The Role of Digital & Social Media Marketing: Theory & Examples

This report provides a comprehensive overview of digital and social media marketing. It begins by defining marketing, the marketing mix, and the communication mix. It then delves into digital and social media marketing, explaining their importance for contemporary businesses. The report includes examples of successful social media content, such as Snaptivity and Starbucks' "WhatsYourName" campaign, highlighting the effectiveness of social media in marketing. The report emphasizes the importance of social media for branding, customer loyalty, and real-time insights. It also discusses how social media enhances customer support and brand awareness, ultimately driving traffic, leads, and sales. The conclusion summarizes the key findings, reinforcing the critical role of digital and social media marketing in modern business.

The role of digital marketing
and social media marketing
theory and examples

Contents
INTRODUCTION...........................................................................................................................3
PART ONE......................................................................................................................................3
Marketing.....................................................................................................................................3
Marketing mix and fixture of communication mix......................................................................3
Digital marketing.........................................................................................................................4
Social media marketing...............................................................................................................4
Importance of digitals and social media marketing for contemporary business.........................5
PART TWO.....................................................................................................................................5
Examples of social media contents..............................................................................................5
How social media is effective in marketing................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
. Marketing is the mean for communication between the company and target audiences. Digital
marketing is broader terms referring to different promotion of products and services with one
form electronic media. The objectives of digital media in promoting the promoting brands,
building up preferences. Social media is one of the largest digital marketing strategies for
meeting up the needs and wants of customer. In this report there will be clear discussion
regarding the marketing and relation for communication mix. In addition, there will be
explanation regarding digital marketing which can be used with respective communication
strategies for development of business.
PART ONE
Marketing
Marketing is considered to be activity with set of institutions and process for creating,
communication, delivering and exchanging for different offering making up value among
customer, clients, partner and society in large manner. Marketing refers to the activities with
company in undertaking for promoting up the buying and selling of product and services. This
has inclusion of the advertising, selling and delivering up product to consumer or business. At
the core, marketing seems to take product and service looking at ideal customer and drawing
attention regarding attention to product and service available. On the other hand, marketing seeks
to have match up company product and services ultimately ensuring profitability. Professionals
are working up in incorporations marketing and promotion departments seeking up the major
attention for key potential audiences through advertising.
On the other hand, marketing is considered to sum of activities which are involved up in
directing with flow of goods and services from producer to consumer in better manner.
marketing is looking for principal functions in promoting and facilitating exchange through
individuals and groups by exchanging up product and service with other parties.
Marketing mix and fixture of communication mix
The marketing mix is helping out to focus on multiple areas as integrated and
comprehensive part of marketing plan. This have reference to 7 important P’s that are such as
price, product, place, promotion, people, physical evidence and process. This is effective
marketing strategy touching up broader range fixating one single message. Focusing up the
marketing mix helping the organizations to make up strategic decision while launching up new
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products and revising of existing product and services. Focusing up marketing mix helping
organizations making up strategic decisions launching in new products over existing product and
services. Consumer centric marketing mix with the incorporate with focus on customers into
different approaches. On the other hand, marketing mix in majorly influencing business plan
needed to be handle rights with greater success. In addition, marketing mix needs a lot of
understanding with market research and consultation with several people regarding to
manufacture and several others. The communication mix in marketing have comprises up with
varsity of ways in communicating with customers. company have always the need for strengthen
up marketing communication plan combining up multiple form of communication channels in
order to reach up end consumers. The major variable for communication mix is such as
advertising, personal selling, sales promotion, public relation, direct marketing and packaging in
perfect manner.
Hence, this help in identifying, arranging element of marketing mix allowing business
making up profitable decision at every level. This is helpful in developing with its strength and
limiting up weakness. This is becoming more competitive and adaptable in market and improve
in manner of profitable collaborations between departments and partners.
Digital marketing
Digital marketing is considered to have promotion of product and services by using up the
electronic media or devices on internet in particular manner. This has inclusion of various
variable such as text messaging, instant messaging, video, apps, podcasts, electronic billboards,
digital television and radio channels, etc. on the other hand digital marketing is using up with
multiple channels and technologies allowing the organization to have proper analyse different
strategy and content in original time. On the other hand, a strong digital strategy is considered to
very important for business. The digital strategy pays up major leverage on PPC, social media
and SEO in order to maximize up result in better manner.
Social media marketing
Social media marketing in the usage of different social media platforms and different
website regarding business promotions. Social media marketing has been turning out the
increase trends in there both PR actioner and researchers. The different social media sites are
looking for the data analytical tools enabling companies in tracking up business progress, success
and engagements in ad campaign. There are using up of different sites and social networks
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company products and services. this is allowing marketers gaining the detailed information’s in
term of geographical, demographic, and personal information. Social media marketing campaign
appealing with broader audience looking with current and prospective customer, employee,
bloggers and the stakeholder.
Importance of digitals and social media marketing for contemporary business.
Digital marketing is considered to be in process for promoting and showcasing the differ
products including in business expansion including the display advertising any other digital
medium. Digital marketing is the catalyst looking with product acceptability along with increase
in sales and creation awareness about the different product and specialist. On the other hand,
digital marketing has extending to the non-internet channels provides up digital media. Social
media is one of the largest digital marketing strategies for meeting up the needs and wants of
customer. The different social media sites are looking for the data analytical tools enabling
companies in tracking up business progress, success and engagements in ad campaign.
The benefits of digital marketing reaching up with reaching out people more 7 social
media accounts as the average person spending over 2 hours on day of social media. This have
integrated for everything doing up with work, entertainments and handing out with friends.
Social media marketing and advertising piece of digital marketing.
PART TWO
Examples of social media contents.
Snaptivity, a Sports Innovation Company: Catch Your Moments
Snaptivity is not only a great tool for bolstering the match day experience, but it gives
spectators an opportunity to relive their moments from a match at Edgbaston and to share them
through their social networks. Snaptivity is driving up the social sharing among consumer with
development of unique technology to make identification, measuring and capturing with
emotional spikes and reaction at the live sport matches in UK. Snaptivity captures candid fan
emotions using robotic cameras that are triggered automatically at key moments of excitement
by AI and IoT sensors performing crowd analysis. Snaptivity have installed robotic AI cameras
and IoT sensors in the stadium for tracking the crowd reaction and capture individual’s reaction.
on the other hand, fans have to download Snaptivity App enter the seat number and find unique
shareable photos. The company have covered the 18 live games and achieved with social reach
in 1.2 million people with each instance.
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Social media content is playing important role in success of the organisations’ marketing efforts.
Several examples can be found for the organisation and their social media content that worked
and one such example is of Starbucks.
Social media campaign of Starbucks- WhatsYourName.
In this campaign Starbucks partnered with Mermaids, an organisation that support transgender
and gender-diverse youth. For the purpose of campaign platform used by company was Twitter,
Instagram, and Facebook. This campaign focused on desire of Starbucks company to be
inclusive towards people of all gender by honouring their chosen name. This campaign is builds
on well-known aspects of experience at Starbucks. This means that chosen name of individuals
are written on the side of the cup-by committing to respect the names that customers wants to be
called.
Content of the video was that individual featured in video was not happy with their name and
was still called by that name (Every Name’s a Story #whatsyourname, 2020). But when their
name was asked by Starbucks individual told name their chosen name and this was written on the
side of the cup at Starbucks. This is concerned with honouring their chosen name and also
integrating every gender.
This campaign created a buzz on social media and company created a simple, clear campaign
hashtag and led with their values, and linking with emotions and feeling and this was the element
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that makes this campaign and its content real and enables to make emotional impact. Element
that makes it different from other brands is that many of the brands stay away from such
politicized subjects but Starbucks considered that topic and ensured that they are able to make an
impact.
Model used for this marketing campaign is Forrester’s 5Is model. This model involves 5
elements that are-
Involvement- This is concerned with getting customers involved with brand
Interaction- This is concerned with actions that people take, in this audience and customers
bought mermaid shape cookie in support of mermaidsgender and people created buzz with
hashtag on social media (Annmarie Hanlon, 2020).
Intimacy- This is concerned with sentiment that people exhibits and action they take
Influence- Influence is likelihood that a person will recommend product of a company to others
Individual- Focus on individuals rather than group of community, however this campaign
focuses on groups and community but also encourage individuals and their participation
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How social media is effective in marketing
A social media marketing plan is the overview goals for different marketing efforts and action.
This is helping out to achieve goals, social media plans acting as guide to keep the business on
track. On the other hand, social media is important for developing the business as effective
socials media marketing strategy.
Major importance in developing the branding for business personality through the social
media best way of the connecting the larger audiences. There is expanding of differ business
opportunities to get into interactions and contents establishing the online brand presences are
turning to be consistent and recognizable.
Social media strategy is helpful in gaining up major level of customer loyalty paying
major emphasis of customer experiences resulting reputation impact. Company or brand which
are engaging in social media channels are higher loyalty in term of customers.
Social media strategy is successful in gaining real time insights with reference to
customer interest and behaviours in perfect manner. This will increase their engagements rates
on the social media post of the brand. Company will be tracking conversion through purchase
will lead ads benefits the best of product and service.
Customer support leis ion social media created with solely for communication and still
look into core foundation. Customer interactions is allowing up the public opportunity to make
the complaints rights enhancing the relationship. There is recommendation with additional
product creating open line of communication creating better reputation management tools.
Increase in the awareness and branding have the presence of top 4 influential social media
platforms giving out the brand an opportunity with help of various audiences and cross channels
promoting the content.
On the other hand, social media strategy is helping to reach out major exposure to
generate traffics, leads and sales. This is plugging into the different demographics for performing
customer research looking at desired audiences to increase website and new sale to client.
CONCLUSION
On the basis of above discussion, it can be concluded that digital and social media
marketing is playing role in successful marketing of the organisations. This report discussed
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different elements of marketing and digital marketing and communication mix and importance of
social and digital marketing for contemporary businesses.
And also involved examples of social media contents and how they became successful and why
they became successful. Followed by this report also discussed about models and standards of
digital marketing should be referred to and discussed about effectiveness of social media
marketing.
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REFERENCES
Books and Journals
Herhausen, D., Miočević, D., Morgan, R.E. and Kleijnen, M.H., 2020. The digital marketing
capabilities gap. Industrial Marketing Management, 90, pp.276-290.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1). pp.22-45.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1). p.51.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Online
10 of the Best Digital Marketing Campaigns in the UK in 2019. [online]. Available through. <
https://www.digitalmarketingcommunity.com/articles/10-best-digital-marketing-campaigns-in-
the-uk-2019/>
Why an Effective Social Media Marketing Strategy is Important.2019. [online]. Available
through https://www.lyfemarketing.com/blog/effective-social-media-marketing-strategy/
Annmarie Hanlon. 2020. Are you exploiting the 5Is of online marketing? [Online]. Available
Through: <https://www.smartinsights.com/marketing-planning/marketing-models/
forresters-5is/>.
Every Name’s a Story #whatsyourname. 2020. [Online]. Available Through: <
https://stories.starbucks.com/emea/stories/2020/whatsyourname/ >.
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