Digital Marketing and Social Media Marketing: A Practical Report

This report delves into the realm of digital and social media marketing, exploring their significance in contemporary business environments. It commences with an overview of marketing, the marketing mix, and communication mix, followed by an explanation of digital and social media marketing. The report emphasizes the importance of these marketing approaches for modern businesses. It then presents two effective social media content examples, along with justifications for their success. Furthermore, a screenshot of a successful digital marketing campaign is analyzed using an established model. The report concludes by summarizing the effectiveness of social media content. This assignment provides a comprehensive analysis of digital marketing strategies and their practical applications.

Practical Digital Marketing
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Table of Contents
Introduction......................................................................................................................................3
Part 1................................................................................................................................................3
Explanation of marketing............................................................................................................3
An explanation of what the marketing mix is and where the communications mix fits ............3
An explanation of digital marketing ..........................................................................................4
An explanation of social media marketing .................................................................................5
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses.............................................................................................................5
Part 2 ...............................................................................................................................................6
Two examples of social media contents that really work and justification of why they work . .6
Screen shot of effective campaign with reference to established model and standard for digital
marketing.....................................................................................................................................8
Why social media content is effective? ......................................................................................9
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................10
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Introduction
Digital marketing is a form of marketing which is highly in demand and used by
organizations for carrying its promotional and selling activities using internet (Chaffey and Ellis-
Chadwick, 2019). It is an effective process of leveraging different channels such as search
engines, social media networking, and email as the main source of reaching to target audience.
This report is based on the role of digital marketing and social media marketing in this changing
business environment. The topics covered in the report are importance of marketing function,
elements of communication mix and the way in which digital marketing is used as the tool for
communication.
Part 1
Explanation of marketing
According to CIM marketing is define as the process where company carry its promotion
and sells activities that is give information to its targeted audience regarding products and
services offered by them (CIM marketing. 2010). Marketing is the effective management process
which is responsible for identifying and satisfying the needs ad desires of customers. It basically
includes advertising, selling and delivering activities and involves all the disciplinary actions
which company uses to form and maintain relationship with its customers. Hence, marketing
play significant role in the business as it is one of the effective method of getting potential
customers interested in the products and services of the company.
An explanation of what the marketing mix is and where the communications mix fits
Marketing mix is a tool used by organisations and marketers to know what a product and
brand offerings. It helps a marketer to know its marketing objective in the targeted market. If all
the elements of the marketing mix handled right then it makes up a great business plan for a
company, Marketing mix requires a lot of understanding , research and consultation. It is
important to keep updating with the change in trend and technology in the market, the marketer
makes sure that the elements in the marketing mix are relevant and updated. Marketing mix is
the internal analysis every company needs to do, even M&N in UK uses this tool in order to
understand the market and achieve the organisation goals.
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PRODUCT- The product should be in such a way that it is up-to the expectation of the
consumer. The product portfolio of M&S is wide as it provide with the product for all age
groups:- women, men and children. The company other than clothing also sells food product and
home decors including furniture, lighting, etc. It only sells in house brand products.
PRICE- The products are priced in medium to higher category as the company sells
premium quality products. However the company faces a lot of competition as the online retail
stores are now very popular in UK which gives M&N company pressure and makes it follow
competitive pricing strategy (Chaffey and Smith, 2017).
PLACE- M&S is an international retail store which as more than 850 stores in different
parts of UK. Due to the rise in online shopping the company has its own website where people
can order products from different parts of the world and has to pay in its own currency. Which
gives consumers a wide variety of option to choose from.
PROMOTION- M&S uses its own website to advertise, the customers can easily find
blogs and fashion tips all in the website itself. It also promotes its seasonal sale by giving
discounts to its loyal customers, the company spends on the marketing strategies very
innovatively. It emphasizes in the common message on all sort of communication median.
Communication mix is defined as the effective method where various tools are used by
the company in establishing communication with its potential customers. Mainly tools used in
this are advertising, social media, website, etc. Basically it is a two way process used by Marks
& Spencer where along with promotion it listen and understand the needs and demand of
customers. As marketing mix only involves promotion and for knowing and understanding the
viewpoint of potential customers it is important to establish effective communication with them.
Marks & Spencer along with marketing campaigns and taglines and working on caring how their
messages are received by the audience (Das, 2021). The customer career and support team of
Marks & Spencer is taking feedback for its potential customers on regular bases to get a deeper
look into how their product is being received by its audience.
An explanation of digital marketing
Digital marketing is term as the broad concept which includes various tools and
techniques to attract and engage the customer such as email, content marketing, social media,
search engine optimization, etc. For example, Amazon is using digital marketing tools such as
email marketing, content marketing, etc in order to get number position in the business world.
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With the help of loud technology it has developed its own Web series named as Amazon web
series.
Digital marketing refers to the modern marketing methods and techniques which are done
through electronic devices (Key, 2017). This approach play significant role in providing
commercial benefits to the company with the use of combination of various methods such as
online advertising, content creation, etc. For example, H&M is using social media marketing to
provide necessary information to its customers with the help of visual content on different
platforms such as instagram, facebook, etc.
An explanation of social media marketing
Social media is term as an effective platform which is used by the organisation to connect
with its audience with the motive to build brand image, to increase sales and to increase traffic
on the website (Kingsnorth, 2019). The most used social media platform are facebook,
instagram, twitter, Linkedin, Pinterest, You Tube, etc. For example, Hotel Marriott is using these
social media platforms to provide information to its potential customers regarding new opening,
offers, new features, services, etc.
Social media are used by the different organisations with the motive to carry social media
marketing in order to engage with existing customers and to reach to new customers. For
example- ETSY is using social media marketing with the motive to provide its business
information, operations and services to its target audience. The company is actively involved on
Twitter.
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses
In this changing and developing technology face where focus of organisations is to use
Morden ways of marketing. The companies operating in different countries are connected with
internet and social media networking and able to carry its business in effective manner. Social
media has become one of the most important aspect in digital marketing as it provides various
benefits to the company as in minimum cost expense the company able to reach large number of
customers across the globe. Here are few reasons of importance of digital marketing and social
media marketing in this contemporary business.
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 Cost-effective- It has been identified that modern marketing is cost effective in context
of traditional marketing. The marketing team within company able to build the budget
according to their capabilities and able to identify the areas where they have to improve
or make changes. Where as in traditional marketing there is no set budget.
 Engaging customers- As people are spending their major time on different social media
platform and it will be an effective method used to engage people. With the help of
various social media platforms the company would able to effectively engage and interact
with its potential customers (Melović and et. al. 2020). It is an effective method by which
company tries to communicate and engage with its customers and transfers its brand
message.
 Helps in improving brand loyalty- Digital marketing and social media marketing helps
in connecting with audience in easy manner. It helps in improving customer retention and
customer loyalty by introducing products and services of company through promotional
campaigns.
 Increase traffic- It is an effective technique which help in increasing the traffic on
website by publishing visual and attractive content and information on the website.
Part 2
Two examples of social media contents that really work and justification of why they work
Social media marketing play crucial role in current changing business environment as it
contribute in engaging and attracting potential customers. There are various ways in which social
media content can be published by the company.
 Image and infographic- It is one of the effective method which is used by organisations
in order to provide information to target audience. As with the help of image and
infographic content companies able to attract and engage its potential customers. For
example- Red bull is using this from of marketing as an effective social media
campaigns. The company is using images and necessary information in infographic in
most simple manner in its peak season such as in summer. This type of post are
published on instagram with hashtag such as #thissummer, etc by Red Bull marketing
team.
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 Content in Video form- As people are lazy and do not prefer reading more, hence find
video content more attractive and show high interest in them. The content with audio and
images are highly engaging and attracting. For example Coca-Cola is using You Tube
platform for providing information about its new range of products, new flavours,
features, etc in order to attract new customers. The primary objective behind video
campaign is to increase and enhance the brand image of the company. Moreover with the
help of famous celebrities suc as Wayne Rooney, etc they are carrying video campaigns
to attract its target audience.
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Illustration 1: Red Bull. 2019.
Illustration 2: Coca Cola. 2019.

Screen shot of effective campaign with reference to established model and standard for digital
marketing
The Expression Fiber Arts is doing great job in digital marketing that is with the use of
social media marketing the company is engaging and attracting large number of customers. The
company has able to increase its profit margins I.e it is making sales of approximately $ 1
million on yearly bases. With the use of popular social media channels such as facebook,
instagram , etc they are able to attract and engage people. They are building interest among its
target audience by regularly posting its latest design on various social media platforms.
Lauterborn's 4Cs- This is a marketing model, it is involved in analysing customer
demands and wants. aspects of this model is not only focusing on marketing and selling of
products but making interaction with consumers. this interaction process continues from
beginning to the end of the process. there are 4 C's of this process and they are:
Consumer wants and needs - corresponding to Product in the Marketing Mix
Cost to satisfy - corresponding to Price
Convenience to buy - corresponding to Place
Communication - equivalent to Promotion
this helps in making the digital marketing process effective and efficient.
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Illustration 3: The Expression Fiber Arts 2018

Why social media content is effective?
Social media is acting as an effective tool to connect with the customers which includes
Facebook, You Tube, etc. The companies which are using these channels are able to get many
benefices such as helps in identifying consumer weakness, helps in improving the quality of
products and services offered by the company, helps in identifying the needs of customers, etc.
Raising of emblem popularity: As each and every opportunity weather related to market
or any other aspect that set can set benchmark. There is way of Social media in which it help to
get wide range of target audience and also deliver message or any kind of information shared
effectively. This is an valuable platform where potential customer could attain in flexible manner
as well as it contain less time consumed (Wibowo and Haryokusumo, 2020).
Developing Converting capability: In situation like interaction with clients or customers
in social media, there is must to have productive content which can reach as well as fulfil l
customer demands. To improver social media presence leads attain out creates excellence
interaction.
Conclusion
From the above study it has been concluded that digital marketing is important for the
growth and development of the organization. Moreover in this competitive business environment
it is one of the effective techniques which helps in gaining competitive advantage.
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REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Melović, B. and et. al. 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society. 63. p.101425.
Wibowo, B.S. and Haryokusumo, D., 2020. Capturing Opportunities in the Industrial Revolution
4.0: E-Commerce, Digital Marketing, Prestige, and Instant Online Buying. JDM (Jurnal
Dinamika Manajemen). 11(2). pp.198-206.
Online
Red Bull. 2019. [online available through;<https://www.behance.net/gallery/57109053/Red-
Bull-Advertisement>]
Coca Cola. 2019. [online available through;<https://www.youtube.com/watch?v=h9Q-
3hB3_HI>]
The Expression Fiber Arts 2018.[online availabe through;<https://dsim.in/blog/2017/08/28/6-
effective-social-media-ads-2017/>]
CIM marketing. 2010. [online availabe through;<https://www.campaignlive.co.uk/article/new-
definition-marketing/739886?src_site=brandrepublic>]
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