Digital Marketing and Social Media Marketing: Strategies and Impact

This report delves into the crucial role of digital marketing and social media marketing in modern business operations. It begins with foundational definitions of marketing, the marketing mix (including the 7Ps), digital marketing, and social media marketing. The report emphasizes the importance of these strategies for businesses, highlighting their ability to enhance brand awareness, customer engagement, and sales. Part 2 provides real-world examples of effective social media content, such as infographics and user-generated content, explaining their impact. The report also includes a screenshot of an effective digital marketing campaign, referencing established models and standards. The effectiveness of social media content is attributed to its convenience, cost-effectiveness, ability to foster customer loyalty, and its role in building a strong brand. Overall, the report provides a comprehensive overview of the strategic use of digital and social media marketing.

ROLE OF DIGITAL
MARKETING AND
SOCIAL MEDIA
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
1. What is marketing ...................................................................................................................1
2. Explain marketing mix and where communications mix fits .................................................1
3. What is digital marketing.........................................................................................................3
4. What is social media marketing .............................................................................................3
5. Why digital marketing and social media marketing are important to modern businesses.......4
PART 2............................................................................................................................................4
Two examples of social media contents that really work and justification of why they work ...4
Screen shot of effective campaign with reference to established model and standard for digital
marketing.....................................................................................................................................5
Why social media content is effective.........................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing is an act of activities to promote product or selling their product or
services by leveraging online marketing strategies like social media marketing and email
marketing (Suryawardani and Wiranatha, 2017). It refers to delivered through channels such as
websites, social media and various mobile apps. It is the best examples of social media
marketing because they are convincing to more people to buy and introduce several people. The
role of digital marketing is help to gather new circulation and improve sales for business by
reaching more people to look out for a products or services. The main role is to give them fair
opportunities to all kinds of businesses and it is more cost effective as compare to other way of
promotions. For this assessment various topics are covered which are named as what is
marketing, marketing mix, digital marketing, social media marketing and why digital marketing
and social media are important for organisations.
MAIN BODY
PART 1
1. What is marketing
The term marketing is an activity for a firm to set an institution to communicate their
customer for promoting their product and services, exchanging information and determine
the value of customers, clients and society at large (Salem and Salem, 2019). Marketing is
buying and selling their product and services to customers. It is a procedure of getting new
clients or customers interested in products or services and identify behaviour of customers.
The purpose of marketing is to generate revenue and sales in marketplace and marketing
professionals and their team to achieve various goals and objectives through strategic of
digital activities such as leads, sales and collaboration with their sales team.
2. Explain marketing mix and where communications mix fits
It is a tool that helps to understand what was product is and how they can offer their
product or service to customers (Newman, Peck and Wilhide, 2017). It can define set of
actions or strategies that are used to promote its brand or product in marketplace and it
ensures that product is sell at a right place at a right time to customers. There are 4P’s of
marketing mix which are named as product, price, place and promotion but now days they

are extended other P’s in market such as people, processes and physical evidence. For
example, KFC was founded by Kentucky fried chicken, is a food chain restaurant based in
Louisville. The firm claims that it is a solid marketing mix which has successful by its
competitors. 7P’s of marketing mix are included in KFC such as product, price, place,
promotion, people, process and physical evidence.
Marketing Mix of KFC:
Product: It should be a physical object, tangible or intangible product and it include what
is product, who is target market and why product is differentiate from other competitors. In case
of KFC, it offers a wide variety of products such as chicken meals, drinks, treats, twisters and
fried chicken pieces (Mandal, 2019). KFC adopts its menu globally to suit various regional
tastes and close to 300 items present in internationally.
Price: It is an important factor in marketing mix because it should reflect the value of its
customers and depends on what cost of production, segmented market and ability to pay their
product on what price. There can be various pricing strategies that are adopted by firm to tie up
with overall business plan. Within KFC, the menu of this firm is offered at affordable prices and
it can pursue competitive pricing policies that customer can stay and prices are varying from one
country to another. They are using bundle pricing strategy they can bundle different types of
products and offer customer at a very slightly price. They provide different combo offers to
customer so that’s why customer can attract more.
Place: It defined where products are made, sold and distributed from one place to
another. It describe where customers will buy product or services and how it will reach them.
The product should be available where their target customers can easily find it may be high street
or online shopping websites. For KFC, it has around 24000 restaurants over 145 nations that
KFC has also a outlets in metro cities and tier 1 cities. They can provide an option to customer
to order food online through KFC websites and also order food from leading ordering apps like
Swiggy, Zomato and KFC has own websites to order their food.
Promotion: There are various promotional activities for customer because they can
aware about each and every product or services which includes advertising, direct marketing,
persona selling and so on (Li, Kim and Choi, 2019). In case of KFC, it has a website as well as
social networking websites and they can promote many of these websites like twitter, Facebook,
you tube and any more. The advertisements come out in print media such as newspaper ads,

magazines and it shows various offers and special prices for a particular product. It also has
hoardings for cities as well as highways.
People: According to this, it involve people who are promote or selling their products,
design their product. It include staff members and staff need to be trained to understand their
customers need or wants and how to deal with. With relation to KFC, it provides high quality
services at affordable prices for target customers. The staff of KFC outlets is specially
disciplined for how to deal with customer or how to interact them. In this there are 1.5 million
employees around world.
Process: The delivery of services is done with customers so how service is delivered
what consumer is paying for. With KFC, each business has a process so customers can pop in
restaurant and order their meals. The can also order food through websites which will directly
delivery from partner.
Physical evidence: It refers everything that customers can see in product when interact
with business. This is physical environment where they provide can product or service. For KFC,
it is about interior design of firm, their staff member is well dressed, introduced some fresh food
to make restaurant internal atmosphere more friendly.
Communications mix determine how to communicate and interact with customers could be
advertising, social media, direct marketing and many more.
3. What is digital marketing
The term digital marketing defined that advertising are delivered through social media
websites, mobile apps and email (Kaur, 2017). It is a method by which firms endorse goods or
brands. For example; email marketing
It is an act to promoting and selling or product or services that utilize online based
marketing such as social media, desktop computers and mobile phones. For example; content
marketing
4. What is social media marketing
The concept of social media marketing is the use of social media platforms to connect
various people to build their brand, raising sales (Chaffey and Ellis-Chadwick, 2019). It is
content to promote their product or service on social media platforms such as Facebook, twitter,
you tube and many more. For example; Ipsy makes use of memes and motivational quotes.

It is a form of internet marketing that involves creating and sharing on social media
networks in respect to achieve marketing and branding goal and objectives. For example; Greggs
is a British bakery chain loved by Brits.
5. Why digital marketing and social media marketing are important to modern businesses
Social media marketing is very important for business which provides various benefits fr
firm by reaching several customers in globally (Bhandari and Bansal, 2018). It is helpful to
raising brand awareness in firm assist their sales and also help to bring forth conflict brand value
or create a community for customer where they can promote their brand to attract more customer
and sell their product or services.
In digital marketing, it is significant for organisations to allow or display customers what
business is and how they can help them with their needs or wants. It can easily get a higher
return on investment or generate a high revenue when they invest their time and money in these
campaigns they want to know that this are working. It is a capability to interact potential
customers and understanding that exactly what they want in product or services.
PART 2
Two examples of social media contents that really work and justification of why they work
Social media content is created by individual person or firms for social networks like
Facebook or twitter. It is particularly rise in social media that someone has posted something or
shared some news with others (Bala and Verma, 2018). These types of platforms are specific
interest for firms because they can allow much more direction with users than standard
marketing measures. Some examples of social media content are as follows:
Infographics: They are usually eye catching and informative and this range from links
for blogs to product photography and behind footage. It is visual form of instant information
which are named as charts and diagrams. These are high quality and give such information which
is usually quite good. Marketing tech blog has category of many great infographics. Blogging
can help to showcase passion that they solve. It can do best with customer interviews or CEO
thought leadership.
User Generated Content: It is a best way to increase engagement and scope and also be
a source of warm welcoming feeling for new and existing followers. Starbucks is the best

example to how get customers to promote their brand. In a duration of 3 weeks, it has receives a
enormous outcome around 40000 cups being sent to Starbucks by users.
Screen shot of effective campaign with reference to established model and standard for digital
marketing

Why social media content is effective
Social media content is effective because it enable customers to ad value in shareholders
in a way of targeted and allow faster communication with greater connection (AlAwadhi and Al-
Daihani, 2019). Satisfied clients are more effective as they likely to share their experiences with
other in online in which turn help to promote their brand and attract more customer in
marketplace. Key effective points of social media content are as mentioned below:
Convenience: social media content is an effective way to convenient access information
and provide those information in social media. For example; tutor and student are connected
through social media and it is an easiest way to connect with each other for use this platforms in
online.
Reduced cost: Social media content helps to reduce costs for social networking sites can
provide firms to many options to target customers and get instant feedback as well as having a
clients to promote their firm products or services. The ROI will be higher if they can be done
with quickly and cheaper as compare to traditional media.
Loyalty: Social media content allows interact to customers with enterprise and products.
If their products are in good quality then customer already attract with firm and build their brand
reputation. This relationship if properly supported, then they can result in customer loyalty and
created satisfied clients who more than likely to distribute their good news about brand value.

Build a brand: Building a personal brand on social media takes some time but it has an
opportunity to help foster valuable connections. About products they can fully updated on social
media accounts, determine area of expertness, share each and every content on social media,
reposting or creating engaging content and import to contacts from various people that helps to
building a brand value or reputation in firm.

CONCLUSION
From the above information, it can be concluded that digital marketing is an technique to
promote or selling their product or service in online based marketing. Social media marketing is
an act to build their product or services on social media platforms that everyone sees their
product in Facebook, twitter, you tube and so on. Various topic are covered in this report which
are named as marketing mix which display to promote its brand or product in marketplace such
as product, price, place, promotion, people, process and physical evidence. Digital marketing and
social media marketing with examples and explain why digital marketing and social media
marketing is important for businesses, social media content with examples and why it is
effective.

REFERENCES
Books and Journals
AlAwadhi, S. and Al-Daihani, S. M., 2019. Marketing academic library information services
using social media. Library Management.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
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Engineering. 8(10). pp.321-339.
Bhandari, R. S. and Bansal, S., 2018. Prospects and challenges of social media marketing: study
of Indian management institutes. The Journal of Business Economics and
Environmental Studies. 8(4). pp.5-15.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kaur, G., 2017. The importance of digital marketing in the tourism industry. International
Journal of Research-Granthaalayah. 5(6). pp.72-77.
Li, J., Kim, W. G. and Choi, H. M., 2019. Effectiveness of social media marketing on enhancing
performance: Evidence from a casual-dining restaurant setting. Tourism Economics,
p.1354816619867807.
Mandal, P. C., 2019. Public policy issues in direct and digital marketing–Concerns and
initiatives: Public policy in direct and digital marketing. International Journal of Public
Administration in the Digital Age (IJPADA). 6(4). pp.54-71.
Newman, T., Peck, J. and Wilhide, B., 2017. Social media in sport marketing. Routledge.
Salem, S. F. and Salem, S. O., 2019. Effects of social media marketing and selected marketing
constructs on stages of brand loyalty. Global Business Review, p.0972150919830863.
Suryawardani, I. G. A. O. and Wiranatha, A. S., 2017. Digital marketing in promoting events and
festivities. A case of Sanur Village Festival. Journal of Business on Hospitality and
Tourism. 2(1). pp.159-167.