products,
any information about the discount policies or any news which the company want to
share with its followers and the customers. It is also to be considered that more
effective the content would be, more people and customers and followers would be
attracted towards the company (Dolan and et.al., 2019). Thus, in simple words social
media content includes all those information and content which is being displayed
and posted over the social media.
Examples:
Blogs:
Blogs are one of the important example of social media content. Many
companies and organizations use this tool. Blogs are the piece of information over
which the company will share anything or information regarding the job opening or
the vacancy too (Watson, 2021). As per blog any information with respect to
company either be shared over the social media platform including the Instagram,
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Facebook or any other website and application including LinkedIn. Blogs enable the
followers to know the news about their company that what new products it is
planning to launch. Likewise, they also enable to know the current vacancy details.
Videos and photos:
This is also an important social media content wherein videos or informative
videos are usually shared by the business over the social websites. This is also
counted as best marketing strategy by which information and awareness regarding
the company will be created among the customers regarding the company and its
products. It will also helpful in brand promotion (Osgood, 2017). This tool can be
used by any company and business but for example it is generally used by
restaurants who share small videos regarding their cuisines and dishes over the
social platform. The main reason behind sharing of those videos is to attract
customers towards the restaurant.
Thus, the important thing to be considered is to have innovativeness and
creativity in the content of the social media. This means the more informative and
attractive the conbt5ent would be more business the company will got in terms of
grabbing more customer share.
Effective campaign
Campaign and social media campaign refers to the use of some attractive and
informative lines and messages that has power to attract the customers and the
followers. This can be understood as: #DeliveryDigiorno which was used by Digiorno
during the National pizza month in 2019 whereby taking the advantage of pizza
month it promotes its brand along with enabling exciting offer in the form of offering
free pizza to its customer on making delivery.
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Figure 1Blog
Source: 7 of the Best Social Media Campaigns (And What You Can Learn From
Them)., 2021
Such kind of campaign is proof to be successful because of the right market
survey and timing. This means that launching of such scheme at the time when
people would be more attract towards the pizza and make post over the social
websites. Launching of campaign at such time would not only lead to benefit its
business but many more new customers who have not tried their pizza also joined
the company.
Established models and standards for digital marketing:
There are various models and standards associated with the digital marketing
that enable the companies to have better marketing practice. This may include 4 C’s
of marketing communication model which says that there must be clarity, credibility,
consistency and competitiveness in the company’s communication. This means that
if the message of the company is not clear and credible then no customer would be
attracts towards it. Likewise, consistency will make the make and maintain the
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company’s promises and image. Likewise, performing work considering
competitiveness would enable the company to win the market competition. This
models and the concerned principles are the base of marketing.
Likewise, companies need to be careful and consider Customer, Cost,
Convenience, and Communication standard while performing digital marketing. This
is because these are the important concept and elements of marketing which is
needed to be considered in order to succeed digital marketing practice.
Effectiveness of social media content
Social media content is most effective because of the wide spread network of
social media and its coverage. This means that as the social media is having a
broader coverage which is in the approach of almost every individual. So a posting of
content over the social media is very effective because through this companies can
reach the people in a short span o0f time along with accessing the broader mass.
Likewise, its is also need to be understood as the social media is generally used by
almost every individual so posting of content through blogs, articles, photos and
various other means would lead to heading the business towards its objectives in the
form of raising its sales and profits (Veer, Pawar and Kolte, 2019).
Also as more creative the company’s content would be more effectiveness it
would be. This means using of good and effective content will also lead to raising its
effectiveness. In the same manner, it is counted as most effective because
companies need no amount to be spend in order to perform marketing over social
media. This means there is very low and no cost of making a post over the social
media in comparison of making advertisement through any other mode. Thus, social
media marketing and the content by which it is being performed is very effective.
CONCLUSION
From the above report it is concluded that marketing is an essential element of
the company that enable it to have a creation of awareness regarding its brand and
products. Involvement of technology and digital move would turn the entire concept
of marketing that make it possible through digital and social media. It is also
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understood that how effective the impact of digital and social media marketing is
towards the companies and their business. This report also summarizes that how an
innovative and creative content over the social media enable the companies to bring
and attract a huge mass. Likewise, it is also understood that the compliance of
various standards and models will enhance the concept and impact of social media
and digital marketing.
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References
Books and journals
Das, 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Dolan, and et.al., 2019. Social media engagement behavior: a framework for
engaging customers through social media content. European Journal of
Marketing.
Iankova and et.al, 2019. A comparison of social media marketing between B2B, B2C
and mixed business models. Industrial Marketing Management. 81. pp.169-
179.
Osgood, N.A., 2017. Finding the Purpose of Tasty Videos According to Social Media
Audiences. ELON JOURNAL, p.88.
Triberti and et.al, 2020. Is explanation a marketing problem? the quest for trust in
artificial intelligence and two conflicting solutions. Public health
genomics. 23(1-2). pp.2-5.
Veer, N., Pawar, P. and Kolte, A., 2019. Effectiveness of Social Media Tools and It's
Impact on Promotions. International Journal of Innovative Technology and
Exploring Engineering. 8(7S2). pp.224-230.
Vinerean, 2017. Importance of strategic social media marketing.
Watson, R., 2021. Writing for Publication: Blogs and Other Forms of Social
Media. Writing for Publication in Nursing and Healthcare: Getting it Right,
pp.44-61.
Online references
7 of the Best Social Media Campaigns (And What You Can Learn From Them).,
2021. [Online]. Available through < https://blog.hootsuite.com/social-media-
campaign-strategy/>
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