Analysis of Digital Marketing and Social Media's Role in Business

This report delves into the significance of digital and social media marketing in contemporary business environments. It begins by defining marketing, the marketing mix (product, price, place, and promotion), and communication mix, then proceeds to explain digital and social media marketing. The report highlights the importance of these marketing strategies for businesses, supported by examples of successful social media content, such as Red Bull's Summer Edition campaign and Mercedes-Benz's "Invisible Car" campaign, along with their application of the RACE model (Reach, Act, Convert, Engage). The analysis includes justifications for the effectiveness of social media content, emphasizing its role in enhancing brand awareness, customer satisfaction, and measurability. In conclusion, the report underscores the critical role of digital and social media marketing in promoting goods and achieving business objectives.

The Role of Digital Marketing and
Social Media Marketing
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Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1.1 Description of marketing.......................................................................................................3
1.2 An explanation of what the marketing mix is and where the communications mix fits.......3
1.3 An explanation of digital marketing......................................................................................4
1.4 An explanation of social media marketing............................................................................4
1.5 Social and Digital marketing as importance to contemporary businesses.............................5
PART 2............................................................................................................................................5
2.1 Examples of social media contents with justification of their working.................................5
2.2 Screen shot of effective campaign with established model for digital marketing.................6
2.3 Why social media content is effective?.................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digital marketing is described as promoting goods at market area by conveying message
about the product with the help of digital technique (Barutçu, 2016). In present era internet is
highly used which is result of enhancing digital platform. The different area of marketing
consists of communication mix, social marketing etc. The current report is based on explanation
of marketing importance of digital and social marketing, with example and marketing campaigns
for promoting goods with the help of screenshot.
PART 1
1.1 Description of marketing.
According to the views of Chartered Institute “Marketing is evaluated as the process of
marketing which is linked with identification, expectation and achieving satisfied customers in
desired manner. It can be evolved from the above that marketing factors are extended beyond the
advertising policy and promoting goods which are valuable at market area for production of
goods so they will fulfil expectation of their potential clients. Marketing activity helps
management to recognise the industrial working environment and important consumer trends so
that product can be offered to client according to their requirement (Chaffey, 2019).
The viewpoints of Philip Kotler states that Marketing is a scientific business approach for
exploring and developing business objective for providing goods according to current customer
demand in order to achieve good profitability. Therefore, it is identified that marketing results in
fulfilling demand of target market segment. It results in designing of business product according
to the suitable need of customers.
1.2 An explanation of what the marketing mix is and where the communications mix fits.
Marketing mix referred to set of tactics which are controlled by the business organisation
for promotion of goods and enhancing sales index. Marketing mix consist of four factors which
are evaluated below as:
Product: It is defined as item or device that is formulated by firm for satisfying needs of
their potential client.
Price: It is defined as value which is to be paid by client in exchange of goods after
conducting research and strategic planning.
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Place: It is described as contract point with the potential clients and channel from where
products are distributed for consumption of customers.
Promotions: It consist of business activity such as personal selling, advertisement and
sales promotion for enhancing business sales with detailed featured of products offered by firm.
Communication mix is defined as process and techniques which can be use by the
company's and vendors for transmitting the information about their product and services to the
right consumer. There are the seven important component of communication mix, that is direct
marketing, PR publicity, promotional events, interacting marketing, sells promotion, personal
selling, advertisement. As communication is way of transmitting and understanding, so that in
the process of marketing mix it plays very important role, and it fits in the promotional part of
the marketing mix, in every kind of promotional activities effective communication is must for
promotion of goods at market area (Brie, 2018).
1.3 An explanation of digital marketing.
Digital marketing is type of electronic marketing where communication is done with the
use of electronic gadgets such as blogs, television emails etc. but digital marketing is specifically
use for the marketing and social medial marketing is quite different because the use of social
media app primarily uses for the conversion and to connecting with friend here marketing is
optional but effective due to the higher contacts. Digital marketing is very effective way of
transmitting information from seller to customer as it helps in better advertisement and branding
of product with brief information, aid to increase the brand value. Some examples of digital
marketing involve websites, web designing, content marketing, pay per click forum etc.
1.4 An explanation of social media marketing.
In present competitive market social media is most important and effective way of
marketing use by every organization for the promotion of their brand so that customer gets aware
about their services, for social media marketing there is no need to invest large amount of money
(Fischer, 2019). It is a big network of people connecting to each other for different reasons, there
is various platform in social media which is use for selling, branding of product and services, it is
an easiest way of marketing but depends upon the effectiveness of product advertisement use for
it. Helps customer as well as company to save their time, money of trawling, help customer to
find their desired product, select, replace. Now it’s a valuable technique of marketing for all over
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the world and vary effective, simple. Some examples of social media marketing are what's app,
You Tube, Instagram, twitter, Facebook through videos, images and stories.
1.5 Social and Digital marketing as importance to contemporary businesses.
Importance of digital marketing:
Digital Marketing is a crucial technique in today's business environment as it helps to
enhance the business presence at wider level. It comprises all the activities under which products
and services are promoted through online platforms. With this, organizations, are able to target
large segment of audience. It is wide concept that includes social media, content, email
marketing and other ways to promote a product or service with internet. In addition, it helps to
improve the ranking of websites in search engines such as Yahoo, Google and many more.
Digital marketing is evolving concept that render competitive edge to company. Unlike
Traditional marketing, it is cost effective way that helps to grab the attention of buyers. With
this, a wide number of customers can be targeted with minimum cost. In the current digital era, it
is essential for every company to undertake online marketing to sustain at competitive market
environment for a longer period of time (Eder, 2016).
Importance of social media marketing:
Social media marketing possesses highest importance’s, in current competing market
place, as it observed that from long period of time there was a continues growth in the
marketing of product through it. And because of the effectiveness of social media marketing
various company's started investing on it in very large amount. As digital marketing is important
but social media is more resulting because of huge network of friends, families, and other public,
provide different interacting platform e.g. twitter, what's app etc.(DePaula, 2018). It facilitates
communication between customer and seller, shearing of customer demands, aid to make good
relationship with consumer and vendor, which finally result in the constant growth of
organization, higher brand value, increased trust of customer towards product and company,
customer satisfaction.
PART 2
2.1 Examples of social media contents with justification of their working.
Red Bull - Summer Edition Campaign:
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In the beginning of the year 2015 Red Bull have launched their various flavoured energy
drinks with the main objective of enhancing sales and increasing brand awareness to an extent.
The campaign named as this Summer and edition of this was also launched on the social
networking site such as Instagram The campaign for awareness includes photos, graphic
designing, the firm have planned to use yellow colour posters for their product promotion which
gives tropical summer feelings as person can feel relaxed after consuming drinks. However, the
success of Red bull campaign for achieving growth can be linked with their brand image which
is already established at the market area. People can easily recognize their brand products so
they will not face any difficulty in promoting their new flavoured energy drinks. With the help of
marketing research and analysing strength of firm with the support of content mix the campaign
achieved success at the market place (Miller, 2017).
2.2 Screen shot of effective campaign with established model for digital marketing.
Red Bull – The campaign of Summer Edition
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RACE Model:
Reach: There are more than 1.3 million clients where company was successfully
approached them with their campaign. It results in maximising large number of customers who
will be utilising their products through Instagram page.
Act: People who were approached with the campaign were inspired to gather information
about the ingredient used in flavoured drink which was being launched by Red Bull and
advertised on social media platform (Joo, 2018).
Convert: The campaign had witnessed high conversation ratio as they have gained
positive response of more than 30% increase in their sales variance in context of new flavoured
drink.
Engage: Red Bull have achieved 8.5 points in context of favour-ability and 9.5 point in
creating awareness about the campaign. The clients were highly inspired to share graphics &
posts related with energy drink for engaging clients with the company (Seyyedamiri, 2019).
“The Invisible Car Campaign, Mercedes-Benz”
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This was also an most successful and effective campaign which was organised by luxury
auto mobile manufacturer Mercedes Benz. Main motive of promoting campaign was to promote
their latest F CELL hydrogen fuel cell technology. In this gives a message that a car is invisible
to the environment.
RACE model
Reach- In this, their motive was to promote their brand globally & expand their customer
areas. So, there were successful in reaching to 2.89 million people around the world successfully
because of their innovative approach (Khan, 2016).
Act- It is stage in which people actually start taking interest regarding company, brand
and their products. With market analysis, it was examined that they many people search for this
campaign & came far to see this campaign.
Convert- In this, how many customers have converted or have been participated in
campaign are recorded. So, it was determined that there was a high conversion rate which
enhances sales of brand more than 40%.
Engage- In this, main focus was on engaging people globally to brand for longer period
of time. It was important so that more new campaigns are developed. Thus, Mercedes-Benz was
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successful in engaging people at large amount. Many people shared post of campaigns on social
media.
This has been analysed that RACE Model is used effectively for analysing impacts of
campaigns in most efficient way.
Reduced costs-
With wide use of digital technology, social media has become important as everyone
are focused & active via internet applications. With use of social media content it is easy to
reduce cost of marketing & promotion. Thus, social media content is to be used in appropriate
manner (Barutçu, 2016).
2.3 Why social media content is effective?
The effectiveness of social media can be easily understood with the help of analysing the
undermentioned points:
Enhancing brand awareness: The concept of social media marketing is very effective
business tactic in order to develop strong brand image related with the information about the
goods so that goods can be easily reached to customer in efficient manner. However, the clients
had to be made aware about the brand without their expectations.
Customer satisfaction-
With changing period of time, the requirements & needs of customers are changed.
Also, with rise of competition leads to more new needs of end users. So, with use of social media
content it is beneficial for business because it deliver a total satisfaction to customers. This done
by promoting brand or product through media, images, videos etc. (Chaffey, 2019).
Measurable-
It is also another reason for effectiveness of social media content because it help in
measuring whether customers are actually taking interest in campaigns or not. Further,
measurement is also done through use of Google Analytics, Google Adwords, etc. Therefore, it
has become important to use social media content in such way that goals & objectives are
achieved properly.
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CONCLUSION
It can be concluded from the following business report that marketing helps in promoting
goods & services at the market place. Marketing can be in form of digital & social media.
Thereafter marketing mix tool helps in promotion of goods by reaching towards potential client
who will purchase their goods. Social media marketing is an important pillar of digital marketing
of goods and they are offering various benefits as cost cutting, achieving customer loyalty etc.
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REFERENCES
Books and Journals
Barutçu, 2016. Sustainable social media marketing and measuring effectiveness of social media
marketing. İnternet Uygulamaları ve Yönetimi Dergisi. 4(1). pp.5-24.
Chaffey, 2019. Digital marketing. Pearson UK.
Digital Marketing, Online Business, and Personal Development to Teach You How to Start,
Grow, Succeed in Your Dream Business!.
Brie, 2018. Tones from a Narrowing Race: Polling and Online Political Communication during
the 2014 Scottish Referendum Campaign. British Journal of Political Science, pp.1-13.
Fischer, 2019. Practice Prize Paper–Managing Advertising Campaigns for New Product
Launches: An Application at Mercedes-Benz. Marketing Science, 38(2), pp.343-359.
Eder, 2016. OM 654—Launch of a New Engine Family by Mercedes-Benz. MTZ
worldwide, 77(3), pp.60-67.
DePaula, 2018. Information strategies and affective reactions: How citizens interact with
government social media content. First Monday.
Miller, 2017. Australia’s anti-Islam right in their own words. Text as data analysis of social
media content. Australian Journal of Political Science, 52(3), pp.383-401.
Joo, 2018. Library marketing via social media. Online Information Review.
Seyyedamiri, 2019. Social content marketing, social media and product development process
effectiveness in high-tech companies. International Journal of Emerging Markets.
Khan, 2016. Does culture matter in effectiveness of social media marketing strategy? An
investigation of brand fan pages. Aslib Journal of Information Management.
Online
Red Bull Summer Edition Campaign. 2017. [Online]. Available
thru<https://prmindblog.wordpress.com/2017/09/27/red-bull-social-media-campaign
%E2%80%8B/>
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