Digital Marketing Effectiveness: Marketing Mix and Social Media Impact

This report assesses the effectiveness of digital marketing strategies, focusing on the marketing mix and communication mix elements. It explores how social media channels like LinkedIn, Facebook, and Twitter are used in brand communication, providing examples such as Deloitte's use of LinkedIn for recruitment and Zara's use of Facebook for marketing. The report also examines the effectiveness of social media content in disseminating information, understanding customer preferences, and reducing costs compared to traditional marketing methods. It concludes that digital marketing is essential for organizations today, emphasizing the importance of providing reliable information to consumers and utilizing effective distribution channels.

Effectiveness of Digital
Marketing

Table of Contents
INTRDUCTION..............................................................................................................................3
TASK...............................................................................................................................................3
Discuss and describe the marketing mix.....................................................................................3
Discuss and describe the key elements of communication mix..................................................4
Explain how social media channels are used as part of a brand or company's communication
strategy, using examples to illustrate the answers......................................................................6
Explain why social media content is effective............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRDUCTION
Digital marketing basically refer to promoting wide range of company product through
online mode. It is the highly effective strategy for increasing the brand image of organization in
short time or between public (Bhandare, 2021). With help of digital marketing the reach of
company's services and products are easily increased at global level for all customer segments.
Due to use of effective marketing strategies portfolio and market share of organization are easily
increased for long time. This report will cover marketing mix, describe the key elements of
communication mix, how social media channels such as LinkedIn, Facebook, Twitter etc. as a
part of company's communication strategy. It also covers why do you think the social media
content is effective. This report is prepared on the basis of analysing secondary data which
includes journals, newspapers, magazines and so on. In this method the effective interaction
between consumer and producer are easily increased in effective manner such as through emails
and social media.
TASK
Discuss and describe the marketing mix
Marketing mix is a method which is utilized by many organizations for analysing and
targeting different types of customers and areas. In this way the sale of different types of
products are effectively enhanced for long duration. For analysing various areas systematically
organization used this method into seven stages which are described below -
 Product – In this stage the main role of organization is to increasing availability of
product at wide range through offline and online mode in various locations
(Dermawansyah and Rizqi, 2021). But in aspect of digital marketing when organization
increased their product availability digitally then, definitely the convenience of
customers. Which leads to increase the buying power of customers at maximum level for
long time.
 Price – It refers to the method or strategy which is used by the organization in their
products for attract the customer in high rate. The strategies which are involved in this
method are reducing the price in the form of discounts, facilitating gift vouchers and
others. Due to facilitating these offers the desires and wants of customers are effectively
increased in short duration for buying the company's product.

 Place – Here place refer to the choosing of suitable location by organization which leads
to increase the sale of their product. Good location are also essential for maintain good
relationship and communication with all customer segments. Because due to effective
communication organizations are able to deliver their product to customers in accurate
time and fast manner. Due to using of suitable location productivity and income of
employees are also increased are also increased for long term.
 Promotion – It basically refer to in which way organization promote their product
effectively in market by using various strategies (Hu and Wise, 2021). It includes
personal selling, digital marketing, advertising and others. In this this stage meaningful,
attractive and creative content are highly used during the time of promotional activities.
In this way popularity of their product are easily increased internationally between public
effectively.
 People – It is directly connected with the employees, who are working in the
organization. The major role of workers in organization is to deliver best quality service
and product to all customer segments according to their needs and desires. The other role
of employees in organization is to put full effort in their roles and responsibilities for
increasing the company's profit easily.
 Process – Here process refer to whole activities between producer and consumers at the
time of selling company's products and services in different locations (Lee, Chen and
Lee, 2021). In this whole process it is necessary for organization that they must use
effective supply chain management for deliver their products without occurring any type
of damage. In this way level of customer satisfaction are enhanced effectively towards
their product.
 Physical evidence – It is related with evidence and proof such as bills and receipts which
is created during the time of buying any product through customers. In this process proof
are highly essential for maintain mutual understanding between employee and customer
in long term.
After analysing marketing mix it is concluded that the stages of marketing mix plays the
important role in market for reducing the risk of competitors. It also helps to maintain the
balance in demand and supply of products globally for long duration.

Discuss and describe the key elements of communication mix
Communication mix refer to a group of actions which is used by many organizations for
promoting and facilitating best quality product in market according to the target customers. Due
to using this strategy basic and necessary needs of the customers are easily fulfilled in time.
Then, in this way positive word of mouth are effectively spread by customers towards
organisation regarding their service and products effectively. The communication mix is consist
of various elements which are described below -
 Advertising – It is a technique which is used by the organisation in indirect way for
increasing the popularity of their product and brand image (Nyagadza, 2021). In this
technique company made huge amount of investment on advertising agencies and they
advertise their product on various devices such as radio and TV. Therefore this technique
comes under the category of digital marketing but the important highlight of this method
is that it is highly effective in comparison with other strategies. Because in today's time
digital equipment's are easily consumed by customers at maximum level and in these
devices adds are repeated in many times.
 Sales and promotion – It also comes under the category of digital marketing but it is a
short term incentive for organization. With help of using this method sale of the product
are easily increased for some particular period. It means in this technique communication
between customer and organization are sustained for short period. In this strategy various
elements are also involved for attracting the customer in large number towards their
product in low time. It includes cashback, discounts, buy one get one free schemes and
others. Therefore, the main purpose for using this method by any organization is to
achieve the vision, mission and objectives in short period.
 Personal selling – In this stage sales man plays the major role for introducing and
offering wide range of products to customers. But here digital marketing are less used by
the sales man and he is mostly focused on face to face, email and text messages for
maintaining communication with customers effectively. But the real fact is that this
method is not highly effective for sale their product. Because in this method the sale of
the products are slowly increased which which leads to decrease the profit of
organization. The basic advantage of this method are this method is that informations are
shared through emails and text messages which reliable for users.

 Public relations - It basically refer to in which way popularity of product are effectively
spread between the public with help of using existing client (Omer, 2021). For example if
any movie are started in theatre then after watching the movie one person easily spread
the positive word of mouth to others in large level. Then, in this way the sale of
company's product are easily increased at maximum level. The other advantage of this
method is that communication with all types of customers are effectively developed in
short period. The strategies which are mostly used by organization for initiating this
method effectively are publishing in newspapers, magazines and social media.
Explain how social media channels are used as part of a brand or company's communication
strategy, using examples to illustrate the answers
 LinkedIn – It is basically a social media platform and the main purpose for using this
social media for by organization is to maintain strong connectivity with professional from
any locations. With help of using this social media opportunities are highly increased for
new candidates for increasing their career growth and also for finding suitable according
to their interest. In aspect of marketing Deloitte is one of the company who used this
platform for selecting and identifying the talented and qualified candidates for their job
role. Linked is one of the famous platform in the aspect of marketing because in this site
only reliable content by professionals and company.
 Facebook – It is basically a social networking website where large number of people are
able tom create their own profiles (Shehu, Abou Nabout and Clement, 2021). Then after
creating the profile different types of informations and photos are shared between
multiple users easily and in fast manner. With help of using face book social activities are
easily done between public or in family. In aspect of marketing Facebook are highly
popular in all customer segment because Facebook helps to decrease distance between
family members effectively. The company which is mostly used this platform is Zara.
 Twitter – It is an American social networking service and there main function of this app
is to sharing messages between multiple persons in fast manner from any location. With
help of using this social media effective communication are with all categories of
customers effectively. In aspects of marketing this social media are also popular in
various locations in all customer segments. The name of the company which is highly

used by this platform is JetBlue and this company used this platform for popularising
their product.
 Snap chat - It is also the another type of messaging app and the main feature of this app
is to it is easy to use and takes very low storage capacity in device. Due to these features
this app is highly popular between public.
Explain why social media content is effective
The social media content is highly effective in market between public and in market in
many ways -
Firstly, due to the use of media the useful and knowledgable informations are easily
shared with multiple users in accurate time without any delay (Sotiriadis, 2021). Because
informations are highly important for customers to understand the features and specifications of
products clearly before taking final decision for buying the product. Effective informations also
helps the business owners to run their operational activities smoothly.
Secondly, due to using social medial effectively customers easily understand the
drawbacks and benefits before buying the products. Because all customers have different taste
and preferences during the time of choosing the product. Then after analysing all informations
consumer decide which product is suitable for them for running their personal activities
effectively.
Thirdly, due to utilization of social media content effectively cost are highly reduced
because this strategy are more successful in comparison with traditional marketing method
(Susilo, Putranto and Navarro, 2021). Due to use of digital marketing the convenience of the
customer are easily increased for availing the services of organization in effective manner.
Specially in today's time kids and young generations consumed the digital services effectively in
various ways which includes ordering food, watching knowledgeable and fun videos.

CONCLUSION
After the analysis of above information it is concluded that digital marketing is highly
essential for run the functions of organization smoothly. Because in today's time social media
and other digital platforms are highly consumed by the customers for buying various products
easily and in low time. Due to the use of digital marketing it is necessary for organization that
they must facilitate reliable and accurate information to consumers regarding their products.
Because reliable information are mandatory for keeping good relation between company and
customer in long term. With help of effective digital marketing products are easily delivered to
consumers in time without any type of damage because in this process distribution channel are
effectively established. Due to well established distribution channel customers has the facility for
track their orders and also ensure that that product are dispatched in right time.

REFERENCES
Books and Journals
Bhandare, P., 2021. Awareness, Usage and Effectiveness of Digital Marketing tools amongst
Working Professionals in Digital Marketing Companies. PalArch's Journal of
Archaeology of Egypt/Egyptology, 18(7), pp.2386-2393.
Dermawansyah, M. and Rizqi, R.M., 2021. ANALISIS STRATEGI KOMUNIKASI
PEMASARAN MELALUI DIGITAL MARKETING PADA HOME INDUSTRI KOPI
CAHAYA ROBUSTA SUMBAWA. Jurnal Manajemen dan Bisnis, 4(1), pp.46-51.
Hu, X. and Wise, K., 2021. How playable ads influence consumer attitude: exploring the
mediation effects of perceived control and freedom threat. Journal of Research in
Interactive Marketing.
Lee, S. S., Chen, H. and Lee, Y. H., 2021. How endorser-product congruity and self-
expressiveness affect Instagram micro-celebrities’ native advertising
effectiveness. Journal of Product & Brand Management.
Nyagadza, B., 2021. Fostering green economies in Africa through green marketing strategies for
environmental sustainability: An overview. Journal of Environmental Media, 2(1),
pp.17-22.
Omer, M., 2021. Pandemic Covid-19: Impact On Digital Marketing. Journal Of Contemporary
Issues In Business And Government, 27(4), pp.131-138.
Shehu, E., Abou Nabout, N. and Clement, M., 2021. The risk of programmatic advertising:
Effects of website quality on advertising effectiveness. International Journal of
Research in Marketing, 38(3), pp.663-677.
Sotiriadis, M., 2021. Tourism destination marketing: Academic knowledge. Encyclopedia, 1(1),
pp.42-56.
Susilo, D., Putranto, T.D. and Navarro, C .J. S., 2021. MS Glow For Men: Digital Marketing
Strategy on Men's Facial Care Products. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 11(1).