Report on Digital Marketing: Strategies, Campaigns, and Content

This report provides a comprehensive overview of digital marketing, encompassing key concepts such as the meaning of marketing, marketing mix (product, price, place, and promotion), communication mix, and the significance of digital and social media marketing in contemporary business. It delves into the importance of digital marketing, including its ability to reach a wider customer base and facilitate information gathering. The report also explores social media content, providing examples and justifications for their effectiveness, alongside analyses of digital marketing campaigns such as Victoria Beckham's #ReebokxVictoriaBeckham and Stella McCartney's #Thereshegrows, using the RACE model to evaluate their impact. The report concludes by highlighting the effectiveness of social media content through personalization, interaction, and cost-effectiveness.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Explain the meaning of marketing..............................................................................................3
Explain what is marketing mix and where communication mix get fits.....................................4
Explain the meaning of digital marketing...................................................................................6
Explain what is social media marketing and importance of social media marketing and digital
marketing in contemporary business...........................................................................................6
TASK 2 ...........................................................................................................................................7
Explain social media content with the help of an example and with proper justification of their
working.......................................................................................................................................7
Digital Marketing campaign with established models ...............................................................8
Effectiveness of social media content ......................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to a business activity which undertake by a company
for promoting buying and selling of goods and services (Amerland, 2020). It
includes different activities such as advertisement, selling, delivering of
products to customers and so on. Marketing helps company to understand
needs and wants of customers and make a product which provide higher
satisfaction to customers. For success of any organisation its important that
it achieve higher customers satisfaction which help in enhancing revenue
and growth of business. With a increase in technology organisation are now
use digital marketing for promoting their products and services. Digital
marketing refers to a act of promoting buying and selling of goods and
services with the help of internet and online based technologies. It includes
desktop computer, mobile phones and other digital technology. This report
includes meaning of marketing, digital marketing, social media marketing,
marketing mix and communication mix. Other than this it includes various
importance of digital marketing and social media marketing in contemporary
business. This report includes various example of social media contents and
effective campaigns of company.
TASK 1
Explain the meaning of marketing
According to philip Kotler, marketing refers to science and art of
creating and providing values to customers by providing higher satisfaction
and earn profit. It is an activity of business which helps in promoting the

buying and selling of goods and services of a company. Marketing assist an
organisation to analysis the unfulfilled needs and wants of customers and
make a products according to their needs and wants which provide high
customers satisfaction. Main objective of marketing is to enhance customers
satisfaction level related to a particular product and services. Higher
customers satisfaction helps company to achieve its goals and earn higher
revenue (Barani, Pavithra and Jayapratha, 2018).
Explain what is marketing mix and where communication mix get fits.
Marking mix refers to a set of actions and tactics which is used by a
company for promoting its brand and products in market. For success of any
organisation its important that they successfully performs all these actions.
So that they achieve higher growth and profit in market. Market mix includes
four important concepts such as product, price, place and promotion, which
is also known as 4Ps of marketing. All the 4Ps of marketing mix are mention
below:
 Product- It refers to the final item produce by a company and wants
to sale in market. For success of a particular product produce by a
company it's that their product should satisfying needs and wants of
customers. Higher customers satisfaction means higher sales and
growth of products. Now a days needs and wants of customers are
rapidly changes, so its important for business to analysis customers
needs and make product according to their need so that they achieve
higher customer satisfaction (Gringarten, 2020).

 Price- It refers to the value and cost of product on which it is sell to
the customers. Price play an important role in the success of products.
Its very important for company to set their product price on the basis
of target customers. Price of a product is fixed on the basis of
customers expectations.
 Place- It refers to a process of transferring products from producer to
consumer's. It includes various intermediaries such as distributor,
wholesaler and retailer (Berman and Thelen, 2018). It's very important
for an organisation to make sure that their products are in reach of
customers. If product of a company is not easily available to its target
customers that it create a bad effect on growth of company.
 Promotion- According to Stanston, promotion includes various
activities such as advertisement, personal selling, sales promotion and
other selling tools. Promotion refers to a set of activities which helps an
organisation to communicate its product and brand to its users. On the
other hand promotion means make people aware and attract them to
buy a particular product as compare to different available products in
market.
Communication mix refers to an activity which involves various tools of
communication which helps organisation to clearly communicate with their
customers. It includes various tools such as advertisement, social media,
packaging of products, direct marketing, websites, events, executions and so
on. From above discussion it is analysed that communication mix is fits in

promotion. This is because promotion helps in attracting customers by
communicating them various features of products and services with the
helps of advertisement and other tools.
Explain the meaning of digital marketing
Digital marketing is also known as online marketing which helps an
organisation to promote buying and selling of goods and services with the
help of internet and other tools of digital technology. It includes various
technology such as desktop computer, smart phones, tablet and so on. Now
a days with the increase in technology development all companies use
various forms of digital communication such as email, social media, web-
based advertisement, text multimedia message and so on.
Explain what is social media marketing and importance of social media
marketing and digital marketing in contemporary business.
Social media marketing refers to a technique in which an organisation
promotes its products and services with the help of social media and social
networks (Buratti, Parola and Satta, 2018). Social media marketing helps
company to engage with its potential customers and reach to new customers
at a wider area. Social media includes various application such as Facebook,
Twitter, You tube and so on. While contemporary business means belonging
to a similar period of time. It refers to a business environment which face
high competitions and and which is changes at a faster rate but the own of
such type of business in able to understand the requirements for
development of business.

Importance of digital marketing-
 Increase way to reach to customers- Digital market helps
organisation to reach wider range customers at a single point of time.
According to current situation with a increase in development of
technology helps company to promote their products and services with
the help of internet and other digital tools. More adoption of digital
technology helps company to easily reach its customers which also
saves cost and time of company as compare to physical mode.
 Gathering of information- Digital marketing is the best way to
gather information related to their customers. Now a days all
customers are attach with digital technology which helps in easy
interaction between company and customers. Company can easily
collect necessary information related to their customers through digital
applications.
TASK 2
Explain social media content with the help of an example and with proper
justification of their working.
Social media content refers to a content which is created or developed
by an individual and organisation for social networks (Gannon and Taheri,
2020). This is the most popular platform which is used by company for direct
interacting with its customers. Now a days its very important for companies
to focus on social media content because its help in attracting more and
more customers towards company products. Social media content helps

customers to easily understand the message of company. Social media
content includes various platforms such as Facebook, Instagram, Twitter and
so on. It helps organisation to easily connects its target audience with
company brand and it is the most powerful tool which affect decision of
customers.
Types of social media content-
For success of any organisation its important that they select the best
social media content idea. Various types of social media content are mention
below:
 Videos- It refers to a type of social media content in which an
organisation attracts its customers by displaying them video (Gómez
and Tsirintani, 2019). After analysing the current scenario it is found
that most of the web traffic is come from video. It states that now a
days people are more attracted towards videos. This is the best way
for companies to use this social media content for engaging with its
customers. For attracting more and more customers its important for
company to design a best and attractive video.
Digital Marketing campaign with established models
Victoria Beckham #RebokxVictoriaBeckham Instagram
campaign

The Victoria Beckham is one of the most well known luxury fashion
brand which is based in the UK. The company conducted brand campaign on
Instagram which focused on creating a brand image of the company which
included the current collaboration between Reebok and Victoria Beckham.
The company was able was able to gain huge buzz on the social media
platform Instagram with the help of this campaign as many famous
celebrities were seen using the hashtag and wearing the latest fashion
apparel of the firm.
Utilisation of the race model
Reach: This campaign was able to connect with a large amount of
consumers as various celebrities from the music and move industry were
positing their pictures of the products launched by the company (Gringarten,
2020).
Act: This social media campaign involved a large number of social
media users as famous celebrities and official Instagram account of the
company had huge social media followers.
Convert: a large number of social media users which were part of this
campaign purchased their latest products which helped the company attain
high profitability.
Engage: The company engaged with social media users through their
celebrity consumers which enhanced consumer engagement with the brand
as they as their favourite social media users purchase the goods of the
brand.

Stella McCartney #Thereshegrows campaign
This social media campaign involved the consumers posting a picture
of their new plant which highlighted their climate friendly products and
helped initiate positive consumer interaction with the brand of the firm.
Reach: This campaign reached huge number of social media users as
it included sustainable activity.
Act: This campaign involved active participation from the consumer
which included both online and offline activity. This was very helpful for the
brand.
Convert: The company was able to convert many social media users
into consumers as their campaign focused on sustainability and showcased

the brands determination towards protecting the climate (Hughes and
Vafeas, 2019).
Engage: The campaign of the firm resulted in high consumer
engagement as their consumer were encouraged to post their sustainable
activity by planting a tree and posting it on social media and share their
views on sustainability.
Effectiveness of social media content
Utilisation of social media content is commonplace in the current
corporate world as it is effective in informing the target consumer groups
about various activities of the company and products or services offered by
the company. Reasons which make social media content effective are
provided below: Personalisation: Social media allows personalisation of marketing
efforts which can be seen in usage of social media content. This
content can be constructed with personalised messaging which can be
sent to a particular consumer. This makes various types of social
media content highly effective as consumers feel that the firm is
making an effort to connect with them (Li and et. al. 2018). Each
consumer which receives personalised content constructs an emotional
bond with the company. This helps the company communicate with
large number of consumers effectively. Allows interaction: Social media content allows direct and constant
interaction between the firm and the consumer. This is highly effective

for the company as the organisation is able to interact with the
consumer which allows the company to construct a strong relationship
with their target consumer base.
 Reduces marketing expenditure: Social media content is an cost
effective and allows the company to interact with a large number of
consumers easily. This helps the company construct different social
media content to reach a large number of consumers in a cost
effective way which reduces marketing expenditure of the firm
(Loubochkin, 2018).

CONCLUSION
From the above report it is concluded that marketing makes huge
contribution in success of an organisation. The marketing strategy of an
organisation need to include effective digital marketing plan in order to
connect with the consumers in the current digital age. Marketing mix of an
organisation contains various activities which are conducted by the
organisation to promote their products and interact with their consumers
effectively. The communication mix which is a part of the promotion mix help
the company interact with their target consumer base effectively and
construct loyal consumer base. Social media marketing is an important
aspect digital marketing strategy which helps the company connect with
their consumers and personalise their marketing efforts to build a loyal
consumer base which is key driver of the success of the company.

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