Marketing Project: Digital and Social Media Marketing Analysis

This project delves into the realm of marketing, providing a comprehensive overview of key concepts and strategies. Part 1 defines marketing, the marketing mix (including the communications mix), digital marketing, and social media marketing, emphasizing their significance in contemporary businesses. Part 2 presents two effective social media content examples, along with justifications for their success. The project also explores various digital marketing models and standards, such as Lauterborn's 4Cs and Hofackers 5 phases of information processing, offering insights into their application. The project concludes by explaining the effectiveness of social media content in increasing brand popularity and driving business success. The document also emphasizes the importance of digital marketing as it is less expensive than other marketing methods.

Project

Contents
PART 1............................................................................................................................................1
Explain what marketing is...........................................................................................................1
Explain what the marketing mix is and where the communications mix fits..............................1
Explain what digital marketing is................................................................................................2
Explain what social media marketing is......................................................................................2
Explain why digital marketing and social media marketing are all important to contemporary
businesses....................................................................................................................................3
PART 2............................................................................................................................................3
Two examples of social media contents that really work and justify why..................................3
Models and standards for digital marketing................................................................................6
Explain why you think the social media content is effective......................................................7
REFERENCES................................................................................................................................8

PART 1
Explain what marketing is
Marketing states to actions a firm undertakes to promote the purchasing or selling of a product
and facility. Marketing considers marketing, selling and delivering manufactured goods to target
audiences or other businesses. Marketing as a regulation considers all the activities an
organisation assumes to illustrate in consumers and manage relationships with them. Networking
with possible or previous consumers is part of the work too, and many consider writing thank
you emails, playing golf with potential consumers, returning calls and emails quickly and
meeting with customers (Chaffey, D. and Ellis-Chadwick, F., 2019). At its basic level, marketing
seeks to match a organisation’s goods and consumers ultimately ensures profitability. The aim of
marketing is to make selling superfluous. The goals of marketing are to acknowledge and
comprehend the consumer so well that the commodity or facility fits them and sells itself.
Marketing should outcome in a consumer who is ready to purchase. All that should be required
then is to make the
product or services accessible.
Explain what the marketing mix is and where the communications mix fits
Marketing mix states to the set of activities or schemes that a firm utilises to endorse its
brand or product in the market. The marketing mix considers 4 P’s and the description of them as
under:
Product- It denotes an item or facility developed to meet purchaser demands and desires.
To efficiently market a good and facility, it’s significant to find out what discriminates it from
challenging goods and facilities. It’s also good to analyse if other goods or services can be
marked in combination with it.
Price- The sale price of the goods denotes what customers are willing to disburse for it.
Marketing experts requires consisting costs associated to research and development, producing,
marketing and allocation, otherwise e acknowledged as cost based pricing. Pricing depend
basically on customers’ perceived quality or value is acknowledged as value supported pricing.
Place- The type of product sold is essential to consider when analysing areas of distribution.
Basic customer goods, such as paper products, often are readily accessible in many outlets
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(Kannan, P.K., 2017). Premium customer goods, however, basically are accessible only in
choose outlets. Another deliberation is whether to place goods in a physical store, online or both.
Promotion- It denotes to the advertising process of the company which is organised by the
firm in order to promote and endorse its goods and services. In context of promotion, the
business enterprise use different promotional tools like social media, paid media, print media,
TV, news paper and many more.
The communication mix considers al the techniques that the company use to communicate
with consumers or possible clients (Bala, M. and Verma, D., 2018). This could be through
promotion, social media, product packaging, direct marketing, websites, events, exhibitions and
others. In business organisation, the company consider in order to create awareness about their
goods and services so that they can get attention of consumers in order to fit or consider
communication mix.
Explain what digital marketing is
Digital marketing is the utilize of the internet, mobile devices, social media, search engines
and other tools to achieve target audiences. It is also called online advertising, is the endorsement
of brands to connect with probable consumers utilising the internet and other types of digital
communication. This considers not only email, social media and web based promotion, but also
text and multimedia messages as a marketing tool. Digital marketing targets a particular
segment of the consumer base and is interactive. Digital marketing is on the rise and considers
search outcomes ads, email ads and endorsed tweets. Also, anything that established marketing
with consumer feedback or a two way communication among the organisation and consumer
(Goldfarb, A. and Tucker, C., 2019). There are different digital marketing channels like website
marketing, pay per click, content marketing, email marketing, social media marketing, associate
marketing, video marketing and SMA messaging etc. which can be considered by the business
organisations in context of advertisement and promotion.
Explain what social media marketing is
Social media marketing is basically denotes to the utilisation of social media and social media
networks to market a form’s goods and services. Social media marketing provides ventures with
a form to engage with current target audiences and reach new ones when permitting them to
endorse their expected culture, mission or tone. Social media marketing ahs aim- build data
analytics techniques which permit marketers to way the success of their effectiveness
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(Kingsnorth, S., 2019). The main social media tools are Facebook, Instagram, Twitter, LinkedIn,
Pinterest, YouTube and Sanpchat etc. There are also ranges of social media management
techniques that support businesses to acquire the most out of the social media management
techniques, that can support the firm attain success with their social media marketing. Social
media websites permit marketers to utilize a broad range of tactics and plans to endorse users to
offer brief environmental, demographic and individual data that supports marketers to tailor their
messages to what is most likely to reverberate with users.
Explain why digital marketing and social media marketing are all important to contemporary
businesses
Social media is quickly becoming one of the mist significant aspects of digital marketing
that offers incredible advantages which support reach millions of consumers globally. Social is
an effective and most stress free as well as gainful digital marketing platforms which can be
utilised to maximise the commerce visibility. Along with this by using and implementing social
media tools, the businesses can maximise and develop their brand recognition. Also social media
is an cost effective strategy of promotion, Being cost effective is significant as it supports the
firm achieve a larger return on savings and hold bigger budget for other advertising and
commerce payments.
Digital marketing is also an effective strategy for business as it is less expensive than other
marketing methods. There are several customers do almost all of their shopping online. Digital
marketing lets the firm application to these individuals and thus enlarge the reach of the firm.
Between Google Shopping Ads and brand consciousness campaigns, the businesses can increase
their brand gratitude and enhance sales (Yasmin, A., Tasneem, S. and Fatema, K., 2015). Also,
digital marketing lets the business converse instantly with the consumers who see their
information, notably by website comments, messages, reconsiders and social media posts. This
also support the firm in collecting invaluable data on consumer’s reactions and preferences.
PART 2
Two examples of social media contents that really work and justify why.
Social media is an effective instrument that is highly considered by business ventures in
order to promotion and endorsement of their manufactured goods and services. The achievement
on social media entirely based on the growth of the content the company’s post. Developing
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efficient, high executing content, however, presents a number of confronts for businesses. There
are different kind of social media content which is created by organisation for social media
networks like Facebook, Instagram and Twitter. These platforms are of specific interest to
ventures as they permit a much more direct interaction with users than classic marketing
assessments. The example of some social media contents are as under:
Infographics- These are the most socially shared form of content. These kind of social media
content have more virality in compare to presentation and documents (Todor, R.D., 2016).
Infographics are extremely appealing. Since humans’ procedure visual data faster than words, it
only makes sense. It is beneficial and useful because it utilises the command of visually
appealing comfortable to trick the brain into reading. It utilise visuals to sustain explanations,
statistics and other written conceptions. They are particularly impactful for assigning complex
ideas. Facebook and LikedIn are both outstanding choices for infographics. Twitter is an
substitute option.
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Interactive content- Interactive media usually denotes to goods and facilities on digital
computer – based systems which react to the user’s activities by showing content such as text,
moving image, liveliness, video, audio, games and many more. The content marketing industry
has moved past the static read – it and procedure it form of social media content. Instead, savvy
content professional are creating content that users can better contribution with. At the starting of
2015, interactive published a survey of content marketing inclinations (Piñeiro-Otero, T. and
Martínez-Rolán, X., 2016). Content marketing is becoming less about the words the firm put on
a page, and more about the experiences the company produce for the target audiences. Quizzes
are a two way form of content. Users do something with it rather than just consume it. Besides,
individuals love to deliver their quiz outcomes. If that’s true of a news organisation that produces
thousand of articles a year, then how much more valuable would it be for the company.
Interactive content is valuable for so many reasons. Once the organisation begins interactive
substance, the firm will never again relapse to the old methods.
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Models and standards for digital marketing
There are different models of digital marketing which can be considered by the
management of the firm. Some of them are defined as under:
Lauterborn’s 4Cs- It is an marketing model which consist of consumer wants and demands,
cost, convenience and communication. These aspects centre not only on marketing and selling a
manufactured goods but also on communication with the target audience form the starting of the
process to the very end. The first C in this marketing mix is the consumer’s needs and
requirements. On the behalf of centring on the manufactured goods itself and it centres on filling
a cancelled in the client’s life. It is crucial for business as it supports in seeking an understanding
of the business’s consumers. The second C consists the price and the time it consumes for the
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consumer to get to their location in context of purchase the goods, of the cost of gas that it
consumes to get them there. Another C analyse the habit’s of consumers so that the firm should
be able to know whether they shop online or offline by store as well as their willing regarding
purchasing of goods. The last C denotes to communication which is considered by firm in order
to aware the target people with the goods and services which are offered by them.
Hofackers 5 phases of information processing- This model was developed to support
marketers and promoters deem how well their websites and promo panels communicate worth to
website visitors. It considers 5 phases such as exposure, attention, comprehension and
preparation, yielding and acceptance and retention. The first phase of this model, exposure
assuring the web visitor is uncovered to the website for long enough to understand the content or
the ad. Within online publicity now days, this assessed and media traded based on the concept
now acknowledged as viewability. Another stage refers physical issues like movement and
passion which get attention when guests are on a website. Comprehension and perception define
that how well guests recognize on page content considering ads. Yielding and reception assuring
the web guests recognize data to get the guest to wait on their site or continue to the next step.
Retention is getting guests to consider key posts and developing return to the website.
Explain why you think the social media content is effective
Increasing emblem popularity- Every opportunity you need to boom your brand’s
visibility is beneficial. Social media is truly another manner to get your voice heard by means of
much wider target viewers. It is an efficient platform to attain and have interaction new or
potential customers, at the same time as continuing a talk with and turning into more acquainted
to your existing client base and different stakeholders.
Improving your converting capability- Every time you have interaction clients with
expensive and applicable content on social media, it is an occasion to transport them through the
customer adventure. Building an efficient social media presence lets you attain out and create
wonderful interactions, with each interplay building at the remaining. Even if your click on-via
fees are low, social media certainly enlarges the variety of possibilities your enterprise has to
attain out and target new customers.
Creating richer studies- Social media allows you to add cost in your stakeholders in a
embattled system, permitting you to talk faster, extra often and with superior significance.
Satisfied clients are more likely to allocate their studies with others online to be able to in flip
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assist to promote your logo and convey in new clients. The on-line area allows you to share
dynamic content material easily and can also enable interactivity that you absolutely wouldn’t
have thru different conventional advertising channels.
REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration, 1(5), pp.69-80.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
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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