A Comprehensive Report on Marketing Mix and Digital Media Strategies

This report provides a detailed analysis of marketing strategies, focusing on digital and social media marketing. It begins by defining marketing, the marketing mix (product, price, place, and promotion), and the communication mix. The report then explains digital marketing and social media marketing, highlighting their significance in contemporary businesses. Task Two illustrates social media content examples, including Instagram posts and Reels, and presents screenshots of effective campaigns by Spotify (#2019Wrapped) and Starbucks (Unicorn Frappuccino). The report concludes by discussing the effectiveness of social media content, emphasizing its interactive nature, cost-effectiveness, and ability to target specific audiences. The report references various books and journals to support its findings.

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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ONE......................................................................................................................................3
Meaning of Marketing............................................................................................................3
Explain Marketing Mix and Communications Mix................................................................3
Meaning of Digital Marketing................................................................................................4
Meaning of Social Media Marketing......................................................................................4
Significance of digital marketing and social media marketing in contemporary businesses. 5
TASK TWO.....................................................................................................................................5
Two Illustrations of Social Media Contents...........................................................................5
Screen shot effective campaigns............................................................................................6
Effectiveness of Social Media Content..................................................................................7
CONCLUSION................................................................................................................................8
REFERNCES...................................................................................................................................9

INTRODUCTION
The report provides with the different types of market strategies in order to achieve desired
goals effectively and efficiently. Digital Media and Social Media Marketing are considered as
popular trend and best way to communicate to customers. The report highlights the objectives of
marking mix and communication mix to achieve desired goals. The report also focus on practical
approaches opted by the companies in order to meet the objectives. The model and standard used
for digital marketing seems beneficial for the organisation in using suitable online platforms so
as to increase revenue and attract potential customers by developing good relationships.
TASK ONE
Meaning of Marketing
Marketing is the combination of activities and strategies that assist the company to communicate
the value of brand and product or service to its potential customers. There are variety of choices
for marketing (Garg and Pahuja, 2020). The decision of a company in respect to the marketing
strategy or model is based on thorough analysis of the target market. For example. If a company
wants to target market. Marketing is a type of commercial activity that focuses on boosting a
company's sales. The company's sales and, eventually, revenue are grown through marketing and
strategies based on the market's scenario and condition.
Explain Marketing Mix and Communications Mix
Marketing Mix
It is a strategic tool used by companies to promote their products or services effectively and
efficiently. This model focuses on four Ps to better understand the target market and changing
needs in the environment.
 Product: Product refers to the product or services which the company offers to its target
market. Innovative products helps to attract customers towards the brand. The company
must evolve with the new demand and needs of its customers. For example Sainsbury
organic range with natural flavours.
 Price: It refers the value of products or services which customers pay. Effective pricing
strategies helps to decrease the switching cost of its customers. For example Asda uses
competitive pricing strategy to achieve gain.

 Place: It refers to the market and demographics where a company can provide its
products or services. Proper targeting and segmentation helps company to gain
sustainability in the market. For example M&S through its website made easy for
customers to buy goods.
 Promotion: Company through effective promotional strategies offers its products or
services to its customers. These strategies helps them to reach relevant audience. Such as
M& S use occasional discounts, social media campaign etc.
Communication Mix
Communication mix is method of establishing communication between the target market
and customers. Through the means of communication, brand reach out to their relevant
customers with right message at right time. Advertising, E-mails, digital media marketing, usage
of social media sites are some means to create effective communication channel to link customer
and company with an aim to meet objectives (Shrivastava, 2020)
Meaning of Digital Marketing
Whereas, Digital marketing is the use of the internet and other forms of digital
communication to promote a brand to potential customers. This involves using email, content
marketing, social media, text, multimedia communications, and other digital platforms to reach
out to customers. The digital marketing process enables a company to use both innovative and
technological methods to present its product or service, as well as make effective use of the data
analytics that the digital market has accumulated over the years of its life. Through the use of
internet, digital marketing uses range of methods to reach out its customers including multimedia
message, E- mails, televisions and so forth.
Meaning of Social Media Marketing
Social media marketing considered as type of digital media marketing in which a
company uses social media channels to reach out its potential customers for marketing and
communication purpose. This method is popular trendy which most of the company opts to
promote their brand. It helps to reach out wide range of customers as compared to traditional
method marketing. Instagram, Facebook, Pinterest are some popular social media sites. The
company uses advanced demographic and psychographic methods to better understand its
customers so that their marketing campaign becomes effective.

Significance of digital marketing and social media marketing in contemporary businesses
In today’s world ever person has access to an electronic device such as smartphones which
helps the companies to reach out for the purpose of marketing. The social media are wider
section in which the surroundings of digital world is used for marketing and advertising purpose.
The promotional activities of digital marketing are based on the demographics of wide area as
well as psychographics needs present in the region and on the average outcome. Whereas social
media marketing is based on the psychographics of each individual customer, the information
gathered can be very easily used for promotion. Some of the benefits of social media and Digital
media marketing are discussed below:-
 These type of marketing are cost effective since potential buyers can easily be reached
accompanied by high conversion rates.
 One of the distinguish characteristics of such marketing is the potential to be interactive.
Unlike other forms of marketing, social media and digital marketing are a two- way
communication channel as customers contact brands via feedback and for personal
interests.
 The two- way communication helps the company to achieve their objective of customer
satisfaction. As it helps company to evolve with their trendy needs and demands.
 Social media and digital marketing are used to target large number of potential audience
based on their interests over time. This form of marketing aids the organization in setting
the trend with creative and innovative promotional ideas.
TASK TWO
Two Illustrations of Social Media Contents
Social Media Content is another method which is most popular in trends and opted by
many companies to promote their brand (Direction, 2020). These contents are used for social
networks as the platform allows direct interactions with its customers than classic marketing
measures. The high degree of interaction with users helps the company to receive direct feedback
or comment just by clicking on like button or anything similar. Some of the trendy social media
contents are Posts on Instagram, Facebook, Instagram Reels, IGTV videos, LinkedIn profiles,
and Twitter. Instagram posts and stories are the most entertaining of all the types of social media
material.

Instagram posts: This social media content is considered as most innovative which
engage customers effectively towards brand. This form of social media content allows its
customers to post their images, videos and further this content is used to fulfil the needs and
wants of the customers in the changing environment (Fletcher-Brown and et. al., 2020). Such as
Marks & Spencer on Instagram posts free giveaway to generate most interactions.
Reels: Another feature is Reel by Instagram is effective social media content that enables
to promote brands and even engage its customers through short videos. The concept of short
videos get up to 21 percent more interactions as compared to other contents. This strategy is
beneficial for engaging customers with the content for longer period.
Screen shot effective campaigns
Figure 1: Spotify Campaign #2019Wrapped, 2021
Spotify which provides high streaming music service held campaign #2019Wrapped by
letting the users rewind and relate with audience, with a sneak peak in their real life. The
campaign allowed everyone to share about their passions. It was the Spotify's End of the decade
campaign. The campaign was a massive success on social networking sites such as Facebook,
Instagram, and Twitter.

Figure 2: Starbuck Unicorn Frapuccino, 2021
Starbucks also launched a one week campaign #starbucksunicornfrappuccino full of
favourite things such as bright colours, with magic effects and unicorns. Further the company
even provided with limited time offer to attract more customers.
Effectiveness of Social Media Content
Social media marketing is the most successful form of digital media marketing due to a
number of factors (Routray, 2020). The precision with which the digital market interacts with
consumers is one of the most important factors. Every social media site keeps track of users'
impressions, likes, and interests, which can be used to predict which product and service

consumers prefer. By combining this data with successful and innovative marketing, social
media users have a high chance of being brand customers. The ability to look at the total
numbers of audience reached and their simple reaction and preference on the companies' content
makes the social media site an outstanding marketing tool.
It also helps the brand to use regional analytics along with data of potential customers. Even
the cost of engaging the public for the purpose of advertisement is relatively low as compared to
other marketing methods, and the company can easily retain consumers according to the quick
repetition and updates. Thus, social media provides with plenty of room for advertising and
competing with brands (Saura and et. al., 2020).
CONCLUSION
The above report concludes with the two tasks, first task examined the importance of
marketing mix as well as communication mix. Further it discussed the role of social media
marketing and digital marketing in order to achieve organizational goals effectively and
efficiently. Task Two, discussed the social media content briefly along with examples. The
report also specified the screenshots of the effective campaigns. Lastly, discussed the
effectiveness of social media content.

REFERNCES
Books and Journals
Direction, S., 2020. A blueprint for international marketing: Reaching audiences in the digital
era.
Fletcher-Brown and et. al., 2020. Vulnerable consumer engagement: How corporate social media
can facilitate the replenishment of depleted resources. International Journal of Research
in Marketing.
Garg, P. and Pahuja, S., 2020. Social media: concept, role, categories, trends, social media and
AI, impact on youth, careers, recommendations. In Managing Social Media Practices in
the Digital Economy (pp. 172-192). IGI Global.
Routray, J.K., 2020. Digital Marketing: Its Impact on B2B in India-A Study. Splint International
Journal of Professionals. 7(1). pp.25-32.
Saura and et. al., 2020. The Digital Tourism Business: A Systematic Review of Essential Digital
Marketing Strategies and Trends. Digital Marketing Strategies for Tourism, Hospitality,
and Airline Industries, pp.1-22.
Shrivastava, P., 2020. You Lead India: Optimizing Digital Marketing Strategies. Journal of the
International Academy for Case Studies. 26(2). pp.1-7.