Digital and Social Media Marketing: A Comprehensive Report

This report delves into the critical roles of digital marketing and social media marketing in contemporary businesses. It begins with an introduction to digital marketing as an online platform for promoting businesses and social media marketing as a customer-centric platform. The report then explores the importance of the marketing mix, including product, price, place, and promotion, and how digital and social media marketing fit within this framework. It highlights the significance of digital marketing in reaching a broad audience and reducing costs, and social media marketing in generating leads and increasing brand awareness. The report further analyzes the effectiveness of social media platforms like YouTube and Instagram in engaging customers through various content formats, using Tesco as a case study to illustrate practical applications. It also discusses the effectiveness of social media content and the models used in digital marketing, concluding with the impact of these strategies on business growth and customer engagement.

The role of Digital Marketing and Social Media
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Importance of Marketing mix ...............................................................................................3
P2 Social media platforms and its effectiveness with engaging content....................................6
CONCLUSION-..............................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals:..................................................................................................................10

INTRODUCTION
Digital marketing is an online platform and electronic medium for
promoting company's business. It plays an important role in contributing
success and growth of a company. It is an integral part of business which
helps in promoting goods and services of a company. It provides a digital
platform to present online presence in a company. Social media marketing is
one of the medium for promoting goods and services of a company. It
provides various customer centric social platforms. This helps in attracting
new customers and converting potentials into leads for a company. Tesco is
a retail supermarket chain which provides vast number of products in various
countries. It is headquartered in UK and has a global presence in retail
industry. It has been using digital platforms for promoting, selling and
distributing of its goods and services (Alves, Sousa and Machado, 2020). In
this report it has covered importance of digital and social media marketing
for various businesses. And effective usage of social media content for a
company.
Main Body
P1 Importance of Marketing mix
Marketing is a combination of various efforts for promoting buying and
selling of products and services in a company. It refers to integrated
communication process between potential customers and a company to
spread awareness about its product and services. It involves various
elements such as advertising, distributing, trading and various tools for
promoting sales of a company. It is a discipline involves various actions
directed towards building and maintaining relationships with all the
stakeholders. Thus, it is a process of attracting potential customers and
developing customer relationships with the help of effective customer
services. It helps in promoting customer relationships through matching

needs of customers with the help of market research and analysis. This leads
to increasing customer satisfaction and profitability in a company ( Chaffey,
2019). Marketing is essential for promoting product and networking with
potential customers for earning returns. It helps in spreading awareness
about the product information and benefits it provides to strengthen product
features among its targeted audiences.
Marketing mix and Communication mix
Marketing mix involves various elements for spreading awareness and
achieving marketing objectives of a company. It is consists of 4Ps such as
Product mix, Price mix, Place mix and Promotional mix in a company.
Communication mix fits in the marketing mix which is one of the part of 4Ps
of a company. It is also called promotional mix of a company and plays a role
of promoting or communicating information with its targeted audience.
Marketing mix is a broader aspect which is consists of action plans and
tactics that a company undertakes for promoting brand of a company in a
marketplace. It is a strategic model which focuses on the activities that helps
in achieving marketing objectives of a company. Also, it helps in making
strategic decision for launching new products and re-framing existing
products ( Du Plessis, 2017). Thus, marketing mix of a company involves
market research, analysis, and implementation of plans to outreach its target
market audience.
Communication mix or promotional mix of a company is one of the
important method for reaching its target audience effectively. It involves
various elements for communicating with customers and potential audience.
These elements are advertising, social media, product packaging, direct
marketing, events, exhibitions, campaigning, digital marketing etc. Thus,
communication mix is a subset of marketing mix and it is placed in an
organisation as a substantial element for achieving its goals.
Digital Marketing

Digital marketing is an electronic media that utilises in marketing
function of a company. It involves various tools and techniques for promoting
products and services in an organisation. It uses various digital channels for
promoting and communicating its messages like social media, search
engines, websites, and email marketing etc. It is used to utilise digital
transformation in an organisation for achieving overall growth. Digitalisation
is a new revolution due to development of technology across the world.
Digital marketing is one of the by product for utilising technological trend in
the market. It is important for an organisation to make a online presence in
the market for enjoying various benefits. It helps in reducing the cost
involved in print media and other traditional channels for promoting goods
and services of a company. Furthermore, it helps in reaching a large number
of people at a time (Jin, Muqaddam and Ryu, 2019).
Social media marketing
Social media marketing is one of the method for digital marketing in
which company promotes its marketing content with the help of various
digital channels using internet as its medium. It involves all the channels
where people communicate with one another such as face book, Instagram,
twitter, linked-in etc. It helps in increasing awareness of company's brands,
driving traffic on company's platforms and generating leads for increasing
sales in a business. It is consists of various methods such as pay per click,
search engine optimisation, native marketing, e-mail marketing, affiliated
marketing, sponsored content marketing, blogging, multimedia marketing
etc. These platforms are used in framing strategies for a company to
promote its business (Kumar and Singh 2020). Thus, social media marketing
has transformed the digital marketing with the help of various online
platforms used for marketing in an organisation.

Importance of digital and social media marketing in contemporary
businesses
Digital and social media marketing are two important mediums in
digitalisation of company's various functions. These mediums are important
for channelising sales and promoting businesses of a company. It helped
small and contemporary businesses to promote and compete at a single
level platform. This leads to fair ground for every organisation operating at
different levels. It helps in generating new leads, attracting new customers,
spreading awareness and promoting products information required by
potential customers. With this company can engage in various digital
platforms for conducting marketing activities digitally such as specific
campaigns, programmes and other areas for building customer relations.
Social media marketing is a method for promoting and advertising
company's business on various social platforms. It is consist of different
social platforms where people spend their time most. This helps in engaging
large number of people and attracting potential customers. It has helped in
generating leads for a company, converting potential audiences into new
customers and sharing information among audiences with the help of
impactful content ( Ozuem, 2016). Thus, digital marketing and social media
marketing has been very useful and impactful in the sustainable growth of a
company. It has provided success due to its impactful and captivating
content in various online platforms at a very low cost.
Social media platforms and its effectiveness with engaging content
Social media provides various engaging customer centric platforms
which helps businesses in promoting their products and services. It is done
with the help of using various types of captivating content in a company.
These contents include blogging, content writing, visual content, multimedia
content etc. These content helps in engaging customers and in providing
beneficial information to its audiences. Following are the two social media
platforms which helps in promoting effective contents of a company-

1. YouTube- In this social media platform provides an engaging content
with the help of videos or multimedia content for a company. YouTube
is one of the famous platform for providing effective content in the
form of graphical content. It is one of the most viewed platforms across
the world. It has been providing customer engaging content which
provides solution to their problems. This helps in advertising
companies products and services on most viewed channels. Thus, it
has provided various engaging content which holds customers
attention leading to good response for companies advertisement. It
can be done with the help of providing ads between videos of various
popular channels. Tesco has been using various social media channels
for attracting new customers. It has been using YouTube for
channelizing its sales on online as well as offline platforms. Company
operates its businesses across the world with different stores such as
Convenience, Hypermarket, Supermarket stores and Kiosks. YouTube
has helped in promoting its lifestyle, clothing, home essentials and
groceries products by sponsoring, Ads, affiliate and partnership
promotional campaigns etc (Poddar and Agarwal, 2019). YouTube is a
super platform for content marketing and advertising for every
business. It helps in providing a platform in which beneficial and
trending content can generate good business. It has large number of
audiences consuming engaging content via videos of different
channels. Hence, it can be said that social media content provider
YouTube has been one of the great platform for enabling businesses to
achieve its goals of marketing. It is easy to access and cost lower than
other marketing tools.
2. Instagram- It is one of the most profound platform for developing
businesses. It is famous for sharing pictures and in building networks.
In nowadays, it is popular social media platform for reaching masses
across the world. Every business can generate good leads with the
help of various Instagram promotional tools and techniques. Therefore,

from big to local brands can grow with this media at a very low cost. It
has been providing attracting and sound features in its business
accounts such as visual aids strategy, business blogs, sampling of ads
and other attracting exploration features etc (Stephen, 2016).
Furthermore, Instagram is a great platform for sparking passions into
business and generating profits with the help of various analytical
tools. It has been providing rich content for its audiences which helped
in increasing its diversified viewers. Thus, it helps businesses to
expand their market share across the world by creating sound content
for its audience. It helps in developing and growing brands with its
varied features in engaging and targeting customers. Tesco has
effectively used Instagram for its various products such as @tescofood
and various campaigns using hashtags. It has helped the company in
developing its online as well as offline market. Also, it has been helping
company in enhancing market share across the world with enriching
content ( Tuten, 2020).
Tesco has been using various models and establishing its standards in
the planning process for digital marketing in various social media platforms.
Illustration 1: YouTube Campaign of Tesco
Source : Tesco relaunches YouTube channels, 2020

These includes campaigns, advertisement, sponsorships and affiliated
marketing etc to outreach various customers. These models are as following:
1. RACE Planning- This model helps in improving structure of digital
marketing plan and managing results with tools. It is consists of five
elements such as Reach, Act, Convert and Engage.
2. The Honeycomb model- It provides a framework for developing
strategies to understand social-media usage.
3. Technology Acceptance model- This model helps in adopting new
technology usage by analysing its attitude towards user experience,
benefiting audiences, trends and other factors.
Effectiveness of Social media Content
Social media is a place where people connect via internet by sharing
varied content. It is used for connecting with each other across the world and
developing networks resulting world into a local area. It provides content in
various forms such as specific blogs, articles, visual content, multimedia
content and other engaging graphical animated content. Social media
platforms are rich source for providing engaging and useful content. It helps
in enriching and empowering its viewers by sharing knowledge and
educating them on various issues and problems. Most of its content is
provided freely and charges for premium content via subscriptions. Thus,
social media is an effective platform for learning and developing with the
help of its rich content sharing features. In businesses it is a transformation
for promoting and developing new markets. Through creating enriching
content, it helps businesses to build strong relationships with its targeted
audiences (Alves, Sousa and Machado, 2020). It can be achieved with the
help of social media platforms by providing solutions to its customers.
Technology is a new revolution in industry and with the help of data analytics
content marketing has reached new heights such as in finding key
information to better understand its customers. Hence, content marketing is

one of the effective source for growing businesses at a faster pace with
minimal cost involved.
CONCLUSION-
Digital marketing is providing various online platforms for attracting
new customers. It has helped every businesses in expanding their market
reach and targeting customers. Due to its effective content usage and
consumption, it has resulted in great success to various brands. Thus, social
media platforms has boosted digital marketing in an efficient manner
(Chaffey, 2019).

REFERENCES
Books and Journals:
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The Role of Digital
Marketing and Online Relationship Quality in Social Tourism: A
Tourism for All Case Study. In Digital Marketing Strategies for
Tourism, Hospitality, and Airline Industries (pp. 49-70). IGI Global.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Du Plessis, C., 2017. The role of content marketing in social media content
communities. South African Journal of Information Management.
19(1). pp.1-7.
Jin, S.V., Muqaddam, A. and Ryu, E., 2019. Instafamous and social media
influencer marketing. Marketing Intelligence & Planning.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools
and techniques for developing brand equity with connected
consumers. In Handbook of research on innovations in technology and
marketing for the connected consumer (pp. 336-355). IGI Global.
Ozuem, W. ed., 2016. Competitive social media marketing strategies. IGI
Global.
Poddar, N. and Agarwal, D., 2019. A comparative study of application
effectiveness between digital and social media marketing for
sustainability of start-ups. International Journal of Business Insights &
Transformation. 12(2).
Stephen, A.T., 2016. The role of digital and social media marketing in
consumer behavior. Current Opinion in Psychology. 10. pp.17-21.
Tuten, T.L., 2020. Social media marketing. SAGE Publications Limited.
Online:
Tesco relaunches YouTube channels. 2020. [Online]. Available
through:<https://www.campaignlive.co.uk/article/tesco-relaunches-youtube-
channels/1157282>.