Digital and Social Media Marketing: Theory, Examples, and Analysis

This report delves into the multifaceted world of digital and social media marketing, providing a comprehensive overview of its importance in contemporary businesses. It begins by defining key marketing concepts, including the marketing mix and the role of digital and social media within it. The report then explores the significance of digital marketing and social media marketing, highlighting their impact on modern business practices. Part 2 of the report provides concrete examples of effective social media content, supported by justifications and screenshots of successful digital marketing campaigns, with a focus on Tesco and Marks and Spencer. It concludes by analyzing the effectiveness of social media content and its contribution to brand recognition and customer engagement.

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

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
Explain what is marketing...........................................................................................................1
Explain what the marketing mix is and where the communication mix fits...............................2
Explain what digital marketing...................................................................................................2
Explain what social media marketing.........................................................................................3
Explain why digital marketing and social media marketing are important in contemporary
businesses....................................................................................................................................3
PART 2............................................................................................................................................4
Two examples of social media content that really works with justifications.............................4
Screenshot of effective campaign along with models and standards for digital marketing........4
Explain why social media content is effective............................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The digital marketing is a a process under which marketing of products and services is
processed through electronic devices. It is a component that is used to make better utilisation of
online based digital technologies and internet such as mobile phones, desktop computers and
other digital platforms as well that assist to promote offered products and services. The social
media is a platform that induces higher profit through which business visibility is getting
increases on regular basis. It assist the business to develop higher brand awareness by which
market reach is increases that secured to maintain strong and loyal customer base (Arora and et.
al., 2019). The report below is based on Tesco that is a multinational brand of retailing business
and offer merchandise and groceries. The report consist of detailed information about
marketing, marketing mix, digital marketing, social media marketing with its importance. In
addition include social media content, effective campaign and effectiveness of social media
content.
MAIN BODY
PART 1
Explain what is marketing
Marketing refers to the action that a company undertake to promote and sell its goods and
services to the consumers. It involves all the activities action taken by the company to draw in
customer, maintain relationship with them and networking with the potential and past clients.
Marketing looks for matching company's products and services with the customers who want to
access to those products, and its ultimately ensures profitability and growth of the organisations.
The major function of marketing is buying, selling, financing, transport, warehousing, bearing
risk, standardisation etc. With the support of this company successfully transfer, exchange the
goods and services to the potential customers. It also spread and make customers aware about the
product and services on which buyer can make decision and can differentiate it with the
competitors (Buratti, Parola and Satta, 2018). Marketing helps in improving and maintaining
standard of living of the community by making available uninterrupted supply of goods or
products at a right place and at a reasonable price. With the support of this firm generated
employment as it is a complex mechanism that involves may people in one form. It consist of
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7ps that are product, price, place, promotion, people, process and physical evidence which work
to take product at right place, right time and at a right price.
Explain what the marketing mix is and where the communication mix fits
Marketing mix is basically a set of actions and tactics that is performed within the
business as in order to spread higher awareness within the society so that long terms
effectiveness is achieved with performed. It is a set of marketing tool that usually used to pursue
marketing goals and objectives by which accomplishment of target is perceived with perfection.
It basically consider various mix such as product, place, price, promotion by which customer's
satisfaction on the basis of their need and desire. It is actually being used to attain standardised
goals as by establishing certain budget and with this unique selling proposition is processed over
continuous period of time. In this outcome is developed towards targeted market in which
customer's advice and preferences is considered (Chaffey, 2019). In addition with the support of
marketing mix the business is able to enlist overall detailing and then make appropriate usage of
various distribution channel that assist to make effective supply chain. It is also be an essential
prospect as under this several elements are involved that collectively used to promote brand
awareness along with its products and services. The business also follows certain guidelines
under which right strategies are implemented at right time and at adequate place.
Explain what digital marketing
Digital marketing refers to the form of marketing of product and services that is done
through the internet it involves using online based digital technologies such as desktop
computers, mobile phones and other digital media and platforms which helps in promoting good
and services of the organisation. Digital marketing plays a vital role for modern businesses the
internet plays significant role in customers schedule and in their purchasing decision. It helps in
reaching to the customers easily by sitting at a one place. It gives opportunity to entities to
explore their business across the globe. With the support of this company's can initiate their
online campaigns and can utilize them for the better results that will provide the efficiency in
their work and also not a time consuming process (Heinze and et. al., 2020). Online marketing
strategies have impressive result on investment. When a company invest in these methods they
get more then investment. This marketing form considered as a less expensive than other forms.
There are many forms of using digital marketing, includes banner ads, content marketing, email
marketing, social post etc. Which determines about how to creatively market a firm through
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digital platform. It is flexible, inexpensive, interactive, creative that support businesses in to
explore themselves and to attain the desired target customers and goals in order to increase the
efficiency and profitability of the company.
Explain what social media marketing
Social media marketing refers to the use of social media platform for connecting to the
target audience in order to build the brand image, increase sales and revenue and profitability of
the organisation. It involves publishing great content on the social media profile which engaged
followers, running social media advertisement and analysing the results on the basis of the revert
on the social media post. It helps business in to building conversation and interaction with there
target customer directly. With the support of this company raising brand awareness globally
which make their brand popular and create positive brand association (Iankova and et. al., 2019).
With the support of this firm can track there competitors easily and can make effective strategy
in Oder to compete with them. Social media is perfect channel for sharing your best site and blog
content with readers. Once a firm build its followers then it is best way to leverage own unique
and original content which provides the competitive advantage to the company to attract the
potential target customers in order to grow and expand the business.
Explain why digital marketing and social media marketing are important in contemporary
businesses.
The digital and social media marketing is an essential prospect and vital for
contemporary business as in provide incredible benefits and facilities so that customer's
attraction and enrichment is increases. It assist to get connect with business under which brand
awareness is increases along with enhancement of sales and used to maintain lead within
aggressive marketplace as well. It is a cost effective process in which suitable investment is
induced by which possible outcome is developed as by making crucial decisions by which
business payments and marketing is performed with effectiveness. In this customer's
engagement also getting advanced under which spending time is reduced and suitable interaction
is processed in clear manner. It promotes rate of customer's attraction through which easy and
clear message is transferred and conveyed with satisfactoriness. In this brand loyalty is enhanced
in which it is easy to make clear connection as within the marketplace so that customer's
retention and loyalty both get enhanced (Jiménez-Castillo and Sánchez-Fernández, 2019). It
induce better satisfaction as by promoting campaigns through which direct communication is
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processed by business. In addition search engine optimisation ranking is enhanced that keep
inducing successful modifications and evolvement under which improvisation is induced on the
basis of brand trustworthy, valuable and credible.
PART 2
Two examples of social media content that really works with justifications.
A social media content bring clear and transparent information about the different ways
that usually increases customer reach and engagement. It used to promote warm control over
customers demand and requirements and for this business share relative content. It must be more
interactive and strongly positive that make easy for users to get generated and relate with
content. There are different example of social media content and it is as explained below as: Video's: It is a method to process social media content as by increasing market
engagement and reach and this video is shared through different channels. In this
business get a lot of option to process the video in the from Snapchat, IGTV, stories, you
tube and other in feed videos through Instagram, LinkedIn, Twitter, Pinterst, Facebook
(Sharma and Verma, 2018). In this ability to spread clear message is by which reach of
business also get enhanced. In this suitable guidance and clear information is processed
so that long term sustainability and profitability is attained within continuous period of
time.
 Live video's: In this clear information is processed as by considering posting of of live
updates within social channels. A live watch helps to make suitable brand recognition as
with this blog post is developed that is assist to generate better ideas about event launch.
In this overall recording of press conference is previewed that demonstrates on stage
services of about upcoming products and services of business. It promote online
promotion for example, new brand Badgal Bang offered new mascara and posted that
information within the subscription form by enhance customer's attractiveness.
Screenshot of effective campaign along with models and standards for digital marketing
An effective campaign assist the business to provide clear information at marketplace as
about the newly offered products and services by which it is easy for customer's to get connect
with as with strong connection. A digital marketing campaign aid to make better strategy under
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which suitable planning is processed in appropriate manner. It also consist of various goals that
induces transparent memory so that larger audience is targeted as by making clear judgements.
Tesco: The company has hailed the success as per upcoming occasion of Christmas and it
is followed to make successful drive and maintain lead towards largest supermarket chain
(Tafesse and Wien, 2018). The retailers has felt sustained growth by selling more food in a single
day or at similar period of time. It promote clear success as by making effectual contribution in
which business has put lot more pressure towards the centre so that more profit and higher sales
is attained in timely basis. In support of this people enjoyed their services with little bit fun,
empathetic, engaging and humorous.
Marks and Spencer: The company has performed various marketing strategies under
which desperately make changes as per customer's perception. It is necessary for the survival and
helps to make thing completely different (Ziyadin and et. al., 2019). Thus business perform
marketing functions that accelerate its working standards. In this mainstream is developed to
make food blogger and induce authenticity by inducing broad appealing.
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Explain why social media content is effective
The social media content is much effective as it added up more values to the stakeholders
that is targeted by the business. It allows the business to make clear and sustained
communication as with clear relevance. It assist the brand to get noticed as social media platform
such as Facebook, Vimeo, LinkedIn, Snapchat, Instagram etc. having better popularity. In this
business is able to share its opinions, ideas and information that aid to make clear interaction
with different brands. It increases brand recognition as various opportunities are offered by
which brand visibility is advanced (Tuten, 2020). It develop better level of familiarity with
support of existing customer base. In also improves potential in which valuable and relevant
outcome is generated by which customer journey is getting enhanced. The market presence of
business is improvised by customer reach is increases and it brings more opportunities to attract
higher amount of potential candidates. In this richer experiences is created that enable to add
more values as by making clear communication with better relevance. So that ability to attract
more of customers also get enhanced and in assist to promote brand and its services at
workplace. It also promote cost effective campaigns in which in-depth market is targeted by
which real time success and development is achieved. The business is also able to collect
immediate feedback by which qualitative outcome is generated so that working insight and
higher values are credible. It also improvise the rate of return on investments by which ability to
make more profit is increases on repetitiously.
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CONCLUSION
It has been summarised from above report that digital marketing and social media is a
necessary aspect for the business as within this suitable products and services are promoted so
that long term sustainability is attained with adequately. In this a process that assist to attract
more of customers by which brand awareness and its productivity is enhanced over continuous
period of time. In addition brand image and value is enhanced along with the advancement of
social media marketing so that working potential is increases with effectiveness.
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REFERENCES
Books and Journals
Arora, A. and et. al., 2019. Measuring social media influencer index-insights from Facebook,
Twitter and Instagram. Journal of Retailing and Consumer Services. 49. pp.86-101.
Buratti, N., Parola, F. and Satta, G., 2018. Insights on the adoption of social media marketing in
B2B services. The TQM Journal.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Iankova, S. and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
Jiménez-Castillo, D. and Sánchez-Fernández, R., 2019. The role of digital influencers in brand
recommendation: Examining their impact on engagement, expected value and purchase
intention. International Journal of Information Management. 49. pp.366-376.
Sharma, S. and Verma, H.V., 2018. Social media marketing: Evolution and change. In Social
Media Marketing (pp. 19-36). Palgrave Macmillan, Singapore.
Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: An
empirical assessment. Journal of Marketing Management. 34(9-10). pp.732-749.
Tuten, T.L., 2020. Social media marketing. SAGE Publications Limited.
Ziyadin, S. and et. al., 2019. The role of social media marketing in consumer behaviour. In E3S
Web of Conferences (Vol. 135, p. 04022). EDP Sciences.
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