BMP3006: Practical Digital Marketing Assessment 1 Report - Analysis

This report, prepared for a BSc (Hons) Business Management course, provides a comprehensive overview of digital and social media marketing. It begins by defining digital marketing and the marketing mix, explaining the key elements such as product, price, place, and promotion. The report then delves into the importance of digital and social media marketing for contemporary businesses, highlighting their role in brand awareness, customer engagement, and sales growth. Part 2 presents two examples of effective social media content from Tesco and Burberry, justifying their success. The report incorporates relevant models such as the Technology Acceptance Model and the Honeycomb Model to analyze the effectiveness of these campaigns. It concludes by emphasizing the significance of digital and social media marketing in the current business landscape, underscoring their impact on customer interaction and business growth.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
Contents
Introduction 1
1marketing mix

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
Introduction
Digital marketing defined as advertisement that delivered through having various
channels. It can be included emails, mobile apps, different types of websites etc. while by
using various types of channels that can easily make digital marketing method by which
2marketing mix

organization can endorse their products, services or brands (Berger and et.al., 2020).
The aim of this report for introducing about the social media and digital marketing
through having various examples. Furthermore, also explain about the social media
content and their effective in marketing with various organization through giving their
examples with various social media channels.
Part 1
Explanation of marketing
According to CIM marketing refers to the management process which are
more responsible for identifying, satisfying customer and anticipating their
requirements for huge amount of profits. In other words, marketing can be defined as
strategies business function that creates their value by making proper stimulating,
fulfilling customer needs and facilitating them as per their demand. It can be also
done by building brands, developing more relationship, creating good customer
services and communicating with more benefits (Grewal and et.al.,2020). While by
operating consumer being more critically, bring positive return on investment,
satisfies their stakeholder including community, employee, suppliers etc. Marketing
also refers to activities for an organization which undertakes for promoting in buying
and selling if products, services. It can be also said that art of telling stories to people
while lose track of wallets for better organization terms with customer. Marketing is
one of the components of business commerce or management. This can be easily
done through having direct contact with their businesses or directly contact with
consumer. The term marketing commonly keep customer to be attracted, incorporate
knowledge and gained by studying in the management for exchanging relationship in
between them. Furthermore, if there might be better business process that could
easily help organization for identifying, satisfying customer needs and wants through
which their must be more profits.
An explanation of what the marketing mix is and where the
communications mix fits
The marketing mix refers to the set of tactics, actions that company uses for
making their promotion the brand or products in market (Bradford and Boyd, 2020).
Here are the marketing mix elements:
Products:-
3marketing mix

Product refers to the offers of good or services from the company side
towards their customer. The type of products are also partially with their how much
determines can easily charge with it, where they need to be place and how to be
placed in market.
Price:- Bergerand et.al., 2020
In price strategies this help customer to know about what the price of products
have been fixed by the companies. A discount sometime draw more customer but it
can also give up more impression that the products is being less with the compared
in priced higher.
Place:-
when company have been set up they decided their working place along with
this how they can deliver their products to customer (Lahtinen, Dietrich and Rundle-
Thiele, 2020). Organization can also set up their business through having online
store through which they can make large number of customer.
Promotion:-
This includes public relations or promotional strategies. Hence, every
organization use promotion strategies for promoting their products. It can be such as
advertising, radio, newspaper etc.
Communication mix have not aimed to create awareness about the products
or services but also making persuading the customer for use products and
experience it (Dost and et.al.,2019). It can be known as promotional mix. This might
be done through using personal selling, sales promotion, public relation or
advertising in market. Marketing mix is basically linked with the communication mix
that not only involves promotion but also involves listening demands and needs of
customer and coming up with having more messages to send how their being
effective.
An explanation of digital marketing
Digital marketing is known as components of marketing that make the proper
use of resources and based on online digital technologies while including desktop,
4marketing mix

mobiles phone and some other electric gadgets (Kannan, 2017). Furthermore, some
other digital media with their platforms that make the proper use of digital marketing.
In other word, digital marketing also called online marketing. Through this
customer get directly connect with the business and easily make their products
ordered to be online. This includes not only mails but also text or multimedia
messages for their customer in marketing channels. Here are some digital marketing
example, content marketing, Email marketing, Social media marketing or digital
advertising etc.
An explanation of social media marketing
Social media being more interactive platform who connect one people from
other people that has more facilities the creation or sharing of information. It can be
also includes ideas, interest, other form of expression and networks through which
they can easily make their more connection to some other people while by seating at
one place (Keegan and Rowley, 2017). It also helps business for developing their
business online and also make large number of customer in their organization.
Social media is the collection of various type of tools and have more
availability in online spaces while by helping the individual or business to intensify
more about the information along with the communication needs. Here are some
examples of social media such as social networks (Face book, LinkedIn), social
media sharing sites (Instagram, You tube).
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
Social platforms helps business for connected with their customer, also help
in increasing the awareness about the brand and also develop the sales. Social
media provides the best development areas for their customer through which they
can easily make their more customer and easily attract them while by making various
types of advertisements. In present time it had been made the business more
developed through social media only as large number of population used social
media platforms. As 52 percent of social media marketer believe that social media
being more positively with having their sales and revenues in market (Why Social
5marketing mix

Media Is Important for Business Marketing, 2019). This platforms also contain
attention to their customer and some organization has become simple to their
earning along with this that can be easier for achieving their goals and also complete
target on time.
It is one of the most important reason for having business online because in
traditional marketing channels this might be the best results for having their enables
businesses for interacting with targeted in real time. Digital marketing being more
affordable as by compared to some other traditional market channels. Many of
people refer to use digital marketing as well business have also become more
digitally in their proper use of making towards attracting more customer (Madhukar,
2019). An Email or social media campaign help audience in sending their wider
influences for more friction of the price of TV advertising being the best example.
Digital marketing help business and customer for brand awareness and also to reach
out their target customer while by providing them with better ROI. This marketing
also saves enough money for small business and ensure for right consumer. In this
customer easily gets through having business online and people take more interest
in buying the products.
Part 2
Two examples of social media contents that really work and
justification of why they work
6marketing mix

Tesco has developed them in marketing while by making proper use of Face
Books page, and they also make their huge customer through which they can easily
make their more customer satisfaction. It being more effective with working on social
media platforms as in present time many of people have make their customer
through online business.
This image show about the Burberry Twitter social media content, and that
real work for having customer attraction towards their working strategies. While by
making this they can easily make their customer satisfaction and improve their more
strategies through which that might be had enough profits from the market. In
making the page to social media platform they can also have much customer how
basically used the social media platform for their buying products.
7marketing mix

Screen shot of effective campaign with reference to established
model and standard for digital marketing
Technology acceptance model:-
This model is used for testing the best adoption of new technology and also
based on consumer positive attitude towards having their clients benefits and make
their experience for buying some other things as well (Granić and Marangunić,
2019). As technology helps their organization through which they can their goals to
be completed and make their products to be used more and more and hence their
customer satisfaction level high. In making the proper use of technological that can
make their market position more developed and also help their brand to know
various culture.
The Honeycomb model:-
It is based on the honey comb model for defining the social media usage for
organization. This model make their proper use of digital marketing and that should
be also included for knowing more about the various strategies. Digital marketing
have their better strategies that must need to completed through which they can
have their customer strategies and also some time they can easily help their goals to
be achieved.
Why social media content is effective?
8marketing mix
Illustration 1: Effective campaigns
Source : Sainsbury's campaigns

social media content is being more effective as they crave directly connection
with their customer, and they try to make their customer for using their social media
content in buying or selling any products online. While by having organization
business online they can easily attract more customer and their customer make their
brand more position in the market. It might be also led to have their own satisfaction,
and they can easily show their more loyalty to organization that they use their brands
and build more trust (Duarte, Llanso and Loup, 2018). While by doing this brands
only get more confidence for doing something more surprise for their loyal customer
along with that make their purchasing more valuable and effective. Measurable can
be help organization through which they come to know how much of users have
been made to their brands an dhow much of customer used their products in this
year. It can be help them for thinking more about customer and also help them to
know something new about their customer strategies in market and what trends have
been their suing for developing their brands. Social media marketing have become
more important for every business because as basically they help their organization
for attracting their customer along with their making their customer life styles much
better. It can be also helped them for making their market strategies might be done
with having types of strategies and make their process to be developed while by
creating something new blogs or pages.
Conclusion
From the above it had been concluded that marketing has been divided them
into two parts such as social media and digital marketing through which they are
playing much role for making their customer. While by making their business online
organization can easily make their huge amount of Granićand
Marangunić2019profits, and they can easily use the power of this marketing factors.
This both also organization for making their blogs or campaigns through which they
can make their customer more effective and motivated them for buying their products
while by attracting them towards their pages or images.
References
Berger, J. and et.al., 2020. Uniting the tribes: Using text for marketing insight.
Journal of Marketing. 84(1), pp.1-25.
9marketing mix

Bradford, T.W. and Boyd, N.W., 2020. Help me help you! Employing the marketing
mix to alleviate experiences of donor sacrifice. Journal of Marketing. 84(3),
pp.68-85.
Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth
program interactions for fast-moving consumer goods. Journal of Marketing.
83(2). pp.62-81.
Duarte, N., Llanso, E. and Loup, A.C., 2018, January. Mixed Messages? The Limits
of Automated Social Media Content Analysis. In FAT (p. 106).
Grewal, D. and et.al., 2020. The future of technology and marketing: a
multidisciplinary perspective.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda.International Journal of Research in Marketing. 34(1). pp.22-45.
Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management decision.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix.
Testing the effectiveness of the commercial marketing mix in a social
marketing context. Journal of Social Marketing.
Granić, A. and Marangunić, N., 2019. Technology acceptance model in educational
context: A systematic literature review. British Journal of Educational
Technology. 50(5). pp.2572-2593.
Online
Madhukar. M., 2019. Why Digital Marketing is Important to Your Business? [Online].
Available through: <https://yourstory.com/mystory/why-digital-marketing-is-
important-to-your-busines>
Sainsbury's Campaigns, 2017. [Online]. Available through:
<https://www.newsworks.org.uk/creative-gallery/129679>
Why Social Media Is Important for Business Marketing, 2019 [online]. Available
through: <https://marketinginsidergroup.com/content-marketing/why-social-
media-is-important-for-business-marketing/>
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