Practical Digital Marketing & Social Media Marketing Portfolio

This report provides a comprehensive overview of digital and social media marketing, emphasizing their importance in contemporary business. It begins by defining marketing and exploring the connection between the marketing mix (product, price, promotion, place) and the communication mix (advertising, personal selling, sales promotion), highlighting how communication tactics are strategically used within the promotion element of the marketing mix. The report then explains digital marketing and social media marketing, detailing their benefits in reaching a broad customer base and reducing reliance on physical stores. It includes examples of social media content from Cadbury and Unilever, justifying their effectiveness in terms of user engagement, brand awareness, and corporate social responsibility. The report concludes that social media marketing enhances brand image, improves conversion rates, offers cost-effective campaigns, provides convenience, generates customer insights, and increases website traffic.

Practical Digital
Marketing - role of digital
marketing and social
media marketing portfolio

Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Definition of marketing ...............................................................................................................1
Connection between marketing mix and communication mix....................................................1
Explanation of digital marketing ................................................................................................3
Explanation of social media marketing .......................................................................................3
Importance of digital and social media marketing in contemporary business.............................3
PART 2 ...........................................................................................................................................4
Examples of social media content and their justification in business parlance...........................4
Screenshots of effective campaign of Cadbury and Unilever......................................................4
Effectiveness of social media content .........................................................................................6
CONCLUSION................................................................................................................................7
.........................................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing refers to use of internet and virtual channels in order to promote any
activity, product and service (Hanlon, 2020). Social media marketing is concerned with using
online channels for communicating socially and also helps in promoting business activities.
Using digital channels and social media sites for marketing is beneficial and necessary for
companies to reach a large customer base around the world. These marketing practices also
reduces the need of physical stores in market.
This project highlights the understanding of marketing. It also includes discussions about
digital and social media marketing and how they are significant in dynamic business trends. This
project comprises of marketing mix and how communication components fits in this. It also
consists of how social marketing works with justified examples.
PART 1
Definition of marketing
Marketing involves varied activities which is used by organisations to research market
trends and customer preferences in order to plan their promotional as well as selling activities
accordingly (Kumar and Singh, 2020). It assists establishments in increasing awareness about a
specific product or service and crating a brand reputation as well as positive image in market. It
allows corporates to reduce their cost on production processes by hiring marketing team for
understanding market behaviour about particular product. Concept of marketing works on a
principle which says that it essentially focus on customer needs and preferences in order to
provide them value. This also aids an organisation in distinguishing their products or services
from that a competitor offer. Common examples that are used by organisation for marketing are
hoardings, advertising, personal selling and many more. Marketing essentially helps an
organisation in creating their brand influential so that customers can recognise them even in a
crowded market.
Connection between marketing mix and communication mix
Marketing mix is concerned with set of tactics that helps organisation in planning their
marketing strategy effectively (Pandey, Nayal and Rathore, 2020). Marketing strategies are said
to be effective when they focus on each and every aspect of business activities. This tool with its
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four differential elements assists corporates to promote their products and services in existing as
well as new market. Varied elements of marketing mix are discussed below: Product is termed as something which a company sells to make profits. It is particularly
designed to satisfy consumer's needs and desires. These should be designed, marketed
and presented in such a way that it offers a value to customers as well as it helps in
gaining competitive advantage to organisations. For instance, Apple was the first to
launch iPhone in market to understand the needs and wants of consumers. Price can be termed as sum of amount that is spent by buyer to purchase a product or
avail services (Saraiva, 2019). It is a significant factor for businesses to create positive
customer perception and positioning of brand efficiently in marketplace. There are
several pricing strategies which is used by establishments such as cost leadership, price
skimming etc. For instance, UNIQLO Japan clothing brand has adopted cost-
effectiveness strategy where it purchases bulk quality of raw materials in affordable
prices from manufacturers to provide reasonable rates to customers. Promotion is considered as using efficient communication tactics in order to reach
massive customer base. Major components of promotion that need to be taken care of by
organisation, namely, promotional message, target audience and the medium. Various
promotional techniques which are common to companies are advertising, personal selling
etc. Place can be termed as that medium where buyers as well as sellers meet and engage in
any transaction (Cruz, 2020). It can be a physical or virtual store. It also consider supply
and distribution channel that aids in made close connectivity to consumers.
Communication mix is considered with varied tools and techniques which are used by
corporates to communicate with their customer in order to influence them to make a purchase
(Suleiman, Awan and Javed, 2021). In marketing of differential products or services, numerous
elements of communication mix is used such as advertisements, personal selling, sales promotion
and many more. It is used strategically in promotion element of marketing mix. As components
of communication mix and promotion element talks about communicating to customers while
promoting products or services. It helps in creating effective marketing strategy and enhancing
brand positioning in market.
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Explanation of digital marketing
Digital marketing is an exercise that involves promotion of varied products or services
through virtual channels over the internet (Peruta and Shields, 2018). Different organisations
uses differential techniques to market their products digitally. It includes marketing through pay-
per-click advertising, e-mail, social media sites, search engine optimization, multimedia
messaging etc. Main purpose of digital marketing is to generate sales leads and maintain traffic
of customers on company's website. It essentially helps to create open communication channels
between consumer and company in order to share their views about products or services. It also
encourages establishments in bridging the gap of communication. It assists companies in
gathering customer data and their preferences from their reviews as well as through their internet
surfing.
Explanation of social media marketing
It can be described as a practice of using social media sites to promote company's
products and services in order to reach and influence large number of customers (Huggins and
Cunningham, 2019). It comprises of varied types such as paid media, influencer, content
marketing and many more. It is an cost effective method of marketing as it does not need huge
resources and investments. It also assists in gaining customer satisfaction for longer period. It
helps to create direct connections with customers and crate huge awareness through brands.
Various social sites used for marketing are facebook, Instagram, LinkedIn and many more. It is
an ideal platform for advertising as it help market analysts to know about customer's buying
patterns, likes and preferences in an effective manner.
Importance of digital and social media marketing in contemporary business
In today's world, social media sites and digital channels become most valuable and
influential platform for advertising business activities (Sheremetyeva, Gorshkova and
Mitropolskaya-Rodionova, 2021). Social media helps to reach a massive number of customer
instantly just through posting an advertisement. It also cost less as compared to traditional
methods of advertising. This also helps in gaining valuable insights for understanding customer
preferences and buying patterns. Companies uses search engine optimization techniques for
optimizing social media and official website in order to increase traffic of customers on them.
This can be achieved by using accurate and reliable data on these sites. Companies should post
true and correct advertisement for creating positive brand image. It is not allowed to post
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anything unlawful just to influence customers. Role of digital marketing is increasing day by day
in contemporary business activities. Organisation choose varied marketing tools to market their
products efficiently over the globe. Organisations uses google ads and can collaborate with third
party apps to display their advertisements by paying them an specific amount.
PART 2
Examples of social media content and their justification in business parlance
Social media content is created by companies to be post on various networking sites. There are
varied ways to post an advertisement to social sites. Companies are allow to share share, articles
and videos of a specified product in order to attract customers. Examples of social media content
are-:
Example 1
User-generated content is prepared by users of specific brand which is post by companies on
their social media handles by giving credit to the creator (Dyahrini, Firmansyah and Purba,
2021). This practice is used by companies to increase customer engagement in their brand. For
instance, Cadbury asked its customers to give a personalize touch to dairy milk brand and use
their hashtags to post them. Later on, company post the same picture and also offers 10%
discount to specific customers. This campaign has worked in engaging customer as they felt
valued as their thoughts are considered by company. This helps in generating more revenue and
profitability.
Example 2
Company's blog post is become a significant part of website. Organisations post regularly on
their social media handles about new product launch, inspirational thoughts, news articles,
employees achievements and many more. Unilever has created its blog to post its varied business
as well as as CSR activities. This help company to set a differentiated position in industry and
get people to know about its workings.
Screenshots of effective campaign of Cadbury and Unilever
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Figure: Social media content of Cadbury. 2022
(Source: Social media content of Cadbury. 2022)
This screenshot is of Cadbury campaign where people were asked to give a personalize
look to dairy milk chocolate and post it with company's hashtag. Best designs were posted by
company on its official social sites. This personalized chocolate is gifted to creator and also that
person is given 10% discount on his next shopping of Cadbury products.
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Figure: Social media content of Unilever. 2022
(Source: Social media content of Unilever, 2022)
This screenshot is of Unilever company from its blog post distributing noodles to people
while respecting covid protocol of maintaining social distancing. Through posting its varied
activities, company can enhance brand awareness and also creates positive reputation. In the
above image, company is fulfilling its corporate social responsibility and create good image by
posting it virtually.
Effectiveness of social media content
Social media is considered as an effective marketing tool that helps organisation to
communicate its customers. Effectiveness of social media content is discussed below:
Increase brand recognition- Social media content can be used by businesses to enhance their
brand image globally. It is considered as an effective platform for make communications to
potential consumers and also cater various needs of existing one. It also helps in communicating
to varied stakeholders. Improves conversion scale- It is not necessary that customer see advertisement and
purchase the product. They take time to be influenced and convert advertisements into
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sales. By providing accurate and relevant content, it helps in improving customer
presence. Cost effective campaign- It helps to create promotional campaign in a cost effective
manner. Through social media sites, it is easy to track success of campaign in real time.
Companies can also get instant feedbacks about their particular campaign. Customers
provide incredible insights that is valuable for businesses to plan for future activities. Convenience- Social networking sites are most convenient source that an organisation
can use. As social sites like Instagram and facebook are so convenient for users,. They
can use it any time and from anywhere. This provides flexibility in implementing this
marketing strategy to businesses. Customer insights- This helps immensely in generating insights about customers.
Market analysts uses this strategically to find out customer's preferences, likes, dislikes
and market trends. By analysing all this aspects, company can plan accordingly and
makes strategies to meet consumer demands that further helps in generating more
revenue.
 Increase traffic on websites- Using social networking sites for promoting products or
services, company can increase traffic of consumers towards their websites. Companies
that create high level and reliable content having defined keyword strategy can get
success for long time. Promoting website links through social media sites can diversify
consumers traffic towards official site of company.
CONCLUSION
From the above report, it has been concluded that social media marketing benefits companies in
generating trustworthiness customers and also it helps to enhance brand image. Companies can
collaborate with content creators and social media influencers that enhances visibility of brand. It
helps to create brand image globally. Digital media channels also helps in generating leads for
sales. Technology made tracking company's success so easy with the help of analytical tools and
digital channels.
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REFERENCES
Books and Journals:
Hanlon, A., 2020. Ethics in Digital Marketing and Social Media. The SAGE Handbook of
Marketing Ethics, p.424.
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.
Pandey, N., Nayal, P. and Rathore, A. S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Saraiva, P. M., 2019. Marketing Digital: A Utilização Das Mídias Sociais como um Canal de
Comunicação no Varejo de Moda de Barbalha-CE/Digital Marketing: The use of Social
Media as a Communication Tool in the Fashion Retail Market in Barbalha, Ceará. ID on
line REVISTA DE PSICOLOGIA. 13(44). pp.486-507.
Cruz, A. ed., 2020. Digital and social media marketing: a results-driven approach (Vol. 7, No.
3, pp. 166-181).
Suleiman, D. A., Awan, T.M. and Javed, M., 2021. Enhancing digital marketing performance
through usage intention of AI-powered websites. IAES International Journal of
Artificial Intelligence. 10(4). p.810.
Peruta, A. and Shields, A. B., 2018. Marketing your university on social media: A content
analysis of Facebook post types and formats. Journal of Marketing for Higher
Education. 28(2). pp.175-191.
Huggins, K. A. and Cunningham, J. E., 2019. The Social Media Magnet: A New Paradigm in
Inbound Marketing Instruction. Huggins, K.A. and Cunningham, J.E., 2019. The Social
Media Magnet: A New Paradigm in Inbound Marketing Instruction.
Sheremetyeva, E. N., Gorshkova, L. A. and Mitropolskaya-Rodionova, N. V., 2021, April.
Digital Marketing Transformation: Trends and Realities. In International Scientific
Conference “Digital Transformation of the Economy: Challenges, Trends, New
Opportunities” (pp. 497-504). Springer, Cham.
Dyahrini, W., Firmansyah, E. and Purba, J. M., 2021. The Effect of Digital Marketing, Digital
Money on Performance PT. Indosat (Case Study in Bandung Sales Area). Psychology
and Education Journal. 58(1). pp.6343-6349.
Online:
Social media content of Cadbury. 2022 [online available through]:
<https://oliviaknash.files.wordpress.com/2013/02/cadbury_ydarem.png>
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Social media content of Unilever. 2022 [online available through] :
<www.unilever.com/news/news-search/2021/bringing-food-and-hygiene-to-a-population-in-
need/>
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