Digital and Social Media Marketing: Its Role and Effectiveness

This report explores the critical role of digital marketing and social media marketing in contemporary business. It begins by defining marketing, the marketing mix, and the communication mix, highlighting how these elements fit together. It then delves into digital marketing and social media marketing, emphasizing their importance for businesses today. The report further examines effective social media content strategies, providing examples of successful social media campaigns like Nike's "Just Do It" and Coca-Cola's "Share a Coke." Finally, it explains why social media content is effective for businesses, including enhancing Google rankings, boosting brand awareness, and increasing customer engagement.

THE ROLE OF
DIGITAL
MARKEITNG AND
SOCIAL
MARKEITNG

Table of Contents
INTRODUCTION....................................................................................................................3
PART 1..................................................................................................................................3
Marketing...............................................................................................................................3
Marketing mix and communication mix fits..........................................................................3
Digital marketing...................................................................................................................5
Social media marketing..........................................................................................................5
Importance of digital marketing and social media marketing for contemporary business....6
PART 2......................................................................................................................................6
Social media content which works effectively.......................................................................6
Social media campaigns.........................................................................................................7
Why social media content is effective for business...............................................................8
CONCLUSION.........................................................................................................................9
REFERENCES.......................................................................................................................10

INTRODUCTION
Digital marketing is one of the functions of marketing where internet and technology
is used in order to promote the products and services offered by an organization. Digital
marketing offers a platform where a business can promote their products by connecting with
potential customers and generate leads for business growth and profitability. There are
various mediums and platforms of digital marketing through which business operations can
be performed, some of these platforms including- email marketing, web-based advertisement,
social media platforms and other sources (Brennan and et.al, 2020). The project report will
discuss the concept of marketing and where communication marketing fits. This study will
outline the concepts of digital marketing, social media marketing and the significance of
social media or digital media marketing for contemporary business to successfully operate in
the industry. The research will outline some social media content which are effective for
business and how they can support a business. Lastly, the study will outline examples of
social media campaign promoted by companies through social media platforms.
PART 1
Marketing
Marketing is management function which supports business in meeting customer
requirements through which a business can meet customer demands and level of satisfaction.
The business function of marketing helps an organization in promoting and advertising the
products and service offered by the company through which business can earn higher
revenues. The approach of marketing helps business in attracting customers through research,
selling, promoting and distributing the products and services (Dimitrova and Sin, 2018). The
function of marketing performed by organization supports them in gaining competitive
advantage and increase the sale through which an organization can enhance their profitability
and success. The marketing functions can support business in enhancing the brand image of
organization through which will be helpful in establishing and improving the competitive
position of organization within the industry. The process of marketing focuses on selection of
target audience, stimulates demand for purchase of goods and services.
Marketing mix and communication mix fits
Marketing strategies assist businesses in performing a variety of functions that can aid
in the promotion of manufacturing services, efficient use of available resources, and

increased client demand. The following are the components of the marketing mix strategy
and marketing technique:
Price- The value and quantity of the company's products are defined by this
marketing plan. This marketing technique aids a company in developing successful price
methods that may be used to attract and engage with greater number of consumers.
Place- This determinant of the marketing mix strategy emphasis on the location where
business will be operating, which helps a company reach a large number of clients (Erlangga,
2021). This marketing technique aids a company in delivering its products to the appropriate
area, allowing them to meet customer demand at the appropriate time and location.
Product- This marketing approach strategy relates to the goods and services that an
organization provides to its clients. The products and services offered by business should be
of highest quality and standard, as this will support venture in meeting the demands of
customers and ensure the level of customer satisfaction is met.
Promotion- This marketing factors puts emphasis on the methods and techniques
used by businesses to advertise their products and services they provide, in order to assist
them attract more clients and increase customer engagement. This strategy employs a variety
of tools and strategies, including social media marketing, advertising, and other platforms, to
promote the company's selling products.
Physical evidence- This factor of marketing is used by business to establish their
brand image or goodwill in the industry as this will support them in defining the authenticity
and originality of the products and services offered by them.
People- This part of the marketing strategy focuses on the company's employees,
staff, and other stakeholders, with the goal of delivering effective training that will help them
improve their skills and knowledge so they can better satisfy customer needs and achieve the
company's goals.
Process- It is a component of marketing strategy that entails the organization's layout
of planned actions in order to fulfil their objectives and obtain a competitive edge (Hanlon,
2020). This factor of marketing strategy outlines the process which will be used by business
in order to distribute goods and services, as well as the management of customer relations,
all of which can help the company satisfy demand and increase profits.

The communication mix method, on the other hand, assists a company in increasing
customer involvement. Organizations use the communication mix strategy to communicate
with their customers through a variety of mediums and platforms. Examples of marketing
communication methods include advertising, digital marketing, public relations, personal
selling, and sales promotion. There are ample of digital marketing channels which are used
by businesses to interact and communicate with their customers and deliver the message,
vision and objective to customers through mediums such as- TV, radio, media, face-to-face
interaction, contests, social media platforms, gamification, email marketing and discounts
coupons or vouchers.
Digital marketing
Digital marketing is a marketing strategy that involves promoting and selling a
company's products and services using online media platforms. This method of marketing
allows a company to interact with a large number of customers and gain valuable information
(Hofacker and et.al, 2020). Digital marketing can take numerous forms, including SEO,
social media marketing, affiliate marketing, e-mail marketing, and many others. An
organization may cover a large geographical area with digital marketing, increasing consumer
involvement and maximizing cost effectiveness.
For example, Marks and Spencer employs a digital marketing strategy that allows the
company to conduct marketing duties that aid in recruiting new customers and interacting
with a large number of them globally. The company uses an on-site navigation tool to assist
them in improving their website so that customers have a better experience purchasing the
firm's products and services.
Social media marketing
Social media marketing is a medium of digital marketing in which a company's
marketing operations are carried out using social media platforms. These platforms can help a
company communicate with customers and advertise their products and services (John,
2020). The digital marketing method of social media marketing aids in acquiring more
customers, building strong customer relationships, dealing with a competitive company
environment, and employing cost-effective strategies.

For example, Zara uses social media marketing to advertise its products and services
by posting photographs and videos on platforms like Instagram, Facebook, YouTube, and
Twitter that promote the company's products and services. Such media assist businesses in
attracting more clients, resulting in a rise in product sales, which in turn increases the
company's revenues and profits.
Importance of digital marketing and social media marketing for contemporary business
Digital marketing and social media marketing plays an important role for busienss,
the importance has been explained below:
 Promotes products and services- Businesses can promote their products and
services through a range of online and social media channels by employing social
media and digital marketing platforms, attracting more customers and increasing
awareness about their operations, products, and services (Melovi and et al, 2020).
 Incline in customer engagement- Businesses may engage with more clients with
digital and social media marketing by employing online platforms that can span a
broader geographical region and reach a larger number of individuals. Businesses can
use such platforms to reach out to more clients and increase their profits.
 Enhances and establish brand awareness and image- Although they allow firms to
promote their products and services while also increasing client interaction, digital
marketing and social media marketing are innovative and competitive ways for
building brand awareness and image in the sector (Muhammedrisaevna,
Bakhriddinovna and Rasulovna, 2021). This technique helps to establish a positive
brand image in the industry and attract more customers by adopting new and
appealing tactics to sell the company's products and services.
 Cost effective function- Even though they are incredibly effective and simple to
apply, SMM and DM are cost-effective and time-saving tactics for improving
consumer interaction and raising a company's brand image in the industry.

PART 2
Social media content which works effectively
The contents of organizational products and services that are presented by firms in
order to sell their products and services through various social media platforms and
approaches in order to attract more customers and increase customer interaction are referred
to as social media content. There are a few different ways to submit social media content to
different web sites; two of the most common methods are described below:
 Content feed and live videos- It is one of the ways to enhance business involvement
by sharing material on social media sites. Enterprises use Facebook, Instagram,
Pinterest, Twitter, Live videos, IGTV videos, blogs, and other media channels to
upload photographs and videos, as well as engage with customers through live videos
(Saini, 2017). By posting content on social media platforms, businesses may more
effectively promote their products and services while also increasing brand awareness
and involvement in their industry.
 Contest and giveaways- Another efficient technique to create social media content is
to promote giveaways and contests sponsored by groups that can help businesses
enhance customer interaction and promote their products and services by providing
attractive incentives (Saura Palacios-Marqués and Ribeiro-Soriano, 2021). Through
organizing the contests and giveaway, the products and services offered by a business
can be promoted and this strategy is helpful in attracting customers.
Social media campaigns
Example 1
Nike Just Do it campaign

Source: Nike latest ‘Just Do It’ campaign, 2018
Nike's Just Do It campaign integrated the social media platform to promote the concept of
self as a means of remaining active, and numerous celebrities were enlisted to help spread the
message. Nike's most recent commercial emphasized the need of avoiding laziness and
instead starting to accomplish things through sacrifice and self-belief. Instagram, Twitter, and
Facebook were primarily utilized to engage customers and convey messages to a larger
audience.
Example 2
Coco- Cola: Share a Coke Campaign
Source: Alexa lets share a coke, 2020
This Coco Cola social media marketing campaign promoted the company's product by
spreading the message of sharing a coke with names and using the hashtag #Shareacoke to
allow customers to personalize coke bottles with their names using various social media
channels, such as Instagram, Twitter, Facebook, and other mediums. This Coco Cola
campaign was launched over the world, resulting in increased customer connection and brand
exposure.

Why social media content is effective for business
The use of social media strategies and pages to promote a company's products and
services while also enhancing consumer interaction and brand awareness is known as social
media content. Social media content is a powerful tool for company; here are some of the
advantages of this strategy:
 Enhance ranking on Google- Promoting a company's products and services through
social media content and unique ways establishes the legitimacy of the company's
products among customers and increases the company's Google ranking. The
company should concentrate on employing strong keywords and producing appealing
and unique content to promote customer interaction, which will result in an increase
in the organization's rating on Google, which will benefit the company in drawing
more customers to the business through Google.
 Enhances brand awareness- A business can benefit from a product posted on social
media by improving brand awareness, recognition, and position in the industry, all of
which can help a firm gain competitive advantages (Yazdanian and et.al, 2019).
Social media content attracts more customers, allowing businesses to enhance sales,
customer engagement, profitability, brand awareness, and build a strong brand image
in the industry.
 Incline in customer engagement- Organizations utilize innovative techniques such
as social media content to advertise the products they sell by uploading photographs
and videos that provide benefits and complete information about the company's
products. The material shared on social media platforms assists a company in dealing
with rapid difficulties, a competitive business environment, and keeping its brand
image in the industry.
CONCLUSION
The goal of this research was to determine the digital marketing strategy and how it is
utilized to promote a company's products and services in order to increase consumer
engagement and revenues. Multiple digital marketing tactics, such as internet, social media,
and digital marketing, can help a company engage with more customers and develop diverse
campaigns that promote the company's products and services while engaging a diverse
audience. The value of digital marketing and social media marketing in helping a company
boost brand awareness and create revenue is undeniable. It can be seen that social media

content is helpful in enhancing customer engagement and attracting greater number of
customers through which business profitability can be increased.

REFERENCES
Books and journals
Brennan, L and et.al., 2020. Positive emotions in social marketing and social advertising
using humour. In Social Marketing and Advertising in the Age of Social Media. Edward
Elgar Publishing.
Dimitrova, P. and Sin, I., 2018. Digital Marketing in Start-Ups: The role of digital marketing
in acquiring and maintaining business relationships.
Erlangga, H., 2021. Effect Of Digital Marketing And Social Media On Purchase Intention Of
Smes Food Products. Turkish Journal of Computer and Mathematics Education
(TURCOMAT). 12(3). pp.3672-3678.
Hanlon, A., 2020. Ethics in Digital Marketing and Social Media. The SAGE Handbook of
Marketing Ethics. p.424.
Hofacker, C and et.al., 2020. Digital marketing and business-to-business relationships: a
close look at the interface and a roadmap for the future. European Journal of
Marketing.
John, S. P., 2020. Role of digital relationships in the marketing of higher education: An
exploratory analysis from New Zealand. In Advances in digital marketing and
eCommerce (pp. 106-113). Springer, Cham.
Melović, B and et.al., 2020. The impact of digital transformation and digital marketing on the
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Muhammedrisaevna, T. M., Bakhriddinovna, A. N. and Rasulovna, K. N., 2021, March. Use
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Saini, R., 2017. Role of Social Media Channels in Promoting Digital Marketing-An
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Saura, J. R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs
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Business Management. pp.1-36.
Yazdanian, N and et.al., 2019. The mediation roles of purchase intention and brand trust in
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Online
Nike latest ‘Just Do It’ campaign, 2018 [Online]. Available through
<http://www.osatelegraph.org/history-repeats-itself/corporate-activism-nikes-latest-
just-do-it-campaign>
Alexa lets share a coke, 2020 [Online]. Available through
<https://www.lbbonline.com/news/alexa-lets-share-a-coke>