Marketing Project: Digital, Social Media, and Content Strategies

This project explores the multifaceted world of marketing, beginning with a definition of marketing and its core processes. It then delves into the marketing mix, encompassing product, price, place, and promotion, and explains the significance of the communication mix within a comprehensive advertising plan. The project further defines digital marketing and social media marketing, highlighting their crucial roles in contemporary business. It presents two examples of effective social media content, including infographics and interactive content, and explains their impact. The project also discusses various digital marketing models such as Hofackers 5 phases of information processing and Lauterborn’s 4Cs. Finally, it explains why social media content is effective, emphasizing its role in increasing brand popularity, improving conversion capabilities, and creating richer customer experiences, supported by references to relevant academic literature.

Project

PART 1
Explain what marketing is
Marketing is the process, set of institutions and processes for creating, communicating,
delivering and exchanging offerings that have value for consumers, clients, partners and society
at large. Marketing denotes to actions a company undertakes to promote the purchasing or selling
of a product or service (Zahay and et. al., 2019). Marketing considers advertising, selling and
delivering goods to consumers or other businesses. Some marketing is completed through
affiliates on behalf of an organisation. Marketing as a discipline considers all the activities an
organisation undertakes to draw in consumers and manage relationships with them. Networking
with possible or prior consumers is segment of the work too, and may consider writing thank you
emails, playing golf with prospective consumers, returning calls and emails quickly.
Define the marketing mix and where communication mix fits
Marketing mix basically denotes to the process of putting right product to right place by
using right cost and with the support of effective distribution channels and tools. A marketing
mix considers numerous areas of centre as part of a inclusive advertising plan. The term often
indicates to a common categorization that started as the four Ps: product, price, placement and
endorsement.
Product- This refers to a thing or facility which is manufactured and designed by the
business venture to fulfil consumer demands and wants. To appropriately market a good and
facility, it is also significant to analyse if other goods or services can be market in combination
with it.
Price- It denotes to the cost which is used and taken by the companies to purchase raw material
to manufactured products and services, manufacturing cost, machinery cost, promotion cost and
many more which is incurred to reach the product in customer hands. The sale price of the good
reproduces hat costumers are willing to recompense for it (Afrilia, 2018). Marketing professional
require consisting fund associated to study and development, production, marketing and
distribution-otherwise recognized as cost based pricing, Basically, pricing supported to
consumers’ professed quality of worth which is acknowledged as worth based pricing.
Place- It states to the area where goods and services accessible to consumers to take the
benefits of them. It is related to offline and online stores of company as well as other distribution
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channels and tools which are used by them in order to offer their products in the market. The
kind of manufactured goods traded is significant to include when analysing region of allocation,
Basic customer goods, such as paper products, often are willingly accessible only in select stores.
Another consideration is whether to place a commodity in a physical shop, online or both.
Promotion- This is basically known as the process of creating awareness about the goods
and services or aware target audiences of the company with the manufacturing of it by
considering effective marketing and promotional tools as well as channels (Teguh and Ciawati,
2020). Activities might consider promotion, sales endorsement, individual selling and public
relations.
The communication mix includes all the methods that the origination considers to
communicate with target audiences. This could be by endorsement, direct marketing, social
media marketing, video marketing and other marketing activities like events, exhibitions and
others. In business enterprise, the enterprise consist these methods to aware people about the
products and services so that they can attract customers in order to fit or include communication
mix.
Describe digital marketing
It is known as online advertising which is the promotion of brand to connect with target
audiences using the internet and other sorts of digital communication. This consists not only
email, social media and web advertisement, but also test and multimedia messages as a
marketing technique. Digital advertising targets a precise segment of the client base and is
interactive. There are several digital marketing tools such as website marketing, pay per click,
email advertising, content and video promotion etc. that can be opted by the business firms in
order to make promotion.
Explain social media marketing
Social media marketing is generally refers to the utilization of social media and networks
to advertise an organisation’s commodities and facilities. Social media marketing offers ventures
with a manner to involve with current target audiences and reach new ones when allowing them
to promote with current target audiences and reach new consumers when allowing them to
advertise their desired culture, mission and tone (Adam and et. al., 2020). The key social media
tools are Instagram, Twitter, Facebook and others. Social media tools allow marketers to use a
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wide range of plans and tactics to promote consumers to provide effective atmosphere,
demographic and individual data that helps marketers in promotions.
Define why digital marketing and social media marketing are all crucial to contemporary
businesses
Social media is rapidly becoming one of the most essential factors of digital marketing that
provides incredible benefits that support reach of customers internationally. Also, by utilising
and executing social media tools, the businesses can enhance their brand promotion (Liu, Perry
and Gadzinski, 2019). Along with this, social media is a cost effective plan of advertisement.
Being cost efficient is important because it enables the company to accomplish a larger return on
savings and hold bigger budget for other promotion and business payments.
Digital marketing is also an effective tactic for business because it is less costly than
other marketing channels. There are number of consumers who mostly prefer online shopping,
Digital marketing lets the organisation application to these people and thus develop the reach of
the venture. Among Google shopping Ads and brand consciousness campaigns, the business can
develop the reach of the company. It also support the establishment in gathering invaluable
information regarding customer’s preferences and responses.
PART 2
Demonstrate two examples of social media content that really works
Social media is an appropriate tool which is considered by the business organisations as a
main tool of promotion of goods and services. The development of social media is basically
based on the effectiveness of the content and the information which is post by the enterprise.
There are several type of social media content that is developed by company for social media
networks such as Instagram, Facebook, Twitter and YouTube etc. These platforms are of specific
interest to companies because they allow a much more direct interaction with users than classic
marketing assessments. The example of some social media contents are as beneath:
Infographics- These are the most socially delivered form of content. these type of social
media content have more virality in contrast of other promotions and presentations. This
particular method of content is highly attractive (Khwaja, Mahmood and Zaman, 2020). It is
crucial and beneficial as it uses the command of visually attractive comfortable to tick the brain
ton to reading, It use visuals to sustain explanations, numerical and other written concepts. They
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are specifically impactful for assigning, complex ideas, Facebook and LinkedIn are both
outstanding options for info-graphics as well Twitter is a similar kind of option.
Interactive content- This kind of media basically refers to products and services on
digital computer supported systems that response to the user’s actions by demonstrating content
such as text, moving image, liveliness, video, audio and others. The content marketing sector has
moved past the static read and process its way of social media content. Savvy content
professional are creating content that consumers can better engagement with (Kayumovich and
Annamuradovna, 2020). At the beginning of 2015, interactive published a survey of content
marketing inclinations. Content marketing is becoming less about the words the firm put on a
page and more about the experiences the company produce for the potential consumers. Quizzes
are two forms of developing content. Users do something with it rather than just consume it.
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Besides, people love to share their quiz outcomes. If that’s true of a news firm that produces
thousand of articles in a year, then how much more valuable would it be for the organisation.
Interactive content is valuable for so many reasons. Once the company starts interactive
substance, the company will never again replace to the old ways.
Models and standards for digital marketing
There are diverse models of digital marketing that can be followed by the administration of
the business venture. Some of them as under:
Hofackers 5 phases of information processing- This model was framed to support marketers
and promoters that how well their websites and promo panels communicate worth to website
people (Crittenden and Peterson, 2019). It consists 5 steps like exposure, attention,
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comprehension and preparation, adaptation and retention. The first phase of this model,
knowledge ensuring the web visitor is uncovered to the website for long sufficient to understand
the contented or the end. In online promotion, current time, this evaluated and media traded
supported to the conception now understood as viewability. Another step denotes physical
problems such as movement and passion that attract when clients are on a website.
Comprehension and insight explain that how well consumes observe on page content counting
ads. Yielding and reception making sure the web visitors observe data to get the client to wait on
their site or constant to the nest phase. Preservation is getting consumes to include key posts and
developing return to the website.
Lauterborn’s 4Cs- It is a marketing concept that include consumers wants and needs, cost,
convenience and communication. These factors focus not only on promotion and sales of
produced commodities but also on the interaction with the target audience form the beginning of
the process to the very end (Erokhina, Mitko and Troilin, 2018). The primary C in this marketing
mix is the client’s needs and demands. On the behalf of concentrating on the produced products
itself and it focuses on filling a cancelled in the life of target audiences. The second C considers
the price and the time it contains for the client to get to their location in order to buy the
products, of the price of gas that it consists to get them there. Another C determination of the
habit’s of customers so that the firm should be able to acknowledge whether they purchase
online or offline by outlet as well as their willing towards buying of commodities. The final C
refers to communication that is included by company in context of aware the target individual
with the commodities and facilities are provided by them.
Explain why you think the social media content is effective
Increasing emblem popularity- Each development option you require to enhance your
brand’s visibility is crucial. Social media is truly another form to get your voice heard by states
of much wider target viewers (Zahay and et. al., 2019). It is an effective platform to accomplish
and have communication with new and important consumers, during that time as continuing a
talk with and turning in to more obtain to your current consumes ad several shareholders.
Improving your converting capability- Every time you have interaction with consumers
with applicable and expensive content on social media, it is an occasion to transport them by the
consumer exploit. Developing an effective social media presence lets you accomplish out and
make wonderful interactions, with each interplay creating at the remaining. Although, if you
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click online fees are low, social media certainly develops the range of potential your company
has to obtain out and target new consumers.
Creating richer studies- Social media permits you to add finance in your shareholders in a
embattled system, allowing you to interact quickly, extra often and with more essentialness.
Laos, if the consumers are satisfied they share their experience with other through online in form
of feedback and reviews which support in promoting the brand as well as attraction of consumers
(Afrilia, 2018). The online platform permits you to deliver changeable content material in easier
manner and can also support interactivity that you absolutely would not have different
conventional advertising tools.
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REFERENCES
Books & Journals
Zahay, D. and et. al., 2019. Effective resource deployment in digital marketing
education. Marketing Education Review, 29(3), pp.182-192.
Afrilia, A.M., 2018. Digital Marketing Sebagai Strategi Komunikasi Pemasaran “Waroenk Ora
Umum” Dalam Meningkatkan Jumlah Konsumen. Jurnal Riset Komunikasi, 1(1), pp.147-157.
Teguh, M. and Ciawati, S.T., 2020. Perancangan Strategi Digital Marketing Communication
Bagi Industri Perhotelan Dalam Menjawab Tantangan Era Posmoderen.
Adam, M.and et. al., 2020. The Role of Digital Marketing Platforms on Supply Chain
Management for Customer Satisfaction and Loyalty in Small and Medium Enterprises (SMEs) at
Indonesia. International Journal of Supply Chain Management, 9(3), pp.1210-1220.
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.
Khwaja, M.G., Mahmood, S. and Zaman, U., 2020. Examining the Effects of eWOM, Trust
Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital
Marketing Context. Information, 11(10), p.478.
Kayumovich, K.O. and Annamuradovna, F.S., 2020. The main convenience of internet
marketing from traditional marketing. Academy, (1 (52)).
Crittenden, V. and Peterson, R.A., 2019. Digital disruption: The transdisciplinary future of
marketing education.
Erokhina, T.B., Mitko, O.A. and Troilin, V.V., 2018. Digital marketing and digital logistics in
consumer communication. European Research Studies, 21, pp.861-867.
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/>.
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Classic Digital Marketing Models. 2020. [Online]. Available Through: <
https://www.smartinsights.com/marketing-planning/marketing-models/digital-marketing-models/
>.
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