Digital and Social Media Marketing Report: Ben – Support for Life

This report examines the digital marketing landscape and its impact on Ben – Support for Life, a UK-based non-governmental organization supporting the automotive industry. It begins with an overview of digital technology's evolution and key digital marketing concepts, followed by an analysis of the changing digital marketing environment, particularly in the context of the COVID-19 pandemic. The report identifies and assesses the applicability of various digital marketing tools, such as social media, design tools, analytical tools, and email marketing, for Ben – Support for Life's communication purposes. It supports these arguments with relevant theories and concepts, evaluating the digital platforms and tools used by the organization to enhance customer engagement. Finally, the report provides recommendations for Ben – Support for Life to improve its digital marketing efforts, focusing on search engine optimization, email marketing, and social media strategies to increase fundraising and donor engagement.

Digital and Social
Media Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Evolution of digital technology landscape and its necessity including key concepts of digital
marketing.....................................................................................................................................3
Changing nature of digital marketing environment in context to Ben – Support for Life..........5
Identification and assessment of applicability of digital marketing tools by Ben – Support for
Life for marketing communication purpose................................................................................5
Supporting above argument using appropriate theory and concept, evaluating the digital
platforms and tools used by Ben – Support for Life to make their customers more engaging...6
Recommendations.......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In present world, digital and social media marketing is increasing rapidly over the world.
After the invention of internet, invention of more and more technologies take place such as
information technology, information and communication technology and others(Hanlon, 2019).
The innovation in such technologies allows businesses and people to be more connective. After
such technologies came in to force many companies, organisations and other institutions were
switched their businesses to online or digital marketing. Ben – support for life is the chosen
organisation for this report. It is a non-governmental organisation (NGO) located in England,
UK. The charity is dedicated to support the lives of people who are working in the automotive
industry. There will be the description about the evolution of digital technology and its
importance including key concepts of digital marketing in this report. The report will address the
changing nature of digital marketing environment with reference to Ben. There will be
identification of applicability of digital tools for ben with the help of suitable theories and
concepts. At last there will a recommendation for the company about how it could make more
engagement of customers.
MAIN BODY
Evolution of digital technology landscape and its necessity including key concepts of digital
marketing
Digital technology is the effective use of technology with the help of internet using
computer, mobile and other electronic devices. It could be use to improve and make better
communication and transfer of information among people. The use of such technology has been
increased after the pandemic of COVID. Most of the companies started their work digitally as
there were lockdown in most of the countries of the world. Digital technology landscape is the
implementation of technologies for the identification of present and forecasting of future
situation.
Importance of digital technology landscape
Digital technology is in high demand in today's scenario across the globe as it could be
important for various people and areas such as: For Business: Businesses are there to fulfil the needs of their customers. They
continuously keep producing their products and services as per the demands of the

people. Technologies make it easy to produce the goods and are also helpful in saving the
production time which will make he availability of the goods at time and will make the
customer satisfy which will help the business in earn more profit(Goldfarb and Tucker,
2019).
 For Customers: Technologies make the products and services available at online at
reasonable prices which helps the customers in saving their time to different shops and
bargaining. The basic and daily requirement of an individual either it is food and
beverages, cloths and other accessories or it is vehicle when they visit places every thing
is available for them at online. There are various options for the customers and all this
become possible as per the invention, innovation and use of digital technology.
Key concepts of digital marketing Search engine marketing (SEM): It is a strategy of digital marketing which enhances the
apparentness of any website in search engine result pages. It is becoming a necessary
strategy for online marketing to enhance the reach of a company as there are many
number of customers who visits the websites and keep researching about their desired
product or service. Social media marketing (SMM): It is a way which a company uses for marketing its
products and services using social media. It is helpful as per the situation of present world
as there are various users of social media which will be beneficial for the businesses to
reach more customers. Some of the most important social media channels are: Instagram,
Facebook, Twitter and others(Evans, Bratton and McKee, 2021). Social media optimisation (SMO): It is the use of social media for informing public
about the products and services of the company for brand awareness. This will help the
company in managing a network and connection with its customers as they are able to
provide relevant information and could also collect the customer data and their
preferences about the products and services.
 Search engine optimisation (SEO): It is the process to improve the quality and quantity
of traffic at a website or web page from search engines. Simply it is the process to
improve the site and increase its visibility when people make a search for the product or
services. Example: Google and other search engines gives suggestions when anyone
types at the search box.

Changing nature of digital marketing environment in context to Ben – Support for Life
Customer' s are becoming highly demanding and their expectations are rising day by day.
As per the changing nature of customers, there is a change or update in the technology also. The
change in technology is the reason for changing marketing scenario which is also impacting
many businesses and hence Ben – support for life also. Following are the factors which are
changed by 2021 in context to the company due to digital marketing: Changing behaviour of customer: The pandemic of 2021 which was COVID 19 was
known to everyone. That situation make a huge change in the lives of many people, and
businesses. As there was a situation of lockdown, people used to order thing online
through the use of various apps. They were also started to complete there assignments
and works from their homes. This forced most of the businesses to make their services
available over internet and hence Ben too. The charity also make the availability of their
advertisement to raise funds(Yang and Che, 2020). Influencer marketing is more integral for customer branding: Today's generation
believes in using and trusting the purchase over internet. There is a huge change in the
purchasing and selling style of marketing. There is a system of lead generation which the
companies uses to target the young people. Ben could also make its employees to
generate lead as per the daily target which will help the company in having more donors.
 Short clips are trending in digital marketing: As it is known to everyone, the use of
Instagram and its stories and reels are trending at present. It is attracting more and more
people specially the younger generations. Most of the companies are using such trends
for the promotion of their products and services. Ben could also use this trend with the
use of popular hashtags which will help the company in having more popularity and
hence it could reach and influence more donors.
Identification and assessment of applicability of digital marketing tools by Ben – Support for
Life for marketing communication purpose
Ben – support for life could use the following applicable tools for the communication
with their clients: Social media: The use of social media is rapidly increasing over the world which is
providing various opportunities to the businesses. There may be more growth to the
companies with the use of such platforms as these are the ways to reach more customers.

Ben could make online advertisement and promotions about their services and policies
about donating(Ali, Balta and Papadopoulos, 2022). Design tools: With the use of such tools companies are successfully able to design
posters and banners for there products and services to promote them for future profit.
Ben could also make effective and attractive posters showing the needy people which
could make the clients to donate something for the workers of automotive industry. Analytical tools: Companies could make more engagement with their customers with the
help of such tools as there will be more insights through these tools for the businesses.
Google, Facebook, Twitter could be considered as the main analytical tools where there
will be more support to the marketers to reach relevant customers. Ben could also switch
some of the analytical tools to reach more customers.
 E-mail marketing tools: Businesses could make more connectivity with its customers
and stakeholders through the use of this tool. Companies could find the mail id of the
desired customers from the google or other online platforms or search engines and then
they could send relevant mail to them. Ben could also use this process and could mail
people to reach more and more donors.
Supporting above argument using appropriate theory and concept, evaluating the digital
platforms and tools used by Ben – Support for Life to make their customers more engaging
It is known to everyone that the use of digital technology is spreading day by day around
the world. This will result in making the people more connective and there is more options for
businesses and customers. Businesses could be able to reach more customers and the customers
could be able to have more options regarding the brands. This is only become possible with the
help of social media. Ben could use the concept of digital marketing through various
technologies which will help the charity to reach more donors. Following are the criteria with the
help of which it could become more connective with the donors: Instagram: There is a new trend over Instagram that is the use of effective hashtags and
reels which make any clip or video viral. Many businesses make the popularity of their
brand and services with the help of such features. There are various advertisement as one
can see and there are also the system of feedbacks over the app. Ben could also make
reels and it could also make advertisement over the app which will make the donors to
reach the firm and help the workers(Gottfried and Shearer, 2019).

 Facebook: It is quite similar to Instagram but it the vast version as there is no privacy
over the app and the posts and stories could be seen by many people. There is also an
option of stories and hashtags. Businesses could post the short clips about there product
and services for the advertisement and promotion. Ben could also do the same to reach
more and more donors for the workers of automotive industry.
Recommendations
From the above discussion, it is recommended to Ben – support for life, that it could use
search engine websites, email and twitter for the promotion of its services and through which it
could raise its funds. The organisation could make the more effective use of the the digital
technologies even it could launch its app which will help the firm to have more donors. Apart
from this it could create its account at LinkedIn where it could find people who are interested to
work as an employee in the organisation.
CONCLUSION
From the above report is is concluded that digital technology is the implementation of
technologies over internet which is helpful for various people, businesses and the whole world.
The use of such technology is drastically spread across the globe after the pandemic of COVID
19. There are various concepts of digital marketing which are helpful for businesses such as
search engine optimisation, social media marketing and others. There is a huge change in the
marketing of businesses due to digital marketing such as changed behaviour of customers,
influencer marketing is more integral for customer brands and others. It is identified that there
could be an effective and efficient interaction and communication between the marketer and the
customer. There are various channels of communication such as: social media platforms, design
tools and others which helps most of the companies in reaching customers. At last there is a
recommendation for the chosen organisation Ben that how it could improve its connectivity with
the customers.

REFERENCES
Books and Journals
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing & Publishing.
Yang, R. and Che, T., 2020. Do social ties matter for purchase frequency? The role of buyers’
attitude towards social media marketing. Computers in Human Behavior, 110,
p.106376.
Sundararaj, V. and Rejeesh, M.R., 2021. A detailed behavioral analysis on consumer and
customer changing behavior with respect to social networking sites. Journal of
Retailing and Consumer Services, 58, p.102190.
Ali, I., Balta, M. and Papadopoulos, T., 2022. Social media platforms and social enterprise:
Bibliometric analysis and systematic review. International Journal of Information
Management, p.102510.
Gottfried, J. and Shearer, E., 2019. News use across social media platforms 2016.
Sharma, D., Shukla, R., Giri, A.K. and Kumar, S., 2019, January. A brief review on search
engine optimization. In 2019 9th international conference on cloud computing, data
science & engineering (confluence) (pp. 687-692). IEEE.