University Business Management: Digital Marketing and Social Media

This report, submitted for a Business Management course, explores the evolving landscape of digital marketing and social media marketing. The first part of the report defines marketing, the marketing mix (including the 4Ps: Product, Price, Place, and Promotion), digital marketing, and social media marketing, emphasizing their significance in contemporary business practices. The second part provides real-world examples of successful social media campaigns by Nike and Pepsi, analyzing their effectiveness and relating them to models like AIDA (Attention, Interest, Desire, Action). The report also explains the importance of social media content, highlighting its role in brand recognition, conversion potential, customer loyalty, and cost reduction. The report uses academic sources to support arguments and provides insights into digital marketing strategies.

Business Management
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
1

Contents
Introduction 1
Part 1 p-p
Explanation of marketing p
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
2

Introduction
Marketing refer to the process of advertisement and promotion of product and
services of the organization. Digital marketing refer to the process of marketing a
product or services of an organization on digital platform. Digital marketing help the
organization in achieving the business goals and objective of the organization which
they want to achieve.
Part 1
Explanation of marketing
Marketing refer to the activity, process of creating, set of institutions, communicating,
exchanging offering and the deliveries that the values for customers or the partner,
client.
Marketing refer to getting the clients or the audience the who are interested in
product and services of the organization. Marketing involves different things which
include the process of promoting, selling, researching, distribution product and
services.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix refer to the formula which help the organization in identifying the
essential working elements of marketing strategies. It includes 4ps of marketing : -
Product : - Product refer to anything which a company is about to sell in the market.
It might satisfy the needs of the customer in the market. For example Tesco is
providing the grocery and supermarket product in the market. They do the marketing
of this product which they sell in market. Product of marketing refer to the product
and services, which the organization is selling in market or want to sell in the market
to increase the development in business and promotion for wider range.
Price : - Price refers to the pricing of the product on which the product are sold in
market. There are different prices of product and are different range of product
organizations sell in market. It also includes there marketing strategies as the pricing
strategy of the organization plays important role in the buying and selling of product
in market. The pricing strategy should meet the product quality and values so that
3

the customer do not feel that the product and services are overrated. Prices need to
be chosen to provide the impact according to the strategy and profit ration.
Place : - Place is one of the most important factor of marketing mix. It refers to the
places where the organization is selling the product and services in the market. It
includes both offline stores and online platform for the selling of product and
services. It is important for the organization to make sure that they are choosing the
place in market which is easily available and organization get more of the customer
attraction in market. Places should be chosen in such a way that they can create a
better impact in the business market and increase performance of business.
Promotion: - Communication mix fits in the marketing mix promotion factor as they
are important for communication. The promotion includes the places where the
organization is providing the promotion and advertisement for product and services
in market. The organization can choose both online and offline promotion of product
and services to increase the market option and make a wider impact so that more of
the audience get to know about the product and services of business. It help in
creating a wider impact and also increase in the performance in business to develop.
An explanation of digital marketing
Digital marketing : - Digital marketing refer to the promotion and the marketing of
product and services in the digital environment. It is essential for the organization to
have performed on digital platform as they can reach a wider audience with the help
of digital marketing (Jiménez-Castillo, and Sánchez-Fernández, 2019).
Digital marketing refer to the process of marketing product or services on the
technologies marketing which include digital world. Organization these days utilize
the product and services to be promoted on digital platform to reach to wider
asudience and make awareness about there sales and services.
An explanation of social media marketing
Social media marketing refer to the marketing of product and services the
organization is selling in the market on the social platforms including the Facebook,
4

Instagram etc. these are the platform which are used to sale the product and
services in social media marketing.
Social media refer to the platform of digital marketing and it is one of the larger
market network which organization used to develop there product and service
marketing.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Importance of social media marketing: -
 Cost effective: - Social media marketing is cost effective and it also helps the
organization in saving money which they spend on promotion and marketing.
 Engage with customers: - it allows to engage the wider customers of the
market and develop the promotion of product and services of organization.
 Brand loyalty: - It increases the brand loyalty and also provide the
development in brand loyalty for customers. Social media also help in
increaser brand loyalty in market through the verified labels and authenticity of
brand (Bhosale, Salunkhe and Ghavat,)
 Customer satisfaction; - Social media marketing help in reaching wider
audience and allowing to make them comfortable by providing the details and
increase customer satisfaction.
 Market awareness: - Social media help the organization to make the market
aware about the product and services they are selling the market.
Importance of digital marketing: -
 Digital marketing is important as it allows the organization in reaching to the
customers and also allow them in development of working. It allows the
market awareness.
 It is important for the organization to use the digital marketing as every one is
doing. There market competitor are doing the digital marketing and getting
response.
5

 It is crucial for them to increase the market to increase profitability in
business. That need to have a wider audience and it required social platform
to reach maximum number of people.
 Digital market help in targeting the actual market the organization want to
reach. It helps in increasing the chances of developing more customer into
business and allowing them in development of market sale. Which further help
them in reaching results of the organization through higher sale.
Part 2
Two examples of social media contents that really work and
justification of why they work
NIKE Instagram Campaign : -
In this it explains the process of how the social media campaign works
and help the organization to achieve better results and performance in
market. First example of the social media campaign is NIKE. They are
using the platform of Instagram to increase the market awareness in
6

people. They are getting good responses as they are being followed by
million of people and are getting good respond (Chester and
Montgomery, 2017). NIKE is following the engaged community to
increase the market awareness in the business, and they are developing
strategies to capture the market. NIKE got a great response from the
audience on Instagram and the sale of product and services got increase
due to the publicity and promotions the organization is doing on the
platform. It helped them and the organization using the sports athlete as
the brand ambassador to attract more customer who follow the model
they have chosen. It helped them in increasing the marketing in market
and improved result in the business. NIKE as one of the top brand in the
international market started there working in the social Platforming
Instagram by personalization approach. Being one of the leading brand
the organization chose to work on the personalization and work as a
brand and providing services to each and every person in the business.
PEPSI YouTube Campaign: -
Pepsi is working in the development of their strategies including the
YOUTUBE promotions. They are providing the Ad in the videos and also
promoting the product and services on wider scale. It is crucial for them
to develop the strategies and utilize the entire platform of the YOUTUBE
to develop promotion of product and services. The social media is a wide
7

platform and the organization is developing the strategies to increase
working which can help them in getting more audience in the working.
PEPSI have achieved a huge image and made brand value by the
product quality and variety of choices to customers. They are making the
product and service of all ranges to attract more of the customer which
can help in better profitability of the organization and it is gained by the
social media impact on business (Dwivedi and et.al., 2020).
Screen shot of effective campaign with reference to established
model and standard for digital marketing.
The section explains the AIDA model used by the organization in
understanding the market promotion and development of working in the
business. AIDA refer to Attention, Interest, desire and Action (Dimitrova
and Sin,2018).
8

Apple worked in the development and increase in the marketing
campaign as they are developing new technologies every year and
providing the best quality product and services in the business. It is
crucial for the organization to develop the process of working in platform
to increase the audience. The apple did a campaign with the tag line “
Get a Mac”. This was one of the most successfully market campaign for
apple and help them in achieving of 42% market growth. They created
attention in the market and developed the interest of the people in the
market. It is the process of development of the interest of audience
towards the product and services of business and the organization get a
great impact ni the market to achieve the business goals with the AIDA
model. They made people interest, and then they made them desire to
get the product and for that they need to perform the action. It provides a
huge impact on the working of the business of apple and allow them in
market growth (Prihadini, Nurbaity and Rachmadi, 2020).
Why social media content is effective?
Increase brand recognition : - Social media help in the increase of
brand recognition in market which help them in increasing the customer
attraction and also provide a bigger impact on there working. It is crucial
for them to develop the process, so they make it effective in reaching
more audience with the help of social media.
Improving your converting potential: - Social media is one of the
biggest platform which the organizations can use to develop the
potentials of the business. It is crucial for them to make sure that they
are increasing the audience though promotion and develop strategies of
working in the business. It also help in increasing working of the
business and allow them better result in market.
9

Loyalty: - Working on social media and providing the authenticated
product and services of the brand increase the loyalty of the customer
towards the organization. Social media shows the entire process and
information about the product and services so that they can develop
working in business utilities. It also allows them in increase performance.
Reduced Cost : - The social media cost less then the other sources of
marketing and it also cover wider range of people in the business
market. It is crucial and help the organization in reaching to huge
audience at a single place which can be used in development of
business (Subramaniam, Singhal and Hopkinson,2019).
Customer Satisfaction: - Working in the customers' satisfaction social
media provide all the necessary requirement and it also allows the
customer to develop the trust and get satisfaction by the product and
services. It includes that the customers are aware about the product and
services and can buy the product at anytime as the information are
already there for them.
Conclusion
From the above report it can be concluded that the social
media is one of the most important factor of marketing in
today's market. Every person is connected with social media
and it is crucial for the organizations to develop strategies to
increase the working in social platform to reach better goals.
10

References
Dwivedi and et.al., 2020. Setting the future of digital and social media
marketing research: Perspectives and research
propositions. International Journal of Information
Management, p.102168.
Chester, J. and Montgomery, K.C., 2017. The role of digital marketing in
political campaigns. Internet Policy Review, 6(4), pp.1-20.
Bhosale, M.S., Salunkhe, M.A. and Ghavat, M.L., The Role of Digital
Marketing in Consumer Behavior.
Jiménez-Castillo, D. and Sánchez-Fernández, R., 2019. The role of
digital influencers in brand recommendation: Examining their
impact on engagement, expected value and purchase
intention. International Journal of Information
Management, 49, pp.366-376.
Kaur, G., 2017. The importance of digital marketing in the tourism
industry. International Journal of Research-
Granthaalayah, 5(6), pp.72-77.
Prihadini, D., Nurbaity, S. and Rachmadi, H., 2020. The role of digital
marketing in promoting private universities in the covid-19
pandemic period: a phenomenological approach. Technium
Social Sciences Journal, 14, pp.408-421.
Subramaniam, R.K., Singhal, A. and Hopkinson, P., 2019, March. Role
of Digital Marketing to Enhance Medical Tourism in Hospitals
of Dubai. In 2nd International Conference on Tourism
Research (p. 330).
Dimitrova, P. and Sin, I., 2018. Digital Marketing in Start-Ups: The role
of digital marketing in acquiring and maintaining business
relationships.
11

12