Digital and Social Media Marketing in Modern Business: A Report

This report delves into the realm of digital and social media marketing, outlining its significance in contemporary business. It begins by defining marketing, the marketing mix (product, price, placement, and promotion), and how communication fits within it. The report then explores digital marketing, including social media marketing, and emphasizes their importance for modern businesses, highlighting the benefits of online channels. Part 2 provides examples of social media content, such as written posts and images, and discusses digital marketing models like Hofacker's 5 stages of information processing. The report concludes by summarizing the key takeaways and emphasizing the essential role of digital and social media marketing for businesses seeking to connect with customers and build brand loyalty in today's digital landscape. The report draws on various sources to support its findings and provides examples to illustrate key concepts.

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing.....................................................................................................................................3
Marketing mix and where communication mix fits in.................................................................3
Digital marketing.........................................................................................................................4
Social media marketing................................................................................................................4
Importance of digital marketing and social media marketing over contemporary business........5
PART 2............................................................................................................................................5
Examples of social media content................................................................................................5
Digital marketing models and standards establishment...............................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing is means of marketing takes the help of online methods for reaching to
the customers with the help of websites. Social media marketing is a type of digital marketing
which is done over social media. In this project marketing, marketing mix, digital marketing,
social media marketing will be explained. This project will also explain the importance of digital
marketing and social media marketing over contemporary business. In this project the contents
of the social media are explained and justified. This project also explains the models and
standards which can be used in digital marketing.
PART 1
Marketing
Marketing is an activity which is performed by and organization or any institute. It is the
process of creating, communicating and conveying the offering which are valuable for the
company’s customers or clients. It is the activity which helps in promoting the brand to buy or
sell the products and services offered by the organization. Marketing consists of advertising,
putting the product on the market and delivering it to the customers. Some of the marketing can
be allied on the behalf of the organization (Deepak, and Jeyakumar, 2019). Individuals working
in the corporate sector of marketing and promoting are likely to get more attention of the key
potential customers. This is done with the help of advertising and publishing the product. The
endorsement of the product is mostly targeted to some particular audience. This involves
celebrities, using some catchy phrases or slogans which defines the company. Marketing
department even uses the memorable packages and different graphic designs to make the product
popular. This also helps in attaining a lot of media exposure which leads to reaching out to more
potential customers.
Marketing mix and where communication mix fits in
Marketing mix contains a wide range of areas to focus in a company’s marketing plan.
This term can be clarified by dividing into four parts, products, price, placement and promotion.
Effective form of marketing outlines a wide range of areas which does not focus on one message.
This method will help reach a broad range of audience and potential customers by making full
use of the four P’s of marketing mix. This approach for marketing helps the company to stay

focused n the things which actually matter from customer’s point of view. It helps in making
strategic decisions when the organization is introducing a new product into the market.
Communication mix defines the various ways to communicate with the customers as
communication is the key in the marketing process (Dadzie, and et.al., 2017). It involves tools
which can be used to communicate with the audience and potential customers. This can happen
via using advertising through social media, product packaging, direct marketing, conducting
events and exhibitions and by having company’s own website. A successful marketing team
considers all these parameters into communication mix.
Digital marketing
It is process of promoting and selling products and services offered by the company
through an online means and digital channels of marketing tactics. This includes the use of social
media marketing and email marketing. This is a modern world where everything happens with
technology, people are so involved in the online channels which have made the need of digital
marketing very important (Chaffey and Smith, 2017). Internet usage is doubled from past few
years which resulted in making marketing strategies go online a big of a deal. Digital marketing
helps the organization in reaching more people and convincing them to buy the product. It is an
open option for any business. It helps the business grow and in some cases it makes it
internationally recognized product. Almost all types of businesses can benefit from digital
marketing.
Social media marketing
Social media marketing is a form of marketing which is done over internet, this process
of marketing involves the sharing of content on the social media networks. These contents are
either created or shared on these platform. The aim of this type of marketing is to achieve the
marketing and branding goals of the company. The content which are shared on this platform are
text, video, audio, updates and other type of content which can drive the customers towards
engagement. Some platform of social media marketing are, Facebook, Instagram, YouTube and
Twitter (Gautam and Sharma, 2017). Social media marketing totally depends on trends.
Marketing in platforms which are not in the trend may not be as effective as marketing over
trending websites. With the help of the social media marketing businesses are successful in
connecting with the customers. It allows the company to develop positive relations between the

companies. In social media marketing using the help of social media influencers are very
important. These individual have more interactions with their audience companies take the help
of these individuals for the promotion of their business.
Importance of digital marketing and social media marketing over contemporary business
Digital marketing and social media marketing both have become a very important aspect
for contemporary business. With the help of these methods business is helps in achieving
incredible benefits and also reaching to customers all over the world. Thus, this becomes a very
cheap platform for expansion of the business. The reason of the success of social media
marketing is that there are more customers on the internet nowadays than on the streets. With the
of help of digital marketing the business is successful in spreading the awareness of the
company. This type of marketing has been proved to be very cost effective and has more
advantages than disadvantages. The business is able to connect with the customers the business
is successful enough to improve it brands loyalty (Du Plessis, 2017).
PART 2
Examples of social media content
Social media content are the contents which are either created or shared by companies or
individuals into social media networks such as Facebook, Instagram and Twitter. The reason for
choice of these platform is that these platform is in the current trend. Here are some examples of
the contents which a business posts over social media,
Written Posts :
This is the content which is posted on the social media in the form of texts. These can be
blogs, articles, guide and other forms of texts. For the production of this content it is important
for the company to search for the trending topics. Related to which the posts can be done. It
allows the company to post about the different aspects of the company. Companies use this type
of social media content for building the reputation of the company. Utilization of content the
company can post about the current topic for showing interest on them. For example, During
some natural calamity, the company reacts with this information and when the company posts
some condolence over the natural disaster that has taken place. It acts as a social responsibility of
the company of which the company benefits later (Venciūtė, 2018).
Images :

Images are visual content which are an efficient way of increasing engagement with the
customers of the company on social media. Unlike post which requires the efforts of the
customer to read it, images can be understood by the people on social media over a glance.
Images can include social messages, information about the product or services, any kind of
updates to the business and also trending posts which can be a way of employee engagement for
the company. Visual content is considered to be more digestible and engaging for the customers.
This is due to the usage of smart phone which allow millions of followers on the social media to
gain the access of the image post by the company. The downside of this type of social media
content is that the platforms on which they images are posted have huge competition and thus the
image may such get lost and might not perform that well (Venciūtė, 2018).
Digital marketing models and standards establishment
Source : Nancy, 2019
With the help of the following illustration it can be seen that how with the help of written
post which is a form of social media content helped the company to personally reply one of the
customers on its feedback which was posted on social media. It has been understood that with
Illustration 1

the help of social media a company can not just participate in marketing but it can also connect
with the customers for improving their services in the future.
Source : Klingman, 2021
This illustration shows that companies uses images in different ways for their business
activities on social media. In this post the company is tackling three aspects with the help of one
post. Firstly the company is showing to the audience that it follows all its corporate social
responsibility by providing food bags for the local kids this will improve its reputation in the
market making it more sustainable for longer period. Secondly the company is promoting its
business by the promotion of its work culture. Thirdly the company is show employee
engagement and also improving the relations with the employees.
One of the model for digital marketing is the Hofacker's 5 stages of information
processing, this model states the company to follow certain stages for deigning web pages
Exposure :
Illustration 2

According to this model the content posted by the company should be available for long
time in the eyes of the followers so that it can gain proper attention (Al-Zyoud, 2018).
Attention :
The content should have certain things which grabs the attention of the customers of the
company so that they can read or react to the post.
Perception and comprehension :
The company should know and understand what is being posted on the internet by their
social media manager.
Yielding and acceptance :
The posted content should be acceptable by the audience. Unaccepted post can lead to
negativity (Prasad, P. and Saigal, P., 2019).
Retention :
It is important to understand the how well have the customers understood the post of the
company.
CONCLUSION
With the help of this project it can be concluded that digital marketing and social media
marketing are very essential for a company in the current times. This project explains the
different social media content with the help of examples. This project also helps in understanding
the importance of digital marketing in contemporary business. With the help of this project the
marketing, marketing mix, digital marketing and social media marketing has been defined and
justified.

REFERENCES
Books and Journals
Al-Zyoud, M.F., 2018. Social media marketing, functional branding strategy and intentional
branding. Problems and Perspectives in Management. 16(3). pp.102-116.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dadzie, and et.al., 2017. How firms implement marketing strategies in emerging markets: An
empirical assessment of the 4A marketing mix framework. Journal of Marketing Theory
and Practice. 25(3). pp.234-256.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
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.
Gautam, V. and Sharma, V., 2017. The mediating role of customer relationship on the social
media marketing and purchase intention relationship with special reference to luxury
fashion brands. Journal of Promotion Management. 23(6). pp.872-888.
Prasad, P. and Saigal, P., 2019. Social media marketing: Tools and techniques. In Application of
gaming in new media marketing (pp. 202-214). IGI Global.
Venciūtė, D., 2018. Social media marketing–from tool to capability. Organizacijų vadyba:
sisteminiai tyrimai. (79). pp.131-145.
Online
Nancy., 2019."Buy the Way…" Insights on Integrated Marketing Communication.[Online]
Available trough: <http://buytheway.ascjclass.org/psa-dont-forget-to-be-social-on-social-
media/>
Klingman, H., 2021.52 Effective Social Media Post Ideas and Examples to Fill Your Calendar.
[Online] Available trough: <https://coschedule.com/blog/social-media-post-ideas>