Practical Digital Marketing Report: Content and Strategies Analysis

This report provides a comprehensive overview of digital marketing strategies, emphasizing the importance of social media marketing in contemporary business environments. It begins by defining key marketing concepts, including the marketing mix and communication mix, and then transitions to a detailed discussion of digital marketing and social media marketing. The report highlights the cost-saving benefits, revenue-generating potential, and customer engagement capabilities of social media. It then explores various social media content ideas, providing real-world examples of how companies like Tesco and Marks & Spencer utilize these platforms. The report also evaluates the effectiveness of social media content, emphasizing its role in customer interaction, brand awareness, and market competitiveness. In conclusion, the report underscores the necessity of an effective marketing strategy for building a positive brand image and achieving business success, offering valuable insights for businesses looking to leverage digital platforms for growth and customer engagement.

Practical Digital Marketing

Contents
Introduction.................................................................................................................................................3
Part 1...........................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing mix and communication mix..................................................................................................4
Digital Marketing....................................................................................................................................4
Social Media Marketing..........................................................................................................................5
Importance of social media marketing.....................................................................................................5
Part 2...........................................................................................................................................................6
Social Media Content and it's examples..................................................................................................6
Social media content's effectiveness........................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

Introduction
Marketing plays an important role in every business organisation as it helps the company
to promote their goods and services into the competitive market. Marketing is the process which
must be adopted by the organisation for the purpose of creation, communication and delivering
their products and services to the targeted audience (Amazeen and Wojdynski, 2019). Digital
marketing is a component of marketing only which is based on utilization of online based
Technologies in order to promote the goods and services into the competitive market. There are
several external environmental social media challenges as it plays an essential role in developing
effective marketing strategy so that the company can promote their goods and services in a better
manner. The report is based upon analysing different concepts of marketing mix digital
marketing and the importance of social media marketing for contemporary business. The
different social media contents are also discussed and they report and also evaluate effective
campaigns which can be helpful for the companies in their success.
Part 1
Marketing
Marketing means the action plan which is used by the organisation in order to encourage
their customers to buy the offered products and services in the competitive market. The
marketing include several activities such as advertising, selling and delivering the products and
services to the ultimate consumers (Astuti and et. al., 2019). Many times companies also involve
celebrities, attractive phrases or slogans, catchy lines and other things in order to promote their
goods and services which are used by the organisation while developing a positive brand image
into the minds of the customers so that they can enhance their sales and profitability from the
competitive market. There are several promotional activities which help the organisation to
easily reach their targeted audience and also analyse the techniques which are helpful for the
company. The main objective behind these kinds of activities is to increase the sale of their
products which is helpful for the organisation to earn profitability from the marketplace. The
action plan of marketing is also used to determine the strategies which can be adopted by the

company in order to defeat their competitors and also used to determine the benefits and
drawbacks of such activities.
Marketing mix and communication mix
Marketing mix is a tool which can be adopted by several companies so that they can
pursue their objective of marketing in an effective manner. The tool is discussed below:
 Product: it means the goods and services which are offered by the company in order to
achieve their ultimate goals (Canovi and Pucciarelli, 2019). The main objective of the
organisation is to satisfy the needs and wants of their targeted customers while achieving
the ultimate goal of the organisation.
 Price: it is the cost which is taken by the company in exchange of their goods and
services from the customers. It plays a very important role in the competitive market as it
helps the organisation to attract a targeted audience. The positive pricing strategy helps
the company to attract their customers so that they can achieve the goal.
 Place: it is a factor which deals with the distribution of goods and services. It is important
for the company to determine the place of distribution.
 Promotion: It is the most important factor which helps the company to encourage
customers to avail the offered products and services.
 Process: It includes such activities which helps the company to deliver their products and
services to their targeted customers (Farivar, Wang and Yuan, 2021). These types of
activities help them to attract the customers by adopting several techniques of delivering
the products which are used to provide better services to the ultimate consumers.
 Physical evidence: it means the physical existence of the organisation; it includes both
the offline platform from where the customers can determine the physical existence of the
company. This is also used in order to develop the positive brand image of the
organisation and to the competitive market.
 People: it refers to the Employees who are giving their skills and knowledge so that the
company can attend to the objective in an effective manner. The employees play an
important role while achieving the set targets of the company.

Digital Marketing
It is another technique which can be adopted by the organisations in order to promote
their goods and services with the help of trending marketing techniques. Digital marketing helps
the organisation in order to reach their targeted customers irrespective of geographical areas. As
it helps the organisation to analyse and promote several campaigns which can be appeared on the
computer, laptops, tablets and other electronic devices of the customers. It is used in order to
attract the last number of people (Lim and et. al., 2019). The digital marketing platform is also
used by the organisation in order to examine the current trends which are going on in the market
which helps the organisation to determine several techniques so that they can provide better
products and services to their targeted audience which helps them to satisfy their needs and
wants into an effective manner. This can be also used by the companies to to determine the
techniques which are adopted by the competitors and various factors which is is used by the
other companies to attract the targeted audience. It plays an important role while awaiting the
products and services in a better manner so that they can satisfy the desires of their targeted
audience in a better way.
Social Media Marketing
It is another platform which is used by the organisations in order to promote their goods
and services to the targeted audience . There are several techniques which help the company to
develop their positive brand image into the competitive market as this resulted in enhancement of
sales and profitability (Plumeyer and et. al., 2019). The social media platform is also helpful in
order to manage the operations of the organisation because of the adoption of updated
techniques. There are several modes of social media marketing which includes Facebook,
Instagram, Snapchat and Twitter. It is important for every type of organisation to determine their
strategies so that they can compete with the competitors into the same marketplace. There are
several platforms which can be used by the organisation so that they can motivate their
customers in order to avail the products from the competitive market.
Importance of social media marketing
 Cost saving: this is used by the companies in order to promote goods and services as it
helps them to save money. It is used by the organisation to attract the targeted customers
(Podolsky, Herzberg and Greene, 2019). There are several platforms which can be used

by the organisation as the access of such platforms are free of cost so the organisation is
not required to pay any charges in order to promote their goods and services and the
competitive market.
 Increase revenue: this platform is helpful in increasing the sale which is used by the
company to increase profitability. The platform is also helpful in better touch with the
audience by sending the different discounts and offers to them.
 Huge customer: this platform helps the company to engage the large number of people
towards the organisation so that the company can address the current designs of the
targeted customers in an effective way (Popkova and Zmiyak, 2019). This platform is
also helpful in order to gain the attention of their customers which resulted in developing
a positive brand image into the competitive market.
 Loyalty of customers: it is the platform which is used by the organisation in order to take
competitive advantage. This helps them to improve the customer retention and customer
loyalty as it is very important for the organisation to interact with the customers and
determine the strategies which are used by the other competitors in order to gain the trust
of their customers.
 Develop brand awareness: it is very important for every organisation to develop their
positive brand image into the competitive market. It can be done with the help of a
positive brand image by adopting several techniques of promoting the products and
services which helps the customers to become more aware about the mission of the
organisation under what they are working.
Part 2
Social Media Content and it's examples
Social media content idea helps the organisation to present their promotional techniques
into the competitive market. As with respect to the current scenario every organisation is
required to develop a social media platform where with the help of content the company can
attract the targeted customers which helps them to increase their sales (Sharma and Bumb, 2021).
There are several social media platforms such as Instagram stories, Twitter content, news related

to the company and their products and services which are offered by them, photos of
products, videos related to the usage of products and services and there are several other things
which can be used by the organisation so that they can provide better knowledge with respect to
the products and services and the offers and discounts which are available on it.
 Tesco is the multinational company which was founded by John Cohen in the year of
1919. The company tries to adopt several strategies so that they can promote their
products and services (Szablewska and Kubacki, 2019). This helps the company to
develop a positive brand image which is also helpful in attracting the customers.
 Marks and Spencer is the company that deals in the retail sector industry and uses social
media platforms so that they can promote the products and services in taking the
competitive advantage from the market. This is used to increase sales from a competitive
market.

Social media content's effectiveness
It is important for every company to determine the desires of their customers so that they
can provide better goods and services to them which is used by the company for long term
growth in the market. Social media platforms help the company to determine the needs and want
of their targeted audience so that they can provide better goods and services to them. The
platform is also used in order to interact and connect with the customers which helps them to
develop better relationships with them (Tozanlı, Kongar and Gupta, 2020). The platform is also
helpful in order to take the competitive advantage from the market while developing a positive
brand image. In the social media content the company also used their specific offers and other
awards which are offered by the organisation so that they can provide better goods and services
to the targeted customers.
Social media content is used by the organization so that they can save their cost while
adopting the cheapest and the most trending method of advertising. This is used by the company
in order to encourage the customers so that they can avail the goods and products from the
market (Vinzenz and et. al., 2019). The platform is also helpful in order to determine the current
trends which are present in the Marketplace so that it can be used by the organisation in order to
provide better goods and services to their customers. It is the form of a platform which can be
used in order to take feedback from the customers which can be helpful in order to provide better
services to them.
Conclusion
From the above report it can be concluded that every organisation is required to have an
effective marketing strategy which is helpful in order to develop a positive brand image into the
competitive market. There are several techniques which can be adopted by the organisations so
that they can promote their goods and services in an effective manner. The above mentioned
platforms help the organisation to encourage the customers while attracting them with the offers.
It is also said that social media platforms can be used by the organisation to encourage the
customers so that they can take the decision of buying the products.

References
Books and Journals
Amazeen, M.A. and Wojdynski, B.W., 2019. Reducing native advertising deception: Revisiting
the antecedents and consequences of persuasion knowledge in digital news
contexts. Mass Communication and Society, 22(2), pp.222-247.
Astuti and et. al., 2019. From glass boxes to social media engagement: an audit of tobacco retail
marketing in Indonesia. Tobacco control, 28(e2), pp.e133-e140.
Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: winery owners’
perceptions. Journal of Travel & Tourism Marketing, 36(6), pp.653-664.
Farivar, S., Wang, F. and Yuan, Y., 2021. Opinion leadership vs. para-social relationship: Key
factors in influencer marketing. Journal of Retailing and Consumer Services, 59,
p.102371.
Lim and et. al., 2019. What s-commerce implies? Repurchase intention and its
antecedents. Marketing Intelligence & Planning.
Plumeyer and et. al., 2019. Measuring brand image: a systematic review, practical guidance, and
future research directions. Review of Managerial Science, 13(2), pp.227-265.
Podolsky, S.H., Herzberg, D. and Greene, J.A., 2019. Preying on prescribers (and their patients)
—pharmaceutical marketing, iatrogenic epidemics, and the Sackler legacy. New England
Journal of Medicine, 380(19), pp.1785-1787.
Popkova, E.G. and Zmiyak, K.V., 2019. Priorities of training of digital personnel for industry
4.0: social competencies vs technical competencies. On the Horizon.
Sharma, S. and Bumb, A., 2021. Marketing at the Bottom of the Pyramid: Overcoming the
Challenges through MICMAC Analysis. Journal of Global Marketing, pp.1-16.
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics, 155(3), pp.871-888.
Tozanlı, Ö., Kongar, E. and Gupta, S.M., 2020. Trade-in-to-upgrade as a marketing strategy in
disassembly-to-order systems at the edge of blockchain technology. International Journal
of Production Research, 58(23), pp.7183-7200.
Vinzenz and et. al., 2019. Marketing sustainable tourism: The role of value orientation, well-
being and credibility. Journal of Sustainable Tourism, 27(11), pp.1663-1685.