Analyzing the Role of Digital and Social Media Marketing Strategies

This report examines the significance of digital and social media marketing in today's business landscape, highlighting their roles in brand building, sales enhancement, and customer engagement. It defines key concepts such as marketing, marketing mix, digital marketing, and social media marketing, emphasizing the importance of the communication mix within the broader marketing strategy. The report delves into the components of the marketing mix—product, price, place, and promotion—and illustrates how digital and social media channels facilitate these elements. Furthermore, it provides real-world examples of effective social media campaigns, such as Morrisons' #makeitmagical and Sainsbury's #FoodDancing, analyzing their success through the RACE model (Reach, Act, Convert, Engage). The conclusion underscores the value of digital marketing for rapid customer reach and social media marketing for fostering brand awareness and customer interaction, ultimately driving business growth and revenue.

The role of digital
marketing and
social media
marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................4
Explain what is Marketing .....................................................................................................4
What is Marketing mix and where communication mix fits..................................................4
Explain what is digital marketing...........................................................................................5
Explain what is social media marketing ................................................................................6
Determine why digital and social media marketing is important for contemporary business6
PART 2............................................................................................................................................6
The two example of social media content which is effective and why .................................6
Screenshots of effective campaign with established model and standard of digital marketing .6
CONCLUSION ...............................................................................................................................7
REFRENCES ..................................................................................................................................7

INTRODUCTION
Marketing and social media marketing is important for promoting goods or
services in market which help organisation to build brand image and increase profit or
sales of organisation. In today's word every organisation is selling there product through
online channels which include Instagram, Facebook, e-mail marketing and many other.
This report include various meaning such as marketing, social media and digital
marketing. It also include marketing mix and where communication mix fits and the
importance of digital and social media marketing in business. In the other part, it include
social media content and the effective campaigns which help organisation to promote
their product in market.
PART 1
Explain what is Marketing
Marketing is defined as an activity where organisation promote their goods and
services in market in order to attract customer to purchase that product. It is a process
where every company they communicate, inform and offer them product which add
value to customers. The main objective of marketing is is to attract audience in order to
tell them they produce high quality of goods or services. This help organisation to
increase sales and create brand loyalty which lead to achieve business objectives and
can run their business smoothly.
What is Marketing mix and where communication mix fits
Marketing Mix is a tool which help organisation to understand which type of
goods or services are been offered to customers in market. In other words, it can be
said as it is set of action which is conducted by every company which lead to target
audience to promote their product (Chen, H., 2018). The basic element of marketing mix
are price, place, promotion and product which is related to each other so that they can
conduct plan for marketing in order to retain customer for business growth and
development of organisation. The component are explain in detail which are as follows:

 Product: Product is defined as good which is sold by organisation in relation to
earn profit. The product can be tangible or intangible because to meet the needs
and requirement of customer. So, it is important for company to identify product
then differentiate it from competing parties in market. The company should
innovate product according to demand of customer in market. Price: This is the main element of marketing mix which is sale price that is
indicated to customer according to their ability to purchase product which is
offered to them in market (Dahiya and Gayatri, 2018).The price is related to
manufacturing, research and development and other expenses. It include various
strategies of pricing such as value based pricing, competitive strategy and many
other . Place: This is the third element in marketing mix which means an area where
organisation decide where to distribute goods and services. The place to sell
product can be either offline or online; where online means digitally through
websites or on social media whereas offline stores include departmental store,
retail store etc.
 Promotion: This is the last element of marketing mix which include advertising,
promotion, marketing, personal selling and many more. This help to promote
goods or services in order to attract customer so they can purchase their goods
and services.
On the other hand communication mix is defined as a tool of promotion mix
which states that to communicate to customers in an effective manner which help
employees and organisation to take business decision correctly. In communication mix
it include various parts such as social media, digital marketing, packaging of product etc
that effectively communicate to their customers. In order to interact with them there are
various tools which are personal selling, sales promotion, campaigns, advertising and
so on (Hanlon, 2018).
Explain what is digital marketing
Digital media marketing is the marketing to sell goods or services by using online
channel which include social media, advertising, e-mail marketing and blogging. The
product is offered by customers in order to attract them which lead to build brand loyalty

and can convey details about their product to customers. This increase sales and profit
and organisation can archive their goal effectively and effectively. Nowadays, people
are focusing on digital media marketing as people are more buying through online
channels (Hur, Lim and Lyu, 2020).
Explain what is social media marketing
Social media marketing is very crucial as people are buying and selling goods or
services . The social media marketing include Instagram, mobile marketing, twitter and
many other social media sites. They connect people into social media and communicate
products of company which they are operating in market. From using digital technology,
company take data and promote their brand image and build various strategies to sell
their products in market. In simple words, it can be said that with the help of social
media marketing it can target audience according to segmentation of product, increase
sales and enhance productivity.
Determine why digital and social media marketing is important for contemporary
business
Importance of digital marketing in contemporary business
Digital marketing is the main most important as every organisation market their
product through advertisement, campaigns which help them to monitor need and
demand of customer. They can analyse the reaction of people and how marketing is
effective for their product. The importance of digital marketing is company can easily
reach to customers in short period of time. As they can also identify what goods or
services is been offered by competitors in market which help them to innovate new
products and advertise them through digital marketing (Kumar and Nanda, 2019). The
main significant factor is that they can make effective strategy to promote their products
and monitor campaigns for better results.
Importance of social media marketing in contemporary business
Social media marketing is another factor which help organisation to attract
customer in a way that they purchase their goods or services in market. As many
people use social media so it become easy for company to target audience and build

brand awareness. Every organisation directly communicate to customer as they can
identify needs and requirements and engage customer to give them details about
products. The social media marketing include Facebook, Twitter, Pinterest and many
other with the help of this they construct campaign in order to increase sales and profit
(Liu, Perry and Gadzinski, 2019). The main importance of social media marketing is that
they can gather information abut the target customers so that on basis of that they can
solve problem and can innovate products according to need and demand of customers
in market.
PART 2
The two example of social media content which is effective and why
Social media content is a content where they conduct marketing campaign which
help them to retain new as well as existing customer which not only increase sales but
also make a consumer base in order to interact with them. There are various types of
social media content such as infographics, videos, webinars, podcast, webinars and
many other. Videos and Infographics are the two useful social content which is used for
marketing their product through advertising and campaigns which are discussed in
detail below: Videos: This is the most important for campaign which help them to take
attention of customer. In this video it include how the product is been
manufactured or how they are packing and distributing goods in a proper
manner. The main motive of marketing through video is that to tell customer that
they are producing high quality goods or services in market. The videos include
live videos, You tube and many other (Nair and Gupta, 2021).
 Infographic: Infographics is another social media content which help
organisation to communicate regarding products to consumer as this include
images, charts, diagram, animation and many other. The important benefit for
using infographics is that they can give information including scientific which
promote their products and services in order to give them clear data which lead
to increase market share and maximise likes and views.

Screenshots of effective campaign with established model and standard of digital
marketing
#makeitmagical campaign by Morrisons
This campaign include a video which show that staff members are making
products on place of Morrisons store or the place where they manufacture their goods.
The main objective of this video market campaign is that to show customers that they
are selling high quality products in their department and online stores.
RACE MODEL Reach: Morrisons was successfully reach their target customers with the help of
this campaign as they have advertise through Facebook and Instagram as many
people are connected with them and can easily target them (Pinto and Yagnik,
2017). Act: As per campaign they have act in such a way that there farmers make fresh
food in their store. In this campaign each video is ending with a line 'Make it a
magical Christmas.....At Morrisons'. Convert: The conversion of marketing is that they engage customer is such a
manner as this help them to attract customer to purchase goods or services
(Valos and et. al., 2017).

 Engage: The result of engaging customer is that 2.2 millions of people has
watched videos with likes, comments and shares. This automatically increase
customer on Christmas by 20 percent.
#FoodDancing campaign by Sainsbury
It is a marketing campaign which show behaviour of kitchen that shoe jot that
come from food. The main motive of Sainsbury's is to make 'living well' which tell them
about humanity that surrounds food. The full video of marketing campaign include
music.
RACE MODEL Reach: Sainsbury's connect and engage many people which help them to retain
new as well as existing customer. As they have reach to customers though
social, TV, Twitter, You tube, Facebook.

 Act: The act to do this marketing campaign is to engage large customer in order
to increase sales and tell them they provide better quality product in their stores
and online website. Convert: The conversion is to engage customer and satisfy their need and
demand to purchase goods and services (Valos and et. al., 2017).
 Engage: As they have engage many people through social media such as there
are many like, views and comments on Facebook, Instagram and many other
social media sites where they have market their campaign.

CONCLUSION
From the above discussion, it is analysed that digital marketing is important for
company to attract large number of customer in short span of time. In this way,
organisation can easily measure the performance and efforts of employees and
organisation in order to achieve business objectives. On the other hand, marketing mix
is a tool which assess organisation to develop strategies and can communicate to
customer in proper manner. It is also discussed that social media marketing engage
customer and build positive work environment which lead to increase sales and revenue
of business. In this it is discussed about social media content which is video and
infographics which is commonly used by organisation in order to promote their goods or
services. There are two campaign which is to retain customer and engage them as
campaign can be done when introducing new or modifying goods in market.

REFRENCES
Book and Journals
Chen, H., 2018. College-aged young consumers' perceptions of social media marketing: The
story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), pp.22-
36.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: an empirical study in the Indian passenger car
market. Journal of Global Marketing, 31(2), pp.73-95.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Hur, S., Lim, H. and Lyu, J., 2020. “I” or “she/he”? The effects of visual perspective on
consumers’ evaluation of brands’ social media marketing: From imagery fluency
perspective. Journal of Global Fashion Marketing, 11(1), pp.1-17.
Kumar, V. and Nanda, P., 2019. Social media in higher education: A framework for continuous
engagement. International Journal of Information and Communication Technology
Education (IJICTE), 15(1), pp.97-108.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management, 26(4), pp.395-409.
Nair, K. and Gupta, R., 2021. Application of AI technology in modern digital marketing
environment. World Journal of Entrepreneurship, Management and Sustainable
Development.
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.
Valos and et. al., 2017. Integrating social media within an integrated marketing communication
decision-making framework. Journal of Marketing Management, 33(17-18), pp.1522-
1558.
Valos, M.J and et. al., 2017. Integrating social media within an integrated marketing
communication decision-making framework. Journal of Marketing Management, 33(17-
18), pp.1522-1558.