Marketing Strategies: Digital and Social Media Marketing Analysis

This report provides a detailed exploration of marketing, beginning with a definition of marketing and its core activities. It then explains the marketing mix (Product, Price, Place, Promotion) and the role of the communications mix within it. The report further defines digital marketing, emphasizing its ...Read More

Project

Contents

PART 1
Define what marketing is
Marketing signifies to activities a company undertakes to promote the buying or selling of
a good and facility. Marketing contains endorsement, selling and delivering manufactured goods
to target people or other businesses. Marketing as a regulation consists all the actions which a
company presupposes to demonstrate in clients is part of the work too, and many contain writing
thank you emails, playing golf with possible clients, returning calls and emails quickly and
meeting with consumers (Chaffey and Ellis-Chadwick, 2019). At its basic stage, marketing
searches to match an establishment’s goods and clients ultimately makes sure profit margin. The
aim of marketing is to make selling superfluous. The purpose of marketing is to understand and
comprehend the consumer so well that goods or services fits them and sells itself. Marketing
should outcome in a client who is ready to ready buy. All that should be needed then is to make
the commodities and services available.
Describe what the marketing mix is and where the communications mix fits
Marketing mix indicates to the set of activities or schemes that a corporation uses to
advertise and endorse its goods and brand in the marketplace place. The marketing mix includes
4 P’s and the explanation of them as below:
Product- It refers to the process of converting raw material in to final products which have
some worth as well as consumer are ready to buy it. It states a product or service which is
manufactured by a firm to meet the needs and preferences of target audiences. To appropriately
marketing of a manufactured goods and service, it is significant to recognize what discriminates
it from challenging commodities and services. It is also good to conclude if other products and
services can be marked in combination with it.
Price- It refers to that finance and cost which is invested by the business organisations in
order to buy raw material, purchasing machinery, production process, packaging, marketing and
selling price of the goods and services (Kannan, 2017). Pricing generally based on consumers’
perceived quality or value is understood as value supported cost.
Place- This states to the area and channels where goods and services are available to take
their benefits. The kind of commodity sold is significant to include when determining areas of
allocation, Basic consumer goods, like paper products, ofer are areadily available only in select
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outlets. Also, it consider deliberation is whether to place products in a physical outlets, online or
both.
Promotion- It refers to the promotion activity of the firm which is conducted by the company in
context of advertising its commodities and facilities (Kingsnorth, S., 2019). Regarding
promotion, the business venture consider different promotional tools and marketing channels like
social media, web advertisement, TV, radio, news paper and many more.
The communication mix includes at the tools that the organisation utilise to communicate
with customers or potential consumers. This could be by promotion, social media, product
packaging, direct marketing, websites, events, exhibitions and many more. In business firm, the
firm include in context of create awareness about their products and services so that they can
attract customers in context of fit of consist communication mix.
Explain what digital marketing is
Digital advertising and marketing is using the internet, cell devices, social media, search
engines like google and other gear to accomplish goal purchasers. It is likewise known as on-line
endorsing, is the advertising of brands to hook up with potential clients using the net and
different types of virtual verbal exchange. It considers no longer handiest e-mail, social media
and net primarily based advertisement, but also check and multimedia messages as a advertising
approach. Digital advertising goals a specific segment of the wide variety of clients and is
interactive. Digital marketing is at the upward thrust and consists of search consequences
advertisements, e mail advertisements and promoted tweets. Additionally, something that
installation advertising with consumer’s reaction or a two manner communication between the
firm and customer. There are numerous digital marketing equipment together with internet site
advertising and marketing, pay per click on, social media advertising and marketing, email and
content advertising, video advertising and marketing and others. These all tools are used by
enterprise firms a good way to promoting of goods and services.
Explain what social media marketing is
Social media advertising is usually refers to the use of social media channels and networks
to promote items and offerings of a organisation. Social media advertising and marketing gives
businesses with a way to involve with modern-day goal people advert reach new ones whilst
allowing them to promote their favored lifestyle mission or tone (). Social media advertising and
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marketing has motive based facts analytics that permit entrepreneurs to way the achievement in
their attempt. The essential social media tools are Facebook, Instagram, Twitter LinkedIn,
Pintetest, Sapchat and YouTube etc. There are also variety of social media management tools
which support businesses to obtain the most out of social media management tool, that can
support the firm accomplish growth with their social media marketing.
Explain why digital marketing and social media marketing are all important to contemporary
businesses
Social media is quickly becoming one of the mainly significant aspects of digital marketing that
offers unbelievable benefits which support reach millions of consumers’ internationally. Social
media is an effective and most stress free as well as useful digital marketing platforms that can
be used to increase and develop the business visibility (Sawicki, 2016). Also, by utilising and
executing social media tools, the businesses can increase and develop their brand recognition.
Additionally, social media is an cost effective strategy of promotion. Being cost effective is
important because it supports the company the company accomplish a larger return on savings
and hold bigger budget for other marketing and commerce payments.
Digital marketing is also an effective strategy for business as it is less expenditure than other
marketing tools. There are several customers do almost all of their shopping online. Digital
marketing lets the company application to these people and thus enlarge the reach of the firm.
Between Google Shopping Ads and brand consciousness campaigns, the businesses can increase
their brand gratitude and develop sales. Additionally, digital marketing lets the business converse
instantly with the customers who see their data, notably by website comments, messages,
reconsiders and social media posts. This also support the firm in gathering invaluable data on
customer’s reactions and preferences.
PART 2
Two examples of social media contents that really work and justify why.
Social media is a professional instrument that is highly considered by business ventures in order
to endorsement of their manufactured goods and services. The accomplishment on social media
entirely supported to the development of the data the organisation’s post (De Pelsmacker, Van
Tilburg and Holthof, 2018). Developing effective, high executing content, however, presents a
number of issues for businesses. There are several kind of social media content that is created by
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company for social media tools like Facebook, Instagram, Twitter and others. The example of
social media contents is as below:
Info-graphics- There is the most communally united form of content. These sort of social media
content have more virality in comparison to presentation and documents. Info-graphics are
highly attractive. Since humans’ procedure visual data earlier than words, it only makes sense. It
is beneficial and crucial as it utilises the command of visually attractive comfortable to trick the
intelligence in to reading (Patrutiu-Baltes, 2016). It uses visuals to sustain explanations, statistics
and other written perceptions. They are specifically significant for offering complex thoughts.
Facebook and LinkedIn are both outstanding choices for info graphics. Twitter is a substitute
choice.
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Interactive content- This form of media essentially refers to items and services on digital pc-
primarily based systems that react to the user’s movements by using demonstrating content like
textual content, moving photo, liveliness, video, audio, games and others (Piñeiro-Otero, and
Martínez-Rolán, 2016). The content advertising quarter has enthused beyond the static read- it
and technique it form of social media content material. Besides, savvy content material expert
are developing content that users can better involvement with. At the start of 2015, interactive
posted a survey of content advertising and marketing leanings. It is becoming less about the
words the company placed on a page, and ore approximately the expertise the firm produce for
the customers. Quizzes are a manner method of content (Todor, 2016). Users do something with
it as opposed to simply eat it. Instead, humans like to supply their quiz outcomes. If this is real of
a news firm that gives thousand of articles a year, then how lots greater precious would it be for
the agency. Interactive content is beneficial for several motives. Once the business enterprise
starts offevolved interactive substance, the status quo will in no way once more decline to the
antique ways.
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Models and standards for digital marketing
There are diverse methods of digital marketing that can be included by the administration
of the company. Some of them are explained as below:
Lauterborn’s 4Cs-It is a marketing tool that considers customer’s wants and desires, cost,
convenience and communication. These aspects are not only on marketing and selling a
produced product but also on communication with the consumers from the beginning of the
process to the very end. This first C in this marketing mix refers to customer’s needs and
demands. On the behalf of focusing on the produced goods itself and it concentrates on filling a
cancelled in the consumer’s life. It is crucial for business because it enables in searching an
understanding of the business clients (Kingsnorth, 2019). The second C denotes to price and the
time it takes for the customers to find out their location regarding buying of products of the value
of gas that it takes to get them there. Other C refers the habits of target audiences so that the
company should be capable to know whether they shop online or offline by outlet and their
willing about buying o commodities. The last C states to communication that is included by
company in context of aware the consumer with the products and services that are provided by
them.
Hofackers 5 phases of information processing- This model was formulated to support
marketers and promotes deem how effectively their websites and promo panels communicate
worth to website people. It includes 5 stages like exposure, attention, comprehension and
preparation, yielding & adoption and retention. First step of this model, exposure ensuring the
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web visitor in uncovered to the website for long enough to acknowledge the content or the ad.
Under online promotion, in current time, media traded supported to the concept now understood
as viewability. Other stage states physical issues such as progress and passion that get
concentration when people are on a website. Comprehension and observation explain that how
well guests observe on page content considering ads. Yielding and reception making sure the
web guests recognise data to get the visitor to wait on their site or continue the next stage.
Retention is reaching guests to include key posts and developing revisit to the website.
Explain why you think the social media content is effective
Increasing emblem popularity- Every opportunity a business require to boom their brand
is visibility is crucial, Social media is truly other form to get the organisation voice heard by
means of much wider target viewers (Kannan, 2017). It is an effective platform to accomplish
and have interaction with new clients. At the same time as continuing a talk with and turning in
to more acquainted to the firm’s current consumers and different stakeholders.
Improving your converting capability- Every time, the organisation have interaction
consumers with expenditure and applicable information on social media, it is an occasion to
transport them through the consumer adventure. Building an effectual social media incidence lets
the accomplish out and create wonderful connections, with each communication building at the
remaining. Though, if the firm click on via fees is low, social media certainly develops the range
of possibilities their organisation has to accomplish out and target new consumers.
Creating richer studies- Social media permits the firm to add cost in their stakeholders in a
embattled system, allowing the firm to promote faster, extra often and with higher importance.
Fulfilled consumers are more likely to allocate their studies with others online to be capable to in
flip help to promote their logo and convey in new clients (Chaffey and Ellis-Chadwick, 2019).
The online area permits the firm to share changeable content material easier and can also help
interactivity that the firms absolutely would not have thru diverse conventional advertising tools.
REFERENCES
Books & Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
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Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2),
p.61.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
Sawicki, A., 2016. Digital marketing. World Scientific News, 48, pp.82-88.
Online
Marketing Mix. 2020. [Online]. Available Through: <
https://www.investopedia.com/terms/m/marketing-mix.asp>.
Digital Marketing. 2020. [Online]. Available Through: <
https://www.investopedia.com/terms/d/digital-marketing.asp>.
The 6 Types Of Social Media Content That Will Give You The Greatest Value. 2020. [Online].
Available Through: <https://coschedule.com/blog/social-media-content/>.
Classic Digital Marketing Models. 2020. [Online]. Available Through: <
https://www.smartinsights.com/marketing-planning/marketing-models/digital-marketing-models/
>.
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