BSc Business Management: Digital Marketing Role, Theory and Examples

This report, submitted for a BSc (Hons) Business Management course, explores the multifaceted role of digital marketing and social media marketing in contemporary businesses. It begins by defining marketing and explaining the marketing mix (including the 7 Ps), and how the communications mix integrates within it. The report then delves into digital and social media marketing, highlighting their significance. Part 2 presents two successful social media content examples (YouTube and Twitter campaigns), analyzing their effectiveness and providing screenshots referencing established digital marketing models. The report also explores why social media content is effective. The assignment utilizes academic sources and includes a detailed analysis of marketing strategies, making it a valuable resource for students studying digital marketing.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
0

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

Introduction
Digital marketing is a kind of marketing that utilizes electronic medium to
convey promotional activities within the market space. It is basically a way to connect
with potential customers with the help of internet and other forms of online
communication channels (Olstad, D.L. and Lee, J., 2020).
Part 1
Explanation of marketing
Marketing refers to the activity and procedures in order to exchange a few
words, creating, replace as well as delivering contributions that have value for
consumers, associates, and the general public up to large extent. It can be defined
as a set of activities of any business organization which are related to the buying and
selling of goods and services. It is a way of promoting products along with services in
order to target their potential consumers. For instance, it includes billboards on the
streets, magazine advertisements, television commercials, etc. The basic purpose of
the concept of marketing is to generate profit margins for an organization which is
the ultimate goals of any company (Pradhan, P., Nigam, D. and Ck, T., 2018). Every
company have their own special marketing professionals who are responsible for
creating effective strategies in order to do activities according to the promotional
concept. In online marketing concept, the marketing managers’ gives emphasis on
the activities related to driving more traffic towards the company website, effective
advertisements generation on internet, etc. which becomes helpful to attract more
customers towards the business activities.
An explanation of what the marketing mix is and where the
communications mix fits
The marketing mix demonstrates a set of activities or schemes that an
organization utilises in order to promote its brand name or offered products within the
market space. The marketing mix of any industry or business is prepared on the
basis of 7 P’s of marketing mix which has been described below:
 Product: It is the offered good by the firm in order to satisfy the needs and
desires of customers in most appropriate manner.
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 Price: It is basically the amount that has been charged against the offered
good by the establishment. It has been set by the firm after determining all the
costs apart from their profit margin.
 Place: It describes the location from where and how the customers will
purchase the offered goods and services and the way through which it will
reach to the consumers.
 Promotion: It is a method of communicating with clients or consumers and
describe about the product features in order to attract them and make them
purchase those goods and services.
 People: This refers to the persons who are getting the offered products out in
the community eye.
 Process: It demonstrates the ways through which the firm can reach towards
their existing as well as potential customers. It has the ability to affect
consumer experiences on broader perspective.
 Physical evidence: The product packaging, convenience to take that home,
outer appearances are comes under the consideration of physical evidemce
which also have huge amount of power to attract more and more consumers
towards them.
Communication mix refers to the specific methods which have been used in order
to promote the establishment or its offered goods in order to target their potential
consumers.
Communication mix fits into the promotion mix as it helps the firms in order to
encourage their offered goods in diversified market with the help of various social
media platforms which helps the organization in their promotional activities. The
goods are able to attract attention of consumers if they are promote in a way which
highly affects them along with its pricing strategies which is equally important for
consumers to grab any item offered by the firm (Guilbeault, D., 2018).
An explanation of digital marketing
Online marketing includes all marketing efforts that have been done by the
enterprise with the help of internet facilities. It includes various digital channels such
as social media platforms, search engines, websites, etc. in order to connect with
existing as well as potential customers. Online marketing can be categorised into
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various categories such as pay per click, search engine optimisation, content
advertising, email marketing and many others.
It helps in recognizing the complete developed description of information that
has been escalating in previous terms (Gaitniece, E., 2018). With the help of various
progresses the immense rise in practices, online marketing promotion is one of
them. It is basically a continuous process which involves lots of capital due to which
small business organizations are unable to prefer this kind of working.
An explanation of social media marketing
Social media marketing is an activity that refers the usage of social media and
various social networks in order to promote company offered goods and services.
This practice provides efficient way to engage with existing consumers along with
reaching new potential clients while allowing them to promote their required culture,
mission as well as idea.
Few examples of social media advertising involves Ipsy, Loot Crate, Desigual,
Birch box, Lula Roe, Beard brand and many more. Its benefits include better SEO,
higher conversation rates, improved brand loyalty, enhanced traffic and many more
(Das, A., 2018).
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
Social media allows for instant communication and consumers feedback.
Businesses are able to respond to their consumers in correct manner with the help of
this strategy. Nowadays, more than half of the people within the society are using
social media platforms in order to ask questions about good and services and getting
answers from the companies. For any establishment, it is highly important to have
social media customer facility who offers effective services to consumers to enhance
their experiences. For example, Boohoo is a fashion retailer company which utilises
social media marketing strategy in their integral processes to become successful in
market space (Nahili, W. and Rezeg, K., 2018).
Using online marketing, the firms are able to reach numerous people or
audience in a manner which are cost effective along with measurable. With the
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saving of lots of money, the companies are able to reach lots of customers than
traditional marketing method. With the help of digital promotion of activities,
establishments are able to know huge amount of audience and know them in
personal way in order to build brand loyalty. For instance, Zappos is an online shoe
business firm who have stellar digital strategies in order to acquire market space in
effective manner and set gold standards for online customer care services
(Slijepĉević, M. and Radojević, I., 2018).
Part 2
Two examples of social media contents that really work and
justification of why they work
Social media platforms allows online marketing firms to interact with the
consumers in most effective manner and also get feedbacks from them in order to do
appropriate changes if required any. The platform has been utilised by various firms
as it is one of the most versatile and cost effective strategy that business
organizations have utilised to reach and target their potential audience along with
boosts the sales volume over the time duration. This is the reason that nowadays
mostly 98% companies are using social media platforms for promotional activities.
YouTube and Twitter are two major social medium advertising platforms which help
the companies in order to promote their services and offered goods in most
appropriate manner (Idrysheva, Z., and et.al., 2019).
YouTube is a digital video sharing and social medium platform launched in
the year 2005. It is platform which shares huge amount of content which has been
utilised by various people in order to promote their talent as well as services.
YouTube has expended beyond just the website and turn into mobile application or
television network which allows the consumers to utilise the services of YouTube
even in mobile phones and television as well. This stage provides numerous
opportunities as users are able to find music videos, films, documentaries, audio
clips, recordings, vlogs and many more. YouTube has a great social impact and has
been utilised by large number of consumers. This platform acts as a social network
as well by allowing various users with a Google account to watch and upload their
content along with respond to that content in the form of comments, likes, dislikes
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creation of playlists, etc. YouTube also organised a campaign namely Audible-
Amazon’s audio book arm launched an influencer campaign who involves some of
the channels biggest names. With this campaign, 70% of teenagers do believe that
they relate to the YouTube stars and also feel that the You Tuber are able o
comprehend them better than their own peers (Ghoshal, N.D., 2020).
Twitter is an American micro blogging and communal system service on
which users interact with other members with the help of messages also known as
the most popular name i.e. Tweets. Users are able to utilise Twitter with the help of
its website as they can register at any point of time to comment over the content,
like, dislike along with share their own views in terms of tweet thorough their mobile
devices and laptop application as well. Tweets were initially restricted to 140 words
but later onwards they double the border and now it limits up to 280 words per tweet.
There are various campaigns that has been organized on Twitter but Starbucks-
What’s your name hash tag is one of the famous and heart warming campaign
which invites users on social media to use the #WhatsYourName hash tag in order
to promote photos with their offered Mermaid tail cookie which raised revenue for
Mermaids with the help of this hash tag campaign (Mueller, M.J., 2019).
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
Figure 1: Audible- Amazon’s audio book arm Campaign
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Figure 2: Starbucks- What’s your name hash tag Campaign
Why social media content is effective?
Social medium substance is created by various individuals or firms for social
network platforms which includes Facebook, Instagram, Twitter and many others.
These platforms provide specific interests to the establishments because these
platforms allow direct interaction with users than traditional marketing concept.
These stages help in order to engage customers directly as if they have any
complaints and questions, they are able to interact directly with the members of the
team created by the firms who respond towards the issues in most sympathetic and
polite manner and try to resolve them as early as possible. These practices are more
convenient and simple to access information along with share knowledge through
the medium of social platform (Kayumovich, K.O. and Annamuradovna, F.S., 2020).
For instance, the tutors and students are able to connect with each other with the
utilisation of these platforms in easier manner which benefits them in getting
knowledge and enhance their learning.
There are various studies which states that social media marketing and price
promotional factors have important effects on customer satisfaction. The easy brand
accessibility with the help of social medium stages allows effective customer contact
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and efficient interaction with the consumers in order to enhance the brand image
with providing them appropriate solutions. Social media innovates the ways in which
the firms interact with their customers as it seems to become the quicker way to
resolve issues of consumers in most appropriate manner. This practice also helps to
enhance the brand value and creates a sense of loyalty among the consumers
towards the brand as well as their offered goods and services. These practices also
help to reduce costs as this exercise helps to reach huge amount of people with just
few contribution of establishments towards the existing as well as potential
consumers. Such things create a sense of affection or loyalty among the brand and
the consumers and they believe to their core on the brand because of their high-
quality and successful experiences (Raghuraman, A., 2017). It also provides
measurable features through which an organization is able to measure the success
of their offered campaigns that have been created in order to promote their goods
and services and reach more to the consumers within the market space. However,
the success rate of any activity can also be measured in terms of profit gained by the
firm from their consumers.
Conclusion
From the above descriptive report it has been concluded that marketing
activities are highly important for any organization in order to attract more of
consumers towards their business performances. Social media advertising with the
involvement of online promotional activities are highly in demand in current days as it
is the most efficient technique to approach huge amount of people with small and
limited efforts along with few amount of revenue. From the above study it has been
analysed that with the involvement of online strategies into marketing, the whole
procedure becomes more arranged, specific and concise manner.
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References
Pradhan, P., Nigam, D. and Ck, T., 2018. Digital marketing and SMES: An
identification of research gap via archives of past research. Journal of
Internet Banking and Commerce, 23(1). pp.1-14.
Guilbeault, D., 2018. Digital marketing in the disinformation age. Journal of
International Affairs, 71(1.5). pp.33-42.
Gaitniece, E., 2018, September. Digital Marketing Performance Evaluation Methods.
In CBU International Conference Proceedings (Vol. 6, pp. 135-140).
Das, A., 2018. Application of Digital Marketing for Life Success in Business. BPB
Publications.
Nahili, W. and Rezeg, K., 2018, October. Digital marketing with social media: What
Twitter says!. In 2018 3rd International Conference on Pattern Analysis and
Intelligent Systems (PAIS) (pp. 1-5). IEEE.
Slijepĉević, M. and Radojević, I., 2018. Current trends in digital marketing
communication. Faculty of Management, Belgrade Metropolitan University.
Idrysheva, Z., and et.al., 2019. Marketing communications in the digital age. In E3S
Web of Conferences (Vol. 135, p. 04044). EDP Sciences.
Ghoshal, N.D., 2020. Digital marketing: the opportunity and the
imperative. International Journal of Public Sector Performance
Management, 6(2). pp.246-259.
Mueller, M.J., 2019. An analysis of digital marketing strategies on Instagram:
comparing storytelling and informational creative strategies amongst other
creative tactics (Doctoral dissertation).
Kayumovich, K.O. and Annamuradovna, F.S., 2020. The main convenience of
internet marketing from traditional marketing. Academy, (1 (52)).
Raghuraman, A., 2017. Entry-Level Employees’ Views of the Skills Gap in Digital
Marketing.
Olstad, D.L. and Lee, J., 2020. Leveraging artificial intelligence to monitor unhealthy
food and brand marketing to children on digital media. The Lancet Child &
Adolescent Health, 4(6). pp.418-420.
Ghosh, D. and Scott, B., 2018. Digital deceit: the technologies behind precision
propaganda on the internet.
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