BMP3006 Foundation: Digital & Social Media Marketing Assessment

This report provides a comprehensive overview of digital and social media marketing, starting with an explanation of marketing principles, the marketing mix, and the communications mix. It delves into the specifics of digital marketing and social media marketing, highlighting their importance for contemporary businesses. The report includes practical examples of successful social media content, analyzing why they are effective based on established digital marketing models and standards. It further examines the use of videos and images as key components of social media content strategies. The report also uses examples of successful campaigns by companies like Starbucks and Marks & Spencer to show how these strategies can drive consumer engagement and increase sales. This document is available on Desklib, a platform offering a wide range of study resources, including past papers and solved assignments.

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

Contents
Introduction 3
Part 1 3-7
Explanation of marketing 4
An explanation of what the marketing mix is and where the
communications mix fits 4
An explanation digital marketing 5
An explanation of social media marketing 6
An explanation of why digital marketing and social media
marketing are important to contemporary businesses 7
Part 2 8-10
Two examples of social media content that really work and
justification of why they work 8
Screen shots of effective campaigns with reference to established
models and standards for digital marketing 8
Why social media content is effective? 10
Conclusion 11
References 11
2

Introduction
Digital marketing is the use of internet to reach consumers, it targets a
specific segment of its customer base. It is the advertisement of a business by using
online channels and digital technology and allow an organization to analyze content
and strategy. Examples of digital marketing are social media email, and search
engine etc. Social media marketing refers to the use of it for the promotion of the
products and services of any company through various online platform (Bastani and
Bahrami, 2020). It is used to connect the audience with the company's brand and
promote them. For example, face book, twitter and you tube etc. are some platform
for social media marketing. In this report it will include the concept of marketing mix,
social media, digital marketing, effectiveness of it for business and the importance of
social media contents
Part 1
Explanation of marketing
As per the opinion of Philip kotler marketing is a science as well as art of
creating, exploring and delivering values to satisfy the needs of a target market for
profit. Marketing is an activity which is undertaken to promote the product and
services. It enables the business to create demand and profit to survive in the
market. It includes advertisement, selling and delivery of products or services. It is a
link between the society needs and its pattern of industrial response, it makes useful
goods for the society and providing service them, where and when they are wanted.
It is concern with the handling and shifting of products from the production point to
the consumption point. (Bhatia, 2021). Basically, it is the process of provide right
product to the exact customers at fair price and accurate place. It is a continuous
process designed to plan, price, promotion and distribution of the product. Marketing
is a goal oriented process and goal being profit maximization.
Example- Many big companies like Reebok, Toyota and Medcom etc. uses the
billboards for their product's marketing.
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An explanation of what the marketing mix is and where the
communications mix fits
It refers to those tactics, used to promote the products and brands of a company.
In context of Morrisons The 7Ps make up a typical marketing mix which are given
below:
 Product- Morrisons offer the products like clothing’s, food and drink,
petrol and books etc.
 Price- Morrisons follows many price strategies to fulfil customer's demand.
They continuously using cost leadership strategies. (Lim, 2021).
 Place- The company has a supplier network and it sell its product online
platform as well as through retail stores.
 Promotion- It use effective promotional strategy, they use sales promotion
and personal selling.
 People- Morrison’s always hire employees with good skills and talent so, they
can handle issues.
 Process- It mainly concern with an improvisation in the process of supply
chain and logistic. The have excellent online delivery process.
 Physical evidence- They show their almost product's categories through their
online website which is beneficial for the customers to see the products.
(Dharminder and et. al., 2020)
Communication mix comprise of various ways that a company can communicate
with its customers. It helps the marketing in personal selling, sales promotions,
public relations and advertisement etc. so that the interaction between consumers
and business can be established.
An explanation of digital marketing
4

When any product and services is promoted through a minimum of one form
of electronic media then it is a digital marketing. In this modern time this is the new
way to promote and sell products. It consists various channels that allow any
company to find out what works for marketing and what does not. Digital marketing
work in the form of advertisement or other form of promotion. The right use of digital
marketing provides a significant boost in selling anything. It has the ability as well as
the potential to provide return on investment. This is the cost effective form of
marketing and enables the business to reach more targeted audience. This method
is very easy and simple to analyse (Matz and Hirsh, 2020). There are various types of
digital marketing like Search Engine Optimization, which contributes in placing a
website on the top of result so that people can take insight of it at the very first.
Email marketing, bring advertisement right to the person's inbox unobtrusively.
Other types of digital media are social media and you tube etc.
Example- Myntra is an Indian e- commerce company of fashions and casual
lifestyle products. It uses digital marketing to sell its latest and most popular fashion
merchandise online. It also displays their sales, discounts and offers on their online
marketing.
An explanation of social media marketing
Definition - In this there is the use of its websites and social networks to market an
organisation's product and services. Social media marketing is that type of marketing
which target the social platforms like Instagram, Facebook etc. for their brand
promotion and target the audience. It is a very simple and quick way to share to
business information such as product or service available to the consumers and
display special offers or discounts ( Wang, Schuetz and Cai, 2021).There are various
types of social media like visual social network, web blogs, micro blogs podcasts
etc. Social media can be classified on the basis of their ability to facilitate certain
social functions. It also helps the business to jump on the emerging opportunity in
the market. Social media is very helpful in marketing by providing easy
communication with the customers.
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Example- Tesco uses Twitter, Facebook and Google to promote its products. It is
continuously filling the timeline of it by engaging in the visual content. The company
also publishes its social media guidelines online.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
It is the promotion of products and services through electronic devices. It is very
essential for the business (Oktavia, 2020).
 Helps to meet customers expectation- It help the business to determine the
customers needs, preferences and expectations by their response and
feedbacks., as well as help the business meet, if not even exceed the criteria.
 Building visibility online- The visibility is vital for business and digital
marketing help the business not just build it but also improve it over time
 Segmentation- It allows for customer segmentation according to a particular
classification. This will increase the sales as well as cut down the cost.
Social media is a crucial part for the businesses, there are some reasons of
importance of social media marketing in businesses.
 Engaging customers- peoples spending their most of time on theses
platform and it is a simple and easy way to intact with them on personal level.
By engaging with the customers a business can win their attention and
convey their brand image.
 Cost effective- It is very crucial as it help the business in accomplish a
greater return on investment and help to hold a larger budget for other
business activities.
 Improve brand loyalty- Social media connect the customers with the
business and help in improving customer retention and customer loyalty (Stern
and et. al., 2020).
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Part 2
Two examples of social media contents that really work and
justification of why they work
This content created by a person and organizations for the social network,
because these platforms allow them a much more direct interaction with the user
than classic marketing measures. There are two essential content of social media
are given below:
videos- it is becoming an important and valuable content of the social media for
promotional activities. Because it helps in increasing sales and a great way to
explain the products. Customers will only buy the product when they understand the
features and benefits of this. The video contents are uniquely effective in building the
trust and provide the opportunity to tell a story. This is an effortless form of gathering
and sharing information. The best platforms for video contents are Facebook, you
tube and Instagram. It grabs the attention of users, engaging in all that. For example,
Lamborghini use video content for its marketing and exploring its features.
Image is a visual representation of something, which has been created or copied in
an electronic form. Image with colours, text and other information give an immediate
effect of company's brand name to the customers. Visual content catches the
customer's attention and make it more likely they will make a purchase or share this
information with other peoples. It helps to increase the effectiveness of data
visualisation and it makes it easier to decide whether to purchase the product or not
(Park and et. al., 2020). Social media marketers can become successful on creating
picture for their content strategy without enlisting a large number of resource. For
example, Marks and Spencer advertise their product by using an attractive image
online.
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
7

Starbucks created a super smart social media campaign on Christmas not only fun,
but it is driving the consumers into stores. For this, customers first download the
Starbucks Hong Kong mobile app and then it allows to send a video greeting to
friends or relatives. By this both the senders and recipient will receive a buy one get
one free voucher.
Benefits-
 It offers consumers a freebie.
 It leads to an increase in the sales.
 It is very innovative and attention grabbing.
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Mark and Spencer have launched the first work of it from the new agency which is
Odd with the style led campaign by featuring celebrities like Vicky McClure and
Willoughby on the home, print and social media platform.
Benefit- This campaign helps M&S in attracting the customers and increasing their
sales with profit maximization.
Why social media content is effective?
It is an impressive communication platform for any organisation. It has the ability
to range further than any other offline channel. It also enables the business to add
their stakeholders in a targeted way.
 social media content controls the consumer by building brand attitudes that
affect buying behaviour and influence them to build awareness about a
particular product (Setriani and Soegoto, 2020). It is easier and more convenient
to access information, provide details and communicate via social media.
 Social media provide a simple and transparent channel for the communicating
with customers. To that, they can watch the customer’s services activities. It
improves the organizational performance by providing customers satisfaction.
It creates loyalty by listening the customers, promote their reviews and think
like the customers.
 Social media allows is a cost effective campaign, it help minimize the cost to
reach out to potential customers. It promotes the company's content at social
channels and it is a great means to get well- researched and smart content in
front of new audience and proving the expertise and increasing the peoples.
 It is very helpful in maintaining the reputation of an organisation. A company
can post about positive things of the products and improve negative points
before it turns into big issues.
 This content is very helpful to learn about the customers and monitoring the
competition through online. It is very helpful to maintain customer
relationships and having possibility to find new leads. So many peoples learn
about the new brands because they are engaged on social media.
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Conclusion
From the above study it is found that digital marketing and social media become an
essential part of the marketing. It is a powerful tool for the organisation and increase
the visibility, relationship and establish two- way communication with customers.
These are becoming tan amazing platform to make the world connect and spread
information. They are very convenient and important network of communication for
all businesses. They become very effective for modern business and help them in
creating brand loyalty and good relationship among the customers. Social media is a
cost reduction components of digital marketing. Contents of social media also very
helpful for an effective marketing plan to promote their products.
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References
Bastani, P. and Bahrami, M.A., 2020. COVID-19 related misinformation on social media: a
qualitative study from Iran. Journal of medical Internet research.
Bhatia, P., 2021. Fundamentals of digital marketing.
Bastani, P. and Bahrami, M.A., 2020. COVID-19 related misinformation on social media: a
qualitative study from Iran. Journal of medical Internet research.
Bhatia, P., 2021. Fundamentals of digital marketing.
Dharminder, D. and et. al., 2020. PSSCC: Provably secure communication framework for
crowdsourced industrial Internet of Things environments. Software: Practice and
Experience.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of
Strategic Marketing, 29(5), pp.453-469.
Matz, S. and Hirsh, J.B., 2020. Marketing and Personality. The Wiley Encyclopedia of
Personality and Individual Differences: Clinical, Applied, and Cross‐Cultural Research,
pp.587-591.
Oktavia, I., 2020. Pengaruh Marketing Mix Terhadap Keputusan Nasabah Untuk Menabung
Di Bank Syariah Dengan Pengetahuan Sebagai Variabel Moderating (Studi Kasus
Bank BRI Syariah Semarang).
Park, S.S. and et. al., 2020. Building your brand: analysis of successful oculoplastic surgeons
on social media. Ophthalmic plastic and reconstructive surgery, 36(6), pp.582-589.
Setriani, T. and Soegoto, H.S., 2020, January. Social Media Marketing Application in
Indonesian Travel Industry. In International Conference on Business, Economic, Social
Science, and Humanities–Economics, Business and Management Track (ICOBEST-
EBM 2019) (pp. 177-180). Atlantis Press.
Stern, M.J. and et. al., 2020. Evaluating the data quality of a national sample of young sexual
and gender minorities recruited using social media: The influence of different design
formats. Social Science Computer Review, p.0894439320928240.
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