The Role of Digital Marketing and Social Media Marketing - Analysis

This report examines the critical roles of digital and social media marketing in contemporary business strategies. It begins by defining marketing and its core components, including the marketing mix with its 7Ps (Product, Price, Promotion, Place, Packaging, Positioning, and People). The report the...Read More

The role of digital
marketing and social
media marketing –
theory and examples

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
TASK 2............................................................................................................................................6
Social media contents:.....................................................................................................................6
Establishing models and standards of digital marketing. ................................................................7
REFRENCES ................................................................................................................................10
Books and Journals:..................................................................................................................10

INTRODUCTION
Marketing is the important element that should be consider for the success and growth of
the business. Marketing have many essentials such as important marketing 7Ps. 7Ps are the
important factors that should be adopted by the companies. This assignment covers the meaning,
purpose and importance of marketing in the organisation (Sümer, 2020). It can be analysed with
the proper application of theories and examples that helps to understand the marketing of the
organisation. It also covers the new ways and means of marketing can be done by the companies
such as digital and social media marketing. This assignment covers the importance of social
media with appropriate examples.
TASK 1
Marketing:
Marketing is the set of activities that performed by the marketing department of the
organisation for the promotion of goods and services. Marketing is much more than sales, it
includes the services after sales. It covers all promotional tools and techniques such as marketing
mix, promotional mix and communication mix. It is not a narrow concept, it needs wide range of
knowledge and skills so it is a wider concept. Marketing begins with the pre research and it has
no ends, it continues with the achievement of organisational goals and objectives (Hofacker and
Belanche, 2016).
Marketing mix:
Marketing mix is the tool that used by the companies such as Tesco, Tesla and many
more. It is the tool that have 7Ps which helps to meet the marketing objectives of particular target
market. It covers all decisions that covers in the marketing process, so it is wider concept.
Sometimes communication mix helps to promote the business and it is applied the marketing
mix. Marketing Mix includes 7Ps that are mentioned below:
 Product:
It is the most important Ps because every company have any products or services so that
they achieve their target and goals. For example, Tesco provides wide range of products to the
customers so that they satisfy the consumers' needs and wants.
 Price:

Pricing of products is the essential factor because the customers' choice is depend on the
price of products and services. Pricing has many types such as skimming price, penetration , cost
plus pricing, etc. Tesco used economy prices because they provide price at the lower prices.
 Promotion:
It is the tool that adopted by the companies for being aware of their products and services
to the customers. Communication mix applied on this Ps because promotion can be done through
advertising, public relations and messaging, personal marketing, etc (Cheung and et. al., 2020).
 Place:
Place is the target market that choose by the companies for offering the products and
services to the customers so that they achieve their goals.
 Packaging:
It is the techniques to attract the customers towards their products and services. For
examples Tesco used to package their products so nicely so that customers get attracted and
purchase their products.
 Positioning:
McDonald's has position in the market because they apply all tools and techniques
properly so that they attain their position in the market.
 People:
This is the important factor that companies consider for their growth and success. People
is the key element of selling of goods and services, because they are the end users of their
products.
In present scenario, marketing is done through many ways such as social media
marketing and digital marketing. These two types of marketing is getting popular in these days
because the reach of audience is so high. It is better explained in the following points:
Digital marketing:
Digital marketing is one of the marketing method that widely used by companies these
days. For example, BT uses digital marketing through the use of LinkedIn and BT Mails. It is
one of the important tool, because the audience reach is so wide. It includes websites, social
media, emails and search engines (Kosasi and Yuliani, 2017). It is the marketing that done online
or on internet which takes less efforts and gives higher returns to the customers.
Importance of digital marketing:

 The reach is very high in the audience because it is very easily accessible by the
customers.
 The companies attract more and more customers so that they achieve their targets and
goals. It increase the productivity and profitability of the companies because it attracts a large
number of customers.
Social Media Marketing:
Social media marketing is one of the types of digital marketing. It is informal in nature, it
includes Instagram, Facebook, Twitter and many more other media. Almost all the people are on
social media which helps to organisation to easy target the market (Pinto and Yagnik, 2017). For
example, Whatsapp launch business account so that they attract customers for open the account
and they invite more customers. It get easily viral, because every person has social media. So
that's why companies uses social media marketing for the development and sustainable growth of
the business in the market.
Importance of social media marketing:
 It is very necessary for the business, because if they did not get updated with the
following trends so they can become back in the growth.
 The social media is important because it serves both formal and informal marketing help
to the organisation.
 In the competitive world, all rivals using social media marketing so it is very important
for the organisations to adopt the social media marketing.
From the above discussions it is analysed that marketing is the crucial factor that should
be performed well for the sustainable growth and success of the organisations. It is the important
function that should be performed by the companies to invite the customers by the using of
marketing mix and promotional mix tools. These tools helps to the companies for the attraction
of customers to sell the goods and services to the customers. The new ways or methods are very
effective for the competitive world in the organisations such as digital media and social media
marketing. Both are very significant for the growth of business. They should be use with proper
identification of market needs and trends.

TASK 2
Social media contents:
Social media is nowadays globally setting its appropriate image by providing ample of
opportunists into every field. It enables every individual to attempt and enjoy its technologies in
business, personal life, office work , or in every management. Social media has became of part of
day-to-day life (Shrestha and et. al., 2019). People are earning lot of benefits through social
media and business are reaching heights of success in the filed of marketing and promotion.
Contents of social media are helpful in growing business ad reach globally settled customers at
one time. Some of these contents are describes below with real-time examples:
Videos: In present scenario, videos are highlighting enamours web traffic in relation to
reach number of people these videos could be uploaded to many sites. This has attain huge
audience and people are habitual to use these sites such as Instagram,, Facebook, twitter and
many more. Through these social media platforms people get to know about the upcoming
market and innovative technologies which can be helpful in customer satisfaction (Information
Resources Management Association, 2018). This could be understood by good example of
Tesco, it uses Facebook as a visual content provider through which customers can easily go
through it in timeline and post, also enables features of live chat with customer, so that better
amendment and feedback could be reach their way. And quality and quantity will be analyse by
the same.
Contest and giveaways: This element is also consider to be the best and effective way in
order to reach huge number of individuals. Or attaining new customers by the help of existing
followers. Contest enables exiting individuals to show interest and affection towards the content
also, people are way to go social butterfly. What people find interesting and exciting, they uses
later but share first, this will lead to free mouth publicity and engage a lot of people towards the
contest. These contest and giveaways require innovative offers and rewards to existing
customers with the view to gain more new traffics and engagement for a business organisation.
These contest could have include free products or services for the purpose of trial, also to regular
customer, to retain them for longer period of time. This could be understood with the good
example of Toronto's, which provide free tickets for the show to more engaged people and

relevantly shows a lot interest in show's profile. This has done via Instagram, through which it
has gain number of followers and profits through their presence (Pacauskas and et. al., 2018).
Establishing models and standards of digital marketing.
Digital marketing has achieved new level of success in present times, people are always
dependent on digital sources to implement their works in a well qualified manner. Digital
platforms has served global customers a new way and techniques of being creative and
innovative which results in growth for organisation (Amoncar, 2020). In this context, there are
several models and standards has set to understand the benefits of digital marketing, which are
discussed below:
Hofacker’s 5 Stages of information processing: This is an effective and significant model
given by Charles Hofacker, which states how to use internet browser in their book. This model in
significant for analysing framework for developing communities through online platforms,
researches and development of web hosting and digital marketing. also it influence on customers
communication standards by indulging them towards digital connected platforms also by
indulging in online adverts. This framework is helpful in preparing effective marketing plan via
connecting customers and businesses at one frame. This models enables campaign for retention
customers at pay per click strategies through which people can earn by number of online visitors
(YUSTIAN, 2020). So that this model shows appropriate strategies how to render these services
in effective way by gaining customers attention, also set perceptions amongst the web hosts, in
this respect public can move to the next step forward in getting closer view of digital
information. Also, this module needs clarification in websites and adverts. An unclear advert
enables a viewer for getting too complicated information. For example. A retailer from UK, it
changed its website from a tired and under updated site to a new and fresh start-up in 2019.

RACE Planning: This is important functions which can be use by organization to
achieve business objectives. Under this method organization is using appropriate functions which
will helps in achieving business objectives. This is a smart framework which is used by
organization include to achieve its objectives of digital plan and perform function in appropriate
manner. This is also use to perform function and manage them according to current marketing
plan of organization. There are number of stages in this model which are used as marketing
model:

There are different stages which are involved in this method to perform function and
leads organization in effective manner. there are number of function which is related. PLAN is
first activity under this process which impact on organization. Under this manager has pan for
marketing function. RECH is also a factor which impact on organization which is essential
function for organization. This is related to maximising reach of organization product and
performing function in effective way. Act is next level in this function where manager has to act
according to market situation and use effective tool to measurer performer. COVERT is that
stage which is essential for managing the function and using them according to need. Under this,
manager can use to perform actions and achieve business function. ENAGE, this is last stage in
this process which will be used to achieve business objectives and performing function in
appropriate manner.

REFRENCES
Books and Journals:
Sümer, S. I., 2020. A New Marketing Trend in the Digital Age: Social Media Marketing. In
Digital Business Strategies in Blockchain Ecosystems (pp. 133-151). Springer, Cham.
Hofacker, C. F. and Belanche, D., 2016. Eight social media challenges for marketing managers.
Spanish Journal of Marketing-ESIC. 20(2). pp.73-80.
Cheung, M. L., and et. al., 2020. Investigating the role of social media marketing on value co-
creation and engagement: An empirical study in China and Hong Kong. Australasian
Marketing Journal (AMJ).
Kosasi, S. and Yuliani, I. D. A. E., 2017, November. Improving organizational agility of micro,
small, and medium enterprises through digital marketing strategy. In 2017 2nd
International conferences on Information Technology, Information Systems and
Electrical Engineering (ICITISEE) (pp. 68-72). IEEE.
Pinto, M. B. and Yagnik, A., 2017. Fit for life: A content analysis of fitness tracker brands use of
Facebook in social media marketing. Journal of Brand Management. 24(1). pp.49-67.
Shrestha, L. S., and et. al., 2019, March. Rise of Social Media Marketing: A Perspective on
Health Insurance. In 2019 5th International Conference on Advanced Computing &
Communication Systems (ICACCS) (pp. 905-909). IEEE.
Information Resources Management Association, 2018. Social media marketing: Breakthroughs
in research and practice. IGI Global.
Pacauskas, and et. al., 2018. Harnessing user innovation for social media marketing: Case study
of a crowdsourced hamburger. International Journal of Information Management. 43.
pp.319-327.
Amoncar, N., 2020. Entrepreneurial marketing and digital political communication–a citizen-led
perspective on the role of social media in political discourse. Journal of Research in
Marketing and Entrepreneurship.
YUSTIAN, O. R., 2020. CAN CUSTOMER EQUITY BE THE MEDIATING VARIABLE
BETWEEN SOCIAL MEDIA MARKETING ACTIVITIES AND PURCHASE
INTENTION?. Journal of Theoretical and Applied Information Technology. 98(20).